OER and new business models

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OER and new business models

  1. 1. Drs. Ing. C.J. (Cees) Brouwer vice president Open University Netherlands Educa Berlin, November 3 - 5, 2008 Open Educational Resources : the Dutch Lifelong Learning case and a Business Case perspective
  2. 2. Agenda <ul><li>Mission Open University NL </li></ul><ul><li>OpenER project </li></ul><ul><ul><li>characteristics </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>Lessons learned </li></ul></ul><ul><li>Future strategy Open University NL </li></ul><ul><ul><li>Business model </li></ul></ul><ul><ul><li>Customer life and study cycle </li></ul></ul>
  3. 3. Mission OUNL <ul><li>OUNL develops, delivers, and advances high-quality and innovative higher education distance learning, collaborating in networks and alliances </li></ul><ul><ul><ul><ul><ul><li>Being the University for Lifelong learners OUNL highlights the diverse learning needs of people in their course of life and the necessity to considerably increase the knowledge and competence level in society </li></ul></ul></ul></ul></ul>
  4. 4. OpenER - project <ul><li>launched december 2006 </li></ul><ul><li>with grants NL-Ministry and Education Hewlett Foundation </li></ul><ul><li>more access non-traditional groups to Higher Education (HE) </li></ul><ul><li>extend opportunities for lifelong learning using an e-learning approach </li></ul><ul><li>lowering existing thresholds : institutional, formal, financial, social, time, place, pace </li></ul><ul><li>making access easy and attractive </li></ul><ul><li>transfer gradually from informal to formal learning </li></ul><ul><li>much attention from the media, education stakeholders and the (inter)national scientific and professional community </li></ul>
  5. 5. OpenER - Characteristics <ul><li>High-quality and attractive self-study learning materials </li></ul><ul><li>Small course unit size (25 hours, some 4 hours) </li></ul><ul><li>Some courses offer self-tests or are linked to TV-programmes </li></ul><ul><li>Open and flexible in its most ultimate form </li></ul><ul><li>Opportunities for formal testing (not for free!) and certification as a starting point for a full study </li></ul><ul><li>Dutch language being used (no English …) </li></ul><ul><li>Efficient explorative step-by-step investment in time / effort (not in money): temptation approach </li></ul><ul><li>Research, evaluation and effect measurements </li></ul>
  6. 6. OpenER – the site:www.opener.ou.nl
  7. 7. OpenER - impressions <ul><li>Running term </li></ul><ul><ul><li>extended from Dec. 2007 to June 2008 (with same budget!) </li></ul></ul><ul><li>Outcomes exceed intentions </li></ul><ul><ul><li>number of courses 15 (now), 16 (intended), 25 (expected) </li></ul></ul><ul><li>Outcomes outrange targets </li></ul><ul><ul><li>> 550.000 unique visits of website since launch (end 2006) </li></ul></ul><ul><ul><li>60% of the visitors did not participate in HE before </li></ul></ul><ul><ul><li>over 4400 registered learners </li></ul></ul><ul><li>OER offered affects future choices (1500 filled questionnaires) </li></ul><ul><ul><li>37% has plans for buying courses on the level of HE </li></ul></ul><ul><ul><li>of existing OU-students 69% indicated that this project affects their further study plans </li></ul></ul><ul><ul><li>10% of actually newly registered students via OpenER (Spring 2008) </li></ul></ul>
  8. 8. OpenER - general survey results <ul><li>Age, HE participation, visitors </li></ul><ul><li>71% of population aged 25-55 yrs </li></ul><ul><li>43% didn’t participate in HE before </li></ul><ul><li>73% returning visitors </li></ul><ul><li>Reasons for visit (>1 choice) </li></ul><ul><li>61% follow a free course </li></ul><ul><li>21% ability test on university level </li></ul><ul><li>44% try-out of a study at OUNL </li></ul><ul><li>5% reuse material in own courses </li></ul><ul><li>Use of materials </li></ul><ul><li>20% did not look through </li></ul><ul><li>any course </li></ul><ul><li>37% browsed through a </li></ul><ul><li>course </li></ul><ul><li>43% studied a course </li></ul><ul><li>Study plans </li></ul><ul><li>75% not involved in any formal learning </li></ul><ul><li>17% intends to start a formal study in HE </li></ul><ul><li>37% intends to buy courses on HE level </li></ul><ul><li>87% indicates that OpenER </li></ul><ul><li>affects their further study plans </li></ul>
  9. 9. OpenER - course related surveys <ul><li>Two types of forms, since August: </li></ul><ul><li>643 of type A: only looked through introduction </li></ul><ul><li>156 of type B: studied most of the material </li></ul><ul><li>Some results type A (80% population) </li></ul><ul><li>Why do you visit this website? </li></ul><ul><li>37% free course </li></ul><ul><li>35% test for level </li></ul><ul><li>31% curiosity </li></ul><ul><li>Does this course meet your expectations? </li></ul><ul><li>97% yes (e.g. self study,interesting, . . .) </li></ul><ul><li>Some results type B (20% population) </li></ul><ul><li>45% first time visitor </li></ul><ul><li>50% less than HE level </li></ul><ul><li>81% course meets expectations </li></ul><ul><li>66% completed the course </li></ul><ul><li>54% wants to do formal examination (not for free) </li></ul><ul><li>69% influenced by OpenER in study plans (of which 3%: I do NOT want to study) </li></ul>
  10. 10. OpenER - lessons learned <ul><li>Support of top management (deans of the OUNL Schools) is crucial for progress / success </li></ul><ul><li>Setup separate from regular operations, keep it ‘small’, manageable and technologically simple </li></ul><ul><li>Identify OER champions , extend their enthusiasm to others and build on feelings of competition between the Schools </li></ul><ul><li>Rely on quality awareness and competency of OUNL course developers and offer maximum support for content processing </li></ul><ul><li>External funding helps in this respect </li></ul>
  11. 11. OpenER - future strategy OUNL <ul><li>executive board positive attitude towards OER </li></ul><ul><li>scenario </li></ul><ul><ul><li>Minimum scenario: continue OpenER approach, with further funding externally or (partly) by the OUNL marketing budget </li></ul></ul><ul><ul><li>Advanced scenario: (a) All OUNL learning materials in OER (major government funding …), or (b) a new OER Initiative? </li></ul></ul><ul><li>dependencies </li></ul><ul><ul><li>national LLL policy , and business model adaptations </li></ul></ul>
  12. 12. Business model – a customer focus <ul><li>Productview </li></ul><ul><li>Bachelors and masters of science, professional masters, single courses, mini modules </li></ul><ul><li>Learning experiences, knowledge enrichment </li></ul><ul><li>Services, services and services </li></ul><ul><li>Form, medium, price/performance </li></ul><ul><li>Marketview </li></ul><ul><ul><li>students! </li></ul></ul><ul><ul><li>Students?? Paying customers! </li></ul></ul><ul><ul><li>Business mgt, HRM strategy </li></ul></ul><ul><ul><li>Other involvement, result driven within a short period of time, LLL packages </li></ul></ul>INFRASTRUCTURE CORE CAPABILITIES VALUE CONFIGURATION PARTNER NETWORK OFFER VALUE PROPOSITION CUSTOMER TARGET CUSTOMER DISTRIBUTION CHANNEL CUSTOMER RELATIONSHIP FINANCE COST STRUCTURE DISTRIBUTION CHANNEL
  13. 13. The customer in the centre <ul><li>The driver for all interaction with the student is </li></ul><ul><li>the context of the student </li></ul><ul><li>The student is located in a specific “phase of life” </li></ul><ul><li>with specifc needs Motivation to study is connected with these phases: </li></ul><ul><ul><li>Personal development, to work on competences, for your own good of your job </li></ul></ul><ul><ul><li>Carreer </li></ul></ul><ul><ul><li>Knowledge development </li></ul></ul><ul><li>A student finds himself also in a certain phase of </li></ul><ul><li>the “ study cycle” </li></ul><ul><li>In a life time a student can have more than one </li></ul><ul><ul><li>study cycle: ‘life-long-learning’ </li></ul></ul>* Circle of Life, TNO Informatie- en Communicatietechnologie Choose Order Orientation Receive Study
  14. 14. A life long learning: learn to learn, learn to choose, learn to ‘grow’, learn to share, learn to experience Circle of Life: Phases of lyfe for the future needs teenagers study single starter single carreer living together carreer family with young children family with teenagers empty nesters pensioner experience becomes seriousness want to learn want to learn want to learn experience becomes seriousness experience becomes seriousness build up CV build up CV build up CV flexible offer flexible offer flexible offer fast & short fast & short fast & short mental fittness mental fittness mental fittness mental fitness comfort spare time social benefit in local area in local area comfort comfort carreer offer community community community initial info - sources initial info-sources personalised edu offer personalised education offer personalised education ofer personalised education offer carreer offer carreer offer added value services added value services added value services added value services added value services
  15. 15. Circel of life – learning moments Schoolcontext tertiair secundair primair course Working context Other contexts Informal learning activity Nonformal learning activity course course course course course course work Education Nonformal learning activity Nonformal learning activity Nonformal learning activity Nonformal learning activity Nonformal learning activity Nonformal learning activity Nonformal learning activity Informal learning activity Informal learning activity Informal learning activity Informal learning activity Informal learning activity Informal learning activity Informal learning activity Informal learning activity course time frame portfolio target personal development plan OUNL BaMa
  16. 16. Three Interaction themes with students <ul><li>The needs of (potential) students translated in three interaction themes: </li></ul><ul><li>Per theme different instruments </li></ul><ul><li>Choice of instrument per targetgroup </li></ul>The OU knows me ‘ Personal’ Interaction in line with customer needs I am connected ‘ Study together’ Fysical and virtual contact with students and teachers The OU will follow me ‘ Contact’ We will be in contact before, during and after your study period
  17. 17. The OU knows me – ‘Personal’ Personal study advice Personal bookmarks Other students who choose this course, did also choose..* Tailor made brochure* Tips; interesting information as meetings, activities and news on courses (SMS, RSS, e-mail) Ordering interesting book with discount What about my order? (personal page) Call me*, (video)chat Contact with students Podcast/vodcast of colleges My studyplanner Course reviews/testimonials by fellowstudenten* Make your own choice how to receive information My teaching schedule Visualisation of study progress DigiD** Pay creditcard, iDEAL, … * Uitgewerkt in visualisatie ** Regelgeving moet onderzocht worden. Choose Order Oriëntation Receive Study
  18. 18. The OU will follow me – ‘ We keep in touch’ Customer surveys with phone follow-up) Study alert: think of your exam? (SMS/e-mail) News about courses During study Alumni network Tips about interesting jobs Tip: interesting key note speaker New courses Study trip with OU teacher Newsletter Traineeposts OU MSN buddy Newsletter Contact with business people In between and after studies Choose Order Orientation Receive Study
  19. 19. I am connected – ‘ Study together’ Virtual study groups (Video) chat with teachers Meet student of the neighbourhood Weblog/webpage with studygroup Who’s online? (teachers, students) (Video) call with teachers Virtual lectures Forum (students, teachers, business people) Have a studytrip togehter Teacher invitation for virtual study group meeting Book online meeting room Upload of notes choose order orientation Receive Study
  20. 20. Value chain – business to consumer <ul><li>Consumer needs </li></ul><ul><li>open access </li></ul><ul><li>Time and location independent </li></ul><ul><li>Compatible with work and family life - flexibility </li></ul>OU NL education portfolio
  21. 21. Value chain – business to business <ul><li>Business to Consumer </li></ul><ul><li>change in needs </li></ul><ul><li>Business to business </li></ul><ul><li>new markets and targetgroups </li></ul><ul><li>new demands </li></ul>OU NL education portfolio EVC, assessment Carreer coach Studyplanner Personal development plan EVC, assessment on department or company level Personal development planning Carreer and education plans Academy – themes, company OU NL services OU NL “ products”
  22. 22. (Future) portfolio OUNL <ul><li>CONSUMER CUSTOMER </li></ul><ul><li>Bachelor Master </li></ul><ul><li>Packages of modules </li></ul><ul><li>Single modules </li></ul><ul><li>Services: study planning, exam training, extra coaching </li></ul><ul><li>mini modules </li></ul><ul><li>Even smaller actual offers </li></ul><ul><li>Other media </li></ul><ul><ul><li>Subscription model </li></ul></ul><ul><li>BUSINESS CUSTOMER </li></ul><ul><li>Blended forms </li></ul><ul><ul><li>Distance learning </li></ul></ul><ul><ul><li>Train together </li></ul></ul><ul><ul><li>Theme academies </li></ul></ul><ul><ul><li>Competences, function families </li></ul></ul><ul><li>Spin offs </li></ul><ul><ul><li>LEARNING EXPERIENCES </li></ul></ul>
  23. 23. New products and services <ul><li>Carreer round abaut </li></ul><ul><li>Research </li></ul><ul><li>PoPs, functiefamilies, competenties, doorlopende leerlijn </li></ul><ul><li>Health care, projectmanagement </li></ul><ul><li>Spin offs </li></ul><ul><li>Networking Open College for Professional Development </li></ul><ul><li>Opener </li></ul><ul><li>Academic experience </li></ul><ul><li>Business model met LLL services </li></ul><ul><li>Free content </li></ul><ul><li>LLL services </li></ul><ul><li>Certificering, diplomering </li></ul><ul><li>Accreditering </li></ul><ul><li>Begeleiding </li></ul><ul><li>Membership for life </li></ul><ul><li>Andere uitlevervormen multimedia, andere stukken content, toegevoegde waarde </li></ul>OU NL services OU NL “ products”
  24. 24. Value proposition <ul><li>People who know to find OUNL (adequate poresentation) </li></ul><ul><li>Volontary registration, identity known, accessible </li></ul><ul><li>Customer who pays for services </li></ul>OU NL basic education portfolio Subscription registrtion OER tools and test OER material The ouside world – unregistered
  25. 25. Future OER Strategy OUNL <ul><li>OpenER gave results in terms of measured effects , ingredients for the national LLL policy , and business model adaptations </li></ul><ul><li>Task force Advanced scenarios : (a) All OUNL learning materials in OER (major government funding …), or </li></ul><ul><li>(b) A new OER Initiative ? </li></ul><ul><li>Yet , a positive decision to continue on OER has been taken by the Executive Board recently </li></ul>
  26. 26. Future OER Strategy OUNL <ul><li>Not settled , OpenER running until June 2008 and still to bring up some crucial results in terms of measured effects , ingredients for the national LLL policy , and business model adaptations </li></ul><ul><li>Yet , a positive decision to continue on OER has been taken by the Executive Board recently </li></ul><ul><li>Minimum scenario : continue in the OpenER approach , with further funding externally or (partly) by the OUNL marketing budget </li></ul><ul><li>Advanced scenarios : (a) All OUNL learning materials in OER (major government funding …), or </li></ul><ul><li>(b) A new OER Initiative ? </li></ul>
  27. 27. THANK YOU … [email_address]

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