University
2.0
University as Hollywood studio
http://www.flickr.com/photos/retsoced/106084561/ Glasgow University

What does a
Hollywood Studio
and a University
have in common
? http://www.flickr.com/photos/retsoced/106084561/

Choose
A. They produce content
B. They distribute content
C. They are changing
D. All of the above?
http://www.flickr.com/photos/retsoced/106084561/

producedistributechanging
D
All of the above
http://www.flickr.com/photos/retsoced/106084561/

What is a “In general terms a traditional
traditional University can be described as
an independent body which
University? carries out research without
agenda or bias, they also teach
students”
http://www.flickr.com/photos/nikost/1437499804/
University of Thessaly Campus

Graduates lack knowledge?
“….there are also disturbing signs that many
students who do earn degrees have not
actually mastered the reading, writing and
thinking skills we expect of college graduates.
Over the past decade, literacy among college
graduates has actually declined. Unacceptable
numbers of college graduates enter the
workforce without the skills employers say they
need in an economy where, as the truism
correctly holds, knowledge matters more than
ever. “
http://www.ed.gov/about/bdscomm/list/hiedfuture/reports/0803-draft.pdf

knowledge matters more than ever
Industry Product
Knowledge
Innovation
Create
Experience

Where did those graduates go to get knowledge?
http://www.flickr.com/photos/47984368@N00/2226450645/

University
http://www.flickr.com/photos/juanillooo/1231088474/

How does a University deliver knowledge
(research & teaching) today?
User/ E-Learning University New Platform Aggregation
Community
Contribution
Model integrates user- and Model relies on user-generated
community-content within a content and open distribution
“walled” access environment platforms.
Content
Source Traditional University Content Hyper-syndication
Model relies on professional, Model with secure, professional
branded content within a “walled” content available online and on
access environment; incumbents standard devices
have legacy position
Produced by
Professionals
Distribution and
Proprietary Device Platforms Open
Source: IBM Institute for Business Value (IBV) Modified by Chris Sparshott f or Education Sector.

How can a University deliver content
today?
User/ E-Learning University New Platform Aggregation
Community
Contribution
Distance Free
.
Learning Knowledge
Networks
Content Blended
Source Traditional Content Hyper-syndication
University
Podcasts Individual
Labs Lectures Research Researcher
Paper http://
w w w .sandbothe.n
Produced by Clinics
et/biography.htm l
Professionals
Distribution and
Proprietary Device Platforms Open
Source: IBM Institute for Business Value (IBV) Modified by Chris Sparshott f or Education Sector.

How is knowledge being delivered
outside of academia today?
New Platform
Aggregation
Where is this happening?
.

Why is this important
?

Access to knowledge is becoming
free

Universities need
to innovate to
compete
Innovation
“Introduction of a new
idea into the
marketplace in the form
of a new product or
service, or an
improvement in
http://www.flickr.com/photos/bazik/395792175/ organization or process.”

How can Universities innovate with a
new aggregation platform?

Web 2.0
Content
Strategy
• Research/
ers
• Students

Open access to published and work in progress research

Video all lectures and seminars,
build podcasts, Blog and video blog
everything, open discussions with the
“outside”, build University wikis,
encourage lecturer and student ad-hoc
content creation, open access delivery
system,
Share with all

Three
Problems
Ownership Social Trust
Networking

Ownership
Ownership
The University
owns their
researcher’s and
student’s content
but shares the
success of any
published content
with ALL
contributors

Social Networking
Which Tools and what do
they deliver?
Functional capabilities,
Security, QoS, SaaS
Extensible, Open Standards

Trust
Trust of
Individuals,
Departments,
Institutions,
Publications,
Quality of Research,
Bias and
Results

In time the
de-facto delivery
mechanism will be
a
Metaverse

What about
the
Wikinomics?
http://www.flickr.com/photos/95773044@N00/1479677023/

Revver’s business Model?
http://www.revver.com/video/761008/neutral-buoyancy-and-the-duck/

Who are
we / will we
be dealing
with?
35% of all teen girls blog
54% of wired girls post photos online
19% of boys have posted videos
39% share their own artistic creations
online
26% of teens remix content
27% of teens maintain a personal
webpage
28% of teens have created their own blog
33% of teens create or work on webpages
or blogs for others
http://www.pewinternet.org/pdfs/PIP_Teens_Social_Media_Final.pdf http://www.flickr.com/photos/14692968@N00/1351463530/

Make
participation
and social
media
pay

Currently students get paid for
content by content aggregators
Content
Aggregator University
Learning
Publish
Student
Internet

The University becomes a content aggregator
The Universities pay Students for content.
Advertiser University /
Content Learning
Publish
Aggregator
Publish
Student
Internet

The Universities pay external
contributors to research
Grant
University University
Researcher
Publish
Internet
Contributor

New platform aggregation a future
for the Education Sector
User/ Walled Communities New Platform
Community
Contribution Aggregation
Model integrates user- and
Model relies on user-
community-content within a generated content and
“walled” access environment open distribution
platforms.
Content
Source Traditional Media Content Hyper-syndication
Model relies on professional, Model with secure, professional
branded content within a “walled” content available online and on
access environment; incumbents standard devices
have legacy position
Produced by
Professionals
Distribution and
Proprietary Device Platforms Open
Source: IBM Institute for Business Value (IBV) Modified by Chris Sparshott f or University Sector.

Universities are just like
Hollywood studios, having
to change their content
creation and content
distribution business
model to remain relevant
in a Web 2.0 world.
W hat do you think ?

Can I help?
Chris Sparshott
(Sparkbouy)
chris@chrissparshott.com
Portfolio
http://www.slideshare.net/sparkbouy/slideshows
Blog
http://chrissparshott.com
IBM
chris_sparshott@nz.ibm.com