The document discusses the importance of adapting content strategies for mobile learning, particularly in the context of the Apple iPad. It highlights the growing market for mobile learning, emphasizes the challenges organizations face in meeting expectations, and advocates for a structured approach using XML-based strategies. Key recommendations include developing a mobile learning content strategy, breaking free from traditional project-based approaches, and leveraging multi-purposing for efficiency.

1. Content Strategies for Mobile Learning
What You Need to Know About Publishing
Learning Content on the Apple iPad
October 25, 2011

2. Logistics
Use your Q&A pane to type any
questions you may have for our
speakers.
#ipadlearning

3. Experts
Mary Laplante
Vice President and Lead Analyst
Outsell’s Gilbane Services
Mark Hellinger
President and CEO
Xyleme

4. Today’s discussion
• Implications of the mobile revolution
in enterprise learning
• Content challenges: learning app
demo and discussion
• Making the case for a content
strategy (based on XML)
• Q&A
Download at http://gilbane.com/whitepapers

5. Analyst perspective
What it will take to capitalize on the shift to mobile learning in
the enterprise

6. Mobility and enterprise learning
$51.1 bil 2011  $60 bil 2014
37.5% professional training segment ($19.2 bil)
36.2% revenues from digital learning ($7 bil)
40% targeted delivery on mobile: $2.8 bil
Education & Training:: 2011 Market Forecast and
Trends, Outsell, Inc., 2011
6 Outsell’s Gilbane Services
Copyright © 2011 Outsell, Inc. All rights reserved.

7. 7 Outsell’s Gilbane Services
Copyright © 2011 Outsell, Inc. All rights reserved.

8. What Mobile Learners Expect
Relevant
Dynamic
Rich
Fit-to-Form
Integrated
Collaborative
8 Outsell’s Gilbane Services
Copyright © 2011 Outsell, Inc. All rights reserved.

9. “The challenge for most companies is that learning
content and the processes and practices that
surround it have not caught up with new-generation
learning. As a result, many organizations find
themselves with a significant gap between their
existing content processes and the demands of
today’s learners and knowledge workers. Tablets
make the gap more obvious because of the ways
those devices are used and their content delivery
capabilities. It’s becoming critical to close the gap—or
Risk being left behind as leading companies create
competitive advantage with mobile learning.”
- Smart Approaches to Managing Mobile Learning Content,
Outsell, Inc. 2011
9 Outsell’s Gilbane Services
Copyright © 2011 Outsell, Inc. All rights reserved.

10. Three Challenges
1. Gap between capabilities and expectations
2. Mobile content as an afterthought
3. Projects with no leverage
10 © 2011 Outsell, Inc. All rights reserved.

11. Demo: Mobile Learning App

13. Demo: Content Storehouse and the
Publishing Process

14. Demo: The Component Approach

15. Three Pillars of a Mobile Learning Strategy
Granularity Multi-purposing Single-sourcing
15 Outsell’s Gilbane Services
Copyright © 2011 Outsell, Inc. All rights reserved.

16. The Principle of Multi-Purposing
Smart Content in the Enterprise:
How Next Generation XML Applications Deliver
New Value to Multiple Stakeholders
“In a smart content solution, we consider the
customer experience and the business value
for the content upfront, and build a data model
and content production process that meet
these multiple purposes from the onset.
“Multi-purposing can provide significant
advantages over repurposing. Many of the
organizations we researched recognize that
they can tie their content development process
to other business processes more effectively
with the right granularity and enrichment.”
© 2011 Outsell, Inc. All rights reserved.

17. Who is doing it now?
Visit http://gilbane.com for case studies and profiles
© 2011 Outsell, Inc. All rights reserved.

18. The cost of not repurposing
mobile
textbooks
Resources
slides
print materials
#outputs
© 2011 Outsell, Inc. All rights reserved. 18

19. Discussion: Business Benefits
• Cost efficiencies
• Rapid time to deployment
• Compelling experiences that are personalized
and customized

20. Breaking the Project Mentality
Digital revenues begin to eclipse print revenues (2008)
Projects, learning by doing
Source: Outsell Publishers & Information Providers Database, Outsell Analysis December 2010
© 2011 Outsell, Inc. All rights reserved.

21. As the gulf widens . . .
But a project approach is not sustainable and does not create competitive advantage
Source: Outsell Publishers & Information Providers Database, Outsell Analysis December 2010
© 2011 Outsell, Inc. All rights reserved.

22. Handcrafting is good for beer …
But not for enabling
transformation.
Content strategy and
a flexible content
development platform
are essential to survival.
© 2011 Outsell, Inc. All rights reserved.

23. Essential actions for learning content
publishers
Develop a plan for closing the gap
Break out of the project mentality
Develop a content strategy for mobile learning apps
Build a business case based on XML benefits

24. About Xyleme
• Leader in standards-based learning content management.
• Product line:
• Xyleme LCMS
• Pastiche
• Xyleme Learning Cloud (coming Jan 2012)
• Come see us at DevLearn
Vote for Xyleme!
@xylemelearning www.xyleme.com/podcasts

25. Outsell’s Gilbane Services
RESEARCH INSIGHT CONSULTING
• Analyst and consulting firm focused
on content technologies
• Market and buyer education,
research and consulting
• 20 year track record, with 200+
client projects and experience of
100+ vendors
• Offices in the US (Cambridge and
Burlingame) and UK (London)
• Annual industry event
Gilbane Boston 2011, 29 Nov – 1 Dec
25 Outsell’s Gilbane Services
Copyright © 2011 Outsell, Inc. All rights reserved.

26. Questions and comments
Mary Laplante
mlaplante@outsellinc.com
Mark Hellinger
mark.hellinger@xyleme.com