Evaluating teaching materials and educational software for their commercial potential: Issues for academics and teachers to consider James Dalziel Department of Psychology University of Sydney & WebMCQ Pty Ltd

Commercialising Education IT - James Dalziel Overview Education and Commercialisation: The Context Education and Commercialisation: The Context Issue to consider when evaluating education IT developments Issue to consider when evaluating education IT developments – Intellectual property, employment conditions, copyright and patents, and collaboration Business planning Business planning Opportunities Opportunities

Commercialising Education IT - James Dalziel Education and $: The Context Major new growth field for private investment Major new growth field for private investment – IDC predict $2B distance ed market by 2002 Shift from government support to private funding Shift from government support to private funding – User pays – Dwindling government funds – Rise of “For profit” education providers Increasing influence of commercial and managerial decision-making within education Increasing influence of commercial and managerial decision-making within education

Commercialising Education IT - James Dalziel Education and $: The Context Rise of the “New Education Providers” Rise of the “New Education Providers” – Content: Isis, Worldschool, NextEd – Software: WebCT, Blackboard, WebMCQ Reinvigorated “Traditional Education Providers” Reinvigorated “Traditional Education Providers” – Universities: Distance Education, JIT – Publishers: Enhanced textbooks, CDs, websites New global players in education and training? New global players in education and training? – News Ltd & IBM

Commercialising Education IT - James Dalziel Education and $: The Context Regardless of personal opinions of this shift, many academics and teachers are now asked to play a new role as evaluators of commercial potential, not just academics merit Regardless of personal opinions of this shift, many academics and teachers are now asked to play a new role as evaluators of commercial potential, not just academics merit What issues should be considered? What issues should be considered?

Commercialising Education IT - James Dalziel Evaluating Education IT Different perspectives lead to different criteria Different perspectives lead to different criteria – Commercial entities – University management – Individual academics and teachers Focus here on individual academics and teachers Focus here on individual academics and teachers – (1) Own development – (2) Existing project you might be involved in

Commercialising Education IT - James Dalziel Evaluating Education IT Intellectual Property Intellectual Property – Who owns your work? Who can use it? Review your existing institutional policies Review your existing institutional policies – Broad range of approaches – “Normal duties” vs special projects – Secondment and special contracts Education IT is often unclear within existing patent/copyright approaches Education IT is often unclear within existing patent/copyright approaches

Commercialising Education IT - James Dalziel Evaluating Education IT Considerations for individual academics/teachers Considerations for individual academics/teachers – Reward ($$$/recognition/time release) – Control (change, update, delete) – Re-use (textbook, move Unis, competition) – Ownership (institution, academic, shared) “Unbundling” of usage rights “Unbundling” of usage rights – Specify various usage rights according to needs of various parties

Commercialising Education IT - James Dalziel Evaluating Education IT Importance of early, positive negotiations Importance of early, positive negotiations – New area, many complex issues – Few projects can be completed alone – Support of institution (“brand name”, finances, marketing, infrastructure) is valuable – Collaboration brings strengths, but dilutes individual importance in final product Ongoing support needs consideration Ongoing support needs consideration

Commercialising Education IT - James Dalziel Business Planning Common practice in commercial world, involves a useful set of “prompts” for consideration Common practice in commercial world, involves a useful set of “prompts” for consideration Increasingly required for new education ventures Increasingly required for new education ventures – Academics and teachers need to learn to develop a “Business Case” where required – Involves unfamiliar considerations beyond the academic merit of a concept – Often an iterative process, more detail required as ideas progress

Commercialising Education IT - James Dalziel Business Planning Key Business Case Elements Key Business Case Elements – Executive Summary – Background – Description of innovation – Project/Management team – Market analysis – Marketing plan Key Business Case Elements (continued) Key Business Case Elements (continued) – Research and Development plan – Strategic alliances – Business milestones – Risk factors – Finances and investment – Appendices

Commercialising Education IT - James Dalziel Business Planning Elements for academics and teachers to consider: Elements for academics and teachers to consider: – Role of market research and marketing – Importance of project management and risk management – Joint ventures and alliances – Realistic costing and returns, including sensitivity analysis Importance of mentoring and assistance Importance of mentoring and assistance – Being realistic about your personal role

Commercialising Education IT - James Dalziel National & Global Opportunities Three main education IT opportunities Three main education IT opportunities – General education software tools – Combined content and software applications – Online courses*** Specific opportunities for online courses Specific opportunities for online courses – Expand current student base (inc. overseas) – License to other education providers – Adapt for corporate/professional training

Commercialising Education IT - James Dalziel National & Global Opportunities Collaboration and alliances Collaboration and alliances – Other universities – “New Education Providers” – Textbook publishers I believe the next decade will involve radical change to Higher Education because of IT and commercialisation - how will we respond? I believe the next decade will involve radical change to Higher Education because of IT and commercialisation - how will we respond?