e-Commerce, e-Business, e-Education: Change is the Only Constant Professor J C Taylor, The University of Southern Queensland, Australia

The transition from the Industrial to the Information Age was encapsulated by Dolence and Norris (1995), who argued that to survive organisations would need to change from rigid, formula driven entities to organisations that were “fast, flexible and fluid”.

"gales of creative destruction” Joseph Schumpeter (1934) predicted that every 50 years or so, technological revolutions would cause "gales of creative destruction” in which old industries would be swept away and replaced by new ones.

TECHNOLOGICAL CHANGES Steam Power - 1780s to the 1840s The Railways - 1840s to the 1890s Electric Power - 1890s to the 1930s The Motor Car - 1930s to the 1980s Information Technology - 1980s to ?

PACE OF CHANGE 1. Radio: 50 million users in 38 years 2. Television: 3. The Internet: 50 million users in 5 years Current prediction: One billion users by the year 2003

Internet commerce will rise from the current level of US$2 Internet commerce will rise from the current level of US$2.6 billion to US$220 billion by the year 2001 (Witts, 1998)

'The death of distance as a determinant of the cost of communications will probably be the single most important economic force shaping society in the first half of the next century'. Cairncross (1997)

“I think there is a world market for maybe five computers”. GETTING IT WRONG Thomas Watson, Chairman of IBM, 1943 — “I think there is a world market for maybe five computers”.

“There is no reason why anyone would want a computer in their home”. GETTING IT WRONG Ken Olsen, Chairman of Digital Equipment Corporation, 1977 — “There is no reason why anyone would want a computer in their home”.

GETTING IT WRONG Western Union Internal Memo, 1876 — “This telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us”.

“Everything that can be invented has been invented”. We need forward looking thinkers like Charles H Duell, Commissioner, US Office of Patents, 1899 — “Everything that can be invented has been invented”.

Education must lay the foundation for the success of the global economy.

Four Generations of Distance Education Technology The Correspondence Model The Multimedia Model The Telelearning Model The Flexible Learning Model

DELIVERY TECHNOLOGIES CHARACTERISTICS OF DELIVERY TECHNOLOGIES MODELS OF DISTANCE EDUCATION AND ASSOCIATED DELIVERY TECHNOLOGIES CHARACTERISTICS OF DELIVERY TECHNOLOGIES FLEXIBILITY HIGHLY REFINED MATERIALS ADVANCED INTERACTIVE DELIVERY Time Place Pace FIRST GENERATION- THE CORRESPONDENCE MODEL • Print Yes Yes Yes Yes No

CHARACTERISTICS OF DELIVERY TECHNOLOGIES DELIVERY TECHNOLOGIES MODELS OF DISTANCE EDUCATION AND ASSOCIATED DELIVERY TECHNOLOGIES FLEXIBILITY HIGHLY REFINED MATERIALS ADVANCED INTERACTIVE DELIVERY Time Place Pace SECOND GENERATION- THE MULTIMEDIA MODEL • Print • Audiotape • Videotape • Computer-based learning (eg CML/CAL) • Interactive video Yes Yes Yes Yes No Yes Yes Yes Yes Yes

CHARACTERISTICS OF DELIVERY TECHNOLOGIES DELIVERY TECHNOLOGIES MODELS OF DISTANCE EDUCATION AND ASSOCIATED DELIVERY TECHNOLOGIES FLEXIBILITY HIGHLY REFINED MATERIALS ADVANCED INTERACTIVE DELIVERY Time Place Pace THIRD GENERATION- THE TELELEARNING MODEL • Audioteleconferencing • Videoconferencing • Audiographic Communication • Broadcast TV/Radio and Audioteleconferencing No No No No Yes No No No Yes Yes Yes

DELIVERY TECHNOLOGIES CHARACTERISTICS OF DELIVERY TECHNOLOGIES MODELS OF DISTANCE EDUCATION AND ASSOCIATED DELIVERY TECHNOLOGIES CHARACTERISTICS OF DELIVERY TECHNOLOGIES FLEXIBILITY HIGHLY REFINED MATERIALS ADVANCED INTERACTIVE DELIVERY Time Place Pace FOURTH GENERATION- THE FLEXIBLE LEARNING MODEL Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes • Interactive multimedia (IMM) • Internet-based access to WWW resources • Computer mediated communication (CMC) Yes Yes Yes No Yes

Tyranny of distance

Existing Predominant Mindsets Tyranny of Proximity Tyranny of Futility Tyranny of Eternity

Changing a university is like moving a graveyard ----- it is extremely difficult and you don’t get much internal support.

The typical collegiate decision making process: Deliberation Documentation Reflection Review Refinement

Through consideration by a series of learned groups often including: A working party At least one committee Several Faculty Boards The Academic Board The Vice-Chancellor’s Executive Committee The University Council

Change is the only constant.

Governments throughout the world are privatising "The Commanding Heights: The Battle between Government and the Marketplace that is Remaking the Modern World” Yergin and Stanislaw (1998)  Not abstract theory, but an …...astonishing empirical phenomenon.

Politicians and business leaders have developed a sincere commitment to competition in the free market, which they believe will engender widespread public benefits, including higher quality and more choice at lower cost to the consumer (the student).

More courses available online means more competition for fee-paying students and the emergence of the global higher education economy.

Examples, telecampus, etc

The Global Higher Education Economy The death of distance Rapid increase in dual mode institutions Economic rationalism User-pays-for-quality-service Market driven

USQ: A Case Study in Organisational Development

USQ Established 1967 Moved to “Dual Mode” 1977 ISO 9001 Accreditation 1997 ICDE Institutional Prize of Excellence 1999

USQ Faculties Arts Business Commerce Education Engineering & Surveying Sciences

USQ Enrolments by Faculty: 1999 Course Type Off-campus Students Arts 49.8% Business 85.5% Commerce 85.7% Education 60.8% Engineering & Surveying 73.6% Sciences 58.2% TOTAL 73.7%

USQ Organizational Chart

Australian Students Queensland 8,343 New South Wales & ACT 1,462 Victoria 315 Western Australia 126 South Australia 121 Northern Territory 108 Tasmania 70 Australian’s living overseas 338 TOTAL 10,883

Off-Shore Students Malaysia 1,355 Singapore 759 Hong Kong 358 South Africa 111 Pacific Islands 102 United Arab Emirates 46 Thailand 41 Total, including students from 60 other countries 3,034

Nature of USQ’s Off-campus Population: 1999 Students’ Age Total Under 20 2% 20-24 21% 25-29 25% 30-34 18% 35-39 15% 40-49 16% 50-59 3% Over 59 0% TOTAL 100%

DEC Organizational Structure

UNIVERSITY OF SOUTHERN QUEENSLAND Instructional Design Specialist Subject Matter Expert(s) Subject Matter Moderator Graphic Design Specialist Instructional Technology Specialist Audio-visual Media Specialist MULTI - DISCIPLINARY UNIT TEAM MULTIMEDIA MATERIALS

UNIVERSITY OF SOUTHERN QUEENSLAND UNIT TEAM APPROACH “Generator Model” Subject Matter Expert(s) Instructional Designer Subject Matter Moderator INSTRUCTIONAL BLUEPRINT INSTRUCTIONAL STRATEGIES PLANNING COMMITTEE SAMPLE MODULE TOTAL UNIT DEVELOPMENT

Higher Education Provision for the 21st Century “The transition from the Industrial to the Information Age involves transitions from rigid, formula driven organisations and industrial models to organisations that are fast, flexible, and fluid” (Dolence & Norris 1995, p.31)

ISO 9001: Quality Certification Courseware design and development Project management Audio and video production Photographic services Distance learning evaluation Examination preparation and production Telecommunications support Microcomputer support Systems administration

ISO 9001: Quality Certification Courseware production and distribution Multimedia development Graphics design Instructional design research Electronic publishing Student support systems Technical consultation, installation and repairs Network design and maintenance Organizational management

ITS Benchmark

http://www.usqonline.com.au

Management Structure of Online Initiatives Faculties Academic Board Information Infrastructure and Services Committee VCC Online Teaching Management Committee Online Systems Management Committee Online Marketing Management Committee

1 Marketing USQOnline - Incentives for staff 2 USQOnline Support Centre 3 USQNet

Bretten, Germany

'It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to Heaven, we were all going direct the other way' (Dickens, 1859).

Edward Bulwer-Lytton’s notorious opening sentence of his book, Paul Clifford: “Stanislaus Smedley, a man always on the cutting edge of narcissism, was about to give his body and soul to a back alley sex-change surgeon to become the woman he loved.”