2. UK eUniversities Overview Autumn 2002

3. 1 Mission and values Customer focus Quality driven Integrity Shareholder value Innovation To deliver the best of UK university education online across the world

4. 2 Global eLearning trends Developing marketplace with new dynamics Increasing Government preference for in-country provision Broadening emphasis on Life-long learning Workplace-based learning Growing use of technology-based learning

5. 3 UKeU: strategic response by UK Government Objective Widen access to UK higher education through global delivery of courses online Status Not a university Licenced by UK universities to deliver globally their higher education courses online A company with shareholders UK Government funded

6. 4 Business overview World-class eLearning platform World-class course content Worldwide service provision Effective marketing, sales and distribution globally

7. 5 Why develop a new eLearning platform? A new generation of eLearning End user driven Limitations of existing virtual campus and corporate training products Design objectives Modular and standards based Pedagogically prioritised feature set Connectivity with university administration systems Scaleability 24 x 7 operational availability

8. 6 eLearning platform: unique strengths For students Personalised portal with proactive diary management Integration of threaded discussion and content delivery User group management For tutors/developers Workflow based course design and development “Learning object” content production and delivery For academic administrators Full event capture for reporting, alerting and analysis Comprehensive assignment handling Marking and credit allocation Comprehensive and integrated

9. 7 eLearning platform: our model 7

10. 8 eLearning platform: Services architecture - a logical model Portal User Management Collaboration Event Management LCMSLMSAssessment Administration Database(s) Comprehensive and integrated

11. 9 eLearning platform Strategic partner Fixed price contract with agreed delivery schedule Expert advisors

12. 10 Initial programme clusters Our offering Variety of undergraduate and postgraduate degrees Continuing Professional Development courses Courses chosen from the best of UK universities Subject areas include: Business and management Science and technology Health English language Teacher training Environmental studies Law

13. 11 World-class course content First quarter 2003 Launch courses Two annual student intakes (minimum) January and October Exploit potential for other intakes Quality assurance Final qualifications awarded from student’s accrediting university UK eUniversities’ Committee for Academic Quality

14. 12 Launch courses Masters, Public Policy and Management MSc, Information Technology and Management Postgraduate Certificate, Learning in the Connected Economy

15. 13 Operational infrastructure (24 x 7) Fujitsu chosen partner Experienced bespoke solution management Fully redundant and rapidly scaleable multiple internet connections Fully redundant architecture to ensure 99.5% availability Data centre services Network monitoring and analysis Fault monitoring Back up and off-site storage Bandwidth on-demand

16. 14 Customer service Outsource Helpdesk prospective customers academictechnical customer services

17. 15 Course delivery matching customer demand Access to broad portfolio of recognised high quality learning programmes Modular programmes achieving variety of qualifications Flexible matriculation procedures Robust student support systems Allows single access for all corporate eLearning programmes Customisation of course content Continuing Professional Development studentcorporate

18. 16 Product strategy Customer orientation Service levels Portfolio Customisation Standards Pricing strategy Local market pricing Premium positioning Promotion strategy Quality UK Government UK Universities Learning eLearning UK eUniversities offices Distribution strategy Direct and indirect channels Indirect Non-exclusive Selection criteria Geographic priorities Marketing mix

19. 17 Marketing and sales: the key Initial target markets for volume English language competence Some affinity with UK education Inadequate supply by state sector to market demand High status of international qualification Willingness to pay for education Necessary infrastructure

20. 18 Market entry strategy: 2002/03 priorities Phase 1:Malaysia, Singapore, HongKong, China, Middle East 1A:Philippines, Taiwan 2:Brazil, India, Japan 2A:South Korea 3:Thailand, Vietnam

21. 19 International business managers Kuala Lumpur Hong Kong Dubai Brazil eChina project manager

22. 20 Marketing partners Public and private universities in target countries will Assist in student recruitment Act as local “mentors” Deliver face-to-face service Benefits for partner universities Speed up intake - contributing to in-country higher education targets Revenues Involvement in leading-edge eLearning community eLearning platform potentially available as “managed service”

23. 21 Corporate customers: marketing/business development In selling and marketing to corporates, UKeU has to Sell education (eLearning) as proven currency in staff recruitment and retention Demonstrate offer has competency, plus academic worth Align programmes to corporates’ business strategies and needs Create a convincing ROI rationale Learning and training for business effectiveness

24. 22 Corporate customers: marketing/business development How does UKeU achieve this? Precisely target relevant global organisations “Sell in” at as high a level as possible Establish relationships, undertake face-to-face contact Offer solutions based approach (not product / programme sell) Work with small, elite group of partners Consultancy Technology eLearning arenas

25. 23 Managed service eLearning integral to campus life

26. 24 Managed service Access to our world-class eLearning platform Access to our unique development tools Generation of re-usable learning objects Production of management information reports Provision of billing services

27. 25 Managed service: benefits to universities Low start up costs Reduced recurring costs “Pay as you use” Ease of managing complex development Enterprise class service 24x7 availability SLA-driven Access to experts in eLearning software development Consultancy and project management services

28. 26 Initiatives: eChina Collaboration: Higher Education Funding Council for England (HEFCE) and Chinese Ministry of Education UKeU led Context: Introduction by Chinese Government of new set of standards for teaching profession: Update curriculum content Update methods of teaching Approach: In-service teacher training eLearning part of solution given the scale

29. 27 Initiatives: widening access Prime Minister’s initiative Increased higher education participation rates HEFCE funded additional students Proposals Foundation courses Professional courses