Second Wave Convergence

Second Wave Convergence
Managing
Dave King, Executive Director
Indiana Higher Education
Telecommunication System
NLII 2000 -- January 20, 2000

NLII 2000 Indiana Higher Education Telecommunication System
Second Wave Convergence—the
convergence of content,
technology, and training with
user satisfaction.

Customers…market niche…brand
identity…

•Background…
•The issues…
•In Indiana…
•Strategies for success…
Tim Berners-Lee…
…store random associations
between disparate things…just
like the brain…

…the genesis of the Internet and
the World Wide Web…

… effective interaction between
the technology and appropriate
content…

Not just what could happen,
but why something should
happen.

1997, the Harvard School of
Business projects the “Winners
and Losers” in digital
convergence…based on 1995
Colloquium on Multimedia and
the Boundaryless World.

•Winners provide the highest

quality content at a reasonable
price.
•Winning not be based on

NLII 2000 distribution strength.
Indiana Higher Education Telecommunication System
…more than ownership of the
technology; you must “own”
the customer also…

Customer “ownership” requires a
history of quality customer
service leading to customer
satisfaction.

•Content Packagers provide

quality content to customers
through seamless distribution
systems.

Early 1999, Ernst and Young
called on
100 information technology
CEOs around the world…
outcome is The Connected

Initial findings:
Content Packagers are
gatekeepers between
technology and consumer.

The successful ones make the
user experience simpler, more
tailored, and more efficient.

…get in early…
“Players who win the content
battle early will dominate by
winning brand loyalty in the

Good examples:
• MTV, first to define new
niche
• Amazon.com dominates
market
…first to define market niche
seldom drops below 50 %
share…others fight over the
remaining half…
Success as a Content Packager?
•Heavy investment in brand

identity
•Constant improvement of the

Converging on the Customer:
“Real convergence has always
been there, all along. All the
different communication
technologies have always

Important truths:
•Convergence must be around

the customer, not the
technology
•Customer choice is shaping the

So what does this mean to
those
of us in education?

We’ll be required to do things
differently…to be
competitive…

• Competition is real.
• $250 billion spent on
higher education in 1996.
NLII 2000
Digest of Education
How do we address the
challenge?
• Recognize what we do
NLII 2000
and don’t already know.
…“expert syndrome”
and audience analysis…

•What do these new learners

want?
•Why do they want it?

•When do they need it?
… complex matrix of needs,
wants,
and motivations…

If I think I know what you
need…

Two major audience segments
emerging
…each dramatically
different.
Graduates with newly minted
diplomas…
•technology will change…

•information will double....
• diverse access points with
The down side of the Digital
Divide…
•<$10,000 16 % use the
Internet for
any purpose, any location

…an ironic circle…access we
must create to compete might
actually have greater benefit to
those who the commercial
competitors will find less
enticing…
In Indiana…
•850,000 don’t have a high school

diploma
•1.28 million have no college

experience
•Makes up 60% of the Indiana

Required to bridge Digital Divide:
•Access points
•User Support
•Content to help target audience
- Benton Foundation
A Pattern Forms…
Access,
Content,
and
Peter Drucker says…
Drivers of change:
•Technology access
•Increased content demands from
knowledge-based society
The Indiana Higher Education
(IHETS)…
•A consortium of higher education

institutions in Indiana focused on
NLII 2000
effective use of technology in
•Seven major public institutions

•More than 30 smaller and private
colleges
•1967 -- microwave-based ITFS
system
•Voice system connecting all

The Indiana Partnership
for Statewide Education

…more together than
separately…

Access Indiana State Network
•Higher Education
•K-12 Schools
•Libraries
•Public Broadcasting
Intelenet Commission

Learners / Students / Information Seekers
State Agencies / Schools / Colleges and Universities / Libraries
State State Indiana

PBS
Indiana
Div. of Dept. Higher CEC/
State Public
Info. of Ed. CET
Library Brdcstng
Tech Ed. Telecom
System
System
Access Indiana State Network
AT&T Intelenet Ameritech

Commission
IHETS Technical Services

AISN
•600 network connections

by year’s end…
•1000 in 18 months…

Faculty/Learner Benefits
•Two-way interactive video access

•Learning centers.
•300plus satellite receive sites

Fall semester 2000
•70 degree and certificate

programs
•85 classes available via two-way

interactive video
•90 available via satellite.

Students taking five different
classes from five different
institutions and yet are
resident students at none.

Inherent power behind
the technology roll out.

ACCESS CONTENT
TRAINING

A T
C N
C E
ES
S NT
O
C
TRAINING

A T
Cu st om er
C N
C E
ES T
S
TRAINING N
Sa ti sf act ion
O
C

Frustrations Abound

Timing is everything…

IHETS Initiatives…

 Expanding our mission and
vision …
…to foster greater collaboration
with other education

Shifting from customer service

to customer satisfaction...

Efficiently and effectively

identifying customer
needs…

Increasing grant programs

designed to fund content…

Tying content development to

technology
development…

Recognizing of the importance

of training…

 Blurring the lines around
distinct functions…

Content Packagers typify this
“blur”…
They merge content,
information services, and

So, we’ve come full circle…

Remember what is required to be
a successful content packager?
•Heavy investment in brand identity
•Constant improvement of the user

access and interface
Consortia like IHETS and ADEC,
the American Distance
Education Consortium, are
positioned well to help our
member institutions remain
competitive.
Consortium model provides
competitor for virtual
universities…
• brand identity
• ownership of the customer
“Own the Customer…”
•Guess what the customer wants and

needs
•Listen to the customer, be proactive

•Connect the customer; better,
faster, cheaper
Managing Convergence of
Technology, Content, and
Training.
•Know your audience…own your

customer
•
“Legacy players who feel

challenged and scared
may be the ultimate
winners. Those who don’t
yet feel challenged and
Dave King
Indiana Higher Education
www.ihets.org

Second Wave Convergence

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Second Wave Convergence

Indiana Higher Education

NLII 2000 -- January 20, 2000

Second Wave Convergence—the

technology, and training with

NLII 2000 Indiana Higher Education Telecommunication System

NLII 2000 Indiana Higher Education Telecommunication System

…store random associations

between disparate things…just

like the brain…

…the genesis of the Internet and

the World Wide Web…

NLII 2000 Indiana Higher Education Telecommunication System

… effective interaction between

the technology and appropriate

NLII 2000 Indiana Higher Education Telecommunication System

Not just what could happen,

but why something should

NLII 2000 Indiana Higher Education Telecommunication System

1997, the Harvard School of

Business projects the “Winners

and Losers” in digital

Colloquium on Multimedia and

the Boundaryless World.

•Winners provide the highest

•Winning not be based on

…more than ownership of the

technology; you must “own”

the customer also…

NLII 2000 Indiana Higher Education Telecommunication System

Customer “ownership” requires a

history of quality customer

service leading to customer

NLII 2000 Indiana Higher Education Telecommunication System

•Content Packagers provide

through seamless distribution

Early 1999, Ernst and Young

100 information technology

CEOs around the world…

outcome is The Connected

Content Packagers are

technology and consumer.

NLII 2000 Indiana Higher Education Telecommunication System

The successful ones make the

user experience simpler, more

tailored, and more efficient.

NLII 2000 Indiana Higher Education Telecommunication System

“Players who win the content

battle early will dominate by

winning brand loyalty in the

• MTV, first to define new

…first to define market niche

seldom drops below 50 %

share…others fight over the

Success as a Content Packager?

•Heavy investment in brand

•Constant improvement of the

Converging on the Customer:

“Real convergence has always

been there, all along. All the

technologies have always

•Convergence must be around

•Customer choice is shaping the