Learning Light Limited

The UK e-learning market 2009
David Patterson, Glynn Jung and Gill Broadhead

The UK e-learning Market 1

© Learning Light Limited 2009

Contents I Forward by Creativesheffield ...................................................................... 4 II About Learning Light ................................................................................... 5 III Acknowledgements and thanks................................................................. 9 1. Introduction ............................................................................................... 16 1.1 background to the report................................................................... 16 2. Executive Summary ................................................................................. 17 3. What is e-Learning?................................................................................... 19 3.1 e-learning - definitions .......................................................................... 19 3.1.1 e-learning components .................................................................. 19 3.1.2 e-learning, e-publishing and learning tools .................................... 21 3.2 How e-learning is flowering .................................................................. 22 4.0 Players in the UK e-Learning market .................................................... 23 4.1 “Movers and Shakers” 2007 ................................................................. 23 4.1.2 UK’s e-Learning players................................................................. 24 4.1.3 Note on UK e-learning consultancies............................................. 24 Table 1 Large companies active in UK with e-learning as a non-core activity .................................................................................................... 24 Table 2 Companies active in the UK wholly or primarily engaged in eLearning.................................................................................................. 25 Table 3: Looking back to the Epic UK Marketplace survey (2007).......... 27 Table 4 Interviews and other news: ........................................................ 29 News and views on who’s doing what .................................................... 29 4.1.3. Consolidations, Mergers & Outsourcing ........................................... 30 5.0 The Survey interviews............................................................................ 33 5.1 Market Trends ...................................................................................... 33 5.1.1 Continuing growth…? .................................................................... 33 5.1.2 Signs of a Slowdown...................................................................... 34 5.1.3 Importance of the public sector...................................................... 35 5.1.4 Where is business coming from..................................................... 36 5.1.5 Where are the threats .................................................................... 36 5.2 Technology Trends............................................................................... 37 5.2.1 The impact of open source ............................................................ 37 5.2.2 Web 2.0 – learning 2.0................................................................... 38 5.2.3 Social networking and e-learning................................................... 39 5.2.4 Future technology trends ............................................................... 40 5.3 Future Industry Trends ......................................................................... 41 5.3.1 New business models .................................................................... 41 5.3.2 Industry structure – mergers, acquisitions and liquidations............ 42 5.3.3 Skill Shortages............................................................................... 43 6. 6. Trends in the market .............................................................................. 45 6.1 That was then: the Hambrecht report 2000 .......................................... 45 6.2 This is now: the 2008 CIPD survey on e-learning................................. 45 6.2.1 Extract from “Reflections on the CIPD Survey” by Donald H. Taylor ................................................................................................................ 46 7. Role of large corporate suppliers ............................................................... 47 8. The size of the UK market ......................................................................... 49
The UK e-learning Market 2 © Learning Light Limited 2009

8.1 A forecasting model.............................................................................. 49 8.1.1 background to the forecast ............................................................ 49 8.1.2 The Market in 2006 ........................................................................ 50 8.1.3 Adoption levels .............................................................................. 50 8.1.4 Percentage of training budgets ...................................................... 50 8.1.5 Continued growth........................................................................... 51 8.1.6 2009 doom or gloom ...................................................................... 51 8.1.7 Higher and higher .......................................................................... 52 8.1.8 Can we be confident in this forecast of continued growth? ............ 53 8.1.9 How does the UK compare with Europe ........................................ 53 8.1.10 A US perspective ....................................................................... 54 8.2 Sizing the market - summary................................................................ 54 9.0. Industry Trends ....................................................................................... 55 9.1. Trends in learning platforms – more competition and more choice.. 55 9.1.2 Moodle ........................................................................................... 55 9.1.3 Moodle Plug Ins ............................................................................. 56 9.1.4 Software as a Service (SaaS)........................................................ 56 9.2. Content – How you use content is now King ................................... 57 9.2.1 Generic content:........................................................................... 57 9.2.2 e-reference systems and Academies............................................. 57 9.3 Bespoke content – tougher price climate = more innovation ........... 58 9.4 Gaming and learning......................................................................... 59 9.5 Rapid Development – threat or opportunity ...................................... 59 9.6 Web 2.0 – learning 2.0 – Social networking and Informal learning . 60 9.7 Mobile, Handheld, Portable or…..? ................................................... 60 9.8 e-assessment ....................................................................................... 61 10.0 Drivers of growth.................................................................................... 61 10.1 Compliance 2.0 .................................................................................. 61 10.2 Lifestyle learning............................................................................... 62 10.3 The training industry gets e-learning. ................................................. 62 10.4 The ROI model can make sense and delivers much more learner impact......................................................................................................... 63 10.4.1 The e is for environmental ........................................................... 63 10.6 e–Learning 2.0 into the Small and Medium enterprise ....................... 64 10.7 Marketing moves into the e-learning market....................................... 64 10.8. Services ........................................................................................ 64 10.8.1 Consultancy: a cottage industry? ................................................. 64 Appendices .................................................................................................... 66 Appendix A - The 2008 CIPD review of e-Learning.................................... 66 The CIPD report on e-Learning (2008) - summary ................................. 66 Appendix B – Donald H Taylor response to CIPD Report ......................... 68 Extract from “Reflections on the CIPD Survey” by Donald H. Taylor ...... 68 Appendix D – expert predictions for 2009 - eLearn Magazine.................... 71 Appendix E Readers’ responses to “Expert” predictions ............................ 77 Appendix F How did they do last year? Seb Schmoller reviews 2008’ expert predictions.................................................................................................. 79

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© Learning Light Limited 2009

I Forward by Creativesheffield

Creativesheffield is pleased to be supporting the publication of this important report. As the report demonstrates, the global market for e-learning content is growing at a rapid rate as both large and small businesses and educational institutions are seeking to deliver their learning in a smarter and more cost effective way. Much of this is enabled by advances in digital and new media applications and through the deployment of new technologies. The digital and new media industries in the Sheffield region are growing at a faster rate than anywhere else in the UK in terms of specialist companies and new jobs. This is due in no small part to the significant cluster of e-learning businesses in the city which have made Sheffield the UK centre for such activity. The city is home to one of the largest applied e-learning services organisations in the world; Ufi learndirect, as well as a breadth of companies covering the full spectrum of e-learning solutions and online information services. Sheffield is also home to Learning Light who have become a recognised centre of excellence in the use of e-learning and Learning Technologies and helped to further accelerate the growth of the already substantial e-learning sector in the city. This growth has been assisted by the arrival this year of the first phase of the Sheffield Digital Campus, a 600,000 sq ft development in the city centre specifically designed for digital and technology businesses. The sector will also benefit from the Digital Region, a high profile £100m pilot project that will be completed in 2012, to roll out next generation broadband across Sheffield and South Yorkshire.

James Wilson Investment Manager Creativesheffield T: E: +44 (0)114 223 2345 james.wilson@sheffield.gov.uk

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© Learning Light Limited 2009

uk one of the leading resources on e-learning in the UK. School of Education. Department of Information Studies. Miguel Baptista Nunes. the regional development agency for Yorkshire and the Humber. Learning Light operates www. Learning Light.co. The UK e-learning Market 5 © Learning Light Limited 2009 . Our knowledge base contains over 400 papers offering insights & advice on how to utilise e-learning & learning technologies. We have undertaken a Systematic Literature Review of the available papers on the effective use of elearning.e-learningcentre. Learning Light works closely with both the University of Leeds & Sheffield. our most recent joint publication is: “The Use of e-Learning in the Workplace: A Systematic Literature Review” by Maggie McPherson. in conjunction with the University of Sheffield. Learning Light is supported by Yorkshire Forward.II About Learning Light Learning Light is a centre of excellence in the use of e-learning and learning technologies in the workplace. University of Sheffield and David Patterson. University of Leeds.

including strategy and planning. sales and marketing and supporting change programmes in the food distribution industry. where he provided business development advice and investment support to e-learning and learning technologies businesses across Yorkshire.The Authors David Patterson David Patterson gained 20 year's general managerial experience. The UK e-learning Market 6 © Learning Light Limited 2009 . He has worked for Learning Light for four years. David has maintained a close link with the university and utilises the network to continue his research interest in elearning and information systems. sparking his interest in elearning. before enrolling at the University of Sheffield to study for a MSc in information systems.

relentless change and resilience. Learning Leadership works in public. with improved diagnostics to pinpoint priorities and focus energies in learning. Middle East and North America… he’s been around a bit. Head of Consulting. Glynn is regularly commissioned by organisations to research. health and the community. using technology when appropriate. most recently an interactive-video programme on subconscious bias conducting appraisals The UK e-learning Market 7 © Learning Light Limited 2009 . report and advise on specific learning issues and develop strategies in business. to his most recent market research and learning strategy projects in Europe. In 2003 Glynn started to develop new ways of achieving improved performance and working relationships. Learning Leadership is a small organisation formed by Glynn in 2003 after nearly 19 years with Thomson NETg as. He also leads blended learning development projects for commercial and non-commercial. private and third sectors. variously. Now part of a virtual network of small organisations which Glynn has brought together. Projects scaled from 245000 learners in 87 countries to 20 teachers in a primary school. where he worked with mainframe CBT blended with books and U-Matic videotapes. team-repair and managerial coaching. Head of SAP Business Unit and finally head of special projects outside the USA. From his early days (1972) in training at IBM’s Research Labs. including in the fields learning strategies.Glynn Jung and Learning Leadership Glynn Jung is widely known across the UK and North America in both Learning and Development and Technology Enabled Learning circles.

In addition. Prior to this she was training manager for BT where she was responsible for designing people development and engagement programmes to align to business and training need for specific business operational units.Gill Broadhead Gill Broadhead has specialised in learning & development programme design and implementation that optimises learning technologies. for more than 15 years.000 operational employees. Previously as learning and development consultant for the royal mail she assumed a lead role in the design of core skills learning pathways to support people development and enhance the performance of 164. The UK e-learning Market 8 © Learning Light Limited 2009 . The programme was designed to meet the needs of the business and establish a flexible workforce with career development opportunities. her projects included the development of an on-line regulatory compliance programme for more than 1000 customer facing employees to assist the transfer of knowledge and best practice into the workplace to meet business critical timescales.

Sheffield Chamber of Commerce and Sero Consulting who have all supported Learning Light and especially to Creativesheffield for their support and sponsorship of this report. The UK e-learning Market 9 © Learning Light Limited 2009 Aurion Learning Dr. (CPD). MD BTL Bob Gomersall . health and central government as well as the private and Voluntary & Charity sectors.com BTL Group Ltd provides technology solutions for e-Assessment and eLearning. We provide both the on-screen assessment content and the delivery systems and services. http://www. portfolio kits.com Assessment21 offers a genuine 21st century approach to assessment and marking . most importantly our thanks go to the following companies and individuals we were able to interview for this research report. 360 degree assessment and performance management.btl. Maureen Murphy. But. http://www. Company Assessment 21 Interviewee Gerard Lennox Web site and About http://www. We provide a turnkey service for the design.assessment21. Maureen Murphy.taking e-assessment way beyond multiple choice and lower learning levels. Dr.III Acknowledgements and thanks We would wish to extend our thanks to Yorkshire Forward.com Aurion Learning is an award-winning educational design company founded by the current Managing Director. including components such as needs analysis.aurionlearning. Aurion Learning has a strong track record in the public sector. courseware and accreditation tools. Aurion Learning designs interactive and motivational online learning programmes and learning support tools including online continuous professional development. education. assessment. scripting and production of learning packages.

Video can show how things need to be done or bring high drama to a dull procedure. We bring the best of new media to learning. Working collaboratively with clients we develop exceptional solutions that entertain. e2train Rob Caul eOrigin Mike Mulvihill The UK e-learning Market 10 © Learning Light Limited 2009 . http://www. we have been delivering award-winning learning and performance technology solutions since 1995 to an enviable portfolio of customers across a diverse range of business sectors that have all benefited from our experience and expertise. We’ve found that compromise is not the answer. Used correctly. empower people.DESQ David Squire www. e2train team has had a solid track record in delivering both off-the-shelf and bespoke learning systems. We make digital learning materials to support formal education in schools and colleges as well as informal learning experiences.com/ eOrigen is a leading producer of high quality media-based training and communication programmes. hearing and interacting. People absorb information by seeing.uk Since 1998 we have been creating innovative and exciting digital learning experiences. After all. learning and play.com Based in Cirencester (UK). We blend entertainment and education. today’s media literate audience can’t be expected to deal with anything that’s not immediate and memorable.e2train is a proven and reliable supplier to both the public sector and blue chip private sector corporations.eorigen. educate and.e2train.desq.co. We’ve been designing training for many years so we understand what makes good learning – the focus must be the user. most importantly. rich-media will get the point across instantly. http://www.

e-Learning.futurate.fisconline.co.uk The FISC E-Learningonline™ platform allows companies of any size to create. Intellego is an AIM listed PLC headquartered in Teddington with a Fisc David Smith Futurate Jonathan Grove i-education Michael Wilkinson Intellego Andy Green The UK e-learning Market 11 © Learning Light Limited 2009 . personal revision and assessment system which uses games based learning to make revision fun and interactive. With domain expertise across the healthcare. http://www. I am Learning can be used stand alone or will integrate with your Learning Platform.shtml i. retail and financial services markets. And our passion for elearning design is endorsed by over 50 industry awards.com We collaborate with our clients to craft high impact print and mission critical websites and software. and we apply our expertise to producing effective digital strategy. usability and technical web standards. quickly.intellego.Epic Tracy CapaldiDrewett http://www. Intellego works with organisations to solve challenges in the following areas: 1) Learning infrastructure 2) Performance improvement and 3) Compliance management.co. easily and inexpensively. http://www. http://www.co.000 hours of e-learning carefully tailored to each client’s needs.uk Intellego Group is a learning and compliance solutions specialist.uk/iamlearning.co. manage and distribute online learning on any subject matter.uk Since 1986 we’ve developed over 5.i-ed.epic.am Learning is a CURRICULUM ONLINE APPROVED. providing ready-made curriculum linked revision and assessment material instantly in your VLE. http://www.

We have run trans-national projects. We deliver learning solutions for some of the world's leading organisations. and developed complex systems for Universities. We help our clients develop their business case for it.co. through content development to full technical implementation. We're passionate about new technology and how it can enhance learning and performance. blended learning © Learning Light Limited 2009 12 LINE Steve Ash Communications My Knowledge Map Rob Arnsten Peakdean Peter Ross The UK e-learning Market . covering all aspects of learning technology. http://www.kineo. and then deliver everything from design. We have worked as the lead partner on national NHS infrastructure projects. high levels of technical competence and a wealth of experience in all areas of e-learning. and from hosted online learning portals to capability building with internal teams.peakdean. http://www. http://www. and formed development partnerships in Eastern Europe. We're committed to helping our clients succeed with their performance and learning goals. to 20 hour custom solutions.Kineo Steve Rayson creative team based in Newcastle. These range from 20 minute rapid e-learning modules delivered in days.line.uk/ Peakdean Interactive offers unrivalled expertise. building on their existing infrastructures.uk/ We have been delivering interactive learning and communications since 1989.com/ MyKnowledgeMap today has a wideranging set of interests.com/ We bring fresh thinking and innovation to deliver high quality e-learning that starts with great design and follows through to successful delivery. helped to support many of the UK's Sector Skills Councils and National Skills Academies.co.myknowledgemap. We've got the design and delivery experience to make things happen fast. http://www.

realprojects. Working with your content experts we discuss the options that are available to create compelling and creative e-learning solutions.pixelearning. We believe in delivering high interactive.com/ PIXELearning is a world-leading provider of immersive learning simulations and 'Serious Games' for organisational learning and development.co.Pixelearning Kevin Corti solution development and performance support. http://www. successfully delivering bespoke e-learning and instructor learning solutions to both the private and public sector.ptktraining. http://www. and training organisations PTK Training Patrick Fitzpatrick Real Projects Scott Hewitt Safari on-line Martin Collinson The UK e-learning Market 13 © Learning Light Limited 2009 . business education and marketing communications. Safari Books Online has become the trusted search for technology information. academic. If you have existing training material such as PowerPoint slides we can quickly and effectively transform your content.safaribooksonline. challenging and exciting learning. Safari is fast changing the way that corporate.com PTK Training is a learning and development organisation. http://www. Working with your content we can help to design and develop your e-learning modules and deploy them quickly. By identifying the critical needs of your business and the infrastructure / logistics in place our approach enables us to achieve significant results for you http://www.uk/ Using our creativity and experience we design custom e-learning modules that benefit your learners and your organisation.com Today Safari Books Online offers a depth and breadth of technical content that no other electronic reference resource comes close to matching. Without question.

including full Virtual College Bob Gomersall Webanywhere Sean Gilligan The UK e-learning Market 14 © Learning Light Limited 2009 . unlike many other e-learning providers. As a leading edge technology focused company. Our key objective has been to help enhance the traditional learning solution through the careful integration of technology. Virtual College has developed into one of the UK's leading providers of total solutions within the e-learning arena. We are well placed to deliver the full range of ICT. http://www.uk WebAnywhere Ltd has been established for over seven years and provides innovative website and multimedia solutions to schools in England. online information resources. This total solution embraces all aspects of the learning experience and. government. flexible learning technologies and support services.Skillsoft Kevin Young access information.webanywhere. The knowledge and experience that this delivery provides helps ensure that we strive to continually improve the solution.co.com SkillSoft is a leading provider of e-learning and performance support solutions for global enterprises. extends to actual programme/qualification delivery resulting in a unique blended delivery solution. education and small to medium-sized businesses. we are always up to date with the latest Internet trends and developments. http://www.virtual-college. Wales. The company has developed a comprehensive product range focused specifically on helping businesses improve their performance through the adoption of new ways of learning.skillsoft. SkillSoft enables business organisations to maximise business performance through a combination of comprehensive e-learning content. Scotland and Northern Ireland. http://www.co.uk Founded in 1995.

com/ Xoolon is an online interactive sports community bringing together schools. We have the skills and experience in-house to develop learning solutions in all media. clubs. As well as web design and content management services. Since 2002. such as radio podcasting and video – 'vodcasting'. innovative learning solutions that create tangible business results. associations and governing bodies within the sporting industry.training for your staff. we offer a wide range of additional products.theworkshop.uk We design and develop world-class. Each school has access to their own internally editable PE website enabling communication and assessment around sport and fitness. enthuse and inspire learners and deliver accredited qualifications. pupil eRegistration and Google Analytics. we have dealt with primary. secondary. The UK e-learning Market 15 © Learning Light Limited 2009 . nursery and special educational needs establishments. Xoolon Martin Spence The opinions and analysis put forward in this report are those of the authors alone. interactive technology. such as surveys. Our products engage. and are world leaders in e-learning and accessibility issues. The Workshop Mark Pearce http://www. plus fun.xoolon. pupils. http://www.co.

UK industry leaders and niche players) o Game Based Learning (GBL) practitioners An important part of the process of information gathering and interpretation has been a series of interviews with organisations engaged in the e-learning market. including: o Seb Schmoller. Towards Maturity. . Learning Leadership and other industry watchers. Introduction 1. entertainment. We also include Appendices including the latest CIPD survey of e-learning and pundits’ prophecies for 2009 and beyond some comments on the accuracy (or otherwise) of earlier prophecies..uk . e-skills. DCKTN and The Digital Britain 2009 Strategy. In addition to our own experience and expertise within Learning Light we’ve drawn on independent sources. The Report has since become our mostly frequently visited and downloaded resource but the rapid rate of change in our industry means we need to be able to respond to the increasing requests for advice and information received by Learning Light with a new.1.co. but we have necessarily updated the content to reflect the changes and trends within both the industry and the UK marketplace. The focus of the new report is similar to that in 2006. “UK e-Learning Report” which we posted on our e-Learning Centre website www. Finally.e-learningcentre. gaming. learning and assessment.1 background to the report In January 2007 Learning Light commissioned a briefing paper on the e-Learning market in the UK. We also comment on the convergence of technologies and design techniques for business. from micro-businesses developing innovative technologies to established major service and product suppliers in the UK. Our goal has been to provide both suppliers and purchasers with an understanding of what’s possible. o BECTA. Bersin. what’s available and where e-learning services and products are going. We particularly seek to offer positive suggestions for both commercial opportunities and for how e-learning can deliver rapid ROI and performance improvements to organisations and communities in these turbulent times. industry SIGs and research bodies o Training Outsourcing Inc. comprehensive Report. we include some analysis of public sector procurement patterns derived from the Learning Light Market Intelligence and Tender Information Service. The UK e-learning Market 16 © Learning Light Limited 2009 .

Executive Summary This report is designed to offer an overview of what we believe is the present state of the UK’s e-learning and learning technologies industry. and growth rates forecast of between 6. we begin by updating John Helmer’s work with “what is going on” in the industry and draw some historical comparisons with other reports. We begin by offering a brief model of what we believe is the present working definition of what is meant by e-learning and learning technologies. and a synopsis in the short version. and we are indebted to Michael Allen for his definition and illustrations. its ability to change and adapt to new technologies and business models and its views of the likely structure of the industry in years to come. with over 24 companies spread across the UK.7% and 8%. This report began as a simple attempt to update the report written by John Helmer on behalf of Learning Light valuing the UK e-learning industry. The edited narrative of the interviews is included in an appendix with the full version of the report. The principal finding is that the UK e-learning industry remains robustly positive in its view of the market and the prospect for continuing growth. The market size estimates varying between £300 million to £450 million. The UK e-learning Market 17 © Learning Light Limited 2009 . but one we have significantly developed by both interviewing a number of leading players (vendors) in the industry to ask their view of the market and by further seeking to quantify the market size. It is from this that we put forward our proposition that the UK e-learning and learning technology industry is indeed flowering! We spend the next sections setting out the evidence that we believe underpins this proposition. This series of semi structured interviews were conducted over 2 months in 2009. The interviews also sought to understand the dynamics of the industry as it saw itself. We have drawn on our own financial modeling.2. However. The financial modeling and third party research all correlated in a robustly positive trend of continued and significant growth for the UK e-learning industry. the on-going and valuable work of John Helmer and other research made available to us to assess the size of the market. It is from this original report that our analysis begins. such as Epic’s market report. In truth we can now offer a “tri –angulation” of what we believe the market size to be and the likely growth potential.

The UK e-learning Market 18 © Learning Light Limited 2009 . but that there are other factors are at work. Our premise being that this industry “flowering” is based not just on organic growth as more and more companies seek to utilize e-learning and learning technologies – though we do highlight that training companies (sometimes a little unfairly seen as the enemy of e-learning in the UK!) and more medium sized enterprises are adopting e-learning. We can only reflect the optimism and confidence. One key factor highlighted is the role of marketing departments in commissioning learning to support customers. the innovation and enthusiasm and the e-learning industries undoubted focus on delivering the right learning for the individual and organisation that so characterised our research findings. and other research and opinion gathered.0 and Social networking than the IT industry and is on the cusp of delivering true “portable flexible learning” – or as we search for another cool term . Sheffield and Brighton are set fair to weather the economic downturn. and its two principle hubs.Finally we present a set of trends. rapid development tools and is perhaps more expert in its adoption of Web 2. both technologies and market drivers which we believe will underpin this growth. resulting in undoubted downward price pressure and cuts in training budgets and public sector projects we believe that the UK’s e-learning industry.m. There is no doubt that companies will come and go. and secondly the adeptness with which the UK e-learning industry is adopting and exploiting new mediums of delivering learning is crucial to the industries growth trajectory. just as they did in easier times. again based on our interviews with the companies. This is illustrated in how the UK’s e-learning industry has adopted gaming and immersive learning scenarios.learning 2.0! It is the fascination of both the learning and development community and the marketeers particularly with social networking that bodes so well for the e-learning industry. Despite the difficult times.

definitions Allen describes or defines e-learning like this: “The term e-learning applies to the broad range of ways computing and communication technologies can be used for teaching and learning.1 e-learning . we have also seen “Computer Mediated Learning” used as a term. Others are not. We have used e-learning and learning technologies as our principle terms of descriptive reference.1.” 3.” He does add – “Some uses are effective – magnificently so. 3. What is e-Learning? What is e-learning? There are many terms and definitions applied to this particular genre of learning.3. In attempting to answer this we have turned to Michael Allen and his work “Creating Successful e-learning” (Pfeifer 2006) as a starting point. Increasingly we see the term “Computer Enhanced Learning”.1 e-learning components Allen then seeks to illustrate the components referred to as below: The UK e-learning Market 19 © Learning Light Limited 2009 . Previous terminologies used have included “Computer Based Training” (CBT). “Tele-learning” and still the quite widely used expression “on-line learning”.

unless they are used in a context configured for learning. and provides the following definition: “e-learning is delivery of carefully constructed instructional events through computing technologies.” This Allen argues is a more useful definition as it excludes simple communication. Accordingly we present two more diagrams seeking to define and conceptualise e-learning.Allen proceeds to offer a second definition to overcome the issues around just simple presentation of content. firstly a slightly amended version of Allen’s to support the use of communication and publishing of e-learning: The UK e-learning Market 20 © Learning Light Limited 2009 .

2 e-learning.3.1. and in the light of the interviews undertaken with twenty plus e-learning companies we feel that The UK e-learning Market 21 © Learning Light Limited 2009 . in the view of the reports authors. e-publishing and learning tools And secondly.

well. below is a The UK e-learning Market 22 © Learning Light Limited 2009 .2 How e-learning is flowering How e-learning is flowering (Based Michael Allen’s model) Learning devices Learning resources e-learning 2.0 Can all of this flowering really have happened in two years. 3.below we illustrate how e-learning is evolving – indeed flowering. This model seeks to build and illustrate for the purposes of this report the whole fragrant flower that e-learning and learning technologies is.

0 static HTML formal.0 and informal learning as the tools to create learning organisations.0 Indeed 2009 saw the publication of e-learning 2. 4. with the cover subtitle “Proven practices. following the Learning Light study. The Epic study identified 157 companies providing e-learning services in the UK but research was limited to those whose financial performance is available from Companies The UK e-learning Market 23 © Learning Light Limited 2009 .0 e-Learning 2.0 new tools: SHARING blogging COLLABORATION wikis SYNDICATION podcasting new ways of RSS learning social networking Niche specialists e-Learning 2. e-learning industry. or will it be e-learning 2. instructional self-paced courses INDIVIDUAL LEARNING CONTENT outsourced. embedded learning ORGANISATIONAL LEARNING SOLUTIONS rapid e-learning. This book reviewed the range of technologies now available. will it be learning devices and mobile learning. From automation to the Workplace innovation In automation online versions of f2f courses (web-based training) CONTENT Web 1.K. based on a study carried out by Epic. Emerging technologies to Achieve real results”.slide Learning Light began delivering more than three years ago. developed by our then colleague Jane Hart.1 “Movers and Shakers” 2007 In April 2007. workflow-based.0 Players in the UK e-Learning market 4.0 by Anita Rosen. or in-house specialists large organisations e-Learning 1. The big question is what are the next petals to be added to the e-learning flower! The challenge and purpose of this report is to understand the e-learning market and how it is flowering and what new petals will burst into bloom.0 tools SMEs and others small/mediumsized orgs innovation Web 2.0 informal. free Web 2. the author of that paper John Helmer released a new report on the “Movers and Shakers” in the U.

4. particularly in Yorkshire and Humberside. Because there are so many tiny consultancies in the industry in the UK we have decided that a list of their names would add little to the value of this Report. to supporting the interests of this community.: o large companies active in the UK with e-learning as a non-core activity o companies principally engaged in e-learning as core business o companies featured in the 2007 “Movers and Shakers” report 4. We follow the tables with an update on the fortunes of the 34 companies which Epic studied in detail. tended to focus on competitors to Epic or players in Epic’s market sectors (e. and maintain and develop a comprehensive registrar of consulting organisations in the UK.g. This also includes UK registered trading arms of multinationals. helped by access to Open Source technologies. We are also witnessing the emergence of social enterprises. Defence) John had previously offered 3 listings in the Learning Light 2007 study. viz.House. Table 1 Large companies active in UK with e-learning as a non-core activity Accenture Amaze BDP Media BSG BT Capita Computer Software Gatlin Frost & Sullivan Group HP I BM ILX Group plc Kaplan KnowledgePool Logica CMG The UK e-learning Market 24 © Learning Light Limited 2009 . At Learning Light we are committed. This excluded major players like Tata. CICs and not-forprofits within the industry.1. however.3 Note on UK e-learning consultancies The majority of e-learning businesses in the UK are micro-businesses or SMEs meaning they do not have to submit full accounts to Companies House. The study also. particularly since it’s generally accepted that 8-10% of revenues nationally are generated by the Top Ten players on any list. Consultancies in particular are typically small and often invisible to sector scrutiny because they operate as Associates for big organisations. 34 in total.2 UK’s e-Learning players In this Section we bring up to date the tables of players included in the previous Report. understandably. training companies and outsourcing organisations. which we have updated and which appears in the tables below.1. particularly IT companies. Line and Brightwave which from our perspective made the survey of limited value.

Macromedia Europe Ltd Oracle Plateau Systems QA Rhema Group Tribal Group Matchett Group Parity PPI Learning Raytheon SAP UK Vega NIIT UK. Cognitive Arts and Element K Pearson Premier IT Reed Learning plc Thales Table 2 Companies active in the UK wholly or primarily engaged in eLearning aardpress Absolutely Training Academy Internet Academee (now part of Oliver Wyman) AccessPlanIT Atlantic Link Ltd Atlas Interactive Ltd Attic Learning Auralog Aurion Learning Balance Learning BBC Worldwide Interactive Learning BdM Development Blackboard Bourne Training (now merged with RedTray) Brainvisa Bridge2Think Ltd Bridge-Learning Brightwave BTL Group Ltd BYG C2 Workshop Can Studios Caspian Learning CIA Training Cobent Ltd Coggno ComplyWise Copia (now part of Intellego) Corous Course-Source Ltd Cross Knowledge Cylix DACG Limited The UK e-learning Market 25 Information Transfer Insite Objects Interwise Intellego Jenison Kineo Knowledge Solutions learnDirect LearningGuide LearningMotion Learning Pool Line LM Matters Ltd LMD Learning Solutions Ltd m-learning Mohive Music Factory Mycourse Limited MyKnowlegeMap NetDimensions Limited Netviewer GmbH New Wave Learning Noor Informatics NuJuice October Systems Open Mind Ltd Outstart PageForward Learning Panviva Peakdean Pixelearning Ltd Plateau Learning Systems RedTray Rosetta Stone Language Learning Safari e-Reference Saffron Sales 101 © Learning Light Limited 2009 .

Mindleaders name still retained) Time2study Traineasy Ltd Trainer1 Trax UK Ltd Tribal education services Trivantis TTS Europe Ltd Umbel (TfA Group) Upskill Video Arts VTN Technologies Vuepoint Walkgrove Watsonia Workshop WBT Systems Webanywhere Webarchitects Wired Red UK Ltd Xperience Xoolon Xyleme The UK e-learning Market 26 © Learning Light Limited 2009 . AV Edge and CLM.datango AG datmedia Ltd DeltaNet International Desq DTV SanScrip Seminar Serco learning Simulacra Media Ltd e2train e4Learning Echelon Publishing Edvantage Group Eedo Knowledgeware E-learning WMB Electrovision Element K (now subsumed in NIIT) Ellerton Training Services Ltd Embrace Learning Engage revision ENI Enlightenment Productions eOrigen Epic EQHO Communications Ltd ETS Europe UK FISC Fuel Europe Fullard Learning Futurate Futuremedia GBS Corporate Training Giunti Interactive Labs Global Learning Alliance Happy Computers Harbinger Harlequin Training Solutions Headlight Communications HT2 ltd i-education Idigicon ikonami IMC (Formerly Communication AG) Infinity Infobasis Ltd Information Multimedia SkillGate Ltd Software Training Technology (STT) Sponge UK SSR-i STAR Consulting Ltd Tata TIS Teknical Telematica Texthelp Systems Ltd The Orange Group Ltd The Working Manager Thirdforce (embraces former brands Electric Paper.

uses offshore production Outstart Major player in LCMS sector Pennant Track record in defence. Imparta Still a force to be reckoned with especially for Sales and Marketing training Ivy Learning (Ivy Budget end of market. never really cracked the corporate market but still arguably the largest supplier of level 1 and 2 training in Europe LRI Strong player in leadership and management market MARIS Technologies Still going strong. nuclear and heavy industry PTT Pretty solid player in IT training market QuestionMark Long established online survey and assessment software supplier The UK e-learning Market 27 © Learning Light Limited 2009 .Table 3: Looking back to the Epic UK Marketplace survey (2007) The 34 companies in the Epic 2007 study. Grown from a budget off-the-shelf supplier to a recognised force in the industry KnowledgePool Now one of the largest LBPO companies in the world learndirect Solutions Still in there. who in turn were acquired by EdvantageGroup Enlight disappeared Epic Bought by Huveaux Group in 2005 and sold to entrepreneur Andrew Brode in 2008 FT Knowledge Going strong Fuel IT acquired by LRN (compliance training specialists) and renamed Futuremedia 2008 acquired by EdvantageGroup from Norway gtslearning The driving force in CompTIA e-learning for IT industry. compliance specialists EBC sold to Futuremedia. Happy Computers Continues to win awards for its e-learning and blended learning. Soft) Jenison One of the success stories of UK industry. how they are faring Company Comments Academy Internet bought by RedTray February 2009 Adval Group defunct Assima going strong Atrium disappeared Communications Attic Learning disappeared Easy i now formally known by name of parent company SAI Group. Going strong.

then further growth by acquisition (Pathlore 2005 and Mindsolve 2006) Electric Paper. product focus or strategy (e. including eLearning US-led dominant force in big-budget HCMS market Although the massive 3-5 year library deals are declining in popularity it’s hard to fault SkillSoft’s service levels. The UK e-learning Market 28 © Learning Light Limited 2009 . this US-led has successfully emerged from the SAP / ERP training sector to become a major performance management supplier.g. Originally Docent & Click2Learn. Academy Internet etc). acquiring Books 24 X 7 and Thomson NETg).Redtray RTIX RWD Technologies Saba SkillSoft SumTotal Thirdforce Thomson NETg TPG Academy XOR Still growing both organically and by acquisition (Bourne. acquired by Ultimate Software in October 2006 and brand name disappeared 21 years old. Mindleaders etc…steady growth in revenues and now entered US market via Mindleaders but also actively selling Mindleaders in UK gone The Project Group acquired by PPI Learning in 2008 Technology-led and successful across Europe in major and online training programmes. NETg merger pretty much faultless.

and heading – arriving in the USA o LINE Communications –– interviewed: very probably the UK market leader in e-learning content. o DESQ . it is all about the future with real insight.interviewed: LMS vendor continuing to win work. firmly believes the trajectory of e-learning will continue upward. o i-education– interviewed: a young business already beginning to make a global impact o Intellego – interviewed: Still doing well in the world of compliance and regulation with in depth expertise in several vertical markets o Kineo –– interviewed: a major success story. o Cobent and ComplyWise In the general compliance technologies (now part of BSI) are the ones most commonly met. for the online language sector with Middle East and New Europe major markets. expanding into Europe o Mezzo Film – a film maker that launched the innovative Training Pod concept – deploying e-learning on a data stick into the NHS The UK e-learning Market 29 © Learning Light Limited 2009 . o BTL – interviewed: well established business seeing solid growth in o e-assessment. Rosetta Stone and GlobalEnglish continue to lead the way.interviewed: Sheffield based pioneer of gaming and learning. and the Thinking Worlds tool has attracted great interest. o Brainvisa and Harbinger represent two of the new wave Indian companies who have swiftly and successfully cracked both UK and USA.. FISC continues to prosper o Futurate – interviewed: innovators extraordinaire. o e2Train .Table 4 Interviews and other news: News and views on who’s doing what o Academee merged with Oliver Wyman in 2009. o Caspian Learning – doing well in the world of immersive learning solutions. o Atlantic Link is aggressively forging ahead with development tools and platforms – firmly a top ten player. community portals and public sector bespoke work. Brighton and now Sheffield. o Assessment 21 – interviewed: new launch business pioneering the next generation of e-assessment. and confident in the future o e-origin – interviewed: Leading the trend back to film in learning o Epic – consolidated and coming back strongly with some real innovation and energy o FISC – interviewed: with a blue chip client base and a firm focus in compliance for financial services. o Auralog. o CrossKnowledge’s mix of blended learning products plus academic studies and their own Faculty seems to be a winning mix. in different styles. Attracted significant investment and doing well. o Aurion – interviewed: Belfast based company have carved a niche with CPD management systems.

o Xoolon – interviewed: bringing sport and e-learning together – and it won’t stop at just sports – life style learning leaders. With the industry containing so many SME organisations founded and managed by bright. winning bigger and bigger clients. Consolidations. 4. as they continue to prosper in the US Market o PTK training – interviewed: New start for very experienced CEO o Real Projects – interviewed: Doing a great job in pioneering e-learning in East Anglia.o My Knowledge Map – interviewed: making the virtual academy model really work.1. Mergers & Outsourcing In the run up to the publication of the 2007 Report there was the usual string of acquisitions and mergers. (now QA again) NIIT acquired Element K Redtray merged with Bourne Training Academy Internet integrated key assets Adval The UK e-learning Market 30 © Learning Light Limited 2009 . o Umbel – apparently prospering o Virtual College – interviewed: Another very successful practitioner of the virtual academy model o Webanywhere – – interviewed: UK market leader in providing school web sites and one of only four UK Moodle partners – going international from Keighley o The Working Manager active in similar areas but each a different product o The Workshop – interviewed: The Workshop continues to prosper on its values of excellence and innovation. creative people rather than entrepreneurs or strong operations management it’s only reasonable to expect some will go stale or run out of new ideas to meet new market situations.3. and more. and still up there. o o o o o o o o Saba completed acquisition of Centra Edvantage Group completed acquisitions of Kognita and FutureMedia Blackboard and WebCT completed merger under the Blackboard brand FutureMedia completed acquisition of ebc QA and Interquad merged to form QA-IQ. as below. The driving force behind the Norfolk e-learning forum o Safari on-line – interviewed: Bringing books into the 21st century o Skillsoft – interviewed: Still a major player proving e-learning really does work – true trail blazers. o Peakdean – interviewed: long established player who produces quality e-learning for a wide range of blue chip clients o Pixelearning – interviewed: It looks like a breakthrough for Pixelearning.

HR. Serco. Company Comments Academy Internet acquired by Redtray February 2009 Epic sold to entrepreneur Andrew Brode in 2008 Fuel IT acquired by LRN 2007 FutureMedia 2008 acquired by EdvantageGroup KnowledgePool Now one of the largest LBPO companies in the world RTIX acquired by Ultimate Software in 2006 SkillSoft acquired Thomson NETg 2007 Thirdforce acquired MindLeaders in 2007 to (a) consolidate Thirdforce presence in USA and (b)create competitor in UK to SkillSoft and Element K Thomson NETg acquired by SkillSoft in 2007 TPG Academy The Project Group acquired by PPI Learning in 2008 The trend to outsource L & D continues worldwide. To show how the market moves on we repeat the table from that part of the Report. including Accenture. In the USA LBPO is big enough to merit its own league table and industry association (see: http://www. IS and logistics are typically the most outsourced functions in the enterprise. Top-down . IBM. (LBPO). Cap Gemini. Several companies are making a determined play for the space in the UK. As clients move to outsource increasing numbers of their HR processes to external suppliers. Learning and Development comes into the frame as a candidate for wholesale outsourcing. and the consideration that e-learning involves both HR and IS means that much heat is being generated by the idea of Learning Business Process Outsourcing.trainingoutsourcing. This movement into managed learning is coming from both top down and bottom-up. One problem this can throw up for suppliers is the disconcerting experience of turning up to a client meeting to find that the client’s HR operation has been outsourced.Earlier in this Report we revisited the Epic marketplace survey to see how the 34 companies surveyed had fared. and that instead of talking to their regular contact they now have to negotiate with the outsource provider – typically a competitor or with a different service focus and offering from the supplier. The UK e-learning Market 31 © Learning Light Limited 2009 .com/Index. which is no longer a peculiarly American phenomenon. Logica CMG.asp) .Looked at from the perspective of a large management consulting firm the managed learning market is a subset of the HR outsourcing market (which is itself a subset of the wider BPO market). QA. KnowledgePool. Capita.

wikis. and to offset the ‘lumpiness’ of their training revenues by locking clients into longterm programmes with recurring fees. There is an argument that organisational e-learning is now too complex a beast – what with the proliferation of learning modalities (pod casts. The UK e-learning Market 32 © Learning Light Limited 2009 . a move into managed learning arises out of an aspiration to get further up the food chain within the organisations they supply.) and new ways of combining them coming on stream all the time .For training and e-learning companies. KM. virtual classroom. etc. Outside (and outsourced) help needs to be sought. blogs.to be left to mere training managers. etc.Bottom-up .

do you anticipate this growth to continue?” The overall view: Looking good. with the economy driving demand…….5.0 The Survey interviews In seeking to validate further our research into the market.1. to Norwich in the east and to Belfast in the west. we undertook a series of semi-structured interviews with a wide and representative group of e-learning and learning technology companies.e. We spoke at length to 24 companies from Brighton in the South and Newcastle in the North. and Future Industry Trends. We spoke to companies from the new and very small to the large and well established.1 Market Trends We began our interviews with a series of questions around the market trends and prospects for e-learning in these difficult economic times. somewhere in the middle) as we sought to build our picture from an industry perspective. and those on that aspirational journey toward success (i. and of course as you would expect to a number of companies in Sheffield – where we believe the UK’s hub of e-learning is located. 5. and capture its views as to current Market Trends. Technology Trends. Here we hoped to both understand the mood of the industry. The response to the survey we conducted with industry leaders in preparing this Report has been so positive and the outcome so productive that we plan to repeat the exercise on a regular scheduled basis going forward.1 Continuing growth…? our opener being: The e-learning industry has enjoyed considerable growth in the last few years. 5. And that’s not all…… Learning Light Synopsis: The UK e-learning Market 33 © Learning Light Limited 2009 .

we believe that the interest level and opportunity pipeline is The UK e-learning Market 34 © Learning Light Limited 2009 . if so. The growth potential was now being realized as e-learning and learning technologies had now passed the proof of concept stage. but many other reasons were put forward for this optimism. That contrary to expectation demand has not fallen away in the sectors where e-learning has traditionally done well.2 Signs of a Slowdown Accordingly. However. what factors do you believe are causing this?” And “Have you noticed any changes in terms of sales cycles and starting projects?” The overall view: Some slowing in signing contracts and some delays overall. but the demand drivers of speed. Common views were that the e-learning market is still a long way from maturity and there remains abundant growth potential. and to identify whether there had been changes to the sales cycle as the economy contracts. our next two questions where: “Are you witnessing a slowdown in demand and.1. 5. That the ROI models that e-learning can offer are getting more and more compelling. and pleased with the overall positive nature of the responses we sought to probe deeper and understand what potential issues could slow demand. and interest levels were getting higher and higher While impressed. opportunity rich environment Learning Light synopsis: The companies recognised that there were a number of factors that dampened demand in certain areas and uncertainty in the economy had slowed some sales cycles. cost saving and overall rising interest in e-learning solutions have mitigated this.The response to this question from the twenty four companies interviewed was one of undoubted optimism toward the future growth potential for e-learning and learning technologies. There is no doubt that the economy is viewed as both a challenge and an opportunity. There is some noted downward price pressure in the market. and a trend toward in-house development using the new content tools that are appearing on the market. but an increasingly.

e-learning on the one hand could be well placed to deliver savings. but e-learning vendors will also experience greater challenges in justifying the ROI they can offer. we believe that public sector expenditure will come under significant pressure.1. There is no doubt that public sector procurers will be demanding greater and greater price reductions.mitigating any negative or downward trend at present. some seeing e-learning as a custom software development service. Learning Light. with its Market Intelligence and Tender Information Service tracks public sector procurement trends closely. with public sector procurers using a wide range of CPVs in their procurement.3 Importance of the public sector Next we sought to focus on the importance of the public sector: The public sector has always been of considerable importance to the e-learning and learning technologies industries. 5. We were keen to know more about patterns of public sector procurement and specifically whether the creation of a specific public sector CPV code (Common Procurement Vocabulary. This CPV was previously attributed to training services till June 2008.80420000) for OJEU procurement of e-learning services has had an impact. Our view is that usage of this new CPV code is slow in its uptake. However. and in one instance attributing a CPV relating to ICT network infrastructure to procure social networking applications. and it will be framework agreements and more competitive mini tenders that will drive The UK e-learning Market 35 © Learning Light Limited 2009 . Accordingly our next question asked: Have you noticed changes in public sector procurement patterns and opportunities? And as the second part: Has the pattern changed now that e-learning has its own CPV? The overall view: The public sector is very important to the industry and the trend remains positive Learning Light synopsis: “We can almost hear the buyers’ pencils being sharpened!” At present there seems to be little evidence of a major slow down in the uptake of e-learning by the public sector.

Which is the biggest threat to your business. so we asked: Is business coming from places other than expected? The overall View: No but well Yes actually! Learning Light synopsis: This provoked a mixed and almost contradictory response.1.this cost saving agenda. with some companies telling us that they deliver tightly focused marketing operations specialising in specific sectors and others that work is coming from the unexpected or usually not! It is apparent that business is coming from differing angles.5 Where are the threats Our final and rather “cheeky” question for the first section was designed to sum up views toward the overall economy and introduce the next section of the interview as we asked our interviewees about the changes in technology in our industry. 5. but it seems to be an opportunity. will e-learning break out as has so often been predicted.1.e. the one most significant trend is the increasing role marketing and communications departments are playing in using e-learning.! We were surprised that very few of the elearning vendors were aware of the newly designated CPV for e-learning services.4 Where is business coming from Our next question was designed to see how well the e-learning industry is marketing itself. as do new industry developments The UK e-learning Market 36 © Learning Light Limited 2009 . and whether levels of interest are growing outside sectors that have already adopted e-learning – i. The second surprise is that business is still coming from sectors of industry that has been badly hit by the recession such as automotive and financial services 5. the economy or new industry developments? The overall view: We are all realistic about the economy.

Technology did not appear to be perceived as a major threat, the majority of responders felt their organisation could adapt and utilise the new and emerging technologies. As noted in the sections above, the industry was realistic about the economy, but the very firm view was that the recession was an opportunity more than an issue. Learning Light Synopsis: Neither is perceived to have precedence over the other, both are seen as challenges and opportunities.

5.2 Technology Trends Having raised technology as an issue or opportunity, we were keen to get a more detailed understanding from the companies of what will shape the industry from a technical perspective. We were keen to understand, for example, the impact open source and web 2.0 would have on the e-learning industry. Were these developments likely to have an impact upon the industries revenues and structure? Or would they prove disruptive or an opportunity for further market growth? 5.2.1 The impact of open source Our first question was devised to open the topic and bring the much discussed Open Source technology to the fore. Some interviewees immediately focused on Moodle, others did not. Responses varied depending on the type of businesses, but the picture is mixed in its view, but confident in its ability to adapt and assimilate and crucially confident enough to ensure its integration in pursuit of improving learner performance: What do you feel is the impact of open source on the e-learning industry? The overall view: Its nothing new, we adapt to it and adopt it where appropriate

Learning Light Synopsis:
The UK e-learning Market 37 © Learning Light Limited 2009

This really was the Moodle, Ning, Snagit and Coggno etc… question. In short, it is our view that the adoption of Moodle and open source in general will be driven around one of cost benefits analysis and appropriateness. If companies are looking for a rapid tactical deployment of an LMS – Moodle may well be the one. There is no doubt that the M word stimulates some of the strongest views in the e-learning industry. This however should alert the industry to a major change as there are over 200 Learning Management Systems (LMS) and 75 Virtual Learning Environments (VLE) on the market, and just the mention of one can produce such debate! Discussion around open source in general can be seen as slightly more philosophical, and its impact both in the industry and on the industries clients.

Learning Light Synopsis: Beyond Moodle there was much less controversy about the role of open source software. The e-learning industry proves itself at being adept in adopting and adapting all manner of new technologies Technologies do not appear to be the issue to an industry such as this, it is much more about creating good learning in the eyes of the companies.

5.2.2 Web 2.0 – learning 2.0 Our next question focused on Web 2.0, an area of hype or an opportunity for e-learning, or even what was referred to as Learning 2.0. The responses generated a wide range of responses, with almost all seeing the importance of web 2.0, but many offering a word of warning to temper the enthusiasm expressed. Do you feel web 2.0 technologies in general will grow in importance and use in e-learning?

The overall view: Yes, Yes but use web 2.0 with a “health warning”

Learning Light synopsis There is in our view huge demand emerging from learners (and increasingly from their organisations) to translate what is happening in the web 2.0 environment and translate the techniques and technologies
The UK e-learning Market 38 © Learning Light Limited 2009

to the world of learning and development, and nowhere is this illustrated better than in the rise of social networking. Web 2.0 – or Learning 2.0 or whatever it is called and rebranded in future years is now here for the long term. It will evolve and improve and emerge in ways not yet considered by the mainstream of L&D, and will increasingly overlap with the marketing and communications function. The companies interviewed reflected both the excitement and interest of Web2.0, but were quick to point out that the usage must be tempered by one of appropriateness – hence the health warning! We however believe that the e-learning industry is very well placed to benefit from these trends as we drive toward the new learning organisation.

5.2.3 Social networking and e-learning Hence our next question, where we sought to focus on the rise of social networking in particular: How do you anticipate social networking environments impacting upon the e-learning industry? The overall view: Yes again- to anticipated growth and influence, but with that health warning Learning Light Synopsis Open source, web 2.0 and social networking all add greatly to both the debate and the opportunity. While some may see the new technologies as a threat to more conservative business models, these technologies undoubtedly provide huge opportunities to the content development and creative companies in the e-learning eco-system. The threat to the LMS and VLE vendors is there, but again it appears that they too are adapting to these developments and can take comfort in the innate and understandable conservativism of many private sector organisations to adopt these technologies. In contrast it is our view that it’s the public sector – often seen as a late comer to the e-learning industry- that is adopting the web 2.0 and social networking applications. We believe this to be because firstly there is no existing e-learning technology whose integration they need to consider and secondly because the culture of sharing good practice in the organisation is often more established. It is our view that these technologies will offer greater choice and greater creative opportunities to improve the learner experience – which
The UK e-learning Market 39 © Learning Light Limited 2009

the digital native learner, generation Y learner, or millennial learners comes to demand. However, the industry must take care to ensure clients are not confused, overwhelmed or exposed. We are confident that the e-learning industry is of a level of maturity now that it recognises that the crucial selection criteria of any learning technologies should be their appropriateness for each specific need. It is interesting to note that the L&D community is hugely interested in the power of social networking, but that it is the marketing and communications departments that are increasingly driving its adoption.

5.2.4 Future technology trends Our final question for this section asked our interviewees to pick out the trends they sort as likely to be important in the industry in the coming years: What new applications of technologies e.g. e-reference, online seminars, online coaching, e-assessment, mobile learning or serious gaming are you seeing or becoming interested in? And What other technologies have you noticed being introduced and used to deliver learning?

The overall view 1) Mobile – maybe this time, but its really about being portable, 2) Games – going that way, keep it real and get it more real, but the devices/consoles are a key consideration and their access is jealously guarded by manufacturers, 3)e-assessment has arrived, 4) don’t write off text – e-books and e-reference could be big…. 5) eportfolio is now firmly established 6) content is still crucial and how you use it is king! Learning Light synopsis It is difficult to summarize the wealth of views given to what was such an open question, but the answers illustrate one of the key trends that runs through this industry review – the sheer creativeness and openness in adopting technologies for learning that this industry has. Indeed we would recommend you read the interview narrative in the long version of this report.
The UK e-learning Market 40 © Learning Light Limited 2009

new models to exploit IP. We make no predictions as to how this disconnect will be overcome. Do see our interview section with leading gaming and learning developer Jake Habgood. e-portfolio is now firmly established and e-Passports. but do note the disparity in size of typical e-learning developers and video games developers. rapid development models.Instead quite simply we reflect and agree with the overall industry view as put forward above: Mobile – maybe this time..but not all the way onto consoles. including SmartCards are part of the education world Content and instructional design are still crucial.yet? Devices make a difference – Nintendo DS or i-phones – cool ones are best! Keep it real and make it more real – film and TV quality production of learning e-assessment has arrived Don’t write off text! – e-books and e-reference could be big….3 Future Industry Trends In our third section we asked our respondents their views regarding the structure of the UK’s e-learning and learning technologies industry. and how content is used is King! It is interesting to note the still apparent disconnect between the video games industry and the e-learning and learning technologies industry.1 New business models Our first question. new relationships – partnerships and alliances and SaaS – software as a service all feature in the future development of the industry Learning Light synopsis The UK e-learning Market 41 © Learning Light Limited 2009 .3. but it’s really about being portable Games – going that way. given the characteristics of the industry was: Do you feel new business models are impacting on the industry? The overall view: Yes (but not so easy for new entrants) – tools driven models. content aggregation models. 5. 5. .

The industry will continue – almost relentlessly . as many of the respondents pointed out. 5. but has yet to see its “WPP” emerge.2 Industry structure – mergers. with new business models almost seen as the norm. Likewise would the number of new entrants to the industry slow. Yes – we will see continued new starts – often driven by take-over consolidations. given that this industry has seen quite a number.The e-learning industry is used to change and innovation. acquisitions. It is this innovative “colonisation” of new and emergent models that gives the industry its strength. We believe there will be a continuing trend toward collaboration and alliances both within the industry and in partnerships with IT Consultancies and training providers as “the blend” continues to be more and more influential. and not a surprising view given the e-learning industry make up – which is principally one of Small and Medium Enterprises. especially in the content development sector was one of Yes we will see consolidation as companies try rapid growth strategies. and the number of liquidations increase? Do you anticipate the industry structure changing in the next 12 months – mergers. This creativity and innovation is only likely to accelerate. but this is the norm. but the barriers from a learning perspective are.3. and is responsible for designing in further growth. and Yes we will see liquidations but we will also see lots of collaboration Learning Light Synopsis We were intrigued to understand the industry structure and why this apparent ceiling to growth.to adopt and adapt new technologies and techniques to deliver more effective and engaging e-learning. and would there be an acceleration in this driven by the economic downturn. we were keen to know what the industry felt about the likelihood of takeovers and acquisitions. The barriers to entry from a technology perspective are not high. new starts and liquidations? The overall view. it was perhaps Mark Pearce at Workshop that crystallized our views on this matter: “The industry has some similarities to the design and advertising industry. acquisitions and liquidations In our next question we asked about the structure of the industry. The UK e-learning Market 42 © Learning Light Limited 2009 .

we believe. an almost 20% growth in job numbers on 2007. with companies seeking to acquire skills on a “contractor” basis as opposed to a full time employment basis.” The industry should be very attractive to new starts and technology businesses seeking new markets. It is this that will drive growing levels of collaboration and occasional consolidation by acquisition as larger companies acquire niche vendors. based on our survey research. Indeed we may see large service providers acquiring specialist content developers. Can tool vendors bypass developers and supply direct to users? What role does generic content have to play in this market space? Can large service providers in the LMS world supply to the more medium sized companies or will Moodle come to dominate that market 5. We believe this evolving partnering with training businesses to be a significant trend likely to lead to a change in the industry structure and provide foundation for further growth. at the content development end the market competes on creativity and cost. The UK e-learning Market 43 © Learning Light Limited 2009 . the development of long term partnerships with IT consultancies and with training providers was noted and highlighted by some interviewees. 2009 has seen a change in the pattern toward skills requirements. Learning Light has tracked the e-learning jobs market closely in the Sheffield city region. It is these businesses that appear to have difficulty in scaling. They then use and choose the appropriate technologies. Other models appear to have a differing market. with an understanding of the learning requirement of the client often the key differentiator. As Safari On-line’s Collinson puts it – more alliances than acquisitions.This is probably because e-learning professionals have a slightly different mindset and are more passionate about delivering good learning content than outright growth.3 Skill Shortages Our final question was to understand the issues faced by the industry in skills shortages and development.3. and 2008 saw. We also noted the trend in the industry to partner beyond the industry itself. However.

the type of employment offered has switched significantly from full time employment to contract employment. We propose to undertake a new piece of research in the coming weeks and months. A number of companies – for example Line and BTL. yet reflecting the continuing demand for skilled personnel. The most common theme across almost all the companies is a shortage of experience at quite a number of levels. Consequently. Have you or are you experiencing skills shortages for employees or specialist sub contractors? The overall view: Yes. while the number of vacancies in the Sheffield City Region for e-learning professionals appears to have only slightly declined compared to last year.have developed a “grow their own” policy. Many companies reported across the board shortages – and are “always looking for talent” as Workshop’s Mark Pearce puts it.We believe this indicates a degree of caution in how the growth of the company payroll is managed. We have excluded the requirement for subject matter expertise and instructional design services which is very often acquired on a contract based procurement of services. without doubt Seventeen (85%) of our interviewees reported skills shortages when seeking employees or specialist sub contractors. Learning Light Synopsis The skills issue appears to be quite complex and multi-faceted. The UK e-learning Market 44 © Learning Light Limited 2009 . The biggest single specified requirement would appear to be a shortage in good quality Instructional Designers.

Just as we are finding it virtually impossible to size the market because it’s hard to find its boundaries. As well as asking what percentage of training time is currently delivered through e-learning (12%) CIPD asked what this figure would be in three years time. formal learning.1 That was then: the Hambrecht report 2000 The Hambrecht report “Exploring e-learning: a new frontier” in 2000 defined three supplier segments in e-learning: Technology. In organisations using e-learning. e-learning now accounts for 12% of “total training time” Only 7% of respondents including e-learning in their top three practices and only 8% described it as “very effective”. collaborative learning and JIT e-reference. Content and Services. Trends in the market 6.6. Key findings included: o 57% of responders reported that they are using e-learning. Optimism for the future of e-learning is rife. 6. This produced the answer 27%. 6. it is likely to be offered to about 60% of the employees. o 27% plan to do so over the next year Two statements seem to command near universal support. This phenomenon ‘we’ll all get it right over the next three years’ has been observed in previous CIPD surveys and earlier ASTD surveys. The UK e-learning Market 45 © Learning Light Limited 2009 . so professional HRD practitioners cannot comment on learning forms outside their remit and often their cognisance. Learning Light’s 2007 report commented on how the lines had continued to become increasingly blurred since then. with providers branching out into other areas driven by client need and converging technologies changing the shape of what was possible. o 'e-learning is effective when combined with other forms of learning' (95% support) o 'e-learning demands a new attitude on the part of the learner' (92% support). In using organisations. What is striking is the inability of this sort of survey to define the whole technology-enabled learning spectrum… formal training. informal learning. but taken up by only 30%.2 This is now: the 2008 CIPD survey on e-learning The 2008 Learning and Development survey included a special section on e-learning.

2.Particularly interesting is Donald H Taylor’s response. this explains why only 7% considered it a ‘most effective’ practice. this phrasing makes no sense. This broad understanding of the meaning of e-learning will explain why – in spite of the apparent contradiction of only 7% rating it among the most effective training practices – 47% of respondents said they used it more than they did two years ago. those polled for this CIPD survey will have taken e-learning to include the much wider range of electronically delivered learning 2008. Any effectiveness depends not on the medium itself. below. it was similar to its predecessor’s computer-based training (CBT) and computerassisted learning (CAL). You might as well ask whether books are an effective learning practice. because e-learning then implied something quite narrow. and practitioners are increasingly confident with it. actually tell a clear story of changing attitudes to learning technologies. In the absence of any agreed definition of e-learning.1 Extract from “Reflections on the CIPD Survey” by Donald H. e-learning is now simply regarded as part of the learning mix. If people know what they’re doing with e-learning. from LMS-delivered courses to EPSS and to the use of social networks and …. They are also part of a fundamental change occurring within the learning and development function itself. with attendance and assessment data collected by the learning and development. And the message is simple: for those that use it. e-learning for most people meant an electronic analogy of the classroom: courses that were centrally prepared or commissioned. Six years ago. e-learning added to these the concept of central planning and tracking via the learning management system (LMS). Taylor At first glance the CIPD 2008 Learning and Development survey is a mess of contradictions on e-learning. they reflect actual learning and development practice today. the question could have made sense. but how it is used. which might smack of woolly thinking. For them. The most important thing about these figures is that we can believe them. In 2002. e-learning is a medium of delivery. 6. The UK e-learning Market 46 © Learning Light Limited 2009 . They are not the frothy enthusiasms of vendors and early adopters. In providing materials and a structure for self-study.informal learning. In 2002. Yet these figures. e-learning essentially meant the delivery of courses.

‘What proportion of your employees use Google.Total training time …the wording of (the survey) questions invites the respondent to consider the narrow definition of e-learning. Here. IBM. Training Outsourcing is now planning to release additional sector surveys including Learning Technologies. In other words. Role of large corporate suppliers Large companies in IT. and Capita) who have traditionally offered training to their clients. but can do much more besides. Accenture. They will be part of a trend taking technologysupported learning away from page-turning on the screen to being a social experience. He pointed out that it would be inconceivable for a chief executive not to have an explicit strategy and suggested that it should be as inconceivable for a learning and development department not to have one either. the results would certainly have been different. 7. Unsurprisingly many of the same big names appear in both lists. eclipsing their traditional stand-up training operations with those companies. In some cases these have shown rapid growth. this survey shows comprehensively that in practice it has gone through the five stages of the Gartner hype cycle and is now resolutely past the trough of disillusionment and up on the plateau of productivity. The LBPO Top Twenty Every year TrainingOutsourcing. Social networking and instant messaging will join tools such as email and ‘webinars’ among technologies that can be used to support learning. Flickr or access an online help system. ‘taken up’ and ‘total training time’ suggest online courses and the centralised world of the LMS. and from a centralised ‘push’.com offers a listing of the Top 20 LBPO companies worldwide and the Top 20 IT Training companies. give an inbuilt advantage over smaller. or email/IM colleagues for assistance?’. The UK e-learning Market 47 © Learning Light Limited 2009 . to individually driven ‘pull’.g. ‘boutique’ outfits. The very phrases ‘offered to’. have seen opportunities in e-learning and fostered in-house operations. where the questions are not worded to restrict the sense of what e-learning means. Charles Jennings of Reuters bemoaned the fact that only 56% of organisations had a written learning and development strategy. Business Consulting and Managed Services (e. If the survey had asked. In his essay for last year’s Reflections report. entrenched client relationships and the ability to offer the scale of operations that large clients need.

see chart below for revenue breakdown of the 'Top 20”. As in previous years. The Top 20 as at June 2008 (alphabetical order) Accenture ACS Adamant CGS DDI Delta College GenPhysics GeoLearning Global Knowledge Innovatia Intrepid KnowledgePool Logica NIIT Element K Raytheon Convergys Expertus IBM LionBridge RWD These ‘Top 20' companies indicated that their revenues were generated through multiple solution areas.The most recent Top 20 outsourcing companies list is as below. the largest percentages of revenues came from training content development (33%) and delivery (27%) . They’ve not been ranked because of the widely differing ways they book and allocate revenues. Revenue Segmentation Breakdown The UK e-learning Market 48 © Learning Light Limited 2009 .

our estimate for the market varied between £160 million and £250 million. A third approach (not based on reported or “interpreted” revenues of suppliers) tackles this from a percentage of training budget for industry sectors against forecast GDP for the UK. Since the June 2008 update of the CPV (Common Procurement Vocabulary) codes. Also. Blogs and all the other informal collaboration and sharing tools. Plateau Systems) and revenues fall below the Companies House reporting threshold … And finally… how do we price WIKIs.1 background to the forecast As noted above. but unlikely to exceed £250m all told.8. in January 2007 when our first report e-learning market report was published. e-learning has become a recognised code in the world of government procurement and OJEU we have been able to gain far greater incite into public sector procurement patterns.1. based on a series of variables. including our Market Intelligence and Tender Information Service. Does web-delivered Video Arts videos or DTV films equal e-learning? 8. providing a risk of double counting). Our other variables we have modeled include the growth (or decline) in GDP. a large number of UK players are either privately owned UK companies or UK registered companies privately owned overseas (e. and we believe the market was enjoying growth of over 25%.e. In the time between this report and now. nearly 4% of private sector training spend.1 A forecasting model 8. i. the author John Helmer used a calculation based on average revenues and number of identified companies in the UK to suggest a different “best guess” of the UK market for e-learning products and services as being between £500m and £700m. The size of the UK market It has always been difficult to give an overall size to the UK e-learning market.g. particularly free open source products? One “best guess” stated in the last edition of this Report (2007) was that the total value of the UK e-learning market was greater than £160m. But again what are we measuring when we talk about e-learning. Learning Light has developed a sophisticated market forecasting model. since companies like Accenture and IBM do not break out e-learning revenues in their financial reporting (and in some cases outsource elements of their elearning to boutique providers. Interestingly within six months of producing the Report for Learning Light. But you’d have to add in about £25m for UfI learndirect…. The UK e-learning Market 49 © Learning Light Limited 2009 .

8. The Learning Light model adopts a greater degree of caution with uptake levels. 8.1.2 The Market in 2006 Accordingly on reflection (and with the benefit of our forecasting model and information service) we believe the market in 2006 to have been worth somewhere near to £229 million. Indeed we believe the market grew in the order of 12% from our 2005 reverse forecast measure of £203 million. and the proportions of training budgets being spent on e-learning and learning technologies.5% in 2009.the expenditure on training in the UK – which we believe is closely related to company turnover and hence GDP. CIPD research indicates 12% of training time is devoted to e-learning – a long way from the 30% in the USA! Indeed we have seen even higher adoption level numbers in the USA – up to 50% of training delivered in the non education sector uses e-learning! An analysis of a Toward Maturity survey indicates e-learning expenditure as a percentage of overall training to be 13%. We have also modeled what we believe to be the level of interest and uptake of e-learning by companies and organisations.1.3 Adoption levels We believe uptake of e-learning has grown amongst organisations steadily from the low usage levels (30% of companies) forecast in 2004 to over 57% of organisations using e-learning in 2008 (CIPD Annual Survey 2008). but only 42% of private sector organisations using e-learning. And interestingly 82% of public sector organisations using e-learning. 8.4 Percentage of training budgets It is more difficult to estimate the amount of overall training budgets that are now directed toward e-learning. It is in the later two categories that Learning Light in addition to its close monitoring of public sector procurement contract awards uses its unrivalled network of organisations and associates along with its research skills to synthesize these key trends. This reflects our view garnered from the industry that the UK e-learning The UK e-learning Market 50 © Learning Light Limited 2009 . We do not however consider that the market grew as rapidly as we previously believed.1. with 12% in 2008 and a forecast of 13% in 2009. The Learning Light model uses a slightly more conservative forecast for 2006 and 2007. we believe some 45% of organisations are using e-learning in 2008 and we project growth to 47.

We do however see a continued adoption of e-learning by companies – as The UK e-learning Market 51 © Learning Light Limited 2009 .5%. The UK Government spends £12 billion on adult skills (£4. Indications from the USA.5% contraction of GDP. Learning Light with its partner organisation Creativesheffield undertook a skills and employment survey in June 2008 which indicated a 20% growth in employment numbers in the e-learning companies surveyed in the previous 12 months. Our model sees the overall training expenditure decline by £200 million in line with GDP to just over £5 billion. point to an 11% reduction in overall training expenditure from 2007 to 2008 (Training Industry report). with growth rates of 13% to 13. Our ability to track public sector contracts awarded was able to identify a number of significant contracts awarded to Sheffield based companies that account for 35% of the growth in the market from 2007 to 2008 alone! 8.4 billion on HE Higher Education. and this will without doubt be reflected in a reduction in training budgets as companies and organisations cut costs and reduce employee numbers.1. Our forecast model and its assumptions are underpinned by a marked increase in employment in the industry in Sheffield – a city with arguably the UK’s largest eco-system of e-learning and learning technology companies. Source: Leitch Report 2006.6 2009 doom or gloom How big will the slowdown be? Or will this be the defining moment for e-learning and learning technologies as companies turn to e-learning in increasing numbers as a way to reduce training costs and even improve their environmental credentials by traveling less for training! The Learning Light model forecasts a 3.5 billion on FE (Further Education) and adult skills and £7.market is not mature.1. Our £5 billion is principally the amount spent on training by companies and organisations – including government departments based on the assumptions that training represents a % of company turnover. 8.5 Continued growth Based upon our assumptions we believe the market continued to grow into 2007 and 2008. and accordingly we would value the market in 2008 to have been worth £294 million.

and were fortunate to be able to share findings.3% in 2008. but stays in positive territory at a growth rate of 6. and the industry breaks the £300 million barrier with revenues of £313 million in 2009. 2006-7 £800 £600 £400 2009-10 projection 2 £200 £0 2007-8 Learning Light John Helmer Additional single forecast 2009-10 2008-9 The UK e-learning Market 52 © Learning Light Limited 2009 . and can offer what can only be described as trends.noted above to 47. Learning Light and our research associate. from 12.5% and an increase in the percentage (of the reduced) training budget dedicated toward e-learning to 13%. In addition these researchers forecast growth for the UK market at over 8%.7%. We accept that these forecasts are never likely to be completely accurate. We believe we can now offer a valuation tri-angle made up of the work of John Helmer. Our forecast shows the e-learning market place growth to slow by more than 50%. 8. This research indicated that we were perhaps a little cautious in our figures for the UK and the market was closer to £450 million in the corporate and non education sector and an additional £150 million in the education sector.7 Higher and higher If we accepted the CIPD level of uptake to be that 57% of companies now use e-learning we could value the market at more than £370 million for the non education market! However. in 2009 we became aware of another research project undertaking a similar analysis such as ourselves.1.

The UK e-learning Market 53 © Learning Light Limited 2009 . Enquiries to ourselves regarding e-learning continue to grow. This would compare to the UK’s market size of between €650 and €700 million. reflecting the degree of uncertainty in the market. and in the context of the training and education market. Learning Light operates the web site www. We believe the government initiatives with Train2gain will bring stimulus to the training market. it will certainly underpin the e-learning market. However. The Scandinavian market is forecast to grow at over 8%. We believe the UK e-learning market to be along with Scandinavia the most developed markets in Europe.8 Can we be confident in this forecast of continued growth? e-learning is and continues to be a difficult market to put boundaries around. with interest levels in e-learning continuing to grow. We do however believe that the future market for e-learning remains robust. The series of interviews conducted indicate a strong belief in growth…. and while this in itself is not yet a major demand driver.9 How does the UK compare with Europe We have made some attempt to contextualize the UK market in the overall European market.1. we do note that the vacancies have changed in recent months from full time positions to fixed contract posts.1. We note an increasing trend to promote the environmental benefits e-learning can bring. given their comparative maturity. a figure that could equally be applied to the UK market. drawn from a number of sources. e-learning appears to be miniscule.8.uk which is enjoying record numbers of site visitors.e-learningcentre.which has probably declined in view of exchange rate changes.co. These figures are estimates. and we still see a significant growth of vacancies in companies in the Sheffield eco-system. . and mitigate some undoubted decline that will take place and which will further underwrite the growth of the e-learning component of the training market . 8. We believe the overall Scandinavian market to be worth €1 billion.

A number of MDs of Companies have come back to us during our research and said it seems like “business as usual” after a somewhat prolonged winter break.2 Sizing the market .summary Repeatedly during our three month research project we encountered genuine optimism for the industry. ASTD’s recent survey showed that over 50% of respondents are being challenged to do more for less with their budgets. 8. which may or may not accurately inform market growth estimates. In the appendices to this report you’ll see expert predictions (from eLearn Magazine) on what to expect through 2009.The next largest market is anticipated to be the French market with growth projected at over 15%. Some respondents admitted they were surprised by not only the volume of business they were signing up but also where the work was coming from. Although there’s a glut of industry leaders and pundits around the globe willing to offer their predictions. The UK e-learning Market 54 © Learning Light Limited 2009 .10 A US perspective The latest (February 2009) Bersin research in the US market revealed that training spend per learner fell between 2007 to2008 and is likely to fall further in 2009.1. Data for the rest of Europe – Germany. We believe that an aggregation of the UK. Scandinavia and France will represent over 80% of the European market at present. but off a lower base – we would estimate at between €300 – to €350 million. Mischievously you’ll also find in Appendix D Seb Schmoller’s review of expert predictions for 2008 and how they actually stacked up… 8. Eastern Europe and Southern Europe is difficult to obtain. you’ll find that these don’t necessarily become reality. In large organisations expenditure on online learning also fell for the first time ever and there will be continued pressure in 2009.

Trends in learning platforms – more competition and more choice The Learning Management System “LMS” is the most common technology term in general use in the industry. with a wide range of vendors competing. one word did raise considerable interest amongst our interviewees – and seems to define a new category in this market. and we see an increasing number of content development providers incorporating The UK e-learning Market 55 © Learning Light Limited 2009 . Industry Trends In this section we present a synopsis that we believe from our research to be some of the key trends that will come to define the e-learning and learning technologies industry as it goes forward. 9.2 Moodle Our view. Moodle will support tactical quick and practical launches of e-learning.1.1.0. the open source VLE: Moodle. or LMS = Learner Management System LCMS = Learning Content Management System CMS = Course Management System (classroom and e-Learning together) CMS = Competency Management System TMS = Training Management System (classroom only) VLE = Virtual Learning Environment MLE = Managed Learning Environments KMS = Knowledge Management System EPSS = Employee Performance Support System This area of the market is also one of the most contested.9. based on our research is that Moodle and indeed other open source VLE platforms such as Sakai will come to play an increasing role in the marketplace. but there’s a raft of Management Systems and platform acronyms in use : The letter game: o o o o o o o o o o LMS = Learning Management System. 9. However.

Competency Management. so as not to make their systems offerings increasingly complicated and cumbersome. Both Kineo and Keighley based Webanywhere (one of only four UK Moodle partners) see strong and continuing growth for Moodle in both the education sector. which seems to cover off all the known weaknesses of Moodle e. The value proposition between open source solutions and proprietary software will become clearer. 9. From our perspective it’s quite often the simplest tools that are of interest…NING. Indeed it is our view that this market. we do not believe that it is outright doom and gloom for the LMS vendors. LMS vendors will seek to adapt their business models by offering SaaS deployments and deeper integration to ERP and HR systems that exist in closed corporate worlds where open source solutions may not be viewed quite so favorably as in the academic marketplace.0” and the growing interest in e-learning and learning technologies in mid size corporate organisations and the medium sized SME businesses will further drive adoption of both open source and proprietary applications. Groups. JING and SnagIt for example and LMS vendors and Moodle plug in developers must take care. with price as only one metric of measurement in the true cost of ownership calculation. We are already seeing the emergence of a growing number of a Moodle “plug ins” applications for both the corporate and education market. Events Management. It also offers a less clumsy interface. though crowded will continue to grow.3 Moodle Plug Ins A particularly interesting addition to the market is Moodle plug-ins and wraparounds such as MOOMIS : Moodle MIS. Performance Management and Reports. Communications.4 Software as a Service (SaaS) However.1.Moodle into their offer as a way of expediting the delivery of an e-learning programme. 9. The UK e-learning Market 56 © Learning Light Limited 2009 . We believe this already crowded LMS/VLE market will benefit from what we refer to below as “Compliance 2.1. Two LMS vendors FISC and e2train both report that Moodle is having little impact upon their businesses.g. (where Moodle is being effectively deployed and integrated with school management systems) and in the corporate market. CPD. This can only drive further adoption of the Moodle platform.

Despite taking what SkillSoft described as their only real competition out of the market. Content – How you use content is now King 9. 9.2.1 Generic content: SkillSoft absorption of the former Thomson NETg appears to have gone well and the new SkillSoft can demonstrate increased services and support services on a genuinely global basis. (be it generic or bespoke) will be the key differentiator. There’s an opinion that there has been a gentle decline in the perceived value of all-you-can-eat catalogue libraries. This task-based system can be customised to reflect clients’ own The UK e-learning Market 57 © Learning Light Limited 2009 .2. Europe and the UK are particularly well-served in this new eReference and knowledgebase sector: The Working Manager. For IT technical content there are Safari Online’s e-Reference system and GetAbstract books digest system. and we remain of the view that the creative use of content. we continue to see a number of new and innovative competitors emerge.2. in duration. size and value. all using an array of competency assessment tools and federated search engine technologies. Other examples include the Umbel system. a configurable and customisable supervisory and management knowledgebase. the fact that there are new entrants into the market indicates that the value of generic content overall remains strong. Books 24 X 7 is undisputed leader in terms of volumes of digitised business books for on a knowledge engine. My Knowledge Map and Virtual College are examples of developers pursuing the Academy model. 9. Indeed we are seeing added value services increasingly being offered with greater and greater levels of integration of content in to these services.2 e-reference systems and Academies The net result has been the emergence of smaller libraries. and the emergence of new categories in the market: e-Reference systems and on-line academies.One privately commissioned survey in January 2008 identified hosted services (ASP and Software as a Service) as becoming an increasingly attractive alternative to capital investment in behind-the-firewall implementations. This is certainly the strategy being pursued by e2train.

This more than any other factor we believe will be both a barrier to entry to the market and a potential barrier to growth.competency models and competence frameworks. The willingness and ability and undoubted creativity of many bespoke content The UK e-learning Market 58 © Learning Light Limited 2009 . and a questioning of the costs involved in continually reinventing the wheel this way. increasing price pressure is beginning to be seen. 9. However. Not a mouse is moved in anger until a customer has already agreed to buy the end result. perhaps due to the fact that a bespoke operation carries less upfront risk than a products business. We have seen very strong growth from a number of companies in this field. Finally (though we know there are more. Indeed our tracking of the Sheffield based companies saw 2008 as one of considerable expansion in job numbers. This is true of Belfast based Aurion Learning and Leeds based Mezzo films. The demand for ‘realer’ and ‘realer’ and more relevant content will continue. with several Sheffield based companies including the Workshop. The demand for bespoke content development we believe will continue and get stronger and stronger. manifesting itself in scripted scenarios and more and more sophisticated immersive learning scenarios and simulations. Desq as well as London and Sheffield based LINE Communications and Brighton and Sheffield based Kineo all growing strongly. We anticipate (and indeed are seeing) that new genres emerge using the values of TV and film production. with elearning becoming more established within large organisations.3 Bespoke content – tougher price climate = more innovation Bespoke content development has in the past been the healthiest area of UK e-learning. a 20% growth in employment numbers. and marketing costs can be kept fairly minimal. The key defining element will be the capability of the industry to deliver good learning design. particularly niche market players such as Intellego) we need to mention CrossKnowledge who seem to be bridging the e-learning/ILT/e-reference markets successfully. This we believe will grow in significance in coming months and years. We have also detected a change in attitude emerging amongst developers who now seek to retain IPR to exploit products jointly developed with clients.

However. It would appear logical that more and more learning can be developed by inhouse teams and following that logic we would anticipate seeing the uptake of tools by in house learning development teams.0 and social networking applications gives continuing confidence in this segment of the industry. like many others in the industry have been impressed by the speed of growth and expansion of Kineo.5 Rapid Development – threat or opportunity Tools – rapid and self authoring will drive demand as well as drive down costs and seed both issues and opportunities for the e-learning industry. or indeed if the video gaming industry and the e-learning industry will collaborate or converge. with a growing roster of blue chip clients. however remain less clear as to how. with companies such as Red Vector and Udutu developing and utilising rapid tools (and offshore rapid development). 9. Already we have seen companies such as REAL Projects adopt this “tools based development” model to some success. 9.4 Gaming and learning We anticipate continued growth in the serious gaming or immersive learning genre. It is however the demand for this learning style that will in the end drive demand through to the industry. We. Coventry based Pixelearning are having increasing success in North America. as well as the web2. Sheffield based Desq report continued interest in the use of games in e-learning. We. a company who built its business model around rapid e-learning development tools. as yet we see the e-learning developers themselves utilising the The UK e-learning Market 59 © Learning Light Limited 2009 . We anticipate an emergence of new business models – the North American market has seen this. The emergence of rapid tools that allow much greater self authoring potential to trainers or subject matter experts we believe will have considerable impact on the market place. and the arrival of the Caspian rapid 3D authoring tool for Immersive learning all add to the market dynamic. In the full interviews synopsis we present the views of a leading exponent of the use of video games for learning – from the games developer’s perspective.developers to adopt and adapt both rapid development tools and techniques.

simulation. search technology. We are non the less greatly taken with the concept coined by Jay Cross (2007) in his work “Informal Learning” of “Learnscapes”. . and will quite possibly go a considerable way in supporting and delivering the “informal learning” agenda. spontaneity.0 – Social networking and Informal learning There was undoubtedly great enthusiasm among some of the companies interviewed for the use of web2. dynamic learning portals. coupled with a very clear health warning as to the appropriateness of its usage. prior to the choice of technical solution.the learning requirement must be paramount. storytelling. expertise location. “The emergent way of learning is more likely to involve community..rapid tools with considerable effect to deliver against new and evolving demands for rapidly deployed e-learning. Handheld. personnel knowledge management. Cross (2007) p41 9. or 80/20 rule – and to really make inroads into costs must require some degree of reliance on generic materials as a starting point. Rapid production methodology leans heavily on the Pareto Principle. and co-creation”. Web 2. Portable or…. The key message from our interviewees was one of “appropriateness”. Some put their faith in rapid e-learning – which promises drastically to lower the cost and time it takes to produce bespoke e-learning. mobile learning. after several false starts. the pragmatic view this requires runs counter to the prevailing culture in training departments (especially within the public sector) with many organisations persisting in seeing their own skills issues as unique and unprecedented. However.6 Web 2. social network analysis.0 – learning 2. Until now M Learning has been one of great The UK e-learning Market 60 © Learning Light Limited 2009 . innovation and learning design skills of the solution vendor. workflow integration.0 and Social networking will without doubt find a role in the learning and development mix.7 Mobile. its usage and its effective integration into the overall learning and development mix will be dependant upon the creativity. presence awareness. 9. However. help desks. but which may involve a readjustment of expectations difficult for some to make. handheld learning or will it become portable learning? Our research highlighted that mobile learning was finally becoming of age.? Will it be mobile learning.0 and social networking.

10. we believe that e-assessment will grow strongly in importance. and the applications being offered now deliver on the ROI model. 9. but with few really good tangible examples for the corporate market. The demand drivers we believe are firmly in place. The netbook is another major factor that will support the growth of portable device learning opportunities. the financial services industry in recognising a failure in regulation is The UK e-learning Market 61 © Learning Light Limited 2009 . 3G mobile networks now allow improved levels of connectivity. via Nintendo DS are all now providing better and better portable learning devices. The choice of platforms – from i-phones to netbooks. We provide an insightful piece based round an interview with Assessment21’s Gerard Lennox who provides us with a clear understanding as to why this segment of the market is set for strong growth.0 It became quickly apparent in our interviews that interest levels for e-learning remained strong in areas that conventionally given present economic circumstances we would have anticipated a marked fall in demand.1 Compliance 2. Kineo and LINE Communications have all reported continuing high levels of interest from the financial services sector. Epic have successfully used the Nintendo DS to deliver specific learning requirements. By this we mean the banking and finance industry and the automotive sales industry. The Apple impact cannot be underestimated – both the devices and the arrival of i-tunes U will embed learning into portable devices.8 e-assessment Despite the anticipated arrival of e-assessment for a number of years. Sheffield based FISC. However. Our view is that higher education will prove receptive to the time savings and quality consistency e-assessment tools can now offer.0 Drivers of growth 10.promise. The arrival of Adobe Flash Lite is having an impact for developers allowing richer content to be developed. and surprisingly little comment from the e-learning industry itself. and be seen as cool.

and some. and suffering from the law of diminishing returns. Indeed we would argue that the relatively slow adoption of e-learning and learning technologies in the UK (in comparison to the USA) has been in part due to the reluctance of the training industry to adopt and endorse e-learning. institutions. Learning will continue to grow and grow beyond the formal organisational and educational frameworks. associations. We believe the training industry (in certain cases) has seen e-learning as a threat. This trend is difficult to predict and even harder to prevent.we believe embarking upon a range of new Compliance driven learning and training. While Compliance has often been seen as one of the early drivers for the adoption of e-learning.3 The training industry gets e-learning. Many financial institutions are already LMS operators but others are not. 10. Peer to Peer learning and sharing across all these varying modes of communications and collaboration will flourish. In addition we firmly believe that the UK training industry will embrace e-learning to a much greater extent.2 Lifestyle learning The evidence of our research and interviews strongly indicates a growing realisation and receptiveness toward e-learning across a widening swathe of organisations. hobby groups and loose federations of common interest that may spring up rapidly and disappear equally rapidly. health and safety. We foresee a significant level of demand for new and more interactive content to deliver the softer end of compliance training as well as defining leadership and decision issues in a learning format. its importance is still too great to be written off as one of yesterday’s driver of demand. The UK e-learning Market 62 © Learning Light Limited 2009 . and the transient and promiscuous user pattern. given the speed of technical development. Secondly the content in use by many organisations is quite dated. compliance in health care. government directives such as the WEEE directive for example will drive the need for both interactive content and the auditable evidence of the training being delivered. As we live in an ever increasing litigious world. Indeed it is our view that this market will be significantly stimulated by recent events. 10. but not all used every opportunity to discredit e-learning. User or learner generated content will become more and more important.

In addition.4. We have noticed a much greater level of interest from training organisations in how they can use e-learning. but now firmly believes that it has overcome the arguments first deployed against it by the more traditional training industry. an increasing number of e-learning companies are adding environmental benefits to the marketing mix of their offer. 10. via Twitter will create the opportunity for learners to request solutions to problems from peer groups across the organisation (or indeed the world). We are now seeing speed of development and deployment as a new and key differentiator coming to the fore. leading to the disaggregation of many linear courses into small knowledge nuggets of learning. given the challenges of the present economic climate. LMS vendors typically stress the ability to schedule and track learning and development. The UK e-learning Market 63 © Learning Light Limited 2009 . The rise of the Play Station generation has likewise put new demands upon both schools and employers as to the quality and means of delivery of learning and training. Training budgets will increasingly come under pressure and training organisations (in house or third party) will increasingly need to offer “more for less”.1 The e is for environmental The environmental agenda for e-learning is at present still latent. as a way of measuring return on investment. 10. Add to this Blogs and micro-blogs and Wikis and other open source environments such as Ning and the traditional training industry will be challenged.The industry itself has been aware of this.4 The ROI model can make sense and delivers much more learner impact Traditionally e-learning benefits have been promoted with ROI and the ability to scale consistently to support global delivery as key benefits. However. The culture of learning will change in organisations and the need for ‘Just in Time’ learning will increase. The rise and rise of social networking – from Facebook to Linked-in or Naymz.

8.0 into the Small and Medium enterprise Interviews uncovered trends towards medium sized businesses expressing growing interest in e-learning and learning technologies. 10.6 e–Learning 2. Jane Hart. This has proven to be more than a happy co-incidence but undoubtedly this has added to our confidence in the growth of the market. or Brandon Hall. As industry watchers we have Learning Light. Bersin & Associates. as marketing departments seek to use e-learning to support products and services in the market.8. This is a trend we expect to continue and grow in importance. Marketing departments appear to be impressed by how e-learning companies have grasped the use of web 2. most companies engaged exclusively in the field being microbusinesses. It is also true to note that many of the leading e-learning players keep a foot in the marketing and communications camp as well.1 Consultancy: a cottage industry? e-Learning consultancy is something of a cottage industry in the UK. the e-Learning Centre. the emergence of web 2. Our slide presented on page 20 “from automation to innovation” illustrates what we believe to be this trend. New pricing models – software as a service in particular will enable access to larger applications by medium sized companies. BUT many of the big The UK e-learning Market 64 © Learning Light Limited 2009 .7 Marketing moves into the e-learning market We noted several instances of e-learning commissions being led by marketing departments in organisations. Seb Schmoller. A standard growth strategy for most learning technology companies. It is our view that the availability of rapid e-learning tools. Services 10. and a handful of other quasi-equivalents to Jay Cross. content companies and training specialists is to offer consultancy in one form or another and some are quite sophisticated operations.0 will support the uptake of e-learning and learning technologies in medium sized organisations.0 technologies and social networking as means of engagement. 10.10.

and has been effective in using the consultancy eco-system made up of companies such as Psydev. the up-side is that so many major players act as an employment agency for the SME and micro business sectors. Phil Green and others. and the Sheffield cluster of e-learning companies is particularly well served by a rich eco-system of specialist consultants such as Keith Shaw. The UK e-learning Market 65 © Learning Light Limited 2009 . This is a trend we expect to continue. Dunelm and e-loki. rely on the services of Associates from the micro-businesses. The growth of Sero Consulting has been particularly impressive. including outsourcers. We have noted the growing success of LINE. the Workshop and Epic in offering consultancy services.players. While there is real disappointment with the continued insistence by public sector procurement to play safe by engaging major players who can then carry all project risks.

When asked 'How effective do you think e-learning is as a learning and development intervention?' only 8% stated 'very effective' with the majority (64%) saying that it was 'fairly effective'. The UK e-learning Market 66 © Learning Light Limited 2009 . Optimism for the future of e-learning is rife. Respondents to the survey were asked 'which of the following training and development practices do you believe are most effective?' and were invited to choose three practices from an extended list. Key findings included: o More than half of the respondents (57%) reported that they are using e-learning. This is the first time that the proportion has topped 50%. it is likely to be offered to about 60% of the employees. The figure recorded for the United States in 2006 by the American Society of Training and Development (ASTD) was 30% .The 2008 CIPD review of e-Learning The CIPD report on e-Learning (2008) . but that much remains to be done. E-learning came next to bottom with 7% of respondents including it as one of the three – in-house development programmes and coaching attracted 55% and 53% respectively. Two statements seem to command near universal support: o 'e-learning is effective when combined with other forms of learning' (95% support) o 'e-learning demands a new attitude on the part of the learner' (92% support).Appendices Appendix A . In those organisations that are using e-learning. This produced the answer 27%. This recorded steady progress in the acceptance of e-learning. o Of those who are not using e-learning more than one quarter (27%) plan to do so over the next year. a key part of training delivery. o In organisations using e-learning. This phenomenon ‘we’ll all get it right over the next three years’ has been observed in previous CIPD surveys and earlier ASTD surveys.summary Our 2008 Learning and Development Survey included a special section on e-learning. As well as asking what percentage of training time is currently delivered through e-learning (12%) we asked what this figure would be in three years time. but taken up by only 30%. it now accounts for about 12% of 'total training time'.

The UK e-learning Market 67 © Learning Light Limited 2009 .

they reflect actual learning and development practice today. Any effectiveness depends not on the medium itself. e-learning is now simply regarded as part of the learning mix. You might as well ask whether books are an effective learning practice. actually tell a clear story of changing attitudes to learning technologies. this explains why only 7% considered it a ‘most effective’ practice. And the message is simple: for those that use it. For them. with just 14% agreeing strongly. The most important thing about these figures is that we can believe them. Just 7% of those polled regard it as among the most effective learning and development practices. 54% agreed that ‘e-learning involves the possibility of wasting a lot of money’. yet 57% of organisations use it and 27% of the remainder plan to use it within 12 months. Taylor. classroom delivery and book-based self-study. this phrasing makes no sense. In this survey in 2002. They are also part of a fundamental change occurring within the learning and development function itself. the question could have made sense. but how it is used.Appendix B – Donald H Taylor response to CIPD Report Extract from “Reflections on the CIPD Survey” by Donald H. Taylor At the beginning of the decade. Those familiar with e-learning will almost certainly be using it as one part of a delivery strategy that also includes. They are not the frothy enthusiasms of vendors and early adopters. Six years ago. While only 8% of those who use e-learning as a learning and development intervention would rate it as ‘very effective’. e-learning essentially meant the The UK e-learning Market 68 © Learning Light Limited 2009 . because e-learning then implied something quite narrow. there was huge interest in e-learning. In 2002. and asks whether shifts in the learning and development profession’s attitude to e-learning suggests that the profession itself is changing At first glance the CIPD 2008 Learning and Development survey is a mess of contradictions on e-learning. and practitioners are increasingly confident with it. investigates these questions. The intelligent customer has arrived. E-learning is a medium of delivery. Chair of Learning Technologies. for example. a figure that six years later has dropped to 38%. If people know what they’re doing with e-learning. and how far has e-learning lived up to expectations so far? Donald H. 64% believe it is ‘fairly effective’. Yet these figures. Does the interest continue. which might smack of woolly thinking.

e-learning for most people meant an electronic analogy of the classroom: courses that were centrally prepared or commissioned. Although 52% of those using e-learning claim it is ‘offered to’ 75–100% of employees. The key statistic here: 65% of respondents strongly agree it is more effective when used with other forms of learning. this was the third greatest increase. from LMSdelivered courses to electronic performance support systems (EPSS). E-learning is now simply part of the mix. but it is no longer regarded The UK e-learning Market 69 © Learning Light Limited 2009 . this survey shows comprehensively that in practice it has gone through the five stages of the Gartner hype cycle and is now resolutely past the trough of disillusionment and up on the plateau of productivity. This broad understanding of the meaning of e-learning will explain why – in spite of the apparent contradiction of only 7% rating it among the most effective training practices – 47% of respondents said they used it more than they did two years ago. If the survey had asked. though. where the questions are not worded to restrict the sense of what e-learning means. or access an online help system. the wording of these questions invites the respondent to consider the narrow definition of e-learning. In providing materials and a structure for self-study. In 2002. with attendance and assessment data collected by the learning and development. Of a list of 13 practices. E-learning has come a long way since then.delivery of courses. 57% say that only 0–25% actually ‘take it up’. In other words. to the use of social networks and Google to support informal learning. ‘taken up’ and ‘total training time’ suggest online courses and the centralised world of the LMS. it was similar to its predecessor’s computer-based training (CBT) and computerassisted learning (CAL). or email/IM colleagues for assistance?’. Again. People don’t necessarily find e-learning easy (80% rightly say it requires new skills for learning and development practitioners). But if it is being used widely. This explains why 66% of respondents estimate that less than 10% of ‘total training time’ is delivered by e-learning. those polled for this CIPD survey will have taken e-learning to include the much wider range of electronically delivered learning materials available in 2008. The very phrases ‘offered to’. E-learning added to these the concept of central planning and tracking via the learning management system (LMS). the survey suggests that it is not being used very effectively. the results would certainly have been different. In the absence of any agreed definition of e-learning. ‘What proportion of your employees use Google.

Implications for practitioners 1. It has taken e-learning about ten years to reach this state of maturity. Do employees poll peers in other organisations via social networking tools? How much do they use Google? Where can the learning and The UK e-learning Market 70 © Learning Light Limited 2009 . It is difficult to imagine. If you are one of the 57% of organisations with a 0–25% take-up of e-learning. Social networking and instant messaging will join tools such as email and ‘webinars’ among technologies that can be used to support learning. consider whether the money could be better spent elsewhere. and these new technologies will continue that movement. Charles Jennings of Reuters bemoaned the fact that only 56% of organisations had a written learning and development strategy. And this acceptance of e-learning as one of many tools reflects an important change in the learning and development function’s priorities.as revolutionary. we can expect other learning technologies to come to the fore. As noted above. It has already moved away from a centralised to a more diffuse idea of learning. In 2008. Six years ago it excited the profession: 34% agreed with the statement that ‘e-learning will significantly alter our training offerings’. ask yourself what you can do to improve this number. significantly ahead of the others. Most of them will already be familiar. as in every year. given the results of this survey in comparison with that of 2003. He pointed out that it would be inconceivable for a chief executive not to have an explicit strategy and suggested that it should be as inconceivable for a learning and development department not to have one either. was: ‘closer integration of learning and development activity and business strategy’. Investigate your organisation’s current informal use of e-learning. When this year’s survey asked for ‘the major change affecting organisational learning and development over the next five years’. when asked to identify ‘the major change affecting organisational learning and development over the next five years’. The most popular answer. the CIPD did not even include e-learning among the options offered and nobody mentioned it under the catch-all answer of ‘other’. If you cannot. Don’t do e-learning to tick a box. The learning and development professional is just too savvy now. and from centralised ‘push’. In his essay for last year’s Reflections report. that any of these tools will have the dramatic impact on perception (if not on reality) that e-learning did in the early part of the decade. They will be part of a trend taking technologysupported learning away from page-turning on the screen to being a social experience. to individually driven ‘pull’. which could still be grouped under the widening banner of ‘elearning’. but can do much more besides. 2. respondents did not answer ‘elearning’. and their extension into the learning field will be part of the natural extension of what e-learning means.

laptops. and other Kantian (time and place based) applications. If you don’t have a strategy. National Research Council. cars. concerts. conferences. Establish how learning technologies can provide the data demanded by your organisational learning and development strategy. the instructor fixed it. and computational portability. sure sources of information? 3. When the ideas. and virtual machines…. orientation-sensitive interfaces. You are not alone. same time and place. and online access to rich. Stephen Downes. Harvard University. Technology … favoured over registrations in hotels & hours in classrooms away from customers and clients. Canada Researchers will continue to make progress in discovering evidence-based principles for the design of e-learning. Mayer. Network with your peers in other organisations to share good practice in the implementation of learning technologies. Recommender systems will improve enough to become actually a little bit relevant. cloud computing. The UK e-learning Market 71 © Learning Light Limited 2009 . data. as opposed to more traditional schooling. USA Alternative interfaces … big this year: more Wii toys hooked up to computers. and pedagogical agents. or were stale. phones. examples. Researcher. gesture-based presentation software. those educational applications linked most closely to local economic development will predominate… parents will have high interest in ways these devices can foster their children's literacy. including new applications of the science of learning to educational games. and an instructor would deliver all together. San Diego State University. Richard E. what must be committed to memory. USA Training professionals are accustomed to being at the leading edge of downturns in the economy but this downturn is a genuine game changer. Chris Dede. what can be sought at the moment of need? How else to determine readiness & eagerness? Allison Rossett. write one. USA …cell phone will emerge as the learning infrastructure for the developing world. Countries will begin to see the value of subsidising this type of e-learning. Initially. Kantian computing also embedded into devices as well: cameras. or exercises veered off mark. 4. and decision support) will be huge. How else to anticipate what is needed.development department help in providing swifter access to wellqualified experts. Santa Barbara. PDAs. appliances will be more connected and data intelligence (summarisation. Appendix D – expert predictions for 2009 . In the good old days. an instructional designer would develop. visualisation. belt buckles. simulations. calendaring and event-related services will become widely popular:… increase in synchronous online classes. even brain-wave and body feedback games… a lot of discussion of identity.eLearn Magazine Pressure to reduce costs. Thus the need for analysis (now) grows even greater. University of California. keychains et al.

The first two. … we find ourselves in a world … where virtual reality puts people inside a computer-generated world and ubiquitous The UK e-learning Market 72 © Learning Light Limited 2009 . and (3) extreme gigs for an army-of-one. Assistant Director. Spain. Downsized training organisations & one-person consultant firms will find they need to do it all and rely on tools. (2) fragmented application of ADDIE and ID. Roger Schank. USA … the emergence of new corporate-focused Virtual Learning Worlds (VLWs) or Massively Multi-Learner Online Learning Environments (MMOLEs) (will) nudge out interest in consumer-oriented versions of 3-D worlds that haven't made the adaptation to corporate needs. Centre for Learning & Performance Technologies. & collaborative learning & knowledge sharing. MMOLEs will contain elements that make them more corporate-friendly like SCORM compliance and avatar behavior tracking….. IBM.. Institute for Interactive Technologies Professor of Instructional Technology. technology. and temporary alliances with other armies-ofone to survive. according to the second president of the United States.S. Processes like ADDIE & classic ID will be used selectively or fragmented due to time and cost pressures. Peru and La Salle. one or two major 2-D virtual classroom vendors to release 3-D environments….0 approaches for informal. which I know of. John Adams. and Education.Three trends are worth watching: (1) radical react mode. social. John Evans Professor Emeritus of Computer Science. Social Media & Learning Advisor. in Barcelona. also be a growing trend toward adopting a top-down approach to using social media in organisations by building a social media/learning strategy and implementing a platform that integrates a number of social media tools for enterprise use. Consultant.. to step up to the plate are ISIL in Lima. intelligence community (Intellipedia). Psychology. Northwestern University.is about learning to live and learning to make a living" an idea that got lost between the late 1700s and today. ". CEO Socratic Arts Organisations will no longer be able to afford the production of sophisticated courseware… more reliant on employee-generated content and increasingly appreciate the potential of Web 2.. accessible. USA Schools will have to offer to train students to do actual jobs and they will do this online. Karl Kapp. Organisations in crisis don't plan. UK … growing population of the world with quality. Margaret Driscoll. so get used to all assignments being reactionary and due yesterday. The increased adoption will be modeled after the Wikipedia-type applications of Pfizer (Pfizerpedia) & the U. and abundant educational opportunities—especially the rise of e-learning in both the government and the private sector— eager to spend billions …in 2009 for the delivery and marketing of e-learning programs that have been recognised as essential alternative delivery methods for education & training around the world in this economic crisis. Jane Hart. increase in budgets for creating e-learning at the expense of face-to-face learning and an increase in the use of social media in corporations.. Bloomsburg University. Real education.

" Jay Cross. increased interest in open source software as well as tools and methods that enable online collaboration. Anadolu University. Turkish Online Journal of Distance EducationTOJDE. Patti Shank. which books they borrow. Indiana University. IM. Everyone will be looking at lower cost options for their training and development. USA …. administrative and related repetitive tasks are The UK e-learning Market 73 © Learning Light Limited 2009 .computing forces the computer to live out here in the world with people. universities and corporate training centres will need to adjust their policies. Professor. Editor-In-Chief. Learning Peaks. but of entire courses. social networking and resource sharing. high schools.. online content is becoming easier to maintain. trend toward teaching language online will continue to mushroom and lead to greater acceptance not just of teaching languages in free and collaborative ways. Canada …. Social interaction and social presence tools such as discussion forums. bounteous learning unprecedented… the journey to this promised land will be brutal and unforgiving for people and organisations who resist change and lobby for "back to the basics. programmes and universities will increasingly be discussed. which online resources they access. Large learning providers and companies that host VLEs will make increasing and better use of the data they have about learner behaviour. Chief Executive of the UK's Association for Learning Technology (ALT).extremely optimistic about the convergence of "traditional" instruction and support with technology-based instruction and support. debated. UK … the global transition from the industrial age to the network economy will kill off much of the training and education programmes as we have known it. & Twitter are increasingly being used to provide formal and informal support that has been missing too long from self-paced instruction…. Seb Schmoller. for example. E-learning will finally break free of the courses-online model as more people realise the business benefits of networked informal learning. Internet Time Group LLC. and ultimately enrolled in…. how long they spend doing what. opportunities for new technology-enabled educational innovations in which the repetitive routine lecturing. Turkey Free online courses. In its place will arise a more natural approach to learning through collaboration and sharing… great times ahead: fulfilling. Harold Jarche. USA The risk (to suppliers) of relying on free tools and services in learning will become apparent as small start-ups offering such services fail and as big suppliers switch off loss-making services or start charging for them. USA …. Ugur Demiray. and philosophies related to teaching and learning. will face up to the "cultural" challenges of winning learning providers and teachers to use OER. programmes and degrees…. Curt Bonk. procedures. The Open Educational Resources (OER) movement will strengthen..

USA The parallel requirements of thrift and quality—two values traditionally seen at opposite ends of the continuum—will combine to drive a more scalable model for online "eWorking. It may mean focusing on delivering good product to the customer efficiently and trimming administrative salaries .replaced with e-learning options. and Visiting Professor. USA The UK e-learning Market 74 © Learning Light Limited 2009 . CEO. Assistant Professor of Instructional Technology & Cocoordinator of Center for Interactive Learning Research (CILR). MIT LINC—Learning International Networks Consortium. one small package at a time as needed. MentorNet. These tagged "coherent chunks" will be semantically integrated with an organisation's tacit knowledge to form a dynamic user-driven package combining both vetted and open source (contributed. Israel. USA The ordinary: Mobile will emerge. the challenge is to create structures and activities that generate informal content—such as stories from the field—in support of learning. combination of personal mentoring plus tailored e-learning environments for students could usher in an age of personalised learning analogous to the movement toward personalised health care. Social networking will become the 'go to' option to drive performance improvements. Massachusetts Institute of Technology. Larson. David Porush. Richard C. Instructional designers …. USA E-learning could enable campuses to fulfill their obligation to serve the incoming tidal wave (of unemployed learners) by expanding the capacity of their pipelines." Thrift and quality are both needed for online support to be a scalable and acceptable replacement for face-to-face training. "Learning" as a discrete activity will take a back seat to the contextual tagging & appearance of appropriate knowledge chunks in support of specific tasks in real time. training. Peter J. discussion forums and blogs to cultivate learning communities… Whether tethered to distinct courses. shared) content. not as a major upheaval. Founder & Director. Technion. as is now common in higher education. Quinnovation. Yehudit Judy Dori. We'll start seeing cloud-hosting as a new vehicle for learning services.will increasingly use newer electronic communication tools such as wikis and social networks as well as older tools such as listservs. The extraordinary: we'll start realising the power of consistent tagging & being able to meta-process content to do smart things on our behalf. and deploying innovative technology. and the teachers—though fewer in number— will have more opportunities to serve as student mentors…. Inc. Jonathon Levy. or performance goals. Fadde. Clark Quinn. or as ongoing communities of practice. President & Cofounder. USA I hope for greater government support for e-learning around the world with mentoring for the less privileged communities. but quietly infiltrating our learning experiences … more use of games as a powerful learning opportunity and tools to make it easier to develop.hiring more faculty. Southern Illinois University. Israel Institute of Technology. LeveragePoint Innovations.

" informal learning projects and start making proactive plans for how to apply emerging technologies as part of organisation-wide learning strategy. efficient. IT has proven a prominent candidate for cost reductions in times of uncertainty. as landlines are skipped in those regions. 41 percent say they use them for "rogue" projects (under the radar screen). while still using structured learning (LMS and courseware) as critical components of their learning platforms. as it allows for cost-effective. My advice to the e-learning community: pay close attention to the culture in which you are implementing.0 tools to the front-end of the learning path.0. and an environmentally friendly form of educational and training opportunities. Organisations will give special attention to open source during this year. USA Learning professionals start to move beyond using Web 2. USA …. individuals with specific expertise will be able to offer their unique professional development services throughout the world at a much more affordable cost than traditional academic and training institutions. The public sector in mature economies will increase its share of e-learning technologies. Ignatia Webs. Cloud computing will be the dominating factor for e-learning practices. Chapman Alliance. international access. McWeadon. eLearning advisor. so content will become key in 2009. Badrul H. This creates business opportunities for the wider adoption of open source. Ignoring the impact on culture will be the Achilles' heel of e-learning implementations. Mobile learning will grow. Early adopters such as Sun Microsystems and the Peace Corp have made changes that move Web 2. USA ….com. Educational policies will enable educational institutions to come to terms with new learning technologies and not banish them bluntly. content and services in order to retain economic growth in the corresponding sector. Founder & President. New Media & Emerging Technologies Analyst. 39 percent of learning professionals say they don't use Web 2. ….0 tools at all. …. Khan. Chief Learning Strategist & Industry Analyst. free.Education and training via e-learning (increasingly enhanced by the availability of cloud computing) will grow. investing in learning will make or break companies and organisations….…). Social media use will increase because it saves money as it keeps knowledge in a central place (quick retrievability. especially in developing countries. Brent Schlenker. Bryan Chapman. In a recent Chapman Alliance survey. evolving from an industrial age into a knowledge age." Previous years spent getting our industry to see new Web technologies as having powerful learning applications. Inge de Waard. companies will intensify their competition over public sector e-learning projects. Belgium "The Year of Implementing 2. … new synergies shall emerge between the The UK e-learning Market 75 © Learning Light Limited 2009 .0 only for "rogue. only 20 percent indicate they have a plan for using them on a regular basis for learning. The eLearning Guild. and user-generated technologies and content for e-learning.

(2) As students attempt to make better use of their time and money. Many training companies see this time as challenging. Matt Bovell. USA There are three reasons why e-learning will continue to grow in 2009: (1) The economy …more companies will be attempting to achieve cost savings using e-learning technologies. This means they have to spend money on training to provide that differentiation. they will continue to avail themselves of e-learning opportunities. will use e-learning as part of their green initiatives. Owner. loosely structured courses supplemented with low-cost social software & old-school support tools like job aids. craving personalisation. … as people are released. (2) Individuals want to distinguish themselves from the market. USA I have been exploring frameworks during 2008 that give designers and developers the ability to create applications that can reside both online and on desktops. USA …. Peter Parker. Vell Group. (3) companies trying to establish a reputation for being ecofriendly. etc. integrated. Janet Clarey. The reasons are: (1) Good companies (particularly in the financial sector) use training as part of an exit package. EPCoT Systems Ltd and Management Consulting Consultant. In order for corporate learning management systems and talent management systems to thrive. Greece Learning professionals' fears of obsolescence. as well as in cultural and scientific digital resources libraries. connectivity. making it possible to incorporate such content in educational curricula. budgets are provided for the release packages and some of this is spent on training.a time when more money is spent on training.0 tools will continue to thrive and will be used to facilitate semantic tagging and annotation in already existing content. Web 2. Spiros Borotis and Angeliki Poulymenakou. Director of Course Design. but not a time to expect a large decrease in training revenue. place. The full impact of this implementation can be realised when we consider how the array of cloud applications can be leveraged irrespective of time. a capability that is quite frankly a little overwhelming when one thinks in terms of interoperability. Research & Development. they too will "go rogue" by putting on their invisibility cloaks and becoming a suite of widget-like. American Public University System. will "go rogue" using tools and creating content that best suit their needs—whether supported by the organisation or not. device. Phil Ice.traditional public sector IT providers and e-Learning related companies. Brandon Hall Research. This is the level of interconnectivity that will usher in a new paradigm in online learning. expectations of connected employees and demands for quicker solutions will drive the rest of us to increasingly abandon traditional instructional design in favor of experimentation—creating messy. UK The UK e-learning Market 76 © Learning Light Limited 2009 . mashed-up applications existing inside and outside the firewall. Employees. Athens University of Economics & Business.

and networking advances already available. increased awareness of potential for incorporating new technologies in enhancing educational content. The use of the mobile as a learning platform shall see renewed interest . Open source is not.. Consumers will probably not get increasingly sophisticated in building their own training…. actually. …. will be the only ones to be efficacious. both general and highly specific (a la ning.. the courses that engage (shock etc) and entertain first. storage.0 approaches will start in earnest in the second half of the year. etc. E-learning is poised to grow because of lowered costs. The primary reason is the availability of the infrastructure worldwide at reduced costs. it should mark the beginning of the end for traditional virtual classrooms. 1. hit TV series.com) So. media rich with high levels of online facilitator support. LPO or Learning Process Outsourcing will gain momentum in 2009. 3.Appendix E Readers’ responses to “Expert” predictions From a number of Universities and the following: Accenture Education VET EscP Consulting Servitium James Cook University International Computer Science Institute Internet Time Group International Islamic University Islamabad . and content management in one site… might even contain experimental media analytics approaches for automatic indexing. and the swarm of competing social networks. ….if things are right. the future of e-learning is. Open source is simply transferring an up front and usually meagre licence fee for a long term highly specialised labour cost. Someone has to build it.some key assumptions that are probably wrong. someone has to maintain it. transmission.. 5. which in many cases ends up creating situations where organisations are completely hamstrung by their IT department/gurus.. If… the online learning is authentic. …. Games and simulations will see an increased adoption. free. 2. 2. basic historic and heuristic abilities… to even reach them. e-learning needs to become more like movies or television shows. 4. people are losing essential creative skills. or for that matter facebook apps… pop culture is the actual language people are increasingly speaking. then educate later.Adoption of Learning 2. E-learning will have to be "sold" to people and will compete directly with the latest movies. the learning experiences can easily eclipse that of The UK e-learning Market 77 © Learning Light Limited 2009 . we will see a shift towards web-based managed services provid(ing) recording.… The use of virtual worlds for learning will acquire more importance . engaging.

. Providing immediate assistance to enable individuals to accurately perform a task utilising a combination of resources from a single point of initiation. we are nearing the do-or-die point for those classroom trainers who have been resisting e-learning. continuous pressures on budgets. I see this as going beyond traditional performance support and into something much richer.. … a shift toward buying or building whatever is the cheapest instruction. but will move us to this type of ideal. While I welcome the move to increased use of e-learning (as I never did understand how the classroom got to be held in such exalted esteem).0 and virtual environments will bring outstanding opportunities for formal and informal learning experiences.. 2009 won’t see the reality of this. …as much a hope as a prediction: the increasing use of social media may create the perfect storm for learners to start taking charge of training offerings and let-me-get-it-myself content. crank ‘em out approaches. Web 2. We face a credit crunch and a knowledge crunch but if we utilise tools effectively we can ensure that the knowledge captured by SME's is shared at the time it is needed 7.the classroom. …. 6.. much more customisable. peer-to-peer collaboration and user generated content are among the contributors to the increasing reality of workflow learning. Add …. Ubiquitous and lessexpensive technology. Organisations (will) take a hard look at travel and other costs associated with traditional classroom training. social networking. the requirement to show business value for training spend (Return on Learning). and based on cost (rather than quality) will increasingly shift old business to new delivery methods. The UK e-learning Market 78 © Learning Light Limited 2009 . … year for companies to reuse content that they have previously created by starting to utilise EPSS solutions that can provide this information to users at the moment of need. a year where learning is moved more directly into the workflow and out of the classroom….. the predicted frequent job changing of the new generation of employees . and much more personal. Following this approach makes online learning just as expensive as face-to-face although the scalability is better than the traditional approach. but will not save organisations substantially with costs. we will see increasing understanding of evidence-based practice but worry that it will be ignored in favour of easier. It breeds the “convert” (rather than transform)-aclassroom-course-to-online-mentality. and away from thoughtful instructional design. learning at “the moment of need”. this isn’t necessarily good.. …. ….you have a training business that will push more learning to the actual workplace and strive to embed learning into tasks. 8.

and this just did not happen in 2008. and Blog on education. University of California. Mayer. and online agents that promote appropriate cognitive processing during learning. people will "peer" into each others' networks or The UK e-learning Market 79 © Learning Light Limited 2009 . Predicted: The "middle path"—proprietary lock-in services. virtual reality. Ultimately. and it didn't become appreciably easier to learn or locate high quality content. Gagne's nine steps. making it easier to discern information quality. the growth of Citizendium and. and a 2005 paper on ISD. . Ph. Predicted: Better prioritisation will lead to more purposeful activities. Grade: B Social networking came into its own in 2008. Less-democratic processes will lead to a clearer distinction between expert-generated knowledge and the overwhelming quantity of information available everyplace. eLearn Magazine. VR environments. US. National Research Council Canada. will be abandoned for more open commercial alternatives rather than free and open source software and content. at least. Predicted: When considering innovations in e-learning for 2008. and Second Life. Editor-in-Chief. the most important innovations in e-learning will involve advances in our understanding of how to design e-learning environments that help people learn—such as how to design serious games. Santa Barbara. the Britannica Blog. However. including which instructional features promote which kinds of learning for which learners. but it is far less clear that we saw any particular advance in our understanding of how to design e-learning environments (unless you consider practical work such as CCK08 or Jokadia or Wikiducator). Richard E.Appendix F How did they do last year? Seb Schmoller reviews 2008’ expert predictions Lisa Neal Gualtieri. as well as to create and locate high-quality learning content.. it is tempting to focus on advances in technology—such as the use of games. Researcher. such as social networking to make meaningful connections as opposed to demonstrating popularity. time is one of our most valuable resources. Grade: D Basic research did occur in 2008. of course.D. to popularise 'less democratic' processes in the writings of Andrew Keen. Facebook. like Vista. and pedagogical agents. and I am hopeful that in 2008 it will be easier to learn. "Personal networks" will be created by individuals to manage and share their contacts and information sources. as it does every year. raising millions of dollars for social and political causes. And we saw attempts. iTunes. But none of these made it easier to discern information quality. Basic research on learning and instruction will provide new guidance for instructional design. Stephen Downes. Looking up "Basic research on learning and instruction will provide new guidance for instructional design" on Google tells us the current state of affairs: an old ITForum paper on information age learning. So generally a prediction demands specific results.

open academic publishing will have its strongest year. released December 20. Personal networks were created but. Internet Time Group. The number of Open Access mandates increased. Devices were synched. Saul Carliner. CEO. Yes. we saw a convergence of e-learning. and get things done. Associate Professor. But be careful when you get to Web 3. Predicted: I see these trends emerging: (1) continued integration of e-learning into the broader. and talent management . hierarchies will crumble as executives see the speed at which Web-savvy new hires penetrate silos. and even Google Search 2. nobody was abandoning iTunes. everyday context of learning. competences and skills databases. were not used to create filtered feeds.0" will be appended to almost everything. Performance 2. in fairness. only limited incremental practical developments).0. corporate communications. Many government agencies will require that funded materials be made openly accessible. for example. corporate communications. we got LMS 2. talk directly with customers.0s.o and Search 2. but useful indices did not emerge (though ticTOCs. coupled with a known future event (the conversion to HD) and the projection of a very likely one (the win by Blu-Ray). the criticisms did begin to mount). Yes. Concordia University. and the hi-def DVD format-war seemingly being won by Sony's Blu-Ray technology. knowledge management. (2) increasing interest in informal learning (and.0. Facebook or Second Life (though. Canada.0. and talent management will continue to converge. Grade: C+ This prediction is essentially a projection of three existing trends.) Finally. Third Life. but mostly were used to make phone calls.all in 2007 or earlier. is a start). Digital devices will be synched using online services that will offer a publishing option for "live updating. No credit for predicting past events. commercial publishers leaned toward free. . USA Predicted: The suffix "2. E-learning. Get ready for LMS 2. none of which demonstrated any particular strength. Graduate Program in Educational Technology. Grade: C While people avoided Vista like the plague. The best part of the prediction is the observation that the increased interest in performance support and workflow learning would result in only limited practical developments. Jay Cross. Performance 2. as seen through ebbs of interest in performance support and workflow training.in.S.0. Grade: D Yes.0.0 . Some companies will mash them together and put it all under a CPO (Chief People Officer." Finally. we saw the Chief The UK e-learning Market 80 © Learning Light Limited 2009 . Useful libraries and indices of open academic content will appear. pushing commercial providers to offer some free content just to stay in the game.subscribe to filtered versions of each others' network feeds. and the other 3. listen to music and download apps from an app store. for the most part. and (3) a somewhat increased interest in digital video for learning as a side benefit of both the early 2009 transition from analog TV to HDTV in the U. knowledge management.

And the U. meanwhile. Southern Polytechnic State University. and member of eLearn Magazine's Editorial Advisory Board. Carol Barnum. 2008 will be a blockbuster year for the participation of young people in the United States elections.0 tools. With the growing interest in e-learning and the growing prospects for usability specialists.People Officer. Economic and geo-political instabilities will lead more people to seek new employment credentials. was one of many institutions to develop a Facebook application. Also. With so many students learning online. Grade: D We saw a video on YouTube and a paper at E-Learn but no significant up tick in the importance of usability in online learning and certainly no sign of the two spheres merging. all of which came true. not as replacements for the LMS but as adjuncts to them. Young people were a dominant influence on the U. maintains only a sliver of the market.0 sites to educate them on the issues and to mobilise them. but Moodle and Sakai will benefit disproportionately. hierarchies didn't crumble in 2008 . election. there is indeed optimism that the two spheres will not only overlap but merge. All LMS vendors will benefit. A recent two-part story on NPR reported that one in five students is now taking courses via distance learning. Very There Consulting. but with only a 'B' for job prospects and on the bubble. A few years ago. All LMS vendors adapted web 2. Director of the Usability Center and Professor of Information Design. Sakai. Mark Notess.0 tools. for example. The Open University. USA Predicted: 2008 will be a banner year for distance learning enrolments. even if the meaning is in the eye of the beholder. The distance learning build-out of the past several years will The UK e-learning Market 81 © Learning Light Limited 2009 . author. more attention needs to be paid to the question of usability. In 2004. thanks in part to the use of Web 2. At Wal-Mart. USA Predicted: The WOW factor is upon us. sweeping established candidates and pitting a choice between 'change' and 'maverick'. news and World Report Chart? Usability specialist is still on it. as people in their 60s look for second careers or life enrichment. The steep growth of baby boomer "first retirements" will also fuel the trend. particularly to understanding the user's experience.S. Blackboard will show measureable market-share loss for the first time. with Moodle benefiting. USA Predicted: This year we will see universities begin to provide institutional support for Facebook and other Web 2.though just about everything else did. which could signal convergence: U. But. Blackboard did lose market share. e-Literate weblog. Grade: A Detailed and specific predictions. here's an interesting point. Indiana University.S. A fad that didn't become a trend. Now it comes up. Michael Feldstein. News and World Report 2008 Best Careers issue puts "usability/user experience specialist" on its list of top careers with bright futures. But most of all. there was little mention of usability in the same conversation as e-learning.S.

Greece Predicted: The proliferation of e-learning 2. Facebook and MySpace. Truly valuable content will be found as short videos on YouTube. Grade: BContent did become more disaggregated and learner created. entries on blogs. but some of the persistent learner-experience issues will contribute to continuing high attrition. and Spiros Borotis. TeacherTube previously emerged. continuing a trend that has been evident for several years. will provide new and alternative ways of rapid e-learning through various applications and groups. Researcher.come into its own. Grade: C Quality continued to be a challenge for e-learning content in new media. resulting (eventually) in major improvements to both program management and technology platforms. No corporate version of YouTube emerged. emerging online social communities. everything I could find (such as this article and reports such as this and this) showed that while enrolments were up. as well as for ensuring the provision of equal opportunities. both at Athens University of Economics and Business. 'Instructional assembly' did not emerge as a wide practice. and there was no indication that attrition was more or less an issue this year over previous years. Assistant Professor in Information Systems. USA Predicted: Content within corporations and universities is going to become more and more disaggregated and learner created. These issues will generate new research and experimentation. Regarding the use of e-learning in Europe. Moreover. but The UK e-learning Market 82 © Learning Light Limited 2009 . they were not dramatically up. Penalty for non-falsifiability: if valuable content were housed on a learning management system. or a favourite page on a wiki. Formalised "instructional design" will begin to look more like "instructional assembly. In fact. none will be housed in a Learning Management System. I predict a corporate version of YouTube will emerge just as the academic version. The rest of the prediction was too vague to evaluate. this would not be evident to the wider internet. an emerging field concerns the support for contemporary employment arrangements like flexicurity. e. Bloomsburg University. What does it mean to say that a build-out ' will come into its own"? And while there may have been "persistent learner-experience issues" but we don't know what they were. Grade: BBonus marks for predicting economic instabilities (geo-political instabilities are a given). Angeliki Poulymenakou. maybe in a few years.e.0 will create new challenges for the quality of e-learning content. Karl Kapp. Institute for Interactive Technologies and Professor of Instructional Technology. i. the need to create meaningful support structures to assist learners navigating through and evaluating the plethora of new user-created forms of learning resources." in that what is traditionally thought of as a course will really be the efforts of an instructional designer to assemble disaggregated pieces of related content into a coherent flow for novice learners or learners who are not comfortable with assembling the content themselves for whatever reason.g. As for distance enrollments. Assistant Director.

. but otherwise discussion of the concept seems to have slowed in 2008. Slideshare (with narrated presentations) will go from strength to strength. Following from a 2006 report. YouTube and other video sites. Europe did establish a commission on Flexicurity. USA Predicted: The Semantic Web is beginning to spread. Computer Science Dept. and no new systems were created (it's interesting that in 2008 user-created resources were largely ignored by most commentators). My prediction for the coming year is that users will start noticing more Web sites that seem to offer more views of more data and that they will be able to make more of their preferences known to applications. Tetherless World Constellation Chair. including those that specialise in instructional videos like TeacherTube. Centre for Learning & Performance Technologies. as well as aggregators like SuTree. TeacherTube. languishing at 23 on Hart's list. Head. but not at any increased pace from preceding years. will dominate. Within a couple of years. UK Predicted: Open source and other free tools will continue to dominate the e-learning market. USA Predicted: There is a distinct shift recently from the clamour over a particular technology or Web 2. Prof.no new challenges emerged. as will VoiceThread. especially library systems. and educational Web site providers will need to start learning more about this technology. this will become expected of educational systems. Gcast and Gabcast/ Nowhere to be found. Curt Bonk. though it remained popular. Indiana University. or even better. not while content creation tools like Camtasia and conferencing tools like Elluminate still dominate their sectors. New facebook applications and groups supporting learning were created. but has slipped a bit. which was the year of Ajax and the mashup. Same in 2008. Tools like Gcast and Gabcast will make podcasting even easier.not while commercial systems such as Blackboard and Desire2Learn are still viable. that spread simply hasn't been happening. and not the year of the Semantic Web at all. Jane Hart. in 2008: Google Docs (now that it has embeddable presentation functionality). James Hendler. Here are some tools which I think will do well. Google Docs didn't enjoy a good year. Grade: D Not to put too fine a point on it. has been dropping. It's already being used underneath a few popular Web sites. but predictions that the semantic web will spread have been around for years. Grade: BWhile open source and free tools were important. Slideshare remained strong. as noted. SuTree. Professor. but these will be used to create simple informational types of e-learning rather than complex instructional solutions. And for years. it is hard to say that they "dominated" the e-learning market .0 tool to how they can be combined for multiThe UK e-learning Market 83 © Learning Light Limited 2009 . VoiceThread failed. the need for them did not grow appreciably in 2008. and there are a large number of startups springing up in the area. Rensselaer Polytechnic Institute. While support systems for learners would be useful.

people blogging on their Second Life adventures and putting up related pictures in Flicker. Senior Learning Strategist. disk-free devices. Facebook groups established to generate research on YouTube. USA It appears the moment we've been anticipating may be arriving. Grade: D If there was a new market in performance-based learning. The UK e-learning Market 84 © Learning Light Limited 2009 . Yet another multi-pedagogical/multitechnological example is when college students collect sounds from different cities or locations and index them using Google maps. England Predicted: My predictions for 2008: Effective use of RSS by learners. There also seems to be recognition that there is no longer time for learning activities to be separate from the "doing. Much of our work in 2008 will address RFPs for new models of performance-based learning both from companies and universities! We are responding to requests for capture of tacit knowledge. it had been talked about for some time. No new term for 'mash-up' came into being in 2008. classes creating wikibooks with students from around the world.com after 2006. Meanwhile the offline capabilities of browser-based applications like Google Reader will grow. with their "stuff" stored somewhere on the Internet rather than locally. And 'smart systems'. teachers. Grade: C Some marks for predicting the clamour over combining things (no points for the undefined 'multi-pedagogical and multi-technological experiences'). The same with workplace learning and EPS systems. And many more people will break free from Windows or OSXbased systems. Certainly. but rather. There are Facebook groups for Second Life educators. and begin to rely instead on cheaper. Chief Executive of the UK's Association for Learning Technology (ALT). No new developments over and above the general background noise that has existed for years. Monitor Group. and integration of resident expertise that people carry in their heads into a semantic knowledge ecosystem. The hype surrounding social networking will abate. which have these learners blog on their progress and create pod casts of their final products. descriptions of the state of affairs (at the end of 2007). making a big difference for users with only intermittent Internet access. A new term for these "mash-ups" will emerge in 2008 in various training and education sectors to help focus on the wealth of learning-related aspects or possibilities that can now be realised.pedagogical and multi-technological experiences. and companies like Accenture had launched human performance groups. and learning providers will become more normal. lighter. Seb Schmoller. it wasn't really evident. And nothing new on jonathonlevy." We see a growing market for innovative "smart tools" that transcend "e-learning" and imbed new knowledge acquisition into the context of doing actual work. Jonathon Levy. But beyond the usual level of hype for things like Second Life (which even dropped off a bit in 2008) there was no particular emphasis on simulation or immersion in learning. with a greater understanding developing about when social networking supports learning and when it is a distraction. The long second and third sentences are not predictions.

Grade: AHard to say that this prediction. Richard Larson. IBM. medium (30 minutes of a class)." Sears has a prototype store. this really is a surprising submission. and MTV is already in season three of "Virtual Laguna Beach. actually gaining ground by occupying the OLPC platform. USA Predicted: The year 2008 will be the year in which open source educational materials will be co-invented by educators from around the world and will be as easily uploaded onto a searchable website as are the videos on YouTube. but the impact was limited. Margaret Driscoll. VR is Valhalla for die-hard constructivists. Google pulled the plug on Lively. USA Predicted: The e-learning buzz for 2008 is virtual reality (VR) for training (the 3-D variety). MIT Learning Interactive Networks Consortium (LINC) and Mitsui Professor. and the whole quality-review thing just isn't catching on. and collaborative attributes. organisations like Reuters had bailed and Second Life was fading from the mainstream. or— preferably—by market forces guided by user comments prominently displayed. Each educational entry can be small (an educational "snippet"). Quality control can be maintained either by official moderators. For a prediction. Managing Consultant. the popularity of the term 'creepy treehouse').all that was tried with MERLOT years ago. and no grounding in educational practice or theory. though narrow. Engineering Systems. As 2008 progressed. Industry pundits are selling decision makers on VR's immersive. "The companies that rushed to set up bases within the cult virtual world of Second Life appear to have wasted their time as many have shut down and others are "ghost towns". wasn't spot on. Director. an The UK e-learning Market 85 © Learning Light Limited 2009 . More learners. either). distributed." Recall the e-learning tsunami of hype and you will quickly see the parallels. The hype around social networking didn't abate appreciably. a lack of adequate funding and time to execute. lighter.Grade: B+ Pretty good predictions. This stuff is so cool that mainstream TV shows like "CSI: NY" have an option called "Second Live Virtual Experience. it was clear Second Life had peaked in 2007. MIT. Look for a rush to create a VR training program. with criticisms about the appropriateness of using Facebook in learning becoming more common (also. but it leveled off.nothing new there (and not any easier. Windows and OSX proved more resilient than predicted. virtual. the jury is out on whether it was used more effectively. Incorporating open learning content into courses? Sure . The concept of 'snippets' was "invented" long before 2008 . Grade: F The YouTube of open leaning materials? Didn't happen? Quality control mechanisms? Nope . teachers and providers used RSS. But cheaper. Off-line browsing capacities did improve. and the numbers were not staggering. By the end of it. or large (one week's worth of work). The content can be incorporated into class-based or distancebased courses.they were called learning objects or information objects. diskfree devices were huge in 2008.

but this was announced prior to 2008. One oh-so-hopeful prediction: Instructional design programmes will begin teaching instructional designers to write. (4) continue to argue that mobile learning (as opposed to "immobile learning?") will not cross into the mainstream as long as we continue to fail to adapt our design to the fact that most mobile devices are first audio devices and. Defense Acquisition University.0 technologies were integrated into e-learning platforms. Clark Quinn. There are great tools with a short learning curve (for example. predicting that things will not happen is also a bit of a dodge. Quinnovation. REST." Mark Oehlert. and assessment authoring tools continue to improve. Lectora. Grade: D Telling us what you are going to talk about for the next year is a bit of a cheap dodge. It's not all a wash though. Savvy instructional designers are starting to realise that they cannot be involved in the development of all instructional content in their organisations. Learning Peaks LLC.Australian researcher has found. Continuing to define "mobile learning" mainly by it association with one class of technology (cell phones) will have a similar effect. distantly second. (2) ask why/how standards like SCORM stay important/relevant as de facto Web standards like AJAX. activity. A prediction that is a question is definitely a dodge. Designers are beginning to help others author content and that should leave the more complex projects. USA Predicted: I predict that I will: (1) continue to look for social networking functionality to become integrated into e-learning platforms. USA Predicted: The UK e-learning Market 86 © Learning Light Limited 2009 . President. Patti Shank. Yes. and SOAP seem to address the same issues in a more complete way (and if I am wrong here. Saying that the tools will improve is kind of like throwing rocks at trees in a forest. Innovation Investigator and Gaming Specialist. and Flashform). Grade: BThere's no real indication that instructional design programmes began teaching instructional designers to write. where quality of instruction and assurance of skills is needed. And designers have been helping others author content for many years now (these days you find mostly instructional design tools intended to assist authors). visual devices. in the hands of capable instructional designers. USA Predicted: Learning content. please someone tell me). It helps when somebody explicitly identifies cases where your prediction is being realised. (3) continue to watch as gaming design and instructional design talk past each other and fail to find a satisfactory hybrid solution. Adobe Captivate and Articulate Presenter) and tools with a longer learning curve that are really excellent (for example. Why this critical skill isn't considered a must-have has me scratching my head. Also. web 2.

Grade: C The key aspect of Sumerian classrooms. though iTunes is definitely offering itself as a candidate. Grade: B+ The learning industry struggled to stay relevant. Microsoft Learning. David Porush. USA New gadgets and communications tech tease us with visions that "it's all gonna change. the first PCs"—all inspired millennial prophecies of revolutions in learning. Canada Predicted: Somehow in 2007 the power of the human touch passed the learning industry by when FaceBook. The simple fact is that most people still learn formally in classrooms very similar to the Sumerians' of 3200 B. continue to bypass corporate-structured learning while individuals continue to vote with their virtual feet while creating relevant content on their own. Co-founder and Chairman. but not arguably mainstream." Both: Exciting new Web 2. competing demands for attention will drive people to single-source as much of their learning as possible.0 applications kept appearing. Ben Watson. and YouTube roared to life and gained prominence while search engines continued to grow their dominance by becoming the learning tool of choice for individuals. but it still won't be the answer.C. at least according to Porush (who The UK e-learning Market 87 © Learning Light Limited 2009 .The cynical: There will continue to be "eLearning Solutions Providers" with no one on the executive/management team who really understands learning. Director. Ironically. SpongeFish." Radio. What has changed most stunningly is the breadth and instantaneity of our informal learning. The optimistic: mLearning will cross the chasm this year. and more organisations will take a wise perspective toward using technology to populate the "performance ecosystem. But this year social networks for sharing what you know informally and personally will be the big news. We haven't seen the move toward singlesource learning. In 2008. all-dancing solution will be announced. Exciting web 2. a total LMS/CMS/Portal/eCommunity all-singing. My prediction? Formal learning will still take place in classrooms or virtual simulacra of classrooms. And with the crash in the fall. all-dancing solution" but didn't find one (I even left out the singing and the dancing). expect the learning industry to continue to struggle to remain relevant as these technologies. Many training departments failed their organisations. learning was first on the chopping block and schools. Grade: BI searched high and low for a 2008 announcement of "a total LMS/CMS/Portal/eCommunity all-singing. And we began to see a shift in emphasis from institutions creating learning to students creating their own learning.at least for the next few weeks. colleges and universities faced funding cuts. with most activity in the form of pilot projects and test runs. television. It was certainly more popular. but arguably the economic crash has made us a lot better at avoiding hype . Did mLearning cross the chasm? That's a bit of a judgment call.0 applications will keep appearing. but we won't be better at avoiding hype and looking for real learning affordances. and others. MySpace.

many corporations will jump on this exciting new bandwagon. Canada Predicted: 2008 will be the year that serious games get serious attention from corporate training departments. more mobile learning) tended to fare poorly. Grade: A Games received a lot of attention in 2008 and. other people built ineffective games. as predicted. it will be apparent that. more YouTube. but specific claims were made. This will lead some to question. in particular. and those who simply predicted 'more of the same' (more social networks. as practitioners quote positive ROI from serious games that far exceed the ROI provided by other forms of e-learning. By the end of the year. reinforcing certain pathways. Just a matter of time. It's likely that in 2009 the people who based their predictions around the current economic crisis will meet a similar fate. Red Hot Learning. the predictions were a pretty mixed bag. once again. Philip Lambert. 2008 was an especially difficult year to predict. Vice-President. Predictions of an impact amount to predicting past events. Overall. just as in the early days of e-learning. In addition. The UK e-learning Market 88 © Learning Light Limited 2009 . and. people who do not know what they are doing will create games that do not teach effectively. more virtual reality. with lack of specificity. predictions of past events. a concept that gained ground steadily in 2008. More studies will show the positive learning effects of games. Were social networks for learning big news in 2008? Not particularly more than most anything else. and are not used. do not engage learners." Formal learning can still be contrasted with informal learning. And what will technology do in the mean time? If you focused on the economic downturn. What's missing thus far to any great degree is the questioning. the validity of using games to teach. studies showed the positive effects of learning from games.appears to be the primary source for such references) is that "The discipline of the schoolchildren being tutored in script 'canalises' their thought processes. but identifying the specific impact will be more difficult. A more concrete prediction would have been helpful here. and obviousness being the main culprits. Proving ROI was more of a challenge. though. generating some debate. you probably missed that.

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