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Second Wave Convergence

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

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Second Wave Convergence

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  1. Second Wave Convergence • Managing • Second Wave Convergence • Dave King, Executive Director • Indiana Higher Education • Telecommunication System • NLII 2000 -- January 20, 2000 • New Orleans, LA

  2. Second Wave Convergence • Second Wave Convergence—the convergence of content, technology, and training with user satisfaction.

  3. Second Wave Convergence • Customers…market niche…brand identity…

  4. Second Wave Convergence • Background… • The issues… • In Indiana… • Strategies for success…

  5. Second Wave Convergence • Tim Berners-Lee… • …store random associations between disparate things…just like the brain…

  6. Second Wave Convergence • …the genesis of the Internet and • the World Wide Web…

  7. Second Wave Convergence • … effective interaction between the technology and appropriate content…

  8. Second Wave Convergence • Not just what could happen, • but why something should happen.

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

  10. Second Wave Convergence • Winners provide the highest quality content at a reasonable price. • Winning not be based on distribution strength.

  11. Second Wave Convergence • …more than ownership of the technology; you must “own” the customer also…

  12. Second Wave Convergence • Customer “ownership” requires a history of quality customer service leading to customer satisfaction.

  13. Second Wave Convergence • Content Packagers provide quality content to customers through seamless distribution systems. • Customers link with quality content and user-friendly technology.

  14. Second Wave Convergence • Early 1999, Ernst and Young called on • 100 information technology CEOs around the world…outcome is The Connected Society.

  15. Second Wave Convergence • Initial findings: • Content Packagers are gatekeepers between technology and consumer.

  16. Second Wave Convergence • The successful ones make the user experience simpler, more tailored, and more efficient.

  17. Second Wave Convergence • …get in early… • “Players who win the content battle early will dominate by winning brand loyalty in the rapidly growing new market.”

  18. Second Wave Convergence • Good examples: • MTV, first to define new niche • Amazon.com dominates market niche

  19. Second Wave Convergence • …first to define market niche seldom drops below 50 % share…others fight over the remaining half…

  20. Second Wave Convergence •  Success as a Content Packager? • Heavy investment in brand identity • Constant improvement of the user access and interface • Develop new products and services specifically for user

  21. Second Wave Convergence • Converging on the Customer: • “Real convergence has always been there, all along. All the different communication technologies have always converged – on the customer!”

  22. Second Wave Convergence • Important truths: • Convergence must be around the customer, not the technology • Customer choice is shaping the communications industry

  23. Second Wave Convergence • So what does this mean to those • of us in education?

  24. Second Wave Convergence • We’ll be required to do things • differently…to be competitive…

  25. Second Wave Convergence • Competition is real. • $250 billion spent on higher education in 1996. • Digest of Education

  26. Second Wave Convergence • How do we address the challenge? • Recognize what we do and don’t already know.

  27. Second Wave Convergence • …“expert syndrome” • and audience analysis…

  28. Second Wave Convergence • What do these new learners want? • Why do they want it? • When do they need it? • How are they willing to access it?

  29. Second Wave Convergence • … complex matrix of needs, wants, • and motivations…

  30. Second Wave Convergence • If I think I know what you need…

  31. Second Wave Convergence • Two major audience segments emerging • …each dramatically different.

  32. Second Wave Convergence • Graduates with newly minted diplomas… • technology will change… • information will double.... •  diverse access points with increasingly robust information sources…

  33. Second Wave Convergence • The down side of the Digital Divide… • <$10,000 16 % use the Internet for any purpose, any location • >$75,000 58% have and use Internet access regularly • U.S. Dept. of Commerce

  34. Second Wave Convergence • …an ironic circle…access we must create to compete might actually have greater benefit to those who the commercial competitors will find less enticing…

  35. Second Wave Convergence • In Indiana… • 850,000 don’t have a high school diploma • 1.28 million have no college experience • Makes up 60% of the Indiana population

  36. Second Wave Convergence • Required to bridge Digital Divide: • Access points • User Support • Content to help target audience • - Benton Foundation

  37. Second Wave Convergence • A Pattern Forms… • Access, • Content, • and • Training

  38. Second Wave Convergence • Peter Drucker says… • Drivers of change: • Technology access • Increased content demands from knowledge-based society • New theories about how humans learn.

  39. Second Wave Convergence • The Indiana Higher Education Telecommunication System (IHETS)… • A consortium of higher education institutions in Indiana focused on effective use of technology in teaching and learning.

  40. Second Wave Convergence • Seven major public institutions • More than 30 smaller and private colleges • 1967 -- microwave-based ITFS system • Voice system connecting all campuses • Statewide Internet and data network

  41. Second Wave Convergence • The Indiana Partnership • for Statewide Education

  42. Second Wave Convergence • …more together than separately…

  43. Second Wave Convergence • Access Indiana State Network • Higher Education • K-12 Schools • Libraries • Public Broadcasting • State Government

  44. Second Wave Convergence • Intelenet Commission

  45. Learners / Students / Information Seekers State Agencies / Schools / Colleges and Universities / Libraries State Dept. of Ed. State Library Indiana Public Brdcstng System Indiana Higher Ed. Telecom System State Div. of Info. Tech PBS CEC/CET Access Indiana State Network Ameritech Intelenet Commission AT&T IHETS Technical Services

  46. Second Wave Convergence • AISN • 600 network connections by year’s end… • 1000 in 18 months…

  47. Second Wave Convergence • Faculty/Learner Benefits • Two-way interactive video access • Learning centers. • 300plus satellite receive sites

  48. Second Wave Convergence • Fall semester 2000 • 70 degree and certificate programs • 85 classes available via two-way interactive video • 90 available via satellite. • Courses available on the Internet doubling each year (644 in 1999-00)

  49. Second Wave Convergence • Students taking five different classes from five different institutions and yet are resident students at none.

  50. Second Wave Convergence • Inherent power behind • the technology roll out.

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