Tag Archives: SIIA

Edtech: Fad, trend, or it’s complicated?

There is a lot going on in education technology, so much so that it’s dizzying to keep track of it all: Massive Open Online Courses, digital Open Badges, 1:1 computing programs, Open Educational Resources, and foundation grants to startups, just to name a few.

And it can be even harder to determine if some of these are fads, trends, or something more complicated.

At two events in 2015, I took to the stage to ask two different panels of industry executives and long-time observers for their takes.

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First, at SXSWedu in Austin in early March, I moderated a session with Don Kilburn, president of Pearson North America, Peter Cohen, U.S. education group president for McGraw-Hill Education, and John Dragoon, executive vice president and chief marketing offer at Houghton Mifflin Harcourt.

Called, “Reinventing Industry: Changing Edu’s ‘Big Three’,” we tackled major changes these three major players have seen — or been a part of — in the past two years. (Sadly, due a technical glitch, all of those responses didn’t make it onto the official event recording, which is missing the first 15 minutes of the session.)

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In the final five minutes, I engaged all three in a lightning round of ten developments, asking simply: Is it a fad, trend, or complicated? You can listen for yourself (starting at time code 41:33).

None were universally dismissed as fads Three of the ten got a consistent “trend” response: freemium (as a business model), flipped classrooms (as an instructional model), and an edtech investment bubble (as being as bubble).

The only universal “it’s complicated?” Common Core State Standards. After a slightly stunned reaction by at least one or two panelists.

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A somewhat extended approach was taken at the Software and Information Industry Association’s annual Education Industry Summit in San Francisco in early May: 15 topics in under 15 minutes. This time, the panelists were Karen Billings, vice president and managing director of SIIA’s Education Technology Industry Network, Kevin Custer, founding partner at Arc Capital Development, and David Samuelson, executive vice president and general manager at Capstone Digital.

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You can catch the video here (it’s the very first part of the one titled “Networking Lunch”).

Spoiler alert: Only three of the 15 developments had the panel in universal agreement. Fad: Completely replacing all paper textbooks with digital materials. Trend: Bring Your Own Device (BYOD) movement. And, it’s complicated: Common Core State Standards, again.

To, I suspect, almost no one’s surprise.

Startup marketing dos and don’ts

There’s a fine line in technology startups between learning from what others have done and being constrained by it.

It’s a line I try to walk in mentoring entrepreneurs in various venues (from Startup Weekend event roles to sitting on the Advisory Board for the inaugural SXSW V2V). Recently, I’ve taken part in two free webinars from the Education Division of the Software and Information Industry Association aimed at helping edtech startups navigate the odd and weird waters of the education marketplace.

And they are now posted for anyone to view.

The kickoff Ed Market 101 webinar, “Is Your Product Ready for the School Market?” covered some of the basics of making sure a startup was prepared to enter the market, and common obstacles easily overlooked by entrepreneurs more used to the somewhat more rational consumer or enterprise markets. (You can view the recording, or just download just the slides here.)

A subsequent Ed Market 101 webinar, “How to Spend Marketing Dollars (If You Have Any)” covered one of my favorite topics: long-fuse effective awareness and important sales support tactics in education technology, and the awful and persistent money pits. (That recording, too, is up for viewing, and the slides for downloading.)

I took part in only these two SIIA Ed Market 101 webinars, but it’s worth it for any startup to check out the entire series archive. Even established pros may find them useful refreshers on the current state of the art and science.