Managing Second Wave Convergence

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1. 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
   -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. Second Wave Convergence
    (see slide graphic)

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.
    -300 plus satellite receive sites

48. Second Wave Convergence
    Fall semester 2000
    -70 degree and certificate programs
    -85 classes available via two-way interactive video
    -Double that number available via satellite
    -Rapidly increasing number of courses available on the Internet

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

50. Second Wave Convergence
    Internet power behind the technology roll out.

51. Second Wave Convergence
    (see slide graphic)

52. Second Wave Convergence
    (see slide graphic)

53. Second Wave Convergence
    (see slide graphic)

54. Second Wave Convergence
    Frustrations Abound

55. Second Wave Convergence
    Timing is everything...

56. Second Wave Convergence
    IHETS Initiatives...

57. Second Wave Convergence
    -Expanding our mission and vision...
    ... to foster greater collaboration with other education providers...

58. Second Wave Convergence
    -Shifting from customer service to customer satisfaction

59. Second Wave Convergence
    -Efficiently and effectively identifying customer needs...

60. Second Wave Convergence
    Increasing grant programs designed to fund content...

61. Second Wave Convergence
    Tying content development to technology development...

62. Second Wave Convergence
    Recognizing of the importance of training...

63. Second Wave Convergence
    Blurring the lines around distinct functions...

64. Second Wave Convergence
    Content Packagers typify this "blur"...
    They merge content, information services, and communications services..
    yet are not content developers, nor telecom providers.

65. Second Wave Convergence
    So, we've come full circle...

66. Second Wave Convergence
    Remember what is required to be a successful content packager?
    -Heavy investment in brand identity
    -Constant improvement of the user access and interface
    -Develop new products and services specifically for user

67. Second Wave Convergence
    Consortia like IHETS and ADEC, the American Distance Education
    Consortium, are positioned well to help our member institutions remain
    competitive.

68. Second Wave Convergence
    Consortium model provides competitor for virtual universities...
    -brand identity
    -ownership of the customer
    -statewide technology roll out
    -creators and keepers of knowledge base

69. Second Wave Convergence
    "Own the Customer..."
    -Guess what the customer wants and needs
    -Listen to the customer, be proactive
    -Connect the customer; better, faster, cheaper
    -Eliminate customer techno fears
    -Hold on to the customers

70. Second Wave Convergence
    Managing Convergence of Technology, Content and Training.
    -Reduce frustrations for learners, users, faculty, and funders
    -Compete
    -Recognize we're headed for dramatic change

71. Second Wave Convergence
    "Legacy players who feel challenged and scared may be the
    ultimate winners. Those who don't yet feel challenged and
    scared don't have a chance."
    -IT CEO from the Connected Society

72. Second Wave Convergence
    Dave King
    Indiana Higher Education Telecommunication System
    www.ihets.org