Education Technology - Expanding Accessibility To Technology in Higher Education (Review Report)

• Identifies the potential drivers and inhibitors to the uptake of ubiquitous computing in the higher education market
• Suggests how vendors should amend their sales strategies in order to better meet the demands of ubiquitous computing
• Offers insight into why students will select a particular mobile device for use in an educational setting
• Forecasts student spending on laptop computers in the US and selected Western European countries

• Understand what drives students to select one mobile device over another in a higher education setting
• Gain insight into what sales strategies will be most effective when selling ubiquitous computing solutions into the education market
• Identify which education markets offer the most opportunity for laptop vendors

DATAMONITOR VIEW

CATALYST

SUMMARY

METHODOLOGY

EXECUTIVE SUMMARY

Introduction

Mobile Means More Than Laptops for Higher Education (Market Focus)

A Model for Selling Ubiqiutous Computing to the Higher Education Market (Strategy Focus)

A Leap Towards Leveraging Mobile Devices in Higher Education (Technology Focus)

College & University Student Spending on Laptops in the US and Western Europe

MOBILE MEANS MORE THAN LAPTOPS FOR HIGHER EDUCATION (MARKET FOCUS)

Summary

A paradigm shift for mobile computing in higher education is gaining momentum

A 'perfect storm' of contextual factors is driving the shift to ubiquitous computing

Growing competition for students is driving institutions to focus on satisfying their needs and preferences

Adopting cutting-edge technology is an attractive differentiation strategy for institutions

Students are an influential driver for technology uptake

Developments in the consumer technology market impact higher education institutions

The extraordinary adoption of mobile devices provides new tools to reach students

The expanding reach of cellular carriers offers a compelling model to institutions

The growing ubiquity of wireless broadband raises the stakes for institutions

Students' expanding reliance on the Internet will push institutions to expand their online services.

The success of online social networks demonstrate a shift toward ubiquitous computing amongst students

The affinity for podcasting amongst students will transfer easily to higher education

The growth self-service functionality has 'whetted the appetite' of students for more online services

A few loose ends may encumber the more widespread adoption of ubiquitous computing

The institutional IT infrastructure poses considerable challenges for ubiquitous computing

The absence of standardization makes ubiquitous computing difficult to manage

Video podcasts require considerable network bandwidth

Online services need to be compatible with the configuration of mobile devices other than laptops

Education has a distinct attachment to one-to-one computing initiatives

Students are not 'clean slates' when it comes to ubiquitous computing

Ubiquitous computing will connect the higher education community in dramatic ways

A purpose-driven model for ubiquitous computing will bring considerable IT flexibility to higher education

Access to higher education will grow as distance becomes less of a barrier and content grows

Change will continue to unfold as mobile technology gets better, cheaper and faster

A MODEL FOR SELLING UBIQUITOUS COMPUTING TO THE HIGHER EDUCATION MARKET (STRATEGY FOCUS)

Summary

The education market has yet to establish a model for selling ubiquitous computing solutions

A successful sales strategy for ubiquitous computing leverages multiple forces

Effectively managing student relationships must be a component of any sales proposition

The value proposition for ubiquitous computing varies at each stage of the student lifecycle

The immense popularity of cellular telephones has undercut institutional telecommunications revenue

Competing budget priorities are pushing the responsibility for hardware from the institution to the student

Aligning solutions to campus safety will draw the support of important constituencies

Ubiquitous computing solutions must appeal directly to student preferences for technology

Freedom and mobility are the preferences of the highest order for the millennial generation

Students will perceive seamlessly integrated solutions as more compelling

Pricing a solution is a significant and challenging factor in the sales strategy equation

Vendors should utilize the entire sales 'toolkit' when selling into the education market

Cultivating student satisfaction is a crucial part of the direct-to-institution sales model

The institution-as-channel partner strategy offers many benefits and interesting opportunities

The direct- to-student strategy is useful but it should not be the only approach

Transforming college students into lifelong customers is the goal of any sales model

Vendors and institutions must work collaboratively to create an effective sales model

The education market must be patient and 'ride the wave' until a sales model is established

A LEAP TOWARDS LEVERAGING MOBILE DEVICES IN HIGHER EDUCATION (TECHNOLOGY FOCUS)

Summary

Understanding why students select a mobile device and how they use it offers valuable benefits

Functionality is a primary driver of why students select a particular device

There are eleven key features and functionality for mobile devices in the higher education market

Cellular telephones provide immediate, ubiquitous and reliable connectivity

Laptops and tablet PCs are the workhorses of mobile computing in higher education

Audio and video players expand the reach of education institutions

Personal preferences also are a significant factor when students select a mobile device

Mobile devices must have certain characteristics in order to meet students' personal preferences

When it comes to end-user preferences, not all mobile devices are created equally

Students will find cellular telephones extremely appealing mobile devices

Laptops and tablet PCs vary in their appeal but both satisfy student important preferences

iPods have considerable potential in the education market

Institutions should exploit mobile devices that enable their core educational priorities

There are four core priorities for higher education institutions

The creation of constituency relationships is important to education institutions

Learning and research is at the heart of all education institutions

Ensuring security and safety is a top priority in the education market

Increasing end-user control has considerable benefits for institutions

Personal preferences and educational value drive a student's selection of a mobile device

Bet on the standard cellular telephone for creating and maintaining relationships

Students recognize that laptops get the job done for learning and research

Students will select standard cellular telephones first for security and safety

Smartphones pose a potential challenge to laptops as a tool to enable end-user control

Vendors must enable their solutions to support a diverse set of mobile devices

The convergence of cellular and iPod functionality is a powerful combination

COLLEGE & UNIVERSITY SPENDING ON LAPTOPS IN THE US AND WESTERN EUROPE (DATABOOK)

Introduction

Definitions

US higher education student spending on laptop computers, AY 2006 - 2010

US higher education student spending on laptop computers segmented by institution type, AY 2006 - 2010

Higher education student spending on laptop computers by selected Western European countries, AY 2006 - 2010

APPENDIX

Definitions

Extended methodology

Further reading

Ask the analyst

List of Tables

Table 1: Personal preferences are a significant factor when students select a mobile device

Table 2: Different payment structures have distinct strengths and weaknesses in the education market

Table 3: Mobile devices vary in their support of key features and functionality

Table 4: Mobile devices vary in their ability to meet students' personal preferences

Table 5: Mobile devices vary considerably in their ability to enable core education priorities

Table 6: Laptop computer definitions

Table 7: US higher education student spending on laptop computers, AY 2006 - 2010

Table 8: US higher education student spending on laptop computers segmented by institution type, AY 2006 - 2010

Table 9: Higher education student spending on laptop computers by selected Western European countries, AY 2006 - 2010

List of Figures

Figure 1: The number of high school students in the US is projected to start declining in 2010

Figure 2: From the classroom to the dining hall, students expect on-demand access to the Internet

Figure 3: The uptake of iPods has been explosive

Figure 4: Cellular phone usage has grown quickly in the US

Figure 5: Effectively managing each stage of the student lifecycle poses different challenges for institutions

Figure 6: Students will find a bundled package of services, devices and applications more appealing

Figure 7: There are multiple strategies for selling into the education market

Figure 8: Standard cellular phones support key voice and messaging functionality

Figure 9: Smartphones expand the functionality of standard cellular phones

Figure 10: Laptops offer mobility for advanced computing functionality

Figure 11: Tablet PCs provide advanced functionality for mobile computing

Figure 12: iPods extend the reach of key educational processes

Figure 13: Standard cellular telephones are well-aligned to the personal preferences of students

Figure 14: Students will find smartphones less appealing than standard cellular phones

Figure 15: Students will find a number of appealing traits in laptops

Figure 16: Tablet PCs are likely to be less attractive than laptops to students

Figure 17: iPods have characteristics that are appealing to students

Figure 18: Personal preferences and the ability to enable education processes drives device selection

Figure 19: Institutions should leverage cellular phones to manage constituent relationships

Figure 20: Laptops are central to learning and research

Figure 21: Cellular phones are the first step toward improved security

Figure 22: Smartphones are the dark horse for enabling end-user control

Figure 23: US higher education student spending on laptop computers, AY 2006 - 2010

Figure 24: US higher education student spending on laptop computers segmented by institution type, AY 2006 - 2010

Figure 25: Higher education student spending on laptop computers by selected Western European countries, AY 2006 - 2010