eCommerce eBusiness eEducation Change is the Only Constant

e-Commerce, e-Business, e-Education: Change is the Only Constant Professor J C Taylor, The University of Southern Queensland, Australia

The transition from the Industrial to the Information Age was encapsulated by Dolence and Norris (1995), who argued that to survive organisations would need to change from rigid, formula driven entities to organisations that were “fast, flexible and fluid”.

Joseph Schumpeter (1934) predicted that every 50 years or so, technological revolutions would cause "gales of creative destruction” in which old industries would be swept away and replaced by new ones.

TECHNOLOGICAL CHANGES • Steam Power - 1780 s to the 1840 s • The Railways - 1840 s to the 1890 s • Electric Power - 1890 s to the 1930 s • The Motor Car - 1930 s to the 1980 s • Information Technology - 1980 s to ?

PACE OF CHANGE 1. Radio: 50 million users in 38 years 2. Television: 50 million users in 13 years 3. The Internet: 50 million users in 5 years Current prediction: One billion users by the year 2003

Internet commerce will rise from the current level of US$2. 6 billion to US$220 billion by the year 2001 (Witts, 1998)

'The death of distance as a determinant of the cost of communications will probably be the single most important economic force shaping society in the first half of the next century'. Cairncross (1997)

GETTING IT WRONG Thomas Watson, Chairman of IBM, 1943 — “I think there is a world market for maybe five computers”.

GETTING IT WRONG Ken Olsen, Chairman of Digital Equipment Corporation, 1977 — “There is no reason why anyone would want a computer in their home”.

GETTING IT WRONG Western Union Internal Memo, 1876 — “This telephone has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us”.

We need forward looking thinkers like Charles H Duell, Commissioner, US Office of Patents, 1899 — “Everything that can be invented has been invented”.

Education must lay the foundation for the success of the global economy.

Four Generations of Distance Education Technology • The Correspondence Model • The Multimedia Model • The Telelearning Model • The Flexible Learning Model

MODELS OF DISTANCE EDUCATION AND ASSOCIATED DELIVERY TECHNOLOGIES CHARACTERISTICS OF DELIVERY TECHNOLOGIES FLEXIBILITY Tim e Plac e Pac e HIGHLY ADVANCED REFINED INTERACTIVE MATERIALS DELIVERY FIRST GENERATIONTHE CORRESPONDENCE MODEL • Print Yes No Yes Yes

MODELS OF DISTANCE EDUCATION AND ASSOCIATED DELIVERY TECHNOLOGIES CHARACTERISTICS OF DELIVERY TECHNOLOGIES FLEXIBILITY Time Plac e HIGHLY ADVANCED REFINED INTERACTIVE Pace MATERIALS DELIVERY SECOND GENERATIONTHE MULTIMEDIA MODEL • • Print Audiotape Videotape Computer-based learning (eg CML/CAL) • Interactive video Yes No Yes Yes Yes Yes

MODELS OF DISTANCE EDUCATION AND ASSOCIATED DELIVERY TECHNOLOGIES CHARACTERISTICS OF DELIVERY TECHNOLOGIES FLEXIBILITY Time Plac e HIGHLY ADVANCED REFINED INTERACTIVE Pace MATERIALS DELIVERY THIRD GENERATIONTHE TELELEARNING MODEL • Audioteleconferencing • Videoconferencing • Audiographic Communication • Broadcast TV/Radio and Audioteleconferencin g No Yes No No No Yes Yes

MODELS OF DISTANCE EDUCATION AND ASSOCIATED DELIVERY TECHNOLOGIES CHARACTERISTICS OF DELIVERY TECHNOLOGIES FLEXIBILITY HIGHLY REFINED MATERIALS ADVANCED INTERACTIVE DELIVERY Time Place • Interactive multimedia (IMM) Yes Yes Yes • Internet-based access to WWW resources Yes Yes Yes • Computer mediated communication (CMC) Yes Yes No Yes Pace FOURTH GENERATIONTHE FLEXIBLE LEARNING MODEL

Tyranny of distance

Existing Predominant Mindsets • Tyranny of Proximity • Tyranny of Futility • Tyranny of Eternity

Changing a university is like moving a graveyard ----it is extremely difficult and you don’t get much internal support.

The typical collegiate decision making process: • Deliberation • Documentation • Reflection • Review • Refinement

Through consideration by a series of learned groups often including: • • • A working party At least one committee Several Faculty Boards The Academic Board The Vice-Chancellor’s Executive Committee • The University Council

Change is the only constant.

Governments throughout the world are privatising "The Commanding Heights: The Battle between Government and the Marketplace that is Remaking the Modern World” Yergin and Stanislaw (1998) Not abstract theory, but an …. . . astonishing empirical phenomenon.

Politicians and business leaders have developed a sincere commitment to competition in the free market, which they believe will engender widespread public benefits, including higher quality and more choice at lower cost to the consumer (the student).

More courses available online means more competition for fee-paying students and the emergence of the global higher education economy.

Examples, telecampus, etc

The Global Higher Education Economy • • • The death of distance Rapid increase in dual mode institutions Economic rationalism User-pays-for-quality-service Market driven

USQ: A Case Study in Organisational Development

USQ • • Established 1967 Moved to “Dual Mode” 1977 ISO 9001 Accreditation 1997 ICDE Institutional Prize of Excellence 1999

USQ Faculties –Arts –Business –Commerce –Education –Engineering & Surveying –Sciences

USQ Enrolments by Faculty: 1999 Course Type Off-campus Students Arts 49. 8% Business 85. 5% Commerce 85. 7% Education 60. 8% Engineering & Surveying 73. 6% Sciences 58. 2% TOTAL 73. 7%

USQ Organizational Chart

Australian Students • • Queensland 8, 343 New South Wales & ACT 1, 462 Victoria 315 Western Australia 126 South Australia 121 Northern Territory 108 Tasmania 70 Australian’s living overseas 338 TOTAL 10, 883

Off-Shore Students • • Malaysia 1, 355 Singapore 759 Hong Kong 358 South Africa 111 Pacific Islands 102 United Arab Emirates 46 Thailand 41 Total, including students from 60 other countries 3, 034

Nature of USQ’s Off-campus Population: 1999 Students’ Age Total Under 20 20 -24 25 -29 30 -34 35 -39 40 -49 50 -59 Over 59 2% 21% 25% 18% 15% 16% 3% 0% TOTAL 100%

DEC Organizational Structure

UNIVERSITY OF SOUTHERN QUEENSLAND Instructional Design Specialist Subject Matter Expert(s) Subject Matter Moderator Graphic Design Specialist Instructional Technology Specialist Audio-visual Media Specialist MULTI - DISCIPLINARY UNIT TEAM MULTIMEDIA MATERIALS

UNIVERSITY OF SOUTHERN QUEENSLAND UNIT TEAM APPROACH “Generator Model” Subject Matter Expert(s) Instructional Designer Subject Matter Moderator INSTRUCTIONAL BLUEPRINT INSTRUCTIONAL STRATEGIES PLANNING COMMITTEE SAMPLE MODULE TOTAL UNIT DEVELOPMENT

Higher Education Provision for the 21 st Century “The transition from the Industrial to the Information Age involves transitions from rigid, formula driven organisations and industrial models to organisations that are fast, flexible, and fluid” (Dolence & Norris 1995, p. 31)

ISO 9001: Quality Certification • • • Courseware design and development Project management Audio and video production Photographic services Distance learning evaluation Examination preparation and production Telecommunications support Microcomputer support Systems administration

ISO 9001: Quality Certification • • • Courseware production and distribution Multimedia development Graphics design Instructional design research Electronic publishing Student support systems Technical consultation, installation and repairs Network design and maintenance Organizational management

ITS Benchmark

http: //www. usqonline. com. au

Management Structure of Online Initiatives Faculties Academic Board Online Teaching Management Committee VCC Online Systems Management Committee Information Infrastructure and Services Committee Online Marketing Management Committee

1 Marketing USQOnline Incentives for staff 2 USQOnline Support Centre 3 USQNet

Bretten, Germany

'It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to Heaven, we were all going direct the other way' (Dickens, 1859).

Edward Bulwer-Lytton’s notorious opening sentence of his book, Paul Clifford: “Stanislaus Smedley, a man always on the cutting edge of narcissism, was about to give his body and soul to a back alley sexchange surgeon to become the woman he loved. ”