MOOCs and their business model Frantiek Daleck LMC
MOOCs and their business model František Dalecký LMC, s. r. o.
The structure of presentation • • Goals of MOOCs MOOC optimism of Silicon Valley Platform/institution partnerships Dominantly used B-models (7) Key issues of monetization Main trends of monetization Q&A
Edtech optimism of Silicon Valley
Goals of MOOCs 1) Make money 2) Build brand generate leads 3) Get data 4) Get knowledge of online learning
Platform/institution partnership • What platform wants: - Content - Partner with great brand marketing • - What Partner wants Know-how of MOOCs development Tech. solution of the platform Marketing
Platform/institution partnership • • Several-months process of cooperation First step is usually a memorandum The contract follows Partners useally set ad hoc conditions for each partnership
Platform/institution partnership
Dominantly used B-models 1) Freemium 2) Marketplace 3) Advertising 4) Recruitment 5) Data 6) Membership 7) MOOCs embedded
1) Freemium www. coursera. org
2) Marketplace www. udemy. com
3) Advertising www. alison. com
4) Recruitment www. open 2 study. com
5) Data ? ? ? www. coursera. org
6) Membership www. lynda. com
7) MOOCs embedded www. hbx. hbs. edu
Key issues of monetization • High costs of course production and platform development • Critical need of massive audience - low conversion rates to paid certificates (1 -3%) • Long-term and complex business with various stakeholders
Main trends of monetization • New degrees (Specializations, XSeries, Nanodegrees) • Offline assesment and learning centers • Offering former offline subjects online • Blended programmes and new lines of educational services for workforce
Q&A
Thank you! František Dalecký fratisek. dalecky@gmail. com www. mimoskolu. cz
- Slides: 19