Business models for OER: A contingency approach
Anne Helsdingen, Ben Jansen & Robert Schuwer
Open University of the Netherlands
OER and OUNL
It’s not a choice if..
OER and the Open University
Heaven or Hell
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
• Several institutional initiatives: Wikiwijs, Opener, StOER
• Current organisation:
– Provides online Bachelor and Master courses for self-study,
provides personal support, administers tests and exams
– Funding from government, lumpsum and per student
– Students pay tuition
• What is a sustainable OER approach for the OU?
OER and OUNL
It’s not a choice if..
Heaven or Hell
It is not a choice if...
Questions
Approach
The Canvas
Approach
• Educational content will be distributed over the internet
• Other institutes are providing content and services
Let’s Paint
Are they
successful?
…but rather how?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
What content is suitable?
How do we interact?
Who is responsible for what?
How can we sustain our business?
OER and OUNL
It’s not a choice if..
Heaven…..
Heaven or Hell
Questions
Approach
The Canvas
Approach
•
•
•
•
Free to share and collaborate
Open and easy to work with
Get lots of people involved and contribute
Create learning environments for everyone
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
…..or Hell?
Where to find what – can you still trust sources?
Who is in control?
We are creating a strong competitor
Do I still have a job in the new organisation?
OER and OUNL
It’s not a choice if..
Heaven or Hell
Questions
Why do other institutions provide OER?
Questions
Approach
The Canvas
Approach
How are other educational institutes managing
OER?
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
How successful are they?
OER and OUNL
It’s not a choice if..
Approach
Heaven or Hell
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
What are others doing?
Analyse business models of other initiatives
OER and OUNL
It’s not a choice if..
Approach
Heaven or Hell
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
What are others doing?
Analyse business models of other initiatives
A story that tells you:
What do we do how and for whom?
Structuring activities, make choices
OER and OUNL
It’s not a choice if..
Approach
Heaven or Hell
Questions
Approach
The Canvas
Approach
What are others doing?
Analyse business models of other initiatives
Are they
successful?
A story that tells you:
What do we do how and for whom?
Structuring activities, make choices
Improve education
and learning
We collect data from semi-structured interviews
Let’s Paint
Reach life-long
learners
We don’t know
Are we
successful?
OER and OUNL
It’s not a choice if..
Approach
Heaven or Hell
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
What are others doing?
Analyse business models of other initiatives
A story that tells you:
What do we do how and for whom?
Structuring activities, make choices
We collect data from semi-structured interviews
We ask them!
OER and OUNL
It’s not a choice if..
Approach
Heaven or Hell
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
What are others doing?
Analyse business models of other initiatives
A story that tells you:
What do we do how and for whom?
Structuring activities, make choices
We collect data from semi-structured interviews
We ask them!
Gather information on why they offer OER, and how succesfull
they are.
OER and OUNL
It’s not a choice if..
Heaven or Hell
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
OER and OUNL
It’s not a choice if..
Heaven or Hell
Questions
Approach
The Canvas
Approach
Let’s Paint
Approach
• Analyse business according to Osterwalder & Pigneur
(2009) Canvas
• Semi structured interviews
• MIT, OU, OUNL, TU Delft, Tecnológico de Monterrey,
Mexico Monterey, Universitat Oberta de Catalunya,
University of California Irvine, Open Highschool of Utah,
Flatworldknowledge, EADTU, Athabasca, Canada,
WikiEducator, KU Leuven, ….
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
• A business models does not specify whether you are
successful!
OER and OUNL
Approach
It’s not a choice if..
Heaven or Hell
Questions
Approach
The Canvas
Approach
Let’s Paint
• Analyse business according to Osterwalder & Pigneur
(2009) Canvas
• Semi structured interviews
• MIT, OU, OUNL, TU Delft, Tecnológico de Monterrey,
Mexico Monterey, Universitat Oberta de Catalunya,
University of California Irvine, Open Highschool of Utah,
Flatworldknowledge, EADTU, Athabasca, Canada,
WikiEducator, KU Leuven, ….
Are they
successful?
• Literature review:
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
–
–
–
–
Using Scopus (peer reviewed)
Keyword: Open Educational Resources
Result: 32 hits.
Selection criteria (abstracts): the objective should be to
evaluate impact, effect or use of OER
– Result: 11 (all after 2007)
Key
partnerships
Core activities
Value Proposition
Customer
relationships
Let’s paint!
Key resources
Cost structure
Channels
Revenu streams
Customer
segments
Key
partnerships
Core activities
Value Proposition
Customer
relationships
- Building blocks
- Introductory /
teaser courses
Key resources
Cost structure
-Complete
courses
Channels
Revenu streams
Customer
segments
Key
partnerships
Core activities
Value proposition
Customer
relationships
Customer
segments
- Self learners
- Building blocks
- Regular
students
- Introductory /
teaser courses
Key resources
Cost structure
-Complete courses
Channels
Revenu streams
- Educational
professionals
Key
partnerships
Core activities
Value proposition
Customer
relationships
Customer
segments
- Self learners
- Building blocks
- Regular
students
- Introductory /
teaser courses
Key resources
-Complete courses
Channels
- Website
- Web 2.0
tools
Cost structure
Revenu streams
- Educational
professionals
Key
partnerships
Core activities
Value proposition
- Building blocks
- Introductory /
teaser courses
Key resources
-Complete courses
Customer
relationships
- Contentpush
- Interactive
with users
and
contributors
Channels
- Website
- Web 2.0
tools
Cost structure
Revenu streams
Customer
segments
- Self learners
- Regular
students
- Educational
professionals
Key
partnerships
Core activities Value proposition
Customer
relationships
Customer
segments
Digitizing
Suitable for
self-study
- Building blocks
Creating
community
- Introductory /
teaser courses
Key resources
-Complete courses
- Contentpush
- Self learners
- Interactive
with users and - Regular
contributors
students
Channels
- Website
- Web 2.0
tools
Cost structure
Revenu streams
- Educational
professionals
Key
partnerships
Core activities
Value proposition
Customer
relationships
Customer
segments
Digitizing
Suitable for
self-study
- Building blocks
Creating
community
- Introductory /
teaser courses
Key
resources
-Complete courses
- Contentpush
- Self learners
- Interactive
with users and - Regular
contributors
students
Channels
- Website
- Educators
-Experts
(digitizing,
law, didactics)
-Volunteers
Cost structure
- Web 2.0
tools
Revenu streams
- Educational
professionals
Key
partnerships
Core activities
Value proposition
Customer
relationships
Customer
segments
Digitizing
Suitable for
self-study
- Building blocks
Creating
community
- Introductory /
teaser courses
Key resources
-Complete courses
- Educators
-Experts
(digitizing, law,
didactics)
-Volunteers
Cost structure
- Fixed costs: Man hours for key
activities
- Variable costs: Low, updating, storage
- Contentpush
- Self learners
- Interactive
with users and - Regular
contributors
students
Channels
- Website
- Web 2.0
tools
Revenu streams
- Educational
professionals
Key
partnerships
Core activities
Value proposition
Customer
relationships
Customer
segments
Digitizing
Suitable for
self-study
- Building blocks
Creating
community
- Introductory /
teaser courses
Key resources
-Complete courses
- Educators
-Experts
(digitizing, law,
didactics)
-Volunteers
- Contentpush
- Self learners
- Interactive
with users and - Regular
contributors
students
Channels
- Educational
professionals
- Website
- Web 2.0
tools
Cost structure
Revenu streams
- Fixed costs: Man hours for key activities
- Variable costs: Low, updating, storage
-Funding: government or foundation
-Transfer to fee based program
-Third party funding
Key
partnerships
Core activities
Value proposition
Customer
relationships
Customer
segments
Digitizing
- For support
or exchange of Suitable for
ideas
self-study
- Building blocks
- With
volunteers
- Introductory /
teaser courses
Creating
community
Key resources
-Complete courses
- Educators
-Experts
(digitizing, law,
didactics)
-Volunteers
- Contentpush
- Self learners
- Interactive
with users and - Regular
contributors
students
Channels
- Educational
professionals
- Website
- Web 2.0
tools
Cost structure
Revenu streams
- Fixed costs: Man hours for key activities
- Variable costs: Low, updating, storage
-Funding: government or foundation
-Transfer to fee based program
-Third party funding
Key
partnerships
Core activities Value Proposition
Digitizing
Support and
exchange of
ideas
Ready for
self-study
Introductory
courses
Customer
relationships
Customer
segments
Content push
Regular
students
Complete
courses
Key
resources
Self learners
Channels
Website
Educators
(Web 2.0
tools)
Experts
(digitizing,
law, didactics)
Cost structure
Revenu streams
Manhours for Experts
Funding
Key
partnerships
Core activities
Value proposition
Customer
relationships
Many other
activities
- A whole lot of
other things
Key resources
Cost structure
-
Channels
Revenu streams
Customer
segments
Key
partnerships
Volunteers
Core activities Value Proposition
Creating an
active
community
Key
resources
Customer
relationships
Customer
segments
Interactive,
contributor
and users
Educators
Building blocks
Complete
courses in
making OER
Channels
Web 2.0 tools
Volunteers
Experts
Cost structure
Revenu streams
Manhours for variable costs
Funding
Third party funding
Life long
learners
OER and OUNL
It’s not a choice if..
Heaven or Hell
Are they successfull?
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
Yes and No
OER and OUNL
It’s not a choice if..
Are they successfull?
Heaven or Hell
Questions
Approach
The Canvas
Approach
Yes and No
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
-
Enhance reputation
Improve education and learning
Provide better service to regular students
Service life-long learners
OER and OUNL
It’s not a choice if..
Heaven or Hell
Are they successfull?
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
• Yes
• Reputation
• Service to own students
OER and OUNL
It’s not a choice if..
Are they successfull?
Heaven or Hell
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
• No
• Improving education and learning
• Reaching life-long learners
OER and OUNL
It’s not a choice if..
Heaven or Hell
Improve education and learning
Questions
Approach
The Canvas
Approach
One-way interaction with users is not using full potential of
collective intellect to improve materials
Updating and revision cycles tend to be long
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
One-way interaction may not generate a rich learning
environment
Value proposition is content-oriented, not offering meaningful
learning experiences / tasks
Feedback on learning is absent or low quality
OER and OUNL
It’s not a choice if..
Heaven or Hell
Reach life-long learners
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
Value proposition is not adapted to specific needs of the lifelong learner
Ware-house approach
Bespoke training
Cost-driven approach towards learning materials denies the
fact that learning is an investment on all levels (community,
organization, learner)
OER and OUNL
It’s not a choice if..
Heaven or Hell
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
Yes, No…. We don’t know
Not many effect or impact studies published
Organizations’ impact measures are limited
And even if they do:
And how can we relate that to business model choices?
- Insufficient information on failed initiatives
- Insufficient knowledge of new learning models
OER and OUNL
It’s not a choice if..
Heaven or Hell
Are we successful (sofar)
Questions
Approach
The Canvas
Approach
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
Yes and No
OER and OUNL
It’s not a choice if..
Heaven or Hell
Are we successful (sofar)
Questions
Approach
The Canvas
Approach
Yes and No
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
Why do other institutions provide OER?
How are other educational institutes managing
OER?
How successful are they?
OER and OUNL
It’s not a choice if..
Are we successfull?
Heaven or Hell
Questions
Approach
The Canvas
Approach
Yes
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
We know what other institues are doing
We know why they are doing this
OER and OUNL
It’s not a choice if..
Are we successfull?
Heaven or Hell
Questions
Approach
The Canvas
Approach
No
Let’s Paint
Are they
successful?
Improve education
and learning
Reach life-long
learners
We don’t know
Are we
successful?
We do not know which business models guarantee
succes
OER and OUNL
It’s not a choice if..
Heaven or Hell
Questions
Approach
The Canvas
Approach
Yes, No…. We don’t know
Many more questions:
Learning value of new environments: transfer, collaborative
learning, peer review, and so forth
Let’s Paint
Are they
successful?
Transaction models of ‘consumer behavior’
Improve education
and learning
Who are our customers? Government, learners,
contributors…
Reach life-long
learners
…….
We don’t know
Are we
successful?