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Keeping Education Accessible and Affordable: Open
Textbooks are Good for Education, Business, and Society

       Nuovi Business Modeli per la scholastica
                   Sanford Forte
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Education is the black gold of the 21st century
Authors   Educational    Faculty   Students
          institutions
Proprietary Textbook
       Models
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Emerging Solution - Open
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
What is Open ?




                 No Rights Reserved
                    Public
                    Domain
What is Open ?




                 No Rights Reserved
                    Public
                    Domain
Open “Rights”
        The 4R’s of Openness
v Reuse – Right to copy and use verbatim
   copies

v Redistribute – Right to share copies

v Revise – Right to adapt, rework, and
   improve

v Remix - Right to combine into new OERs
ONLINE                FREE




  What   is “Open” NOT ?


            WIKI
The $200 Textbook…
How Did We Get Here?
1980 s
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
1990 s
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
2000 s
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
U
U
U
U
Stewart Calculus $205


             Campbell Biology $193




U




                        Wade Psychology $140


             Mankiw Economics $192


    Brown Chemistry $207
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Source: With Their Whole Lives Ahead of Them by Jean Johnson, Jon Rochkind. Amber N. Ott & Samantha DuPont
Prepared with support from the Bill & Melinda Gates Foundation
U
U
U
Value Gap Meets the Internet
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
By George,
  we ll cut the
 time between
editions in half!
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Open Textbooks by EXPERT AUTHORS
Free Online. Affordable Offline. Rewritable Anytime.
Authors     Faculty   Students



 Quality
             Open      Choices
Textbooks
Authors



            Quality                    Open   Choices




 Top      Professionally     Fully
Authors     Developed      Supported
Authors



            Quality                    Open   Choices




 Top      Professionally     Fully
Authors     Developed      Supported
Faculty



            Quality                     Open     Choices




 Top      Professionally     Fully
Authors     Developed      Supported
Faculty



            Quality                               Open             Choices




 Top      Professionally     Fully      Openly     Customization
Authors     Developed      Supported   Licensed      Platform
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
(Citation will appear at end of chapter)
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Publish This Book
Publish This Book



v Rebuild the book… (toc, index, pagination, etc.)
Publish This Book



v Rebuild the book… (toc, index, pagination, etc.)

v Generate multiple learning formats…
   • Web-Based Book (HTML)
   • Printed Books (PDF High-Res)
   • Print-it-Yourself Books (PDF Low-Res)
   • Mobile Reader Books (ePub & .mobi for iPad, Kindle, etc)
   • Audio Books (.MP3)
   • Accessible Books (Daisy-Readable and Digital Braille)
Publish This Book



v Rebuild the book… (toc, index, pagination, etc.)

v Generate multiple learning formats…
   • Web-Based Book (HTML)
   • Printed Books (PDF High-Res)
   • Print-it-Yourself Books (PDF Low-Res)
   • Mobile Reader Books (ePub & .mobi for iPad, Kindle, etc)
   • Audio Books (.MP3)
   • Accessible Books (Daisy-Readable and Digital Braille)

v Let students choose the best format for them…
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
In all the years I ve been a professor, we ve never
had the perfect book. Now we do—and it s affordable.
           -Dr. Scott Hunt, Econ Committee Chair, Columbus State CC
Faculty



            Quality                               Open             Choices




 Top      Professionally     Fully      Openly     Customization
Authors     Developed      Supported   Licensed      Platform
Students



            Quality                               Open                                     Choices




 Top      Professionally     Fully      Openly      Customization          Free
Authors    Developed       Supported   Licensed       Platform            Online


                                                                       Web-Hosted

                                                                    Accessible Versions
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Students



            Quality                               Open                        Choices




 Top      Professionally     Fully      Openly     Customization    Free    Format
Authors     Developed      Supported   Licensed      Platform      Online   Choices
Students



            Quality                               Open                                     Choices




 Top      Professionally     Fully      Openly     Customization              Free       Format
Authors     Developed      Supported   Licensed      Platform                Online      Choices


                                                     In Bookstore or Direct-to-Student   Softcover
Students



            Quality                               Open                              Choices




 Top      Professionally     Fully      Openly     Customization    Free         Format
Authors     Developed      Supported   Licensed      Platform      Online        Choices


                                                                                Softcover

                                                                                  Audio

                                                                                   PDF

                                                                            iPad / Kindle / Sony

                                                                                  iPhone
Students



            Quality                               Open                        Choices




 Top      Professionally     Fully      Openly     Customization    Free    Format              Study
Authors     Developed      Supported   Licensed      Platform      Online   Choices             Aids


                                                                                      Audio Study Guides

                                                                                       Online Quizzes

                                                                                      Digital Flashcards
Student Experience
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
PDF page (point out that TOC nav works for pDF) then hit “Full Page”
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Institutional Licensing
Quality                               Open                        Choices




 Top      Professionally     Fully      Openly     Customization    Free    Format      Study
Authors     Developed      Supported   Licensed      Platform      Online   Choices     Aids
Institutional License Model



            Quality                               Open                         Per User
                                                                               Choices
                                                                             Seat License




 Top      Professionally     Fully      Openly     Customization   Digital            Print Options
Authors     Developed      Supported   Licensed      Platform      Rights               Or Rights
Benefits
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
+
      100 rs
         ho
      Aut




u Income
u Market  Share Gain
u Customer Retention
u Behavioral Data
u Social Impact
+                              0
      100 rs                         1,30 ty
         ho                               l
      Aut                            Facu




u Income               u Quality
u Market  Share Gain   u Control (content)
u Customer Retention   u Control (timing)
u Behavioral Data      u LMS/Course Integration
u Social Impact        u Affordability & Access
+                              0                          00
      100 rs                         1,30 ty                  150,0 ts
         ho                               l                        en
      Aut                            Facu                     Stud




u Income               u Quality                  u FreeAccess
u Market  Share Gain   u Control (content)        u Affordable  Choices
u Customer Retention   u Control (timing)         u Immediacy
u Behavioral Data      u LMS/Course Integration   u Predictability
u Social Impact        u Affordability & Access   u Greater Success
Status
AUTHORS                       FACULTY / INST.                           STUDENTS ($)




u    102 authors under contract   u  FA10: 1,250 classes & 85k students    u  50% free to paid conversion
u    74 titles in pipeline        u  $3m+ booked contracts @ for-profits   u  B&W #1; PIY #2
u    24 titles published          u  Wide range of colleges
u    “Top 125” Strategy
University of Texas


                                  Purdue University




     University of Wisconsin




United States Air Force Academy
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Enabling Technology
 & Future Direction
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
In Conclusion...
SOCIAL BENEFITS


      Any college experience produces a measurable benefit
        when compared with no postsecondary education.

Positive correlation between higher levels of education and higher
earnings for all racial/ethnic groups and for both men and women.

  The young children of college graduates display higher levels of
school readiness indicators than children of non-college graduates.

       The income gap between high school graduates and
     college graduates has increased significantly over time.
MORE SOCIAL BENEFITS

                  Longer life spans.
            Better access to health care.
        Better dietary and health practices.
                Great job satisfaction.
   Less dependency on government assistance.
              Greater use of seat belts.
             More continuing education.
               Greater internet access.
     Greater attendance at live performances.
Greater participation in leisure and artistic activities.
                More book purchases.
                 Higher voting rates.
        Greater knowledge of government.
    Greater community service and leadership.
                More self-confidence.
A Lesson From History…
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge
.
                                     TION…
                              DISRUP

Primary schools (Embed Cognitive Neuroscience into Assessment models)

            Scholarly publications (Open Journal distribution)

        Online education (Education 3.0 = Institutional Upheaval)

          Learning assessment (AI-Expert System Branching)

           Learning management systems (Open and Social)

         International markets (Innovation w/o lLegacy Burdens)
ENABLE: Create, Communicate, Control


                                Educate!

      Generatives: Authentication, Certification, Just-in Time, etc.

Leverage New Modalities and Platforms (including Social/Peer Learning)

       Online education (Education 3.0 = Institutional Upheaval)
ENABLE: Create, Communicate, Control


         Partner with “Demand Side” of Education

Deploy Learning assessments (AI-Expert System Branching)

    Learning management systems (Open and Social)

  International markets (Innovation w/o Legacy Burdens)
Reference
v    Flat World Knowledge: Commercial Open Source Textbooks

v    Make Textbooks Affordable: listing of open textbooks and resources (including reports)

v    Connexions: open access repository with over 6,000 educational modules & POD back-end

v    Wikibooks: Wikimedia project begun in 2003 to produce open textbooks that anyone can edit

v    Global Text Project: managed development with global emphasis

v    Community College Consortium for Open Education Resources: promote adoption and development of
      OER s

v    The Assayer: displays lists of open textbooks

v    MERLOT: organized, searchable, and peer-reviewed (some) OER s now also hosting textbooks

v    OER Commons: a federated search site across various search parameters

v    Creative Commons: wealth of information on licensing aspects of opent content
v    Hippocampus: primarily K-12 but growing portfolio of high quality modules in higher ed
v    CK-12 and Curriki: two K-12 providers of open textbooks and modules
v    Lulu: online self-publishing tools, print-on-demand capability, distribution channels & ecommerce
v    Wikeeducator: promotes collaborative authoring and use of OER by providing wiki tools
Resource

SanfordForte@earthlink.net

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Sanford Forte @ Ebook Lab Italia 2011 - Nuovi business model per la scolastica, il caso Flat World Knowledge

  • 1. Keeping Education Accessible and Affordable: Open Textbooks are Good for Education, Business, and Society Nuovi Business Modeli per la scholastica Sanford Forte
  • 3. Education is the black gold of the 21st century
  • 4. Authors Educational Faculty Students institutions
  • 9. What is Open ? No Rights Reserved Public Domain
  • 10. What is Open ? No Rights Reserved Public Domain
  • 11. Open “Rights” The 4R’s of Openness v Reuse – Right to copy and use verbatim copies v Redistribute – Right to share copies v Revise – Right to adapt, rework, and improve v Remix - Right to combine into new OERs
  • 12. ONLINE FREE What is “Open” NOT ? WIKI
  • 13. The $200 Textbook… How Did We Get Here?
  • 22. U
  • 23. U
  • 24. U
  • 25. U
  • 26. Stewart Calculus $205 Campbell Biology $193 U Wade Psychology $140 Mankiw Economics $192 Brown Chemistry $207
  • 34. Source: With Their Whole Lives Ahead of Them by Jean Johnson, Jon Rochkind. Amber N. Ott & Samantha DuPont Prepared with support from the Bill & Melinda Gates Foundation
  • 35. U
  • 36. U
  • 37. U
  • 38. Value Gap Meets the Internet
  • 49. By George, we ll cut the time between editions in half!
  • 51. Open Textbooks by EXPERT AUTHORS Free Online. Affordable Offline. Rewritable Anytime.
  • 52. Authors Faculty Students Quality Open Choices Textbooks
  • 53. Authors Quality Open Choices Top Professionally Fully Authors Developed Supported
  • 54. Authors Quality Open Choices Top Professionally Fully Authors Developed Supported
  • 55. Faculty Quality Open Choices Top Professionally Fully Authors Developed Supported
  • 56. Faculty Quality Open Choices Top Professionally Fully Openly Customization Authors Developed Supported Licensed Platform
  • 69. (Citation will appear at end of chapter)
  • 72. Publish This Book v Rebuild the book… (toc, index, pagination, etc.)
  • 73. Publish This Book v Rebuild the book… (toc, index, pagination, etc.) v Generate multiple learning formats… • Web-Based Book (HTML) • Printed Books (PDF High-Res) • Print-it-Yourself Books (PDF Low-Res) • Mobile Reader Books (ePub & .mobi for iPad, Kindle, etc) • Audio Books (.MP3) • Accessible Books (Daisy-Readable and Digital Braille)
  • 74. Publish This Book v Rebuild the book… (toc, index, pagination, etc.) v Generate multiple learning formats… • Web-Based Book (HTML) • Printed Books (PDF High-Res) • Print-it-Yourself Books (PDF Low-Res) • Mobile Reader Books (ePub & .mobi for iPad, Kindle, etc) • Audio Books (.MP3) • Accessible Books (Daisy-Readable and Digital Braille) v Let students choose the best format for them…
  • 76. In all the years I ve been a professor, we ve never had the perfect book. Now we do—and it s affordable. -Dr. Scott Hunt, Econ Committee Chair, Columbus State CC
  • 77. Faculty Quality Open Choices Top Professionally Fully Openly Customization Authors Developed Supported Licensed Platform
  • 78. Students Quality Open Choices Top Professionally Fully Openly Customization Free Authors Developed Supported Licensed Platform Online Web-Hosted Accessible Versions
  • 80. Students Quality Open Choices Top Professionally Fully Openly Customization Free Format Authors Developed Supported Licensed Platform Online Choices
  • 81. Students Quality Open Choices Top Professionally Fully Openly Customization Free Format Authors Developed Supported Licensed Platform Online Choices In Bookstore or Direct-to-Student Softcover
  • 82. Students Quality Open Choices Top Professionally Fully Openly Customization Free Format Authors Developed Supported Licensed Platform Online Choices Softcover Audio PDF iPad / Kindle / Sony iPhone
  • 83. Students Quality Open Choices Top Professionally Fully Openly Customization Free Format Study Authors Developed Supported Licensed Platform Online Choices Aids Audio Study Guides Online Quizzes Digital Flashcards
  • 89. PDF page (point out that TOC nav works for pDF) then hit “Full Page”
  • 95. Quality Open Choices Top Professionally Fully Openly Customization Free Format Study Authors Developed Supported Licensed Platform Online Choices Aids
  • 96. Institutional License Model Quality Open Per User Choices Seat License Top Professionally Fully Openly Customization Digital Print Options Authors Developed Supported Licensed Platform Rights Or Rights
  • 99. + 100 rs ho Aut u Income u Market Share Gain u Customer Retention u Behavioral Data u Social Impact
  • 100. + 0 100 rs 1,30 ty ho l Aut Facu u Income u Quality u Market Share Gain u Control (content) u Customer Retention u Control (timing) u Behavioral Data u LMS/Course Integration u Social Impact u Affordability & Access
  • 101. + 0 00 100 rs 1,30 ty 150,0 ts ho l en Aut Facu Stud u Income u Quality u FreeAccess u Market Share Gain u Control (content) u Affordable Choices u Customer Retention u Control (timing) u Immediacy u Behavioral Data u LMS/Course Integration u Predictability u Social Impact u Affordability & Access u Greater Success
  • 102. Status
  • 103. AUTHORS FACULTY / INST. STUDENTS ($) u  102 authors under contract u  FA10: 1,250 classes & 85k students u  50% free to paid conversion u  74 titles in pipeline u  $3m+ booked contracts @ for-profits u  B&W #1; PIY #2 u  24 titles published u  Wide range of colleges u  “Top 125” Strategy
  • 104. University of Texas Purdue University University of Wisconsin United States Air Force Academy
  • 106. Enabling Technology & Future Direction
  • 114. SOCIAL BENEFITS Any college experience produces a measurable benefit when compared with no postsecondary education. Positive correlation between higher levels of education and higher earnings for all racial/ethnic groups and for both men and women. The young children of college graduates display higher levels of school readiness indicators than children of non-college graduates. The income gap between high school graduates and college graduates has increased significantly over time.
  • 115. MORE SOCIAL BENEFITS Longer life spans. Better access to health care. Better dietary and health practices. Great job satisfaction. Less dependency on government assistance. Greater use of seat belts. More continuing education. Greater internet access. Greater attendance at live performances. Greater participation in leisure and artistic activities. More book purchases. Higher voting rates. Greater knowledge of government. Greater community service and leadership. More self-confidence.
  • 116. A Lesson From History…
  • 119. . TION… DISRUP Primary schools (Embed Cognitive Neuroscience into Assessment models) Scholarly publications (Open Journal distribution) Online education (Education 3.0 = Institutional Upheaval) Learning assessment (AI-Expert System Branching) Learning management systems (Open and Social) International markets (Innovation w/o lLegacy Burdens)
  • 120. ENABLE: Create, Communicate, Control Educate! Generatives: Authentication, Certification, Just-in Time, etc. Leverage New Modalities and Platforms (including Social/Peer Learning) Online education (Education 3.0 = Institutional Upheaval)
  • 121. ENABLE: Create, Communicate, Control Partner with “Demand Side” of Education Deploy Learning assessments (AI-Expert System Branching) Learning management systems (Open and Social) International markets (Innovation w/o Legacy Burdens)
  • 122. Reference v  Flat World Knowledge: Commercial Open Source Textbooks v  Make Textbooks Affordable: listing of open textbooks and resources (including reports) v  Connexions: open access repository with over 6,000 educational modules & POD back-end v  Wikibooks: Wikimedia project begun in 2003 to produce open textbooks that anyone can edit v  Global Text Project: managed development with global emphasis v  Community College Consortium for Open Education Resources: promote adoption and development of OER s v  The Assayer: displays lists of open textbooks v  MERLOT: organized, searchable, and peer-reviewed (some) OER s now also hosting textbooks v  OER Commons: a federated search site across various search parameters v  Creative Commons: wealth of information on licensing aspects of opent content v  Hippocampus: primarily K-12 but growing portfolio of high quality modules in higher ed v  CK-12 and Curriki: two K-12 providers of open textbooks and modules v  Lulu: online self-publishing tools, print-on-demand capability, distribution channels & ecommerce v  Wikeeducator: promotes collaborative authoring and use of OER by providing wiki tools