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Evolving Business Models in eLearning   Volume 3 • Section 4: The Competitive Landscape • Section 5: Demand-Side Drivers • Section 6: Market Strategies March 2002 Author: Tom Barron About This Report Table of Contents   Download Volume 3 (pdf) Go to Volume 1  >> Go to Volume 2  >> About This Report Corporate eLearning is in the midst of rapid change. Once an emerging market with bright potential, the corporate-eLearning market is growing up to become an established industry with a positive early track record. In the past year, an array of eLearning technologies have coalesced into defined categories, which have enjoyed various degrees of market success. Moreover, the corporate-eLearning industry, once a cottage industry of mostly small technology start-ups, is increasingly attractive to larger technology players and professional-service firms. In turn, an assortment of compelling case studies in recent months have begun to provide evidence of eLearning’s benefits to business, not only in offering lower-cost employee training than is possible using traditional means but also in enhancing companies’ intellectual capital and competitive edge. The Learning-on-Demand (LoD) Program of SRI Consulting Business Intelligence has been tracking these developments with an eye to helping eLearning providers and adopters adjust to the new realities of the maturing corporate eLearning market. LoD analysts have zeroed in on six areas that are relevant to companies seeking successful business models in eLearning. These areas explore the broad developments that will affect the strategies of existing eLearning providers and new market entrants, including technology-based developments, such as the advancing capabilities of Web hosting and the move toward object-based eLearning content; business developments, including the growth of vendor alliances and partnerships with established technology and consulting firms; demand-side factors that are influencing the evolution of eLearning; and market strategies that are finding firm footing in today’s soft market. We welcome feedback about this report and the program, and we encourage you to contact us with any questions or suggestions. For more information, contact Eilif Trondsen, director, Learning-on-Demand (LoD) Program; telephone: +1 650 859 2665; fax: +1 650 859 4544; e-mail: etrondsen@sric-bi.com. We appreciate your support of our program and look forward to working closely with you as a Learning-on-Demand sponsor. Table of Contents Section 4: The Competitive Landscape 1   Broadening Competitive Threats 1   Learning-Management Platforms 2     Enterprise-Software Firms 3     Technology Giants 4     Big Five Spin-Offs 5     KM-Platform Developers 5     Technology Integrators 5     Niche Platform Competitors 5     Developers of Web-Content-Management Systems 6   Content-Based Competitors 6     University-Based Competitors 7     Vertical-Market Specialists 7   Other Potential Competitors 8     Videoconferencing Developers 8     Streaming-Media Companies 8     Telecommunications Providers 9   Ramifications for eLearning Providers 9 Section 5: Demand-Side Drivers 10   Efforts to Characterize Demand 10   The eLearning-Demand Landscape 11     Certification-Driven Markets 12     Regulation-Driven Markets 13     Training-Intensive Markets 15     Multinational Organizations 15   Vertical-Market Leaders 16     Financial-Services Firms 16     Information-Technology Firms 17     Life-Sciences Industry 18     Telecommunications Firms 18     Government Organizations 19   Success Factors among eLearning Adopters 20     Blended Learning 20     Synchronous-Learning and Collaboration Tools 22     Content Quality 22 Section 6: Market Strategies 23   Provider Types versus Market Approaches 23   Common Success Factors 24     Successful Brand Building 25     Focus on Quality 27     Financial Strength 28   Successful Market Approaches 31     Comprehensive Solutions 32     International Growth Strategies 33     Relationships with Distribution Partners 34     Efforts to Target Large Businesses 35   Tables Major eLearning Adopters in the Financial Industry 17 Telecommunications Firms and eLearning Providers 19 Types of Providers and Target Markets 24 Click2learn Revenue and Expenses 30 U.S. eLearning Providers in Japan 34   Figures Potential Competitors to Pure-Play eLearning Providers 2 Competitors in Learning-Management Platforms 3 Key Drivers of eLearning Demand 12 Blended Learning Solutions 21 eLearning-Vendor Consolidation 32   Boxes LGuide’s Review of Content Quality 27

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