Transcript Digital Textbooks/Learning Materials The Ohio Strategic Summit Darlene McCoy, Associate Vice-Chancellor for Affordability and Efficiency, The Ohio Board of Regents Stephen R.

Digital Textbooks/Learning Materials
The Ohio Strategic Summit
Darlene McCoy, Associate Vice-Chancellor for
Affordability and Efficiency, The Ohio Board of Regents
Stephen R. Acker, Research Director
The Ohio Digital Bookshelf Project
Presented to: The ELI Webinar Series April 4, 2011
Ohio’s enrollment growth goal - an additional 210,000 students by 2017
The use of low-cost pathways: Affordability, engagement, and
preparedness- The “big 3” correlation
Current business model- Compound price increase >10%
Strategic Summit- Envisioning a healthy future
✔ The Buyer’s Co-op- Faculty autonomy and student choice
✔ Build ODP Community- Workshops and forums on using digital materials
✔ Open Educational Resources – Reuse, Revise, Remix, Redistribute
Student Research- Accuracy, thoroughness, coverage, engagement, learning tools
✔ (Eric & Shu)- Flat World Knowledge mixed model- “free” digital and pay-for-print
Comparative Pricing- evaluate student indifference curve for price vs. convenience
Blanket licensing- mandatory student license at low contractual price
✔ Skin in the game- Premium payment to publisher for student success
Stair-step pricing- sequential price reduction as edition ages
State procurement- State buys and distributes textbooks and learning materials
Leverage Accessibility Initiatives- Demonstrate UDL benefits of eReader devices
Expand Library Role- Patron acquisition, modular course pack, dynamic licensing
✔ Strategic Planning Symposium- Engage all players to re-vision learning materials
market
Take the survey- Tell us what you think of these strategies!
Strategy #1- The Buyer’s Co-op
• Introduction to Psychology Course (2010 Pilot Launch)
– 23 Colleges and Universities
– Representing 50,000 of 70,000 annual enrollments
– 100 attendees at Digital Pioneers Workshop
– Wide range of results
• U. Cincinnati 500/term $62,000 savings
• OSU 45/term $2,250 savings (off print list)
• OU-Eastern 0/term 0 (digital) savings
• Everything in-between
• Shift to learning platform from text
Strategy #2- Build ODP Community
Strategy #3- Open Educational Resources
• Faculty Innovator Program (30 over 3 years)
– Congratulations to 2011 Faculty Innovator Shu Schiller!
• Stitz and Zeager Pre-Calculus and Trigonometry Book
– Creative Commons 3.0 (BY-NC-SA)
• University System of Ohio-Flat World Knowledge Pilot
Catalyst for Strategy #3
Average tuition and fees at public
two-year institutions
$3,474
Average savings on
new Algebra textbook*
$153
Percent of tuition
4.4%
*Net use savings for full OER adoption is $66.75 w/60% printing @ $20
66.75=(78.75-12)=[(153 x .1)+($76.50 x .1) + ($124 x .2) + $62 x .5) + (0 x .1)]-[(0 x .4) +(20 x .6)
Strategy #5- Flat World Knowledge Mixed Model
Strategy #8- “Skin in the game”
Bailey, Wathington & Brock, 2010
Strategy #13- Policy Symposium
Player
Provocation
Keep
Change
Publisher
Skin in the game
Hi-quality content
Business models
Bookstore
Print-on-demand
Student service
orientation
Focus on market
share not margin
Library
Dynamic timebased licensing
Search and
discovery strategies
Mission- balance
use and collection
Faculty
SEIs on tech use
and affordability
Focus on learning
Awareness of
affordability
State
Shared Bookshelf
Synergies of scale
and community
Bureaucratic
processes
Student
Success contract
Aspirations
Preparedness
Ohio Digital Bookshelf Goals
• Increase student learning
• Reduce Cost increases of 8-13% per year
• Generate improved ROI
ROI=Learning Outcomes/Cost
• React to, and help shape, disrupted marketplace
• Escape the “tragedy of the commons”
• Cultivate the “new digital commons”
Contacts
• Darlene McCoy ([email protected])
– Associate Vice Chancellor of Affordability and Efficiency
• Stephen R. Acker (acker.1 at osu.edu)
– Research Director, The Ohio Digital Bookshelf
Darlene McCoy
Associate Vice-Chancellor
The Ohio Board of Regents
John Magill
Steve Acker (acker.1 at osu.edu)
Executive Director Research Director Ohio Digital Bookshelf
OhioLINK
OhioLINK/The Ohio Board of Regents
Strategy #4 Student Research
University of Cincinnati Psi Chi
Research (02/01/11)
Strategy #6- Comparative Pricing
Strategy #7- Blanket licensing
Strategy #9- Stair-step pricing
• OSU 2010 3rd term data (n=1,500; New=$100;
Used=$80; Digital=$50; Buyback=$50)
– Publisher Revenue under current pricing:
• (1,500 x .02= 30 x $100) + (1,500 x .03= 45 x $50) = $5,250
– Publisher Revenue break even with under Digital Bookshelf pricing (1,500 x
.02= 30 x $100) + (1,500 x .05= 75 x $30) = $5,250
– Break even= 30 unit increase in digital sales
• Stair-step pricing refinement
– 60% off-list of new edition
– 65% off-list second academic term
– 75% off-list second year and beyond
Strategy #10- State procurement
Strategy #11- Leverage Accessibility
• Evaluate and promote “born digital” content
for accessibility
– Annual A-DRM Conference
– AMAC membership for USO
– Digital formats (ePub, .mobi, Daisy,
VitalSource 5.4) and eReaders for
accessibility
– Leverage UDL for learning
Strategy #12- Expand the library role
• Modular content mapped to learning
objectives
– OhioLINK as modular digital bookshelf
– OhioLINK as information curator
– Individualize based on learning styles
– Pathfinders (FindingDulcinea)
– Patron acquisition or carte blanche?
– Pricing simultaneous use licenses?
QUESTIONS?
Image credits: sky, book
Emerging Solutions
to Textbook Affordability
by
Eric Frank
Founder & President
Flat World Knowledge
Old Business Models Stand in the Way.
The $200 Textbook
Stewart Calculus $205
Campbell Biology $193
Brown Chemistry $207
Wade Psychology $140
Mankiw Economics $192
Ross Corp Finance $205
The Pain is not
evenly distributed.
“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
Students Respond
(internet’s disruptive impact on textbook industry)
Students Respond
(internet’s disruptive impact on textbook industry)
Publishers React
Students Respond
(internet’s disruptive impact on textbook industry)
Publishers React
Authors
Faculty
Students
Solution:
Open Textbooks
Open Textbooks by EXPERT AUTHORS
Authors
Faculty
Students
Great
Textbooks
Openly
Licensed
Student
Choices
Authors
Great
Textbooks
Top
Authors
Professionally
Developed
Openly
Licensed
Fully
Supported
Student
Choices
Faculty
Great
Textbooks
Top
Authors
Professionally
Developed
Openly
Licensed
Fully
Supported
Student
Choices
Faculty
Great
Textbooks
Top
Authors
Professionally
Developed
Openly
Licensed
Fully
Supported
Openly
Licensed
Customization
Platform
Student
Choices
Faculty
Great
Textbooks
Openly
Licensed
“4R’s of Open”
Top
Authors
Professionally
Developed
Fully
Supported
Customization
Platform
Reuse
Redistribute
Revise
Remix
Student
Choices
“Publish”
1. Rebuild the book (toc, index, pagination, etc.)
2. Generate multiple learning formats
•Web-Books (HTML)
•Soft Cover Books (PDF High-Res)
•Print-it-Yourself Books (PDF Low-Res)
•Mobile Reader Books (ePub & .mobi for iPad, Kindle,
•Audio Books (.MP3)
•Accessible Books (Daisy-Readable and Digital Braille)
etc.)
3. Let students choose best format for them
Faculty
Great
Textbooks
Top
Authors
Professionally
Developed
Openly
Licensed
Fully
Supported
Openly
Licensed
Customization
Platform
Student
Choices
Students
Great
Textbooks
Top
Authors
Professionally
Developed
Openly
Licensed
Fully
Supported
Openly
Licensed
Customization
Platform
Student
Choices
Free
Online
Web-Hosted
Accessible Versions
Students
Great
Textbooks
Top
Authors
Professionally
Developed
Openly
Licensed
Fully
Supported
Openly
Licensed
Customization
Platform
Student
Choices
Free
Online
Format
Choices
Students
Great
Textbooks
Top
Authors
Professionally
Developed
Openly
Licensed
Fully
Supported
Openly
Licensed
Customization
Platform
Student
Choices
Free
Online
In Bookstore or Direct-to-Student
Format
Choices
Softcover
Students
Great
Textbooks
Top
Authors
Professionally
Developed
Openly
Licensed
Fully
Supported
Openly
Licensed
Customization
Platform
Student
Choices
Free
Online
Format
Choices
$35 / $70
Softcover
$40 / $2.50
Audio
$25 / $2.50
PDF
$25
iPad / Kindle / Sony
$25
iPhone
FREE
Web Book
Students
Great
Textbooks
Top
Authors
Professionally
Developed
Openly
Licensed
Fully
Supported
Openly
Licensed
Customization
Platform
Student
Choices
Free
Online
Format
Choices
Study
Aids
Audio Study Guides
$14.95 / $2.50
Online Quizzes
Digital Flashcards
44% Free Only
Model Two
“Flat World Knowledge offered
the Business School a bulk rate of
$20 per student, per course that
allows users to download digital
textbooks, audio versions, iPad
editions, as well as study aids..”
Results
Equal
or Greater Income
Rapid Share Gain
Greater Customer Retention
Broad Impact
Content That “Fits”
Textbook as Platform – Control
Course / Online Integration
Student Access & Affordability
Quality
Free
Access
Affordable Choices
Mobility & Learning Style
Improved Completion Rates
“…the pilot was a tremendous
success. The retention rate was 90.2
percent, representing an increase of
10 to 15%... For an educator, it
doesn’t get any better than that.”
Conclusion
Knowledge is the black gold of the 21st century.
Image credits: sky, book
Emerging Solutions
to Textbook Affordability
by
Eric Frank
Founder & President
Flat World Knowledge
Key Economics
Unit Sales Comparison:
vs. Traditional Model
Unit Sales
100
FWK
Trad
0
Sem 1
Sem 2
Sem 3
Sem 4
Sem 5
Unit Sales Comparison:
vs. Traditional Model
Unit Sales
100
FWK
Trad
0
Sem 1
Sem 2
Sem 3
Sem 4
Sem 5
Unit Sales Comparison:
vs. Traditional Model
Unit Sales
100
FWK
Trad
0
Sem 1
Sem 2
Sem 3
Sem 4
Sem 5
Comparison of Potential Author Earnings:
vs. Traditional Model
Royalties
(cumulative)
$
FWK
Trad
Sem 1
Sem 2
Sem 3
Sem 4
Sem 5
Where Headed?
User-Gen
Marketplace
Self-Assessment &
Individualized Paths
P2P
Tutoring
Great
Textbooks
Top
Authors
Professionally
Developed
Openly
Licensed
Fully
Supported
Openly
Licensed
Customization
Platform
Data
Sales
Etc.
Student
Choices
Free
Online
Format
Choices
Study
Aids
QUESTIONS?
QUESTIONS?