Blackboard, Inc'

1
Blackboard, Inc.

• Lisa Anderson
• Christina Bianca
• Mary Kate Burke
• Aurela Jucja
• Patrick Rutz

2
Competitive Advantage

• Blackboard focuses on different markets
• Higher Education
• Corporate Associations
• K-12
• Government
• Its competitors focus on only the higher
  education market
• Jenzebar
• SunGard Higher Education
• eCollege.com includes K-12 and post secondary
  education market.

3
Products Services

• 2200 education institutions, over 60 countries
• Management of
• E-Learning
• Transaction Processing
• E-Commerce
• Online Communities
• Blackboard software
• Closed Source
• Open Architecture
• Building Blocks
• extend the functionality of Blackboard products
• Blackboard Vista and Campus Edition products
  available via PowerLinks

4
Product Line

• The Blackboard Academic Suite
• The Blackboard Learning System
• Virtual learning environment offers Instructors a
  robust set of tools, functions, and features for
  teaching
• Purpose to add online elements to courses
  traditionally delivered face-to-face to develop
  completely online courses with few or no
  face-to-face meetings
• The Blackboard Community System
• engages students in academic and co-curricular
  collaboration through communities,
  personalization , e-commerce
• provide one-stop access to critical services
• The Blackboard Content System
• Features a strong core set of capabilities that
  allow students, faculty and staff to exchange,
  reuse and share individual work
• Bridges content across learning communities
• creates a progressive path of achievement across
  all stages of academic careers

5
Product Line (Continued)

• The Blackboard Commerce Suite
• The Blackboard Transaction System Transaction
  Processing System linked to university IDs
• The Blackboard Community System an e-commerce
  front end for the Transaction System
• Bb One a network of commercial and retail
  businesses that accept Blackboard-powered debit
  cards
• WebCT, Inc. products sold to institutions
  desiring discussion boards, mail systems, live
  chats, etc.
• distribute course materials
• communicate with students
• help organize students
• facilitate student group work
• deliver online quizzes and exams
• manage student marks
• Blackboard Vista
• allows several institutions to share the cost of
  hardware and licensing
• Blackboard Campus Edition
• a course management system that enables smaller
  hosting
• Cost of hardware licensing is not limited to
  just one server

6
Channels ofDistribution
Blackboard's success is due, in no small part,
to strategic alliances. including network
performance monitoring/measurement, alliance
turn-arounds, co-opetition, and using alliances
to innovate.

• Dependent upon Strategic Alliances
• Software Content
• Microsoft - .NET Enterprise Servers such as
  Microsoft Windows 2000 Datacenter Server, SQL
  Server 2000 and Exchange 2000 Server, Microsoft
  Passport (user authentication)
• Giunti Interactive Labs jointly developed
  eXact with Blackboard Building Blocks
• Integration
• Product Quality Partners, Inc - Blackboard
  Enabled Compatibility Program
• Educational Distribution
• The League International organization dedicated
  to community colleges through innovation,
  established in 1968. Blackboard is a part of the
  Alliance.
• National Institute for Staff Organizational
  Development (NISOD) educational staff training
  services
• Course Technology (division of Thomson Learning)
  - Course Cartridge Catalog
• Reported by Strategic-alliances.org to have
• over 280 partners worldwide, June 2007.

7
Locations
World Headquarters Washington DC United
States Phoenix AZ San Francisco CA Lynnfield
MA Sherman Oaks CA International Vancouver,
Canada Sydney, Australia Beijing,
China Kotlarska, Czech Republic Amsterdam,
Netherlands
8
Pricing Strategies

• Old method (till May 2002)
• License software depending on the number of
  servers
• Price penetration
• Current method
• Based one license price and the volume of users
• Larger schools absorbed prices increases
• License prices are based on a maximum number of
  users
• Difficult to obtain actual numbers due to pricing
  structure
• 2004-2005 Colleges/Organizations
• 3,000 users and 1-26 courses 4, 750
• 3,000 users and 26- 75 courses 9,500
• Competitors pricing strategies
• Ecollege.com pay as you grow pricing structure
  that is per student based

9
Promotions

• Media
• Website on Internet
• Press Releases
• Blackboard Learn Release 9 Familiarity Overview
  for CE and Vista clients
• Blackboard Partners With Acxiom to Bring
  Enhanced Student Verification to Colleges and
  Universities 
• Mobile Phones (Blackboard Connect - via voice,
  e-mail, SMS text messaging and networked digital
  signage)
• BlackboardTV Channel
• Ask Dr. C (QA service)

• Sponsorships
• BbWorld
• BbWorld Commerce
• BbWorld Europe
• BbSummit Events
• Developers Conference
• Global Sponsorship Program
• Webinars and Demos
• Endorsements
• Blackboard Blogs
• Testimonials

10

• Thank You

Lisa Anderson Christina Bianca Mary Kate
Burke Aurela Jucja Patrick Rutz