eCommerce, eBusiness, eEducation: Change is the Only Constant

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e-Commerce, e-Business, e-EducationChange is
the Only Constant
Professor J C Taylor, The University of Southern
Queensland, Australia
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The transition from the Industrial to the
Information Age was encapsulated by Dolence and
Norris (1995), who argued that to survive
organisations would need to change from rigid,
formula driven entities to organisations that
were fast, flexible and fluid.
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• Joseph Schumpeter (1934) predicted that every 50
  years or so, technological revolutions would
  cause
• "gales of creative destruction
• in which old industries would be swept away and
  replaced by new ones.

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TECHNOLOGICAL CHANGES

• Steam Power - 1780s to the 1840s
• The Railways - 1840s to the 1890s
• Electric Power - 1890s to the 1930s
• The Motor Car - 1930s to the 1980s
• Information Technology - 1980s to ?

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PACE OF CHANGE

• 1. Radio
• 50 million users in 38 years
• 2. Television
• 50 million users in 13 years
• 3. The Internet
• 50 million users in 5 years
• Current prediction
• One billion users by the year 2003

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• Internet commerce will rise from the current
  level of US2.6 billion to US220 billion by the
  year 2001
• (Witts, 1998)

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• 'The death of distance as a determinant of the
  cost of communications will probably be the
  single most important economic force shaping
  society in the first half of the next century'.
• Cairncross (1997)

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GETTING IT WRONG

• Thomas Watson, Chairman of IBM, 1943

I think there is a world market for maybe five
computers.
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GETTING IT WRONG

• Ken Olsen, Chairman of Digital Equipment
  Corporation, 1977

• There is no reason why anyone would want a
  computer in their home.

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GETTING IT WRONG

• Western Union Internal Memo, 1876

• This telephone has too many shortcomings to be
  seriously considered as a means of communication.
  The device is inherently of no value to us.

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• We need forward looking thinkers like Charles H
  Duell, Commissioner, US Office of Patents, 1899

• Everything that can be invented has been
  invented.

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• Education must lay the foundation for the success
  of the global economy.

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Four Generations of Distance Education Technology

• The Correspondence Model
• The Multimedia Model
• The Telelearning Model
• The Flexible Learning Model

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CHARACTERISTICS OF DELIVERY TECHNOLOGIES
MODELS OF DISTANCE EDUCATION AND
ASSOCIATED DELIVERY TECHNOLOGIES
FLEXIBILITY
HIGHLY REFINED MATERIALS
ADVANCED INTERACTIVE DELIVERY
Time
Place
Pace
FIRST GENERATION- THE CORRESPONDENCE MODEL
Print
Yes Yes Yes Yes No
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CHARACTERISTICS OF DELIVERY TECHNOLOGIES
MODELS OF DISTANCE EDUCATION AND
ASSOCIATED DELIVERY TECHNOLOGIES
HIGHLY REFINED MATERIALS
ADVANCED INTERACTIVE DELIVERY
FLEXIBILITY
Time
Place
Pace
SECOND GENERATION- THE MULTIMEDIA MODEL
Print Audiotape Videotape
Computer-based learning (eg CML/CAL)
Interactive video
Yes Yes Yes Yes
No Yes Yes Yes Yes
No Yes Yes Yes Yes
No Yes Yes Yes Yes
Yes Yes Yes Yes Yes
Yes
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CHARACTERISTICS OF DELIVERY TECHNOLOGIES
MODELS OF DISTANCE EDUCATION AND
ASSOCIATED DELIVERY TECHNOLOGIES
HIGHLY REFINED MATERIALS
ADVANCED INTERACTIVE DELIVERY
FLEXIBILITY
Time
Place
Pace
THIRD GENERATION- THE TELELEARNING MODEL
Audioteleconferencing Videoconferencing
Audiographic Communication Broadcast TV/Radio
and Audioteleconferencing
No No No No
Yes No No No No
Yes No No No Yes No
No No Yes
YesYes
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MODELS OF DISTANCE EDUCATION AND
ASSOCIATED DELIVERY TECHNOLOGIES
CHARACTERISTICS OF DELIVERY TECHNOLOGIES
HIGHLY REFINED MATERIALS
ADVANCED INTERACTIVE DELIVERY
FLEXIBILITY
Time
Pace
Place
FOURTH GENERATION- THE FLEXIBLE LEARNING MODEL
Yes Yes Yes Yes Yes Yes
Yes Yes Yes Yes
Interactive multimedia (IMM)
Internet-based access to WWW resources
Computer mediated communication (CMC)
Yes Yes Yes No Yes
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Tyranny of distance
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Existing Predominant Mindsets

• Tyranny of Proximity
• Tyranny of Futility
• Tyranny of Eternity

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Changing a university is like moving a graveyard
-----

• it is extremely difficult and you dont get much
  internal support.

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The typical collegiate decision making process

• Deliberation
• Documentation
• Reflection
• Review
• Refinement

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Through consideration by a series of learned
groups often including

• A working party
• At least one committee
• Several Faculty Boards
• The Academic Board
• The Vice-Chancellors Executive Committee
• The University Council

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Change is the only constant.
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Governments throughout the world are privatising

• "The Commanding Heights The Battle between
  Government and the Marketplace that is Remaking
  the Modern World
• Yergin and Stanislaw (1998)

• ? Not abstract theory, but an ...astonishing
  empirical phenomenon.

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• Politicians and business leaders have developed a
  sincere commitment to competition in the free
  market, which they believe will engender
  widespread public benefits, including higher
  quality and more choice at lower cost to the
  consumer (the student).

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• More courses available online means more
  competition for fee-paying students and the
  emergence of the global higher education economy.

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Examples, telecampus, etc
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The Global Higher Education Economy

• The death of distance
• Rapid increase in dual mode institutions
• Economic rationalism
• User-pays-for-quality-service
• Market driven

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USQ A Case Study in Organisational Development
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USQ

• Established 1967
• Moved to Dual Mode 1977
• ISO 9001 Accreditation 1997
• ICDE Institutional Prize of Excellence 1999

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USQ Faculties

• Arts
• Business
• Commerce
• Education
• Engineering Surveying
• Sciences

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USQ Enrolments by Faculty 1999
Course Type Off-campus Students Arts 49
.8 Business 85.5 Commerce 85.7 Education
60.8 Engineering Surveying 73.6 Sciences
58.2 TOTAL 73.7
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USQ Organizational Chart
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Australian Students

• Queensland 8,343
• New South Wales ACT 1,462
• Victoria 315
• Western Australia 126
• South Australia 121
• Northern Territory 108
• Tasmania 70
• Australians living overseas 338
• TOTAL 10,883

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Off-Shore Students

• Malaysia 1,355
• Singapore 759
• Hong Kong 358
• South Africa 111
• Pacific Islands 102
• United Arab Emirates 46
• Thailand 41
• Total, including students from 60 other
  countries 3,034

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Nature of USQs Off-campus Population 1999
Students Age Total Under 20
2 20-24 21 25-29 25 30-34 18 35-39
15 40-49 16 50-59 3 Over 59
0 TOTAL 100
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DEC Organizational Structure
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UNIVERSITY OF SOUTHERN QUEENSLAND
Instructional Design Specialist
Subject Matter Expert(s)
Subject Matter Moderator
Graphic Design Specialist
Audio-visual Media Specialist
Instructional Technology Specialist
MULTI - DISCIPLINARY UNIT TEAM
MULTIMEDIA MATERIALS
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UNIVERSITY OF SOUTHERN QUEENSLAND
UNIT TEAM APPROACH Generator Model
Subject Matter Expert(s)
Instructional Designer
Subject Matter Moderator
INSTRUCTIONAL BLUEPRINT
INSTRUCTIONAL STRATEGIES PLANNING COMMITTEE
SAMPLE MODULE
TOTAL UNIT DEVELOPMENT
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Higher Education Provision for the 21st Century

• The transition from the Industrial to the
  Information Age involves transitions from rigid,
  formula driven organisations and industrial
  models to organisations that are fast, flexible,
  and fluid
• (Dolence Norris 1995, p.31)

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ISO 9001 Quality Certification

• Courseware design and development
• Project management
• Audio and video production
• Photographic services
• Distance learning evaluation
• Examination preparation and production
• Telecommunications support
• Microcomputer support
• Systems administration

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ISO 9001 Quality Certification

• Courseware production and distribution
• Multimedia development
• Graphics design
• Instructional design research
• Electronic publishing
• Student support systems
• Technical consultation, installation and repairs
• Network design and maintenance
• Organizational management

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ITS Benchmark
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http//www.usqonline.com.au
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Management Structure of Online Initiatives
Faculties
Academic Board
Information Infrastructure and Services Committee
VCC
Online Teaching Management Committee
Online Systems Management Committee
Online Marketing Management Committee
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• 1 Marketing USQOnline - Incentives for staff
• 2 USQOnline Support Centre
• 3 USQNet

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Bretten, Germany
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• 'It was the best of times, it was the worst of
  times, it was the age of wisdom, it was the age
  of foolishness, it was the epoch of belief, it
  was the epoch of incredulity, it was the season
  of Light, it was the season of Darkness, it was
  the spring of hope, it was the winter of despair,
  we had everything before us, we had nothing
  before us, we were all going direct to Heaven, we
  were all going direct the other way' (Dickens,
  1859).

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Stanislaus Smedley, a man always on the cutting
edge of narcissism, was about to give his body
and soul to a back alley sex-change surgeon to
become the woman he loved.
Edward Bulwer-Lyttons notorious opening
sentence of his book, Paul Clifford