Drs. Ing. C.J. (Cees) Brouwervice president Open University Netherlands

Educa Berlin, November 3 - 5, 2008

Open Educational Resources:the Dutch Lifelong Learning case and a Business Case perspective

Agenda

Mission Open University NL OpenER project

characteristics Results Lessons learned

Future strategy Open University NL Business model Customer life and study cycle

Mission OUNL

OUNL develops, delivers, and advances high-quality and innovative higher education distance learning, collaborating in networks and alliances

Being the University for Lifelong learners OUNL highlights the diverse learning needs of people in their course of life and the necessity to considerably increase the knowledge and competence level in society

OpenER - project

• launched december 2006• with grants NL-Ministry and Education Hewlett Foundation

• more access non-traditional groups to Higher Education (HE)• extend opportunities for lifelong learning using an e-learning

approach

• lowering existing thresholds: institutional, formal, financial, social,

time, place, pace• making access easy and attractive• transfer gradually from informal to formal learning

• much attention from the media, education stakeholders and the (inter)national scientific and professional community

OpenER - Characteristics

• High-quality and attractive self-study learning materials• Small course unit size (25 hours, some 4 hours)

• Some courses offer self-tests or are linked to TV-programmes• Open and flexible in its most ultimate form

• Opportunities for formal testing (not for free!) and certification as a starting point for a full study

• Dutch language being used (no English …)

• Efficient explorative step-by-step investment in time / effort (not in money): temptation approach

• Research, evaluation and effect measurements

OpenER – the site:www.opener.ou.nl

OpenER - impressions

• Running term • extended from Dec. 2007 to June 2008 (with same budget!)

• Outcomes exceed intentions• number of courses 15 (now), 16 (intended), 25 (expected)

• Outcomes outrange targets• > 550.000 unique visits of website since launch (end 2006)• 60% of the visitors did not participate in HE before • over 4400 registered learners

• OER offered affects future choices (1500 filled questionnaires)• 37% has plans for buying courses on the level of HE• of existing OU-students 69% indicated that this project affects

their further study plans• 10% of actually newly registered students via OpenER (Spring 2008)

OpenER - general survey results

Age, HE participation, visitors 71% of population aged 25-55 yrs 43% didn’t participate in HE before 73% returning visitors

Reasons for visit (>1 choice) 61% follow a free course 21% ability test on university level 44% try-out of a study at OUNL 5% reuse material in own courses

Use of materials 20% did not look through

any course 37% browsed through a

course 43% studied a course

Study plans 75% not involved in any formal

learning 17% intends to start a formal study

in HE 37% intends to buy courses on HE

level 87% indicates that OpenER

affects their further study plans

OpenER - course related surveys

Two types of forms, since August:

643 of type A: only looked through introduction

156 of type B: studied most of the material

Some results type A (80% population)

Why do you visit this website? 37% free course 35% test for level 31% curiosity Does this course meet your

expectations? 97% yes (e.g. self

study,interesting, . . .)

Some results type B (20% population)

45% first time visitor 50% less than HE level 81% course meets

expectations 66% completed the course 54% wants to do formal

examination (not for free) 69% influenced by OpenER in

study plans (of which 3%: I do NOT want to study)

OpenER - lessons learned

• Support of top management (deans of the OUNL Schools) is crucial for progress / success

• Setup separate from regular operations, keep it ‘small’, manageable and technologically simple

• Identify OER champions, extend their enthusiasm to others and build on feelings of competition between the Schools

• Rely on quality awareness and competency of OUNL course developers and offer maximum support for content processing

• External funding helps in this respect

OpenER - future strategy OUNL

• executive board positive attitude towards OER

• scenario• Minimum scenario: continue OpenER approach, with further

funding externally or (partly) by the OUNL marketing budget• Advanced scenario: (a) All OUNL learning materials in OER (major

government funding …), or (b) a new OER Initiative?

• dependencies• national LLL policy, and business model adaptations

Business model – a customer focus

Productview Bachelors and masters of science,

professional masters, single courses, mini modules

Learning experiences, knowledge enrichment

Services, services and services Form, medium, price/performance

Marketview students!

Students?? Paying customers! Business mgt, HRM strategy

Other involvement, result driven within a short period of time, LLL packages

INFRASTRUCTURE

CORECAPABILITIES

VALUECONFIGURATION

PARTNERNETWORK

OFFER

VALUEPROPOSITION

CUSTOMER

TARGETCUSTOMER

DISTRIBUTIONCHANNEL

CUSTOMERRELATIONSHIP

FINANCECOST

STRUCTUREDISTRIBUTION

CHANNEL

The customer in the centre

The driver for all interaction with the student is

the context of the student The student is located in a specific “phase of life”

with specifc needsMotivation to study is connected with these phases: Personal development, to work on competences, for your own

good of your job Carreer Knowledge development

A student finds himself also in a certain phase of

the “study cycle” In a life time a student can have more than one

study cycle: ‘life-long-learning’

Choose

Order

Orientation

Receive

Study

* Circle of Life, TNO Informatie- en Communicatietechnologie

A life long learning: learn to learn, learn to choose, learn to ‘grow’, learn to share, learn to experience

teenagers study singlestarter

singlecarreer

living togethercarreer

family withyoung children

family withteenagers

emptynesters

pensioner

experiencebecomes

seriousnesswant to learn want to learnwant to learn

experiencebecomes

seriousness

experiencebecomes

seriousness

build up CV

build up CV build up CV

flexibleoffer

flexibleoffer

flexibleoffer

fast & short

fast & short

fast & short

mental fittness

mental fittness

mental fittness mental fitness

comfort

spare time

social benefit

in local area

in local areacomfort

comfort

carreeroffer

community

community

community

initial info - sources

initialinfo-sources

personalisededu offer

personalisededucation offer

personalisededucation ofer

personalisededucation offer

carreeroffer

carreeroffer

added value

services

added value

services

added value

services

addedvalue

services

addedvalue

services

Circle of Life: Phases of lyfe for the future needs

Circel of life – learning moments

Schoolcontext

tertiairsecundairprimair

course

Working context

Other contexts

Informal learning activity

Nonformal learning activity

coursecourse

coursecourse

course

course

workEducation Nonformal

learning activity

Nonformal learning activity

Nonformal learning activity

Nonformal learning activity

Nonformal learning activity Nonformal

learning activity

Nonformal learning activity

Informal learning activity

Informal learning activityInformal

learning activity

Informal learning activity

Informal learning activity

Informal learning activity

Informal learning activity

Informal learning activity

course

time frame

portfolio target

personal development

plan

OUNL BaMa

Three Interaction themes with students

The needs of (potential) students translated in three interaction themes:

Per theme different instruments Choice of instrument per targetgroup

The OU knows me‘Personal’

Interaction in line with customer needs

I am connected‘Study together’

Fysical and virtual contact with students and teachers

The OU will follow me‘Contact’

We will be in contact before, during and after

your study period

The OU knows me – ‘Personal’

Choose

Order

Oriëntation

Receive

Study

Personal study advice

Personal bookmarks

Other students who choose this course, did also choose..*

Tailor made brochure*

Tips; interesting information as meetings, activities and news on courses (SMS, RSS, e-mail)

Ordering interesting book with discount

What about my order? (personal page)

Call me*, (video)chat

Contact with students

Podcast/vodcast of colleges

My studyplanner

Course reviews/testimonials by fellowstudenten*

Make your own choice how to receive information

My teaching schedule

Visualisation of study progress

DigiD**

Pay creditcard, iDEAL, …

* Uitgewerkt in visualisatie** Regelgeving moet onderzocht worden.

The OU will follow me – ‘We keep in touch’

Choose

Order

Orientation

Receive

Study

Customer surveys with phone follow-up)

Study alert: think of your exam? (SMS/e-mail)

News about courses

During study

Alumni network

Tips about interesting jobs

Tip: interesting key note speaker

New courses

Study trip with OU teacher

Newsletter

Traineeposts

OU MSN buddy

Newsletter

Contact with business people

In between and after studies

I am connected – ‘ Study together’

choose

order

orientation

Receive

Study

Virtual study groups

(Video) chat with teachers

Meet student of the neighbourhood

Weblog/webpage with studygroup Who’s online? (teachers, students)

(Video) call with teachers

Virtual lectures

Forum (students, teachers, business people)

Have a studytrip togehter

Teacher invitation for virtual study group meeting

Book online meeting room

Upload of notes

Value chain – business to consumer

Consumer needs open access Time and location independent Compatible with work and family life - flexibility

OU NL educationportfolio

DepartmentA

DepartmentZ

company

DepartmentA

DepartmentZ

company

Value chain – business to business

Business to Consumer

change in needs

Business to business

new markets and targetgroups

new demands

DepartmentA

DepartmentZ

company

DepartmentA

DepartmentZ

company

OU NL educationportfolio

EVC, assessmentCarreer coachStudyplannerPersonal development plan

EVC, assessment on department or company level

Personal development planningCarreer and education plansAcademy – themes, company

OU NL services

OU NL “products”

(Future) portfolio OUNL

CONSUMER CUSTOMER

Bachelor Master Packages of modules Single modules Services: study planning,

exam training, extra coaching

mini modules Even smaller actual offers

Other media

Subscription model

BUSINESS CUSTOMER

Blended forms Distance learning Train together Theme academies Competences, function

families

Spin offs

LEARNING EXPERIENCES

New products and services

Carreer round abaut Research PoPs, functiefamilies,

competenties, doorlopende leerlijn

Health care, projectmanagement

Spin offs Networking Open College

for Professional Development Opener Academic experience Business model met LLL services Free content LLL services Certificering, diplomering Accreditering Begeleiding

Membership for life Andere uitlevervormen

multimedia, andere stukken content, toegevoegde waarde

OU NL services

OU NL “products”

Value proposition

DepartmentA

DepartmentZ

company

DepartmentA

DepartmentZ

company

OU NL basiceducation portfolio

Subscription

registrtion

OER tools and testOER

material

The ouside world – unregistered

People who know to find OUNL (adequate poresentation) Volontary registration, identity known, accessible Customer who pays for services

Future OER Strategy OUNL

OpenER gave results in terms of measured effects, ingredients for the national LLL policy, and business model adaptations

Task force Advanced scenarios: (a) All OUNL learning materials in OER (major government funding …), or(b) A new OER Initiative?

Yet, a positive decision to continue on OER has been taken by the Executive Board recently

Future OER Strategy OUNL

Not settled, OpenER running until June 2008 and still to bring up some crucial results in terms of measured effects, ingredients for the national LLL policy, and business model adaptations

Yet, a positive decision to continue on OER has been taken by the Executive Board recently

Minimum scenario: continue in the OpenER approach, with further funding externally or (partly) by the OUNL marketing budget

Advanced scenarios: (a) All OUNL learning materials in OER (major government funding …), or(b) A new OER Initiative?

THANK YOU …Cees.brouwer@ou.nl