Is there a need for New Higher-Education Business Systems
PART A: Is there a need for New Higher-Education Business Systems
This market research report will investigate whether there is an opportunity to deploy new education products and services with existing institutional education facilities. The objective is to increased qualification services through alternative engagement models with educa
tional institutions.
Fig 1: graphs population information provided by ABS Data from 2009 estimates.[1] For the purposes of this research report, it is assumed that the potential education market is equal to the population between the ages of 16 and 60 years of age. The number of potential educational participants in this market is approximately 13.56 million, of a total geographic population of approximately 21.875 Million.
In a web-based publication entitled “Newman reader – idea of a university”[2] a university is described as a place of “teaching universal knowledge”.
Whereas in more modern times, a university also provides a qualification, or certificate, which is in-turn required by employers seeking skilled staff. Over time, the requirements for qualifications have increased substantially. The Chart below has been generated from further ABS Data[3] outlining the current understanding of educational demand drivers. Using this model, the highest rate of participation and unmet demand totalled to approximately 2.88 million potential participants; Whereas, the population statistic outlines a much higher potential level of participation not taken into account through this ABS data-model.
The newman reader publication described the history of universities with church and how, through historical development ‘the office of intellectual education’, is maintained by the university sector. Yet, in 2008 the total number of students within all higher education providers only amounted to just over 1.05 million people[4]. This is a seemingly small portion of total population which in past would be reasonable overall; however, in the information age we live in today, qualifications have become increasingly relevant and through technology, information is more accessible.
Through the development of Internet or “online” communications, our lives are increasingly information rich. We are provided a range of new opportunities to learning on a continual basis, throughout their daily lives. As a result, Online Education Markets are growing rapidly with an estimated market valuation of $3.5bn in 2010[5] suggesting demand for accessible higher education services is significantly beyond that which is catered for by traditional education sectors.
Traditional institutions are more readily integrated TAFE and University facilities, with on-going web-based development to encourage further engagement. However a range of external providers are starting to emerge.
These external providers include;
Online Education Providers (ie: http://www.kaplanprofessional.edu.au/About_Us )
Registered Training Authorities (ie: www.mwtinstitute.com.au )
Private Colleges (ie: http://www.tradecollege.com.au/atcnb/info )
The primary driver for this educational diversification is the development of Internet technology and industry demand. An increasing portion of the overall educational services demand is becoming fulfilled external organisations not directly associated to university infrastructure. This trend continues to risk the revenue stability and growth of university-orientated institutions through a reduction in assignable revenue.
Online education as defined by IBIS WORLD for the purposes of their report is courses where 80% of the education service is delivered over Internet. The industry statistics outlined by this report also states that the market valuation is estimated to be $1.15 Billion in 2004-5 to $3.54 Billion in 2009-10. This fundamental statistic outlines a clear market need for new educational models to be provided to the community at large, which traditional university programs are failing to engage on an effective basis.
The experience of participating within a University Environment is difficult to replicate elsewhere. Learning outcomes gained through short-courses; do not provide the same or similar level of educational outcome than what could be engendered through long-term associations to university environment. Regardless of the virtualisation or cloning of education service styles that may be less effective overall, the significant take-up and market development outlines a clear opportunity that is under-capitalised by university institutions.
Does this point to limitations in the existing university enrolment and educational development process?
In a report by Crikey entitled “university reform; yes – but what is it for”[6] discusses the issue, “the now clear signs that the quality of the educational experience is declining”. The term decline is remarkable word to associate to the undertaking and provision of educational services. It goes on to talk about developing the accessibility of education, and how the values of education policy has seemingly changed, using linguistics moreover linked to industrial performance, than terms used when describing the development of humanity and intellect. The article continues to discuss reports, which highlight some of the issues facing Australia and how this mandates action within the education sector.
A Consortium of universities has banded together through an organisation entitled “group of eight Australia, or “Go8″. In a “backgrounder’ document discussing their initiatives for “strengthening the Australian Qualification framework”[7] is outlines in one of its key points elements it sees, that act to “reduces the choices and pathways available to students”. In yet another paper, produced to discuss future growth rates[8], it talks about participation rates rising by single digit numbers, whilst the totals continue to be less than 1 in 5 people between 15 and 64, similarly broken down into age-groups.
In recent news reports, Monash University exposes its cost cutting measures, “slashing staff across its campuses”[9]. Yet the question must be asked, why if such a small percentage of the population obtain educational qualification related services, why not just get more students?
The same paper describes, the cuts in expenditure are in part a result of a “downturn in international student numbers”. Yet, as the knowledge nation, why is this a problem? Especially when the market overall is growing through the application of alternative education providers. The article continues to discuss how “more than 20% of revenue is sources via international student fees”, which in effect is resulting in a damaging impact on our Australian institutions for education services in cases where these student numbers, and revenues drop, suggesting that overall the revenue models for which the university functions, has a fundamental preference for encouraging international student growth, over the tuition and skills development of the local population due to a basic financial necessity.
There is a clear and significant opportunity for growth through the development of new engagement models that improve accessibility and utility of university institutions. This can be used to assists organic revenue growth and community engagement.
PART B:
This paper will continue by examining the current market to identify whether there is a realistic opportunity to increase participation in higher education, to beneficially develop this mantel of social doctrine. Through the use of further research, case studies have been developed to examine both potential opportunities in rural and regional Australia, as well as some of the dynamics surrounding outstanding achievement and its association to university and/or further studies.
Attached are two appendices. APPENDIX A is a case study developed about The Mansfield Armchair Cinema. The ability to associate new market segments to previous centuries to the social schema of practical tutorial was tested in terms of traineeships and new industry. It found that there is an inability to associate the full-scope of learning outcomes achieved, with university relevant pre-requisites for entry into an undergraduate degree course. The case-study also found that the government has examined the issue and maintains a key interest in the area for the benefit of rural and remote communities overall, with special consideration of the youth population and the maintenance of this population for communities on an inclusive basis.
Appendix B explores leadership and undertakes a virtual survey of leaders, summarising their skills, which are then associated to their roles. A Group of 41 profiles were identified on LinkedIn who have shown an internationally recognisable level of excellence for their particular field.
Interestingly 8 out of 41 selected, did not have any education listed and/or listed “school of hard knocks”, or similar. Those who were qualified, listed courses in company management as one of the highest results, whilst other results included Communications, Computer Science, Engineering, Economics, History, and perhaps more interestingly, ‘Experimental Psychology’. Many of these individuals, even at the top of their fields, did not have a full embodiment of relevant qualifications most beneficial to their roles.
Even though these individuals lead the world in their particular fields and represent a very minor percentage of the overall population the skills of these individuals largely are not represented in qualification terms.
As another article sourced via the Internet describes, many industry heavyweights continue throughout very successful careers without any formal qualifications.
The question then becomes, whether it is the loss of the individual for not obtaining qualification, or a loss for the institution for not finding an appropriate means, to qualify these individuals for the field in which they quite obviously show brilliance[10].
Findings
A process of educational retooling is necessary and already underway; however these initiatives are seemingly misaligned with key stakeholders on an educational basis. On a broad level, the retooling initiative has formed around a preclusive concept of “e-learning”, and externally governed RTO’s, where a more inclusive strategy could be defined to assist the local population through the provision of enhanced opportunities to become involved with higher-education services provided by university infrastructure.
It is also imperative to understand the link between research, innovation and intellectual capital.
The economic performance of our nation depends on our capacity to leverage intellectual capital. If and where this pipeline leaks, opportunities are lost in research time, which diminishes incremental development, or valuations on innovation and overall incrementally affects commercial considerations for continual development of intellectual capital. New supervised learning paradigm are seemingly required for the future of our nation, such measures should aim to deliver the necessary grounds required by university institutions to plug the gap and involve a minimum of 2 out of 5 people rather than the current number of approximately 1 out of 5.
This in-turn should assist with both revenue creations, in addition to the provision of a method to make university qualifications more relevant overall. Through fixing some of the gaps in this leaky pipe, limitations exhibited by those previously incapable of engaging educational facilities should be improved and economic development, including the balance sheet of universities, should prosper in a manner aligned with student’s engagement figures.
Part 3: Recommendations
There is a clear opportunity to enhance the delivery of a mobilised identification and recognition of intellectual development throughout the local population.
There is an opportunity to enable an educational subscription services to 4 out of 5 people within the educationally segmented age bracket, in Australia.
Online Learning is Growing, whilst universities are scaling back staff due to issues pertaining to international student revenues. Revenue structures could be addressed further to better align learning opportunities with population (the people’s) demands.
These opportunities need to be developed for the benefit of all Australian’s. Paradigms may likely be assistive for other markets overseas.
There are further opportunities for universities to engage potential students, and for students to be provided new ways to engage universities. These potential opportunities should be explored and tested.
[1] 3201.0 Population by Age and Sex, Australian States and Territories
[2] http://www.newmanreader.org/works/idea/preface.html
[3] ABS cat. no. 4102.0, Australian Social Trends, Data Cube – Education and training
[4] 2008 Full Year Student Summary tables – All Higher Education Providers - XLS
[5] Page:16 X0008 Online Education in Australia july 2010 Industry Report IBIS WORLD
[6] http://www.crikey.com.au/2009/10/14/university-reform-yes-but-what-is-it-for/
[7] http://www.go8.edu.au/storage/go8statements/2010/go8backgrounder12_strengtheningAQF.pdf
[8] http://www.go8.edu.au/storage/go8statements/2010/go8backgrounder10_HE_demand_revised_version.pdf
[9] http://www.monashweekly.com.au/news/local/news/general/monash-university-weighs-up-ways-to-cut-costs/1971375.aspx
[10] http://www.openforum.com/idea-hub/topics/lifestyle/article/12-business-founders-who-succeeded-without-a-college-degree-glen-stansberry
MANSFIELDS CASE STUDY: Mansfield Armchair Cinema
APPENDIX A: MANSFIELDS CASE STUDY: Mansfield Armchair Cinema.
Executive Summary
The Mansfield Armchair Cinema was established in 2008 as the Mansfield Armchair Cinema Trust. The organisation operates a local media organisation, providing a twin-cinema, delivering between 6 and 8 sessions of digitally presented films, 6 days a week. The primary business is Digital Cinema Operations, which was the first of its type in Australia when established. The cinema operates Digital Cinema Initiative[1] (DCI) compliant technology infrastructure, which allows it to deliver movies on their release date, which in this small town had commercial limitations previously. With traditional cinema systems meaning movies were on film, the financial outlay involved excluded this type of cinema delivery for the township previously, with the old cinema closing its doors between 3 and 5 years ago.
This case study will examine the business for the purposes of examining the educational development opportunities for youth in rural communities, which this initiative has uniquely brought to market.
Historical Examination
The undertaking to build a new cinema was brought together by the township. Business owners and higher wealth individuals were presented with a business opportunity to invest into the not-for-profit trust, which was to establish the cinema. Whereas the previous cinema operated on few occasions throughout the week, offering relatively older films, the new business proposition made possible through the experimental implementation of the DCI technology systems (digital projection, digital films) brought about an opportunity to source “day and date release” of new films.
In addition to the ability to show more recent films, another element of the plan included the objective to have it operated by students from the local high school, Mansfield Secondary Collage (“Mansfield High”). Mansfield High had been incredibly successful in the establishment of school-based apprenticeships throughout the community. It had in-place the capability and understandings of how to apply learning outcomes and related qualifications to industry-based participation, and allow broader qualifications to be obtained by students.
The capability to engage students in the operation and management of this Cinema brought about three key benefits;
Engaging youth in community affairs
Within small communities, there are much fewer ‘urban styled’ opportunities for youth than would traditionally be available in urban environments. This new business concept does not discredit the many benefits rural and remote communities offer students. Rather it seeks to offer similar opportunities in business, training and skills development, for the traditionally uncommon commercial and “white collar” industry sectors, within the rural township.
The other counterpart to the engagement strategy was to ensure the cinema provided students the best possible opportunity for educational and social growth. In rural environments social engagement is somewhat different. Negative social impacts in the traditional educational frameworks provided by a far more limited educational framework can exclude individuals from far more opportunities than would ordinarily be made possible via the much more diverse infrastructure made available in urban environments if difficulties with any one institution occurred. Rural and remote communities need to be far more reliant on their local interpersonal frameworks within the communities themselves, and therefore engagement is a fundamental step towards any outcome that could be better, for individuals faced with personal challenges at a youthful age.
Providing unique learning opportunities to youth in a small town
School infrastructure can support learning outcomes within niche commercial environments such as this media business. In this specific case; it was the first of its type, there were no sites exclusively operating DCI equipment to show films, and there were few cinemas with DCI compliant equipment (fewer still, if any, in regional or rural environments) prior to the opening of this particular theatre.
These students were provided the unique opportunity to participate in the defining of how digital cinemas were operated, being the sole individuals on-site who had the knowledge to repair, maintain and support the projection systems on-site as necessary, to successfully start and conduct all sessions. Due to the level of innovation this task incurred, conversations with US Studios were required time-to-time, alongside other professional / industry interactions and support activities – unique to the establishment of new industry. Some of the many opportunities provided including learning outcomes around establishing a website, starting-up a small business, facilitating customer service for patrons without the ability to use existing processes, and how to produce and deliver advertising for the cinema.
These types of learning solutions are not unique to the cinema example. However, the learning outcomes are particularly relevant to only a small percentage of individuals within any subgroup undertaking institutionally based education programmes. In all cases, a class of students seek opportunities to learn and develop for community engagement and fulfilment of life and full potential. The Mansfield Cinema provides a direct and specific example of how this outcome can be supported by community inclusion activities, and association with curricula delivery by institutionally recognised educators, which only affected four people in the first programme of education delivery.
Lowering the operational cost of cinema business.
The cinema was the First Regional Australian Digital Cinema, with Digital Cinema Initiative (“DCI”) approval.
The difference of a DCI cinema is the projection system. Older cinemas use Film, which is most recently based on 35mm Prints. DCI cinemas utilise Digital Media Files, delivered on Hard Disk Drive (“HDD”); which are then delivered to the projector digitally for play out via a Digital Projector and Audio Processors. In this case, the facility was set-up as a mixed use Digital Media Business with two Auditoriums (or cinemas). The facilities and technology infrastructure were established to provide the capability to deliver a range of content from the latest films, through to broadcasts, Optical Disk content (i.e.: DVDs and Blu-Ray) in addition to other non-traditional sources such as computers (for presentations) and gaming consoles. The cinema was set-up to play anything with standard Audio Visual and/or Internet Interfaces, delivered through a system that translates the myriad of standards into 1080p HD or 2K Image formats with 5.1 Cinema Quality Audio in addition to a stage and electronic whiteboard for corporate and community events.
As a result, the auditoriums are capable of operating in a way that is far more flexible than any comparison theatre of recent times. As such, it aims to assists the cinema in generating client revenues from a variety of sources overall, otherwise not obtainable by other cinema auditorium operators. Yet, the act of developing these infrastructures largely relay’s upon the student’s ability to be entrepreneurial, and to undertake the task of developing the enterprise and its offerings.
Through the Student based Apprenticeship model, a significant portion of the employment fee is subsidised by the government. This in-turn provides a significant contribution towards the operational cost of the cinema, and its operations. At all stages, an adult is present in order to manage the theatres operations overall and to provide on-going tuition and supervision of the students. However, these adults are not competent in the operational techniques required to undertake all the tasks, which are subsequently managed by the students.
In combination, the learning environment provided was exceptional for students who took to the facility and made it work with entrepreneurial like compliance. With the supervision of mentor-like adult managers, who assisted to operate the cinema overall, the students learned how to build and operate a small business, as a team.
Their keen interest in undertaking these roles, and the maturity developed throughout undertaking, benefited both themselves, and the wider community, as the capability for the cinema to engage students made the cinema possible for the community overall.
TRAINING CERTIFICATIONS
In-order to facilitate student training for the implementation of the School Based Apprenticeship Model, a local Registered Training Organisation (RTO) was engaged. The RTO was required to undertake a standardised course, based on standardised modules. These modules could either be provided as a complete course, or as counterparts, which could be brought together to form a new course. In either case, the necessary learning outcomes delegated as pre-requisites for a pre-determined certification, as existed in the market.
The difficulty experienced with this educational model was that there are no precedents for this type of learning environment, let alone a relevant learning schedule.
In this case, it was the first digital cinema operation and related management requirements could realistically be aligned with a much higher grade of learning than traditionally associated with that of a year 10, 11 or 12 level course or what would be required to ensure entrance into university, in a manner similarly available to students who undertake similar tasks within an institutionalised environment. In a commercial sense, the achievements made by these students were recognised, by way of awards presented to the most diligent student for recognition of brilliance by association for his works. As part of a government programme, a PR Agency was sent up to include the work in a PR program that sought to recognise the school for achievements under a government programme. Similarly, a student was encouraged to apply for two awards, one of which he won and the second, received a runner-up award. These events were beneficial for the cinema, the school, the government and a range of other stakeholders. Nonetheless, the student still failed to retain a level of certification required to progress from his year 12 level of studies into a university degree course, where the skills enjoyed by all parties could best be nurtured and further developed into the future.
The main difficulty this problem exposed; is that there is little background knowledge or experience in regards to digital cinema operations or small digital media business operations; and therefore, it was impossible for the training authority to effectively tailor a course that could qualify a student’s work, based on the current institutionalised education paradigms. The result is learning outcomes that are achieved on a basis of compliance to an existing system, which is still largely not understood by the RTO provider and/or their representatives. If the development and certification of knowledge is the foundation for which educational institutions were established, why is it the case that students forging knowledge become overlooked in terms of personal growth, but simultaneously showcased and politicised? Is this at the expense of youth and other learning participants?
The MAC trust, established an operating model for learning and community service.
In 2010 we’ve found that it is not feasible for this learning environment to provide tuition to students beyond the school-based apprenticeship commitments, made at the formative stage.
Due to the heavy emphasis student’s place on the learning outcomes of their school-based apprenticeships, they are somewhat limited in their capacity to achieve the results typically needed to achieve a high VCE score. They are not recognised for the excellence they may show outside of the classroom, and are therefore denied many of the opportunities given to their peers who focus entirely on classroom-based tuition.
Therefore further work is being undertaken to expand the operations of the Mansfield Armchair Cinema Trust, to incorporate an advertising agency, which aims to service the local community with media production and output. The broader media skills training will provide additional skills to these students, and seek to broaden the learning outcomes achieved by students engaged with the MAC Trust.
The most recent activities being undertaken as a constituent to this objective is the establishment of basic media production workflow process, and the delivery of a sophisticated ‘model’ campaign, which as of today has resulted in mid-six-figure gross sales income for one of the foundation level investors in the trust. This sales outcome is in day 3 of its sales pipeline, within a campaign period of 3 months, and is expected to gross more than half a million dollars of gross revenue overall. This format enables additional revenue streams to be attributed back to the foundation, which in-turn can utilise the funding to support HR growth, skills development, the establishment of non-school based traineeship business system and related operational development within an organisationally sustainable framework.
To outline the undertaking, the first project was focused upon sustainability, delivering sustainability solutions (specifically solar power) to the community, as a means to achieve the remunerative outcome that could fund this operational expansion, as required by some of the key individuals involved in establishing the cinema. It also creates an opportunity to deliver them a new framework for continued learning opportunities.
Due to the number of individuals this undertaking requires, and the differentiated skills they would have to develop as part of a small team, it has been suggested that it will be difficult for educational institutions to engage the appropriate set of individuals / learning modules Or difficult to engage Educational Institutions?
On examining this issue, the problem lies in defining whether a sufficient level of knowledge has been gained by the student, and whether how this can be effectively qualified. If no institution is capable of recognising the skills development of these students within a rural community, then at least two further aspects should be identified as potential risk factors;
Is it in the best interests of the students to pursue this type of School Based Apprenticeship?
Is there a problem within the Education Industry in relation to the granting of qualifications based on achievement of learning outcomes?
In a report compiled by the Rural and Regional Services and Development Committee to inquire into Retaining Young People in Rural Towns, 22 findings were identified by the report. The report was designed to assist in the identification of factors that influenced youth when considering their future in association to their rural communities, and their continued residence within such communities. The intention was to develop strategies and recommendations on how to increase the number of young people within this demographic to maintain residence within such communities. By association, this report also infers responsibility overall to develop such individuals to full potential, by way of services and opportunities provided to youth WITHIN these communities, rather than neglecting the community as a whole by way of providing any such opportunities solely via relocation to urban communities.
Within the specified recommendations identified by this report, a number of the 22 findings are closely aligned to the objectives of The MAC Trust, and the difficulties experienced through its operational development;
“Finding 1: The development of high-speed internet access throughout rural andRegional Victoria will become increasingly important in providing education and employment opportunities for young Victorians in rural areas. The Committee recognises the increasing importance of these services for social wellbeing and the reduction of isolation”
The MAC Trust operates its business with close alignment to both Digital Media and Digital Communications Systems. By association, this is implemented through the application and utility of Broadband internet for both Media Presentation and Media Production for a range of clients throughout the community.
Support is provided to The MAC Trust by way of internet. This support is complex in nature, involving Internet based verbal, text and digital framework-based support activities. Students use these support services to enhance learning outcomes and to seek knowledge as required undertaking tasks assigned by the business through the course of its activities.
“Finding 3: The most significant reasons for young rural Victorians to leave the community in which they were raised is to gain access to education and training, employment, or to experience urban and/or international lifestyles.”
The opportunities generated by The MAC Trust are well placed to allow skill development in an area which can lead to employment in regional areas.
“Finding 4: A large proportion of rural young Victorians wish to remain in a rural community.”
“Finding 5: The ability of rural young people to exercise their desire to remain in their rural community is closely aligned with the range of available educational and economic opportunities, and youth-appropriate services as well as community decision-making structures which include young people’s participation.”
“Finding 6: There exists a proportion of rural young people who remain in their rural community because of a lack of access to appropriate pathways into work or education and training opportunities of interest to them.”
“Finding 7: The most significant reasons for in-bound migration of young people to rural Victoria are: the positive community, lifestyle and environment attractions of these areas, for employment, and/or to settle into a long-term relationship.”
“Finding 9: Rural youth migration has negative outcomes for some rural communities, exacerbating problems associated with population decline such as the increased average age of many rural communities and the under-representation of young people in rural communities.”
“Finding 10: The decisions by rural young people to move can be influenced by negative perceptions about life in rural Victoria.”
“Finding 11: The Committee acknowledges the value of a diverse range of professional role models for young people in rural communities.”
“Finding 12: The Committee acknowledges the value for rural communities of maintaining links with young people from their area”
“Finding 13: Rural areas of Victoria have distinct geographical, social and economic characteristics. These characteristics often mean general policy processes fail to consider issues of distance and low population density, with negative impacts on service delivery and public administration. Greater attention is needed in policy planning and administration, to the specific needs and requirements of rural and regional areas of Victoria.”
“Finding 14: The Committee recognises the important role that ongoing infrastructure development in rural areas has on ensuring business growth, community and social development.”
“Finding 18: The Committee finds that Local Learning and Employment Networks are providing important connections and support mechanisms for rural communities on issues of education and employment.”
“Finding 20: The Victorian private sector represents the most significant source of employment for rural young people. Ongoing efforts to improve government services to, and reduce compliance costs on, rural businesses will have positive flow on effects to employment.”
“Finding 21: The Committee finds that there are negative perceptions held about the availability and quality of employment in rural Victoria. These perceptions serve as a barrier to the retention of young people, and inbound migration, for rural Victoria.”
Broadly speaking, there is a philosophical attitude held within our culture that those who work hard and gain skills should be recognised for their work, both financially and by certification. In turn, these qualifications are becoming increasingly important within the corporate sector and further mandated by the Human Resources Sector through outsourced Employment Service by organisations seeking new talent. In this case, if / when a course is defined surrounding this type of small business / media systems operation, the participants involved in defining this “new” method, will not be capable of becoming qualified within that field without undertaking coursework through latter years, that will serve primarily to qualify albeit providing related skills development, at the cost of several years overall.
Notwithstanding the diminishment that may occur between the present and such a time in the future; any event may further compound industry growth factors within innovation sectors of industry as this model serves in practice to“lock out” the innovators of an industry, in service for the educational sector who at the time were incapable of assisted them, especially during the inception of new industry developments; and unfortunately, this is not an isolated event.
As previously noted; the report by the Victorian Government (2006), entitled, “Inquiry into Retaining Young People in Rural Towns and Communities”, outlines clear decisive findings primarily recognising the need to resolve these types of issues in society, for the benefit of society overall. In small communities, no matter the location, innovation and the application of innovation fail to be recognised by institutionalised educational processes. This in-turn results in a failure to provide the “student” with a level of certification required for professional development and personal capacity to participate “to full potential” within a community, for mutual benefit overall.
As such, this case is not specific to rural communities but would most likely be exhibited as a higher percentage when compared to population due to demographic limitations such as population density.
Once a new industry has been established, for example Internet Video Systems, there becomes a clear requirement to undertake studies throughout the pre-existing standardised framework; whilst in other pre-existing areas, there are already clear processes set-out, such as the apprenticeship system. In the case of Internet Video Systems, the standards are still not really set, even though it is now possible to do a multimedia degree in broadband delivered video systems and business models.
In these modern times, through the advent of broadband internet communications, it is now plausible to suggest that no matter where in the world an individual is located, they are capable of communicating with others throughout the world, at any level of authority, knowledge or technical capacity, so long as the medium is capable of transferring a suitable level of communications between parties who are able to comprehend each-other, and interested in the content of the communications for further development overall
Summary
Much like the term “church” defines a group of people, not the building in which they form a community; education is also not so much about the buildings. Although the buildings are important, providing an environment dedicated to learning, research and personal development, they are not the only space where people define new knowledge and new professions; it is through the adaption of existing works and expertise development. As such, and as exampled in this case; there is a clearly identified need to encourage innovative learning methods and the fulfilment of students to “full potential”, through the application of learning solutions to the innovative environments in which the principle learning takes place.
This model will form the grounds in which new benefits can be obtained, for individuals and the community as a whole.
There are ranges of fundamentally disparate elements, which are not effectively represented, in the current framework our current institutional learning environments utilise as core business systems for the delivery of qualifications. Yet, associated to this market segment, was in previous centuries a significant social schema of practical tutorial, latter rationalised in terms of apprenticeships. Traditionally, these apprenticeships worked upon sciences of metal or woodwork, but throughout latter years, continued to include plumbing, electrical work and other “trades”.
In today’s market, there is a disruptive emergence of new trades, formed via the emergence of broadband and computing technology. These are not traditional trades, but neither is they professions as defined by an educational degree. Rather, these are new areas of innovation, which continue to develop at a more rapid pace than what our current educational systems are capable of defining.
Expanding on this case study, these difficulties can be seen throughout our society. As self-taught programmers or inventors invent products that build corporations, these people are then under qualified to operate within the organisations their works established or supported, due to setting the frameworks rather than ‘learning’ them through recognised channels.
And individuals qualified within one segment of expertise may want to migrate roles or change career paths, which in turn may require or benefit from retooling with new skills, on an educational basis.
The learning paradigm researched in this paper aims to deliver a method to leverage intellectual capital, the success of which our nation’s economic performance heavily depends. Through the development, and most importantly recognition, of skills which can be gained outside of a classroom setting, new and innovative professions can develop more rapidly, allowing our nation to be more highly competitive, socially responsible and equal to all regardless of location, and overall leading more people to fulfilling lives in careers they are happy and effective in. Through creating these opportunities, and recognising the skills learnt through such opportunities, we can shift our educational model to one, which is better geared towards lifelong learning.
[1] http://www.dcimovies.com/
MAKING MEMORABLE PRODUCTS AND SERVICES
Overview
When introducing new products to market, customer behaviour should be considered. Core areas of importance are brand positioning, addressing target customer needs, and making the concept memorable through marketing. In this paper, I will describe a method that embodies strategies to mitigate risk surrounding this practice by associating scientific theory on memory to educational concepts on marketing new products and services. These two concepts will be embodied as a marketing methodology and toolset that can be applied to effective deliver outcomes that resonate with customers, by creating new memories based on relevant links to familiar concepts.
The paper will also explore counterparts of an R&D process with a go to market approach, by describing a variety of ideas and expand on how they can be broadly applied successfully for new product and service marketing.
Introduction
A new product or service is the result of research & development (R&D). Marketing a new product or service effectively, is the means to obtain a return on investment. It is therefore important to perform R&D in a manner that targets sales. Oftentimes this process should include defining a marketing definition that can be used for insight and product development structure, throughout the R&D Cycle. By thinking about products from a customer’s perspective, the risk of failure diminishes overall.
In-order to consider and mitigate commercialisation risks, go-to market strategies, considered throughout the R&D process can provides an integrated method to consider how best to utilise funds for a projects This process is equally based on the ability for a marketer to associate to the consciousness memory states of a consumer, as it is to develop a useful product or service. In many cases, useless products make it to market through the application of good marketing techniques alone.
INFORMATION PROCESSING MODELS, CONSCIOUSNESS AND MEMORY STATES
When considering why a marketing model works, and how it works; science offers some assistance in consideration. This is assistive overall in defining how to practice marketing methods, for new product and service projects.
Figure 1
In session notes prepared by Jaideep SENGUPTA, Head and Chair Professor for the department of marketing at the HKUST Business School[1] he provides the model above (“figure 1”) describing a concept for representing consumer information processing. Dr Sengupta’s presentations suggest that memory is a vital influences on consumer behavior.
Over time, I have researched this area of science. Initially influenced through an extended family member, Sir John Eccles Carew[2], who was prominent in the area of synapse research http://nobelprize.org/nobel_prizes/medicine/laureates/1963/eccles-bio.html, my studies resulting in a design for an internet based computing platform, an area now called “cloud-computing”, I’ve developed my concepts in this through the application of this theory on a variety of processes including new product and service design. As described by Ralph C. Merkle Senior Research Fellow, Institute for Molecular Manufacturing[3] “Today it is commonplace to compare the human brain to a computer, and the human mind to a program running on that computer.”[4] Further research, has provided the concept of a mind or this marketing technique, in sudo-scientific terms, as a “neural” network consisting of interconnections (bridges) of static memory elements. The bridges connect individual memories, which in marketing terms can be termed “paths”. These paths become increasingly defined and easier to use, through repetitive use.
In contrast, elements, which are not used frequently, become more difficult to utilise overall. Similarly difficulties, although instituted are not optimal for marketing purposes. On a more scientific basis, he mind is electro-chemical, as the organic electrical process interacts with chemical mechanisms; providing in turn, positive or negative stimuli. Bringing this back to marketing terms, these mechanisms provide an indices to the natural process of association, which can be effectively utilised for marketing purposes. Neural association, is fundamental to the formation of identity, and is continually personal developed and interactions with life. By association, in marketing terms; this mechanisms affects buying decisions, throughout our commercial environments.
In Figure 1, the application of these concepts is related to conditional responses:
- The recipient has been exposed to an idea; whether or not they’re paying attention at the time; and,
- The way that information is interpreted, based on factors of memory, conditional acceptance and therefore perception.
Therefore; these factors are broadly behaviourally characteristic rather than specifically defined within any one socio-economic groups, and related intra-group differentiators. One of the many benefits is that behavioural analysis assists in the assessment of new concepts, whereas other models may more so focus on current trends and pre-existing offerings / buying decisions.
The objective is to provide a method to engender an objective understanding surrounding the conceptualisation of an R&D Activity, and to optimise that effort. Through the application of this type of model; opportunities can be filtered to better define potential uptake factors, and essentially brings about a method to identify choices for future consumers, based on the information that can be made available to them; which in the perspective of Marketing New Products and Services, should relate principally towards contributory steps required to engender a positive buying decision.
Consciousness and Memory States
A common model of consciousness suggests two primary subunits, subconscious and conscious states. Conscious, determining things people are aware of; and, subconscious, being things people are not aware of, but are still contributory towards behaviour. In consideration, behavioural cycles and attentiveness can be influencing both conscious and subconscious memory states for decisions making processes.
The processing model described earlier also describes a validation and verification methodologies, embodied within short-term memory, prior to acceptance; which when successfully achieved; provide allowances for associate and storage within the long-term memory segments, of a mind.
Short Term Memory is all about the present. Whereas long term memory, although conditionally associated provides broader more complex storage of an unlimited number of ideas and concepts, as perceived from the present. As an application of these theories, I have provided two appendices. The first discuss a marketing model in association to an R&D cycle for the purpose of taking new products and services to market, and the second provides some real-world examples of the concepts described herein, as they are applied in the market.
Conclusion: Making Products Memorable
To assist in successful sales and marketing of new products and services, association should be used as a tool throughout the application of R&D for new products or services;
- It is important to consider the customer when defining the product; and,
- The modus operandi when marketing a new product is to engendering positive experiences; and that,
- Through the utility of psychological association, communication capacities can benefit by making it easier for consumers to remember the offering; and finally,
- The net result obtained through the implementation of new product and service marketing strategies, is hopefully a memorably positive outcome, which obtains acceptance right through to the checkout.
The style in which R&D is delivered to market significantly impacts sales related objections. If it is negatively perceived from the beginning, it is unlikely to succeed overall. It is therefore imperative that R&D activities take marketing into account throughout the commercialisation lifecycle.
Through excellence in the application of marketing strategies, attributed brand-equity becomes a tangible asset that supports both ROI, in addition to the means required to value the output at a higher premium, resulting in more profitable outcomes, above and beyond the cost of the marketing process. It is therefore in the interest of every marketer to consider how to make new products and services memorable, as they are brought to market.
Subject: New Product and Service: Marketing Strategy and Product Development
APPENDIX-1
DEFINING THE PRODUCT
Brand Positioning is an important production technique that assists to enhance the way to an organisation is described, and provides appeal to their offerings. Products and/or services also have a brand in addition to a brand context; nonetheless, it is important to consider the differentiation between the brands, and define both a product strategy and a brand strategy as separated processes overall.
Apple Computers brand, is “Apple”, which has many associations. This brand is then segmented into sub-group, providing definition to the product sold by that company. Products such as iTunes, iPhone, iPOD, iPAD or the iMAC, utilise the ‘i’, as a precursor to the product label, which can be easily associated to both “internet”, as well as “individual”. These products are marketed inline with both concepts, through application and design.
PRODUCT or SERVICE POSITIONING
Throughout the R&D process, the strategy for the commercial offering can best be defined. Although the best possible financial outcome is generally a key consideration; other elements come into play to engender the delivery of that result, within any specific project team operating in any market.
Crazy John’s as a Case Study for this example;
Crazy John’s stores started out as a Telstra Mobile Reseller. Their service offering provided “crazy deals” for mobile purchases, incorporating phones, accessories and telecommunications plans with Telstra.
In this example: Telstra provided the “trusted brand” position, required to form long-term contracts with almost open-ended fees attached. They are well known both organisationally, and as a provider both throughout Australia and the World. Crazy John’s customers became contracted to Telstra, which minimised any objections to a 24 month Mobile Service Contract with “Crazy John”. In addition to the term of the agreements, they were likely also contracted to the lower end of the plan offers, providing a cheap on-the-spot deal; with significantly higher margin usage plans. The benefit Crazy John offered Telstra, and Customers, was the idea that they could get a “crazy” deal (cheap) for their phone and accessories on the Telstra Network. This provided them the capacity to build a retail network for handsets and accessories at price competitive rates.
Although people are less likely to purchase long-term associations with a branding campaign entitled “crazy”, this did not matter in this case, as the contract was with Telstra. Crazy John provided an easy and perceptually cheap way of getting a new phone, which was then contracted (connected) to Telstra.
TARGETED MARKET EVALUATION
The target customer can be best established through the utility of product or service positioning techniques. Investigating who is most likely to buy the product is imperative to defining a sales strategy around that market. This process includes; statistical generation, price point evaluation and other market research, in-addition to in-person discussions, and other interpersonal communication anyway feasible.
Market evaluation can result in the finalisation of a project, an entrepreneur, however, can “going back to the drawing board”, and redefine the opportunity, which at a minimum, improves considerations for the next strategy which overall through application should result in the identification of a viable opportunity. This in simple terms creates a go to-market opportunity or go to-market strategy.
ASSOCIATION TO CONSUMER CHOICES
Consumer buying decisions for the proposed product or service should be more obvious and more easily defined to others through the development of a go to-market strategy. Marketers, working with Entrepreneurs can then “Spin” the R&D outcomes, to manufacture a brand story and specialised linguistics, for market prototyping activities. The language elements further enhance capability to engender positive consumer choices, which in product terms has implications across packaging, merchandising and other go-to-market process. This in-turn, engenders a prototyping phase of development, which requires further development.
CONSUMER ORIENTATED STYLING
Prototyping should result in a customer-orientated product, ready for market testing. The outcome should be ready to initiate pre-sales, when the prototype can progressively be presented to potential customers. Feedback is essential, and the same marketing process may be repeated for further refinements, to assist in the creation of new versions or if the product fails to engender positive responses; to finalise the project and/or go back to the drawing board.
DEFINING THE TEAM STRATEGY
Once the R&D outcome has been established; team buy-in is essential. In some cases, the team changes once a marketable product has been identified; in other cases, the team can be maintained throughout the products lifecycle. Unless the team, taking the opportunity to market understands what they’re offering, in simple marketable terms; the ability to sell the product to anyone will be significantly diminished. Through focused efforts towards ensuring “buy-in”, the organisation is rewarded with a more effective use of human capital, to sell and support each other towards focused efforts. However, if this cannot be achieved, alterations need to be made to ensure viability overall.
To demonstrate excellence in this area; I have provided a few examples by Apple Computers, which I have attached as an appendix.
APPENDIX 2
New York Times Web Ad: APPLE 1# in CUSTOMER EXPERIENCE
This advertisement, executed on a virtual newspaper, suggests that Apple is #1 in Customer Experience. It’s story provides obvious differentiation between an Apple user, and a PC user. It uses brand association to increase perceived value of the Apple platform, over a “PC” platform.
APPLE IPAD TELEVISION COMMERCIAL (TVC)
Funky music, device demonstration, association to lifestyle and a relaxed way to be connected.
By association, a concept of being cool, calm, organised and purposeful, brings the iPAD to market.
The Apple iPhone 4 – Facetime commercial.
“Only available, on Facetime, iPhone 4.”
The commercial is all about memories, and the ability to connect to memories through the use of an apple product regardless of whether or not the individual is able to be there in person.
Examples illustrated in this TVC (Television Commercial) illustrate examples including; a new family, and the celebration of a new child, a scenario of the ultrasound, where the paternal partner is not present but is connected; and to continue this concept seamlessly, a partner who cannot talk or hear, due to impairment communicating on mobile through video.
[1] http://www.bm.ust.hk/mark/staff/mkjaisen.html
[2] http://nobelprize.org/nobel_prizes/medicine/laureates/1963/eccles-bio.html
[3] http://www.merkle.com/
[4] http://www.merkle.com/humanMemory.html
Sustainability and Innovation: A response to a JD
Sustainability is a significant term. Nonetheless, the role is specific to environmental sustainability, on a sociological and economic sustainability context.
In the market, the “green” initiative has been an area of debate, conjecture and development for many, many years. As media technologies have developed, green marketing initiatives have been refined and convayed in an increasingly narrow context.
In the 1970’s, melbournians where involved with many of environmental movements, including conference festival otherwise known as confest. This festival has continued for many years, whilst I was younger I also attended with a significant troop of friends.
Many of the lead speakers within the current environment, could be identified as “dark green” activists, as they often refuse to listen to science or claim to understand it, whilst talking about broad topics with little specification, with the best of intentions as they continue their activitism with a goal of healing the world from its evils.
It is a fact that our economic, social and political environment currently rely’s upon the use of non-renewable resources. It is also a fact that these non-renewable resources are assisting Australia’s economic platform, as it continues to operate in a largely materialistic social environment, sustaining our cultures economic mechanisms; allowing us to be clothed, have shelter, be feed and have the opportunity of good health-care and the ability to support a family.
In the last 50 years, technology has made products much more available to consumers. It is unlikely that retail economics will change dramaticially in the next 50 years. Therefore, it is essential that we find better ways to use our resources and prosper in an increasingly international social-economic environment.
The science, intellectual capacity and development of professional methods to develop solutions for our societies, when considering environmental sustainability, could be beneficially labelled “light green”; a term to describe the individual interested in creating solutions and actionable works, while still maintaining a good grip on the commercial mecahnics underpinning out society and methods to evolve it.
A History of Contribution
I find it difficult to remember the entire project’s I’ve been involved in overall, that’s why i’ve got this blog. Nonetheless, here are some of the more recent ones.
Sustainability and E-Learning
In 2008, made an investment into an organisation called “Global Green Plan”. The founders of the Global Green Plan, developed plans to establish a range of initiatives ranging from an educational curriculum established in Williamstown High School, through to the start-up works for local community centre, which was designed to provide a community engagement strategy, in-conjunction with the curriculum’s delivery. Other plans and under-performing products included green bins, energy companies, carbon concepts, etc. etc.
I worked on the project freely for a number of months (about six months), investing cash into the project to pay their phone-bills, and to sponsor the attendance in the world sustainable buildings conference in 2008, where they needed promotional materials and copies of the curriculum printed, as well as assistance for representation at their booth.
The tasks I completed throughout the period ranged from strategic, business consulting works developing new economic models for the business (aiming to turn the business around, into a cash-flow positive position) to cleaning the williamstown customs house building, in an effort to get it ready to open; as well as web-development and video transcoding to initiate the build of an e-learning platform, marketing and promotions capability for the firm and its proposed membership revenue business system.
Soon after my investment FujiXerox invested into the business, culminating the collective works with an event where Dame Elizabeth Murdoch was announced as the patron of the Global Green Plan, as part of a broader school based event with speakers locally and remotely, with speakers such as Penny Wong and Isabel Lucas. This event was also marketed in connection to a letter Dame Elizabeth wrote to Michelle Obama, requesting action on climate change.
As another consequence of this work, I held a consultation with Telstra Corporation, endavouring to produce a method for e-learning curriculum materials to be sponsored by Telstra, and for this platform to be made available to students, using a 24/7/365 wireless network card, integrated with the e-learning platform, as well as schools and the school based filter. The development of this proposed platform is a work in progress.
Energy Technology and Transportation
In 2003, I purchased a Series 1, XJ6 jaguar the last car manufactured by the founder, with the specific intention of replacing the drive-train system with more recent, Hybrid Technologies.
Between roles, and during any other downtime periods, I researched technologies that could offer a suitable platform overall.
I found Wheel Motor Technology, being developed in the University of Queensland as well as other companies overseas. Having had some experience with the CSIRO, I was aware of the battery based technology; however, I was also aware of the difficulties facing battery use in these environments, including; charge, tempreture, availability, recycling and non-renewable components used within the battery technology. So, I started to look at ways to generate enough electricity, and regulate the power input.
This later led me to investigate ultra-capacitors and Micro-Turbine Engines.
Turbines are extremely efficient at the right speed. They can also operate on a range of fuels, with relatively little modification. However, it is not suitable to spin them up and down, with acceleration and de-acceleration. Through the use of ultra capacitors, it would be possible to create a “power store”, where energy generated from the wheel motors, any heat-conversion and direct electricity produced from the proposed micro-turbine, could be used to power the vehicle.
As an effect, the turbine could then be computer controlled to operate at optimal efficiency, as required to power the drive train and maintain optimal charge in the ultra-capacitor array. Through chance, I met a lady from the CSIR (south african equivalent to the CSIRO) who suggested they might have some micro-turbine units available for use on this project. However the project never proceeded beyond these concepts.
Works were pursued with the US based LincVolt Project, who have been working with a South Australian company. I spoke to this firm on several occasions, seeking to further investigate these concepts; however not much really happened. Last time we spoke I was advised they were in the process of raising capital, which is a positive outcome for their works.
To summarise this experience, although I found advanced technologies that were capable, (with investment), to produce a conversion solution for existing vehicles; the commercial desire to create these forms of solutions for the existing vehicle market seems lacking in the local market. New vehicles featuring technologies sourced from overseas will, most likely, be the course of least resistance for the introduction of more sustainably powered vehicles for the local market.
Portable power and storage
I became aware of Hydrogen Fuel Cells from an associated company called manhattern scientific. The Company, based in the US had developed many patents for manufacturing Fuel Cells. Further research in the area later found another company called Horizon Fuel Cell, who started their commercialiastion works selling fuel-cell toys.
I have been investigating the possibility of using fuel-cell technology in rural areas, as a replacement for standardised battery power.
Family have an “off the grid” farm in country Victoria. The power system they use is based upon solar power, with a deep-cycle battery array, connected to an inverter. The difficulty with this system, as it has been installed (by solar experts), is that the batteries are housed underneath the solar panels, in an outdoor environment. Due to this, the battery life span is decreased; batteries are ideally stored in a controlled environment of about 20c.
Their farm, and many like it, has dam water. Using an electrolizer and fuel-cell technology, is a plausable method to consider. The proces, would essentially use the solar panels to generate stored hydrogen, which can then be converted back to water (using fuel-cells) providing electricity at times where no solar power is directly available.
I have been discussing this concept with Horizon Fuel Cells, and we are working on a suitable solution to test this theorem.
In summary, this project aims to consider a suitable renewable solution for the storage of energy in the form of hydrogen. In doing so, it is believed that the solution will both generate clean water and electricity, from a stored potential energy state.
Related to this work is additional research into LED and OLED based lighting systems, as well as other appliances that lower the overall use of energy in the household.
Similarly, heating and cooling systems are being researched with a friends father (who started bramar), at this time I have a particular interest in finding out more information, about the mechanisms and power requirements of heat-pump’s.
Urban Water Use
Melbourne has recently been through a property boom. Our population has increased by between 800,000 and 900,000 people within the last ten years. Having worked within the offices of one of the largest Victorian property developers, who has been a key party in the development of environmental leaders in Australia, I am astutely aware of the infrastructure implications this population growth has on the broader local territory.
Sometime in the start of 2006, an English committee was engaged from the UK, to advise Melbourne water on new water management and efficiency initiatives. The leader for this Team is my partners direct reletive and, one day, while he swam in our pool, I was able to discuss some of my ideas in this area.
Bottled Water, and the export of water seemed like an unsuitable business for an environment struggling with a lack of water resources. Post my discussion, the news article discussing their trip, featured a picture of the CTO for Melbourne water, drinking a bottle of Melbourne water, perhaps unrelated, nonetheless humorous.
I also have a idea, about the treatment and recapture of stormwater. Through discussions with a local water manager, I became aware of the difficult issue of the water company apparently not being able to get an EPA license to treat storm water, in some environments.
With an increase of concrete, roofing and other systems for run-off into the storm-water. The produces an effect where less water soaks into the ground, as the concrete replaces the natural environment; a simultanious effect, caused by subdivision and other drivers caused by urbanisation; relates to humidity, as the mechanisms for precipitation within urban environments changes. One key element includes the process where more water, being stored or moved to underground water-tight drainage systems, where it cannot re-articulate back into the local environmental system. Another is the use of pre-existing swamp land and river areas, for urban housing, which drains into the other issue.
Water tanks provide a significant step towards responding to this issue, however as a renter I’m forced to watch my 50 year old fruit trees die in the yard, without any owner interest in implementing such technology. To continue to find ways to respond to this issue, further work surrounding the opportunity to reclaim storm-water and its use within localised parks, gardens and council areas, seems like an ideal method to continue to improve efficiency of our storm-water grid, in association to environmental management.
However my ideas in this area continue to develop and solid solutions haven’t really been identified as yet, beyond the initial ideas.
Geographic Mapping
Councils seem to obtain information about trees, when ther’re scheduled to be taken down. It is also my experience that older trees can become diseased. It was my experience, when living in Balwyn, that a tree chopper (I know their called aborists) continually left me cards, offering to cut down my trees. As a result of the successful work by the aborist around the local area, I developed a new initiatives I mapped into the e-learning project; (which was not further developed) was to do a tree census.
The concept of a “tree census” would be to provide a database of native flora, which can be used to more effectively manage the local flora population. Trees assist with carbon, as well as precipitation. When replacing trees with concrete, the environmental factors within the environment change.
I was recently paid to go and record on camera, the Natural Climate Change Conference.
This was brought together by the old Dean for mathematics, of Monash University. He was fighting to get some form of public recognition for the findings of his work, related to some very specific elements of climate science. With so much climate science in the media, it seemed that there were many experts who were not being effectively represented, due to their specific knowledge in the area; and, related specifications about the terminology, and the problems that related to each term, specifically.
Through his presentation, I learnt about solar flares and how they produce climate effects on the earth. I also learnt about solar cycles. Their discussion particularly related to the natural climate cycles, and new scientific findings in this area.
They were specific in their suggestions that urbanised areas create different environmental micro-climates, as opposed to broader “un-touched” environments. Nonetheless, they were particularly frustrated, that the news publicised every possible environmental issue as an effect of climate change. Climate change, however, is a very specific topic within a broader group of environment and sustainability issues. Climate itself, is affected by these issues, but is not directly related to the poor use of un-renewable resources, clearing of forests, development of ecologically beneficial technology and all such aspects emboded within the context of environmental sustainability.
GreenTV
There is no sustainability TV Channel. I’ve been working on one slowely, but it is taking time. One of my clients / friends in Dubai wants to hold a Dubai Environmental Sustainability Film Festival which I’ve been assisting him with developing conceptually and operationally.
Dreamtime
Game Concept Overview
Dreamtime is a quest and/or puzzle orientated computer game, distributed on leading platforms such as PC, Xbox360, Nintendo Wii and Playstation 3 or the platforms that are created in the next generation.
The Dreamtime game, is proposed to be embodied as an adventure game. The player creates a profile as a type of individual, representating a family and community member within a common Aboriginal community; and is presented with an immersive, story telling world where the users growth is governed by their ability to adapt and understand the environment around them.
The player starts within a community, and is required to learn key concepts concerning the lifestyle, beliefs and role they play in their tribal society as a contributor to the community. Once initial challenges have been met, the player goes “walkabout”. This offers the player an opportunity to visit, meet and get involved in other communities around Australia.
The Game-Play Challenges
In a manner not dissimilar to the iconic story orientated games of Kings Quest, Myth, Space Quest, Monkey Island, Legend of Zelda and Fable, the game Dreamtime, presents the player with an immersive world where they are required to successfully accomplish interactive stories, or tasks, that collectively contribute towards the game-players statistics and achievements in the game. The game is progressively developed for the user, based on what they’ve already achieved in the game. To begin with, simple aspects are available whilst in latter parts of the games storyline, more complex tasks or puzzles are opened up, requiring knowledge developed from prior accomplishments.
The Storyline
The Storyline will be developed through the participation and contributions of the Aboriginal society. The setting is Australia, prior to European Settlement, where Aboriginal people were part of the land, living in a manner untouched by European values and influences.
Through the participation of Aboriginal communities across Australia, it is envisaged that the game will create a historically accurate, interactive, participatory environment where the dreamtime and culture of Aboriginal communities throughout Australia can be embrased by the world of game-players.
It is envisaged that the game will be delivered in a manner that provides staged presentations at key intervals of the players progress. Within these stages, “dreamtime” stories would be presented to the user, representing the stories passed down by the generations of the real-world communities, in a way that assists the players’ progress in the game to the next level (of knowledge and gameplay).
Commercial concepts
Commercial Market
The game aims to be distributed internationally on a range of platforms.
The game would initially be distributed on PC and consoles, with extensions to the game concept being available on mobile gaming platforms. As the product’s scope is a game that provides character development based on the accomplishment of “dreamtime” story orientated puzzles, it is plausable to provide an online account where users can play on a range of devices, contributing to their overall “gamer profile”, where statistics and achievements would be listed.
Content development and Research
Aboriginal people had different territories throughout Australia, where differentiated cultural aspects ensued. Information pertaining to these individual cultures is somewhat available, however I am currently unsure as to whether the relevent information is available in a suitable format for use over the entire, potential scope of the project.
In order to fairly and effectively develop an archive of knowledge that can be used to generate game-play elements, Aboriginal communities across Australia should be engaged to assist by providing the stories and cultural learnings that will make up the game and the gameplay lifecycle. Using modern technology, it is viable to produce a gaming environment that can be extended with content downloads, after the title has been released to the market. Nonetheless, the broad functionality of the game needs to be published within the initial content package, embodied within the titles software.
Inorder to effectively document and aquire cultural information, it is suggested that the community is engaged and content acquisition is managed, by a team. This team would be responsible for accumulating stories, environmental information and other anthropological data as required by a commercial game development team/s, to turn the dreamtime stories and cultural information into an interactive gaming world.
Corporate Formulation
The Title is designed to assist the Aboriginal people of Australia, and their assistance will be crucial to the success of the game, through the collection of information for the manufacture of the gaming environmnet. In Return for developing a successful game, it is envisaged that a Not for Profit (NFP) entity would be established.
As this not-for-profit entity develops, and as the game becomes commercially lucrative – it is envisaged that this NFP entity would transition from an initial purpose of collecting and holding copywrite for the cultural information gained from throughout the community, towards a new operational business involving investments into Aboriginal Communities for the purpose of exposing its native culture to world markets. This proposed firm, would manage licensing revenues by investing in and contributions towards the on-going economic support for ensuring Aboriginal culture remains a “living” culture. I would like to see funds put towards the benefit of aboriginal communities in a way that brings about a ubiquity in aboriginal culture and what the aboriginal people, felt was most important. Nonetheless, the game must provide a satisfactory commercial return for investors and continued development; and, it will take a lot of good work to make this successful.
Game Engineering Concept
The Game engine needs to be able to represent 3-dimentional representations of geographic territories, at a range of levels. A user should be able to browse Australia as a whole; identifying which specific territory they wish to further investigate while, upon selection, also providing the capacity to interact with a local environment in a first-person perspective.
The Game Engine developed should be made in such a way that it is extendable, with additional content modules. These modules should use a standardised specification, as to provide the opportunity for contributions to the overall environment. Althought the initial focus is Australia and the Aboriginal culture, it is envisaged that upon success the concept could be more broadly applied to other territories around the world where indigenous cultures are less ubiquitous in modern-day lifestyle and communications. Internet access will be a key ingredient in the use of this platform, as it provides the game a method to extend the world and its incorporated “dreamtime” stories, as they become available; and, as funding continues to become available through the sale of game, for further development.
An Immersive Environment
Story telling is also a great art harboured within the creative film industry. I am continuing to consider how filmmakers and game makers could work together on this project, to provide a suitably immersive “dreamtime” environment. It is key to the game, that it looks immaculate, in its visual presentation. There are significant opportunities to also immerse traditional songs and other audio content as part of the experience.
Advanced gameplay and dreamtime puzzles
Almost every concept found within a culture can be described and/or represented to a player as a puzzle. By associating this concept to “dreamtime” stories, the cultural learnings of the Aboriginal people, would be captured from participating groups, and converted into game-play aspects. A good game ensures the player feels forfilled throughout the process of playing it, achieving goal, and moving to a new “level”. In this case, the gameplay is embodied within the story, which has some form of learning outcome found through interaction.
Game Developers are expertly trained at manufacturing gaming environments, and increasingly visual art. However game developers will require content, and a process for acceptance is also envisaged to be necessary to ensure the output is not misrepresentatal to the origin of the story, in a way that misguided.
Economic Effect
It is envisaged that this title, embodying the subject matter effectively in a way that can be successfully marketed to the world, would significantly benefit the Aboriginal culture and our modern understanding of that culture, and its representation in international markets. This historical platform of traditional Australia, could change opinions of Australia in a global market. Sorry, is an important word, however ensuring Aboriginal Culture remains a Living counterpart to the Australian Presence, is much more important.
Film and Social Contributions
The research project will present an opportunity to produce TV or film orientated content, surrounding the production of the game. It is also envisaged that locals could be offered a range of opportunities to participate in the production, providing a range of additional training opportunities in the process.
Related Marketing Concepts
It is envisaged that the game will include a number of cinemagraphic scenes, describing context and associted immersive scenes.
Industry Participation
There is a title called “earth”, which was produced with the assistance of advertising agencies and brands around the world, which was then freely distributed. Although the objective is not to freely distribute the principle output of this project; there is likely an opportunity to present branding and sponsorship support in assocation to the games software environment, but not within the game itself. Any brands and/or corporations known to be contributing to the Game would be rewarded with brand assocaition, to a game that attempts to bring to life indigenous culture. Therefore, as a method for brands, and industry to engage a commercial opportunity to support the community; it is envisaged that this project will provide a palletable opportunity. This is especially the case if and as a successful community development strategy takes form, in relation to the previously mentioned NFP Structure.
A Collaborative Work
The commercialisation strategy ideally provides a framework for wide-spread participation; in-turn, creating a brand that can be cross-marketed, and promoted across a diverse range of Australian and international groups.
As referenced earlier, one of the technical objectives is to build and/or use a game-engine, designed to provide the opportunity for modular development. Through the application of a modular development environment, with a relevant certification process; the commercial method may lend itself to distributed development, with a variety of development agencies.
Technology and Potential Applications (other than the “dreamtime” game)
There is potential for the body of work to be used in education environments and other spaces where immersive environments can be displayed. An example would be a digital planetarium or lecture theatre with digital projector; where the application could be modified to suit an instructor-led tutorial or exhibit.
Another potential application is the development of a framework for delivering a historical, interactive video application that compiles and represents content in a mapping orientated manner. Through the development of a computer game, a computer rendered environment would be produced that may be used for a variety of applications, at a range of complexity levels.
Another idea, is that it may be produced in a manner that provides the means to string-together stories using basic text-orientated strings (ie: XML) that uses a language or XML Schema, designed to allow the production of a story, based on referencing a group of objects, rules and linear gameplay processes. However, I am not sure if this is similar to existing game development processes. In such a design, it would be envisaged that the elements produced would be archived in a database structure for application and re-application into a range of environments. This mechanism is envisaged to be similar to the method used for second-life, however considerably different in the quality of rendering; and commercially different by instituting a process of validation prior to application within any applicable game environment.
In summary: I think this is a great idea that deserves support. If you are able to support the project, please do not hesitate to contact me
Messenger Evolved
With the introduction of all these social networks, the use of instant messaging has changed. The behaviour of using an instant messaging system is changing. There are multiple facets to this change.
Some of the key aspects include;
1. Mobile phones (with Data allowance)
Integrating with Online Social Network Systems. Some with VOIP capibilities, other integrate with contact databases, whilst others again compile completely different lists of users.
2. Social network websites
Lots of them. Plaxo, Linkedin, Facebook, MySpace, Twitter, MSN Spaces and the others.
So – The question becomes – How exactly does one track, from a contacts point of view, the activities across these networks?
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Key Functions
1. Syndicated Feeds – informing the user of all the goings on, segmented, made into a useful feed of information.
2. Online Messaging. As application interfaces continue to evolve, instant messaging is a communication feature made available throughout these application interfaces.
Application interfaces;
Instant Messenger like.
Ability to read feeds from different applications
Ability to segment what types of feeds you want. qualified by type, format, application, etc.
Ability to use the system on multiple devices
Ability to have instant messaging
Ability to send messages via different platforms
I’ll keep thinking about it.
Digital Video Processes
These Images describe different components of the digital video file lifecycle.
these diagrams assume a basic understanding of computer systems. Understanding these parts of the video lifecycle can help to better understand how and what is going wrong with any particular video files. It can also be used to produce better video files.
The encoding process is just an example developed some years ago. it is not designed to be a leading-edge or particular method.
Specifications Outlines
Below is a range of open standands specifications that can collectively enable Hybrid Television Services.
XrML The Language for Digital Rights ™
BluRay GEM Definition Document
TV-Anytime An adaptation to DVB Transport Streams and Implementation in European Projects
Transport of MPEG 2 Transport Stream (TS) Based DVB Services over IP Based Networks
Aimia Innovatives Submission
Name: Timothy Holborn
Email address: timothy.holborn@theitvcompany.com.au
Mobile: 03 9857 4486
AIMIA Membership Number: NA.
Idea 1
Describe the concept:
It is a framework for enabling, managing and monetising interactive content channel, and advertising supported content delivery over IP to Consumer Electronics Devices. The contribution being an operational IPTV framework that provides the ability for “channel providers” to enhance their TV offering through the delivery of multimedia over IP, utilising the TV-Anytime Specification, and related technologies, products and services.
What makes this so unique?
This ‘concept’ is targeted at increasing economic value and turnover for digital content and related markets. It is also designed to provide an “open standard”, which is developed in collaboration with international regions.
How does it change the lives of the people who use it?
This provides more choices to consumers, whilst providing revenue to content creators and targeted community exposure to SME advertisers.
Do you see a revenue model associated with the model? If so, what?
The system charges channel providers for products and services including the transport of media to ISP’s. ISP’s are also charged (Mb’s or GB’s).
What assistance is required to take it to the next step?
The framework needs to be converted into an organisation with Agreements, a Team and a Test-Bed.
Idea 2
Describe the Concept
An Internet Based Video Player, powered by a Search Engine. The Video player uses a range of search technologies to source and display videos from across the internet. Users could vote, skip, and select from “channels” (“genres”, top viewed, etc.), which the search-engine could sort via meta-data found in association to the content sources, and internal DB entries built up by the system.
Is there anything like this in the marketplace today
No
What makes this so unique?
It plays full screen video, based on search-engine results with minimal user input. A user skip videos, and refine selection criteria but it is not a video archive, it is a video player, which finds the content using search technology
Which market/demographic is it aimed at?
Global
How does it change the lives of the people who use it?
It provides a new type of TV like experience on the web.
Do you see a revenue model associated with the model? If so, what?
Advertising, text and image overlays as well as TVCs being inserted into “playlists”, of search related video-output.
What assistance is required to take it to the next step?
Patent (if possible) build, test, commercialise. It is an idea, with some technical structure.
Idea 3
Describe the Concept
A multi-path video compilation for distribution over web, interactive broadcast and blu-ray DVD. The Storyline is developed in stages by teams. Each Team is able to produce a segment. The Team segments that receive the highest viewer votes are selected as the basis for new segments. Each Segment is 5 minutes. The completed story line can be up to 40 minutes in duration.
There is one initial segment. The winner gets to write, produce and direct the final segment.
Is there anything like this in the marketplace today
No
What makes this so unique
It’s a “choose your own adventure” soon to be available on TV experience. Users participate to direct the storyline of the multi-path TV styled presentation
Which market/demographic is it aimed at?
The 16 to 38 age bracket.
How does it change the lives of the people who use it?
It provides them a brand-new TV experience.
Do you see a revenue model associated with the model? If so, what?
Revenue Model is advertising based; with a secondary source via distribution sales.
What assistance is required to take it to the next step?
This concept needs to be developed from its initial concept, to delivery.
Idea 4
Describe the Concept
Codename: Green TV, it is a multi-platform media station that delivers environmental and sustainability related Video centric content to viewers. It provide a “channel” that is dedicated to the environment, sustainability and related issues. It would leverage the best available technologies to enable low-cost production and distribution of community content, from across Australia.
Is there anything like this in the marketplace today
NO.
What makes this so unique
The “channel” is unique by the fact that it focuses on the Environment and sustainability, something that there is no Foxtel Channel supporting. It is also unique by the way in which the channel landscape is set-up, facilitating functionality aliened to YouTube, with community involvement, patination TV opportunities and a global content catalogue of TV Content, for environmentally related issues.
Which market/demographic is it aimed at?
People who are investigating and/or interested in sustainability
How does it change the lives of the people who use it?
It helps people to better understand what the crazy greenies are going on about, whilst supporting green business advertising, innovation and development
Do you see a revenue model associated with the model? If so, what?
Advertising
What assistance is required to take it to the next step?
From concept, to beyond; it needs to be built, I have some tools.
Idea 5
Describe the Concept
The Interactive Video Business Directory, is a web-based tool for the distribution of business video advertorials over multiple platforms. It enables digital video producers to sell their production services to business, whilst providing them a place for that content to be distributed. It forms the basis for sponsorship of distribution for other “creative” content, whilst facilitating small business exposure.
Is there anything like this in the marketplace today
No
What makes this so unique
Youtube and others offer advertising sponsored video hosting. This is sponsored video hosing for businesses who wish to advertise. It would incorporate tools for DIY, or Professional spaces being deployed, in a manner that is consistent with the needs for future IPTV services.
Which market/demographic is it aimed at?
SME Sector
How does it change the lives of the people who use it?
It enables businesses to advertise with video, incorporated into genre compilations (like “weddings in vic”), and provide them the opportunity to sponsor other content.
Do you see a revenue model associated with the model? If so, what?
Pay per view, depending on output platform, etc.
What assistance is required to take it to the next step?
It needs to be built, marketed and commercialised.
IDEA 6
Describe the Concept
The “Worlds best DJ Competition” is a multi-platform, radio centric competition where participants enter and select a range of songs to “mix” via internet which are submitted for airplay and voted for by radio listeners. each radio station participates with music that is relevant to their normal programming. For example, Gold 104, would have a music archive of older classics, whereas JJJ would have principally Australian music.
After each “round”, winners are selected and the playlist is extended by another song. This process continues until there are a finalist “dj’s”, with an extended playlist. Votes continue to stream in, and a winner is found.
Is there anything like this in the marketplace today
No
What makes this so unique
It is a participation multi-platform radio product, incorporating digital music systems.
Which market/demographic is it aimed at?
Radio, Music Industry, Radio Listeners
How does it change the lives of the people who use it?
It will enable the introduction of more recent music into radio, helping fledging artists
Do you see a revenue model associated with the model? If so, what?
SMS, MP3 Sales, Advertising
What assistance is required to take it to the next step?
It is a concept that needs to be turned into reality.
IDEA 7
Describe the Concept
Media Guide Networks is an online Channel Development Platform, for IPTV Services. It is sold to Channel providers. Channel providers are provided an API Specification, in which they can develop their own portals for video delivery. This API is consistent with the TV-Anytime Specification, and other technologies found in STB Devices, such as TiVo or the Teac HDRM7250. The Media guide provides the framework for multi-platform media delivery, with a specific interest in IPTV networks.
Is there anything like this in the marketplace today
No
What makes this so unique
It is designed to conform to international standard for Interactive IPTV / DVB Services.
How does it change the lives of the people who use it?
It provides the means to deliver archive content. it provides localised advertising capabilities, that can also support small businesses advertisers who want to sell advertise in very small territory foot-prints and/or for specific content titles.
Which market/demographic is it aimed at?
Broadcast and rich media industry
Do you see a revenue model associated with the model? If so, what?
Advertising, Channel Sales Income, Support agreements, Distribution of media assets across a managed CDN
What assistance is required to take it to the next step?
Web-development to turn the specifications into a working prototype
IDEA 8
Streaming Platform, is a web-based Media Management system, incorporating Storage, Live Transco ding, Distribution, DRM, Meta-Data management, B2B Distribution Support, Library Services and a range of related functions. The Key components are in alpha stage of development, and the server equipment is already available.
Is there anything like this in the marketplace today
No
What makes this so unique
It enables the delivery of media in multiple web-formats, in a range of business models more cost-effectively than is otherwise available in the Australian market.
How does it change the lives of the people who use it?
It provides the network capability to Broadcast Live, to the globe on multiple formats at low-cost. It also provides the capability to optimise network distribution in local markets and transcode, manage and resell library assets at a reduced cost, whilst maintaining control over the video assets.
Which market/demographic is it aimed at?
Media Industry
Do you see a revenue model associated with the model? If so, what?
Cost per Minute Transcoded and Cost per GB distributed / Stored.
What assistance is required to take it to the next step?
The Software Development (database and web development) needs to be done, and the servers need to be housed in a data-centre.
IDEA 9
Describe the Concept
A portable Live Webcasting system, for Local events. It revolutionises accessibility of media to our communities. Providing exposure and enhancing community relationships. The system uses satellite and server technology to achieve multi-platform output, up to D1 Resolution, globally.
Is there anything like this in the marketplace today
No
What makes this so unique
It provides the means for Live Transmission at high quality for low cost. Providing community events an and opportunity that they would otherwise not have available to them.
Which market/demographic is it aimed at?
Community and SME
How does it change the lives of the people who use it?
It means that our community industry leaders can be provided global media coverage, providing support for their works. It also provides the means to generate more community advertising, and the opportunity for emerging media professionals to get more opportunities to produce media.
Do you see a revenue model associated with the model? If so, what?
It costs about $1500 for the satellite + 310 GB of bandwidth. The production crew costs ~$300 per person ½ day. Equipment costs ~20k. There is a margin on these costs, advertising sponsors are sought.
What assistance is required to take it to the next step?
Funding to acquire equipment and facilitate events whilst the revenue and advertising builds up
Idea 10
Describe the Concept
A SME iTV Advertising Production Group, which brings together the video production industry into a group for the purpose of producing low-cost advertising for the SME market that can be apply to evolving IPTV and iTV Opportunities.
It would incorporate a forum, possibly involving competitions, a website, networking events and conferences to educate video professionals about how to make video for digital platforms. It would encourage and foster industry take-up, providing leads to participating production and/or ad-agencies. It may also provide a Video Distribution Database that facilitates ad-management and on-licensing to publishing points.
Is there anything like this in the marketplace today
No
What makes this so unique?
It is an initiative that is aimed at ensuring every small business can use video to advertise their brand and related services.
Which market/demographic is it aimed at?
Media Services, MFG’s + SME Sector
How does it change the lives of the people who use it?
It helps the video production market connect who in-turn support community through new media and related opportunities. The organisation operates in a manner that aims to compete directly with the cost of junk-mail development and distribution.
Do you see a revenue model associated with the model? If so, what?
Referral charges, membership charges, distribution related charges, sponsorship, product related advertising revenue.
What assistance is required to take it to the next step?
A body like AIMIA, needs to take it on, market it, and make it work.
Idea 11
Describe the Concept
A Full-Screen Video playing web-site, which is developed in flash and silver-light and delivers a full-screen video window from the point of entry. The Functionality is similar to TV, providing object-based menus, and there are a range of channels and other interactive features that are integrated into the player, which is connected to a video CMS, for database and channel management purposes.
Is there anything like this in the marketplace today
NO
What makes this so unique
It is a website, which looks like a TV Channel. No WebPages, just full-screen video, interactivity and navigation.
Which market/demographic is it aimed at?
Consumer Market
How does it change the lives of the people who use it?
It provides a TV experience in a web-browser. TV-Anywhere. (Subject to licensing and media accessibility)
Do you see a revenue model associated with the model? If so, what?
Advertising, Channel Sales, CDN Service On-Sales, Licensing Fees for Software or other.
What assistance is required to take it to the next step?
I need someone who can help me connect my database to the silver-light application, using PHP and Jscript. As well as Further help from this point, to sustainability.
Idea 12
Describe the Concept
Myphonebox.com is a web-based Telephony Service. It provides a number, which is accessible by telephones and provides in-bound, out-bound, call-diversion, call-redirection, message-bank, facsimile receipt and send, and online calls via a web-browser. Like Hotmail, for telephony.
Is there anything like this in the marketplace today
No
What makes this so unique?
It provides the facilities required to make telephone calls via a web-page, as well as managing telephony services via a web-interface and re-direction of telephony to a internet accessible location.
Which market/demographic is it aimed at?
Office workers, Students without faxes, Start-ups
How does it change the lives of the people who use it?
It provides a single number, that can be redirected to any telephony or internet based device. For example, the number could be used on business cards and re-directed to the work mobile. if the employee gets fired, they move the redirection and communications continue. It Empowers people, to better maintain their own personal relationships.
Do you see a revenue model associated with the model? If so, what?
Licensing rev. via Telco partners or margin on supply costs.
What assistance is required to take it to the next step?
The System needs to be built, and sold to telecommunications providers on a partnership basis.
