Potential market

SECTION I: The product

 

1a The innovation potential of this product is related to:

 

  • Technology-driven innovation (under the influence of the development of science – the market is not ready for the product)
  • Market-driven innovation (as a result of market surveys, the market expects the product)
  • Replacement of existing product
  • Product related to cost reduction
  • Radical new product
  • Other, what…
mEducator is considered a technology driven innovation. Although there is an abundance of medical educational content available in individual EU academic institutions, this is not widely available or easy to discover and retrieve, due to lack of standardized content sharing mechanisms. Existing standards for describing learning objects, in particular IEEE Learning Object Metadata (LOM) and its extension Healthcare LOM – designed by MedBiquitous to provide for the specific demands of medical and healthcare education – were considered as the starting point for the development of the schema. This starting point was also based on previous research done by whose input to the current work was fundamental. To continue, the XML binding of IEEE LOM was initially reused by mEducator in order to implement the scheme in XML. However, as the need to ensure that the metadata was compliant with the principles of Linked Data became clear, RDF was identified as the most appropriate framework to use. The notion of linking between resources and ontologies through RDF URIs offered a way of benefitting from the many advantages of Linked Data.

 

 

1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The conceptual model for the Learning Resource that was developed to be the basis of the mEducator schema is intended to:

1) Capture the semantics of the relationships (if any) among the metadata fields and the Learning Resource
2) Make evident the rationale of the design decisions in the schema
3) Identify potentially overlapping semantics in the metadata fields, and remove them in order to support the modular construction of metadata
4) Clearly locate the appropriate place for the development of mEducator-specific controlled vocabularies and taxonomies.

1c What is the Unique Sales Proposition of the potential product?
Since the aim of mEducator project is sharing and repurposing of medical educational resources with a further aim to enrich the medical curriculum between different European academic institutions, concerns regarding the repurposing process, the granting of a copyright license to make use of a resource, as well as the integration of pedagogical values to the resources that will be used within meducator’s sharing solutions should all be taken into account when developing the metadata scheme. In particular, the metadata scheme:

  • Provides a standardised tool for communicating pedagogical contexts
  • Allows repurposed descriptions of content
  • Captures the semantics of the relationships (if any) among the metadata fields and the Learning Resource, to facilitate the definition of the RDF classes and attributes and the reuse of existing metadata vocabularies.
  • Incorporates existing resource description (e.g. FOAF used for users descriptions, etc.)
  • Takes into account Intellectual Property Rights (IPR) on the educational resources by the use of proposed licences (Creative Commons)

 

 

SECTION 2: The Market

 

2a What is the target market for the product?

National ¨

European ¨

Global x¨

Please describe the characteristics of your target market.

The main group of possible stakeholders and therefore readers includes e-learning technicians, solution/system developers, metadata experts, expert users and writers of the scheme. The mEducator scheme is used by both solutions of mEducator project and all the metadata editors developed within this project.
Potential use of this scheme could be the development of systems/applications that describe (metadata) educational resources.

 

 

 

2b How the product is characterized from the following options? Number of companies producing similar products in the field.

• Base – applied by all companies in the industry

• Leading – applied by a single or limited number of competitive companies

• Key –at a development stage, but has already proven its potential

The product is still at key development stage, further tested and validation in the immediate future is required.

 

2c What type of market demand will be satisfied?

• Existing demand – the market is already developed

• hidden (latent) demand – the market has yet to be developed

mEducator satisfies a  hidden demand for metadata in health education services. One of the main issues is the creation and the maintenance of valid metadata. To this notion economics of metadata creation, continues evolution of standards and the required specialized knowledge to edit metadata standards should always be taken under serious consideration. It is imperative that one needs at least user-friendly tools and editors for metadata creation and editing. There are currently many efforts for developing user-friendly tools for metadata creation. A basic distinction of those tools is whether they are web-based or not. A web based editor uses a database to store metadata and is capable of exporting a metadata file upon request, while a non-web-based solution usually stores the metadata directly into an RDF file. mEducator editor could ease the procedure of creating metadata without having metadata users to be online.

 

 

 

 

2d What is the current stage of the product’s market life cycle?

• Implementation, implementation in production (leading to a radically new product offers)

• Growth (rapid spread within the industry or outside it)

• maturity (parameters of the technical characteristics of manufactured products reached their maximum, higher-grade products can be manufactured on the basis of technological substitution)

mEducator is at implementation phase experimentation and validation. Full evaluation has not been completed yet, more work is expected to be done towards usability, controllability, error tolerance and efficiency. To this extent a community of users can foster the editor, since it is open source. However, actual use of the editor will identity additional problems that need to be resolved.

 

 

 

2e Strategic partnerships (existing or potential).
The main group of possible stakeholders and therefore readers includes e-learning technicians, solution/system developers, metadata experts, expert users and writers of the scheme.

 

SECTION 3: The Competition

3a What is the competition within your target market?
For UK Further and Higher Education, the most relevant family of application profiles are those based around the UK LOM Core. The UK LOM Core is currently a draft schema researched by a community of practitioners to identify common UK practice in learning object content, by comparing 12 metadata schemas.

CanCore provides detailed guidance for the interpretation and implementation of each data element in the LOM standard.

ANZ-LOM is a metadata profile developed for the education sector in Australia and New Zealand.

The Australian Vocational Training and Education (VET) sector uses an application profile of the IEEE LOM called Vetadata

NORLOM  is the Norwegian LOM profile. The profile is managed by NSSL (The Norwegian Secretariat for Standardization of Learning Technologies)

ISRACore is the Israeli LOM profile. The Israel Internet Association and Inter University Computational Center have teamed up to manage and establish an e-learning objects database.

SWE-LOM is the Swedish LOM profile that is managed by Umea University as a part of the work with the national standardization group TK450.

 

3b What competitive advantages will the introduction of the new product ensue?

• lower prices based on lower production costs

• product differentiation (uniqueness of the product proposal)

The completive advantage will be product differ nation based on product differentiation.  In particular, the metadata scheme will provide the following option to health related educational aspects:

  • Provides a standardised tool for communicating pedagogical contexts
  • Allows repurposed descriptions of content
  • Captures the semantics of the relationships (if any) among the metadata fields and the Learning Resource, to facilitate the definition of the RDF classes and attributes and the reuse of existing metadata vocabularies.
  • Incorporates existing resource description (e.g. FOAF used for users descriptions, etc.)
  • Takes into account Intellectual Property Rights (IPR) on the educational resources by the use of proposed licences (Creative Commons)

 

 

3c Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

The product is purposed for educational services and the positioning is placed on average prices and high quality services.

 

 

3d Potential products will be marketed:

• To regulated markets (e.g. heat supply, water supply, universal telecommunication services, agricultural products, fishing industry, architectural services)

• To markets operating on the principle of free negotiation between agents on the market

The product will be marketed on the principle of free negotiations between agents and the market.

 

 

SECTION 4: Indicators

 

Estimated cost of the new products 132.000
Expected market volume (potential / maximum number of users) 9000
Expected sales volume 765.000
Expected market share of the company (proportion between sales and total company sales in the relevant market) 10%

 

KEYWORDS QUANTITATIVE ASSESSMENT (0-5).

 

Please put X as appropriate. 1 2 3 4 5
Added-value potential       x  
Size of future market demand       x  
Competitive positioning of the product       x  

 

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