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. Learning object metadata is a data model, usually encoded in XML, used to describe a learning object and similar digital resources used to support learning. The purpose of learning object metadata is to support the reusability of learning objects, to aid discoverability, and to facilitate their interoperability, usually in the context of online learning management systems (LMS).

 

1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Arguments against the use of metadata are present. 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.

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:

  • Creating new Healthcare LOM file. The user fills in all the fields that he judge that should be filled in, by changing tabs for each separate category.
  • Updating an existing Healthcare LOM file. The user opens an already created XML H-LOM file and updates any fields that he/ she wants. For example, changing the version of the content item, adding a new author, etc.
  • Validation of Healthcare LOM file. While the file is opening a validation of the data occurs. Selecting XML view. At a button click the user has the opportunity to see the XML document and to browsing it.
  • Expanding/Collapsing the Treeview of Healthcare LOM. By client suitable button the user may view and browse all the metadata in a treeview in a more friendly way. The user can always collapse the treeview and continue with the editing or the insertion of the metadata.
  • Asking for Help. While filling in or editing the elements of Healthcare LOM a help-sign and an info box may promptly pop up with relevant instructions. To this extent a mouse roll over for more than 2 seconds on the help sign will make a help note to appear when then vanishes on mouse movement.
  • Tranform pubmed metadata to mEducator scheme/ontology. A pubmed metadata file can be uploaded to mEducator Editor. All the matching fields of the two schemas are loaded into the form and the tree structure in mEdcautor Editor. Additionally fields of mEducator scheme that are absent from PUBMED scheme can be filled out through the editor and saved.

 

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.

Target users of the mEducator editor are medical educators, trainers and individuals who want to describe their digital learning resources so as to upload them in a learning object repository and share them accordingly.

 

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 LOM comprises a hierarchy of elements. At the first level, there are nine categories, each of which contains sub-elements; these sub-elements may be simple elements that hold data, or may themselves be aggregate elements, which contain further sub-elements. The semantics of an element are determined by its context: they are affected by the parent or container element in the hierarchy and by other elements in the same container. The data model also specifies the value space and datatype for each of the simple data elements. The value space defines the restrictions, if any, on the data that can be entered for that element. For many elements, the value space allows any string of Unicode character to be entered, whereas other elements entries must be drawn from a declared list (i.e. a controlled vocabulary) or must be in a specified format (e.g. date and language codes). When implementing the LOM as a data or service provider, it is not necessary to support all the elements in the data model, nor need the LOM data model limit the information which may be provided. The creation of an application profile allows a community of users to specify which elements and vocabularies they will use. Elements from the LOM may be dropped and elements from other metadata schemas may be brought in; likewise, the vocabularies in the LOM may be supplemented with values appropriate to that community.

 

 

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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