With apologies to Marshall McLuhan, this phrase came to mind when we saw the recent announcement about the death of the floppy. McLuhan argued that the medium that carries a message is an essential part of it. He noted that all media have characteristics that engage the viewer in different ways. It seems then, that as our delivery platforms change for digital code and content, so will our message AND our business models.
Just as the floppy shook up the computer industry in 1971, new mediums like distance learning and cloud computing are redefining how our technology products and services are consumed and interpreted. With the invention of the floppy, ed tech developers suddenly had a quick, inexpensive way to distribute its software on a massive scale. This technological development, however, meant that the market came to expect faster software updates, and new business models were required to keep pace.
Cloud computing is bringing us to a similar juncture. As companies head for the cloud, they will have to find ways to adapt their content and adjust their revenue models to the new medium maintain a viable business. When music went digital, for example, the bottom fell out of the market as the aptly named Pirate Bay and others pioneered the no rules, no royalties model. How our industry decides to manage the growth of e-books or open source LMS may likewise define the fate of our own digital products and services down the road.
What we know for sure is that the education delivery medium is going digital in every direction: from
textbooks to student performance data to interactive whiteboards. As this transition creates new
possibilities, the question is: how will this affect our message and how will we manage the medium?
Posted by Karen Billings, VP Education, SIIA and Alec Wescott, Education Intern, SIIA

