SIIA Testimony to NY Education Reform Commission Calls for School System Redesign to Personalize Learning through Technology

I had the opportunity yesterday to provide invited testimony to the “New NY Education Reform Commission” appointed by NY Governor Andrew Cuomo to study and make recommendations for the reform and improvement of the state’s education system. My submitted written testimony describes a comprehensive vision for redesigning education to pesonalize learning through technology, and then makes dozens of reccommendations around each of the Commission’s seven objectives.

My October 16 oral testimony is provided below and video archived (at 02:02:40):

On behalf of the Software & Information Industry Association (SIIA) and our 500 high-tech companies, thank you for inviting me today. I am Mark Schneiderman, SIIA’s senior director of education policy.

SIIA agrees with the Commission that, “Future generations of students cannot compete unless we dramatically reform our education system.”

Our industrial-age education practices are largely unchanged over a century or more:
- Too many students are disengaged, not due to lack of technology, but from undifferentiated resources, rote one-to-many instruction, and lack of attention to 21st century skills.
- Time and place are constants, but learning is variable.

Instead, our education system must be fundamentally reengineered from a mass production, teaching model to a student-centered, personalized learning model to address the dramatic change in student daily lives, diversity and expectations.

The mandate is not for marginal change, but for: redesign to free learning from the physical limitations of time, place and paper; and instead customize instructional resources, strategies, and schedules to dynamically address each student’s unique abilities, interests and needs.

The redesign of education can take place without technology and digital learning, but not at scale.  Technology is a teaching force multiplier and a learning accelerator.

This doesn’t mean computers replace teachers, or that all learning takes place online.

It does mean that we use the technology:
1. to collect and analyze extensive student learning data to a degree not otherwise possible;
2. to provide a differentiation of interactive, multimedia teaching and learning resources and student creativity and collaboration tools not possible from one teacher, book or classroom; and
3. to free teacher time from rote and administrative activities to redirect to more value-added instruction.

The result is a more effective teacher, a more highly engaged and better performing learner, and a more productive system.

SIIA’s 2012 Vision K-20 Survey of 1,600 educators found that interest in digital learning is high at about 75%, but only about 25% rate actual technology access and use as high by their peers and institutions.

Here are 10 SIIA recommendations to the Commission and state:

1. Eliminate the Carnegie unit (credit for seat time) as the measure of learning and replace it with a competency-based model that provides credit, progression and graduation based upon demonstrated mastery and performance.

2. Eliminate fixed, agrarian-age definitions of the hours of the school day and the days of the school year and instead provide flexibility for 24/7/365 learning as needed for student mastery.

3. Ensure all teachers have access to a minimum slate of digital tools and supports provided to other professionals, including instructional technology coaches and virtual peer learning networks.

4. Ensure all educators have the skills needed to personalize learning and leverage technology, including by updating the curriculum of teachers colleges as well as teacher licensure and certification requirements.

5. Encourage and support a shift from print-only curriculum to instead provide students with anytime, everywhere access to interactive digital content and online learning.

6. Create a statewide online learning authority for approval and oversight of virtual learning providers to New York students and schools, and loosen arbitrary limits.

7. Invest to ensure equity of technology and digital learning access to change the education cost-curve and provide opportunity to learn, while providing increased local flexibility in the use of state grant funds to meet unique local needs.

8. Set minimum expectations for school/teacher electronic communication with parents and families and support home access to student performance data, assignments and curriculum.

9. Support more flexible higher education policies that end seat-time requirements, allow students to demonstrate prior learning and complete course modules that fit their learning gaps, and receive student aid for study toward skills certifications valued in the job market.

10. Finally, recognize the role of the private sector, which invests hundreds of millions of dollars each year to develop and deliver educational technologies and digital learning. Support public-private research partnerships, and reform the RFP process to enable the private sector to share their expertise, vision and innovative business models.

Our nation’s continued success will require that our educational system adopt modern methods and means to remain not effective and relevant in the 21st century.

On behalf of SIIA and our member high-tech companies, I look forward to working with the Commission to further identify and advance a reform plan for New York education.


Mark SchneidermanMark Schneiderman is Senior Director of Education Policy at SIIA.

Leaders or Laggards: The State Role in the Shift to Digital Content

The focus at the recent annual meeting of the State Instructional Materials Review Association (SIMRA) was the shift from print to digital. While paper weight and book binding standards remain on their agenda, the shift is symbolized in part by this group’s recent name change that replaced “textbooks” with “instructional materials.” I had the opportunity to present at the meeting, and had some timely discussions about the evolving state role in the digital world. Texas (see SIIA webinar), Florida (see SIIA summary) and West Virginia are among the states most proactive in helping lead their schools into the digital content future, while many states (with leadership from their SIMRA-member adoption director) are trying to catch up with their districts and understand their evolving roles and rules. A parallel but accelerated shift to digital is underway in state assessments with the leadership of PARCC and SBAC.

As background, SIMRA members administer the process used in 20+ states for instructional materials adoption, including identifying curriculum and technical requirements, soliciting publisher submissions, managing the peer review criteria and process, and coordinating the school procurement of approved materials (including with state funds to buy materials in states such as Texas, California and Florida). SIIA has advocated for years the need to update legacy rules that often create barriers to adoption of digital and online resources, and therefore limit local choice. While often this is simply about correcting for unintended consequences of legacy print rules, the issues are often far more complicated and reflect the still evolving views of instructional materials in the digital age. A leading example is dynamic content: State policies have traditionally required that content remain unchanged over the course of the six year adoption cycle, while digital resources can be seamlessly updated to remain current, accurate and meet evolving curriculum and pedagogical needs. Not surprisingly, SIIA has long advocated the flexibility for content to be updated and improved during the period of adoption.

Here are a few other trends identified at the SIMRA meeting:

  • State budget shortages continue, causing many states to delay adoption cycles or reduce funding and leaving many teachers and students with increasingly outdated materials.
  • Common Core State Standards are central to the process, but many state cycles are not aligned and adjustments are often not possible given the overall budget shortages.
  • Fewer states are funding instructional materials. In the traditional model, states paid for instructional materials, providing them the leverage to determine which materials are to be used. That is often no longer the case.
  • States are increasingly providing local control such that school districts can buy state approved materials, but can also buy any other instructional resources as well.
  • Some states are asking whether they should continue to target only single, primary tools of instruction (i.e., textbooks or their digital equivalents), or whether they should also adopt, for example, digital learning objects and modules to support teachers in dynamically assembling resources to differentiate instruction and personalize learning.
  • Some states are allowing the use of instructional materials funds for the purchase of the technology hardware needed to access those materials, though priority in general still for content.

States are working with SIIA, publishers and other stakeholders to address new challenges in reviewing adaptive instructional software and other robust digital content. For example, how do they review the full resource in cases where each student may be provided a unique, dynamic pathway through the content (compared to the relative ease of reviewing a more linear (e)textbook).

Also, as digital content shifts from supplemental to primary, format and platform are also increasingly of concern. State agencies, on behalf of local educators, seek to ensure the content they purchase is accessible from multiple platforms, as well as increasingly from their students’ personal/home devices. Some have floated the requirement that digital content must be accessible from every platform through a common format. While interoperability is a key goal, SIIA recommends for industry evolution of common standards and against regulatory mandates that could block use of many widely used technologies. SIIA instead encourages that states focus on ensuring publishers disclose system requirements to empower local decision makers with the information they need to determine what platforms and resources best meet their needs. This will enable technology innovation and competition, enhance education choice, and ultimately ensure the needs of teachers and students are best addressed.

SIIA encourages states to further lead the print to digital transition. In doing so, they must recognize that there is not yet any single best technology, curriculum or instructional practice solution for the use of digital content. Therefore, most importantly, SIIA encourages states to provide the investment, regulatory flexibility and technical assistance districts need to innovate as educators collectively and individually determine the best path forward.


Mark SchneidermanMark Schneiderman is Senior Director of Education Policy at SIIA.

Got Klout?

We are excited about our partnership with the InfoCommerce Group to produce DataContent 2012, coming up October 9-11 in Philadephia. The conference will focus on discovering the next big thing in publishing: The intersection of Data, Community and Markets at DataContent 2012. If you don’t know him, Russ Perkins the founder of InfoCommerce Group, is one of the more thoughtful individuals in our industry on all things data. As we lead up to the conference, we will be highlighting posts from his blog which focus on the issues and topics we will be discussing at DataContent 2012. Enjoy!

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Imagine a business based on a mash-up of social media, analytics and ratings. And that’s exactly where a company called Klout plays.

Klout exists to assess your social media importance. Using advanced algorithms, it looks at how active you are in social media, how big your audience is, how influential are the people in your audience, and the impact of your social media activity. All this gets rolled up in a Klout score – a number from 1 to 100… Read more.

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 Post is written by Russell Perkins, Founder & Managing Director, InfoCommerce Group Inc.

Russell has over 20 years experience in all facets of the database publishing industry. He is the author of Directory Publishing: A Practical Guide, which is now in its fifth edition, and InfoCommerce: Internet Strategies for Database Publishers.

Big Data: A Long Way from Plug-and-Play

We are excited about our partnership with the InfoCommerce Group to produce DataContent 2012, coming up October 9-11 in Philadephia. The conference will focus on discovering the next big thing in publishing: The intersection of  Data, Community and Markets at DataContent 2012. As we lead up to the conference, we will be highlighting posts from the InfoCommerce Blog which focus on the issues and topics we will be discussing at DataContent 2012. Enjoy!

Big Data: A Long Way from Plug-and-Play by Nancy Ciliberti

One of the key markets for all the new big data analytics providers is marketers themselves, a group that should be a natural for turning deep customer insight into increased revenue. But are they ready?

Well, according to a study by Columbia Business School and the New York American Marketing Association, although nearly all (91 percent) of marketers value and want to make data driven decisions, 29 percent report that their marketing departments have “too little or no customer/consumer data.” Thirty nine percent of the marketers surveyed said their data is collected too infrequently and “not real-time enough.” Two in five marketers admit that they cannot turn their data into actionable insight and about an equal number (36%) report that they have “lots of customer data,” but “don’t know what to do with it.”

Read more…

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This blog post is brought to you by the InfoCommerce Group (ICG). ICG and SIIA are teaming up to bring you DataContent 2012, scheduled October 9-11 in Philadelphia. Please visit the website details on the conference schedule, speakers and registration.

VIA Recap

Angus Robertson

On May 9 & 10, the SIIA Content Division hosted Content VIA Platforms – a conference dedicated to educating media, publishing and information professionals about the technology and business issues related to distributing content via mobile, social and other platforms. Guest blogger, Angus Robertson, Principal Robertson Advisors LLC, gives his write up on the Conference and the content covered. 

About Robertson Advisors:  For 10 years Robertson Advisors has been providing content creators and distributors with strategic and tactical consulting services. Angus can be reached at angusrob@mac.com.

A major theme emerging from SIIA’s Content VIA Platforms conference in San Francisco last week was the impact that mobile is having on the distribution of content.

One lesson from the success of iPad apps is that the simplicity dictated by the format can be a benefit that has relevance to other offerings as well.  The limitations of apps forces greater focus on what is truly important, a lesson that is increasingly being incorporated into web products.

Newstex President Larry Schwartz offered a useful walk through of the process and timeline of developing mobile apps. He stressed the importance of following the Lean Startup model of “Nail it and scale it.”

Dan Bennett, VP of Technology for Thomson Reuters, provided a handy comparison of the pros and cons of native apps versus HTML5 and sounded a note of caution about jumping on the app bandwagon.  Developing and supporting apps for Apple devices always adds to costs but not always to revenue, so it is important to understand what you are trying to do with apps, he said.  He likens apps to puppies: everyone loves them until they get big and tear apart the house.

Barry Graubart, VP Marketing, ReisReports, led an informative Executive Bootcamp on Platforms that included Teri Mendelsohn of Mendelsohn Consulting, Ann Michael of Delta Think, Robin Neidorf of Free Pint and Mark Strohlein of Agile Business Logic.

Some of the key pointers from this session were:

Mobile strategy needs to:

  • embrace the constraints; focus and simplify; and leverage mobile features such as geolocation, but only where they add value.
  • iPads are now outselling PCS, which represent less than 50% of the market.
  • About one in ten new products will be successful.

Security and authentication remains a significant hindrance to going fully mobile in the enterprise market, especially for businesses such as financial institutions. Still,  Free Pint surveys of enterprise users show that mobile is growing strongly in the corporate world. Two years ago Junior Analysts were asking “Why can’t I get this on my iPhone?” Now, senior executives are saying “Get this on my iPad, I don’t care how.”

Peter Marney, VP Content Group, Thomson Financial Research, gave an overview of how Thomson Reuters is handling the issue of fully leveraging the vast amounts of data across the company to support multiple platforms and markets.  His goal is to make news dynamic and interactive across the merged enterprise. “Knowing the value of the connections (between content) is more important than the content itself,” he said, citing the links between companies, people, patents and legal issues.

 

VIA Recap: Syndicating Your Content and Working with B2B Aggregation Platforms

Angus Robertson

On May 9 & 10, the SIIA Content Division hosted Content VIA Platforms – a conference dedicated to educating media, publishing and information professionals about the technology and business issues related to distributing content via mobile, social and other platforms. Guest blogger, Angus Robertson, gives his write up on the session Syndicating Your Content and Working with B2B Aggregation Platforms.

 This panel at the SIIA Content VIA Platforms, moderated by NewsLook CEO Fred Silverman, provided a good representation of the spectrum of attitudes towards syndicating content. In the traditionalist’s corner was Eric Johnston, Publisher and President of the Modesto Bee and the Merced Sun-Star, owned by McClatchy Newspapers. Johnston was quick to draw the distinction that “We are journalists, not content creators or providers. We do our best to protect our copyright.” Johnston also took comfort in the advent of the iPad, which he said allows a return to the “serendipity” of newspapers. This led to a discussion among the panelists of the “lean back” movement that, for example, has people spending 2 continuous hours with the iPad version of The Economist in a quasi-print format.

Johnston says his papers syndicate broad interest stories, but keep hyperlocal news within their own system, believing that local news is not of much interest outside the community. (But what about those who have left the community who may still be interested in home town news?) Despite the challenges facing the industry, Johnston thinks it is an exciting time to be in the newspaper business: “We have strong digital assets and we’ll be prepared for future delivery.”

Anthony Capon, Vice President for Content at Dow Jones oversees Factiva, which has  more than 36,000 content providers. Capon noted that anyone can aggregate and webcrawl: “We make it legal and present people with something they haven’t seen before.” Curation becomes more important as the playing field levels, with data mining and visualization emerging as key differentiators: “People want to discover things they don’t know, rather than just searching,” he said. While it is more complicated and expensive to syndicate through multiple platforms, “We have to be on all platforms our users use or we don’t get paid.”

Jeffrey Massa, President and CEO of syndicator YellowBrix, wants to make sure the content gets to the customer and that each of the 3,000 publishers gets credit. Massa noted a trend recently for publishers, especially newspapers, to try to pull back content that they previously syndicated through aggregators.  Agreeing with Capon, Massa noted that syndicators have to add more value: “deduping content is not enough.’  Over time he expects to be syndicating less licensed content and more unlicensed content.  YellowBrix is putting its money where its mouth is through its new iSyndicate product. Rather than the traditional usage-based model, iSyndicate buys in bulk: for example, 10 million page views for a set fee. Clients are charged a flat monthly fee regardless of the amount of usage.

NewsCred CEO Shafqat Islam, emphasized the importance of paying attention to packaging and making sure the display of content is optimized for different platforms, including billboards.  He said NewsCred aims for an “immersive content experiences” using a combination of algorithms and an editorial team. NewsCred was able to sign up the Financial Times, which is known for keeping fairly tight control of its content, by “showing how we can take them beyond where they are. It has to be more than just revenue in some cases.”  As an example of how curation of syndicated content can serve niche markets, NewsCred also has worked with the Daily News to create an online section aimed at the South Asian community in New York.

Many publishers still expect higher fees for content appearing on display screens, such as Bloomberg and Thomson Reuters terminals, but NewsCred charges clients the same amount, regardless of the platform they receive it on. Noting that “Advertisers want to control the relationship with the customer,” Islam said brands such as Pepsi are the fastest growing customer segment of NewsCred’s business.

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Post written by Angus Robertson, Principal Robertson Advisors llc.

For 10 years Robertson Advisors has been providing content creators and distributors with strategic and tactical consulting services. Angus can be reached at angusrob@mac.com.

SIIA Survey: Publishers Prioritizing Multiple Platforms as they Develop Content Distribution Strategies

SIIA’s Content Division today announced results from a survey that shows the challenges and opportunities content creators have in aligning their organizations to keep up with fast-evolving platforms.

Most of the 85 publishing executives surveyed said their companies are thinking about how to publish their content across multiple platforms.When respondents were asked to name the “high priority” platforms they plan to focus on during 2012, the answers were extremely varied.

According to the results of the SIIA Content Platforms survey:

• About 60 percent of respondents classify tablet publishing, mobile publishing and/or launching new web-based products as a high priority;
• Forty-two percent prioritize licensing and syndication; • Nineteen percent prioritize video;
• Business-to-business (B2B) companies tend to prioritize new web-based products slightly above mobile and tablet publishing, whereas business-to-consumer (B2C) companies prioritize tablet publishing above all else;
• B2B companies are twice as likely to prioritize licensing and syndication versus their B2C counterparts;
• 50 percent of director-level individuals prioritize tablet publishing, versus 69 percent of C- and VP-level managers and their manager-level counterparts;
• Only 25 percent of individuals in sales roles prioritize tablet publishing, versus 70 percent of their marketing counterparts;
• 75 percent of individuals in sales roles prioritize web-based publishing—the highest of any group—versus 50 percent of their marketing counterparts.

The content platforms on which companies are currently publishing also vary. Overall, and by a fairly wide margin, companies are leveraging Apple platforms – the iPad and the iPhone. The survey found that 68 percent are currently publishing on the iPad and 58 percent on the iPhone. Meanwhile, 38 percent are publishing on Android-based phones, and 35 percent are publishing on Android-based tablets. Just 17 percent are leveraging Facebook (Open Graph), and 16 percent are publishing on the Kindle.

Large enterprise information and digital content companies are deploying more products and services on Apple, Android, Kindle and even Facebook than their SMB counterparts. And when it comes to developing apps for mobile and other platforms, B2C companies and large enterprise content companies are more likely to outsource than their B2B and SMB counterparts.

We conducted the survey to gain a greater understanding of publishers’ needs in advance of Content VIA Platforms, an all-new conference to help publishing, media and information companies design effective distribution strategies for mobile, social and other content distribution platforms. Full results of the survey will be released at Content Via Platforms, held May 9-10 in San Francisco.


Kathy Greenler Sexton is Vice President and General Manager for the SIIA Content Division.