CEN/WS-LT meeting on Digital textbooks, Wednesday, October 24th, 2012 in Brussels, Belgium

1. From Here to eTernity : Towards a
European Textbooks Resources Networking & Interoperability
Initiative for the EU 2020 Digital Agenda
Atlanta • Perth • Florence • Milan • Rome • Sestri Levante

2. Presenter
Fabrizio Cardinali
CEO eXact learning solutions North America & APAC
Email: f.cardinali@exactls.com
Twitter: @CardinaliF
Web site: www.exact-learning.com
Chair of Technical Committee from 2000 to 2002
Board of Directors from 2009 to 2011
Founding member of IMS Europe
SCORM 1.2 & SCORM 2004 Cowriter
Open Knowledge Initiative – MIT
Global Strategy Advisor
Chair from 2010 to date, 3rd re-election
Active Engagement in
eXact learning solutions © 2012

3. “There may be no greater tribute to
Steve's success than the fact that
much of the world learned of his
passing on a device he invented”
Barack Obama
From Here...
The Book of Jobs

4. From Here...
The Book of Jobs
“Last time there was so much excitement about
a tablet it had some commandments written on it.”
-The Wall Street Journal

5. From Here...
The Book of Jobs
With many pro..And some cons...

6. In the US ,..
•During 2005 more than 1.5 Billion paper books have been posted of
which ….
(Source: AAP)
•…..1 Billion returned in 2006, equal to 465 Million US$ expenses
(Source Environmental Trends and Climate Impacts)
•Annual Student expenditures on books can easily range from
700$ to 1000$ and mid and low income students can’t afford the
cost of textbooks
•Used Textbooks comprise only 25-30% of all those in the market
•Faculty Gudilines emerge seeking to prohibit faculty from assigning
a textbook if they do not plan to use at least 50 percent of its
content in the course.
•Over the last three years, 34 states have proposed a total of more
than 100 bills related to textbook costs
...to eTernity
Re-inventing the Job of Books

7. ...to eTernity
Re-inventing the Job of Books

8. Images from edutechdebate.org
The (Real) Need
Re-inventing Schools

9. • Chrysler expects over-45 workers to rise from
41% in 2002 to 68% in 2011
• In US half of working age Americans expect to
work into their 70s whether by financial
necessity or by lifestyle choice (AARP Survey)
• In Japan the number of people between 15 and
64 is expected to decline by 740.000/year for
next decade
• In Finland employment rate between 60 and 64
has doubled since 1990 and 21% of Corporate
Training Programs are attended by employees
older than 50
• Median Age will cut Europe’s growth at least
1% annually for the next 3 decades
•8 0% of Population in Pakistan is under 30
•1 Billion workers from emerging New
Economies (China and India amongst all) have
joined the global labour market since 2000
•70% of India’s intl trade is for providing
Outsourcing Services to Western Economies
•Government R&D Spending in New Economies
has risen 3.5% annually since 2000
•In 2020 in China, Science and Technology
innovation will rise to 60 per cent in Economic
Growth contribution
•By 2020 China’s reliance on key foreign
technology will decline to below 30% from
more than 50% now
(Source China Daily on new RD spending Boost
in New Economies )
The (Real) Need
Re-inventing Schools

10. The (Real) Need
Re-inventing Schools

11. 11
Pre-Internet Marketplace
Gap for
Content Personalization
Television
Telephone/
Human talk
Film
Radio
Letter
Newsletter
Journals
Book
Newspaper
1-
10-
100-
1000-
10000-
100000-
1000000-
1 minute
1 hour
1 day
1 week
1 month
Distribution Delay
(Channel/media)
1 10 100 1000 10000 100000 1000000
Target
Audience
Modified Slide from Tomita , Japan (1980))
Traditional Content
Distribution Channels
 Differed
 Real Time
 Mass Distribution
(Broad Casting)
Towards New Generation
Textbooks Distribution Channels
Broadcasting
One Message for Many People (Individual Massification)…

12. 12
Market Gap for
Content Personalization
Television
Telephone/
Human talk
Film
Radio
Letter
Newsletter
Journals
Book
Newspaper
1-
10-
100-
1000-
10000-
100000-
1000000-
1 minute
1 hour
1 day
1 week
1 month
Distribution Delay
(Channel/media)
1 10 100 1000 10000 100000 1000000
Target
Audience
Modified Slide from Tomita , Japan (1980))
 Viral Distribution
(Viral Casting )
Interactive Narrowcasting
…..Many Messages for few people (Mass Individualisation)
The Personal Media
Revolution
(Ubiquitous /Mobile / BB Internet)
Personal Learning Communities
(Mobile, Ubiquitous and Always on)
New Channels & Business models
(eg Download and Play Edutainment)
 Social Distribution
(Social Casting)
Towards New Generation
Textbooks Distribution Channels

13. The Joy of Learning !
Broadband, Mobile & Ubiquitous Internet
Scientific Research
New Music or Architecture
Well Designed Audio Visual
Instructions
Clarification of Relationships
Between Concepts
Most Reasearch and
Intellectual Production
School Laboratory
Work
Lectures or Most Text Books
Representations
Moltiplication
Tables
Trial & Error
Puzzle Solutions
Applying Formulas to
Solve Problems
eLearning 1.0
(Poor Media, Prescriptive WBT
TUTORIALS)
Modified slide from
“Learning how to learn”,
Joseph D. Novak, D. Bob Gowin
Constructive Personal
Learning
(Self Development, Talent
Expression,
The Joy of Learning,…)
Meaningful
Learning
Learner
Satisfaction
Learner
Freedom
Behavioral
Prescriptive Learning
(eg Regulatory, Compliancy,…)
ROTE Learning
Associative
Exploratory Learning
(eg social learning,
peer n reiew)
eLearning 2.0
(Grass Root Formats)
UNSATISFIED
USER
Syndrome
(OK for mandatory, ie
compliancy &
regulatory training
Only…)
Motivate – Engage – Remediate Each one
Towards New Generation
Textbooks Personalization Formats

14. The Joy of Learning !
Broadband, Mobile & Ubiquitous Internet
Scientific Research
New Music or Architecture
Well Designed Audio Visual
Instructions
Clarification of Relationships
Between Concepts
Most Reasearch and
Intellectual Production
School Laboratory
Work
Lectures or Most Text Books
Representations
Moltiplication
Tables
Trial & Error
Puzzle Solutions
Applying Formulas to
Solve Problems
eLearning 1.0
(Poor Media, Prescriptive WBT
TUTORIALS)
Constructive Personal
Learning
(Self Development, Talent
Expression,
The Joy of Learning,…)
Meaningful
Learning
Learner
Satisfaction
Learner
Freedom
Behavioral
Prescriptive Learning
(eg Regulatory, Compliancy,…)
ROTE Learning
Associative
Exploratory Learning
(eg social learning,
peer n reiew)
eLearning 2.0
(Grass Root Formats)
Mobile Learning
Game Based Learning
Social Learning
Viral Learning
Location Based Learning
....
Electricity
Killer Technology for Industrial Society
Responsive Textbooks
(Location, Skills & Context Aware)
Killer Technology for Knowledge Society
Personal Learning Management
The Killer App for the Knowledge Society

15. “traditional”
Pedagogy
“traditional”
Contents
“traditional”
Publishing
eLearning 2.0: Informal
Grass Root Content
Self Generated
eLearning 3.0:
Responsive
Digital Textbooks Marchitectures
eLearning 1.0: Formal
Labor & Recruitement
Management
Skills & Competency
management
Portfolio & Indentity
Management
Performance & Talent
Management
Web 2.0 Viral &
Social Content
Distribution
Mobile &
Location Based
Content Distribution
Personal
Knowledge
Management
Formal Learning Informal Learning
Personal Development
Plans
Summarising 15 Years of educational publishing
Towards Next generation (Personal & Social)
Responsive Digital Textbooks Marchitectures
Next Generation
Digital Learning Marchitectures
& Ecosystems
Motivate – Engage – Remediate Each one

16. 2020: John uses
wearable computing
at the Automotive
workspace to access
his personal training
workbook and
personal performance
support system
2015: Lisa browses an
eBook in her living
room and rehearses
the new Bank
procedure she was
trained the week
before
2012: Jim is out on
the field and accesses
location based
training services
whilst visiting the new
Electrical Plant he has
been assigned to
Markets get developed and then widely adopt with a
‘Hockey Stick Trend’
When new levels of
Standards Adoption emerge:
The Relevance of Interoperability Standards
eXact learning solutions © 2012

17. Uk
Norway
Italy
Denmark
Canada
Singapore
…
....
Vocabulary
Exchange
Learning
Objects
Metadata
Content
Packaging
....Content
Sequencing
Level 3:
Mass Market Adoption
Level 2:
Early adoption
Level 1:
Pioneering
R&D
Sector Profiling
Bodies
Standardization Bodies
Early
Specification Bodies
The Genesis of Interoperability Standards
The Role of CEN
*
*
* * *
* *
*
*
*
* *
eXact learning solutions © 2012

18. Authoring Tools Learning Management Systems
Content
Providers
Content
Consumers
Content
Producers
Content
Curators
Managing change in Digital Textbooks Production
From here…

19. Authoring Tools Learning Management Systems
Content
Providers
Content
Consumers
Content
Producers
Content
Curators
Managing change in Digital Textbooks Production
From here…
10 Most Common Pain Points
1. Difficult to find existing content from past or distant productions
2. Hard to re-use templates across content productions
3. Having to produce content again for every new device
4. Having to test integration with new or multiple LMS platforms
5. Not easy to interoperate with existing HR and ERP data
6. Need to integrate content from multiple departments (i.e. Technical, Marketing, Training)
7. Many content producers/vendors to coordinate, across different nations and languages
8. A nightmare to manage large procurements processes for learning content production
9. Need to transform procurement and production towards a single stream
10.Need to standardize content production, course catalogues, access and delivery life cycles
.....

20. Content
Providers
Content
Consumers
Content
Producers
Content
Curators
Open External
Repositories
Open External
Tool Services
Object Oriented
Xml Schemas
Object Oriented
Xml Stylesheets
Responsive
TextBook
Folksonomies
Taxonomies
BusinessIntelligence
Learning
records
Workflows
Single Sign On (Authentication, Authorization)
To eTernity
Abstract Reference Ecosystem - Draft1

21. Feature Scorm DITA ePub AICC
CMI5
IMS
QTI
IMS
LTI
IMS CC IMS
VDex
Experience
Tincan LRS
Others
XMLMapping * * *
XML Topic * *
Tool Inclusion *
Authentication
token
*
Competency
Tagging/markup
*
Assessment *
Specialization *
Tracking * * *
Authentication
Authorization
Oauth,
Shiboleth, ...
Workflow s1000D
To eTernity
Candidate Reference Specifications List - Draft1

22. eTernity Abstract Echosystem – Key Architectural Points
KAP1. Structured Content Management & Dynamic Publishing
eXact learning solutions © 2012

23. Digital Boards
eBooks
RAW
ASSETS
+
XML Templates
Common Source Learning
Materials Repository
(Images, Flash animations
Audio, Video ...)
Single
Channel
Multi Channel Output
(Skin, Platform, Device,...)
ILT Materials
Multi
Channel
Mobile
WBT
Learning Objects
•Metadata
•Vocabularies
•DR I/O Protocols
•Query languages
•Packaging Formats
XML Templating
eTernity Abstract Echosystem – Key points
KAP2. Single Source – Multi Channel Dynamic Publishing
Learner Records
Store Tracking

24. Specializing LOM for INTRA Content
calssification with:
1. Taxonomies (Competency/Skills)
2. Folksonomies
3. Location
4. ...
http://www.datafacet.com/
http://www.wandinc.com/
http://www.unspsc.org/
eTernity Abstract Echosystem – Key points
KAP3. Context Aware Metadata Tagging

25. Ereignis
Er eignis
Funkt ion
Er eignis
Er eignis
Funkt ion
Funkt ion
O rganisat ionseinheit
Er eignis
Er eignis
O rganisat ionseinheit
Er eignis
Funkt ion
Er eignis
O rganisat ionseinheit
E r e ig n is
F u n k t io n
E r e ig n is
E r e ig n is
F u n k t io n
F u n k t io n
O r g a n is a t io n s e in h e it
E r e ig n is
E r e ig n is
O r g a n is a t io n s e in h e it
E r e ig n is
F u n k t io n
E r e ig n is
O r g a n is a t io n s e in h e it
New Organizational Models New Labour Competencies New Learning Methods
„e.g. Customer Interface
Management“
Sales & Channel
Manager
CRM Operations
Support Manager
CRM Operations
Support Assistant
Helpdesk Manager
Customer Interface
Assistant
Billing & Collections
Professional
...
Interconnection Skills
IP Essentials
IP Networks
Mobile IP
TCP/IP
IRDA
IT-Security
Product Skills
GPRS Routers
Corporate Access
Mobile Devices
Sales Skills
Infrastructure Sales
Key Account Mgmt.
Service Business
...
New Personal Skills
InterconnectionSkills
IP Essentials
IP Networks
Mobile IP
TCP/IP
IRDA
IT-Security
Product Skills
GPRS Routers
Corporate Office Access
Mobile Devices
Sales Skills
InfrastructureSales
Key Account Mgmt.
Service Business
...
Community
Learning Object
Online-Session
Learning Object
Test
Classroom
Readings
Learning Object
Business workflows define the knowledge requirements...
...Learning workflows are the enabler
Time 2 product .vs. Time 2 Talent
organizational
e.g. courses,
communities
individual
learning
path
eTernity Abstract Echosystem – Key points
KAP4. Workflow Based Learning

26. Ereignis
Er eignis
Funkt ion
Er eignis
Er eignis
Funkt ion
Funkt ion
O rganisat ionseinheit
Er eignis
Er eignis
O rganisat ionseinheit
Er eignis
Funkt ion
Er eignis
O rganisat ionseinheit
E r e ig n is
F u n k t io n
E r e ig n is
E r e ig n is
F u n k t io n
F u n k t io n
O r g a n is a t io n s e in h e it
E r e ig n is
E r e ig n is
O r g a n is a t io n s e in h e it
E r e ig n is
F u n k t io n
E r e ig n is
O r g a n is a t io n s e in h e it
New Organizational Models New Labour Competencies New Learning Methods
„e.g. Customer Interface
Management“
Sales & Channel
Manager
CRM Operations
Support Manager
CRM Operations
Support Assistant
Helpdesk Manager
Customer Interface
Assistant
Billing & Collections
Professional
...
Interconnection Skills
IP Essentials
IP Networks
Mobile IP
TCP/IP
IRDA
IT-Security
Product Skills
GPRS Routers
Corporate Access
Mobile Devices
Sales Skills
Infrastructure Sales
Key Account Mgmt.
Service Business
...
New Personal Skills
InterconnectionSkills
IP Essentials
IP Networks
Mobile IP
TCP/IP
IRDA
IT-Security
Product Skills
GPRS Routers
Corporate Office Access
Mobile Devices
Sales Skills
InfrastructureSales
Key Account Mgmt.
Service Business
...
Community
Learning Object
Online-Session
Learning Object
Test
Classroom
Readings
Learning Object
Business workflows define the knowledge requirements...
...Learning workflows are the enabler
Time 2 product .vs. Time 2 Talent
„Traditional“
management value points
„Future“
management value points
• Time
• Costs
• Resources
• Products
• Skills
• Competencies
• Talents
organizational
e.g. courses,
communities
individual
learning
path
MassivePersonalization
Organisational Workflows
Personal Learning
PERSONAL
Learning
Plans & Portfolios
COMPANY
Learning
Plans & Portfolios
Open & Shared
Enterprise Repositories
of granular:
•Skills &
Competencies Maps
•Assessment Objects
•Remediation Objects
Web Services/ APIs
eTernity Abstract Echosystem – Key points
KAP4. Workflow Based Learning

27. Feature Scorm DITA ePub AICC
CMI5
IMS
QTI
IMS
LTI
IMS CC IMS
VDex
Experience
Tincan LRS
Others
XMLMapping √
XML Topic √
Tool Inclusion √
Authentication
token
√
Competency
Tagging/markup
√
Assessment √
Specialization √
Tracking √ √
Authentication
Authorization
Oauth,
Shiboleth, ...
Workflow S1000D?
eTernity
A European Specialization for Textbooks Interoperability for the Digital Agenda

28. But Are We Ready?
(Innovating Education in Internet Times)
• 9:30:00 PM : Oral Distrbution (100K years AC)
• 11:52:00 PM: Book Publishing & Distribution
• 11:59:49 PM: Mass Media Analog Distribution
(1830 roto print, since 1920 film,radio,tv)
•11:59:58 PM: Digital Distribution
•00:00:00 PM : The next big thing :
(Ubiquitous, Mobile and Social)
Social & Personal Textbooks
The Media Innovation Clock
Pool Paradox, 1983
The G.I.S. (Gutenberg Innovation Syndrome)
1490 : “Dear Gutenberg, Wonderful but….what else can we do
with it apart printing the Bible?!**!”
A Gutenberg friend after the first disclosure of its quantum leap publishing invention
From a show called Øystein & Meg (Øystein & I) produced by
Norwegian Broadcasting television channel
Innovative Publishing
Rose Monastry, Oslo
Norway, 1491
http://youtu.be/xFAWR6hzZek

29. Facing the Gutenberg Innovation Syndrome
Again and again and again….
1490 : “Dear Gutenberg, Wonderful but ….what else can we do with it apart printing the
Bible?”
1895: “Dear Marconi, good thing your invention managed to transmit letters over
the air……but ………what’s the use of that???”….
1980: “Why should people use mobile phones if we have a phone box at every
corner?!?”
1990: “Why on earth should we use emails if we can fax all on papers?**!?”
2000: “Why should students use SMS messaging if they can talk to each other by
phone?!!!!*?”
2005: “Why should students want to chat on their Phones if they don’t even do it on
the laptop?!?
2012: Why should kids want to access, share and comment their textbooks by chapters
on the Ipad if they dont even read the entire printed version?!?
All Media Have Been New…
...Innovate & Create to Compete!

30. eXact learning solutions © 2012
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