Study of the e-learning suppliers’ ‘market’ in Europe: final report

This document is the final report of a research study which aimed to examine the structure, characteristics and trends amongst e-learning suppliers in Europe. The study was conducted on behalf of the European Commission, DG Education and Culture by the Danish Technological Institute, in partnership with independent consultant, Jane Massy, Alphametrics Limited and Heriot-Watt University. E-learning is very broadly defined in this context to mean ‘technologies supporting learning of all kinds’. Included are all education and training activities and learning design, development, administration, delivery and assessment. The objectives of this final report are to: present the analysis of the collected data and information about e-learning suppliers in Europe; draw conclusions in relation to the status and future development of the e-learning sector relating to the key markets; and provide recommendations to policymakers and market stakeholders with an interest in e-learning markets in Europe. Most levels of supplier products and services relating to e-learning are included which has created difficulties in comparing developments in the various national markets. This study contains a literature review and case studies of 15 organisations in 11 countries (Denmark, UK, Poland, Italy, Sweden, Germany, Spain, USA, Israel, Ireland and France).

The study found that e-learning is an element within education and training sectors and there is neither comprehensive comparable European wide education and training expenditure (traded products and services) figures nor data available on cross country trading because there is no European ‘e-learning market’ as such, but segments where e-learning is being applied and which maybe be loosely linked and may be serviced by suppliers covering more than one segment. The study also aimed to identify internal and external barriers to growth and development, and business and market opportunities as the companies are directly experiencing them in the market place. The study reports that, while the immediate future remains very challenging for most suppliers, it is suggested that e-learning is being increasingly adopted, even if there appears to be little growth in traded products and services. Some reflections on future trends are offered, both in the immediate term and in a medium term perspective. The study finds that market trends from the demand and supply side, including possible technology developments, indicate that e-learning is here to stay and will be increasingly adopted in education, training and workplace development. However, the picture emerging for e-learning is not one where high volume commodity trading will generally occur. Rather, traded services in technologies will be built around customer relationships and higher end/high value products and knowledge services. Show less