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EdNET Insight is the education market’s only comprehensive suite of information, research, and consulting services, offering actionable information, insightful analysis, and a research community to help you to grow your business in today’s competitive and ever-changing environment.

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•basalandsupplementalcontentproviders

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Annual State of the K-12 Market Report

A comprehensive overview of the K-12 education market based on large-scale surveys of district curriculum and technology directors and authored by highly-regarded industry analysts. Shaped with input from member companies and filled with actionable information and insightful analysis, this annual report is essential reading for a thorough and up-to-date understanding of the K-12 education market.

EdNET Insight Reports

EdNET Insight Data

EdNET Insight Roundtables

Welcome to EdNET Insight

108 Copyright 2010 Market Data RetrievalState of the K-12 Market 2010: Educational Technologies

Some learning management system providers have established a strong presence in certain types of school districts. Blackboard’s LMS, for example, is much more popular in large (33%) than in medium (5%) or small (10%) districts. Blackboard’s pricing and a user interface designed for older learners have complicated its efforts to extend its reach into small and medium districts, but recent acquisitions, renewed efforts to make content available for use within their LMS, and their size make them a formidable player in this rapidly evolving market segment. The LMS from CompassLearning, on the other hand, is found in more rural (21%) than suburban (10%) or urban (6%) districts. Learning management systems from other providers, like Pearson and PLATO Learning, appeal to districts of all sizes and settings.

Table 3.83: Providers of Learning Management Systems by Region

LMS Provider

Northeast Midwest West South All Districts

# Dists. % Use # Dists. % Use # Dists. % Use # Dists. % Use # Dists. % Use

Moodle 8 20.5 24 46.2 13 26.0 22 34.9 67 32.8

Pearson 4 10.3 5 9.6 11 22.0 14 22.2 34 16.7

PLATO Learning 5 12.8 6 11.5 11 22.0 8 12.7 30 14.7

Blackboard 4 10.3 6 11.5 9 18.0 8 12.7 27 13.2

CompassLearning 3 7.7 9 17.3 4 8.0 10 15.9 26 12.7

Edline/Jackson 1 2.6 4 7.7 4 8.0 3 4.8 12 5.9

eChalk 1 2.6 0 0.0 1 2.0 8 12.7 10 4.9

SchoolNet 0 0.0 3 5.8 2 4.0 1 1.6 6 2.9

Excelsior/Global 0 0.0 1 1.9 2 4.0 2 3.2 5 2.5

Other 24 61.5 26 50.0 28 56.0 31 49.2 109 53.4

Number of Districts 39 — 52 — 50 — 63 — 204 —

Survey of Technology Directors, Question 7. See Appendix for full survey, including a list of companies’ learning management systems (LMS). 68 districts did not respond. See notes to Table 3.82 for additional information.

EdNET Insight Survey © 2010, Market Data Retrieval. www.ednetinsight.com/aboutthedata

Table 3.82: Providers of Learning Management Systems by District Size

LMS Provider

Small Medium Large All Districts

# Dists. % Use # Dists. % Use # Dists. % Use # Dists. % Use

Moodle 24 29.6 21 27.3 22 47.8 67 32.8

Pearson 9 11.1 18 23.4 7 15.2 34 16.7

PLATO Learning 10 12.3 13 16.9 7 15.2 30 14.7

Blackboard 8 9.9 4 5.2 15 32.6 27 13.2

CompassLearning 10 12.3 14 18.2 2 4.3 26 12.7

Edline/Jackson 6 7.4 6 7.8 0 0.0 12 5.9

eChalk 3 3.7 5 6.5 2 4.3 10 4.9

SchoolNet 3 3.7 1 1.3 2 4.3 6 2.9

Excelsior/Global 2 2.5 2 2.6 1 2.2 5 2.5

Other 48 59.3 40 51.9 21 45.7 109 53.4

Number of Districts 81 — 77 — 46 — 204 —

Survey of Technology Directors, Question 7. See Appendix for full survey, including a list of companies’ learning management systems (LMS). 68 districts did not respond. School districts were asked which LMS providers they use. Since districts may use more than one LMS, the table lists the number of districts and the percentage of all districts that use each provider.

EdNET Insight Survey © 2010, Market Data Retrieval. www.ednetinsight.com/aboutthedata

District Priorities Over the Next Three Years: Various Technologies

Note: See Tables 3.19, 3.21, 3.31, 3.37 3.53, and 3.64 for related data tables. Totals may not equal 100% due to rounding.

EdNET Insight Survey © 2010, Market Data Retrieval. www.ednetinsight.com/aboutthedata

0% 20% 40% 60% 80% 100% 120%

Low

Medium

High

Acquiring Tablet Computers

Acquiring Thin Clients

Implementing One-to-One Computing

Acquiring Netbooks

Acquiring Interactive Whiteboards

Building Out Wireless Networks 46

5 30 66

32 22

44 34 21

22 44 33

17 41 42

17 25 58

Eagle Software

STI

Skyward

Other

Pearson

42%

23%

8%

8%

7%6% 5%

SunGard/Pen

Infinite Campus

Providers of Student Information Systems

State of the K-12 Market 2010: Educational TechnologiesCopyright 2010 Market Data Retrieval 107

Major Learning Management System Players

The market for learning management systems is highly fragmented. By far the most popular provider is Moodle, an open source LMS used by one-third (33%) of all districts surveyed. Large districts (48%) are much more likely than small (30%) or medium (27%) districts to use Moodle, presumably because they have the technical personnel required to implement and support an open source application. Pearson (17%), PLATO Learning (15%), Blackboard (13%), and CompassLearning (13%) round out the list of the top � ve LMS providers.

Figure 3.55: Providers of Learning Management Systems

0% 10% 20% 30% 40% 50% 60%

Other

Excel/Global

SchoolNet

eChalk

Edline/Jackson

CompLearn

Blackboard

PLATO Learning

Pearson

Moodle

53

2

3

5

6

13

13

15

17

33

Note: See Table 3.82 for related data table.

EdNET Insight Survey © 2010, Market Data Retrieval. www.ednetinsight.com/aboutthedata

Table 3.82: Providers of Learning Management Systems by District Size

LMS Provider

Small Medium Large All Districts

# Dists. % Use # Dists. % Use # Dists. % Use # Dists. % Use

Moodle 24 29.6 21 27.3 22 47.8 67 32.8

Pearson 9 11.1 18 23.4 7 15.2 34 16.7

PLATO Learning 10 12.3 13 16.9 7 15.2 30 14.7

Blackboard 8 9.9 4 5.2 15 32.6 27 13.2

CompassLearning 10 12.3 14 18.2 2 4.3 26 12.7

Edline/Jackson 6 7.4 6 7.8 0 0.0 12 5.9

eChalk 3 3.7 5 6.5 2 4.3 10 4.9

SchoolNet 3 3.7 1 1.3 2 4.3 6 2.9

Excelsior/Global 2 2.5 2 2.6 1 2.2 5 2.5

Other 48 59.3 40 51.9 21 45.7 109 53.4

Number of Districts 81 — 77 — 46 — 204 —

Survey of Technology Directors, Question 7. See Appendix for full survey, including a list of companies’ learning management systems (LMS). 68 districts did not respond. School districts were asked which LMS providers they use. Since districts may use more than one LMS, the table lists the number of districts and the percentage of all districts that use each provider.

EdNET Insight Survey © 2010, Market Data Retrieval. www.ednetinsight.com/aboutthedata

State of the K-12 Market 2010: Educational TechnologiesCopyright 2010 Market Data Retrieval 107

Major Learning Management System Players

The market for learning management systems is highly fragmented. By far the most popular provider is Moodle, an open source LMS used by one-third (33%) of all districts surveyed. Large districts (48%) are much more likely than small (30%) or medium (27%) districts to use Moodle, presumably because they have the technical personnel required to implement and support an open source application. Pearson (17%), PLATO Learning (15%), Blackboard (13%), and CompassLearning (13%) round out the list of the top � ve LMS providers.

Figure 3.55: Providers of Learning Management Systems

0% 10% 20% 30% 40% 50% 60%

Other

Excel/Global

SchoolNet

eChalk

Edline/Jackson

CompLearn

Blackboard

PLATO Learning

Pearson

Moodle

53

2

3

5

6

13

13

15

17

33

Note: See Table 3.82 for related data table.

EdNET Insight Survey © 2010, Market Data Retrieval. www.ednetinsight.com/aboutthedata

Table 3.82: Providers of Learning Management Systems by District Size

LMS Provider

Small Medium Large All Districts

# Dists. % Use # Dists. % Use # Dists. % Use # Dists. % Use

Moodle 24 29.6 21 27.3 22 47.8 67 32.8

Pearson 9 11.1 18 23.4 7 15.2 34 16.7

PLATO Learning 10 12.3 13 16.9 7 15.2 30 14.7

Blackboard 8 9.9 4 5.2 15 32.6 27 13.2

CompassLearning 10 12.3 14 18.2 2 4.3 26 12.7

Edline/Jackson 6 7.4 6 7.8 0 0.0 12 5.9

eChalk 3 3.7 5 6.5 2 4.3 10 4.9

SchoolNet 3 3.7 1 1.3 2 4.3 6 2.9

Excelsior/Global 2 2.5 2 2.6 1 2.2 5 2.5

Other 48 59.3 40 51.9 21 45.7 109 53.4

Number of Districts 81 — 77 — 46 — 204 —

Survey of Technology Directors, Question 7. See Appendix for full survey, including a list of companies’ learning management systems (LMS). 68 districts did not respond. School districts were asked which LMS providers they use. Since districts may use more than one LMS, the table lists the number of districts and the percentage of all districts that use each provider.

EdNET Insight Survey © 2010, Market Data Retrieval. www.ednetinsight.com/aboutthedata

You can count on the education industry’s most experienced, trustworthy analysts and business leaders to deliver timely and actionable information to help drive your most important business decisions:

NelsonHellerEdNETPresident

Expertise, Experience and Commitment to Education

Regarded as one of the leading experts in the K-12 market, Nelson pioneered the education newsletter and conference business, founding EdNET, the industry’s leadership networking conference, more than 20 years ago. He leverages his 30 years in education to help define your business strategy and connect you with new opportunities. Nelson is a noted expert and frequently keynotes and speaks at events worldwide.

Steve has 25 years of experience in education and the education industry. He has held executive positions in for-profit companies and non-profit organizations, provided strategic planning and other consulting services to companies in the education industry, and led four national education technology initiatives. Steve draws upon his extensive knowledge of the industry to help you deal with your tactical and strategic challenges.

Anne has been a leading voice in education research for over 25 years and serves as editor of our customer newsletter since its inception at the Heller Reports. She is a trusted consultant for policy and strategic plans and an effective market researcher with strong focus group skills. Anne builds on a commitment to education that started in the classroom and will provide significant insight and guidance to members of this new service.

SteveRappaportEdNETInsightDirector

AnneWujcikEdNETSeniorAnalyst

FrankCatalanoSeniorAnalystPrincipal,IntrinsicStrategy

Frank is an executive-level, hands-on marketing strategist and analyst. He has consulted with a wide variety of technology companies in education and consumer markets, including Pearson, Apple, MetaMetrics, McGraw-Hill, Toy Industry Association and others. Frank has been senior vice president of marketing for Pearson’s U.S. assessment and school businesses and in marketing management for several technology firms. His industry analysis and commentary has appeared extensively online, in print and on the air.

Marci Goldberg has almost 20 years of extensive experience in management, marketing, and K-12 education. After several high-tech ventures early in her career, Marci has since focused on K-12 education specializing in marketing, business strategy, and market research. Marci worked as a Management Consultant to Chicago Public Schools and has driven marketing, product, and business development projects for tens of organizations serving the education market.

For over 25 years, Michael has used his education expertise to support school and industry leaders through high quality market analysis, product development, instructional design, and thoughtful research. His first hand knowledge of curriculum, hardware, software, and implementation come together to provide a systemic view of creating successful products to support sustainable change. Michael writes and speaks on topics including content interoperability, cloud computing, curriculum standards, education innovation, and humorous perspectives on provocative education topics.

MarciGoldbergSeniorAnalystDirector,EducationalSystemics

MichaelJaySeniorAnalystPresident,EducationalSystemics

DeirdreMartelDirector,MarketResearch

Deirdre brings a broad base of product and marketing experience to her expertise as a market researcher, and has been leading education research projects for our customers for over seven years. Deirdre and her team leverage their broad understanding of the education market and research strategies to help you define the best way to get the strategic and tactical answers you need for your specific business questions.

Jim is an experienced research analyst and sales and marketing specialist with 10+ years in education. A recognized authority in education markets, Jim spent four years as lead analyst for Eduventures and has held VP positions in sales and business development for leading marketing and product development firms. Jim’s expertise includes combining in-depth analysis together with tactical sales and marketing implementation.

Ann has 27 years of experience in education and the education industry. Ann’s executive experience as National Sales/Marketing Director as well as President of an educational publishing company provides her with expertise in marketing, sales, product development, strategic partnerships and international distribution. She has had a successful consulting practice for 14 years, and, as a former teacher, Ann brings a classroom perspective to her industry experience that effectively provides guidance to her clients.

JimMcVetySeniorAnalystPrincipal,FirstStepAdvisors

AnnWatsonSeniorAnalystPresident,AWC-AnnWatsonConsulting

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