Editor’s note: This article is from the micro-channel public number “Silicon Valley insight” (ID: guigudiyixian), Author: Junt, edit: SV Insight, 36 krypton release authorized.Resuming work in 2020, the “online economy” is particularly important under the epidemic. Online office, online education, live broadcast, mobile games, audio and video and other related products have become essential tools for users.Tencent Technology and high-quality media explore from multiple angles such as enterprises, executives, users, and industries.This article is an insight from Tencent Technology and Silicon Valley to interpret the development of the online education industry in the United States.Under the current epidemic, large, middle and primary schools across the country have announced the postponement of school openings.In order to “suspend classes without stopping school”, schools at all levels and various levels have begun to explore online teaching, and teachers have instantly become the most popular “anchor”.At the same time, domestic online education companies ushered in an unexpected “big test.”Some people say that this is an opportunity for a big outbreak of online education in China.In the global capital market, domestic beneficiary companies in the online education sector have risen strongly.Since February, dozens of stocks in the A-share market, including Fangzhi Technology, 263, and Dr. Peng have reached daily limit; New Oriental Online has risen by nearly 17% in the Hong Kong stock market; in the US stock market, the future and who has learned more than 10 have gained more than 10%.Domestic online education only started to develop in the early 21st century. The online education industry in the United States has developed earlier and has experienced many developments and iterations.In addition to traditional education institutions devoted to online education, a number of technology companies focusing on online education, led by Khan Academy, Courseera, Udacity, Udemy, etc., are also emerging in Silicon Valley.While the head companies are gradually emerging, there are still more companies seeking transformation in the competition.So, what are the important trends in the current development of online education in the United States?How does the Silicon Valley online education technology giant play?Xiao Tan will sort it out for you, hoping to give some reference to the online education industry in China in the historical opportunity.American online education industry: Early development, large industry scale, low growth rate As early as the end of the 20th century, the University of Phoenix and Grand Canyon University began to explore the provision of learning services to students through the Internet.According to data released by the market research organization BABSON Survey Research Group, as of 2013, the number of registered online education in the United States has exceeded 7.1 million, accounting for about 33% of the total number of students in universities in the United States. Almost all top universities in the United States have opened online learning platforms.According to research by market research organization docebo, in 2016, the scale of online education in the North American market reached US $ 23.374 billion, accounting for more than 50% of the world market. At that time, the size of the entire Asian market was only around US $ 10 billion..At the same time, there are a large number of online education institutions in the United States. According to data on LinkedIn, as of February 2020, there are 27,939 companies with the keyword “e-learning” in the United States.Although it started early, according to the 2010-2016 data released by the open source e-learning platform Docebo, the North American online education market has grown at a much slower pace than Asian countries represented by China and India due to its large size., Even below the world average.In general, the online education industry in the United States is showing a large scale and a low growth rate.However, Docebo also believes that, driven by new technologies such as VR, artificial intelligence, and big data, the US online education market will usher in a new period of growth in the next few years. From 2018 to 2025, CAGR (Compound Annual Growth)Rate) will grow to around 7%.In the next stage of development, the future form and development direction of American online education will gradually change.Online education content: It has fully entered the era of subdivision. From the perspective of the type of online education in the United States, academic education based on K12 (kindergarten through twelfth grade) refers to higher education and higher education.Still holds the largest market share.It is worth noting that the demand for online education on the corporate side has shown a trend of continued strength.According to a study by the US Electronic Information Industry News, between 2001 and 2017, companies’ online learning reached 900%, and through a 2017 survey by the American Training and Development Association of 2,500 companies, it was found that providing employees with comprehensive online trainingPlanned company profit margins have increased by an average of 24%.Online education on the enterprise side has become a new key development direction.In the field of training, the United States has entered an era of subdivision.All kinds of online education companies are boosted by capital, robot coding (Wonder Workshop), creativity development (Curious), classroom learning process tracking feedback (Skillshare), online photography learning (Digital-photography-school),Classes of online music learning (ClassDojo), technology products DIY (Makezine), and professional content learning platforms (Digital Tutors) have emerged endlessly, injecting new blood into online education.Among them, the proportion of online learning content in business and management courses has continued to expand, and the audience for quality education courses has increased.(Proportion of online courses in the United States by topic, data from class central, copyright belongs to the original author) Technology promotes innovation: VR classrooms, AI chatbots, online high schools appear at the technical level, and emerging technologies are also actively integrating with online educationAnd spawned some interesting new education models.For example, VR classrooms are starting to come into practice.As of last year, Nearpod VR, an American educational technology company, has provided VR courses to more than 10,000 schools in the United States and has launched VR-based online course experiments.Although the cost of VR teaching has not yet been solved, the number of educational applications on Cardboard, Google ’s virtual reality platform, is growing, many content developers are also developing new VR courses, and VR online education is gaining momentum.Ready to go.(Tennessee Hunters Lane High School, writing teachers let students “experience” Titanic sinking and Apollo 11 space missions and other courses before class.) In addition, online education is embracing AI.Duolingo, a well-known language learning software in the United States, in addition to using machine learning and natural language processing capabilities to help automatically adjust the user’s language learning difficulty, has also developed an AI chat robot to conduct realistic dialogues with students.Carnegie Learning, a software that focuses on math tutoring, launched the Livelab project last year, replacing the teacher function with an AI part to provide students with personalized guidance and assessment.As technology injects fresh blood into online education, some new models are beginning to emerge, such as online high schools.A number of private schools at Stanford High School and George Washington University High School are exploring independent online high school degree awarding models.These online high schools are guided by the concept of “flipping the classroom” (from teacher-led to student-led), using the application admission system, all course-level assessments are conducted online, and nationally recognized high school diplomas are awardedIn recent years, it has shown good teaching results.Among them, Stanford Online High School’s college enrollment rate reached 100%, with an average SAT score of 2144 and an average ACT score of 32.3 (SAT score of 2,400 and ACT score of 36), ranking 2019 fourth in the US STEM high school.(Stanford Online High School, pictures from the Internet) Silicon Valley education technology giants: B-side business is the focus of Silicon Valley, which is at the forefront of technological development. Of course, it is also the current gathering place for American education technology companies.Khan Academy, Coursera, Udacity, etc. have gradually emerged in their respective fields in the process of horse racing.Among them, Khan Academy has always insisted on non-profit.At present, Khan Academy has more than 5000 teaching videos, which are generally within 10 minutes. The content covers mathematics, history, physics, chemistry, biology, astronomy, art history, and computer science. It has more than 200 from around the world.More than 500,000 registered teachers and tens of millions of users in various countries.On the technical level, Khan Academy doesn’t actually lead the way. It is more traditional online video teaching, but the main reason it can be popular around the world is that it can insist on providing free and high-quality basic education content.Part of Khan Academy ’s income comes from advertising shares from YouTube, and part from donations from society and users.Google, Microsoft and other foundations have donated millions of dollars to the Khan Academy.It can be said that Khan Academy has set a benchmark on the K12 circuit with the concept of public welfare and high-quality content.In terms of content companies, Couresera, founded by Stanford University computer science professors Andrew Ng and Daphne Koller in 2012, has attracted much attention.Coursera offers a series of courses from the world’s top universities to students around the world in the form of free large open courses (MOOC).Founded less than a year ago, it has attracted more than 1.3 million students from more than 190 countries and regions around the world, and has had a profound impact worldwide.However, in the early stage of development, Coursera’s business model was not clear, and MOOC was born under the impetus of education.However, by 2018, Coursera’s annual operating income has exceeded 100 million US dollars. In April 2019, Coursera also accepted a total of 103 million US dollars in Series E financing, becoming the “big brother” in education technology startups.Coursera has come out of its own profit model through years of exploration.In addition to free courses, it has also explored certificate programs (complete a course and pay a fee to obtain a course study certification), online degree programs (to obtain a degree through online learning), and business cooperation programs (companies purchase courses for employees) And many other profit models.(Coursera enterprise-side interface) Among them, Coursera for Business business launched by Coursera in August 2016 has become the focus of development in recent years. This plan is mainly to provide enterprises with tailored training videos and company learning systems.It is used for employee training, corporate management and cultural construction.As of the beginning of 2019, the Coursera platform has more than 3,100 free online courses and more than 310 professional courses. At the same time, it has established 15 online master’s degrees in cooperation with more than 10 universities and reached cooperation with more than 1,500 companies.According to Coursera research, the national online training market for companies in the United States will reach $ 31 billion in 2020, with huge development potential.(As of the beginning of 2019, Coursera ’s products, the pictures are from class central, and the copyright belongs to the original author.) Udacity and edX, who are on the MOOC track with Coursera, have also chosen to make efforts in more profitable professional fields in recent years and have launched their ownEnterprise-side products.The reason for the transformation is, on the one hand, because MOOC’s profit model is relatively single, and the same type of competitors are emerging in the market; on the other hand, because traditional diploma education is still the mainstream recognized by the market, online courses and online diplomas have replaced traditionalEducation still has a long way to go.The C position of traditional education is difficult to shake, and the development of online education companies is also under pressure.Even Udacity, one of the “MOOC Big Three”, has experienced three rounds of layoffs since the second half of 2018, with a layoff ratio of up to 30%.The development towards the enterprise side seems to be a new force for content-based enterprises.From the recent development trends of American online education and the development trajectory of American online education giants, we can see that the arrival of new technologies and new models has indeed made online education more diversified, but the core of VR classrooms and online high schools is stillIn the course itself, the rapid expansion of Khan Academy comes from high-quality content, and Coursera can stand out from the competition because of the best course resources.Therefore, no matter in academic education, quality education or corporate education, the development of content has always been the “protagonist” of online education.The epidemic has indeed brought a large amount of traffic to online education in China, but without long-term output of high-quality content, long-term models, and strong technical support, I am afraid that the “prosperity” at this moment is only a flash in the pan.From the experience of the United States, it is necessary to pinpoint the content of track honing and continuously inject new models and technologies to maintain the long-term vitality of the industry.The development of “knowledge transfer” in education is more in line with the development that is not bound by capital..
American online education enters the era of segmentation: VR classrooms, AI chatbots, online high schools appear
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