Jeremy J. S. B. Hall Churchill Fellow, FRSA

1. 40 Simulating Years: a personal exploration of learning, simulations and technology between 1970 and 2010 Jeremy J. S. B. Hall Churchill Fellow, FRSA

2. What I do! I design and provide computer simulations for use for management development and business training by large companies around the world. My research interests are design for use, design methodology and the artistic aspectsof design. I see my role as taking adult learners – from knowledge, through simulated experience to wisdom

3. My Simulating Years! My first simulation went live June 18th 1970 Since then I have created 66 different simulations And, personally, run these more than 2000 times Over the last 40 years, I have used all generations of “Personal Computers”.

4. The Technology 2010 Desk Top PC – Windows 7 Cost £500 Memory 4GB RAM 750GB hard disk 1920x1080 screen colour LCD DVD-RW 8.5GB 1.5 TB External Hard Disc - £102 Colour Laser - £95 Portable PC - £199 Communication – 20Mbps

5. 2010 2000 1990 1980 1970

6. 1970 – The First Simulation EXEC – Management Game System Total Enterprise Simulation Reconfigurable Model Administrative Interaction Multi-Terminal Network based Software Controlled Access Optional Real Time Operation Performance Statistics Graphical, Textual and Numeric Output Decision Support System

7. 1970 – The Technology Computer Time-Sharing Average Wage Computing Costs Memory Mass Storage Display Communications £1801 = £0.94p/hour £10 - £20 per hour computer use 15 kbytes RAM available 10 Characters/Inch Teletype - 80 Upper Case only 110 bits/second

8. 1970’s Learning Cost constrained use and new simulation creation • Computing cost depended on usage • Even so I created 10 simulations But the technology did not constrain designs - examples • 1971 Teamskill – Complex Functional Simulation • 1973 A Planning Experience – Process Simulation (real-time) • 1977 Product Launch – Short Concepts Simulation (2 hours) • 1978 Market Strategy – Planning Simulation (4 hours) Complete consultancy package Move • away from modelling reality towards meeting learning needs • from complexity to shorter durations

9. 1980 – A Simulation Global Operations Involved the strategic development of a complete company selling a high tech product around the world With decisions covering • Which Markets to Serve • Price, Promotion & Product to Offer to Market • Capacity Build • New Product Development • Funding (Loans & New Equity) Product/Market Portfolio Focus Used regularly on middle/senior management courses Still Available!

10. 1980 – The Technology TRS80 – Model 1 Microcomputer Memory Mass Storage Display (VDU) Printer Average Wage Cost 48 kbytes (only 40k usable) 80k 5 inch Floppy Disc x 2 Green – 16 lines x 64 Characters Dot Matrix £400 £7586 £2000 = 63 days work • Later • 1983 Hard Disc • 1986 Laser Printer • 1989 Laptop £1300 – 5 MB £2000 – mono 300 dots/inch £1400 – 256kB + 1.44 MB floppies

11. 1980’s Learning Move from cost based on computer use enabled me to design 29 simulations that: • focused on specific learning and use needs • ranged in complexity and duration • several are still in use Productivity increased • Word Processing/Desk Top Publishing • Spreadsheets

12. 1990 - A Simulation Technique – a high technology simulation with creative advantage involving an electronics & software based product. Total Enterprise - competitive Multiple products positioned across four sectors Decisions cover price, product to offer, advertising, inventory target levels, sales force size, assembly staff, capacity, equity and loans – together with product design and market research.

13. 1990 Technology PC running MSDOS Memory Mass Storage Offline Storage Display (VDU) Printer Average Wage Cost 2MB (640k for simulation) 40MB 1.44MB Floppy Discs Colour Laser £17689 £1300 = 18 days work

14. 1990’s: Learning Consolidation and Reflection to: • Make explicit 20 year’s experience • Improve design • Create an Architecture • Build a simulation platform • Update existing simulations • Simulation Architecture & Platform • 85 to 95% of a simulation is common • Tutor Support System • Won an innovation award! 

15. 2000 – A Simulation Business Focus • simple half day concepts simulation • focussing on deciding selling effort, portfolio management and effective & efficient use of time • with evolving decisions and results • easily customised Aspects • Used new platform • Run by clients

16. 2000 – The Technology PC running Windows 98 Memory Mass Storage Offline Storage Display Printer Communications Average Wage Cost 128MB 10GB 700MB CDROM Colour Mono Laser + Colour Ink Jet 56 Kbps £27683 £800 = 7 days work

17. 2000’s Learning Reinventing Design - Beyond the Model • Corporate Cartooning • Learning Dynamics • Improving Design Process • Methodology – the Rock Pool Method • Novelty & Complexity • Acceptance • Mainstream • Learning Benefit • Globalisation

18. Looking back – 1970 to 2010 Technology • Memory Increase (1970 – 2010) 266,667% • Microcomputer Cost Reduction (1980–2010) 95% • Personal Computers universal Business Simulations • Core business learning needs are the same. • Available to all – hardware & ease of use • Understanding about learning is a barrier to use • Focus beyond the model towards learning, learning support and learning dynamics

19. Looking Forward – 2010 to 2020 Technology continues to change Learning is changing • E-Learning to acquire (factual) knowledge • Interactive Learning to gain wisdom • Simulations remain a niche • “Serious Games” become a niche • Learning process takes precedence over content • Universities are supplanted & replaced

20. SAGSET 2010 “Looking Forward, Looking Back: The Future and the Roots of Simulations & Gaming in Education & Training”