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Wolfram Laube NAK-Market Research

Wolfram Laube NAK managing director of Education will lead a team of Managers who manage a portfolio of targeted programs at each site.

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Wolfram Laube NAK-Market Research

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  1. Market Research: LMS Market Research 2020 By Wolfram Laube, Denia, Spain

  2. Table Of Contents Table Of Contents 2 Legal 5 5 CONFIDENTIALITY 5 DISCLAIMER Introduction 6 6 THE PITCH Education Market 7 7 INDUSTRY INSIGHTS 8 INDUSTRY REVENUES (BN USD) 9 COMPONENT INSIGHTS 9 TYPE INSIGHTS DEPLOYMENT INSIGHTS 1 0 END-USE INSIGHTS 1 0 REGIONAL INSIGHTS 1 1 12 MARKET SHARE INSIGHTS Smart Education Segment 13 MARKET INSIGHTS 1 3 MARKET REVENUES (BN USD) 1 4 COVID-19 IMPACT 1 4 AGE INSIGHTS 1 5 COMPONENT INSIGHTS 1 5 LEARNING MODES 1 6 END-USER INSIGHTS 1 6 REGIONAL INSIGHTS 1 7 18 MARKET SHARES AND MAIN COMPETITORS LSM Market Segment 19 MARKET OPPORTUNITY 1 9 THE CLOUD-BASED SEGMENT 1 9

  3. THE CORPORATE USER SEGMENT 2 0 REGIONAL INSIGHTS 2 1 22 REVENUES PER AREA (BN USD) 23 KEY MARKET TRENDS Distance-Learning To Dominate The Market 23 COMPETITIVE LANDSCAPE 23 Education In Spain 24 HIGHLIGHTS 24 INVESTMENTS 25 ADULT LEARNING 26 SMART EDUCATION 27 SMART EDUCATION INSIGHTS (%) 27 TARGET COMPOSITION 28 TARGET COMPOSITION (%) 28 Customer Target 30 CUSTOMERS DIFFERENTIATION 30 CUSTOMER TYPES (%) 30 TARGET MARKETS (REGIONAL) 30 TERRITORIAL TARGETS (%) 31 Competitors 32 COMPETITIVE LANDSCAPE 32 COMPETITIVE ADVANTAGES 33 LOCATION 33 LOW COST 33 CUSTOMER LOYALTY 33 QUALITY 33 Marketing

  4. 34 INTRODUCTION 34 FIRM-BASED MARKETING STRATEGY 34 10-FINGERS COURSE STRATEGY 35 WEB PLAN 36 COMPANY DIGITAL MARKETING STRATEGIES 37 LEAD GENERATION ACTIONS 37 LEAD CONVERSIONAL PLAN 38 MARKETING MATERIALS 38 DISTRIBUTION STRATEGY 39 References 40 40 REFERENCES

  5. Legal INDUSTRY FOUNDED 2020 Education DISCLAIMER This document may contain certain forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, including, but not limited to, statements as to future operating results and plans that involve risks and uncertainties. We use words such as "expects", "anticipates", "believes", "estimates", the negative of these terms and similar expressions to identify forward looking statements. Such forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause the actual results, performance or achievements of the Company to differ materially from any future results, performance or achievements expressed or implied by those projected in the forward-looking statements for any reason. References herein to "the Company," "we," "our," "us" and similar words or phrases are references to Market Research: LMS, and/or its subsidiaries, unless the context otherwise requires. 5 2020 Business Plan | Market Research:

  6. Introduction THE PITCH The current market research will explore the specific segment of the education-based industry. In thepaper,wewill seethe mainmarket trends,insights,and sharesabout thesmart educational methods,LearningManagementSystemsegment,andadditionalanalysisabouttheregional revenues. Last, we will explorethe main methodsthat companies operating inthe segment applyevery day to promote their firmsby using themin thespecific case ofthe website www.edconsulting.biz. Education Market INDUSTRY INSIGHTS According to Grand View Research [1], "The global education and learning analytics market size was valued at USD 17.01 billion in 2018. It is anticipated to witness a CAGR of 17.4% over the forecast period. The increased awareness about the potential of learning analytics in improving or changing a learning system in response to student performance, or, in a corporate context, improving the performance of educational institutions is the key factor driving the market for education and learning analytics. Also, learning analytics helps the education sector improve the quality of teaching & learning through innovative and adaptive lessons that suit the cognitive abilities of the learners, which encourages the increased adoption of these techniques in the education sector. Thegrowingproliferationofe-learningtechnologiessuchasmobilelearningdevices,student informationsystems,lecturecapture,andlearningmanagementsystems(LMS)hasallowedthe educationsectoreasyaccesstohugechunksofdataconcernedwithteaching&learningpractices. While these techniques are being applied in education with the aim of improving the productivity of conventionaleducationsystems&studentoutcomes,theenterprisesectorisadoptingthese techniques to augment the workforce. Adoption of thesetechniques in the enterprise sector is also increasingasawayofstrategicgoalsetting&trackingemployeeperformanceacrossorganizations. 6 2020 Business Plan | Market Research:

  7. Education and learning analytics techniques help organizations in understanding better if their learning programs are driving the desired business outcomes and are improving employee productivity. These techniques also help in prioritizing learning programs that are leading to the desired outcomes and eliminating programs that are wasting the organization's time & money. Learning analytics techniqueshave gained tremendous traction in the fields of corporate learning & development in the past few years. Owing to this, several companies are introducing solutions catering to the rising learning analytics needs of the enterprise sector. For instance, Blackboard, Inc. developed learning solutions for workplaces & communities along with K-12 schools & colleges, to help them alter their approach towards imparting training & education. Harnessing the increased use of 3D animation techniques for better clarity & visualization of the topic at hand is expected to enhance the effectiveness of learning analytics software in the present market conditions. For instance, Alteryx, Inc. introduced Visualytics, an interactive enhancement to the company's Alteryx analytics platform. The enhancement allows easy integration of graphic representation of information across the Alteryx platform. The improved visualization of data with the help of charts & graphs is aimed at maximizing the efficacy of business-critical models to data scientists. The growing demand for such interactive education & learning analytics solutions in the enterprise sector is expected to open up new growth avenues for the market in the long run. The successful implementation of analytics software hinges on the availability of adept data scientists, which is not uniform across the globe. However, a surge in the employment opportunities for data scientists with appropriate skillsets across the education as well as enterprise sectors, as a direct consequence of the growing demand for these solutions, is expected to be seen in the near future. As analytic tools process huge chunks of data, stringent privacy regulations & norms imposed by the federal bodies are expected to challenge the market growth to some extent. INDUSTRY REVENUES (BN USD) 7 2020 Business Plan | Market Research:

  8. 20 15 10 5 0 2021 2023 2022 2020 2024 Year Global Revenues Spanish Revenues Grand View Research COMPONENT INSIGHTS Based on component, the education and learning analytics market is segmented into software and services. The software segment accounted for a significant share of the market 2018 and is expected to maintain its dominance throughout the forecast period. Intense competition among leading players coupled with increasing investments in R&D activities to enhance their software offerings is expected to contribute to the growth of this segment. High demand for education and learning analytics software in the education as well as enterprise sectors are also likely to contribute to the growth prospects of the segment. The services segment is expected to witness significant growth, exhibiting a CAGR over 18% over the next six years. This segment is further segmented into managed and professional services; the professional services segment captured a larger revenue share in 2018. The demand for services such as consulting, support, and maintenance is anticipated to witness high growth in the near future owing to the rising number of small- and medium-sized enterprises. These firms make use of analytics for imparting quality information to their employees as well as customers. TYPE INSIGHTS Intermsoftype,themarketforeducationandlearninganalyticsissegmentedintodescriptive, predictive, and prescriptive analytics. The descriptive segment captured the highest revenue share in 2018 and is 8 2020 Business Plan | Market Research:

  9. anticipated to continue dominating the market over the forecast period. Features such as the ability to track Returns on Investment (RoI), deal with performance issues, and analyze efficiency in learners through positive feedback lead to the high demand for descriptive education & learning analytics. Decision-makers in the enterprise sector utilize descriptive analytics that is obtained through a wide range of historic data for evaluating comparisons between two or more entities. This helps them attain a holistic view of trends & performances to streamline business strategies. The predictive segment is expected to witness significant growth as predictive learning analytics is used across various industries to identify & analyze patterns in learning data and predict future behaviors. For instance, air ticket booking websites use predictive analytics technology for making ticket price variations based on past travel booking trends. Also, the growing demand for personalized communications services, real-time analysis, and rise in concerns regarding cybercrimes is expected to contribute to the growth of this segment over the forecast period. DEPLOYMENT INSIGHTS Based on deployment, the market for education and learning analytics has been segregated into the cloud and on-premise. Cloud deployment emerged as the dominant segment in 2018, with organizations increasingly preferring analytics services based on cloud platforms. This is attributed to the benefits of the cloud platform such as low deployment cost, optimized performance, personalized services, and flexibility. Simpler & effective data processing techniques, massive storage, and easy switching between projects also encourage the adoption of cloud-based deployment of education & learning analytics solutions. The on-premise segment offers more information security & privacy as compared to cloud deployment. However, the mounting costs of the installation of the on-premise model for learning analytics limits the growth of this segment. Nevertheless, the enterprise sector benefits through on-premise deployment on account of its high efficiency in data extraction, wherein data can be pulled from distinct databases and compiled together for a specific goal. END-USE INSIGHTS Based on end use, the market for education and learning analytics has been segmented into academics and enterprise sectors. The enterprises segment led the market in 2018 and is expected to register high growth over the forecast period as well. The adoption of these solutions in the banking sector is expected to witness high growth, primarily attributed to the increasing use of core banking systems that evaluate digital credit for customers based on their profile. Core banking systems also bring about a high degree of transparency in the banking system. Besides, the public sector is anticipated to witness widespread adoption of education & learning 9 2020 Business Plan | Market Research:

  10. analytics solutions and services due to a rise in the deployment of analytics software by governments worldwide. The deployment of education & learning analytics solutions in the academics sector is expected to witness significant growth due to an increase in the modernization of learning systems. Learning analytics & associated metric reveal the learning abilities in an individual or groups. These techniques enable access to interactive and easy-to-analyze live statistics about the learner and emphasize more on improvement areas. Increased awareness of these benefits is expected to drive the adoption of such analytics techniques in the academics sector in the near future. REGIONAL INSIGHTS The North American regional market held the dominant position in 2018 and was valued at more than USD 6 billion. The dominance of the regional market is attributed to the early adoption of the latest technologies. Additional factors such as the high number of international students for studying in the region and use of learning software in the enterprise sector are expected to enhance the regional market growth. The market in Europe is poised for steady growth over the forecast period, thanks to the increasing popularity of learning analytics solutions among prominent educational institutes in the U.K., Germany, France, and Switzerland. The Asia Pacific market is envisioned to witness the fastest growth, with an anticipated CAGR of over 20% throughout the forecast period. The enterprise sector, specifically the IT & telecommunication and e-commerce industries in countries such as China, India, and Japan, is expected to be a key adopter of a wide range of education & learning analytics solutions. MARKET SHARE INSIGHTS 10 2020 Business Plan | Market Research:

  11. One of the key players operating in the market for education and learning analytics are Blackboard Inc., D2L Corporation, IBM Corporation, Microsoft, MicroStrategy Inc., Oracle, Saba Software, and Tableau Software, Inc. Mergers & acquisitions, new product launches, and collaborations are some of the leading business strategies adopted by key players for business expansion in the market. For instance, in March 2019, Blackboard, Inc. collaborated with Higher Education of Brasilia, a Brazil-based higher education center, where the institute leveraged the company's offering 'Blackboard Learn' for providing an online platform to their students and to further validate their academic outcomes." Smart Education Segment MARKET INSIGHTS According to Grand View Research [2], "The global smart education and learning market size was valued at USD 182.8 billion in 2019 and is expected to grow at a compound annual growth rate (CAGR) of 17.9% from 2020 to 2027. The increasing adoption of e-learning methods among corporate organizations to organize effective training programs for their employees is one of the significant factors contributing to the market's growth. Also, the rising demand for interactive learning techniques, such as mobile educational applications and gamification, is expected to boost the market for smart education and learning. Schools and universities across the globe are increasingly emphasizing to bring more dynamic methods of imparting knowledge for improved collaboration and productivity with higher speed and efficiency. Furthermore,theconceptof bring your own device (BYOD)inclassroomshasencouragedlearnersto usetheirchoiceoftechnologicallyassistingdevicesintheclassrooms. Smart education and learning methods have witnessed a surge in adoption owing to the benefits, such as cost- effectiveness, convenience, and improved focus. Besides, these methods have enabled both instructors and learners to enhance their efficiency and productivity. The collaborations and partnerships among hardware suppliers, software developers, and content providers have resulted in improved smart teaching solutions. The 11 2020 Business Plan | Market Research:

  12. industry is expected to demonstrate a noticeable growth over the forecast period owing to its massive adoption by corporate professionals. Thecontinuoustechnicaldevelopmentsandimprovement in theconnectivityofportable communication devices are some of the other factors driving the industry. Also, the increasing promotion of digital teaching by governments in developing countries is encouraging the schools and universities to adopt smart education and learning methods. For instance, in July 2019, the Ontario's Ministry of Education (Canada) has rolled out a plan, under which it has become mandatory to pursue four online courses for high school students to graduate. Consequently, the decisions of the government on e-learning policies will have a direct impact on the market for smart education and learning in Ontario. MARKET REVENUES (BN USD) 250 200 150 100 50 0 2021 2023 2022 2020 2024 Year Global Revenues Spanish Revenues Grand View Research COVID-19 IMPACT The World Health Organization (WHO) has stated the COVID-19 (Coronavirus Disease) outbreak as a pandemic, causing a massive impact on businesses and humankind. The fact that people are pushed to stay at home due to this outbreak, business organizations, are compelled to provide an entirely remote workplace in anticipation of the mandate of Work from Home (WFH) from the respective governments. Also, schools are encouraged to follow smart education and learning by accessing the Professional Learning and Development 12 2020 Business Plan | Market Research:

  13. (PLD) programs to work remotely with their students. The adoption of distance education and learning due to this outbreak is expected to favorably impact the industry's growth. Organizations can seek it as an excellent opportunity to deal with their distance learning policy by getting the right tools in place and be prepared for a similar situation in the future. Organizations must also make sure that teachers and students working remotely have the tools they require, such as VPNs and collaboration and videoconferencing solutions, and access to critical documents. Besides, the governments worldwide are recommending smart education and learning solutions and are providing the portals for online tutorials. For instance, the government of New Zealand purchased or leased around 17,000 digital devices to distribute among families that do not have one. Hence, the smart education and learning industry has a vast potential to demonstrate considerable growth amid the COVID-19 pandemic. AGE INSIGHTS The 11 to 18 years segment accounted for market share of 35.2% on the global scale in the market for smart education and learning 2019 and is estimated to witness significant share over the forecast period. Also, it is anticipated to grow at a notable CAGR throughout the forecast period. The growth of the segment can be attributed to the significant adoption of smart education and learning solutions in academic training programs. In the educational programs, e-learning assists students by offering real- time theoretical, practical, and task-based courses. The 30 to 45 years segment is anticipated to exhibit a CAGR of 20.3% in the market for smart education and learning over the forecast period. This growth is attributed to the constant evolution of online corporate training programs to cope with current technologies and trends. It offers quick information access capabilities to employees through multiple devices. The growing popularity of social media platforms to discuss problems and queries and share experiences is also contributing to the growth of this segment. COMPONENT INSIGHTS The service segment dominated the market with a revenue share of 73.0% in 2019. It can be attributed to availability of numerous smart education and learning portals offering better-quality educational content in the form of study notes, test-prep materials, question banks, and learning videos. For instance, the Western Cape Government (South Africa) offers an e-learning portal containing different types of resources available in Afrikaans and English for use by teachers and students. Also, the Ministry of Education of the People's Republic of China offers the National Cloud-Platform for Educational Resources and Public Service that provides free educational resources for primary and secondary education students. 13 2020 Business Plan | Market Research:

  14. Besides, the hardware segment is expected to experience a notable shift in its trajectory, registering a CAGR of 14.3% in the market for smart education and learning over the forecast period. For instance, interactive whiteboards have become widely popular and provide a more improved experience. They incorporate a wide range of features, such as dry-erase surfaces, digital pens, communicating software, and other multi-touch options. Also, they allow users to save and share notes among other digital devices, such as tablets, smartphones, and laptops. LEARNING MODES In terms of revenue, the blended learning segment dominated the market with a share of 23.8% in 2019. Further, the simulation-based learning segment is anticipated to grow at the fastest pace over the forecast period. This growth is attributed to continuous technological advancements in the integration of cognitive and technical skills. For instance, the American Academy of Pediatrics has developed a simulation-based solution for pre-hospital professionals based on realistic case-based scenarios. Other than blended learning and simulation-based learning, the market for smart education and learning has been segmented into different learning modes, including social learning, virtual instructor LED training, collaborative learning, and adaptive learning. New applications of smart education and learning have enabled innovative and effective interaction with students. The adaptive learning segment is also expected to grow at a substantial rate over the projected duration. This growth owes to the fact that it offers a personalized platform, which helps learners progress based on their own pace and capabilities. Moreover, adaptive learning, combined with analytics, helps instructors obtain real-time data on the progress of users. Therefore, the rapidly growing adoption of learning analytics is positively influencing the growth of the smart education and learning market. END-USER INSIGHTS The academic end-user segment dominated the market, with a revenue share of 65.7% in 2019. In addition, the corporate segment is anticipated to witness substantial growth over the forecast period. Growing demand for smart education and learning methods within the organizational domain can be accredited to a rising need for ensuring that employees possess the required knowledge and skills needed to meet future challenges. Also, smart education and learning can reduce some of the costs associated with traditional education and learning programs delivery during the period when the employee is not physically available. 14 2020 Business Plan | Market Research:

  15. Several multinational companies have a global presence and hence, require quick, easy, and mobile solutions to train employees, irrespective of location and time. Smart education and learning methods are most commonly used by the firms to meet their compliance requirements and Information and Communication Technology (ICT) training. Also, cost savings can be realized by using existing tools and techniques and subject matter experts to develop content internally. General budget constraints are one of the prominent factors driving the demand for smart education and learning in the corporate sector. REGIONAL INSIGHTS In North America, the market accounted for the largest revenue share of 39.3% in 2019 and is projected to remain the dominant segment over the forecast period. This growth owes to the presence of well- established ICT solution providers and a large customer base. The region is expected to register a CAGR of 15.0% from 2020 to 2027. Furthermore, in South America, the market for smart education and learning is also expected to witness noticeable growth over the forecast period. It can be attributed to the adoption of innovative technologies, such as Massive Open Online Courses (MOOCs), microlearning, gamification, and personalized literacy programs. Asia Pacific is anticipated to witness a significant growth in the smart education and learning domain owing to the presence of growing economies such as India, China, and Japan. Government-driven initiatives, such as government-funded projects for literacy development in rural areas, are anticipated to boost the market for smart education and learning. For instance, the National Digital Library of India, created by the Ministry of Human Resource Development, is an online library providing academic content for different levels of smart education and learning, by subject area. Also, Japan's Ministry ofEducation, Culture, Sports, Science, and Technology provides a platform, called MEXT to support e- learning by age and the level of education. 15 2020 Business Plan | Market Research:

  16. MARKET SHARES AND MAIN COMPETITORS The key industry participants in the market include Adobe; Blackboard Inc.; Cisco Systems, Inc.; D2L Corporation; Educomp Solutions Ltd; Ellucian Company L.P.; McGraw-Hill; Pearson; Samsung Electronics Co., Ltd.; SMART Technologies ULC; SumTotal Systems, LLC; and MPS Interactive Systems Limited. Vendors in the market for smart education and learning are focusing on increasing the customer base to gain a competitive edge in the industry. Therefore, vendors are taking several strategic initiatives, such as partnerships, acquisitions and mergers, and collaborations, with other key players in the industry. For instance, in February 2019, the Ellucian Company L.P., a U.S. based IT services provider in the educational sector, partnered with the company ESM, which offers procure-to-pay tools for higher smart education and learning. This partnership is anticipated to expand the Ellucian's cloud-based Ellucian Spend Management Suite, a procurement management solution, to include Ellucian Purchase.” LSM Market Segment MARKET OPPORTUNITY According to Markets and Markets [3], "the LMS market size is expected to grow from USD 9.2 billion in 2018 to USD 22.4 billion by 2023, at a Compound Annual Growth Rate (CAGR) of 19.6% during the forecast period. The major growth drivers for the market include increasing adoption of digital learning, growing inclination toward Bring Your Own Device (BYOD) policy and enterprise mobility, extensive government initiatives for the growth of LMS, growing usage of Artificial Intelligence (AI) and Machine Learning (ML) in LMS is increasing the significance of eLearning in corporate and academic setups. 16 2020 Business Plan | Market Research:

  17. THE CLOUD-BASED SEGMENT n the cloud-deployed LMS, services are hosted over the internet connection, and users can log into the service provider's site. Teachers or trainers can upload course content, create new courses, and interact with learners via their internet browsers to refrain from the installation of the required management software. Instructional designers can store any information on the cloud, and this can be remotely accessed by approved users in any location. This deployment mode is preferred for its features like better and enhanced security; lower setup costs; easy accessibility; quicker deployment; highly scalable;customizable; more storage space; ease of maintenance; automatic upgrade of course materials; and automatic licensing done by vendors. In this form, the learning is delivered to the learner, anywhere and anytime via the browser. The adoption of cloud deployment type for LMS in the training and development structure is growing rapidly. Most of the vendors are switching from on-premises deployment mode to cloud-based solution. Cloud-based LMS providers are actively delivering continual innovation with security in priority. Some of the LMS cloud providers include SumTotal Systems, Docebo, SAP, Epignosis, ScholarLMS, and Expertus. The global market for the cloud-based LMS solutions is expected to rise at a substantially high rate in the next 5 years. THE CORPORATE USER SEGMENT As businesses have become more competitive after the second wave of globalization, the importance of human resources has increased significantly over time and employee training and development has become a new norm. In various corporate organizations, industrial methods used for training and development are different. For instance, the success of a software and technology company largely depends upon the skill/ability of the 17 2020 Business Plan | Market Research:

  18. employees in the organization. Skill and knowledge required in the software and technology companies change at a faster pace compared to other industries. Research and development also play a key role in software and technology companies. To keep improving the skills of the employees, LMS in the software and technology companies is of key importance. Medical practitioners need to update their knowledge and skills to provide the latest treatment to the customers/patients. Keeping employees updated with new medical devices and pharmaceutical products is another key aspect of the training and development module in the healthcare sector. Advanced eLearning technologies like 3D images of internal organs and live interaction with experts have increased the effectiveness of the eLearning in the medical sector. The key skills training required in the retail industry is sales development, product training, leadership skills, product promotion, assertiveness, customer experience and care, retail recruitment, and communication. LMS in the retail industry usually focuses on areas, such as on boarding, compliance, sales skills, and product knowledge. REGIONAL INSIGHTS The global LMS market, by region, covers 5 major geographic regions: North America, Asia Pacific (APAC), Europe, Latin America, and MEA. North America is estimated to account for the largest market size during the forecast period. In this region, enterprises are now shifting to mLearning for better results and convenience of use. LMS is used by both corporate users as well as academic institutes, and most of the vendors offer user-centric product development strategies and cater to all technological demands and innovative needs for both the academic and corporate sector. North America has shown speedy acceptance of new learning pedagogies and this has further pushed the LMS market for this region. Owing to the advanced technology present in the region, students are 18 2020 Business Plan | Market Research:

  19. digitally more connected and aware of eLearning and interactive course content. Even teachers and parents are sensing the need to shift from old teaching methodologies to newer and advanced ways of teaching and learning pedagogies to improve the learning experience and educational technology for the students. LMS is expected to be the next step in the evolution of a more interactive learning experience and this is being deployed by several organizations in the North American region. The market in North America is highly progressive, since several organizations are implementing this to enable improved learning and participation with the educators. North America, especially the U.S. and Canada, is expected to integrate LMS solutions to increase collaboration in the learning environment and taking initiatives to renovate the ineffectiveness of conventional learning methods. Moreover, the implementation rate in North America is considerably much higher as compared to other regions, as enterprises here are more openand receptive to the implementation of such solutions.". REVENUES PER AREA (BN USD) 19 2020 Business Plan | Market Research:

  20. North America : 3306 South America : 1134 Europe : Asia Pacific : Fortune [5]KEY MARKET TRENDS Distance-Learning to Dominate the Market According to 2019 Online Trends in Education Report, 69% of online students identified employment as their primary goal for entering a program. Collegesarealsoofferingdistancelearningprogramtocatertoalldemographics,irrespectiveof location.Asstudentswithmorediversecharacteristicsenteronlineprograms,schoolsmust provideservicesthatmeetawidervarietyofstudentneeds. Studentspreferdistancelearningbecausetheycansettheirpaceofstudyandalsoitcostsless. Flexibility of learning is the major factor which is leading to students and corporates opting for distance education thereby significantly driving the market growth. COMPETITIVE LANDSCAPE The market is concentrated with existing vendors rolling out latest version and new offering of their LMS software for both corporate and academic purpose. 20 2020 Business Plan | Market Research:

  21. May 2019 - D2L introduced 'Indigo', the latest version of its Brightspace learning platform which empowersemployees to take control of theirown learning paths in a competitiveglobal economy. March2019-BlackboardannouncedthattheUniversityofFerrara(Unife)implemented BlackboardCollaboratetoenhanceitsonlineteachingandlearningoffering.Through BlackboardCollaborate, Unife is providing up to 13 virtual classrooms every day, for a total of 70 hours of online lessons. February 2019 - McGraw-Hill launched SmartBook 2.0 as a major enhancement of its market- leading McGraw-Hill Connect learning platform. It is an adaptive learning engine, which helps students to achieve at higher rates. 21 2020 Business Plan | Market Research:

  22. INVESTMENTS Education spending was stable in 2018, below the EU average. While Spanish GDP has grown from 2016 to 2017, public expenditure on education as a share of GDP remained at 4%, below the EU average of 4.6%. Public expenditure on education per pupil at primary, secondary and tertiary level is also below other similar EU Member States economies. 22 2020 Business Plan | Market Research:

  23. Regional administrations spend the vast majority (85.6%), largely on salaries (67.6% of all public education spending). 13.4% of education spending goes to publicly funded private schools (escuelas concertadas), representing 8%-25% of all students enrolled in schools, depending on the region (MECD, 2019b). Between 2010 and 2015, spending on universities fell by EUR 1.5 billion and is projected to drop further by EUR 3.5 billion by 2021. The failure to approve the 2019 state budget means that the share of government expenditure on education will be the same in 2019 as in 2018. Private spending in education is significant. The proportion of private-sector expenditure (primary to tertiary), excluded international sources, is among the highest in EU and OECD countries at 19% (OECD, 2018). Between 2012 and 2015, private education expenditure as a share of GDP increased (0.68% to 0.82%), mainly in secondary and tertiary education. This contrasts with most other EU countries in the OECD, where it either fell or remained the same . In 2016/2017, over 30% of students (from primary to tertiary) had a scholarship (MECD, 2019b). In 2019, the government continued increasing funding for such scholarships. ADULT LEARNING In Spain, there is no specialised training to become an adult educator and no specific qualification to teach or train educators. Therefore, the supply of specialised adult education teaching/training staff is insufficient, both for VET and 'general' adult education. The government approved the action plan for youth employment in December 2018. One of its six priorities is to promote vocational training for 23 2020 Business Plan | Market Research:

  24. young adults to improve their competencies. Adult participation in lifelong learning is increasing but still far from the EU benchmark. In 2018, the participation rate of adults in education and training (10.5%) was close to the EU average (11.1%), but far below the EU benchmark of 15%. 39.9% of adults in Spain lack an upper-secondary qualification (EU average: 21.9%). In 2017, around 63 500 adults aged 25 or older acquired an upper-secondary qualification , but this is only a small percentage of the nearly 10.7 million adults with only low-level educational qualifications. Skills polarisation and skills mismatches affect the performance of the labour market in Spain and weigh on productivity grow. In 2018, the proportion of low and high qualified adults on total employment in Spain (32.8% and 43.2% respectively) are above EU averages (16.3% and 35.8%), while the proportion of mid qualified adults (23.9%) is below (47.7% in the EU). SMART EDUCATION Wecanprovidethefollowinginsights: 1. 59.2% of the target declared to have followed one or more online-based courses. 2. 34.3% of the target declared to know the presence of these courses but never followed one. 3. The remanent 6.5% of the potential learners never heard about smart education and online courses. SMART EDUCATION INSIGHTS (%) 24 2020 Business Plan | Market Research:

  25. NEVER HEARD : 6.5 USED : 59.2 NOT USED : 34.3 European Commission TARGET COMPOSITION The statistics are calculated on a population of 5,000 members, distinguished as follows: Under 21: 33% (16.5% males, 16.5% females). 22-40:33%(16.5%males,16.5%females). over40:33%(16.5%males,16.5%females). TARGET COMPOSITION (%) 25 2020 Business Plan | Market Research:

  26. UNDER 21 : 33 OVER 40 : 33 22-40 : 33 European Commission 26 2020 Business Plan | Market Research:

  27. Customer Target CUSTOMERS DIFFERENTIATION Our primary customer target is represented by the following categories: Students. Pupils. Office workers. Police departments. Public administration systems. CUSTOMER TYPES (%) Office workers : 22 Students : 30 Public Administration : 21 Pupils : 15 Police departments : 12 Bizplan.com TARGET MARKETS (REGIONAL) Speaking now in terms of regional differentiation, we individuate the following areas: 30 2020 Business Plan | Market Research:

  28. Spain. OtherSpanishspeakingcountries,suchasLatinAmericanterritories. Englishspeakingcountries. Otherlanguages-basedcountries. TERRITORIAL TARGETS (%) Spain : 32 Other : 13 English speakers : Spanish speakers : BizPlan.com References REFERENCES [1]: Grand View Research: "Education And Learning Analytics Market Size, Share & Trends Analysis Report By Type (Descriptive, Predictive, Prescriptive), By Deployment, By Component, By End-Use, By Region and Segment Forecasts, 2019 - 2025", 2020. 31 2020 Business Plan | Market Research:

  29. [2]: Grand View Research: "Smart Education And Learning Market Size, Share & Trends Analysis Report By Age, By Component (Hardware, Software, Service), By Learning Mode, By End User, By Region, And Segment Forecasts, 2020 - 2027", 2020. [3]: Markets and Markets: "LMS Market by Component (Solution and Services), Delivery Mode (Distance Learning, Instructor-Led Training and Blended Learning), Deployment Type, User Type (Academic and Corporate), and Region - Global Forecast to 2023", 2019. [4]: Mordor Intelligence: "LEARNING MANAGEMENT SYSTEM (LMS) MARKET - GROWTH, TRENDS, AND FORECAST (2020 - 2025)", 2020. [5]: Fortune Business Insights: "LMS Market Size and Insights", 2019. [6]: European Commission, "Education and Training Monitor 2019", 2020. 32 2020 Business Plan | Market Research:

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