Rapid Learning, Rapid Market
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Right now it’s the fastest growing part of the eLearning market, and I thought it would be interesting to look at what’s driving this phenomenon. In this article I have covered :
(si vous souhaitez lire l’article en français c’est ici)
– What is Rapid Learning?
– What is driving the growth?
– Why rapid learning is doing well
– Who are the key players in the market
What is it ?
“Rapid Learning” is short, succinct, fast online training produced quickly and cheaply. It is NOT the creation of whole curricula or courses, but the rapid capture of short training modules (typically 5 to 10 minutes) straight from the expert or traditional classroom materials.
How fast has it grown ?
In a recent market report, Bersin & Associates said that the Rapid Elearning market is showing an 80% compound annual growth rate (CAGR) and predicts that it will outgrow the traditional elearning market in three years time. 89% of the organizations Bersin surveyed said they needed to develop elearning solutions in three weeks or less.
Last year Forrester Research did a survey for Adobe (the rapid Learning tools market leader) across major corporations. 49% of respondents had 20,000 or more employees. The survey showed that rapid e-learning has outpaced traditional e-learning custom development which is perceived as too slow and too expensive. 24% of corporate learning content is now rapid e-learning content. Furthermore, 25% of companies are now using rapid e-learning instead of outsourcing custom content development.
I think rapid learning has an important future in workplace learning for three reasons:
1. Online tools are practical. Adoption of online learning in corporations has increased from 11% in 2002 to nearly 35% in 2009 (Source: “ASTD State of the Industry Report). By 2015 10 years, almost all training solutions offered in organisations will involve learning tools or content that can be accessed online. These tools could be used to do self-directed learning, but will more likely to components of a blended learning solution that involves some degree of instructor-led-training.
3. Rapid Learning is faster and Cheaper. Rapid Learning makes it possible to capture custom content right from the source – the subject matter expert, without a long chain of professional instructional designers, pedagogic experts, graphics designers and programmers. This makes it ideal for small and medium companies, who until now could not reach the economies of scale afforded by eLearning.
2. Employees attention span is getting shorter – especially for the generation Y joining the workforce now. They are not likely to engage in long, slow-paced online training programs. The Internet has taught us all to expect “solutions in the moment of need.” And we want them fast. Many online tools on the market today are 30, 60, even 90 minutes long. In some cases it’s appropriate – for example, a comprehensive overview of a compliance or safety issue may require 60 minutes or more. With rapid learning one has the ability to distill key learnings into tight, fast-paced, highly engaging modules that are six to 10 minutes long
Forrester found learners like shorter e-learning content because they can fit it into their schedule and they found training managers like shorter content because it leads to more course completions
Who are the market players ?
The key players in the Rapid Learning Market are Adobe (No 1 with Captivate ) and Microsoft (No 2 with PowerPoint – and its nearly half a billion worldwide users) – both giant software companies. But number three is Articulate, a small independent. Articulate is used by more than 12,000 organizations in 115 countries. The graph below from the new Guild Research 360 Report on e-Learning Authoring and Development Tools, shows the market breakdown and size by providers and licenses :
Sally Ann Moore
Managing Director, iLearning Forum Paris
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