INDUSTRY STUDY. The Definitive Buyer's Guide to the Global Market for Learning Management Solutions 2013 (Abridged) Janet Clarey, Senior Analyst

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1 INDUSTRY STUDY The Definitive Buyer's Guide to the Global Market for Learning Solutions 2013 (Abridged) Janet Clarey, Senior Analyst Katherine Jones, Ph.D., Principal Analyst Wendy Wang-Audia, Research Analyst David Mallon, Principal Analyst BERSIN & ASSOCIATES 2012

2 The Bersin & Associates Membership Program This document is part of the Bersin & Associates Research Library. Our research is provided exclusively to organizational members of the Bersin & Associates Research Program. Member organizations have access to the largest library of learning and talent management related research available. In addition, members also receive a variety of products and services to enable talent-related transformation within their organizations, including: Research Access to an extensive selection of research reports, such as methodologies, process models and frameworks, and comprehensive industry studies and case studies; Benchmarking These services cover a wide spectrum of HR and L&D metrics, customized by industry and company size; Tools Comprehensive tools for HR and L&D professionals, including tools for benchmarking, vendor and system selection, program design, program implementation, change management and measurement; Analyst Support Via telephone or , our advisory services are supported by expert industry analysts who conduct our research; Strategic Advisory Services Expert support for custom-tailored projects; Member Roundtables A place where you can connect with other peers and industry leaders to discuss and learn about the latest industry trends and best practices; IMPACT Conference: The Business Of Talent Attendance at special sessions of our annual, best-practices IMPACT conference; and, Workshops Bersin & Associates analysts and advisors conduct onsite workshops on a wide range of topics to educate, inform and inspire HR and L&D professionals and leaders. For more information about our membership program, please visit us at 2

3 Table of Figures The Learning Systems Primer 6 In This Report 6 Evolution of Enterprise Learning 7 The Role of the LMS in the Enterprise 9 Typical LMS Functionality and Features 11 State of Learning Systems and Learning Technology 14 LMS Functionality in Other Learning Solution Technologies 16 Virtual Classroom Technology 20 The Massive Open Online Course (MOOC) and the LMS 21 Summary 22 Appendix I: Application and Practice 23 Appendix II: Additional Resources 23 Appendix III: Bibliography 24 Appendix IV: Table of Figures Estimated Global LMS Market Share 44 The Bersin & Associates LMS Market Map 67 SumTotal s Vendor Profile 315 About Us 326 About This Research 326 3

4 INDUSTRY STUDY BERSIN & ASSOCIATES The Learning Systems Primer Learning Systems 2013 Reports OVERVIEW This primer presents an overview of learning management systems (LMSs) the technology that manages an organization s learners and learning events, and often serves as a platform for the delivery of e-learning. In This Report The Evolution of Enterprise Learning The Role of the Learning System LMS Functionality and Features The State of Learning Systems Trends and the Future of the LMS Janet Clarey, Senior Analyst David Mallon, Principal Analyst BERSIN & ASSOCIATES OCTOBER 2012 NOT FOR DISTRIBUTION LICENSED MATERIAL

5 Evolution of Enterprise Learning The pre-digital learning management system was likely a file cabinet in HR stuffed with various training certificates, course completion records, professional designations and advanced degrees that were earned by individual employees throughout their careers. It was neither automated nor self-service; it could not be used to create, manage or deliver training content as was the case with the first of the digital training management systems which appeared in the 1960s 1,a in higher education. By the late 1990s, the enterprise learning management system market (as we know it today) began to form with systems designed to meet the organizational needs for automating training and getting training materials online in much the same way as was implemented to meet the organization s post-digital communications needs. Over the past decade, the LMS market has continued to evolve with solution providers adding new features and functionality for collaboration, continuous learning 2 and knowledge-sharing. Some systems are now becoming platforms for supporting mobile learning across contexts. (See Figure 1.) Figure 1: Evolution of Learning Systems Since 2000 Evolution of Learning Systems Get Materials Online Expand, Blend Improve e-learning Solve Talent Problems Informal Learning Skills & Specialization Rich Catalogue University Instructional Design Kirkpatrick e-learning Get Materials Online LMS e-learning Platform Learning Paths Role-Based Interactivity Simulation Competency-Based Learning Rapid e-learning Information vs. Instruction Blended Learning LMS Enterprise Learning Platform Career Development Deep Specialization Leadership Development Search, Collaboration, Community, Information Architecture Collaborative / Social Learning, Content, Rich Media Learning Portal Blogs, Wikis, Twitter, Mobile & Social Networks Mobile Internet Everywhere Location Awareness Information Feeds Learning & Performance Integrated Source: Bersin & Associates, Copyright 2011 Bersin & Associates. All rights reserved. 1 PLATO (programmed logic for automated teaching operations) was reportedly the first learning management system. It was created in 1960 at the University of Illinois and was produced until Continuous learning refers to the ongoing development of skills, abilities and knowledge through different means (including work on the job, training, experiences, communications, etc.), and is part of an individual s ongoing professional life at work and outside of work. 7

6 Recently, the LMS market has changed from one of growth, expansion and evolution to one of fragmentation, specialization and globalization. Overall, the market for learning management systems is relatively mature and increasingly commoditized; most systems can accommodate most basic functionality. Delivery methods behind LMSs have also evolved in recent years from mainframe systems to cloud computing 3 a very important driver of the growing market today (see Figure 2). Figure 2: How Technology Has Changed HR Software Markets Mainframe PC Client / Server Web SaaS / Cloud 1950s to 1970s 1980s 1990s 2000s 2010 and on Features Many users Subsecond response time Alphanumeric terminals Graphical user interfaces Color Charts Export to Excel Highly scalable graphical user interfaces Shared databases Browserenabled applications HTML user interfaces Highly interactive Highly scalable Integrated systems Applications Payroll Training administration General personnel administration and recordkeeping HRMS Spreadsheetbased: Compensation Performance appraisals Firstgeneration performance management Learning management Performance management Applicant tracking Online assessments Standalone, but easy to use and implement Integrated talent management solutions: With many new applications added each year All with an integrated database and user experience Design for mobile and locationaware devices Consumerlike user experiences Predictive and embedded analytics Source: Bersin & Associates, Cloud computing refers to both the applications delivered as services over the Internet, and the hardware and systems software in the data centers that provide those services. In general, it is used to refer to a means of accessing computer resources provided through the Internet, rather than running the software or storing data on a local computer. Software-as-a-Service (SaaS) refers to business or personal applications that are housed and managed remotely, and accessed via the Internet. These applications are subscribed to rather than owned outright. 8

7 Finally, the LMS market, while becoming more specialized and fragmented, is collectively very large. For our LMS 2013 study, we identified more than 400 technology solution providers that offered a dedicated learning management system, a suite of products that integrated learning or a system primarily used for a different purpose (e.g., virtual classroom, authoring tool, content provider, learning content management system, etc.) but also with LMS functionality. We have profiled some of those technology solutions in our LMS 2013 study, including market leaders, and some specialty providers and emerging solutions. The Role of the LMS in the Enterprise What is an LMS and what does it do? Simply put, the most basic learning management system is a technology that is used to manage learners and learning events, and which can often also serve as a platform for the creation, management and delivery of e-learning content (depending on the capabilities of the system). LMSs can be installed behind a firewall or, increasingly, are deployed in the cloud. They are used by organizations of all sizes from 50 or less employees, to hundreds of thousands of users. Figure 3: Audience Uses for an LMS Full-Time Employees Audience Usage Personal and Professional Development Assessment and Certification Career Planning and Performance Support Onboarding Networking Knowledge-Sharing Community-Building Collaboration Extended Employees (e.g., part-time, contingent, alumni, interns, etc.) Personal and Professional Development Assessment and Certification Career Planning and Performance Support Onboarding Networking Knowledge-Sharing Community-Building Collaboration Community Source: Bersin & Associates,

8 Figure 3: Audience Uses for an LMS (cont'd) Extended Enterprise Audience Usage Product Training Assessment and Certification Performance Support Community-Building and Customers General Public Product Training Loyalty Marketing Community-Building Brand Awareness Product Support Source: Bersin & Associates, Today s enterprise-class LMSs must have a robust set of features for HR integration, analytics and reporting, content management, and skills and competency management. Enterprise customers are also demanding functionality to support social learning 4 and collaboration, integrated performance management, employee development and succession planning, and business process integration. The maturity and depth of these features varies widely from provider to provider. For example, we are seeing more lightweight systems designed for small and midsize businesses that are easy to set up, and which require little or no integration with talent management process. b Either enterprisewide or within a small business 5, the LMS is one of the only systems in an organization that is touched by nearly every employee and manager, as well as training administrators and even customers what we call the extended enterprise. c 4 Social learning is a blended-learning model that uses social media to enhance the learning experience. Social learning produces a collaborative learning environment when synchronous with asynchronous approaches are combined. The goal of social learning is to create a community of learners who work together during the class. When the class is over, that community can then evolve into an ongoing and interactive community of practice which continues to learn and collaborate when on the job. 5 The large business segment (companies or departments serving more than 10,000 employees in any one country) is fairly well-saturated, with nearly 80 percent using an LMS. The small business segment (100 to 999 employees) is poised for growth as only 31 percent of these companies is using an LMS. The midsize business segment (companies employing 1,000 to 9,999 people) is also growing with an estimated growth rate of 18 percent. 10

9 Typical LMS Functionality and Features Large businesses often need the most advanced, adaptive and flexible system that can play a central role in the management of talent. The need for a more robust set of features (like integrated talent management), support for new business objectives, advanced method of gathering business intelligence and more flexibility are all drivers for large business. LMS solution providers that sell to large companies are providing a number of advanced features and functions which these enterprises require, in addition to core application support. These include the following (and are also shown in Figure 4): Core Application Support e-learning management, training administration, learning content management, key features Advanced Features Integrated talent management, social and collaborative learning, customer and partner training (extended enterprise), training packages / ecommerce, and training commerce, certification administration, testing and assessment Comprehensive Features Rich, open employee profile; integration with HRMS 6 and other systems, collaboration and social features (e.g., messaging, activity streaming, groups, friending, etc.), analytics, reporting, measurement, mobile access, and administration KEY POINT The need for a more robust set of features (like integrated talent management), support for new business objectives, advanced method of gathering business intelligence and more flexibility are all drivers for large business. Figure 4: LMS Capabilities A Comparison of Basic versus Advanced Features Feature / Function Basic LMS Incorporates New Features Advances LMS Course and Resource Includes managing course registrations, scheduling resources and managing course catalogs. Adds the automatic building of catalogs based on user and / or content metadata. Includes virtual classroom delivery and management. Source: Bersin & Associates, HRMS stands for human resources management system. 11

10 Figure 4: LMS Capabilities A Comparison of Basic versus Advanced Features (cont'd) Feature / Function Basic LMS Incorporates New Features Advances LMS Curricula, Learning Plans and Certification Supports blendedlearning program management. Has basic features, including the ability to bundle learning opportunities into logical groups. Adds blended-learning program management linking formal and informal programs in order to blend their management and measurement. Also enables managing prerequisites, manager approvals, ecommerce, the use of learning credits, certification processing, expirations and prescriptive learning. Learning Reporting and Measurement Includes tracking learning history, tracking and reporting certifications, and learning metrics. Has more comprehensive employee profiles becoming the source for all employee history, enabling advanced applications such as career / succession and compensation management. Also includes exception reporting, automatic notification based on thresholds and measuring business impact / ROI. Security Grants different access privileges based on organizational hierarchy, domain or role. Provides higher levels of security to meet more demanding requirements globally. HR-Related Includes limited synchronization with the organization's HR database. Integrates with a talent management system (TMS), moving away from a performance-driven approach to more of a talent-driven approach to learning. Includes integrating learning with performance management, and managing skills and competencies. Source: Bersin & Associates,

11 Figure 4: LMS Capabilities A Comparison of Basic versus Advanced Features (cont d) Feature / Function Basic LMS Incorporates New Features Advances LMS Content Integration Supports the industry standards of AICC 7 and SCORM 8 ; making it possible to launch, track, bookmark and report on e-learning content. These interfaces are tested and certified against different content providers. Has additional integration with new training methods including informal, social, on-demand, embedded and collaborative learning. Content Basic features include storing online learning content and general indexing of the content for search. Supports the learning content lifecycle and also provides an end-to-end learning solution from content development delivery and management to assessment of any type of formal and / or informal training. Uses more powerful search and discovery, enabling users to search for a growing number and variety of courses and course information using metadata libraries. ecommerce Includes the ability to process payments and chargebacks when selling training to partners and customers. Adds the ability to sell and process a wider variety of courses and other learning materials to employees, partners, suppliers and customers. Mobile Learning Not applicable. Allows for learning and learning management to be more accessible on mobile devices, from laptops to smartphones. Source: Bersin & Associates, Sharable Content Object Reference Model (SCORM) is a set of specifications for course content that produces reusable learning objects. 8 The Aviation Industry CBT Committee (AICC) is an international association of technologybased training professionals that develops guidelines for the aviation industry in the development, delivery and evaluation of computer-based training (CBT) and related training technologies. 13

12 Figure 4: LMS Capabilities A Comparison of Basic versus Advanced Features (cont d) Feature / Function Basic LMS Incorporates New Features Advances LMS Adaptability Not applicable. Provides an "adaptive" platform with pre-built learning and / or talent management processes integrated into many different parts of the corporate HR and IT infrastructure. Analytics and Reporting across Databases Not applicable. Measures the business impact of learning on the corporation by generating analytical reports across the different databases. Source: Bersin & Associates, State of Learning Systems and Learning Technology In the LMS market, many learning-only solution providers have been acquired by larger players which sought to build suites of products for supporting end-to-end integrated talent management talent acquisition, performance management, learning management and compensation. This high-profile consolidation at the top (by SAP, Oracle, SumTotal, etc.) means that the LMS is now part of the talent management / HR systems landscape. 9 At the same time, the LMS market has become more fragmented and specialized with systems designed for specific vertical markets, segments (e.g., extended enterprise) or needs (e.g., social and collaborative learning platforms). That is the market. The systems themselves are also changing. KEY POINT In the LMS market, many learning-only solution providers have been acquired by larger players which sought to build suites of products for supporting end-to-end integrated talent management 9 A key trend driving growth in talent management and the products which support that management today include the convergence of talent management with core HR management systems (HRMS), reflecting the shift of the employee system of record to an integrated talent management application. 14

13 The basic functionality of the LMS (like e-learning content delivery, scheduling, reporting and training administration) is now something most providers have the technology is fairly commoditized. But that is not really learning management; that is management of the fulfillment of a subset of learning activities taking place across the organization. Learning management today supports features like profiles, career development, development planning and performance support. The best systems are bringing these functionalities forward and pushing back the basic fulfillment functionality into the woodwork. The features differentiating current learning management systems are as follows. 1. Breadth Today s systems have an enormous number of features. Buyers asked for a lot of functionality and they got it but this is not always a good thing. In fact, a lot of organizations do not use most of the functionality they have. 2. Focus on the End-User Experience The end-user experience has been a huge problem until recently. In the last decade, we have gone from getting most of our digital content in text form to receiving it in multiple forms such as audio, images, video, etc. Many solution providers have heard the complaints and have started to bring a consumer-influenced approach to their interfaces; they are moving away from text-heavy applications to multimodal computing and interaction. KEY POINT Learning management today means profiles, career development, development planning and performance support. 3. Learner-Centric Functionality Although a differentiator for some providers, such as content providers for which the course or instructor is central to the system, many other providers are building systems that are learner-centric. We know that the person "doing" is the person learning [the most], so the better systems are bringing functionality that allows for more "doing." As an example, we can look up something in the encyclopedia or add something to a Wikipedia entry to which numerous people contribute. In an LMS, this learner-centric functionality breaks free of the teaching paradigm. 4. Adaptability An adaptable LMS is a workflow management system with prebuilt learning and / or talent management processes that can transparently integrate into many different parts of the corporate HR and IT infrastructure. Adaptability and its supporting partner SaaS 10 are now critical market drivers for learning and talent management systems. Staying power in the market will increasingly come from the 10 Software as a Service (or SaaS) refers to the business of selling software over the Internet as a web service. In this business model, the software vendor charges an annual subscription fee and can predict recurring revenues far more reliably than with the licensed software model. 15

14 level of adaptability offered. The buy-and-customize model will be viable only for the very large organizations that are the solution providers target market. Enterprise software buyers increasingly expect and are beginning to receive what they want without customization. 5. Expertise Many providers now offer holistic support for the needs of specialty audiences, such as the healthcare industry. 6. Software as a Service SaaS has become the preferred model and, as the market continues to mature, we now see a shift in the perceived benefits from cost-savings to strategic value for the organization. 7. Convergence of Learning Technologies The virtual classroom, social learning and mobile learning are all growth areas for solution providers. Right now, however, systems are still fairly disconnected. Buyers generally want consolidation, so system providers are trying to bring these into integrated platforms. LMS Functionality in Other Learning Solution Technologies Beyond the traditional LMS, there are also several other learning technology solutions that have some of the features and functionality of an LMS, but which are designed primarily for other purposes. Mobile LMS There are many forms and uses of mobile learning, and the various markets for m-learning solution providers are ever-expanding. A mobile LMS (mlms) provides a platform for distributing and tracking m-learning activity (such as e-learning, nuggets, media, performance support, enablement, etc.). d In our last report, in 2011, an industry of m-learning solution providers was quickly forming. Most of the early entrants came from existing LMSs, LCMSs and e-learning markets (i.e., development tools and content providers). Some LCMS providers actually offer the functionality available in a format that can be accessed via USB. 16

15 Learning Content Systems Although we believe that the LCMS market is distinct from the LMS market, most LMS providers have built-in or include an LCMS solution in their product offerings to address the e-learning platform need. We highly recommended that you understand your company s content development needs, while considering an LMS strategy. Where do modern content development needs fit in the context of the LMS decision? ANALYSIS We highly recommended that you understand your company s content development needs, while considering an LMS strategy. As companies begin to build and acquire more learning content (through in-house, outsourced resources or created by the learners themselves), an LCMS becomes a valuable tool in reducing development cycles and making content more accessible. These systems offer features for managing and publishing e-learning content, and for automating workflows for groups of developers. Of course an LCMS is not just about content anymore. The best solutions are adept at lots of different kinds of content for many different uses. Advanced systems support the capability to manage electronic content in multiple formats and outputs, such as online courses, presentations, instructor guides, mobile devices and printed documentation. Today, there are basically two technology approaches when considering an LMS and LCMS: 1. The e-learning platform (mentioned in the previous section) 2. The best-of-breed approach In the e-learning platform scenario, the buyer chooses an integrated LMS / LCMS. From the content perspective, the platform is typically used to: Assemble predeveloped assets and modules into a course Create, deliver and track assessments Store the metadata associated with the content Enable users and developers to search for content Provide basic content management support, such as content-staging and version control Provide run-time capabilities that assemble the course and track user performance The e-learning platform is not used for content authoring nor does it support dynamic delivery capabilities that customize the content pages for each course or user. Content is authored using other tools, and then it is imported into the e-learning platform 17

16 using the packaging guidelines of the SCORM and / or AICC specifications. This strategy is the most popular in the marketplace today and is appropriate for organizations that do not have large content production requirements and do not need to repurpose the instruction into different media formats. Content is most always constructed using rapid development and / or general-purpose web development tools. KEY POINT Content is most always constructed using rapid development and / or general-purpose web development tools. For companies with large, geographically dispersed teams of content contributors or large volumes of information assets, however, a separate, best-of-breed LCMS is likely to be the preferred choice. These companies requirements are more extensive than those provided by most platform products and may likely include support for a variety of information output formats. We, therefore, see many enterprise buyers selecting LCMSs separately from their LMSs from providers such as Kenexa (OutStart), exact Learning Solutions, Xyleme and other companies. While these providers also offer lightweight LMS products, the systems are designed to help program developers launch and manage their local programs, but are not designed to handle corporatewide learning initiatives. Hence, buyers looking for an enterprisewide solution are advised to choose an LMS separately from their best-of-breed LCMS solution. Apart from the list mentioned for the platform solution, best-of-breed products are used to: Provide template-based content development tools for rapid content creation Build and manage structured content that can be: o o Output in multiple formats Reused across various training and knowledge programs Provide a run-time delivery environment for customized course pages and more extensive levels of training user interaction Create knowledge management repositories that can be used for just-in-time access of both formal and informal knowledge assets Figure 5 illustrates how the e-learning platform incorporates some capability from both the LMS and LCMS worlds. 18

17 Figure Figure 39: LMS, 5: LMS, LCMS LCMS and e-learning and e-learning Suite Suite Training Administration Moving to Talent LCMS Moving to On-Demand LMS Enterprise Business Application Skills / Competencies Performance Talent Transcripts Domains Certifications Analytics Business Rules Course Administration User Administration Training Administration Job Profiles Launch / Track Courses Self-Registration - Reporting Class Scheduling Content Repository Platform Common Features Content Authoring Content Templates Assessments Course Publishing Version Control Multiformat Output Asset-Based Architecture Content Reuse or Recycle Team Development Personalized Content Metadata Enterprise Content Application Source: Bersin & Associates, The true value of the LCMS for a modern L&D function is two-fold: As a business-process automation tool or as a learning-process automation system that helps the L&D function to truly optimize its processes As part of (and as an enabler of) the organization s larger social learning, mobile learning and collaboration strategy Enterprise Social Software for Learning The use of enterprise social software tools in the enterprise is growing rapidly. These technologies are providing effective, low-cost ways for organizations to enhance the communication, collaboration and knowledge-sharing that has always taken place in organizations. Enterprise populations lean on their own personal networks every day to solve business problems, learn new skills, increase their influence or find a mentor / friend. It makes good business sense, then, for organizations to explore the use of social networking KEY POINT Enterprise social software tools are providing effective, low-cost ways for organizations to enhance the communication, collaboration and knowledge-sharing that has always taken place in organizations. 19

18 and collaboration platforms for many uses with employees, extended employees (e.g., alumni and retirees), the extended enterprise (e.g., channel partners and customers). Solution providers are moving rapidly to meet this growing demand, both with standalone platforms and by adding functionality to existing offerings, like the LMS. Please note that, exclusive to enterprise solutions, small and midsize businesses now have access to , instant messaging, discussion and group discussions, webcasting, virtual classrooms, mobile and IP voice communications, presence awareness (e.g., is someone available online or not), activity streams (e.g., what someone is doing now), blogs and wikis, knowledge databases, and a never-ending set of new communication and collaboration systems to come. All of these tools, which continue to grow in quantity and type every day, need to leverage the connections and security housed in the people management system. If we are going to collaborate and interact with someone, then it would be important to know who is connected to whom; who is working on what; what is ANALYSIS the phone number, job and location of an individual; and, who is the expert or subject-matter expert While no perfect (SME) on a given topic. collaboration solution yet Vendors see this opportunity for integration, and many are rapidly building and buying collaboration solutions for their platforms. While there is no perfect collaboration solution in the market yet, we are increasingly seeing integrated systems for collaboration, knowledge-sharing, employee directories and a wide variety of other collaborative solutions built into (or bolted onto) the learning management platform. exists, we expect to see integrated systems for collaboration, knowledgesharing, employee directory and a wide variety of other collaborative solutions built into the LMS platform. If you have not yet considered collaboration and social networking a part of your HR and LMS systems strategy, now is the time. You will empower your workforce, improve collaboration and innovation, and help to transform your organization for the future. Virtual Classroom Technology While most LMSs have some level of integration with virtual classroom technology, many of the leading virtual classroom platforms (such as AdobeConnect and WebEx) also offer the ability to schedule, enroll, notify and track attendance for learning. Many provide support for student quizzes and assessments. Many offer support for course catalogs and almost all offer some kind of reporting capability. Some even support limited use of selfpaced e-learning content within virtual classroom courses. Add all of these features and it becomes easy to see why some smaller organizations (or individual departments of larger ones) are using their virtual classroom platforms as a light-weight learning management system, avoiding the need for a larger, more expensive system. 20

19 Authoring Tools As with the virtual classroom, most LMSs have some level of integration with the tools used to design and develop e-learning. These include presentation tools, simulation / emulation tools and multimedia tools. There are, however, several authoring tool solution providers that offer within their authoring tool the ability to manage learning content and learners. These are available as a SaaS product or as desktop software; they have the ability to deliver and track completions and assessments. We would be remiss to not call out video content. e In the early days of e-learning, companies developed page-turning content with a little audio and a few interactivities to make content interesting. Today, we have an explosion of new expertled video and mobile video. Some of these tools also act as a light LMS. Commercial Off-the-Shelf Content Providers Market leaders in off-the-shelf learning content, for example SkillSoft and Mindleaders f, have LMS capabilities as part of their offerings. As comprehensive learning solutions continue to increase, the COTS 11 courseware providers have transitioned from the first generation of e-learning solutions (online courseware) to more mature and sophisticated stages of e-learning, which include a multimodal learning model that enables the blending of a number of different learning assets, such as performance support, interactive case studies, gaming 12, g, simulations and full-motion video. Along the way, some have developed learning management platforms which may not be as robust as traditional LMSs, but distinguish themselves in simplicity, usability and a ready-to-use platform for content. These platforms can be a great starting point for companies that are beginning to offer e-learning content. The reverse is also true. Some LMS solution providers (many that offer holistic support for a given specialty audience) offer content, services and support first, and technology second. This is happening in a number of verticals, particularly in high-compliance requirement industries. The Massive Open Online Course (MOOC) and the LMS Disruptive to tuition-based universities, massive open online courses (commonly known as MOOCs ) are free, open to all and available to anyone. MOOCs are often led by professors and experts on a topic. As you can imagine, these open courses sometimes use some sort of learning management platform. This can be a hodgepodge of online 11 COTS stands for commercial off-the-shelf. 12 "Gamification" or game mechanics is actually an academic discipline that describes the elements of a program or system which turn it into a game. 21

20 tools (such as wikis, discussion groups, microblogs 13 and other social media tools) or an LMS. The trend with MOOCs has been that these self-made systems are comprised of loosely joined pieces. However, MOOCs are potentially disruptive for corporate content providers. While a MOOC is more than a self-paced course served up on an LMS (some have said it is a model), we mention MOOCs here as a developing trend as a potential alternative to traditional content provided via an LMS. Summary The reports you may read of the death of the learning management system are greatly exaggerated. The global LMS market is growing and much of the growth is coming from outside of North America, and from small and midsize companies. The LMS market is simply in a state of transformation. outside of North America, The vision of integrated talent management has and from small and midsize become a reality with many more organizations companies. opting for suites that integrate everything from recruiting to performance management to learning and collaboration. At the same time, some LMS solution providers recognize that many organizations do not need integrated talent management; they made a strategic decision to stay focused on learning and are growing. Products and vendors proliferate. ANALYSIS The market is mature and is being reinvented by social learning tools. This has resulted in more focus We believe the path on the user experience, deeper analytics capabilities forward on all fronts, within systems, SaaS dominance, mobile solutions technology included, and apps, a changing user interface, and solutions for begins with moving beyond new audiences like the extended enterprise. distinguishing between Feature sets are now more extensive and rich. In fact, it is rapidly becoming nearly impossible to select a system based solely on features; most vendors have all of the features that a company needs, but are arranged differently and operate under diverse KEY POINT The global LMS market is growing and much of the growth is coming from types of learning approaches to recognize that learning is and always has been continuous. 13 Microblogging is the concept of short, frequently updated messages from individuals (patterned after the website to allow people to follow others. It is useful to find people and identify what they are doing, similar to the presence awareness available through instant messaging. 22

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