Getting The Most Out Of The Distance Learning Market

By James Careless

Distance learning via satellite is as close you can get to a true killer app. However, to fully provide competitive satellite distance learning solutions, you need to understand the medium’s strengths and have a keen grasp on what type of advanced, interactive content is being developed by corporate trainers.

In today’s highly-competitive business arena, executives are not only seeking technology that can streamline their training and corporate communications, but advanced network platforms that will enable them to strategically grow faster and more profitable than their competition. Even though satellite-enabled distance learning allows instructors to interact with their workforce using audio, video and data, today’s corporate trainer is more knowledgeable about satellite offerings and expects advanced systems providing seamless data throughput and cutting-edge options.

This is especially true in the Internet age, where Web-based training is gaining momentum and at times closing options to satellite service providers. Now, corporate trainers are more keen on exploiting Internet-based training platforms in an effort to save cost and will sooner overlook satellite if the majority of training objectives can be met through this alternative. These issues now put a greater burden of proof on satellite equipment and service providers.

A Competitive Edge For Multipoint Training

Pitching the adage that satellite transmission is most effective for simultaneous, point-to-multipoint transmissions over large areas no longer seals the deal. Most corporate instructors grasp that concept. What they want to know, before investing in a either a new satellite-enabled platform or upgrading an existing network, is the competitive benefits satellite will bring to their organization that other transmission mediums cannot. Enhanced security, reliable backup and overhead cost savings top the list, according to corporate users. "Satellite technology is also great for those times when you need to train employees fast on some service problem or policy change," says Susan Irwin, president of Irwin Communications in Washington, D.C.

And those who have already embraced satellite-enabled platforms know the inherent pitfalls and how to maximize their investment. To make satellite distance learning affordable, many users look for long-term build out, not short-term gain. "The key is to serve a large base of homogeneous customers so that you can share the satellite uplink costs among them," says Mark Gruskin, manager of the Fordstar Dealer Communications Network. Designed to educate salespeople, technicians and managers, the Fordstar network transmits 14 channels of live and recorded training via SES Americom’s AMC-4 satellite to 5,200 Ford and Lincoln dealers across North America. The dealers are each equipped with a satellite dish, a classroom with microphones and keypads which allow the employees to interact with the teacher and take tests that are scored in real time. Thanks to Fordstar, Ford has slashed its training travel costs while improving the skills of its employees and managers, Gruskin adds.

Pest control specialists Orkin Inc. uses a similar system and has worked with Utah-based Helius Inc., which provides receivers, to implement a new technology called interactive-video-on-demand. The system affords the ability to record a live broadcast and make it available at any time to viewers, creating interactivity functions similar to the live sessions. Orkin also can pass the data from these sessions to its learning management system. "This capability adds significantly to our ability to manage the learning of all attendees whether live or on-demand," says David Lamb, Orkin’s vice president of learning and media services.

This said, there are some limitations. For instance, in systems where employees’ microphones are voice-activated, "it is necessary to avoid having people talk all over each other," says Atem Ramsundersingh, head of the World Bank’s Global Development Learning Network. "If feedback isn’t organized, the result can be chaos."

This means that if you want to keep employees focused on the lesson you have to make the content relevant and compelling. "If you don’t do this, if your distance learning broadcast is filled with drivel, then your customer satisfaction indexes will fall," warns Larry Steinman, CEO of BTV+, a satellite services provider based in Toronto that produces, distributes and provides more hours of live, private, broadcasts. "If this happens, your distance learning course’s future will be at risk."

BTV+ recently won a five-year contract by General Motors, to upgrade interactive distance learning studios in the United States, Canada and Mexico. "Large organizations, like GM, have daunting processes and high expectations when selecting the supplier that is ‘best of breed’" says Steinman, President and CEO of BTV+. He added "Only those who can exhibit the best technical, cultural, and operational strengths are considered by enterprises."

Users Focus On Content

While making sure the satellite connections work is important, all the technology in the world will not overcome poor content, says Andrea Maleter, technical director of Futron Corp., a Bethesda, Md.-based satellite consultancy. "The important thing to remember about distance learning via satellite is that it’s the distance learning that matters, not the satellite," says Maleter. "Satellite provides the means for interconnecting trainers with the workforce, but it is the content that passes between them that counts; not how it is carried."

Relevant content is not just an issue of focused subject matter: It also requires the use of well-briefed instructors who perform well on camera. "To make this happen, we train our instructors to get them accustomed to looking directly into the camera, so that the students feel that eye contact is being made with them," says Glen Hubbel, distance learning coordinator for the U.S. Postal Service, which has 750 satellite learning sites. "They also have to be comfortable with taking questions by voice and data and acting as if they are in a conventional classroom with their students close at hand."

Orkin also has trained its interactive distance learning (IDL) talent to be effective on camera. "Like any good learning solution, IDL must align with and support the strategic goals of the company, [but] it must also be engaging and enjoyable to the learner," says Lamb. "Many of our learners grew up in the MTV generation. They expect that the time they spend in training will provide the knowledge and skills that they need to be successful in their jobs … but they also expect that the process of learning will be enjoyable. Well designed and delivered satellite IDL accomplishes both."

Justifying The Investment

The cost-effectiveness of satellite distance learning is one of the main points that needs to be communicated. Satellite service providers must be knowledgeable about competing technologies when looking to gain an edge over Web-based learning. Rob Chipman, vice president of sales and marketing for Broadcast International, a Salt Lake City company that provides video-powered business solutions, says "An online education course can cost anywhere from $20,000 to $60,000 depending on how much detail and multimedia is built into it. Live distance education by satellite can achieve the same results for less and avoid the cookie-cutter, one-size-fits-all trap that Web-based courses can’t help but fall into."

In Orkin’s case, all members of its Executive Steering Committee are strong advocates of satellite IDL. Once the business case and the results of a pilot were presented, they quickly saw the value of IDL and have actively supported Orkin University’s deployment of their system.

Sell Diversity, Not Just One Application

The World Bank did not deploy a 100-site satellite network solely to support distance education. The organization was trying to link its offices around the globe with the bank’s headquarters in Washington, D.C. But after the network began operating full time, World Bank President James Wolfensohn realized that the network could support distance learning, says Ramsundersingh. The distance learning network was launched with 11 affiliates and has grown to encompass 70 affiliated teaching alliances worldwide.

"Leveraging existing satellite networks is a great way to expand distance learning," says Maleter. "This is why we are seeing such courses being sent to telecenters in Latin America. These centers were built to carry Internet traffic. Since distance education video can be encoded as IP data, any center that has Internet connectivity can become a distance learning teaching site."

Mixed Delivery Systems

In some cases, end users are mixing satellite with Internet connectivity because it can prove to be more efficient than a pure satellite network. "The two items are not mutually exclusive," says Maleter. "Since satellites are the basis of Web access in many places, such as in corporate network nodes and developing countries, much Web-based learning is satellite delivered."

Where the Web does come into play is by providing a return path for students to communicate by voice and keyboard with the teachers; a path that is cheaper than using the terrestrial telephone network. "When the number of sites is low and the content is not heavy in terms of volume and complexity, then Web-based learning is usually a more than adequate option for training," says Christopher Baugh, president of Northern Sky Research of Cambridge, Mass.

But satellite industry executives continue to caution users against leaning toward an entirely Web-based delivery system. "Web-based training generally takes more time to develop and lacks the immediacy, the power of live television and the interactivity of classroom learning," says Irwin. "This assessment is based on the feedback we’ve got from firms who have dropped satellites for the Web. They’ve realized that by moving everything to the Web, they’ve given up the impact of satellite distance learning. The ideal situation is to use a combination of media and training techniques selected on the basis of the content, the audience and the needs of the organization."

The biggest difference between satellite delivery and Web-based learning can be seen when the program is intended to serve several large audiences simultaneously, adds Baugh. It is then, important for satellite service providers to become familitary with the client’s long-term business objectives. Today, the company may have 50 sites, tomorrow it may be 1,000. "A good example is Pfizer and its 1,000-plus satellite sites. Each of these downlink sites is used by a Pfizer office, or a sales representative out of his or her home. Pfizer runs a full suite of training programs over its satellite network, which allows its field sales people to be well-briefed and fully supported."

"The reason companies choose satellite over the Web is sheer numbers: If you are trying to reach 60 or more sites at the same time, satellite is the most efficient and economical way to do it," says Mike Tippets, Helius’ executive vice president and CTO. Pfizer’s satellite network and equipment is provided by Helius.

Beyond offering the satellite network and equipment, satellite executives must also pitch an entire end-to-end solution. Enterprise customers are increasing their focus on making sure training content and transmission equipment are bundled. Helius, for example, has been strategically forming alliances in an effort to become a more robust one-stop- shop for its client base.

Recently, Texas-based Westar Satellite Services and Helius signed an agreement that will give companies and government agencies a more structured way to send video streams to locations worldwide. Using Helius’ and Westar’s technology, customers will be able to instantly and cost-effectively send training programs, advertisements, video news releases and product data to thousands of specific sites, according to Helius. Uniting Westar’s and Helius’ hardware and software systems, end users will be able to conduct remote training at facilities at the touch of a button. Corporate executives can instantly display and update presentations for customers and employees. Every digital broadcast sent via the Westar technology is digitally encrypted, with conditional access to cement the file’s security.

Know The Market; Know The Customer

Distance learning by satellite can be extremely effective for businesses and governments when properly executed. The key to success in supplying a robust transmission solution that enables not only business training and learning services to end users but does it so it is cost effective, adaptable and interactive. The Internet has created a competitive landscape that requires satellite service providers to offer "real-time" interaction services that are as robust. Recreating the classroom environment is the most effective way to train. Satellite-enabled interactive distance learning makes it possible for businesses to recreate this environment and this makes businesses more efficient and effective. The challenge, however, is to successfully sell the service to the enterprise user that is more knowledgeable today about satellite than ever before.

James Careless is Via Satellite’s senior contributing writer.