analysis of massive open online courses (moocs) in …
TRANSCRIPT
ANALYSIS OF MASSIVE OPEN ONLINE COURSES (MOOCs) IN THE ARAB WORLD IN 2019
SUMMARY REPORT
June 2020
TABLE OF CONTENTS
MASSIVE ONLINE OPEN COURSES (MOOCs) IN THE ARAB WORLD IN 2019
SUMMARY REPORT
Page
EXECUTIVE SUMMARY ...................................................................................3
DEMOGRAPHIC INSIGHTS ..............................................................................5
COURSERA CASE STUDY ...............................................................................16
TYPES OF EDUCATIONAL APPS ..................................................................25
E-EDUCATION INSIGHTS ...............................................................................26
FINANCING INSIGHTS ....................................................................................30
COSTING INSIGHTS .........................................................................................33
SOURCES .............................................................................................................36
PUBLICATIONS .................................................................................................38
SERVICES............................................................................................................39
CONTACT US .....................................................................................................40
PRICING INSIGHTS...........................................................................................34
EXECUTIVE SUMMARY
− Science aversion is a serious shortcomingv i s - à - v i s e c o n o m i c a n d s o c i e t a ldevelopment in a few parts of the ArabWorld. Science and mathematics aretechnical programs that require a solidtechnical grasp of the English languagefrom Arab students. Hence the need toprovide high-quality Arabic contentsa n d / o r i n s t r u c t o r - l e d o n l i n eplatform.
− Technological advances have increaseddemand for skilled workers, and manyrapidly expanding industries areexperiencing serious shortages of trainedlabor.
− The priority is to provide young Arabstudents with skills that are in high demandand courses that are tailored to meet theneeds of the job market.
− Despite the potentials promised byMOOCs, the dropout rates for learners isvery high. Enrolment rates typicallydecrease over time, and the completion rateis still very low (10% in the West, 2 – 5%in the Arab World on average).
− Providers like Coursera did not offerlocalized content to suit the needs ofspecific populations. Most MOOCs in theArab World are offered in English. As aresult, only a few group of people whomaster the English language were able tobenefit from existing MOOCs.
− Arabic platforms like Rwaq and Edraakoffer their courses in Arabic, as they try tofill the MOOC gap in our region; but eachtargets a d i f ferent n iche (K-12 orsecondary-level education); hence there’sstill a substantial market opportunity.
− For a serious and professional MOOCproject to be profitable and survive, it needsadequate funding to start with (as long asany platform offers a limited number ofhigh-quality courses only). Courses alsoneed a clear pedagogical purpose, highly-qualified academic experts and a dedicated
management team. − A successful MOOC is advised to enter
into agreement with top Arab universitiesand academic experts in the Arabcountries in order to develop premiumcontents.
− It’s critical for any MOOC to determineexactly what, where and how the platformwould deliver on its promise. In otherwords, is it going to be a fun app, or onethat offers low value, shallow or deeplearning.
− It’s a myth to believe that free coursesattract millions of learners and earnmoney. The vast majority of MOOCs arestruggling to be profitable or have alreadyclosed down; edX itself is losing moneyafter at least five years in business.
− To be profitable and avoid any risks offailure, an investor is highly advised toplan and develop a new MOOC accordingto the highest standards right from thestart, or don’t invest in it at all. A half-measured approach is a sure recipe forfailure: Education is costly.
− Education start-ups in the Arab World,India and the rest of the world raisedminimum funds of USD 8.5 Million beforethey even turned a wheel (they offereddozens of courses instead of the 15 werecommend at the start). Noon Academyin KSA raised USD 8.6 Million in 2019.
− Select and focus only on a limited range ofcourses (minimum 15 to start with). Oneentry strategy is to choose scientific andtechnological courses that are highlydemanded in the job market in key areassuch as healthcare, agriculture andteaching and specializations such asmachine tooling, metalworking, miningand minerals, electro-mechanics and automechanics, pilot training and aviationmaintenance, nursing, x-ray technology,emergency aviation, cyber security,medical assistance, pharmacy and medicalsciences, culinary arts, and logistics.
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− A new MOOC startup is advised to delivercontents through instructor-led coursesand by using the most advanced,interactive and immersive technologiessuch as virtual reality and augmentedreality and interactive sessions. It shouldbecome a cost-effective way to delivereducation and skills in specific subjects(and not generic contents).
− A good strategy is to provide qualitativeand financial incentives (discounts) thatencourage learners to enrol in morecourses and to refer others (friends andfamily) to the platform.
− Provide degrees, micro-specializations andcertifications because revenues are likelyto grow by more than 75% if an onlineeducational platform would provide them.
− A new educational platform is advised toenter into agreement with top Arabiccompanies to customize courses that suittheir workforces. B2B is a key are ofgrowth.
− A new start-up in the educational ArabWorld would be better-off if it offers itseducational partners with generous profit-sharing incentives (10 to 20% at start feesper student).
− An MOOC is advised to provide morecourses only when the increase in thenumber of courses (and the correspondingequal increase in the number ofemployees) lead the number of learners toincrease more than proportionately.
− A professional-grade MOOC requires ateam of 20 people and has substantialgrowth opportunity to reach more than82,000 unique learners Arab-speakingindividuals from around the Arab World(or 2 Million repeat registrants aged 20 –55 years old in 10 key subject areas only).
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DEMOGRAPHIC INSIGHTS
Science aversion10
Despite the improvements made, the education system in some Arab countries, at all levels, retains many inefficiencies and does not equip students with the skills necessary to meet the needs of the labour force with students that apply critical thinking and analytical skills at every level. A part of Arab school students score lower than average on international benchmark assessments, such as PISA and TIMSS, and lag behind other countries in performance.
Intermediate and secondary-cycle students may find science and mathematics interesting, but in general, students in the Arab world have a limited understanding or interest in it. Their experience of science in school and poor interaction with science teachers could be the main reason that turn them away from both disciplines. Science and mathematics are technical programs that require a solid technical grasp of the English language.
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MOOC participants as a proportion of the population in the Arab world12
In 2018, and according to the UN data, the 22 countries of the Arab world had 423 million residents, and made up approximately 5.5% of the world’s 7.6 billion people. Their representation in MOOCs, however, is slightly lower than one would expect based on their population in MOOC registrants.
The average of Arab participants is 333 learners per million while it is 493 learners per million inhabitants connected from the rest of countries. Egypt, Saudi Arabia and United Arab Emirates are the most representative nationalities of the Arab cohort while Djibouti, Mauritania and Comoros are the least representative. After normalizing those stats by the population of each country we can see United Arab Emirates, Qatar and Bahrain with very high proportion of leaners (1766, 1443 and 982 learners per million inhabitants). Arab MOOCs have more than 35% less learners than the rest of the world.
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Distribution of learners by Arab country in two of the best-known MOOCs in the area – Edraak and edX 11
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Course distribution 12
The average Arab learner enrols in 2.5 MOOCs while the average learner in other countries enrols in an average of 2.2 MOOCs. Arab participants enrol in the following four domains:
− CS (Computer Science),− GHSS (Government, Health and Social
Sciences),− HHRDE (Humanities, History,
Design, Religion and Education),− STEM (Science, Technology,
Engineering and Mathematics).
Females are less interested in CS and STEM than males. But viewed from within the same category, there’s a higher interest for both genders in STEM for Arabic learners.
The average Arab learner enrols in more MOOCs than the rest of learners around the world. However, the completion metrics are globally worse for Arab learners, and these results replicated when applied separately for
the countries of each human development category. This suggests that Arab learners are just more likely to enrol with no clear completion intentions, or that they might be struggling to progress on these MOOCs more than other learners or that their goals for enrolling into these courses are just different than the regions.
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Arab MOOC market size
Country Population Target population (20 -
54 years old)
Potential unique learners
Enrolment rate Total area subjects on offer
Saudi Arabia 34,000,000 19,890,000 10,156 25,391 253,911 UAE 9,500,000 5,557,500 9,815 24,539 245,386 Qatar 2,881,053 1,685,416 2,433 6,082 60,822 Bahrain 1,701,575 995,421 978 2,444 24,441 Lebanon 4,500,000 2,632,500 1,698 4,246 42,456 Kuwait 4,270,571 2,498,284 1,530 3,824 38,244 Jordan 10,203,134 5,968,833 3,028 7,570 75,697 Egypt 102,334,404 59,865,626 27,353 68,383 683,830 Oman 5,106,626 2,987,376 1,338 3,345 33,446 Morocco 36,910,560 21,592,678 9,415 23,537 235,366 Palestine 5,000,000 2,925,000 1,087 2,716 27,164 Djibouti 1,000,000 585,000 175 438 4,381 Algeria 43,851,044 25,652,861 4,556 11,391 113,905 Tunisia 11,818,619 6,913,892 1,228 3,070 30,699 Libya 6,871,292 4,019,706 529 1,322 13,216 Somalia 15,893,222 9,297,535 1,050 2,624 26,242 Syria 17,500,658 10,237,885 1,142 2,854 28,543 Sudan 43,849,260 25,651,817 2,054 5,135 51,349 Iraq 40,222,493 23,530,158 1,855 4,637 46,372 Mauritania 4,652,709 2,721,835 99 247 2,473 Yemen 29,825,964 17,448,189 564 1,409 14,089 Comoros 869,601 508,717 9 21 214 total 432,762,785 253,166,229 82,090 205,225 2,052,246
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- Volume of potential unique leaders = Learners by million inhabitants / Target population (20 - 54 years old)- Enrollment rate: Arab learners usually enroll in 2.5 course per person- Area subjects on offer: Each learner can choose from an average 10 different courses on offer
Course completion analysis
The percentage of completion rate is getting lower and lower in the Arab World. Overall, the average completion rates for all courses is 5.57%. This percentage indicates the percentage of completion rates in Arab MOOCs is less than 10% at the global level.
The business models and educational contents for Rwaq and Edraak have come from outside the Arab universities – whose participation, it must be said, in launching MOOCs is still very weak. MOOCs in the Arab world are still oriented to the Arabs and haven’t so far come up with original business models or methodologies or courses oriented towards non-Arabs in other developing countries like Africa or Latin America that share similar challenges and traits in the educational sector. Arab universities need to be much more involved in the MOOCs movement, and in the establishment of MOOCs platforms that disseminate and teach to non-Arabs.
Advantages of MOOCS
MOOCs seem to be the most effective and interesting option when learning is done in an interactive environment. Without it, on-campus studies seem the better option for Arab learners.
In addition, dropping out of MOOC is simpler and this provides students choices without the cost of a financial and time investment in a course they may not find useful later on.
Disadvantages of MOOCS
Many courses of MOOC may not be recognized as credentials by universities or recruiters. The fact that the courses are not interactive, like in a classroom, or that students don’t always get the opportunity to receive one-on-one help from instructors, makes them less appealing to the traditional knowledge seekers. There is also a tremendous drop-out rate that plagues these MOOC courses. Ranging in the low single digits, the completion rates indicate a lack of loyalty, and discipline, warranted in a self-regulated teaching style 14.
Completion rates
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COURSERA CASE STUDY
Key insights
Item Year-On-Year Growth (from 2016 to 2019)
Employees 36% Courses 41% Learners 48% Revenues 67% B2B customers 2189%
Historically, the increase in the number of courses necessitated an equal increase in the number of employees, which then led revenues to increase more than proportionately. 71
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Active versus Paying Users concentration
Coursera price model 72
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International MOOCs Competitive analysis
Name Characteristics Course offering Pricing Instructors Structure Reputation − Udemy − It doesn’t impart courses
in collaboration withuniversities or colleges.Rather, it began bybuilding its reputationthrough some seedcontent on its blogs,followed by invitedlectures and classes byexpert instructors.
− Business model relies onpeople with someexpertise, to create acourse that could be aboutiPhone use to ComputerProgramming, for profit.
− Courses are rated by theusers which helpsdetermine their credibility.
− Instructors are paid basedon the popularity of thecourses and for the samereason, courses may befree or paid, based on thequality of the instruction.
− Udemy is for the peopleand by the people. Itdoesn’t impart anycourses with credentials –certifications or degreesthat could be recognizedby universities.
− It’s a very useful channelto gain skills based ondemand. Firms often use itfor Corporate Training ona large scale.
− Number of Courses:65,000 – 100,000 andover 100,000 videocourses from 42,000instructors in over 50languages. The coursecatalogue is practicallynever-ending. People canfind courses on hundredsof topics that supportprofessional development,academia, or simplylearning a new hobby.
− Number of users: 14million and counting
− Corporate clients includePayPal, Booking.com, andmore
− Notable instructors: NewYork Times’ NicholasKristof etc.
− Top earning instructorsmake over $1.6 million incourse sales revenue
− You can get a refund,within 30 days, if you arenot satisfied with a course.
− Incredibly affordable; mostcourses are being offeredfor less than$10. Regardless of price,all courses come with a30-day money-backguarantee, too.
− Purchasing Udemycourses is similar to onlineshopping.
− incredibly easy andstraightforward to invest inonline learning withUdemy.
− Over 57,000 instructors− Anyone Can Teach a
Course on Udemy.− Anyone can create or sell
a course.− There’s little to no quality
control in terms of howlegitimate the instructor ormaterials are
− The management teamdoesn’t run coursesthrough an approvalprocess.
− Udemy highlights popularinstructors and best-sellingcourses, which can makeyour shopping experienceeasier.
− Takes little extra research
− Udemy Hands You theReins
− Everyone has differentpreferences for how theylike to learn. Some excelunder daily guidance andstructure, while othersprefer to learnautonomously.
− Udemy courses arecompletely self-led.
− Instructors record videolectures and provideguides and articles, but theactual learning part is up tothe learner.
− The benefit of this model isthat, as a student, learnersdon’t feel any addedpressure to follow a settimetable or reach classcheckpoints.
− Udemy Can Help You GetSmarter
− Why are you taking anonline course? What doyou want to show forcompleting it? These are acouple questions you wantto ask before investingtime and energy intotaking online classes.Course credibility andacceptability may be thedetermining factor as youdecide between platforms.
− Udemy is a great resourcefor boosting skills, but youwouldn’t necessarily put itscourses on your resume orLinkedIn profile.
− Few courses offer crediblecertificates uponcompletion, and thosecertificates are accredited.
− While you will walk awayhaving learned and/ormastered a new skill onUdemy, you won’tnecessarily be able toboast a new certification oruse the course to moveahead at work or school.You’ll just need to rely onyour new skills.
− The only exception,however, is Udemy forBusiness, which providesbusinesses professionaltraining for their teams.These courses are
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intentionally used to develop skills and are meticulously curated by the Udemy team – which sets this program apart from the other Udemy courses. Businesses can invest in either the Team or Enterprise plan.
− edX − Founded in 2012 withUSD 60 Million capital.
− Unlike its peers, edX offersuniversity level coursesinstructed by some of theworld’s leadinguniversities. The classes(online) are interactive innature, with theopportunity for students topractice theirunderstanding. Eachcourse has teachingassistants, students areable to discuss the courseon forums, pose questionsand interact with theirfellow students or theteaching assistants.
− .
− Over 2000 created byleading universities
− Number of users: 14million and counting
− Courses, and otherservices, are contributedby nearly55 eliteuniversities.
− EdX relies on supportivecontribution to maintainthe non-profit educationproject and continue itsresearch in learning. Whileyou can enroll for a classjust for the learning, edXprovides an edX VerifiedCertificate for those whodesire a proof of theircourse completion, forjobs, schools, etc. There isa reasonable minimumfee, however, most edXfunds are sourced from theabove-mentionedcontributions.
− Offers MicroMastersCertificate: These arelearning companions inMasters level courses,created by top universities.They are eligible for creditand keep up with the latestin the fields.
− Professional Certificate:These are created by topuniversities and industryexperts, and are designedto enhance yourprofessional skills.
− XSeries Certificate:Created by world-renowned experts and topuniversities, they aredesigned to develop awholesome and in-depthunderstanding of a subject
Name Characteristics Course offering Pricing Instructors Structure Reputation
− Future learn
− There are three levels ofaccess to courses:
− Free− Upgrade: costs vary from
course to course, rangingfrom about $29 to $82.
− Unlimited: it costs around$248 a year.
− Coursera − It is the most popularMOOC
− Courses last around tenweeks, they’re designedby top universityprofessors, and theirteams. They haveassignments, quizzes, andeven final capstoneprojects
− Integrated self-pacedcourses with no deadlines.
− Every completed courseleads to a completioncertificate that is directlyshareable on otherplatforms, such asLinkedIn.
− Coursera doesn’t just limititself to courses, but hasexpanded into wholeareas or fields of training.
− 64million Learners− 240+Projects− 4,500+ Courses− 450+ Specializations− 30+ Certificates− 20 Degrees− 30 languages− Participating Universities
and Institutions:149university partners.
− The courses aren’t good totry a new hobby or interest.
− Learners can get coursesfor free, with somelimitations on the coursematerial and no certificatein the end.
− Specializations: tocomplete education in afield, a person can opt forthe longer and combinedset of Coursera courses,collectively called aSpecialization, for a feeranging from $39-$79 permonth for 4-6 months. Inthe end, they get aSpecialization Certificate.
− Online Degrees: for amore serious commitment,a person can opt for alonger, 1-3 year, studytowards a Universityrecognized. The studyends in an accreditedMasters degree andrequires online admission.They are naturally moreexpensive and are pricedat a maximum of $25,000,depending on the subject.
− The cost of the coursesranges from $29-$99.Courses vary greatly inprice – anywhere from afew dozen dollars to a fewthousand
− Options to choose adegree program,certification specialization,or single course
− Allows only the bestinstructors.
− Coursera first beganworking with a handful ofpilot schools to bring ahandful of their morepopular coursesonline. Todayit partnerswith businesses,governments, andnonprofits. Coursera ispartnered with 192institutions from 43countries and offers morethan 3,200 courses in 13languages. Partners areincentivized to useCoursera because thecompany pays theirpartners 6% to 15% ofgross revenues for thecourses of that partner. 53
− Coursera Is Like aClassroom. It’s morestructured
− It’s like online classes;people must enroll by acertain date and follow acourse syllabus bycompleting assignments,watching lectures, chattingwith other students, andreceiving peer andinstructor feedback.
− Coursera expects activecommitment from itsstudents, and it providesthe same from itsinstructors.
− Coursera Can Help YouGet Ahead
− Coursera are associatedwith universities andcollege professors, sothey’re appropriate toshare on a resume. In fact,all courses provideaccredited digitalcertificates to share onyour LinkedIn profile orpersonal website.
−
Name Characteristics Course offering Pricing Instructors Structure Reputation
Analysis of the volume of MOOC learners 2019
Top 5 international MOOCs 54
MOOC name Learners Courses Average learners per MOOC 45,000,000 3,800 11,842
Edx 24,000,000 2,640 9,091 Udacity 11,500,000 200 57,500 Futurelearn 10,000,000 880 11,364 Swayam 10,000,000 1,000 10,000 Total 100,500,000 8,520 11,796
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TYPES OF EDUCATION APPS
Types of education apps16
− Lecture capture apps
They record and allow students to listen backto classes without having to spend money oncostly recording equipment.
− Revision apps
The revision app makes revision fun.Students can create flashcards (virtualreading cards) to test themselves.
− Exam prep apps
There are also student apps now availablefor exams such as GMAT test, which areused by many graduate schools
− Student planner apps
As well as saving on paper, many studentplanner apps also send reminders and alertsstraight to phones.
− Safety apps
Safety apps help to keep users safe duringcommutes. Some apps are particularly usefulfor locating friends through a GPS tracker.They also allow users to send their circle offriends calls for help.
− Bibliography helper apps
For professional referencing.
− School communications appFor communication between teachers andstudents or parents.
− Video call apps.
− Language learning apps.
− Multi-purpose learning apps.
− Specific subject learning apps.
− Supportive apps.
− Educational games.
− Learning management apps.
− Educational apps for pre-schoolers andtoddlers.
− Music apps.
− Early childhood learning.
− Location-based.
− Social emotional
− Wake-up apps.
− Fun fitness apps.
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E-EDUCATION INSIGHTS
Types of mobile learning techniques
− Gamification− Social learning− Blended learning (in-class and online)− Interactivities− Augmented reality
− Virtual reality− Artificial Intelligence− Streaming− Chat-bots (that turn lectures into
conversations)
Necessary features in an educational app
− Flexibility of usage− Push notification− Course completion rate− Adaptability to latest technologies− Engagement and inter-activeness− Adaptation to training needs
− Supports performance analysis tools− Real-time interaction− Cost effectiveness− Flexibility of usage− Push notification
Success metrics of an educational app
− Course completion rate− Cost per install− Lifetime customer value− Number of downloads− Number of new visitors− Number of active users at a given point of time
− Average session interval− Time spent on app− Stage they leave the app− People who convert into buyers− App store ratings and daily reviews− Support response
Business model and Revenue sources – Apps
− Paid app− In-app advertising− Freemium: give away some features for free
and charge the others− In-app purchases− Subscription− Incentivized advertising: tie with partners and
provide rewards for certain in-app actions− Selling user data− Sponsorship
− Revenue From B2B And B2C Services 73
Charging license fees: MOOCs chargeother educational institutions or companiesthat prefer to use their MOOC onlinecontent instead of creating their owneLearning content from scratch. MOOCsconsist an alternative solution forcompanies that may not desire to build their
own eLearning platform for various reasons.
Customization Services:customization of the eLearningcontent of MOOCs to meet therequirements of a particular clientmay be another source of revenue.
Selling of upgrades: Another way tomake profit out of MOOCs isthrough the selling of upgrades andnewest versions of MOOCs toexisting clients.
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− Charging for every extra MOOC coursescreated beyond the minimum. Another wayMOOC providers may generate revenue is togive their clients the opportunity to create alimited number of MOOC courses for free andthen, to charge for each additional MOOC coursethey create. This is the usual case, when acustomer opts for using the provider’s MOOCplatform, instead of launching their own. Thereis a certain minimum number of MOOC coursesyou can create for free and then, there is an extracharge for each additional course beyond theminimum.
Accreditation: as far as B2Cservices are concerned, the first sourceof revenue for MOOC providers isdefinitely accreditation services.
Live instructor support: anotherimportant source of B2C revenue forMOOC providers may be LIVE instructorsupport for the uploaded MOOC courses.
Education apps – downloads from the app store in 201935
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When do students set time aside to work on the course and average time spent 65
Which app categories are mostly present on smartphones 49
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Total Global Learning Technology Investments by Learning Technology Type s
Despite the massive funding that went to edtech companies in 2019, only $312.2 million went to just 13 Self-paced Learning companies. The funding was heavily concentrated in
just three companies: Coursera, Degreed, FutureLearn and OpenSesame. Combined, they garnered $272 million in 2019. Coursera obtained the highest amount at $103 million in April 2019.
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COSTING INSIGHTS
MOCC course cost study – U.S.A. 2019 (as reference point)
Description USD Average cost of a course (USD) 151,054 Median cost of a course (USD) 159,625 Minimum cost for 1 course (USD) 35,000 Maximum cost for 1 course (USD) 325,230
Average completer student cost in the U.S.A. in 2019
Description USD Average (USD) 173 Median (USD) 173 Minimum cost (USD) 74 Maximum cost (USD) 272
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PRICING INSIGHTS
Average course price on Arabic platforms 2020
Platform Name
Rwaq Hsoub Nafham Nadrus Dawrat Coded Minds Wade7 Faheem Average (Saudi Riyal) Median (Saudi Riyal) Maximum (Saudi Riyal) Minimum (Saudi Riyal)
Price (Saudi Riyal)
35 589 35 99
720 650 110 400 330 255 720 35
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46. https://buildfire.com/app-statistics/47. https://mindsea.com/app-stats/48. https://www.goodfirms.co/resources/app-download-usage-statistics-to-know49. https://www.goodfirms.co/resources/app-download-usage-statistics-to-know50. https://lvivity.com/mobile-app-statistics-for-201951. https://market.us/statistics/internet/mobile-app-download-and-usage/52. https://investsaudi.sa/media/1749/magnitt_svc_h1_2019_en.pdf53. https://www.investopedia.com/articles/investing/042815/how-coursera-works-makes-money.asp54. https://www.classcentral.com/report/mooc-stats-2019/55. https://www.insidehighered.com/digital-learning/article/2019/01/16/study-offers-data-show-
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rate-growth-slowed-2018
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