EdTech in Russia: What's the State of the Art and What Are the Development Prospects?

Contents:

• "Sitting, waiting, taking a closer look": What's happening with the EdTech market in Russia
• Why do people go to school and what does community building have to do with it?
• What quality of education do students expect from EdTech and how to measure it?
• "This is such a 'holy grail'": What tasks and pain points in EdTech need to be addressed first?
• Which strategy is more effective: competition or cooperation?

"Sitting, Waiting, and Watching": What's Happening with the EdTech Market in Russia

Moderator Natalia Zhuravleva, Director of the Digital Education Platforms Division at Sber, proposed discussing the current state of the online education market. Understanding the trends, changes, and challenges facing educational platforms and their users is crucial. The discussion will identify key areas for the development and optimization of online education in the current digital landscape.

Natalia Tsarevskaya-Dyakina, CEO of the EdTech accelerator ED2 and Director of EdTech at the Skolkovo Foundation, presented a comprehensive analysis of the current situation in educational technology. She focused on the key trends and challenges facing the industry, as well as opportunities for further development and innovation in the educational process.

According to analysts at Smart Ranking, 2021 saw record figures for EdTech in Russia. The revenue of the 100 largest Russian educational technology companies reached 73 billion rubles, a 70% increase compared to 2020. Experts estimate the total volume of the educational technology market in the country at 83 billion rubles.

Growth rate of the EdTech market slowed. Tsarevskaya-Dyakina noted that this is due to the end of the acute phase of the pandemic, when offline education became relevant again. However, demand for traditional education has not reached the levels observed before COVID-19.

According to information provided by Natalia, the most profitable niche in the EdTech sphere is adult continuing education. Leading companies working in this field include Skillbox, Skyeng, and Yandex.Practicum. These organizations offer a wide range of courses and programs that help adults acquire new skills and improve their qualifications, making them key players in the educational technology market.

Discussing the key trends in online education in 2021, the expert highlighted several important aspects. Firstly, there is a growing popularity of hybrid learning formats that combine both online and offline elements. Secondly, the emphasis on personalized learning is becoming increasingly noticeable, allowing students to adapt their educational process to their individual needs and pace. Thirdly, the use of artificial intelligence and machine learning technologies to improve the effectiveness of educational platforms is increasing. Developing digital literacy and critical thinking skills, which is becoming essential in a rapidly changing world, is also an important focus. Finally, attention is being paid to creating student support communities, which helps them not only in their studies but also in their social adaptation. These trends are shaping the future of online education, making it more accessible and effective.

• The demand for IT professions and other new specialties is not being met promptly by universities and vocational schools. According to Natalia, Skillbox and Netology collectively graduate more IT specialists annually than formal vocational schools.
• Entering international markets. Analysts noted that Russian EdTech companies have invested in international projects, and vice versa.
• Strengthening the connection between education and employment. Modern students need more than just knowledge and skills; they need to achieve specific goals, including career ones.
• A decline in the number of new projects in school education. According to Natalia, "the number of startups trying to offer innovative technical educational products aimed at schools has practically disappeared." The speaker notes that this has been influenced by increased government regulation of this area, including the verification by the Ministry of Education of electronic educational resources used in schools.

Natalia noted that the lack of regulatory clarity in the relationship between the state and EdTech projects is not a barrier, but a fact that must be reckoned with. As a result, diplomas issued by private organizations providing continuing professional education are often not recognized by employers. This underscores the need to develop clear rules and standards that will integrate EdTech into the educational system and increase the value of diplomas for employment.

Since the end of February of this year, the situation in the EdTech sphere has undergone significant changes. The speaker noted that it is premature to draw definitive conclusions at this time. However, the results of surveys conducted among EdTech company representatives are already available. This data can help better understand current trends and tendencies in educational technologies.

We conducted several surveys, which allowed us to obtain averaged data over two months. Despite the difficulties in analyzing statistics over such a short period, the results showed a significant decline: over 50% of participants noted a decrease in social media traffic, and over 40% reported a decrease in registrations. Currently, most market players report that sales are primarily driven by repeat customers, indicating a lack of new potential buyers. Previous customer acquisition channels have become unavailable, and alternative methods, such as television advertising, are too costly for our segment. In discussions in our chat, we conducted a survey and found that 80% of participants responded, "We're sitting, waiting, and taking a closer look." This highlights the uncertainty and the need to find new strategies to attract clients in the current environment.

Tsarevskaya-Dyakina noted that the most significant decline is observed in the IT sector, which previously supported the stable growth of the largest EdTech companies. The expert attributes the decline in demand to the reduced availability of loans and installment plans, shorter planning horizons, and a decline in Russians' purchasing power. Natalia emphasized that this has become a new reality that companies in the EdTech market will have to cope with by offering innovative products to adapt to changing conditions.

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In the first quarter of 2022, the Russian EdTech sector demonstrated significant revenue growth. Analytical data shows that companies in this field increased their financial performance compared to previous periods. This growth demonstrates the growing interest in educational technologies in Russia and their importance in the modern educational process. Investors and entrepreneurs are actively focusing on the prospects offered by the EdTech market, which could facilitate further development and implementation of innovative solutions in the educational sector.

According to Natalia, preparation for the Basic State Exam (OGE) and Unified State Exam (USE), as well as online tutoring, have remained virtually unaffected. This is due to the fact that parents are reluctant to skimp on their children's education, and preparing for university entrance remains an important task. There has also been a slight increase in interest in learning foreign languages, and demand for courses related to psychology and emotional well-being has increased. These trends indicate stable demand in the education sector, opening up new opportunities for tutors and educational institutions.

By the end of the year, the overall market is expected to decline by 40%. Nevertheless, the segment of digital professions and related specialties, which are in demand in the Russian economy, has every chance of recovery. According to experts, key growth areas include import substitution, corporate training, and new educational program formats, such as short courses and modular learning. The psychological aspect also plays an important role: in conditions of uncertainty, people seek support, and education, as well as self-development, can become such a support point for them. However, as the expert emphasizes, in the current conditions, active competition for students will be required, which presupposes an emphasis on high-quality educational products.

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Harsh Russian lifelong learning: reasons and barriers in adult education Russians

In recent years, the concept of lifelong learning, or continuous education, has become increasingly popular in Russia. Many Russian adults understand the importance of ongoing learning for professional and personal growth. However, despite recognizing this necessity, some continue to avoid the learning process.

One of the key reasons why Russian adults strive to learn is the desire to improve their competitiveness in the labor market. Rapid changes in technology and professional requirements require specialists to constantly update their knowledge and skills. Learning not only helps them adapt to new conditions but also opens doors to career advancement.

On the other hand, many adults face various barriers that prevent them from learning. These can include financial difficulties, lack of time due to work and family responsibilities, and insufficient motivation. Some Russians also experience fear of new technologies or doubt their learning abilities.

To successfully implement the lifelong learning concept in Russian society, it is necessary to create accessible and attractive educational programs that take into account the needs and capabilities of adults. It is important not only to offer a high-quality education but also to motivate people to pursue it by showing real-life examples of successful life changes through education.

Thus, despite the existing difficulties, the need for continuous education among Russian adults remains pressing. Supporting and creating conditions for lifelong learning can become key factors in developing the professional potential and social engagement of the population.

Why do people study and what does community building have to do with it?

Natalya Zhuravleva notes that representatives of the EdTech industry are concerned about a possible decline in interest in learning and a decrease in resources for those willing to study. In such conditions, the importance of tangible results that graduates can achieve by investing their time and money increases. Students expect practical value and relevant knowledge from their education, which will help them in their professional development. In response to these challenges, the domestic EdTech industry must offer modern and effective educational solutions that meet labor market demands and student needs.

Alexander Fedyakov, Director of School 21, which trains adults in IT professions, noted that EdTech companies currently need to actively compete for students' attention, including competing with the entertainment industry. He emphasized that School 21 offers clear learning outcomes, ensuring the launch and development of a career in the IT field. This has become a significant advantage for the educational institution, as its emphasis on career prospects attracts students seeking professional growth and success in the rapidly evolving world of technology.

We confidently occupy our niche in the market thanks to the clear value we offer: high-quality internships and a high probability of employment for participants in a competitive industry. However, the market is saturated, and to compete successfully, it is necessary to constantly implement new approaches and improvements to stand out from the competition.

Alexander offered three more recipes for increasing competitiveness. These methods will help companies stand out from the competition and strengthen their market position. Using effective strategies, adapting to changing conditions, and implementing innovative solutions are becoming key factors for success in modern business. Each of these recommendations is aimed at creating a sustainable advantage, which allows companies not only to survive but also to thrive in a highly competitive environment.

• Personalization. According to the speaker, in both blended and online formats, students often have to adjust to class times. It is beneficial if participants can create their own schedule and choose projects, and if equipped campuses for classes are open 24/7, as at School 21.
• Development of soft skills. Forming teams of students and mandatory communication between students helps here. For example, when they evaluate each other's work. Gamification is a good way to encourage interaction—points and in-game currency, achievements, and levels.
• Learning by doing. According to Alexander, when students learn on specific projects, it both focuses them and allows them to get more satisfaction from solving problems and achieving results.

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Techies need humanities skills: six key trends in IT education and EdTech

In today's world, IT education is undergoing significant changes. One of the key trends is the recognition that technical professionals need humanities skills for a successful career. This is due to the need for effective communication, teamwork, and a creative approach to problem solving.

In EdTech, programs that combine technical knowledge and humanities are becoming increasingly popular. This allows students to develop critical thinking, emotional intelligence, and interpersonal skills, making them more competitive in the job market.

Another important trend is the integration of practical projects into the curriculum. This approach helps students apply their acquired knowledge in practice and develop the skills necessary to solve real-world problems. This also contributes to increased motivation and engagement in the learning process.

Furthermore, the emphasis on lifelong learning is becoming increasingly relevant. Professionals must adapt to rapidly changing technologies and trends, which requires constant updating of their knowledge. EdTech platforms offer flexible learning formats, allowing users to acquire new skills at their own pace.

Also worth noting is the growing interest in interdisciplinary approaches. Combining knowledge from various fields, such as artificial intelligence, design, and business, helps create innovative solutions and develop new ideas.

Finally, attention to diversity and inclusivity in educational programs is becoming an important aspect. Creating equal opportunities for all students, regardless of their background or level of preparation, promotes a richer exchange of ideas and improves the overall learning atmosphere.

Therefore, developing humanities skills, practical knowledge, and an interdisciplinary approach in IT education is becoming essential for preparing specialists capable of successfully addressing the challenges of the modern world.

The example of "School 21" demonstrates an important trend in IT training: a significant proportion of students come without prior programming experience. This is confirmed by all market participants. Students range in age from teenagers to seniors, requiring a tailored approach to curriculum development. Taking these aspects into account, curricula should be adapted for different skill levels and age groups to ensure maximum effectiveness and accessibility of IT education. Natalia Klimchuk, Head of the BBE (Bang Bang Education) Design School, emphasized the importance of community building and inclusivity. She observes that students often choose school specifically to be surrounded by like-minded individuals. This allows them not only to unlock their potential but also to make new acquaintances and friendships. Creating such an atmosphere at an educational institution promotes deeper learning and the development of creativity, which in turn has a positive impact on the quality of education and students' career prospects. The speaker emphasizes that community development plays a key role in attracting new students, functioning like word of mouth. This creates a positive image and contributes to increased interest in educational programs. Natalia believes that the unique values ​​of an online school can become its distinguishing feature. Currently, many educational projects use similar messages on their websites, making it difficult to stand out from the competition. To attract your target audience, it's important to emphasize your unique offerings and educational philosophy. This will create a deeper connection with potential students and increase trust in the educational product.

Without a logo, it's difficult to understand which school you're attending and how to choose one. The selection process often boils down to numbers, such as the expected salary. People make decisions based on these data, although it would be better if they focused on other factors. It's important that when choosing an educational institution, consider not only financial aspects, but also the quality of education, the school's reputation, and opportunities for personal growth.

Natalia noted the words of philosopher Gilles Deleuze, who argues that creativity has disappeared from universities, and education has become merely an adaptation to the demands of the labor market. In her opinion, higher education institutions, by preparing specialists for specific professions, "serve reality" instead of shaping it. The speaker believes it's important to discuss this issue in the context of EdTech. She emphasizes that educational projects should be built not on the basis of professions in demand on the market, but on the values ​​the company strives to convey. This foundation can then be used to develop essential professions.

The speaker argues that comparing education and entertainment is incorrect, as the primary goal of education is personal development. This enables individuals to subsequently make positive changes in the world. It's crucial to focus on developing students' metacognitive competencies, which entails teaching self-reflection and self-regulation skills during the learning process. Thus, an emphasis on "teaching how to learn" becomes a key aspect in developing successful and responsible citizens.

Natalia Klimchuk emphasized the importance of inclusiveness and accessibility in the educational process. As an example from BBE's practice, she cited the story of a young woman with a hearing impairment who successfully completed a course on UI/UX. Natalia believes that to develop an inclusive approach, it's necessary to create an atmosphere in which people are not afraid of learning and receiving grades. Therefore, it seems appropriate to revise the existing points and credit system to make learning more accessible and comfortable for everyone.

What quality of learning do students expect from EdTech and how to measure it?

When discussing the goals and outcomes of learning, it is impossible to ignore the quality of the educational process, which naturally leads to the question of methods for measuring it. The quality of learning is a key factor influencing student success and the effectiveness of educational institutions. Various approaches and tools can be used to assess the quality of learning, such as testing, questionnaires, observation, and performance analysis. These methods help determine how effectively curricula are being implemented and goals are being achieved, as well as identify areas for improvement. The importance of quality learning cannot be overestimated, as it is the foundation for developing the competencies and skills needed in the modern world.

Kirill Prudnikov, Head of Pedagogical Practice Programs at Skillbox, noted that with the growing popularity of the EdTech market, user expectations from educational products have also increased. At the same time, there is growing interest in internal assessment of educational quality. Kirill believes that active discussions in this area could lead to the development of uniform standards or a diversity of standards and research, which will contribute to the development of the entire EdTech industry. It is important that educational platforms address user needs and strive to improve the quality of education, which will ultimately lead to a better educational experience. Kirill noted that there are currently two main approaches to assessing educational quality. The first approach focuses on the course completion rate, known as COR. A COR close to 100% indicates a high-quality course. The second approach focuses on employment outcomes. In this case, the company guarantees assistance in finding employment after completing certain modules, and the student's successful employment serves as an indicator of the quality of the course.

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Measuring the Quality of the EdTech Learning Experience and Its Importance

The quality of the EdTech learning experience plays a key role in the effectiveness of the educational process. It is important to understand how to properly evaluate this experience to ensure maximum benefit for students and teachers.

Measuring the quality of the learning experience includes several aspects. First, it is necessary to analyze user satisfaction, which allows you to identify the strengths and weaknesses of educational platforms. Second, learning outcomes, including student performance and engagement, should be considered.

Understanding and assessing the quality of the EdTech learning experience helps improve courses, adapt them to student needs, and increase the overall effectiveness of the educational process. Moreover, it contributes to building trust in educational technologies and their implementation in various educational institutions.

Thus, regularly measuring and monitoring the quality of the educational experience in EdTech not only improves learning but also promotes the development of innovative solutions in the field of education.

According to the expert, these approaches have their drawbacks, as they do not take into account the possibility of a person's goals changing during the learning process. There are cases when the desired career path is not vertical, but has a horizontal focus, when a person seeks to develop within their current position. It also happens that a student is only interested in studying a certain topic of the course, while other aspects are not necessary.

The expert believes that it is important to use several approaches simultaneously. First, it is necessary to clarify the person's goal for coming to the training, track changes in this goal during the process, and ask about its achievement at the end of the training. At the same time, course completion rates and employment rates should be taken into account, but it is important to understand that these metrics are not always the most important for students.

Kirill noted the growing trend towards a product-based approach in education. The main idea is that the student is at the center of the educational process. Analysts should closely monitor his progress in the course and improve his experience to increase loyalty to the product. Given the information provided by Natalia Tsarevskaya-Dyakina that the majority of sales in EdTech are currently repeat sales, this approach is becoming increasingly relevant.

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Creating student-centered curricula is a key aspect of effective teaching. It's important to consider the needs and interests of students to ensure their engagement and success. Here are eight ways to tailor curriculum to students.

The first is conducting pre-study surveys and questionnaires. This will help identify student interests and preferences, allowing for the creation of more personalized materials. The second is using variable teaching methods. Incorporating a variety of formats, such as group projects, individual assignments, and interactive activities, promotes better learning.

The third is integrating technology into the learning process. Using online resources and educational platforms can significantly increase student engagement and simplify access to information. The fourth is creating content related to real-life situations. Learning topics that have practical application will be more engaging for students.

The fifth is regular feedback. Discussing student successes and challenges allows for prompt adjustments to the curriculum and maintains motivation. The sixth is involving students in the decision-making process. By allowing them to participate in choosing lesson topics and formats, you increase their responsibility and engagement.

The seventh method is to use a differentiated approach. Taking into account different levels of preparation and learning styles, you can adapt assignments and materials for each group of students. The eighth method is to regularly update the curriculum. New trends and research in education should be taken into account to ensure the learning process remains relevant and effective.

By focusing on these eight aspects, you can create curricula that are truly student-centered and promote their development.

Prudnikov noted that there is currently no universal set of metrics that would be useful for evaluating every project. Each project is unique, and its effectiveness requires an individual approach to selecting metrics. To achieve the best results, it is necessary to consider the specifics and goals of a particular project, which makes the selection of metrics an important task. Proper measurement and analysis of key metrics will help optimize processes and improve overall performance.

Currently, the education sector is seeing a trend toward developing a variety of criteria and metrics for evaluating the quality of educational products. Companies, including us and our competitors, are no longer limited to traditional metrics such as student satisfaction (CSAT) or net recommend score (NPS). Instead, we are developing unique sets of metrics that allow for a more in-depth assessment of course effectiveness.

Skillbox currently does not have a definitive metrics system; it continues to evolve in response to user requests and market changes. This is because the education sector is dynamic and requires constant updating of approaches. We consider a variety of factors, such as user satisfaction, productivity, and student performance, allowing us to adapt to new trends and improve the quality of our content.

Customer satisfaction, according to expert Prudnikov, is assessed using CSAT and NPS metrics. Skillbox analyzes productivity by tracking conversions across two-week cohorts. According to the specialist, the transition rate between modules is just as important to the company as the overall final completion rate, although this metric is also taken into account. Conversion analysis allows us to determine how difficult or easy a module is, which facilitates necessary improvements to the educational process. Performance indicators include not only homework and test grades, but also student achievements outside the educational platform, such as winning competitions.

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Evaluating the Quality and Effectiveness of an Online Course: 11 Key Educational Metrics

When developing and delivering online courses, it is important to use quality metrics to evaluate their success. Metrics help you understand how well the course meets student expectations and achieves educational objectives. Let's look at 11 key metrics that will help you evaluate the effectiveness of your online course.

1. Course Completion Rate. This metric shows how many students successfully completed the course. A high completion rate indicates an engaging and effective course.

2. Engagement Rate. This is measured by student activity during the course, including participation in discussions, completing assignments, and interacting with the materials. High engagement indicates student interest.

3. Student Performance. Analyzing grades and test results helps us determine how well students are learning the material and achieving their goals.

4. Student Feedback. Surveys and feedback help us gather information about how we perceive the course, identify strengths and weaknesses, and understand what needs to be improved.

5. Time Spent on Course. Studying how much time students spend on a course can help us understand its difficulty and effectiveness.

6. Assignment Completion Rate. This is an indicator of how actively students complete practical tasks, which is an important element of the learning process.

7. Reattempts. The number of reattempts on assignments or tests can indicate the difficulty of the material or the need for additional student support.

8. Performance Trends. Comparing the results of different groups of students or individual students throughout the course allows us to see progress and identify problem areas.

9. Satisfaction Level. Measuring student satisfaction with the course helps us determine how satisfied students are with the quality of the materials and the learning process.

10. Course Rating. Student ratings can serve as an indicator of the overall appeal and quality of a course.

11. Long-Term Results. Assessing the impact of a course on students' future careers or studies allows you to understand its true value and effectiveness.

Using these 11 educational metrics will help you not only evaluate the quality of your online course but also make the necessary changes to improve its effectiveness and appeal to students.

All decisions regarding changes to the educational product are made taking into account interconnected metrics, as the speaker noted. Conclusions are not formed based on a single metric, and especially not based on intuition or past experience. This approach allows for a more in-depth analysis and improves the quality of educational services.

Natalia Tsarevskaya-Dyakina noted that a key metric for the EdTech industry is student achievement of their educational goals. She emphasized the importance of initial student testing, which helps students understand why they are studying. This also allows educational companies to take responsibility for helping them achieve these goals. This approach not only increases student motivation but also promotes more effective learning, thereby improving the overall quality of education.

Kirill Prudnikov discussed an important aspect of educational quality: the organization of learning. Based on its research, Smart Ranking identified three groups of educational product criteria that significantly impact student experience and outcomes. These criteria help improve the quality of education and ensure more effective assimilation of the material.

• Institutionality: a standard diploma and the possibility of receiving a tax deduction, courses with various forms of interaction, detailed information about courses and teachers, provision of a loan or installment plan, the possibility of a refund.
• Educational process: student knowledge assessment before enrollment in a course, technical support, quick responses from a consultant, teacher availability, academic performance monitoring.
• Employment: communication with employers, practicing teachers, career guidance for students.

Kirill believes that this model sets a new standard for EdTech companies to strive for. It also provides new criteria for comparison with competitors in the market.

Reading is an integral part of our lives, enriching knowledge and broadening horizons. It promotes the development of thinking and improves memory, and allows us to deeper understand the world around us. Books, articles, and other sources of information offer a variety of views and ideas that can inspire and motivate. People who read regularly tend to express themselves better and have a more developed vocabulary. Reading also helps reduce stress and improve overall well-being. It's important not only to choose high-quality materials but also to take the time to immerse yourself in them. This can be a great way to spend time productively and enjoy new discoveries. EdTech is actively developing methods for assessing the quality of online courses. In a rapidly changing educational landscape, it's crucial to find effective approaches to determining the level of educational content and its relevance to learners' needs. One key aspect is the use of data analytics, which allows you to collect and analyze information about user interactions with courses. This includes studying test results, student engagement, and their feedback. Based on this data, you can identify the strengths and weaknesses of courses, which can contribute to their improvement. Furthermore, it's important to consider quality standards developed by industry associations. Such standards help ensure minimum requirements for content and teaching methods, which in turn increases trust in online education.

It's also worth noting that student feedback plays an important role in course evaluation. EdTech platforms should actively collect feedback and incorporate it into the course improvement process, which helps create a more adaptive and effective educational space.

Thus, modern approaches to assessing the quality of online courses in EdTech are based on data, standards, and feedback, which allows for the creation of higher-quality and more in-demand educational products.

"This is a kind of 'holy grail'": what tasks and 'pains' of EdTech need to be addressed first

Natalia Zhuravleva invited the participants to discuss the shortcomings of the Russian EdTech market and what areas could become promising for development in the coming years.

Alexander Fedyakov argues that, despite the departure of major players from the market, such as Coursera, educational content is still available in abundance. However, there is a problem with filtering and qualitative selection of this content. Effective mechanisms are needed to allow users to find truly useful and high-quality materials. This is especially important in a world of growing information volumes, making it increasingly difficult to distinguish valuable resources. High-quality filtering will help educational content reach its target audience and provide users with relevant knowledge and skills.

People are different. Everyone has unique qualities and predispositions: some are more prone to risk, some prefer mathematics, and others prefer music. These individual characteristics influence how each person perceives content. Developing an effective system for selecting and sorting content, tailored to the needs of each user, is an important task. Achieving this goal can be considered a kind of "holy grail," which will help solve numerous problems in audience engagement and improve the user experience.

According to Alexander, one of the key areas of work is the creation of an effective feedback system. Currently, as the speaker noted, the school receives feedback from employers and students who have completed internships months or even years later. Optimization of feedback mechanisms will allow us to quickly respond to requests and improve educational content, which will enhance the quality of learning and student satisfaction. The introduction of modern technologies for collecting and analyzing feedback will be an important step towards improving the educational process.

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The issue of the lack of Russian equivalents of educational web services is becoming increasingly pressing. Given the growing demand for high-quality online education, the development of domestic platforms and learning tools is critical. The lack of local solutions limits access to educational resources and threatens the development of the country's education system. The creation of Russian web services will not only ensure educational accessibility but also support local initiatives adapted to cultural and linguistic peculiarities. The need for such platforms underscores the importance of investing in technology and innovation in education. Natalia Tsarevskaya-Dyakina expressed the opinion that one of the key areas of development for the EdTech industry should be the recognition of diplomas and certificates issued by online educational platforms by employers. This recognition will be an important step in increasing the value of online education and building trust in digital educational programs. Establishing clear standards and criteria for assessing qualifications obtained through online learning will not only improve the quality of education but also simplify the employment process for graduates. The implementation of such initiatives will help integrate online education into the traditional educational system and ensure its legitimacy in the labor market. Coursera's monetization system is based on the fact that education is provided free of charge, and a diploma can be obtained for a fee. To receive a Coursera certificate, you must first complete a course and then pay. This model did not emerge out of nowhere. Coursera certificates have a high status and are recognized by employers. Those who receive a certificate can say, "I have completed [the course]," which gives it additional value in the labor market. This is especially important in a situation where certificates issued by other educational platforms, such as "School 21", Skillbox, and "Netology", also need to be recognized by employers. Recognition of these certificates is becoming a prerequisite for career advancement; otherwise, we risk remaining among the 2-10% of people who strive for self-study and genuine professional development.

Which strategy is more effective: competition or cooperation?

Natalia Tsarevskaya-Dyakina and Alexander Laryanovsky, Managing Partner and Director of Business Development at Skyeng, raise an important topic. The EdTech industry faces the challenge of reaching a wide audience. This field currently encompasses only a small portion of people interested in education and self-development. For effective development, it is necessary to find ways to attract others and expand the influence and accessibility of educational technologies.

The topic being discussed in the market remains relevant for all participants. At the end of the discussion, moderator Natalia Zhuravleva addressed the participants with a question: which strategy should be chosen in today's conditions? Should we compete by offering superior quality and additional benefits, or should we consider cooperation to unite our audience?

Natalia Klimchuk noted that the BBE concept was developed based on ideals and ideas about how an educational institution should function, rather than on the practices of other schools. She also emphasized the school's willingness to collaborate with other organizations and share its audience, which contributes to the development of the educational environment and the exchange of experience.

Kirill Prudnikov emphasizes that this issue is complex and requires time for analysis. He notes the highly competitive market, which is seeing the emergence of new players, such as universities entering the field of continuing professional education and attracting new audiences through online platforms. According to Kirill, it is still unclear how a significant group of people who have previously had no experience of online learning will behave.

Alexander Fedyakov expressed an optimistic view of the future of the labor market. He believes that "there is enough room in the market for everyone." In a constantly changing world, people will regularly retrain, change professions and employment types, and acquire new skills and knowledge driven by interest and a desire for development. This creates opportunities for everyone willing to adapt and learn, contributing to dynamic growth and diversity in the professional field. Natalia Zhuravleva presented a new project from SberObrazovaniye—a marketplace for educational courses called Edutoria. This platform brings together courses from various providers, including EdTech companies, universities, and corporations. Natalia is confident that such a platform can become an effective space for cooperation and the development of healthy competition in education. Edutoria will offer users a wide selection of educational programs and resources, meeting the diverse needs of students and improving the quality of education overall. Check out additional materials: "Survival of the Strongest." How Russian EdTech is coping with the crisis