EdTech vs. Infobiz: Four Theories on How to Distinguish Them, and One on How to Bring Them Together

Contents:

• Version one: based on the presence of a platform
• Version two: "wild" or "not wild"
• Version three: based on legislation
• Version four: based on the stage of development
• How to resolve the dispute between EdTech and "infobusiness"?

Version one: by platform availability

Daniel Partner, founder of the closed business club EDGlobal and the EdTech Expo exhibition, emphasized that any activity related to the sale of information can be called an infobusiness. He gave the example of a bookstore, which offers many titles, but only a small portion of them are truly worthy of attention. Assessing the quality of books depends not only on authors and genres, but also on the preferences of specific readers. Similarly, in the field of online education, the quality of the content itself is not as important as the factors that attract different consumers. Thus, the success of an infobusiness is largely determined by the interests and needs of the audience.

The speaker identified two key characteristics of an infobusiness. The first is training that is associated with the presenter's personal brand. The second sign is that the infobusiness lacks its own online platform. These characteristics help better understand the structure and characteristics of the infobusiness, as well as its approach to training and audience engagement.

With the emergence of its own platform, new technologies in training, educational processes, and technological solutions emerge. Information business companies can instantly brand themselves as EdTech by changing their name from "Vasya Pupkin" to a more resonant school name. In this case, they confidently claim to be part of the EdTech sector. However, in practice, the educational technologies, processes, webinars, and funnels used remain the same. Thus, external changes do not always reflect the true essence and innovativeness of the training approach.

Vitaly Kurago, Head of Educational Projects at Rolf, cited a case from his practice where an external provider approached corporate training specialists with a request to develop a course for an external audience of car dealers. This case illustrates the importance of collaboration between companies to create effective educational programs aimed at improving the skills and knowledge of employees in the auto dealership business.

Rolf was interested in the idea and began developing the project. However, when they presented their concept to the initiators, it turned out that they were only planning a series of webinars. They didn't need a high-quality course, only a strong brand to attract an audience. Vitaly perceived this approach as typical for the infobusiness.

Discussion participants note that division into categories does not always reflect the quality of educational products, such as courses or other forms of training. For example, some online schools don't have their own platforms and rely on external resources, yet they still create high-quality and comprehensive educational programs. A similar situation is observed in the hobby sector: handicraft workshops, although not perceived as "full-fledged" EdTech, can be highly valuable and contain useful content.

The second version: "wildcard" or "not wildcard"

PuzzleBrain founder Artem Zakharov proposed distinguishing online schools from fraudulent schemes known as information fraud. This opinion was supported by several experts in the field. However, determining what exactly falls under the definition of fraud or "wildcard" remains a difficult task. It's important to establish clear criteria to protect consumers and ensure transparency in the online education sector.

Experts often point to advertising of educational programs with inflated and unrealistic promises, such as the opportunity to earn millions of rubles in a short period of time. However, the question arises: how should esoteric programs be classified? Can they be considered outright information fraud when millions of people take astrology, Tarot, and similar disciplines seriously? The topic is indeed controversial, but there are well-developed courses on the market that have a solid methodological foundation and can offer valuable information to those interested. It is important to remember that despite the presence of critics, many seek knowledge in these areas and find meaning in them.

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The dividing line between EdTech and infobusiness lies in their main goals and methods. EdTech, or educational technology, focuses on improving the learning process through innovative solutions and tools. This can include online courses, distance learning platforms, and educational apps that facilitate a high-quality educational process. Infobusiness, on the other hand, focuses on selling information and knowledge, often with an emphasis on marketing and customer acquisition. However, not every infobusiness is a scam. There are serious, high-quality offers that genuinely help people develop and gain new skills. It's important to be able to distinguish quality information products from unscrupulous offers based on manipulation and empty promises.

The distinction between these two spheres is becoming increasingly blurred, and it is important to critically evaluate proposals to select truly useful and effective solutions.

Option Three: Based on Legislation

Mikhail Mordasov, founder of Smart Course, the LyubiDelai project, and the Edumakers blog, suggests examining the distinction between EdTech and infobusiness from the perspective of Russian legislation. He noted that there are three key criteria for EdTech that must be taken into account. These criteria determine how educational technologies and infobusiness relate to each other in the context of legal norms and regulations in Russia. Understanding these aspects will help better navigate the field of educational technologies and their integration into business models.

• course program,
• midterm and final assignments,
• issuance of a state-issued document confirming completion of training.

"These are the three key criteria for educational activity. If these conditions are not met, then even with the addition of numerous technologies, it will not be considered edtech in accordance with the law," the expert notes.

The discussion did not focus on government agencies' plans to create a clear boundary in the field of educational services. The main focus is on distinguishing between bona fide bloggers offering educational courses and information scammers. In this regard, the introduction of a "white" registry is proposed, which will include individuals and legal entities, as well as sole proprietors, who have the right to conduct trainings and seminars in certain areas. This decision is aimed at protecting consumers and improving the quality of educational services.

Reading is an important aspect of development and learning. It not only enriches our inner world but also helps improve communication skills and critical thinking. Immersing yourself in books, articles, and other sources of information helps broaden your horizons and deepen your understanding of various topics. Regular reading has a positive effect on cognitive function and provides a foundation for forming your own ideas.

Modern technology offers a variety of reading options, including e-books and online platforms. This makes accessing information easier and more convenient, allowing everyone to find materials that match their interests. Reading not only develops but also inspires, opening up new horizons and possibilities.

Remember the importance of choosing quality content that will contribute to your personal and professional growth. Read a variety of genres and authors to enrich your knowledge and skills.

The quote of the week emphasizes the importance of distinguishing between the information market and the educational sphere. Defining these boundaries allows for a clearer definition of the roles and functions of each area, which facilitates more effective interaction and development. By focusing on the differences, we can more effectively utilize resources and technologies in each of these areas, which in turn will contribute to improving the quality of education and information services. It is important to recognize that a clear separation of these two areas can lead to a higher level of specialized services and innovation that meet user needs.

Version Four: By Stage of Development

Evgeny Chekushin, CEO of the Livedigital platform, proposes a fourth version of the division between infobusiness and EdTech, based on client needs. He notes that the interest of infobusiness is primarily focused on marketing tools and sales. The main goal here is to attract users from webinars to purchase courses or other educational products. In contrast, EdTech is at a higher level of development, where the emphasis is on improving educational products. Therefore, other tools are important for EdTech representatives, such as assessing the achievements, successes, and experience of students during the learning process. This distinction highlights how different approaches to edtech and infobusiness can influence the strategies and tools used in these areas.

Not everyone agrees with this point of view. Daniel Partner noted that in the commercial sector, there are always expenses on advertising, marketing campaigns, and student attraction tools, which are generally similar. However, different teams of the same client turn to educational platforms at different stages. For example, the marketing department focuses on sales funnels and conversion rates, while the methodological department is interested in retention metrics and assessment tools. This underscores the importance of integrating different approaches to achieve effective learning outcomes.

How to resolve the debate between EdTech and "infobusiness"?

Several experts noted that the problem of separating infobusiness and EdTech in Russia is largely related to established terminological traditions. Artem Zakharov points out that in international practice, there is a different distinction between the concepts: education and edutainment (educational and entertainment content). He cites the well-known language learning app Duolingo as an example. Despite being considered an EdTech app, its creators do not position it as a serious educational tool, confirming its edutainment status. This underscores the importance of properly classifying and understanding the roles of different types of content in the educational sector.

Experts emphasize the importance of a core principle: regardless of the business's name, product quality remains key. Artem Zakharov noted that both EdTech and infobusiness share common challenges, such as inflated expectations. However, both industries also offer high-quality courses that genuinely help users. When choosing educational programs, one should focus on real reviews and results, not just marketing promises.

The market must understand that success depends on people and the quality of the product. If a project is backed by a talented expert or team, if a school truly cares about its students, and if heart, soul, time, and effort are invested in the work, the result will be outstanding. Product quality is a key factor that determines its demand and success in the market.