Where is the dividing line between EdTech and infobusiness? And is infobusiness always an infoscam?

Contents:

• Can we define the terminology: what is what?
• How do analysts and market participants themselves distinguish between EdTech and infobusiness?
• Can infobusiness encourage people to take EdTech more seriously?
• How do experts see the future of infobusiness and EdTech?

Can We Define the Terminology: What's What?

At the beginning of the discussion, moderator Varvara Egorova, a methodologist and lecturer at the Higher School of Economics, asked how the invited experts understand the terms infobusiness and EdTech. This topic is relevant to modern educational practices and requires in-depth analysis. The experts discuss how infobusiness influences educational technologies and what approaches are used to create effective online courses and educational platforms. Defining these concepts is important for understanding their role in the development of digital education and innovative teaching methods.

Vladimir Aleshin, Product Director of the Ventra Go! service, noted that the term EdTech, which combines "education" and "technology," does not always correspond to its essence. Many companies in this field use online platforms and technology tools, but they often fail to deliver real educational outcomes for students. This highlights the need for a deeper understanding and application of technology in the educational process to truly support effective learning and student development.

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Comparing the infobusiness and EdTech can be seen as part of a broader discussion about educational products in general. Educational product development faces numerous challenges, as many creators do not pay sufficient attention to the results of their work. Unfortunately, few specialists take a thoughtful approach to creating educational products. This is a common problem in the industry. Try to find a qualified methodologist who has familiarized themselves with relevant literature in English in the last year or two and applied this knowledge to their educational product. Unfortunately, such examples are extremely rare, which means many educational products don't meet modern requirements and don't address real educational needs.

The speaker expressed the opinion that he sees nothing negative in content monetization. However, he noted that he is concerned that modern education is often becoming part of this trend.

Studying the material presented in this article will help you gain a deeper understanding of the topic under consideration. We recommend that you familiarize yourself with additional sources of information for a more complete picture. This will not only broaden your horizons but also help you better grasp the key ideas and concepts. Be sure to check out the links to related materials that may be useful for further exploration.

EdTech, or educational technology, is a field that combines innovation and educational processes. EdTech uses modern digital tools and platforms to enhance the quality of learning, improve interactions between teachers and students, and create a more accessible educational environment.

Opinions on the essence of EdTech can vary, even among professionals in the field. Some believe that EdTech covers only technical solutions, such as online courses and educational apps. Others emphasize pedagogical aspects, emphasizing the importance of teaching methods and approaches.

Thus, EdTech is a multifaceted concept that includes both technology and educational practices. This is an important part of modern education, facilitating its transformation and adaptation to the demands of the digital age.

Mikhail Sverdlov, former Business Development Director at Skypro, curator of the "Education" community on the Yandex.Q platform, and author of the "Education We Deserve" Telegram channel, supported Aleshin's opinion that an online platform with courses does not always qualify as EdTech. He suggested referring to the classical definition of this term abroad.

This is a story about how modern technological tools are being integrated into the educational process in schools, universities, and during vocational training. Why is this necessary? Not just to play videos on the screen, as YouTube does. Creating a platform with a video player is not particularly difficult. Instead, you can use ready-made solutions, such as GetCourse, which eliminates the need to develop your own platform.

This is a story about how technology is enhancing the educational process. By using modern technology to achieve student goals and clearly documenting these goals digitally, you create a clear path to success. This ensures that after completing their education, they will be able to find a job, successfully interview, and fulfill their life plans while providing for their family. Therefore, there is a high level of responsibility involved. If you use technology in the educational process, you become part of the EdTech industry. Meanwhile, selling information and access to it falls under the category of infobusiness.

Mikhail noted that the boundary between education and infobusiness can be defined through the lens of accountability for results. In this context, many higher education institutions could also fall into the category of infobusiness. According to the speaker, just as infobusinesses offer access to information, many universities essentially only provide access to lectures. However, no one is held accountable for the final educational outcome. This highlights the importance of rethinking the role of educational institutions and their responsibilities to students.

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Developing Thinking and Building Community: The Goals of Higher Education

The goal of higher education is to develop critical thinking and create an active community. Higher education should not only impart knowledge but also develop the skills needed to analyze, evaluate, and apply information in various contexts. It is important that students are able to think independently, ask questions, and find solutions to complex problems.

Furthermore, building community plays a key role in the educational process. A higher education institution should become a space for the exchange of ideas, collaboration, and support among students and faculty. This promotes not only individual growth but also the development of collective intelligence.

In today's world, higher education must adapt to the changes and challenges facing society. Supporting innovative thinking, an interdisciplinary approach, and cultural exchange are important aspects that will help create a resilient and progressive community.

Thus, higher education should strive to harmoniously combine the development of thought and the formation of society, which will ultimately lead to the preparation of competent and responsible citizens ready to actively participate in society.

Varvara Egorova noted that major players in the infobusiness are also responsible for the final result. When deciding whether to purchase a course or training, new clients are guided by the results of previous cohorts. This underscores the importance of transparency and trust in the educational sector, where the success of previous participants can significantly influence the choice of potential clients.

The moderator's opinion was confirmed by Vasily Alekseev, CEO of Like Center, which offers training for entrepreneurs. Despite criticism from some, who call the company and its founder, Ayaz Shabutdinov, "info scammers," Like Center continues to hold a high position in the online education sector. According to Smart Ranking, the company is one of the three largest organizations in this field in Russia.

Alekseev argues that terminology doesn't play such a significant role. In his view, the content and essence of the issues being discussed are more important than the precision of terminology. This opinion emphasizes that in some cases, the key factor is not the name, but the understanding and interpretation of concepts. Therefore, it is important to focus on a deep analysis of the topic, rather than on the formal aspects of language.

When discussing Like, it is important to note that we can be classified as both an infobusiness and an EdTech company. People often face the dilemma of choosing between external trappings and tangible results. Some prefer a taxi to match a certain shape and color, while others focus on the end result. Personally, it doesn't matter to me what we are called. In the context of EdTech and infobusiness, as you have repeatedly emphasized, achieving results remains the key aspect. Forms may vary, but it's important that they lead to effective and useful results.

How do analysts and market participants differentiate EdTech and infobusiness?

Daria Ryzhkova, founder of the Smart Ranking agency, emphasizes that the differences between infobusiness and EdTech go beyond form. She identified four key parameters that distinguish the two sectors. First, the approach to education: in infobusiness, the emphasis is on selling information, while EdTech focuses on creating effective educational solutions. Second, the target audience: infobusiness often targets a wide range of users, while EdTech focuses on specific educational institutions and students. A third important aspect is the use of technology: EdTech actively uses innovative technologies to improve the educational process, which is not always typical for infobusiness. Finally, strict adherence to educational standards in EdTech makes it more structured compared to the infobusiness, where standards can vary. These differences highlight the uniqueness and characteristics of each area of ​​education and business.

• Revenue. The infobusiness segment, according to the expert, typically earns more than EdTech platforms. However, in the first quarter of 2022, the picture became uneven: the revenue of some companies fell sharply, others remained unchanged, and still others reported growth.
• Training topics. In EdTech, the most popular areas include training in digital professions, while in the infobusiness, these are most often applied courses such as drawing or mastering marketplaces, as well as the development of soft skills and esotericism.
• Flexibility. According to the speaker, the infobusiness responds more quickly to audience demands. For example, it began offering business education much earlier than EdTech.
• Individualization. In this regard, according to Daria Ryzhkova, EdTech clearly has the advantage, as the online platform can collect a wealth of data on student behavior and experience and use it to design individual educational trajectories.

The discussion participants paid particular attention to this last parameter. EdTech uses various digital tools for in-depth analysis of the educational process, which helps improve the quality of education. Meanwhile, the information business often relies on ready-made solutions, such as GetCourse and Telegram, which do not offer the ability to conduct in-depth analytics. However, the question arises: can EdTech truly deliver higher-quality education through technology?

Vladimir Aleshin believes the answer to this question lies in the fact that the information business is largely focused on areas where measuring specific results is difficult or even impossible. This creates certain difficulties for clients seeking to evaluate the effectiveness of the services and products offered. As a result, many potential buyers remain unaware of the true value and impact of information technology businesses.

Soft skills are an important aspect of professional development. However, objectively assessing their level is challenging. Various soft skill assessment methods exist in the corporate sector, but they are often questionable and do not always yield accurate results. Unlike information technology businesses, where success is difficult to measure, EdTech and educational technologies offer clearer assessment methods. For example, in a professional field, you can start without any skills, but by learning and developing soft skills, you can earn real money. These skills become key to successfully monetizing your experience and knowledge.

Aleshin noted that technology should not be viewed as an absolute advantage of the EdTech industry. On the one hand, in some fields, the role of a live mentor is more significant than technology. On the other hand, many EdTech companies claim to use modern data analysis systems and create individual educational trajectories for students. However, in practice, only a few of them have truly gone beyond simple content distribution.

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EdTech is actively developing new methods for assessing the quality of online courses. With the growing demand for digital education, it's important not only to create high-quality content but also to ensure its effectiveness. One key approach is using analytics to evaluate student performance. This allows for identifying the strengths and weaknesses of courses and making necessary adjustments. Another important aspect is student feedback. Regular surveys and questionnaires help understand how a course meets user expectations and where its structure and content can be improved. Benchmarking methods are also increasingly being used to evaluate a course against competitors.

Modern technologies, such as artificial intelligence, also play a significant role in assessing the quality of online courses. They enable the analysis of data on student interactions with the material, identifying patterns, and predicting student success.

Thus, EdTech uses a comprehensive approach to assessing the quality of online courses, combining analytical methods, feedback, and modern technologies, which contributes to a more effective and adaptive educational process.

Aleshin noted that 500 years ago, education took the form of knowledge transfer from master to apprentice, which ensured high quality and an individualized approach. In the 20th century, education became widespread, but this led to a decline in its quality. Today, the economy demands a combination of mass participation and a high level of education. The speaker believes that the effective use of technology can be a key factor in solving this problem, enabling the scalability and personalization of educational processes.

Vasily Alekseev argues that it is wrong to assume that EdTech results are always "clear" and infobusiness results are "incomprehensible." Assessing results through the lens of employment or salary level is only one approach. According to the speaker, a student can choose to study design as a hobby and take business courses to develop entrepreneurial skills. EdTech is focused on professional training, while infobusiness offers the opportunity to experiment and try one's hand in various fields. This is especially relevant for those who want to start from scratch and develop their skills through practice.

Learning outcomes at the Like Center are assessed according to two main criteria. The first criterion is the achievement of participants' financial targets. Regularly measuring these indicators allows us to determine whether students' progress is consistent with their chosen trajectory. The second criterion is the level of participant satisfaction. This indicator is especially important for assessing the success of the 70% of students who have not yet decided whether to pursue entrepreneurship. Assessing these metrics allows the Like Center to adjust educational programs and better tailor them to student needs.

Daria Ryzhkova noted that customer satisfaction is an important indicator of success in the infobusiness. She asserts, "If, after completing the training, a person feels that their time and money were well spent, then they truly received high-quality knowledge." Vladimir Aleshin also supported this opinion, emphasizing that a high level of customer satisfaction is directly related to the effectiveness of the educational process. It is important to create programs that not only convey information but also provide tangible benefits so that participants can feel the value of their training.

No one has the right to limit an adult's choice in how to spend their resources on pleasure. If a person derives joy from their actions, this can be considered an excellent result. Nowadays, such pleasant moments are becoming less and less common, and it is important to appreciate what brings us happiness.

Reading is an important aspect of our life that develops thinking and broadens horizons. It helps improve communication skills and enriches vocabulary. Regular reading helps improve concentration and memory. In today's world, books are available in a variety of formats, including print, e-books, and audiobooks, allowing everyone to choose a convenient method for themselves. It's important to dedicate time to reading to get the most out of it and enjoy the process of learning new things.

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Educational Metrics for Assessing the Quality and Effectiveness of an Online Course

Evaluating the quality and effectiveness of online courses is an important task for educational institutions and platforms. There are many metrics that help determine how successfully a course achieves its educational objectives. Let's look at 11 key metrics that can be used to evaluate online courses.

1. Course Completion Rate. This metric shows how many students successfully completed the course. A high completion rate indicates the attractiveness and usefulness of the course.

2. Student Performance. Assessing performance allows us to determine how well students are mastering the material. This can be done through tests, exams, and other forms of assessment.

3. Time Spent Studying. Measuring the time students spend on a course helps us understand how well the course meets student expectations and requirements.

4. Engagement Rate. This metric includes analyzing student activity in discussions, completing assignments, and interacting with course materials.

5. Student Feedback. Assessing course satisfaction through reviews and ratings helps us identify the strengths and weaknesses of the educational process.

6. Repetition. Studying how many students return to a course to review the material can indicate its value and relevance.

7. Student Progress. Analyzing student progress throughout the course helps us understand how effectively they are mastering the material and which topics are causing us difficulty.

8. Career Impact. Assessing how taking a course has impacted students’ careers can be an important indicator of its effectiveness.

9. Degree of Application of Knowledge. Measuring how and to what extent students apply the acquired knowledge in practice helps to understand how well the course meets real-world needs.

10. Accessibility of materials. Assessing how easy it is for students to access learning materials is important for understanding the usability of the course.

11. Comparison with similar courses. Comparing results with other courses in the same field helps determine the competitiveness and unique features of your course.

Using these metrics allows you to get a complete picture of the quality and effectiveness of online courses, as well as identify areas for improvement.

Can infobusiness push a person to more serious studies in EdTech?

Mikhail Sverdlov emphasizes the importance of the goal for which the student chooses the course. In his opinion, a clearly formulated goal helps distinguish EdTech from infobusiness. Having a specific goal contributes to more effective learning and helps students focus on achieving results. It's important to understand that EdTech focuses on providing high-quality educational content and skill development, while the infobusiness often emphasizes sales and marketing. Therefore, before enrolling in a course, students should clearly define their goals and expectations from the training.

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If you are coming to master a profession, this creates a certain difference in your approach to learning. If your goal is simply to spend time, review courses, or develop your skills, then the choice of educational institution may be less critical. Some places may have more experienced teachers, while others may emphasize practical classes. A specialist with practical skills in astrology is just as important as a practitioner with an understanding of design or development. Each of these fields represents a unique combination of knowledge and applied skills, which makes learning varied and engaging.

Daria Ryzhkova argues that infobusiness can inspire students to continue their education at large online schools. For example, after completing an introductory course on design, a student may become interested in this field and decide to pursue additional professional training in EdTech. At the same time, Vladimir Aleshin expresses doubts about this approach, noting that while infobusiness is a "very easy story," studying at an online school requires significantly more effort. He emphasizes that people choosing infobusiness and traditional online education fall into different, virtually non-overlapping categories. This raises questions about motivation and target audiences, which are important to consider when developing educational programs and marketing strategies for online learning.

Vasily Alekseev put forward an interesting hypothesis that it is worth exploring which audience chooses infobusiness and the preferences of those who prefer EdTech. It is important to understand the goals of both groups and whether students understand the existing divide between these fields. Perhaps for them it is simply the same thing – online learning. Analyzing these aspects will help better understand the educational services market and identify key trends in student preferences.

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The Harsh Russian Lifelong Learning: Reasons and Factors Behind the Education of Russian Adults

In Russia, the concept of lifelong learning, or continuous education, is becoming increasingly relevant. Russian adults face various circumstances that influence their desire and ability to learn. It is important to understand what motivates some people to actively develop, while others remain stagnant.

One of the key reasons why Russian adults continue their education is the desire for career advancement. In a rapidly changing labor market, new skills and knowledge are becoming a necessity. Many employers prefer candidates who are able to adapt to change and demonstrate initiative in learning.

However, not all Russian adults willingly participate in educational programs. The main barriers to learning include lack of time, financial constraints, and a lack of information about available courses. Some people may also experience fear of learning, especially if they had negative experiences during their school years.

It is important to note that the development of technology and access to online education are opening new horizons for learning. Platforms offering courses and training are becoming increasingly popular and allow learning at a convenient time. This creates additional opportunities for those who want to develop but face various obstacles.

Therefore, the Russian lifelong learning market requires deeper analysis and understanding. Success in educating Russian adults depends on removing barriers, creating accessible educational programs, and raising awareness of development opportunities.

How experts see the future of infobusiness and EdTech

At the end of the discussion, Varvara Egorova invited the speakers to express their opinions on the future of online learning in Russia. Experts discussed key trends that could influence the development of this sector and outlined possible ways to improve the quality of digital educational services.

Vladimir Aleshin emphasized the need to expand the scale of educational products, but also emphasized the importance of the value these products provide to students.

Vasily Alekseev believes that EdTech will actively develop in the field of professional training for highly qualified specialists. He predicts that this segment will become more niche, with high levels of program engagement and significant training costs. At the same time, infobusiness will occupy a mass niche, focusing on training from scratch and career guidance. This division into boutique and mass segments will allow for more effective meeting the needs of different groups of students, providing high-quality content and access to modern educational resources.

Daria Ryzhkova noted that in the current environment, achieving mass coverage will become significantly more difficult.

This year, we expect a serious challenge, as both markets are declining. Given these changes, it's expected that both industries will shift their focus to improving quality. Market contraction and the negative impact on marketing are forcing companies to focus on ensuring their products meet high standards. This requirement will be relevant for both manufacturers and consumers, as limited demand makes quality a top priority.

Mikhail Sverdlov noted that training from scratch is a more complex and demanding task than further stages of education. Infobusiness courses in their traditional format are unlikely to effectively address this issue. To successfully acquire new knowledge and skills, it's necessary to consider the individual characteristics of students and adapt teaching approaches. This requires a more in-depth analysis of student needs and the implementation of innovative teaching methods that will help build a solid knowledge base.

If the infobusiness continues to move in its current direction, namely, relying solely on renowned speakers and experts, it will lead to a large number of unqualified specialists. This phenomenon is also observed in most online schools. Graduates of such programs often face difficulties finding jobs because they don't meet employers' basic requirements. This is because companies fail to study the real needs of the labor market. They train at their own discretion, without basing their training on current demands and expectations. This is the main problem in the field of personnel training.

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• Is it Possible to Find Common Quality Metrics for Different Education Formats?
• "The Strongest Will Survive." How Russian EdTech is coping with the crisis
• Why corporate universities are in no hurry to collaborate with EdTech