exporting to elt markets - michael...
TRANSCRIPT
Exporting to ELT markets
Michael Carrier
Highdale Consulting
BETT Show
London, Jan 2018
Outline1 The global demand for ELT
• 1.5 billion, student flows to UK
• Why people learn (academic needs, business needs)
• Role of the ELT Working Group
• Value of ELT to UK export earnings
2 The ELT world - key markets & activities
• in-country context - state schools, ministries, private ed. & language centres
• study abroad context - higher investment per capita, shorter courses
3 How is EdTech used in ELT?
• Inside the classroom
• Outside the classroom
• Future trends
4 Developing export opportunities
• What can you sell?
• Building a market network
• How do you reach them?
• How can DIT help?
5 Takeaways
1 – Global
demand for
ELT is high
• 1500+ million learners of English globally
• 400 million native speakers
• ca. 0.5 million come to UK for English each year.
UK student market is only 0.3% of world demand
• “More than 1m students from 175 countries study in
the USA, with over 100,000 on short-term intensive
ELT programmes” EnglishUSA
• Ca.15m teachers of English globally – ca. 250,000
language school teachers, or 1.6% of global
profession
English is the lingua franca
ELT economic advantages
4
Salary Gap
The average salary gap of someone
who can speak English vs. someone
who does not is approximately 20%
Adequately Educated Workforce
•Over 50% of companies interviewed said that their workforce was
required to speak English
•30% of students in higher education aim to continue their studies
abroad, especially in English-speaking countries, such as the UK, US
and Australia
ELT provides access to:
• Education
• Employment
• Mobility
• Global knowledge
• Global research
engagement
• Increased income
potential
• Enhanced GDP growth
5
The role of the DIT Working Group
ELT Working Group:
• Department of International Trade (DIT) meetings
• Government support for export drive
• Core members: EnglishUK; British Council; Association of Colleges; Publishers
Association; Cambridge English Language Assessment; Pearson; Open University;
UniversitiesUK
• Aim to increase UK ELT export earnings from inbound students and export sales
of products & services
• Aim to share opportunities for ELT export work –students, consulting, teacher
training, publishing
• Aim to support UK PLC in benefitting from these opportunities
• Regular opportunity briefing service, in partnership with EnglishUK
Chair of ELTWG: [email protected]
6
The value of ELT to the UK economy
• £1.1bn – turnover of ELT providers hosting overseas students in the UK
• £229.0m – export of physical ELT books in 2016 (down 3% on 2015)
• £15.0m – export of digital ELT books in 2016 (up 14% on 2015)
• No data for sector as a whole
• Research into export value of training delivered outside the UK by providers
(hopefully) imminent
Source: English UK and The Publishers Association
2 –The ELT
world overseas
English proficiency issues
Overseas state school problems
8
Policy trends & capacity-building
• Ministry of Education
ambitions
• Large-scale teacher
upskilling
• Instrumental
English: EMI, ESP
• Adaptive learning &
testing
• Digital classrooms
• Online curation
Key market segmentsOverseas:
• learning at home and school in-country, sales overseas
• in-country context - state school developments, ministry
projects, private education & language centre
B2B markets
• Government contracts for services, materials, teachers
etc
B2C markets
• Online course, materials, hardware, dictionaries, apps
Inbound to UK:
Study abroad programmes/ language travel
10
New markets:
future growth
sources
‘’Over the next two decades, the middle class is expected to
expand by another three billion, coming almost exclusively
from the emerging world. ‘’ Ernst & Young
Africa: Middle class doubles by 2030 to 0.5 – 1 billion
India: Middle class market bigger than USA or China by 2039
Asia: Middle class doubles by 2030 to 3.5 billion
S. America: Slower increase in middle class
The Top 5:
• China
• India
• Indonesia
• Nigeria
• Philippines
The emerging middle classes
New market:
student flows
In-bound markets• study abroad context -
higher investment per
capita, shorter courses,
mobile customer base
• According to EnglishUK,
in-bound market
contracted 13% between
2015 and 2016, but early
data suggests an uplift of
~17% between 2016 and
2017 – recovery?
• Juniors now represent
51% of all in-bound
students (only 1/3 in
2012)
• Market share vs other
Anglophone countries –
UK #1 in terms of
volume, #3 to USA &
Australia in student
weeks (length of stay)
• Sales potential is
overseas to in-country
market and in UK to
inbound market
13
Students are still comingSource: English UK
0
10
20
30
40
50
60
70
Australia Malta UK USA
Reasons for studying English
Work Study in target country Study elsewhere Pleasure
14
Top source markets for students studying English
in the UK
Rank by student weeks Country/region Student weeks (2016)
1 Italy 224,139
2 Saudi Arabia 141,120
3 Spain 110,730
4 France 87,105
5 China 85,328
6 Turkey 82,541
7 Switzerland 70,886
8 South Korea 70,868
9 Japan 63,397
10 Germany 60,595
11 Brazil 40,552
12 Kuwait 36,662
Source: English UK
15
Top source markets for students studying English
in the UK
13 Russia 32,460
14 Colombia 26,234
15 Taiwan 23,636
16 Oman 21,112
17 Thailand 20,685
18 Mexico 17,011
19 Argentina 16,441
20 Chile 13,687
16
Where are in-bound ELT students studying in the
UK?
Type Size of
exporter
Description & export offer Estimated number
Private independent
English language
training provider
(accredited)
SMEs ELT provision including
general English, academic
English, pre-sessional,
pathway, business English,
exam preparation, English
for Specific Purposes,
English for Young Learners
and Teacher Training
Accrediting bodies:
Accreditation UK
ABLS (Accreditation Body
for Language Services)
ASIC (Accreditation Service
for International Colleges)
BAC (British Accreditation
Council)
ISI (Independent Schools
Inspectorate)
225
Chain/group of
English language
training providers
(accredited)
SMEs/MSBs 50 (representing 150
centres)
State sector FE
colleges and
universities
(accredited)
SMEs/MSBs 75
Unaccredited English
language training
providers (all types)
SMEs/MSBs 500
3 – How is
EdTech used in
ELT
classrooms?
In Class
After Class
Before Class
1:1 learning & BYOD
Classroom hardware
AR & VR
& 360
AR/VR/360
Speech-enabled translation
Speech-
enabled tech
Remote teaching Virtual Community
Courses / tutorsVirtual Classrooms
MOOCs
Future trends in ELT EdTech
23
Phone as PC Board sharing
Folding screens
4 – Building
export
opportunities
Who can you sell to?
• Re-sellers/distributors
• Language schools
• Private primary/secondary schools
• Further education colleges
• University language centres
• Parents & students
• Corporate training centres
Sales potentials
26
Schools Students Ministry, HEI,
commercial
Hardware Classroom
infrastructure; school
servers; device docks
Handheld devices Voting devices,
lecture capture
servers
Software Class management,
school admin, student
tracking; exam prep.
Learning courses; exam
prep. Materials;
complement vs
replacement
Teacher training
courses
Apps Remote control, voting,
media management
Learning courses, skill
development
Teacher training /
CPD training
Cloud LMS, CMS, VLE, MOOC,
parent engagement
Storage, study tracking
dashboards, digital
assessment, adaptivity
Teacher training
courses / CPD
training
Other Value-added services
for implementation;
Curriculum projects;
Textbook projects
Learning materials in all
media incl. print
Curriculum projects;
Textbook projects
How do you reach them?
Advertising
• trade press
Social media
• Facebook, Instagram, digital marketing metric tools
Trading fairs
• BETT, GESS, ICEF, ALPHE, English UK, IH World Organisation
(check TAP list - https://www.gov.uk/guidance/tradeshow-access-
programme#how-the-service-works) etc.
Conferences
• IATEFL, TESOL, English UK, national affiliates
• School directors, trainers, associations27
28
How DIT can help you
Current HVC markets: Middle East, ASEAN region, Latin America, China, Hong
Kong
Potential future HVC markets: Europe, USA, Australia, India, Turkey, Egypt,
Sri Lanka, East Africa
DIT education team + commercial officer network in British embassies and
overseas posts
International Trade Advisors
Exporting is GREAT website – access information, sign up for export
opportunities - https://www.great.gov.uk/
Jodie Gray, Specialist – English Language Training, DIT Education -
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How the team works
5 -Take Aways
Map your product/services against
the ELT industry needs1
2
3
5
6
Map ELT markets against your
network outreach
Diversify markets and products
Raise your profile in overseas
markets
Research your markets and their
segments: identify new niches and
new USPs
4
Let DIT help – get in
touch!
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Presentation:
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