1. Higher Education in VWAsian Market Media Management Group 5a 07.02.2011 Twitter: @TotemReality

2. Executive Summary Asia is a continent full of contrasts, ranging from industrial nations through emerging nations to developing nations. As diverse these nations are, as are their educational differences. It’s a contrast of advanced high-tech education to high illiteracy rates, where poverty makes education impossible. HE is often perceived as the way out of poverty and thus a critical element in the development of a nation.Furthermore, Asia needs a method to serve the broad mass, as the number of students is increasing rapidly and current capacities won’t be able to handle the future demand. HE in 3D VW as a new dimension to e-learning is an emerging technology that is also further developing in Asia. Universities from different nations such as e.g. Korea, Hong Kong and Singapore have virtual campuses, each focusing on a specific field of research. 3D virtual educations is perceived as having high business potential in the area, especially in regard to serving future demands and connecting continents in the context of globalization. The HE in VW industry is just emerging and mainly present through islands in SL. It is currently a rather co-operative business as awareness and acceptance needs to be increased as a major goal of all market actors (Suppliers, Market Actors & Buyers). Furthermore, it is only seen as a complement to real life education, not a substitute. In terms of being competitive when entering the market, the strategic measures need to be monitored carefully. Capabilities and resources need to be put in place and used accordingly, which currently is one of the major drawbacks of the industry – a lack of resources. Nevertheless, the future of the industry can be very profitable, if support is given by legal institutions and if it’s guaranteed global acceptance. World Bank (2011) John Fennessy (2011)

3. Agenda Introduction: Video Industry Analysis Asia Porter’s Five Forces Key Success Factors Competitor Analysis Resources & Capabilities Conclusion: Video

4. Introduction (Credit: World Bank, YouTube , Music: X-Files)

5. Industry Analysis

6. Industry AnalysisPorter’s Five Forces MEDIUM

7. Industry AnalysisPorter’s Five Forces MEDIUM LOW EeroPalomäki (2010)

8. Industry AnalysisPorter’s Five Forces LOW HIGH John Fennessy(2011)

10. Offer a real-life learning environment

11. Offer high quality education

13. Integrate the developing nations

15. Keep up with technological developmentsSteve Mahaley (2011) World Bank (2011)

16. Industrial indications Franceschi et al (2009)

17. Competitor Analysis “It is through cooperation, rather than conflict, that your greatest successes will be derived.” Ralph Charell

18. Applied Strategy What gives your company a competitive edge? Physical assets Intangible assets Capabilities The characteristics of at least one of these should be in some sense Hard to copy or substituted To diminish in value slowly They are superior to the competitors resources They are controlled by your company Collins et al (2008)

19. Resources & Capabilities Physical assets Low cost facilities for IRL staff Sufficient technology (hardware and software) Intangible assets Location and facilities in VW Strong brand (+Accreditations) Capabilities Competence of teaching and administrating a learning facility in VW and IRL Competence of handling people from other cultures Competence of technology and future development

20. Conclusion (Credit: YouTube , Editing: Ganesh, Music: 127 Hours)

21. Bibliography Interviews: John Fennessy, 2011.01.31 Steve Mahaley, 2011.02.04 Erik Wallin, 2011.02.02 VWET (2011). http://www.virtualworlded.com/Home_Page.php Collis, D.J. & Montgomery, C., (2008). “Competing on Resources. HBR. Palomäki, Eero (2009). Master Thesis: Applying 3D Virtual Worlds to Higher Education. Helsinki University of Technology. Franceschi et al (2009). Engaging Group E-Learning in Virtual Worlds. World Bank (2011).East Asia and Pacific. http://web.worldbank.org/WBSITE/EXTERNAL/COUNTRIES/EASTASIAPACIFICEXT/0,,contentMDK:22566169~pagePK:146736~piPK:146830~theSitePK:226301,00.html.

22. Appendix A: Perception of Higher Education in Asia Differentiate between Japan, Korea, SIN and South-East Asian Developing Countries Industrialized Nations: Very “uncreative” way of teaching Up-to-date with VW learning environments China: Facing Dilemma: no capacity for students (higher ed, china) Higher education in Asia is not keeping up with changing skills of labor market (wb) Developing Nations: Supply driven, not demand driven (Hawkins) Increasing trade in education services(Hawkins) Higher Education as key from middle-income to high-income nations (world bank) Lack of technology + technological understanding No resources (monetary)