IDC reports that "the market for delivering IT training content using the corporate network as a medium will grow by nearly 44% in 2002." This seems to mean that companies don't just want access to generic e-learning tools; they want customized solutions on their own intranets. According to Matthew Levin of the NewMindsets Management team, that's exactly the case.

"Unfortunately," Levin continues, "that's the least profitable business model. At the end of the day, content providers lead the way. Today, people buy great content, and search for a system to support that content -- the reverse of what used to happen. Customization is a massive issue that the industry is definitely struggling with, since it's more profitable to create something generic and sell it to as many folks as you can."

What's NewMindsets doing about this? They've recognized the need for compatibility with other platforms. Their focus is on creating and configuring content. NewMindsets' writers and editors use in-house templates to create mutually compatible learning objects based on broadly requested content areas. "Our patented configuration process is the core of our business," Levin says.

"Content," of course, is a broad term. What topics are companies most interested in? Levin highlights three areas he expects to enjoy robust growth.

• On the technical side, companies want training in basic software packages. This observation is backed up by a look at several e-learning firms' most popular titles. Digital Think's top three are Java, HTML and Windows 2000. For Mentor Communications, the best-selling courses are on Lotus Notes, Lotus Sametime and Internet Explorer. SmartForce is doing best with "Microsoft Windows 2000: Update New Features and Architecture," "Technical Support: PC Configuration I" and "Project Management Fundamentals."

• Financial management courses are gaining attention.

• The real growth is in the soft skills area. Corporations want solutions to everyday problems, such as managing projects, managing conflicts and helping their employees to become better communicators. As if to confirm this trend, a Wirthlin Worldwide (www.wirthlin.com) survey completed this year reveals that senior executives consider leadership and management skills to be the most important indicators of future employee success.

In short, customers want content that is easy to use and applies to practical areas. Levin advises vendors to provide great content and figure out how to make it work on both indigenous and purchased platforms. "Lead with the content, not the system or functionality."

Predictions by Gartner seem to bear this strategy out. The research and consulting company expects 70 percent of large corporations to have Learning Management Systems in place by 2005, allowing them to mix and match e-learning products from competing vendors. Whether the LMS model takes hold or not, companies will continue to be drawn to the best content.

2002 Copyright Aaron Emmel. Printed with Permission.

About the Author
Aaron Emmel is the music reviewer for afterfive magazine and President of the MeteorCity record label. Email him at aaron@meteorcity.com. His site is http://www.theunknownworlds.com.

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