As online higher education and learning continues to move into the mainstream, existing online institutions and those seeking to enter the space find themselves navigating in a very complex market. The most recent research conducted estimates there are currently 1.5 million 100% online students; these students represent 8% of all students at U.S. degree-granting, Title IV schools and 20% of adult students. The days of the standard value propositions of convenience, flexibility, and affordability are starting to fade. According to a recent report by Eduventures, a recognized industry leader in collaborative research for higher education, called Understanding the National Online Higher Education Market states online providers in a maturing market, irrespective of school circumstances, must focus on targeting, segmentation, and differentiation.” I look for a number of interesting developments regarding these points in 2008.
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