Exporting to ELT markets

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1 Exporting to ELT markets Michael Carrier Highdale Consulting BETT Show London, Jan 2018

2 Outline 1 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

3 English is the lingua franca 1 Global demand for ELT is high 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

ELT economic advantages ELT provides access to: Education Employment Mobility Global knowledge Global research engagement Increased income potential Enhanced GDP growth 4 Adequately Educated

4 ELT economic advantages ELT provides access to: Education Employment Mobility Global knowledge Global research engagement Increased income potential Enhanced GDP growth 4 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 Salary Gap The average salary gap of someone who can speak English vs. someone who does not is approximately 20%

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: 5

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 6

7 2 The ELT world overseas English proficiency issues

8 8 Overseas state school problems

9 Policy trends & capacity-building Ministry of Education ambitions Large-scale teacher upskilling Instrumental English: EMI, ESP Adaptive learning & testing Digital classrooms Online curation

10 Key market segments Overseas: 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

The emerging middle classes New markets: future growth sources The Top 5: China India Indonesia Nigeria Philippines Africa: Middle class doubles by 2030 to 0.

11 The emerging middle classes New markets: future growth sources The Top 5: China India Indonesia Nigeria Philippines Africa: Middle class doubles by 2030 to 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 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

12 In-bound markets New market: student flows 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

Students are still coming Source: English UK 70 60 Reasons for studying English 50 40

13 Students are still coming Source: English UK Reasons for studying English Australia Malta UK USA 13 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, Germany 60, Brazil 40, Kuwait 36,662 Source: English UK 14

15 Top source markets for students studying English in the UK 13 Russia 32, Colombia 26, Taiwan 23, Oman 21, Thailand 20, Mexico 17, Argentina 16, Chile 13,687 15

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) Chain/group of English language training providers (accredited) State sector FE colleges and universities (accredited) Unaccredited English language training providers (all types) 16 SMEs ELT provision including general English, academic English, pre-sessional, pathway, business English, 225 SMEs/MSBs exam preparation, English 50 (representing 150 for Specific Purposes, centres) English for Young Learners and Teacher Training SMEs/MSBs SMEs/MSBs Accrediting bodies: Accreditation UK ABLS (Accreditation Body for Language Services) ASIC (Accreditation Service for International Colleges) BAC (British Accreditation Council) ISI (Independent Schools Inspectorate)

17 In Class 3 How is EdTech used in ELT classrooms? Before Class After Class

18 1:1 learning & BYOD

19 Classroom hardware

20 AR & VR & 360 AR/VR/360

21 Speechenabled tech Speech-enabled translation

22 Virtual Classrooms Courses / tutors MOOCs Remote teaching Virtual Community

23 Future trends in ELT EdTech 23

24 Phone as PC Board sharing Folding screens

25 Who can you sell to? 4 Building export opportunities Re-sellers/distributors Language schools Private primary/secondary schools Further education colleges University language centres Parents & students Corporate training centres

26 Sales potentials Hardware Software Apps Schools Students Ministry, HEI, commercial Classroom infrastructure; school servers; device docks Class management, school admin, student tracking; exam prep. Remote control, voting, media management Handheld devices Learning courses; exam prep. Materials; complement vs replacement Learning courses, skill development Voting devices, lecture capture servers Teacher training courses Teacher training / CPD training Cloud LMS, CMS, VLE, MOOC, parent engagement Storage, study tracking dashboards, digital assessment, adaptivity Teacher training courses / CPD training 26 Other Value-added services for implementation; Curriculum projects; Textbook projects Learning materials in all media incl. print Curriculum projects; Textbook projects

27 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 - etc. Conferences IATEFL, TESOL, English UK, national affiliates 27 LinkedIn School directors, trainers, associations

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 - Jodie Gray, Specialist English Language Training, DIT Education - jodie.gray@trade.gsi.gov.uk 28

29 29 How the team works

5 - Take Aways 1 Map your product/services against the ELT industry needs 2 Map ELT markets against your network outreach 3 Research your markets and their segments: identify new

30 5 - Take Aways 1 Map your product/services against the ELT industry needs 2 Map ELT markets against your network outreach 3 Research your markets and their segments: identify new niches and new USPs 4 Diversify markets and products 5 6 Raise your profile in overseas markets Let DIT help get in touch! Comments: michael@highdale.org Presentation:

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