Market Focus
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-Articulate 360 has a very strong hold in the corporate training market. It is also commonly used in both higher education and K-12 markets, however this is typically in a professional development capacity rather than academics. According to the 2019 Global Market Insight Inc., report, the global e-learning market is expected to grow from $190 billion in 2018 to $300 billion by the year 2025. A rising demand for cost effective training and learning programs in both corporate and education markets are expected to continue drive steady market growth.
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Type of Offering |
Articulate 360 provides software and web apps, one of which is Storyline 360, which is used to develop and produce online learning content. As a content creation software, this is an infrastructure offering which is packaged and sold to companies who provide learning development services and create content, or for internal use. The software is purchased through an annual subscription per user, with a 50% discount available for academic institutions and students.
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Who is the buyer? |
As this application meets a range of needs, there is a wide range in the type of buyer who would purchase it. In most corporate cases, the purchase of this software would be made centrally within the organization, with a license for each individual user (e.g. instructional designer, training specialist, e-learning developer) who will be required to use the application. There are a number of specialized training courses for learning to use Articulate Storyline 360, which the corporation may wish to purchase as well (learning bought for learner) to support the implementation of the software. Articulate also offers personal license (learner buys personally) for a slight discount.
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Global Target |
Articulate 360 is a product designed for a range of users, from a single user, or a multi-national enterprise; as a result it has been setup with global reach in mind. Apps are available in English, Chinese, French, German and Spanish and changing the language in the interface. The global target spans across Anglophone countries, European countries with language skills and those requiring translation, as well as some Asian countries with quality internet service. In addition, since apps have already been converted to different languages, this indicates an ability to do the same in other languages as well. The app also supports right to left text for producing content in languages such as Arabic or Hebrew. As this is a software as a service product, most learners would require internet to view the content, either through an LMS or on the web, and access for users may be difficult in remote areas.
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Market Status |
The market for authoring software in the e-learning industry is far from saturated given that the market continues to grow rapidly. The market is seeing a number of smaller competitors pop-up and gaining traction in popularity among learning and development professionals. The content provider segment of the e-learning industry [within which Articulate 360 falls], is expected to see the largest percentage growth in the next five years. This is a result of the continued promotion of self-paced learning in employee training and development, combined with a desire to increase operational inefficiencies through shorter development times and more scalable delivery methods. Articulate 360 serves millions around the world, but many smaller content providers would also be able to support a global reach; as a result this markets supports the import and export of rapid e-learning infrastructure.
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Competition
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What makes Articulate Storyline 360 such a robust learning technology product is that it can compete in a growing marketplace at a number of levels. This tool can be used to support, enhance or replace established learning systems. Some view this as a tool to create learning that will supplement a well-developed instructor led course while others view it as a means to enhance learning. At the opposite end of the spectrum, some organizations will choose to invest in a sophisticated authoring tool like this to develop robust online courses to replace instructor led courses, reduce training costs and increase consistency.
There are a number of e-learning authoring tools on the market; after in-house development (coding, UX, graphics and media production), Adobe’s Capitvate 9 and e-Learning Suite is the only other authoring tool that holds a stronger market share in this segment with their own sophisticated and multi-dimensional e-learning development products. |
What sets Articulate apart?
The Articulate suite of apps is renowned for being intuitive and easy to learn, for it’s content library and established templates, and for it’s community resources. These combined make it the better choice for developing rapid e-learning