The $300 Textbook is dead.
"One of the biggest challenges I think America has, we have something
like 30 million working adults who have paid for some form of university
education, but have nothing to show for it, so a lot of it is around
how do you help people to complete the university education, have the
credential and badge that enables them to progress. So we do a lot of
that. We work in 70 countries around the world, 24,000 people, big
digital transformation. So we’re investing about a billion dollars a
year in the research and development of things that help people to learn
more effectively. That’s essentially what we do."
"Exactly. So if there is a ... We are in the 14th edition of Philip Kotler’s Marketing,
the bestselling marketing textbook in the world. There won’t be a 15th
edition. Think of it more like FIFA 18, FIFA 19, FIFA 20. It will be
Marketing 2020 version one, version 2. Digital first, designed for a
mobile world. You update for when there’s changes in the field of study,
scientific breakthroughs, new case studies. You update for advances in
AI as we think of new ways that we can provide more personal adaptive
learning. And because you’re breaking away from what was a very
expensive and time-consuming analog-led model, it’s not just much more
effective, much more personal, much better outcomes, it’s much lower
cost, so the $300 textbook is dead.