Education Week: Startups Target Teachers as 'Consumerization' of Education Emerges - 1 views
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Laura Johnson on 06 Dec 12Schools throughout the country are experiencing the same teacher-driven adoption of technology tools. Internet-savvy teachers are increasingly finding tools to use in the classroom on their own, and lower business-startup costs mean the tools are more readily available. In response, many education companies are changing how they market and sell their products. Nationwide sales teams and central-office visits are giving way to word-of-mouth and sophisticated business-intelligence software as preferred methods for pushing adoption. Companies offer free products to teachers with the goal of influencing districtwide purchases of more-robust versions-known as the "freemium" pricing model. But in most sectors of the existing K-12 system-with its various stakeholders, budgetary restrictions, and procurement regulations- the so-called "consumerization" of education faces many barriers, experts say, making it difficult to find the right balance between selling directly to teachers and addressing the needs of central-office administrators.