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Christopher Dawson

Can the founders of Sun Microsystems finally break our textbook habit?

By | August 3, 2010, 11:22pm PDT

Summary: The time is ripe for a drastic change in the educational textbook market. Can the CEO of the now defunct Sun Microsystems make it happen?

Scott McNealy, former CEO of Sun Microsystems, has been a long-time advocate of free, open source textbooks and educational materials. Now that Sun is no more, he and Vinod Khosla (co-founder of Sun) are more actively pursuing their efforts to radically change the way educational materials make it into kids’ hands and, hopefully, taking us closer to a point where our reliance on expensive, dead-tree textbooks goes the way of their former company.

McNealy and his social learning/textbook site, Curriki, were profiled by the New York Times yesterday and he called out something that most of us already know: the cost of textbooks is unacceptable and open source models can completely disrupt the multibillion dollar industry to the benefit of worldwide education.

As he told the Times,

“We are spending $8 billion to $15 billion per year on textbooks” in the United States, Mr. McNealy says. “It seems to me we could put that all online for free.”

Curriki itself is certainly worth a look, although the Times article notes that McNealy is having a hard time raising the necessary capital to make it really competitive with more traditional publishing approaches. Interestingly, while many textbooks are largely aligned with California and Texas state standards (since they are the largest textbook markets and tend to set trends for rest of the country), materials on Curriki can be aligned with standards in all 50 states.

Similarly, teachers and content experts can easily contribute materials to the site:

  • Publish your best curricula for the world to see and use.
  • Use materials in the Curriki repository to build your own curricula.
  • Get expert feedback on resources you contribute.

A closely related project (financed by Vinod Khosla and run by his wife, Neeru) is CK-12. I featured CK-12 a while back when they were the first open source textbooks to meet approval in California.

The point of both of these efforts is to bring the very open source software principals that drove Sun to first change its business model and then, ultimately, to weaken it enough to become an acquisition target, to the development of learning tools and texts. McNealy, in fact, hopes to create an open source toolkit for robust assessments and an ecosystem for the free and open development of high quality learning materials.

What remains to be seen is whether he and other like-minded individuals can break the stranglehold that textbook publishers have on schools. This requires a real change in mindset for teachers, administrators, parents, and students, the vast majority of whom regularly use technologies that render textbooks obsolete, yet continue to insist upon dead-tree textbooks in classrooms and backbacks. Say what you will about Sun Microsystems and its ultimate demise; McNealy is right on this one.

Knowledge is everywhere, from MIT’s OpenCourseware project to Wikipedia. Content experts and great teachers set aside mandated textbooks every day in favor of their own materials and those they have culled from the best resources available. Textbooks as we know them are an anachronism…Here’s hoping Mr. McNealy has more luck with Curriki than he did in the final years of Sun.

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Topics

Chris Dawson is a freelance writer and consultant with years of experience in educational technology and web-based systems. In 2011, he became the Vice President of Marketing for WizIQ, Inc., a virtual classroom and learning network SaaS provider.

Disclosure

Christopher Dawson

Christopher Dawson is the Vice President of Marketing for WizIQ, Inc., by day and a freelance writer and educational technology consultant by night. Well, most of his colleagues at WizIQ are based in India, so really he's working with them whenever he can stay awake. He has worked for his local school district as a teacher and technology director, for the Johns Hopkins University School of Public Health, and for Biogen, Inc. (now Biogen-IDEC, Inc.). He has also consulted with STATNet and Cytyc Corporation and retains close ties with X2 Development Corporation (now owned by Follett Software, the supplier of the student information system he administered for several years). Follett is paying him a monthly honorarium to act as a presenter for their "SIS Voices for Student Achievement" community (he produces occasional blog posts and hosts a monthly webinar on the use of student information systems to inform data-driven instruction and school-wide change. He regularly purchases and/or recommends Dell hardware. This is because Dell makes good hardware and has truly committed itself to education in innovative ways, particularly with their "Connected Classroom" initiative. It isn't because he has dealings with the company through his role at WizIQ (which he does) or because they have provided him with long-term loans of a variety of equipment for in-depth testing (which they have). Intel (reference designer for the Classmate PCs he has implemented in his local schools) has provided him with long-term loans of Classmate PCs for testing, as have Dell and Lenovo with their educational offerings. He may report on any of these companies as his experiences with them have direct bearing on educational technology; positive reports are not necessarily an endorsement and he receives no direct financial compensation from these companies or any others. Intel paid all expenses for his attendance at the 2009 Intel Classmate PC Ecosystem Summit which he attended as the sole representative of the technology press. He was invited to attend in 2010 but his wife would have killed him if he spent 3 days in Vegas geeking out and left her home alone with a new baby. Acer provided him with a 50% discount on an Aspire One netbook in early 2009 after he tested it for 30 days through their educational seed program. He liked the netbook at the time but it has since broken and sits unused in his office. Canonical sent him Ubuntu lanyards, t-shirts, and mousepads for his kids. He stole one of the lanyards and proudly hangs his keys from it and occasionally features his 8-year old wearing an oversized Ubuntu t-shirt on his Facebook profile. Gunnar Optiks sent him a pair of computer glasses to evaluate for a holiday gift guide. He is wearing them now as he types this because they never asked for them back and they rock out loud. Seriously - they work brilliantly and make it much easier to spend 20 hours a day staring at an LCD. If they ever asked for them back, he would fork over the $99 and buy a pair. Microsoft gave him 2 free copies of Office 2010 professional, a desktop clock, and a useless book on Office 2010 when he attended the launch of Office/Sharepoint 2010. He occasionally uses the SharePoint lanyard they gave him instead of the Ubuntu lanyard for his keys, but feels dirty afterwards. Adobe provided him with a pre-release version of the CS5 Master Collection for evaluation and ultimately provided a full, licensed copy for ongoing testing of educational applications of this admittedly expensive software. Like the Gunnars, if the license expires or they come out with CS6, he'd actually go out and buy it himself. Which is saying something, because he's actually pretty cheap. Any other companies wishing to send him cool things to evaluate, wear, or otherwise adorn his kids are more than welcome to; he promises to disclose it here if he keeps any of the stuff. Finally, because WizIQ is a virtual classroom and learning network provider, Chris, as VP of Marketing, frequently interacts with, seeks out deals with, and directly or indirectly competes with a whole lot of LMS, SIS, and other Education 2.0 companies. In general, he'll limit his reporting about these companies to news that does not impact his relationship with them or with WizIQ. If he reports on them, it's because what they are doing is newsworthy or worth the attention of his readers and not because he's trying to broker some deal, damage competition, or otherwise advance his position in his day job. LMS and SIS companies, along with other online learning communities, are a pretty important part of Ed Tech. If he stops reporting on them completely, there won't be a whole lot left. He'll be sure to call out any overt conflicts of interest if they are unavoidable. Finally, Follett Software Company pays him a little tiny honorarium every month to present on their SIS Voices webinars and to write the occasional blog or discussion thread for them. Since Follett recently bought X2 (maker of an awesome web-based SIS that Chris just happened to have used, served in advisory groups for, and frequently reported on), this is probably also worth disclosing.

Biography

Christopher Dawson

Christopher Dawson grew up in Seattle, back in the days of pre-antitrust Microsoft, coffeeshops owned by something other than Starbucks, and really loud, inarticulate music. He escaped to the right coast in the early 90's and received a degree in Information Systems from Johns Hopkins University. While there, he began a career in health and educational information systems, with a focus on clinical trials and related statistical programming and database modeling. This focus led him to several positions at Johns Hopkins, a couple-year stint in private industry, teaching high school math and technology, and 2 years as the technology director for his local school district. Most recently, he started his own consulting business and is now the Vice President of Marketing for WizIQ, Inc., a virtual classroom and learning network provider. He lives with his wife, five kids (yes, 5), 2 dogs, and a hateful cat in a small town in north-central Massachusetts. Although he is no longer teaching, his roles with WizIQ and ZDNet allow him to continue helping students and teachers add value to education with technology rather than merely adding to the bottom line.

Talkback Most Recent of 32 Talkback(s)

  • Another open source textbook start-up
    Flat World has been covered at ZDNet Open Source for a few years now, and as of last year they had 40,000 students using their electronic textbooks. Free to download, you only pay for prints and other stuff. http://www.zdnet.com/blog/open-source/some-40000-college-students-studying-on-a-flat-world/4688
    ZDNet Gravatar
    DanaBlankenhorn
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    Something to keep in mind as this transition is in the works is the bookstore function on various campuses. Some, not all, bookstores owned and operated by universities spin off their "profits" to support student activities, scholarships and other student-related benefits. Many students are also employed at the bookstore. The collapse of the for-profit book industry would seriously impact this system. Of course, students would have another $400 to $800 at their disposal if texts did not have a significant cost. The traffic through most university bookstores that is driven by book sales also strongly contributes to sales of everything from pens to computers and entertainment systems.
    ZDNet Gravatar
    dnendza
    4th Aug 2010
  • Flexibility more important than cost
    The move toward differentiated learning and individualized lesson plans actually give an open textbook more relivance. If educators can be flexible, there is no reason why a focused textbook couldn't be generated every month for each student. Addressing known weaknesses specifically, and setting stretch goals for areas of strength. Individualized for a student's learning style. Instead of substituting for the textbook, use the flexible media to allow the local community, or individual to set the standards it wants to teach.
    ZDNet Gravatar
    jcschweitzer
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    @jcschweitzer ,
    Yes, and then the vendors can create versions for Texas and the rest of the country. The Texas School Board can have texts that deny Darwinism without foisting "Creationist Theory" on the rest of the country.
    FTH
    ZDNet Gravatar
    fromthehip
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    @fromthehip: I'm frankly more worried about who is going to finance the fact checking, copy editing, illustration and other and related activities required to make a high quality textbook. Particularly for niche topics.

    If you kill the for-profit industry and replace it with bare-bones, dirt-cheap electronic alternatives, how will that work get subsidized. It's not like the book industry (textbooks and popular press) is bringing billions of dollars in profit. Their revenue stream may be large, but so are their costs.

    And it's ridiculous to think that volunteers will completely pick up the slack. Try using Wikipedia to research a niche topic (other than useless TV trivia), say ... the use of propaganda and other communication strategies in the anti-slavery movement. You aren't likely to find much, or anything cohesive. There are, however, several excellent textbooks on the subject. If you kill the whole industry, though, these sorts of niche books die as well. Profits from popular titles help to subsidize their creation.
    ZDNet Gravatar
    Rob Oakes
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    @Rob Oakes
    How much in a textbook is really new or original from one version to the next? The physical publishing and distribution costs are big factors in overall textbook costs that could be reduced or eliminated by ebook publishing.
    Finally, ebook publishing would allow students to actually keep copies of their textbooks for future reference without trading them in for a pittance or having to provide storage area for bulky books.
    ZDNet Gravatar
    terry flores
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    @terry flores: "How much in a textbook i really new or original from one version to the next?"

    You would be shocked. And it really depends on the textbook. In my field (biomedical engineering), the material in textbooks changes radically. This may not be true for a physics text, but "static" content is the exception, not the rule.

    Technology, culture, social sciences, psychology, and related textbooks change a great deal from edition to edition. Perhaps this is less of a consideration for introductory courses, but higher level textbooks may be completely rewritten from one edition to another. An acquaintance of mine recently released a new edition of his medical genetics textbook. He rewrote nearly 70% of the text to incorporate new findings.

    To simply assume that there is no new synthesis of knowledge is simply ignorant and arrogant.

    And no, physical publishing and distributions costs are not nearly as big as you seem to think. For a $50 book, physical costs count for about $10 - $15. By far the majority is due to pre-print production. (Illustration, editing, coordination amongst multiple contributors, rights acquisitions, etc.) On the book I'm working now, 70% of our budget is dedicated to pre-print issues. The remainder is for the author advance and printing costs.
    ZDNet Gravatar
    Rob Oakes
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    @jcschweitzer
    Sounds like Encarta all over again. In the UK version Alexander Graham Bell invented the Telephone and Marconi the wireless, in Italy it was two different people. Whats the point if two different students know two different truths?
    ZDNet Gravatar
    zdnet@...
    10th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    As class sizes increase, online grading systems appear to be taking off. I know many people who use major publisher's texts just because they can assign homework to be graded automatically by the publisher's web site. I suspect that the textbooks will not go away until there is an open-source homework grading program to go with the open-source texts, at least in colleges with large student-to-faculty ratios.
    ZDNet Gravatar
    jgeorge12001@...
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    All excellent ideas and wishes. But instead of books, it'll mean every kind in schoolw will requiire a computer. Will he carry that home in order to do homework or will he need to have bought his own? Either way it puts a burden on people to pay for these things and not buying textbooks does not save all the money spent on them when you consider the size of the computer room and its staff to support it and the computers that connect to it. The realities of the imiplementation have been completely ignored that I could see here.
    I wonder how much of the textbook savings is real and suspect it will outspend using actual text books because of the ease of fraud, etc. in such a system. I've found that the CA reports on this are seriously flawed and biased, depending on who you listen to and as usual there is no "clearing house" of accurate informatoin to draw from. I'd like to see some links to supporting articles for this concept so I can learn more; I haven't found anything good enough to trust.
    ZDNet Gravatar
    tom@...
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    @tom@... As a sometimes educator, I'm actually very concerned about the recent faith in technology. Computers, interactive lesson plans, and other high-tech gadgetry hasn't shown itself to be better than older models.

    If there is high quality content, then there is learning. But for a lot of subjects: engineering, math, sciences, etc. there is no evidence that tech is better than lecture, paper, discussion, and practical hands-on experience.

    In the engineering department at my school, for example, many professors are going back to blackboard lectures for mathematics because it better allows for the students to follow the formulas. Powerpoint, Flash, and interactive content is good for some things, but not others. And the creation of such content can eat into time better spent doing other, higher impact things.
    ZDNet Gravatar
    Rob Oakes
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    @tom@... Can you say eReader? Maybe the next 12 months will bring us cheaper alternatives to the ipad? That's the reality of implementation. The wheel has already been invented.
    ZDNet Gravatar
    trent1
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    One of the problems you will face is forcing the professors
    to give up the revenue stream they get when they a student buys a copy of text book they have an interest
    in. Another problem will come from various relationships
    that exist between the administrators and publishers.
    It would not surprise me to learn that a publisher might
    pay someone off to be the exclusive "provider" of books
    much in the way vendors pay for the rights to sell to
    the students.

    As to the "problem" of every student needing a computer,
    the costs of a net book is less than the cost of a typical
    semesters worth of textbooks.

    The real questions will be with regards to keeping books
    up to date, preventing people from rewriting/altering
    histories, having some people claim the writing violates
    their copyrights, and so forth.
    ZDNet Gravatar
    richard233
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    @richard233: Throw in there the question of, who will write the books. The textbook industry leverages academic experts (the professors) and provides them an incentive to create high quality books.

    (Sorry to burst your bubble, but a professor doesn't stand to earn much by obligating his class to use his own book. I'm working on a communications book now, and the royalty will be about $5 a book sold. If a class of 30 uses my book, that's only $150.)

    (That amount of money doesn't come close to covering the time investment made to write and edit a book, usually totaling thousands of hours. For that reason, most professors do not write their own books. Which is a shame, since the classes would be better organized, more cohesive and interesting if they did.)

    (It's a much better strategy to write an exceptional book and have it adopted in many Universities. Which is very hard to do.)

    If you take away the incentive to work on books, who's going to write them? Seriously. Volunteers? That might work for most general textbooks, but what about the niche subjects? While I might be qualified to organize a book about the electrical system of the heart, I wouldn't want to tackle a book on the regional cultural history of Nothern Ireland. Moreover, most professors I know aren't going to take time out of writing journal articles (which bring prestige, advancement opportunities, and funding) for textbooks (which don't). And if you're hoping that dedication to students or discipline will provide the motivation, I think you're going to sorely disappointed. Additionally, no volunteer is qualified to organize and write such a book. Nor would they have the discipline to copy edit, fact check and update. Don't believe me? Peruse some of the textbooks over on the wikipedia sites. While there are exceptions, they don't represent what I'd call "high quality scholarship."

    I'm not saying that Open Source textbooks are bad, or evil, but that we should be realistic. Paying professors to write books, even if they do force their students to buy a copy, is hardly evil.

    And in the case of tech versus books, I think we're merely changing one overlord for another. I have yet to see any significant cost savings from the adoption of tech. Not as a student, and not now.

    For that reason, in a war between publishers and technology mega-billionaires, I side with the publishers.
    ZDNet Gravatar
    Rob Oakes
    4th Aug 2010
  • RE: Can the founders of Sun Microsystems finally break our textbook habit?
    @Rob Oakes

    Who pays the instructor to create a course outline and other materials? Who pays for the research or analysis that creates the knowledge within a textbook? The institution does. Remember "publish or perish"? That could easily apply to textbook creation as well.

    Don't get me wrong, I firmly believe that researchers and educators are great contributors to our society and should be respected and compensated for their work. But just like any other process, we need to drive inefficiency and waste out of the system and strive for improvement.
    ZDNet Gravatar
    terry flores
    4th Aug 2010

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