Is Blackboard Inc. really worth $3 billion?

August 2, 2015 Tony Bates

WebCT to BB 2

Baker, L., Roumeliotis, G. and Stone, M. (2105) Education company Blackboard seeks $3 billion sale – sources Reuters, July 28

Fleming, B. (2015) The Real Vision Behind the New Blackboard, Eduventures, July 31

I have a special interest in Blackboard. In 1995, I gave a grant of $25,000 from the university’s fund for distance education to a young, untenured associate professor named Murray Goldberg in the Department of Computer Science at the University of British Columbia, to cover the costs of two of his research assistants who were finalising the development of WebCT, the first real LMS.  In 1999, WebCT was sold to ULT, who then in 2006 sold the product on to the current owners of Blackboard, Providence Equity Partners LLC, who further developed the product to its current state. So in a sense I was a midwife to Murray’s Blackboard baby. From a small acorn grows an oak.

So I was particularly interested when Reuters reported that:

Blackboard Inc… is exploring a sale that it hopes could value it at as much as $3 billion, including debt.

Now $3 billion is a lot of money for a company that specialises in software mainly for the higher education market. (It’s a lot of money for a company specialising in anything, for that matter). So what makes Blackboard think it is worth this amount to a buyer?

Blackboard Ultra

It’s probably no coincidence that Reuters reported this at the same time that Blackboard announced its new learning platform called Ultra. (Yes, groans from all the faculty who have just moved up to the latest version of Blackboard Learn). However, although I have not yet seen Ultra in operation, it is reported to be much more than just an LMS.  According to Brian Fleming, a senior analyst at Eduventures:

Ultra consists of an integration of three core products (Learn, Collaborate, and Mobile) into one coherent, responsive, and immersive platform. It includes a radically improved user experience (UX) and a number of improved workflows, including drag-and-drop capabilities, embedded grading tools, mobile communication features, and expanded analytics.

In other words, it’s more of a complete learning platform than an LMS. Fleming believes this makes Blackboard Ultra a:

product that is on par, if not prepared to outmatch, its most agile competitors (ahem, Canvas).

More importantly, according to Fleming,

Bb now has the foundation it needs to develop a comprehensive learning analytics platform unlike anything the education world has seen.

But before you rush out to buy Blackboard stocks, you might like to listen to this old midwife (especially as the company is private at the moment and isn’t publicly listed, so it has no stock to buy.)

Risks and opportunities

I’m not a financial analyst, but I do know a bit about learning technologies, and here are some of the risks or challenges I see for Blackboard in the future that might influence whether or not you rush out to buy the stock of any company that buys Blackboard. (I doubt whether anyone actually contemplating buying Blackboard will read my little blog, but the advice is free.)

1. A maturing market 

There are signs that the rapid growth in online learning is beginning to slow down, if not flatten out. The Babson Surveys had been recording growth of between 10-20% per annum in online enrolments in the USA over the 10 years up to 2012. However, the U.S. Federal Integrated Postsecondary Education Data System (IPEDS) survey showed an overall decrease in DE enrolments of 4% from 2012 to 2013. The biggest area was the for-profits, which declined by 17%. Even the Babson Survey recorded a slower growth rate in online enrolments in 2013.

There are technical reasons that make measuring the growth in online learning very difficult, and one year is not enough to determine a trend. However, the rate of students taking fully online courses in the USA (and Canada) is likely to slow in the future for two reasons:

  • there is a limit to the market for fully online studies and after 10 years of fairly large gains, it is not surprising that the rate now appears to be slowing down
  • as more and more courses are offered in a hybrid mode, students have another option besides fully online for flexible study.

However, offsetting this is the much bigger move to blended and hybrid learning, resulting in the use of online learning in campus-based classes. This is a much bigger overall market than the fully online student market, and has hardly been touched yet outside North America (Blackboard is actually used more for on-campus than fully online courses in the USA). As more and more institutions move to blended learning, so will the demand for software to support such course designs. So while the market is changing, the demand for some kind of platform to manage the online, and increasingly the on-campus components, is likely to continue well into the future. The market then may be maturing but there is still plenty of room for growth, especially internationally. At the same time, the product has to meet the demands of new blended course designs and not be merely an online platform somewhat adapted to use on campus. It remains to be seen whether Ultra can really respond to that requirement.

2. Increasing competition from other integrated platform providers

This is probably Blackboard’s most obvious (but not necessarily most serious) challenge. It is operating in a market with more than 50 direct competitors, and the list grows almost daily. Some of the later entrants, such as Instructure and Desire2Learn, have been taking a big bite out of Blackboard’s market in recent years. Learning platforms still require a relatively low-entry level of technology/software development and it is not difficult to design alternatives on the general theme. While Ultra certainly will help Blackboard to push back against its competitors, they too will not stand still in new software developments and approaches. So while the overall market may be maturing, the consolidation into two or three dominant players seems to be moving even further away.

3. Alternatives to course platforms

The design of Ultra in bringing together a range of disparate but proprietary products into one integrated, consolidated product or platform is being countered by moves to lighter, stand-alone, often ‘open’ technologies that the end-users (both teacher and learners) integrate on an ‘as needs’ basis. This can be seen particularly in the use of social media, such as blogs, wikis, You Tube videos, and mobile apps.

On the other hand, I have also argued elsewhere that the need for some kind of platform that enables learning materials to be stored and organised, limits access to registered students and appropriate teaching staff, provides secure assessment and learning analytics, and offers a central, single location for student work, is not likely to go away well into the future.

The question though is whether the kind of proprietary system such as Ultra is the best way to provide such a platform. Open source solutions such as Canvas and WordPress provide more flexibility and allow more easily for future technology developments and new teaching approaches to be incorporated.

Watch this space

These arguments of course may be actually just academic. No-one has yet made an offer and although suggestions have been made that Oracle, Microsoft or some other company with data-based products might be interested, Blackboard sits in a fairly small, niche market.

In the meantime it will be interesting to see how many institutions, having made the investment in Blackboard Learn or some other LMS, are willing to go through the major upheaval needed to move to a new platform such as Ultra. If I had $3 billion to spend, I’d wait and see – but then that’s why I don’t have $3 billion in the first place.


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