Is Blackboard dying? The latest instalment in LMS wars.

July 15, 2018 Tony Bates

Feldstein, M. (2018) Canvas Surpasses Blackboard Learn in US Market Share, eLiterate, July 8

Kroner, G. (2018) Sensationalizing LMS Market Share in an Era of Fake News, edutechnica, July 13

Don’t assume nothing happens in online learning during the long summer vacation. This little bombshell landed on my screen: 

Blackboard’s continuing loss of market share is at the tipping point of changing from a serious problem to an existential threat.

So speaks Michael Feldstein, reporting that Canvas is now ‘installed’ in two more universities/colleges than Blackboard. From Feldstein’s blog:

Kroner challenges these figures and quotes Phill Miller, chief learning and innovation officer at Blackboard, who said:

the data shared by Feldstein were “not consistent with our own,” which show that “Blackboard remains the dominant ed-tech company around the globe.”

Purely on this data, Feldstein’s claim does appear to be ‘fake news’. Kroner probably is more correct when he says that there is a nice market balance between several competing companies:

  • Blackboard: 28%
  • Canvas: 28%
  • Moodle: 23%
  • Brightspace (D2L): 12%.

But two other factors need to be born in mind.The first is the trend (see the diagram at the start of this post, from the eLiterate blog). The trend is clearly moving away from Blackboard towards other LMS providers. The diagram shows that from being dominant in the 1990s, Blackboard’s market share has declined considerably while that of Canvas, Moodle and D2L have consistently grown. 

However, note that Feldstein’s data apply only to North America (USA and Canada) while Phill Miller claims that globally Blackboard is still dominant. Also, Feldstein reports that Canvas’ focus today is increasingly on the corporate market, suggesting that Canvas sees relatively little room for more growth in the HE market.

Much more significantly, Feldstein claims that Blackboard is in serious financial trouble, needing to make increasingly large interest payments to its private equity owner, Providence Equity, arising from the time that Providence Equity bought Blackboard. To quote Feldstein:

So because of its financing, Blackboard’s continuing loss of market share is at the tipping point of changing from a serious problem to an existential threat.

All worrying if you have a lot of courses in Blackboard.

My views

They are probably not worth much, because I haven’t used an LMS in the last 10 years. However, I was somewhat involved at UBC in the creation of WebCT , which was later bought by Blackboard, so I use that rather tenuous connection as justification for my comments.

What surprises me is that in an age of multimedia and social media, and particularly given the low cost of developing apps and the growth of cloud computing, anyone is using an LMS at all – so 20th century, man! 

As I have said many times, an LMS is merely a digital filing cabinet, somewhat useful to store and arrange your digital learning materials and student activities. An LMS – a specialised database – is just one way to do this. The main issue is not the storage but the interface: how easy is it to store what you want, arrange it and find it, both for instructors and more importantly, for students. Security of course is another issue. Unfortunately so many things have been bolted on to the original database that the interfaces have grown increasingly unwieldy and confusing to students and instructors alike.

I think the LMS has had a much longer run than it deserves. Even though many instructors now are moving to video and web conferencing, evidence from the recent Canadian survey of online learning shows that nearly all institutions are still using legacy LMS systems.

However, today we should be using much more accessible, flexible and simpler tools for online learning. This would involve integrating from scratch mobile and social media tools to give much more power to student content creation and management so they can develop the skill of knowledge management, among other skills. This ‘collage’ of tools would be assembled according to the type of learning that will best enable students to learn skills as well as to access and reproduce content. The LMS does an adequate job on content management but does nothing for skills development, and more importantly the LMS perpetuates the transmission model of teaching where instructors control all content development and management.

So fighting over LMSs systems is like fighting over dying star systems. Move to another world, dude.

For further posts on this topic see:

Why is innovation in teaching in higher education so difficult? 3. Learning management systems

Why is innovation in teaching in higher education so difficult? 2. Legacy systems

Previous Article
Why is innovation in teaching in higher education so difficult? 1. The accreditation agencies?
Why is innovation in teaching in higher education so difficult? 1. The accreditation agencies?

Horn, M. and Dunagan, A. (2018) Innovation and Quality Assurance in Higher Education San Francisco CA: The ...

Next Article
Book review: Open and Distance Non-formal Education in Developing Countries
Book review: Open and Distance Non-formal Education in Developing Countries

Latchem, C. (2018) Open and Distance Non-formal Education in Developing Countries Springer: Singapore The a...