Public school systems are cheerfully decorated dictatorships: discipline, standards, and testing are the driving concepts of modern k-12 education. The very reason why districts purchase bundles of the same textbooks is so they can keep classrooms in lockstep alignment as teachers meticulous meet timely instructional goals. Amplify, NewsCorp’s new education division, finally revealed its long-awaited flagship product: a sophisticated tablet designed specifically for schools, which many finally be the perfect bureaucratic blend of classroom management, assessment, and monitoring that schools need to adopt technology en mass.
紀律、考試、規(guī)范……21 世紀的 K-12 教育(特指美國幼兒園至高中畢業(yè)教育階段)依舊墨守成規(guī)。默多克領(lǐng)導(dǎo)的新聞集團卻決意顛覆陋習(xí):它重塑旗下教育部門 Amplify,推出醞釀已久的旗艦產(chǎn)品——集課堂管理、評估、監(jiān)測功能為一體的教學(xué)平板電腦。

As to those features: Amplify’s Android-based 10″ tablet comes preloaded with all the basic learning software that teachers need to dole out information on any given subject: textbooks, multimedia lessons, Encyclopedia Britannica, and a graphing calculator. It even includes the widely popular Khan Academy suite of YouTube-based lectures, which were recently converted to an off-line textbook-style format.

More importantly, Amplify’s tablet suite is a managerial dream: teachers can carefully monitor students behavior, administrators can deploy content across an entire grade-level, and districts can evaluate schools with custom standardized tests.

Amplify gives teachers, as both disciplinarian and educator, impressive control. They can selectively enable or disable apps to direct student learning; distracted students get an “eyes on teacher” alert if their usage behavior indicates an inattentive mind. Impromptu polls and tests individually evaluates each student and gives them customized refreshers.

這款 10 英寸的 Android 平板電腦預(yù)裝有基本的學(xué)習(xí)軟件,包括教科書、多媒體課程、《大英百科全書》以及圖形計算器,甚至還有當(dāng)前流行于 YouTube 的 Khan Academy 系列課程。不過,它最大的賣點在于課堂管理:老師們可以監(jiān)控學(xué)生的學(xué)習(xí)狀態(tài),當(dāng)有人分心時,系統(tǒng)會自動發(fā)出“注意聽課!”警告。同時,老師能用自己的客戶端打開或關(guān)閉學(xué)生終端上的 app。當(dāng)學(xué)生完成一個學(xué)習(xí)階段,系統(tǒng)就會提供個人測驗題,評估學(xué)習(xí)效果,并為學(xué)生定制個性化復(fù)習(xí)方案。除此之外,教學(xué)主任還能為整個年級統(tǒng)一安排學(xué)習(xí)內(nèi)容,同地區(qū)的學(xué)??梢越y(tǒng)一考試。

The very cost-structure of the tablet system is designed for administration. Even with a two-year subscription at $99 per year, the wifi-enabled tablet is still a pricey $299 (a 4G version is $349 with a $179/year contract). But, it’s meant to be purchased by whole schools, districts or states, and comes with 24-hour live technical support to ensure students are meeting goals in a timely fashion. If schools could replace some of their textbooks and IT overhead, the cost appears less daunting. But, it’s still high.

不過,這套平板系統(tǒng)并不便宜。學(xué)校需為教學(xué)軟件支付兩年的訂閱費用($99/ 年),以及每臺平板電腦 $299 的購買費用(4G 版則是 $349 美元),而該設(shè)備只能在 wifi 環(huán)境下運行。同時,學(xué)生和老師必須全都配備 Amplify 平板,才能用作教學(xué)。這意味著學(xué)校得大量購入 Amplify 平板電腦,但即便它能替代教科書和其它 IT 設(shè)備,支出仍顯昂貴。

However, News Corp.’s plans for education were quickly derailed by the infamous phone-hacking scandal that forced Klein leave his position to lead the company’s internal investigation. After two years of investigations, trials and more, News Corp. rebranded its education unit last summer as “Amplify,” revealing some of the basic tenets that would shape its digital strategy, which include “assessment via mobile tools, curriculum design and the online distribution of resources via AT&T-powered tablets,” as Greg wrote at the time.

A little over two years ago, Murdoch set out leverage the News Corp. brand to help fix a public education system that, in his words, has “l(fā)ower standards than American Idol,” hiring one of the more prominent figures in American education, former chancellor of New York schools, Joel Klein, to pursue opportunities in EdTech. With Klein as his new education guru, the pair quickly made their first big strategic move, acquiring New York-based software, assessment and data services startup, Wireless Generation, for a whopping $360 million.

精明如默多克,自然不會做虧本生意。他曾表示美國 K-12 教育是一個價值5000億美金的待挖掘的市場,而有人揣測默多克正是看中這塊大蛋糕,才跨界進軍 EdTech(電子化教學(xué))領(lǐng)域。雖然 EdTech 領(lǐng)域早已人滿為患,得意失意者不乏先例,但默多克在下更大的一盤棋:以三億六千萬美金收購創(chuàng)業(yè)公司W(wǎng)ireless Generation(提供數(shù)據(jù)和評估服務(wù)的軟件公司),聘請美國教育界風(fēng)云人物 Joel Klein,和 AT&T(美國電話電報公司)共推平板電腦,打通軟、硬件平臺。

Amplify 允許企業(yè)通過客戶端向?qū)W校出售課程,學(xué)??梢再徺I教學(xué)工具以及存儲數(shù)據(jù)的底層框架。

EdTech 的贏家都明白一條真理:壟斷才是王道。學(xué)校需要的是整體解決方案,以及強力的技術(shù)支持。前有 Google 憑州級政府采購面向教育的Google Apps服務(wù),而贏得兩千多萬用戶,現(xiàn)有新聞集團野心勃勃搶占市場,一心在教育界掀起顛覆性改革浪潮。