Chinese schools to install 2.1m projectors by 2013

Colin Messenger, senior consultant, Futuresource said; 'With 4.5m classrooms in 700,000 schools, the opportunity for growth in China is huge. However, not all of this market is, or possibly ever will be, in a position to adopt these classroom technologies, either due to a lack of funds or even a lack of basic infrastructure and electricity. Additionally, over half of the schools in China are in rural areas and exhibit a very traditional approach to teaching practices.'

The Futuresource report also includes details of 100 interviews carried out with principals and administration executives within schools, universities and the Ministry of Education. These interviews showed that nearly two out of three had concerns with their current situation, with many saying they had too few computers or the equipment and software were poorly managed. Surprisingly, almost 90 per of those interviewed were aware of IWBs, a far higher percentage than in India or Brazil. However, not one of them could name a leading international IWB brand.

'One in every seven IWBs sold worldwide originates from China,' says Messenger, 'and Chinese brands account for nearly 90 per cent of sales in China; which is no mean feat considering not one of the top ten projector vendors originates there. The main barrier to success for non-Chinese vendors is the proliferation of local manufacturers - over 50 have been located in our research, and most of their products are basic in function, but significantly cheaper, and locally known.

'For a non-Chinese manufacturer considering entry into this marketplace, the key to success is in the targeting. Many education establishments will not be willing or able to pay the extra costs of a non-Chinese brand. Therefore, the focus must be on the private schools and universities, many of which have a more Western outlook and are more likely to invest in quality, branded technology, as this can be used by the school as a unique selling proposition to differentiate themselves and attract students as part of their commercial recruitment drive. Providing free IWBs to a school may be a necessary cost of introduction,' adds Messenger.
 

The Future for Schools Technologies: China is the final report in the BRICs (Brazil, Russia, India & China) schools technology series. For more information or to make a purchase, contact Colin Messengerhere.