The Diffusion of The Diffusion of Smartboard Smartboard TechnologyTechnology

Karen V. BunnKaren V. BunnWalden UniversityWalden University

Diffusion and Diffusion and Integration of Integration of Educational Educational

Technology EDUC Technology EDUC 71017101

Dr. Jock SchogerDr. Jock Schoger

SMART TechnologiesSMART Technologies is an is an interactive products company, best interactive products company, best known for its interactive, touch known for its interactive, touch screen whiteboard, which can be screen whiteboard, which can be hooked up to a computer and hooked up to a computer and projector. The computer screen is projector. The computer screen is projected onto the board where you projected onto the board where you can use a finger to touch menu can use a finger to touch menu buttons and control applications or buttons and control applications or write on the board with a finger or write on the board with a finger or pen tool. Everything done on the pen tool. Everything done on the SMART BoardSMART Board is digital, so it can be is digital, so it can be saved to an electronic file, saved to an electronic file, modified, reused or repurposed, as modified, reused or repurposed, as needed.needed.

Idea for Idea for SmartBoardSmartBoard

Smartboard Technologies founded in Smartboard Technologies founded in 1987 by partners 1987 by partners

David Martin and Nancy KnowltonDavid Martin and Nancy Knowlton, a , a venture that initially began as venture that initially began as projector distributors. SMART projector distributors. SMART

Technologies is the industry pioneer Technologies is the industry pioneer and market leader in developing and market leader in developing

collaborative products for classrooms collaborative products for classrooms and meeting rooms. and meeting rooms.

ResearchResearch Stage 2Stage 2

Initial funding for the Smartboard wasInitial funding for the Smartboard was

provided by revenue generated throughprovided by revenue generated through

projector sales and was directedprojector sales and was directed

toward its research and development toward its research and development

Major InvestorsMajor Investors

The Company is owned by the co-founders, Intel Corporation and The Company is owned by the co-founders, Intel Corporation and funds advised by Apax Partners, all with a minority position.funds advised by Apax Partners, all with a minority position.

Intel Capital Intel Capital Intel's venture capital organization, makes equity investments Intel's venture capital organization, makes equity investments

in innovative technology start-ups and companies worldwide. in innovative technology start-ups and companies worldwide. Intel Capital invests in a broad range of companies offering Intel Capital invests in a broad range of companies offering hardware, software, and services targeting enterprise, home, hardware, software, and services targeting enterprise, home, mobility, health, consumer Internet, and semiconductor mobility, health, consumer Internet, and semiconductor manufacturing. manufacturing.

Apax PartnersApax Partners Apax Partners is one of the world’s leading private equity Apax Partners is one of the world’s leading private equity

investment groups. It operates across the United States, investment groups. It operates across the United States, Europe and Asia and has more than 30 years of investing Europe and Asia and has more than 30 years of investing experienceexperience

Stage 1Stage 1

NeedNeed low speed modemslow speed modems Early versions of Early versions of

Microsoft Windows Microsoft Windows software that were often software that were often unstable and slowunstable and slow

processors with little processors with little graphics capability graphics capability createdcreated

need for quicker, faster, need for quicker, faster, andand

more stable modes ofmore stable modes of collaborative collaborative

communication communication

Stage 3Stage 3

Development: Intended Development: Intended audiences were audiences were Corporate offices and Corporate offices and institutions of institutions of education. education.

The early years of The early years of SmartBoard were SmartBoard were characterized by slow characterized by slow sales as few knew of sales as few knew of the technology or why the technology or why it was needed, its it was needed, its potential, or its potential, or its benefits.benefits.

Stage 4Stage 4

Promotion ofPromotion ofSmartBoardSmartBoard

Marketing was directed at Marketing was directed at educators and private educators and private

organizations who wanted organizations who wanted faster modes of faster modes of

communication, and the communication, and the ability to collaborate or give ability to collaborate or give

lectures at a distance. lectures at a distance. Demonstrations to promote Demonstrations to promote

Smartboard technology Smartboard technology showcased its interactivity showcased its interactivity

and usefulness.and usefulness.

Decision ProcessDecision ProcessKnowledgeKnowledge

By 2000 SmartBoard Technologies hadBy 2000 SmartBoard Technologies had

become popular within institutions ofbecome popular within institutions of

education after discovering how education after discovering how SmartBoard could be utilized effectively in SmartBoard could be utilized effectively in the classroom.the classroom.

The initial small group of educators has grown The initial small group of educators has grown into an international community spanning into an international community spanning over 175 countries. Hundreds of thousands of over 175 countries. Hundreds of thousands of teachers and students use SmartBoards in teachers and students use SmartBoards in classroomsclassrooms all over the world. all over the world.

SMART Board interactive whiteboards lead SMART Board interactive whiteboards lead the interactive whiteboard category with a the interactive whiteboard category with a 53% global market share , 60% in the 53% global market share , 60% in the Americas, and a 64% share in the United Americas, and a 64% share in the United States.States.

To market its many technology products, To market its many technology products, Smart technologies often holds symposiums, Smart technologies often holds symposiums, video contests for educators, and district-video contests for educators, and district-wide share-outs for students.wide share-outs for students.

Decision Process

Communication ChannelsCommunication ChannelsImplementationImplementation

Instructional, professional development Instructional, professional development Student engagement, and participationStudent engagement, and participation Student collaboration tools Student collaboration tools Student motivation and interactivityStudent motivation and interactivity Engages multiple learning stylesEngages multiple learning styles Unlimited resources Unlimited resources Videoconferencing/real-timeVideoconferencing/real-time Broadens communication venuesBroadens communication venues Flexible learning environment in delivering contentFlexible learning environment in delivering content Increased student enrollment and attendanceIncreased student enrollment and attendance Effective administrators become more effective Effective administrators become more effective

leadersleaders

SmartBoard “S” CurveSmartBoard “S” Curve

1987

1991

2002

2000

2009

2008

Has 53% share of global market 60% in

the Americas

1 millionth smartboard produced

Projected sales of over 7 million units

64% share in U.S.

Data by FutureSource Consulting, Ltd.

SmartBoard 20 Years of InnovaSmartBoard 20 Years of Innovationtion Facts & Statistics

1. Over 1,000,000 smartboards have been installed throughout the world in education, corporate, government, and military settings.

2. Over 20,000,000 students in over 900,000 classrooms, in more than 175 countries around the world currently use Smartboards.

3. Over 80% of the top 500 school districts in the U.S. use Smart products

4. Smart technology supports over 44 languages.

5. Corporations and Military organizations such as Texas Instruments, NASA, Dept. of Defense, and Boeing are adopting Smart products globally for training and collaboration.

6. Smart Technologies has reached a billion dollars in sales

Perceived AttributesPerceived Attributes

CompatibilityCompatibility – the degree to which an – the degree to which an innovation is perceived as consistent with innovation is perceived as consistent with the existing values, past experiences, and the existing values, past experiences, and needs of potential adopters. needs of potential adopters.

Relative AdvantageRelative Advantage – The degree to – The degree to which benefits are apparent and which benefits are apparent and measurable: Student engagement, measurable: Student engagement, motivation, enhanced learning, motivation, enhanced learning, collaborative opportunities.collaborative opportunities.

Strategies to PersuadeStrategies to Persuade

Demonstrations, in-class intervisitation, andDemonstrations, in-class intervisitation, and

observations during instruction integrating observations during instruction integrating Smartboard. TheseSmartboard. These

are some of the strategies that are currently being are some of the strategies that are currently being employedemployed

to convince decision-makers to adopt Smartboard to convince decision-makers to adopt Smartboard technology.technology.

Early AdoptersEarly Adopters

Are Teachers, Media Specialist, Are Teachers, Media Specialist,

and Administrators all of whom areand Administrators all of whom are

respected by their peers, and who arerespected by their peers, and who are

considered to be the “go to” person for advice considered to be the “go to” person for advice andand

information about an innovation. All areinformation about an innovation. All are

considered central figures within theconsidered central figures within the

communication network of the school.communication network of the school.

(Rogers, 2003)(Rogers, 2003)

Change AgentsChange Agents Teachers who are perceived as credible trustworthy, Teachers who are perceived as credible trustworthy,

and are considered a near peer.and are considered a near peer.

The teachers who are able to identify and mobilize The teachers who are able to identify and mobilize opinion leaders within the school.opinion leaders within the school.

Media Specialists who work in the library/media Media Specialists who work in the library/media department, who are familiar with Smartboard department, who are familiar with Smartboard technology and its resources.technology and its resources.

Technology Support Technicians (TST) who are Technology Support Technicians (TST) who are responsible for day to day operations and technical responsible for day to day operations and technical support of school’s computers and software.support of school’s computers and software.

SmartBoard Annual Sales of interactive SmartBoard Annual Sales of interactive whiteboard marketwhiteboard market

0

10

20

30

40

50

60

70

2006 2007 2008

WorldwideAmericasAsia/Pacific*EMEA

Data by FutureSource Consulting, Ltd.

percent

*Europe, Middle East, Africa

Critical MassCritical Mass

Initially sales of Smartboard technology were slow, Initially sales of Smartboard technology were slow, (1987-1991) but as both the data of the “S” curve (1987-1991) but as both the data of the “S” curve and Smartboard Annual Sales Chart indicate, critical and Smartboard Annual Sales Chart indicate, critical mass of the Smartboard Interactive Whiteboard was mass of the Smartboard Interactive Whiteboard was reached in 2000. reached in 2000.

The rise in sales overall was due to the thousands of The rise in sales overall was due to the thousands of documented success stories, and change agents who documented success stories, and change agents who were proactive in their quest to bring classroom were proactive in their quest to bring classroom instruction into the 21instruction into the 21stst century. century.

Smartboard considered the premier of interactive Smartboard considered the premier of interactive whiteboards, has been able to successfully sustain whiteboards, has been able to successfully sustain sales through 2008 with projected sales of units to sales through 2008 with projected sales of units to reach 7 million for 2009.reach 7 million for 2009.

Diffusion System ApproachDiffusion System Approach

Smartboard technology’s operational level rose Smartboard technology’s operational level rose from relative obscurity through its creators, who from relative obscurity through its creators, who were the lead users.were the lead users.

Although the Innovation of Smartboard contains Although the Innovation of Smartboard contains characteristics of both centralized and characteristics of both centralized and decentralized approaches, Decentralized contains decentralized approaches, Decentralized contains more factors that make up the entire system of more factors that make up the entire system of diffusion for this technologydiffusion for this technology

The use and benefits of Smartboard technology The use and benefits of Smartboard technology spread initially horizontally through peer spread initially horizontally through peer networks with each adopter serving as change networks with each adopter serving as change agents.agents.

Change Agent RolesChange Agent Roles

Develop a Need for ChangeDevelop a Need for ChangeTeachers as change agents will visit peer often to discuss Teachers as change agents will visit peer often to discuss students’ lack of motivation, uninspiring lessons, and also students’ lack of motivation, uninspiring lessons, and also empathize with peer discussing possible methods for change.empathize with peer discussing possible methods for change.

Establish an information exchange relationshipEstablish an information exchange relationshipOnce the need is established, trust-building is crucial; the Once the need is established, trust-building is crucial; the rapport the change agent has with peer will continue to be rapport the change agent has with peer will continue to be developed by creating a relationship through dialogue on a developed by creating a relationship through dialogue on a daily basis. daily basis.

To Diagnose ProblemsTo Diagnose ProblemsChange agent will discuss alternatives previously tried that Change agent will discuss alternatives previously tried that have not met the peer’s needs, (i.e., lessons containing little have not met the peer’s needs, (i.e., lessons containing little or no interactivity, few meaningful collaborative or no interactivity, few meaningful collaborative opportunities.)opportunities.)

Creating an Intent to ChangeCreating an Intent to Change To further motivate the intended adopter, the To further motivate the intended adopter, the change agent will use the “show and tell” method change agent will use the “show and tell” method by demonstrating use of innovation, its benefits by demonstrating use of innovation, its benefits and efficacy.and efficacy.

To Translate Intent to ActionTo Translate Intent to Action

At this point the change agent will continue At this point the change agent will continue discussions with opinion leaders (principal, discussions with opinion leaders (principal, assistant principal, librarian, media personnel) assistant principal, librarian, media personnel) motivate and encourage communication with motivate and encourage communication with near peers by creating school website near peers by creating school website documenting Smartboard lessons created by documenting Smartboard lessons created by teachers.teachers.

Stabilzing Adoption/Preventing DiscontinuanceStabilzing Adoption/Preventing Discontinuance

To effectively stabilize and reinforce new behaviors To effectively stabilize and reinforce new behaviors for continued use of Smartboard, ongoing for continued use of Smartboard, ongoing assistance (training, resources) will be provided . assistance (training, resources) will be provided .

Achieving a Terminal RelationshipAchieving a Terminal Relationship

Now focused on the goal of transitioning the Now focused on the goal of transitioning the teacher from the role of dependence – to one of teacher from the role of dependence – to one of independence. The teacher will now become the independence. The teacher will now become the change agent by applying new behaviors and change agent by applying new behaviors and learned skills on a regular basis and through learned skills on a regular basis and through motivation by sharing with peers. motivation by sharing with peers.

Laggards/Slow AdoptersLaggards/Slow Adopters

Those who are resistant to adoption Those who are resistant to adoption of new technologies or change.of new technologies or change.

lack of technological skills, lack of technological skills, intimidation, time constraints, or intimidation, time constraints, or level of comfort with routine level of comfort with routine instructional methods.instructional methods.

Methods to Motivate Methods to Motivate LaggardsLaggards

Hands-on training, resources, and on-Hands-on training, resources, and on-going support will be made available. going support will be made available. The relationship and rapport with The relationship and rapport with change agent will continue to change agent will continue to develop until level of comfort is develop until level of comfort is reached, and adopter is able to reached, and adopter is able to sustain momentum and ultimately sustain momentum and ultimately becomes a change agent.becomes a change agent.

The Role of ChampionThe Role of Champion As a champion for Smartboard s a champion for Smartboard technology I assume and accept the technology I assume and accept the role of a leader who will further develop role of a leader who will further develop and build rapport with peers; utilizing and build rapport with peers; utilizing “people skills”, powers of persuasion, “people skills”, powers of persuasion, resources and technical support to resources and technical support to insure that adoption is realized, and insure that adoption is realized, and critical mass is reached and sustained.critical mass is reached and sustained.(Rogers, 2003) (Rogers, 2003)

  ””Leaders instill in their Leaders instill in their people a hope for people a hope for

success and a belief insuccess and a belief in    themselves.     themselves. Positive leaders Positive leaders

empower people to empower people to accomplishaccomplish

    their goals”    their goals”

AnonymousAnonymous

Join the 21st Century

Smart Technology ResourcesSmart Technology Resources Educational sites: Educational sites:

http://faculty.usiouxfalls.edu/arpeterson/smartboard.htmhttp://faculty.usiouxfalls.edu/arpeterson/smartboard.htm

Eduscapes.com Eduscapes.com http://eduscapes.com/sessions/smartboard/http://eduscapes.com/sessions/smartboard/

East Carter School Tech Department:East Carter School Tech Department:

http://www.ecarter.k12.mo.us/dept/elementary/fourthgrade/cchttp://www.ecarter.k12.mo.us/dept/elementary/fourthgrade/ccrites/etipslesson1.htmlrites/etipslesson1.html

Lees Summit Montana School District: Interactive Lees Summit Montana School District: Interactive Smartboard Lessons:Smartboard Lessons: http://its.leesummit.k12.mo.us/smartboard.htmhttp://its.leesummit.k12.mo.us/smartboard.htm

Technology and Innovation in Education (TIE):Technology and Innovation in Education (TIE):http://mtorgrude.tie.wikispaces.net/http://mtorgrude.tie.wikispaces.net/

Fun+with+Math+Using+SmartBoard+TechnologyFun+with+Math+Using+SmartBoard+Technology

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Eduscapes.com: Engaging Learners the Smartboard Way. Retrieved October Eduscapes.com: Engaging Learners the Smartboard Way. Retrieved October 13,2009 from13,2009 from

http://eduscapes.com/sessions/smartboard/http://eduscapes.com/sessions/smartboard/

FutureSource Consultiing, Ltd. Retrieved October 14, 2009 from FutureSource Consultiing, Ltd. Retrieved October 14, 2009 from http://www2.smarttech.com/NR/rdonlyres/96CBA199-BD1E-4F70-B5A4-2B122http://www2.smarttech.com/NR/rdonlyres/96CBA199-BD1E-4F70-B5A4-2B1228145913/0/FuturesourceSMART2008.pdf8145913/0/FuturesourceSMART2008.pdf

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Nancy Knowlton. Retrieved October14th, 2009 from Innovation Alberta. Nancy Knowlton. Retrieved October14th, 2009 from Innovation Alberta. http://http://www.innovationalberta.coEnm/article.php?articleidwww.innovationalberta.coEnm/article.php?articleid=86=86

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ReferencesReferences

Smart Communnities. Smart Communnities. http://http://www.mysmartspaces.co.ukwww.mysmartspaces.co.uk//

Smartboard Research: Smartboard Research: http://http://www.ask.com/bar?qwww.ask.com/bar?q==Smart+Board+Research&pageSmart+Board+Research&page=1&qsrc=6&ab=0&u=http%3A2F%2Fwww.waukesha.k12.=1&qsrc=6&ab=0&u=http%3A2F%2Fwww.waukesha.k12.wi.us%2FWIT%2FSmartBoard%2Fbenefits.htmwi.us%2FWIT%2FSmartBoard%2Fbenefits.htm

Smart Technology Sites: Retrieved October 7, 2009 from Smart Technology Sites: Retrieved October 7, 2009 from http://http://faculty.usiouxfalls.edu/arpeterson/smartboard.htmfaculty.usiouxfalls.edu/arpeterson/smartboard.htm

Wikiopedia.org: SmartBoard Technology. Wikiopedia.org: SmartBoard Technology. http://http://en.wikipedia.org/wiki/Smartboarden.wikipedia.org/wiki/Smartboard

Wikiopedia.org: Wikiopedia.org: http://http://en.wikipedia.org/wiki/SMART_Technologiesen.wikipedia.org/wiki/SMART_Technologies

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