Diluting the Dream

I have noticed an unseemly shadow slowly overtaking the document camera industry over the last half-dozen ed-tech conferences, a trend that deeply bothers me: some companies, most recently Aver Information and Lumens, seem to be disengaging from their core mission of selling visualizers and promoting visual teaching and learning. Instead, they are refocusing and retooling their business in favor of display sharing software, school video security systems, or even video conferencing.

Why are they doing this? Evidently, the document camera market has been shrinking, as it approaches 60% deployment in U.S. classrooms. They need to feed the revenue zombies with additional profit centers it seems. They need to survive.

Why does this trend deeply concern me?  Well, I would rather see these companies concentrate on

•  teaching strategies using document cameras;
• better professional development for visualizer use;
• visual teaching and learning approaches.

Doing these things well will create a welcome swell of new customers. Providing professional development services will usher in a fresh new revenue stream for a rapidly fossilizing hardware market. Concentrating on the instructional use, and not the hardware specs, of visualizers will create a freshness in the education market.

It’s always easy to follow the hardware breadcrumbs for revenue. But forsaking the heart of the matter—visual teaching and learning—is an immense mistake. That’s the core mission for these companies. Unfortunately, some of these firms are diluting their future potential by diversifying and moving away from their core.