The concept of education is changing at an ever increasing rate. The “velocity” of knowledge-acquisition is leading us to a world of “just-in-time information”. The result is that the relationship between content providers, educational institutions and students is changing at a very fundamental level. This exhibits itself primarily as a change from a period of short term, concentrated knowledge delivery, to one more related to the lifelong, ongoing replenishment and rejuvenation of knowledge. Obviously, this is having a dramatic effect on the way in which those of us in the content creation segment structure our businesses going forward.

We believe strongly that effective corporate strategies are “capabilities driven”. Industry leading companies know what they are good at, how those capabilities create value, and which are the markets where those capabilities can earn them a right to succeed.

If a certain competency plays only a minor role in how a company is positioning itself in their market and creating value for their customers, then they don’t oversupply it. Instead, they put their energy and resources where they are going to clearly differentiate themselves.

Focusing on critical, differentiating capabilities–things that we do better than anyone else and that align with our innovation and overall business strategy–will give us the coherence necessary to outperform and out-innovate the competition. And that, of course, is what innovation and corporate strategy are really all about.

On the surface, our core competency would appear to be the art and animations which we create for our customers. A closer examination of our customer relationships and commentary, however, will show that it is not the visuals themselves that differentiate us, but the value we add to the visuals. We do this in three ways, first through the quality of the scientific and medical content inherent in our visuals, secondly through the processes which we employ to facilitate the timely and cost-effective delivery of our products to our customers, and finally through the deep integration of the fundamental technical toolkits which allow for the delivery of our products on any platform, at any time, with the potential to meet the future issues as they relate to compliance with the various government programs for disabled students.

Our current opportunity within the marketplace is directly attributable to these elements. The leading publishers are now playing the role of developers of mobile application solutions for the material within their libraries. These efforts go far beyond simple print and digital books. Their goal is to bring the world’s best content with its interactivity, social collaboration, and simple ease-of-use, to new and innovative mobile hardware devices. However, they are limited in their capability to integrate the technical requirements of their platforms with the expression of the value of the content itself while remaining true to the efficacy of the pedagogy. As a result, they are currently locked into a cycle which plays to a limited set of outcomes, leading to a much lower value product than they desire.

At imagineeringart.com, we have invested substantial resources in recent years to position ourselves to be able to provide a value proposition that overcomes this obstacle. Our involvement with the IDPF (International Digital Publishing Forum) initiatives has allowed us to become a respected contributor to the development of the current epub3 standard for digital publishing as well as, the EduPub standard for the application of epub3 to education publishing. We have also made certain to employ a toolset which allows us to include various levels of audio and visual enhancements to deal with the current ADA (Americans with Disabilities Act) standards. This has enabled us to develop products which meet or exceed the publishers in-house technical requirements for educational material, and slots easily into their distribution platform of choice. In addition to this, our past experience as a partner with Inkling and their Habitat environment, the digital design and layout platform of choice for most publishers, allows us to easily integrate our workflow to ensure as transparent a development process as possible for our clients.