Blackboard, a company that makes online course software, went public on Nasdaq last week, as reported here by the Washington Post. I couldn’t help thinking for a moment about Blackboard from two perspectives–first as an observer of PRC securities markets, second as a professor in the US who used Blackboard in my teaching.
If Blackboard had been a Chinese company, it would have faced some serious challenges. Of course, the technical challenges Blackboard has dealt with in the U.S. would be about the same in China. Competition from other firms could be expected in both environments, too. But the PRC regulatory environment would add special challenges. Indeed, if Blackboard had been a PRC company, it might have had great difficulty being founded and getting to the IPO milestone it hit yesterday.
Like so many dot com IPOs, Blackboard is an innovative company lacking profits. The PRC Company Law requires that IPO candidates have a record of three years of continuous profits. They must also assure that they will make profits after the IPO. Blackboard would not have met those requirements. Thus, if Blackboard were a PRC company, it could not have conducted yesterday’s IPO. Without that IPO, the hypothetical PRC incarnation of Blackboard might be unable to continue expanding and developing.
Indeed, a PRC incarnation of Blackboard might not have gotten to the current development stage of the US Blackboard. Without a foreseeable IPO, it probably would be harder for a promising but unprofitable start-up to attract investors and employees. Having an IPO on the horizon gave them incentives to put in capital and “sweat equity.”
Finally, without the IPO prospect, would the founders of Blackboard have been as attracted to the ideas behind the company? Might they not have instead sought more secure jobs in government or large existing companies?
The corporate finance implications are not the only differences. If Blackboard were a Chinese company, it might have had a hard time just getting started.
First, it would have been classified as a telecommunications business. That would make it subject to approval from the Ministry of the Information Industry. The maximum percentage of foreign ownership in telecom firms is also capped by PRC law.
Ministry of Education approvals would I think also be required.
Once established, the chat room functions of Blackboard would probably be subject to censorship in the PRC.
All these reasons explain I think why Blackboard is not a PRC company.
On a more local level, the business school in which I teach uses Blackboard software. It is what we use to build and operate course web sites.
While such sites help professors in some ways, I think student expectations are the main reason for their existence. Most contemporary undergraduates are children of the digital age. For most of them, web interaction is the norm.
Besides student expectations, another factor speeding adoption is that textbook publishers provide ancillary content that can be loaded on to Blackboard sites (or in competing products such as WebCT). Such ancillary content typically includes on-line quizzes and chapter summaries in outline form and in PowerPoint slides.
My experience is that few students use this stuff. I do post test grades through Blackboard, and I use the group email feature to distribute announcements and relevant news clippings throughout the semester. And of course I post the syllabus on Blackboard.
However limited my utilization of its features, Blackboard software allows me to maintain a course website with little more than basic “surfing” skills.
While FrontPage or some other HTML editor could be used to construct a course website, I think many academics need even more hand holding. Plus there are some special aspects of course websites (gradebooks, integration with existing registration programs, differing levels of access for various users) so that using a specifically tailored tool like Blackboard makes sense.