Analyst Report

By: Courtney OConnor

ETEC 522
June 29th, 2014

About &
Rationale:

Glogster is an online website whose software allows users to

make interactive multimedia posters also called glogs that
are loaded with text, graphics, music, hyperlinks, and videos. It
serves as a social network that allows its users to share their
glogs with others, add friends and leave comments. It was
originally created as an area for creative expression online and
as an alternative to creating the traditional posters and signs
using paper, pens and markers.
As Glogster began to grow into the education market, it found
that some teens were posting content to the website that would
be considered inappropriate for school. In conjunction with
their main website, they have also produced GlogsterEdu. While
the original Glogster appeals to teenagers seeking a creative
outlet, GlogsterEdu provides a secure opportunity for educators
and students to create and view other published academic work.
GlogsterEdu is a web 2.0 tool that provides an alternative to the
traditional poster presentation by students to create interactive
posters. Their website allows for easy integration of digital tools
into classroom activities, allowing teachers to prepare students
to use digital media more effectively. By using Glogster,
students are able to research, find, facilitate and share
information in a secure collaborative digital environment. While
there are many web 2.0 tools that encourage 21st century
learning, there is little competition for interactive posters.
As of May 2014, Glogster.com no longer accepts new registrants
and is instead focusing their energy on GlogsterEdu.

History & Founders

Glogster was originally founded by Roman Smola,
Martin Santorcl and Patrik Prepsl and was launched in
the Czech Republic in December, 2007. Before creating
Glogster, the founding team had previous experience in
startup companies launching WDF a creative digital
agency in 1999.
Originally Glogster was intended to be an improvement
for the social networking website Myspace. The original
founders are still involved with Glogster Inc. and have
expanded from the Czech Republic to Boston, Mass.
with a staff of under 50 members.
After originally appealing to European teenagers,
Glogster attempted to expand into educational markets.
GlogsterEdu was created in 2009, two years after the
original website was launched. Currently over 1.2
million teachers and 14 million students are using
GlogsterEdu.
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Market
Analysis

MARKET FOCUS:

GlogsterEdu is available for use

worldwide to those who have access to a
computer and reliable Internet
connection. While GlogsterEdu provides
options for individual schools and
districts, their premium packages target
elementary and high school teachers as
their target audience/buyer. The majority
of Glosters users come from the United
States and are between 13-20 years old.

MARKET ANALYSIS:

There is a growing need in Canada and the United States to incorporate digital learning
into everyday teaching practices. When using Glogster, students are able to enhance
their creativity and effective communication skills through a different medium. Student
collaboration is also encouraged in reviewing other work. By using digital pictures,
audio, video and other textual elements to produce their posters, students are able to
develop their visual literacy skills that are needed by 21st century learners. As students
are continually exposed to a variety of visual images expressing different messages and
information, it is important to understand how to develop and construct these images
themselves. In addition to developing visual literacy skills, information literacy is also
enhanced when students locate, gather, analyze, and organize information and images
in order to create their own final product.
Web-based tools can help support learning, especially in the development of analyzing
online texts. The National Council of Teachers of English (NCTE) argue that in order to
prepare students to be active, successful participants in the 21st century, they should be
capable of designing and sharing information and develop proficiency and fluency with
the tools of technology. The ability to understand, evaluate, and create a variety of texts
is essential to students in preparing them for their future.

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Market
Analysis

While Glogster is able to promote learning, it is important to

consider the availability of computers and a reliable Internet
connection within a given classroom and school. Glogsters
success would also depend on how many teachers are
currently attempting to incorporate web-based tools and

websites into their current teaching practices. As a result of the 2009 study by the U.S Department
of Education, 92% of secondary schools had access to computers that were used for instruction.
While a vast majority of these computers were not located in the classroom or on a portable cart,
they were present in the school.

Competition &
Differation
Combining the sometimes and often category of the survey, 75% of elementary school
teachers reported using computers either in the classroom or school for instructional use.
Meanwhile, 59% of secondary teachers reported using their computers in the classroom and
64% reported using computers outside of the classroom for instructional use.
Teachers in the United States have access to computers within their teaching locations to use
Glogster in their teaching practices. As seen by the survey, a majority of these teachers have
attempted to use web tools and computers in their teaching practices, making Glogster a
viable option to incorporate into their lessons.

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Glogster is in a unique position because there is no

competition in their market. They are the leading web 2.0
tool that allows users to create virtual posters. Given that

Competition &
Differation

there is no competition in this area, some may question the

longevity of the product. The company has recently closed its
Glogster.com address as a result of the website declining over
recent years.

SWOT
Analysis
Strengths:

Has been continually increasing their subscribers since its creation seven years ago.
Recognizing that users on the main Glogster website have created inappropriate content in the past,
Glogster took great efforts to produce a second website to focus on their GlogsterEdu and to expand
into the educational market.
Glogster also provides a variety of paid services. In addition to their limited free subscription, they
have three options for paid premium services. These premium services accurately reflect the needs of
their target audience and last for one year.
o In addition, users also have the opportunity to design a custom plan to suit the specific needs
of the customer.
Glogster is user-friendly and students can create creative, high-quality assignments.
Teachers can create lessons surrounding a variety of subject matters. The topics are not limited.
Enhances 21st century skills that teachers are looking to teach their students.
Generates enthusiasm in class and provides an alternative learning source/assessment for different
learning styles.
Limited competition allows for control of the market. Users will be hard pressed to find the product

Weaknesses:

Very little information is listed on their website about their current management team and who is in
charge. While the original founders are still listed, it is difficult to tell what their current involvement
is.
While the numbers in subscribers continue to grow, very little of these subscribers pay to use the
services. However, they did mention that they are limiting the use of their free product in hopes to
encourage paid subscriptions. While they list having 1.5 million teachers and 14 million students
registered only 14,300 schools worldwide pay for their subscription. According to the National Center
for Education Statistics, there were 98,817 public schools during the 2009-2019 school year.
As seen by the two photos, their website lists conflicting numbers of enrollment for students and
teachers. This could be a result of not updating all their website and information to reflect current
information, but it does leave investors and customers confused.
Recently closed their public Glogster.com product as a result of the website declining. While they are
pouring their energy into their GlogsterEdu product it does question the potential of their second
venture.
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Opportunities:

As a result of closing their free social networking site Glogster.com on May 12, in 2014 the
company can continue to grow and focus its energy on GlogsterEdu.
More school partnerships can increase and foster positive web 2.0 learning in schools.
Increase in revenue from premium subscriptions could be a positive result of limiting their
free content.

Threats:

Copyright laws. Glogster mentions in their terms of use that users should not upload or post
any material protected by copyright without the express written permission of the owner of
the copyright or trademark. It is inevitable that copyright infringement is going to occur on
numerous occasions. Students need to be instructed on how to follow these laws properly.
o However, with the companys small staff, it would be difficult to monitor all copyright
infringements and remove any unlawful, abusive, defamatory or otherwise
objectionable content.
As Glogster is a social networking site, there is potential that in some school districts that
special permission either from parents/guardians, the school and the district would need to
be granted before use. This could potentially set up barriers limiting its users.
Using Glogster requires each student to have a computer, work in pairs, or to take turns
working on the computer. While the market reports that all public schools in the United
States have access to computers, constant access to multiple computers and reliable Internet
in and outside out school could limit subscriptions.

While Glogster is an effective tool for teachers that

helps promote 21st learning and the use of digital
tools within the classroom, the companys current
shift in focus from Glogster to GlogsterEdu makes me
hesitant to offer a recommendation for investment.

Recommendation

While the company is focusing their efforts on increasing their paid subscriptions, there is risk
involved.
Glogster offers a product that has limited competition, but its recent closure of Glogster.com as a
result of a decline in the website is a cause for alarm. If the company was focusing on expanding
their services as a result of the success of their first venture, I would be more optimistic about the
potential of GlogsterEdu. While the market for Glogster and GlogsterEdu targets different
audiences and different motivations for use, I am skeptical about a secure investment.
The lack of information given about the parent company also raises some concerns. While the
majority of business comes from the United States, Glogster is a subsidiary of a company that
operates overseas in Europe. This would not be so alarming if more information would be given
about the relationship between these two partner companies.
While there is proof that a majority of teachers are incorporating digital technology into their
teaching practices, I believe that the risks in this venture outweigh the potential for future
investors.

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References
Glogster. (2014). Advertise & partner up about Glogster. Retrieved from
http://www.glogster.com/advertise-and-partner-up
Glogster. (2014). Terms of use. Retrieved from http://edu.glogster.com/terms-of-use
Glogster. (2014). What, why and where is Glogster. Retrieved from
http://www.glogster.com/what-is-glogster
Gray, L., Thomas, N., Lewis, L., Tice, P. (2010). Educational technology in U.S. public schools: fall
2008. National Center for Education Statistics. Retrieved from
http://nces.ed.gov/pubs2010/2010034.pdf
Gray, L., Thomas, N., Lewis, L., Tice, P. (2010). Teachers use of educational technology in U.S.
public schools: 2009. National Center for Education Statistics. Retrieved from
http://nces.ed.gov/pubs2010/2010040.pdf
Guinan, S. (2012, Nov. 25). 10 reasons for teachers to use EduGlogster. Edukwest. Retrieved from
http://www.edukwest.com/10-reasons-for-teachers-to-use-eduglogster/
Moore, G. (2010, Jan. 5). Glogster targets teen and educational markets. Boston Business Journal.
Retrieved from http://www.bizjournals.com/boston/blog/mass-hightech/2010/01/glogster-targets-teen-and-educational-markets.html
National Council of Teachers of English. (2013). Position Statement: The NCTE definition of 21st
century literacies. Retrieved from
http://www.ncte.org/positions/statements/21stcentdefinition
Web 2.0 Tools. (2014). Glogster, a web 2.0 teaching tool supporting 21st century learning skills.
Retrieved from http://www.web2teachingtools.com/glogster.html

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