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Method of Distribution

Issues Associated with It

Private server

A server that is physically part of the organization’s internal network is used to distribute the learning program.

The challenges involved in distributing information on servers include:

• Technical quality. First, is the server always up and running or is it constantly unavailable because of a problem with some of the hardware or for some sort of maintenance? Second, can users view the information with the equipment and software available to them?
• Currency of information. How recently has the program been updated? Frequent updates are important for two reasons. First, content changes and, as mentioned earlier, learners expect that the information online is the most current and accurate. Second, learners constantly need to see new information on your server as an inducement to return.
• Security of the information and the network. Who can update the program? Can people without authorization easily get into the source files and alter the information? Can people who are not intended to do so easily gain access to your computers and make changes? The security software that protects information on a server from unauthorized access and use is called a firewall.

Leased server

The organization uses a server that is maintained by another owned and maintained by another organization to store and distribute the learning program. The other organization is usually called an application service provider (ASP). ASPs are usually used when an organization is selling some or all of the online learning programs to the general public and want to prevent them from accessing any part of the private network.

The issues in using an ASP are the same as those used for hosting a course on your own private network. However, because the server is owned by another organization, your contract with that firm must specify how the issues raised earlier are addressed.

Warehouse

Used to distribute learning programs on CD and DVD. Specifically, warehouses are intended for:

• The employees and contractors of large corporations that publish many materials for these internal audiences
• Manufacturers and publishers who either act as wholesalers or who sell directly to their customers, without going through stores and other types of retail outlets

An issue to be considered is how many copies to initially prepare and how frequently to reorder. Many warehouses have sophisticated inventory management systems that determine the number of copies to print and, when stock is running low, prompt a reprint.

To hasten the reprinting process, make sure that master copies and printing plates are easily retrieved so the duplication service can start the job as soon as possible. Last, people managing warehouses need to deliver online learning programs on a timely basis to the people placing orders.

The process of filling orders and delivering them to customers is called order fulfillment. Most warehouses have sophisticated processes for filing orders. Organizations managing their own warehouses must develop their own processes.

Retail outlets

Used to distribute general interest online learning programs on CD or DVD. Most retail outlets are supplied from warehouses, and therefore face deal with many of the same issues as warehouses: how many to print, when to reorder, and the like. Like warehouses, stores use sophisticated inventory management systems that suggest how many copies to stock and when to reorder. In addition, distributing communication products through stores poses two unique challenges.

The first is distribution; can you get your materials into the stores? Many stores only deal with large distributors who, in turn, only stock materials published by large publishers.

The second challenge is shelf space: where on the shelf is your learning program placed and how much space do you get? Is the space easily visible to shoppers or do they need a map to find it? Does the store expect a low demand for your learning program and stock only one copy, or have several copies in stock, ensuring one is likely to be available whenever someone wants to purchase it?