How Pearson Is Reinventing Global

Education
Pearson PLC, the worlds largest education company and book publisher, must be doing
something right. In 2012, its three business divisionsPearson School, Pearson Higher
Education, and Pearson Professionalgenerated more than US$9 billion in revenue. But now
the firm is facing three major disruptive changes in its business environment, and how it
responds to these challenges will be critical for its continued success.
First, the rise of digital technologies has cast the entire publishing industry into a
Schumpeterian welter of creative destruction. This has put pressure on the profitability of
Pearsons textbook business, leading to layoffs in its print publishing group. And the
company has been looking over its shoulder as a host of powerful competitors like Apple and
Google get closer and closer.
Second, the world of education is changing. Gone are the days when firms like Pearson
would print and ship textbooks, then leave the rest to schools, universities, and pupils.
Governments, parents, and students today demand more from education providers: They want
to know what education will provide to students, and how educational opportunities will
translate into employability and income.
Gone are the days when firms would print and ship textbooks, then leave the rest to schools
and pupils.

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Finally, with sluggish growth in the developed world and the rise of emerging markets,
Pearson has been trying to maintain its dominance in the West while ramping up operations in
high-growth markets such as India and China. And although relatively poor Indian and
Chinese parents are willing to pay for private education, they are far more constrained in
what they can afford compared to Western parents.
All these changes in the external environment have precipitated dramatic internal changes at
Pearson. In 2011, the firms top executives appointed Sir Michael Barber to the newly created
post of chief education advisor. A leading expert on educational systems and reform, Barber
was responsible for ensuring that the U.K.s government delivered on former prime minister
Tony Blairs priority programs in health, education, and transport.

At Pearson, Barber has been tasked with accomplishing four things: (1) make efficacy in
education central to everything the firm does, (2) set off a creative insurgency within the
firm to drive forward a culture of innovation, (3) design and implement a strategy to learn
about how to deliver high-quality education at the lowest cost, and (4) do all this frugally
with minimal human and financial resources.
Backed by a small but highly motivated team, Barbers department is working on three
strategic projects to achieve these objectives. As described to us by Katelyn Donnelly, the
executive director of the Pearson Affordable Learning Fund, and Vaithegi Vasanthakumar, an
associate in the chief education advisors office, the three projects focus on:
Efficacy. Barbers team has focused on putting efficacy at the heart of Pearsons global
strategyby demonstrating how any Pearson product will have a measurable impact on
improving the users life through learning. To reach this goal, the team has focused on
initiating an internal dialogue about efficacy within the company. It has also created a
community with regional champions that work to embed these objectives in the different
places where the company operates. If a team is building a new product in the U.K., for
instance, the regional champion gets that team thinking about working on end outcomes with
the student in mind, perhaps by increasing his or her employability after completing a
professional course. These conversations uncover key areas that product teams can then focus
on refining, such as how to collect evidence along the way for what is needed to meet these
outcomes, and what is required to achieve them.
Learning and research. Pearson has traditionally been decentralized, with research done in
different parts of the business. This has resulted in a lack of focus and duplication of efforts
across the firm. The aim now is to build a global research strategy with a focus on the key
research questions that will showcase Pearson as a thought leader in major areas of learning.
As part of this, Barbers team has spearheaded the launch of several thought leadership
papers to start a dialogue about education, both inside the company and elsewhere. And all
new products and services that come out of the firms research will focus on how to integrate
back into the overall strategy of ensuring efficacy.
The Pearson Affordable Learning Fund. Announced in July 2012, this $15 million fund
seeks to invest in low-cost, for-profit schools and learning services that serve the world's
poorest students. In a press release announcing the fund, Barber said, Low-cost private
education is an important, complementary element of education in developing countries and
we should be seen as an active partner with governments looking to ensure all children have
access to a high quality education." The fund made its first investment in Omega Schools, a
chain of affordable schools in Ghana. And in the first few months after this investment,
Omega Schools grew from 10 schools that served 6,000 students to 36 schools that served
20,000 (as of September 2013).
In just over two years, while working with a deliberately constrained budget, Barbers small
team of about a dozen people has had a huge impact on Pearson, a firm of more than 44,000
employees. For example, every acquisition that Pearson engages in now goes through an
efficacy review to maximize its potential impact on students. And a recently launched website
The Learning Curveallows individuals to access data about schools performance and
effectiveness in a global context. Through these and other efforts, Pearson is well on its way
to building a frugal and flexible approach to innovating education for the 21st century.

We want hear from you. What opportunities and challenges do you perceive with Pearsons
frugal change and innovation strategy? Is there a market in the West for affordable education
and auxiliary products and services? Tell us about your own efforts in simplifying your
products to make them more affordable and accessible to more customers.
Navi Radjou and Jaideep Prabhu are the co-authors, with Simone Ahuja, of the bestseller
Jugaad Innovation: Think Frugal, Be Flexible, Generate Breakthrough Growth (Jossey-Bass,
2012), which the Economist called the most comprehensive book on the subject of frugal
innovation.

Strategy

Pearsons strategy centres on a significant and exciting long-term opportunity: the sustained
and growing global demand for greater access, achievement and affordability in education.
We can meet this demand by accelerating our shift to digital, services and to fast-growing
economies, and committing to deliver measurably improved learning outcomes (efficacy).
We are investing in learning services, inside services, direct delivery and assessments and
qualifications, and in school, higher education and English language learning. We are
organising around a smaller number of global products and platforms, built around a single,
world-class infrastructure and common systems and processes.
This strategy will enable us to help more people make progress in their lives through
learning. It also provides Pearson with a larger market opportunity, a sharper focus on the
fastest-growing markets and stronger financial returns in 2015 and beyond.

According to the Annual Report, Pearson Global Opportunity has been

flourishing and become better. Nelson Mandela rightly said: education

really is the most powerful weapon with which to change the world.
Pearson long-term vision is to help meet the global demand for top-notch
education and skills. Moreover, being in an era where technology rules the
world, Pearson ought to take full advantage of this and using these
technologies to effectively improve learning outcome. Through this,
Pearson aims to build a stronger and more profitable company.

The global opportunity

The long-term opportunity in global education is
greater than ever. Last year, the OECD reported

that poor math and literacy skills limit access to

better
-paying and more-rewarding jobs. People who
are strong in these skills are not just wealthier and live
healthier lives, they are also more actively engaged in
public life. Nelson Mandela was right: education really
is the most powerful weapon with which to change
the world.
As rapid advances in technology continue to disrupt
the world of work, the economic value of education
and skills will continue to increase. Governments
spend trillions of dollars per year on education and
training; and, each year, the still rapidly growing middle
class invests more of its own increasing wealth in the
education of themselves and their children. And yet,
the world fails to meet the learning needs of far too
many of our fellow citizens. One in five adults in todays
world still lack the written communication skills they
need to progress in life, 57 million children remain out
of school, and many millions more are in education, but
not really learning anything very much at all.
Pearson has a unique set of advantages with which to
help meet this global demand for better education and
skills, in part by applying technology to help tangibly
improve learning outcomes. And, by being better able
to meet some of the biggest challenges in global
education, we can build a stronger, more profitable
and faster growing company.

The transformation of our company

To seize this opportunity, we need to accelerate our
shif
t from mature to developing markets, from print to
digital products and from education inputs to services
with demonstrable learning outcomes. For much of
the last decade, weve been implementing this strategy
by reshaping the company portfolio through

acquisitions and disposals and we continued this

work last year. We completed the Penguin Random
House merger, securing both Penguins commercial
and creative future and the opportunity for significant
economies of scale. We sold Mergermarket in
February 2014, which has flourished under Pearsons
ownership, but was not part of our strategy in global
education. The sale proceeds helped us to finance the
acquisition of Grupo Multi, the leading adult English
language training company in Brazil. It fits very well
with our strategy of investing more in faster growing
economies and in digital and related services that can
have a greater and more measurable impact on
education around the world

More urgently, the strategy now demands that we

run the company in a fundamentally different way, too.
Early last year, we started the biggest restructuring
in the companys recent history, to tilt us towards our
biggest growth opportunities, and by measuring
everything we do in terms of impact in improving
learning outcomes.
This is what we are doing:
Redirecting more of our operating expenses,
and our organic investment, more quickly
to our most promising opportunities
1
We need fewer people, and resources, deployed
in the publishing, production and manufacturing of
textbooks and their physical distribution, sales and
marketing. We need less print-based testing capacity,
as we consolidate our operations and move more
towards online testing. By spending much less on
these activities as demand falls (for example, US
Higher Education textbook volumes have declined

by more than 20% in four years), we can invest much

more in our biggest growth opportunities (for
example, MyLab digital registrations and our sales
in emerging markets have both doubled over the
same period).
Pearson is transforming faster, shifting from mature markets to developing
markets, from print to digital products and from education inputs to
services. Last year, Pearson successfully acquired Penguin Random House,
strengthening more opportunities for significant economies of scale and
Penguins commercial and creative future. According to the Annual Report
2013, Pearson is fundamentally restructuring the company. Most of the
operating expenditures and organic investments have been allocated to
some more favourable opportunities.

FINANCIAL STATEMENTS
GOVERNANCE
OVERVIEW

OUR PERFORMANCE RESPONSIBLE BUSINESS

Section 1
Overview
11

Running Pearson as one globally

connected company

2
Our operations are now entirely focused on our global
education strategy in which we include the FT Group.
We have appointed a new executive team to lead it.
Wed outgrown our organisation and, as a collection of
relatively stand-alone companies, we were duplicating
investment and proliferating small-scale initiatives,
limiting our ability to build global scale. We are now
organising around a smaller number of global products
and platforms, built around a single, world-class
infrastructure and common systems and processes.
This will help us to grow more quickly, as it frees up
resources to invest in our digital transformation, and
the new, more service-oriented, products that are vital
to future growth.
Publicly committing to efficacy and
improving learning outcomes

3
We will judge ourselves and invite others to judge
us not by the products that we make but by their
impact on learners. This changes how we decide
which companies to acquire, where and how we
invest, which products we get behind and which
we retire. It changes how we recruit, train and reward
each and every person in this company. It will change
how we develop new products, unleashing, I believe,
a new wave of innovation and creativity across the
company. It will be difficult to pull off; and it will take
time. Thats why we specifically talk about the path
to efficacy that we are on. And it is why we have
committed to providing audited learning outcomes
data for all our products and services by 2018. But,
as detailed elsewhere in this report, we are making
some specific, and measurable, efficacy commitments
for this year.
We are putting the learner at the heart
of everything we do

4
We are putting the learner at the heart of everything
we do. Our commitment to efficacy recognises the
fact that, whilst our customer is often a teacher, an
institution, an education authority, a parent, or a
company; the real beneficiary of our work and of
our customers work is always the learner.
Our purpose as a company and, ultimately, the true
measure of our success is whether we really do help
to equip more people with the education and skills
they need to progress in their lives.

Pearsons strategy: John Fallon, Chief executive

continued
A necessary transition
This is changing the way that every person in the
c
ompany works. At times, it is proving difficult and
disruptive. In the short term, it is made more painful,
but all the more necessary, by the fact that we are
battling against a number of cyclical, policy-related,
structural and operational headwinds. These led to
a sharp decline in earnings and free cash flow last year
and will continue to make life difficult for us in 2014:

The creation of Penguin Random House is a major

p
ortfolio change, which creates economic value for
Pearson, but the move to associate accounting
reduces our reported operating profit in 2013
and 2014.

Our US college business, our biggest and most

pro
fitable activity, is highly counter-cyclical, as
enrolments grow strongly during a recession, when
jobs are harder to come by, and then fall back in the
early years of economic recovery.

Our two big assessment and qualifications businesses,

i

n the US and the UK, are seeing demand fall in the

short term due to changes in government policy,
which will open up new, and bigger, opportunities
as these changes are implemented.
The transformation of our company is fundamental to
get ahead of the significant structural changes taking
place in education chiefly the digital shift, in which
Pearson is playing a leading role. It means that we are
now in a much more intensive phase of investment at
the same time as we are financing the one-off costs of
the biggest restructuring in Pearsons recent history.
We are investing much more, both in building the
technology and related infrastructure, and in the next
generation of products and services, that are vital to
making the most of that global education opportunity.
We make this investment with confidence as we
continue to grow strongly in emerging markets and
with our digital and service-related products. In future
years, investing in these new growth areas will be
financed by cutting back in the print-led related areas
I outlined earlier. But, first, we face significant one-off
costs, both in 2013 and again in 2014, to achieve this.

An ever more purposeful, and faster growing, company

We have a lot of work ahead of us, but when I
w
rite again in 12 months we will have completed
our second year of significant restructuring and
reorganisation. We will be reaping the rewards of

significant investment, and we will start to see the

benefits of a more favourable trading environment
as those headwinds, over time, begin to ease and the
operational risks recede.
By accelerating the transformation of Pearson,
we are ensuring that we shorten this transitional
period and that we get the company growing in a
more profitable and sustainable manner, as quickly
as we can. As we do so, we open up, for Pearson,
bigger growth opportunities, a larger addressable
market and a greater impact on learning outcomes.
We become more confident of our ability to seize that
once-in-a-generation opportunity to become
directly accountable for helping people make progress
in their lives through learning. We see the chance for
Pearson to be the stand-out company in education,
which is now emerging as one of the new global
growth industries.
I thank all my colleagues for all their hard work and
commitment, including all our former colleagues, who
have served the company with such distinction. Im
sorry to see many good colleagues leave the company
as a result of our restructuring and I wish them every
success in their future careers. I also thank all our
shareholders for their support and patience through
this short, sharp transition.
Im determined to ensure that it is rewarded, as soon
as possible, by building a leaner, more cash generative
and faster growing business and one ever more
equipped to tackle some of the biggest and most
intractable problems in global education

A recent story in the Fortune magazine traces the transformation of Pearson from a traditional
publishing house to a global education company poised for an digital learning era. The
attention-grabbing headline "Everybody hates Pearson" leads the reader into an insightful
story of opportunities and challenges faced by Pearson in the pursuit of its strategic choice of
focusing on "data-driven education." Here is a timeline of the major milestones in Pearson's
history.

Pearson in its recently released annual report notes that "Pearsons strategy centres on a
significant and exciting long-term opportunity: the sustained and growing global demand for
greater access, achievement and affordability in education." It adds that "Pearson stands at the
intersection of new technology (with its ability to engage, personalise, diagnose and scale)
and new, more effective, ways of teaching." In 2015, five priorities will guide Pearson's work:
1. A business model focused on helping more people achieve better learning outcomes:
efficacy is now at the centre of our business model and a major part of how we create
value.
2. New digital products: launching new digital products to meet demand for better
learning outcomes.
3. A more focused company: more modular and scalable products, deployed on a smaller
number of global platforms.
4. A more consistently high performing culture: a series of actions, including changing
how we recruit, appraise and reward our employees.
5. A strong and trusted brand: build Pearson as a global education brand, focused on
educational impact and learning outcomes, and being open and transparent in holding
ourselves to account in achieving these goals.

The annual report notes "In 2014, we completed the major restructuring and product
investment programme, initiated in 2013, designed to accelerate Pearsons shift towards
significant growth opportunities in digital, services and fast-growing economies." Given
below are the priority products by different segments:

Bringing focus to a large, complex, changing and global British company of $7.5 billion
revenue (60% from North America) is challenging to say the least. The transformational
process has tested patience and commitment of the organization to its core strategy. Many are
watching Pearson closely as they get directly or indirectly impacted by its strategic choices
and size. One thing is clear, it will be an interesting and insightful story of strategy and
change in education services.