Brazil: Education

Market Opportunity
Your independent and authoritative
guide to the education market
in Brazil

Compiled by i2i Events Group in collaboration with:

in partnership with:

Brought to you by:

 introduction
Education plays a critical role in economic success across the world, and the
last five years have without doubt been challenging for many countries, with
the changing needs of a shifting workforce, increased globalisation and the
continued evolution of educational technology.

contents Brazil faces unique challenges. It is the worlds fifth

Introduction and a word from Mark Shashoua...3
A message from Dominic Savage of BESA..........4
The UKs Secretary of State for Business,
Innovation and Skills, Vince Cable........................5
Brazil education facts and statistics......................6
OECD: Brazil.............................................................7
largest economy by both population and geographical
area and seventh largest by GDP. With a disparate
infrastructure, it is clear that the solutions that suit
cities will doubtless differ to those that suit more
remote regions. The role that education plays in
economic growth is summarised in this special
i2i Events Group report on Brazil: Education
Market Opportunity. With contributions from
the OECD, UNESCO and policy makers, the
report provides key insight to help advise and
guide companies that wish to operate in this
region. In particular it examines how education
suppliers can adapt to the demands of learners
and industry across Brazil.

Claudia Costin, Municipal Secretary of Education,

Rio de Janeiro, Brazil..............................................8

Rafael Parente discusses the needs of the sector

in a rapidly changing world.................................10

Bett Brasil exhibitor: Selling into Brazil.................11

Education: the export opportunity........................12

About Bett Brasil.....................................................13
Bett Latin American Leadership Summit.............14
A word from Mark Shashoua,
i2i Events Group, CEO
Technology has the capacity to reach the most remote
and challenged areas of the world and, with the
changing needs of the global workforce, the importance
of technology will continue to grow. The role that Bett
plays in this is acknowledged worldwide; established in
the UK 30 years ago, the events mission is to promote
the discovery of technology and knowledge to enhance
lifelong learning through a series of world-class events.
Brazil faces a growing demand for educational technology
to address the varying needs of teachers and learners.
At i2i Events Group, we have witnessed the way in which
education needs have changed over the years, but one
constant is the level of consultation that organisations
undertake when working with schools, colleges, universities
and governments. We believe
that Bett can support Brazil in
building vital relationships with the
innovative and committed organisations
whose technology can make a real difference in the
way education is delivered and its impact upon the
countrys economy.
We recognise that information is key in the changing
world of education, and this report was commissioned
in order to bring together the industrys thought leaders
to examine the issues that lie at the heart of this rapidly
evolving landscape. We hope that this report offers
valuable insight into a dynamic and all-important sector.

2 3
 DOMINIC SAVAGE, DIRECTOR GENERAL
OF THE BRITISH EDUCATIONAL SUPPLIERS
ASSOCIATION AND FOUNDER OF BETT
REFLECTS ON A CONTINENT IN TRANSITION
Over the years at Bett in the UK,
we have heard a substantial
number of case studies from Latin
America that describe pockets of
excellent practice.
They are admirable for a wide variety of reasons. Some
have made innovative use of technology to broaden
inclusion, particularly in remote areas. Others are exemplars
of how to get local school populations engaged in
international collaboration that really develops 21st century
skills. Further instances are of projects that utilise
technology to the full to train teachers, provide relevant
in-service training and develop confidence in the use of
modern educational approaches. There are also powerful
examples of that ultimate need: for governments
to allocate generous budgets to apply
the lessons of successful pilots
across regions and
whole countries.
4 5
Educational technology is the first intervention in
history that truly allows countries to leapfrog decades
in their development of education in just a few
years. Making the right choices of both the actual
technology and the manner of implementation is the
challenge. The concept of Bett was always to make
that process easier and more transparent: by bringing
together the technology providers and the evidence
of good practice with those who want to make it
happen, whether at the level of an individual school or
institution or to achieve systemic change across
a whole country.
The global perspective that Bett has come to represent
can be a powerful and supportive force in Brazil and
throughout the whole of Latin America. We look
forward to that engagement.
The UKs Secretary of State for Business,
Innovation and Skills, Vince Cable,
sets out how the Government is
supporting the EDUCATION SECTOR at
home and internationally
Across the world education plays a vital role in supporting economic growth
and wider well-being. By supporting aspiration and enquiry across boundaries,
education also has the power to bring people together to address barriers
to equality and tolerance. THE WORLD AT A GLANCE
Increasing demand for knowledge and skills coupled with changing
demographics has seen education grow into a massive global industry.
The world population is set to reach 7.6 billion by 2020, up 700 million
7.6 billion
Forecast of world population in 2020
from 2010, with the number of 5-17 year olds growing by nearly
50 million. There is also increasing demand by mature students
seeking to up-skill to meet the needs of the modern workplace.
Today the global education market is estimated at $4.5 trillion
up 700 million
from 2010
dollars, second only to the health care sector, and set to rise to $6.5
by 2017. Both governments and individuals are investing in their
17.5bn
future, none less than in the emerging economies where China, India total UK
and Brazil all spend more than 10% of household income on education. education sector exports in 2011
The UK already has a strong global education presence and reputation for
quality provision. In higher education alone, our universities have a 13% share
of the internationally mobile student market, second only to the United States and
total exports for the whole UK education sector were valued at 17.5bn in 2011. The UKs
domestic education market, with 2.5 million Higher Education undergraduates, 3.1 million
adult learners in further education and around 9.7 million in school age children plus demand
from the work place, presents significant opportunities for business looking to provide
education related products, services and further expertise.
Success will go to those able to satisfy demand in both quality and cost, while adapting to
changing preferences, such as international demand for delivery of education in the students
home country. Here technology is a key enabler, illustrated by the explosive growth of Massive
Open Online Courses (MOOCs), which are reaching out to tap unfulfilled demand.
Recognising global opportunities, we published an International Education Strategy at end of
July 2013. The Strategy covers the whole UK education sector and sets out a range of actions
for both Government and the sector to take to maximise the growth of the sector in the UK.
A great strength of UK education is our breadth and depth of experience which runs through
teaching to the technical tools to support delivery. Educators and suppliers can work together
to meet the opportunity presented by the growing global education market.
 Brazil education facts and statistics

40% of public schools surveyed do not participate in government ICT programs, Organisation for Economic
which mainly focus on infrastructure
Cooperation and Development
Average school has 23 computers, with some notable regional variations
(27 per school in south, 19 per school in northeast)

Broadband connections are found in 87% of schools that have an Enrolment rates for 15-year-olds
Internet connection
Country Note Results increased, from 65% in 2003 to
Investment in education set to rise to tackle disparities from PISA 2012 78% in 2012. Many of the students
75% of returns on oil licences are to be invested in education Over the last decade, Brazil has greatly who are now included in the
expanded enrolment in primary and school system come from rural
Teachers (especially young) use the Internet for lesson planning, but much less as part secondary schools. While in 1995,
of in-school learning activities 90% of seven-year-olds were enrolled
communities or socio economically
in primary schools, only half of them disadvantaged families, so
69% of students have never done a science experiment with the use of ICT continued to finish eighth grade. In 2003, the population of students who
35% of 15-year-olds were not enrolled
55% have never used ICT to do a presentation in class in school in grade 7 or above; by 2012 participated in the PISA 2012
this percentage had shrunk to 22%. assessment is very different from
82% have never communicated with their teachers over the Internet that of 2003.
Source: TIC Educao 2010

Key findings
While Brazil performs below the OECD average, its mean performance in mathematics has
improved since 2003 from 356 to 391 score points, making Brazil the country with the largest
performance gains since 2003. Significant improvements are also found in reading and science.
Improvements have been particularly strong among low performers in mathematics, reading
and science.
Between 2003 and 2012, Brazil also expanded enrolment in primary and secondary schools,
Emerging technology in Brazil with enrolment rates for 15-year-olds growing from 65% in 2003 to 78% in 2012.
The disciplinary climate in Brazilian schools was better in 2012 than in 2003, and schools were
Mobile transition iOS and Android content an issue
able to attract and retain qualified teachers more easily.

Internet access is fairly widespread
Android adoption increasing above iOS
ICT infrastructure requirements increasing Grade repetition is still widespread in Brazil, is negatively associated with performance in
mathematics, and is more prevalent among disadvantaged students. Brazil needs to look for
Adoption of cloud computing more effective ways to work with low-performing students in order to establish high
expectations for all, motivate students, and reduce high dropout rates.

6 7
 Claudia Costin, Municipal Secretary
of Education, RIO DE JANEIRO, BRAZIL
Decembers PISA report showed that Brazil was 58th out
of 65 countries. As the seventh largest economy, this is not
good enough but the results proved to be a catalyst for
a national project to mobilise change in education, which
was needed in Brasil.
If we look back at our improvement, we were the country that had the most marked increase
in mathematics from 2003 to 2012 but even this is not enough to put my heart and mind
to rest. We wanted to show in Rio that change is possible as long as you have
a good project and understand consistency and urgency, it is possible to
transform education.
Making a change We now have organised
When you are at the bottom its important to go back to the assessment every two
fundamentals. The question at that point is not one of teacher months in the core
autonomy, this is for countries whose education systems are more
mature than ours. We realised that if we want equality or equity subjects reading,
then we need a good curriculum. Whether we talk about a violent comprehension, maths,
slum or Copacobana, the curriculum is the same and this equity is
vital to us; we will not demand less of children from poorer areas. science and writing/
When you want to emancipate people with education then its composition
crucial to give them the same opportunities, to be both demanding and
supportive at the same time.
We now have organised assessment every two months in the core subjects
reading, comprehension, maths, science and writing/composition. We invested a lot in
teachers too, making sure that their entry level salary is good compared to per capita salaries
in fact, entry level teachers receive more than engineers or doctors in Brazil.
We wanted to invest in professional development too, to ensure our teachers are equipped with
the skills necessary to engage the disengaged, special educational needs and behaviourally
challenged pupils.
8 9
Globally people often think of technology as being for the
more developed countries but arguably its role is even more
fundamental in developing nations. Technology plays
a central role in our plans. This generation of pupils are
assuredly in the 21st century; research here showed that
75% of middle school students (6-9th grade) have computers
at home but in Brazilian public schools there is an education
apartheid. Around 97% of children access the internet on a
daily basis, either on their own computers or tablets, in cafes or
on their phones so to expect them to copy writing from
a blackboard is just wrong. Thats why we developed Educopedia,
a platform developed by teachers for teachers, to give them the
professional development and lesson tools necessary to deliver a 21st
century education. We also use technology for teacher training. We have
a huge education system here; 1075 schools and 384 nurseries with
62,000 employees, of which, 43,000 are teachers.
Tablets and laptops play a big role for us. We decided to have one school where we would
experiment, producing the school of the future. This school is in a slum, each pupil has a
laptop and we use blended learning, allowing each child to grow at their own pace. The school
does not have grades and classrooms; they have families of students with a teacher assigned
to each family. They take the same test as the rest of the system so we can benchmark their
performance and we are confident that the results will show the efficacy of this approach.
We are extending this to other schools slowly, but it is only feasible because of Educopedia.
Challenges particular to Brazil
We are a country of non-readers. Adults seldom choose to read for pleasure. This is largely
because Brazil was late to universal education and we are now paying the price. The success
of education for the current generation depends on the basic schooling of parents so we really
do have some catching up to do in this respect. When you combine this with relatively low
time in education (we have 7.2 years of schooling on average, an improvement on the 2000
average of 4.9 years but still not enough) you can see that fluent literacy is something we
need to focus on. This again is an area where technology can help us leapfrog. We
simply cannot have the best teacher in every part of the Amazon, for example, but if
we can circumvent this issue by using blended learning and technology then it can
help immeasurably.
 RAFAEL PARENTE, SUB SECRETARY OF NEW EDUCATIONAL
TECHNOLOGIES, MUNICIPAL SECRETARY OF EDUCATION
OF RIO DE JANEIRO, Brazil, DISCUSSES THE NEEDS OF
THE SECTOR IN A RAPIDLY CHANGING WORLD.
We are living in exciting and frightening times. Computers, the
internet and new technologies are impacting the way we think,
act, and relate to each other. In 2010 alone, more information was
generated than in the 5,000 previous years.
By 2020, the amount of digital information will have
increased 44 times. In 2023, when todays 12-year-old
students will be starting their careers, they will probably
be using (or wearing) machines with more computational
power than their brains. In 2050, teens may be operating
portable devices with more capacity than all the brains
on the planet, together. Differently from their ancestors,
todays students will change jobs more than 10 times
before they turn 40 and will probably be in careers which
have not yet been even imagined.
In order to be competent in their jobs, use new
technological tools ethically and responsibly for the
production of wealth, to be functional in a new world,
seize opportunities and face challenges, our young people
desperately need an entirely new kind of education. They
will need self-esteem to be able to adapt to different
contexts, build relationships rapidly/virtually, and use
their innate creativity to lead in different areas and ways.
They will have to know how to assess their strengths and
weaknesses; intellectual, social or emotional understand
their rights and duties in society and continuously
develop their potential. They will need to be autonomous,
but caring at the same time, comprehend our cultural
advances and not only tolerate, but appreciate diversity.
Nevertheless, we have a huge gap between what we
need and what we have in terms of education, especially
in Brazil. Due to a historical delay in educational
development, our public education needs extensive quality
improvement; our classrooms look the same as those
of 200 years ago when public schools were designed to
develop students uniformly, impersonally and encouraging
them to conform. This is in sharp contrast to our current
needs. Each student needs to be valued as unique and he
or she will learn better when more motivated. Education
is, essentially and invariably, personal, social and
contextualised: it needs time for assimilation and the
active construction and association of ideas.
10
At the same time, there are reasons
for optimism. Brazilian educators and
researchers have already given us some
hints of how we may transform the
school we have into the school we need.
Professor Antnio Carlos Gomes da Costa, for instance
suggested we must innovate in content, methodology
and management, making use of Brazilian strengths such
as diversity, creativity, and ginga, in a new kind of
bossa-nova pedagogy. A shift in the teachers role, from
content-specialist and centraliser, to mediator and
learning architect was defended by Paulo Freire and
others. We are aware our students are digital natives and
that the new technologies can break time-space limits
and enable a new kind of learning process, which needs
to be customised to individual styles and requirements.
We have the moral obligation of stimulating experiences
that disrupt our current system if we really want to
produce a quality leap in our public education. It is not
enough to remodel the house when we need our students
to develop all appropriate skills for them to live comfortably
in a hyper-connected world, where changes are more
intense and constant each minute. We need bold, audacious
experiments that recognize and respond to emerging
patterns. We need a rupture in our current models and
procedures so that we come up with new ways of thinking
acting, and educating. We need a completely new kind of
education so that our children and teenagers may assume
protagonistic roles in a world that will keep on reinventing
itself over and over again.
*www.educopedia.com.br/gente.rioeduca.net
Bett Brasil exhibitor: Selling into Brazil
........................................................................
EVOBOOKS, DIRECTOR
CARLOS GRIECO
Q
How long have you been
supplying the education sector?
A With a total of more than five years of
experience in strategic consulting in the education
sector, the founding partners conceptualised EvoBooks
in 2009 and launched in 2011. Today EvoBooks offers
high-quality and curriculum oriented 3D content to more
than 40,000 students in Brazil across both the public and
private sectors. Outside of Brazil, we supply extremely
innovative content to education users across the globe
through app stores, such as Google Play.
........................................................................
Q Q
Why did you decide to
exhibit at Bett Brasil?
A
Brazil really needed an event of such quality.
We are strong believers in the events main objective,
which is to bring the key leaders and decision makers
together; stakeholders who have the power to shape the
next five to 10 years of the education sector landscape.
We like to believe that we are part of this assembly.
Bett has certainly grown to be the leading name in
EdTech conventions. In fact EvoBooks was launched to
the international market at Bett in the UK in 2013. We
have always found the organisers, i2i Events Group, to be
highly professional and therefore the decision to exhibit
was not a difficult one.
........................................................................
Q
When selling to other
countries, do you sell directly or
through distributors and if so,
how did you select them?
A EvoBooks are sold worldwide through various
channels. In Brazil we have a direct approach strategy,
whereas in other countries we rely on the online stores
and representatives to intermediate this process. We
commonly use education events to approach several
companies willing to represent us in their country and
build our regional brand. We always look for companies
with a good reputation, size and a willingness to help us
build EvoBooks in their countries or region
........................................................................
What advice would you
give to other suppliers looking to
target the Brazillian market?
A
We believe there is currently very good
momentum for education in Brazil. The Government is
aiming to increase its education budget and therefore
the investment per student will also increase. Solutions
that improve the current situation, for example higher
pedagogical impact, contribution to reduce the number
of drop-outs and an increase in the desire to pursue
science related careers, will all prevail. Nevertheless, the
Latin American market is a very peculiar one and not
so obvious. Although there is room for success in both
public and private sector markets, to supply the market
requires an in depth understanding of the processes of
the sector.
11
 DEPARTMENT FOR BUSINESS, INNOVATION AND SKILLS
EDUCATION SECTOR STRENGTH
The education sector, including expenditure on national
education systems, is currently the second largest
sector globally after healthcare.
Enrolments in primary and secondary education have
risen from 400 million and 184 million in 1970 to 691
million and 544 million in 2010. Over the same period,
the number of students in tertiary education rose
from 33 million to 178 million. Growth is expected to
continue globally as a result of demographic change and
rising incomes in developing countries, with emerging
economies particularly focused on increasing numbers of
students in higher education.
Leading the world in
educational technology
Technology is the essential enabler for many types of
transnational education, and it underpins the growth of
multinational education companies. The UK starts from a
position of strength in education technology. As well as
having a number of world class companies, universities
and some of the most experienced and expert providers
of distance learning, it has been able to successfully marry
educational excellence and tradition with technology and
research to produce world class pedagogies. However, the
demand for education and vocational skills is changing at
an unprecedented rate.
Efficient exploitation of technology will remain a key
feature and enabler of growth in education. UK companies
are among the most innovative in the development
of digital learning resources
in schools and colleges,
and we must maintain
an environment that
supports such
innovation.
12
International education, in
all its forms, represents a huge
opportunity for Britain. The
Department for Business, Innovation
and Skills (BIS) estimates that
in 2011 education exports were
worth 17.5 billion to the
UK economy.
The Government recognises education technology firms
can face challenges accessing finance as well as other
support, and is committed to making the process easier
for small and medium sized businesses. We will promote
the full range of generic enterprise support the education
technology community can access. UK Export Finance, the
UKs government backed export credit agency, can also
offer help to exporters and investors, typically in the form
of insurance and guarantees.
Source: Department for Business
Innovation and Skills
co-locaTed with
Bett Brasil, taking place from 21- 24 May 2014 in So Paulo, is the
biggest education technology event in Latin America, attracting over
10,000 local visitors from private schools and 5,500 municipalities.
Bett Brasil will be located alongside Educar/Educador, Brazils leading
event for education resource.
Make your footprint and establish your brand in one of the worlds fastest growing
markets for education
One-stop-shop visitors come to Bett to find convenient solutions,
in one location
Instant ROI visitors are looking to spend their budgets wisely; where better than on the
Bett Brasil show floor
Generate high-quality leads and build long-lasting relationships with leaders
in the market
Exhibitor packages, not just stands we offer speaking and sponsorship opportunities to
increase your engagement with our audience
Marketing support benefit from a range of free tools, helping you to raise awareness of
your brand ahead of the show
Educar/Educador
With a 20 year history in providing the key meeting place for the
general education resource event in the country, Educar/Educador is
ideally placed to be joined by Bett the worlds leading event for the
education technology market.
Leading general education resources exhibition and conference
150 exhibitors
10,000 local visitors from private schools and 5,500 municipalities
7,000 conference delegates
200 speakers across 10 parallel sessions
Supported by leading Brazilian market players: Saraiva, Objetivo
13
 latin america leadership summit Your contacts at i2i Events Group:
NOVEMBER 2014

UNITED KINGDOM
Bett Latin America Leadership Summit brings together Latin Americas Katy Fryatt
highest level buyers and decision-makers in the public and private Business Development Director
T: +44 203 033 2248
education systems. Providing a fertile ground for discussion, the Katy.fryatt@i2ieventsgroup.com
summit will see key players develop strategies for ICT and technology
Fiona Davies
to empower deeper learning for students, innovation in teaching Project Director (Brazil)
practices and pedagogy, and wider access to education.
This inaugural event brought together Latin Americas highest level buyers and decision-makers
T: +44 203 033 2178
Fiona.davies@i2ieventsgroup.com
in the public and private education systems. Providing afertile ground for discussion, the summit
saw key players develop strategies for ICT andtechnology to empower deeper learning for Jemma James
The inaugural
students, 2013
innovation event saw:
inteachingpractices and pedagogy, and wider access to education. Head of International Marketing
T: +44 203 033 2179
Jemma.james@i2ieventsgroup.com

559 attendees from 26 countries Karin Hausmann

International Marketing Manager
Expert content: T: +44 203 033 2376
karin.hausmann@i2ieventsgroup.com
A wide range of latin American Tansy Clark
countries were represented: International Sales Manager
T: +44 203 033 2227
Tansy.clark@i2ieventsgroup.com

4o+ 96
mexico
guatemala
honduras Gustavo Melo
Manager of Fairs and Business
hours of speakers from costa rica
T: +55 (41) 3033 8100
learning 19 countries panama M: +55 (41) 9995 4227
columbia www.futuroeventos.com/br/educar

ecuador
Including:
Brazil
peru

12
Ministries of
41 1OO+
Federal, State Educational
bolivia

paraguay
Education/ and Municipal Institutions chile uruguay
Technology representatives

argentina

Great organisation and the people

were very well selected so it exceeded
our expectations.
Milton Burgese, Google

Founding partners Lead sponsor

14 15
Sponsors Supported by

Cyber-Anatomy
 Compiled by i2i Events Group in collaboration with:

16