Rosetta Stone is a second-language learning software which pairs a combination of images, text, and sound with new language vocabulary. This removes the ‘translation’ step and allows the learner to attach the new language to real objects rather than their native language words. This approach more closely mimics how people learn their first language as children. The projected total revenue of $245.0 to $248.0 million of 2009 includes their recent (April 15, 2009) IPO on the NYSE under the symbol RST. (from www.RosettaStone.com)
Face 1 – Market Focus
Rosetta Stone claims to be “a leading provider of technology-based language learning solutions”. A large portion of their sales is to retail outlets for consumer training but they offer online versions and various bundling options for schools and corporations.
Face 2 – Types of Offerings
Rosetta Stone offers pre-packaged content for second language learners starting with beginner levels up to common conversational.
Face 3 – Who is the Buyer?
Retail buyers are purchasing the products directly for their own use. Schools and corporations purchase licenses for their students or employees.
Face 4 – Global Markets
Rosetta Stone’s products are sold in 150 countries, teaching over 30 languages. It has an international focus and fills wired Anglophone countries, European countries with English language skills, European countries requiring translation, and Asian countries with quality internet.
Face 5 – Development of the Market
In the case of Rosetta Stone the “Market Supports Export Oriented Learning Technologies and Substitution of Imports” is the most representative. Other companies can (and do) make language-learning software but Rosetta Stone is a leader in many markets.
Face 6 – Learning Technology Competing with Other Forms of Learning
As a prepackaged product, Rosetta Stone products are often a substitute for other forms of learning. In a school or corporate setting the technology may be used to support other systems of learning.