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Purpose

This paper seeks to describe the evolution of the web outside academia and the Academy's struggle both to adapt and to cope, and to recommend policy changes vis‐à‐vis the barriers to innovation in the higher education market.

Design/methodology/approach

The paper first describes the evolution of the web and the Academy's struggle and goes on to deal with breaking down the barriers to openness and monetization.

Findings

The paper finds that there is a giant usage gap between the way computing has been used and the new approach to social computing. Also there is a growth model gap vis‐à‐vis the growth model and user experience. Finally, the interoperability gap – educational institutions should look towards request‐driven interoperability.

Originality/value

The paper suggests recommendations – minor policy decisions, which will help to create an ecosystem of innovation in higher education.

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