Neal Goff, president of Egremont Associates, a K-12 publishing and technology-marketing consulting firm, recently told attendees at a summit on education technology that companies such as Amazon and Apple are not yet "serious" about the education market. "The market opportunity isn't big enough yet to devote the resources it takes to make it really easy for institutions to buy, for instance, 500 iPads, load them in bulk, [and] administer multiple passwords and accounts," he said.

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