AN UNTAPPED education computing market in the Philippines poses a potential demand for the information technology (IT) industry, while a major shift from memory-based to creativity-based learning projects is taking over Asia's educational institutions.

These emerging trends in the local market and in the region have strengthened Apple Computer's vision to work more keenly with the country's local educators in training teachers on how to teach using IT as a tool.

Through its teacher training programs, Apple Computer sees itself not just as providers of hardware tools in the country but as catalysts in encouraging creativity and innovative thinking in the academe.

"There is a need to define what results are expected from students beyond learning to use Windows, and teachers need to be trained in using IT as a tool for teaching any subject in the syllabus. This has not been addressed yet (in the Philippines)," said Apple Computer Asia Pacific's education business director Phil Hickey.

He stressed further that Apple believes computers, like books, are tools for learning any subject.

"We focus on curriculum content, not teaching IT for its own sake," he added.

Hickey described the Philippines as being in the early stages of equipping schools with PCs. He also predicts that the country will be focused on getting hardware installed in as many schools as possible.

"In Hong Kong and Singapore where that process was done some years ago, they are now looking at teaching effectively using IT. Particular emphasis is on encouraging creativity and innovative thinking through project work, and moving away from rote memorization," he said.

According to Hickey, network-centric schools (those which use local area networks and the Internet), project-based learning supported by open software tools and mobile computing are the three trends in education in the Philippines and in Asia-Pacific.

"(We would like to) work with educators who have a clear idea of what they want to achieve--to use project-based teaching, supported by open software tools, to help students learn for themselves and become creators and publishers, not just passive consumers of information," said Hickey.

In the meantime, Apple Computer Philippines general manager Rosan Sison revealed that the company is further streamlining its distribution system in the Philippines.

She also added that the company would be partnering with some retail outlets to put up what will be called the Apple Centers. Each center will act as Apple's retail outlet. Initially, Apple will start with two or three retail outlets in Metro Manila.

Sison said the company is doing well in the areas of design and publishing.

"A lot of design and publishing companies work using the Mac," she said. "In the consumer space, there is growing acceptance specifically of the iMac as a whole computing platform."

Apple Computer, which claims to be the world's largest learning technology company, also sees itself focusing on wireless technology--built into its iBook consumer mobile computer--which it describes as the way of the future for classroom learning.

The iBook is Apple's new design in mobile computing that promises to bring the Internet in classrooms through its wireless network. Its AirPort solution will allow each computer to communicate wirelessly with one another up to 150 feet away even through walls.