Globalization and the massive amounts of on-demand information available through the internet are both providing for and causing an ever increasing emphasis on knowledge acquisition at both individual and organizational levels. Organizations are emphasizing continuing education as a means by which to stay competitive in a global market, while individuals are pursuing knowledge with ever-increasing fervor and enthusiasm to further not only their professional aspirations, but their personal goals and objectives as well. 

Until recently, the wealth of knowledge available through tools like Google greatly surpassed the demand for that knowledge. We are starting to see a shift in this trend, however. The explosion of learning and emerging technologies have created a just-in-time learning environment, where individuals are accustomed to acquiring the information they need when they need it. 

The rapidly increasing demand for knowledge and learning is beginning to surpass the supply available through traditional means and systems. Learning managment systems (LMS) have responded by adding unstructured learning and knowledge capturing features and functionality. However, an LMS was designed to track and manage the training provided, or in many cases, mandated to the employees of an organization. This approached worked well in a “push” environment where organizations were pushing knowledge throughout their workforce, but doesn't operate as well in a "pull" environement. 

Rather than manage learning, the Latitude approach helps training professionals administer a learning marketplace. What is a learning marketplace? A learning marketplace provides a mechanism through which individuals and organizations can provide knowledge to other individuals or organizations. It combines and integrates LMS functionality with the social networking and collaboration tools of an internet portal. Imagine a YouTube of training, where best practices and knowledge are develop and shared in a peer-to-peer learning community. This knowledge can then be captured and reused in formal training initiatives to ensure that all types of learners get the knowledge they need when they need it.

In addition to efficiently capturing valuable knowledge from individuals for organizational needs, a learning marketplace can provide revenue opportunities. Direct e-commerce can generate revenue from the extended enterprise (suppliers, channel partners, retail and franchised sales and distribution channels), but in a learning marketplace other online revenue streams exist, like sponsored links and search and banner advertising.