This paper reviews the context of computer-mediated communication (CMC) as it relates to higher education distance learning classes. A review of industry strategic investment options and risks is presented. The need for university investment in information technology to achieve competitive advantage is seen in several citations. Finally, a challenge to enhance the image of the school is made by way of supporting students and faculty. A prestigious image being the product that students seek for their participation in the institution, the investment in information technology to enter the distant learning marketplace offers competitive advantage.