In recent years, local and global for-profit e-learning providers have expanded in Asia. A combination of factors has encouraged such development: The accelerating roll-out of technology, the availability of sophisticated learning management systems, and the high growth rates of Internet usage by the 510 million or so Asians who now represent 39% of the world's users (Internet usage in Asia, 2007) is leading to the belief that there is a huge un- or under-exploited market for e-learning. The General Agreement on Trade in Services (GATS), a treaty of the World Trade Organization (WTO) that entered into force in 1995, has created increasing pressure for augmented efforts in opening up the existing education market (Jung, 2005a). Many Asian governments are eager to introduce market principles, constrain expenditures, widen access to higher education and professional development, and improve quality via competition. It is recognized that for-profit providers may better meet rapidly changing educational needs. This paper examines the emergence of new for-profit e-learning providers in Asia. (Contains 28 endnotes.)