Interesting post. I am also wondering why the OU is so reluctant to promote itself abroad. I just recently learned about it and transferred from the University of Vienna to the OU for the final year. And I couldn't be happier with my choice. I feel so emancipated being able to work and study at the same time! And surprisingly the OU has a very strong feeling of belonging. The study materials are also so much better than at my old university (the oldest, biggest and one of the best in the German speaking world).

One thing that is quite important here. The perception of the OU in the UK and abroad may be completely different. For a foreign student the OU is an opportunity to study at a British university. And it has a certain prestige. That is a competitive advantage the OU has over many distance learning universities. Especially during COVID19 many people start considering remote degrees as a valid option. And to get a degree from a state British University is a big thing. Things like the university coat of arms, royal charter, a large campus in the UK makes you feel a real student at a British uni. Not to mention, of course, all other incredible advantages like no entry requirements, flexible schedule etc.

Bringing more international students who have a completely different perception of the OU could potentially change its perception within the UK too, making it more prestigious.