Technology in Business
Gray Cannon, Yi Soo Kim, Ashley Soh, James Valliere
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Agenda
•Web 2.0
•Target Marketing
•Industry Applications
•Ethical Concerns
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•Web 2.0
•Target Marketing
•Industry Applications
•Ethical Concerns
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YouTube, Facebook, Myspace vs.
eBay, Amazon and Google
• Create rich, meaningful user experiences
• Allow people to easily locate and collaborate with others of
like interest
• Support the quick and easy creation of content
• Gather, store and leverage large amounts of information to
create value
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Change of Focus
• From using the web to deliver information
• To creating and delivering robust services
•
=> Web 2.0
• No need to know complicated codes to upload content to the web
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We are the WEB
• http://www.youtube.com/watch?v=6gmP4nk0EOE
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What is Web 2.0?
• We are the Web
• Just like Kvetching board
• User-generated content
• Conversation and information sharing
• Aspect of community collaboration
• Person of the year in 2006?
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How does it help business?
• Tim O’Reilly “the value of the software is proportional to the
scale and dynamism of the data it helps to manage”
• Wikis – Wikipedia
• IBM, Microsoft
• Social Networking Tools
• MySpace and Facebook
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Mashups
• Uses and combines data, presentation or functionality from
two or more sources to create new services.
• eBay, Amazon, Google, Windows Live, and Yahoo
• Prudential Real Estate
• By combining content from its internal real estate listings database
and Google Maps
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Case Studies
• BitTorrent - P2P (peer-to-peer) movement
• Rather than downloading a file from a single source, it allows hosts to
download and upload from each other simultaneously
• The task of distributing the file is shared by those who want it
• The service automatically gets better the more people use it
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Internet Businesses
• Amazon.com
• Sells basically the same products as Barnes&Nobles
• But why so successful?
• Has made a science of user engagement
• order of magnitude more user review, and offer invitations
• eBay
• acting as an automated intermediary
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•Web 2.0
•Target Marketing
•Industry Applications
•Ethical Concerns
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Video
http://www.youtube.com/watch?v=9zKXCQpUnMg
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Target Marketing
•
Not a new phenomenon
•
Hundred Million Club (Now the
Direct Marketing Club of New York)
 First use of the term “Direct
Marketing” October 1, 1961 in a
speech by Lester Wunderman.
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Vulnerable Consumers
 Children, Teens, and Young Adults
•
Electronic advertisement marketing
arena’s
•
•
Present: Television, Mobile Phone,
Internet or World Wide Web, Video
Games, Electronic Billboards, etc.
Future: ?
“I am absolutely convinced that the future of our industry
lies with… companies which must increasingly bring their
selling and marketing influence closer to the consumer. I
believe the next ten years will see a continuing decline of
the mail-order business as it has been defined in the past. It
will be replaced by Direct Marketing – a new and more
efficient method of selling, based on scientific advertising
principles…” (Lautenslager 3)
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Target Marketing on the Web
•
•
e-commerce
 Electronic transactions
Data-Mining
 Algorithms
Examples of how data is collected:
•
•
Google Troves
 Account Data: name, age, gender, e-mail
address, and zip code
• Gmail, YouTube, Blogger, Picasa,
iGoogle, Google Voice, or
Calendar
 Log Data: search history, Google Maps
requests, data trackers, etc.
Facebook Troves
 Identity or personal info
• Not sold but collected by trackers
 Privacy
• 5,861 words in privacy statement
What does this all mean?
•
Ethical dilemma
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Internet Marketing Strategies
4. You visit
wallstreetjournal.com to
read an article on target
marketing. The Wall
Street Journal has sold
space to the ad network
so you can view an ad
that will entice you to go
see the Panthers play
Sunday night. You buy
the tickets.
2. A tracking company places
a code (a cookie) in your
computer and logs the sites
you visit which identities
you as a sports fan. The
company can also identify
your geographic location and
what times of day you visit
these sites.
1. You are into sports
and visit sports sites
often.
3. The Carolina Panthers
want to sell football
tickets. They request an
Internet ad network to
entice you into purchasing
tickets.
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•Web 2.0
•Target Marketing
•Industry Applications
•Ethical Concerns
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Automotive Industry
1. IBAS (Nissan)
What is it ?
- A computerized and automated body
assembly system
- Allows Nissan to build as many as
8 different model on the same assembly line
What does it do ?
- Has sensors to measure 60 critical dimensions
- Builds as many as 40 vehicles in an hour
- Nissan can easily shift production of different models among
various plants - > flexibility
- Uses IBAS software that allows simulation on a computer
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Digital Plant (Delphi)
- 120 automated molding machines but only 18 employees
- Digitalizes almost every process– machines, materials, orders and
AGV pathways
- Controlled by a central computer
- Uses software for scheduling optimization
- Customers and suppliers are able to “see” into the process
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RFID
Barcodes: Product must be read by the scanner
RFID : Can read product as long as it is in the range of a reader
: Every product has a unique identity
Portable RFID device
- Allows to : Manage inventory more efficiently
: Reduce data entry error
: Products to be received and shipped faster
Case Study – Wal-Mart
- 16 % reduction in out-of-stocks as well as reduction in excess inventory
- Products that used RFID were replenished three times faster
- Overall, 63% more effective in replenishing out-of-stocks
- Reduced manual order by 10%
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Airline Industry
Digital Fly-By-Wire System
- Movement of flight controls is
converted to electronic signals
- Allows automatic signals sent by the
plane’s computers to perform
functions without the pilot’s input
- Processing is done by digital computers enabling the pilots to
fly by computer
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Airline Industry -Benefits
: Reduced pilot’s work-load
: Increased safety and
reliability
: Overall cost reduction
: Improved passenger comfort
and flying qualities
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Micropayments
PayPal defines micropayments as a transaction of lees than $12.
Visa: <$20
Technology allows for small payments to be made with
insignificant transaction costs
• Apple iTunes Store
• eBay seller fees generally amount to a few cents for low-ticket
items
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Contemporary Business
Computing
• Email is still the most used form of business
communication
• 2+ hours of a typical workday is not uncommon
• Excel is the most commonly used spreadsheet
application
• Inventory management
• Financial projections
• Sortable data storage
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Video
• http://www.youtube.com/watch?v=Naf0jxDd-R0
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•Web 2.0
•Target Marketing
•Industry Applications
•Ethical Concerns
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Industrial Espionage
What is the difference between “competitive intelligence” and
industrial espionage?
Potential goals of industrial espionage
intellectual property
operational information
technological surveillance
Governments are also targets of industrial espionage
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Target Industries
• Most common in technology-heavy
industries
• Computer software and hardware
• Biotechnology
• Aerospace
• Telecommunications
• Engine technology
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Agents and Methods of Industrial
Espionage
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•
•
•
•
Dissatisfied employees-> in-office collection
Corporate spies-> dumpster diving
Hackers-> cyberattacks, malware
Hotel workers-> bag-op
Governments-> Chengdu J-20 was reverse engineered from F117 Nighthawk
“Single greatest threat to U.S. technology”
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Amazon 1 click
Is the technology significant enough to be patented?
Is it unethical to make buying so easy and thoughtless?
Does it prey on compulsive internet shoppers?
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Patents
• Physical objects
• Process, machine or composition of matter
• NOT laws of nature, scientific principles, algorithms
• Criteria
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•
•
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Novel
Not previously described
Non-obvious
Useful
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Amazon 1 click
Is the technology significant enough to be patented?
Is it unethical to make buying so easy and thoughtless?
Does it prey on compulsive internet shoppers?
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Patent or No Patent
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Ear Wax Mirror
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Abdominal Support
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Alcoholic Beverage from
Animal Extract
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No Smoking Ash Tray
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Toilet Finder
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