MGS 3040*03
Collaboration Exercise
Chap. 11 - pg. 451 - Ques. #1
Group B
Idalia Fabregas
Annette Immella
Sergio Martins
Huascar Teran
Annette Immella
Exercise - Question #1
In this exercise, we have been given the chance to be CTO of a
major corporation. In particular, we have been asked to
consider the application of IPhone and Web 2.0 technology to
our organization.
Select a company that has at least $200
million in sales.
We have chosen
the company
Apple
because.....
Yahoo Finance
Apple Inc. (NasdaqGS: AAPL) After Hours: 200.85 0.26
(0.13%) 4:55pm ET
Last Trade:200.59 Trade Time:Nov 27 Change:3.60 (1.76%) Prev
Close:204.19 Open:199.10
Key Statistics
Market Cap (intraday)5:180.67B
Enterprise Value (29-Nov-09)3:157.20B
Income Statement
Revenue (ttm):36.54B
http://finance.yahoo.com/q/ks?s=AAPL
Define the Job of the CTO
The Chief Technology Officer is the head of the technology
group.
A chief technical officer or chief technology officer (abbreviated as CTO) is an executive position
whose holder is focused on scientific and technical issues within an organization. Essentially, a CTO is
responsible for the transformation of capital - be it monetary, intellectual, or political - into technology in
furtherance of the company's objectives. The title is most typically found in organizations which
significantly develop or exploit information technology.
The CTO's responsibilities are:
• Sorting through new ideas and products
• Overseeing the selection of research projects
• Providing reliable technical assessments of potential mergers and
acquisitions
• Explaining company products and future plans to the trade media
• And participating in government, academic,
• and industry groups
CTO Job Description
Major Responsibilities include:
1.Technology Strategy
2.Internal Coordination
3.External Partnerships
Other duties:
• Overseeing the technical staff
• The CTO is concerned with the architecture, design & development, security,
operational integrity, system support and maintenance across the IT organization.
• The CTO is responsible for delivering IT solutions with a focus on technical problem
solving.
• CTOs must make decisions about which technologies are most likely to generate the
highest rate of return.
• The CTO thinks about technology as a moneymaking asset, not as a field of
exploration for its own sake.
CTO and CIO Responsibilities Overlap
•
•
•
•
CTO
CIO
Technology Applied to
• IT Applied to Internal
Company Products and
Operations
Services
• Manage IT and Admin
Manage Scientists and
Personnel
Innovators
• Reduce Costs of Internal
Stimulate Creation of New
Transactions
Products
• Improve Short-term
Position Company for
Performance
Long-term Advantage
OVERLAP
• Company's Technology is IT
• Competitive Advantage comes from IT
Services
Sergio Martins
Summarize the capabilities of an
iPhone.
The iPhone is similar to your average smart mobile phone but as well very dissimilar. It can make and receive phone
calls and voice mail, send text messages, receive and create e-mails and etc.
Capabilities of an iPhone:

It is the only multi touch phone.

Can surf the web practically anywhere.

An iPhone and an iPod simultaneously.

Play your favorite tunes while surfing the web or reading an e-mail.

YouTube on the go.

Access your iTunes at your leisure.

Download and play any game you can possibly think of.

Keep track of your stocks at any time.

Google Maps and driving directions make finding places and adding to your contact lists a snap.

Built-in Wi-Fi (Zoom zoom Zoom! Fast, fast, fast!).
Explain how devices like this enable the
merger of personal and professional
lives.
Enabling a merger of personal and professional lives:
How can this phone not merge your personal and professional
life? It does!!!

 For any business person this phone is ideal in the sense that you have
everything on the go, literally everything. With Mobile Me you can
practically sync everything on your phone to your computer and from
your computer to your phone on the go. The iPhone allows you to
access any e-mail account that you would like making it simple to keep
your work and personal e-mails separate.
Describe how you think this might be
important to particular customers for
your company
How vital is this to our clientele?
It is in every way to each one of our clients due to the conveniences this
product brings.

 Each client was and still is very much the driving force why the iPhone was
ever thought of and created.
 Ultimately this product was created to benefit every different person:
doctors, dance instructors, truck drivers, academic students, athletes and etc.
 In our society today convenience is one the many obsessions if not the
most imperative one.
Summarize what you consider to be the
top three characteristics of Web 2.0
Three most influential Web 2.0 characteristics:
Social Networking
 Zillow.com is a great example. With Zillow.com different people can discuss their
views and provide facts about specific areas and cities.
 MySpace
 Face book
 Twitter
1.
2.
Software as a service
 Google does an extraordinary job with this by having such programs like Google docs
& Spreadsheets. Individuals can use Google Earth and access Google Maps, and process
Gmail
3.

Viral Marketing
Such specific type of marketing is illustrious for vendors due to the fact that it costs
nothing. Vendors simply release new features about their product or programs and
simply wait for users to spread the news to one another (Blogs).
Huascar Teran
Consider the combo of iPhone like devices and Web 2.0. Now
identify and describe five innovative applications of these
technologies.
Top 5 most innovative
iPhone applications
(found on http://www.brighthub.com/mobile
/iphone/articles/3000.aspx?p=2)
1. Best iPhone Streaming Music
Application - PANDORA
2. Most Innovative iPhone Music
Application - Shazam
3. Best iPhone Internet / Mobile Search
Application - APPLE
4. Best iPhone Location Based Software OmniFocus
5. Best Social Network App For iPhone
Users - Facebook
Top 5 most innovative Web
2.0 (A Web 2.0 site allows its users to interact
with other users or to change website content, in
contrast to non-interactive websites where users
are limited to the passive viewing of information
that is provided to them)
1. Mygetgo
2. FilesTube
3. BlinkGeo
4. Skillr
5. Mindomo
Explain how your applications generate
competitive advantages.
Our company of choice is the Apple Company. Using the
competitive advantages for Apple we found…
• Locks in Customers and Buyers
Since the fall of the Apple Company in early 90's, Apple has been
able to reinvent itself in their products. They were able to "lock
in" consumers by offering reliability in their operating systems.
As inventors to the iPhone, Apple has been able to appeal a wide
range of consumers.
Example: Students, Professionals, & hobbyist.
Explain how your applications generate competitive
.
advantages
•Raise barriers to market entry:
–Apple's iPhone has strategically been able to be sold by one carrier.
This exclusivity has immobilized their competition.
•Establish Alliances:
–Apple was able to strengthen its competitive advantage by pairing up
with Intel. Intel was then able to manufacture CPUs therefore giving
the ability run Windows OS on their machine.
•Reduce Costs:
–In the outcome of the alliance,
Apple was able to lower the computer
market significantly. This drives the cost of an Apple to be more
affordable while not comprising quality.
Idalia Fabregas
Explain how you can use the knowledge
you have gained in this exercise in a job
interview with Apple.
This excercise has taught us a lot about Apple as a
company and its product offerings. When going in for an
interview it is recommended that you research a company so
that the interviewer knows you are knowledgable and
interested in the company.
Now we are prepared to answer questions about Apple
and ultimately this newfound knowledge would put us
ahead of our competition for a job within Apple.
Explain how you can use the knowledge
you have gained in this exercise in a job
interview with another company.
Through this excersice we have learned the general
responsibilities of a CTO (and its dept) and therefore be
prepared to answers questions intelligently on the position
within any company.
Futhermore, if we are interviewing with a competitor of
Apple it would behoove us to understand about Apple
products and its organization so that we can aid Company X in
obtaining a competitive advantage.
Any Questions??