Unit Four Building Innovation: Unit Four Opening Case - Additional Case Information Ebay - The Ultimate E-Business

Business Driven Technology - Instructor’s Manual
UNIT FOUR
Building Innovation
One-hour film processing and digital cameras both contributed to the demise of Polaroid, a solid
company that had an innovative technology and a captive customer base. The dilemma that faced
Polaroid is a dilemma that most organization face – the criteria an organization uses to make
business decisions for its present business could possibly create issues for its future business.
Essentially, what is best for the current business could ruin it in the long term.
Forming and maintaining collaborative partnerships are essential for businesses to thrive in this
new economy. Strategic alliances enable businesses to gain competitive advantage(s) through
access to partner(s) resources, including markets, technologies, capital, and people. Teaming up
with another business adds complementary resources and capabilities, enabling participants to
grow and expand more quickly and efficiently - especially fast growing companies who rely heavily
on outsourcing many areas of their business to extend their technical and operational resources.
This Unit focuses on the opportunities and advantages found with developing collaborative
partnerships in e-business, outsourcing, and integration. Specific relationships have been
developed in the chapter between the use and deployment of technology and the creating of
partnerships. The chapters in this unit include:
 Chapter Thirteen – Creating Innovative Organizations
 Chapter Fourteen – E-business
 Chapter Fifteen – Creating Collaborative Partnerships
 Chapter Sixteen – Integrating Wireless Technology in Business
UNIT FOUR OPENING CASE – Additional Case Information

eBay – The Ultimate E-Business
eBay has created another new business – eBay Stores
eBay Stores is the latest strategy for people wanting to sell items on eBay. eBay Stores provide
powerful tools to build, manage, promote, and track a business. Show your students the different
features available through an eBay store: http://pages.ebay.com/storefronts/openbenefits.html
or try http://stores.ebay.com/
BDT – UNIT 4 Page 1 of 42

CHAPTER THIRTEEN
Creating Innovative Organizations
What do steamboats, transistor radios, and Intel’s 8088 processor all have in common? They are
all disruptive technologies. Disruptive technologies redefine the competitive playing fields of their
respective markets. Disruptive technologies tend to open new markets and destroy old ones.
Sustaining technologies tend to provide us with better, faster, and cheaper products in established
markets, but virtually never lead in markets opened by new and disruptive technologies.
LEARNING OUTCOMES
13.1 Compare disruptive and sustaining technologies.
Disruptive technology – a new way of doing things that initially does not meet the needs of
existing customers
 Disruptive technologies redefine the competitive playing fields of their respective markets.
 Disruptive technologies tend to open new markets and destroy old ones.
 Disruptive technologies typically cut into the low end of the marketplace and eventually
evolve to displace high-end competitors and their reigning technologies
Sustaining technology – produces an improved product customers are eager to buy, such as
a faster car or larger hard drive
 Sustaining technologies tend to provide us with better, faster, and cheaper products in
established markets
 Sustaining technologies virtually never lead in markets opened by new and disruptive
technologies
13.2 Explain how the Internet caused disruption among businesses.

The Internet has completely disrupted the way businesses operate, employees communicate,
and products are developed and sold. Here are a few examples:
 Travel site Expedia.com is now the biggest leisure-travel agency, with higher profit
margins then even American Express.
 $35 billion annual online music downloads are wrecking the traditional music business.
 Dell increases profit margins while cutting prices by using the Internet to link suppliers
and customers.
 eBay is one of the nation’s top 15 retailers.
13.3 Define the relationship between the Internet and the World Wide Web
The Internet is a global public network of computer networks that pass information from one
to another using common computer protocols. The World Wide Web is a global hypertext
system that uses the Internet as its transport mechanism. The World Wide Web operates
on the Internet.

13.4 Describe the Internet’s impact on information along with how these changes are affecting businesses
The Internet has changed the way the world accesses, views, finds, and uses information.
 Easy to compile – searching for information on products, prices, customers, suppliers,
and partners is faster and easier when using the Internet
 Increased richness – Businesses and customers can collect and track more detailed
information when using the Internet
 Increased reach – Businesses can share information with numerous customers all over
the world
 Improved content – Content and product description establish the common
understanding between both parties to the transaction
CLASSROOM OPENER
GREAT BUSINESS DECISIONS – Edwin Land Develops the Polaroid Camera
In 1937, Edwin Land started a company that made a polarizing plastic and named it Polaroid. The
business boomed. Land was taking family pictures on his vacation in 1943 when his three-year-old
daughter asked why they had to wait so long to see the developed photographs. Land was struck
with the idea of combining the polarization technology with developing films. By 1950, Land had a
camera that produced black-and-white images and by 1963, he released a camera that produced
color pictures. The Polaroid camera took off and by the late 1960s, it was estimated that 50 percent
of American households owned one.
CLASSROOM EXERCISE
Finding Innovation
Innovation, new ideas, and new technology are exciting. It is currently estimated that everything we
know technically will represent 1 percent of all technology in 2050. Break your students into groups
and ask them to search the Internet for the most exciting form of innovation that is going to hit our
market and change our lives over the next ten years. Have your students present their findings to
the class and offer a small prize to the winner.
A few examples include:

 Computers that offer smells, click on a perfume and the scent permeates from your computer,
movie theatres will offer smells that correspond to the movie
 Electronic toilets – analyze output and let you know if you getting sick days before the cold
actually hits. Great for rest homes and hospitals
 Planes the size of small ships that offer shopping and restaurants
CORE MATERIAL
The core chapter material is covered in detail in the PowerPoint slides. Each slide contains detailed
teaching notes including exercises, class activities, questions, and examples. Please review the
PowerPoint slides for detailed notes on how to teach and enhance the core chapter material.
OPENING UNIT CASE STUDY QUESTIONS


1. Do you agree that eBay founder Pierre Omidyar used disruptive technology to change the
auction business? Why or why not?
Yes, when eBay was founded the Internet was considered a disruptive technology. There were
no other online auction business and Omidyar was a pioneer in the online auction business.
Today, it is no longer considered disruptive and there are many online auction sites.
2. Create a Porter’s Five Forces analysis highlighting eBay’s market position. Be sure to highlight
any new technologies that have the potential to disruptive eBay’s business.
 Buyer power: eBay buyers and sellers have low power since they have to pay eBay fees
whenever they use eBay to purchase a product or service.
 Supplier power: eBay supplier power is high. eBay is a highly successful Web site and
they can charge their customers set fees to use their service.
 Threat of new entrants: The threat of new entrants is low. It is easy and inexpensive to
create a Web auction site. However, attracting customers to the site is more difficult.
 Threat of substitute products: The threat of substitute products is low. The alternative to an
online auction Web site is to sell products in a store, which is not an attractive alternative.
Web-enabled wireless auction sites is new and eBay is already deploying technologies
that can allow customers to access their site on wireless devices.
 Rivalry among existing competitors: There are many other online auction sites, however,
they are not a threat since eBay dominates this market.
3. What types of ethical dilemmas will an online business such as eBay face that a traditional
company would not face?
There are many ethical dilemmas that eBay faces such as buyers and sellers misrepresenting
themselves or the products and services they are selling. There are many examples of
customers selling items that are never delivered, or selling items that are inappropriate. One
individual offered his virginity for sale and another offered a grilled cheese sandwich that
represented Jesus.
4. What types of security issues will an online business such as eBay face that a traditional
company would not face?
eBay needs to focus on all of the same security issues that other online businesses face
including stolen passwords, stolen information, identity theft, hackers, and viruses. eBay needs
to keep its business up-and-running 24x7 and can not afford to have any type of downtime or it
will lose its credibility and its customers.
CHAPTER SEVENTEEN CASE

Failing to Innovate
1. If these companies all had a first-mover advantage, then why did the products fail?
This is a great question to discuss among your students. Why did these products fail? These
were great companies such as IBM and Apple, yet their products failed. If companies are
complacent with new products then fast followers are sure to steal market share. Some
products were simply not what the customer wanted. The reasons are endless and learning
from the past mistakes of others is one of the best ways not to repeat the same mistakes.

2. For each of the above determine if the technology used was disruptive or sustaining.
a. Apple Newton: Disruptive
b. PointCast: Disruptive
c. Gopher Protocol: Disruptive
d. VisiCalc: Disruptive
e. Atari: Disruptive
f. Diamond Rio: Disruptive
g. Netscape Navigator: Disruptive
h. AltaVista: Disruptive
i. Ricochet Networks: Disruptive
j. IBM Simon Phone: Disruptive
3. Choose one of the products above and determine what the company could have done to
prevent the product from failing.
Student answers to this question will vary. The important part of the answer is their justification
for what they could have done to prevent the product from failing. For a classroom exercise
break your students into groups and have them jointly determine how they could have saved
one of the products on the list. Ask your students to share their answers with their peers.
4. Can you name another technology product that failed? Why did it fail? What could the
company have done differently for it to succeed?
Student answers to this question will vary. Ask your students to visit the museum for failed
products. Consumers buy products they've learned to trust. Your trust is what the retailers are
after. But, sometimes for various reasons, products just don't work. And some of them end up
in the failed products museum. It's not the Guggenheim. It's nowhere near the Louvre. But you
can look up and down those hallowed places and never find an exhibit of edible deodorant.
That's right, edible deodorant. A bottle of "Garlic Cake." Such a giggle-inspiring item is the soul
of this museum, though, full of failed products, in Ithaca, New York, a place where classical
sculpture and portraits give way to marketing disasters and just plain dumb ideas.
http://www.cbc.ca/consumers/market/files/home/failedproducts/index.html

CHAPTER FOURTEEN
E-Business
In the past few years, e-business seems to have permeated every aspect of daily life. In just a
short time, both individuals and organizations have embraced Internet technologies to enhance
productivity, maximize convenience, and improve communications globally. This chapter focuses
on the e-business processes changing the nature of the buyer-seller relationship, the role of
information technology (IT), and organizational structures and tasks.
LEARNING OUTCOMES
14.1. Compare e-commerce and e-business.
E-commerce is the buying and selling of goods and services over the Internet. E-commerce
refers only to online transactions. E-business is the conducting of business on the Internet,
not only buying and selling, but also serving customers and collaborating with business
partners. The primary difference between e-commerce and e-business is that e-business
also refers to online exchanges of information. For example, a manufacturer allows its
suppliers to monitor production schedules or a financial institution allowing its customers to
review their banking, credit card, and mortgage accounts.
14.2. Compare the four types of e-business models.

 Business-to-business (B2B) Applies to businesses buying from and selling to each
other over the Internet.
 Business-to-consumer (B2C) Applies to any business that sells its products or services
to consumers over the Internet.
 Consumer-to-business (C2B) Applies to any consumer that sells a product or service
to a business over the Internet.
 Consumer-to-consumer (C2C) Applies to sites primarily offering goods and services to
assist consumers interacting with each other over the Internet.
The primary difference between B2B and B2C are the customers; B2B customers are
other businesses while B2C markets to consumers. Overall, B2B relations are more
complex and have higher security needs; plus B2B is the dominant e-business force,
representing 80 percent of all online business.
14.3. Describe the benefits and challenges associated with e-business.

e-business is the conducting of business on the Internet, not only buying and selling, but
also serving customers and collaborating with business partners. E-business benefits
include:
 Highly accessible
 Increased customer loyalty
 Improved information content

 Increased convenience
 Increased global reach
 Decreased cost
E-business challenges include:

 Protecting consumers
 Leveraging existing systems
 Increasing liability
 Providing security
 Adhering to taxation rules
14.4. Explain the differences among e-shops, e-malls, and online auctions.
An e-shop is a version of a retail store where customers can shop at any hour of the day
without leaving their home or office. An e-mall consists of a number of e-shops; it serves
as a gateway through which a visitor can access other e-shops. An online auction is a
place where buyers and sellers come together to auction items and prices are determined
dynamically.
CLASSROOM OPENER
GREAT BUSINESS DECISIONS – Jeff Bezos Decides to Sell Books over the Internet
Jeff Bezos owns 41 percent of Amazon and is estimated to be worth over $900 million. Bezos
graduated from Princeton and was the youngest Vice President at Banker’s Trust in New York.
Bezos had to make a decision to stay and receive his 1994 Wall Street bonus or leave and start a
business on the Internet. “I tried to imagine being eighty years old, looking back on my life. I knew
that I would hardly regret having missed the 1994 Wall Street bonus. But having missed being part
of the Internet boom – that would have really hurt,” stated Bezos. The first books ordered through
Amazon were dispatched in the fall of 1994 (personally packaged by Bezos and his wife).
Amazon.com is now the biggest bookstore on the planet. It is the exemplar of electronic business.
CLASSROOM EXERCISE
Where the Internet Really Started
Ask students, “How did the Internet (really) get started.” A few responses might include: Al Gore
(“Information Superhighway”), or the Department of Defense (ARPANET), or even Bill Gates
(Microsoft).
For many people, the Internet is the epitome of cutting-edge technology. However, in the
nineteenth century, the first “online communications network” was already in place - the telegraph!
In addition, at the time, it was just as perplexing, controversial, and revolutionary as the Internet is
today. In essence, the telegraph was the first incarnation of the Internet.
Ask students to “Imagine an almost instantaneous communication system that would allow people
and governments all over the world to send and receive messages about politics, war, illness, and
family events. The government has tried and failed to control it.” Was it the Internet? Nope, the
humble telegraph fit this bill way back in the 1800s. The parallels between the now-ubiquitous

Internet and the telegraph are amazing, offering insight into the ways new technologies can change
the very fabric of society within a single generation.
Emphasize the history of the telegraph:

 Begin with the funny story of a mile-long line of monks holding a wire and getting simultaneous
shocks in the interest of investigating electricity, and ending with the advent of the telephone
(this is the true scenario).
 Discuss the early “online” pioneers: Samuel Morse, Thomas Edison, and a seemingly endless
parade of code-makers, entrepreneurs, and spies who helped ensure the success of this
communications revolution.
With the invention of the telegraph, the world of communications was forever changed. The
telegraph gave rise to creative business practices and new forms of crime. Romances blossomed
over its wires. In addition, attitudes toward everything from news gathering to war had to be
completely rethought. The saga of the telegraph offers many parallels to that of the Internet in our
own time, and is a remarkable episode in the history of technology.
CORE MATERIAL
OPENING CASE STUDY QUESTIONS

1. Identify the type of e-business model eBay is using and explain why it has been so successful.
eBay began in the C2C space, using the brokerage value model and collecting transaction
fees in consumer-to-consumer auctions. Rapid user growth created community, content, and
search value streams, which in turn created the critical mass for substantial advertising
revenue. B2B followed by offering the Small Business Exchange. In addition, there is nothing
that would prevent eBay from licensing its technology in the B2B space, for industry-specific
auctions. eBay could potentially expand into the B2C space, providing firms the option of
auctioning merchandise directly to consumers using the eBay infrastructure. Finally, while this
would be the greatest stretch for eBay, it could choose to move into the C2B space, allowing
consumers to “name their own price” for merchandise and services.
2. Other major Web sites, like Amazon.com and Yahoo!, have entered the e-marketplace with far
less success than eBay. How has eBay maintained its dominant position?
The obvious answer is that eBay's first-mover advantage allowed it to dominate the online
auction space. eBay also has an excellent reputation for superior customer service. Two
priorities dominate eBay's operational strategy: keeping its buyer/seller community happy, and
keeping its massive Web site up and running. Consumers flock there because of the great
product selection. The result is a juggernaut that has vanquished latecomers, such as Yahoo!
Auctions and Amazon Auctions. Both of those operations are still in business, but they have
reduced expectations and make relatively small contributions to their parent companies'
balance sheets.

3. What are the three different types of online auctions and which one is eBay using?
Electronic auction - sellers and buyers solicit consecutive bids from each other and prices are
determined dynamically.
Forward auction - auction that sellers use as a selling channel to many buyers and the highest
bid wins.
Reverse auction - an auction that buyers use to purchase a product or service, selecting the
seller with the lowest bid.
eBay provides a forward auction where the highest bid wins.
CHAPTER FOURTEEN CASE

eBiz
1. How else can you use the Internet to raise money?
There are numerous ways you can use the Internet to raise money. Revenue models such as
transaction fees, subscription fees, licensing fees, advertising fees, and many other models
can be used to generate revenue on the Internet.
This is an excellent video to inspire your students! Not so long ago, teen Ashley Qualls lived in
a one-bedroom apartment with her mom and sister. But with her computer and savvy business
sense she made a better life for all of them. Ashley Qualls doesn't sound like a typical high
school student. Maybe that's because the 17-year-old is the CEO of a million-dollar business.
http://potw.news.yahoo.com/s/potw/52250/teen-millionaire
2. What types of businesses could benefit from trading on the Internet?

Any type of business can benefit including B2B, B2C, C2C, C2B, B2G, G2C, C2G, G2B.
3. Can you think of any other disruptive or non-traditional ways that you could use the Internet?
This is a great question to get your students thinking. Be sure to bring up Second Life as
virtual businesses are beginning to take off and make money. Here are a few examples you
can show in your class.
Jeff Bezos Video on eBusiness Innovation

The dot-com boom-and-bust is often compared to the 1849 Gold Rush, and Amazon.com
founder Jeff Bezos offers historical evidence showing how similar they were: from the riches
made by pioneers to the media hype that attracted luckless speculators. But a better analogy
can be found in the early days of the electric industry, he shows us. His conclusion in 2003: "I
believe there's more innovation ahead of us than behind us."
http://www.ted.com/index.php/talks/view/id/105
The 13 Most Embarrassing Web Moments

The Internet is the most efficient information distribution system ever known. But if you're not
careful, it's also the perfect way to embarrass yourself in front of the entire world.
http://www.pcworld.com/article/id,127823-page,1/article.html

The Web’s Most Useful Sights

You have lots of stuff to get done. And these next-generation services can help with everything
from wrangling passwords to throwing a party.
http://tech.msn.com/products/article.aspx?cp-documentid=2521180

CHAPTER FIFTEEN
Creating Collaborative Partnerships
Collaboration allows people, teams, and organizations to leverage and build upon the ideas and
talents of staff, suppliers, customers, and business partners. It involves a unique set of business
challenges that:
 Include complex interactions between people who may be in different locations and desire to
work across function and discipline areas
 Require flexibility in work process and the ability to involve others quickly and easily
 Create and share information rapidly and effortlessly within a team
Increasingly, organizations are extending their focus from internal operations like planning and
scheduling, enterprise resource planning and sales force automation, toward operations beyond
their own four walls with external customers and suppliers. This chapter focuses on the need for
collaboration, the technology that supports collaboration, and collaboration trends.
LEARNING OUTCOMES
15.1 Identify the different ways in which companies collaborate using technology.
Companies must be able to collaborate. Without collaboration companies simply would have
a very difficult time operating. Companies collaborate in a number of ways including
document exchange, shared whiteboards, discussion forums, and e-mail.
15.2 Compare the different categories of collaboration technologies.

Collaboration technologies fall into one of two categories:
1. Unstructured collaboration (sometimes referred to as information collaboration) includes
document exchange, shared whiteboards, discussion forums, and e-mail.
2. Structured collaboration (or process collaboration) involves shared participation in
business processes such as workflow in which knowledge is hardcoded as rules.
15.3 Define the fundamental concepts of a knowledge management system.

Knowledge management involves capturing, classifying, evaluating, retrieving, and sharing
information assets in a way that provides context for effective decisions and actions.
15.4 Provide an example of a content management system along with its business purpose.
A content management system (CMS) provides tools to manage the creation, storage,
editing, and publication of information in a collaborative environment. The CMS marketplace
is complex, incorporating document management, collaboration and versioning tools, digital
asset management, and Web content management. One example is www.vignette.com.
15.5 Evaluate the advantages of using a workflow management system.

Many workflow management systems allow the opportunity to measure and analyze the
execution of a process. Workflow systems integrate with other organizational systems, such
as document management systems and database management systems.
15.6 Explain how Groupware can benefit a business.

Groupware is software that supports team interaction and dynamics including calendaring,
scheduling, and videoconferencing. Organizations can use this technology to communicate,
cooperate, coordinate, solve problems, compete, or negotiate.
CLASSROOM OPENER
GREAT BUSINESS DECISIONS – Swiss Watch Manufacturers Begin Collaborating and Invent the
Swatch
The Swatch is a classic tale of triumph over adversity. The Swiss watch making industry’s market
share declined from 30 percent to 9 percent during the 1970s. The leading Swiss watch
manufacturers decided to join and collaborate thinking it would be better to go down together in a
blaze of glory than to timidly surrender in isolation to the diminishing watch market. Ernst Thomke,
president of the group and Jacques Muller, chief engineer, came up with the idea to design a low-
cost version of the Delirium, the world’s slimmest watch. Thomke developed the technical
specifications of the original Swatch, as well as the all-important marketing and advertising ideas.
The Swatch was based on the simple premise that the watch could become a disposable or
replaceable fashion item. This collaborative product was the make-or-break response to cheap
watch competition and almost overnight, the dormant Swiss watch industry was revived. The
Swatch became a fashion accessory and the Swiss share of the worldwide watch market rose to
over 50 percent.
CLASSROOM EXERCISE
Process of Collaboration
Collaboration is always operating through certain group processes — processes of communication,
coordination, cooperation, but also information sharing. Split students up into four groups, each
representing the processes above. Have each group make a list of the collaborative technologies
differentiated by the collaboration processes they support.
These processes do not work independently of one another but are usually intermingled and
determined by each other. True collaboration tools will try to provide help for all those collaboration
processes, but their main focus is mostly on one of these areas.
Here are some answers that the groups should come up with:
Communication Coordination Cooperation Information Sharing

 E-mail  Workflow management  Electronic meeting  Whiteboards
 Audio- and  Calendar and scheduling systems  Application sharing
videoconferencing  Project management  Group authoring software  Knowledge management
 Telephone
 Instant messaging  Threaded discussions
 Chat (ICQ)

Communication Coordination Cooperation Information Sharing

 Fax
 Screen sharing systems
CORE MATERIAL
OPENING CASE STUDY QUESTIONS

1. Identify which systems eBay could use to collaborate internally.
Some possible answers could include:
 Content Management Systems – to organize its auction item database of 3-million-title
book, Audio book, CD and DVD catalog, search and notification services,
recommendations by genre or category, and content including extensive author interviews.
 Workflow Management Systems – to help customers coordinate the shipping, and
receiving of items
 Knowledge Management Systems – assists internal teams to collaborate on rules, policies,
techniques, workflows, business processes, and decision making.
2. Explain which Internet technologies have facilitated the way in which eBay collaborates with
both its customers and business partners.
eBay collaborates electronically with all customers and business partners via the Internet.
Technologies mainly include e-mail, EDI (Electronic Data Interchange) PayPal, and Web
services. The list is beyond that covered in the text, however, some possible alternative
answers could include:
o Customer acquisition and retention (through e-mail and Web advertising)
o Marketing and customer service (through Web interface)
o Knowledge of e-business infrastructure (all the collaboration tools mentioned in the
text)
o Building and sustaining virtual market mechanisms
3. List the four collaboration systems discussed in this chapter and rank them in order of
importance to eBay’s business.
 Knowledge management systems – involves capturing, classifying, evaluating, retrieving,
and sharing information assets in a way that provides context for effective decisions and
actions
 Content management systems – provides tools to manage the creation, storage, editing,
and publication of information in a collaborative environment
 Workflow management systems – facilitate the automation and management of business
processes and control the movement of work through the business process

 Groupware systems – support team interaction and dynamics including calendaring,

scheduling, and videoconferencing
Student answers to this question will vary. The important part is that your students can justify
their ranking. This makes for a good classroom debate if students rank the systems in different
order.
4. Describe how eBay could leverage the power of a knowledge management system for its
employees and for its customers.
 Customer Service employees can search the knowledge base to see if a situation has
been encountered before and the answer already is known. If it is, they either learn it from
the organizational knowledge base, or recall it from their own (mental) knowledge base.
 Customer Service employees can find several “related” but not exact circumstances and
derive an answer by recombining pieces of knowledge from the knowledge base, creating
new knowledge in the process.
 Managers could use knowledge management systems to help gain insight and
understanding from its own experience. Specific knowledge management activities help
focus the organization on acquiring, storing and utilizing knowledge for such things as
problem solving, dynamic learning, strategic planning and decision making. It also protects
intellectual assets from decay, adds to firm intelligence, and provides increased flexibility.
CHAPTER FIFTEEN CASE

DreamWorks Animation Collaboration
1. How can companies use Halo to increase their business efficiency?
Being able to meet with co-workers virtually around the globe will help organizations become
more efficient and effective. Traveling to another country takes time, costs money, and is hard
on employees with families, pets, and plants. Being able to meet with face-to-face with global
business partners, from a local meeting room, is a big advantage for corporate employees.
2. Explain how a company like PepsiCo can use Halo to gain a competitive advantage in its
industry.
PepsiCo could use Halo to collaborate internally and externally. Internally, it could offer its
worldwide employees an inexpensive way to communicate face-to-face. Externally, it could
setup a Halo meeting room where partners and customers could talk with PepsiCo employees
face-to-face. It could be a good marketing technique to gain access to its customers.
3. How can knowledge management be increased by using a product such as Halo?

There are a few ways that a company can use knowledge management with a Halo product.
First, it could record all of the meeting and store this information on a data device. It could then
categorize all of the meetings, individuals in the meetings, etc. and slice-and-dice the meeting
details for access by other individuals. Of course, there are privacy and ethical issues with
recording all meetings. Second, it offers employees a way to meet face-to-face with other co-
workers and share knowledge.
4. Why would a company like DreamWorks, that is not IT focused, be interested in collaboration
technology?

All companies need to collaborate to work effectively and efficiently. Businesses cannot
operate in a vacuum. The need to collaborate is felt in every industry from products to health
care to entertainment. Collaboration is a business need, not just an IT need.

CHAPTER SIXTEEN
Integrating Wireless Technology in Business
Wireless technologies are transforming how we live, work, and play. Handheld devices are
continuing to offer additional functionality and cellular networks are advancing rapidly in their
increased speed and throughput abilities. These enabling technologies are fueling widespread
adoption and creation of new and innovative ways to perform business.
LEARNING OUTCOMES
16.1 Explain how a wireless device helps an organization conduct business anytime, anywhere,
anyplace.
A wireless device provides users with a live (Internet) connection via satellite or radio
transmitters. If an organization uses wireless technologies, its employees, customers, and
suppliers will have a live connection to organizational information and applications anytime,
anywhere, and anyplace.
16.2 Describe RFID and how it can be used to help make a supply chain more effective.
Radio frequency identification (RFID) technologies use active or passive tags in the form of
chips or smart labels that can store unique identifiers and relay this information to electronic
readers. RFID tags contain a microchip and an antenna, and typically work by transmitting a
serial number via radio waves to an electronic reader, which confirms the identity of a person
or object bearing the tag. RFID tags will be added to every product and shipping box. At every
step of an item’s journey, a reader scans one of the tags and updates the information on the
server. Manufactures and retailers can observe sales patterns in real time and make swift
decisions about production, ordering, and pricing. Integrating RFID in the supply chain will
change the way a companies operate from managing maintenance, combating theft, to
augmenting Sarbanes-Oxley initiatives.
16.3 List and discuss the key factors inspiring the growth of wireless technologies.
Wireless growth is occurring because of:
 Universal access to information and applications
 The automation of business processes
 User convenience, timeliness, and ability to conduct business 24X7X365
16.4 Describe the business benefits associated with a mobile enterprise.

Wireless devices are enabling employees to be more efficient and effective; however wireless
devices are also making it more difficult to divide work from nonwork. Over the last 10 to 15
years employees have seen a steady erosion of their personal time as their work day
lengthens

CLASSROOM OPENER
GREAT BUSINESS DECISIONS – Akito Morita of Sony Decides to Develop the Walkman
Akito Morita noticed that young people like listening to music wherever they went. He decided to
find a way for people to listen to music while they walked, ran, danced, or jogged. From this Morita
designed the Walkman. The first Sony Walkman was introduced in 1980 and was an instant
success. Many of Sony’s successes are based on innovation. The company has an instinctive
ability to find and pursue market opportunities.
 In 1949, the company developed the magnetic recording tape
 In 1950, the company sold the first tape recorder in Japan
 In 1957, the company produced a pocket-size radio
 In 1960, Sony produced the first transistor TV in the world
CLASSROOM EXERCISE
Wireless Classrooms
Break your students into groups and ask them to develop a completely mobile and wireless class
for the future. Ask them to take into consideration the following:
 How would lectures be given?
 How would questions be asked and answered?
 How would assignments be given and collected?
 How would group projects be performed?
 How would students separate work and nonwork time?
 How would exams be administered?
 Would this type of class be better or worse than a traditional class?
CORE MATERIAL
OPENING UNIT CASE STUDY QUESTIONS

1. Why would eBay want to explore the wireless market for new opportunities?
eBay pushes technology to its limits. eBay will want to take advantage of any types of
technology that can make it more efficient or effective. There are numerous ways that eBay
could explore the wireless market from offering wireless devices through its state-of-the-art
online ordering system to tracking deliveries and notifying customers’ cell phones when they
can expect their new eBay computer.
2. With the emergence of mobile technologies, why would eBay be concerned with the lack of
compatibility between wireless applications?
Business processes become more efficient and effective when wireless devices can
communicate with each other. Business processes become less efficient and effective when
wireless devices cannot communicate with each other. Therefore, wireless applications that

cannot communicate with each other will increase costs, complicate processes, cause
inefficiencies, and directly affect a business’s bottom-line.
3. If eBay chose not to embrace wireless technologies would it be at a disadvantage? Explain

your answer.
Absolutely! Any organization that fails to take advantage of new technologies is placed in the
position of becoming obsolete.
4. How can a wireless device add value for eBay customers?

Wireless devices offer anywhere, anyplace, anytime. Being able to bid on items from anyplace,
anywhere, anytime is a huge advantage for eBay customers.
CHAPTER SIXTEEN CASE

UPS verses FedEx: Head-To-Head On Wireless
1. Explain the fundamentals of wireless fidelity.
Wireless fidelity (wi-fi) is a means of linking computers using infrared or radio signals. Wi-fi is a
type of Ethernet, which makes the wireless network a straightforward extension of the wired
network. A wireless device provides users with a live (Internet) connection via satellite or radio
transmitters. If an organization uses wireless technologies, its employees, customers, and
suppliers will have a live connection to organizational information and applications anytime,
anywhere, and anyplace.
2. Describe the differences between UPS and FedEx’s use of wi-fi.

FedEx deploys new technologies as soon as it can justify the cost and demonstrate improved
efficiencies and customer benefit. UPS refreshes its technology base roughly every five to
seven years, when it rolls out a unified system in stages that it synchronizes with the life span
of the older system. The two companies are exploiting new wireless technologies in their
differing attempts at aiding the two main components of their operations: pickup/deliver and
packaging/sorting.
3. Identify two types of wireless business opportunities the companies could use to gain a
competitive advantage.
The companies can use Bluetooth, RFID, satellite, and GPS to gain competitive advantages.
GPS can help with ensuring drivers are using the most direct route, or avoiding traffic, to reach
customers. Satellites could be used to gain access to company intranets from anywhere at
anytime.
4. Describe how RFID could help the companies deal with potential security issues.
With an RFID tag attached to each package the company could monitor, in real time, every
products exact location. It could also monitor such things as humidity, temperature, shifts, and
other factors that cause issues in its supply chain by damaging goods during shipping.
5. Develop a Bluetooth, GPS, or satellite product that the parcel delivery business could use to
improve efficiencies.
Student answers to this question will vary.

UNIT FOUR
CLOSING MATERIAL
CLOSING CASE ONE

Improving Highway Safety Through Collaboration
1. How are collaboration tools helping to save lives in Texas?
Information on traffic-related deaths and accidents are two to three years out of date in some
states, making it difficult to devise new safety regulations, rebuild unsafe roads, develop safer
automobiles, and improve emergency services. Systems used by federal, state, and local
agencies to collect and share information need to be overhauled to help determine unsafe
roads, where new legislation could protect lives, and how to improve highway safety.
2. How could a police department use groupware to help with collaboration on accident reports?
Groupware supports team interaction and dynamics including calendaring, scheduling, and
videoconferencing. Police departments could use groupware to communicate, cooperate,
coordinate, and solve problems. If different police departments in the same city could view
accident reports by a specific road, vehicle, or individual it could take measure to prevent these
accidents.
3. Describe how a police department could use workflow systems to help with accident reports
and health-care-related issues.
Workflow defines all of the steps or business rules, from beginning to end, required for a
business process. The process for entering an accident report could become more efficient by
using a workflow engine. The workflow engine would automatically pass the report to the
correct individual, making the time to file the report quicker. The workflow engine could also
automatically pass the report to the appropriate insurance company that is working with the
individual whom was hurt in the accident, helping to facilitate the insurance claims process.
4. What would be the impact on lives if a state fails to implement collaboration tools to help track
and analyze highway accidents?
More lives will be lost to accidents without collaboration. Working together to facilitate highway
safety is a federal program and the individuals working on it are located throughout the United
States. These people need to be able to communicate, quickly and effectively, to ensure
highway safety standards are being met and new standards are being designed when
required.
5. How could police departments use wireless technologies to operate more efficiently and
effectively?
Wireless technologies are critical for police departments. Working anytime, anywhere,
anyplace is part of a police officers job. They must have the capability to be connected to their
departments from any location in their jurisdiction. Using mobile devices to run license plate

numbers, driver license numbers, etc. is a critical part of their job. Wireless technologies can
help keep our police officers safe.
CLOSING CASE TWO

Amazon.com – Not Your Average Book Store
1. How has Amazon used technology to revamp the book-selling industry?
Amazon has changed the way people buy books. Amazon is a pure play business that can offer
books at deep discounts because it does not have the overhead expense of brick-and-mortar
stores.
2. Is Amazon using disruptive or sustaining technology to run its business?

In the beginning Amazon was using disruptive technology to sell its books – the Internet. The
Internet is no longer a disruptive technology, but Amazon is still finding ways to use it to disrupt
the way it does business.
3. What is Amazon’s e-business model?

This is somewhat of a trick question, because the answer is that Amazon.com is a B2B, C2C,
and a B2C. Amazon.com does business with other businesses (B2B), such as Borders, Target,
and Office Depot. Amazon.com also supports a huge business-to-consumer model with their
main Web site interface. Amazon also supports customers doing business with other customers
(C2C).
Amazon.com’s e-marketplace consists of 4 ways that anyone can earn money using their
electronic resources:
1 Marketplace - Anyone can sell new and used products.
2 Advantage - A publisher, label, or studio looking for a distribution and fulfillment channel
for products.
3 Paid Placements - Amazon’s proprietary automation and personalization technology is
able to reach the customers most likely to be interested in products.
4 Search Inside the Book - Help customers discover (your) books by enrolling them in
Amazon’s Search Inside the Book program. With Search Inside the Book, customers can
search every word in a (your) book and browse sample pages.
4. How is Amazon using collaboration to improve its business?

Amazon must be able to collaborate. Without collaboration, Amazon simply would have a very
difficult time operating. Amazon collaborates in a number of ways including document ex-
change, shared whiteboards, discussion forums, and e-mail. Being able to collaborate with co-
workers, partners, suppliers, and customers around the globe will help Amazon become more
efficient and effective.
5. What are some of the business challenges facing Amazon?

There are several challenges facing Amazon including protecting its customers from
unsolicited goods and illegal or harmful communication. Amazon offers a number of third-party
services and it must ensure those parties are operating as expected. If a customer purchases
a product from a third-party seller on Amazon and the goods are never shipped, Amazon is
held responsible. It must also deal with security issues such as identity theft if there was a

breach in its customer systems since it maintains customer credit card numbers. It must also
ensure it is adhering to tax laws.
6. How can Amazon use wireless technology to improve its business?

Wireless enables consumers to buy on the fly, from handheld devices and mobile phones.
Using Amazon.com’s one-click, customers could search for and buy any of Amazon's offerings,
from DVDs and CDs to books and toys, and do it anywhere. Which means customers would
have the use of shopping in a traditional brick-and-mortar store, use comparative shopping
methods, search Amazon.com for its price, and make a purchasing decision accordingly.
MAKING BUSINESS DECISIONS

Instructor Note: There are few right or wrong answers in the business world. There are really only
efficient and inefficient, and effective and ineffective business decisions. If there were always right
answers businesses would never fail. These questions were created to challenge your students to
apply the materials they have learned to real business situations. For this reason, the authors
cannot provide you with one version of a correct answer. When grading your students’ answers, be
sure to focus on their justification or support for their specific answers. A good way to grade these
questions is to compare your student’s answers against each other.
1. EVERYONE NEEDS AN INTERNET STRATEGY

Project Purpose: To understand that “you” cannot just go out and buy an Internet strategy or
buy an e-business Web site, it must be developed from a core strategy formation that supports
the business objectives.
Potential Solution: There are many different avenues that students can choose. Some may
want to answer the questions listed from a B-2-B viewpoint, others from a B-2-C perspective.
The idea here is to have students thinking of the issues surrounding online business, such as:
 Target marketing
 Building brand loyalty
 Electronic payment and procurement
 Customer support
 Benefits vs. Risks
2. SEARCHING FOR DISRUPTION

Project Purpose: To find disruption in the project management industry.
Potential Solution: Students will need to think outside the box as they research the scheduling
or project management industry to determine technology that can offer them disruption or a
competitive advantage. Wireless technologies are one area that could potentially influence the
scheduling industry. Using PDAs to track project status, even on a construction project, could
offer a potential disruption. Be sure your students’ answers justify why the type of technology
they have found will offer the company a disruptive advantage.
3. LEVERAGING THE COMPETITIVE VALUE OF THE INTERNET

Project Purpose: To understand the competitive value of the Internet.
Potential Solution: Students need to be focusing on the language and ideas that suggest
enabling marketplace structures where multiple buyers and suppliers can engage in e-
business activities. Students should present ideas on the foundations for commercial

exchange, consolidating supply chains, and creating new sales channels. The Internet extends
a company’s business processes to customers, trading partners, suppliers, and distributors.
4. ASSESSING INTERNET CAPABILTIES

Project Purpose: To use the Internet to create a business advantage.
Potential Solution: Hoover’s Rentals could build a Web site that offered product information,
ski resort information, snow information, and even directions to ski resorts. The Web site could
become a community for skiers where they could access information beyond just renting
equipment. It could auction off its used equipment on its Web site at the end of the ski season.
It could also use affiliate programs to offer discounts at ski resorts and restaurants with each
ski rental. Customers could also rent equipment on the Web site that could be delivered
straight to the ski area. When the customers reached the ski area the equipment would be
waiting for them and they would not have to lug it back and forth from their car. Hoover rentals
could also use paid search and search engine optimization to help customers find the Web
site.
5. GAINING EFFICIENCY WITH COLLABORATION

Project Purpose: To improve understanding of collaboration and the technologies available to
support it.
Potential Solution: Students can mix and match many of the collaboration tools mentioned in
the Chapter, except for peer-to-peer systems. Given the scenario in this exercise, P-2-P
systems would not offer any value. Therefore, the following are acceptable as a response:
 Content management systems
 Workflow management systems
 Groupware systems
 Knowledge management systems
Instructor Note: You can take this exercise one step further by having students rank the
systems in order of importance, and if they had to recommend one system, what would that be,
which does not necessarily mean their number one choice.
6. COLLABORATION ON INTRANETS
Project Purpose: To broaden students’ understanding (beyond that of MBD #2) the need for
integration within many business functions.
Potential Solution: Students should be using language that suggests that integration within
organizations and across trading communities will reduce costs and radically boost
productivity. Enabling real-time information flow will also allow quick response to the
movements of a highly demanding global marketplace. In addition, students should be making
the connection with the Internet incorporated into an already existing infrastructure or
potentially new infrastructure; an organization will be able to expand to encompass new
partners, new customers, and new markets.
7. FINDING INNOVATION
Project Purpose: To understand the impact disruptive technology can have on a company and
an industry.

Potential Solution: There are many examples from Sony to Dell to Mattel’s Barbie. Be sure
that your students’ presentations justify why they believe each company is considered
disruptive in its industry.
8. COMMUNICATION WITH INSTANT MESSAGES

Project Purpose: To understand that IM is not just a casual P-2-P “toy.”
Potential Solution: Here is another exercise that students should find interesting and “hot.”
This may take some outside research, but encourage students to think on their own to answer
this. Some responses might include:
 Improving communication between employees and customers
 Video conferencing/ Web conferencing
 Short-notice meetings
 Problem-solving brainstorm sessions
APPLY YOUR KNOWLEDGE

Instructor Note: There are few right or wrong answers in the business world. There are really only
efficient and inefficient, and effective and ineffective business decisions. If there were always right
answers businesses would never fail. These questions were created to challenge your students to
apply the materials they have learned to real business situations. For this reason, the authors
cannot provide you with one version of a correct answer. When grading your students’ answers, be
sure to focus on their justification or support for their specific answers. A good way to grade these
questions is to compare your student’s answers against each other.
AYK 1: Working Together

To be successful—and avoid being eliminated by the competition—an organization must
constantly undertake new initiatives, address both minor and major problems, and capitalize
on significant opportunities. To support these activities, an organization often will create and
utilize teams, partnerships, and alliances because the expertise needed is beyond the scope of
a single individual or organization. These teams, partnerships, and alliances can be formed
internally among a company’s employees or externally with other organizations
PROJECT ANALYSIS AND SOLUTION

1. How could you use collaboration tools to facilitate the sharing of information and the
completion of the project?
A collaboration system is an IT-based set of tools that supports the work of teams by
facilitating the sharing and flow of information. Collaboration solves specific business tasks
such as telecommuting, online meetings, deploying applications, and remote project and sales
management. Collaboration systems allow people, teams, and organizations to leverage and
build upon the ideas and talents of staff, suppliers, customers, and business partners. It
involves a unique set of business challenges that:
 Include complex interactions between people who may be in different locations and desire
to work across function and discipline areas.
 Require flexibility in work process and the ability to involve others quickly and easily.
 Call for creating and sharing information rapidly and effortlessly within a team.

Students can use collaboration tools to facilitate communication between the group members.
2. What advantages can your group gain from using Groupware?

Groupware is software that supports team interaction and dynamics including calendaring,
scheduling, and videoconferencing. Organizations can use this technology to communicate,
cooperate, coordinate, solve problems, compete, or negotiate. While traditional technologies
like the telephone qualify as groupware, the term refers to a specific class of technologies
relying on modern computer networks, such as e-mail, newsgroups, videophones, and chat
rooms. Groupware systems fall into two categories:
 Users of the groupware are working together at the same time (real-time or
synchronous groupware) or different times (asynchronous groupware).
 Users are working together in the same place (co-located or face-to-face) or in
different places (non-co-located or distance).
3. What advantages can your group gain from using IM?

E-mail is by far the dominant collaboration application, but real-time collaboration tools like
instant messaging are creating a new communication dynamic within organizations. Instant
messaging (sometimes called IM or IMing) is a type of communications service that enables
someone to create a kind of private chat room with another individual in order to communicate
in real-time over the Internet. In 1992, AOL deployed IM to the consumer market, allowing
users to communicate with other IMers through a buddy list. Most of the popular instant
messaging programs provide a variety of features, such as:
Web links: Share links to favorite Web sites.
Images: Look at an image stored on someone else’s computer.
Sounds: Play sounds.
Files: Share files by sending them directly to another IMer.
Talk: Use the Internet instead of a phone to talk.
Streaming content: Receive real-time or near-real-time stock quotes and news.
Instant messages: Receive immediate text messages.
4. How could you use a workflow system to manage the tasks for the group members?
A workflow defines all the steps or business rules, from beginning to end, required for a
business process. Therefore, workflow management systems facilitate the automation and
management of business processes and control the movement of work through the business
process. Work activities can be performed in series or in parallel and involve people and
automated computer systems. In addition, many workflow management systems allow the
opportunity to measure and analyze the execution of the process because workflow systems
allow the flow of work between individuals and/or departments to be defined and tracked.
Workflow software helps automate a range of business tasks and electronically route the right
information to the right people at the right time. Users are notified of pending work, and
managers can observe status and route approvals through the system quickly.
There are two primary types of workflow systems: messaging-based and database-based.
Messaging-based workflow systems send work assignments through an e-mail system. The
workflow system automatically tracks the order for the work to be assigned and, each time a
step is completed, the system automatically sends the work to the next individual in line. For
example, each time a team member completes a piece of the project, the system would

automatically send the document to the next team member. Database-based workflow systems
store documents in a central location and automatically ask the team members to access the
document when it is their turn to edit the document. Project documentation is stored in a
central location and team members are notified by the system when it is their turn to log in and
work on their portion of the project.
5. Describe a few of the biggest issues you anticipate experiencing during the group project.
Identify ways that you can resolve these issues using collaboration tools.
Communicating is one of the most difficult tasks to perform during a group project.
Collaboration tools will greatly facilitate communication among all of the group members
regardless of their location.
AYK 2: Internet Groceries

E-business, derived from the term e-commerce, is the conducting of business on the Internet, not
only buying and selling, but also serving customers and collaborating with business partners. The
primary difference between e-commerce and e-business is that e-business also refers to online
exchanges of information. For example, a manufacturer allowing its suppliers to monitor production
schedules or a financial institution allowing its customers to review their banking, credit card, and
mortgage accounts. In the past few years, e-business seems to have permeated every aspect of
daily life. Both individuals and organizations have embraced Internet technologies to enhance
productivity, maximize convenience, and improve communications globally. From banking to
shopping to entertainment, the Internet has become integral to daily life.

1. What is e-Grocery.com’s e-business model?
e-Grocery.com’s e-business is strictly B2C. More specifically the “consumers” in this model
include:
 Comparison shoppers are those who contrast product features, prices, and brands
before making purchase decisions. They also actively look out for promotional offers.
Members of this group are 25- to 29-years old and also show no gender bias.
 Traditional Shoppers are those consumers who buy from brick-and-mortar stores.
They do not surf the Internet for comparative information, neither do they look for
bargains over the Internet. Most of these shoppers are 40 to 49-years old.
 Dual Shoppers are more likely to be single males aged 15 to 24, and like to compare
brands and product features. They also rely on the Internet for information gathering.
However, they are not particularly attracted to price-based marketing tactics.
 Information surfer is more likely to be married and between the ages of 15 and 24. He
or she loves banner ads and clicks on them frequently. An information surfer looks for
promotions, and has good navigation and purchase experience.
2. How does e-Grocery.com compete with traditional retailers?

 Perceived usefulness and convenience. If e-Grocery.com wants to take a substantial
piece of the grocery market, they have to be able to offer their customers more value
for their money than traditional grocers. e-Grocery.com has to focus on making
ordering as well as receiving of goods as easy as possible.

3. What value can e-Grocery.com offer as a true competitive advantage in this marketplace?
 Predefined personal shopping lists.
 Diversified products and brands.
 Deliver the ingredients needed for a dish the customer is planning to cook the
following weekend.
 “Capture and enjoy” service. Here, the customer watches television and captures the
image when they see something interesting and then sends the electronic image to e-
Grocery.com to get information on what the item would cost and when the vendor
could have it available.
4. What is the threat of new entrants in this market segment?

The threat is fairly low, since companies trying to enter this market face an uphill battle that
includes narrow margins, expensive expansion costs, and cost-conscious consumers.
Companies such as Peapod, Net Grocer, and Webvan have struggled (and failed) with the
concept of online grocery shopping. Many of these online stores failed due to poor pure-play
structures and inconsistent management.
5. How is e-Grocery.com using technology to change the shopping experience?

Consumers demand an integrated experience when they shop for groceries online. e-
Grocery.com is able to achieve this by offering customers 24 x 7 x 365 shopping as well as
many issues answered above, such as:
 Price
 Convenience
 Service
 Product and brand variety
6. What are the logistics for making e-Grocery.com profitable?

Integration is key! Integration within their supply chain, distribution channels, and delivery
service is crucial. e-Grocery.com must align their front-to-back end office systems to provide
adequate order fulfillment, service availability, and customer support. Efficient logistics and
supply chain system and link automated order processing with personalized marketing efforts.
Concerted customer relationship management (CRM) techniques.
7. How does e-Grocery.com profit from online customer interaction?

As the relationship between the customer and e-Grocery.com becomes deeper, the company
obtains more knowledge about its customers. This knowledge can then be used to introduce
new products that better fit the needs of the customers or, for example, to more efficiently
target offerings to the right consumer segments.
8. What kinds of e-business strategies can e-Grocery’s marketing department use to help grow its
business?
e-Grocery’s marketing department could use a number of e-business strategies to improve its
business including:
 Podcasts
 E-mail marketing
 Real simple syndication
 Web sites

 Affiliate marketing
 Viral marketing
 Online ads
 Pop-up and pop-under ads
 Mass customization
 Personalization
 Search engine optimization
9. What are some of the benefits and challenges facing e-Grocery?

E-Business benefits include:
 Highly Accessible - Businesses can operate 24 hours a day, 7 days a week, 365 days
a year.
 Increased Customer Loyalty - Additional channels to contact, respond to, and access
customers helps contribute to customer loyalty.
 Improved Information Content - In the past, customers had to order catalogs or travel
to a physical facility before they could compare price and product attributes. Electronic
catalogs and Web pages present customers with updated information in real-time
about goods, services, and prices.
 Increased Convenience - E-business automates and improves many of the activities
that make up a buying experience.
 Increased Global Reach - Businesses, both small and large, can reach new markets.
 Decreased Cost - The cost of conducting business on the Internet is substantially
smaller than traditional forms of business communication.
E-Business Challenges Include:

 Protecting Consumers Consumers must be protected against unsolicited goods and
communication, illegal or harmful goods, insufficient information about goods or their
suppliers, invasion of privacy, and cyberfraud.
 Leveraging Existing Systems Most companies already use information technology to
conduct business in non-Internet environments, such as marketing, order management,
billing, inventory, distribution, and customer service. The Internet represents an alternative
and complementary way to do business, but it is imperative that e-business systems
integrate existing systems in a manner that avoids duplicating functionality and maintains
usability, performance, and reliability.
 Increasing Liability E-business exposes suppliers to unknown liabilities because Internet
commerce law is vaguely defined and differs from country to country. The Internet and its
use in e-business have raised many ethical, social, and political issues, such as identity
theft and information manipulation.
 Providing Security The Internet provides universal access, but companies must protect
their assets against accidental or malicious misuse. System security, however, must not
create prohibitive complexity or reduce flexibility. Customer information also needs to be
protected from internal and external misuse. Privacy systems should safeguard the
personal information critical to building sites that satisfy customer and business needs. A
serious deficiency arises from the use of the Internet as a marketing means. Sixty percent
of Internet users do not trust the Internet as a payment channel. Making purchases via the
Internet is considered unsafe by many. This issue affects both the business and the

consumer. However, with encryption and the development of secure Web sites, security is
becoming less of a constraint for e-businesses.
 Adhering to Taxation Rules The Internet is not yet subject to the same level of taxation as
traditional businesses. While taxation should not discourage consumers from using
electronic purchasing channels, it should not favor Internet purchases over store
purchases either. Instead, a tax policy should provide a level playing field for traditional
retail businesses, mail-order companies, and Internet-based merchants. The Internet
marketplace is rapidly expanding, yet it remains mostly free from traditional forms of
taxation. In one recent study, uncollected state and local sales taxes from e-business are
projected to exceed $60 billion in 2008.
AYK 3: Getting Personal

Mass customization is the ability of an organization to give its customers the opportunity to
tailor its products or services to the customers’ specifications. For example, customers can
order M&M’s with customized sayings such as “Marry Me.” Personalization occurs when a Web
site can know enough about a person’s likes and dislikes that it can fashion offers that are
more likely to appeal to that person. Personalization involves tailoring a presentation of an e-
business Web site to individuals or groups of customers based on profile information,
demographics, or prior transactions. Amazon uses personalization to create a unique portal for
each of its customers.

Student answers to this project will vary, and they should since this project is all about
personalization. Places your students can visit to personalize their product include:

AYK 4: Express Yourself

The World Wide Web (WWW) is a global hypertext system that uses the Internet as its
transport mechanism. Hypertext transport protocol (HTTP) is the Internet standard that
supports the exchange of information on the WWW. By defining universal resource locators
(URLs) and how they can be used to retrieve resources anywhere on the Internet, HTTP
enables Web authors to embed hyperlinks in Web documents. HTTP defines the process by
which a Web client, called a browser, originates a request for information and sends it to a
Web server, a program designed to respond to HTTP requests and provide the desired
information. In a hypertext system, users navigate by clicking a hyperlink embedded in the
current document. The action displays a second document in the same or a separate browser
window. The Web has quickly become the ideal medium for publishing information on the
Internet and serves as the platform for the electronic economy.

Student answers to this question will vary. Here is an excellent resource you can give your
students for HTML basics.
Basic HTML
1. To begin the process of creating a Web site, you should first type in the necessary structure
tags.
The beginning structure tag is <tag name>. The ending structure tag is </tag name>.
Basic structure tags include:
 <HTML> - signifies the start of Web content
 <HEAD> - signifies the start of the header area
 </HEAD> - signifies the end of the header area
 <BODY> - signifies the start of the body area
 </BODY> - signifies the end of the body area
 </HTML> - signifies the end of the Web content
2. The common basic text formatting tags include:

 Bold - 
 Underline - 
 Italics - 
 Line break - (no corresponding ending tag)
 Horizontal rule - <HR> (no corresponding ending tag)
3. Heading tags are in the format <Hnumber> and </Hnumber>, where number is a number that
ranges from 1 to 6, with 1 being the largest and 6 being the smallest.
4. Adjusting font color and text size

 Adjusting font color is , followed by to return to
the default color of black
 To adjust text size, you use the tag whose format is , where font size is a number, followed by to return to the default size of 3.
5. Setting background color:

 The default background color for a Web site is white, which you can easily change using
the <BODY BGCOLOR> tag.
 Its format is <BODY BGCOLOR=”color name”>, where color name can be the actual name
of a color (e.g., blue) or the pound sign (#) followed by a sequence of Fs and 0s (just as
we discussed for changing the color of text).
6. Adding links to a web page:

 General tag format is <A HREF=”address_or_file_name”>text to appear on screen</A>.
 For example, <A HREF=”www.mtv.com”>Visit MTV</A> is a link tag that displays “Visit
MTV” on a Web site and, once clicked on, takes you to www.mtv.com (the Web site for
MTV).
 Include a link on your Web site that enables people to send you an e-mail.
 For example, <A HREF=”mailto:dapaul@du.edu”>E-mail me with your thoughts and
questions</A> is the link tag that will allow people to e-mail me with thoughts or questions.
7. The basic tag format for inserting an image or photo is <IMG SRC=”filename.extension">.
 You can size an image by adding the HEIGHT and WIDTH parameters into the image tag.
 The general format is <IMG SRC=”filename.extension” HEIGHT=pixel count WIDTH=pixel
count>, where pixel count is the number of pixels.
8. Creating lists:
 To create a numbered list, you use two basic tags: (1) <OL> and </OL> and (2) <LI>.
o <OL> and </OL> start and end the numbered list.
o <LI> appears before each list item that will be numbered.
 You can also create an unnumbered or bulleted list.
o To do so, use <UL> and </UL> instead of <OL> and </OL>.
Example:
<HTML>
<HEAD>
<TITLE>Learning to Create a Web site</title>
</HEAD>
<BODY>
<BODY BGCOLOR="yellow">
This is a great way to learn how to build a Web site.
 
Your task is to write the HTML code that creates a web site.
 
GOOD LUCK!!
<HR>
Basic formatting tags include those for bolding, underlining, and italicizing.
 
You can also combine them in any way you wish.
<H3>SOME CONSIDERATIONS FOR CREATING A WEB SITE</h3>
Consider your target audience. If it is for children, use primary colors such as red
 and blue.
 

Use sizing carefully. It can be distracting it used too much.

 
By all means, always keep your site up to date.
 
Most important, don't offend anyone with your content. Remember ETHICS!!
 
<A HREF=”mailto:dapaul@du.edu”>E-mail me with your thoughts and questions</A>
<h3>POPULAR E-COMMERCE SITES</H3>
<A HREF="www.ebay.com">eBay</a> - the world's most well-known auction site. 
<A HREF="www.askjeeves.com">Ask Jeeves</a> - a search engine in which you ask a
question. 
<A HREF="www.yahoo.com">Yahoo!</a> - a Web site that contains just about everything. 
<A HREF="www.etrade.com">E*Trade</a> - one of the first stock-trading sites. 
<A HREF="www.redenvelope.com">Red Envelope</a> - a great gift site. 
 
<HR>
<CENTER><IMG SRC="du1.jpg"></CENTER>
<HR>
Here is an unordered list:
<ul>
<li>Coffee</li>
<li>Milk</li>
</ul>
Here is an ordered list:
<ol>
<li>Coffee</li>
<li>Milk</li>
</ol>
</BODY>
</HTML>
AYK 5: Creating a Presence



Basic HTML

Basic HTML
1. To begin the process of creating a Web site, you should first type in the necessary structure
tags.
The beginning structure tag is <tag name>. The ending structure tag is </tag name>.
Basic structure tags include:
 <HTML> - signifies the start of Web content
 <HEAD> - signifies the start of the header area
 </HEAD> - signifies the end of the header area
 <BODY> - signifies the start of the body area
 </BODY> - signifies the end of the body area
 </HTML> - signifies the end of the Web content
2. The common basic text formatting tags include:

 Bold - 
 Underline - 
 Italics - 
 Line break - (no corresponding ending tag)
 Horizontal rule - <HR> (no corresponding ending tag)
3. Heading tags are in the format <Hnumber> and </Hnumber>, where number is a number that
ranges from 1 to 6, with 1 being the largest and 6 being the smallest.
4. Adjusting font color and text size

 Adjusting font color is , followed by to return to
the default color of black

 To adjust text size, you use the tag whose format is , where font size is a number, followed by to return to the default size of 3.
5. Setting background color:

 The default background color for a Web site is white, which you can easily change using
the <BODY BGCOLOR> tag.
 Its format is <BODY BGCOLOR=”color name”>, where color name can be the actual name
of a color (e.g., blue) or the pound sign (#) followed by a sequence of Fs and 0s (just as
we discussed for changing the color of text).
6. Adding links to a web page:

 General tag format is <A HREF=”address_or_file_name”>text to appear on screen</A>.
 For example, <A HREF=”www.mtv.com”>Visit MTV</A> is a link tag that displays “Visit
MTV” on a Web site and, once clicked on, takes you to www.mtv.com (the Web site for
MTV).
 Include a link on your Web site that enables people to send you an e-mail.
 For example, <A HREF=”mailto:dapaul@du.edu”>E-mail me with your thoughts and
questions</A> is the link tag that will allow people to e-mail me with thoughts or questions.
7. The basic tag format for inserting an image or photo is <IMG SRC=”filename.extension">.
 You can size an image by adding the HEIGHT and WIDTH parameters into the image tag.
 The general format is <IMG SRC=”filename.extension” HEIGHT=pixel count WIDTH=pixel
count>, where pixel count is the number of pixels.
8. Creating lists:
 To create a numbered list, you use two basic tags: (1) <OL> and </OL> and (2) <LI>.
o <OL> and </OL> start and end the numbered list.
o <LI> appears before each list item that will be numbered.
 You can also create an unnumbered or bulleted list.
o To do so, use <UL> and </UL> instead of <OL> and </OL>.
Example:
<HTML>
<HEAD>
<TITLE>Learning to Create a Web site</title>
</HEAD>
<BODY>
<BODY BGCOLOR="yellow">
This is a great way to learn how to build a Web site.
 
Your task is to write the HTML code that creates a web site.
 
GOOD LUCK!!
<HR>
Basic formatting tags include those for bolding, underlining, and italicizing.
 
You can also combine them in any way you wish.

<H3>SOME CONSIDERATIONS FOR CREATING A WEB SITE</h3>

Consider your target audience. If it is for children, use primary colors such as red
 and blue.
 
Use sizing carefully. It can be distracting it used too much.
 
By all means, always keep your site up to date.
 
Most important, don't offend anyone with your content. Remember ETHICS!!
 
<A HREF=”mailto:dapaul@du.edu”>E-mail me with your thoughts and questions</A>
<h3>POPULAR E-COMMERCE SITES</H3>
<A HREF="www.ebay.com">eBay</a> - the world's most well-known auction site. 
<A HREF="www.askjeeves.com">Ask Jeeves</a> - a search engine in which you ask a
question. 
<A HREF="www.yahoo.com">Yahoo!</a> - a Web site that contains just about everything. 
<A HREF="www.etrade.com">E*Trade</a> - one of the first stock-trading sites. 
<A HREF="www.redenvelope.com">Red Envelope</a> - a great gift site. 
 
<HR>
<CENTER><IMG SRC="du1.jpg"></CENTER>
<HR>
Here is an unordered list:
<ul>
<li>Coffee</li>
<li>Milk</li>
</ul>
Here is an ordered list:
<ol>
<li>Coffee</li>
<li>Milk</li>
</ol>
</BODY>
</HTML>
AYK 6: GoGo Gadgets

Wireless, mobility, small form factor, pervasive computing, the anytime network - whatever name
you choose - it is here. The price of easy to handle devices which provide access to a variety of
applications and information is rapidly falling while the efficiencies of such devices are increasing.
As this market sector grows, software and information companies are beginning to evolve their
products and services. Wireless mobility and associated functionality provide new market
opportunities for both established companies and new entrants to increase efficiency and take
advantage of new revenue possibilities.


1. Identify some of the key concerns enterprises have when contemplating a mobile strategy.
How does this differ from the traditional network strategy within an organization?
 Some responses should include:
o Security
o Lack of standards
o Scalability
o Indeterminate costs
o Integration into existing IT environment
 The responses above are the same concerns with a traditional network strategy.
2. How would an enterprise calculate their return on investment or the total cost of ownership if
they deployed a mobile strategy?
 This is a difficult question to answer, however some answers could include:
o No ROI model fits all! ROI rests on dynamic variables that depend on factors ranging
from duration of the project, coverage of the project, scale of implementation, scope of
the project, who executes the project, and the effectiveness of execution. Returns do
not typically show a straight-line relation with time. Over time, returns are bound to
change because of the interaction of several factors that include changing business
dynamics, evolving maturity around using the new technologies, and the impact of
other evolving technologies. The primary returns in mobility may also change with
time, thereby making the ROI calculation difficult.
o Enabling effective monitoring of ROI. Fundamental to ROI monitoring is benchmarking
all the critical processes involved in order to measure improvements. Associated with
benchmarking, of course, is metrics. Often organizations are unable to assess the
financial value of an improvement in a business process because of the unavailability
of relevant metrics.
3. It is important for organizations to learn more about the various aspects of wireless technology
and how they might assist in achieving business objectives. What are some of the best
practices worth considering?
 Some responses should include:
o Best practices for security issues:
a. Develop institution-wide policies with detailed procedures regarding wireless
devices and usage. Maintain these policies and procedures to keep current with
technology and trends. While each institution will have specific requirements, at a
minimum require the registration of all WLANs as part of overall security strategy.
In addition, because a policy is not effective if users are not in compliance, monitor
the network to ensure that users are following the policy as intended.
b. Enable available security features. Embedded security features are disabled by
default.
c. Conduct extensive site surveys regularly to determine the location of all access
points. Ensure that access points are not near interfering appliances such as
microwave ovens, electrical conduits, elevators, or furniture.
d. Encrypt all traffic over the WLAN.

e. Continually monitor network performance and investigate any anomalies

immediately.
f. Deploy a network-based intrusion-detection system on the wireless network;
review logs weekly.
g. Use and maintain antivirus software. Push out antivirus software upgrades to
clients from servers.
h. Create frequent backups of data and perform periodic restorations.
o Best practices for financial return and measurable payback:

a. Determine the strategic importance to the business.
b. Determine the substantive customer impact (service, retention, acquisition).
c. Determine the positive impact on other business/organization units.
d. Address system and department interoperability issues and heterogeneous
platform integration challenges.
e. Provide a strategic advantage to the business/organization while anticipating and
accommodating the deployment of future mobile/wireless solution initiatives.
f. Support the efficient and reliable data, information, and application sharing/access
between personnel, departments, divisions, etc.
g. Address challenges of data, information and application security, recovery,
business continuity, etc.
AYK 7: WAP
Wireless Internet access is quickly gaining popularity among people seeking high-speed Internet
connections when they are away from their home or office. The signal from a typical wireless
access point (WAP) only extends for about 300 feet in any direction, so the user must find a “hot
spot” to be able to access the Internet while on the road. Sometimes hot spots are available for
free or for a small fee.
You work for a sales company, SalesTek, which has a sales force of 25 representatives and
customers concentrated in Denver, Colorado; Salt Lake City, Utah; and Santa Fe, New Mexico.
Your sales representatives are constantly on the road and they require 24x7 Internet access.
You have been asked to find hot spots for your colleagues to connect while they are on the
road. It is critical that your sales force can access the Internet 24x7 to connect with customers,
suppliers, and the corporate office.

Student answers to this question will vary. There are numerous ways to keep connected while
traveling. Here are a few potential answers:
1. Students can use www.wifinder.com and www.jiwire.com to determine which commercial hot
spots would be the most appropriate for their sales force and the commercial network service
that these hot spots use.
2. Students can research the Web sites of two or three commercial networks that seem most
appropriate to discover more about pricing and services. (Hint: T-Mobile is one example).
Verizon and Comcast also offer high-speed mobile Internet access for businesses.

3. Students can research www.wififreespot.com to deter mine how many free public hot spots are
available in these cities. Are there enough for your company to rely on them or should you use
a commercial Wi-Fi system. If so, which one?
4. Students can research www.fon.com to see alternative methods of using home broadband
connections to stay connected.
5. Students can also look at purchasing wireless access cards for PCs.
AYK 8: Securing Your Home Wireless Network

These days wireless networking products are so ubiquitous and inexpensive that anyone can
easily build a wireless network with less than $100 worth of equipment. However, wireless
networks are exactly that–wireless - they do not stop at walls. In fact, wireless networks often carry
signals more than 300 feet from the wireless router. Living in an apartment, dorm, condominium, or
house means that you might have dozens of neighbors who can access your wireless network.
It is one thing to let a neighbor borrow a lawn mower, but it is another thing to allow a neighbor to
access a home wireless network. There are several good reasons for not sharing a home wireless
network including:
 Slow down Internet performance
 Allow others to view files on your computers and spread dangerous software such as
viruses
 Allow others to monitor the Web sites you visit, read your e-mail and instant messages as
they travel across the network, and copy your usernames and passwords
 Allow others to send spam or perform illegal activities with your Internet connection

Identify some of the key concerns
: First off students should create a requirements document to define what the system is supposed
to do as well as adequately identify and analyze the needs of users, existing systems, potential RF
interference, and so on.
In general, students need to define the types of applications that users will need. For example, enable the
use of e-mail and Web browsing as a basic service. As options, you could include the use of VPNs and
video conferencing.
The following are suggestions for defining requirements that pertain specifically to public WLANs:
 Keep the user interface as open as possible - With public WLANs, be sure the solution interfaces
with the widest possible number of users. This maximizes the number of subscribers. Most WLAN
users today have 802.11b radio NICs, but plan ahead and insist on access points that support both
802.11b/g and 802.11a.
 Provide adequate authentication mechanisms - To regulate access to the network, the system
needs to include a process that requires users to subscribe and log in. RADIUS is the most
common authentication database in use today, but be sure to require authentication elements that
provide a level of security consistent with application requirements.
 Consider implementing local advertisements - A public WLAN can provide a mechanism to deliver
advertisements to subscribers similar to other online services. In fact, you can provide a free
subscription to users for basic Internet access, and drive ads to them with hopes that they'll

purchase enough from the ads to offset the cost of system. Keep the advertising to a minimum,
though, especially when users are paying for services.
A good design involves the application of technologies and products to bring about a system that satisfies
requirements. For example, you'll need to determine the optimum location of access points and find out
whether there is any significant RF interference that will impact performance.
When configuring a public WLAN, here are some specific tips:
 Turn WEP off - Despite all of the controversy, WEP (wired equivalent privacy) does provide some
security, but WEP's definitely not practical to use in a public WLAN because of key distribution
problems. As a result use alternative, dynamic forms of security that are available on typical user
devices (e.g., EAP-TLS) to satisfy the open systems requirement of public WLANs.
 Broadcast SSIDs - The SSID (service set identifier) is an obstacle to public WLAN users because
in many cases the user must configure their SSID to match the one that the local public WLAN
uses. Windows XP sniffs the SSID (if the access point broadcasts the SSID) and automatically
configures the radio NIC without end user intervention. As a result, be sure to enable SSID
broadcasting when configuring the access point. To avoid hanging signs up in your facility
indicating the SSID and instructing users on how to configure their radio NICs, offer (but do not
require) smart client software that performs the SSID sniffing and card configuration for users
having older Windows operating systems.
Include DHCP services - As users roam to different hotspots, their user device will need an IP (Internet
protocol) address that corresponds to the local network. To enable roaming with as few end user actions as
necessary, establish dynamic host configuration protocol (DHCP) services to automatically assign IP
addresses to visiting users. Most versions of Windows operating systems by default activate DHCP, so
users probably won't have to do anything.
AYK 9: Weather Bots

Warren Jackson, an engineering graduate student at the University of Pennsylvania, was not
interested in the weather until he started investigating how the National Weather Service collected
weather data. The weather service has collected most of its information using weather balloons
that carry a device to measure items like pressure, wind, and humidity. When the balloon reaches
about 100,000 feet and pressure causes it to pop, the device falls and lands a substantial distance
from its launch point. The National Weather Service and researchers sometimes look for the $200
device, but of the 80,000 sent up annually, they write-off many as lost.
Convinced there had to be a better way, Jackson began designing a GPS-equipped robot that
launches a parachute after the balloon pops, and brings the device back down to Earth, landing it
at a predetermined location set by the researchers. The idea is so inventive that the Penn’s Weiss
Tech House–a university organization that encourages students to innovate and bring their ideas to
market–awarded Jackson and some fellow graduate engineering student’s first prize in its third
annual PennVention Contest. Jackson won $5,000, and access to expert advice on prototyping,
legal matters, and branding.

GPS and GIS can be used in all sorts of devices, in many different industries, for multiple
purposes. You want to compete, and win first prize, in the PennVention next year. Create a
product, using a GPS or GIS, that is not currently in the market today that you will present at the
fourth annual PennVention. Student answers to this question will vary. GPS and GIS can be used
in a variety of ways to track and locate people, automobiles, or items (such as the weather bots). A
few examples include:
 Web site where you can use GIS to track running that can tell athletes how far they ran (or
skiers, mountain climbers, boats, jet skis, bikers, hikers, etc. )
 Onstar products for automobiles
 GPS products for PDAs that can tell you directions or locations
 GPS tools tracking tools for children, pets, computer equipments, cars, art work, and anything
of value
 Use GIS and GPS to locate teachers and children in public schools, doctors and nurses in
hospitals, employees in office campus, or students on a college campus.
 Excellent for Pizza Delivery to find the location and to track the delivery person
Students can use their imaginations and come up with any number of products for this assignment.
AYK 10: Wireless Networks and Streetlamps

Researchers at Harvard University and BBN Technologies have designed CitySense, a wireless
network capable of reporting real-time sensor data across the entire city of Cambridge, Mass.
CitySense is unique because it solves a constraint on previous wireless networks–battery life. The
network mounts each node on a municipal streetlamp, where it draws power from city electricity.
Researchers plan to install 100 sensors on streetlamps throughout Cambridge by 2011, using a
grant from the National Science Foundation. Each node will include an embedded PC running the
Linux OS, an 802.11 Wi-Fi interface and weather sensors.
One of the challenges in the design was how the network would allow remote nodes to
communicate with the central server at Harvard and BBN. CitySense will do that by letting each
node form a mesh with its neighbors, exchanging data through multiple-hop links. This strategy
allows a node to download software or upload sensor data to a distant server hub using a small
radio with only a 1-kilometer range.

You are responsible for deploying a CitySense network around your city. What goals would you
have for the system besides monitoring urban weather and pollution? What other benefits could a
CitySense network provide? How could local businesses and citizens benefit from the network?
What legal and ethical concerns should you understand prior to deploying the network? What can
you do to protect your network and your city from these issues? A CitySense network could offer
any number of additional benefits including:
 Digital video surveillance for preventing crime
 Wireless network access for individuals that the city could charge to generate additional
revenue for the city (such as FON.com)
 911 help, if someone with a PDA can access the network they could call 911 for emergencies

 Upload all kinds of statistics beyond weather and pollution including humidity, pollen, toxins,
gas, smoke, etc.
AYK 11: Sharptooth Incorporated

Stephen Kern is the founder and CEO of Sharptooth, a small business that buys and sells comic
strips to magazines and newspapers around the country. Some of Sharptooth’s artists have made
it big and are syndicated in hundreds of magazines and newspaper, while others are new to the
industry. Stephen started in the business as an artist and began contracting other artists when he
realized he had a knack for promoting and marketing comic materials. Stephen’s artistic
background is great for spotting talented young artists, but not so great for running the business.

Stephen recently began selling comics to new forms of media such as blog sites, Web sites, and
other online tools. Stephen has hired you to build him a new system to track all online comic sales.
You quickly notice that Stephen has a separate system for each of his different lines of business
including newspaper sources, magazine sources, billboard sources, and now online sources. You
notice that each system works independently to perform its job of creating, updating, and
maintaining sales information, but you are wondering how Stephen operates his business as a
whole. Create a list of issues Stephen will encounter if he continues to run his business with four
separate systems performing the same operations. What could happen to Stephen’s business if he
cannot correlate the details of each? Be sure to highlight at least 10 issues where separate
systems could cause Stephen problems.
Stephen is going to have a very difficult time running Sharptooth Incorporated with separate
systems. The biggest problem for Stephen is that he is maintaining duplicate (or redundant)
information. This will cause many problems including:
 It will be difficult to tell total revenue for a piece of art work that is sold to different media forms
 Costly to maintain redundant information
 Updates need to be made multiple times which costs money and can lead to inconsistencies in
data. For example. Customers and suppliers will be listed in each system and if an address or
name changes how will Stephen ensure the change is made in all the systems
 If a supplier sends one check to cover multiple sources how will Stephen apply the payments
to each piece of work (especially if the check is under).
 It will be difficult to tell such things as revenue per job (especially if it is across systems),
revenue per customer, costs per supplier, etc. All of this information will require Stephen to
consolidate the information he has in his different systems – which is a hard task to complete.
 Customer numbers could be different across systems
 Supplier numbers could be different across systems
 Art work numbers could be different across systems
 How will Stephen charge back items such as rent, electricity, payroll, etc. Will he charge it all
to one system or all systems equally?
 How will Stephen track due dates for work. Will he look at each system every day and record
what is due?

 How is the detail tracked in each system? If it is tracked differently this will cause additional
problems. For example, billboards might track sales by month since you rent the bill board for
the month. Newspapers might track sales by day and online might track by the hour. Stephen
will have to do some work to put all of these in one common category (by hours) to perform
data analysis.
AYK 12: Wiki Debate

Wikipedia is a multilingual, web-based, free content encyclopedia project. Wikipedia is written
collaboratively by volunteers from all around the world. With rare exceptions, its articles can be
edited by anyone with access to the Internet, simply by clicking the edit this page link. The name
Wikipedia is a portmanteau of the words wiki (a type of collaborative website) and encyclopedia.
Since its creation in 2001, Wikipedia has grown rapidly into one of the largest reference Web sites.
In every article, links guide users to associated articles, often with additional information. Anyone
is welcome to add information, cross-references or citations, as long as they do so within
Wikipedia’s editing policies and to an appropriate standard. One need not fear accidentally
damaging Wikipedia when adding or improving information, as other editors are always around to
advise or correct obvious errors, and Wikipedia’s software, known as MediaWiki, is carefully
designed to allow easy reversal of editorial mistakes.

There is a group of people that believe the end of Wikipedia is close as people use the tool to self-
promote. Some believe that Wikipedia will fail in four years, crushed under the weight of an
automated assault by marketers and others seeking online traffic. One law professor Eric
Goldman, a professor at the Santa Clara University School of Law, argues that Wikipedia will see
increasingly vigorous efforts to subvert its editorial process, much as Digg has seen. As marketers
become more determined and turn to automated tools to alter Wikipedia entries to generate online
traffic, Goldman predicts Wikipedians will burn out trying to keep entries clean. Goldman writes that
Wikipedia will enter a death spiral where the rate of junkiness will increase rapidly until the site
becomes a wasteland. Alternatively, to prevent this death spiral, Wikipedia will change its core
open-access architecture, increasing the database’s vitality by changing its mission somewhat.
Create a paper discussing where you think the future of Wikipedia is headed?
Student answers to this question will vary, the important part of their answer is the justification for
why they believe Wikipedia will grow or fail. This project also works great as a classroom debate.
Break your students up into teams and have them debate the future of Wikipedia.
AYK 13: Secure Collaboration

As the methods and modes of communication continue to evolve, challenges will mount for
businesses trying to secure their data and for law enforcement looking to monitor communications
as part of their investigations. That was the theme of the keynote that Sun Microsystems chief
security officer and renowned cryptographer Whitfield Diffie delivered at the AT&T Cyber Security
Conference.

The growth of virtual communities across the Web as a communications channel creates a double-
edged sword in this respect. Second Life and other virtual communities offer a growing abundance
of information, although this information will ultimately need to be protected if virtual communities
are to grow as meaningful channels of business-to-business and business-to-customer
communication.
Diffie believes that with millions of people joining Second Life and companies building facilities
there, it may be that [virtual communities] become the preferred medium of human communication.
This growing volume of information opens the opportunity to use virtual communities as a source of
intelligence, and communications will always be spied on.
Of course, the volume of businesses present in virtual communities such as Second Life will have
to grow before they become a meaningful source of information. Once this happens, though, watch
out. Diffie believes that communication always outstrips the ability to protect it. If you are wondering
who would be interested in gathering intelligence floating through virtual communities? The answer
is businesses, governments (domestic and foreign), and reporters-the same entities that have
adapted every other form of communication preceding the Web. Diffie feels the future will be a
golden age for intelligence.

What is your answer to the following question “As we create new and better ways to collaborate–
what happens to information security?”
Student answers to this question will vary; the important part of their answer is the justification for
why they believe information security will become easier or harder as collaboration tools grow.
Some students will believe that it will become easier to maintain security as collaboration tools
typically involve typing or voice that can be monitored and tracked easily. Prior to computers each
conversation was held between two people or groups of people. You would have to talk to the
people to determine what information was discussed. With the telephone you could now record
conversations. With the Internet you can easily track e-mail, text messages, etc. So some
students will feel that it is easier than ever to track communications. Information is now shared in
more ways than previous. Before you had one paper copy of a document and you knew where it
was at all times. Now, there are multiple copies of digital documents that can be found in e-mails,
disks, USB drives, PDAs, etc. It is almost impossible to keep track of how many copies are made
and distributed. With USB drives growing in space a user can easily save multiple-gigabytes of
information on a tiny device the size of your thumb. Keeping information secure is becoming
harder than ever.
Other students will believe that it is harder to track since you can use encryptions and
secure lines to keep others from tracing and tracking conversations. New tools like SecondLife are
still in their infancy and it is unclear how secure information will be in this new environment.
Hackers can gain access to secure information as many people are unfamiliar with how SecondLife
works. As SecondLife grows in popularity it will gain more exposure and more users creating ways
to secure information.

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Business Driven Technology - Instructor’s Manual

UNIT FOUR OPENING CASE – Additional Case Information

BDT – UNIT 4 Page 1 of 42

13.2 Explain how the Internet caused disruption among businesses.

BDT – UNIT 4 Page 2 of 42

A few examples include:

OPENING UNIT CASE STUDY QUESTIONS

BDT – UNIT 4 Page 3 of 42

eBay – The Ultimate E-Business

CHAPTER SEVENTEEN CASE

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14.2. Compare the four types of e-business models.

14.3. Describe the benefits and challenges associated with e-business.

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E-business challenges include:

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Emphasize the history of the telegraph:

OPENING CASE STUDY QUESTIONS

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eBay provides a forward auction where the highest bid wins.

CHAPTER FOURTEEN CASE

2. What types of businesses could benefit from trading on the Internet?

Jeff Bezos Video on eBusiness Innovation

The 13 Most Embarrassing Web Moments

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The Web’s Most Useful Sights

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15.2 Compare the different categories of collaboration technologies.

15.3 Define the fundamental concepts of a knowledge management system.

15.5 Evaluate the advantages of using a workflow management system.

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15.6 Explain how Groupware can benefit a business.

Communication Coordination Cooperation Information Sharing

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Communication Coordination Cooperation Information Sharing

OPENING CASE STUDY QUESTIONS

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 Groupware systems – support team interaction and dynamics including calendaring,

CHAPTER FIFTEEN CASE

3. How can knowledge management be increased by using a product such as Halo?

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16.4 Describe the business benefits associated with a mobile enterprise.

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OPENING UNIT CASE STUDY QUESTIONS

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3. If eBay chose not to embrace wireless technologies would it be at a disadvantage? Explain

4. How can a wireless device add value for eBay customers?

CHAPTER SIXTEEN CASE

2. Describe the differences between UPS and FedEx’s use of wi-fi.

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CLOSING CASE ONE

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CLOSING CASE TWO

2. Is Amazon using disruptive or sustaining technology to run its business?

3. What is Amazon’s e-business model?

4. How is Amazon using collaboration to improve its business?

5. What are some of the business challenges facing Amazon?

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6. How can Amazon use wireless technology to improve its business?

MAKING BUSINESS DECISIONS