Description
5–Strategies (4 Marks). Discuss different types of strategies for competitive advantages (2), and then select and discuss the most appropriate strategies to improve the performance of the organization (2). (You can discuss any points that you learned in this course and its related to your selected organization)8-8–Identify the Stakeholders (1 Mark) Who are the main individuals, groups, or departments affected by the information system? (You can choose any stakeholder who has a major influence on the IS or vice versa. You can choose 1 stakeholder to discuss)
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CHAPTE
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Introduction to Information
Systems
1
1. Why Should I Study Information
Systems?
2. Overview of Computer-Based Information
Systems
3. How Does IT Impact Organizations?
4. Importance of Information Systems to
Society
1. Identify the reasons why being an informed user
of information systems is important in today’s
world.
2. Describe the various types of computer-based
information systems in an organization.
3. Discuss ways in which information technology
can affect managers and non-managerial
workers.
4. Identify positive and negative societal effects of
the increased use of information technology.
1.1 Why Should I Study
Information Systems
• The Informed User – You!
• IT Offers Career Opportunities
• Managing Information Resources
Reasons Why You Should
Be An Informed User…
1. You will benefit more from your
organization’s IT applications because
you will understand what is “behind”
those applications.
2. Your input can enhance your
organization’s IT applications.
3. As you enter the workforce you can
assist in selecting the IT applications
your organization will use.
Reasons Why You Should Be
An Informed User (con’t)…
4. You will aware of both new
information technologies and rapid
developments in existing
technologies.
5. You will understand how using IT can
improve your organization’s
performance.
6. If you are entrepreneurial minded,
you can use IT to start your own
business.
IT Offers Career
Opportunities
• Chief Information Officer (CIO)
• Substantial Demand for IT Staff
– Programmers
– Business Analysts
– System Analysts
– Designers
• $130,000 is the median salary in 2015
for IS Managers (US Dept of Labor)
IT Skills Open Many Doors
Because IT Is So Widely Used
Managing Information
Resources
• Managing information systems (IS)
is difficult and complex
• Contributing Factors:
– Strategic value of IS’s
– Acquiring, operating, and maintaining
IS’s is very expensive
– Evolution of the IS Function
1.2 Overview of
Computer-Based IS’s
• Data – Information – Knowledge
• Computer-Based Information
System (CBIS)
• Types of Computer-Based
Information Systems (CBIS)
Data – Information –
Knowledge
Data versus Information
versus Knowledge
Components of a CBIS
• Hardware
• Software
• Database
• Network
• Procedures
• People
Computer-Based Information
Systems (CBIS)
Types of Computer Based
Information Systems (CBIS)
• Breadth of Support for Information
Systems (IS)
• Support for Organizational
Employees
Breadth of Support for
Information Systems (IS)
• Functional Area Information Systems
(FAIS)
• Enterprise Resource Planning Systems
(ERP)
• Transaction Processing Systems (TPS)
• Interorganizational Information
Systems (IOS)
• E-Commerce Systems
Major Capabilities of
Information Systems
(Table 1.3)
• Perform high-speed, high-volume numerical
computations.
• Provide fast, accurate communication and
collaboration within and among organizations.
• Store huge amounts of information in an easy-toaccess, yet small space.
• Allow quick and inexpensive access to vast amounts
of information, worldwide.
• Analyze and interpret vast amounts of data quickly
and efficiently.
• Automate both semiautomatic business processes
and manual tasks.
Figure 1.5: IS that function
among multiple organizations
Support for Organizational
Employees
• Knowledge Workers
• Office Automation Systems (OASs)
• Business Intelligence (BI) Systems
• Expert Systems (ES)
• Dashboards
Types of Organizational
Information Systems (Table 1.4)
1.3 How Does IT Impact
Organizations?
• IT Impacts Entire Industries
• IT Reduces the Number of Middle
Managers
• IT Change’s the Manager’s Job
• Will IT Eliminate Jobs?
• IT Impacts Employees at Work
IT Impacts Entire Industries
• Book Industry
• Music Industry
• Video Industry
• Software Industry
• Videogame Industry
• Photography Industry
• Marketing Industry
IT Impacts Entire Industries
(Continued)
• Recruiting Industry
• Financial Services Industry
• Motion Picture Industry
• Automotive Industry
• Agriculture Industry
• National Defense Industry
• Fashion Industry
IT Impacts Entire Industries
(Continued)
• Education
• Legal Profession
IT Impacts Employees at
Work
• IT Impacts Employees’ Health and
Safety
• IT Provides Opportunities for People
with Disabilities
Figure 1.6: Ergonomic products
protect computer users.
1.4 Importance of IS to
Society
• IT Affects Our Quality of Life
• The Robot Revolution is Here Now
• Improvements in Healthcare
CHAPTE
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Organizational Strategy,
Competitive Advantage,
and Information Systems
2
1. Business Pressures, Organizational
Responses, and Information Technology
Support
2. Competitive Advantage and Strategic
Information Systems
1. Identify effective IT responses to different
kinds of business pressures.
2. Describe the strategies that organizations
typically adopt to counter Porter’s five
competitive forces.
2.1
Business Pressures,
Organizational Responses,
and IT Support
• Business Pressures
• Organizational Responses
Business Pressures
• Market Pressures
• Technology Pressures
• Societal/Political/Legal Pressures
Figure 2.1: Business Pressures,
Organizational Performance &
Responses, and IT Support
Market Pressures
• Globalization
• Changing Nature of the Workforce
• Powerful Customers
Technology Pressures
• Technological Innovation and
Obsolescence
• Information Overload
Societal/Political/Legal
Pressures
• Social Responsibility
• Compliance with Government
Regulations
• Protection Against Terrorist Attacks
• Ethical Issues
Social Responsibility
• IT Assists “Go Green” Efforts in
Three Areas:
1. Facilities design and management
2. Carbon management
3. International and U.S. environmental
laws
• Digital Divide
Organizational Responses
• Strategic Systems
• Customer Focus
• Make-to-Order and Mass
Customization
• E-Business and E-Commerce
2.2 Competitive Advantage
and Strategic IS’s
• Porter’s Competitive Forces Model
• Porter’s Value Chain Model
• Strategies for Competitive
Advantage
• Business – Information Technology
Alignment
Porter’s Five Forces Model
1. The threat of new competitors
2. The bargaining power of suppliers
3. The bargaining power of customers
(buyers)
4. The threat of substitute products
or services
5. The rivalry among existing firms in
the industry
Figure 2.2: Porter’s
Competitive Forces Model
Porter’s Value Chain Model
• Value Chain
• Two Categories of Organization
Activities in the Value Chain
– Primary Activities
– Support Activities
Figure 2.3: Porter’s Value
Chain Model
Primary Activities
• Inbound logistics
• Operations
• Outbound logistics
• Marketing and sales
• Services
Support Activities
• The Firm’s Infrastructure
• Human Resources Management
• Product and Technology
Development
• Procurement
Strategies for Competitive
Advantage
1. Cost leadership strategy
2. Differentiation strategy
3. Innovation strategy
4. Organizational effectiveness
strategy
5. Customer orientation strategy
Figure 2.4: Strategies for
Competitive Advantage
Business-Information
Technology Alignment
• Business–Information Technology
Alignment
• Six Characteristics of Excellent
Business-IT Alignment:
Six Characteristics of Excellent
Business-IT Alignment
1. Organizations view IT as an engine of
innovation that continually transforms the
business, often creating new revenue
streams.
2. Organizations view their internal &
external customers & their customer
service function as supremely important.
3. Organizations rotate business & IT
professionals across departments and job
functions.
Six Characteristics of Excellent
Business-IT Alignment
(continued)
4. Organizations provide overarching
goals that are completely clear to
each IT and business employee.
5. Organizations ensure that IT employees
understand how the company makes (or
loses) money.
6. Organizations create a vibrant and
inclusive company culture.
CHAPTE
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Data and Knowledge
Management
3
1. Managing Data
2. The Database Approach
3. Big Data
4. Data Warehouses and Data Marts
5. Knowledge Management
1. Discuss ways that common challenges in
managing data can be addressed using data
governance.
2. Discuss the advantages and disadvantages of
relational databases.
3. Define Big Data, and discuss its basic
characteristics.
4. Explain the elements necessary to successfully
implement and maintain data warehouses.
5. Describe the benefits and challenges of
implementing knowledge management systems
in organizations.
3.1 Managing Data
• Difficulties of Managing Data
• Data Governance
The Difficulties of Managing
Data
•The amount of data increases
exponentially over time
•Data are scattered throughout
organizations
•Data are generated from multiple
sources (internal, personal, external)
–Clickstream Data
•New sources of data
The Difficulties of Managing
Data (continued)
•Data Degradation
•Data Rot
•Data security, quality, and integrity
are critical
•Legal requirements change
frequently and differ among
countries & industries
Data Governance
• Master Data Management
• Master Data
3.2 The Database
Approach
• Data File
• Database Systems Minimize &
Maximize Three Things
• The Data Hierarchy
• The Relational Database Model
Figure 3.1: Database
Management System
Database Management
Systems (DBMS) Minimize:
• Data Redundancy
• Data Isolation
• Data Inconsistency
Database Management
Systems (DBMS) Maximize:
• Data Security
• Data Integrity
• Data Independence
Data Hierarchy
• Bit
• Byte
• Field
• Record
• Data File (Table)
• Database
Figure 3.2: Hierarchy of Data
for a Computer-based File
The Relational Database
Model
• Database Management System
(DBMS)
• Relational Database Model
• Data Model
• Entity
• Instance
• Attribute
The Relational Database
Model (continued)
• Primary Key
• Secondary Key
• Foreign Key
• Unstructured Data
Figure 3.3: Student
Database Example
3.3 Big Data
• Defining Big Data
• Characteristics of Big Data
• Issues with Big Data
• Managing Big Data
• Putting Big Data to Use
• Big Data Used in the Functional
Areas of the Organization
Defining Big Data
• Gartner (www.gartner.com)
• Big Data Institute
Defining Big Data: Gartner
• Diverse, high volume, high-velocity
information assets that require new
forms of processing to enable
enhanced decision making, insight
discovery, and process optimization.
Defining Big Data: The Big
Data Institute (TBDI)
• Vast Datasets that:
– Exhibit variety
– Include structured, unstructured, and semistructured data
– Generated at high velocity with an uncertain
pattern
– Do not fit neatly into traditional, structured,
relational databases
– Can be captured, processed, transformed,
and analyzed in a reasonable amount of time
only by sophisticated information systems.
Big Data Generally Consist
of the Following:
• Traditional Enterprise Data
• Machine-Generated/Sensor Data
• Social Data
• Images Captured by Billions of
Devices Located Throughout the
World
Characteristics of Big Data
• Volume
• Velocity
• Variety
Issues with Big Data
• Untrusted data sources
• Big Data is dirty
• Big Data changes, especially in data
streams
Managing Big Data
• Big Data makes it possible to do
many things that were previously
impossible:
– Spot business trends more rapidly and
accurately
– tracking the spread of disease
– tracking crime
– detecting fraud
Managing Big Data
(continued)
• First Step:
– Integrate information silos into a
database environment and develop
data warehouses for decision making.
• Second Step:
– making sense of their proliferating
data.
Managing Big Data
(continued)
• Many organizations are turning to
NoSQL databases to process Big
Data
Putting Big Data to Use
• Making Big Data Available
• Enabling Organizations to Conduct
Experiments
• Micro-Segmentation of Customers
• Creating New Business Models
• Organizations Can Analyze Far More
Data
Big Data Used in the
Functional Areas of the
Organization
• Human Resources
• Product Development
• Operations
• Marketing
• Government Operations
3.4 Data Warehouses and
Data Marts
• Describing Data Warehouses and
Data Marts
• A Generic Data Warehouse
Environment
Describing Data
Warehouses and Data Marts
• Organized by business dimension or
Use online analytical processing
(OLAP)
• Integrated
• Time variant
• Nonvolatile
• Multidimensional
A Generic Data Warehouse
Environment
• Source Systems
• Data Integration
• Storing the Data
• Metadata
• Data Quality
• Governance
• Users
Figure 3.4: Data Warehouse
Framework
Figure 3.5: Relational
Databases
Figure 3.6: Data Cube
Figure 3.7: Equivalence Between
Relational and Multidimensional
Databases
3.5 Knowledge
Management
• Concepts and Definitions
• Knowledge Management Systems
• The KMS Cycle
Concepts and Definitions
• Knowledge Management
• Knowledge
• Explicit and Tacit Knowledge
• Knowledge Management Systems
• The KMS Cycle
Figure 3.8: The Knowledge
Management System Cycle
CHAPTE
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Telecommunications
and Networking
4
1. What Is a Computer Network?
2. Network Fundamentals
3. The Internet and the World Wide Web
4. Network Applications: Discovery
5. Network Applications: Communication
6. Network Applications: Collaboration
7. Network Applications: Education
1. Compare and contrast the major types of
networks.
2. Describe the wireline communications
media and transmission technologies.
3. Describe the most common methods for
accessing the Internet.
4. Explain the impact that discovery network
applications have had on business and
everyday life.
5. Explain the impact that communication
network applications have had on business
and everyday life.
6. Explain the impact that collaboration
network applications have had on business
and everyday life.
7. Explain the impact that educational network
applications have had on business and
everyday life.
4.1 What Is a Computer
Network?
• Computer Network
• Bandwidth
• Broadband
• Local Area Networks
• Wide Area Networks
• Enterprise Networks
Figure 4.1: Ethernet Local
Area Network (LAN)
Figure 4.2: Enterprise
Network
4.2 Network
Fundamentals
• Communications Media and
Channels
• Network Protocols
• Types of Network Processing
Communications Media and
Channels
• Twisted-Pair Wire
• Coaxial Cable
• Fiber Optics
Table 4.1: Advantages and
Disadvantages of Wireline
Communications Channels
Communications Media:
Twisted-Pair Wire
Communications Media:
Coaxial Cable
Communications Media:
Fiber Optics
Network Protocols
• Ethernet
• Transmission Control Protocol /
Internet Protocol (TCP/IP)
Transmission Control
Protocol / Internet Protocol
• Three Basic Functions of TCP
• Packets & Packet Switching
• Four Layers of the TCP/IP Reference
Model
Three Basic Functions of the
TCP
1. Manages the movement of data
packets between computers by
establishing a connection between
the computers
2. Sequences the transfer of packets
3. Acknowledges the packets that
have been transmitted
Figure 4.7: Packet
Switching
Four Layers of the TCP/IP
Reference Model
1. Application Layer
2. Transport Layer
3. Internet Layer
4. Network Interface Layer
Figure 4.6: The Four Layers of
the TCP/IP Reference Model
Types of Network
Processing
• Client/Server Computing
• Peer-to-Peer Processing
4.3 The Internet and the
World Wide Web
• Internet (“the Net”)
• Accessing the Internet
• The Future of the Internet
• The World Wide Web
Accessing the Internet
• Connecting via an Online Service
• Connecting via Other Means
– Satellite
– Google Fiber
• Addresses on the Internet
Table 4.2: Internet
Connection Methods
Future of the Internet
• High User Demand = Reduced
Performance in the Near Future
• The Internet is unreliable and not
secure.
• Internet2
The World Wide Web
(WWW)
• World Wide Web
• Hypertext
• URL
4.4 Network Applications:
Discovery
• Search Engines and Metasearch
Engines
• Publication of Material in Foreign
Languages
• Portals
Publication of Materials in
Foreign Languages
Affinity Portals
4.5 Network Applications:
Communication
• Electronic Mail
• Web-Based Call Centers
• Electronic Chat Rooms
• Voice Communication
– Voice Over Internet Protocol (VoIP)
• Unified Communications
• Telecommuting
4.6 Network Applications:
Collaboration
• Workgroup
• Workflow
• Virtual Group (Team)
• Virtual Collaboration
• Crowdsourcing
• Electronic Teleconferencing and
Video Conferencing
Figure 4.11: Telepresence
System
4.7 Network Applications:
Educational
• E-Learning
• Distance Education
– MOOC’s
• Virtual Universities
CHAPTE
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Business Analytics
5
1. Managers and Decision Making
2. The Business Analytics Process
3. Business Analytics Tools
4. Business Analytics Models: Descriptive
Analytics, Predictive Analytics, and
Prescriptive Analytics
1. Use a decision support framework to
demonstrate how technology supports
managerial decision making at each phase of the
decision-making process.
2. Describe each phase of the business analytics
process.
3. Describe each of the various analytics tools and
examples of their uses.
4. Provide a definition and a use case example for
descriptive analytics, predictive analytics, and
prescriptive analytics.
• Business Analytics (BA)
• Business Intelligence (BI)
• BA versus BI
5.1 Managers and Decision
Making
• The Manager’s Job and Decision Making
• Why Managers Need IT Support
• A Framework for Computerized Decision
Analysis
The Manager’s Job and
Decision Making
• Management
• Productivity
• Three Basic
Roles of Managers
• Decision
• Four Phases
of Decision Making
Three Basic Roles of Managers
• Interpersonal Roles
• Informational Roles
• Decisional Roles
Figure 5.1: The Process and
Phases in Decision Making
Why Managers Need IT
Support
• The number of alternatives is constantly
increasing
• Most decisions are made under time
constraints
• Increased uncertainty requires
sophisticated analyses
• Group decision making required without
incurring major expenses
A Framework for Computerized
Decision Analysis
• Problem Structure
• The Nature of Decisions
– Operational Control
– Management Control
– Strategic Planning
• Decision Matrix
Figure 5.2: Decision Support
Framework
5.2 The Business Analytics
Process
Business analytics (BA):
the process of developing actionable decisions or
recommendations for actions based on insights
generated from historical data. Business analytics
examines data with a variety of tools and
techniques, formulates descriptive, predictive, and
prescriptive models, and communicates these
results to organizational decision makers.
Figure 5.3: The Business
Analytics Process
The Scope of Business
Analytics
• The Development of One or a Few
Related Analytics Applications
• The Development of Infrastructure to
Support Enterprisewide Analytics
• Support for Organizational
Transformation
5.3 Business Analytics Tools
• Excel
• Multidimensional Analysis or Online
Analytical Processing
• Data Mining
• Decision Support Systems
Multidimensional Analysis or
Online Analytical Processing
• Online Analytical Processing
• Multi-dimensional Analysis
Data Mining
• Two Basic Data Mining Operations
– Predicting trends and behaviors
– Identifying previously unknown patterns
Data-Mining Applications Used in
Business and Other Fields
• Retailing and Sales
• Banking
• Manufacturing & Production
• Insurance
• Policework
• Healthcare
Data-Mining Applications Used in
Business and Other Fields
• Marketing
• Politics
• Weather
• Higher Education
• Social Good
Decision Support Systems
(DSS)
• Sensitivity Analysis
• What-If Analysis
• Goal-Seeking Analysis
5.4
Business Analytics Models:
Descriptive, Predictive, and
Prescriptive Analytics
• Descriptive Analytics
• Predictive Analytics
• Prescriptive Analytics
• Presentation Tools
Predictive Analytics:
Examples…
• Drive the coupons you receive at the
grocery store register
• Website predict which ads you will click
on
• President Obama was re-elected in 2012
with the help of voter prediction
• Leading online dating companies match
compatible individuals
Predictive Analytics: Examples
(Continued)
• Automatic grading of student essays
• Wireless carriers predict customer churn
• Insurance companies predict body injury
liability from car crashes
• Better diagnosis of breast cancer
• Predict the likelihood a convict will offend
again
Predictive Analytics: Examples
(Continued)
• Financial Service Firms produce credit
scores
• Predict sales based on which products
are purchased together
• Sentiment analysis
Presentation Tools
• Dashboards
• Geographic Information Systems
Table 5.1: The Capabilities of
Dashboards
Figure 5.3: Sample
Performance Dashboard
Figure 5.5: Bloomberg Terminal
Figure 5.6: Management
Cockpit
CHAPTE
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Information Security
7
1. Introduction to Information Security
2. Unintentional Threats to Information
Systems
3. Deliberate Threats to Information
Systems
4. What Organizations Are Doing to Protect
Information Resources
5. Information Security Controls
1. Identify the five factors that contribute to the
increasing vulnerability of information resources and
specific examples of each factor.
2. Compare and contrast human mistakes and social
engineering, along with specific examples of each
one.
3. Discuss the 10 types of deliberate attacks.
4. Describe the three risk mitigation strategies and
examples of each one in the context of owning a
home.
5. Identify the three major types of controls that
organizations can use to protect their information
resources along with an example of each one.
7.1 Introduction to
Information Security
• Information Security
• Threat
• Exposure
• Vulnerability
• Five Key Factors Increasing
Vulnerability
• Cybercrime
Five Key Factors Increasing
Vulnerability
1. Today’s interconnected, interdependent,
wirelessly networked business
environment
2. Smaller, faster, cheaper computers and
storage devices
3. Decreasing skills necessary to be a
computer hacker
4. International organized crime taking over
cybercrime
5. Lack of management support
7.2 Unintentional Threats to
Information Systems
• Human Errors
• Social Engineering
Figure 7.1
Security
Threats
Human Errors
• Higher employee levels = higher
levels of security risk
• Most Dangerous Employees
• Human Mistakes
Dangerous Employees
• Two organizational areas pose the
greatest risk
– Human Resources
– Information Systems
• Janitors and Guards Frequently
Overlooked
Human Mistakes
• Carelessness with laptops
• Carelessness with computing
devices
• Opening questionable e-mails
• Careless Internet surfing
• Poor password selection and use
• Carelessness with one’s office
Human Mistakes
(continued)
• Carelessness using unmanaged
devices
• Carelessness with discarded
equipment
• Careless monitoring of
environmental hazards
Table 7.1: Human Mistakes
Social
Engineering
• Social Engineering:
– an attack in which the perpetrator uses
social skills to trick or manipulate
legitimate employees into providing
confidential company information such
as passwords.
7.3 Deliberate Threats to
Information Systems
1. Espionage or Trespass
2. Information Extortion
3. Sabotage or Vandalism
4. Theft of Equipment or Information
5. Identity Theft
6. Compromises to Intellectual
Property
7.3
Deliberate Threats to
Information Systems
(continued)
7. Software Attacks
8. Alien Software
9. Supervisory Control and Data
Acquisition Attacks
10. Cyberterrorism and Cyberwarfare
6. Compromises to
Intellectual Property
• Intellectual Property
• Trade Secret
• Patent
• Copyright
7. Software Attacks: Three
Categories
1. Remote Attacks Requiring User
Action
– Virus
– Worm
– Phishing Attack
– Spear Phishing
7. Software Attacks: Three
Categories (continued)
2. Remote Attacks Needing No User
Action
– Denial-of-Service Attack
– Distributed Denial-of-Service Attack
7. Software Attacks: Three
Categories (continued)
3. Attacks by a Programmer
Developing a System
– Trojan Horse
– Back Door
– Logic bomb
8. Alien Software
• Adware
• Spyware
• Spamware
• Spam
• Cookies
7.4
What Organizations Are
Doing to Protect
Information Resources
• Risk
• Risk Management
• Risk Analysis
• Risk Mitigation
Table 7.3: The Difficulties in
Protecting Information Resources
Risk Management
Three Processes of Risk Management:
1. risk analysis
2. risk mitigation
3. controls evaluation
Risk Analysis
Three Steps of Risk Analysis
1. assessing the value of each asset
being protected
2. estimating the probability that each
asset will be compromised
3. comparing the probable costs of the
asset’s being compromised with the
costs of protecting that asset
Risk Mitigation
• Risk Acceptance
• Rick Limitation
• Risk Transference
7.5 Information Security
Controls
• Physical Controls
• Access Controls
• Communications Controls
• Business Continuity Planning
• Information Systems Auditing
Figure 7.2: Where Defense
Mechanisms are Located.
Physical Controls
• Walls
• Doors
• Fencing
• Gates
• Locks
• Badges
• Guards
• Alarm Systems
Access Controls
• Authentication
• Authorization
– Something the user is (Biometrics)
– Something the user has
– Something the user does
– Something the user knows
Communications Controls
• Firewall
– Demilitarized Zone (DMZ)
• Anti-malware Systems
• Whitelisting
• Blacklisting
• Encryption
• Virtual Private Network (VPN)
Communications Controls
(Continued)
• Transport Layer Security (formerly
called Secure Socket Layer)
• Employee Monitoring Systems
Figure 7.3: (a) Basic Firewall for Home
Computer. (b) Organization with Two
Firewalls and Demilitarized Zone
Figure 7.4: How Public-key
Encryption Works
Figure 7.5: How Digital
Certificates Work.
Figure 7.6: Virtual Private
Network (VPN) and Tunneling
Business Continuity
Planning
• Business Continuity
• Business Continuity Plan
Information Systems
Auditing
• Internal Audits
• External Audits
• Three Categories of IS auditing
procedures
Three Categories of IS
auditing procedures:
• Auditing Around the Computer
• Auditing Through the Computer
• Auditing With the Computer
CHAPTE
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Social Computing
8
CHAPTER OUTLINE
1. Web 2.0
2. Fundamentals of Social Computing in
Business
3. Social Computing in Business: Shopping
4. Social Computing in Business: Marketing
5. Social Computing in Business: Customer
Relationship Management
6. Social Computing in Business: Human
Resource Management
1. Describe six Web 2.0 tools and two major
types of Web 2.0 sites.
2. Describe the benefits and risks of social
commerce to companies.
3. Identify the methods used for shopping
socially.
4. Discuss innovative ways to use social
networking sites for advertising and
market research.
5. Describe how social computing improves
customer service.
6. Discuss different ways in which human
resource managers make use of social
computing.
8.1 Web 2.0
• Tagging
– Folksonomies
– Geotagging
• Really Simple Syndication (RSS)
• Blogs
Figure 8.1: Web Site of National
Public Radio with RSS Toolbar
8.1 Web 2.0 (continued)
• Microblogging
• Wikis
• Social Networking Web Sites
• Enterprise Social Networks
• Mashups
Figure 8.2: Google Maps is a
Classic Example of a Mashup
8.2 Fundamentals of Social
Computing in Business
• Social Commerce
• Benefits and Risks of Social
Commerce
• Collaborative Consumption
Social Commerce:
Benefits to Customers
• Better and faster vendor responses to
complaints (on Twitter, Facebook, and
YouTube)
• Customers can assist other customers
(e.g., in online forums)
• Customers’ expectations can be met
more fully and quickly
• Customers can easily search, link,
chat, and buy while staying on a social
network’s page
Social Commerce:
Benefits to Businesses
• Can test new products and ideas
quickly and inexpensively
• Learn a lot about their customers
• Identify problems quickly and alleviate
customer anger
• Learn about customers’ experiences
via rapid feedback
• Increase sales when customers
discuss products positively on social
networking site
Social Commerce:
Benefits to Businesses (Con’t)
• Create more effective marketing
campaigns and brand awareness
• Use low-cost user-generated content,
for example, in marketing campaigns
• Obtain free advertising through viral
marketing
• Identify and reward influential brand
advocates
Table 8.2: Potential Benefits
of Social Commerce
Social Commerce:
Risks
• Companies concerned about
negative posts
• 80/20 rule – 80% of content is
generated by 20% of users
• Information Security Concerns
• Invasion of Privacy
• Violation of Intellectual Property
and Copyright
Social Commerce:
Risks (Continued)
• Employees’ Reluctance to Participate
• Data Leakage of Personal Information
or Corporate Strategic Information
• Poor or Biased Quality of User
Generated Content
• Cyberbullying/Cyberstalking and
Employee Harassment
8.3 Social Computing in
Business: Shopping
• Ratings, Reviews, and
Recommendations
• Group Shopping
• Shopping Communities and Clubs
• Social Marketplaces and Direct
Sales
• Peer-to-Peer Shopping Models
Figure 8.3: Epinions is a Web site
that allows customers to rate
anything from cars to music.
Figure 8.4: LivingSocial.com is a
Popular Example of a Group
Shopping Web Site.
Figure 8.5: Etsy.com is a Social
Marketplace for all Handmade or
Vintage Items.
8.4 Social Computing in
Business: Marketing
• Social Advertising
• Market Research
– Conversational Marketing
• Conducting Market Research Using
Social Networks
Figure 8.6: Customers Share
Their Ideas and Feedback with
Dell via IdeaStorm.com.
8.5
Social Computing in
Business: Customer
Relationship Management
• How Social Computing Improves
Customer Service
8.6
Social Computing in
Business: Human
Resource Management
• Recruiting
• Onboarding
• Employee Development
• Finding a Job
CHAPTE 10
R
Wireless, Mobile Computing,
and Mobile Commerce
1. Wireless Technologies
2. Wireless Computer Networks and
Internet Access
3. Mobile Computing and Mobile Commerce
4. The Internet of Things
1. Identify advantages and disadvantages of each
of the four main types of wireless transmission
media.
2. Explain how businesses can use short-range,
medium-range, and long-range wireless
networks.
3. Provide a specific example of how each of the
five major m-commerce applications can benefit
a business.
4. Describe the Internet of Things, along with
examples of how organizations can utilize the
Internet of Things.
10.1 Wireless Technologies
• Wireless Devices
– Dematerialization
• Wireless Transmission Media
• Wireless Security
Wireless Devices
Wireless Devices Provide Three Major
Advantages:
1. Small enough to easily carry or
wear
2. Sufficient computing power to
perform productive tasks.
3. Can communicate wirelessly with
the Internet and other devices.
Figure 10.1: Dematerialization
with Smartphones
Wireless Transmission
Media
• Microwave
• Satellite
– Types of Orbits
– Global Positioning Systems
– Radio
Wireless Transmission
Media: Microwave
• Advantages of Microware
– High bandwidth
– Relatively inexpensive
• Disadvantages of Microwave
– Must have unobstructed line of sight
– Susceptible to environmental
– interference
Wireless Transmission
Media: Satellite
• Advantages of Satellite
– High bandwidth
– Large coverage area
• Disadvantages of Satellite
– Expensive
– Must have unobstructed line of sight
– Signals experience propagation delay
– Must use encryption for security
Table 10.1 Advantages &
Disadvantages of Wireless Media
Satellites
• Three Types of Satellites Circling Earth
1. Geostationary-Earth-Orbit (GEO)
2. Medium-Earth-Orbit (MEO)
3. Low-Earth-Orbit (LEO)
• Footprint
• Propagation Delay
• Internet over Satellite (IoS)
Table 10.2: Three Basic Types of
Telecommunications Satellites
Figure 10.3: Obtaining GPS
Information in an Automobile
Wireless Transmission
Media: Radio
• Advantages of Radio
– High bandwidth
– Signals pass through walls
– Inexpensive and easy to install
• Disadvantages of Radio
– Creates electrical interference problems
– Susceptible to snooping unless encrypted
10.2
Wireless Computer
Networks and Internet
Access
• Short-Range Wireless Networks
• Medium-Range Wireless Networks
• Wide-Area Wireless Networks
Short-Range Wireless
Networks
• Bluetooth
– Bluetooth 1.0
– Bluetooth 4.0
– Personal Area Network
• Ultra-Wideband
• Near-Field Communications
Medium-Range Wireless
Networks
• Wireless Fidelity (Wi-Fi)
• Wireless Mesh Networks
Wireless Fidelity (Wi-Fi)
• Wireless Access Point
• Hotspot
• IEEE Wi-Fi Standards
• Major Benefits of Wi-Fi
• Wi-Fi Direct
• MiFi
• Super Wi-Fi
Major Benefits of Wi-Fi
• Low cost
• Ability to provide simple Internet
access
Wide-Area Wireless
Networks
• Cellular Radio
• Generations of Cellular Technology
Evolution
• Wireless Broadband or WiMAX
Generations of Cellular
Technology Evolution
• (1G) First generation
• (2G) Second generation
• 2.5G
• (3G) Third generation
• (4G) Fourth generation
• (5G) Fifth generation
Wireless Broadband or
WiMAX
• Worldwide Interoperability for
Microwave Access (WiMAX)
• WiMAX = IEEE Standard 802.16
• Wireless access range of up to 31
miles
• Data transfer rate of up to 75 Mbps
• A secure system offering voice and
video
Wireless Security
• Four Major Challenges to Wireless
Networks:
– Rogue Access
• Evil Twin Attack
• Hotspotter
– War Driving
– Eavesdropping
