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OPENING CASE TWO QUESTIONS
PINTEREST
1. Do you consider Pinterest a form of disruptive or sustaining
technology?
Depending on the time when you review the case Pinterest could be considered
2. Categorize Pinterest as an example of Web 1.0 (ebusiness) or Web 2.0
(Business 2.0).
Pinterest is an example of Web 2.0
3. Describe the ebusiness model and revenue model for Pinterest.
**Please note the answer to the below might change over time as the
companies change the way they operate.
4. What is open source software and how could Pinterest take advantage
of it?
An open system consists of nonproprietary hardware and software based on
publicly known standards that allows third parties to create add-on products to
plug into or interoperate with the system. Thousands of hardware devices and
software applications created and sold by third-party vendors interoperate with
computers, such as iPods, drawing software, and mice.
Source code contains instructions written by a programmer specifying the
actions to be performed by computer software. Open source refers to any
5. Create a plan for how a start-up company could take advantage of
Web 3.0 and generate the idea for the next great website that is
similar to Pinterest.
Student’s answers to this question will vary. Be sure to review the arguments
Business Driven Information Systems - Instructor’s Manual Chapter 3 Page 1 of 9
6. Evaluate the challenges facing Pinterest and identify ways it can
prepare to face these issues.
Technology Dependence
Many people today expect to be continuously connected, and their dependence
on technology glues them to their Web connections for everything from Web
conferencing for a university class or work project to making plans with friends
Information Vandalism
Open source and sharing are both major advantages of Business 2.0, and
ironically they are major challenges as well. Allowing anyone to edit anything
opens the door for individuals to purposely damage, destroy, or vandalize
website content. One of the most famous examples of wiki vandalism occurred
when a false biography entry read that John Seigenthaler Sr. was assistant to
Attorney General Robert F. Kennedy in the early 1960s and was thought to have
Violations of Copyright and Plagiarism
Online collaboration makes plagiarism as easy as clicking a mouse.
Unfortunately a great deal of copyrighted material tends to ?nd its ways to
CRITICAL BUSINESS THINKING
Instructor Note: There are few right or wrong answers in the business world.
There are really only eBcient and ineBcient, and e/ective and ine/ective
business decisions. If there were always right answers businesses would never
fail. These questions were created to challenge your students to apply the
1. ANYTHING BUT ONLINE
Project Purpose: To understand the bene?ts of ebusiness.
Potential Solution: Of course Susan can expand her business by taking it to
the Internet. And, the best part is that putting her business online is
essentially free, hence low risk. If she wants to grow her business she must
expand by creating an online presence. Of course she will face numerous
2. THE FUTURE OF WIKIPEDIA
Project Purpose: To understand the dangers of open source and open
sharing.
Potential Solution: Wikipedia's greatest ability is that it can be changed and
updated quickly - it really is one of its best features. You can only update an
encyclopedia every few years. As Jimmy Whales moves towards greater
information reviews and accuracy checking changing content should become
an easier process. I don't think the majority of people realize that - anyone -
can just go in and change Wikipedia. I think communicating this fact would be
the ?rst thing Wikipedia should do. Then, they should use technology to verify
- colored backgrounds for veri?ed by an expert vs a di/erent color if not
veri?ed. The trick is who decides on the expert and verifying Wikipedia might
become a full-time job.
In terms of the higher purpose of Wikipedia - to supply a free encyclopedia - it
makes great sense. In many countries the thought of paying thousands of
dollars for a set of encyclopedias is not an option. Wikipedia, although
somewhat unreliable and untrustworthy, is a great alternative. I ?nd much of
the wiki information on MIS to be very accurate. Wikipedia is an attractive
alternative if you have no other options for an encyclopedia.
There are so many technological things that Wikipedia could do to help track
changes and accuracy such as tracing revisions or allowing users to rank posts
and their accuracy that allows users to vote how relevant or useful the
information was - similar to Digg.com. This democratic method allows input
3. IS FACEBOOK BECOMING THE WHOLE WORLD’S SOCIAL NETWORK?
Project Purpose: To view the impact of social networking on the business
environment.
Potential Solution: Business opportunities with a worldwide social media
network are endless. For the ?rst time in history you’d be able to gather
detailed information on customers, products, social, political, environmental,
etc. data that could be used in countless ways to create new business
opportunities.
4. THE TOUGHEST COLLEGE TEST YOU’LL EVER TAKE
Project Purpose: To understand technology dependency.
Potential Solution: This is such a fun exercise to do in the classroom. Of
course, this will vary depending on how technologically savvy your students
are, but for the most part many of your students have cell phones and are on
Facebook. I highly recommend performing this exercise in class. Then
5. COMPETING WITH THE BIG BOYS
Project Purpose: To use the Internet to create a business advantage.
Potential Responses: Provenzo’s Rentals could build a Website that o/ered
product information, ski resort information, snow information, and even
directions to ski resorts. The Website could become a community for skiers
where they could access information beyond just renting equipment. It could
auction o/ its used equipment on its Website at the end of the ski season. It
6. BOOK’EM
Project Purpose: To apply Christensen and Andersen’s ideas.
Potential Solution: Chris Anderson, editor-in-chief of Wired magazine,
describes niche-market ebusiness strategies as capturing the long tail,
referring to the tail of a typical sales curve. This strategy demonstrates how
niche products can have viable and pro?table business models when selling via
ebusiness. In traditional sales models, a store is limited by shelf space when
selecting products to sell. For this reason, store owners typically purchase
products that will be wanted or needed by masses, and the store is stocked
with broad products as there is not room on the shelf for niche products that
7. FIVE WAYS GOOGLE DOCS SPEEDS UP COLLABORATION
Project Purpose: Getting hands-on with open source software.
Potential Solution: Google Docs is open source software and its revenue
model is simply to attract more individuals to the world’s greatest search
engine website. Create and share your work online with Google Docs, Upload
your ?les from your desktop: It's easy to get started and it's free! , Access
8. ANTI-SOCIAL NETWORKING
Project Purpose: To explain how virtual communities can impact security
Potential Solution: When two Domino’s Pizza employees ?lmed a prank in
the restaurant’s kitchen, they decided to post it online. In a few days, thanks to
9. CITY COUNCIL MEMBER FIRED FOR PLAYING FARMVILLE GAME AT
WORK
Project Purpose: Understanding technologies negative impact on productivity
Potential Solution: This is such an interesting discussion to share with your
10. 48 HOUR MAGAZINE
Project Purpose: Demonstrating the power of Web 2.0.
Potential Solution: This is such an interesting business model for a magazine
that it is highly recommended to discuss it during your class. The lines
between a weekly magazine, a 48 hour magazine, a daily newspaper, and RSS
APPLY YOUR KNOWLEDGE BUSINESS PROJECTS
Instructor Note: There are few right or wrong answers in the business world.
There are really only eBcient and ineBcient, and e/ective and ine/ective
business decisions. If there were always right answers businesses would never
fail. These questions were created to challenge your students to apply the
AYK 1: ANALYZING WEBSITES
Students need to take all of the metrics and compare which site has the best
chances of succeeding. Student’s answers to this question will vary. The important
factor is their justi?cation for why the site they pick will be successful. Students
AYK 2: WIKI YOUR WAY
A primary concern with collaboration tools (with students and with other faculty) is
getting people to share, contribute, and post. Imagine how you would feel if you
spent 10 hours working on a section of a group project and a team member came
in and changed all of your material - for the worse. This is a big issue with
Business Driven Information Systems - Instructor’s Manual Chapter 3 Page 6 of 9
collaboration software. This is a great statistic - the topic area that receives the
most changes to materials is Star Trek. You must be an avid lover of the topic to
spend your time continuously changing and updating that material!!
There is also additional collaboration tool functionality that can help businesses
when communicating. Wiki software can typically keep a history of revisions. This
could allow your team to review the changes and who made each change - so you
can gain insight into the history of the post. There are also ranking technologies
that accompany each collaboration tool that allows users to vote how relevant or
AYK 3: BLOGGING FOR DOLLARS
Student answers will vary depending on the blogs they choose to research and
analyze. Prototypes will also vary depending on the company the student chooses
to prototype.
AYK 4: 14TH ANNUAL WEBBY AWARD NOMINEES
Student answers to this question will vary depending on the Webby awards. Here
Webby Judges Identify Top Challenges for the Internet
On the heels of the 20th anniversary of the World Wide Web last month, the
International Academy of Digital Arts and Sciences (IADAS) has identi?ed the top
?ve challenges facing the medium in the next ?ve years.
Dedicated to the creative, technical, and professional progress of the Internet,
The Internet's Top Challenges in the Next 5 Years
Protecting Privacy
The Internet's great trade-o/ is that while you get access to the rest of the
world, the rest of the world gets access to you. The data collected can add
value to the online experience through customized content and advertising –
Modernizing Copyright Laws
Is it okay to copy an album and give it to a friend? How many paragraphs
should one quote from an online news article? Will we ever be able to pass
along an e-book to a colleague? As the Web enters its third decade, the
Ensuring Net Neutrality
Ensuring that all Internet traBc is treated equally – meaning that data from
Amazon.com and data from a teenager’s blog move along the pipeline at
the same speed – is a worthy and complicated goal. Industry leaders and
Maintaining the Open Web
From commenting on articles and sharing videos to crowd-sourcing and
user-generated content, the Internet’s interactivity and communal power is
Strengthening Internet Security
Until recently, there has been little examination of the consequences of
storing large amounts of proprietary information online. The recent spate of
AYK 5: IS IT WEB 1.0 OR WEB 2.0
The important di/erentiator between Web 1.0 and Web 2.0 is the ability to interact with
the company. In Web 1.0 it is was one direction interaction. In Web 2.0 you want your
m
AYK 6: WHAT IS ACCURATE ON THE INTERNET
It is amazing how many students assume that thing s posted on the Internet are always
AYK 7: STICKY WIKI
Another great classroom exercise to provide your students with hands-on
experience using real open source software.
AYK 8: Connectivity Breakdown
Android Security Leak - Video
Microsoft Accuses Former Employee of Cloud Data Theft
http://news.cnet.com/8301-10805_3-20031661-75.html
AYK 9: Go For It
We Pay Demo
https://www.wepay.com/
Business Driven Information Systems - Instructor’s Manual Chapter 3 Page 9 of 9
