978-0073402987 Chapter 3 Section 3.2 Web 2.0 Business 2.0

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Solution Manual

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Business Driven Information Systems 5th Edition

ISBN 13

978-0073402987

978-0073402987 Chapter 3 Section 3.2 Web 2.0 Business 2.0

April 4, 2019

SECTION 3.2

web 2.0: business 2.0

Section 3.2 discusses different business departments (student majors) and

how the Internet and ebusiness is affecting each major. This is a great

opportunity for instructors to discuss how learning about technology can

impact people’s careers and help them achieve success. Opening student’s

eyes to how technology can help them in their marketing, finance,

accounting, and other careers can even help students become more

engaged in the course and perhaps elect IS as their major or minor.

LEARNING OUTCOMES

Learning Outcome 3.6: Explain Web 2.0, and identify its four

characteristics.

Web 2.0, or Business 2.0, is the next generation of Internet use—a more

mature, distinctive communications platform characterized by new qualities

such as collaboration, sharing, and free. Web 2.0 encourages user

participation and the formation of communities that contribute to the

content. In Web 2.0, technical skills are no longer required to use and publish

information to the World Wide Web, eliminating entry barriers for online

business. The four characteristics of Web 2.0 include content sharing through

open sourcing, user-contributed content, collaboration inside the

organization, collaboration outside the organization.

Learning Outcome 3.7: Explain how Business 2.0 is helping

communities network and collaborate.

A social network is an application that connects people by matching pro%le

information. Providing individuals with the ability to network is by far one of

the greatest advantages of Business 2.0. Social networking is the practice of

expanding your business and/or social contacts by constructing a personal

network. Business 2.0 simpli%es the way individuals communicate, network,

%nd employment, and search for information.

Learning Outcome 3.8: Describe the three Business 2.0 tools for

collaborating.

The three tools that harness the “power of the people” for Business 2.0

include blogs, wikis, and mashups. A blog, or Web log, is an online journal

that allows users to post their own comments, graphics, and video. Blog

websites let writers communicate—and reader’s respond— on a regular basis

through a simple yet customizable interface that does not require any

programming. A wiki is a type of collaborative Web page that allows users to

add, remove, and change content, which can be easily organized and

reorganized as required. While blogs have largely drawn on the creative and

personal goals of individual authors, wikis are based on open collaboration

with any and everybody. A mashup is a website or Web application that uses

content from more than one source to create a completely new product or

service. A mashup allows users to mix map data, photos, video, news feeds,

blog entries, and so on to create content with a new purpose.

Learning Outcome 3.9: Explain the three challenges associated with

Business 2.0.

As much as Business 2.0 has positively changed the global landscape of

business, a few challenges remain in open source software, user-contributed

content systems, and collaboration systems. These challenges include

individuals forming unrealistic dependencies on technology, vandalism of

information on blogs and wikis, and the violation of copyrights and

plagiarism.

Learning Outcome 3.10: Describe Web 3.0 and the next generation

of online business.

Web 3.0 is based on “intelligent” Web applications using natural language

processing, machine-based learning and reasoning, and intelligent

applications. Web 3.0 is the next step in the evolution of the Internet and

Web applications. Business leaders who explore its opportunities will be the

first to market with competitive advantages. Web 3.0 offers a way for people

to describe information such that computers can start to understand the

relationships among concepts and topics.

CLASSROOM OPENER

GREAT BUSINESS DECISIONS – Je6 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.

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

CLASSROOM OPENER

Chris Anderson – The Long Tail Video

Chris Anderson, the editor of WIRED (not to be confused with the curator of

TED, who has the same name), explores the four key stages of any viable

technology: setting the right price, gaining market share, displacing an

established technology and, %nally, becoming ubiquitous. To demonstrate

this trajectory, Anderson explores the evolution of the DVD player as it

passes through each of these four tipping points, then offers specific

examples of current trends in technology -- ranging from DNA sequencing to

the hybrid -- to illustrate each stage of the game.

http://www.ted.com/index.php/talks/view/id/72

CLASSROOM EXERCISE

Click Fraud

Give your students the following articles:

In Challenge To Google, Microsoft Pays $6 Billion For Online Advertising

Firm

Microsoft is trying to grab a larger piece of the online advertising market,

which represents a $40 billion opportunity that will grow 20% per year

until 2010.

http://www.informationweek.com/news/showArticle.jhtml?

articleID=199601932

Fair Isaac Claims Pay-Per-Click Fraud Is 10% To 15%

Google disputes the figure and has consistently taken issue with the

methodology and motives of those reporting signiticant levels of click

fraud.

http://www.informationweek.com/news/showArticle.jhtml?

articleID=199601726

Ask your students the following additional questions

What do you think about paying $6 billion for an Online Advertising Firm

and why should Microsoft be worried about Click Fraud (especially with the

number of people who dislike Microsoft)?

CLASSROOM EXERCISE

25 Startups to Watch

It's getting crowded on the web 2.0 frontier, but there are still some startups

that truly stand out. Business 2.0 Magazine identi%es the ones most likely to

strike gold in 2007.

http://money.cnn.com/galleries/2007/biz2/0702/gallery.nextnet.biz2/index.ht

I like to discuss the funding for these start-ups. For example, the average

funding for enterprise ebusiness start-ups were $33 million. It is a great way

to show students how much money is being invested in IT. I also like to

reNect on where these startups are today – is what we thought was hot in

2007 still hot? What happened to the “hot” companies? What companies

are hot today? How can you identify new trends?

CLASSROOM EXERCISE

Comparing Websites Competition

Have students team up with two or three classmates to select and compare

websites of two retailers that are in the same business (as an example

jcrew.com vs. abercrombie.com, or amazon.com vs. bn.com). Have students

use the list of "do's and don'ts" from

http://webdesignledger.com/tips/20-dos-and-donts-of-effective-web-design

compare the two sites, along with other criteria you might like to add. Have

students review the range of information resources and services used in the

sites and the ways in which they are organized, designed, and presented.

The basic question the groups should attempt to answer is how well the sites

support the conduct of ebusiness. After analyzing the sites, have students

compare the strengths and weaknesses of the two sites. Students should be

able to draw a conclusion as to which one they think does the best job of

attracting customers to the website and retaining them once they get there.

Also, have students comment on how well they think each site…

• Offers a fast and convenient shopping experience

• Provides access to help or additional information

• Selects desirable products and displays them and describes them in an

attractive and easy-to¬ understand manner

• Describes its method for getting purchases to customers promptly

• Uses online ads, aSliate programs, viral marketing, and email marketing

CLASSROOM EXERCISE

Viral Marketing Video Clip

From Spam to Viral Marketing from John Cleese…

One B2B marketer used a lot of silliness to increase its web traSc tenfold

and generate thousands of sales leads starting a viral phenomenon which

went from a wacky idea to revenue-generating success. Great John Cleese

video on the backup trauma institute. I like to use this video when

introducing IT Architectures. This is also one of the first examples of a

successful viral marketing campaign. Google “From Span to Viral Marketing

John Cleese Video” as this link keeps changing!

CLASSROOM EXERCISE

EHEALTH: The Doctor Will Tweet You Now

When Janel Wood’s 9-year-old son recently began experiencing migraines,

the working mother decided to try a new company health care program that

allowed her to communicate with a doctor through videoconferencing, voice

over IP and instant messaging.

While her son was home for lunch, Wood logged onto a local medical

practice’s website and connected via videoconferencing and IM with the

doctor on duty, who then reviewed her son’s electronic medical record, or

EMR, online. The doctor sent Wood links to migraine articles and podcasts

and prescribed more hydration for her son, which worked over time. “I

ended up bringing [my son] back to school before missing any classes, which

he was kind of bummed about. It was so quick and eScient,” Wood said. Ask

your students to read the article and answer the following:

• Do you agree or disagree that telehealth is cold and impersonal?

• What are the advantages of telehealth?

• What are the disadvantages of telehealth?

• What other industries could benefit from this type of technology?

CLASSROOM EXERCISE

The Ten Most Creative People on Twitter

Fast Company ranked the ten most creative people on Twitter. Ask your

students to review the slideshow demonstrating the ten most creative people

on Twitter and answer the following:

• Rank the people in order form greatest to least creative – 1 being greatest

• Which person do you think has the best creative ideas and explain why?

• Which person has the least creative idea and why?

• What other ways could you use Twitter for business?

http://www.fastcompany.com/1650139/the-most-creative-people-on-twitter?

partner=rss

CLASSROOM EXERCISE

On A Wing And A Prayer, Dalai Lama Tweets To Chinese

Hearing from His Holiness the Dalai Lama (HHDL, or Tenzin Gyatso to his

pals)--about, say, his anti-establishment stance on Tibetan autonomy--is

tricky for mainland Chinese citizens, thanks to the strict national control over

media and censorship of China's Net ties to the outside world. The

government even goes so far as blatantly slandering the Nobel Peace Prize

winning humanitarian, and years of dialogue between oScials and the Dalai

Lama have gone nowhere.

But the Dalai Lama has found a fabulously geeky way to get his opinions

broadcast on the mainland. He's had a veri%ed Twitter account in his name

for quite some time, and several times a day it's a vehicle for some of his

thoughts, musings, observations about life, and news stories about where

he's been or who he's spoken to--the latest tweet from earlier today is pretty

representative: "Meeting so many people from all over the world and from

every walk of life constantly reminds me of our basic sameness as human

beings." Ask your students to read the article and answer the following:

• Explain the issues surrounding the Dali Lama’s Tweets in China

• Do you agree or disagree with China’s censorship?

• How are networks and technologies limiting a government’s ability to

censor?

http://www.fastcompany.com/1650516/dalai-lama-china-tweet-twitter-google-

social-networking-green-wall-censorship?partner=rss

CLASSROOM EXERCISE

Finding The Best Career For 2020

As robots take over the workforce using DSS and EIS to make decisions for us

and virtual worlds become our new reality what will work look like in 2020?

Ask your students to research the Web and %nd the hot growth areas for jobs

and what their ideal career would look like in 2020.

• Top Fastest Growing Jobs by 2020

http://www.boston.com/jobs/galleries/fastest_growing_jobs_2020/

• 11 Careers Expected to Grow the Fastest by 2020

http://www.usnewsuniversitydirectory.com/articles/11-careers-expected-to-gr

ow-through-2020_12484.aspx

• Forbes – Best Jobs in 2020

http://www.forbes.com/2010/04/08/unemployment-google-2020-technology-d

ata-companies-10-economy.html

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.

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