Book Title
Business Driven Information Systems 5th Edition

978-0073402987 Chapter 3 Section 3.2 Web 2.0 Business 2.0

April 4, 2019
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 Outcome 3.6: Explain Web 2.0, and identify its four
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
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
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.
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."
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.
Click Fraud
Give your students the following articles:
In Challenge To Google, Microsoft Pays $6 Billion For Online Advertising
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.
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
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)?
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.
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?
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
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
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!
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?
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?
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
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
• 11 Careers Expected to Grow the Fastest by 2020
• Forbes – Best Jobs in 2020
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.