978-0073402987 Chapter 7 Chapter 7 Closing Material Part 1

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CHAPTER seven

CLOSING MATERIAL

OPENING CASE QUESTIONS

UBER

1. Knowledge: List the ways Uber is using networks to improve its

competitive advantage in the taxi market.

Every single car arrangement for Uber is made using wireless networks.

As stated in the article “No one under the age of 40 with a smart phone is

2. Comprehension: Describe the di/erent types of networks Uber is

using to run its business.

Uber is using GPS and GIS to track its cars and locate close drives. Uber is

also using cellular networks and its application to help customers and

drivers connect. There are many potential uses for each type of network –

3. Application: Explain how challenges with wireless networking

could a/ect Uber’s business model.

Since Uber’s business model completely depends on wireless networking

any impact to the network will have a direct impact on Uber. If cellular

4. Analysis: Explain why some market segments are not included in

Uber’s business model.

Customers without access to wireless network are unable to use the

service. Any customer with a smartphone but no cellular service would be

5. Synthesis: Develop a use for LBS that Uber customers can bene4t

from using when looking for a taxi. There are so many additional

bene/ts for LBS such as locating a close restaurant, entertainment, or

even cash machine depending on how long it will take the taxi to reach

6. Evaluate: Assess the security dilemmas that Uber faces in using

the various forms of wireless technology.

As with all technologies the security dilemmas are endless. Fraud for fake

payments is always an issue. Unethical customers calling for the service

and now showing up for the ride. An Uber driver who is unethical could

CLOSING CASE ONE QUESTIONS

Wireless Bikes

1. What advantages does a wireless network provide Denver

B-cycle?

A wireless network can enhance mobility, provide immediate data access,

increase location and monitoring capabilities, provide mobile commerce

opportunities, improve work 5ow, and provide an alternative to wiring. By

implementing wireless network, the company is able to realize the

bene/ts of new wireless technology without compromising their network

2. What challenges does a wireless network create for Denver

B-cycle?

There are several challenges of wireless networks including protecting

against theft, protecting wireless connections, preventing viruses on

mobile devices, and addressing privacy concerns with RFID and LBS. Any

mobile device is vulnerable to loss no matter how big or small it is. The

company may face signi/cant exposure from stolen IDs, passwords,

device that is lost or stolen. However, any time a wireless network

connects to a wired one, the wireless network can serve as a conduit for a

hacker to gain entry into an otherwise secure wired network.

virus and passing it on to other devices. As technology advances, the

potential for privacy infringement does as well. RFID already has the

capability to determine the distance of a tag from the reader location. LBS

can track and monitor objects much like RFID. LBS risks the invasion of

take include:

Encryption of data sent via wireless devices

Authorization and authentication to use data services

3. What information not described in the case can Denver B-cycle

use with RFID and LBS data?

RFID could be used to tag all equipment.

RFID could be used to tag people who are renting bikes

RFID could be used for tracking equipment.

A WiMAX network could function as a backhaul connecting all of the

4. How could Denver B-cycle use other wired or wireless network

technologies to gain a competitive advantage?

The wireless technology increases e(ciencies and productivity with

better, real-time access to information. The technology is designed to help

companies provide better customer service by increasing their ability to

securely access customer and equipment records, payment data, and

maps anywhere in the city. The possibilities for wireless technology are

CLOSING CASE TWO

Square: Wireless Payments to an iPhone, Android, or iPad

1. Would you categorize Square as a disruptive technology?

Wireless payment systems are everywhere and the market is exploding.

Depending on when you cover the case your students may see this

2. How is Square using wireless networks to gain a competitive

advantage?

Square is taking advantage of the multi-billion dollar payment industry by

using common devices. For years the market dictated the use of credit

3. What can Square do to maintain it competitive advantage and

become more pro4table?

Square has a long tough road ahead as new entrants arrive daily. Square

4. If you were given $1 million dollars to invest in Square, would you

do it?

Ask your students to truly analyze this company and /nd current

CRITICAL BUSINESS THINKING

Instructor Note:There are few right or wrong answers in the business world.

There are really only e(cient and ine(cient, 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 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 justi/cation or

support for their speci/c answers. A good way to grade these questions is to

compare your student’s answers against each other.

1. BUILDING NATIONWIDE BROADBAND

Project Purpose: To understand the government’s role in broadband.

Potential Solution:To kick start this activity ask your students to view

the following website:

National Broadband – Connecting America:

http://www.broadband.gov/plan/

The National Broadband Plan lays out a bold roadmap to America’s future.

2. FOURSQUARE CHEATING

Project Purpose: To demonstrate how LBS services can be hacked.

Potential Solution:You can tell Foursquare you’re at pretty much any

location you want it to believe right from your home. The bene/ts of

cheating at this game are great, because you may earn some free stu)

from the places you claim to have been.

Visit the Foursquare Mobile site.

Click Check in.

http://gametipcenter.com/how-to-cheat-at-foursquare

3. PANDORA MAKES USER’S MUSIC PUBLIC

Project Purpose: To understand the value of securing data.

Potential Solution:Student views of this particular situation will vary.

Some students will view this as highly unethical while others will view it as

public data. Ask your students to determine why someone would want to

4. WIRELESS NETWORK VULNERABILITY

Project Purpose: To demonstrate the value of securing networks

Potential Solution:This is a great exercise as many of your students

probably have home networks. Start this activity with a video.

5. CARS HACKED

Project Purpose: To begin to understand how vulnerable all computer

networks are and the security features needed to protect them.

Potential Solution:The future of the connected car is just beginning to

6. WIRELESS FITNESS

Project Purpose: To implement a wireless network.

Potential Solution:There are a number of advantages to implementing a

wireless network such as using a PDA to /nd information while walking

around the club. Customers could connect to the wireless network with

their own laptops to check email and perform work while at the club.

7. GOOGLE TV

Project Purpose: To perform a data provider analysis.

Potential Solution: Roku is an extremely popular device among college

students. Ask your students how they are currently assessing their

8. COULD THE DOMAIN NAME SYSTEM BE HACKED?

Project Purpose:To explain domain names

Potential Solution: The DNS can be protected by using a host of

9. SHIPMENT ROUTES

Project Purpose:Understanding the power of location based services.

Potential Solution:This exercise may take some outside research, but

encourage students to think on their own to answer this. Some responses

might include – GPS satellite location systems or RFID smart tagging. GPS

satellite-based tracking systems seem to be the most reasonable since

RFIDrequires large capital investment and standard data models that

support di)erent vendors’ tags.

1,000 feet”) to games (treasure hunts) to location-basedadvertising (“Visit

the Starbucks on the corner and get $1.00 o) a latte”). Many

LBSapplications complement GPS and GIS, such as:

Emergency services

Field service management

Find-it services

Mapping

Navigation

10. GOOGLE COLLECTED PUBLIC WI-FI DATA… BY MISTAKE

Project Purpose:Demonstrate how even the best companies can make

MIS mistakes.

Potential Solution: Students answers will vary depending on each