Technology Applications

in Business
Lecture 1
 Key Questions
Why are information systems so
essential for running business?
What is an information system?
How information systems are
transforming business?
What is digital firm and digital
transformation ?
What is IT strategy?
2
 Modern organisation
Organisations are a collection of
people with shared goals.
Modern organisation's have to sense
and respond to information
IT enabled
Networked
Geographically dispersed
Knowledge organisation
5
 Why IS is essential for running
business
Globalisation challenges and
opportunities
Flat world
Survival and achieving strategic
objectives of the firm

6
 How is the new information
system transforming Business

7
 How is the new information
system transforming Business

8
 How is the new information
system transforming Business
Technology
Cloud
Mobile
Big Data
Management
Online collaboration, Social platforms
AI
Virtual meetings
9
 How is the new information
system transforming Business
 Organisations
Social business
Telework, work from home
Co creation of business value
Enhancing employee collaboration during the
COVID-19 outbreak
Ensuring the right flow of information
Maintaining employee productivity during the crisis
Enabling leaders for success
Planning for business continuity
1
 ENVIRONMENT
Suppliers Customers
\ \
\
ORGANIZATION ,'I
I

r" ' INFORMATION SYSTEM

r, _/
/
Processing

Input ►
Classify -- Output
Arrange
Calculate
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Regulatory
Agencies '
Stockholders Competitors
 What is Digital firm
A digital firm manages its significant
business process and relationships with
its stakeholders through digital means
Sense and respond to environment
rapidly
Time shifting and space shifting
Key corporate assets managed digitally.
Offer opportunities for flexible global
organisations and management
13
 Digital firm Transformation
Why Transform? How?
Digital tools- Analytics, Mobile tools,
Cloud platforms, Social media, IOT
Protection of key corporate assets- IPR,
customer intimacy, core competencies
,Financial and Human assets.
Digital business agility- Hyper-
awareness, Fast execution, Informed
decision making
14
 IT for strategic objectives

New products , services , business models

Operational excellence

Collaborative decision making

Customer intimacy
Competitive edge
 Strategic Business Objectives
related to Information Systems
Businesses use IS for achieving strategic
objectives
Operational excellence
New products , services , New
Business models
Customer , Supplier intimacy
Improved decision making
Competitive advantage
Day- to- day Survival
16
 Information Systems strategy
Information system strategy helps
organisations to allocate, store, process
data and move the data
and information they develop and
receive.
Strategic information systems (SIS) are
developed in response to corporate
business initiative. SIS are intended to
give competitive advantage to the
organization.
17
 / Supply E:nterpr" se Customer Knowledge
Chain Management Manag,ement Management
Management
Firm
Profitability
and
Strategic
Data Position
Co lee ·on malion
and into Business
Storage Sys ems
1

Planning Contro11·ng1 Modeling1and

Decision
Makiing
lnf,o:rmation Processing1Actiivities Managem.ent Activities
Managing Information Systems In
Organisation
IT interaction model.
Neither the information nor the
organisation remain static.
Organisation faces competitive
environment, has strategic initiatives,
has its own culture and IT
infrastructure.
IT systems are initiated, built,
introduced and maintained.
IT interaction involves usage and
consequences
19
 Hardware

usiness Strateg
Objectives
sinass Proce Software

B,usiness Information
Frm System
Organisations & IT are dynamic

IT systems , people
Organisations
 Effects Of Competition And
Organisational Traits
Information systems are often driven
by organisations competition strategy
Shared set of values and beliefs
within the organisation determine
work culture. It affects choice of
information systems by organisation.
Organisational structure – hierarchical
or matrix determines workflows in
information systems
22
Implementing Information Systems
Success of an information system
implementation will depend on the
competitive environment, the strategy
the organisation , the culture within
the organisation and the structure of
the organisation

23
 IT systems depend upon

Competition Strategy

Culture Structure
 Information Systems in
organisations
Computers and information technology (IT)
are the ingredients of modern information
systems (IS)
Information systems are collections of
computers , networks, software and people
who create, store, modify and distribute data
and information.
IT is understood as the artefacts such as
computer devices, software and network
devices. However IS is constituted by the
artefacts of technology as well as people and
the organisation that use them
2
 Role of the Internet
Internet is a massive network of
networks.
Information travels over the internet via a
variety of languages known as protocols.
World wide web is a way of accessing
information over the internet. A browser
is a program that shows us the web
Web was designed to provide public
access to data.
The internet provides access to data and
key services, though it also poses
security challenges 2
 Role of the Internet
Internet changes everything
Free email- Yahoo, Google
Interaction with large number of
customers
E commerce
Smart phones , Handheld devices
Sensors connected to machines ,
homes
2
 First-order and second order
effects
Implementation of IS leads to first order,
second order and third order effects that
are visible over time.
First-order effects are direct
consequences of introduction of
information systems – increased speed,
efficiency
Second order effects are visible and
measurable only after few years –
process improvements
Third order effects – large scale society
level consequences.
2
 Challenges For The Manager
What information systems to build
How much to spend on information
systems
Level of capability to be created with
information systems-IS and people
How fast and accurate should the
services be
What is the security level required
Should information systems be on cloud
29
 Technology Roadmap For The
Organisation
What are the horizon for desktop computers
and what will replace them
Which proprietary software in the
organisation should be replaced by free/open
source software
How should the current enterprise
applications be upgraded and expanded
Which current networking components being
used in the organisation are going to phase
out
What will be the future requirements for
networking and telecommunication
30
 Group work:
What difference does the internet
make for sales/marketing/
finance/logistics/HR function in the
modern organisation.
What are the main questions about
information system that an
sales/marketing/ finance/logistics/HR
manager has to answer

31
Technology Applications
in Business
Lecture 2
Strategic uses of information
technology

Differentiate Cut costs

2
Innovation Promote growth
 Strategic uses of information
technology

Develop alliances Customer focus

Agile 3
Knowledge sharing
 Strategic uses of information
technology
Lower costs
Use IT to substantially reduce the cost of business
processes
Use IT to lower the cost of customers or suppliers
Differentiate
Develop new IT features to differentiate products
and services
Use IT features to reduce the differentiation (
reduce advantages of competitors)
Use IT features to focus on products and services
4
as selected market niche
 Strategic uses of information
technology
 Innovate
Create new products and services that include IT
components
Develop unique new markets or market niche with
help of IT
Make radical changes to business processes with IT
that dramatically cut cost, improve quality, efficiency or
customer service or shorten time to market
Promote growth
Use IT to manage regional and global business
expansion
5
Use IT to diversify and integrate into other products
 Strategic uses of information
technology
Develop alliances
Use IT to create virtual organisations of
business partners
Develop into enterprise information systems
linked by the internet and extranets that
support strategy business relationships with
customers suppliers or contractors and others
Building a customer focused business
Value chain and strategic information systems
Becoming an agile company
Creating a virtual company
Building a knowledge creating company
6
 Developing business/IT strategies
Strategic business visioning
Understanding the Who are our customers
customer How are our customers priorities shifting
Who should be our target customer
How will he business help reach our target business
segments

Customer value How can we add value for the customer with the business
services
How can you become the customer’s first choice
Competition Who are real competitors
What is our toughest competitor’s business model
What are they doing a business and e-commerce
Are competitors potential partners, suppliers or customers in
an e-business venture
Value chain How would we designed the value chain if you are just
starting in a business
Who would be our supply chain partners, what roles should
we play. 7
 Developing business/IT strategies

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canvas
• Vision Portfolio context
• Mission
• Core values

Portfolio
budgets
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dr'vers

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inanc·a, /
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© Scaled Agile, Inc.
11
 12

MOBILITY
SOLUTIONS
MIOBIILE S RATE:GV
1

13
Key Consideration for your Mobil e Strait,egy
1

· lobi le Strat~gy, i·s much more, than B,Y,OD poUcy~lrt must be f le>dbJe · :o :support the
changes to tlhe bus11ness,, 1echn,o,lo,gy and regulations,.
MIOBIILE S,TRATE:GY 14

Key Issues iln B2E IMobUe .Strategy

Conitext, smart products:,

telemetiry

Pro,cess Commu1ni'cati·o,n &

Support Coll,aborati,on
1

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ap plkatio,ns Coll ab orntio ni and video,
Wide..aire-a and on-ca mp u1s M olbile UCC, FMC and fMS
mobility Connectiivity (e.g.,
IFFA,SF~ logiistics, hea ,tllu :ar,e, embedded HSPA. a1nd LlFf:)
retail ...

Devi,ce ,&, pllla tform1

strategy
Marnag.ed diversity & dema nets for choice
Consume,rtzation and '""brirng your own IT'
15
 Key Questions
What opportunities and challenges
Social media poses for business
organisations?
What are social media strategies?
How does business engage with
consumers and partners using social
media technologies
How do you track and measure social
media activity
16
 World Wide Web
World wide web – a network of
documents on the Internet called web
pages, constructed with HTML mark-up
language that supports links to other
documents and media (for example
graphics, video, audio et cetera)
Initially websites were primitive static
designs served as online billboards or
postcards
17
 World Wide Web
 Web 2.0: a term used to describe a
phase of World Wide Web evolution
characterised by dynamic webpages,
social media, mash up applications,
broadband connectivity and user
generated content.
Web 2.0 is also referred to as social
web.
18
 World Wide Web
 Social media: a collection of web
applications, based on web 2.0 technology
and culture, that allows people to connect
and collaborate with others by creating and
sharing digital content
Broadband refers to wide bandwidth
technologies that create fast, high-volume
connections to the Internet and World Wide
Web
19
 World Wide Web
Web 1.0 – the early web Web 2.0 – the social web

Static pages, HTML Dynamic pages, XML and Java

Author controlled content User -controlled content

Computers Computers, cell phones, televisions,

PDAs, game systems, car dashboards

Users view content Users create content

Individual users User communities

Marketing goal: influence Marketing goal: relationships

Data: single source Data: multiple sources example mash

ups

20
 eh .0, 2.0, 3.0, 4.0
Iloh: ~11eH1uI e-learning 1.0 2.0, 3.0, 4.0

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Discussion-social Media Influence
Social media and retail shopping .
Changing scenario.
Social media’s impact on society. What
are the two changes you will have to
make to survive without social media.
How your expectations from customer
service have changed in last 3 years?
During Covid period ?
How does social media influence crowd
funding?
23
 Business Implications
Web technology helps managers identify
strategic opportunities/threats as well as
develop ways for sustainable
competitive advantage
Social media apps have shifted locus of
control for mass communication from
large organisations to one shared with
individual users. People and
organisations control both message and
medium
24
 Business Implications
Challenge for business today is to
change mindsets and develop strategies
to take advantage of social media.
Companies need to develop
sophisticated strategies for listening and
responding to their consumers
Due to low cost and ease of use, social
media is a powerful force for
democratisation
25
 Business Implications
In traditional media content goes from
business to the people whereas in social
media people create and control the
content
Social networking service (SNS): an
online platform or a website that allows
subscribers to interact and form
communities or networks based on the
real-life relationships, shared interests,
activities e.g. Facebook, YouTube
26
 Web 2.0 Applications
Apps Descriptions
Social networking services (SNS) Online communities
Blogs Online journals
Mash ups/widgets/RSS Web apps that pull data from various sources
and display on another page to create new
functionality

Social bookmarking/tags An app for tagging or labelling online content

for later retrieval

Wikis A collaborative app that allows multiple people

to create and edit online content

Sharing sites Websites that make it easy for users to upload

and share digital content like photos, videos or
music
27
 Business Applications

collaboration
Knowledge
communicate management

Public relations Talent acqusition Fund raising 28

 Business Applications
Collaboration
Communication and engagement with customers
(marketing)
Image and reputation management (public
relationships)
Communication and engagement with employees
and partners (management)
Talent acquisition and recruiting (human resources)
Research and knowledge management
Productivity and information utility
Fund raising 29
Social Media Objectives

30
 Social Media Objectives
Increasing revenue and profit
Increasing organisational efficiency
Decreasing costs
Decreasing public relationship risks
Accelerating research and
development
Engaging customers and prospects in
problem solving or building
31
 32

SOCIAL MEDIA STRATEGY

Who is your customer? What are your goals?
What age bracket? Establish your brand?
Gender? Increase visibility?
Location? Generate traffic to website?
College degree? Grow sales and revenue?

Where is your audience? How will you execute?

Are they online? What do you need to learn?
Where do they shop? What tools are necessary?
Belong to associations? Who is responsible?
Publications they read? How will you measure?

What differentiates you? When will you communicate?

What's your elevator pitch? What social networks?
Gather best testimonials.
What makes you unique?
Craft a compelling story.
'HEYJ How often will you post?
Wi 11 you blog?
Will you use visuals/video?

DIGITAL
SCHOOL OF
ACCREDITED ARKETI G
 Social Media Strategies 33

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 Social Media Strategies
 Social media strategy – know your
audience, their expectations &
preferences.
Customers want social media
personalised and not just promotions
Use external media platforms to engage
with customers , reinforce brand
messaging, influence opinions, provide
targeted offers , service customers
34
 Social Media Strategies
Begin with foundation– define goal
Define and understand your target
audience
Build and execute social media
strategy-objectives, social media
channels to be used , content
strategy, roles, ownership,
governance , budget
Track , measure and adapt
35
 Key Strategic Priorities to
Leverage Social Media
Listening – to gain valuable insights
Talking – develop message and communicate
with target audience
Energising – create and maintain
relationships with brand advocates
Supporting – deliver effective and convenient
service
Embracing – solicit new product ideas,
suggestions for improving customer
satisfaction
36
 Why Social Media Is Different
User generated content – sharing of
views, photographs, music, video
Content control – users determine
what goes viral with no advertising
budget
Conversation – one to many
dialogues
Community – common values and
culture
37
 Why Social Media Is Different
Categorisation by users – tagging
Real people – express individuality by
creation of online identities, create
personal brands
Constant updating – real-time dynamic
Content separated from form – users
can organise and display content (RSS
feed)
Equipment independence- – corning
glass

38
 Social Media Measures
Conversions-No. of people who achieved a
desired result- paid, signed for trial etc
Leads—Potential conversions
Engagement- Total no of likes , share, comments
on your post
Reach- measure of the size of audience
Impressions- How many people saw your post
Funnels – paths that visitors take towards
converting
Bounce rate- % of visitors who land on your page
and immediately leave without viewing any other
page
39
https://www.youtube.com/watch?v=m
mf5OJ6KM9Q&t=23s social media
adv/ disaadv
https://www.youtube.com/watch?v=9
m45nVsvvEY social media marketing
https://www.youtube.com/watch?v=--
s2sfm9JkI

40
https://www.youtube.com/watch?v=6C
f7IL_eZ38 A day made of glass by
corning

41
Technology Applications
in Business
Lecture 6
 Key Questions
What opportunities and challenges
Social media poses for business
organisations?
What are social media strategies?
How does business engage with
consumers and partners using social
media technologies
How do you track and measure social
media activity
 World Wide Web
World wide web – a network of
documents on the Internet called web
pages, constructed with HTML markup
language that supports links to other
documents and media (for example
graphics, video, audio et cetera)
Initially websites were primitive static
designs served as online billboards or
postcards
 World Wide Web
 Web 2.0: a term used to describe a
phase of World Wide Web evolution
characterised by dynamic webpages,
social media, mash up applications,
broadband connectivity and user
generated content.
Web 2.0 is also referred to as social
web.
 World Wide Web
 Social media: a collection of web
applications, based on web 2.0 technology
and culture, that allows people to connect
and collaborate with others by creating and
sharing digital content
Broadband refers to wide bandwidth
technologies that create fast, high-volume
connections to the Internet and World Wide
Web
 World Wide Web
Web 1.0 – the early web Web 2.0 – the social web

Static pages, HTML Dynamic pages, XML and Java

Author controlled content User -controlled content

Computers Computers, cell phones, televisions,

PDAs, game systems, car dashboards

Users view content Users create content

Individual users User communities

Marketing goal: influence Marketing goal: relationships

Data: single source Data: multiple sources example mash

ups
Discussion-Social media influence
Social media and retail shopping .
Changing scenario.
Social media’s impact on society. Two
changes you will have to make to
survive without social media.
How your expectations from customer
service have changed in last 3 years?
How does social media influence crowd
funding?
 Business implications
Web technology helps managers identify
strategic opportunities/threats as well as
develop ways for sustainable
competitive advantage
Social media apps have shifted locus of
control for mass communication from
large organisations to one shared with
individual users. People and
organisations control both message and
medium
 Business implications
Challenge for business today is to
change mindsets and develop strategies
to take advantage of social media.
Companies need to develop
sophisticated strategies for listening and
responding to their consumers
Due to low cost and ease of use, social
media is a powerful force for
democratisation
 Business implications
In traditional media content goes from
bsiness to the people whereas in social
media people create and control the
content
Social networking service (SNS): an
online platform or a website that allows
subscribers to interact and form
communities or networks based on the
real-life relationships, shared interests,
activities e.g. Facebook, YouTube
 Social media strategies
 Social media strategy – know your
audience, their expectations &
preferences.
Customers want social media
personalised and just promotions
Use external media platforms to engage
with customers , reinforce brand
messaging, influence opinions, provide
targeted offers , service customers
 Social media strategies
 Begin with foundation– define goal
Define and understand your targt
audience
Build and execute social media
strategy-objectives, social media
channels to be used , content
strategy, roles, ownership,
governance , budget
Track , measure and adapt
 Web 2.0 applications
Apps Descriptions
Social networking services (SNS) Online communities
Blogs Online journals
Mash ups/widgets/RSS Web apps that pull data from various sources
and display on another page to create new
functionality

Social bookmarking/tags An app for tagging on labelling online content

for later retrieval

Wikis A collaborative app that allows multiple people

to create and edit online content

Sharing sites Websites that make it easy for users to upload

and share digital content like photos, videos or
music
 Business Applications
Collaboration
Communication and engagement with customers
(marketing)
Image and reputation management (public
relationships)
Communication and engagement with employees
and partners (management)
Talent acquisition and recruiting (human resources)
Research and knowledge management
Productivity and information utility
Fund raising
 Why social media is different
User generated content – sharing of
views, photographs, music, video
Content control – users determine
what goes viral with no advertising
budget
Conversation – one to many
dialogues
Community – common values and
culture
 Why social media is different
Categorisation by users – tagging
Real people – express individuality by
creation of online identities, create
personal brands
Constant updating – real-time dynamic
Content separated from form – users
can organise and display content (RSS
feed)
Equipment independence- – corning
glass
 Key strategic priorities to leverage
social media
Listening – to gain valuable insights
Talking – develop message and communicate
with target audience
Energising – create and maintain
relationships with brand advocates
Supporting – deliver effective and convenient
service
Embracing – solicit new product ideas,
suggestions for improving customer
satisfaction
https://www.youtube.com/watch?v=m
mf5OJ6KM9Q&t=23s social media
adv/ disaadv
https://www.youtube.com/watch?v=9
m45nVsvvEY social media marketing
https://www.youtube.com/watch?v=--
s2sfm9JkI
https://www.youtube.com/watch?v=6C
f7IL_eZ38 A day made of glass by
corning
Technology Applications
in Business
Lecture 7 cloud and Adobe Case
 Key questions

What is cloud computing?

How cloud computing impacts
business?
What is the economic rationale for
cloud computing?

2
 Cloud computing

Cloud computing is typically a type of

computing that relies on sharing computing
resources rather than having local servers
or personal devices to handle applications

3
 Cloud computing
Cloud computing is defined as a model for
enabling convenient, on demand network
access to a shared pool of configurable
computing resources (networks, servers,
storage, applications and services) that can
rapidly provisioned and released with
minimal management effort or service
provider interaction

4
 Cloud computing
In simple terms
On demand: the server is already set up
it is ready to be deployed
Self-service: customer chooses what
they want, when they want
Scalable: customer can choose how
much he wants and ramp up if
necessary
Measurable: there is metering/reporting
so customer knows what he is getting
and when he is getting
5
6
8
 Essential characteristics
On demand self-service
Broad network access
Resource pooling
Rapid elasticity
Measured service

9
 Cloud deployment models
Public cloud
Private cloud
Community cloud
Hybrid cloud

10
11
■ ft a

I IC

12
 Application

Monitoring Co Ila bo ration

pJ
Communication
Finance
Content

Platform
Jo h n D o e

Identity
Queue
Object Storage Runtime Database

Infrastructure
{}
Compute

13
 Benefits of cloud
Flexibility
Disaster recovery
Automatic software updates
Capital expenditure free
Increased collaboration
Work from anywhere
Quick deployment

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Cloud Computing Benefits

No Up-Front Pay Only for

Low Cost
Capital Expense What You Use

Self-Service Easily Scale Up Improve Agility &

Infra structure and Down Time-to -Market

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Limitations of cloud computing
Internet is backbone of computing
Cannot work in poor internet
connectivity
Security can be a issue
Lack of support can be a issue (SLA)
Downtime

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 Types of cloud
Public clouds are made available to
the general public by a service
provider who hosts the cloud
infrastructure
Private cloud is a cloud infrastructure
dedicated to a particular organization.
Private clouds allow businesses to
host applications in the cloud
privately.

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 Types of cloud
Hybrid clouds are composition of two or more
clouds (Private, community or public) that
remain unique entities but are bound
together offering the advantage is of multiple
deployment models
Community cloud is a multi-tenant cloud
service model that is shared among several
organizations and that is governed, managed
and secured, by all the participating
organizations or a third party managed
service provider

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 Discussion Questions
Why selecting hardware and software
is an important management
decision? What issues should be
considered ?
Should organisations use SaaS for all
their software needs? Why not? What
are factors to make this decision?
What are the challenges of moving to
cloud?
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