IM426 – Business case 4: Flurry Gathers Data from Smartphone Users Original case source & reference: Rainer, Kelly, Prince, Brad and Watson, Hugh, Management Information Systems: Moving Business Forward, John Willey & Sons, Inc.: New Jersey, 3rd Edition, 2015  Prepared by: Celeste Ng Date: March–June 2016

Flurry Gathers Data from Smartphone Users (1) Do you feel that Flurry should be installed on your smartphone by various app makers without your consent? Why or why not? Support your answer.

Flurry Gathers Data from Smartphone Users (2) What problems would Flurry encounter遭遇if someone other than the smartphone’s owner uses the device? (Hint: Note how Flurry gathers data.) Can Flurry survive the privacy隱私concerns that are being raised about its business model?

Persona人物 Behavioral audience group於行為作為重點的觀眾組

Source: Wikipedia, 2017 Flurry is a mobile analytics, monetization, and advertising company founded in 2005. .... Flurry analyzes 150 billion app sessions per month.[1][2] The company's analytics platform tracks application sessions in iOS, Android, HTML5, and JavaME platforms.[3] Flurry was acquired by Yahoo! on July 21, 2014... .[4][5][6] Flurry's software has since been integrated into the Yahoo Developer Network suite of products as "Flurry Analytics.“ .... Flurry became the de facto analytics platform for mobile apps. Flurry also merged with a company called Pinch Media based in New York that was working on a similar product, and together they had almost 80% market share for mobile analytics.[9]

Source: https://developer.yahoo.com/

Business model of Flurry (1) Flurry – www.flurry.com A mobile user: -> Visiting a mobile website行動網站 -> Triggers a bid request開始投標請求 data such as the user’s demographic information, browsing history, location, and the page being loaded. -> Request is forwarded to轉發an ad exchange廣告交換 -> the accompanying data is submitted to multiple advertisers多個廣告商 -> These advertisers submit bids投標in real time to place their ads -> Highest bidder, their ad is served顯示on the mobile page

Business model of Flurry (2) Impression: is a measure of the number of times an ad is seen. Flurry: Provides a high-speed auction system for targeting ads目標/指定/對象導向廣告to individuals. Handle both demand and supply in the ad marketplace廣告市場. It collects massive amount of data on mobile app users手機應用程序用戶. Analytics tool: Informs app makers as to how people are using their apps. They send much of that user data back to Flurry. Assists advertisers廣告商by encrypting and combining identifying bits of data識別數據about each user to create an anonymous ID for each device為每個設備製造匿名ID.

Key point in “Business Case 4” Flurry – www.flurry.com Implication for business Flurry is a very good example of how a business can make use of IS/IT to innovate Its business model: exploiting the mobile technology into its BM Its service: creating various personas using its analytics tools Its profit/benefit: collecting data using app -> for app developer + for itself ---- monopolize獨占the mobile user data

Translation Airline lounge機場休息室Highest bidder出價最高者 Real-time bidding(RTB)即時競價 Advertising inventory廣告庫存 Per-impression basis按展示次數的基礎 Pipeline管道 Encrypting加密 Personas人物角色 Psychographic profiles心理概況 Sports fanatic運動狂 Privacy advocates隱私權主張 In breach of違反 Directive指導 Tracking programs追踪程式 Opt-out option退出選項 Consent同意 Resident居民 Reassuring讓人欣慰/放心