Integrating Wireless Technology in Business CHAPTER 16 Integrating Wireless Technology in Business CLASSROOM OPENER GREAT BUSINESS DECISIONS – Akito Morita of Sony Decides to Develop the Walkman Akito Morita noticed that young people like listening to music wherever they went. He decided to find a way for people to listen to music while they walked, ran, danced, or jogged. From this Morita designed the Walkman. The first Sony Walkman was introduced in 1980 and was an instant success. Many of Sony’s successes are based on innovation. The company has an instinctive ability to find and pursue market opportunities. In 1949, the company developed the magnetic recording tape In 1950, the company sold the first tape recorder in Japan In 1957, the company produced a pocket-size radio In 1960, Sony produced the first transistor TV in the world

LEARNING OUTCOMES 16.1 Explain the business benefits of using wireless technology 16.2 Describe the wireless trends that benefit consumers and businesses 16.1 Explain the business benefits of using wireless technology. Business benefits to using wireless technology include: Increase productivity Speed delivery to market Reduce operating costs Have universal access to information and applications Automate business processes Create user convenience and timeliness Ability to conduct business 24x7x365 16.2 Describe the wireless trends that benefit consumers and businesses. Social Networking Gets Mobilized. Mobility is added to existing Internet business models, services and behaviors, driving traffic for wireless operators. Social networking applications initially are preloaded on many mobile devices sold and later become downloadable. Mobile TV. Per-view or per-minute pricing for “sneaking,” a consumer tendency to watch key minutes of a sports event or drama while engaged in another activity. Sneaking leads to more regular viewing, and within 3-5 years, mobile TV will become an indispensable service. Multi-Function Devices Become Cheaper and More Versatile. Intense competition and margin pressure will continue in the handset market, forcing prices of third-generation (3G) handsets below $90 and making them affordable for a wide range of users. Location-Based Services: GPS is the location technology of choice for the wireless industry. Handset manufacturers will continue to push GPS-enabled handsets as the technology evolves from popular in-car satellite navigation systems to a broadly accepted feature in wireless phones. Mobile Advertising. Major brands are shifting from basic SMS marketing to more sophisticated multimedia advertising. Wireless Providers Move into Home Entertainment. Mobile makes headway against fixed broadband operators, who have dominated Internet and cheaper voice service provision in the home. Wi-Fi will remains the primary wireless access technology. Wireless Security. There is a monumental need to put strong security measures in place. This could be the year that hackers really start paying attention to millions of wireless devices, the growth in mobile data usage and vulnerable points between mobile and fixed networks. Enterprise Mobility. Corporations switch from phones to mobile computers for transactions, data collection and messaging for a wide variety of employees. Many voice communications processes, such as order placement and delivery notifications, dispatch operations and remote asset monitoring, continue to shift to wireless data to increase information access and field transaction volume across organizations. Many corporations will completely replace their cellular handsets with a combined voice/data device or a data-only device.

BUSINESS DRIVERS FOR A MOBILE WORKFORCE Companies worldwide are going wireless to increase productivity, speed delivery to market, and reduce operating costs Wireless transmissions rely on radio waves, microwaves, and satellites to send data across high frequency radio ranges that later connect to wired media Untethered connectivity, anytime, anywhere, has fueled a major market and technology disruption, which has permeated almost every consumer market worldwide. The domino effect of the success of wireless technology has resulted in a unique opportunity for innovation and creativity in technology, marketing, and business strategy.

BUSINESS DRIVERS FOR A MOBILE WORKFORCE The terms mobile and wireless are often used synonymously, but actually denote two different technologies Mobile means the technology can travel with the user, but it is not necessarily in real-time Wireless gives users a live (Internet) connection via satellite or radio transmitters State government agencies, such as transportation departments, use wireless devices to collect field information, tracking inventory, reporting times, monitoring logistics, and completing forms — all from a mobile environment. The transportation industry is using wireless devices to help determine current locations and alternate driving routes.

BUSINESS DRIVERS FOR WIRELESS TECHNOLOGY

BUSINESS DRIVERS FOR A MOBILE WORKFORCE

BUSINESS DRIVERS FOR A MOBILE WORKFORCE

MOBILE WORKFORCE TRENDS Social networking gets mobilized Mobile TV Multi-function devices become cheaper and more versatile Location-based services Mobile advertising Wireless providers move into home entertainment Wireless security moves to the forefront Enterprise mobility Social Networking Gets Mobilized. Mobility is added to existing Internet business models, services and behaviors, driving traffic for wireless operators. Teens and twenties accustomed to constant connectivity and habit-forming websites, such as MySpace and Facebook, lead a wave of membership in mobile social networks. Location social networking including friend and event finder services are gaining popularity, even in the professional and over-50 segments. Google, Yahoo!, and Skype are more compelling for users than wireless brands, which are hard-pressed to compete. Social networking applications initially are preloaded on many mobile devices sold and later become downloadable. Mobile TV — Now Showing for Early Adopters. In the short term, wireless users are unlikely to plunk down $5.99-9.99 per month for mobile TV service. Instead, look for per-view or per-minute pricing for “sneaking,” a consumer tendency to watch key minutes of a sports event or drama while engaged in another activity. Sneaking leads to more regular viewing, and within 3-5 years, mobile TV will become an indispensable service. Broadcast TV is the primary driver of revenues and consumer adoption, but peer-to-peer video is gaining interest, too. Operators are squaring off with content providers over control of the subscriber relationship and user experience. Multi-Function Devices Become Cheaper and More Versatile. Intense competition and margin pressure will continue in the handset market, forcing prices of third-generation (3G) handsets below $90 and making them affordable for a wide range of users. Seeking to replicate the success of camera phones, device manufacturers will produce more multi-function units with music-playing, location, video and other capabilities. Twenty percent of all handsets sold in North America are application specific — built for a usage proposition, such as music or video consumption or business productivity. Location-Based Services: And the Winner Is ... GPS! Yes, GPS is the location technology of choice for the wireless industry. Handset manufacturers will continue to push GPS-enabled handsets as the technology evolves from popular in-car satellite navigation systems like TomTom to a broadly accepted feature in wireless phones. With Nokia having launched its first GPS-enabled handsets in early 2007 and bandwidth available to support new multimedia services, location-based service providers are building critical mass. Since there are 10 to 20 times more mobile phones sold than any other consumer electronics device, wireless is a huge driver for GPS adoption. Mobile Advertising Breaks Loose. Major brands are shifting from basic SMS marketing to more sophisticated multimedia advertising. RBC Capital Markets expects mobile marketing revenues to balloon from $45 million in 2005 to $1.5 billion by 2010. With the technological ability to target and measure the effectiveness of mobile advertising, brands are more strategic in their approach. Rich 3G content and video services and accuracy advancements in GPS-based location services deliver further value to brands targeting existing and potential customers in innovative ways. Wireless Providers Move into Home Entertainment. Mobile makes headway against fixed broadband operators, who have dominated Internet and cheaper voice service provision in the home. Wi-Fi will remains the primary wireless access technology. The fixed operators may be strengthened by Wi-Fi capabilities in consumer electronics devices (set-top boxes, game consoles and MP3 players) that enable cost-effective content downloads. Wireless Security Moves to the Forefront. There is a monumental need to put strong security measures in place. This could be the year that hackers really start paying attention to millions of wireless devices, the growth in mobile data usage and vulnerable points between mobile and fixed networks. CIOs consistently cite security as their number one concern in extending network access to wireless devices. Attacks, viruses and data security now exceed device loss or theft as concerns. Emerging services, such as VoIP and mobile payments, provide additional challenges. Vulnerabilities directly affect the bottom line, corporate image, regulatory compliance and competitive advantage. Enterprise Mobility — It’s for Real Now. Enterprises can’t resist the convenient, reliable, attractively priced, bundled mobile solutions entering the market. Corporations switch from phones to mobile computers for transactions, data collection and messaging for a wide variety of employees. Many voice communications processes, such as order placement and delivery notifications, dispatch operations and remote asset monitoring, continue to shift to wireless data to increase information access and field transaction volume across organizations. Many corporations will completely replace their cellular handsets with a combined voice/data device or a data-only device.

CHAPTER SIXTEEN Opening Case Study Questions Why is real-time information important to Ironman Championships? How is WTC using wireless technology to improve its operations? List the ethical and security dilemmas that WTC faces in using the various forms of wireless technology 1. Why is real-time information important to Ironman Championships? Real-time information means immediate, up-to-date information. Real-time systems provide real-time information in response to query requests. The sports industry needs to have up-to-date and accurate information possible. Outdated information could cause: Damage to the Ironman reputation Incur liabilities Decrease productivity 2. How is the WTC using wireless technology to improve its operations? WTC uses a variety of wireless technologies, namely RFID, Wi-Fi, and WiMAX. The company used radio frequency identification (RFID) technology to track each athlete’s progress, and used the WiMAX network’s high bandwidth and geographic reach to transmit high-quality video and stream it over the Internet in near real time. Home viewers and event spectators could view the video and monitor the athletes’ progress by logging on to Ironmanlive.com. Wi-Fi hotspots and an Internet cafe provided convenience access. Staff used wireless technologies to plan and manage the event, enhancing their productivity and the athletes’ well-being. 3. List the ethical and security dilemmas that WTC faces in using the various forms of wireless technology. The main ethical and security dilemmas WTC face are: Encryption of data sent via wireless devices Authorization and authentication to use data services Privacy infringement with the use of RFID tags

CHAPTER SIXTEEN CASE Wireless Electricity Explain the fundamentals of wireless power transfer technology Describe the business benefits of using wireless electricity Identify two types of business opportunities the companies could use to gain a competitive advantage using wireless electricity 1. Explain the fundamentals of wireless power transfer technology. Wireless electricity has been given a name by researchers termed ”witricity”. The principle of wireless electricity is based upon coupled resonant objects for the transference of electricity to objects without the use of any wires. A witricity system consists of a: Transmitter Receiver Witricity device could be installed in the ceiling that permits the use of electronic appliances without batteries. When electric current is passed through the coil of the device, a powerful electromagnetic field is created around it and electronic devices like mobile phones, MP3 player, laptops, portable game players, could be automatically charged without any charger connections or any trailing wires. 2. Describe the business benefits of using wireless power? Intel is mostly talking about charging laptops and cell phones without having to plug them in, which, from a green point of view, might or might not be a good thing. It depends on what kind of real-world efficiencies they can achieve and how that compares to our current "wall warts" transformers that aren't always very efficient and that can sometimes keep drawing power even when nothing's plugged in. 3. Identify two types of business opportunities the companies could use to gain a competitive advantage using wireless electricity. Developing safe, efficient and cost-effective wireless peripherals (speakers, printers, cameras, etc.). Developing safe, efficient and cost-effective wireless energy.

CHAPTER SIXTEEN CASE Wireless Electricity What are some other creative uses of wireless electricity not mentioned in the case? How would a wireless power distribution network operate similar to cell networks? 4. What are some other creative uses of wireless power not mentioned in the case? Another interesting use might be to in the kitchen. In most situations, using a power cord will probably be the simplest and most efficient way, but in other places, high efficiency wireless power might be useful. History has shown again and again that every last bit of convenience counts, and if that extra convenience can increase the adoption rate of electric vehicles that might compensate for a few % of lost efficiency. 5. How would a wireless power distribution network operate similar to cell networks? Almost everywhere you go, all of your devices can be powered. No recharging, almost no need for batteries. Imagine if you could run your car on wireless power. No need for gasoline and no need for expensive and heavy batteries. Imagine running a plane on wireless power.

BUSINESS DRIVEN TECHNOLOGY UNIT FOUR CLOSING

UNIT CLOSING CASE ONE Improving Highway safety Through Collaboration How are collaboration tools helping to save lives in Texas? How could a police department use groupware to help with collaboration on accident reports? Describe how a police department could use workflow systems to help with accident reports and health-care-related issues How are collaboration tools helping to save lives in Texas? Information on traffic-related deaths and accidents are two to three years out of date in some states, making it difficult to devise new safety regulations, rebuild unsafe roads, develop safer automobiles, and improve emergency services. Systems used by federal, state, and local agencies to collect and share information need to be overhauled to help determine unsafe roads, where new legislation could protect lives, and how to improve highway safety. How could a police department use groupware to help with collaboration on accident reports? Groupware supports team interaction and dynamics including calendaring, scheduling, and videoconferencing. Police departments could use groupware to communicate, cooperate, coordinate, and solve problems. If different police departments in the same city could view accident reports by a specific road, vehicle, or individual it could take measure to prevent these accidents. Describe how a police department could use workflow systems to help with accident reports and health-care-related issues Workflow defines all of the steps or business rules, from beginning to end, required for a business process. The process for entering an accident report could become more efficient by using a workflow engine. The workflow engine would automatically pass the report to the correct individual, making the time to file the report quicker. The workflow engine could also automatically pass the report to the appropriate insurance company that is working with the individual whom was hurt in the accident, helping to facilitate the insurance claims process.

UNIT CLOSING CASE ONE Improving Highway Safety Through Collaboration What would be the impact on lives if a state fails to implement collaboration tools to help track and analyze highway accidents? How could police departments use wireless technologies to operate more efficiently and effectively? What would be the impact on lives if a state fails to implement collaboration tools to help track and analyze highway accidents? More lives will be lost to accidents without collaboration. Working together to facilitate highway safety is a federal program and the individuals working on it are located throughout the United States. These people need to be able to communicate, quickly and effectively, to ensure highway safety standards are being met and new standards are being designed when required. How could police departments use wireless technologies to operate more efficiently and effectively? Wireless technologies are critical for police departments. Working anytime, anywhere, anyplace is part of a police officers job. They must have the capability to be connected to their departments from any location in their jurisdiction. Using mobile devices to run license plate numbers, driver license numbers, etc. is a critical part of their job. Wireless technologies can help keep our police officers safe.

UNIT CLOSING CASE TWO Social Networks Are Facebook, MySpace and LinkedIn using disruptive or sustaining technology to run their businesses? What are some of the business challenges facing social networking sites? What are the characteristics of a social network? 1. Are Facebook, MySpace and LinkedIn using disruptive or sustaining technology to run their businesses? In the beginning they all were using disruptive technology – the Internet. The Internet is no longer a disruptive technology, but each social networking site tries to find ways to be disruptive the way it offers its services.   2. What are some of the business challenges facing social networking sites? Difficult to Monetize - Even Google says it’s having a hard time monetizing social networks, why? The use case is completely different. Members aren’t hunting for information like they do on a search, instead they are communicating with each other, and self-expressing. Excess of Players - There are too many players in the space. As a result, I spoke with CIO magazine and share with them our thoughts on the future of these many products. Consolidation will happen, and many will be irrelevant. As Marketers Move In, Users Move Out - Remember Friendster? Tribe? eCircles? Nothing is new, as communities form, marketers will move in, and in some cases influencers will leave to the next network. Untrustworthy Member Data - In many cases users submit inaccurate information on their profile. As a result, marketing efforts will not be aimed at the right audiences, members continuing to be an elusive target. Lack of Metrics Makes Success Hard to Measure - For many marketers who want to deploy a campaign on a social network, access to server metrics isn’t always available. As a result, they have to often visually monitor the interaction on the site, or measure click throughs to their site. Stalkers and Other Unwanted Activity Ruins Lives - Child stalkers in MySpace continues to be a problem, and in some cases, masking oneself as someone else is easy, and to readily fool others. As a result, one young teen committed suicide from the deception, rejection, and embarrassment from a peer’s mother. Privacy Concerns Mount as Developers Move In - The great hoopla and community push back from the recent Beacon experiment, launching of news feeds, and social networks sharing too much information with third party widget developers puts members at risk, and visibly makes them uncomfortable. Strings Attached to Membership: Difficult to Leave According to a NYT article, leaving Facebook is difficult; there are hooks, saved accounts, and ways to continue to reconnect to the site, even after you’ve left. Loss in Workplace Productivity “Social not-working” - Companies, organizations, and individuals are concerned about the time wasted in managing social network profiles, in some cases, companies have banned Facebook from their employees, often using Firewalls. 3. What are the characteristics of a social network? The foundation of a social network is the user profile, but utility goes beyond the sort of listing found in an information directory. Typical features include support for: Detailed personal profiles Affiliations with groups, such as alumni, employers, hobbies, fans, health conditions) Affiliations with individuals (e.g. specific 'friends') Private messaging and public discussions Media sharing (text, photos, video) "Feeds" of recent activity among members (e.g. status changes, new postings, photos, applications installed) The ability to install and use third-party applications tailored to the service (games, media viewers, survey tools, etc.), many of which are also social and allow others to interact

UNIT CLOSING CASE TWO Social Networking What security issues do social networking sites create? What are some current social networking trends? How can social networking sites generate revenue beyond selling banner and text ads? 4. What security issues do social networking sites create? As with any type of social media, content flows in social networks are difficult to control. Embarrassing public disclosures can emerge from public systems or insecure internal networks. Employees embracing a culture of digital sharing may release confidential or proprietary information. Networks could serve as a focal point for the disgruntled (imagine the activity on a corporate social network after a painful layoff). Publicly declared affiliations, excessive contact, declined participation, and other factors might lead to awkward or strained employee relationships. Users may not want to add a coworker as a friend on a public network if it means they'll expose their activities, lives, persona, photos, sense of humor, and friends as they exist outside of work. Job seekers should also be cautious. Employers are trawling the Internet, mining Facebook, and scouring YouTube for any tip-off that a would-be hire should be passed over. 5. What are some current social networking trends? GPS (global positioning system) and location-based services in devices are appearing in social software that allows colleagues and friends to find one another when nearby, ushering in a host of productivity and privacy issues along with them. At the launch of Apple's iPhone 3G, Loopt CEO Sam Altman showed how the firm’s touch app for iPhones and iPods could display a map with dots representing anyone on his or her contact list who elected to broadcast their whereabouts to him.   Other efforts seek to increase information exchange and potentially lower switching costs between platforms. OpenSocial, sponsored by Google and embraced by MySpace, LinkedIn, and many others, is a platform allowing third-party programmers to build widgets that take advantage of personal data and profile connections across social-networking sites. Similarly, DataPortability.org, is an effort, supported by all major public social network platforms, to allow users to migrate data from one site for reuse elsewhere. The initiative should also allow vendors to foster additional innovation and utility through safe, cross-site data exchange. 6. How can social networking sites generate revenue beyond selling banner and text ads? The future is in finding ways to monetize the online community beyond just traditional web advertising, although it's going to be difficult for online communities, even those behemoths like MySpace. A few areas of consideration are: By leveraging the connectivity of the sites and using them to form communities around products, media or services to really be in contact with users Sell subscriptions to data or service Charge for referrals or for purchases that result from referrals Sell merchandise with brand name