1. 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

2. 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.

3. 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?

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

13. Source: Wikipedia, 2017
Flurry is a mobile analytics, monetization, and advertising company founded in 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, [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]

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

15. Business model of Flurry (1)
Flurry –
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

16. 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.

17. Key point in “Business Case 4”
Flurry –
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

18. 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