Corresponding author email: m. a. ferrario@lancaster. ac. uk To be presented at the 11th International Conference of the European Society for Ecological Economics
ready to use the Internet more intensively as a business tool, except for a few start
need favourable conditions to accelerate the diffusion of the Internet and adoption of ICT technologies and thus to avoid a digital divide between larger and smaller
issues of the digital divide in the adoption of Internet and e-business use The statistical evidence points to two main digital divides on e-business issues within
Internet Web) are the results of Research and Technological Development (RTD) programmes funded by public programmes has grown.
RTD is also important in terms of informing future policy development. For example, it is necessary to consider the way in which
telecommunications charges. However, getting the right ICT equipment is only part of the equation..SMES often have limited very resources for experimentation;
Internet. Small organisations are reluctant to invest in ICT rather than concentrating the investments in their core business
However, although Internet use figures differ among Member States and sectors, there is generally a positive correlation between the size of an enterprise and
its Internet use for business, i e. the smaller the company, the less it uses ICT7.
The adoption of Internet-based technologies for e-business is a continuous process with sequential steps of evolution.
2) web-presence,(3) e-commerce,(4) e-business,(5) networked organizations,(6 digital business ecosystems In the early stages, Internet has been used as new instrument of commercial
communications First phase: e-mail (early adopter started in 1986: The first adoption step was based on the usage of Internet for exchanging e-mails and messages.
This adoption did not imply a cultural change Second phase: web-presence (from 1993) The second phase saw proliferation of
an electronic presence, usually through a static Web site. Actually, those websites â€oelost in cyberspaceâ€, were visited not by the target clients, and the unavoidable
â€oedispersion†of those website led to a limited effectiveness in the cyberspace, partially solved by the establishment of vertical, thematic or regional e-marketplace portals
and efficient search engines, On average, across European union (EU), only 67%of SMES108 have access to the Internet.
In some Member States, this is even less than the Internet penetration rate among households. Of those that are connected, the
majority uses the Internet only for information purposes. Only 44%of them have their own website,
but the difference between large enterprises9 and SMES10 and between regions is relevant. Have their own website the 80%of large enterprises
8 SMES10=enterprises with between 10 and 249 employees 9 large enterprises are considered by Eurosta the enterprises with more than 249 employees
e-mail web -presence phases FN, September 2002 Digital Business Ecosystems page 8 6%of Spanish SMES10, 9%of Italian SMES10,
but 67%of Finnish and 65%of German SMES10. 10 E-commerce Third phase: e-commerce (from 1996.
use of the Internet to perform economical transitions on-line between enterprises and consumers (B2c) or among enterprises and suppliers,
uses the Internet for commercial transactions and can handle transactions electronically. Against the background of the explosive growth of e-business
are committed not yet fully to the Internet. The OECD estimates that the value of Internet transactions doubles every 12-18 months.
European SMES therefore risk missing important economic opportunities E-business Fourth phase: e-business (from 1999) Internet technology has gone far beyond a
mere means of electronic transactions becoming a foundation for applications linked to the core business systems, modifying the internal working methods and processes
the extension of the usage of Internet from the simple commerce to all operation of
Examples of applications and infrastructures based on Internet includes: systems for e -commerce, e-procurement, Supply Chain Management, Customer Relationship
processes are customer call centers, Intranets that link business partners, data warehouses that improve customer relationships
11 In 2001,6%of EU enterprises used Internet for electronic delivery and 7%for e-payments;
Only 3%of EU enterprises used Internet for e -commerce for more than 2 years (20.2.02 Eurostat, ibidem
and in telecom sectors Over time, this reorganisation will produce cross-industry supply chains that will come
The latter step in the adoption of Internet-based technologies for business, where the business services and the software components are supported by a pervasive software
Harnessing the Power of Business Webs, Harvard Business school Press; ISBN: 1578511933;(May 2000 James Moore, Death of Competition:
Internet. To achieve this, the Heads of state and Government invited the Council and the Commission to draw up"†a comprehensive eeurope Action Plan â€. using an open
Email addresses: marina. ranga@stanford. edu; henryetz@stanford. edu Corresponding author: Marina Ranga 210 Panama Street, Cordura Hall, H-STAR Institute, Stanford university, Stanford CA 94305, USA
Fax: 650-725-2166 Abstract This paper introduces the concept of Triple Helix systems as an analytical construct that
financial capital, delocalisation and globalisation of production sites, labour and social relationships, etc. Elements like generation and internalization of new skills and abilities
http://www. adimoserver. se/adimo4/(S (kokri4qeowj3nyvt0tkb1s45))/site/kista/web/default. aspx? p=1546&t=h40
context for the development of the Google search algorithm that soon became the basis of a firm formation
The evolution of communication systems. International Journal of Systems Research and Information science 6, 219†230 Leydesdorff, L. 1996.
Conflict and the Web of Group Affiliations. Translated and edited by Kurt Wolff. Free Press, Glencoe, IL
*Related content and download information correct at time of download D ow nl oa de
as well as on the complex web of interactions and on the institutional environment guiding and facilitating the actions and interactions of
Internet Media Professional literature Educational meetings Entrepreneur friends Participation in development projects Five-point Likert-scale
are the Internet and other media, commercial exhibitions and fairs, scientific and professional literature, trade journals, educational events, and so forth.
information sources (fairs, media, internet, etc. is used as a measure of their importance as a source of innovation-related information (see Table I
invited to sampling were contacted by a letter or telephone. Questionnaires were returned, 264 of which could be used for the analysis. This study reached a rather
exhibitions, fairs, internet, media, etc. and the introduction of novel product innovations In the case of the introduction of novel process (production methodology/technology
world class ICT infrastructure throughout Europe, including broadband and mobile networks to support multi-channel operations.
throughout Europe, including broadband and mobile networks, to support multi -channel operations; educating all citizens, so that they are digitally savvy-this is
sources, like GPS, mobile phones and social networking sites. With the goal to forecast the nationwide consequences of a massive switch to electric vehicles, given the intertwined nature of mobility and power
-agenda/sites/digital -agenda/files/newsroom/data sim 8138 1 83. jpg A Europe 2020 Initiative DIGITAL AGENDA FOR EUROPE
social networks paradigms, such as, e g.,, crowdsourcing and people services Moreover, this part of the volume will explore the identity challenges for busi
Snam, Sorgenia, Telecom italia, Terna, Unilever, Vodafone and Wind. For the public sector: Agenzia per l†Italia Digitale, Comune di Milano and Consip
3 Mobile Services...47 3. 1 Introduction...47 3. 2 Mobile Services Drivers and Challenges...
50 3. 3 Digital Management Solutions...56 3. 4 Case studies...60 xv 3. 5 Summary...
5. 4. 1 Work from Your Phone...100 5. 4. 2 Bring Your Own Media Tablet...
5. 5. 1 Going Mobile Strategy...102 5. 5. 2 Modernize the Desktop Strategy...102
VOIP Voice over internet Protocol xxi Part I Digital Systems Trends Chapter 1 Big data Abstract The role of this Chapter is to introduce the reader to the area of Big
costs of information protection, proliferation and diffusion of computer networks unlimited access to information by individuals and organizations, no matter their
and consumed through social networks and digital infrastructures. 1 However, we are facing a radical change, with a new breed of
information flows in social networks and potentially see the world as a big data repository to be exploited,
virtual world of social networks and playground as part of their own everyday life They post everything on Facebook
and they ††makes a game out of everything††as said Brian Niccol chief marketing
2 Using an iphone app to request money from a nearby Automatic teller machine (ATM scanning the phone to retrieve the bill.
This is an example of a Generation Z like evolution of ATM design towards a convergence with online and mobile banking, with a consequent change
Google Wallet diffusion and adoption by digital natives. ††We think we†ll attract a new client
The spread of social media as a main driver for innovation of products and services and the increasing availability of unstructured data (images, video, audio, etc
systems and voice over ip (VOIP) systems, have contributed to an unmatched availability of information in rapid and constant growth in terms of volume.
internet: for example, 12 terabytes of Tweets are created every day into improved product sentiment analysis 6 BIG DATA
Social networks Internet of things Mobile 80%of the world's data is unstructured From 1. 3 billion
RFID tags in 2005 to about 30 billion RFID today Twitter processes 7 terabytes of
data every day Facebook processes 10 terabytes of data every day 220 Terabytes of Web Data 9 Petabytes of data
-Web 2 billion Internet users by 2011 worldwide 4. 6 billion Mobile phones (worldwide 1
2 3 4 Veracity Fig. 1. 1 Big data drivers and characteristics 1. 1 Introduction 5
Velocity: the second dimension concerns the dynamics of the volume of data namely the time-sensitive nature of Big data,
as the speed of their creation and use is often (nearly) real-time. As pointed out by IBM, examples of value added
exploitation of data streams concern the analysis of 5 million daily trade events created to identify potential fraud,
or 500 million daily call detail records in real -time to predict customer switch Variety:
the third dimension concerns type of data actually available. Besides structured data traditionally managed by information systems in organizations
most of the new breed encompasses semi structured and even unstructured data ranging from text, log files, audio, video,
mentioned social networks, mobile technologies, and internet of things. It is worth noting that a priority number is associated to each driver,
Linkedin, Facebook, and Twitter to identify potential threats or opportunities related to human resources, customers competitors, etc
manufacturing, with a focus on information provided by sensors and internet of things for improved quality control, operations or plants performance, and energy
increasing customer experience, through the adoption of social media analytics focused on sentiment analysis, opinion mining,
Social media Analytics Recommender systems †Riskanalysis Fraud detection Threat Analysis Credit scoring Fraud detection Tax evasion control
applications, and services due to the growing relevance of social networks, mobile services, and technology/paradigms such as cloud computing (we provide further
aligned with IS strategy for Big data exploitation from social media. The case has been discussed by Moses et al. 31
Minnesota Wild Hockey Club has developed a social media strategy strongly aligned with its business strategy, focused on three key objectives:
using mainly Facebook and Twitter, and the ability of these platforms to provide data that can translate user
Bahrti Airtel operates in the Indian mobile market characterized by constant growth. In such a context, to remain competitive, companies must implement
analyzes how Nokia, the Finland based global telecommunications company, has faced with these challenges. Indeed, effective collection and use of data is strategic
to Nokia for understanding and improvement of users†experiences with their phones and other location products/services.
Nokia leverages data processing and analytics to build maps with predictive traffic and layered elevation models
information on points of interest around the world, and to monitor and assess the quality of its mobile phones, among other issues
Considering the case study, Nokia aimed to have a holistic view on people interactions with different applications around the world, requiring an infrastruc
-ture that could support daily, terabyte-scale streams of unstructured data from phones in use, services, log files,
and other sources. The challenge has been to integrate its silos of applications, enabling a comprehensive version of truth from
data captured at global level. Furthermore, Nokia had to face the cost of capturing petabyte-scale data using relational databases.
As a consequence, the choice has been to build an information infrastructure based on a technology ecosystem
Nevertheless, Nokia faced also the problem of fitting unstructured data into a relational schema before it can be loaded into the system,
In 2011, Nokia put its central CDH cluster into production to serve as the company†s information
GE charged William Ruh from Cisco systems to lead the center, devel -oping software and data science capabilities for GE€ s Big data domain of interest
savings from an industrial Internet for these sectors alone could be nearly $300 billion in the next 15 years.
Lee G, Kwak YH (2012) An open government maturity model for social media-based public engagement.
Moses J, Bapna R, Chervany N (2012) Social media strategy for the MINNESOTA wild Carlson School of management
Cloudera (2012) Nokia: using big data to bridge the virtual & physical worlds 34. Consultancy T (2013) Big data case study:
analytics capabilities for an ††Industrial Internet. ††http://sites. tcs. com/big data-study
firms by using mobile phones, emails, intranet, internet, and faxes, and between the business and its customers.
One important new development in the ICT field is the cloud computing, which will be investigated in details in this Chapter
resource from different platforms, such as mobile phones, laptops or PDAS 3. Improved accessibility, by providing the ability for the employees to access
Internet. From this definition, three levels of cloud computing can be defined (see Fig. 2. 1). The first level is the Software as Service (Saas). In this layer, the
computation, connectivity and emails access The last layer is the Infrastructure as a service (Iaas), in which the client will
example of cloud computing service provider is Google, which uses its own infra -structure that contains three independent
Google File system, which is distributed a proprietary file system that is developed by Google to provide efficient, reliable access to data using large clusters of
Application Layer ---Business Applications, Web Services Multimedia Platforms ---Software Framework (Java, Python. NET Storage (DB/File
Infrastructure ---Computation (VM) Storage (Block Hardware ---CPU, Memory, Disk, Bandwidth Resources Managed at Each Layer
Google Apps, Facebook Youtube Microsoft Azure Google Appengine Amazon Simple DB/S3 Amazon EC2 Gogrid
Flexiscale Data centres Fig. 2. 2 Cloud computing architecture. Adapted from 5 Fig. 2. 1 The three layers of cloud computing. Adapted from 4
2. 1 Introduction 25 commodity servers. The second one is the Big Table, which is simplified a model
applications that Google is running on its servers. The previous three systems rep -resent data storage, data management and programming models respectively 5
tasks (either online or offline) and the adaptive scheduling in dynamic condi -tions form an important challenge in cloud computing
come from the compatibility issues between the Internet-scale file systems that host the software frameworks such as Mapreduce on one hand, and the legacy
The last restriction is related to the Internet speed that might hinder the entire system especially that the system will target the rural areas of India
applications and software they need over the internet and without any limit. Also it provides many benefits
J Internet Serv Appl 1: 7†18. doi: 10.1007/s13174-010-0007-6 6. Raghavendra R, Lobo J, Lee K (2012) Dynamic graph query primitives for SDN-based cloud
Int J Web Serv Res 8: 26†53. doi: 10.4018/JWSR. 2011070102 10. Gai K, Li S (2012) Towards cloud computing:
executives interested in digital innovation of services through mobile can face challenges related to the lifecycle of such initiatives:
days when mobile devices such as smartphones and tablets have overtaken the role of Personal computers (PCS) and their leadership in terms of market-share, a new
smartphones, and tablets cycles respectively) we are entering, faster than before, a third Computing Cycle of ††Wearables/Drivables/Flyables/Scannables††devices
2. Considering smartphones and tablets, as reported by Infoworld 3, in 2013 a research company such as, e g.,
•the rise of Groupon North america Transactions Completed on mobile (45%of total transactions) 2
•the role of mobile in helping drive Facebook users and revenue 2 Moreover, analysts has placed in 2013 mobile applications and development
among the top priorities of CIO and IT budget 11 (considering Europe, nearly 2%of total expenditure, according to Computerweekly 12.
longtime tech analyst turned venture capitalist Mary Meeker drops her state of the internet presentation. It†s that time of year again,
48 3 Mobile Services consequence, digitalization requires the above mentioned digital enablers for service management capabilities have to be coupled with a key technology, thus
, social networks, smart mobile communi -cations, cloud computing, high bandwidth telecommunication networks contribute to create digital infrastructures for service provision,
that are more than a simply conversion of functionalities of existing ††analog††services,
•Semantic web languages and technologies 5 for representing service resources •Universal Description Discovery and Integration (UDDI) for
implementing registries of web services 6 •Standards-based solutions for reuse, interoperability, and composition of services 7
processes as web services, such as, e g.,, the Business Process Execution Language (BPEL) 10 •Usage models based service invocation
3. 2 Mobile Services Drivers and Challenges Mobility is currently one the main characteristics of today digital information
-phones and ipads or tablets, does not entail a consequent success of no matter services provided through them and accessible to a correspondent wide audience
Social networking •Facebook, Twitter, Google, etc +Smart mobile communications •iphone, ipad, Android OS Smartphones and tablets
Cloud computing •Amazon, dropbox, Google, Salesforce. com, Windows Azure, etc High bandwidth telecommunication networks •Comcast, AT&T, Verizon, etc
Big data •Amazon†s Dynamo, HBASE, Google†s Bigtable Cassandra, Hadoop, etc Ultra-fast, low latency switches •Cisco Networks, etc
High density, low cost chips •IBM, Intel, AMD chips 50 3 Mobile Services As pointed out by Bagozzi 20,
TAM is characterized by a ††parsimony††in the number of basic constructs influencing the user intentions towards the usage of a
technology. However, they are defined as follows in the original article by Davis 18, introducing the model 19,
3. 2 Mobile Services Drivers and Challenges 51 concerned the following issues and new relationships (the latter represented by
framework for identifying mobile services behavioral intention and adoption drivers. In particular, the figure aims to summarize contributions such as the one of
52 3 Mobile Services use and perceived usefulness), classified as ††general technology perceptions†â€
Fig. 3. 2 Mobile services behavioral intention drivers. Adapted from 23 and 24 3. 2 Mobile Services Drivers and Challenges 53
†perceived service availability as the extent to which a mobile service is perceived as being able to provide anytime and from anywhere connections
, with smart phones, social motivation significantly influences their perceived value and satisfaction Concerning social influence in mobile technology/services adoption, it is worth
26 for analyzing the role of social factors on the adoption of mobile advanced services. 7 In particular, among other interesting results, the study has shown, on
54 3 Mobile Services has received limited attention, in particular, in the information systems research field 27. Indeed, considering the ageing phenomenon at global level and the
phones and personal computers. In particular, it is worth mentioning the work by Ghose et al. 28 which explores the difference in economics between the two
specific characteristics of mobile phones (reduced screen size, etc. and the con -sequent search costs and constraints, e g.,
3. 2 Mobile Services Drivers and Challenges 55 3. 3 Digital Management Solutions As we have seen in the previous section, several dimensions and perspectives
-tives interested in digital innovation of services through mobile have to face challenges related to the lifecycle of such initiatives from development and inte
and web-based, that we adopt to summarize the diversity of the ones available at the state of the art
56 3 Mobile Services The native development model is specific for a single device and allows to
integrate all the features of the device itself (e g. camera, gps, Wi-fi), working online as well as offline.
The selection criteria for this model require an organi -zation to carry out the following actions
As for the web-based development model, it focuses on applications using the web browser already installed on the devices.
It is worth noting that due to the highly standardization required by this model, the applications may not exploit the
•Deploy the application through a leaner channel (Web vs. EAS€ Enterprise Application Systems Finally, we consider a hybrid development model.
which built applications using web technologies that ensure por -tability, however, integrating them with specific characteristics of the different
-liarity, fitting to a native development model or else to a web-based one •Consider the business impacts of the benefits related to a reduction of time and
In the former, the integration of the technological components of the mobile application in the company†s management system is carried out in a simultaneous
operating systems (Apple, Samsung, Google, Microsoft, RIM thus with a degree of freedom and control over the application
management, sellers, maintainers, retailers, and other mobile workers •These stores are managed generally as a repository of enterprise
58 3 Mobile Services services has an impact as well on the efficiency and effectiveness of their man
-agement of devices deployed across different mobile operators or service pro -viders, ensuring the safety of sensitive data access,
and business data as well as operating systems (the former managed by the mobile operators, the latter by the IT department of the company where the user is actually
60 3 Mobile Services •use the customers†own device†s camera to take a picture of a vehicle,
•save and share on social networks or via e-mail, the ††Favorites††vehicles against
industry, focusing on a country experience instead that a global one Sodicam is a subsidiary of Renault Italy specialized in the sale of spare parts
and implemented with Vodafone a Sales Force Automation mobile app for ios based tablets (ipad.
Kymantm by Datalogic Mobile Wireless Handheld Computer and Barcode Scanner. Besides technology issues, the investment in this solution has covered
increasing productivity and efficiency through the use of tablets and mobile applications development The last case study shows the relevance of mobile services for marketing and
solution from Alcatel-lucent, and a partner of mobile operators in over 130 countries. It is worth noting the multidisciplinary nature of the Optism team
62 3 Mobile Services POINT OF ATTENTION: Mobile services and applications need for a strong support by advanced marketing perspectives, focused on a continuous
and appropriate listening to social networks as well as supported by multi -disciplinary competencies, enabling an effective and as close as possible
attention to the different contexts and populations adopting the mobile solution In 2012, the mobile provider Etisalat Nigeria, the fastest growing one in
advertising service, in collaboration with Alcatel-lucent enabled by Optism. The service, called Easyadz, at its launch in the beginning of 2012 had more than
awareness on it and encourage participation through viral and social media actions such as, e g.,, forwarding the campaign link.
of a convergent approach, combining mobile applications and, e g.,, ††rugged††devices, results in a reduction of errors and processing times, leading improved
to social networks as well as the involvement of multidisciplinary competencies to enable an effective knowledge for implementing mobile solutions and services in
2. Meeker M, Wu L (2013) Internet trends D11 conference 3. Samson T (2013) IDC:
5. Antoniou G, van Harmelen F (2008) A semantic web primer, 2nd edn. MIT Press, Cambridge
7. Papazoglou M (2007) Web services: principles and technology. Prentice hall, Englewood Cliffs 8. Shuler JA (2001) XML, UDDI, and SOAP:
64 3 Mobile Services 17. Venkatesh V, Bala H (2008) Technology acceptance model 3 and a research agenda on
s C, Molina-Castillo FJ, Bouwman H (2008) An assessment of advanced mobile services acceptance:
Ghose A, Goldfarb A, Han SP (2013) How Is the mobile internet different? Search costs and
Application offers enhanced customer service, social networking and exclusive mlottm shopping feature. Kony Press releases, 07 dec 2010. http://www. kony. com/content
Renault (2013) La app ††Vodafone saleforce solution††per Renault à tra le finaliste del ††Mob
Datalogic (2012) Mobile computers connected to SAP ï inventory and warehouse management for Habasit 34.
Alcatel-lucent (2012) Etisalat Nigeria introduces permission-based mobile advertising to over thirteen million customers using Alcatel-Lucent†s Optismtm.
//www3. alcatel-lucent. com/wps/portal/!/ut/p/kcxml/04 sj9spykssy0xplmnmz0vm0y Qjzkld4x3txdul8h2vaqaurh yw!!?LMSG CABINET=Docs and resource Ctr&lmsg content file=News releases 2012/News article 002688. xml.
Mary Meeker†s annual state of the internet presentation. WIRED 37. Eisenmann TR, Parker G, Van alstyne MW (2006) Strategies for two-sided markets.
Abstract This Chapter aims to discuss the key issues raised by social networks and 2. 0 technologies for companies competing in a digitalized market.
The 2. 0 technologies development and the worldwide social network diffusion ask for new, agile, and flexible strategies for digital business.
vision grows out of the specific Web 2. 0 technologies current configuration producing unpredictable information accessibility,
collective intelligence applications differ from Web 2. 0 applications because they can be designed custom applications for small highly specialized domains instead
of the larger Web audience 7. Furthermore collective intelligence applications have the following characteristics 7, that is they
active internet users used to read blogs. Moreover, 78%of people usually trusted other consumers, while 57%was more comfortable with traditional advertisement
forms and 34%preferred web advertisement 8. In this scenario, the marketing intelligence has evolved and further focused on what we can call social listening
facing the new strategic challenges of social media analytics 9. As a conse -quence, the goal of marketing intelligence as social listening is to create and
, blogs and social media in which the focus is both on searched product and relevant concepts
websites, blogs or social media that really talk about the products or issues we are actually looking for.
between, for example, blogs or wikis as content similarity indicators. Usually these tools are used simultaneously, trying to be as accurate and automated as possible.
Moreover, advanced social network analysis techniques 10,11 support the creation and maintenance of maps of influence based of available links;
information diffusion process (Flow Betweeness) or calculating how many blogs contained a link for the considered one (Pagerank.
which blogs, tweets or posts on facebooks receive more links, retweets, or ††like†â€
influence could be the number of users that read the blog, a tweet, a post on
Facebook, even if is often difficult to measure it accurately. However, to read and evaluate all the huge amount of materials generated by, e g.,
make the reader able to recognize bad opinions on blogs and social media monitoring the overall trend of opinions about a specific matter or event 12.
this aim, systems able to interpret the overall opinion on a blog, website, or social
across different (social media 12†14 Notwithstanding the difficulty and complexity of the task, nowadays it is
entity (for example, in a review about a hotel or a brand new smart phone) may
of view, ontologies enable Web documents annotation, making the process of querying formulation and reaching accurate results easier 21.
web documents) in different formats, from images and texts to more structured formats like those used in traditional relational database 21
or through the internet (see Chap. 1 of this book on Big Data issues. As already seen in previous Sections, new instruments such as, e g
blogs, wikis, microblogging, and social media, changed the whole way to consider 70 4 Social Listening information diffusion and its impacts on businesses and everyday life.
Before these tools and the 2. 0 web technologies†spread, firms that wanted to understand con
-sumers†opinions had to conduct long and costly market researches. Internet and its ability to share comments
and opinions changed not only the way firms keep themselves posted on consumers†needs and preferences but also the way con
As well as a search engine allows searching information through websites, an opinion search engine can easily find judgments and evaluations about the argument
•81%of internet users looked for information about product using internet at least once, and 20%does so regularly
mentioned, had been (and, will be enabled by the diffusion of Web 2. 0 4. 3 Information Growth and Market Opinion 73
technologies and social networks, as well as by the adoption of new service oriented technological architectures. In banking sector, for example, the spread of
thanks to new technologies such as RFID (Radio frequency identification) and NFC (Near Field Communication), to a whole new way to consider costumersâ€
along with the already mentioned wikis, blogs etc.,, several other technologies are yet available such as Mashup systems, RSS
way social networking is considered, giving it a more dynamic and multi-sources perspective. However, the adoption of these technologies based on web applica
-tions is influenced by the ability to properly develop security policies. Thinking about mobile banking, it seems to be evident the potential threat related to security
Moreover, in addition to web browsers, also web server software can be easily attacked by malware and other threats.
they must be well-defined in advance according to the specific case or web application cluster, always considering the preferences, behaviors and habits of the
sense, the IT function is involved often occasionally in the social network plat -forms identification, integration and management.
that rise up from social networks and 2. 0 technologies. As shown in Fig. 4. 1, an ex
the sphere of social networks and 2. 0 technologies. In this section, we will briefly discuss some of the main implications that an access to information and services
product, looking at blogs and online comments; on the other hand, people rarely accept that their personal conversations are checked constantly, e g.,
International, supplier of telecommunication services in Denver††Positive Adapted from 32 4. 3 Information Growth and Market Opinion 77
lot of websites gives users the chance to rate comments helping other users in their researches.
enabled by the diffusion of mobile, smart phones, and tablets, likewise (as seen in Chap. 3). However,
but also social networks, and web technologies to infer data about people preferences, activities, and their social environments 35
According to this perspective, social sensing is an intelligence activity acting on 78 4 Social Listening what Schuster et al. 34 term as the pervasive social context of an individual
spanning from miniaturized sensors, to smartphones through an increasing and inedited capacity of bandwidth and storage, requiring
integrating sensors with social networks data. This may definitely shift the meaning of what businesses mean time-to
prevalence of the convergence of localization features and social networks through Table 4. 4 Technological enablers of social sensing.
Advanced smartphone technology Devices containing, e g.,, GPS, Bluetooth and Near Field Communication (NFC) functions Increased bandwidth Large wireless bandwidth required to transmit large amount of data
in real time (for example, in forms of audio or video streams Increased storage Hyperscale storagea for big data
mobile phones and tablets or ipad. Always related to localization as a core feature, we point out the increasing relevance and interest into the applications of
such as the ones of the ††internet of things††and ††healthcare
•Google Latitude •Google Public Location Badge •Mobile Location used with Google+Hangouts
•Navizon (http://www. navizon. com /•ilocalis (http://ilocalis. com /•Citysense (https://www. sensenetworks. com/products
/macrosense-technology-platform/citysense /•Macrosense (https://www. sensenetworks. com/products /macrosense-technology-platform /Grocery Bargain Hunting, Feedback/Product recommendation
•Radio frequency identification (RFID) embedded in objects for tracking commercial products, in large animals for tracing
•Wireless Respiratory and Audio Sensor (http://vivonoetics. com •Bodymedia FIT (http://www. bodymedia. com
, social media, 2. 0 as well as 3. 0 applications and services, the latter usually related to semantic web 38 •new market signals that come out straight from end-users, by means, e g.,
, of sensor technologies •collaboration as discussions about the above mentioned market signals This extension of the monitoring process reconfigured the role of the marketing
social media is to attract and maintain contacts and audience as a new source of potentially unlimited information.
, Linkedin, Facebook Twitter, and so on, provide information about competitors†actions, customers†tendencies, and other strategically relevant dimensions.
market signals from social media. After a series of analyses on blogs and forums straightly related to its own sector, Outotec found out that all these information
could have helped significantly its business to grow. Therefore, the company decided to keep monitoring these sources, with the aim of providing new infor
Some distribution format, such as web inter -faces or mobile services, can be integrated easily with instruments for usersâ€
Web 1. 0, 2. 0 or 3. 0 applications Social media, etc Market signals Fig. 4. 3 An advanced model of marketing intelligence based on cooperation and new
information sources exploitation in the decision making process. Adapted from 39 82 4 Social Listening the European operation functions in Fujitsu developed their own market monitoring
provided by different media, surveys or social media themselves. Even though all the signals were evaluated already during the sourcing phase,
Nokia works in the international telecomm market, producing mobile devices, providing services and solution for worldwide dynamics and
Considering social media, their diffusion opened new opportunities also in terms of benchmarking, enhancing collaborative relationships, creating new spaces for knowledge and information
in projects, frequently used Linkedin, Facebook, and Twitter also for bench -marking analysis. Especially in the open source activities or in the development
communities, the usage of social media and collaborative spaces has contributed to provide reliable source of information
and platforms where people (and firms) can easily interact and share information useful for benchmarking activities
Social media provide new opportunities for benchmarking activities, on the one hand, enhancing collaborative rela -tionships among employees, creating new spaces for knowledge and infor
sharing and finding useful information through social media, opening new con -versations about strategically or relevant arguments.
Among the instruments, blogs and wikis, forums for discussion, video services (Youtube and Slideshare), have
provided dynamic and direct sources for interact and collect/share information. In summary, as shown in Nokia†s case,
social media can be used proactively in order to improve the benchmarking process 84 4 Social Listening 4. 7 Summary
chain is opening thanks to social media and collective intelligence practices 5, 6 creating the so called value constellation 41.
the convergence of sensors and social network technologies. Here below, we provide the reader with guidelines for short term strategy actions
8. Melville P, Sindhwani V, Lawrence R (2009) Social media analytics: channeling the power of the blogosphere for marketing insight.
Social media analytics. The next Generation of Analytics-Based Marketing Seeks Insights from Blogs. Operations research/Management Science Today, 26†30 (February
10. Wasserman S, Faust KC (1994) Social network analysis: methods and applications Cambridge university Press, Cambridge 11.
Wasserman S, Galaskiewicz JC (1994) Advances in social network analysis: research in the social and behavioral sciences.
Sage Publications, Thousand Oaks, Calif 12. Pang B, Lee LC-1454712 (2008) Opinion mining and sentiment analysis. Found Trends Inf
Tsytsarau M, Palpanas T (2011) Survey on mining subjective data on the web. Data Min
social networks. In: Proceeding 2nd ACM Work. Soc. web search Min. ACM, Hong kong pp 65†68
16. Li Y, Ma S, Zhang Y, Huang R, Kinshuk (2013) An improved mix framework for opinion
Tamma V (2010) Semantic web support for intelligent search and retrieval of business knowledge. IEEE Intell Syst 25:
Horringan JA (2008) Online shopping†Internet users like the convenience but worry about the security of their financial information.
Pew Internet and American Life Project Report 23. Bansal M, Cardie C, Lee L (2008) The power of negative thinking:
analyzing predictive opinions on the web. In The Joint Conference on Empirical Methods in Natural language processing and Computational
decision making using web 2. 0 content. IEEE Intell Syst 26: 78†82 33. Jindal N, Liu B (2008) Opinion spam and analysis. In:
Conference Web Search Data Min ACM, New york, pp 219†230 34. Schuster D, Rosi A, Mamei M, Springer T, Endler M, Zambonelli F (2013) Pervasive social
Antoniou G, van Harmelen F (2008) A semantic web primer, 2nd edn. MIT Press, Cambridge 39.
GIA (2010) How Social media is Redefining Benchmarking GIA Services White paper (vol 1 41. Normann R, Ramã rez R (1994) Designing interactive strategy:
not only in their markets but also in the Web. This Chapter aims to provide a better
Moreover, they are using social media to reach and communicate with companies†customers. As a result,
and important example of this phenomenon is the use of the personal smartphones or tablet devices,
Amazon and Google, where staggering amounts of data are stored for retrieval from almost anywhere in the world.
networks like Facebook (over 1 billion users), Twitter (over 500 million) and a host of smaller firms and the use of portable, mobile devices usage increases
states 1 billion smartphones will be sold in 2015, up from 468 million in 2012 Consumerization is an unstoppable force.
employees will be more mobile and will use own devices and services. This can lead to a better customer satisfaction as well as its corresponding financial
Email or IM Communications IT Department Chooses the PC Primary device is fixed IT department has the
inside the Firewall Moving from Moving to Always on, anywhere Freedom to participate Devices that reflect â€oemeâ€
social media platforms 9 •Operational opportunities: urgent issues can be better coordinated and resolved through the increased availability of staff that can be accomplished by having
channels such as social networking, chatting and blogging websites. The ability to mobilize cross-disciplinary teams on the virtual space is essential for success
already have policies that govern the use of mobile devices such as smartphones and tablets, only one third of the employees at those companies were aware of such
smartphones, the Mcafee study concludes that theft or loss of the devices is considered as a bigger security threat,
since the lost smartphone can contain sig -nificant amounts of sensitive corporate data. According to Mcafee, a third of such
social media so that they can have better communication and work more effi -ciently. However, such procedures can conflict with the enterprise†s IT SECURITY
-work, but are connected always to the Internet. The devices also typically have no management framework and are accessing applications and cloud services that
and the available services such as email and calendar 4. To enable the technology and plan deployment:
Work from your phone Corporate attorney Tech realist Bring your own media tablet Business manager All star
5. 4. 1 Work from Your Phone A corporate attorney brings his own devices, such as, e g.,
, a smartphone into the enterprise environment and uses it to obtain immediate access to corporate email
and calendar, communication facilities, and in some cases, the access to some of business applications that can allow such contact.
and social platforms capabilities through web-based apps, employees can be productive regardless of whether they work at the office or remotely.
their personal smartphone to read and write work email messages, schedule appointments, and send and receive instant messages.
However, only some of them are able to access work files from their phone while in their offices because of
security restrictions 5. 4. 2 Bring Your Own Media Tablet A business manager handles hectic schedules and endless lists of tasks and
and can be used to answer all the emails that are related to work and to solve the bending issues by conducting Instant mes
Heshe can use mobile broadband and wireless hotspots to access the Internet from the worksites.
These technologies can be used by the contractor to read email, to check work progress and status,
smartphone to review the latest construction documents, to conduct conference calls with others as needed, and to display, explain
friends on Facebook. Additionally, throughout each day, heshe can use Facebook on the laptop to communicate with friends and family 16
100 5 IT Consumerization 5. 4. 4 The Boardroom Executive decision makers are more and more adopting tablet computers for
much time looking at the screen of a tablet or phone, rather than interacting with
going mobile, modernize the desktop, virtualize, and bring your own device. The key concerns about these strategies as well as the tech
5. 5. 1 Going Mobile Strategy Many of the nowadays employees are exploring this strategy.
smartphones and media tablets. However, some key concerns about this strategy have to be addressed. These include:
-vide a rich platform to manage Android, iphone, and Windows phone devices Also, it includes information protection by using Active directory Rights Man
since that mobile devices can access email and provide instant messaging service, calendar, voice, and other capabilities at any time and
Social media has a huge impact on not only the work environment, but also on the society in general,
example, by the beginning of 2011, the average user of Facebook website spent 1, 400 min,
the vast growth of social media as a way of communication and interaction between people, it†s not only the technology that is changing;
Moreover, around the world, social media and new and smart mobile devices are becoming very important in personal relationships among people in a way that
social networks Nowadays, as a consequence, employees expect and demand more freedom at work environment. They want to have instant access to the types of applications
they consider that having the ability to access consumer social networks through their personal devices, would allow them to build conductive work rela
websites and 63%ban their employees from saving personal data and files on company†s computers.
directed services such as Facebook and Twitter, social networking platforms are finding their way into businesses†environments.
has positioned the software giant to introduce enterprise social networking capa -bilities to its existing business collaboration systems such as Sharepoint
example of the importance of social networking within work environments Yammer can enable companies to offer their employees functionalities that are
similar to Facebook and Twitter and at the same time to work in accordance to the security standards of the enterprise firewall and can be integrated with other
systems at the enterprise that are managed by a company†s own IT department. It is accepted well
can use to arrange calls, conference conversations, videoconferences, and instant messaging communications by browsing through on-screen contact profiles that are
Moreover, it is possible to add personal Facebook profiles to the system, in addition to those that can be added from the corporate directory.
without facing the complexities associated with traditional videoconferencing 4 The case studies introduce some of the topics further discussed in Chap. 6 on Digital Work and
as tablets and smartphones. Moreover, with its one-X software for smart phones Avaya also allows its employees to make the mobile phone acts as an extension of
the corporate network. That means employees can transfer calls from their desk to their mobile phones as they are leaving their offices,
or take a call on their mobile while they are on their way into the office
and transfer it to their desks when they get there 18 POINT OF ATTENTION: Companies have realized already the potential
advantages of IT consumer related products that are being brought to the offices, starting to act in ways that allow them to seize the opportunities
employee-owned Apple and Android phones, and tablets that meet its minimum operating system requirements POINT OF ATTENTION:
instant messaging, fax machines, voice mail and web publishing tools. The second class is the electronic conferencing tools, in which,
-ferencing and videoconferencing tools. However, new technologies have emerged in order to have more interactive techniques for conferencing and data sharing
meeting systems, videoconferencing systems and instant messaging software applications like email and chat programs •Same Time (synchronous) and Same Place (collocated),
which characterizes the face to face interaction, and it can happen using meeting rooms, shared tables and whiteboards
electronic meeting system, blogs and workflow management system to have the work done •Different Time (asynchronous) and Same Place (collocated),
-ered by the wide spread use of internet by people. Today, many technologies exist to support long-distance teamwork on any aspect of a group project by only using
the internet as a way of information sharing. In the past, these technologies could be so expensive,
and provide them with other videoconferencing capa -bilities, which all occur via the Internet 8. The new development in the field of
digital collaboration tools has opened the opportunity to solve problems such as •sharing large digital files among team members that are located in different
-munication tools with messaging infrastructure such as email and instant mes -senger functionalities. Messaging systems use the available networks and
•email and instant messaging, which enables person-to-person communication •email list which provide the space for small group discussions
•forum and chat services, which give the opportunity for large group discussions Despite its benefits for the organization, electronic messaging systems cannot
groupware and from web conferencing systems. The main difference from groupware is the degree of collaboration.
Moreover, web conferencing systems and electronic meeting systems complement each other†s capabilities during the online conference or workshop
EMS systems extend the web conferencing system by providing tools that enable interactive production and documentation of group results.
In contrast, web con -ferencing software complement EMS with screen-sharing as well as the ability for
•The ability of the internet to provide easy access to remote materials •The previously high demands for specialists have been cut greatly by utilizing
•Users became more familiar with web conferencing tools which helped in overcoming the traditional cultural barriers that hindered the use of such
•The cost of such systems before using the web has been reduced, likewise •The number of people who can work on systems simultaneously and efficiently
Examples of such systems include bulletin board, email, online forums or polls 6. 4 Digital Collaboration Systems and Ideas 121
blogs, wiki pages, newsgroup, social networking sites and shared calendars 14 Nonsynchronous conferencing offers its members the flexibility and control over
the conference or the forum through the internet. This feature may be considered as an advantage for those who work from home or other geographical locations.
Nowadays, people are using social networking massively. This is happening because of the increasing role of the internet in enabling communication between
people. Traditional forms of communications, such as telephones, mail and even face-to-face meetings, are slowly being replaced by computer based systems where
different kinds of socialization are enhanced through media sharing, reflection on past experiences and a bundle of additional services, supporting socialization
Software products such as email, calendaring text chatting, wiki, and bookmarking belong to social software category. However when these applications are used at work to facilitate the accomplishment of
Sharepoint, IBM Lotus notes and Google apps for business. The latter one con -tains many useful applications such as Google doc for file sharing among team
members, Google Calendar for scheduling meeting at times that works for everyone with features such as reminders, Google Drive for storing, sharing and
accessing files from everywhere, Google Sheets that enable spreadsheet 6. 4 Digital Collaboration Systems and Ideas 123
management with easy charts and discussion style comments, and finally, Google Slides that allow users to create presentations together
Also, Siglin 17 has provided examples of other video collaboration software The first one is provided by Accordent Inc,
This application is a free voice over internet Protocol (VOIP) service and instant messaging that is developed by the recently acquired company by the software
•calling and video conferencing over the internet •train team members on using software using screen sharing ability with others
•instant text messaging from computer to computer •conduct meetings and conferences Dropbox Dropbox is a file hosting service that offers many capabilities such as cloud storage
•sending and sharing files that are large to email Google Drive and Google docs Google Drive is a file storage
and synchronization service provided by Google and it provides users with features related to cloud storage, file sharing and documents
editing in a collaborative manner. In this service, the files shared publicly on Google Drive can be searched with web search engines.
Google docs is a freeware web-based office suite offered by Google within its Google Drive service.
It allows users to create and edit documents, spreadsheets and presentations online while collaborating with other users live.
With Google docs, users and companies can do the following •create, collaborate on, share and edit documents online
and then access them from a Web browser or their local device. It allows users to keep the files private,
directly within a Web browser •It provides the ability to integrate with Microsoft office and outlook
•Users can share the documents on social networks •It supports geo-location data for photos uploaded onto the service
can be shared with other Onenote users over the Internet or a network, and it is
Also, Microsoft offers a web-based 6. 4 Digital Collaboration Systems and Ideas 125 version of Onenote as part of Skydrive or Office Web Apps, providing users with
ability to modify notes via a Web browser. This software allows companies and users to •create notes, outlines, clippings of websites,
and collections of images •share and collaborate the created notes •access the notes from mobiles, Web or desktop devices
•outlines collaborative presentations •maintain a shared repository for research and project notes •maintain a digital field journal
6. 4. 6 Online Communities Online community represents a virtual community that exits on the internet and the
participants in this body are interacting with each other remotely. They are websites that are organized by their own members who can access interactive
discussions and share documents and media files 4. These communities can be represented by information systems that allow members to post content
limited number of members to start posts or new subjects, such as Weblogs. Online communities have also become a way for work collaboration among team mem
-technical change may have arisen from the fast spread of such Internet-based social platforms 18 It is essential in such virtual presence to have the necessary technologies to
-nated over the internet is invited to participate in tasks normally accomplished by companies or group of specialists.
and intelligence to identify distorted words on websites. Moreover, many other websites such as Google books and the New york times, use this kind of service
for text digitization 22 Nevertheless, despite its powerful features, many research areas related to Crowdsourcing need to be covered.
humans†abilities to detect the meaning of distorted words on websites. This project is initiated by computer scientists from Carnegie mellon University, in
understanding abilities to identify two unclear words on websites they use. The distorted words were chosen from scanned books and digital archives, which
the websites, in order to identify themselves as humans and not automated services or programs, they contribute to digitizing books
The second case study discusses the digital collaboration in educational web -inars. This word is combination of †web†and †seminarâ€
that is conducted over the web. This technology provides a platform for people to communicate and collaborate over separated geographical locations by using the
internet as a two-way of information and data sharing, which would lead to higher effectiveness and involvement by the participants.
The Webinar platform is entering the education field after it proved its effectiveness in the business arena
using webinar in the field of education. In their research, they explained Campus Connect Initiative as a project that was launched in 2004 by Infosys Technologies
capacity, the speed of the internet and issues related to security Finally, the Chapter has discussed case studies,
Wikipedia. http://en. wikipedia. org/wiki /Collaborative software 17. Siglin T (2011) Video collaboration tools. Streaming Media, pp 60†64
Web. Commun ACM 54:86. doi: 10.1145/1924421.1924442 22. Kittur A (2010) Crowdsourcing, collaboration and creativity.
-based character recognition via web security measures. Science (80-)321: 1465†1468 25. Verma A, Singh A (2010) Webinar†education through digital collaboration.
Technol Web Intell 2: 131†136. doi: 10.4304/jetwi. 2. 2. 131-136 References 131
actual leadership consolidation of companies such as Facebook, Twitter, or Google allow creating digital business as a platform exploiting the above infrastructure
As pointed out by Aral et al. 7 social media platforms raise significant management questions such as, e g.,
, managing diverse mobile plat -forms, protecting information across different and heterogeneous mobile devices and defining data ownership.
Crime††9, p. 4. For example, the revenue of a phishing advertised by email spam is the sum of the money withdrawn from the accounts of the subject that is
i e. antivirus, firewalls etc. and more on policies and methods for finding and punishing the criminals
in order to investigate online and offline markets for under -standing the role of IT for competitive advantage in the two kind of channels 22
relevance to Internet retailers of selling niche products. Accordingly, the study by Brynjolfsson et al. 22 provides a set of recommendations that can be connected
In recent years, the diffusion of social networks and 2. 0 applications have raised their relevance to companies aiming to carry out differentiation strategies, with a
, social media, into their ††marketing playbooks†â€, in order to design and deliver effective brands strategies, considering
businesses in social media 24 7. 4 Case studies In this Section we discuss case studies illustrating issues related to digital business
perspective on digital business identity as related to phone numbers, web and email addresses. As for this issue, according to an independent study commissioned by
Fig. 7. 3 Key qualities for effective brands strategies, incorporating social media in marketing playbooks. Elaborated from 23
networking and telephony solutions, 3 even small changes to a company†s phone numbers, email and web addresses may lead to an increase number of business
prospects, e g.,, for Small and medium enterprises (SMES) 26 Considering the case study, it concerns DHL,
new regulations, impacting on narrower aspects such as telephone numbers email and web address, in order to avoid loss in revenue and ††contacts††with
customers The second case study is based on 28 and considers Vibram, 4 an Italian based company among the world leader in high performance rubber soles, manufacturing
advertising on top running sites (e g.,, Runnersworld. com), rich media banner including 60 custom videos,
and 100,000 social media impressions, thus obtaining a return on engagement as well as a return on relationship (for example, moving from 57%surveyed having
digital brand community, that is the web community ††my Nutella The Commu -nity††promoted in Italy in early 2004 by the firm Ferrero, an Italian based
, Facebook, enable in an inedited way the self-exposure of 2. 0 empowered consumers. As for these issues, echoes of these arguments coming
engagement on Facebook. In particular, among the eight ways that according to them brand managers have for increasing the number of ††likes††received by a post
through a focus also on narrower aspects of the inner context, such as telephone numbers, email and web addresses, etc. and savvy investments on digital media in
the outer context of organizations; the latter enable a return on digital identity through the self-exposure of customers and the companies ††taking a step back
7. Aral S, Dellarocas C, Godes D (2013) Introduction to the special issue†social media and
social media. J Mark Manag 1†26. doi: 10.1080/0267257x.2013.813577 25. Talktalk Business (2012) DHL Case Study†Transport and Distriubution Inbound.
facebook. MIT Sloan Manag Rev 54: 18†20 144 7 Digital Business Identity Chapter 8
instance, the internet and other communication systems have developed and spread sharply in many countries around the globe including poor societies 2
However, many scientists argued that the development of ICT is likely to have more drawbacks rather than benefits in the future life.
Social networking software and argumentation systems are just two examples of the ongoing research in this important area of digital governance.
invitations over the internet and to allow this disparate pool of human individuals to make predictions
, to web existence of firm, since sometimes, web teams and business divisions within organizations tend all to claim the ownership of the organizational web presence
Indeed, the web teams feel they should take the control over the websites and social channels because they feel they have the skills
and knowledge to maintain the quality of web presence. Similarly, business managers and employees think
Table 8. 1 Governance benefits for risks associated to key decision making areas Key decision making areas Risks Governance benefits
Identifying the relevant decisions Misdirected effort Good governance allows to identify the decisions that have a real impact on
that they should own this ability over their parts of the website because they think
which includes not only the core web team and business stakeholders but also the web managers within the organization and deep and rich support infrastructure that
can include legal department, business experts and ICT specialists as well as external vendors. Most importantly, those team members need to realize that they
federal web managers council 16. Although these recommendations were created to be applied in US government offices, we believe that the proposed six steps (1
the Internet, new post-industrial technologies and the opening of markets 7 with the gradual spread of dynamics such as outsourcing and the offshoring of many
registered domain on the Web were aimed entirely at attracting as many users as possible to their websites,
which provided some service, and to pursue this end they faced huge advertising investments. However these companies lacked a
business model that could convert the number of users who visited their sites in cash flows and profits.
-mations made possible by the Internet and new digital technologies. These changes are structural and have a fundamental strategic relevance 36 as they present
In particular, the web offers unique and unprecedented meeting and exchange opportunities between companies and customers.
Web servers can monitor and record the navigation of millions of users and produce in
, web-based supply chain management 176 9 Reinventing Business models systems, online commerce, interactive customer service) that enable the creation
The Internet, however, proved to be a destructive force for many companies completely transforming entire sectors,
Internet has challenged the traditional way of doing business, as it has, and still is significantly transforming the traditional rules of competition,
A clear example of the overwhelming impact of the Internet is given by the Table 9. 7 Comparison between the industrial and the digital economy
Companies are called to deal with the Internet and the opportunities of electronic commerce, but, to be able to acquire the benefits,
that make the Internet and electronic commerce disruptive innovations 40. Orga -nizations operating in the digital economy must identify
these specific attributes of the Internet and of electronic commerce and their success depends mainly on the ability to build a business model that can capitalize on these
-pany to benefit from the disruptive attributes of the Internet in order to design and implement an innovative system to provide customers with highly personalized
profitably make use of some of the above features of the Internet as a disruptive
Yahoo! 41,42 9. 5 The Business model in the Information and Communication Economy The consolidation of the information and communication economy is the culmi
Table 9. 8 Characteristics of the internet as a disruptive innovation Elements of discontinutiy Description
Open platform The internet represents an open and public network which allows a constant flow of communication and collaboration in real time
The Internet allows information to reach a large number of people without sacrificing the quality of the information content which
Industry extension The value creation made possible by the Internet and new digital technologies allows companies to transcend the boundaries of
In fact, the search engines like Google and Yahoo! are some of the most visited websites and they make money thanks to
sponsored links and paid advertising; what they sell is really just the attention of people who use them,
so the larger their user base, the higher the revenue, while the product, that is the selected information, is offered free of charge to the
such as the telephone, the fax and internet access, are a clear example of products displaying network externalities.
models that are most popular among Web 2. 0 companies, which exploits the peculiarities of the information economy, is the so-called ††freemium††(combi
harnessing the power of business webs Harvard Business school Press, Cambridge 18. Amit R, Zott C (2001) Value creation in E-business.
Afuah A, Tucci C (2003) Internet business models and strategies. Harvard Business school Press, Boston 30. Johnson MW, Christensen CM, Kagermann H (2008) Reinventing your business model.
Anderson D, Lee HL (2000) The Internet-enabled supply chain: from the ††first click††to the
Internet Res 11: 349†359 42. Winer RS (2006) Marketing management, 3rd edn. Pearson Prentice hall, Upper Saddle
Instabank 3 is a Mobile Banking app developed by a Russian Start-up in collaboration with VTB Bank, a leading Russian Financial institution.
of Facebook. The app is linked permanently to a virtual credit card, based on the Mastercard circuit, and allows to keep easy track of movements in a visualization
similar to the timeline in Facebook. Furthermore, it lets subscribers to link banking information with social networks allowing quicker transfers or direct use of
Facebook wallet. Through the app it is possible to send and request money to friends through Facebook messages,
even if they don†t have an Instabank account add pictures and personal notes to transactions,
and keep track of movements and link them to position through geolocalization functionalities Transfers can easily be made between users,
transfer system available through wireless communication between devices, and other functionalities for ††bill splitting††as well as small transfers in social occa
traditional mobile banking apps. One of the developers has an engineering back -ground and experience on Google software, developed at the IBM Research Lab in
Haifa, while his two partners both have extensive experience in the banking industry. Instabank is focusing all its energies to develop an easy to use and simple
Facebook message with a payment to a friend is an easy way to make a transfer
-tion data, collected through mobile phones, GPS, Wifi, cell tower triangulation RFID and other sensors. Using powerful machine learning algorithms,
it provides extremely accurate profiling and segmentation of consumers based on habits and spending preferences. This tool allows to transform existing data into predictive
than what any company, other than Google or Facebook, does The simple idea behind Macrosense and the other related services developed by
then location data was increasing thanks to the diffusion of mobile phones, which soon became smarter and smarter
Wi-fi recognition One of the founders is Alex Pentland, Toshiba Professor at MIT, serial entre
the web, using crowdsourced data to harness the collective knowledge of millions of consumers reporting every day about billing complaints and suspicious mer
Google, Paypal, Verisign and Sun microsystems In Table 10.5 the time-to-market drivers of competitiveness display an
screens and the distant communication systems seamlessly. Mezzanine wishes to transform the telepresence in infopresence, incorporating multiple users and
participants, video cameras, whiteboards, web-based or networked media, or applications running elsewhere. Digitization of physical content is also possible by
scanning paper documents with a smartphone camera. Content of the session can be shared and stored easily in the virtual meeting space
provided by Mezzanine as a complete solution, besides a good internet connection there is no major requirement for installation
other than a pc and an internet connection 10.6.2 Applications The interactive and game-like experience of Tykoon make it a very appreciated
through Smartphone-enabled mobile sensing systems In Table 10.13 the time-to-market competitiveness appears to be high, with a
or smartphone, he can complete the payment online with very few steps. It enables a quick and timely payment initiation, perfectly aligned with the receiver†s
utilities and telecommunications. Indeed, automatic payments are denied often from the bank, reminders reach the customers much later
and entertainment when connected to the facility†s Wi-fi (e g. on-line Music Table 10.17 Company
) On the Mobile Payments side, the ios and Android app, on the one hand allows customers to pay with their smartphone, with no need for cards or cash
reducing by 10 s the single transaction; on the other hand, it allows the business side gathering meaningful data about their customers.
when the top management first decided that Wi-fi should be a feature of all Starbucks coffee shops, giving customers the clear message that the
convergence of mobile services, sensors technologies, and social networks Accordingly, we have outlined the main implications of new marketing perspec
advancement of mobile technology, digital services, social networks, sensors, and IT Consumerization, likewise. Besides the benefits, collaboration contributed to
Facebook, 4, 188 Feature buzz, 72 Flexibility, 34,44 Flow betweeness, 69 Freemium, 181 Fuzzy analytic hierarchy process (FAHP), 35
RFID, 190 S Security standards, 29,34 Semantic Analysis, 200 Sentence-level sentiment analysis, 70 Sentiment analysis, 67,69, 71,72, 75,77, 85
Social media, 5 Social network analysis, 69 Social software, 123 Software as service (Saas), 24 Start-up, 187
Storage, 10 Subjectivity detection, 73,74 T Tagging, 83 TAM 2, 51 TAM 3, 51 Technology acceptance model (TAM), 47
Web documents annotation, 70 Webex, 129 Wii, 4 Wordnet, 70 Index 215 Foreword Preface Acknowledgments
3 Mobile Services Abstract 3. 1†Introduction 3. 2†Mobile Services Drivers and Challenges 3. 3†Digital Management Solutions
3. 4†Case studies 3. 5†Summary References 4 Social Listening Abstract 4. 1†Introduction 4. 2†Marketing Analysis as Social Listening
5. 4. 1 Work from Your Phone 5. 4. 2 Bring Your Own Media Tablet
5. 5. 1 Going Mobile Strategy 5. 5. 2 Modernize the Desktop Strategy 5. 5. 3 Virtualization Strategy
Google Drive and Google docs Microsoft Skydrive Microsoft Onenote 6. 4. 6 Online Communities 6. 4. 7 Crowdsourcing
Overtext Web Module V3.0 Alpha
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