BUSINESS MODELS FOR INFORMATION TECHNOLOGY

Transcription

1 BUSINESS MODELS FOR INFORMATION TECHNOLOGY Course Presentation Roberto Viola

2 OBJECTIVES After completing this course you will able to: Understand the basics of the network economy Identify the strategic goals and objectives of the digital enterprise Understand how IT is utilised by firms to transform their business model Respond exploiting IT to the challenges of the external environment Identify how to measure the performance of IT business Understand how leadership and teamwork leads to successful companies

3 WHAT YOU WILL ABLE TO DO (EXAMPLES) Recognise how IT companies compete for customers (price, product, lock-in, bundling) Understand what leads to successful ICT companies (Apple, Google) Understand how the traditional software and telecommunication industry responds to new challenges (Nokia) Evaluate reasons and economics behind mergers and acquisitions in ICT (Microsoft-Skype, AT&T-T mobile, Google-Motorola) Use management tools to evaluate IT projects (make or buy, change management, financial viability) Analyse how to make business with WEB 2.0 (Groupon, Facebook) Discuss how business is affected by regulatory issues (cloud computing vs privacy, dominant firm vs antitrust, green ICT issues)

4 MINIMUM SKILLS REQUIRED TO START THE COURSE Technical, basics of: computer networks data management network security telecommunication networks Management, basics of: Company organisation Marketing Accounting If you are not familiar with some of the above topics let me know early enough in order to suggest you some additional readings

5 COURSE CONTENT Two main streams Information rules and network economy Reference textbook: Information Rules: A Strategic Guide to the Network Economy, C. Shapiro H. Varian (do not use the Italian version!!) Organizations in the network economy Reference textbook: Information Technology for Management: Transforming Organizations in the Digital Economy. E. Turban, L. Volonino, 7th edition. International Student Version (do not use earlier versions!!)

6 COURSE CONTENT Information rules and network economy Information economy an introduction Pricing strategies Versioning Lock-in and bundling Network effects Transaction costs economics Basics of competition law Privacy and security Textbook Shapiro; chapters 1-8 plus additional material that will be made available on the web

7 COURSE CONTENT Organizations in the network economy IT and competitive strategic advantage Conceptual framework to analyse company strategies How IT supports successful organizations E-business and e-commerce Mobile commerce The Web 2.0: making business with social media IT strategic planning Managing IT projects Textbook Turban: chapters 1-2, 6-8, plus the study cases that will be analysed in the classroom and for the braveheart students Turban chapter 16 (available on line)

8 COURSE ORGANIZATION Lectures on Stream 1 (macro-environment) and Stream 2 (organizations) will be interleaved to make your study life more varied Review of key concepts will be through study cases Seminars with key industry leaders Marked final assignment

9 THE WEB Surf on the web for news about IT, cases and comments A group itbusinessmodels has been set up on: itbusinessmodels@yahoogroups.com Course material will posted Warning: teaching material is to be used by group members only and cannot be posted on the web The course public website URL is:

10 THE TUTORING - I will be available at end of each lesson and you can also contact me by . I will only accept s in English. - Italian in this course is banned! - Dr. Benacchio will assist on the study cases and on the marked assignments - Dr.ssa Attisani will assist students that feel unfamiliar with English business writing (your English skills will not be evaluated however we are ready to help to improve your level of proficiency)

11 THE MARKED ASSIGNMENT - Assignment topics will be decided at course midterm - Possibilities are: - Evaluation of IT companies strategy - Public policy issues in ICT - Web 2.0 strategy - Students can work in groups of maximum four. - Assignments to be written in form of slide presentation and a short text abstract - Oral classroom presentation

12 THE MARKED ASSIGNMENT - Assignment topics will be decided at course midterm - Possibilities are: - Evaluation of IT companies strategy - Public policy issues in ICT - Web 2.0 strategy - Students can work in groups of maximum four. - Assignments to be written in form of slide presentation and a short text abstract - Oral classroom presentation

13 THE EXAM - Exam will be in written form; - Study case - Up to four questions on the course topics - Marked Assignments can count up to 40% of final marks

14 AND NOW YOUR FIRST CASE Robin Hood and the network externalities

15 DIRECT CONTACS (OTHER THAN THE GROUP) - roberto.viola@uniroma1.it - All questions about the course, additional reading material - m.benacchio@agcom.it - For questions lectures on Shapiro-Varian - Tutoring on study cases s.attisani@agcom.it Questions on how to improve you English business writing skills All questions about schedule, dates and web access