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32
DIVERSITY
Presenters' Background
("Diversity")
Presenters' Background
1. Wilbert (29233879). Major: Business Analyst
2. Ewaldo Wiryadhi (27129330). Major: Management
3. Moaz (28988957). Major: Economics
4. Vivien Low (28249437). Major: Marketing
5. Tiang Soon Sing (29007542). Major: Management
Describe the history and current development of Google
Question 1
An American multinational technology company specializing in Internet-related services and products.
- Founded on September 4, 1998 in Menlo Park, California, U.S.
- Founded by Larry Page and Sergey Brin
Mission: To organize the world’s information and make it universally accessible and useful.
Products: Google Search Engine, Chrome OS, Gmail, Google Maps, Google Scholar, etc
Total employees in 2019: 114,096
Provide a comparison study of cloud collaboration services of Google, Microsoft and Amazon in terms of its product features, strengths and weakness.
Question 2.1
- Sharing/Co-authoring files, online
documents can be uploaded to a central storage
- Can be accessed by anyone who given authorization
- Files will not go missing
- Tracing history
- Sharing files just one click
Amazon
Amazon Web Service
Amazon
- First cloud vendor around 14 years ago
- claiming 32.4% of market share in the fourth Quarter of 2019.
Weaknesses
Strengths
- Highly flexible
- Easy transition for users with existing digital infrastructure
- Updated and maintenance frequently Free tier available
- Great security
- Cost-effective pricing model
- Support for large enterprises
Weakness
Weaknesses
- Range of infrastructure options can be overwhelming for more traditional enterprises
- Hybrid options available, but not a priority
- Organization operating on legacy systems may experience longer migration times
Weakness
Microsoft
Microsoft Azure
Microsoft
- Showed up in the cloud after AWS
- Provide business with greater range of features
- Integration with other Microsoft products
Weaknesses
Strengths
- High availability
- Strong on security
- Cost-effective
- Scalability
- Strong IaaS and PaaS options
- Support for open source
- Hybrid cloud
Weaknesses
- Requires considerable management
- Requires platform enterprise
- More limited backward compatibility
- Comparatively more costly than other
- Additional charge
- Hard to get in touch with Customer service
- Less enterprise-ready
Google Cloud Platform
Gives customers a highly specialized service in the three main stream:
Big data, Machine Learning, and Analytic
with good scale and stable response time.
Strengths
- Excellent integration
- Fast I/O
- Strong data analytics and storage
- Facilities easy collaboration
- Designed for cloud-native business
- Good portability and open source integration
Weaknesses
- Limited choice of programming languages
- Complex transition away from the platform to another vendor
- Fewer features/services
- Fewer global data centers
Question 2.2
Who is the current Chief Information Officer (CIO) of Google? Provide a background profile of the current CIO Google and describe his/her role.
Ben Fried
Google CIO
Education
- Stuyvesant High School 1981-1984
- Columbia University 1984-1988
Experiences
- Unix, Windows, Mac systems Engineer
Sept 1984 – Nov 1994
- User Service Consultant
1988-1994
- VP of Software Development
Oct 1992 – May 1993
- Managing Director in Morgan Stanley
Nov 1994 – May 2008
- CIO of Google Inc and Alphabet Inc
May 2008 – Present
Role as CIO
Role
- Empower staff with the technology
- Monitor changes in the technology sector to discover ways the company can improve and develop.
- Establish IT policies, strategies, and standards.
- Develop and approve technology futures and budgets.
Provide a comparison study of telepresence technology of Google and Microsoft in terms of its product features, strengths and weakness.
Question 3
Telepresence refers to a set of technologies which allow a person to feel as if they were present, to give the appearance of being present at a place other than their true location.
Google Hangout
Products Features
Product Features
- Instant chat up to 100 people.
- Audio and group video call up to 10 people.
- Screen Sharing.
- Chat extras (maps, emojis, stickers, and GIFs).
- Landline and mobile calls.
- Available on Android, iOS, Web.
- Auto screen focus
Strengths
- Access to the full complement of G-Suite programs.
- Different pricing options available
- Integration of other video conferencing platforms.
- No in-app advertising.
Strengths
Weaknesses
- Can only be accessed via Google Chrome web browser.
- Calls are easily missed.
- Does not include whiteboard tools and poll and survey options.
- Features such as editing, deleting, forwarding, pinning messages and in chat search are unavailable.
- File sharing is unavailable. Only photo sharing.
Microsoft
Skype for Business
Product Features
- Instant chat up to 250 people.
- Audio and group video call up to 25 people.
- Screen Sharing.
- Chat extras (Skype emoticons, emojis, in app chat features).
- Landline telephone and mobile calls.
- Available on Android, iOS, web, desktop app
Strengths
- Office 365 Enterprise comes with Skype for Business as well as Office Apps.
- Skype has more in app chat features
- Chat search function.
- Pop up call feature (Additional call attributes: stickers on call and on call text).
- Available on desktop.
- Has file sharing abilities (Files are available for 30 days on all devices).
Weaknesses
- Synchronisation issues.
- Application becomes glitchy.
- Speaker’s voice is obscured by noises from other people in the room.
- Expensive
- In-app advertisments
Weaknesses
Case Study Summary
Case Study
Can a Rugby Union Teach Businesses How to Turn Customers into Supporters?
The British & Irish Lion
- Rugby union team with players from all parts of UK.
- First tour happened in 1999.
- Once in 4 years tour and touring to Southern Hemisphere.
- Joining Lion is the goal of every rugby player
1. What is the British & Irish Lion?
However...
1. Their home clubs dont like their best player to join the Lion.
2. It carries risk of injury
However...
Goal
2. Goal of the British & Irish Lion
- Make their players the nation's pride instead of collection of clubs' fans by creating allegiance among the fanbase.
- This fanbase will then provide financial benefit & branding
How to maintain fans loyalty?
3. How to achieve the goal?
1. Create engagement by giving fans experience to chose a potential team by using data analytics.
2. Metrics of players and statistics were provided by former lions head coach Sir Ian McGeechan and member of two rugby world cup winning Australia squad, Tim Horan.
3. Updates on news and competition calender.
4. Customization options like weather condition, tactics, substitutions.
5. Compare and share your team with friends (interactive).
These all are done by EY (the company that sponsor the app) & has increased the engagement in the app from average of 1 minute 40 sec in 2013 to 5 mintute as of 2017
How to increase time screen on the app?
How they increase time spent on the app?
1. Keep tack on the screen behavior and improve consistently
2. Direct workshop with fans
3. Get feedback to improve
4. Actively engage in social media
To track all these points, EY work with Glassback (collect data on fans experience in the app) and Thunderhead (collect on fans movement across sites).
Sponsors also can set their "private league" and run their own competition + engage with fans directly.
Lessons to be learned:
4. Lessons to learn from lion
1. optimize customer satisfaction by engagement and added features
2. Social media engagement and response to drive attraction
3. Listen to customers want and target directly
What data can tell
5. What Data can tell?
1. Discover and understand more about their fans
2. Expand their value proposition (ex: brand create premier league) and curate customers
Address customer's concern to maintain loyalty
Identify the management, organization, and technology factors responsible for the success of the Lions app.
Question
2.13
Management
How to manage?
- Manage by creating interacting social media platforms.
- Allowing regular contributors such as loyal fans to mediate the trend.
Organization
- Sponsors interact with customers directly.
-Real time conversations.
How to
organize?
Technology
What technology
used?
- An official app sponsored by Ernst & Young (EY).
- EY works with Glassbox and Thunderhead.
- Gamification
What lessons can businesses take from the Lions’ use of data analytics in the case?
Question
2.14
(drawbacks)
- As we move towards a digital era, many potential patrons would ensemble on the web (going online).
- The gaming industry socially increases as the interest of virtual reality for the amusement/entertainment of the public are peaked.
- Relating the to entertainment, sport is also considered as one.
- Hence, the business strategy of Lion's would succumb to the idea of gamification towards increasing their fans. Thus, increase their patrons for their business profitability.
Technology advancement in current times
- Attaining customers' profiles.
- Providing a social platform for interaction with customers and creating forums for customers interaction between one another as well.
- Aid the organisation by obtaining feedbacks and recommendations (or tips) from their customers through their platform.
- Creating a community (for current fans and also for newcomers as well).
- Generating brand loyalty of their customers through their interactive platform which allows constant updates and communication between one another in the community.
- Which provides a sense of purpose for the customers to sustain their attachment towards the organisation.
Lion's use of Data analytics
Public concerns of digital privacy
- The perception of violating of personal privacy and intruding to personal information.
- The worry of sensitive data being misused.
- Or easily hacked.
Developing an interdependent team
Side-note
The perceptions are avoidable as the organisation needs to be morally ethical with their team in conduct with their customers' profiles and informations while using these knowledge in the favour of the organisation's effective and efficient productivity. (-gaining more patron for the organisation through online)
What added value for Organization comes from instant link & updates from a range of Social Media sites.
Question
2.15
New Media
New Media
- People prefer more the use of Social Media than traditional Media sources
- Target market can be engaged through Social Media, Gen Z and Millennials
- Direct communication with the fans and the ability to get real feedback through engagements.
Benefits of Social Media Engagements
Data Analysis
- Social Media provides us with Vital data
- Tools can be used to perform data analysis to improve customer experience
- Merchandise can be sold through SM
- Ability to grow faster in overseas markets
Growth of Team & League
Growth Strategies
- Greater following turns into strong sponsorships, Eg Heiniken for UEFA Champions League
- Generate more value for sponsors with the use of targeted marketing
- Develop online games to engage and generate interest from Gen Z & Millennials
Media Partnerships
Media Partnership
- Potential partnership with Netflix to generate interest and target new market.
- Higher Revenues from the sale of Media rights as viewership increases
- Medium can be used to create Hype and engage in Banter before the fixture.