Modul 25008: Master - Selected Media Topics I
'ICT Enabled Services' (WS '11/'12)
Prof. Virpi K. Tuunainen, PhD
Aalto University, School of Economics
2 SWS, 6 LP
Held in English!
Registration closed - Max. number of participants reached!
Overview
Innovations
in services are largely based upon the development of new markets that
exploit the power of information and communication technologies (ICT)
to coordinate service production and delivery. What are particulary
interesting are the two- or many-sided networks, where ICT
supported platforms provide services to two or more distinct groups of
users. During the course, we will cover the definitions and core
contepts related to ICT enabled services and management challenges
related to such services. Examples will cover, e.g., eBay, Apple
AppStore, PayPal, ipTV, and game consoles.
Methodology
Combination of lecture and discussion. Groups will be formed during the first day of teaching.
Dates and Location
- November 4, 2011, 12:30-18:00 o'clock, location: HS XXIII,
WiSo-Building (University of Cologne)
- November 5, 2010, 10:00-13:00 o'clock,
location: HS XVIII, WiSo-Building (University of Cologne)
Participation in all
sessions is required for receiving 7 Credit
Points!
Assignments
Pre-Assignment
The pre-assignment consists of two parts.
Deadline: 11:00 o'clock, October 4, 2011. Hand in
- one electronic version on CD/DVD (Word document, i.e., .doc or .docx, no .pdf, no eMail) and
- two copies / printouts
at the department's letter box inside the building Pohligstr. 1, 50969 Cologne.
Part I: Platform mediated services
(15%)
Read
the two articles
-
Tuunainen,
V.K., Tuunanen, T. & Piispanen, J. (2011) Mobile Service
Platforms -
Comparing Nokia OVI and Apple App Store with the IISIⁿ model, ICMB
2011, June
20-22, 2011, Como,
Italy.
-
Eisenmann,
T., Parker, G. & Van Alstyne, M.W.
(2006) Strategies for Two-Sided Markets,
Harvard Business Review, pp. 92-101.
Due
to copyright issues, the article by Eisenmann et al. may not be printed - a printable version can be found online!
Think
about examples of platform-mediated services that you personally use.
Consider
whether they are on one-sided or two-sided markets. Select two of the
services
that are based on two-sided markets you have identified, and analyze
them based
on the three challenges presented in the Eisenmann et al. (2006)
article. Max 1
page.
Part II: Case Google Inc. (30%)
Read
the Google Inc. case and answer the following case questions. Max. 1 page per question.
Due
to copyright issues, the case will be sent to students' sMail accounts
by Prof. Tuunainen till the end of this week!
Case questions:
- What were the key factors behind Google's early success?
- Do
you expect the search business to become more concentrated (i.e.,
dominated by fewer firms)? Is search a winner-take-all business?
- In
renewing its deal with AOL, could Google afford to pay AOL more than
100% of the revenue generated from AOL searches? How did Microsoft's
maximum affordable bid for AOL's search traffic compare to Google's?
- In
addition to enhancing its core search businesses, should Google also
branch out into new arenas? Which of the following would you recommend:
1) building a full-fledged portal like Yahoo!'s; 2) targeting
Microsoft's desktop software hegemony; and/or 3) becoming an e-commer
inmediary like eBay?
- Do
you view Google's distinctive governance structure, corporate culture,
and organizational processes as strengths or as potentials limitations?
Final Assignment
Choose a service that
-
wasn't discussed in detail in
classe
-
is enabled or supported by ICT
-
is Platform-mediated
-
is In two (or n)-sided markets
Return a report of 5-7 pages
1. Describe the service
2. Analyze the service with the help
of the IISIn model
3. Discuss the opportunities and
challenges of the service
-
WTA propensity
-
Pricing strategy
-
Threat of envelopment
Please make sure that you add the
following (signed) declaration ("Ehrenwörtliche Erklärung") to your
assignment:
"Hiermit versichere ich, dass ich die vorliegende Arbeit selbstständig und
ohne die Benutzung anderer als der angegebenen Hilfsmittel angefertigt habe.
Alle Stellen, die wörtlich oder sinngemäß aus veröffentlichten und nicht
veröffentlichten Schriften entnommen wurden, sind als solche kenntlich
gemacht." The declaration must be in German language.
Deadline: 11:00 o'clock, December 15, 2011. Hand in
-
one electronic version on CD/DVD (Word document, i.e., .doc or .docx, no .pdf, no eMail) and
-
two copies / printouts
at the department's letter box inside the building Pohligstr. 1, 50969 Cologne.
Deadline for Assignments
-
Pre-Assignment - October 4, 2011.
-
Final Assignment - Details t.b.a., due December 15, 2011.
Grading
- Pre-Assignment: 45 % (individual)
- Class participation: 25 % (individual)
- Final Assignment: 30 % (group)
© Department of
Media and
Technology
Management