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IS3237 iServices for Bus. Org. by Mind Map: IS3237 iServices for
Bus. Org.
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IS3237 iServices for Bus. Org.

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Lec1 Intro

Course Admin

Course Aims


Course Outline

Course Assessment



iServices Foundations

Service Definitions


iServices Goals

iServices Discipline

iServices Factors

iServices Design, Case Study - iPad User experience

Video - Data & Information Visualization

Apps Account Creation





Lec2 iServices & Bus. Org.

Types of Business

Profit & Lost

Sole proprietorship, Owner is liable, Low cost of license

Partnership, Owners are liable

Corporation, Organization, enterprise or business, Profit or Nonprofit, Legal entity, Shareholder, Limited liability

Internal Operations of a Corporation

Accounting, Bookkeeping, actual recording of business transactions, Financial accounting, financial reports, Managerial accounting, analyzing business operations for internal decision making

Finance, strategic financial issues, how to raise or spend its capital, merge or acquire, IRR, ROI, Cash flow, Break-even analysis, observing applicable laws and social responsibilities

Human Resources, policy, plans and procedures, Employee recruitment, selection, training and development, appraisals, evaluations and rewards, communications

Sales, selling service and increase customer sales and company revenues

Marketing, increase market share, Ways: Product, Price, Place, Promotion, marketing communication, build service awareness and to educate consumers, marketing mix, control variables, Product: quality, brand, appearance, package, function, warranty, service support, Price: discount, financing, lease, Place/Distribution: Channel, market, location, logistics, service level, Promotion: Ad, Sales, Public relations, Marketing message, Media type, Budget

Service Life cycle, Introduction, growth, maturity, decline


Information Services' Impact, Sales and Marketing, Operations and Logistics, Accounting and finance, Human resources

iServices Basic

Data, information, BI


Cultures, information-functional, exercising influence or power over others, information-sharing, trust each other to use info, information-inquiring, search across dept. for info to better understand, information-discovery, open to new insights about crisis and radical changes across dept.

Weekly iApps

Google Doc-Form, PowerPoint

Micorsoft OneNote

Lec3 Human & IT

Roles & responsibilities

C Information O, oversees all uses of IT and ensures the strategic alignment of IT with business goals and objectives, functions as project manager, leader, communicator

C Technology O, ensuring the throughput, speed, accuracy, availability and reliability of IT

C Security O, ensuring the security of IT systems

C Privacy O, ensuring the ethical and legal use of information

C Knowledge O, collecting, maintaining and distributing the org. knowledge

Gap between Bus. people & IT people

Improving Communication

PACT service design framework

People, Physical, Psychological, Usage differences

Activities, Temporal, co-operation, safety, content, establish requirements for technology

Contexts, Physical, social, organizational environment

Technologies, Hardware, software

Doing PACT analysis


Envisioning ideas

Work with relevant people

Write up scenarios, conceptual, concrete, Personas/ prototypical user

In-class exercise: PACT analysis on Facebook

Tutorial: Personal Productivity Using iServices

Good file management, Individual information management, When, Chronological, What, Functional, How, Role, Naive, New innovations, Tagging, Discussion Questions, Tips, Use My Documents, Limit file name length, Archive completed work, Use shortcuts, Use abbreviations, Use thumbnails, Do not save unnecessary files, Use My Recent Documents

Professional emails

Weekly iApps

Google Shared Calendar

Outlook 2010 mails grouped by conservation

Lec4 Service Nature

Service Definitions

Services Characteristics

Simultaneity, opportunities for personal selling, interaction creates customer perceptions of quality

Perishability, cannot inventory, opportunity loss of idle capacity, need to match supply with demand

Intangibility, creative advertising, no patent protection, importance of reputation

Heterogeneity, customer involvement in delivery process results in variability

Customer Participation in the Service Process, attention to facility design, opportunities for co-production, concern for customer and employee behavior

In class exercise: Google Services characteristics

Service Package

Supporting Facility, The physical resources that must be in place before a service can be sold

Facilitating Goods, The material consumed by the buyer or items provided by the consumer

Information, Operations data or information that is provided by the customer to enable efficient and customized service

Explicit Services, Benefits readily observable by the senses. The essential or intrinsic (must have) features

Implicit Services, Psychological benefits or extrinsic (extra) features which the consumer may sense only vaguely (unclearly)

Service-Product Bundle

Business,Core, Peripheral Goods, Peripheral Service, Variant

Strategic iService Vision

Target Market Segments

iService Concept

Operating Strategy

Service Delivery System

In class exercise: Compare 2 Strategic iServices' Visions


Competitive Environment, Relatively Low Overall Entry Barriers, Economies of Scale Limited, High Transportation Costs, Erratic Sales Fluctuations, No Power Dealing with Buyers or Suppliers, Product Substiutions for Services, High Customer Loyalty, Exit Barriers

Competitive iService Strategies, Overall Cost Leadership, Differentitation, Focus

Competitive Role of Information, Online, off-line, External, Internal Use, Using information to Categorize Customers, Coding, Routing, Targeting, Sharing

Discussion Questions

Customer Criteria for Selecting, Availability,Convenience, Dependability, Personalization, Price, Quality, Reputation, Safety, Speed

Winning Customers in the Marketplace, Service Qualifier, To be taken seriously a certain level must be attained on the competitive dimension, as defined by other market players, Service Winner, The competitive dimension used to make the final choice among competitors, Service Loser, Failure to deliver at or above the expected level for a competitive dimension, In class exercise: Google Docs vs Microsoft Live Office

Lec5 Storage Management & Database

Types of Decisions you face





Data Warehouse

Transactional Information

Analytical information

Database Management Systems

Relational Database Model

Data management Components

Database Caharacteristics, Collection of information, Direct or Indirection interaction, Created with logical structure, data dictionary, Include logical ties within the information, Primary & Foreign key, 1 - Many relationships, Include built-in integrity constraints, Checkings and cascade ops

Tutorial: MS ACCESS 2010 - Create Form and Report

Discussion Questions on Database

Electronic Data Interchange (EDI)

Weekly iApps


Micro Blogs, Sina, Twitter

Lec6 Prototyping

Types of prototypes

Throw-away, rapid and cheap

Incremental, built as separate components, one by one

Evolutionary, prototype altered to incorporate design changes and becomes the final product

Designing & Prototyping

Fidelity, Low, Verbal or Paper mock-up, Story Board, Medium, Interactive, UI Prototype, Visual Studio, PowerPoint, High, Functional prototypes

Lec7 Usability - Design Principles

Design Principles

Learnable, Visibility, easy to recognize and recall, Consistency, features consistent within similar services and standard, Familiarity, user familiar with the language and symbols used, Affordance, it is clear what they are for

Effective, Navigation, enable people to move around the system, Control, clear that who or what is in control, Feedback, timely feedback, Recovery, recovery form actions, mistakes and errors, Constraints, prevent user making mistake or doing inappropriate operations

Accommodating, Flexibility, multiple ways of doing the same operation, Style, stylish and attractive, Conviviality, polite, friendly and generally pleasant

Web-based service usability

Content Design, F-pattern, Golden Triangle, Don't

Navigation Design, Site ID Logo, Breadcrumbs, Tabs



Usability Poisons

Tutorial exercise: Websites usability comparison

Lec10 Evaluation & iService Quality

Design & Implementation Evaluation

Functional VS Non-Functional Requirements, Must do, Must Have (Quality)

MoSCow Rules, Must Have, Should Have, Could Have, Would like to have but won't have

Interviews, Stories, Scenarios, Prototyping, Historical questions, Technology expericence & knowledge questions

Heuristic Evaluation, Expert Analytic type, Steps, Severity rating, 10 Heuristics List

Claims Analysis, Pros, Cons

iService Quality

Customer Satisfaction, = Expected - Preceived

SERVQUAOL, 5 Dimensions

E-S-QUAL, 4 Dimensions, Efficiency, Fulfillment, System availability, Privacy

Lec11 Mobile iServices

Weekly iServices



Internet Forum

Computing and Internet Trend

Mobile Platforms

iPhone OS


Windows Phone 7

Mobile iServices

Mobile Apps Showcase, Games, Entertainment, Location-based services, Transparent Pricing, Deep Discounts, Immediate Gratification, Mobile Coupons, Branded mobile Apps, Push Notification, Social Rewards program

Localized Mobile Apps

Global Mobile Apps



Design considerations

Lec12 Marketing, Privacy, Ethics, Security

Facebook marketing

Trend, in HK



What Can You Do on FB?, Social Ads, Tergeting, Group, Page, Applications, Games, Quiz, Social Plug-ins, Activity Feed, Comments, Like Button, Like Box, Login Button, Recommendations, Landing Tab, Online Shop, Sweeptakes, Photo Competition, Virtual Gifts


Case 1. Facebook

2. QQ

3. Octopus

Limits in the Use of Information, Invasion of Privacy

Business Ethics

5 Core Values, Honestly/Integrity, Responsibility, Fairness, Respect, Compassion/Kindness

Ethical Issues in Marketing

10 steps to improve Standards

4 steps Pyramid of Corporate Social REsponsibility

Information Security

Internet Threats, Cloud Computing Security, Spam & Zombies, Zombies on mobile, Stopping Spam, Malware, When is it safe to click on "install updates" pop-ups?, Anti-virus, Preventing Phising, Creating Strong Passwords, Backup and Recovery Strategies, Firewall