Information Technology Reference
In-Depth Information
WEB EXERCISES
1.
Do research on the Web to find three recent examples
where the consumer records of a major e-tailer were com-
promised. How did each e-tailer handle its situation with
its customers? Which e-tailer do you think reacted best?
Why did you choose this e-tailer?
2.
Research and document the current status of the Motion
Picture Association of America (MPAA) efforts to prevent
the illegal copying and/or sharing of movies. Write a brief
report for your instructor. Include a discussion of your
opinion on the legality of sharing movies.
CAREER EXERCISES
1.
Do research to identify several new interesting m-commerce
applications.
career yet, answer this question for someone in marketing,
finance, or human resources.
2.
For your chosen career field, describe how you might use
or be involved with e-commerce. If you have not chosen a
CASE STUDIES
Case One
The NFL and B2B
massive amounts of NFL information custom-designed to suit
each need. The NFL required the system to be secure, robust,
scalable, and flexible to allow for continuous growth of users
and content.
The NFL calls the resulting system the media portal at
NFLMedia.com. The portal provides a “one-stop-shop for
concise, intuitive, searchable, and immediate consumable
league, game, and team information that helps reporters
write better stories.” The new portal is also easy to administer
and maintain. As with many development efforts, the NFL
solicited suggestions from its customers, the media that it
serves. Personalization is an important new capability. Each
user has a unique profile that keeps track of the user's history
and interests and automatically provides the information that
is of most interest to that user. For example, the Chicago
Tribune is offered news that focuses on the Chicago Bears.
The NFLMedia.com site provides a wealth of information,
including current news and press releases, a link to the
archives, league standings, and links to each of the 32 team
Web sites. The site includes information on prominent events,
history, policies of the NFL, press credentials, calendars and
schedules, community relation activities, league statements
and transcripts, and much more, according to the cited arti-
cle. All of this information is organized so that it can be custom
sorted. Much of the information is labeled for “Media Access”
only, allowing reporters to get scoops that are otherwise
unavailable to the public.
The NFL employs a number of people in its PR department
to filter information that continuously pours in from league
The National Football League (NFL) is the biggest business in
sports. Established in 1920, the NFL sets the standard for a
successful profit-making sports league. It has been called
one of America's best-run businesses by BusinessWeek
magazine.
The NFL knows that its success depends strongly on its
positive relationship with the media—news organizations that
cover the sport on television, radio, the Web, and in magazines
and newspapers. The NFL has worked hard to provide infor-
mation to the media efficiently to increase coverage of the
league, games, teams, and players.
Recently the NFL set out to improve its business-to-
business transactions with its media customers. The prod-
ucts that the NFL provides to media include game video,
highlights, team and player stats, and other league
information—all digital products.
The NFL was one of the first sports organizations to
implement a media-only Web site. Media companies origi-
nally paid for a subscription to the information provided on the
password-protected site. In 1997, the site was state-of-the-
art and unique, but ten years later the site is out-of-date and
inefficient compared to what is being provided by new tech-
nologies. The NFL decided to invest in major improvements
to its B2B system.
The system that the NFL worked to design uses an
extranet to provide secure access for media customers to
 
 
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