Digital Business

by Bradley, Madnick, Kim

ISBN: 978-0-9833324-5-9 | Copyright 2016

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Unlike existing MIS and ecommerce textbooks, Digital Business is the first to address a unified view of e-business, m-business, and u-business. The authors use frameworks and models to provide a solid foundation for each chapter, while building a systematic understanding for students throughout the course.

And since knowledge of digital business only becomes complete when it is applied to actual events, the authors provide many cases to illustrate digital business phenomena, such as Apple Inc., Amazon.com, Google.com, Facebook.com, e-Bay.com, Angry Birds, Coca-Cola Co., Wal-Mart, and FedEx Co. The numerous case studies are an important learning catalyst, integrated closely with the theoretical material presented in each chapter.

For any course, Digital Business is comprehensive enough to stand alone, but also intentionally concise so that it will work well with detailed case studies. A number of Harvard Business School case studies have been recommended in the teacher’s manual.

Digital Business can be used as a textbook for classes on digital business, internet business, management information systems, electronic business, information technology management, information technology and strategy, and information systems and strategic applications at the undergraduate, Master’s, and M.B.A. levels.

The book focuses on the digital business driven by the Internet and the rapid advancement in information and communication technologies. The book begins with a description of the rapid changes that drive the global digital economy, and then discusses the evolution of digital business in three stages: e-Business (Internet), m-Business (mobile), and u-Business (ubiquitous computing). This book is concerned with three types of digital business: e-business (Chapter 2, 3, 4, and 5), m-business (chapter 6, 7, 8, and 9), and u-business (chapter 10, 11, 12, and 13).

Part I of the book, chapters 1 to 5, addresses the global digital economy and e-business. Chapter 1 provides an overview and explores the characteristics and impact of the digital economy, as well as the relationship between the digital economy and digital business. Following the introduction of the global digital economy in Chapter 1, Chapter 2 gives an overview of electronic business (e-business). It aims to provide a comprehensive underpinning for e-business. The relationship between the Internet and e-business is the first concept that is reviewed in this chapter, followed by a review of the definitions of key concepts related to e-business and electronic commerce, and an examination of their differences and similarities. Based on this, the major components of the e-business framework are examined in both the macro and micro-environment. Chapter 3 discusses the benefits, evolution, and success strategies for e-business. The first section examines the benefits of e-business derived from the successful adoption of e-business. Next, we review issues that drive the evolution of e-business, which is divided into four stages: adoption, growth, maturity, and transformation. The major issues related to each stage are examined in terms of their social, economic, political, and technical aspects. Then, we examine the characteristics of successful strategies of e-business entrepreneurs. In Chapter 4, a social network business is examined as an emerging and fast-growing business trend using social media technologies. This chapter introduces the concept of social networking sites and the general characteristics of social network business. Chapter 5 addresses digital goods business (DGB) as a purely online based e-business. DGB refers to the business of intangible products sold in digital formats over the wired- or wireless- Internet. DGB is a novel e-business phenomenon which has facilitated the shaping process of the digital economy. This chapter examines an overview of the digital goods business, provides a categorization model and characteristics of the DGB model, and highlights the evolution strategies and application of the DGB model.

Part II of the book, chapters 6 to 9, introduces mobile business (m-business), which plays the role of matchmaker between e-business and ubiquitous business (u-business). Chapter 6 presents an overview of m-business. As the emerging mobile business has used mobile communication technologies to create new business values, a new market and industry centered on mobile business have formed as major forces which drive growth, not only in the IT industry but also in the digital economy. Mobile business is characterized by increasingly personalized and location-based services. In this chapter, we focus on the concept, characteristics, and value chains of mobile business. In Chapter 7, we examine the characteristics and applications of the m-business model. Compared to the standard e-business model, mobile business applications deliver dynamic functionality on various mobile devices. There is a growing interest in the wireless mobile business model as a new growth engine of the 21st century. This chapter discusses the characteristics and applications of the major mobile business models for inter-business, business-to-business, and business-to-customer. Finally, we take a closer look at the major issues required for the continuous diffusion of mobile businesses. Chapter 8 introduces mobile cloud computing. The hottest wave of information technology in the world right now is the quick diffusion of mobile cloud computing. Mobile cloud computing has been attracting the attention of entrepreneurs as a profitable business option that reduces the development and running costs of mobile applications, as a new technology with which a rich experience of a variety of mobile services can be achieved at low cost, and as a promising solution for green IT. This chapter deals with the overview, architecture, applications, advantages, and issues of mobile cloud computing. Chapter 9 deals with the mobile game business as a major application of m-business. The rise of the diffusion of mobile devices has paved the way for the modern advanced mobile game industry. Given our broader objective to increase our understanding of the mobile game business, the purpose of this chapter is three-fold. First, it provides an overview of mobile games. Second, it introduces a classification model for mobile games to evaluate their characteristics. Finally, this chapter suggests some evolutionary strategies to help mobile game businesses advance, and also provides useful insight for further study.

Part III of the book, chapters 10 to 13, provides an overview of ubiquitous business focusing on its business model, technology, and growth strategies. The evolution of computer technology has shifted from the mainframe era, to the mini-computer era, to the personal computer era, and finally to the Internet age. However, now it is heading towards a new paradigm called ubiquitous computing. The concept of ubiquitous computing refers to an environment in which computational technology permeates almost everything, thereby enabling people to access and control their environment at anytime from anywhere. Chapter 10 examines the environment, the concept, and the application of ubiquitous computing. Chapter 11 discusses major challenges in ubiquitous computing technology. An example of such a major challenge is the physical integration and embedding of computing and communication technology to link people, computers, and objects by combining daily life with electronic space on a network. Ubiquitous computing technology has been applied into everyday objects and activities to the point that technology has become virtually invisible in our lives and environment. Ubiquitous computing technologies include automatic identification technologies (e.g., Radio Frequency Identification: RFID), sensors for location (e.g., Global Position System: GPS), temperature, acceleration, and other environmental parameters, as well as wireless technologies. In this chapter, ubiquitous computing technology is divided into basic technology, network technology, and auto-ID technology. Chapter 12 examines an overview of the application, models, and major success factors of u-business. The ubiquitous computing-based business environment is called U-business. The U-business model combines the convenience of the e-business and m-business models. The U-business model is expected to be the next stage in the evolution of business beyond that of the m-business model. Finally, Chapter 13 explores the background of the U-business growth strategy, presents a categorization model for U-business, and develops U-business transition strategies and applications. Several businesses have steadily begun to adopt the U-business model. For the continuous advancement of U-business, it is necessary to establish a systematic business plan. Enterprises encountering new challenges are required to respond to these by establishing appropriate plans and strategies for the successful adoption of U-business.

Expand/Collapse All
Cover (pg. i)
Chapter 1: Global Digital Economy (pg. 2)
Chapter 2: E-Business Overview (pg. 22)
Chapter 3: E-Business EvolutionModel and Strategy (pg. 44)
Chapter 4: Social Networking Businesses (pg. 62)
Chapter 5: Digital Goods Business (pg. 78)
Chapter 6: Mobile Business Overview (pg. 100)
Chapter 7: Mobile Business Model (pg. 116)
Chapter 8: Mobile Cloud Computing (pg. 136)
Chapter 9: Mobile Game Business (pg. 156)
Chapter 10: Understanding Ubiquitous Computing (pg. 176)
Chapter 11: Understanding Ubiquitous Computing Technology (pg. 190)
Chapter 12: Understanding Ubiquitous Business (pg. 210)
Chapter 13: A U-Business Growth Strategy (pg. 226)
Index (pg. 250)
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