Introduction to information systems CASE 2 The New York Times and Boston Scienti

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Introduction to information systems
CASE 2 The New York Times and Boston Scientific: Two Different Ways of Innovating with Information Technology lmost everybody has a theory abouc how to hink about where the business is going." Froms Frons is focused on enhancing revenue Frons is focused it save the UtS nekspaper indusery. The only coniensis, it could all but disappear At The Na ort Times, tough and sutomation times have elevated IT-cnabled innovation to the top of the agenda. The New York Times has launched a cool interactive pular Nettlis remtals across that shows the most p : New York, San Francisco A research and developmcor group, created in 2006, 12 U.S. metropolitan arcas operates as á shared service across fio stanion, and amore than So Web sites. Our our entry onto new platfonms by iden Scattle, Minncapolis, Denver, Adlanea, Dallas, and Miami. kie and a closer Twilight fan (and If you're a Neflix jun opportunities, conceptuahizing, and proeoryping you live in a major U.S. city). your rental habits are now the company's vice prcson display. To create the map. The Nea York Time parmered with Neflix. The map is a graphical database rilying iden, aplains Michacl Zimbalist, ident of R&D Zimbalis's staff of 12 inclules eipens in rapid promof the top 100 most-rented Netflix films of 20o9 laid typing, specialists in areas hke mobile or cdloud onmpoting on top of maps. With it, you can graphically explore datá for insight whar visitons do. They work within a comnon framework that were haredloved by critics, an alphabetical list, and example, select most rented and when based on idea generation, devclopaicnt, and diffusion most rented. For e throughout the basiness. Recent projects included proto you mouse-over ZiP code, a window pops up that rypes for new display ad concepes, as well as BlackBerry apshows you what the top Neeflix rentals are for that plications for Boston.com and the expere site About.com specific region The wamk work i intended to supplemcnt and supportSome trends are not surprising the most Netflised ianrwation taking place within che basiness units. For ex movic of 2009 was The Carieas Case of Beajemin Btron eyping E-Ink, an energing desplay though Slumdog Milionaire and Trilight were both in rechnology that some business units cant spare the re the top ten. Milk, the story of San Francisco activist Harvey Milk, was popular in San Francisco and other sources to investigate Ar NY Timies.com, CTO of Digital Operations Mare city centers, but not so much in the suburbs of south- design and product development group worked ern cities (such as Dallas and Aclanta). Mad Men, the th Zimbalise's ream and Adobe developers on the 1960s-se drama about adverising exeos, was hot in parts Times Reader 2.0 application-the next gencration, on- of Manhaman and Brooklyn, bur not in any other major screen reading system it developed on the Adobe AIR cities (it harely got mention in Denver and Dallas, and The map does show some interesting trends Big tion consess. Winners receive cash, recognition, and the blockbusters were not as popular in ciry centers (Wnnd among his 120-person team with ewice-snnual innova- resources to curn their ideas into realiry. Typical projects and Trausformer: Reenge of the Fallen, barely made a mcasured against criteria like revenue potential or splash in the city centers of Manhattan and San Francisco). ic value, but R& D projects aren't. "Since we although this could be duc to the fact that a lot of people software, theres no huge capital invesunent up see blockbasters in movic theaters. Lat Chane Harves, a front," Frons says, "which allows us to experiment. The romantic comedy starring Dustin Hoffiman and Emma Thompson, was enjoyed in wealthier suburbs (such as Times Widgets, a widget-making platform, was a Scarsdale, but not in city centers (such as Manhattan). winner, as was the recently launched Times Tyler Perry's movies (Ter Perry Mades Gocr m Jal and wire, a near real-time customizable interface for online Tkr Amy) 7h Senly har myr) woe ppalar in pre. emphasis is on rapid development cific problems a aninantly black ncighborbonds

Explanation / Answer

Netflix can use the data to improve its business by targeting specific areas. For example, advertising campaigns can be increased in places where Netflix is being used lesser in spite of movies being popular there. Similarly, with the help of the data, Netflix can come up with more strategies to improve their overall business. In addition, the data can also be used in forecasting which rental movies will have more demand, so that the supply of those movies can be increased. In addition, care can be taken to see that enough stock is being maintained in the areas where movies are popular. Netflix can also work on improving its marketing efforts in the regions where movies are not popular. Overall, the data can be used by Netflix to come up with an effective marketing plan which will enable them to improve their business. Competitors of Netflix can take advantage of this data by coming up strategies to improve their business. For example, they can choose to focus more in areas where Netflix is not popular. In addition, by knowing which movies are being rented by Netflix, they can negotiate with other film makers to get rights for renting their movies. Similarly marketing research companies can use the data to understand consumer preferences. Production companies can also use the data to produce movies which are similar to the popular ones.

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