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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Samuel Dale
NetID Sdal276
Group
Number
:
377
Website
Link:
https://www.blogger.com/blogger.g?blogID=6077907309034272540#editor/targ
et=post;postID=971373202041044766
Tutorial
Details
Tutor: Day: Time:
Nicholl Friday 9am
Time
Spent
on
Assign
ment:
? Word Count: 1580

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Deliverable 02, INFORMATION SYSTEMS ASSI GNMENT
INTRODUCTION
In the 21st Century our differences continue to divide people, communities and Nations.
Divisions are created because some people dont like people who are different from them.
Difference in race, ethnicity, nationality, religion, political views, sexuality and many other
categories can result in hatred and offensive comments and behaviour, even more so with a
computer screen as a medium to shield communication and humanity. Racially abusive
comments and other offensive behaviour are fuelled by ignorance and complex socio
economic issues.(Joe Cortina, 01/08/12) However on the internet, everyone in the world is
able to express views and can fuel the flames of intolerance comfortably without having to
see their victims or the consequences of their hate speech. Our solution has been created,
to give government and human rights groups the ability to target this intolerance by
mapping out exactly where this hate speech is coming from in order to these areas with
educational material. With knowledge and education comes a more peaceful and stable
society.
3. BUSINESS SECTION
3.1 Vision
To use technology to bring peace and harmony to the global community.
3.2 Industry Analysis: Geographic Information Systems (GIS) Industry
This industry includes computer systems designed to capture, store, manipulate, analyse
and manage all types of geographic information. Some other systems within this industry
include GPS navigation systems, smartphone tracking systems and google maps. (Kenneth E.
Foote and Margaret Lynch, 1995)
Our solution system differs slightly in the fact that it maps out specific locations by
pinpointing where certain keywords or phrases have been used on social media sites. It is
only triggered by a few words whereas smartphone tracking systems for example, track all
smartphones at all times. Our system is a highly specific system within the GIS industry.

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Force: High/Low: Justification:
Buyer power: High Because the system is not particularly expensive
(as it uses the internet to function) and the
buyers themselves are limited and influential (the
government), pricing for the system is cheap.
Supplier power: High Few people understand the information systems
behind the process of pinpointing locations
through keywords used on social media. And this
expertise would be quite limited to people with
computer science careers and the original makers
of the system themselves.
Threat of new entrants: High It is not expensive to create this type of system
however it does need some extensuve marketing
to make it attractive to buyers. Even so, the
threat of new entrants is high and probable,
especially if this system is a success.
Threat of substitutes: Low Within the chosen industry it is very difficult to
target discrimination on the internet without
being so similar to this system that it isnt
considered a substitute but rather a competitor
or new entrant. (Jacob Hines, 24/07/13)
Rivalry among existing
competitors:
Low This type of system is quite fresh and new when it
comes to an actual business rather than an
experimental system and therefore there are not
really any existing competitors and rivalry is low.

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Overall attractiveness of the industry: Not attractive overall due to high supplier and buyer
power however is within a virtually untouched sub section of the industry.
3.3 Customers and Thei r Needs
The customers for this specific system are quite limited however many hold significant
power and funds. Governmental departments within many nations and sub national
jurisdictions with high internet access as well as Non Government Organizational Groups are
all wealthy potential customers who generally care about human rights and will use this
system to implement social change to combat hate speech online and offline. The needs of
these customers would be high integration with the systems management so that they
could have significant input and sway over the way the system is used. The keywords to
pinpoint, what social media sites and what action to take once the data has been analyzed
are all important inputs and information the customers would need significant input in to be
successful. That is why a customer feedback system is of vital importance in order for the
system to be attractive and to meet the end result of improving societial harmony.
3.4 The Product and Service
This system, uses IP address tracking technology to and geographic mapping technology, like
that used by google earth and bingmaps, to pinpoint where these users are located and
then maps them out as a storage system or a database to find where clusters form. It only
pinpoints IP addresses when specific keywords are used on targeted social media sites like
facebook, in order to track the trends of in which locations these key words are being used
and by whom. Similar technologies have been trialled by research groups in the US to track
where racist and homophobic language was being tweeted from and laid out as a heat
map.(Riya Bhattacharjee, 13/05/13) Similarly in Japan, anti-racism groups have used google
maps and linked photographed racist tagging with their location to map out where the racist
graffiti is forming clusters and targeting these clusters with anti-anti-korean
advertising.(Dean Arnett, 18/03/14) Our system is specific and can be rearranged to suit the
need of the customer (say if a government department wants to target religious hatred,
they would pinpoint keywords which are offensive towards different religious groups
involved. The data collected and mapped out gives a good indication where to target against

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intolerance. Organizations can target this in a number of ways including educational
material or some sort of community awareness campaign.
3.5 Suppliers and Partners
The system needs computer engineers and system programmers behind it in order to be a
successful product and should therefore partner up with software firms or headhunt young
and innovative computer science graduates. Suppliers are almost irrelevant due to the lack
of hard materials within the product and manufacturing. It is mostly software and could
therefore try to get funding from google or other web giants.
3.6 Generic Strategy
Because the system is not particuarly expensive and the uses narrow, the overall strategy is
Cost Focus. (or focus strategy).
3.7 Value Chain Activity
The most important value chain activity for this business is Marketing and Sales.
Because this system is not yet well known or widespread, it is important to advertise
broadly in order for a positive reputation to be created.
3.8 Business Processes
3.8.1. CUSTOMER INPUT PROCESS - The keywords to pinpoint, what social media sites and
what action to take once the data has been analysed are all important inputs and
information the customers would need significant input in to be successful. That is why a
customer feedback system is of vital importance in order for the system to be attractive and
to meet the end result of improving societal harmony. (Omer, Minkara, 01/01/12)


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Start
End
Capture Customer
opinions through
questionnaires and/
or surveys
Use customer
research to form
innovative ideas
and technology
Develop these
ideas into
features
Release these new
features to the public
as an updated version
of your system
Are these new features
successful in improving
your system?
Release Final
Product
Yes
No
Data Storage
Yes
Customer Feedback system


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3.8.2. ABUSER LOCATING PROCESS Using mapping technology as a data storage system and
targeting specific language or key wordswe are able to locate areas in need of societal
reform.
Start
Pick Key Words
which will be
used to pinpoint
intolerant
internet users
Analyze chosen
social media
sites for this
keyword
Capture
location of
internet users
account where
keyword is used
Store location in
database Database in the
form of a Map
Does an area have a
large number of
intolerant uses
pinpinted?
No
Sell information to
Government
departments or
NGOs to target
specific areas.
Yes
End

3.9 Functionalities
3.9.1. MAPPING PROCESS
The ability to form clusters on a map and to pinpoint specific IP addresses

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3.9.2. LOCATING PROCESS
To link keywords on social media sites to geographical locations.
3.10 Systems

3.10. 1. DATA STORAGE SYSTEM By using the locating process and linking with keywords we
can keep track of all located abusers on a map, we are able to keep tabs and recognize
clusters and specific areas which need targeting.
3.10. 2. CUSTOMER FEEDBACK SYSTEM It is important to get input form customers and to do
this we need to question our customers on how to improve.
3.10. 3. GLOBAL POSI TI ONING SYSTEM The system is able to locate precisely what
geographic location an IP adress is at. This system is used to store the location in the
database and by using the mapping process we are able to view the overall data in one
picture.

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3.11. Summary Table: Value Chain to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information
System(s)

Marketing
and Sales
1. Customer
Input
process
Mapping Process Data storage system

Customer feedback system
Customary Relation
Management
2. Abuser
Locating
process
Abuser Locating Process Global positioning system

Data storage system

Enterprise Resource
Planning



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CONCLUSION
In order for this system to do its job and help communities create a tolerant environment
for all, Customer input must be included in every stage of the system, the people behind the
mapping and analysing must be trained and professional and storage of data needs to be
reliable and secure. Our product can in the end make a huge difference in fighting
discrimination and challenging societys often ugly heirarchies and make the world a better
place.
REFERENCES

1. Joe Cortina, (01/08/12), Ignorance breeds fear. Fear breeds hate. Hate breeds
violence. Education breeds confidence. Confidence breeds hope. Hope breeds peace,
Retrieved from URL:
http://mynameisjoecortina.wordpress.com/2012/09/01/ignorance-breeds-fear-fear-
breeds-hate-hate-breeds-violence-education-breeds-confidence-confidence-breeds-
hope-hope-breeds-peace/
2. Kenneth E. Foote and Margaret Lynch, Department of Geography, University of
Texas at Austin, (1995), Geographic Information Systems as an Integrating
Technology: Context, Concepts, and Definitions, Retrieved from URL:
http://www.colorado.edu/geography/gcraft/notes/intro/intro.html
3. Jacob Hines, (24/07/13), Threat of Substitutes (one of Porters Five Forces),
Retrieved from URL: http://strategiccfo.com/wikicfo/threat-of-substitutes-one-of-
porters-five-forces/
4. Riya Bhattacharjee of MSN, (13/0 Retrieved from URL:
http://news.msn.com/us/hate-heat-map-shows-where-racist-homophobic-tweets-
come-from

5. Dean Arnett, (18/03/14), #BBCtrending: Using Google Maps to track racism in Japan,
Retrieved from URL: http://www.bbc.com/news/blogs-trending-26635848

6. Omer, Minkara, (01/01/12), "Customer Experience Management: Using the Power of
Analytics to Optimize Customer Delight". Aberdeen Group, Retrieved from URL:
http://www.aberdeen.com/Aberdeen-Library/7460/RA-customer-experience-
satisfaction.aspx