strategic computing and communications technology ba 290d, eecs 201, is 224 spring 99 introduction...

StrategicComputing and Communications

Technology

BA 290D, EECS 201, IS 224Spring 99

Introduction

David G. Messerschmitt

Hal R. Varian

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Outline

• Motivation and objectives

• Summary of course content

• Student responsibilities

• Grading

• Administrative

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Course materials

• Books– Shapiro and Varian: Information Rules, A

Strategic Guide to the Network Economy– Messerschmitt, Networked Applications: A

Guide to the New Computing Infrastructure.

• Lectures– http://www.sims.berkeley.edu/courses/is224/s99

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Motivation

• Engineering and computer science students:– Successful product positioning and design requires

consideration of many important non-technical issues

– E.g. economics, law, policy

• Management students:– Computer and communication technologies have some

special issues and challenges for high-tech managers

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Motivation (con’t)

• Information management students:– Considerable overlap of information and software in

management challenges

– Technology is infrastructure for information management

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Objectives

• Appreciate and understand non-technical issues that– Arise from special characteristics of high-tech

– Leave their imprint on the industry

– Impact product positioning and design

• Appreciate strategies for success in information and high-tech products

• Bring together computer science, engineering, business, and information management students to learn from one another

• Remain focused on the interaction of technical and non-technical factors (rather than either in isolation)

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Scope

• Information content

• Software– Applications– Infrastructure

• Hardware– Including bundled software

• Network and other infrastructure

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Increasing importance of non-technical factors

• Increasingly the focus is more on “what to do” rather than “how to do it”– Compare architects and civil engineers

• More commercial (market driven), less military

• Deregulation of communications

• Convergence of communications and computing, affecting both industries irrevocably– Focus on standardization in computing due to enterprise and

commerce applications

– Focus on competition and rapid innovation in communications

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Importance of non-technical factors (con’t)

• Economics effects:– Information and software economics

– Network effects, lock-in, winner-take-all

– Open systems and standardization

• Changing role of government– Regulation and antitrust

– Encryption, privacy

– Research funding

– Intellectual property

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Importance of non-technical factors (con’t)

• Changing industry structure– Vertical stovepipe to horizontal layering

– Increasing fragmentation

– Greater role of startups

– Strategic importance of intellectual property

– Collaboration, consortia, standardization, etc.

• Changing nature of the job– Everyone must be flexible, broad, interdisciplinary, and strategic

in small companies

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Major topics

• Changing industry structure• Buyers and sellers• Economic obstacles to change• Standardization, alliances, consortia• Intellectual property• Research support• Government intervention• Examples

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Student responsibilities

• Participate in class discussion (10%)• Participate in online forums (15%)• Two group projects (60%)

– Choose a product category or industry and apply strategic analysis from course

– Develop both sides of a controversial issue

• “Give example” assignments (15%)• Readings (books, Web, other)

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Classroom activity

• Lectures on major topics of the reading– But rely heavily on readings

• Discussion of examples and controversial issues– Supplemented by online forum

• Outside speakers (faculty, industry)

• Project debates

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Administrative

• MBA class representative• http://www.sims.berkeley.edu/courses/is224/s99/

– Follow for announcements• is224@sims.berkeley.edu: mailing list

• Class forum will be set up on www.delphi.com• Group project and speaker (faculty, industry) topic

ideas welcome