carnegie mellon university ©2006 - 2010 robert t. monroe 70-451 management information systems...
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Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Evaluating Emerging IT:Digital Media
70-451 Management Information Systems
Robert Monroe
November 15, 2010
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Assignment #4
• Assignment: research an emerging information technology and write a report on your findings– Details posted on wiki under ‘Assignment 4’
• Due date: Wednesday 12/1 at start of class– What you must submit: a URL I can use to read the report
that you have put together for presentation on the web
– Alternatively, share your GoogleDoc to me and post the name of the shared document to Blackboard’s dropbox
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Goals: By The End Of Class You Should Be Able To:
• Make elementary use of the provided analytic framework to evaluate emerging information technologies.
• Be able to describe the key implications that the emergence of pervasive digital media has had on a variety of different kinds of businesses.
• Understand and explain the key benefits and costs associated with digital media for consumers, media (content) producing companies, and information technology companies.
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
What Is Digital Media?
Digital media examples Replacement for “Traditional”…
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
So What Is “Digital Media”?
• What are the major categories of digital media?
• Questions for later today:– Which “traditional” industries / companies has the move to
digital media helped?
– Which “traditional” industries / companies has the move to digital media harmed?
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Play Distribute Search/ Select/
Buy
Encode & Store
Digital Media Lifecycle Overview
Create/Capture
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Play Distribute Search/ Select/
Buy
Encode & Store
Digital Media Lifecycle: Create and Capture
• Record and store locally– video camera, webcam,
microphone, etc
• Convert from raw recordings to finished product– Make movies or videos
– Record podcasts
– Mix songs, etc.
Create/Capture
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Play Distribute Search/ Select/
Buy
Encode & Store
Digital Media Lifecycle: Encode and Store
• Codecs• Standards and formats
– mp3, mp4, jpeg, H.264, AAC, …
• Databases
Create/Capture
01101010101 101010101 0001011 101110 0011 01
01101010101 101010101 0011010 101110 0111 01
Encode(compress)
Decode(expand)
001100 1101 11
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Play Distribute Search/ Select/
Buy
Encode & Store
Digital Media Lifecycle: Search, Select, Buy
• Consumer’s need to:– find what they want
– select or purchase it
– arrange for delivery
Create/Capture
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Play Distribute Search/ Select/
Buy
Encode & Store
Digital Media Lifecycle: Distribute
• Bandwidth• Downloads• Streaming• Broadcast vs. multi-cast vs. uni-cast• Caching and Proxy Servers
Create/Capture
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Play Distribute Search/ Select/
Buy
Encode & Store
Digital Media Lifecycle: Play
• Decode video/audio data– Stream or file– Convert to video/sound/image/text
• Many different platforms and form factors– Mobile phones– Portable Devices (e.g. iPods. Kindles)– TV– PC’s/laptops– Etc.
Create/Capture
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Emerging Information Technology:A Structured Qualitative Analysis Framework
Usage:– Quick filter– Foundation for
detailed analysis
Structure: - Six core questions
- Three secondary questions
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Six Core Questions
• What does the technology do?• What does the technology not do?• What problems does the technology solve?
– … and for whom?
• What problems does the technology create?– … and for whom?
• What complements the technology?• Does the technology require network effects?
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Secondary Questions
• What substitutes are available to solve the problems?• How mature is the technology?• What type of community is available to support and
grow the technology?
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Digital Media (DM) Analysis: Functionality
What DM technologies do What DM technologies do NOT do
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Digital Media (DM) Analysis: Problems and Solutions
Problems DM solves Problems DM creates / causes
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Digital Media (DM) Analysis: Complements, Network Effects
DM complements Need network effects?
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Discussion: Digital Media Costs and Benefits
Benefits Drawbacks
Pro
duce
rs
Consu
mers
Carnegie Mellon University ©2006 - 2010 Robert T. Monroe 70-451 Management Information Systems
Discussion Questions:
• What business opportunities does (or has) the emergence of the following types of inexpensive and ubiquitous digital media creation, distribution, and consumption tools create, and for whom?– Digital imaging– eBooks– Digital music (mp3’s)– Digital video
• Flip the question around: which businesses or industries have been negatively affected by the growth of digital media and its distribution networks?