L1 Introduction

INFS2030: Digital
Business
Management
Week 1 – Introduction to
the unit
Uri Gal
[email protected]
Consultation: By appointment
Page 1
What is this UoS about?
– What does it take to successfully develop a digital business?
– Theoretical and practical business knowledge

– Understanding the main managerial issues, concepts, models and processes relevant
to doing business digitally
– Taking a business perspective to technology management
– Applied component
– Putting knowledge to use to develop your own digital business
Page 2
Why is this unit relevant? Digital business models are
reshaping industries!
Page 3
About me
Uri Gal - Professor of business information systems
› Email: [email protected]
› Consultation: By appointment
Page 4
Learning Environment
– Lectures
– Tutorials
– Group Project and Presentation
Page 5
Learning Resources
– We will not use a textbook!
– All readings and additional materials will be provided to you
Page 6
List of topics
Week Lecture Date INFS 2030 Topic Assessment
1 1 20-Feb Introduction and unit overview
2 2 27-Feb Digital economy
3 3 6-Mar Digital business models
4 4 13-Mar Digital strategy
5 5 20-Mar Digital marketing
6 6 27-Mar Business model canvas Project proposal
7 7 3-Apr Design thinking and journey navigation Mid term exam
8 10-Apr Mid semester break
9 8 17-Apr Platforms
10 9 24-Apr Design of digital systems
11 10 1-May Change management
12 11 8-May Open source and large-scale collaboration
Report submitted /
13 12 15-May Group assignment presentation Presentation
14 13 22-May Group assignment presentations Presentation
29-May Study Break
5-Jun Exam period Final exam
Page 7
Weekly Structure – Lecture and all tutorials are on Monday
– Lecture – 10:30am-12pm - Zoom
– Tutorials - H70.03.3190
– 12:30pm - 2pm
– 2pm - 3:30pm
– 4pm - 5:30pm
– 6pm – 7:30pm
Page 8
Assessment Scheme
Page 9
What do you need to do to get through this unit?
– Mid Term Exam (week 7, Exact date/time TBC)

– Multiple choice exam. Covers all lectures and reading material from weeks 1-6
– Group project report (15 May, 10:00am)

– An applied assignment that involves the development of an business plan for a
new digital product or service of your choice.
– Report & class presentation
– Final exam (exam period, Exact date/time TBC)

– Covers all lecture and reading material from weeks 1-13
Page 10
Group Project – What you need to do
› Organise groups of 5-6 students & appoint a group leader

- Email names, SIDs, and emails of members and leader (Due Thursday March 2, 12pm).
- Use the group template form in the learning resources section in Canvas.
- All group members must be in the same tutorial.
Deliverables
1. Project Proposal – 7 to 10 Slides (Due Week 6, Tue 27th March 10am)
- Think of an idea for a digital business
- What are the products/services that you are offering?
- Why is there a need for the digital business that you are proposing?
- Preliminary market analysis and assessment of competitive environment
- Proposed marketing strategy
2. Final Project Report (Mon 15th May 2022 , 10am (25% of final mark)
- See Group Project Handout, to be posted on Canvas
3. Presentation (Academic Weeks 12 & 13) - 10 minutes + 5 minutes Q&A (5% of final mark)
Page 11
Occupational Health & Safety
The University is committed to providing a safe and healthy
workplace.
We all need to comply with the University’s OH&S instructions.
As a student of this University you must:

▪ know who to contact and how to act in an emergency (Quick Links –
Emergency Help)
▪ not put yourself or the health, safety and well-being of others at risk
▪ be aware of and identify hazards and report them
▪ familiarise yourself with emergency and evacuation procedures
▪ cooperate with and follow the directions given by your lecturer/tutor/staff
member during emergencies and trial building evacuations
▪ report accidents, near misses, injuries – if you are a witness to an accident
etc, you must also tell your lecturer/tutor/a staff member
Page 12
Occupational HealthHealth
Occupational & Safety
& Safety
How to act in an emergency

▪ Be aware of emergency exits, follow the directions given by staff
and gather at the designated assembly point
How to report hazards

▪ Tell your lecturer, tutor or other staff member so action can be taken to avoid,
eliminate or minimise hazards
How to Report accidents, near misses, injuries

▪ Tell a staff member and also complete an Incident Report Form within 24 hours
of the incident happening. Forms can be obtained from the Discipline Office
(Room 415, Faculty of Economics & Business – H69)
For Further Information: www.usyd.edu.au/ohs
Page 13
Overview of digital business management
Week 1
Page 14
Week 1: Learning Objectives
At the end of this session, you should be able to:
– Understand the impact of digital technologies on traditional businesses
– Define the meaning and scope of digital business
– Explain the main reasons for the growth of digital business
Page 15
We are entering the third wave of digital innovation with large
industry opportunities yet to emerge
Page 16
New technologies continuously emerge. Most go through
cycles before they eventually become productive
Page 18
Average company lifespan on S&P 500 Index (rolling-7-year average)
Page 19
Quick Question…
– What is the largest business in the world today?
Page 20
Google Circa 1998
Source: Wayback machine archive: http://web.archive.org/web/19981111183552/google.stanford.edu
Page 21
Google today (Alphabet)
› ~$282b revenue in 2022
Page 22
Google today (Alphabet)
› Main revenues from advertising (~80%) and a host of other products and
services:
- Search engine
- Social media (YouTube)
- Operating systems and browsers (Android, Chrome)
- Cloud computing (Google apps)
- Web analytics (Google trends, Google analytics)
- Maps & navigation (Google maps, Google earth)
- Mail client
- Artificial Intelligence
- Etc.
https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitions_by_Alphabet
Page 23
A Quick Exercise…
– Come up with at least one example of a digital business in each of these

categories:
– Books
– Music
– Online Auctions
– Social Media
– Finance
Page 24
The Impact of Digital Technologies on Traditional Businesses
– What was there before…

– Amazon?
– Netflix?
– Google?
– Facebook?
– Uber?
– Tesla?
– Paypal?
– Why have changes in the business landscape happened so quickly?
Page 25
Exponential advancements in technology enable digital
businesses
– The commercialisation of the Internet - mid 1990s (based on HTTP and TCP/IP)
– http://www.youtube.com/watch?v=qv0XCaUkfNk
Page 26
businesses
– Processing power – Moore's law
Page 27
businesses
– Data transmission and broadband networks

– 1990s - dial-up, 56kbps; a single, low-quality song around 10 minutes to download
a song
– 2000s - broadband (ADSL), wifi hotspots, copper cables, 20-100mbps
– 2010s - Fibre-optic cables, can get to 1gbps (1,048,576 Kbps)
Page 28
businesses
– Data storage
Page 29
businesses
– Artificial Intelligence
– https://www.youtube.com/watch?v=mJeNghZXtMo
– And… potential for massive business disruption!
Page 30
Characteristics of Digital Business
1. Ubiquity
- The internet is available everywhere, at all times, from multiple platforms and devices
2. Global Reach
- Over 5.3 billion users – https://www.statista.com/statistics/273018/number-of-
internet-users-worldwide
- Over 15 billion connected devices (IoT) -
https://www.statista.com/statistics/1183457/iot-connected-devices-worldwide
- Connect to billions of products, services, and people across national and cultural
boundaries
3. Information Richness
- Close to 1.9 billion websites
- Text, video, and sound
Page 34
Characteristics of Digital Business
4. Interactivity
- A continuous two-way transfer of information between a user and a
system. Enhances online experience.
- Computer games, web browsers
- Websites and applications (search, user-generated content – reviews &
recommendations)
5. Customization / personalization
- Online content tailored to preferences of each individual user
- Data provided by users: forms (demographics), stated preferences
- Data gathered about users: behavior patterns (YouTube, Amazon)
Page 35
But we need to be aware of the risks!
– Technological issues
– Google Bard
– Not released yet
– - Wiped $100bn off shares
– Business issues
– Google+
– 2011-2019
Page 36
Main categories of Digital Business
– B2C - business to consumer

– Online businesses attempt to reach individual consumers (Netflix).
– B2B - business to business
– Online transactions between businesses, such as between a manufacturer and
a distributer, or between a distributer and a retailer (Slack).
– C2C – consumer to consumer
– Online transactions and exchange between individual consumers (Etsy).
– G2C– government to citizen
– Online communication between a government and its citizens (MyGov)
Page 37
Page 38
Next week…
– Readings for week 2, "The Information Economy", Chapter 1 – link provided in

Canvas
– Follow Canvas daily for ongoing updates!
Page 39

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INFS2030: Digital

– What does it take to successfully develop a digital business?

– Theoretical and practical business knowledge

Uri Gal - Professor of business information systems

– Group Project and Presentation

– We will not use a textbook!

– All readings and additional materials will be provided to you

– Lecture – 10:30am-12pm - Zoom

– Mid Term Exam (week 7, Exact date/time TBC)

– Group project report (15 May, 10:00am)

– Final exam (exam period, Exact date/time TBC)

› Organise groups of 5-6 students & appoint a group leader

As a student of this University you must:

How to act in an emergency

How to report hazards

How to Report accidents, near misses, injuries

For Further Information: www.usyd.edu.au/ohs

At the end of this session, you should be able to:

– Understand the impact of digital technologies on traditional businesses

– Define the meaning and scope of digital business

– Explain the main reasons for the growth of digital business

– What is the largest business in the world today?

Source: Wayback machine archive: http://web.archive.org/web/19981111183552/google.stanford.edu

› ~$282b revenue in 2022

– Come up with at least one example of a digital business in each of these

– What was there before…

– Why have changes in the business landscape happened so quickly?

– Processing power – Moore's law

– Data transmission and broadband networks

– And… potential for massive business disruption!

– B2C - business to consumer

– Readings for week 2, "The Information Economy", Chapter 1 – link provided in

– Follow Canvas daily for ongoing updates!

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