1Produced by: Natalia Minasenko, BSc Business Studies, Year 2
BS2200: Information technology for Business 1Coursework 2 Scenario Analysis
Part 1 Background
T14 DeliciousEntertainment, fashion and leisure sectorFocus on the London area onlyA social bookmarking service for searching, storing and sharing web pages.
Part 2 Business Analysis
Del.icio.us (or Delicious) is a free online classification tool created in 2003 andacquired by Yahoo two years later. It was a long way for product managers anddesign team to develop Delicious that exists at the moment. Today Delicious isthe worlds leading social bookmarking service with 3 million registered usersand 100 million unique URLs bookmarked (Arrington, 2007). Delicious userscan tag and store their favorite bookmarks as well as share them with collegesand friends via e-mail or website and blog posts. With Delicious the wholesystem of bookmarking became more convenient as users can access their savedbookmarks from any PC. Moreover, Delicious has pioneered a concept of a newsearch engine. Its competitive advantage is a more reliable and communitydriven nature. In comparison with standard search tools, like Google and Yahoo,which use algorithm, Delicious ranks the websites by the relevance and quantityof other users tags.
Tagging allows for the kind of multiple, overlappingassociations that the brain itself uses, rather than rigid categories(OReilly,2005). Therefore, when the user is searching for a restaurant in central London,say Soho, with an unusual design, the system will show all the venues eitherbookmarked London, restaurant and design. Besides bookmarking, userscan create a wish list of places to go and things to do, build a network or just surf through the latest press releases. A wide range of businesses within theentertainment and leisure sector may benefit from the further development of Delicious. From my personal experience with this technology, there is anexceeding number of tagged hotels and holiday resorts, art exhibitions, cinemasand restaurants, gyms and leisure centers, hair dressers, etc. People do not just bookmark these services, but send and share the links with their network. Thereason for this tendency implies a human factor, e.g. majority of people wouldprefer to have their hair done in the place recommended by a friend, or simplytagged by other Delicious user, rather than rely on algorithm of search engine.However, it has minor accuracy problems because some users do not label thetags properly. Hence, the risk of information mislead might occur when usingthis tool.