UNIVERSITY EXAMINATIONS UNIVERSITEITSEKSAMENS me = MBL93GX January/February 2012 E-BUSINESS AND TECHNOLOGY MANAGEMENT Duration 4 Hours 100 Marks EXAMINATION PANEL AS APPOINTED BY THE DEPARTMENT. Use of a non-programmable pocket calculator 18 permissible ‘This paper consists of 2 pages. This Is an OPEN book examination ‘student number : : ‘Bxarunaton Centre : INSTRUC |ANDIDATES: : Answer ALL questions. Please use the supplied examination answer book ‘THIS EXAMINATION PAPER MUST BE RETURNED WITH THE EXAMINATION SCRIPT ‘This examination paper remains the property of the University of South Afnca and may not be removed from the ‘examination room ITURN OVER]MBL93GX JANUARY FEBRUARY 2012 Additional Material Apple, iTunes, iPhone cases SECTION A: INNOVATION [30 marks} 1 Why do scientists and business often disagree on the term innovation? 6) 2 Do you believe the onginal iPhone was innovative? Justify your answer (6) 3 What types of innovation can you identify from Apple as a technological organization? Also justify each example you give? (10) 4° What challenges does an organization like Apple face n terms of innovation? (10) SECTION B: NEW PRODUCT DEVELOPMENT [40 marks] 1. Marketing plays a huge component of a New Product's life cycle Using Apple's iPhone as an example what is Apple's strategy, marketing-wise to the iPhone? (10) 2.1 Also using Apple's iPhone as an example, what phases of a product lifecycle can you outline with the first Phone? (10) 22 Why do you think the life span has been very short (1€ to replacement by the subsequent Phone)? ©) 23 Do you agree or disagree with this strategy? ©) 3 Outline Apple's strategy with the iPhone product (10) ‘SECTION C: E-BUSINESS [30 marks] 1 Apple enjoys a healthy revenue stream via its online iTunes store What has Apple done correctly in order to achieve success with its iTunes (18) 2 What threats and weakness exist for iTunes, and how can these be countered? (15) (MR BS MASIVE DRE MNKANDLA (Ud) ° ‘UNISA 2011