Produced by: Natalia Minasenko, BSc Business Studies, Year 2

BS2200: Information technology for Business 1 Coursework 2 Scenario Analysis

Part 1 Background T14 Delicious Entertainment, fashion and leisure sector Focus on the London area only A social bookmarking service for searching, storing and sharing web pages. Part 2 Business Analysis (or Delicious) is a free online classification tool created in 2003 and acquired by Yahoo two years later. It was a long way for product managers and design team to develop Delicious that exists at the moment. Today Delicious is the world s leading social bookmarking service with 3 million registered users and 100 million unique URLs bookmarked (Arrington, 2007). Delicious users can tag and store their favorite bookmarks as well as share them with colleges and friends via e-mail or website and blog posts. With Delicious the whole system of bookmarking became more convenient as users can access their saved bookmarks from any PC. Moreover, Delicious has pioneered a concept of a new search engine. Its competitive advantage is a more reliable and community driven nature. In comparison with standard search tools, like Google and Yahoo, which use algorithm, Delicious ranks the websites by the relevance and quantity of other users tags. Tagging allows for the kind of multiple, overlapping associations that the brain itself uses, rather than rigid categories (O Reilly, 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 either bookmarked London , restaurant and design . Besides bookmarking, users can 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 the entertainment and leisure sector may benefit from the further development of Delicious. From my personal experience with this technology, there is an exceeding number of tagged hotels and holiday resorts, art exhibitions, cinemas and restaurants, gyms and leisure centers, hair dressers, etc. People do not just bookmark these services, but send and share the links with their network. The reason for this tendency implies a human factor, e.g. majority of people would prefer to have their hair done in the place recommended by a friend, or simply tagged by other Delicious user, rather than rely on algorithm of search engine. However, it has minor accuracy problems because some users do not label the tags properly. Hence, the risk of information mislead might occur when using this tool.


Part 3 Describing one vision of the scenario in 5 years time London is Europe s biggest market for leisure and entertainment with a population amounting 7.5 million of residents and the highest households average income across the UK (ThinkLondon, 2010). The capital offers its citizens and guests a great variety of places to visit, try out and discover. In average each Londoner spends about $60 a week on leisure. Though, during the global financial crisis households had to cut down their spending on entertainment, the recovery of economy in the next 5 years will bring this figure back to the pre-crisis level. With the development of technology, the whole business world changes. Nowadays it is hardy possible to find an enterprise or a company that does not have an online presence. According to the Nicholas G. Carr s article over the last ten years the number of sites on the World Wide Web has grown from zero to nearly 40 million. Obviously, from day to day this number will keep on increasing in geometric progression. No wonder that consumers also changed their perception of industries, especially related to business-to-customer services. For instance, before going out for dinner most people do a quick research on the web, read comments, check prices, etc. Delicious makes this procedure even easier due to the reliability and consistency of the search results. There is a possibility that some businesses, such as restaurants, hotels and leisure centers will start advertising their services via Delicious by paying a fee (like a right-hand side of Google adverts). People will massively use delicious to obtain approved by others information about places they would like to visit or discover new recommended spots. By adding new features and advanced search options to the technology Yahoo strives to place Delicious in a row with Google and MSN. Though, the greatest IT risk facing most companies is overspending on the technology. Therefore, making Delicious too complicated and changing its primary mission may drive away many of its users. Part 4 References and sources In this coursework I have used various sources of information. To get the experience of the technology I have signed-up for the Delicious account and tried it s features and add-ons. Also website provides useful information about the development process and special features. Statistics figures and official data are based on the annual report from National Government Statistics website. I found Cass library databases, such as NexisUK and BusinessSourceComplete very useful in search for articles about the technology and the sector. Furthermore, I have accessed several blogs and websites through Google to compare and analyze the future projections of the technology with the user s opinions and forecasts.

1. Arrington, M., (2007) Exclusive: Screen Shots And Feature Overview of Delicious 2.0 Preview, TechCrunch [Online] Available: [22/03/2010]


2. O Reilly, T., (2005) What is Web 2.0. Design Patterns and Business Models for the Next Generation of Software, O Reilly [Online] Available: [22/03/2010] 3. Office for National Statistics (2007), Focus on London [Online] Available: [25/03/2010] 4. Delicious (2010), Delicious blog[Online] Available: [08/03/2010] 5. McGee, Matt (2009), Yahoo Makes Cool Again , SearchEngineLand [Online] Available: [25/03/2010] 6. ThinkLondon (2010), Leisure&Entertainment [Online]. Available: inment.html [25/03/2010] 7. Carr, Nicholas G. (2003) IT doesn t matter, Harward Business Review, Vol. 81 Issue 5, p41-49 [Online] Available: 20881&site=ehost -live [03/03/2010]


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