MIS782 – VALUED OF INFORMATION
Business Case (Group Report)
© Deakin University 1
ASSESSMENT TASK 2 DETAILS
REPORT DUE DATE AND TIME: Week 10, 18 May 2020 Monday, 11:59 PM
GROUP VIDEO PRESENTATION:
Week 8 (various times during seminar), Week 8 starting 4 May
PERCENTAGE OF FINAL GRADE: 30% (25% – Report; 5% – Video Presentation)
WORD LIMIT: 3,000 words
HURDLE DETAILS: Not applicable
GROUP SIZE: 3-4 students
Learning Outcome Details
Unit Learning Outcome (ULO) Graduate Learning Outcome (GLO)
ULO 2: Develop the business
case to motivate an IT
investment for organisations
GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication
GLO4: Critical thinking
ULO3: Appraise, critically
analyse, and communicate the
business value potential of
emerging information
technologies in organizations.
GLO1: Discipline-specific knowledge and capabilities
GLO4: Critical thinking
Assessment Description
Purpose of Assessment task 2
You take the role of a team of IS consultants and prepare a report for Uber in which you should
provide recommendations about how Uber can make use of emerging technologies to enhance its
current operations to gain further competitive advantage. Your recommendation should be
embedded in a business case, which will outline the details of two alternative solutions for this
investment in emerging technology. Your team should also create a video presentation for your report
in which you will pitch your recommendations to Uber.
Requirements of Assessment task 2
In an era of digital disruption and highly competitive environment, organizations have to constantly
innovate their products and services to offer value to their customers to stay relevant. Uber is no
different. Uber has been accelerating Innovation and powering new experiences with AI (Artificial
Intelligence). Dara Khosrowshahi, Uber’s CEO, believes strongly that ultimately Uber had to expand
their scope from cars to broader mobility – bikes, buses and even flying cars, multimodal solution.
However, Uber has been facing challenges in all aspects including huge financial losses.
MIS782 – VALUED OF INFORMATION
Business Case (Group Report)
© Deakin University 2
Based on Uber’s vision, your job is to present a business case for investing in new user experiences
using AI based technologies.
Note the business case for investment in AI based new user experience should meet two criteria:
• The AI-driven investment should be based upon/utilize data and analytics.
• The AI-driven investment should generate business value returns and improve
organizational performance (e.g. cost savings, revenue generation, increased
customer satisfaction)
This report should be 3,000 words (excluding the references and appendices). The supplementary
video presentation to your report should be less than 5 minutes long. Groups of 3-4 students should
be formed.
Below you can find a detailed description of the required sections for this report:
• Proposed initiative title: Give your business case a title.
• Executive Summary (~300 words): In this section, you need to briefly describe the AI-based data
driven investment that you are proposing that will return business value for Uber. You should also
briefly articulate the alternatives, recommendation and high-level implementation plan.
Executive summary is the most important component of a business case.
• Business opportunity (~400 words): The purpose of a business case is to show how an IT
investment can create business value for an organisation. In this section, describe the business
opportunity in the AI based new user experience that will return business value for Uber (e.g.
create a new product or service, improve customer service, improve communication, create or
strengthen relationships with suppliers, customers, or partners). Build your argument to show
why Uber should invest in this technology. Discuss threats and the state of ride sharing industry
that Uber operates to build your argument. Support your arguments with reference whenever
possible.
• Business & IT alignment and Measurable organisational value (MOV) (~400 words): To provide
real value to an organization, IT projects must align with and support the organization’s goals,
mission, and objectives. Therefore, any recommended IT investment and alternatives must have a
clearly defined purpose and must map to the goals and strategy of the organization. In this
section, first briefly mention Uber’s business model and its goals, mission, and objectives. State
how the new investment aligns with Uber’s long-term strategy and current business model. Then
define the IT investment’s overall goal/objectives and measure of success as measurable
organizational value (MOV).
• Identify alternatives (~400 words): In this section, identify two alternative solutions/ways of
implementing the new AI and data-driven new user experience investment you are proposing.
• Analyse the alternatives (~800 words): For each alternative carry out detailed critical analysis for
the following areas.
• Feasibility
• Benefits
• Costs (broad-brush figures, but understanding of different types of costs are important)
• Risks (risk register and matrix)
MIS782 – VALUED OF INFORMATION
Business Case (Group Report)
© Deakin University 3
• Select the best alternative/recommendation and rationale (~200 words): In this section, build
your argument by carrying out some form of comparison among the alternative options to justify
your recommendation. The comparison can be a qualitative assessment. Your recommendation
should focus largely on the potential impact (e.g., reduction of costs, streamlining user
processes, improving customer service) of the chosen IT investment.
• High-level Implementation plan (~400 words): In this section, identify at high-level
implementation plan into phases. Describe each phase briefly and identify
deliverables/milestones, resources needed, timeline and expected level of benefit (as linked to
MOV).
• Conclusion (~100 words): In this section, you should conclude by restating your recommendations
and elaborating how the proposed AI and data-driven new user experience will enable business
value returns for competitive advantage.
• References: References and citations showing the source of all the information in the report need
to be provided (Harvard referencing style). The references used must demonstrate thorough
research using quality references such as journal articles, book sections, conference papers, and
industry reports with good evidence to support your arguments in the sections above. Details
referencing can be found at: https://www.deakin.edu.au/students/studying/study-
support/referencing
• Appendices: In this section, you should place figures or tables that illustrate or summarize your
key points from the recommendations section.
• Further resources for research: MIS782 reading list has further useful readings –
https://rl.talis.com/3/deakin/lists/C0FB0A1B-B92C-5764-AF90-8DC91C5F8944.html
• MIS782 unit help guide with tips on how to search for related references on Uber –
https://deakin.libguides.com/c.php?g=558237&p=6651697
Video presentation
The video presentation should provide a summary of your business case. This should be treated as a
“pitching” exercise. The aim is to sell your business case proposal to the management of Uber. The
presentation should be less 5 minutes long and must include all team members to pitch the key points
of the report. The presentation thus may have short summaries of each of the six steps we
recommended to write a business case. As it is a presentation, make sure you are telling a story to
persuade the management of Uber.
The format is open and up to the group to decide. However, it is expected that everyone in the team
needs to speak. It is not a requirement that you have to show your physical self.
You will have to deliver the video presentation in Week 8 during your allocated seminar. You may
like to upload a MP4 file in CloudDeakin. If the file is too big, you may alternately use other available
methods of submission (e.g. YouTube/Vimeo upload, DeakinAir, Google drive link etc.) and share the
link in the assignment dropbox prior to the presentation. There are guides on the use of DeakinAir
available for students here:
https://www.deakin.edu.au/students/help/about-clouddeakin/help-guides/video-and-audio/deakinair
MIS782 – VALUED OF INFORMATION
Business Case (Group Report)
© Deakin University 4
You will have the link uploaded in CloudDeakin Assignment Dropbox for presentation during seminar.
Each group will take turn and present using their link. If you cannot attend physically, you will have to
inform your tutor before the seminar. Otherwise that member will lose marks for the presentation
component. Online students are expected to attend virtually in their seminar.
The presentation will be assessed on communication, teamwork, expert use of diagrams, figures,
tables, titles, and text. Overall comprehensiveness and persuasiveness of the presentation also will be
considered. Please refer to the assignment 2 rubric for further details.
Note that your tutor will go through each presentation in class and provide feedback. You will also
receive feedback from your peers. You may then use this formative feedback to improve your report to
be submitted in Week 10. This assessment is thus a formative assessment. Final marks will be awarded
after the final submission.
Useful Resources on Uber
• Uber Innovation Newsroom – https://www.uber.com/en-AU/newsroom/
• Uber business model – https://www.innovationtactics.com/business-model-canvas-uber/
Formation of groups
You are required to work in groups of 3 or 4. Once you have organised who is in your group, you will
need to enrol in a group for yourself. To access and enrol in a group, click on the following link:
https://d2l.deakin.edu.au/d2l/lms/group/group_list.d2l?ou=892778
To enrol into a group please liaise with your group members and pick an empty group to enrol into. Do
NOT join a group randomly nor without seeking the original group member permissions.
Please note: You MUST enrol into a group by 10 April 2020!
If you have NOT enrolled into a group by this date, the Unit Teaching team will place you in a group,
and no discussion will be entered into to transfer into another group. The Unit Teaching Team’s
allocation is final.
Submission Instructions
• The report must be one (1) single file. The assignment should be submitted as a Microsoft Word
document named after one of the group members FirstName_LastName_GroupNumber (e.g.
Peter_Jones_Group2 x). Only one submission per group is required.
• A Group Contribution Form (see p.6 of this document) must also be attached as the last page of
your assignments. (Assessments without this form will not be assessed).
You must keep a backup copy of every assignment you submit, until the marked assignment has been
returned to you. In the unlikely event that one of your assignments is misplaced, you will need to
submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting
collusion and/or plagiarism.
MIS782 – VALUED OF INFORMATION
Business Case (Group Report)
© Deakin University 5
When you are required to submit an assignment through your CloudDeakin unit site, you will receive
an email to your Deakin email address confirming that it has been submitted. You should check that
you can see your assignment in the Submissions view of the Assignment dropbox folder after upload,
and check for, and keep, the email receipt for the submission.
Notes
• Penalties for late submission: The following marking penalties will apply if you submit an
assessment task after the due date without an approved extension: 5% will be deducted from
available marks for each day up to five days, and work that is submitted more than five days after
the due date will not be marked. You will receive 0% for the task. ‘Day’ means working day for
paper submissions and calendar day for electronic submissions. The Unit Chair may refuse to
accept a late submission where it is unreasonable or impracticable to assess the task
after the due date.
• For more information about academic misconduct, special consideration, extensions, and
assessment feedback, please refer to the document Your rights and responsibilities as a student
in this Unit in the first folder next to the Unit Guide of the Resources area in the CloudDeakin unit
site.
• Assessment Feedback: Students who submit their work by the due date will receive their marks
and feedback on CloudDeakin within 18 business days from the due date.
• Building evidence of your experiences, skills and knowledge (Portfolio) – Building a portfolio that
evidences your skills, knowledge and experience will provide you with a valuable tool to help you
prepare for interviews and to showcase to potential employers. There are a number of tools that
you can use to build a portfolio. You are provided with cloud space through OneDrive, or through
the Portfolio tool in the Cloud Unit Site, but you can use any storage repository system that you
like. Remember that a Portfolio is YOUR tool. You should be able to store your assessment work,
reflections, achievements and artefacts in YOUR Portfolio. Once you have completed this
assessment piece, add it to your personal Portfolio to use and showcase your learning later, when
applying for jobs, or further studies. Curate your work by adding meaningful tags to your artefacts
that describe what the artefact represents.
MIS782 – VALUED OF INFORMATION
Business Case (Group Report)
© Deakin University 6
Assessment 2: Group member contribution form
Each group is asked to print and sign their name and state what proportion of the work they contributed
to the overall presentation.
NAME (PRINT) STUDENT ID % EFFORT
CONTRIBUTION
SIGNATURE
1
2
3
4
Please state your Group Number: __________________________
If every member of the group contributes equally, the figure entered in the ‘% Effort Contribution’ column
above should be 33% (in a 3-member group) or 25% (in a 4-member group).
This page should be printed and signed by each member of the group, scanned and added at the end of
the business case report.
Individual marks for the assignment may be based on an adjusted group mark, where the adjustment is
based on any value below an equal share value. In this case, the Unit Chair may seek additional information
from the group.
MIS782 – VALUED OF INFORMATION
©Deakin University CRICOS Provider Code 00113B 6
Business Case (Group Report)
ASSESSMENT TASK 2 RUBRIC
Performance
Levels/Criteria N (0-29) N (30-49) P (50-59) C (60-69) D (70-79) HD (80-100)
Executive summary
and business
opportunity analysis,
ULO2 & ULO3, GLO1,
GLO2, & GLO4,
(5 marks)
0.7 points
The report has not
been presented in a
manner that meets
the academic
standards and
requirements.
(0-1.4 marks)
2 points
Report
demonstrates
little/no knowledge
of business
opportunity
effectively
illustrating value
returns, MOV and
alignment with
business.
Clearly there is a
limited knowledge of
the organisation.
(1.5-2.4 marks)
2.7 points
Adequate overview
of the analysis but is
somewhat generic.
Adequate
knowledge of
business opportunity
effectively
illustrating value
returns, MOV and
alignment with
business, but is
somewhat unclear
or not justified in
many places.
(2.5-2.9 marks)
3.2 points
Good overview of
the analysis, but
lacking depth in
places of knowledge
of business
opportunity
effectively
illustrating value
returns, MOV and
alignment with
business, but needs
not consistently well
justified.
(3-3.4 marks)
3.7 points
Mostly advanced (very
specific, detailed,
expert) overview of
the analysis.
Mostly advanced use
of knowledge of
business opportunity
effectively illustrating
value returns, MOV
and alignment with
business.
(3.5-3.9 marks)
5 points
Outstanding (very
specific, detailed,
expert) overview of
the analysis.
Outstanding use of
knowledge of
business opportunity
effectively illustrating
value returns, MOV
and alignment with
business.
(4-5 marks)
MIS782 – VALUED OF INFORMATION
ASSESSMENT TASK 2 RUBRIC
© Deakin University 7
Performance
Levels/Criteria N (0-29) N (30-49) P (50-59) C (60-69) D (70-79) HD (80-100)
Quality of
alternatives,
recommendation
and implementation
plan, ULO2 & ULO3,
GLO1, GLO2, & GLO4,
(15 marks)
2.2 points
The report has not
been presented in a
manner that meets
the academic
standards and
requirements.
(0-4.4 marks)
6 points
Very little evidence
of strategic thinking.
There are no or
limited elements.
Presents an analysis,
interpretation of
proposed
alternatives,
recommended
solution and
implementation
plan.
No feasibility and
risks.
There is very little
value in the
business case.
(4.5-7.4 marks)
8.2 points
Adequate evidence of
applied strategic
thinking, but too
generic in application.
Presentation and
interpretation of
proposed alternatives
including feasibility
and risks is not
grounded in
evidence.
Recommendations
and implementation
plan is present, but is
not convincing with
company’s future
direction.
(7.5-8.9 marks)
9.7 points
Good evidence of
applied strategic
thinking.
Presents a coherent
analysis,
interpretation of
proposed alternatives
including feasibility
and risks.
Recommended
solution and
implementation plan
is based in analysis of
the company’s future
direction.
However, the report
is not consistent
throughout for one or
more these areas.
(9-10.4 marks)
11.2 points
Mostly
demonstrates
advanced clarity of
applied strategic
thinking.
Presents a coherent
analysis,
interpretation and
prediction of
proposed
alternatives and
recommended
solution.
Recommended
solution and
implementation
plan is firmly based
in analysis of the
company’s future
direction.
(10.5-11.9 marks)
15 points
Outstanding clarity of
applied strategic
thinking.
Presents a clear and
coherent analysis,
interpretation of
proposed alternatives
including feasibility
and risks.
Recommended
solution and
implementation plan
is creative, and firmly
based in both analysis
of the company’s
future direction.
(12-15 marks)
MIS782 – VALUED OF INFORMATION
ASSESSMENT TASK 2 RUBRIC
© Deakin University 8
Performance
Levels/Criteria N (0-29) N (30-49) P (50-59) C (60-69) D (70-79) HD (80-100)
Clarity of written
argument and
report structure,
ULO2 & ULO3,
GLO2, (5 marks)
0.7 points
The report has not
been presented in a
manner that meets
the academic
standards and
requirements.
No referencing.
(0-1.4 marks)
2 points
Inadequate
argument in the
report because it the
argument is unclear,
lacks flow and logic,
and unnecessarily
verbose.
Little references are
provided to support
arguments.
(1.5-2.4 marks)
2.7 points
Adequate argument
in the report, but
mostly lacks clarity,
brevity and/or
logical flow in many
places.
Some references are
provided to support
arguments.
(2.5-2.9 marks)
3.2 points
Good argument
through most of the
report, but lacks
clarity and brevity in
a few places in the
report, and/or
sometimes does not
flow in a logical
manner.
Satisfactory
references are
provided to support
arguments.
(3-3.4 marks)
3.7 points
Mostly expert (clear,
concise, convincing,
logical flow) argument
used throughout the
report.
More than adequate
references are
provided to support
arguments.
(3.5-3.9 marks)
5 points
Expert (clear, concise,
convincing, logical
flow) argument used
throughout the
report.
Excellent references
are provided to
support arguments.
(4-5 marks)
Quality of video
presentation, ULO2
& ULO3, GLO2 &
GLO4, (5 marks)
0.7 points
The video
presentation has not
been executed in a
manner that meets
the academic
standards and
requirements.
(0-1.4 marks)
2 points
Inadequate use of
diagrams, figures,
tables, titles, and
text in the video
presentation to
pitch the key points
of the report.
(1.5-2.4 marks)
2.7 points
Adequate use of
diagrams, figures,
tables, titles, and
text in the video
presentation to pitch
the key points of the
report.
(2.5-2.9 marks)
3.2 points
Good use of
diagrams, figures,
tables, titles, and
text in the video
presentation to pitch
the key points of the
report.
(3-3.4 marks)
3.7 points
Mostly expert use of
diagrams, figures,
tables, titles, and text
in the video
presentation to pitch
the key points of the
report.
(3.5-3.9 marks)
5 points
Expert use of
diagrams, figures,
tables, titles, and text
in the video
presentation to pitch
the key points of the
report.
(4-5 marks)
Neeli Shashank – 219436072
Nomitha –
Anshula Verma –
Enhancing Overseas travellers experience using AI tool.
SHASHANK NEELI (SN) –
AGENDA:
Business Opportunity.
Business and IT alignment with Uber.
Alternatives.
Solution Analysis.
Recommendations.
Implementation.
BUSINESS OPPORTUNITY:
Attract the existing and new customers by allowing them to schedule a ride when they are travelling around the globe:
This model makes it possible to schedule a cab without any worry about changing a network, just by using the boarding pass number at the airport.
By establishing a dedicated Uber self booking portal with a touch screen kiosk at the international airport terminals.
Attaining Continuous Competitive advantage as the Increase in International tourism, which leads to increase in the revenue generated by Uber.
By developing the proposed model Uber will have an edge over other ride haling services in the market
This also helps Uber to expand it’s wings all over the world.
In the mean time Uber can stop it’s customers moving towards other rival platforms.
Finally Uber can be developed as a whole new ecosystem for travel.
How does this work?
Customer takes his boarding pass
Customer personalises his Iternary at the kiosk and generates a unique code
Uber collects all the data from the airline and kiosk and directs a driver based on the arrival time of the flight
Customer reaches the kiosk at the arrival terminal and enters his code , The driver is immediately notified
Current Growth vs Growth with proposed tool
YOY GROWTH 2020 2021 2022 2023 2024 2025 500.6 550 590 637 680 750
Alignment with IT asset classes
IT Assets Business Returns
Infrastructural Uber touch screen kiosk
This will help Uber in improving customer relationships and additional storage from the customer is stored in the Uber’s existing storage platform and used throughout the platform.
Transactional Increase in the number of transactions as the
Increase in the accessibility of the rides and availability.
Informational Better Information, which enhances Uber to make more availability of cabs.
Strategic This tool will increase the number of new users and allow the existing users not to deviate to other rival companies.
Uber’s AI development capabilities to generate Continuous Competitive Advantage
Resources/Capabilities Tangible/Intangible Heterogeneous Immobility
Capital Funds of stake holders Financial Resources Tangible
Technological Infrastructure Physical Resources Tangible
AI Research and Development Skills and Knowledge Intangible
Alternatives
Inhouse Development
Uber already has deep learning tools such as Ludwig that would help us integrate this new tool into the ecosystem with ease
The employees at uber are accustomed to perform as per the company’s vision and mission
Company Acquisition
Uber could acquire smaller companies like star transportation services in Australia that are already prominent in this sector
Acquiring such companies would lead to uber incurring some additional costs than in house development
Talk about Ludwig
Aresdb
U replicator
10
Company acquisition costs more than an In house development
11
Upfront Costs
Development costs Inhouse Development Company Acqusition 4 4.5 deployement and maintanance costs Inhouse Development Company Acqusition 2 4.4000000000000004 Acquisition Cost Inhouse Development Company Acqusition 0 4
Indirect Costs
Acquisitioncosts Acqusition Costs 4.3 Column1 Acqusition Costs Column2 Acqusition Costs
Ongoing Costs
Maintenance Costs Category 1 4.3 Ongoing Monthly Expense Category 1 2.4 Column1 Category 1
What we Recommend!
Based on the facts and costs involved we suggest Inhouse development is better than Merchant Acquisition .
Developing the tool inhouse would reduce the deployment and maintenance cost also increasing the robustness of the tool.
Ludwig
AresDB
Inhouse Development
THANK YOU
ANY QUESTIONS
Lavf58.42.100
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Executive Summary:
This model allows to schedule a personalised cab
without any worry about changing a network, just by using the boarding pass number at the airport and by establishing a dedicated Uber self-booking portal with a touch screen kiosk at the international airport terminals. In this proposed business case, we will use a AI tool, which collects all the data from airlines information center in order to track the flights and collects data from the dedicated kiosk’s in order to direct a driver based on the arrival time of the flights. This data is also used to declare the surge in order to manage the driver and rider ratio. By applying this business case Uber can hold the international customers, without turning to the local ride hailing services, which allows Uber to expand its wings all over the world. This business case is implemented in two alternative ways, one by Inhouse Development and another by Company acquisition. The recommendation from the proposed alternatives is Inhouse Development as the Uber have the necessary AI tools for the development of the proposed business case. The implementation of the business case follows certain steps. Firstly, Uber should make an initial investment and establish dedicated Uber kiosk at the international airport terminals and allow international travelers to make a personalized cab booking according to their requirement, using boarding pass number once after the boarding is done. Once after booking a cab Uber will send a unique code to the customer. Once after knowing the boarding pass number Uber will track the flight appropriate arrival time and make sure the cab is available at the destination location using data driven AI tool. Finally, when the customer reaches the destination location, should approach an Uber kiosk and enter the unique code he have received, then the customer will receive the cab details and pick up point details. By implementing this business model customer can book a personalized Uber cab without worrying about the changing the network.
Business Opportunity:
Opportunity is the main thing or a chance for a business to improve the existing business or invest in a new business in order to increase the profits and growth of the company. Artificial intelligence drives many of the technology and resources that drive Uber infrastructure and services, allowing innovation and data science teams to make better decisions that will boost product customer interactions across all business lines. Uber now, which is primarily concern about Artificial Intelligence technology in order to make appropriate business decisions. In the proposed business case for Uber:
· Upon receiving the boarding pass number from the customer, Uber will track the flight arrival time and then uses this data and using existing Machine Learning tools Uber will make sure cab is available at the destination airport location. The data which is acquired by the customer from the dedicated kiosks are analysed and used in making perfect business decision making.
· By applying Artificial Intelligence Technology to this proposed process, Uber can able to maintain the cab availability, with respect to the incoming customer count. This is also used to declare a surge at the airport depending on the requirement for vehicles.
· By adopting this business case, Uber can able to stop the existing customers, going towards the rival or the local taxi hailing services. This will finally improve the business opportunities of Uber globally.
· By adopting this business model, the opportunities for Uber to expand or launch in new places also improves, as this data driven artificial intelligence technology with hold the existing international customers.
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