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MASSACHUSETTSINSTITUTEOFTECHNOLOGYMASSACHUSETTSINSTITUTEOFTECHNOLOGYSLOANSCHOOLOFMANAGEMENTSLOANSCHOOLOFMANAGEMENT15.
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565IntegratingInformationSystems:IntegratingInformationSystems:Technology,Strategy,andOrganizationalFactorsTechnology,Strategy,andOrganizationalFactors15.
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578GlobalInformationSystems:GlobalInformationSystems:Communications&ConnectivityAmongInformationSystemsCommunications&ConnectivityAmongInformationSystemsSpring2002Spring2002Lecture5Lecture5AGGREGATORS:TRAVELLINGAGGREGATORS:TRAVELLINGTHEINTERNET"FASTLANE"THEINTERNET"FASTLANE"2MITMITeBusinesseBusiness&FinancialServices&FinancialServicesStrategyStrategyAggregatorsAggregatorsUniversalFinancialApplication(UFA)UniversalFinancialApplication(UFA)ApplicationApplicationeCommerce&eCommerce&FinancialServicesFinancialServicesTechnologyTechnologyWebwrapper&ContextmediatorWebwrapper&Contextmediator3OverviewOverviewIIAggregatordefinition,types&examplesAggregatordefinition,types&examplesIIEnablingtechnologiesEnablingtechnologiesIINewemergingaggregatorsNewemergingaggregatorsIIAggregator/Aggregator/AggregateeAggregateestrategiesstrategiesIISummarySummary4AggregatorDefinitionAggregatorDefinitionIITransparentlycollectsinformationTransparentlycollectsinformationzzwithwithorwithoutorwithoutpriorsourcearrangementpriorsourcearrangementzzresolvescontextualdifferencesresolvescontextualdifferencesIIPerformsanalysisPerformsanalysiszznotmerelygathernotmerelygatherIIRepresentsuserRepresentsuserzzactsasagentforuseractsasagentforuser5AggregatorTypes&ExamplesAggregatorTypes&ExamplesIIComparisonAggregatorComparisonAggregatorzzaggregatesbookpriceinformationaggregatesbookpriceinformationIIRelationshipAggregatorRelationshipAggregatorzzaggregatesfrequentflieraggregatesfrequentfliermilagemilageprogramsprogramsIIIntraIntra--organizationalAggregatororganizationalAggregatorzzaggregatesseparatedepartmentalcalendarsaggregatesseparatedepartmentalcalendarsIIInterInter--organizationAggregatororganizationAggregatorzzaggregatesinformationaboutacompanyaggregatesinformationaboutacompanyfrommultiplesources(financials,news,etc)frommultiplesources(financials,news,etc)6www.
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givingdifferingresults!
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8www.
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"11""PowerofAttorney"onPowerofAttorney"onMaxMilesMaxMilesSiteSite12AggregatorsareyouragentsAggregatorsareyouragentsINote:Note:MaxMilesMaxMilesismerelyaggregatingismerelyaggregatingyouryourinformationinformationforyouforyouIIMoreexamplesofrelationshipMoreexamplesofrelationshipaggregatorslateraggregatorslaterIIManymoretypesofaggregators.
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14IntraIntra--andInterandInter--OrganizationalAggregatorOrganizationalAggregatorIntegratedSpreadsheetIntegratedSpreadsheetSourcesSourcesInternalExternal15AggregateesAggregateesIIBooks.
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16HeardHeard--onon--thethe--Street(Hypothetical)Street(Hypothetical)""LastyearwerushedtodevelopawebsiteLastyearwerushedtodevelopawebsiteandreleaseourMortgageRatesontheWeb,andreleaseourMortgageRatesontheWeb,.
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"------ananunemployedunemployedfinancialservicesfinancialservicesaggregateeaggregatee17OverviewOverviewIIAggregatordefinition,types&examplesAggregatordefinition,types&examplesIIEnablingtechnologiesEnablingtechnologiesIINewemergingaggregatorsNewemergingaggregatorsIIAggregator/Aggregator/AggregateeAggregateestrategiesstrategiesIISummarySummary18EmergingTechnologiesEmergingTechnologiesIWebwrappersWebwrapperszzExtractExtractselectedinformationfromwebselectedinformationfromwebzzAllowswebtobetreatedaslargedatabaseAllowswebtobetreatedaslargedatabaseIIContextmediatorsContextmediatorszzResolveResolvesemantic(meaning)semantic(meaning)differencesdifferenceszzEnablemeaningfulaggregationEnablemeaningfulaggregation&comparison&comparison19OverviewOverviewAggregatordefinition,types&examplesAggregatordefinition,types&examplesEnablingtechnologiesEnablingtechnologiesNewemergingaggregatorsNewemergingaggregatorsAggregator/Aggregator/AggregateeAggregateestrategiesstrategiesSummarySummary20UserUserUFAUFACitigroupCitigroupCreditCardsCreditCardsFidelityFidelityBrokerageBrokerageFleetFleetBankingBankingBancOneBancOneCreditCardsCreditCardsConceptofaUniversalFinancialAggregator(UFA)ConceptofaUniversalFinancialAggregator(UFA)21COntextINterchangeProjectCOntextINterchangeProject(context2.
mit.
edu/coin)22CurrentUFAOfferings(examples)CurrentUFAOfferings(examples)AccountAggregationTechnologySuppliersAccountAggregationTechnologySuppliersYodleeYodleeVerticalOneVerticalOneeBalanceeBalanceAccountAggregationOfferingsAccountAggregationOfferingsChase,Fleet,Citibank(Chase,Fleet,Citibank(myCiti.
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23""Aggregation.
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com/conferences/AAG01/index.
html24FIFI#2#2FIFI#3#3FIFI#1#1UserUserUFAUFAFirstCallFirstCallExcelExcelIAdvisorsAdvisorsIIWizardsWizardsIIAgentsAgentsAccountAccountAnalystAnalystAssetAssetAllocationAllocationFinancialFinancialSourcesSourcesOtherInternetSourcesOtherInternetSourcesIntranetSourcesIntranetSourcesandapplicationsandapplications""AfterAggregation"ServicesAfterAggregation"ServicesUserUserInformationInformation25Advisors:StockholdingsreAdvisors:Stockholdingsre--aggregateaggregate26MMAisalsoanMMAisalsoanaggregator,aggregator,ofMMratesourcesofMMratesourcesWizards:MoneyMarket(MMA)exampleWizards:MoneyMarket(MMA)example27MultiMulti--MegaMega--Aggregators!
Aggregators!
ITheUniversalFinancialAggregator(UFA):TheUniversalFinancialAggregator(UFA):IIAggregatesAggregatesyourfinancialinformationyourfinancialinformationzzseveralways:totalsandstockholdingsseveralways:totalsandstockholdingsIIAlsousestheMoneyMarketAlsousestheMoneyMarketAggregatorAggregatorzzwhichdrawsonmultipleMMsourceswhichdrawsonmultipleMMsourceszzincludingsourcesthatare,infact,includingsourcesthatare,infact,aggregatorsaggregatorsofsomeMMsourcesofsomeMMsources28UFAGoalsUFAGoalsIIConsumersandFinancialInstitutions:ConsumersandFinancialInstitutions:CandowhattheydobetterCandowhattheydobetterCandothingstheycouldnotdobeforeCandothingstheycouldnotdobeforeRedefinetheuse,role,andRedefinetheuse,role,andrelationshipoffinancialservicerelationshipoffinancialserviceIIBusinessBusiness--toto--BusinessexamplesalsoBusinessexamplesalso29OverviewOverviewIIAggregatordefinition,types&examplesAggregatordefinition,types&examplesIIEnablingtechnologiesEnablingtechnologiesIINewemergingaggregatorsNewemergingaggregatorsIIAggregator/Aggregator/AggregateeAggregateestrategiesstrategiesIISummarySummary30KeyConclusionKeyConclusion--EveryoneImpactedEveryoneImpactedIIAggregator/Aggregatees:Aggregator/Aggregatees:zzAggregatorsAggregatorscreatenewmarketplacescreatenewmarketplaceszzAggregateesAggregateesneedtobeintheseneedtobeinthesemarketplacesmarketplaces(externalimpact)(externalimpact)zzAggregateesAggregateesneeddatafromtheseneeddatafromthesemarketplacesmarketplaces(internalimpact)(internalimpact)IIAggregationneedstobepartofeveryAggregationneedstobepartofeveryeBusinesseBusinessandcorebusinessstrategy.
andcorebusinessstrategy.
31HowDoIPlayHowDoIPlayIIDecideDecideififandandwherewhereyouwanttobeanyouwanttobeanaggregator.
aggregator.
IIDeterminewaysDeterminewaysyoumightbeaggregated.
youmightbeaggregated.
IIDefineyourstrategicadvantagesinbothDefineyourstrategicadvantagesinbothsituationsandusethem.
situationsandusethem.
IIDecideyour"relationshipstate"withDecideyour"relationshipstate"withaggregateesaggregateesandaggregators.
andaggregators.
32AggregateALLAggteewithagreementAggregatesomeAggteewithagreementReceiveinvestmentReceiveinvestmentReceiveinvestmentfromONEAggtedAggregatewithOUTagreementAggregatorPerspectiveAggregatorPerspectiveDepAggregator/ConsortiumEliminatedEliminatedAggregatedEliminatedAggregateALLAggteeswithagreementPartialCollaborativeAggregatorInd.
Aggregator/LimitedAllianceAggregateFEWwithaggrementREFUTEaggreementwithothersAggregateFEWwithagreementREFUTEaggreementwithothersSpin-OffSpin-OffFullCollaborativeAggregatorIndependentAgentObs:ThemostrelevanttransitionsarerepresentedAnAggregatorcanstayonanystatewithoutevolvingtoanotheraggregationstateInd.
AggregatorDep.
Aggregator/DominantAggregator&AggregateeRelationshipStatesAggregator&AggregateeRelationshipStates33www.
intershipper.
netwww.
intershipper.
netwww.
iship.
comwww.
iship.
com34Aggregator"states"exampleAggregator"states"exampleIndependentAgent(BITS,Inc.
]IndependentAggregatorIntershipperIntershipperiShipiShipDependentAggregator/Dominant(UPS]DependentAggregator/ConsortiumPartialCollaborativeAggregator35RevenueModels:BusinessRevenueModels:Business--orientedoriented(beyondadvertising)(beyondadvertising)IIApplicationServiceProviderApplicationServiceProviderIILead/SalesGeneratorLead/SalesGeneratorIdentifybuyopportunitiesforuserIdentifybuyopportunitiesforuserAssemblepackagesAssemblepackagesIncreasetrust&reduceuncertaintyIncreasetrust&reduceuncertaintyIIAfterAfter--aggregationknowledgeprovideraggregationknowledgeproviderToToaggregateeaggregateeand/or3rdpartyand/or3rdparty36RevenueModels:ConsumerRevenueModels:Consumer--orientedorientedIIInformationmanagementservicesInformationmanagementservicesRelationshipmanagementRelationshipmanagementSpeciallyaggregatedinformationSpeciallyaggregatedinformationIIConsumeragentConsumeragentComparisonshopComparisonshopCreatecompoundproduct/packageCreatecompoundproduct/packageIIAfterAfter--aggregationservicesaggregationservicesProvideinsightsand/ortakeactionsProvideinsightsand/ortakeactions37Theremaybevalueinaggregationbut…Theremaybevalueinaggregationbut…TheREALVALUEisTheREALVALUEisafteraggregationafteraggregationservicesservicesIIBooks.
comBooks.
com--HowtopricemybooksHowtopricemybooksIIMaxMiles.
comMaxMiles.
com--WhoflieswhereandwhenWhoflieswhereandwhenIIIntershipper.
netIntershipper.
net--Whoships,fromwhere,toWhoships,fromwhere,towhere,howmuchwhere,howmuchIIMoneyMarket/CDratesMoneyMarket/CDrates--WillmyofferingbeWillmyofferingbeeffectiveAretheholesinthemarketeffectiveAretheholesinthemarketIIUFAUFA--CanImanagemyfinancesbetterCanImanagemyfinancesbetter38OverviewOverviewIIAggregatordefinition,types&examplesAggregatordefinition,types&examplesIIEnablingtechnologiesEnablingtechnologiesIINewemergingaggregatorsNewemergingaggregatorsIIAggregator/Aggregator/AggregateeAggregateestrategiesstrategiesIISummarySummary39KeyInsightsandImplicationsKeyInsightsandImplicationsInsightsInsightsEveryoneimpactedEveryoneimpactedAggsAggsnotlimitedtopricenotlimitedtopricecomparisoncomparisonAggsAggscanbecombinedandcanbecombinedandaggregatedaggregatedAggsAggscreatenewinfospacescreatenewinfospacesAfterAfter--aggaggevenmoreimportantevenmoreimportantAggsAggschangesrelationshipschangesrelationshipsBusinessmodelsandmarketBusinessmodelsandmarketconditionscontinuetochangeconditionscontinuetochangeImplicationsImplicationsBepartofstrategyplanningBepartofstrategyplanningIdentifynewIdentifynewAggAggapplicationsapplicationsandbusinessopportunitiesandbusinessopportunitiesEntirelynewtypesofEntirelynewtypesofapplicationscanbedefinedapplicationscanbedefinedWhowillownthisspaceWhowillownthisspaceThismustbeexploitedThismustbeexploitedWhatrelationshipdoyouwantWhatrelationshipdoyouwantMustbepreparedforchangesMustbepreparedforchanges40CurrentProjects(partiallist)CurrentProjects(partiallist)AggregationstrategiesAggregationstrategies(e.
g.
,Accountaggregators)(e.
g.
,Accountaggregators)Regional&GlobalAggregation:Regional&GlobalAggregation:Cultural&legalCultural&legalMultiMulti--enterpriseenterpriseeBusinesseBusiness::Trust&relationshipsTrust&relationshipsFinancialservices/InternetsupportforFinancialservices/InternetsupportforSME'sSME'sFutureFinancialServicesFutureFinancialServices(e.
g.
,Wirelessaggregator)(e.
g.
,Wirelessaggregator)ContextMediation&Webdataextraction*ContextMediation&Webdataextraction*DataQuality&WhatXMLwillandwillDataQuality&WhatXMLwillandwillnotnotdodoInternaldatastandardseffortsInternaldatastandardsefforts(e.
g.
,EDSI)(e.
g.
,EDSI)OthernewtechnologiesOthernewtechnologies(e.
g.
,Mobileaggregation)(e.
g.
,Mobileaggregation)*Patentsawardedin1999*Patentsawardedin199941ForFurtherInformationandContactsForFurtherInformationandContactsIIMITResearch:MITResearch:––http://context2.
mit.
eduhttp://context2.
mit.
eduandandhttp://context2.
mit.
edu/aggregationhttp://context2.
mit.
edu/aggregation––http://http://web.
mit.
edu/tdqmweb.
mit.
edu/tdqmIIMITTechnologyLicensedSoftware:MITTechnologyLicensedSoftware:––http://http://www.
arsdigita.
comwww.
arsdigita.
com/products/products–42SummarySummaryIIUnderstandAggregationOpportunitiesUnderstandAggregationOpportunitiesIIAggregatorToolsAggregatorToolsIIStrategiesforAggregatorsStrategiesforAggregatorsIIStrategiesforStrategiesforAggregateesAggregateesIIAfterAggregationOpportunitiesAfterAggregationOpportunities43AcknowledgementsAcknowledgementsIIResearchfunded,inpart,byResearchfunded,inpart,byzzBancoBancoSantanderSantander(BSCH)(BSCH)zzCitibankCitibankzzDoDDoDAdvancedProjectsAgency(DARPA)AdvancedProjectsAgency(DARPA)zzFleetBankFleetBankzzMerrillLynchMerrillLynchzzMITRECorporationMITRECorporationzzPricewaterhouseCoopersPricewaterhouseCooperszzSurugaBankSurugaBank