Week 2 – Mini Test
(60 minutes)
Please read case study “Can You Run the Company with Your iPhone?” and answer
the following questions:
1. What kinds of applications are described here? What business functions do they
support? How do they improve operational efficiency and decision making?
The application described include:
- Close Call: Enables employees to report hazards in real-time.
The Close Call app helps employees report hazards as they are found so problems
can be addressed quickly
- MyWork: Provides maintenance teams with job schedules and task information.
The MyWork app gives maintenance teams all the information they need to start
and complete repair tasks
- Sentinel: Verifies worker qualifications.
The Sentinel app allows field managers to electronically scan ID cards to verify
that workers are qualified to perform specific tasks.
- FlightReact: Facilitates flight rebooking and ticketing for British Airways customers
The FlightReact app used by British Airways mobilizes agents to scan a boarding
pass, review the customer’s booking, look up alternate flight options, and rebook
and reticket passengers—all within four minutes.
- iBanner: Identifies passengers connecting to specific flights.
iBanner allows agents to identify passengers transferring onto a specific flight.
- iTranslate: Helps staff communicate with passengers speaking different languages.
iTranslate enables staff to communicate easily with travelers speaking any
language
- iLoad Direct: Assists in managing and monitoring aircraft loading.
the iLoad Direct app, turnaround managers are able to monitor the aircraft loading
process and share data with pilots and back-office staff in real time
These applications support various business functions, including maintenance
management, job scheduling, customer service, and logistics. For instance, the Close Call app
enables employees to report hazards in real-time, while MyWork provides detailed job
schedules for maintenance teams. FlightReact allows British Airways to rebook flights in just
minutes, and iLoad Direct optimizes the aircraft loading process. These applications improve
operational efficiency by reducing paperwork, providing instant access to data, and supporting
faster, more informed decision-making.
2. Identify the problems that the business in this case study solved by using mobile
digital devices.
Mobile devices have addressed numerous operational issues, including delays in
reporting incidents, challenges in managing maintenance tasks across multiple locations,
and language barriers when communicating with international customers. For example, the
Sentinel app verifies worker qualifications on-site, while iLoad Direct optimizes cargo
loading, significantly reducing aircraft turnaround time. These tools not only enable
companies to respond swiftly to emergencies but also enhance overall operational
efficiency.
3. What kinds of businesses are most likely to benefit from equipping their employees
with mobile digital devices such as iPhones and iPads?
Industries where real-time data access, field operations, and high customer
interaction are critical benefit the most, such as:
- Transportation and logistics (e.g., airlines, railways).
- Retail chains (e.g., for managing inventory and customer interactions).
- Maintenance and field services (e.g., utilities, infrastructure).
- Healthcare (e.g., accessing patient data and improving service delivery).
- Hospitality (e.g., enhancing guest experiences through personalized services).
4. One company deploying iPhones has stated, “The iPhone is not a game changer, it’s
an industry changer. It changes the way that you can interact with your customers”
and “with your suppliers.” Discuss the implications of this statement.
The release of digital devices such as the iPhone, have greatly influenced the
business sector ofour world. Digital devices benefit not only individuals but also
businesses as they make everydaytasks more convenient. Businesses use digital devices for
marketing, communication, and efficiency. Many people may see iPhones as a “game-
changer” as they make the basics a loteasier. Although, easier doesn’t always necessarily
mean better. When it comes to suppliers,shipments and restocking may be a lot more
effective. However, in regards to customers, face toface contact is highly effective as it
reduces the chance of miscommunication and even helpsbonds to develop which can work
in the company’s favor.Mobile digital devices like the iPhone have changed the way you
interact with your customerbase. It has made it more convenient to conduct business at any
time of the day but has alsodecreased the “face to face” business interactions that occurred
prior to the deployment of mobile digital devices.
