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Differentiator Factors in the Implementation of Social Network Sites

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Differentiator Factors in the Implementation of Social Network Sites FACULDADE DE ENGENHARIA DA UNIVERSIDADE DO PORTO Differentiator Factors in the Implementation of Social Network Sites António Pedro Pinto Bessa de Melo Cerqueira FINAL VERSION Report of Dissertation Master in Informatics and Computing Engineering Supervisor: Professor Associado António Manuel Lucas Soares July 2009 Differentiator Factors in the Implementation of Social Network Sites António Pedro Pinto Bessa de Melo Cerqueira Report of Dissertation Master in Informatics and Computing Engineering Approved in oral examination by the committee: Chair: Jorge Manuel Gomes Barbosa (Professor Auxiliar) ____________________________________________________ External Examiner: António Manuel Ferreira Rito da Silva (Professor Associado) Internal Examiner: António Manuel Lucas Soares (Professor Associado) 31st July 2009 Abstract Social networks' huge growth enables great opportunities for business development, but also challenges in developing new platforms due to constant necessity of innovation, creativity and distinction. This dissertation‟s main objective is to conceive and present differentiator social network website features that apply to the Cardmobili‟s business model and environment. The Cardmobili‟s product is a solution that, ultimately, will ease the process of storing all physic cards in a mobile phone, through an online platform and a mobile application that enables simple and fast membership adherence of both individuals and companies with card loyalty programs. This online platform will provide users with the possibility of physic cards virtualization through mobile phone and it will be based on a social network of individual adherents and companies that desire to integrate their loyalty programs. The Cardmobili‟s solution is a project in its early days of development and will comprise different product releases along its way. Use cases and requirements for early versions of the solution are already well defined, but there is space for new ideas that could make sense for future releases. It is in this context that the Cardmobili‟s project envisions the necessity of having people working on this particular subject. In this manner, this dissertation‟s main objective is to study the universe of social networks and its features, in order to design, conceive and perform non-functional prototyping of social network components that adapt to the Cardmobili‟s business model for possible future releases of the Cardmobili‟s solution. Expected results include the systematization and study of several social networks‟ characteristics and the identification and non-functional prototyping of social-network-like components for the Cardmobili‟s web solution. This study was accomplished through a detailed analysis of features and characteristics of several representative social networks of each type: General Purpose, Professional and Specialized social network websites. The identification and non-functional prototyping of social network components that adapt to the Cardmobili‟s business model domain was accomplished through the use of a scenario-based requirements engineering methodology for requirements elicitation and some techniques which objective was to identify requirements in creative contexts. This process resulted in a set of scenarios presented in the form of storyboards that illustrated several social network components for Cardmobili‟s future web releases. This dissertation identifies individual and social participation as examples of some of the most valued social network websites‟ features/functionalities by users. It also identifies business advantages in using social networks, such as the creation of a bi-directional stream of communication between customer and company/brand. Ultimately, tries to group valued social network features from users and companies, in order to suggest several features/functionalities for future Cardmobili‟s web releases. In conclusion, this dissertation establishes the basis for the next phase of implementation of social network website features in the Cardmobili‟s website. i Resumo A enorme proliferação de redes sociais constitui uma oportunidade para o desenvolvimento dos negócios, mas também desafios na concepção e desenvolvimento de novas plataformas, pela constante necessidade de inovação, criatividade e distinção. O principal objectivo desta dissertação prende-se com a identificação e concepção de funcionalidades e características diferenciadoras em redes sociais que possam ser aplicadas ao modelo e contexto de negócio da Cardmobili. O serviço Cardmobili facilita o processo de armazenamento de cartões físicos no telemóvel, recorrendo a uma plataforma online e a uma aplicação móvel que permitam a adesão fácil e rápida de indivíduos e empresas com programas de fidelização de cartões. A plataforma online permite aos seus utilizadores a virtualização dos seus cartões físicos através do telemóvel e será baseada numa rede social de aderentes individuais e companhias que desejem integrar os seus programas de fidelização com esta solução. O serviço Cardmobili encontra-se ainda nos primórdios do seu desenvolvimento e será constituído por diferentes versões de lançamento do produto. Os casos de uso e requisitos para o lançamento de versões mais imediatas desta solução já estão bem definidos, mas ainda há a necessidade de identificar novas ideias que façam sentido para futuros lançamentos. É neste contexto que a Cardmobili reconhece a necessidade de ter recursos humanos a trabalharem com este objectivo. Desta forma, entende-se a motivação desta dissertação, cujo objectivo passa pelo estudo do universo das redes sociais e suas características, de modo a identificar, conceber e realizar prototipagem não-funcional de componentes que se adaptem ao modelo de negócio da Cardmobili, especialmente para versões futuras da solução. Os principais resultados esperados incluem a sistematização e estudo de características de redes sociais e a identificação e prototipagem não-funcional de componentes de redes sociais que possam ser aplicadas à solução web da Cardmobili. O estudo e sistematização de características de redes sociais foi efectuado através da análise detalhada das características e funcionalidades de diversas redes sociais representativas de cada um dos tipos existentes: Generalistas, Profissionais e Especializadas. A identificação e prototipagem não-funcional de componentes para redes sociais que se adaptem ao domínio do modelo de negócio da Cardmobili foram efectuadas recorrendo a uma metodologia de engenharia de requisitos baseada em cenários para a elicitação de requisitos. Adicionalmente recorreu-se também a técnicas de identificação de requisitos em contextos criativos. Este processo resultou num conjunto de cenários apresentados sob a forma de storyboards que ilustram diversos componentes de redes sociais orientados para futuros lançamentos da versão web da solução da Cardmobili. Esta dissertação identifica a participação individual e colectiva como exemplos de características bastante valorizadas pelos utilizadores quando utilizam uma rede social online. Adicionalmente, também identifica diversas vantagens que advém da utilização de redes sociais no desenvolvimento de negócios, tais como a possibilidade de criação de comunicação bi- direccional entre consumidor e companhia/marca. Em suma, existe a tentativa de agregar características de redes sociais que são valorizadas por utilizadores e empresas, de modo a sugerir diversas funcionalidades para futuras versões web da solução da Cardmobili. Concluíndo, esta dissertação estabelece uma base sólida para uma próxima fase que seria de implementação destas funcionalidades no website da Cardmobili. ii Acknowledgements I would like to thank all the help I have got at Cardmobili, specially from: Catarina Maia, for the guidance and all the information provided; my current manager Helena Leite and all the elements of the Cardmobili Development Team for the ideas, comments and help provided. I would also like to thank everyone at FEUP that made this dissertation possible, particularly: MIEIC‟s current director Prof. António Augusto de Sousa for all the arrangements and information provided; MIEIC‟s former director Prof. Raul M. Vidal for his commitment to improve our course; and my supervisor António Manuel Lucas Soares for all the help and guidance throughout my dissertation. I need to thank all the support provided by my friends and family, specially to my parents, António and Maria José Cerqueira and my brother Nuno Cerqueira who supported me through this whole process. António Pedro Pinto Bessa de Melo Cerqueira iii Contents Chapter 1 ....................................................................................................................................... 1 Introduction .................................................................................................................................. 1 1.1. Context ............................................................................................................................... 1 1.1.1. Documento Crítico – Desenvolvimento de Software S.A. ........................................... 1 1.1.2. Cardmobili ................................................................................................................... 1 1.2. Objectives and Motivation ................................................................................................. 1 1.3. Structure of Dissertation ...................................................................................................
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