1. Develop a time-line listing all of UPS' IT projects, as mentioned in the case study.

Here are the first three items in the time -line: In the year of 1990 the UPS s IT projects launched its first IT service in the form of UPS Net and UPS global network which helped UPS in maintain its network globally. To further increase the efficiency of the delivery mechanism, in the year of 1993 UPS introduced the DIAD (DeliveryInformation Acquisition Device) and web front-end and API for trackingin the mid of 1990s. With the decrease in delivery lead times and increased efficiency as a result of information systems, UPS grew the information technology unit to more than four hundred people during 1997.UPS s popularity rose to an extent that by mid of 2000 more than 50,000 firms had downloaded UPS s online tools and later in 08/2000 USP Launched E-venture prior to the Introduction of pick-up or drop-in software package internet based solution on 09/2000. In the end of the 2000 year UPS received 6.5 million tracking requests. 2. In 1985, UPS had 100 corporate IT staff and its IT budget was US$75 million; by 1997, this had grown to 4,000 employees after spending US$11 billion. What motivated UPS to spend more on IT? What direct benefits did UPS gain from its IT investments? In the year1986, Oz Nelson became the chief executive officer of UPS and he started with his plans to improve UPS s IT infrastructure to take UPS beyond the usage of tracking systems. Oz Nelson s argument behind investing huge sum of money in IT services was the success of the federal express which had no , competitor catering to the needs of his target segment and its investment in IT infrastructure. These assets created out of heavy investments in IT infrastructure demanded more staff. UPS reaped the benefits out of its investments in centralised information technology infrastructure which helped UPS in maintaining its global network. This act increased the ability of UPS in their ability to build applications by the year 1990. Later, the DIAD technology increased the efficiency of the delivery mechanism by reducing the delivery lead times. This technology had one big advantage of collecting the data of UPS s service users. This data was used by the UPS to analyse the buying patterns and the behavioural characteristics of its customers. 3) Describe the various committees and teams/groups that UPS created to manage its IT. What where their roles and why were they necessary? To maintain the authority and responsibility relationship within the organisation, UPS created the following committees and teams/groups: Senior Management committee This committeehad seven members and their role was to analyse the Web Technology and to utilize the concept of internet to increase the efficiency of their supply chain. This committee was responsible for the development of the website of UPS and to make it compatible for e-commerce related activities.

E-venture unit The role of this committee was to analyse the new business ideas coming from the internal customers as well as the external customers of UBS. That was important because only the viable ideas had to be presented before the senior management for their approval and implementation. Information technology Infrastructure Committee The role of this committee was to analyse, interpret and negotiate the issues arising because of the new business and infrastructure protection standards and to make sure that new applications are developed on the basis of the most suitable platform. E-commerce teams These teams had two branches and their role was to develop the business alliances, strategy building,marketingcommunication and to develop advanced technologies for developing online tools. These tools were used for the integrated communication activities of UPS for its target segment. 4) What were some of the ancillary benefits UPS gained from its IT investments? The investments in the IT infrastructures, which allowed in developing and maintaining its huge global networks, helped UPS in E-commerce and APIs. Ecommerce was one of some activities which helped UPS in generating huge profits. Some of its IT tools helped in collecting, maintaining and processing the user data which thereby helped UPS in designing its integrated marketing communication activities. The major success for UPS came when it started using the reusable technology mechanism which changed the outlook of the business and motivated UPS in entering into the new businesses. These ancillary benefits helped UPS at every stage of its business by reducing the overall costs involved in business operations. 5) What concepts from the last two weeks' classes can be applied to this case? I personally believe, the success of the UPS can be attributed to the the Long Tail Effect and the Metcalf s Law. The investments in the field of IT infrastructure helped UPS in reaching out to more customers thereby increasing its target segment and in its integrated marketing communication activities for the chosen segment of the population. E-commerce helped UPS in eliminating the added delivery cost by reducing the intermediaries in its delivery chains. In addition to above, Long Tail effect helped UPS in increasing the quantity demanded by the customers by proving real-time access to the required information and by offering products 24*7 by using its website. .