Summer Internship Working in Japan

- Different Culture/Environment

Kana YASUDA

Agenda

1. Objectives

2. Instructive Classes

3. Internship(1) 　 Katz MoIS

(2) 　 Technobrain Co., Japan

4. What I learned…

１． Objective of Summer Internship

Requirement for MoIS students!

Get exposure to IT world in Japan - Marketing & Information Technology

Search Job Opportunity in Japan

My internship objective is mainly for first stepto real Business world.

２． Instructive Classes

Be sure to acquire basic skill to communicate IT person

Be sure you need business skill to analyze business to develop system

Learning in “MBA & MoIS” curriculum is required for communication between business and IT person

I realized the Katz curriculum is needed in the real world – bridge between business & IT.

２． Instructive Classes

Prepare for summer internship Internships

Related with Internet Business

(1) Internship1:Technobrain Co., Japan

(2) Internship2: Katz MoIS website

- Database Management

- System Analysis and Design

- Object Oriented Programming, C++

- Commerce on the Info Highway

Prior to internship, we need to acquire skill to challenge tasks,

The following courses are good for special purposes.

３． Internship（１） Katz MoIS website

Add new functions

- self-evaluation forms

- comment and suggestion form

- presentation schedule

Useful Classes• C++• System Analysis and Design• Commerce on the Info.Highway

My AssignmentUpdate information for 1999-2000

Go To DEMO

Assignment in Kats was good opportunitiesto verify/reconfirm the IT skill.

３． Internship(2)Technobrain Co., Japan

Company profile Established in 1992

Business Description An employment agency for Technical HR Software/System Development

2nd internship was conducted in Japanin private company.

Projects in Technobrain Co.

Website and system developments for D-Hotel chains

Useful Classes• System Analysis and Design• Commerce on the Info.Highway•Database Management

Making Promotion Strategy for F-Hotel

Making Promotion strategy on Internet

for Technobrain.Co

2nd internship was good to know the gap between business and IT person.

Share of Internet by Region (1998)

US48%

Japan11%

Asian11%

Others30%

Access Media International, 1999

Internet in Japan

Contents of Business Website in Japan

0

20

40

60

80

100

120

%

n=683

Access Media International&IAJ, 1999

Do you have a business website?

Yes58%

Under planning24%

no plan15%

don't know3%

n=1,155

Access Media International & IAJ, 1999

Internet in Japan is also emerging, and 2nd largest internet population in the world!

Internet in Japan

Internet is utilized as the media of Promotion, rather than Sales/Service

Payment Method in Internet Shopping, Japan

0 20 40 60 80

Others

Credit Card

Money Order

Cash On Delivery

Direct Deposit

%

n=91

Access Media International&IAJ, 1999

Reasons why I don't purchase on Internet

0 10 20 30 40

don't know

not cheap

No interesting service/goods

Security fraud

May offend privacy

Can't trust merchants

%

n=675

Access Media International&IAJ, 1999

But shopping by credit card is not so popular in Japan,and internet seems to be recognized as the media of Promotion

Project for A-Hotel

A Hotels

44 Hotels in Japan & Asia

A Hotel is the one of the biggest hotel chain in Japan, and needs to deploy new strategy to survive competition

Projects for A Hotels

I was assigned to two CRM projects, such as,

Renewal of Online Reservation System

Online Catalog System for Wedding Party

Online Reservation System

Online Reservation via Internet@A-Hotels

Reservation via internet is increasing, and A hotel needs to strengthen the capability for it as soon as possible.

Renewal of online reservation system

Restructuring customers database system Be more customer-friendly Be more user-friendly New searching system by key words

First we need to list up all requirements for renewal.

New Database system

Lodging Reservation

DMC Membership No.----Dolphin Club Membership No.----Customer No. ---- Date 1999/07/21 How Many Nights-3 nightsNon-smoking3 adults

Atrium Club

Dolphin Club

DMC Club

Registration For Membership

DB serverFor DHotel Chains

DBSecurity Network

Update Info.

Direct Mail

Database For

Tokyo

Membership For Tokyo

DatabaseFor Ginza

MembershipFor Hotel Ginza

Security NetworkSharing Information

Input Customer’sInformation

D HotelTokyo

SendCustomer’sInformation

D HotelGinza

Confirmation

FAXE-mail

There are three objectives to develop new DB-To offer customized service based on customer’s personal information-To establish strategy for one-to-one marketing-Leverage customers’ information

Background of Project-Online Catalog system for Bridal Party

Wedding agencies support traditional Japanese wedding party in many cases.

Internet

Customers Hotels

WeddingAgency

Margin

Have a big party at Hotels

Budget for a party – avg. $20,000

One of the Main Revenue Source for Hotels

Online Catalog system for Bridal Party

Online catalog will increase opportunities of parties in D Hotels by promotion via Internet.

Differentiate the D-Hotels

- Catalog on Internet

- Easy to get the budget-estimation for the party

- Get customers’ special request for party

Customer's Interface

Left Frame Show Items for customersBy click, contents show up In the right frame

Right Frame Show descriptions of items, photographs Go to demo

4. What I learned……….

Role of Internet in Japan ……currently– To utilization as a marketing tool– Not to utilize for e-commerce　

Future of Internet in Japan

– Barriers– Infrastructures– Connection Fee/Cost (10 times as much as US)– Security

– Potentials– Internet availability on handy-terminal,

such as, PDA, cellular phoneex. mail, banking, ticket purchasing

During my internship, I learned two things, the current value and opportunity of Internet in Japan

Questions?