CS3260 Tutorial 8 - (week Oct 13 – Oct 17)
8A. Associated Press reported on October 12, 2001 that the US FDA has approved a pacemaker outfitted with a tiny transmitter that can tell your doctor how your heart is doing -- the first medical implant capable of such real-time monitoring. Pacemakers contain recorders that continually track heartbeat, how often the devices zap the heart back into rhythm, and other important information. Manufacturer Biotronik Inc. inserted a tiny transmitter inside a pacemaker to automatically send the data to a cellphone-like device the patient keeps within 6 feet of the body. That gadget then makes a cellular phone call to a Biotronik central computer that downloads the data wirelessly, and faxes the medical record straight to the doctor's office.
a) Traditionally, standard pacemakers require a doctor visit (once every six months) to download all that recorded data. Compare the benefits of the new pacemaker (with a transmitter) with traditional pacemakers in terms of reach, range, and responsiveness.
b) For this new device to succeed in the market, it should be a cost-effective way to improve health care. Suggest some possible ways to increase benefits and reduce costs of the new device.
8B. Bass Hotels and Resorts manages several chains of hotels including Holiday Inn, Crowne Plaza, and Inter-Continental. In 1998, Bass consolidated four Asian call centres into a single regional centre in Singapore. (Please refer to the Course Readings “Bass Hotels and Resorts”)
a) How did the consolidation affect the reach of Bass’ reservation system in Asia? What about range and responsiveness?
b) After establishing the regional call center, Bass invested in additional computer-telephony integration systems. Why were such investments more attractive with a regional call center as opposed to separate call centers?
c) Explain how consolidation into a single regional center could increase productivity even without an increase in manpower or systems.
d) Jean-Boris Urban, Bass director of reservations for the Asia-Pacific region, assessed the contribution of the new centre as generating $17 in sales revenue for every $1 of cost. Do you consider this to be an appropriate way to compare the profit contribution of the new system relative to the old one?