Unwired TMSIn July 2002, Telecom Jamaica started a pilot of a new data service called Mobile Ben-Q. The service was based on Telecom’s 027 CDMA2000 network. CDMA2000 was an always-on packet data network that supported peak data rates of 153.6 kbps. Because always-on packet data networks were a shared medium, and wireless services were dependent on the signal strength, real-world user experiences were typically less than the peak and in the range of 60–80 kbps.As part of the pilot, Farmers Foods’s field staff received GTRANt Wireless PC cards to be used on their laptops.Kerby thought that wireless data transmission could give them a second option of telecommunication for areas where a telephone line was not available or with poor data transmission rates. During the pilot, field staff were able to send and receive information at most sites and database synchronization was able to happen when they were driving or in the middle of farmland. However, network coverage was limited, especially in rural areas Kerby estimated that about 25% of Farmers Foods’s clients were based in an area that had no network coverage at all.Staff seemed to gain confidence in doing their job due to the increased accuracy of the information theywere able to retrieve. Most Farmers Foods’s training advisers told Kerby that having access to this sort of technology made their life easier, and they were able to work more efficiently. One of the field-training advisers mentioned: ‘I am out in the field to field three to four days a week and only one or two days in my office. To me, the benefit of having this technology available means that I can access information when I need – not having to wait until I get back to the office in the afternoon. Also because I work in isolation it was great to be able to pull over and check my e mail via wireless data’. In addition, field staff noticed that they could respond to enquiries from trainees on the spot, without the normal 2 weeks delay and the consequent likelihood of losing their interest. Also Kerby observed a ‘wow factor’ generated by wireless technologies – customers were impressed with the new system. It certainly could contribute towards the company’s image.The final pilot report showed that the average usage of wireless data per person was 100 Mbytes/month. In addition, data transmission was underperforming – prob ably equivalent to a 29 kbps modem – and costs of acquisition and maintenance were quite high.ConclusionIn order for Farmers Foods’s field staff to continue accessing the Mobile Ben-Q service, Kerby would have to purchase hardware and choose a one of Telecom’s wireless data plans. He wondered whether Farmers Foods should adopt a service based on an emerging technology. Question 1. Should Farmers Foods adopt this mobile technology? If so, how should they implement it? Explain and justify your position. Please provide examples, in-text citations and references.
Unwired TMS
In July 2002, Telecom Jamaica started a pilot of a new data service called Mobile Ben-Q. The service
was based on Telecom’s 027 CDMA2000 network. CDMA2000 was an always-on packet data network that
supported peak data rates of 153.6 kbps. Because always-on packet data networks were a shared medium,
and wireless services were dependent on the signal strength, real-world user experiences were typically
less than the peak and in the range of 60–80 kbps.
As part of the pilot, Farmers Foods’s field staff received GTRANt Wireless PC cards to be used on their
laptops.
Kerby thought that wireless data transmission could give them a second option of telecommunication for
areas where a telephone line was not available or with poor data transmission rates. During the pilot, field
staff were able to send and receive information at most sites and database synchronization was able to
happen when they were driving or in the middle of farmland. However, network coverage was limited,
especially in rural areas Kerby estimated that about 25% of Farmers Foods’s clients were based in an
area that had no network coverage at all.
Staff seemed to gain confidence in doing their job due to the increased accuracy of the information they
were able to retrieve. Most Farmers Foods’s training advisers told Kerby that having access to this sort of
technology made their life easier, and they were able to work more efficiently. One of the field-training
advisers mentioned: ‘I am out in the field to field three to four days a week and only one or two days in my
office. To me, the benefit of having this technology available means that I can access information when I
need – not having to wait until I get back to the office in the afternoon. Also because I work in isolation it
was great to be able to pull over and check my e mail via wireless data’. In addition, field staff noticed that
they could respond to enquiries from trainees on the spot, without the normal 2 weeks delay and the
consequent likelihood of losing their interest. Also Kerby observed a ‘wow factor’ generated by wireless
technologies – customers were impressed with the new system. It certainly could contribute towards the
company’s image.
The final pilot report showed that the average usage of wireless data per person was 100 Mbytes/month.
In addition, data transmission was underperforming – prob ably equivalent to a 29 kbps modem – and
costs of acquisition and maintenance were quite high.
Conclusion
In order for Farmers Foods’s field staff to continue accessing the Mobile Ben-Q service, Kerby would
have to purchase hardware and choose a one of Telecom’s wireless data plans. He wondered whether
Farmers Foods should adopt a service based on an emerging technology. Question 1. Should Farmers Foods adopt this mobile technology? If so, how should they
implement it? Explain and justify your position. Please provide examples, in-text citations and references.
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