Success and Failure of Information Technology: Case Study On: AT&T and Amazon

Success and Failure of
Information Technology
Case Study on: AT&T and Amazon
Presented by,
Ankita Chavan
Swati Mishra
Simran Khan
Nimrit Suri
Manmeet Kaur
Contents
● Failure of AT&T. ● Success of Amazon.
1) Introduction 1) Background
2) The Project and its Initiation. 2) Success of Amazon
3) Challenges faced by AT&T. a) AWS
4) Project objectives. b) CRM
5) The Nature of CRM. c) ECRM
6) Methodology Tasked.
7) Project failure
8) Reasons for failure.
9) Corrective Measures.
2
Failure of AT&T
Company Headquarters:
BACKGROUND
“  American Telecommunications
Company.
 Provides wireless services.
 AT&T is the third largest wireless carrier

Company Logo: in the united states.
 The company is a joint venture between

SBC communications and Bellsouth.
 It offers a wide range of services.

4
The Project and reasoning
behind its initiation.
o CRM system upgrade was launched by AT&T in the year 2003.
o The main aim of the management was to conquer the mobile

phone market segment.
o As part of the new initiative AT&T launched the new GSM

system.
o As per the changing technology AT&T has to upgrade the

existing CRM system to meet the new standards.
5
Deadline set by Convincing
government for customers to
number porting. move to GSM
network.
Challenges faced
by AT&T
Upfront
Old technology Competitors

used in the rise in power.
network.
6
Nature of CRM
1) In comparison with other projects managing customer
relationships is not a technology solution.
2) Customer relationship management is any tool, strategy, or
process that helps businesses better organize an access
customer data.
3) In order to compete in any industry you need a reliable system
built on CRM software.
4) CRM in a way is a methodology for doing business.
7
Methodology tasked:
The CRM suite AT&T used was
Oracle’s Siebel. Oracle provides a
stander framework for company in
determining the best possible
upgrade agenda.
8
The Project Failure:
• The First system crashed: After the first crash it never came back
even the old CRM system had no functionality.
• The second system crash: The project team at this time were
struggling to get the CRM working.
• The impact and the loss: Company sold to a previous competitor

Cingular in February for $41 billion.
9
Reasons of failure:
● Bas communication management.
● Complacencies in Quality Management
● Ineffectively practiced Risk Management
● Time Management needs to have been
more effective and deadline centric
● Initial Scope management.
10
Corrective Actions:
● Persist with the testing plan.
● Thorough training
● Eliminate the doubts team members have on the
layoff rumors
● Postpone layoffs and offshore outsourcing
11
Success of Amazon
BACKGROUND
“ • Emerging as an American multinational
E commerce co, Amazon has turned out
to be leading online retailer.
• It is one of the Big Five companies in

the U.S. information technology
industry, along with Google, Apple,
Microsoft, and Facebook.
• The company has been referred to as

"one of the most influential economic
and cultural forces in the world", as well
as the world's most valuable brand.
13
How did Amazon become
successful?
1. Amazon web services (AWS)
 Born out of a need to expand Amazon
beyond books, AWS has created a
multibillion-dollar industry.
 Amazon Web Services, as well as the entire
concept of cloud computing as an industry,
which may go down as the most influential
breakthrough Amazon has managed.
14
Companies using AWS:
● Netflix
● Intuit
● Coinbase
● Finra
● Johnson & Johnson
● Capital One
● ADOBE
● Airbnb
● HOL
● Hitachi
15
Best benefits of AWS:
● Comprehensive
● Cost effective
● Adaptable
● Security
● Improved productivity
● Global leader
16
Customer relationship
management:
● In order to gain customer satisfaction and loyalty
Amazon uses Customer Relationship
Management System (CRM).
● Jeff Bezos 3 big ideas-
I. Limitless inventory.
II. Customer care
III. High margin
17
Jeff Bezos 3 Big Ideas-
● Limitless Inventory:
1. Serving few needs of many customers.
2. Serving broad needs of customers.
3. Serving broad needs of many customers.
18
● Customer care:
1) One of the success factors of amazon.com is word of
mouth. Because of excellent customer service customers
trusted Amazon. They used to talk about Amazon.com to
other. This spread rapidly by creating increasing traffic
on the website.
● High margin and Low cost:
1. Amazon.com provides products significantly cheaper than
its competitors. One of the main visions of Amazon.com is
based on the long term plan. This makes easier for
Amazon to take risk of low profit in order to succeed in
future. 19
Top 5 ways Amazon uses CRM
● Tailored offers and promotions
● Personal data collection and storage
● Recommendations
● Customer support
● Evolution of services
20
Electronic customer relationship
management
● The application of CRM to internet based e-
commerce business is the basic concept of
electronic CRM (E-CRM).
● The benefits of E-CRM include the

following: Improved customer relations,
service and support. Matching the
customers' behavior with suitable
offers.
21
CONCLUSION
• AT&T analysis of the project revealed that even the
smallest of mistakes is being done in major projects.
And also the human resource is the most vital asset in
any project.
• Whereas Amazon not only have a a great CRM plan but

also succeeded in Building customer paradise. They
charge much less and promise much more than other
stores and platforms.
THANK YOU!
23

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Success and Failure of

 Provides wireless services.

 AT&T is the third largest wireless carrier

 The company is a joint venture between

 It offers a wide range of services.

o The main aim of the management was to conquer the mobile

o As part of the new initiative AT&T launched the new GSM

o As per the changing technology AT&T has to upgrade the

Old technology Competitors

• The impact and the loss: Company sold to a previous competitor

• It is one of the Big Five companies in

• The company has been referred to as

● The benefits of E-CRM include the

• Whereas Amazon not only have a a great CRM plan but

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