eBay - A Case Study of Organizational Change Underlying Technical Infrastructure

Optimization

Pouria Ghatrenabi 7050754

ADM 6279 Socio-Technical Change| Winter 2015

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Agenda● Initial Situation● Targeted Situation● Analysis

o Technical System Analysiso Social System Analysis

● Current Situation● Recommendation

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Initial SituationStrength Weaknesses● Strong growth.

○ eBay is the biggest B2C and C2C online marketplace before 2009

● Well-known strategies○ CRM and acquisition○ Good internal environment

● Lagging at the infrastructure ownership and infrastructure integration.

● Low Scalability of data centre impacted the growth.

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Initial Situation

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Opportunities Threat● Partnership with retail stores

and Increase operational efficiency to address pressure

● Dean Nelson joined eBay at Sep, 2009

● Company competitions

● Securities and auction frauds; Less control for rented data centre

Target Situation1. Improve energy efficiency

2. Develop infrastructure utilization measurement

3. Optimize organization structure

4. Build cloud architecture platform

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Improve Energy Efficiency

Develop Infrastructure Utilization Measurement

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● Apply it into individual & business unit Level

● Get insight about

o Performance for different infrastructures

o Infrastructure consumption by individuals and teams

● Motivate employees to work in a more efficient way

Optimize Organization Structure

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Optimize Technical Architecture

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● Build a standardized cloud architecture platformo Provide server and network virtualizationo Streamline infrastructure designo Automate configuration processeso Standardize infrastructure deployment procedure

Technical System Analysis● Units of Operations● Business Workflow Diagram● Variance Chart● Variance Analysis Matrix

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Units of Operations● Business Units● Global Foundation Services Team● Computer and Data Infrastructure

Team● Infrastructure Vendors

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Variance Chart

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Variance Analysis Matrix

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● Two Focal Roles○ Global Foundation Service Team○ Computer and Data Infrastructure Team

● Focal Role Networking Map● GAIL Grid Analysis

Social System Analysis

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Focal Role Networking Map

Global Foundation Service Team

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Focal Role Networking Map

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Computer & Data Infrastructure Team

GAIL Grid Analysis

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Current Situation ● Organization Structure● Workflow Process

● Overall Performance (DSE)

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Organization Structure

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Collaboration

Cur

rent

Wor

kflow

Pro

cess

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Overall Performance

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DSE-Digital Service Efficiency

Recommendation

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Invest in Your Own Technical R&D

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Culture Transition

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Business Leadership Support

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Reference● Ask MetaFilter. (2010, May 26). What tipped off the credit card company for fraud? Retrieved November 12, 2014, from http://ask.metafilter.com/155037/What-tipped-

off-the-credit-card-company-for-fraud● Bhattacharyya, S., Jha, S., Tharakunnel, K., & Westland, J. C. (2011). Data mining for credit card fraud: A comparative study. Decision Support Systems, 50(3), 602–

613.● Jurevicius, O. (2015). eBay Company SWOT analysis 2013 | Strategic Management Insight.Strategicmanagementinsight.com. Retrieved 6 February 2015, from

http://www.strategicmanagementinsight.com/swot-analyses/eBay-swot-analysis.html

● Jurevicius, O. (2015). eBay Company SWOT analysis 2013 | Strategic Management Insight.Strategicmanagementinsight.com. Retrieved 6 February 2015, from http://www.strategicmanagementinsight.com/swot-analyses/eBay-swot-analysis.html

● Marketing Teacher,. (2014). eBay SWOT - Marketing Teacher. Retrieved 6 February 2015, from http://www.marketingteacher.com/eBay-swot/

● eBayinc.com,. (2015). Home. Retrieved 7 February 2015, from http://www.eBayinc.com/

● Pages.eBay.com,. (2015). Buyer Tutorial. Retrieved 7 February 2015, from http://pages.eBay.com/globaltrading/buyer/index.html

● Suciu, P. (2015). Skype and PayPal – A Different Set of Rules | Technology > Mobility from AllBusiness.com . Allbusiness.com. Retrieved 7 February 2015, from http://www.allbusiness.com/legal/communications-law-telephone-rates/8583888-1.html

● Griffin, J. M., & Puller, S. L. (Eds.). (2009). Electricity deregulation: choices and challenges (Vol. 4). University of Chicago Press.

● Electric Choice. (2013). Electricity Rates by State. Retrieved from https://www.electricchoice.com/electricity-prices-by-state/

● Nelson, D. (2013, November 21). eBay on the future of web-scale data centers. Retrieved from www.youtube.com/watch?v=UkloFjX0WdY

● The Green Grid. (2012). Breaking New Ground on Data Center Efficiency. Retrieved from http://bit.ly/1z2zFAm

● Schuetz, N., Kovaleva, A., & Koomey, J. (2013). eBay Inc.: A Case Study of Organizational Change Underlying Technical Infrastructure Optimization. Steyer-Taylor Center for Energy Policy and Finance. Retrieved from http://goo.gl/qDf4rp

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