Marketing Strategy For Hotel Brand Radisson

Marketing Strategy For Hotel Brand Radisson Tourism is defined by Burkart Medlik as: the phenomenon arising from temporary visits(or stay away from home)outside the normal place of residence for any reason other than furthering an occupation remunerated from the place visited Lickorish and Jenkins credit the sustained grouth of tourism to the grouth in disposable income and paid holiday;it is now the one of the fastest growing industries in the world.the world Tourism Industry expects international tourist arrivals worldwide to rise from 456m in 1990 to 660m in 2000 and 937m in 2010.(World Tourism Organization(WTO)1986). 1.1 Company Overview Radisson is one of the worlds leading global hotel brands. It delivers vibrant, contemporary and engaging hospitality that is characterized by its unique Yes I Can!SMservice philosophy. First-class, full-service hotels with a range of World of Radisson features that have been created specifically to be empathetic to the challenges of modern travel, including its 100% Guest Satisfaction Guarantee. Worldwide Portfolio Radisson has a strong worldwide portfolio and continues to grow with a focus on adding key hotels in major cities, airport gateways, leisure destinations and other important locations. Radisson currently has over 430 hotels operating throughout the world with 103 contracted properties under development. Radisson is expanding as a powerful, globally consistent, full-service hotel brand, offering vibrant, contemporary and engaging hospitality that is defined by its distinctive Yes I Can! service philosophy. All of our hotels and resorts offer a range of World of Radisson features that are empathetic to the challenges of modern travel. Expanding global presence Radisson continues to expand its presence in key destinations in The Americas, Asia Pacific and Europe, the Middle East and Africa, reaching new markets and customers in major urban and suburban locations, as well as near airports and business districts around the world. Yes I Can! training program delivers As part of its focus on guest satisfaction, Radisson offers one of the hospitality industrys most dynamic guest service training programs calledYes I Can! This program translates the core of the companys service philosophy for hospitality excellence to the front-line service employees in Radisson operations worldwide. Celebrating its 20 year milestone in 2007,Yes I Can!has become a central part of the Radisson culture, creating a point of difference for the brand. Our goal at Radisson is 100% Guest Satisfaction. If you are not satisfied with something, please let one of our staff know during your stay and well make it right or you wont pay. Its Guaranteed. 2.0 Concept of Marketing Carlson Sets New Marketing Strategy for its Radisson Brand: New Guest Room Concepts, New Restaurant Concepts and New Service Concepts ORLANDO, Fla. (March 3, 2010) As part of its Ambition 2015 plan, Carlson today unveiled a comprehensive strategy for its Radisson brand. As one of the worlds leading brands, Radisson is being positioned to deliver vibrant, contemporary and engaging hospitality characterized by the Yes I Can! service philosophy. The positioning is being supported by a series of innovations including new room concepts, new restaurant concepts and a series of new service concepts focused on the guest experience. The strategy for Radisson will entail an investment program of up to USD 1.5 billion in North America, focused on establishing flagship hotels in key U.S. cities and on upgrading the existing portfolio. It aims to expand its portfolio by at least 50 percent by 2015 to more than 1,500 hotels in operation. We believe this is a great time to invest in the hotel business. With Ambition 2015, we have a comprehensive and compelling strategy to build the business, said Hubert Joly, president and chief executive officer, Carlson. Ambition 2015 will focus on four priority growth initiatives including: Expanding Radisson as a powerful, globally consistent first-class brand. Accelerating the growth of Country Inns Suites By Carlson in four key markets: United States, Canada, India and Mexico. Growing Park Inn as a winning mid-scale brand across theaters in key countries. Continuing to grow in key emerging markets, with greater emphasis on mid-scale. The strategy entails continuing the growth in key emerging economies such as Brazil, Russia, India and China, where it has gained significant strength. For example, Carlson is the largest and fastest growing international hotel company in India with 79 hotels in operation or contracted at the end of 2009. These strategies will be supported by investments in marketing, sales, distribution and technology. As part of its Ambition 2015 strategy, Carlson Hotels expects to increase the contribution from brand websites to 30 percent of revenue and to double the number of members in its goldpointsplusSM loyalty program. With 422 hotels in operation and 90 in the contracted pipeline, Radisson is one of the most well-known and fastest-growing brands in the world, delivering market leading guest satisfaction and achieving superior RevPar penetration internationally, said Hubert Joly, president and CEO of Carlson. We have crystallized the success formula for the brand, improved it and are using it as the foundation for its future development. As part of this strategy, Carlson announced the global roll out of five new room concepts And Relax, Naturally Cool, New York Mansion, Ocean and Urban. All of the concepts share a vibrant and contemporary design, the use of bold colors and lighting, and a comfortable feeling. The global strategy also includes two new restaurant concepts. Filini will offer an upscale, sophisticated Italian cuisine, while rbg is a bar-and-grill concept in an inviting, contemporary setting. The strategy also introduces a range of service concepts covering the key touch points of the guest experience including, for example, Business Class and three-hour laundry. Business Class will offer customers the best available room, breakfast, turn-down service, upgraded bathroom amenities, a daily newspaper and other amenities depending on the market. As part of this strategy, the Radisson brand will be tiered across the upper upscale and upscale segments. Radisson Blu will be applied to the upper upscale segment and Radisson Green will be applied to the upscale segment. Both will share the same brand essence vibrant, contemporary and engaging the same style and many of the service concepts. The differentiation will primarily be location based key location in a primary city versus a secondary market. It will typically be reflected in the level of investment that goes into the property. The strategy will include the implementation of the brands new global standard operating procedures, a new quality assurance program and intensive training programs. The strategy will be supported by investments in marketing, sales and distribution as part of the overall Carlson Ambition 2015 plan. 2.1 Marketing Strategy of Radisson Under the leadership of its former president, Radissons strategy focused on growth and the firm added hotels at the rate of about one hotel every seven days. By 1997, Radissons growth at any cost strategy left Radisson with a significant diversity in hotel quality and an unfocused brand image. Alignment with hotel owners (more than hotel guests) also seemed to cause Radissons customer service and hotel management expertise to atrophy. In 1997 and 1998, Mr. Brian Stage, Radissons President, and Ms. Maureen OHanlon, Radissons Executive Vice President, took several initiatives to drive the organization towards becoming a more customer-focused brand. In their words, they re-discovered that their primary customers should be the guests not the owners. Some of these initiatives included a service guarantee, a guest satisfaction measurement program, an employee satisfaction measurement program, and an information technology initiative. Stage and OHanlon were committed to creating the systems and programs that would bring Radisson into the 21-st century as a truly customer-driven learning organization. Their goal was to make Radisson the most trusted and respected brand worldwide. They were hopeful that these initiatives would make a significant contribution to helping Radisson achieve these goals. Service Quality Performance Metrics Radisson uses four service quality performance metrics based on room comment cards solicited from hotel guests: Willingness to return percent of customers who indicate that they are willing to return. Percent advocates percent of customers who indicate a willingness to recommend Radisson Hotels to others. Percent defectors percent of customers who indicate that they are unwilling to return. Percent complaints ratio of complaints to room nights. Information systems, under the leadership of Radissons Vice President of Knowledge Resources, Mr. Scott Heintzeman, produces a dashboard for each hotel that includes these and other more financial measures. The one-page dashboard is Radissons balanced scorecard for each hotel. These measures are often supplemented with ad hoc marketing research. This paper focuses on the service guarantee initiative, the four strategic service quality performance metrics that support the implementation and evaluation of that initiative, and a new measure called employee motivation and vision that was found to correlate highly with Radissons service quality performance metrics. RADISSONS SERVICE GUARANTEE The Service Guarantees Concept Hart2,3, Hill4, and others5,6 have argued persuasively that service guarantees can help many firms to position themselves in the market by clearly defining their value proposition to customers and employees. Service guarantees also stress front-line workers to deliver high-quality service the first time, encourage customers to voice their complaints to the firm, and motivate and enable workers to quickly discover and recover dissatisfied customers. Hays and Hill7 at the University of Minnesota developed a model (Figure 1) to show how service guarantees affect service quality and, ultimately, business performance. In this model, they argue that a strong service guarantee improves customer satisfaction, service quality, and customer loyalty through three intervening variables: Marketing Communications Impact, Employee Motivation and Vision, and Organizational Service Learning. These are defined in the following paragraphs. Figure 1. Service guarantees and business performance Marketing communications impact (MCI) Business performance (BP) Employee motivation and vision (EMV) Service guarantee strength (SGS) Customer satisfaction Service quality Customer loyalty (SQL) Organizational service learning (OSL) Marketing Communications Impact (MCI) A strong service guarantee will have both offensive and defensive marketing impact. Offensively, firms can use a service guarantee to proclaim the reliability of their high quality service and thus attract new customers. Defensively, a service guarantee not only enables companies to recover unsatisfied customers but also encourages dissatisfied customers to complain, thus allowing the firm to recover those customers. Employee Motivation and Vision (EMV) A strong service guarantee motivates employees to fulfil the guarantee and to satisfy customers. The guarantee clearly defines the employees job as satisfying customers not just taking reservations, checking out customers, or cleaning rooms. It can also inspire a new vision for service quality when employees are challenged to really satisfy customers true needs. Hill8 quotes one senior European executive who proclaimed that our service guarantee defines the mission for our firm. Organizational S ervice Learning (OSL) A strong service guarantee can help organizations discover dissatisfied customers and learn from them in order to improve service quality. Organizations with a strong service guarantee will tend learn how to satisfy customers faster than organizations without one. When marketing communications impact (MCI), employee motivation and vision (EMV), and organizational service learning (OSL) are improved, then service quality, customer satisfaction, and customer loyalty (SQL) should also improve. Business performance (BP) will improve as a result of improved SQL. 2.1.1 Guerrilla Marketing When using social media for marketing it is not about broadcasting its about engaging. The most successful campaign is the one that engages and activates the most people to become the brands ambassador. The Radisson Blu Hotel brand with hotels in over 200 locations world-wide has started such a campaign. It seems to have started mid-May but is reaching its tipping point these days and is spreading fast. Its actually a very simple competition. They are giving awaythe greatest holiday in the world, probably inspired by the best job in the word. And the greatest holiday on Earth is 365 free nights at any Radisson Blu hotel in the world that the winner can use over the next five years. All you have to do to participate is signing up and telling the world why you should win. Its then up to the users to get as many people as possible to vote for them but each person can vote once every day. The one with the most votes at the end of the competition on July 24th will be the winner of the 365 free nights at any Radisson Blu. Simple and effective. Last Sunday night about 1500 people had signed up and now, on Wednesday, there are about 3000 people competing. And those 3.000 people are now all actively promoting their spot in the competition and the hotel brand at the same time. Not bad! To encourage people further Radisson has enabled sharing options for twitter, face book and a number of other social networks and lists ideas on how people can promote themselves offline. One important thing is lacking though, which is a badge to put on a blog that automatically updates the ranking and encourages people to vote. 2.1.2 Viral Marketing Radisson Hotel is providing the Best Online Rate Guarantee for their customers. Radisson.com, their homepage is customers home base for the best savings. they deliver customers best online rates guaranteed.Customers can get the best online rate for their stay and they will get the best rate online they guarantee it. When customer books their reservation on Radisson.com, they can be confident they have gotten the best rate for their next visit. HowIt Works If you find a rate on another website that is lower than the bestrate on Radisson.com and the rate is for the same date(s), same room type, same number of guests, at the same hotel and same rate termsor restrictions- let them know andthey will honour the lower rate AND discount that rate by 25%. Qualifying Rates Radissons Best Online Rate Guarantee applies only to online rates available to the general public. Group rates, corporate rates, wholesale rates, affinity/association rates or rates which are part of a travel package do not qualify. Radisson Customer Service will verify the rate meets all of the Best Online Rate Guarantee terms and conditions. Once confirmed you will receive the lower rate and 25% discount. Radissonguarantees that Radisson.com will have the best online rate available to their guests. 3.0 Public Relation Method March 24th, 2008, Radisson Hotel, Effective Business Solutionsseminar On 24th of March, the Bulgarian Cash newspaper arranged the Effective business solutions seminar in Radisson Hotel. The event was focused on ERP and CRM systems in order to help managers of trading and production companies raise the efficiency of their business processes. The top IT leaders were invited to present their products and Neme schek Bulgaria was one of them. In their exposition, the specialists of Nemetschek Bulgaria emphasized on the simple adaptation of their system ( Customer Center) to the customers needs. Radisson Hotels Reviews Public Relation Prior To Launch Radisson Hotels is reviewing PR for its main hotels brand and is in the advanced stages of hiring an agency to launch a five-star hotel in Manchester. PR manager Jacquiline Willers said the company had seen pitches from four agencies and settled on a shortlist of two for the Manchester brief, with local agency Mason Williams and London-based Pineapple PR in contention. Willers refused to discuss fees for the two briefs, but said: We have budgets for the Manchester project and for a two-year contract to help the Radisson Edwardian brand. It may be that one gets the Manchester job and the other the wider brief. At the moment, were not looking at other agencies for the two-year contract, but that may change, she added. Radisson Edwardian has previously used Brighter PR for its PR work. The agency is not involved in the current pitch process. Willers said the brief for the Radisson Edwardian Hotel Manchester will involve activity to drive bookings and awareness ahead of its opening in June 2004. The company claims the Manchester hotel will be the first five-star hotel in the centre of the city. However, Manchesters Lowry Hotel which falls just outside the city centre in neighbouring Salford and accommodated the England football team last weekend for its friendly against Denmark currently dubs itself the citys only five-star hotel, sparking speculation of a feud between the two hotels. But, Rocco Forte Hotels UK marketing director, Murray Thompson, played down talk of a spat, saying the opening of the Radisson in the city would make life easier for the Lowry: Manchester is saturated with three- and four-star hotels and it will no longer be just us saying its worthwhile to pay for luxury, he said. Radisson SAS Hotel, Dubai Deira Creek, has appointed Stephanie AbouJaoude as its Public Relations and Communications Manager. The property is an established landmark on the Deira Creekside and was re-branded Radisson SAS this month. Lebanese-Canadian, AbouJaoude, takes up her new role following three years as Public Relations and Communications Executive at the InterContinental Hotel, Dubai where her main duties involved media relations, advertising and maintaining the corporate identity of the brand. Stephanie will spearhead all elements of internal and external communications. She will also oversee the propertys marketing programmes, said Andreas Flà ¼ckiger, General Manager, Radisson SAS Hotel, Dubai Deira Creek. Her comprehensive knowledge of this property is a real asset to us and she will play an integral part in establishing this hotel under the Radisson SAS brand. Radisson SAS Hotel, Dubai Deira Creek has 287 guest-rooms, including 39 suites, 16 food and beverage outlets as well as meeting and events facilities. 3.1 Relationship Marketing Radisson is part of the Carlson Hotels Worldwide system of hospitality properties which include Regent International Hotels, Radisson Hotels Resorts, Park Plaza Hotels, Country Inns Suites By Carlson, and Park Inn hotels. The parent company, Carlson Companies Inc., also owns and operates Radisson Seven Seas Cruises and T.G.I. Fridays restaurants. A world leader in Relationship Marketing, Carlson maintains a consumer loyalty program known as Gold Points Rewards. As one of the leading global hospitality companies, Radisson operates, manages and franchises 435 full-service hotels and resorts, representing more than 102,000 guest rooms in 61 countries. From its franchise partners and strategic allies, to every manager and employee at every hotel, the Radisson organization is committed to providing personalized, professional guest service and Genuine Hospitality With its focus on total guest satisfaction, Radisson employees undergo one of the hospitality industrys most dynamic guest relations training programs calledYes, I Can!This program translates the core of the companys service philosophy for hospitality excellence to the front-line service employees in Radisson operations worldwide. After more than a decade,Yes, I Can!has become a central part of the Radisson culture, creating a point of difference for the brand in the manner with which customers are served. Radisson hotels are named after the famous French explorer, Pierre Esprit Radisson, who visited many parts of the Upper Midwest and Canada during the 17th century. Radisson Gold Rewards offers guests the opportunity to earn and redeem Gold Points ® within an exclusive network of leading brands. Members who earn Gold Points can redeem them for free night stays, airline miles, luxury cruises, merchandise, meals, and more. In addition to all of Carlsons brands, other major national partners in the Gold Points Rewardsnetwork include Thrifty Car Rental, The Flower Club and FTD.com. Currently, Gold Points are earned at all Radisson hotels in the United States, Canada, the Caribbean, Mexico, Central and South America. Residents of these countries can earn points at Radisson SAS and Radisson Edwardian hotels in Europe as well. Members of Radisson Gold Rewards earn 1,000 Gold Points per night, up to 10,000 points per stay. Radisson is continuing to add new hotels and resorts in key international business and leisure destinations. Examples of the companys highly successful partnerships include the development of Radisson SAS hotels and three other Carlson hotel brands in Europe, the Middle East and Africa, and Radisson Edwardian Hotels in the United Kingdom. Global presence and expansion into new markets is a key part of Radissons heritage. Radisson opened the first American-managed hotel in Moscow and today has several locations throughout Eastern Europe. Radissons recent entry into the United Arab Emirates, Lebanon and Saudi Arabia in December 2002, expanded the brands global presence to 61 countries. 3.2 Customer Loyalty At Radisson, they are always looking for ways to give customers that little something extra. Thats why they offer Goldpoints Plus (goldpoints plusSM). Its the rewards program thats tailor-made for customers and their needs. goldpoints plusSM Free nights à ¯Ã¢â‚¬Å¡Ã‚ · Enjoyfree hotel nightsstarting at just 15,000 points. à ¯Ã¢â‚¬Å¡Ã‚ · Combine a fewPoints + Cashfor an Award Night. Miles à ¯Ã¢â‚¬Å¡Ã‚ · Exchange yourpoints for mileswith over 20 airlines. Prepaid Cards à ¯Ã¢â‚¬Å¡Ã‚ · Cash in your points for Visa ®or MasterCard ®Prepaid Cards. Express Awards à ¯Ã¢â‚¬Å¡Ã‚ · Redeem points at the hotel forExpress Awardslike movies, room upgrades and more. Make a Donation à ¯Ã¢â‚¬Å¡Ã‚ · Gift your points to theWorld Childhood Foundationor to offset yourCO2 emissions. And some more attractive programmes those are really help them to get a loyal customer. 100% Satisfaction If you arent satisfied with something, please let one of our staff know during your stay and well make it right or you wont pay. Its guaranteed. Global Locations With over 400 Radisson locations worldwide, our doors are always open to you. Ready to greet you with our signature Yes I Can!TMservice. Free High-Speed Internet We dont just want you to stay with us, we want you to connect with us. Thats why unlimited high speed Internet is free with your stay. Full Service Restaurant and Room Service Hungry for satisfaction? Youll get it when you enjoy a meal in one of our full service restaurants. If you prefer to stay in, help yourself to something from our room service menu! Business Centers Its easy to stay on the job even when youre traveling. Our business centers are fully upgraded to fit the way you work today. Pool and Fitness Centers Spend your downtime shaping up in our modernized fitness centers or take the plunge poolside and stay fit when youre on the go. Meeting and Banquet Facilities Whether youre planning a business meeting or a family celebration, were here to help. With the space and the services that will make your event special in every way. 4.0 Effectiveness of Marketing and Public Relation strategy Hotels Resorts is committed to change and innovation in all key areas including its growth strategy ,operations, franchising, sales and marketing and technology, to operate with maximum effectiveness in a highly competitive business environment . Technology will undoubtedly continue to develop andRadisson Hotels should continue to progress along with it to stay on top of the service industry as one of the best global hotelcompanies out there. ORLANDO, Florida As part of its Ambition 2015 plan, Carlson today unveiled a comprehensive strategy for its Radisson brand. As one of the worlds leading brands, Radisson ® is being positioned to deliver vibrant, contemporary and engaging hospitality characterized by the Yes I Can! service philosophy. The positioning is being supported by a series of innovations including new room concepts, new restaurant concepts and a series of new service concepts focused on the guest experience. The strategy for Radisson will entail an investment program of up to USD 1.5 billion in North America, focused on establishing flagship hotels in key U.S. cities and on upgrading the existing portfolio. With 422 hotels in operation and 90 in the contracted pipeline, Radisson is one of the most well-known and fastest-growing brands in the world, delivering market leading guest satisfaction and achieving superior RevPar penetration internationally, said Hubert Joly, president and CEO of Carlson. We have crystallized the success formula for the brand, improved it and are using it as the foundation for its future development. As part of this strategy, Carlson announced the global roll out of five new room concepts And Relax, Naturally Cool, New York Mansion, Ocean and Urban. All of the concepts share a vibrant and contemporary design, the use of bold colors and lighting, and a comfortable feeling. The global strategy also includes two new restaurant concepts. Filini will offer an upscale, sophisticated Italian cuisine, while rbg is a bar-and-grill concept in an inviting, contemporary setting. The strategy also introduces a range of service concepts covering the key touch points of the guest experience including, for example, Business Class and three-hour laundry. Business Class will offer customers the best available room, breakfast, turn-down service, upgraded bathroom amenities, a daily newspaper and other amenities depending on the market. As part of this strategy, the Radisson brand will be tiered across the upper upscale and upscale segments. Radisson Blu will be applied to the upper upscale segment and Radisson Green will be applied to the upscale segment. Both will share the same brand essence vibrant, contemporary and engaging the same style and many of the service concepts. The differentiation will primarily be location based key location in a primary city versus a secondary market. It will typically be reflected in the level of investment that goes into the property. The strategy will include the implementation of the brands new global standard operating procedures, a new quality assurance program and intensive training programs. The strategy will be supported by investments in marketing, sales and distribution as part of the overall Carlson Ambition 2015 plan. We have seen the power of the brand internationally and the very attractive return from renovating to the new standards, Joly said. The brand is poised for significant growth around the world and we expect to grow the portfolio to at least 600 hotels by 2015. Media interested in getting insight into Carlsons new global vision and corporate strategy are invited to view the live webcast of Hubert Jolys opening keynote atwww.carlsonhotelsmedia.com/ambition2015at 4:30 p.m. ET. A replay of this webcast will be available starting at 8 p.m. ET, Wednesday March 3, 2010. Effective Integrated Marketing Strategy Integration marketinghappens when two different, but complementary offers are made in succession, or when a Unit of Marketing Value is placed in front of an existing traffic stream. Radisson offers sleep number beds in many of their rooms. These beds allow guest to adjust the firmness to their liking. In this case, the integration is that, as a Radisson customer, they are entitled to receive Free home delivery, setup and removal OR $150 worth of accessories on select Sleep Number beds. The promotion is co-branded to reinforce that being a Radisson client has its special perks and privileges that they are looking out for customers well-being even when they are not staying at their hotel. In fact, they want the experience of sleeping in customers own bed to mimic the experience of sleeping in their bed. Integrated marketing is happening all around the guest all they have to do is look for it. 5.0 Recommendation and conclusion References www.radision http://www.hotel-online.com/News/PR2010_1st/Mar10_RadissonPlans.html http://www.greatestholiday.radissonblu.com/ http://www.nemetschek.bg/press/index.htm http://www.discoverfrance.net/Boutique/Travel/Hotels/Chains/Radisson.shtml SERVICE GUARANTEES AND STRATEGIC SERVICE QUALITY PERFORMANCE METRICS AT RADISSON HOTELS WORLDWIDE Arthur V. Hill * , Susan Geurs, Julie M. Hays, George John, David W. Johnson, and Richard A. Swanson Case Analysis: Customer-Driven Learning at Radisson Hotels Worldwide ReferencesAl, L. (1993). Service guarantees in outpatient clinics: a case study. Health Care Management Review, 18 (3), 59-65. Cahill, D. J., Warshawky, R. M. (1995). Beyond competence: unconditional guarantees as a customer-service tool. Journal of Customer Service inMarketingand Management, 1 (3), 67-77. Hart, Bibliography http://travel.yahoo.com/p-hotel-360091-radisson_ambassador_plaza_hotel_and_casino-i

People Are Getting Overly Dependent on Technology

Running head: IS IT BECOMING OUR PRIMARY NECESSITY? 1 Is information technology becoming the primary necessity of our existence; as we are getting dependent on it? Raisa Sadat Sharmin Brac University IS IT BECOMING THE PRIMARY NECESSITY OF OUR LIFE? 2 Abstract This paper explores four published articles that surveys and gathered information on about the usage of information technology. the articles, however gives various data about the statistics of using internet from different groups of peoples. Another reflected the development of Google within last ten years, and also about the expenditure on information technology. One of the article deals with the facts that young students are addicted towards sexting. And lastly one paper deals with the decrease of printed materials. In fact this paper is a research work on the dependency and independency of humans on the information technology. IS IT BECOMING OUR PRIMARY NECESSITY? 3 Is information technology becoming the primary necessity of our existence; as we are getting dependent on it? â€Å"Could you please hurry up? I’m getting late† a customer in a renowned super shop is becoming restless due to the long queue in the payment desk. But what happened? Why has everything halted suddenly? It was just a case of system failure, which stopped all the works inside the shop and the cashier was unable to make the bills, as the bar code reader and all other software were not responding. As a result, the waiting list got longer and created chaos inside the shop. Look, how such a simple system failure is creating so much of distraction in our life. The above situation was just an example from a super shop, but it is not the only thing based on information technology. In fact, most of the things in our country are now based on information technology. Even if the world recognizes Bangladesh to be a poor, developing country with many people living below the poverty line, the usage of technology is considerably high. In a report published in Internet world statistics, the author (2010) stated that the number of mobile phone usage increased from 100,000 to 995,560 with the rate expanding from 0. 1% to 0. 6%, during 2000 to 2010. Nowadays, cellular phone usage has become very common amongst the lower class in our country. Also offices and stores are relying on technology for storing their records and dealings. Moreover, students have become dependent on the Internet for searching essential information. Why are we using this information technology? Because these technology makes our life easier, for example it enables us to communicate with others at a distance within a second, IM and video conferencing are allowing us to be in touch with our relatives staying abroad, and that also for free; only the line rent is enough to let us exchange few words with our relatives. In addition information on the Internet are allowing us to get updates in a matter of seconds. Even if it is providing us with ample benefits, it is giving rise to dependency. I strongly believe that people are getting over dependent on technology, as these facilities are making us inefficient in manual work procedure, handicapped without technology, and it is also becoming a main reason for wastage of money in the case of the young generations, though IT is providing us a less time consuming lifestyle, low cost communicating facility and a digital way of refreshment. IS IT BECOMING OUR PRIMARY NECESSITY? 4 Just recall the previous times, when we were not touched by the digital life system; what happened in that time? Students did not got any help from the internet for their assignments, in spite of that they did their assignments and other works, they were not thrown out of the institutes for getting bad grades. Scientists, doctors, engineers were born previously; they also did their research works, as well as new inventions. They worked hard, without looking for something simpler they went through the printed books, to gather information for themselves; but nowadays students cannot even think of doing their papers without the help of the technology, they are becoming inefficient to go through the manual working procedure. As time changes, we are getting new technologies to improve our lifestyle, as for example, now assignments, projects and other brainstorming works are easier today. Just type the word and click to search anything about the related topic in Google (the most efficient search engine). According to Dingle (2010), Google did a revolution in the business sector by starting its journey of giving free service to search information in its sites, and day-by-day Google is expanding its services. Google obviously makes our life easier, and that is why students tend to rely upon it for their academic purpose. Zillien and Hargittai (2009) did a survey on different types of Internet usage on the various classes of people in the society; the most common usage amongst all the group of peoples was email and search engine usage. From higher class to lower class, everyone is dependent on Google, as almost 86% of the sample replies to it, and above 90% responds to the email usage. Karen et al. (2010), says students are getting dependent on the electronic and search engine sources mostly within 1996 to 1999, as between those years, the number of printing sources like books decreases. All these experts are telling us about the efficiency of IT in our lives, where we are actually becoming more inefficient. Most of the companies and offices are using IT to maintain all their documents, records and dealings. They said that IT is helping them to maintain all the complex works in a simpler way. For example, Apollo Hospital is a worldwide chain hospital, which has opened in to our country recently. An employee of the hospital was asked about the system maintenance of the hospital, and he answered that from the appointment to pharmacy billing, every single thing are maintained by the IT system. They have interred linkage within the computers throughout the hospital, and everything is monitored centrally. All the patients and staff have got different ID IS IT BECOMING OUR PRIMARY NECESSITY? 5 numbers and servers where all information about them is saved. Then the question arises, what would happen if the system fails for one day? The employee become silent, and says we cannot even think the system failure for one hour, and it is impossible to run a day without these systems. The employee was also asked whether there is manual system, in case of emergency in the hospital, he says no; by chance if there is any system failure, nothing can run on that building, patients would have to wait for getting prescription as well as their appointment. He also said that, â€Å"we are handicapped without technology†, as they cannot perform any of the action without computers. Though IT allows them to maintain all the things very swiftly, it also makes them to be dependent o it. The most surprising fact is that, humans invent technology, and now they cannot proceed without the technologies. Nowadays, almost every people confess his or her dependency on IT, while in a survey people of different ages were asked about this dependency, and according to the figure 7, 62. 5% of the people said that they are dependent on the information technology; and figure 5 says that 100% of the people cannot imagine themselves without their cell phone or laptop. So, we can say that IT is making us handicapped, as often we cannot work on their unavailability. The young generations of today are now up to date with all the latest technology available. They are getting dependent, and wasting money to buy different gadgets. Dingle (2010) gathers information from the research firm Gartner, where the author found that Global IT has spent US$1,4 trillion, from where a huge amount of money went for both hardware and software, which in turn helps us by increasing the availability of computers in almost every corner of our lives. We are progressing, and new inventions are coming everyday; companies like Apple, Nokia, Blackberry and etc. are contributing a lot to serve the necessity of the young generations. Dingle (2010) cites the research of Gartner who expects that the customers will spend quiet about US$6 billion to get mobile applications. Teenagers and also adults are now using huge amount of money to satisfy their hunger for getting latest technology. As in figure 5, while in a survey, 96. 7% people said that they spend money on IT, whereas only 3. 3% said that they do not spend money for the usage. Many students, who lives abroad, works for hours to receive extra payments, by which they can fulfill their needs. All this factors are pointing out that IS IT BECOMING OUR PRIMARY NECESSITY? 6 our young generations are getting dedicated towards the IT, and wasting lots of money to get their needs. Computer invention is believed as a revolution in world, it was made for human beings, to make their life easier, faster and more comfortable. Many people believed that before we wasted most of our times by being in a manual system, where as those works can be done within a moment. From figure 7, we can see that 76% of the people said that information technology is making our life easier and faster. Students from different universities and institutes say that without information technology it would be much harder for them to complete the assignments and other research works. These technology are allowing them to communicate experts throughout the worldwide, whenever they need they can go to the web sites and gather their required information. The students argued that, they have lots of works to do, for which they need to be multi tasking. And information technology is giving them a route to be successful in their live. But if we consider about the ancient times, people were also successful at that times, scientists, engineers, researchers also did their challengeable jobs at those times. Without the help information technology, they did work hard and become successful in their lives. Again students said that on that time, life was not that much competitive, and for this current and present situation no one can work without the help of IT. While aged peoples said that, young generations do not want to work harder as they can get anything they want within a second. Nowadays it is familiar to get everything done by sitting in a computer, even products can be ordered in internet, so our young generation is becoming lazy and inefficient because of IT. From Figure1 we can see that, 64% of the people surveyed says that information technology is making us inefficient. What is the use of that life, which is making us unproductive to work of our own? â€Å"Time and tides wait for none†, especially in this competitive world of ours, we cannot even think about wasting a single second from our lives. Everyone is in the struggle to do well in their life and in order to get establish, people are getting away from their close ones, sometimes they are going abroad to study or for job. Information technology helps us to communicate with our loved ones from a long distance, and that is also with a very lower cost. Facebook, twitter, all other IM and video conferencing services do not even let us to feel that we are away from our IS IT BECOMING OUR PRIMARY NECESSITY? 7 connections. Though it is letting us to communicate freely, it is also hampering teenagers and even the adults. Corbett (2009) concludes the popularity of cell phone amongst the teenagers and young adults. A survey conducted by the Cellular Telecommunications Industry Association (CTIA) amongst 2000 teens, were found that, their parents gave them mobile phone for their safety, and specially to be in contact with the teens while they are out of their house. But quiet about 57% of the teenagers said that they use cell phone to communicate with their friends. Not only that, the awesome features of taking pictures in cell phone and uploading instantly in Facebook or Twitter is quiet famous among them. Text message and multimedia message are also a very popular way of communicating with peers. Corbett (2009), says about â€Å"sexting†, that is, while in a relation, girls send their nude pictures to their boyfriends, and after they break up, the boy upload those pictures on the internet, and in this way teenagers are affected by the impact of technologies. Usually it is seen that, adolescents use IT for most of their works, most of them are unaware of the intentions of their friends, and this is how IT is affecting our teenagers and adults. Lastly, adults and teenagers cannot even think of themselves without their mobile, computers, and all other entertaining devices. They believe that, life is becoming so busy, they did not get extra time to communicate with others, and there are also no extra time to play outdoor games, or to hangout with friends randomly. As from Figure 3, we can see that 75% of the people says that they use IT also for their personal purpose rather than academic or officials, and in Figure 4, 82. 5% people said that in this current situation IT is needed in every step of our life. Due to the lack of time, most of the peoples are now relying on the digital form of entertainment. As I have mentioned above that, students are willing to spend money for buying gadgets for them. Movies, games music is now considered as a form of entertainment. Students are found to do chatting in messenger, while they are in class. In order to get all this facilities they often buy expensive mobile phones. Many people believe that this way of communication is decreasing the intimacy and values between ones relation. Expenditure on the technologies is increasing, which in fact is reducing the development of all other sectors. For example, Bangladesh is a poor country, we have an unequal distribution of wealth, many times higher class people supports the lower class peoples for their survival. But as they are now up to new technologies everyday, they are spending much money for their own. Even the students and IS IT BECOMING OUR PRIMARY NECESSITY? 8 workers in abroad, they work hard to get all the latest inventions, they are not concern about their future, instead of saving money for themselves they are wasting money by buying devices. We really feel proud to be Bangladeshi, after a long struggle, we became independent, and only within a age of 40 years we developed a lot. May be the development is much less compared to the outside world, but we cannot deny that we recovered a lot. Most of the companies and systems in our country, rather than the public ones are running with the help of information technology. So, I think that IT is taking over humans, by working more efficiently, making us â€Å"handicapped† and also because we love to spend money for it, though it needed in our life for less time consuming lifestyle, for giving more options for interacting on the go, and also for our recreations. Small stores to big ones are using IT for their convenience; according to the example mentioned earlier IT can also create chaos for us. Human being can be rectified with in a moment, but a system failure cannot be adjust within a few seconds. We need time to fix certain types of error. So we can use IT for our convenience, but there should be an alternative for a system failure. If the super shop had a manual operating system, then that would not cause that much harm to them. Also IT is hampering our young generations, while asking the solution of this problem, 17% people answered that there should be more restrictions on the teenagers, and 83% says that there should not be any misuse of technology, this results are shown in Figure 10. We invented information technology, and it is for our convenience. Human being are considered as the most prominent creation of God, no other thing can be compared with us, but all the above research and survey says that people are now getting inefficient. So I think people should use IT, but should not be that much dependent on it that it will be making them handicapped when there are no facility of IT. We should not consider ourselves incapable of doing any work that IT can do for us, it is us who makes computers, and no computer can work like humans. IS IT BECOMING OUR PRIMARY NECESSITY? 9 Reference list: Corbett, Don. (2009. ) â€Å"Let’s talk about sext: the challenge of finding the right legal response to the teenage practice of â€Å"sexting†. Journal of Internet Law 13, no. 6: 3-8. Business Source Premier, EBSCOhost (accessed March 20, 2011). Internet world statistics (2011) from (http://www. internetworldstats. com/asia/bd. htm). Retrieved: 20th march, 2011. Naufel, Karen Z. , Katherine E. Briley, Lacey K. Harackiewicz, Amanda S. Johnson, Kristin P. Marzec, and Michael E. Nielsen. (2010. ) â€Å"How do Psychology Students Use Web-Based Information? Trends and Implications from a Descriptive Study. † North American Journal of Psychology 12, no. 1: 1-14. Academic Source Premier, EBSCOhost (accessed March 20, 2011). Zillion N. and Hargittai E. (2009) â€Å"Digital distinction : Status-Specific types of internet usage† Social Science Quarterly, 90, 284. Dingle S. (2010) â€Å"Clean state† Finweek 14-19. Sample questionnaire: Name: _______________________________ Sex: ____________ Age: ____________ 1. Do you support or like the invention of information technology for communicating? a. Yes- its excellent b. Yes – its good c. Yes – its needed d. Yes- but it is making us inefficient e. No – it is not needed 2. How many times do you use your mobile, email or browser in a day? a. Never b. 1-5 times c. 6-10 times d. 11-15 times e. More than above 3. Do you use technology only for official or academic purpose? a. Yes b. No 4. Do you agree that, in this stage of life we need information technology in every step? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 5. Do you think that it is necessary to spend money for on the use of information technology? a. Yes b. No 6. Can you imagine yourself without your cell phone or laptop? a. Yes b. No c. No comment 7. What is your opinion about the contribution of information technology in our daily life? ____________________________________________________________ ____________________________________________________________ ______________________ 8. Do you think that you are getting overly dependent of this technology? ———————————————— ____________________________________________________________ __________ 9. In your point of view, what are the impacts of information technology that are affecting our society and the young generations? ____________________________________________________________ ________________________________________________________ ____ ______________________ 10. Give your suggestion regarding the issue of getting dependent and other impacts of information technology. ____________________________________________________________ ___________________________________________________________ _____________________ Thank you for your participation and cooperation Survey result 1. Do you support or like the invention of information technology for communicating? FIGURE: 1 2. How many times do you use your mobile, email or browser in a day? FIGURE: 2 3. Do you use technology only for official or academic purpose? FIGURE: 3 4. Do you agree that, in this stage of life we need information technology in every step? FIGURE: 4 5. Do you think that it is necessary to spend money for on the use of information technology? FIGURE: 5 6. Can you imagine yourself without your cell phone or laptop? FIGURE: 6 7. What is your opinion about the contribution of information technology in our daily life? FIGURE: 7 8. Do you think you are getting overly dependent on this technology? FIGURE: 8 9. In your point of view, what are the impacts of information technology that are affecting our society and the young generations? FIGURE: 9 10. Give your suggestion regarding the issue of getting dependent and other impacts of information technology. FIGURE: 10

A Farewell Of Arms, And The Sun Also Rises, By Ernest...

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