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Case Study 4
4-7. Consider uses for PixelSense at your university. How 4-10. It is clear from the above case that many new applica-
might PixelSense be used in architecture, chemistry, tions are coming up in the market, as a result of which,
law, medicine, business, geography, political science, new career opportunities have risen. Do you think that
art, music, or any other discipline in which your team knowledge of information systems will enhance pros-
has interest? Describe one potential application for Pix- pects of better job opportunities in the context of rapid
elSense for five different disciplines. growth of mobile systems? Perform a SWOT analysis to
4-8. List specific features and benefits for each of the five ap- provide your answer.
plications you selected in question 4-7. 4-11. Visit the website https://www.microsoft.com/surface/
4-9. Describe, in general terms, the work that needs to be ac- en-us/business/smb and go through the business ap-
complished to create the applications you identified in plications of Microsoft Surface. Make a comprehensive
question 4-7. report of these applications and then comment on the
future potential of Microsoft Surface.

Ca se stuD y 4

PSA Cruising with Information System

Singapore is a small island with abundant natural resources, rightfully identified that the success of a port depends on the
a large protected harbor, and skilled manpower in addition to effective management of containers that arrive at the port and
being strategically located on major trade routes. Singapore hence one of the most important application of information sys-
has put these resources to good use and is considered to be tem at PSA is Computer Integrated Terminal Operation System
one of the best port cities in the world. Singapore’s port is the (CITOS), which addresses this issue. When a ship arrives, CITOS
world’s second busiest port in terms of total shipping tonnage; allocates an appropriate berth to the ship for a specified time
the port transships one-fifth of the world’s shipping containers and decides upon the number of cranes that will be required
and half of the world’s annual supply of crude oil. This makes to unload the containers into the stacking yard. Considering
it the world’s busiest transshipment port (transshipment is the the kind of traffic of ships and volume of containers at Singa-
transfer of containers from one vessel to another vessel bound pore port, it is impossible for the Port of Singapore Authority to
for the cargo’s final destination). Until 1964, the Singapore manually manage the unloading of containers onto another
Harbour Board managed all port facilities, but since the expan- ship or schedule pickup for domestic delivery by freight forward-
sion of port facilities that year, the Port of Singapore Authority ers. But through CITOS, work instructions regarding these criti-
(PSA) has taken over. At present, the Port of Singapore Author- cal activities are transmitted to all the machine operators using
ity offers five terminals and various facilities to those who con- real-time wireless data transmission, which helps to effectively
duct maritime trade operations in Singapore’s harbors. The Port manage reloading or domestic forwarding of containers. CITOS
of Singapore Authority also provides specialized cargo handling is divided into various subsystems to accomplish the multitude
services for hazardous chemicals and refrigerated cargo at each of tasks at the port. The Container Recognition Subsystem helps
container terminal. These include 24-hour technical support to electronically recognize each character of a container’s ID,
to ensure smooth operation of refrigerated containers (Reefer- and automatically cross checks this against the existing record
Care), professional care and consultation on the safe handling of of expected containers. During transit, container numbers writ-
dangerous goods (DG), as mandated by local and international ten on them in paint tend to erode, but by applying neural net-
authorities (ChemCare), and on-dock facilities with a full range work technology, the Container Recognition Subsystem is able
of container depot services (BoxCare). to read and recognize the container number with precision. This
The success of the Port of Singapore Authority cannot be is accomplished through a set of video cameras, with each cam-
solely attributed to the strategic location of Singapore since there era being focused on the part of the container where the num-
are other ports on the same east-west sea lanes. Ports like Port bers should be. The picture from the cameras is transferred to
Klang and Port of Tanjung Pelepas ( both in Malaysia), located a personal computer which digitizes the pictures. This allows
at the southwest tip of the state of Johor, which is a stone’s throw the neural network software based on artificial intelligence,
from Singapore, collect nowhere near as much revenue as the which mimics the learning process of the human brain so as to
Port of Singapore Authority. The main reason behind the suc- extract patterns from collected data, to attempt recognizing each
cess of the Port of Singapore Authority is the unmatched value character with precision against previously declared numbers.
proposition provided by information systems. PSA has very In this way, comprehensive records on incoming and outgoing