CHAPTER 2

Major Business Initiatives: Gaining

Competitive Advantage with IT
• CHAPTER TWO OUTLINE:
• Define supply chain management (SCM) systems and describe their strategic and
competitive opportunities.
• Define customer relationship management (CRM) systems and describe their strategic and
competitive opportunities.
• Explain the significance of enterprise resource planning (ERP) software as the integration of
functional software systems.
• Define social media and describe a few of its many dimensions that make it important in the
business world.
• Businesses must be innovative products, services, and business processes to compete and
survive.
.‫ﻳﺠﺐ ﻋﻠﻰ ﺍﻟﺸﺮﻛﺎﺕ ﺃﻥ ﺗﻜﻮﻥ ﻣﺒﺘﻜﺮﺓ ﻓﻲ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﺨﺪﻣﺎﺕ ﻭﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻟﻠﺘﻨﺎﻓﺲ ﻭﺍﻟﺒﻘﺎء‬
• IT can be a powerful tool. Companies must use IT within business strategy to be successful.
.‫ ﻭﻳﺠﺐ ﻋﻠﻰ ﺍﻟﺸﺮﻛﺎﺕ ﺍﺳﺘﺨﺪﺍﻡ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺿﻤﻦ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺘﻬﺎ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻟﺘﺤﻘﻴﻖ ﺍﻟﻨﺠﺎﺡ‬.‫ﻳﻤﻜﻦ ﺃﻥ ﺗﻜﻮﻥ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺃﺩﺍﺓ ﻗﻮﻳﺔ‬

In this chapter we focus on four of the most important IT implementations of business

processes companies can use to support business strategies:
1. Supply chain management (SCM)
2. Customer relationship management (CRM)
3. Enterprise Resource Planning (ERP)
4. Social media
‫‪1.‬‬ ‫‪Supply chain management (SCM):‬‬
‫‪Supply chain management (SCM): tracks inventory and information among‬‬
‫‪processes and across companies.‬‬
‫ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ )‪ :(SCM‬ﺗﺘﻌﻘﺐ ﺍﻟﻤﺨﺰﻭﻥ ﻭﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺑﻴﻦ ﺍﻟﻌﻤﻠﻴﺎﺕ ﻭﻋﺒﺮ ﺍﻟﺸﺮﻛﺎﺕ‪.‬‬
‫‪SCM system :IT system that supports supply chain management activities by‬‬
‫‪automating the tracking of inventory and information among business processes‬‬
‫‪and across companies.‬‬
‫ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ )‪ :(SCM‬ﻫﻮ ﻧﻈﺎﻡ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻭﺍﻟﺬﻱ ﻳﻘﻮﻡ ﺑﺪﻋﻢ ﺃﻧﺸﻄﺔ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ‬
‫ﺍﻟﺘﻮﺭﻳﺪ ﻣﻦ ﺧﻼﻝ ﺃﺗﻤﺘﺔ ﺗﺘﺒﻊ ﺍﻟﻤﺨﺰﻭﻥ ﻭﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺑﻴﻦ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﻋﺒﺮ ﺍﻟﺸﺮﻛﺎﺕ‪.‬‬
‫ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ )‪ (SCM‬ﻫﻮ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﺍﻟﺘﻘﻨﻴﺎﺕ ﺍﻟﻤﺴﺘﺨﺪﻣﺔ ﻹﺩﺍﺭﺓ ﺗﺪﻓﻖ‬
‫ﺍﻟﺴﻠﻊ ﻭﺍﻟﺨﺪﻣﺎﺕ‪ ،‬ﺑﺪ ًءﺍ ﻣﻦ ﺍﻟﻤﻮﺍﺩ ﺍﻟﺨﺎﻡ ﻭﺣﺘﻰ ﺗﺴﻠﻴﻢ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﻨﻬﺎﺋﻴﺔ ﺇﻟﻰ ﺍﻟﻌﻤﻼء‪ .‬ﻳﻬﺪﻑ ﻧﻈﺎﻡ ‪SCM‬‬
‫ﺇﻟﻰ ﺗﺤﺴﻴﻦ ﺍﻟﻜﻔﺎءﺓ ﻭﺗﻘﻠﻴﻞ ﺍﻟﺘﻜﺎﻟﻴﻒ‪ ،‬ﻣﻊ ﺿﻤﺎﻥ ﺗﺤﻘﻴﻖ ﻣﺴﺘﻮﻳﺎﺕ ﻋﺎﻟﻴﺔ ﻣﻦ ﺍﻟﺨﺪﻣﺔ ﻭﺍﻟﺮﺿﺎ ﻟﺪﻯ ﺍﻟﻌﻤﻼء‪.‬‬
Distribution chain : the path a product or a service follows from
the originator of the product or service to the end consumer.
.‫ ﺍﻟﻤﺴﺎﺭ ﺍﻟﺬﻱ ﻳﺘﺒﻌﻪ ﻣﻨﺘﺞ ﺃﻭ ﺧﺪﻣﺔ ﻣﻦ ﻣﺼﺪﺭﻫﺎ ﺇﻟﻰ ﺍﻟﻤﺴﺘﻬﻠﻚ ﺍﻟﻨﻬﺎﺋﻲ‬:‫ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺯﻳﻊ‬
Dell – famous for its sell-source-ship supply chain model:
• Holding into inventory costs money because you have to pay for warehouses
or stores while waiting for someone to buy it.
‫ ﺣﻴﺚ ﻳﺤﺘﺎﺝ ﺇﻟﻰ ﺗﺄﻣﻴﻦ ﻣﺴﺘﻮﺩﻋﺎﺕ ﺃﻭ ﻣﺘﺎﺟﺮ ﺃﺛﻨﺎء‬،‫ﻋﻤﻠﻴﺔ ﺗﺨﺰﻳﻨﻚ ﻟﻠﻤﺨﺰﻭﻥ ﻳﺘﻄﻠﺐ ﺩﻓﻊ ﺗﻜﺎﻟﻴﻒ ﺇﺿﺎﻓﻴﺔ‬
‫ﺍﻧﺘﻈﺎﺭ ﺑﻴﻊ ﺍﻟﻤﻨﺘﺞ ﻟﻠﻌﻤﻴﻞ‬
In the retailing of computers not only the inventory costs money but computers
can become obsolete (get old), requiring retailers to slash prices in an effort to
sell older models before new ones arrive.
‫ ﺑﻞ ﻳﻤﻜﻦ ﺃﻥ ﺗﺼﺒﺢ ﺃﺟﻬﺰﺓ ﺍﻟﻜﻤﺒﻴﻮﺗﺮ ﻗﺪﻳﻤﺔ‬،‫ ﻻ ﺗﺘﻄﻠﺐ ﺗﻜﺎﻟﻴﻒ ﺍﻟﻤﺨﺰﻭﻥ ﻓﻘﻂ ﺍﻟﻤﺎﻝ‬،‫ﻓﻲ ﻗﻄﺎﻉ ﺗﺠﺎﺭﺓ ﺍﻟﻜﻤﺒﻴﻮﺗﺮﺑﺎﻟﺘﺠﺰﺋﺔ‬
.‫ ﻣﻤﺎ ﻳﻀﻄﺮ ﺗﺠﺎﺭ ﺍﻟﺘﺠﺰﺋﺔ ﺇﻟﻰ ﺧﻔﺾ ﺍﻷﺳﻌﺎﺭ ﻓﻲ ﻣﺤﺎﻭﻟﺔ ﻟﺒﻴﻊ ﺍﻻﺟﻬﺰﺓ ﺍﻟﻘﺪﻳﻤﺔ ﻗﺒﻞ ﻭﺻﻮﻝ ﺍﻟﺠﺪﻳﺪﺓ‬،‫ﻀﺎ‬
ً ‫ﺃﻳ‬
Dell’s model is different. It depends on selling its computer directly from its
Website, so there is no inventory in the distribution chain.
‫ ﻣﻤﺎ ﻳﻌﻨﻲ ﻋﺪﻡ ﻭﺟﻮﺩ ﻣﺨﺰﻭﻥ ﻓﻲ‬،‫ ﻳﻌﺘﻤﺪ ﻋﻠﻰ ﺑﻴﻊ ﺍﺟﻬﺰﺓ ﺍﻟﻜﻤﺒﻴﻮﺗﺮ ﻣﺒﺎﺷﺮﺓ ﻣﻦ ﻣﻮﻗﻌﻬﺎ ﻋﻠﻰ ﺍﻹﻧﺘﺮﻧﺖ‬.Dell’s model
.‫ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺯﻳﻊ‬
Dell has enhanced its supply chain by using i2 SCM software to send orders for
parts to suppliers every two hours. This enables Dell to manufacture and deliver
exactly what the customer wants with almost little or no inventory in its supply
chain.
‫ ﺍﻟﺬﻱ ﻳﺮﺳﻞ ﺍﻟﻄﻠﺒﺎﺕ ﺇﻟﻰ ﺍﻟﻤﻮﺭﺩﻳﻦ ﻛﻞ‬،‫ ﻹﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ‬i2 ‫ ﺳﻠﺴﻠﺔ ﺗﻮﺭﻳﺪﻫﺎ ﻣﻦ ﺧﻼﻝ ﺍﺳﺘﺨﺪﺍﻡ ﺑﺮﻧﺎﻣﺞ‬Dell ‫"ﻋﺰﺯﺕ‬
‫ ﻣﻊ ﻭﺟﻮﺩ ﻣﺨﺰﻭﻥ ﻗﻠﻴﻞ ﺟﺪﺍ ً ﺃﻭ ﻋﺪﻡ ﻭﺟﻮﺩﻩ ﻓﻲ ﺳﻠﺴﻠﺔ‬،‫ ﻣﻦ ﺗﺼﻨﻴﻊ ﻭﺗﻮﺻﻴﻞ ﻣﺎ ﻳﺮﻳﺪﻩ ﺍﻟﻌﻤﻴﻞ ﺑﺪﻗﺔ‬Dell ‫ ﻫﺬﺍ ﻳﻤﻜﻦ‬.‫ﺳﺎﻋﺘﻴﻦ‬
".‫ﺍﻟﺘﻮﺭﻳﺪ‬
• For a company the size of Ford Motor Company, with operations all over the world and tens
of thousands of suppliers, SCM and IT-based SCM systems are critical necessities to ensure
the smooth flow of pats to Ford factories.
،‫ ﺍﻟﺘﻲ ﺗﻤﺘﻠﻚ ﻋﻤﻠﻴﺎﺕ ﻓﻲ ﺟﻤﻴﻊ ﺃﻧﺤﺎء ﺍﻟﻌﺎﻟﻢ ﻭﻋﺸﺮﺍﺕ ﺍﻵﻻﻑ ﻣﻦ ﺍﻟﻤﻮﺭﺩﻳﻦ‬،‫• ﺑﺎﻟﻨﺴﺒﺔ ﻟﺸﺮﻛﺔ ﺑﺤﺠﻢ ﺷﺮﻛﺔ ﻓﻮﺭﺩ ﻟﻠﺴﻴﺎﺭﺍﺕ‬
‫ﻓﺈﻥ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ ﻭﺃﻧﻈﻤﺔ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ ﺍﻟﻤﻌﺘﻤﺪﺓ ﻋﻠﻰ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺗﻌﺘﺒﺮ ﺿﺮﻭﺭﻳﺎﺕ ﻟﻀﻤﺎﻥ ﺗﺪﻓﻖ‬
.‫ﺍﻷﺟﺰﺍء ﺑﺴﻼﺳﺔ ﺇﻟﻰ ﻣﺼﺎﻧﻊ ﻓﻮﺭﺩ‬
• Most companies use Just-in-time manufacturing processes, which ensure that the right parts
are available as products in process move down the assembly line.
‫ ﺍﻟﺘﻲ ﺗﻀﻤﻦ ﺗﻮﻓﺮ ﺍﻷﺟﺰﺍء ﺍﻟﺼﺤﻴﺤﺔ ﺑﻴﻨﻤﺎ ﺗﻨﺘﻘﻞ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻓﻲ ﻣﺮﺍﺣﻞ ﺍﻟﺘﺼﻨﻴﻊ ﻋﻠﻰ‬،Just-in-time manufacturing ‫ﺗﺴﺘﺨﺪﻡ ﻣﻌﻈﻢ ﺍﻟﺸﺮﻛﺎﺕ‬ •
.‫ﺧﻂ ﺍﻟﺘﺠﻤﻴﻊ‬
• Just-in-time is a method for producing and delivering a product or service just at the time
the customer wants it.
.‫ﻫﻮ ﺃﺳﻠﻮﺏ ﻹﻧﺘﺎﺝ ﻭﺗﻮﺻﻴﻞ ﻣﻨﺘﺞ ﺃﻭ ﺧﺪﻣﺔ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﺬﻱ ﻳﺮﻏﺐ ﻓﻴﻪ ﺍﻟﻌﻤﻴﻞ ﺑﺎﻟﻀﺒﻂ‬:Just-in-time •

• SCM systems also focus on making sure that the right number of parts or products is
available. Not too many and not too few.
.‫ ﺑﺎﻟﻜﻤﻴﻪ ﺍﻟﻤﺤﺪﺩﻩ ﺑﺎﻟﻀﺒﻂ‬.‫ﻀﺎ ﻋﻠﻰ ﺍﻟﺘﺄﻛﺪ ﻣﻦ ﺗﻮﻓﺮ ﺍﻟﻌﺪﺩ ﺍﻟﻤﻨﺎﺳﺐ ﻣﻦ ﺍﻷﺟﺰﺍء ﺃﻭ ﺍﻟﻤﻨﺘﺠﺎﺕ‬
ً ‫ﺗﺮﻛﺰ ﺃﻧﻈﻤﺔ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ ﺃﻳ‬ •
• Too many products mean that too much money is tied up and increased risk of
obsolescence.
.‫ ﻣﻤﺎ ﻳﺰﻳﺪ ﻣﻦ ﺧﻄﺮ ﺗﻠﻒ ﺍﻟﻤﻨﺘﺠﺎﺕ‬،‫ﻭﺟﻮﺩ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻳﻌﻨﻲ ﺃﻥ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻤﺎﻝ ﻏﻴﺮ ﻣﺴﺘﻔﺎﺩ ﻣﻨﻪ‬
• Too few products could force an assembly line to shutdown, or lose sales because an item is
not in stock when a customer is ready to buy.
ً
.‫ﺟﺎﻫﺰﺍ ﻟﻠﺸﺮﺍء‬ ‫ﻗﻠﺔ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻗﺪ ﺗﻜﺪﺱ ﺧﻂ ﺍﻟﺘﺠﻤﻴﻊ ﺑﺎﻟﻤﻨﺘﺞ ﺃﻭ ﺗﺆﺩﻱ ﺇﻟﻰ ﻓﻘﺪﺍﻥ ﺍﻟﻤﺒﻴﻌﺎﺕ ﻷﻥ ﺍﻟﺴﻠﻌﺔ ﻏﻴﺮ ﻣﺘﻮﻓﺮﺓ ﻋﻨﺪﻣﺎ ﻳﻜﻮﻥ ﺍﻟﻌﻤﻴﻞ‬ •

• Companies with suppliers around the globe often employ inter-modal transportation.
.‫ﺗﺴﺘﺨﺪﻡ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﺘﻲ ﻟﺪﻳﻬﺎ ﻣﻮﺭﺩﻳﻦ ﻓﻲ ﺟﻤﻴﻊ ﺃﻧﺤﺎء ﺍﻟﻌﺎﻟﻢ ﻏﺎﻟﺒًﺎ ﻭﺳﺎﺋﻞ ﺍﻟﻨﻘﻞ ﻣﺘﻌﺪﺩﺓ ﺍﻟﻮﺳﺎﺋﻂ‬.
• Inter-modal transportation: is the use of multiple channels of transportation -railway,
trucks, ships, etc. to move products from origin to destination.
.‫ﻟﻨﻘﻞ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻣﻦ ﺍﻟﻤﺼﺪﺭ ﺇﻟﻰ ﺍﻟﺴﻮﻕ‬-‫ ﻭﻏﻴﺮﻫﺎ‬،‫ ﻭﺍﻟﺴﻔﻦ‬،‫ ﻭﺍﻟﺸﺎﺣﻨﺎﺕ‬،‫ ﻛﺎﻟﺴﻜﻚ ﺍﻟﺤﺪﻳﺪﻳﺔ‬-‫ ﻫﻮ ﺍﺳﺘﺨﺪﺍﻡ ﻗﻨﻮﺍﺕ ﻧﻘﻞ ﻣﺘﻌﺪﺩﺓ‬:‫ﺍﻟﻨﻘﻞ ﻣﺘﻌﺪﺩ ﺍﻟﻮﺳﺎﺋﻂ‬ •

• This further complicates the logistics of SCM because companies are required to carefully
schedule, monitor, and track parts from different suppliers worldwide and as they move
among different models of transportation.
‫ ﺣﻴﺚ ﻳﺘﻌﻴﻦ ﻋﻠﻰ ﺍﻟﺸﺮﻛﺎﺕ ﺟﺪﻭﻟﺔ ﻭﻣﺮﺍﻗﺒﺔ ﻭﺗﺘﺒﻊ ﺍﻷﺟﺰﺍء ﻣﻦ ﻣﻮﺭﺩﻳﻦ ﻣﺨﺘﻠﻔﻴﻦ ﺣﻮﻝ ﺍﻟﻌﺎﻟﻢ‬،‫ﻭﻫﺬﺍ ﻳﻌﻘﺪ ﻟﺤﺪ ﻛﺒﻴﺮ ﻣﻦ ﻟﻮﺟﺴﺘﻴﺎﺕ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻹﻣﺪﺍﺩ‬
.‫ﺃﺛﻨﺎء ﺗﻨﻘﻠﻬﺎ ﺑﻴﻦ ﻧﻤﺎﺫﺝ ﻧﻘﻞ ﻣﺨﺘﻠﻔﺔ‬
Strategic and Competitive Opportunities with SCM
(SCM) ‫ﺍﻟﻔﺮﺹ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﻟﺘﻨﺎﻓﺴﻴﺔ ﻣﻊ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ‬

• A tightSCM system concerns in squeezing every penny possible out of the SC

process. Thus, the primary focus of SCM may be described in terms of our
discussion in Chapter 1 as:
.‫( ﺍﻟﻔﻌّﺎﻝ ﺑﻤﺤﺎﻭﻟﺔ ﺿﺒﻂ ﻛﻞ ﻓﻠﺲ ﻳﻤﻜﻦ ﺍﻥ ﻳﻬﺪﺭ ﻣﻦ ﻋﻤﻠﻴﺔ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ‬SCM) ‫• ﻳﺘﻌﻠﻖ ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ‬
:‫ ﻳﻤﻜﻦ ﻭﺻﻒ ﺍﻟﺘﺮﻛﻴﺰ ﺍﻷﺳﺎﺳﻲ ﻹﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ ﻛﻤﺎ ﻧﺎﻗﺸﻨﺎ ﻓﻲ ﺍﻟﻔﺼﻞ ﺍﻷﻭﻝ ﻋﻠﻰ ﺍﻟﻨﺤﻮ ﺍﻟﺘﺎﻟﻲ‬،‫ﻭﺑﺎﻟﺘﺎﻟﻲ‬
• Overall cost leadership (from Porter’s three generic strategies).
• Running the organization (run-grow-transform framework).
• Of course, lower costs in the supply chain led to lower prices for consumers,
which in turn increase market share and top-line revenue.
‫ ﻣﻤﺎ ﻳﺆﺩﻱ ﺇﻟﻰ ﺯﻳﺎﺩﺓ ﺣﺼﺔ ﺍﻟﺴﻮﻕ ﻭﺍﻹﻳﺮﺍﺩﺍﺕ‬،‫ ﻳﺆﺩﻱ ﺧﻔﺾ ﺍﻟﺘﻜﺎﻟﻴﻒ ﻓﻲ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ ﺇﻟﻰ ﺗﻘﻠﻴﻞ ﺍﻷﺳﻌﺎﺭ ﻋﻠﻰ ﺍﻟﺰﺑﺎﺋﻦ‬،‫ﺑﺎﻟﻄﺒﻊ‬ •
.‫ﺍﻹﺟﻤﺎﻟﻴﺔ‬
• A well-designed SCM system helps companies by optimizing the following SC activities:
:‫(ﺍﻟﻤﺼﻤﻢ ﺟﻴﺪًﺍ ﺍﻟﺸﺮﻛﺎﺕ ﻣﻦ ﺧﻼﻝ ﺗﺤﺴﻴﻦ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺎﻟﻴﺔ ﻓﻲ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ‬SCM) ‫• ﻳﺴﺎﻋﺪ ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ‬
• Fulfillment: ensuring that the right quantity of parts arrive at the right time.
.‫ ﺿﻤﺎﻥ ﻭﺻﻮﻝ ﺍﻟﻜﻤﻴﺔ ﺍﻟﻤﻨﺎﺳﺒﺔ ﻣﻦ ﺍﻟﻘﻄﻊ ﺍﻟﺘﻲ ﺗﺤﺘﺎﺟﻬﺎ ﺍﻟﻤﻨﻈﻤﺔ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﻤﻨﺎﺳﺐ‬:‫ﺍﻟﻮﻓﺎء‬
• Logistics: keeping the cost of transporting materials as low as possible with safe and
reliable delivery.
.‫ ﺍﻟﻤﺤﺎﻓﻈﺔ ﻋﻠﻰ ﻧﻘﻞ ﺍﻟﻤﻮﺍﺩ ﺑﺄﻗﻞ ﺗﻜﻠﻔﺔ ﻣﻤﻜﻨﺔ ﻣﻊ ﺿﻤﺎﻥ ﺍﻟﺘﻮﺻﻴﻞ ﺍﻵﻣﻦ ﻭﺍﻟﻤﻮﺛﻮﻕ‬:‫ﺍﻟﺨﺪﻣﺎﺕ ﺍﻟﻠﻮﺟﺴﺘﻴﺔ‬
• Production: ensuring production lines function smoothly because parts are available when
needed.
‫ ﺿﻤﺎﻥ ﻋﻤﻞ ﺧﻄﻮﻁ ﺍﻹﻧﺘﺎﺝ ﺑﺴﻼﺳﺔ ﻷﻥ ﺍﻷﺟﺰﺍء ﻣﺘﺎﺣﺔ ﻋﻨﺪ ﺍﻟﺤﺎﺟﺔ ﺍﻟﻴﻬﺎ‬:‫ﺍﻹﻧﺘﺎﺝ‬
• Revenue and profit: ensuring no sales are lost because shelves are empty.
.‫ ﺿﻤﺎﻥ ﻋﺪﻡ ﻓﻘﺪﺍﻥ ﺃﻱ ﻣﺒﻴﻌﺎﺕ ﺑﺴﺒﺐ ﻧﻔﺎﺩ ﺍﻟﻤﺨﺰﻭﻥ ﻣﻦ ﺍﻷﺭﻓﻒ‬:‫• ﺍﻹﻳﺮﺍﺩﺍﺕ ﻭﺍﻷﺭﺑﺎﺡ‬
• Cost and price: keeping the cost of purchased parts and the prices at acceptable levels.
Information partnership
• Well‐designed SCM needs SC partners to cooperate for mutual success.
.‫(ﺍﻟﻤﺼﻤﻤﺔ ﺟﻴﺪًﺍ ﺗﻌﺎﻭﻥ ﺍﻟﺸﺮﻛﺎء ﻓﻲ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ ﻣﻦ ﺃﺟﻞ ﺗﺤﻘﻴﻖ ﺍﻟﻨﺠﺎﺡ ﺍﻟﻤﺸﺘﺮﻙ‬SCM) ‫• ﺗﺘﻄﻠﺐ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ‬
‫ ﻁﻠﺒﺎﺕ‬:‫ﻣﺜﻞ‬
• Part of the cooperation is sharing ideas about new products with your suppliers and is
usually enabled by IT and referred to as an information partnership.
‫ ﻭﻏﺎﻟﺒًﺎ ﻣﺎ ﻳﺘﻢ ﺗﻤﻜﻴﻦ ﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ‬،‫• ﺟﺰء ﻣﻦ ﺍﻟﺘﻌﺎﻭﻥ ﻫﻮ ﺗﺒﺎﺩﻝ ﺍﻷﻓﻜﺎﺭ ﺣﻮﻝ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺠﺪﻳﺪﺓ ﻣﻊ ﺍﻟﻤﻮﺭﺩﻳﻦ‬
.‫ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻭﻳﺸﺎﺭ ﺇﻟﻴﻪ ﺗﺸﺎﺭﻛﻴﺔ ﺍﻟﻤﻠﻮﻣﺎﺕ‬
• Information partnership: two or more companies cooperating by integrating their IT
systems, thereby providing customers with the best of what each can offer.
‫ ﻣﻤﺎ ﻳﻮﻓﺮ ﻟﻠﻌﻤﻼء‬،‫ ﺗﻌﺎﻭﻥ ﺷﺮﻛﺘﻴﻦ ﺃﻭ ﺃﻛﺜﺮ ﻣﻦ ﺧﻼﻝ ﺩﻣﺞ ﺃﻧﻈﻤﺔ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺨﺎﺻﺔ ﺑﻬﺎ‬:‫ﺷﺮﺍﻛﺔ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‬
.‫ﺃﻓﻀﻞ ﻣﺎ ﻳﻤﻜﻦ ﺃﻥ ﺗﻘﺪﻣﻪ ﻛﻞ ﺷﺮﻛﺔ‬
IT Support for SCM
• Previously specialized providers (i2, Manugistics, etc.) were supplying solutions to SCM
systems. Now the market dominated by Enterprise Resource Planning (ERP) software
providers, such as SAP, Oracle/PeopleSoft, SSA Global, and Microsoft.
Customer Relationship Management (CRM)

•A Customer Relationship Management System (CRM) is a set of strategies

and technologies used to manage a company's interaction with existing and
potential customers. The CRM system is aimed at improving business
relationships, increasing customer loyalty, and enhancing the overall
performance of the company.

‫( ﻫﻮ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﻭﺍﻟﺘﻘﻨﻴﺎﺕ ﺍﻟﻤﺴﺘﺨﺪﻣﺔ ﻹﺩﺍﺭﺓ ﺗﻔﺎﻋﻞ ﺍﻟﺸﺮﻛﺔ ﻣﻊ‬CRM) ‫• ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء‬
‫ ﻭﺗﻌﺰﻳﺰ ﺍﻷﺩﺍء‬،‫ ﻭﺯﻳﺎﺩﺓ ﻭﻻء ﺍﻟﻌﻤﻼء‬،‫ ﺇﻟﻰ ﺗﺤﺴﻴﻦ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ‬CRM ‫ ﻳﻬﺪﻑ ﻧﻈﺎﻡ‬.‫ﺍﻟﻌﻤﻼء ﺍﻟﺤﺎﻟﻴﻴﻦ ﻭﺍﻟﻤﺤﺘﻤﻠﻴﻦ‬
.‫ﺍﻟﻌﺎﻡ ﻟﻠﺸﺮﻛﺔ‬
Customer Relationship Management (CRM)
A success case of CRM:
• WellsFargo is a Bank that sells four additional banking products to customers
compared with an industry average of 2.2.
2.2 ‫ﻭﻳﻠﺰ ﻓﺎﺭﺟﻮ ﻫﻮ ﺑﻨﻚ ﻳﺒﻴﻊ ﺃﺭﺑﻌﺔ ﻣﻨﺘﺠﺎﺕ ﻣﺼﺮﻓﻴﺔ ﺇﺿﺎﻓﻴﺔ ﻟﻠﻌﻤﻼء ﻣﻘﺎﺭﻧﺔ ﺑﻤﺘﻮﺳﻂ ﺍﻟﺒﻨﻮﻙ ﺍﻻﺧﺮﻯ ﻭﺍﻟﺬﻱ ﻳﺒﻠﻎ‬
• The bank tracks and analyses every transaction made by 10 million customers
at its branches, at its ATMs, and through its web-based online banking system.
‫ ﻭﻣﻦ ﺧﻼﻝ ﻧﻈﺎﻣﻪ‬،‫ ﻭﺃﺟﻬﺰﺓ ﺍﻟﺼﺮﺍﻑ ﺍﻵﻟﻲ ﺍﻟﺘﺎﺑﻌﺔ ﻟﻪ‬،‫ ﻣﻼﻳﻴﻦ ﻋﻤﻴﻞ ﻓﻲ ﻓﺮﻭﻋﻪ‬10 ‫• ﻳﺘﺘﺒﻊ ﺍﻟﺒﻨﻚ ﻭﻳﺤﻠﻞ ﻛﻞ ﻣﻌﺎﻣﻠﺔ ﻳﻘﻮﻡ ﺑﻬﺎ‬
.‫ﺍﻟﻤﺼﺮﻓﻲ ﻋﺒﺮ ﺍﻹﻧﺘﺮﻧﺖ‬
• The bank became so good that it started to predict customer behaviors,
knowing what they want before many even realize they need it.
.‫ ﺣﻴﺚ ﻳﻌﺮﻑ ﻣﺎ ﻳﺮﻳﺪﻭﻧﻪ ﻗﺒﻞ ﺃﻥ ﻳﺪﺭﻙ ﺍﻟﻜﺜﻴﺮﻭﻥ ﻣﻨﻬﻢ ﺃﻧﻬﻢ ﺑﺤﺎﺟﺔ ﺇﻟﻴﻪ‬،‫• ﺃﺻﺒﺢ ﺍﻟﺒﻨﻚ ﻗﺎﺩﺭﺍ ً ﻋﻠﻰ ﺍﻟﺘﻮﻗﻊ ﺑﺴﻠﻮﻙ ﺍﻟﻌﻤﻼء‬
Customer Relationship Management (CRM)
• The bank's CRM collects every transaction made by the customer and
combines it with the personal information provided by the customer. The
system is then able to provide tailored offerings that will appeal to individual
customers (e.g. money saving accounts, second mortgage) at just the right
time.
.‫( ﻓﻲ ﺍﻟﺒﻨﻚ ﻛﻞ ﻣﻌﺎﻣﻠﺔ ﻳﻘﻮﻡ ﺑﻬﺎ ﺍﻟﻌﻤﻴﻞ ﻭﻳﺪﻣﺠﻬﺎ ﻣﻊ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺸﺨﺼﻴﺔ ﺍﻟﺘﻲ ﻳﻘﺪﻣﻬﺎ‬CRM) ‫ﻳﺠﻤﻊ ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء‬ •
‫ ﻣﺜﻞ ﺣﺴﺎﺑﺎﺕ ﺗﻮﻓﻴﺮ ﺍﻷﻣﻮﺍﻝ ﺃﻭ ﺍﻟﺮﻫﻦ ﺍﻟﻌﻘﺎﺭﻱ‬،‫ﻗﺎﺩﺭﺍ ﻋﻠﻰ ﺗﻘﺪﻳﻢ ﻋﺮﻭﺽ ﻣﺨﺼﺼﺔ ﺗﻼﺋﻢ ﺍﺣﺘﻴﺎﺟﺎﺕ ﻛﻞ ﻋﻤﻴﻞ‬ ً ‫ ﻳﺼﺒﺢ ﺍﻟﻨﻈﺎﻡ‬،‫ﻭﺑﻬﺬﺍ‬
.‫ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﻤﻨﺎﺳﺐ ﺗﻤﺎ ًﻣﺎ‬،‫ﺍﻟﺜﺎﻧﻲ‬
• CRM is one of the most important IT systems in business today concerned in
acquiring customers and retain them.
‫ ﺣﻴﺚ ﻳﻬﺘﻢ ﺑﺎﻛﺘﺴﺎﺏ ﺍﻟﻌﻤﻼء‬،‫( ﺃﺣﺪ ﺃﻫﻢ ﺃﻧﻈﻤﺔ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻓﻲ ﺍﻷﻋﻤﺎﻝ ﺍﻟﻴﻮﻡ‬CRM) ‫ﻳُﻌﺪ ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء‬
.‫ﻭﺍﻻﺣﺘﻔﺎﻅ ﺑﻬﻢ‬
Customer Relationship Management (CRM)
• CRM uses information about customers to gain insights into needs, wants, and
behaviors in order to serve them better.
‫ﻣﻌﻠﻮﻣﺎﺕ ﺣﻮﻝ ﺍﺣﺘﻴﺎﺟﺎﺗﻬﻢ‬/‫( ﻣﻌﻠﻮﻣﺎﺕ ﺣﻮﻝ ﺍﻟﻌﻤﻼء ﻻﻛﺘﺴﺎﺏ ﺭﺅﻳﺔ‬CRM) ‫• ﻳﺴﺘﺨﺪﻡ ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء‬
.‫ﻭﺭﻏﺒﺎﺗﻬﻢ ﻭﺳﻠﻮﻛﻴﺎﺗﻬﻢ ﺑﻬﺪﻑ ﺗﻘﺪﻳﻢ ﺧﺪﻣﺔ ﺃﻓﻀﻞ ﻟﻬﻢ‬
• To gain insight from customers, their interaction experience with the company should
be easy, enjoyable and error free.
‫ ﻳﺠﺐ ﺃﻥ ﺗﻜﻮﻥ ﺗﺠﺮﺑﺘﻬﻢ ﻓﻲ ﺍﻟﺘﻔﺎﻋﻞ ﻣﻊ ﺍﻟﺸﺮﻛﺔ ﺳﻬﻠﺔ ﻭﻣﻤﺘﻌﺔ ﻭﺧﺎﻟﻴﺔ ﻣﻦ‬،‫• ﻟﻜﺴﺐ ﺭﺅﻯ ﻣﻦ ﺍﻟﻌﻤﻼء‬
.‫ﺍﻻﺧﻄﺎء‬/‫ﺍﻟﻤﺸﺎﻛﻞ‬
• Companies now offer Multi-channel service delivery that describes the ways a
customer can interact with the company. Examples: emails, fax, telephone, website,
face-to-face
‫ ﺗﺼﻒ ﺍﻟﻄﺮﻕ ﺍﻟﺘﻲ ﻳﻤﻜﻦ ﻟﻠﻌﻤﻼء ﻣﻦ ﺧﻼﻟﻬﺎ ﺍﻟﺘﻔﺎﻋﻞ ﻣﻊ‬،‫• ﺗﻘﺪﻡ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻵﻥ ﺗﻮﺻﻴﻞ ﺍﻟﺨﺪﻣﺔ ﻋﺒﺮ ﻗﻨﻮﺍﺕ ﻣﺘﻌﺪﺩﺓ‬
.(‫ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻟﻤﺒﺎﺷﺮ )ﻭﺟ ًﻬﺎ ﻟﻮﺟﻪ‬،‫ ﺍﻟﻤﻮﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‬،‫ ﺍﻟﻬﺎﺗﻒ‬،‫ ﺍﻟﻔﺎﻛﺲ‬،‫ ﺍﻟﺒﺮﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‬:‫ﺍﻟﺸﺮﻛﺔ ﺃﻣﺜﻠﺔ‬
Customer Relationship Management (CRM)
•A fundamental goal of CRM system is then to track and manage all of these
interactions:
The communications within these various channels (Emails, fax, telephone, website,
face-to-face) must be organize and carefully recorded for each customer. If this
doesn’t happen then it is most likely that you would switch to another competitor or
perhaps return the product for a refund.
‫ ﺑﺤﻴﺚ ﻳﺠﺐ ﺗﻨﻈﻴﻢ ﻭﺗﺴﺠﻴﻞ‬.‫ﻳﺘﻤﺜﻞ ﺍﻟﻬﺪﻑ ﺍﻷﺳﺎﺳﻲ ﻟﻨﻈﺎﻡ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء ﻓﻲ ﺗﺘﺒﻊ ﻭﺇﺩﺍﺭﺓ ﺟﻤﻴﻊ ﻫﺬﻩ ﺍﻟﺘﻔﺎﻋﻼﺕ‬
‫ ﻓﻤﻦ ﺍﻟﻤﺮﺟﺢ ﺃﻥ ﻳﻨﺘﻘﻞ ﺍﻟﻌﻤﻴﻞ ﺇﻟﻰ ﻣﻨﺎﻓﺲ ﺁﺧﺮ ﺃﻭ ﺭﺑﻤﺎ‬،‫ ﺇﺫﺍ ﻟﻢ ﻳﺤﺪﺙ ﺫﻟﻚ‬.‫ﺍﻻﺗﺼﺎﻻﺕ ﻋﺒﺮ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ ﺑﻌﻨﺎﻳﺔ ﻟﻜﻞ ﻋﻤﻴﻞ‬
.‫ﻳﻌﻴﺪ ﺍﻟﻤﻨﺘﺞ ﻻﺳﺘﺮﺩﺍﺩ ﺍﻟﻤﺒﻠﻎ‬
CRM systems typically include functions such as:
o Sales force automation (‫)ﺃﺗﻤﺘﺔ ﻗﻮﻯ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
o Customer service and support (‫)ﺧﺪﻣﺔ ﺍﻟﻌﻤﻼء ﻭﺍﻟﺪﻋﻢ‬
o Marketing campaign management and analysis (‫)ﺇﺩﺍﺭﺓ ﺣﻤﻼﺕ ﺍﻟﺘﺴﻮﻳﻖ‬
o Analytics (‫)ﺍﻟﺘﺤﻠﻴﻼﺕ‬
Customer Relationship Management (CRM)
• CRM is not just about software, it is a total business objective that encompasses many
different business aspects, such as software, hardware, services, support and strategic
business goals.
‫ ﺑﻞ ﻫﻮ ﻫﺪﻑ ﺗﺠﺎﺭﻱ ﺷﺎﻣﻞ ﻳﺘﻀﻤﻦ ﺟﻮﺍﻧﺐ ﻣﺘﻌﺪﺩﺓ ﻣﻦ‬،‫( ﻟﻴﺲ ﻣﺠﺮﺩ ﺑﺮﻧﺎﻣﺞ‬CRM) ‫• ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء‬
.‫ ﻣﺜﻞ ﺍﻟﺒﺮﻣﺠﻴﺎﺕ ﻭﺍﻷﺟﻬﺰﺓ ﻭﺍﻟﺨﺪﻣﺎﺕ ﻭﺍﻟﺪﻋﻢ ﻭﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺠﺎﺭﻳﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬،‫ﺍﻷﻋﻤﺎﻝ‬
• Many companies usually begin with a sales force automation (SFA) application and then
progress to the other three functions.
.‫( ﺛﻢ ﺗﺘﻘﺪﻡ ﺇﻟﻰ ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﺜﻼﺙ ﺍﻷﺧﺮﻯ‬SFA) ‫• ﺗﺒﺪﺃ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺸﺮﻛﺎﺕ ﻋﺎﺩﺓ ً ﺑﺘﻄﺒﻴﻖ ﺃﺗﻤﺘﺔ ﻗﻮﺓ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
• Sales force automation (SFA) systems – automatically track all the steps in the sales
process, which could contain many steps, such as:
‫ ﻭﺍﻟﺘﻲ ﻗﺪ ﺗﺘﻀﻤﻦ ﺍﻟﻌﺪﻳﺪ ﻣﻦ‬،(‫( ﻳﺘﺘﺒﻊ ﺟﻤﻴﻊ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﺨﺎﺻﺔ ﻓﻲ ﺍﻟﺒﻴﻊ )ﺑﺸﻜﻞ ﺍﺗﻮﻣﺎﺗﻴﻜﻲ‬SFA) ‫ﺗﻘﻮﻡ ﺃﻧﻈﻤﺔ ﺃﺗﻤﺘﺔ ﻗﻮﺓ ﺍﻟﻤﺒﻴﻌﺎﺕ‬ •
:‫ ﻣﺜﻞ‬،‫ﺍﻟﺨﻄﻮﺍﺕ‬
Customer Relationship Management (CRM)
• Contact management (‫)ﺇﺩﺍﺭﺓ ﺍﻻﺗﺼﺎﻝ‬
• Sales led tracking (‫)ﺗﺘﺒﻊ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
• Sales forecasting (‫)ﺗﻮﻗﻊ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
• Order management (‫)ﺇﺩﺍﺭﺓ ﺍﻟﻄﻠﺒﺎﺕ‬
• Product knowledge (‫)ﻣﻌﺮﻓﺔ ﺍﻟﻤﻨﺘﺞ‬
• Some sophisticated SFA focus on creating repeat customers, as it is far more
expensive to acquire a new customer than it is to retain an existing one.
‫ ﺣﻴﺚ ﺇﻥ ﺗﻜﻠﻔﺔ ﺟﺬﺏ ﻋﻤﻴﻞ ﺟﺪﻳﺪ‬،‫( ﺍﻟﻤﺘﻘﺪﻣﺔ ﻋﻠﻰ ﺇﻧﺸﺎء ﻋﻤﻼء ﻣﺘﻜﺮﺭﻳﻦ‬SFA) ‫• ﺗﺮﻛﺰ ﺑﻌﺾ ﺃﻧﻈﻤﺔ ﺃﺗﻤﺘﺔ ﻗﻮﺓ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
.‫ﺃﻋﻠﻰ ﺑﻜﺜﻴﺮ ﻣﻦ ﺗﻜﻠﻔﺔ ﺍﻻﺣﺘﻔﺎﻅ ﺑﻌﻤﻴﻞ ﻗﺎﺋﻢ‬
• Customer service and support are functions that support CRM after the sale. They have
to be multi-channel attempting to meet the service needs of customers by phone, e-mail,
Web, text message, Facebook presence, and so on.
Customer Relationship Management (CRM)
• Marketing campaign management helps people within the organization in regard to the
marketing campaign life cycle. They help people to design campaigns, identify target
audience s and their preferred media, create campaign budgets, and deliver marketing
assets. Most important, these subsystems (i.e. marketing campaign management) help
marketing managers measure the extent to which a marketing campaign is successful.
‫ ﺗﺴﺎﻋﺪﻫﻢ ﻋﻠﻰ ﺗﺼﻤﻴﻢ‬.‫• ﺗﺴﺎﻋﺪ ﺇﺩﺍﺭﺓ ﺣﻤﻼﺕ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻷﺷﺨﺎﺹ ﺩﺍﺧﻞ ﺍﻟﻤﻨﻈﻤﺔ ﻓﻲ ﻣﺎ ﻳﺘﻌﻠﻖ ﺑﺪﻭﺭﺓ ﺣﻴﺎﺓ ﺍﻟﺤﻤﻠﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
‫ ﻭﺗﻘﺪﻳﻢ ﺍﻷﺻﻮﻝ‬،‫ ﻭﺇﻧﺸﺎء ﻣﻴﺰﺍﻧﻴﺎﺕ ﺍﻟﺤﻤﻼﺕ‬،‫ ﻭﺗﺤﺪﻳﺪ ﺍﻟﺠﻤﻬﻮﺭ ﺍﻟﻤﺴﺘﻬﺪﻑ ﻭﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﻟﻤﻔﻀﻠﺔ ﻟﺪﻳﻬﻢ‬،‫ﺍﻟﺤﻤﻼﺕ‬
‫ ﺗﺴﺎﻋﺪ ﻫﺬﻩ ﺍﻷﻧﻈﻤﺔ ﺍﻟﻔﺮﻋﻴﺔ )ﻣﺜﻞ ﺇﺩﺍﺭﺓ ﺣﻤﻼﺕ ﺍﻟﺘﺴﻮﻳﻖ( ﻣﺪﻳﺮﻱ ﺍﻟﺘﺴﻮﻳﻖ ﻓﻲ ﻗﻴﺎﺱ ﻣﺪﻯ ﻧﺠﺎﺡ‬،‫ ﻭﺍﻷﻫﻢ ﻣﻦ ﺫﻟﻚ‬.‫ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
.‫ﺍﻟﺤﻤﻠﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ‬
• Analytics is tightly interwoven into any effective CRM system. Analytics are hardcore,
numerical data that allow people to analyze operations and processes and make better
decisions. Business today act on quantifiable data that allow them unique insight into the
success or failure of their initiatives.
‫ﺗُﻌﺘﺒﺮ ﺍﻟﺘﺤﻠﻴﻼﺕ ﺟﺰ ًءﺍ ﺃﺳﺎﺳﻴًﺎ ﻣﻦ ﺃﻱ ﻧﻈﺎﻡ ﻓﻌﺎﻝ ﻹﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء ﻓﺎﻟﺘﺤﻠﻴﻼﺕ ﺗﻌﺘﻤﺪ ﻋﻠﻰ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ ﺍﻟﻘﻮﻳﺔ ﺍﻟﺘﻲ ﺗﺘﻴﺢ ﻟﻠﻨﺎﺱ‬ •
‫ ﺗﺘﺨﺬ ﺍﻟﺸﺮﻛﺎﺕ ﻗﺮﺍﺭﺍﺕ ﺍﺳﺘﻨﺎﺩًﺍ ﺇﻟﻰ ﺑﻴﺎﻧﺎﺕ ﻗﺎﺑﻠﺔ ﻟﻠﻘﻴﺎﺱ ﺗﻮﻓﺮ ﻟﻬﺎ ﺭﺅﻯ‬،‫ ﺍﻟﻴﻮﻡ‬.‫ﺗﺤﻠﻴﻞ ﺍﻟﻌﻤﻠﻴﺎﺕ ﻭﺍﻹﺟﺮﺍءﺍﺕ ﻭﺍﺗﺨﺎﺫ ﻗﺮﺍﺭﺍﺕ ﺃﻓﻀﻞ‬
.‫ﻓﺮﻳﺪﺓ ﺣﻮﻝ ﻧﺠﺎﺡ ﺃﻭ ﻓﺸﻞ ﻣﺒﺎﺩﺭﺍﺗﻬﺎ‬
Strategic & Competitive Opportunities with CRM
• CRM system focuses on increasing revenue by:
:‫ﻳﺮﻛﺰ ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء ﻋﻠﻰ ﺯﻳﺎﺩﺓ ﺍﻹﻳﺮﺍﺩﺍﺕ ﻣﻦ ﺧﻼﻝ‬
Providing delightful experience (‫)ﺗﺠﺮﺑﺔ ﻣﻤﻴﺰﺓ‬for the customer in a verity of
ways.
Tailored product and service offerings.
.‫ﻋﺮﻭﺽ ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﺨﺪﻣﺎﺕ ﺍﻟﻤﺨﺼﺼﺔ‬
Provide superior after-sale service and support.
Devising more effective marketing campaigns based on more precise
knowledge of customer needs and wants.
‫ﺗﺼﻤﻴﻢ ﺣﻤﻼﺕ ﺗﺴﻮﻳﻘﻴﺔ ﺃﻛﺜﺮ ﻓﺎﻋﻠﻴﺔ ﺍﺳﺘﻨﺎﺩًﺍ ﺇﻟﻰ ﻣﻌﺮﻓﺔ ﺩﻗﻴﻘﺔ ﺑﺎﺣﺘﻴﺎﺟﺎﺕ ﺍﻟﻌﻤﻼء ﻭﺭﻏﺒﺎﺗﻬﻢ‬
Product knowledge. ‫ﻣﻌﺮﻓﺔ ﺍﻟﻤﻨﺘﺞ‬
Strategic & Competitive Opportunities with CRM

• The primary focus of CRM is:

• Differentiation and focus (Porter’s three generic strategies)
• Growing the organization (run-grow-transform framework)
IT Support for CRM

A sample CRM System Infrastructure

IT Support for CRM
• Front office systems – the primary interface to customers and sales channels.
They send customer information to the CRM database.
‫ ﺗﻘﻮﻡ ﺑﺈﺭﺳﺎﻝ ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﻌﻤﻼء ﺇﻟﻰ‬.‫ﻫﻲ ﺍﻟﻮﺍﺟﻬﺔ ﺍﻷﻭﻟﻴﺔ ﻟﻠﺘﻔﺎﻋﻞ ﻣﻊ ﺍﻟﻌﻤﻼء ﻭﻗﻨﻮﺍﺕ ﺍﻟﻤﺒﻴﻌﺎﺕ‬:‫• ﺃﻧﻈﻤﺔ ﺍﻟﻤﻜﺎﺗﺐ ﺍﻷﻣﺎﻣﻴﺔ‬
.(CRM) ‫ﻗﺎﻋﺪﺓ ﺑﻴﺎﻧﺎﺕ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء‬
• Back-office systems - used to fulfill and support customer orders. They also
send them customer information to the database.
‫ ﻛﻤﺎ ﺗﻘﻮﻡ ﺑﺈﺭﺳﺎﻝ ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﻌﻤﻼء ﺇﻟﻰ ﻗﺎﻋﺪﺓ ﺍﻟﺒﻴﺎﻧﺎﺕ‬.‫ ﺗُﺴﺘﺨﺪﻡ ﻟﺘﻨﻔﻴﺬ ﻭﺩﻋﻢ ﻁﻠﺒﺎﺕ ﺍﻟﻌﻤﻼء‬- ‫• ﺃﻧﻈﻤﺔ ﺍﻟﻤﻜﺎﺗﺐ ﺍﻟﺨﻠﻔﻴﺔ‬
.‫ﻀﺎ‬
ً ‫ﺃﻳ‬
• The CRM system analyses and distributes the customer information and provides the
company with a complete view about each customer’s experience with the business.
‫( ﺑﺘﺤﻠﻴﻞ ﻭﺗﻮﺯﻳﻊ ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﻌﻤﻼء ﻭﻳﻘﺪﻡ ﻟﻠﺸﺮﻛﺔ ﺭﺅﻳﺔ ﺷﺎﻣﻠﺔ ﺣﻮﻝ ﺗﺠﺮﺑﺔ ﻛﻞ‬CRM) ‫• ﻳﻘﻮﻡ ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء‬
.‫ﻋﻤﻴﻞ‬
IT Support for CRM
• Today most CRM systems are hosted by the software publishers. This is known
as SaaS, or software-as-a-service. Software-as-a-service (SaaS) is a delivery
model for software in which you pay for software on a pay-per-use basis
instead of buying the software.
.‫ﻫﻮ ﻧﻤﻮﺫﺝ ﺗﻮﺻﻴﻞ ﻟﻠﺒﺮﻣﺠﻴﺎﺕ ﻳﺘﻢ ﺍﻟﺪﻓﻊ ﻣﻘﺎﺑﻞ ﺍﻟﺒﺮﻣﺠﻴﺎﺕ ﻋﻠﻰ ﺃﺳﺎﺱ ﺍﻻﺳﺘﺨﺪﺍﻡ ﺑﺪﻻً ﻣﻦ ﺷﺮﺍء ﺍﻟﺒﺮﻧﺎﻣﺞ‬ •

• Using SaaS, often associated with cloud computing which your organization
does not need to buy a site license; instead, you typically pay by the month
per user for use of the software.
‫ ﺗﺪﻓﻊ ﻋﺎﺩﺓ ً ﺷﻬﺮﻳًﺎ ﻟﻜﻞ‬،‫ ﺣﻴﺚ ﻻ ﺗﺤﺘﺎﺝ ﻣﻨﻈﻤﺘﻚ ﻟﺸﺮﺍء ﺗﺮﺧﻴﺺ ﻣﻮﻗﻊ؛ ﺣﻴﺚ‬،‫ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﻩ ﺍﻟﺨﺪﻣﻪ ﻣﺮﺗﺒﻂ ﻏﺎﻟﺒًﺎ ﺑﺎﻟﺤﻮﺳﺒﺔ ﺍﻟﺴﺤﺎﺑﻴﺔ‬ •
.‫ﻣﺴﺘﺨﺪﻡ ﻣﻘﺎﺑﻞ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺒﺮﻣﺠﻴﺎﺕ‬
• [Link] was one of the first to offer such a model for CRM
software.
IT Support for CRM
Why your organization choose to use a hosted or SaaS software model:
• The answer lies in the break-even analysis.
• All the associated costs of having software in-house –hardware infrastructure, training,
maintenance, security, tech support, and the like–represent fixed costs.

• Whether you have 1 or 10,000 customers these costs remain the same.

• With SaaS, you pay based on how many sales representatives you have,
• If you have customer base grows and you have to add additional sales representatives, then
you pay by the month for those new people, making your costs variable.

• The idea is to transferring the fixed cost to variable cost

IT Support for CRM
Several companies today provide two access methods to their software.
1. Your organization can still buy the software license and host it in-house.
Many large organizations with thousands of sales reps may choose to do
this because it is more economical than the SaaS model.
‫ ﻗﺪ ﺗﺨﺘﺎﺭ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻤﻨﻈﻤﺎﺕ ﺍﻟﻜﺒﻴﺮﺓ ﺍﻟﺘﻲ ﺗﻀﻢ ﺁﻻﻑ‬.ً ‫ﺷﺮﺍء ﺗﺮﺧﻴﺺ ﺍﻟﺒﺮﻧﺎﻣﺞ ﻭﺍﺳﺘﻀﺎﻓﺘﻪ ﺩﺍﺧﻠﻴﺎ‬
(SaaS) ‫ﻣﻨﺪﻭﺑﻲ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺍﻟﻘﻴﺎﻡ ﺑﺬﻟﻚ ﻷﻧﻪ ﺃﻛﺜﺮ ﺍﻗﺘﺼﺎﺩﻳﺔ ﻣﻘﺎﺭﻧﺔ ﺑﻨﻤﻮﺫﺝ ﺍﻟﺒﺮﻣﺠﻴﺎﺕ ﻛﺨﺪﻣﺔ‬
2. Second, you can use a SaaS model.
• Some of the companies that offer the SaaS model are:
SAP, Microsoft, Salesforce, Oracle
Enterprise Resource Planning‐ Bringing IT All Together
• In real world business, there is the issue of integrating the major business initiatives and making them
work together:
• SCM and CRM must work together, share information. To create tight supply chains that provide the right
products and services at exactly the right time, you must know what customers want and when they want it
(the province of CRM). This brings us to enterprise resource planning systems, also known as enterprise
software.
‫ ﻹﻧﺸﺎء ﺳﻼﺳﻞ ﺗﻮﺭﻳﺪ ﻣﺘﻜﺎﻣﻠﺔ ﺗﻮﻓﺮ‬.‫( ﻣﻌًﺎ ﻭﺗﺘﺸﺎﺭﻙ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‬CRM) ‫( ﻭﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء‬SCM) ‫ﻳﺠﺐ ﺃﻥ ﺗﻌﻤﻞ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ‬ •
‫( ﻭﻫﺬﺍ ﻳﻘﻮﺩﻧﺎ ﺇﻟﻰ‬CRM ‫ ﻳﺠﺐ ﺃﻥ ﺗﻌﺮﻑ ﻣﺎ ﻳﺮﻳﺪﻩ ﺍﻟﻌﻤﻼء ﻭﻣﺘﻰ ﻳﺮﻳﺪﻭﻧﻪ )ﻭﻫﻮ ﻣﺠﺎﻝ‬،‫ﺍﻟﻤﻨﺘﺠﺎﺕ ﻭﺍﻟﺨﺪﻣﺎﺕ ﺍﻟﻤﻨﺎﺳﺒﺔ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﻤﻨﺎﺳﺐ ﺗﻤﺎ ًﻣﺎ‬
‫ﻀﺎ ﺑﺎﻟﺒﺮﻣﺠﻴﺎﺕ ﺍﻟﻤﺆﺳﺴﻴﺔ‬ ً ‫ ﺍﻟﻤﻌﺮﻭﻓﺔ ﺃﻳ‬،(Enterprise Resource Planning Systems)‫ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬
.(Enterprise Software)
• Enterprise Resource Planning (ERP) system: is a collection of integrated software for business
management, accounting, finance, human resources management, project management, inventory
management, service and maintenance, transportation, e-business, supply chain management, customer
relationship management, e-collaboration, etc.
‫ ﺇﺩﺍﺭﺓ‬،‫ ﺍﻟﻤﺎﻟﻴﺔ‬،‫ ﺗﺸﻤﻞ ﺍﻟﻤﺤﺎﺳﺒﺔ‬،‫( ﻫﻮ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﺒﺮﻣﺠﻴﺎﺕ ﺍﻟﻤﺘﻜﺎﻣﻠﺔ ﻭﺍﻟﻤﺘﺮﺍﺑﻄﺔ ﻹﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ‬ERP) ‫ﻧﻈﺎﻡ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬ •
،‫ ﺇﺩﺍﺭﺓ ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء‬،‫ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ‬،‫ ﺍﻷﻋﻤﺎﻝ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ‬،‫ ﺍﻟﻨﻘﻞ‬،‫ ﺍﻟﺨﺪﻣﺔ ﻭﺍﻟﺼﻴﺎﻧﺔ‬،‫ ﺇﺩﺍﺭﺓ ﺍﻟﻤﺨﺰﻭﻥ‬،‫ ﺇﺩﺍﺭﺓ ﺍﻟﻤﺸﺎﺭﻳﻊ‬،‫ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﺒﺸﺮﻳﺔ‬
.‫ ﻭﻏﻴﺮﻫﺎ‬،‫ﻭﺍﻟﺘﻌﺎﻭﻥ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ‬
• The main idea behind ERPs is that they include all technology systems and software
in your organization.
.‫( ﻫﻲ ﺃﻧﻬﺎ ﺗﻀﻢ ﺟﻤﻴﻊ ﺃﻧﻈﻤﺔ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﻭﺍﻟﺒﺮﻣﺠﻴﺎﺕ ﻓﻲ ﻣﻨﻈﻤﺘﻚ‬ERP) ‫ﺍﻟﻔﻜﺮﺓ ﺍﻟﺮﺋﻴﺴﻴﺔ ﻭﺭﺍء ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬ •

• ERP allows transparent integration of functions, providing flows of information

among all areas with the company in a consistency visible manner.
‫ ﻣﻤﺎ ﻳﻮﻓﺮ ﺗﺪﻓﻘﺎﺕ ﻣﻦ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺑﻴﻦ ﺟﻤﻴﻊ ﻣﺠﺎﻻﺕ ﺍﻟﺸﺮﻛﺔ ﺑﻄﺮﻳﻘﺔ‬،‫( ﺑﺎﻟﺪﻣﺞ ﻟﻠﻮﻅﺎﺋﻒ‬ERP) ‫ﻳﺴﻤﺢ ﻧﻈﺎﻡ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬ •
.‫ﻣﺘﺴﻘﺔ ﻭﻣﺮﺋﻴﺔ‬
• The dominating ERP software suppliers are SAP, Oracle/PeopleSoft, Infor, and Microsoft (see
Chapter 2, Page 46). Together they control more than 70% of the multibillion-dollar global market.
،‫ﻣﻌًﺎ‬Microsoft. ‫ﻭ‬Infor ‫ﻭ‬Oracle/PeopleSoft ‫ﻭ‬SAP ‫( ﻫﻢ‬ERP) ‫ﺍﻟﻤﻮﺭﺩﻭﻥ ﺍﻟﺮﺋﻴﺴﻴﻮﻥ ﻟﺒﺮﺍﻣﺞ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬ •
.‫ ﻣﻦ ﺍﻟﺴﻮﻕ ﺍﻟﻌﺎﻟﻤﻴﺔ ﺍﻟﺘﻲ ﺗﻘﺪﺭ ﺑﻤﻠﻴﺎﺭﺍﺕ ﺍﻟﺪﻭﻻﺭﺍﺕ‬%70 ‫ﻳﺘﺤﻜﻤﻮﻥ ﻓﻲ ﺃﻛﺜﺮ ﻣﻦ‬
• Each vendor, for historical reasons, has a specialty in one particular module are, such as SAP in
logistics, Oracle/PeopleSoft in financials, Infor in manufacturing, and Microsoft in retail
management.
Oracle/PeopleSoft ‫ ﻭ‬،‫ ﻓﻲ ﺍﻟﻠﻮﺟﺴﺘﻴﺎﺕ‬SAP ‫ ﻣﺜﻞ‬،‫ ﻟﺪﻳﻪ ﺗﺨﺼﺺ ﻓﻲ ﻣﺠﺎﻝ ﻣﻌﻴﻦ ﻣﻦ ﺍﻟﻮﺣﺪﺍﺕ‬،‫ ﻷﺳﺒﺎﺏ ﺗﺎﺭﻳﺨﻴﺔ‬،‫ﻛﻞ ﻣﻮﺭﺩ‬ •
.‫ ﻓﻲ ﺇﺩﺍﺭﺓ ﺍﻟﺘﺠﺰﺋﺔ‬Microsoft ‫ ﻭ‬،‫ ﻓﻲ ﺍﻟﺘﺼﻨﻴﻊ‬Infor ‫ ﻭ‬،‫ﻓﻲ ﺍﻟﻤﺎﻟﻴﺔ‬
• The growth of the ERP market has been boosted With respect to business for many
reasons:
1. The most cited reason is globalization, which has fostered mergers and stimulated the
creation of big corporations with high information requirements that the former individual
information systems were not able to fulfill.
‫ ﺍﻟﺘﻲ ﻋﺰﺯﺕ ﻋﻤﻠﻴﺎﺕ ﺍﻻﻧﺪﻣﺎﺝ ﻭﺣﻔﺰﺕ ﺇﻧﺸﺎء ﺷﺮﻛﺎﺕ ﻛﺒﻴﺮﺓ ﺗﺘﻄﻠﺐ‬،‫ﺃﻛﺜﺮ ﺍﻷﺳﺒﺎﺏ ﺍﻟﺘﻲ ﻳﺘﻢ ﺍﻻﺳﺘﺸﻬﺎﺩ ﺑﻬﺎ ﻫﻮ ﺍﻟﻌﻮﻟﻤﺔ‬
.‫ﻣﻌﻠﻮﻣﺎﺕ ﻋﺎﻟﻴﺔ ﻟﻢ ﺗﺘﻤﻜﻦ ﺃﻧﻈﻤﺔ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﻔﺮﺩﻳﺔ ﺍﻟﺴﺎﺑﻘﺔ ﻣﻦ ﺗﻠﺒﻴﺘﻬﺎ‬

2. Another factor is general market maturity in developed countries, which has fostered
competition among all companies and increased the power of consumers, thus forcing enterprises
to upgrade the efficiency of their business processes.
‫ ﻭﺍﻟﺬﻱ ﺳﺎﻫﻢ ﻓﻲ ﺯﻳﺎﺩﺓ ﺍﻟﻤﻨﺎﻓﺴﺔ ﺑﻴﻦ ﺍﻟﺸﺮﻛﺎﺕ ﻭﺯﺍﺩﺕ ﻣﻦ ﻗﻮﺓ‬،‫ﻋﺎﻣﻞ ﺁﺧﺮ ﻫﻮ ﻧﻀﺞ ﺍﻟﺴﻮﻕ ﺍﻟﻌﺎﻡ ﻓﻲ ﺍﻟﺪﻭﻝ ﺍﻟﻨﺎﻣﻴﺔ‬
.‫ ﻣﻤﺎ ﺃﺟﺒﺮ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻋﻠﻰ ﺗﺤﺴﻴﻦ ﻛﻔﺎءﺓ ﻋﻤﻠﻴﺎﺗﻬﺎ ﺍﻟﺘﺠﺎﺭﻳﺔ‬،‫ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ‬
• The Evolution of ERP Systems:
ERP systems replace “Islands of Information and Processes” with a single, packaged software solution that
integrates all the traditional enterprise management functions, such as financials, human resources, and
manufacturing and logistics.
‫" ﺑﺤﻞ ﺑﺮﻣﺠﻲ ﻣﻮﺣﺪ ﻭﻣﺘﻜﺎﻣﻞ ﻳﺠﻤﻊ ﺟﻤﻴﻊ ﻭﻅﺎﺋﻒ ﺇﺩﺍﺭﺓ‬Islands of Information and Processes" ‫ﺗﺴﺘﺒﺪﻝ ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬
.‫ ﻭﺍﻟﻠﻮﺟﺴﺘﻴﺎﺕ‬،‫ ﻭﺍﻟﺘﺼﻨﻴﻊ‬،‫ ﻭﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﺒﺸﺮﻳﺔ‬،‫ ﻣﺜﻞ ﺍﻟﺸﺆﻭﻥ ﺍﻟﻤﺎﻟﻴﺔ‬،‫ﺍﻟﻤﺆﺳﺴﺎﺕ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ‬
Knowing the history of ERP systems is essential to understanding its current application and its future
development.
.‫ﻣﻌﺮﻓﺔ ﺗﺎﺭﻳﺦ ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ ﺃﻣﺮ ﺃﺳﺎﺳﻲ ﻟﻔﻬﻢ ﺗﻄﺒﻴﻘﻬﺎ ﺍﻟﺤﺎﻟﻲ ﻭﺗﻄﻮﺭﻫﺎ ﺍﻟﻤﺴﺘﻘﺒﻠﻲ‬
1. The early stage of ERP was carried out in the 1970s through a system called Materials
Requirement Planning (MRP). The focus of MRP was on internal production planning,
calculating time requirements components, procurement, and materials planning.
‫( ﻛﺎﻥ ﺗﺮﻛﻴﺰ‬MRP) ‫ﺑﺪﺃﺕ ﺍﻟﻤﺮﺣﻠﺔ ﺍﻷﻭﻟﻰ ﻣﻦ ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻓﻲ ﺍﻟﺴﺒﻌﻴﻨﻴﺎﺕ ﻣﻦ ﺧﻼﻝ ﻧﻈﺎﻡ ﻳُﺴﻤﻰ ﺗﺨﻄﻴﻂ ﺍﻟﻤﺘﻄﻠﺒﺎﺕ ﺍﻟﻤﺎﺩﻳﺔ‬
.‫ ﻭﺗﺨﻄﻴﻂ ﺍﻟﻤﻮﺍﺩ‬،‫ ﻭﻋﻤﻠﻴﺎﺕ ﺍﻟﺸﺮﺍء‬،‫ ﻭﺣﺴﺎﺏ ﻣﺘﻄﻠﺒﺎﺕ ﺍﻟﻮﻗﺖ ﻟﻠﻤﻜﻮﻧﺎﺕ‬،‫ﻧﻈﺎﻡ ﻋﻠﻰ ﺍﻟﺘﺨﻄﻴﻂ ﺍﻟﺪﺍﺧﻠﻲ ﻟﻺﻧﺘﺎﺝ‬
• The MRP did not focus on any type of service orientation, but rather was developed to
provide the right materials at the right time.
‫ ﺑﻞ ﺗﻢ ﺗﻄﻮﻳﺮﻩ ﻟﺘﻮﻓﻴﺮ ﺍﻟﻤﻮﺍﺩ‬،‫( ﻳﺮﻛﺰ ﻋﻠﻰ ﺃﻱ ﻧﻮﻉ ﻣﻦ ﺃﻧﻮﺍﻉ ﺍﻟﺨﺪﻣﺎﺕ‬MRP) ‫ﻟﻢ ﻳﻜﻦ ﻧﻈﺎﻡ ﺗﺨﻄﻴﻂ ﺍﻟﻤﺘﻄﻠﺒﺎﺕ ﺍﻟﻤﺎﺩﻳﺔ‬
.(JIT) ‫ﺍﻟﻤﻨﺎﺳﺒﺔ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﻤﻨﺎﺳﺐ‬
• The MRP, or as it called little MRP, represented a huge step forward in the planning process.
For the first time, based on a schedule of what was going to be produced, which was
supported by a list of materials that were needed for that finished item, the computer that
could calculate the total needed and compare it to what was already on hand or committed to
arrive.
‫ ﻟﻠﻤﺮﺓ‬.‫ ﺧﻄﻮﺓ ﻛﺒﻴﺮﺓ ﺇﻟﻰ ﺍﻷﻣﺎﻡ ﻓﻲ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺨﻄﻴﻂ‬،‫ ﺍﻟﺼﻐﻴﺮ‬MRP ‫ﻀﺎ ﺑﺎﺳﻢ‬ ً ‫ ﺍﻟﻤﻌﺮﻭﻑ ﺃﻳ‬، ‫ﻧﻈﺎﻡ ﺗﺨﻄﻴﻂ ﺍﻟﻤﺘﻄﻠﺒﺎﺕ ﺍﻟﻤﺎﺩﻳﺔ‬
‫ ﺃﺻﺒﺢ ﺑﺎﻹﻣﻜﺎﻥ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺤﺎﺳﻮﺏ‬،‫ ﺍﺳﺘﻨﺎﺩًﺍ ﺇﻟﻰ ﺟﺪﻭﻝ ﺍﻹﻧﺘﺎﺝ ﺍﻟﻤﺪﻋﻮﻡ ﺑﻘﺎﺋﻤﺔ ﺍﻟﻤﻮﺍﺩ ﺍﻟﻼﺯﻣﺔ ﻟﺬﻟﻚ ﺍﻟﻤﻨﺘﺞ ﺍﻟﻨﻬﺎﺋﻲ‬،‫ﺍﻷﻭﻟﻰ‬
‫ﻟﺤﺴﺎﺏ ﺍﻟﻜﻤﻴﺔ ﺍﻹﺟﻤﺎﻟﻴﺔ ﺍﻟﻤﻄﻠﻮﺑﺔ ﻭﻣﻘﺎﺭﻧﺘﻬﺎ ﺑﻤﺎ ﻫﻮ ﻣﺘﻮﻓﺮ ﺑﺎﻟﻔﻌﻞ ﺃﻭ ﻣﺎ ﻫﻮ ُﻣﻠﺘﺰﻡ ﺑﻮﺻﻮﻟﻪ‬
The real significant of MRP was, for the first time, management was able to answer the
question “when?”
‫ ﺃﺻﺒﺢ ﺑﺈﻣﻜﺎﻥ ﺍﻹﺩﺍﺭﺓ ﺍﻹﺟﺎﺑﺔ ﻋﻠﻰ ﺳﺆﺍﻝ‬،‫( ﻟﻠﻤﺮﺓ ﺍﻷﻭﻟﻰ‬MRP) ‫ﻛﺎﻧﺖ ﺍﻷﻫﻤﻴﺔ ﺍﻟﺤﻘﻴﻘﻴﺔ ﻟﻨﻈﺎﻡ ﺗﺨﻄﻴﻂ ﺍﻟﻤﺘﻄﻠﺒﺎﺕ ﺍﻟﻤﺎﺩﻳﺔ‬
."‫"ﻣﺘﻰ؟‬
2. The next generation was introduced by the early 1980s under the name of
Manufacturing Resources Planning or MRPII.
• MRPII did not mean that MRP was wrong but it just evolved.
‫ ﺑﻞ ﺇﻧﻪ ﺗﻄﻮﺭ‬،‫( ﻛﺎﻧﺖ ﺗﻌﻤﻞ ﺑﺸﻜﻞ ﻏﻴﺮ ﺻﺤﻴﺢ‬MRP) ‫ ﻳﻌﻨﻲ ﺃﻥ ﻧﻈﺎﻡ ﺗﺨﻄﻴﻂ ﺍﻟﻤﺘﻄﻠﺒﺎﺕ ﺍﻟﻤﺎﺩﻳﺔ‬MRPII ‫ﻟﻢ ﻳﻜﻦ ﻣﻔﻬﻮﻡ‬
.‫ﻓﻘﻂ‬
• MRPII closed the loop with the accounting and financial management systems.
.‫ ﺍﻟﺤﻠﻘﺔ ﻣﻊ ﺃﻧﻈﻤﺔ ﺍﻟﻤﺤﺎﺳﺒﺔ ﻭﺇﺩﺍﺭﺓ ﺍﻟﻤﺎﻟﻴﺔ‬MRPII ‫ﺃﻏﻠﻖ ﻧﻈﺎﻡ‬
• MRPII systems crossed the boundaries of the production functionality and started serving as
decision support systems (DSS) as well as executive information systems(EIS) (in the modern
day many people refer to implementations of these as digital dashboards).
‫( ﺑﺎﻹﺿﺎﻓﺔ ﺇﻟﻰ ﻧﻈﻢ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﻨﻔﻴﺬﻳﺔ‬DSS) ‫ ﺣﺪﻭﺩ ﻭﻅﺎﺋﻒ ﺍﻹﻧﺘﺎﺝ ﻭﺑﺪﺃﺕ ﺗﻌﻤﻞ ﻛﻨﻈﻢ ﺩﻋﻢ ﺍﻟﻘﺮﺍﺭ‬MRPII ‫ﺗﺠﺎﻭﺯﺕ ﺃﻧﻈﻤﺔ‬ •
."‫ ﻳﺸﻴﺮ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻷﺷﺨﺎﺹ ﺇﻟﻰ ﺗﻄﺒﻴﻘﺎﺕ ﻫﺬﻩ ﺍﻷﻧﻈﻤﺔ ﺑﺎﺳﻢ "ﻟﻮﺣﺎﺕ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺮﻗﻤﻴﺔ‬،‫( ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﺤﺎﺿﺮ‬EIS)
• For the first time, a company could have an integrated business system that provided visibility for
the requirements of material and capacity.
• Good information leads to good decision, and therefore these IT systems provided a competitive
advantage.
ً
.‫ﻣﺘﻜﺎﻣﻼ ﻹﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻳﻮﻓﺮ ﺭﺅﻳﺔ ﻟﻤﺘﻄﻠﺒﺎﺕ ﺍﻟﻤﻮﺍﺩ ﻭﺍﻟﻘﺪﺭﺓ‬ ‫ﻳﻤﻜﻦ ﻟﺸﺮﻛﺔ ﺃﻥ ﺗﻤﺘﻠﻚ ﻧﻈﺎ ًﻣﺎ‬ •
.‫ ﻭﻟﺬﻟﻚ ﻗﺪﻣﺖ ﻫﺬﻩ ﺍﻷﻧﻈﻤﺔ ﺍﻟﺘﻘﻨﻴﺔ ﻣﻴﺰﺓ ﺗﻨﺎﻓﺴﻴﺔ‬،‫ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺠﻴﺪﺓ ﺗﺆﺩﻱ ﺇﻟﻰ ﻗﺮﺍﺭﺍﺕ ﺟﻴﺪﺓ‬ •
3. By the time each functional area of a company had developed its own software program, the need
for tightly integrating them became obvious. The next major shift during the late 1980s and early
1990s was that “time to market” was becoming increasingly short.
.‫ ﺃﺻﺒﺢ ﻣﻦ ﺍﻟﻮﺍﺿﺢ ﺍﻟﺤﺎﺟﺔ ﺇﻟﻰ ﺩﻣﺠﻬﺎ ﺑﺸﻜﻞ ﻣﺤﻜﻢ‬،‫• ﺑﺤﻠﻮﻝ ﺍﻟﻮﻗﺖ ﺍﻟﺬﻱ ﻁﻮﺭﺕ ﻓﻴﻪ ﻛﻞ ﻣﻨﻄﻘﺔ ﻭﻅﻴﻔﻴﺔ ﻓﻲ ﺍﻟﺸﺮﻛﺔ ﺑﺮﻧﺎﻣﺠﻬﺎ ﺍﻟﺨﺎﺹ‬
‫ﻛﺎﻥ ﺍﻟﺘﺤﻮﻝ ﺍﻟﺮﺋﻴﺴﻲ ﺍﻟﺘﺎﻟﻲ ﺧﻼﻝ ﺃﻭﺍﺧﺮ ﺍﻟﺜﻤﺎﻧﻴﻨﻴﺎﺕ ﻭﺃﻭﺍﺋﻞ ﺍﻟﺘﺴﻌﻴﻨﻴﺎﺕ ﻫﻮ ﺃﻥ "ﺯﻣﻦ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻰ ﺍﻟﺴﻮﻕ" ﺃﺻﺒﺢ ﺃﻗﺼﺮ ﺑﺸﻜﻞ‬
.‫ﻣﺘﺰﺍﻳﺪ‬
• The need to develop a tightly integrated systems that would use data stored in common
databases and would be used enterprise wide became the highest priority for IT professionals.
This common-database, companywide integrated system appeared at the beginning of the
1990s and was named Enterprise-Resource Planning (ERP).

‫ﺃﺻﺒﺤﺖ ﺍﻟﺤﺎﺟﺔ ﺇﻟﻰ ﺗﻄﻮﻳﺮ ﺃﻧﻈﻤﺔ ﻣﺘﻜﺎﻣﻠﺔ ﺑﺸﻜﻞ ﻣﺤﻜﻢ ﺗﺴﺘﺨﺪﻡ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﻟﻤﺨﺰﻧﺔ ﻓﻲ ﻗﻮﺍﻋﺪ ﺑﻴﺎﻧﺎﺕ ﻣﺸﺘﺮﻛﺔ ﻭﺗُﺴﺘﺨﺪﻡ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻟﻤﺆﺳﺴﺔ ﺃﻭﻟﻮﻳﺔ‬ •

‫ ﻅﻬﺮﺕ ﻫﺬﻩ ﺍﻷﻧﻈﻤﺔ ﺍﻟﻤﺘﻜﺎﻣﻠﺔ ﺫﺍﺕ ﻗﺎﻋﺪﺓ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﻟﻤﺸﺘﺮﻛﺔ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻟﺸﺮﻛﺔ ﻓﻲ ﺑﺪﺍﻳﺔ ﺍﻟﺘﺴﻌﻴﻨﻴﺎﺕ‬.‫ﻗﺼﻮﻯ ﻟﻤﺘﺨﺼﺼﻲ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‬
.(ERP) ‫ﺳﻤﻴﺖ ﺑﺘﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬
ُ ‫ﻭ‬

• ERP encompasses all the resource planning for the enterprise including product design,
warehousing, material planning, capacity planning, and communication systems.

،‫ ﻭﺗﺨﻄﻴﻂ ﺍﻟﻤﻮﺍﺩ‬،‫ ﻭﺍﻟﺘﺨﺰﻳﻦ‬،‫ ﺑﻤﺎ ﻓﻲ ﺫﻟﻚ ﺗﺼﻤﻴﻢ ﺍﻟﻤﻨﺘﺠﺎﺕ‬،‫( ﺟﻤﻴﻊ ﺗﺨﻄﻴﻄﺎﺕ ﺍﻟﻤﻮﺍﺭﺩ ﻟﻠﻤﺆﺳﺴﺔ‬ERP) ‫ﺗﺸﻤﻞ ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬ •

.‫ ﻭﺃﻧﻈﻤﺔ ﺍﻻﺗﺼﺎﻝ‬،‫ﻭﺗﺨﻄﻴﻂ ﺍﻟﻘﺪﺭﺓ‬

• ERP systems help companies become leaner and more agile by integrating the basic
transaction programs for all departments, allowing quick access to timely information.
‫( ﺍﻟﺸﺮﻛﺎﺕ ﻋﻠﻰ ﺃﻥ ﺗﺼﺒﺢ ﺃﻛﺜﺮ ﻛﻔﺎءﺓ ﻭﻣﺮﻭﻧﺔ ﻣﻦ ﺧﻼﻝ ﺩﻣﺞ ﺑﺮﺍﻣﺞ‬ERP) ‫ﺗﺴﺎﻋﺪ ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬
.‫ ﻣﻤﺎ ﻳﺘﻴﺢ ﺍﻟﻮﺻﻮﻝ ﺍﻟﺴﺮﻳﻊ ﺇﻟﻰ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﻤﻨﺎﺳﺐ‬،‫ﺍﻟﻤﻌﺎﻣﻼﺕ ﺍﻷﺳﺎﺳﻴﺔ ﻟﺠﻤﻴﻊ ﺍﻷﻗﺴﺎﻡ‬

• ERP systems have evolved now into ERPII. During that last few years, the functional
perimeter of ERPII systems expanded to include things like SCM, CRM, data
warehousing/business intelligence (DWBI), and e-business.
‫ﺧﻼﻝ‬II (ERPII). ‫( ﺍﻵﻥ ﺇﻟﻰ ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬ERP) ‫ﺗﻄﻮﺭﺕ ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬
‫ ﻭﺇﺩﺍﺭﺓ‬، (SCM) ‫ﻟﻴﺸﻤﻞ ﺃﺷﻴﺎء ﻣﺜﻞ ﺇﺩﺍﺭﺓ ﺳﻠﺴﻠﺔ ﺍﻟﺘﻮﺭﻳﺪ‬ERPII ‫ ﺗﻮﺳﻊ ﺍﻟﻨﻄﺎﻕ ﺍﻟﻮﻅﻴﻔﻲ ﻷﻧﻈﻤﺔ‬،‫ﺍﻟﺴﻨﻮﺍﺕ ﺍﻷﺧﻴﺮﺓ‬
.‫ ﻭﺍﻷﻋﻤﺎﻝ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ‬،(DWBI) ‫ﺫﻛﺎء ﺍﻷﻋﻤﺎﻝ‬/‫ ﻭﺗﺨﺰﻳﻦ ﺍﻟﺒﻴﺎﻧﺎﺕ‬،(CRM) ‫ﻋﻼﻗﺎﺕ ﺍﻟﻌﻤﻼء‬
• ERP Functionality :
‫‪ERP Functionality‬‬
‫•‬ ‫‪A Legacy Information System (LIS): represents a massive, long-term business‬‬
‫‪investment in a software system with a single focus (e.g. human resources or procurement).‬‬
‫ﻛﺒﻴﺮﺍ ﻭﻁﻮﻳﻞ ﺍﻷﻣﺪ ﻓﻲ ﻧﻈﺎﻡ ﺑﺮﻣﺠﻲ ﺫﻭ ﺗﺮﻛﻴﺰ ﻭﺍﺣﺪ )ﻣﺜﻞ ﺍﻟﻤﻮﺍﺭﺩ‬
‫ﺍﺳﺘﺜﻤﺎﺭﺍ ً‬
‫ً‬ ‫• ﻧﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻻﺛﺮﻱ‪/‬ﺍﻟﻘﺪﻳﻢ )‪ (LIS‬ﻳﻤﺜﻞ‬
‫ﺍﻟﺒﺸﺮﻳﺔ ﺃﻭ ﺍﻟﻤﺸﺘﺮﻳﺎﺕ(‪.‬‬
‫• ﺍﻟﻨﻈﺎﻡ ﺍﻟﻤﻌﻠﻮﻣﺎﺗﻲ ﺍﻟﻘﺪﻳﻢ )‪ (Legacy Information System‬ﻫﻮ ﻧﻈﺎﻡ ﺣﺎﺳﻮﺑﻲ ﺃﻭ ﺗﻄﺒﻴﻖ ﻗﺪﻳﻢ ﻻ ﻳﺰﺍﻝ ﻗﻴﺪ ﺍﻻﺳﺘﺨﺪﺍﻡ‬
‫ﺩﺍﺧﻞ ﺍﻟﻤﺆﺳﺴﺔ‪ ،‬ﻋﻠﻰ ﺍﻟﺮﻏﻢ ﻣﻦ ﺗﻘﺎﺩﻣﻪ‪ .‬ﻏﺎﻟﺒًﺎ ﻣﺎ ﻳﺘﻢ ﺍﻻﺣﺘﻔﺎﻅ ﺑﻬﺬﻩ ﺍﻷﻧﻈﻤﺔ ﻷﻧﻬﺎ ﺗﺆﺩﻱ ﻭﻅﺎﺋﻒ ﺣﻴﻮﻳﺔ‪ ،‬ﻭﻳﻜﻮﻥ ﺍﺳﺘﺒﺪﺍﻟﻬﺎ‬
‫ﻣﻜﻠﻔًﺎ ﺃﻭ ﻣﻌﻘﺪًﺍ ﺑﺴﺒﺐ ﺍﻋﺘﻤﺎﺩ ﺍﻟﻌﻤﻠﻴﺎﺕ ﻋﻠﻴﻬﺎ ﺑﺸﻜﻞ ﻛﺒﻴﺮ‪ .‬ﺗﻮﺍﺟﻪ ﺍﻷﻧﻈﻤﺔ ﺍﻟﻘﺪﻳﻤﺔ ﺗﺤﺪﻳﺎﺕ ﻣﺘﻌﺪﺩﺓ‪ ،‬ﻣﺜﻞ ﻣﺸﺎﻛﻞ ﺍﻟﺘﻮﺍﻓﻖ ﻣﻊ‬
‫ﺍﻟﺒﺮﺍﻣﺞ ﺍﻟﺤﺪﻳﺜﺔ‪ ،‬ﻭﻧﻘﺺ ﺍﻟﺪﻋﻢ ﺍﻟﻔﻨﻲ‪ ،‬ﻭﻭﺟﻮﺩ ﺛﻐﺮﺍﺕ ﺃﻣﻨﻴﺔ ﻣﺤﺘﻤﻠﺔ‪ .‬ﻭﻣﻊ ﺫﻟﻚ‪ ،‬ﻳﺘﻢ ﺍﻻﺣﺘﻔﺎﻅ ﺑﻬﺎ ﺃﺣﻴﺎﻧًﺎ ﻷﻧﻬﺎ ﺗﺤﺘﻮﻱ ﻋﻠﻰ‬
‫ﺑﻴﺎﻧﺎﺕ ﻣﻬﻤﺔ ﺃﻭ ﻳﺼﻌﺐ ﺗﻜﺮﺍﺭ ﻭﻅﺎﺋﻔﻬﺎ ﻓﻲ ﺍﻷﻧﻈﻤﺔ ﺍﻷﺣﺪﺙ‪.‬‬
‫•‬ ‫‪Such systems are often brittle (breakable, bugs), slow, and non-extensible.‬‬
‫ﻏﺎﻟﺒًﺎ ﻣﺎ ﺗﻜﻮﻥ ﻫﺬﻩ ﺍﻷﻧﻈﻤﺔ ﻫﺸﺔ )ﻗﺎﺑﻠﺔ ﻟﻸﺧﺘﺮﺍﻕ‪ ،‬ﺗﺤﺘﻮﻱ ﻋﻠﻰ ﺃﺧﻄﺎء(‪ ،‬ﻭﺑﻄﻴﺌﺔ‪ ،‬ﻭﻏﻴﺮ ﻗﺎﺑﻠﺔ ﻟﻠﺘﻮﺳﻊ‪.‬‬ ‫•‬
ERP Functionality
• An ERP system must have the following characteristics:
• 1. Modular design comprising many distinct business functions, such as financial,
manufacturing, and distribution.
• 2. Centralized database that store, organize, and manage information.
• 3. Integrated functions that provide seamless information flow.
• 4. Flexible best practice.
• 5. Functions that work in real time.
• 6. Internet-enabled.
.‫ ﻭﺍﻟﺘﻮﺯﻳﻊ‬،‫ ﻭﺍﻟﺘﺼﻨﻴﻊ‬،‫ ﻣﺜﻞ ﺍﻟﻤﺎﻟﻴﺔ‬،‫ﺗﺼﻤﻴﻢ ﺗﺮﻛﻴﺒﻲ ﻳﻀﻢ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﻋﺪﺓ ﻭﻅﺎﺋﻒ ﻣﻤﻴﺰﺓ ﻟﻸﻋﻤﺎﻝ‬ •
.‫ﻗﺎﻋﺪﺓ ﺑﻴﺎﻧﺎﺕ ﻣﺮﻛﺰﻳﺔ ﻟﺘﻨﻈﻴﻢ ﻭﺇﺩﺍﺭﺓ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‬ •
.‫ﻭﻅﺎﺋﻒ ﻣﺘﻜﺎﻣﻠﺔ ﺗﻮﻓﺮ ﺗﺪﻓﻖ ﻣﺴﺘﻤﺮ ﻟﻠﻤﻌﻠﻮﻣﺎﺕ ﻓﻴﻤﺎ ﺑﻴﻨﻬﺎ‬ •
.‫ﻣﺮﻭﻧﺔ ﻷﻓﻀﻞ ﺍﻟﻤﻤﺎﺭﺳﺎﺕ‬ •
.‫ﻭﻅﺎﺋﻒ ﺗﻌﻤﻞ ﻓﻲ ﺍﻟﺰﻣﻦ ﺍﻟﺤﻘﻴﻘﻲ‬ •
.‫ﻣﺘﺎﺣﻪ ﻣﻊ ﺍﻹﻧﺘﺮﻧﺖ‬/ ‫ﻣﺘﻮﺍﻓﻘﺔ‬ •
• ERP systems are configurable information systems packages that seamlessly
integrate all the information processes in the company (e.g. financial, human
resources, SC, customer information). The result:
1. Integrated information across the board (data, information, business
intelligence).
‫ﻣﻌﻠﻮﻣﺎﺕ ﻣﺘﻜﺎﻣﻠﺔ ﻓﻲ ﺟﻤﻴﻊ ﺍﻻﺭﺟﺎء‬
2. One suite of applications.(‫)ﺟﻨﺎﺡ ﻭﺍﺣﺪ ﻟﻠﺘﻄﺒﻴﻘﺎﺕ ﻛﺎﻓﻪ‬
3. Unified interface across the entire enterprise.(‫)ﻭﺍﺟﻬﺔ ﻣﻮﺣﺪﺓ ﻋﺒﺮ ﺍﻟﻤﻨﻈﻤﺔ ﺑﺄﻛﻤﻠﻬﺎ‬
ERP Functionality
• Different ERP vendors (e.g. SAP, Oracle/PeopleSoft, Infor, and Microsoft) provide some degree of
specialty. However, the core functions are the same for all of them:
:‫ﺍﻟﻮﻅﺎﺋﻒ ﺍﻷﺳﺎﺳﻴﺔ ﻫﻲ ﻧﻔﺴﻬﺎ ﻟﺠﻤﻴﻊ ﻫﺬﻩ ﺍﻷﻧﻈﻤﺔ‬ •
o Accounting
o Financials
o Manufacturing
o Production
o Transportation
o Sales and distribution
o Human resources.
o Supply chain
o Customer relationship
o E-business
ERP Functionality
• Generally, an ERP system is expected to improve both back-office and front-office functions, but the
chosen ERP must fit with the organizational functionalities, business culture, IT culture, the
company’s strategy and its structure.
‫( ﻭﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﺨﺎﺭﺟﻴﺔ‬Back-office) ‫( ﻛﻞ ﻣﻦ ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﺪﺍﺧﻠﻴﺔ‬ERP) ‫ ﻣﻦ ﺍﻟﻤﺘﻮﻗﻊ ﺃﻥ ﻳُﺤﺴﻦ ﻧﻈﺎﻡ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬،‫ﺑﺸﻜﻞ ﻋﺎﻡ‬ •
‫ ﻭﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ‬،‫ ﻭﺛﻘﺎﻓﺔ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ‬،‫ ﻭﺛﻘﺎﻓﺔ ﺍﻟﻌﻤﻞ‬،‫ ﻭﻟﻜﻦ ﻳﺠﺐ ﺃﻥ ﻳﺘﻨﺎﺳﺐ ﺍﻟﻨﻈﺎﻡ ﺍﻟﻤﺨﺘﺎﺭ ﻣﻊ ﺍﻟﻮﻅﺎﺋﻒ ﺍﻟﺘﻨﻈﻴﻤﻴﺔ‬،(Front-office)
.‫ ﻭﻫﻴﺎﻛﻠﻬﺎ‬،‫ﺍﻟﺸﺮﻛﺔ‬
• Organizations choose and deploy ERP systems for many different benefits and reasons. In many cases the
calculation of return on investment (ROI) is weighted against the many benefits expected.
‫ ﻳﺘﻢ ﺗﻘﻴﻴﻢ ﺣﺴﺎﺏ‬،‫ ﻓﻲ ﻛﺜﻴﺮ ﻣﻦ ﺍﻟﺤﺎﻻﺕ‬.‫( ﻟﻠﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻔﻮﺍﺋﺪ ﻭﺍﻷﺳﺒﺎﺏ ﺍﻟﻤﺨﺘﻠﻔﺔ‬ERP) ‫ﺗﺨﺘﺎﺭ ﺍﻟﻤﺆﺳﺴﺎﺕ ﻭﺗﻄﺒﻖ ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬ •
.‫(ﻣﻘﺎﺑﻞ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻔﻮﺍﺋﺪ ﺍﻟﻤﺘﻮﻗﻌﺔ‬ROI) ‫ﺍﻟﻌﺎﺋﺪ ﻋﻠﻰ ﺍﻻﺳﺘﺜﻤﺎﺭ‬
• Think of the University of Jordan: Student Information System, Courses Registration System, financial
assistance and students’ loans, overdue library books, human resources systems, all should work seamlessly.
This is closely related to the idea behind ERP systems.
‫ ﻭﺍﻟﻜﺘﺐ ﺍﻟﻤﺘﺄﺧﺮﺓ‬،‫ ﻭﺍﻟﻤﺴﺎﻋﺪﺍﺕ ﺍﻟﻤﺎﻟﻴﺔ ﻭﻗﺮﻭﺽ ﺍﻟﻄﻼﺏ‬،‫ ﻭﻧﻈﺎﻡ ﺗﺴﺠﻴﻞ ﺍﻟﻤﻮﺍﺩ‬،‫ ﻳﺠﺐ ﺃﻥ ﺗﻌﻤﻞ ﺃﻧﻈﻤﺔ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﻄﻼﺑﻴﺔ‬:‫ﻓﻲ ﺍﻟﺠﺎﻣﻌﺔ ﺍﻻﺭﺩﻧﻴﺔ‬ •
.(ERP) ‫ ﻫﺬﺍ ﻣﺮﺗﺒﻂ ﺑﺸﻜﻞ ﻭﺛﻴﻖ ﺑﺎﻟﻔﻜﺮﺓ ﻭﺭﺍء ﺃﻧﻈﻤﺔ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬.‫ ﻭﺃﻧﻈﻤﺔ ﺍﻟﻤﻮﺍﺭﺩ ﺍﻟﺒﺸﺮﻳﺔ ﺑﺴﻼﺳﺔ‬،‫ﻓﻲ ﺍﻟﻤﻜﺘﺒﺔ‬
ERP Functionality
ERP Software for Market Size
• ERP software is “big” software, and by that we mean that it can cost an organization millions of dollars to
acquire, install, and operate. But that does not mean that small businesses cannot take advantage of the power
and capability of ERP software. Many ERP vendors choose niches in this expansive market based on the
number of seats or users in an organization that will be using and ERP system. Below is a list of ERP software
by number of seats:
‫ ﻣﻤﺎ ﻳﻌﻨﻲ ﺃﻧﻪ ﻳﻤﻜﻦ ﺃﻥ ﺗﻜﻠﻒ ﺍﻟﻤﺆﺳﺴﺔ ﻣﻼﻳﻴﻦ ﺍﻟﺪﻭﻻﺭﺍﺕ ﻟﻼﺳﺘﺤﻮﺍﺫ ﻋﻠﻴﻬﺎ‬،"‫( ﺗُﻌﺘﺒﺮ "ﺑﺮﺍﻣﺞ ﻛﺒﻴﺮﺓ‬ERP) ‫ﺑﺮﺍﻣﺞ ﺗﺨﻄﻴﻂ ﻣﻮﺍﺭﺩ ﺍﻟﻤﺆﺳﺴﺎﺕ‬ •
ERP ‫ ﻳﺨﺘﺎﺭ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺑﺎﺋﻌﻲ‬ERP. ‫ ﻫﺬﺍ ﻻ ﻳﻌﻨﻲ ﺃﻥ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻟﺼﻐﻴﺮﺓ ﻻ ﻳﻤﻜﻨﻬﺎ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﻗﻮﺓ ﻭﺇﻣﻜﺎﻧﺎﺕ ﺑﺮﺍﻣﺞ‬،‫ ﻭﻟﻜﻦ‬.‫ﻭﺗﺮﻛﻴﺒﻬﺎ ﻭﺗﺸﻐﻴﻠﻬﺎ‬
ERP ‫ ﺃﺩﻧﺎﻩ ﻗﺎﺋﻤﺔ ﺑﺒﺮﺍﻣﺞ‬ERP. ‫ﻣﺠﺎﻻﺕ ﻣﻌﻴﻨﺔ ﻓﻲ ﻫﺬﺍ ﺍﻟﺴﻮﻕ ﺍﻟﻮﺍﺳﻊ ﺑﻨﺎ ًء ﻋﻠﻰ ﻋﺪﺩ ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ ﺃﻭ ﺍﻟﻤﻘﺎﻋﺪ ﻓﻲ ﺍﻟﻤﺆﺳﺴﺔ ﺍﻟﺘﻲ ﺳﺘﺴﺘﺨﺪﻡ ﻧﻈﺎﻡ‬
:‫ﺣﺴﺐ ﻋﺪﺩ ﺍﻟﻤﻘﺎﻋﺪ‬
• Small businesses–less than 100 seats:
 Microsoft Dynamics SL
 SAP Business One
 Sage ERP X3
• Medium-size businesses–100 to 500 seats
 Microsoft Dynamics GP or NAV
 SAP Business All-In-One

 Infor ERP Solution

• Large businesses–more than 500 seats:
 Microsoft Dynamics AX

 Oracle

 SAP
‫‪Social Media‬‬
‫•‬ ‫‪Most people your age visit Facebook several times a day, watch YouTube videos, text‬‬
‫‪messages, and send tweets. These are all examples of social media.‬‬
‫ﻣﻌﻈﻢ ﺍﻷﺷﺨﺎﺹ ﻓﻲ ﻋﻤﺮﻙ ﻳﺰﻭﺭﻭﻥ ﻓﻴﺴﺒﻮﻙ ﻋﺪﺓ ﻣﺮﺍﺕ ﻓﻲ ﺍﻟﻴﻮﻡ‪ ،‬ﻭﻳﺸﺎﻫﺪﻭﻥ ﻣﻘﺎﻁﻊ ﻓﻴﺪﻳﻮ ﻋﻠﻰ ﻳﻮﺗﻴﻮﺏ‪ ،‬ﻭﻳﺮﺳﻠﻮﻥ ﺭﺳﺎﺋﻞ ﻧﺼﻴﺔ‪،‬‬
‫ﻭﻳﻐﺮﺩﻭﻥ ﻋﻠﻰ ﺗﻮﻳﺘﺮ‪ .‬ﻫﺬﻩ ﻛﻠﻬﺎ ﺃﻣﺜﻠﺔ ﻋﻠﻰ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ‪.‬‬
‫‪Social media is a collection of Web-based technologies that create true interactivity among‬‬
‫‪users, most usually allowing users to be both creators and consumers of content.‬‬
‫ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ‪ :‬ﻫﻲ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﺘﻘﻨﻴﺎﺕ ﺍﻟﻤﻌﺘﻤﺪﺓ ﻋﻠﻰ ﺍﻹﻧﺘﺮﻧﺖ ﺍﻟﺘﻲ ﺗﺘﻴﺢ ﺇﻧﺸﺎء ﺗﻔﺎﻋﻼً ﺣﻘﻴﻘﻴﺎ ً ﺑﻴﻦ ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ‪ ،‬ﻭﻏﺎﻟﺒﺎ ً‬
‫ﻣﺎ ﺗﻤ ّﻜﻨﻬﻢ ﻣﻦ ﺃﻥ ﻳﻜﻮﻧﻮﺍ ﻣﻨﺘﺠﻴﻦ ﻭﻣﺴﺘﻬ ِﻠﻜﻴﻦ ﻟﻠﻤﺤﺘﻮﻯ ﻓﻲ ﺍﻟﻮﻗﺖ ﻧﻔﺴﻪ‪.‬‬
‫•‬ ‫‪Social media is fueled by Web 2.0 technologies. The Web 2.0 is the so-called second-‬‬
‫‪generation of the Web and focuses on online collaboration, users as both creators and‬‬
‫‪modifiers of content, dynamic and customized information feeds, and many other engaging‬‬
‫‪Web-based services.‬‬
‫• ﺍﻟﻮﻳﺐ ‪ 2.0‬ﻫﻮ ﻣﺼﻄﻠﺢ ﻳﺸﻴﺮ ﺇﻟﻰ ﺍﻟﺠﻴﻞ ﺍﻟﺜﺎﻧﻲ ﻣﻦ ﺗﻘﻨﻴﺎﺕ ﻭﺗﻄﺒﻴﻘﺎﺕ ﺍﻹﻧﺘﺮﻧﺖ‪ ،‬ﻭﺍﻟﺬﻱ ﻳﺘﻤﻴﺰ ﺑﺘﺮﻛﻴﺰﻩ ﻋﻠﻰ ﺍﻟﺘﻔﺎﻋﻞ ﺑﻴﻦ‬
‫ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ‪ ،‬ﻭﺍﻟﺘﻌﺎﻭﻥ ﻓﻲ ﺇﻧﺸﺎء ﻭﺗﺤﺮﻳﺮ ﺍﻟﻤﺤﺘﻮﻯ ﻋﺒﺮ ﺍﻹﻧﺘﺮﻧﺖ‪ ،‬ﻭﻳﺘﻴﺢ ﺍﻟﻮﻳﺐ ‪ 2.0‬ﻟﻠﻤﺴﺘﺨﺪﻣﻴﻦ ﺃﻥ ﻳﻜﻮﻧﻮﺍ ﺟﺰءﺍ ً ﻣﻦ‬
‫ﻋﻤﻠﻴﺔ ﺇﻧﺘﺎﺝ ﻭﺗﻌﺪﻳﻞ ﺍﻟﻤﺤﺘﻮﻯ‪ ،‬ﻣﻤﺎ ﺟﻌﻞ ﺍﻹﻧﺘﺮﻧﺖ ﺃﻛﺜﺮ ﺗﻔﺎﻋﻼً‪ .‬ﻣﻦ ﺃﻣﺜﻠﺔ ﺗﻄﺒﻴﻘﺎﺕ ﺍﻟﻮﻳﺐ ‪ :2.0‬ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ‬
‫ﺍﻻﺟﺘﻤﺎﻋﻲ‪ ،‬ﺍﻟﻤﺪﻭﻧﺎﺕ‪ ،‬ﺍﻟﻮﻳﻜﻴﺒﻴﺪﻳﺎ‪ ،‬ﻭﻣﻮﺍﻗﻊ ﻣﺸﺎﺭﻛﺔ ﺍﻟﻔﻴﺪﻳﻮ ﻭﺍﻟﺼﻮﺭ ﻣﺜﻞ ﻳﻮﺗﻴﻮﺏ ﻭﻓﻠﻴﻜﺮ‪.‬‬
Social Media
• The progress of Web can be described as moving from push to pull technologies and from
static to dynamic information.
.‫ ﻭﻣﻥ ﺍﻟﻣﻌﻠﻭﻣﺎﺕ ﺍﻟﺛﺎﺑﺗﺔ ﺇﻟﻰ ﺍﻟﻣﻌﻠﻭﻣﺎﺕ ﺍﻟﺩﻳﻧﺎﻣﻳﻛﻳﺔ‬،‫ﻳﻣﻛﻥ ﻭﺻﻑ ﺗﻁﻭﺭ ﺍﻟﻭﻳﺏ ﺑﺄﻧﻪ ﺍﻻﻧﺗﻘﺎﻝ ﻣﻥ ﺗﻘﻧﻳﺎﺕ ﺍﻟﺩﻓﻊ ﺇﻟﻰ ﺗﻘﻧﻳﺎﺕ ﺍﻟﺳﺣﺏ‬ •
Social Media
• Information gathering
 Push to Pull Technologies:

1. Push technologies involve information being sent or "pushed" to users without their
active request. Examples include emails, notifications, or alerts that are automatically
sent to a user.
‫ ﻣﺜﻞ ﺍﻟﺪﻋﺎﻳﺎﺕ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ‬،‫ ﺗﺘﻀﻤﻦ ﺇﺭﺳﺎﻝ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺃﻭ "ﺩﻓﻌﻬﺎ" ﺇﻟﻰ ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ ﺩﻭﻥ ﻁﻠﺐ ﻣﺒﺎﺷﺮ ﻣﻨﻬﻢ‬:‫• ﺗﻘﻨﻴﺎﺕ ﺍﻟﺪﻓﻊ‬
Spam ،‫ﺃﻭ ﺍﻹﺷﻌﺎﺭﺍﺕ ﺍﻟﺘﻲ ﺗُﺮﺳﻞ ﺗﻠﻘﺎﺋﻴًﺎ‬
2. Pull technologies require users to actively seek or "pull" information as they need it.
This method is commonly seen with search engines, on-demand media, or databases
where users search for and retrieve content.
‫ ﻛﻤﺎ ﻫﻮ ﺍﻟﺤﺎﻝ‬،‫ ﺗﺘﻄﻠﺐ ﻣﻦ ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ ﺍﻟﺴﻌﻲ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺃﻭ "ﺳﺤﺒﻬﺎ" ﻋﻨﺪ ﺣﺎﺟﺘﻬﻢ ﺇﻟﻴﻬﺎ‬:‫ﺗﻘﻨﻴﺎﺕ ﺍﻟﺴﺤﺐ‬
.‫ﻓﻲ ﻣﺤﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﺃﻭ ﺍﻟﻮﺳﺎﺋﻂ ﺣﺴﺐ ﺍﻟﻄﻠﺐ ﺃﻭ ﻗﻮﺍﻋﺪ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﻟﺘﻲ ﻳﺒﺤﺚ ﻓﻴﻬﺎ ﺍﻟﻤﺴﺘﺨﺪﻣﻮﻥ ﻻﺳﺘﺮﺩﺍﺩ ﺍﻟﻤﺤﺘﻮﻯ‬
Social Media
• Information status
• Static to Dynamic Information:
1. Static information is fixed and doesn’t change frequently (e.g., printed materials,
simple web pages without interactivity). It requires manual updates and does not respond
to user behavior in real time.
‫ ﻭﺗﺘﻄﻠﺐ‬،(‫ﻛﺜﻴﺮﺍ )ﻣﺜﻞ ﺍﻟﻤﻮﺍﺩ ﺍﻟﻤﻄﺒﻮﻋﺔ ﺃﻭ ﺻﻔﺤﺎﺕ ﺍﻟﻮﻳﺐ ﺍﻟﺒﺴﻴﻄﺔ ﺩﻭﻥ ﺗﻔﺎﻋﻠﻴﺔ‬
ً ‫ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺜﺎﺑﺘﺔ ﺗﻜﻮﻥ ﺛﺎﺑﺘﺔ ﻭﻻ ﺗﺘﻐﻴﺮ‬
.‫ﺗﺤﺪﻳﺜﺎﺕ ﻳﺪﻭﻳﺔ ﻭﻻ ﺗﺴﺘﺠﻴﺐ ﻟﺴﻠﻮﻙ ﺍﻟﻤﺴﺘﺨﺪﻡ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﻔﻌﻠﻲ‬
2. Dynamic information adapts to real-time data, context, or user input. Examples include
personalized news feeds, adaptive learning platforms, and interactive dashboards that
update automatically.
‫ ﻭﺗﺸﻤﻞ ﺍﻷﻣﺜﻠﺔ‬.‫ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺪﻳﻨﺎﻣﻴﻜﻴﺔ ﺗﺘﻜﻴﻒ ﺃﻭ ﺗﺘﻌﺎﻣﻞ ﻣﻊ ﺍﻟﺒﻴﺎﻧﺎﺕ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﺤﺎﻟﻲ ﺃﻭ ﺍﻟﺴﻴﺎﻕ ﺃﻭ ﻣﺪﺧﻼﺕ ﺍﻟﻤﺴﺘﺨﺪﻡ‬
.‫ ﻭﻟﻮﺣﺎﺕ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﻔﺎﻋﻠﻴﺔ ﺍﻟﺘﻲ ﻳﺘﻢ ﺗﺤﺪﻳﺜﻬﺎ ﺗﻠﻘﺎﺋﻴًﺎ‬،‫ ﻭﻣﻨﺼﺎﺕ ﺍﻟﺘﻌﻠﻢ ﺍﻟﺘﻜﻴﻔﻴﺔ‬،‫ﻋﻠﻰ ﺫﻟﻚ ﺧﻼﺻﺎﺕ ﺍﻷﺧﺒﺎﺭ ﺍﻟﻤﺨﺼﺼﺔ‬
• Determine if the information gathering type that is related to pull or push strategy:
Feature Push/‫ﺍﻟﺪﻓﻊ‬ Pull/ ‫ﺍﻟﺴﺤﺐ‬
Who initiates? ‫ﻣﻦ ﻳﺒﺪﺃ؟‬ The sender (brand/platform) The user
User action Passive Active
Goal Awareness and exposure Interest and engagement
Example Sponsored posts, notifications Searches, hashtag use
Reaches a broad audience Attracts genuinely interested users
Advantage
(‫)ﺍﻟﻮﺻﻮﻝ ﺍﻟﻰ ﺟﻤﻬﻮﺭ ﻭﺍﺳﻊ‬ ‫ﻳﺠﺬﺏ ﺍﻟﻤﺴﺘﺨﺪﻣﻴﻦ ﺍﻟﻤﻬﺘﻤﻴﻦ ﺣ ًﻘﺎ‬
• YouTube searches for tutorials. Is this Push/Pull
• Automatic app notifications reminding users to check new posts or stories. Is this Push/Pull
• Commenting or asking questions under posts to learn more. Is this Push/Pull
• Browsing LinkedIn job posts or company updates actively. Is this Push/Pull
• Facebook event invitations automatically shared with your network. Is this Push/Pull
• Auto‐play video ads on TikTok or YouTube before the main content starts. Is this Push/Pull
• Joining Facebook groups related to your interests or profession. Is this Push/Pull
• Hashtag searches on Instagram or TikTok (#SmallBusinessTips). Is this Push/Pull
• Searching for reviews before buying a product online. Is this Push/Pull
‫‪Social Media‬‬
‫•‬ ‫‪The early Web, what some people called Web 1.0, was characterized by pulling static‬‬
‫‪information. That is, you started your Web browser and searched for (i.e. pulled) information you‬‬
‫‪wanted. Most of that information was built into the Webpage your found, making it static.‬‬
‫• ﻛﺎﻥ ﺍﻟﻮﻳﺐ ﻓﻲ ﺑﺪﺍﻳﺎﺗﻪ‪ ،‬ﻭﺍﻟﺬﻱ ﺃﻁﻠﻖ ﻋﻠﻴﻪ ﺍﻟﺒﻌﺾ ﺍﺳﻢ ‪ ،Web 1.0‬ﻳﺘﻤﻴﺰ ﺑﺴﺤﺐ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺜﺎﺑﺘﺔ‪ .‬ﺑﻤﻌﻨﻰ ﺁﺧﺮ‪ ،‬ﻛﻨﺖ ﺗﺒﺪﺃ ﻣﺘﺼﻔﺢ‬
‫ﺍﻟﻮﻳﺐ ﺍﻟﺨﺎﺹ ﺑﻚ ﻭﺗﺒﺤﺚ ﻋﻦ )ﺃﻱ "ﺗﺴﺤﺐ"( ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﻲ ﺗﺮﻳﺪﻫﺎ‪ .‬ﻛﺎﻥ ﻣﻌﻈﻢ ﻫﺬﻩ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ُﻣﺪﻣ ًﺠﺎ ﻓﻲ ﺻﻔﺤﺔ ﺍﻟﻮﻳﺐ ﺍﻟﺘﻲ‬
‫ﺗﺠﺪﻫﺎ‪ ،‬ﻣﻤﺎ ﺟﻌﻠﻬﺎ ﺛﺎﺑﺘﺔ‪.‬‬
‫•‬ ‫‪The Web moved quickly then into a short-lived environment of pushing static information. This‬‬
‫‪opened the door unfortunately for spam. In those days of Web, your email box was littered with‬‬
‫‪spam, or junk mail, for everything ranging from phony lottery winnings, enhancing drugs, to‬‬
‫‪diapers, to pet food. The senders had no idea if you needed any of those, but your email address‬‬
‫‪made a list and you were on it.‬‬
‫ﺍﻧﺘﻘﻞ ﺍﻟﻮﻳﺐ ﺑﺴﺮﻋﺔ ﺑﻌﺪ ﺫﻟﻚ ﺇﻟﻰ ﻓﺘﺮﺓ ﻗﺼﻴﺮﺓ ﺍﻟﻌﻤﺮ ﻣﻦ ﺩﻓﻊ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺜﺎﺑﺘﺔ‪ .‬ﺣﻴﺚ‪ ،‬ﺃﺗﺎﺡ ﺫﻟﻚ ﺍﻟﺒﺎﺏ ﻟﻈﻬﻮﺭ ﺍﻟﺒﺮﻳﺪ ﺍﻟﻤﺰﻋﺞ‪ .‬ﻓﻲ ﺗﻠﻚ ﺍﻷﻳﺎﻡ ﻣﻦ‬ ‫•‬
‫ﺍﻟﻮﻳﺐ‪ ،‬ﻛﺎﻧﺖ ﺻﻨﺪﻭﻕ ﺑﺮﻳﺪﻙ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ ﻣﻤﻠﻮ ًءﺍ ﺑﺎﻟﺒﺮﻳﺪ ﺍﻟﻤﺰﻋﺞ ﺃﻭ ﺍﻟﺮﺳﺎﺋﻞ ﻏﻴﺮ ﺍﻟﻤﺮﻏﻮﺏ ﻓﻴﻬﺎ‪ ،‬ﻭﺍﻟﺘﻲ ﺗﺘﻀﻤﻦ ﻛﻞ ﺷﻲء ﺑﺪ ًءﺍ ﻣﻦ ﺍﻟﻔﻮﺯ ﻓﻲ‬
‫ﺍﻟﻴﺎﻧﺼﻴﺐ ﺍﻟﻤﺰﻳﻒ‪ ،‬ﻭﺍﻷﺩﻭﻳﺔ ﺍﻟﻤﻨﺸﻄﺔ‪ ،‬ﺇﻟﻰ ﺣﻔﺎﺿﺎﺕ ﺍﻷﻁﻔﺎﻝ‪ ،‬ﻭﻁﻌﺎﻡ ﺍﻟﺤﻴﻮﺍﻧﺎﺕ ﺍﻷﻟﻴﻔﺔ‪ .‬ﻟﻢ ﻳﻜﻦ ﻟﺪﻯ ﺍﻟﻤﺮﺳﻠﻴﻦ ﺃﻱ ﻓﻜﺮﺓ ﻋﻤﺎ ﺇﺫﺍ ﻛﻨﺖ ﺑﺤﺎﺟﺔ ﺇﻟﻰ‬
‫ﺃﻱ ﻣﻦ ﺗﻠﻚ ﺍﻷﺷﻴﺎء‪ ،‬ﻟﻜﻦ ﻋﻨﻮﺍﻥ ﺑﺮﻳﺪﻙ ﺍﻹﻟﻜﺘﺮﻭﻧﻲ ﻛﺎﻥ ﻣﺪﺭ ًﺟﺎ ﻓﻲ ﻗﺎﺋﻤﺔ‪ ،‬ﻭﺃﻧﺖ ﻛﻨﺖ ﻋﻠﻰ ﺗﻠﻚ ﺍﻟﻘﺎﺋﻤﺔ‪.‬‬
Social Media
• After that, the Web characterized by pulling dynamic information (probably started in
themed-late 1990s). This opened the door to explore, for example, stock-trading Websites
like E*TRADE and Scottrade, and travel sites like Expedia and Travelocity. Then, you
could search for (i.e. pull) real-time information about flights and stock quotes. This was
the real birth of e-commerce on the Web.

‫ ﺃﺗﺎﺡ ﺫﻟﻚ ﺍﻟﻔﺮﺻﺔ‬.(‫ ﺗﻤﻴﺰ ﺍﻟﻮﻳﺐ ﺑﺴﺤﺐ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺪﻳﻨﺎﻣﻴﻜﻴﺔ )ﻓﻲ ﻣﻨﺘﺼﻒ ﺇﻟﻰ ﺃﻭﺍﺧﺮ ﺍﻟﺘﺴﻌﻴﻨﻴﺎﺕ‬،‫• ﺑﻌﺪ ﺫﻟﻚ‬
Expedia ‫ ﻭﻣﻮﺍﻗﻊ ﺍﻟﺴﻔﺮ ﻣﺜﻞ‬،Scottrade‫ﻭ‬E*TRADE ‫ ﻣﻮﺍﻗﻊ ﺗﺪﺍﻭﻝ ﺍﻷﺳﻬﻢ ﻣﺜﻞ‬،‫ ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‬،‫ﻻﺳﺘﻜﺸﺎﻑ‬
‫ ﻛﺎﻥ ﺑﺈﻣﻜﺎﻧﻚ ﺍﻟﺒﺤﺚ ﻋﻦ )ﺃﻱ "ﺳﺤﺐ"( ﻣﻌﻠﻮﻣﺎﺕ ﻓﻲ ﺍﻟﻮﻗﺖ ﺍﻟﺤﻘﻴﻘﻲ ﺣﻮﻝ ﺍﻟﺮﺣﻼﺕ ﺍﻟﺠﻮﻳﺔ‬،‫ﺛﻢ‬Travelocity. ‫ﻭ‬
.‫ ﻛﺎﻧﺖ ﻫﺬﻩ ﻫﻲ ﺍﻟﻮﻻﺩﺓ ﺍﻟﺤﻘﻴﻘﻴﺔ ﻟﻠﺘﺠﺎﺭﺓ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﻋﻠﻰ ﺍﻟﻮﻳﺐ‬.‫ﻭﺃﺳﻌﺎﺭ ﺍﻷﺳﻬﻢ‬
•
Social Media
• Today, we are in Web 2.0, a time of active participation by consumers. It is also a time
when businesses are getting good at pushing dynamic information to you, and it is
information tailored to your needs. These include things like RSS feeds, recommendation
engines on Amazon and iTunes, and even Facebook alerting you to people you might want
to friend.

‫ ﻛﻤﺎ ﺃﻧﻪ ﺯﻣﻦ ﺗﺒﺮﻉ ﻓﻴﻪ ﺍﻟﺸﺮﻛﺎﺕ ﻓﻲ ﺩﻓﻊ‬.‫ ﻭﻫﻮ ﺯﻣﻦ ﻳﺸﺎﺭﻙ ﻓﻴﻪ ﺍﻟﻤﺴﺘﻬﻠﻜﻮﻥ ﺑﻨﺸﺎﻁ‬،Web 2.0 ‫ ﻧﺤﻦ ﻓﻲ ﻋﺼﺮ‬،‫• ﺍﻟﻴﻮﻡ‬
‫ ﺗﺸﻤﻞ ﻫﺬﻩ ﺍﻷﺷﻴﺎء ﻣﺜﻞ ﻭﻣﺤﺮﻛﺎﺕ ﺍﻟﺘﻮﺻﻴﺔ ﻋﻠﻰ‬.‫ ﻭﻫﺬﻩ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻣﺼﻤﻤﺔ ﻟﺘﻠﺒﻴﺔ ﺍﺣﺘﻴﺎﺟﺎﺗﻚ‬،‫ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺪﻳﻨﺎﻣﻴﻜﻴﺔ ﺇﻟﻴﻚ‬
.‫ ﺍﻟﺘﻲ ﺗﺨﺒﺮﻙ ﺑﺄﺷﺨﺎﺹ ﻗﺪ ﺗﺮﻏﺐ ﻓﻲ ﺇﺿﺎﻓﺘﻬﻢ ﻛﺄﺻﺪﻗﺎء‬Facebook ‫ ﻭﺣﺘﻰ ﺗﻨﺒﻴﻬﺎﺕ‬،iTunes‫ﻭ‬Amazon
Social Networking
• Social networking covers sites like Facebook.
• A social networking site is a site on which you post information about yourself, create a
network of friends, read about other people, share content such as photos and videos, and
communicate with people.
‫ ﻭﻗﺮﺍءﺓ ﻣﻌﻠﻮﻣﺎﺕ ﻋﻦ‬،‫ ﻭﺇﻧﺸﺎء ﺷﺒﻜﺔ ﻣﻦ ﺍﻷﺻﺪﻗﺎء‬،‫• ﻣﻮﻗﻊ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻫﻮ ﻣﻮﻗﻊ ﺗﻘﻮﻡ ﻓﻴﻪ ﺑﻨﺸﺮ ﻣﻌﻠﻮﻣﺎﺕ ﻋﻦ ﻧﻔﺴﻚ‬
.‫ ﻭﺍﻟﺘﻮﺍﺻﻞ ﻣﻊ ﺍﻵﺧﺮﻳﻦ‬،‫ ﻭﻣﺸﺎﺭﻛﺔ ﻣﺤﺘﻮﻯ ﻣﺜﻞ ﺍﻟﺼﻮﺭ ﻭﺍﻟﻔﻴﺪﻳﻮﻫﺎﺕ‬،‫ﺃﺷﺨﺎﺹ ﺁﺧﺮﻳﻦ‬
• Facebook has only a few competitors but they are not nearly so big. StumbleUpon, the
closest, is a form of social networking that recommends videos, photos, and Webpages to
people based on their likes and the likes of other people similar to them. You have
YouTube for sharing and commenting on videos. Twitter handled over 200 million tweets
per day in mid-2011. A tweet is a form of a microblog and allows you to send and receive
text messages of roughly 140 characters or fewer.
‫ ﻭﻫﻮ ﺷﻜﻞ ﻣﻦ ﺃﺷﻜﺎﻝ‬،‫ ﺍﻷﻗﺮﺏ‬StumbleUpon ‫ ﻳُﻌﺘﺒﺮ‬.‫ ﻟﻜﻨﻬﻢ ﻟﻴﺴﻮﺍ ﺑﻨﻔﺲ ﺍﻟﺤﺠﻢ‬،‫ﻗﻠﻴﻼ ﻣﻦ ﺍﻟﻤﻨﺎﻓﺴﻴﻦ‬ ً ‫ﻋﺪﺩًﺍ‬Facebook ‫ﻳﻤﺘﻠﻚ‬ •
‫ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺍﻟﺘﻲ ﺗﻮﺻﻲ ﺍﻷﺷﺨﺎﺹ ﺑﻤﻘﺎﻁﻊ ﺍﻟﻔﻴﺪﻳﻮ ﻭﺍﻟﺼﻮﺭ ﻭﺻﻔﺤﺎﺕ ﺍﻟﻮﻳﺐ ﺑﻨﺎ ًء ﻋﻠﻰ ﺍﻫﺘﻤﺎﻣﺎﺗﻬﻢ ﻭﺍﻫﺘﻤﺎﻣﺎﺕ ﺍﻷﺷﺨﺎﺹ‬
Twitter ‫ ﻛﺎﻧﺖ‬،2011 ‫ ﻓﻲ ﻣﻨﺘﺼﻒ ﻋﺎﻡ‬.‫ ﻟﻤﺸﺎﺭﻛﺔ ﻭﺍﻟﺘﻌﻠﻴﻖ ﻋﻠﻰ ﻣﻘﺎﻁﻊ ﺍﻟﻔﻴﺪﻳﻮ‬YouTube ‫ﻀﺎ‬ ً ‫ ﻟﺪﻳﻚ ﺃﻳ‬.‫ﺍﻵﺧﺮﻳﻦ ﺍﻟﺬﻳﻦ ﻳﺸﺒﻬﻮﻧﻬﻢ‬
‫ ﺍﻟﺘﻐﺮﻳﺪﺓ ﻫﻲ ﺷﻜﻞ ﻣﻦ ﺃﺷﻜﺎﻝ ﺍﻟﻤﺪﻭﻧﺎﺕ ﺍﻟﺼﻐﻴﺮﺓ ﻭﺗﺴﻤﺢ ﻟﻚ ﺑﺈﺭﺳﺎﻝ ﻭﺍﺳﺘﻘﺒﺎﻝ‬.‫ ﻣﻠﻴﻮﻥ ﺗﻐﺮﻳﺪﺓ ﻳﻮﻣﻴًﺎ‬200 ‫ﺗﺘﻌﺎﻣﻞ ﻣﻊ ﺃﻛﺜﺮ ﻣﻦ‬
.‫ ﺣﺮﻓًﺎ ﺃﻭ ﺃﻗﻞ‬140 ‫ﺍﻟﺮﺳﺎﺋﻞ ﺍﻟﻨﺼﻴﺔ ﺍﻟﺘﻲ ﺗﺘﻜﻮﻥ ﻣﻦ ﺣﻮﺍﻟﻲ‬
Social Networking
• Google, in mid-2011, announced its rival to Facebook called Google+.
Google+. ‫ﻭﺍﻟﺬﻱ ﻳُﺪﻋﻰ‬Facebook ‫ﻋﻦ ﻣﻨﺎﻓﺴﻬﺎ ﻟـ‬Google ‫ ﺃﻋﻠﻨﺖ‬،2011 ‫• ﻓﻲ ﻣﻨﺘﺼﻒ ﻋﺎﻡ‬
• The only real competitor to Facebook is LinkedIn. LinkedIn is the professional
equivalent of Facebook. While you use Facebook to share your personal life, you
would use LinkedIn to share your professional life, including making contacts for
potential employment, joining interests groups like international finance, making
connections to other companies for sales purposes, and so on. In early 2011, LinkedIn
announced that it has surpassed 100 million users.

‫ ﺑﻴﻨﻤﺎ‬Facebook. ‫ﺍﻟﻨﺴﺨﺔ ﺍﻟﻤﻬﻨﻴﺔ ﻟـ‬LinkedIn ‫ﻳُﻌﺘﺒﺮ‬LinkedIn. ‫ﻫﻮ‬Facebook ‫• ﺍﻟﻤﻨﺎﻓﺲ ﺍﻟﺤﻘﻴﻘﻲ ﺍﻟﻮﺣﻴﺪ ﻟـ‬
‫ ﺑﻤﺎ ﻓﻲ ﺫﻟﻚ ﺇﻗﺎﻣﺔ‬،‫ﻟﻤﺸﺎﺭﻛﺔ ﺣﻴﺎﺗﻚ ﺍﻟﻤﻬﻨﻴﺔ‬LinkedIn ‫ ﺗﺴﺘﺨﺪﻡ‬،‫ﻟﻤﺸﺎﺭﻛﺔ ﺣﻴﺎﺗﻚ ﺍﻟﺸﺨﺼﻴﺔ‬Facebook ‫ﺗﺴﺘﺨﺪﻡ‬
‫ ﻭﺇﻗﺎﻣﺔ ﻋﻼﻗﺎﺕ‬،‫ ﻭﺍﻻﻧﻀﻤﺎﻡ ﺇﻟﻰ ﻣﺠﻤﻮﻋﺎﺕ ﺍﻫﺘﻤﺎﻣﺎﺕ ﻣﺜﻞ ﺍﻟﻤﺎﻟﻴﺔ ﺍﻟﺪﻭﻟﻴﺔ‬،‫ﺍﺗﺼﺎﻻﺕ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﻓﺮﺹ ﻋﻤﻞ ﻣﺤﺘﻤﻠﺔ‬
‫ ﻣﻠﻴﻮﻥ‬100 ‫ﺃﻧﻪ ﻗﺪ ﺗﺠﺎﻭﺯ‬LinkedIn ‫ ﺃﻋﻠﻦ‬،2011 ‫ ﻓﻲ ﺃﻭﺍﺋﻞ ﻋﺎﻡ‬.‫ ﻭﻣﺎ ﺇﻟﻰ ﺫﻟﻚ‬،‫ﻣﻊ ﺷﺮﻛﺎﺕ ﺃﺧﺮﻯ ﻷﻏﺮﺍﺽ ﺍﻟﻤﺒﻴﻌﺎﺕ‬
.‫ﻣﺴﺘﺨﺪﻡ‬
Social Shopping
• Shopping for a lot of people has always been a social experience–to see what other
people are buying and wearing, try to find the same, and perhaps inform others of
where the best deals are.
‫ ﻭﻣﺤﺎﻭﻟﺔ‬،‫ﻟﻄﺎﻟﻤﺎ ﻛﺎﻧﺖ ﺗﺠﺮﺑﺔ ﺍﻟﺘﺴﻮﻕ ﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻨﺎﺱ ﺗﺠﺮﺑﺔ ﺍﺟﺘﻤﺎﻋﻴﺔ—ﻟﻠﺮﺅﻳﺔ ﻣﺎ ﻳﺸﺘﺮﻳﻪ ﺍﻵﺧﺮﻭﻥ ﻭﻣﺎ ﻳﺮﺗﺪﻭﻧﻪ‬
.‫ ﻭﺭﺑﻤﺎ ﺇﺑﻼﻍ ﺍﻵﺧﺮﻳﻦ ﻋﻦ ﺃﻓﻀﻞ ﺍﻟﻌﺮﻭﺽ‬،‫ﺍﻟﻌﺜﻮﺭ ﻋﻠﻰ ﻧﻔﺲ ﺍﻷﺷﻴﺎء‬
Within social media, those are still the same, only greatly amplified and augmented by other
activities. Almost all retailers sell their products and services on Facebook. On a user's
Facebook, he or she can talk about purchases and even send recommendations to a friend.
These are typical shopping activities, but now you can perform them with hundreds or even
thousands of friends watching your every move.
.‫ ﻭﻟﻜﻨﻬﺎ ﺗﺘﻀﺨﻢ ﻭﺗﺘﺰﺍﻳﺪ ﺑﺸﻜﻞ ﻛﺒﻴﺮ ﻣﻦ ﺧﻼﻝ ﺃﻧﺸﻄﺔ ﺃﺧﺮﻯ‬،‫ ﺗﺒﻘﻰ ﻫﺬﻩ ﺍﻷﻧﺸﻄﺔ ﻛﻤﺎ ﻫﻲ‬،‫ﻓﻲ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ‬
‫ ﻳﻤﻜﻨﻪ‬،Facebook ‫ﻋﻠﻰ ﺻﻔﺤﺔ ﺍﻟﻤﺴﺘﺨﺪﻡ ﻓﻲ‬Facebook. ‫ﻳﺒﻴﻊ ﺗﻘﺮﻳﺒًﺎ ﺟﻤﻴﻊ ﺗﺠﺎﺭ ﺍﻟﺘﺠﺰﺋﺔ ﻣﻨﺘﺠﺎﺗﻬﻢ ﻭﺧﺪﻣﺎﺗﻬﻢ ﻋﻠﻰ‬
‫ ﻭﻟﻜﻦ ﺍﻵﻥ‬،‫ ﻫﺬﻩ ﻫﻲ ﺃﻧﺸﻄﺔ ﺍﻟﺘﺴﻮﻕ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ‬.‫ﺃﻭ ﻳﻤﻜﻨﻬﺎ ﺍﻟﺘﺤﺪﺙ ﻋﻦ ﺍﻟﻤﺸﺘﺮﻳﺎﺕ ﻭﺣﺘﻰ ﺇﺭﺳﺎﻝ ﺗﻮﺻﻴﺎﺕ ﺇﻟﻰ ﺍﻷﺻﺪﻗﺎء‬
.‫ﻳﻤﻜﻨﻚ ﺍﻟﻘﻴﺎﻡ ﺑﻬﺎ ﻣﻊ ﻣﺌﺎﺕ ﺃﻭ ﺣﺘﻰ ﺁﻻﻑ ﺍﻷﺻﺪﻗﺎء ﺍﻟﺬﻳﻦ ﻳﺮﺍﻗﺒﻮﻥ ﻛﻞ ﺗﺤﺮﻛﺎﺗﻚ‬
Social Shopping
Pepsi has developed a unique social shopping experience with its social vending machines.
Using one of these machines, you can enter another person’s information–mobile number,
name, and optional message–and then buy them a beverage. The other person receives a
code via text message that he or she can use at a Pepsi social vending machine to redeem a
beverage. Senders of beverage gifts can even participate in what Pepsi called “Random Acts
of Kindness”. In this, the senders sends a beverage to an unknown person, for example, in
an area struck by bad weather.

.‫ﻁﻮﺭﺕ ﺷﺮﻛﺔ ﺑﻴﺒﺴﻲ ﺗﺠﺮﺑﺔ ﺗﺴﻮﻕ ﺍﺟﺘﻤﺎﻋﻴﺔ ﻓﺮﻳﺪﺓ ﻣﻦ ﻧﻮﻋﻬﺎ ﻣﻊ ﻣﺎﻛﻴﻨﺎﺕ ﺍﻟﺒﻴﻊ ﺍﻷﻭﺗﻮﻣﺎﺗﻴﻜﻴﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺍﻟﺨﺎﺻﺔ ﺑﻬﺎ‬
‫ ﺛﻢ‬- ‫ ﺭﻗﻢ ﺍﻟﻬﺎﺗﻒ ﺍﻟﻤﺤﻤﻮﻝ ﻭﺍﻻﺳﻢ ﻭﺍﻟﺮﺳﺎﻟﺔ ﺍﻻﺧﺘﻴﺎﺭﻳﺔ‬- ‫ ﻳﻤﻜﻨﻚ ﺇﺩﺧﺎﻝ ﻣﻌﻠﻮﻣﺎﺕ ﺷﺨﺺ ﺁﺧﺮ‬،‫ﺑﺎﺳﺘﺨﺪﺍﻡ ﺇﺣﺪﻯ ﻫﺬﻩ ﺍﻵﻻﺕ‬
ً
‫ﺭﻣﺰﺍ ﻋﺒﺮ ﺭﺳﺎﻟﺔ ﻧﺼﻴﺔ ﻳﻤﻜﻦ ﺍﺳﺘﺨﺪﺍﻣﻪ ﻓﻲ ﺇﺣﺪﻯ ﻣﺎﻛﻴﻨﺎﺕ ﺍﻟﺒﻴﻊ ﺍﻷﻭﺗﻮﻣﺎﺗﻴﻜﻴﺔ‬ ‫ ﻳﺘﻠﻘﻰ ﺍﻟﺸﺨﺺ ﺍﻵﺧﺮ‬.‫ﺷﺮﺍء ﻣﺸﺮﻭﺏ ﻟﻪ‬
‫ ﻳﻤﻜﻦ ﻟﻤﺮﺳﻠﻲ ﻫﺪﺍﻳﺎ ﺍﻟﻤﺸﺮﻭﺑﺎﺕ ﺣﺘﻰ ﺍﻟﻤﺸﺎﺭﻛﺔ ﻓﻲ ﻣﺎ ﺗﺴﻤﻴﻪ ﺑﻴﺒﺴﻲ‬.‫ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻟﺸﺮﻛﺔ ﺑﻴﺒﺴﻲ ﻻﺳﺘﺮﺩﺍﺩ ﺍﻟﻤﺸﺮﻭﺏ‬
‫ ﻓﻲ ﻣﻨﻄﻘﺔ‬،‫ ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‬،‫ ﻳﺮﺳﻞ ﺍﻟﻤﺮﺳﻠﻮﻥ ﻣﺸﺮﻭﺑًﺎ ﻟﺸﺨﺺ ﻣﺠﻬﻮﻝ‬،‫ ﻓﻲ ﻫﺬﺍ‬."Random Acts of Kindness"
.‫ﺿﺮﺑﺘﻬﺎ ﺍﻷﺣﻮﺍﻝ ﺍﻟﺠﻮﻳﺔ ﺍﻟﺴﻴﺌﺔ‬
Social Playing
• Playing games within social media has been a strong trend for several years.
• We refer to these game systems as MMORPGs, or massively multiplayer online
roleplaying games, games in which thousands or perhaps millions of people play and
interact in a robust virtual world. World of Warcraft (WoW) and Second Life are two well-
known examples.
،‫ ﺃﻭ ﺃﻟﻌﺎﺏ ﺗﻘ ّﻤﺺ ﺍﻷﺩﻭﺍﺭ ﻋﺒﺮ ﺍﻹﻧﺘﺮﻧﺖ ﻣﺘﻌﺪﺩﺓ ﺍﻟﻼﻋﺒﻴﻦ ﺍﻟﻀﺨﻤﺔ‬،MMORPG ‫• ﻧُﺸﻴﺮﻫﺬﻩ ﺇﻟﻰ ﺍﻧﻈﻤﺔ ﺍﻻﻟﻌﺎﺏ ﺑﺎﺳﻢ‬
World ‫ ﻟﻌﺒﺔ‬: ‫ ﻣﺜﺎﻝ‬.‫ﻭﻫﻲ ﺃﻟﻌﺎﺏ ﻳﻠﻌﺐ ﻓﻴﻬﺎ ﺍﻵﻻﻑ ﺃﻭ ﺭﺑﻤﺎ ﺍﻟﻤﻼﻳﻴﻦ ﻣﻦ ﺍﻷﺷﺨﺎﺹ ﻭﻳﺘﻔﺎﻋﻠﻮﻥ ﻓﻲ ﻋﺎﻟﻢ ﺍﻓﺘﺮﺍﺿﻲ ﻗﻮﻱ‬
.PUBG ،Second Life ‫ﻭ‬Warcraft (WoW) of
• What truly makes these games “social” is the fact that it is more than just a game. Users
can virtually gather and meet in groups, they can trade treasures they’ve earned in the
game, they can spend real dollars to buy WoW gold in the game and then use the gold to
buy better equipment for an avatar.
‫ ﻳﻤﻜﻦ ﻟﻠﻤﺴﺘﺨﺪﻣﻴﻦ ﺍﻟﺘﺠﻤﻊ ﻭﺍﻻﻟﺘﻘﺎء ﻓﻲ‬.‫• ﻣﺎ ﻳﺠﻌﻞ ﻫﺬﻩ ﺍﻷﻟﻌﺎﺏ ﺣﻘًﺎ "ﺍﺟﺘﻤﺎﻋﻴﺔ" ﻫﻮ ﺣﻘﻴﻘﺔ ﺃﻧﻬﺎ ﺃﻛﺜﺮ ﻣﻦ ﻣﺠﺮﺩ ﻟﻌﺒﺔ‬
‫ ﻭﻳﻤﻜﻨﻬﻢ ﺇﻧﻔﺎﻕ ﺩﻭﻻﺭﺍﺕ ﺣﻘﻴﻘﻴﺔ ﻟﺸﺮﺍء ﺫﻫﺐ ﻓﻲ‬،‫ ﻭﻳﻤﻜﻨﻬﻢ ﺗﺪﺍﻭﻝ ﺍﻻﻣﻮﺍﻝ ﺍﻟﺘﻲ ﺍﻛﺘﺴﺒﻮﻫﺎ ﻓﻲ ﺍﻟﻠﻌﺒﺔ‬،‫ﻣﺠﻤﻮﻋﺎﺕ ﺍﻓﺘﺮﺍﺿﻴًﺎ‬
.‫ﺍﺳﻠﺤﺔ‬/‫ﺍﻟﻠﻌﺒﺔ ﺛﻢ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺬﻫﺐ ﻟﺸﺮﺍء ﻣﻌﺪﺍﺕ ﺃﻓﻀﻞ‬
Social “Saving the World”
All organizations are seeking ways to build sustainable can be continuously supported
practices and processes that address the needs of the three Ps: People, Plant, and Profit.
These are the “triple” in triple-bottom-line and considered to be the three pillars of
sustainability.
‫ﺗﺴﻌﻰ ﺟﻤﻴﻊ ﺍﻟﻤﻨﻈﻤﺎﺕ ﺇﻟﻰ ﺇﻳﺠﺎﺩ ﻁﺮﻕ ﻟﺒﻨﺎء ﻣﻤﺎﺭﺳﺎﺕ ﻭﻋﻤﻠﻴﺎﺕ ﻣﺴﺘﺪﺍﻣﺔ )ﻳﻤﻜﻦ ﺩﻋﻤﻬﺎ ﺑﺎﺳﺘﻤﺮﺍﺭ( ﺗﻠﺒﻲ ﺍﺣﺘﻴﺎﺟﺎﺕ ﺍﻟﺜﻼﺛﺔ‬
.‫ ﻭﺗُﻌﺘﺒﺮ ﺍﻷﻋﻤﺪﺓ ﺍﻟﺜﻼﺛﺔ ﻟﻼﺳﺘﺪﺍﻣﺔ‬.People, Plant, and Profit
To achieve the three P’s there is an emerging aspect to social networking that encourages
people to create sustainable ideas. Many organizations have turned these into games,
complete with prize money for the top innovators. Some of the more popular are:
‫ ﻗﺎﻣﺖ ﺍﻟﻌﺪﻳﺪ‬.‫• ﻟﺘﺤﻘﻴﻖ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻟﺜﻼﺛﺔ ﺑﺮﺯ ﺟﺎﻧﺐ ﺟﺪﻳﺪ ﻓﻲ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻳﺸﺠﻊ ﺍﻟﻨﺎﺱ ﻋﻠﻰ ﺍﺑﺘﻜﺎﺭ ﺃﻓﻜﺎﺭ ﻣﺴﺘﺪﺍﻣﺔ‬
‫ ﻭﻣﻦ ﺑﻴﻦ ﻫﺬﻩ ﺍﻷﻟﻌﺎﺏ‬.‫ ﺗﺤﺘﻮﻱ ﻋﻠﻰ ﺟﻮﺍﺋﺰ ﻣﺎﻟﻴﺔ ﻟﻠﻤﺒﺪﻋﻴﻦ ﺍﻷﻭﺍﺋﻞ‬،‫ﻣﻦ ﺍﻟﻤﻨﻈﻤﺎﺕ ﺑﺘﺤﻮﻳﻞ ﻫﺬﻩ ﺍﻟﻤﺒﺎﺩﺭﺍﺕ ﺇﻟﻰ ﺃﻟﻌﺎﺏ‬
:‫ﺍﻷﻛﺜﺮ ﺷﻬﺮﺓ‬
Social “Saving the World”
1. The Pepsi Refresh Project–contests in the areas of education, arts and music, and
communities. Pepsi provides funding for the winners to implement their ideas.
Pepsi ‫ ﺗﻘﺪﻡ‬،‫ ﻭﺍﻟﻤﺠﺘﻤﻌﺎﺕ ﺍﻟﻤﺤﻠﻴﺔ‬،‫ ﻭﺍﻟﻔﻨﻮﻥ ﻭﺍﻟﻤﻮﺳﻴﻘﻰ‬،‫ ﻣﺴﺎﺑﻘﺎﺕ ﻓﻲ ﻣﺠﺎﻻﺕ ﺍﻟﺘﻌﻠﻴﻢ‬Pepsi Refresh— ‫ﻣﺸﺮﻭﻉ‬
ً
.‫ﺗﻤﻮﻳﻼ ﻟﻠﻔﺎﺋﺰﻳﻦ ﻟﺘﻨﻔﻴﺬ ﺃﻓﻜﺎﺭﻫﻢ‬
2. Toyota Ideas for Good–contests that require entrants to apply existing Toyota
technologies to other environments (nonautomotive environments) for the betterment of
people or the planet. For example, one contest winner applied Toyota's crash-test dummy
technology to the head injuries that can occur in football to design better helmets and
shoulder pads.
‫ ﺍﻟﺤﺎﻟﻴﺔ ﻓﻲ ﺑﻴﺌﺎﺕ‬Toyota ‫ ﻫﻲ ﻣﺴﺎﺑﻘﺎﺕ ﺗﺘﻄﻠﺐ ﻣﻦ ﺍﻟﻤﺸﺎﺭﻛﻴﻦ ﺗﻄﺒﻴﻖ ﺗﻘﻨﻴﺎﺕ‬Toyota Ideas for Good—‫ﻣﺸﺮﻭﻉ‬
‫ ﺍﺳﺘﺨﺪﻡ ﺃﺣﺪ ﺍﻟﻔﺎﺋﺰﻳﻦ ﺑﺘﻠﻚ‬،‫ ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‬.‫ﺃﺧﺮﻯ )ﻏﻴﺮ ﺍﻟﺴﻴﺎﺭﺍﺕ( ﻟﺘﺤﺴﻴﻦ ﺣﻴﺎﺓ ﺍﻟﻨﺎﺱ ﺃﻭ ﺍﻟﺤﻔﺎﻅ ﻋﻠﻰ ﺍﻟﻜﻮﻛﺐ‬
‫ ﻟﺪﺭﺍﺳﺔ ﺇﺻﺎﺑﺎﺕ ﺍﻟﺮﺃﺱ ﺍﻟﺘﻲ ﻗﺪ ﺗﺤﺪﺙ ﻓﻲ ﺭﻳﺎﺿﺔ ﻛﺮﺓ‬Toyota ‫ﺍﻟﻤﺴﺎﺑﻘﺎﺕ ﺗﻘﻨﻴﺔ ﺩﻣﻰ ﺍﺧﺘﺒﺎﺭﺍﺕ ﺍﻻﺻﻄﺪﺍﻡ ﺍﻟﺨﺎﺻﺔ ﺑـ‬
.‫ ﻭﺻﻤﻢ ﺧﻮﺫﺍﺕ ﻭﻭﺳﺎﺩﺍﺕ ﻛﺘﻒ ﺃﻓﻀﻞ‬،‫ﺍﻟﻘﺪﻡ‬
Social “Saving the World”
3. Volkswagen Fun Theory–contests to change the behavior of people for the betterment
of society in general. One entrant overlaid a piano keyboard on a set of stairs, with each
step playing a musical note when stepped on. This encouraged people to take the stairs
instead of a nearby escalator.
‫ ﺣﻴﺚ‬.‫ﻫﻲ ﻣﺴﺎﺑﻘﺎﺕ ﺗﻬﺪﻑ ﺇﻟﻰ ﺗﻐﻴﻴﺮ ﺳﻠﻮﻙ ﺍﻟﻨﺎﺱ ﻟﺘﺤﺴﻴﻦ ﺍﻟﻤﺠﺘﻤﻊ ﺑﺸﻜﻞ ﻋﺎﻡ‬Volkswagen Fun Theory— ‫ﻣﺸﺮﻭﻉ‬
.‫ ﺑﺤﻴﺚ ﻳﺼﺪﺭ ﻛﻞ ﺩﺭﺝ ﻧﻐﻤﺔ ﻣﻮﺳﻴﻘﻴﺔ ﻋﻨﺪ ﺍﻟﺪﻭﺱ ﻋﻠﻴﻪ‬،‫ﻗﺎﻡ ﺃﺣﺪ ﺍﻟﻤﺸﺎﺭﻛﻴﻦ ﺑﺘﻐﻄﻴﺔ ﻣﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻟﺪﺭﺝ ﺑﻠﻮﺣﺔ ﻣﻔﺎﺗﻴﺢ ﺑﻴﺎﻧﻮ‬
.‫ﻭﻗﺪ ﺷﺠﻊ ﺫﻟﻚ ﺍﻟﻨﺎﺱ ﻋﻠﻰ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺪﺭﺝ ﺑﺪﻻً ﻣﻦ ﺍﻟﺴﻠﻢ ﺍﻟﻜﻬﺮﺑﺎﺋﻲ ﺍﻟﻤﺠﺎﻭﺭ‬
4. TOMS One-for-One–buy a pair of shoes and TOMS will give away a pair to a person
in need. Also, buy a pair of sunglasses and TOMS will pay for the surgery to repair the
sight of an individual in a third-world country.
.‫ﺑﺈﻫﺪﺍء ﺯﻭﺝ ﺁﺧﺮ ﻟﺸﺨﺺ ﻣﺤﺘﺎﺝ‬TOMS ‫ ﺗﻘﻮﻡ‬،‫ﻋﻨﺪ ﺷﺮﺍء ﺯﻭﺝ ﻣﻦ ﺍﻷﺣﺬﻳﺔ‬TOMS One-for-One— ‫ﻣﺒﺎﺩﺭﺓ‬
.‫ﺗﻜﻠﻔﺔ ﻋﻤﻠﻴﺔ ﺟﺮﺍﺣﻴﺔ ﻹﺻﻼﺡ ﺑﺼﺮ ﻓﺮﺩ ﻓﻲ ﺇﺣﺪﻯ ﺍﻟﺪﻭﻝ ﺍﻟﻨﺎﻣﻴﺔ‬TOMS ‫ ﺗﺪﻓﻊ‬،‫ ﻋﻨﺪ ﺷﺮﺍء ﻧﻈﺎﺭﺍﺕ ﺷﻤﺴﻴﺔ‬،‫ﻀﺎ‬
ً ‫ﺃﻳ‬
Social “Saving the World”
5. Epic Win–a proposition by Jane McGonigal that all the world’s problems should be
converted into social-media type games. Gamers would compete to solve a problem, just
as they compete in World of Warcraft, for example, to complete Aquest.
‫ ﺑﺄﻥ ﻳﺘﻢ ﺗﺤﻮﻳﻞ ﺟﻤﻴﻊ ﻣﺸﺎﻛﻞ ﺍﻟﻌﺎﻟﻢ ﺇﻟﻰ ﺃﻟﻌﺎﺏ ﺑﻮﺍﺳﻄﺔ ﻭﺳﺎﺋﻞ‬Jane McGonigal ‫ ﺍﻗﺘﺮﺍﺡ ﻣﻦ ﺷﺮﻛﺔ‬Epic Win
،‫ ﻋﻠﻰ ﺳﺒﻴﻞ ﺍﻟﻤﺜﺎﻝ‬،World of Warcraft ‫ ﺗﻤﺎ ًﻣﺎ ﻛﻤﺎ ﻳﺘﻨﺎﻓﺴﻮﻥ ﻓﻲ‬،‫ ﺳﻴﺘﻨﺎﻓﺲ ﺍﻟﻼﻋﺒﻮﻥ ﻟﺤﻞ ﻣﺸﻜﻠﺔ‬.‫ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ‬
.‫ﻹﻛﻤﺎﻝ ﻣﻬﻤﺔ‬
Social LocationIng
Social Locationing is an interested phenomenon. Also called location-based services,
social Locationing is the user of a mobile device and its location (as determined by GPS)
to check into locations such as businesses and entertainment venues, find friends and them
locations, and receive rewards and take advantage of “specials” based on location.
‫ ﺣﻴﺚ ﻳﻌﺘﻤﺪ ﺗﺤﺪﻳﺪ ﺍﻟﻤﻮﺍﻗﻊ‬،‫ﻀﺎ ﺧﺪﻣﺎﺕ ﺗﺤﺪﻳﺪ ﺍﻟﻤﻮﺍﻗﻊ‬
ً ‫ ﻳُﻄﻠﻖ ﻋﻠﻴﻪ ﺃﻳ‬.‫ﺗﺤﺪﻳﺪ ﺍﻟﻤﻮﺍﻗﻊ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻫﻮ ﻅﺎﻫﺮﺓ ﻣﺜﻴﺮﺓ ﻟﻼﻫﺘﻤﺎﻡ‬
‫( ﻟﺘﺴﺠﻴﻞ ﺍﻟﺪﺧﻮﻝ ﺇﻟﻰ ﺃﻣﺎﻛﻦ ﻣﺜﻞ ﺍﻟﺸﺮﻛﺎﺕ‬GPS ‫ﺍﻻﺟﺘﻤﺎﻋﻲ ﻋﻠﻰ ﺍﺳﺘﺨﺪﺍﻡ ﺟﻬﺎﺯ ﻣﺤﻤﻮﻝ ﻭﻣﻮﻗﻌﻪ )ﻛﻤﺎ ﺗﺤﺪﺩﻩ ﺗﻘﻨﻴﺔ‬
"‫ ﻭﺍﻟﺤﺼﻮﻝ ﻋﻠﻰ ﺍﻟﻤﻜﺎﻓﺂﺕ ﻭﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ "ﺍﻟﻌﺮﻭﺽ ﺍﻟﺨﺎﺻﺔ‬،‫ ﻭﺍﻟﻌﺜﻮﺭ ﻋﻠﻰ ﺍﻷﺻﺪﻗﺎء ﻓﻲ ﺗﻠﻚ ﺍﻟﻤﻮﺍﻗﻊ‬،‫ﻭﻣﺮﺍﻛﺰ ﺍﻟﺘﺮﻓﻴﻪ‬
.‫ﺑﻨﺎ ًء ﻋﻠﻰ ﺍﻟﻤﻮﻗﻊ‬
Popular social Locationing systems include Geoloqi, Facebook Places, SCVNGR,
Google Latitude, Foursquare, and Gowalla.
Google ‫ﻭ‬SCVNGR ‫ﻭ‬Facebook Places ‫ﻭ‬Geoloqi ‫ﺗﺸﻤﻞ ﺃﻧﻈﻤﺔ ﺗﺤﺪﻳﺪ ﺍﻟﻤﻮﺍﻗﻊ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺍﻟﺸﻬﻴﺮﺓ‬
Gowalla.‫ﻭ‬Foursquare ‫ﻭ‬Latitude
Social LocationIng
Most social Locationing systems allow you to explore the area around you. You can search
for different types of restaurants, read other’s review of entertainment events, and
explore the physical world around you in many other ways via your smartphone.
،‫ ﻳﻤﻜﻨﻚ ﺍﻟﺒﺤﺚ ﻋﻦ ﺃﻧﻮﺍﻉ ﻣﺨﺘﻠﻔﺔ ﻣﻦ ﺍﻟﻤﻄﺎﻋﻢ‬.‫ﻣﻌﻈﻢ ﺃﻧﻈﻤﺔ ﺗﺤﺪﻳﺪ ﺍﻟﻤﻮﺍﻗﻊ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺗﺘﻴﺢ ﻟﻚ ﺍﺳﺘﻜﺸﺎﻑ ﺍﻟﻤﻨﻄﻘﺔ ﺍﻟﻤﺤﻴﻄﺔ ﺑﻚ‬
.‫ ﻭﺍﺳﺘﻜﺸﺎﻑ ﺍﻟﻌﺎﻟﻢ ﻣﻦ ﺣﻮﻟﻚ ﺑﻄﺮﻕ ﻋﺪﻳﺪﺓ ﺃﺧﺮﻯ ﻋﺒﺮ ﻫﺎﺗﻔﻚ ﺍﻟﺬﻛﻲ‬،‫ﻭﻗﺮﺍءﺓ ﻣﺮﺍﺟﻌﺎﺕ ﺍﻵﺧﺮﻳﻦ ﻟﻔﻌﺎﻟﻴﺎﺕ ﺍﻟﺘﺮﻓﻴﻪ‬
These types of systems have come under close scrutiny because of the amount of
information they provide about a person. Other people can see instantly when you check in
at a location. And there have been reported stories of criminals using Locationing systems
to determine when a home is empty (by knowing that you have checked in someplace
else). Still others are concerned about companies like Foursquare are gathering too much
information about a person, namely their Locationing habits.
‫ ﻳﻤﻜﻦ ﻟﻶﺧﺮﻳﻦ ﺭﺅﻳﺔ ﺫﻟﻚ ﻋﻠﻰ ﺍﻟﻔﻮﺭ ﻋﻨﺪﻣﺎ‬.‫ﻫﺬﻩ ﺍﻷﻧﻈﻤﺔ ﻗﺪ ﺧﻀﻌﺖ ﻟﺘﺪﻗﻴﻖ ﺷﺪﻳﺪ ﺑﺴﺒﺐ ﻛﻤﻴﺔ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺍﻟﺘﻲ ﺗﻘﺪﻣﻬﺎ ﻋﻦ ﺍﻟﺸﺨﺺ‬
‫ ﻭﻗﺪ ﺗﻢ ﺍﻹﺑﻼﻍ ﻋﻦ ﻗﺼﺺ ﺗﻔﻴﺪ ﺑﺄﻥ ﺍﻟﻤﺠﺮﻣﻴﻦ ﻳﺴﺘﺨﺪﻣﻮﻥ ﺃﻧﻈﻤﺔ ﺗﺤﺪﻳﺪ ﺍﻟﻤﻮﺍﻗﻊ ﻟﺘﺤﺪﻳﺪ ﻣﺘﻰ ﻳﻜﻮﻥ‬.‫ﺗﻘﻮﻡ ﺑﺎﻟﺪﺧﻮﻝ ﺍﻟﻰ ﻣﻮﻗﻊ ﻣﺎ‬
‫ ﻻ ﻳﺰﺍﻝ ﺍﻟﺒﻌﺾ ﺍﻵﺧﺮ ﻗﻠﻘًﺎ ﻣﻦ ﺃﻥ ﺷﺮﻛﺎﺕ‬.(by knowing that you have checked in someplace else) .‫ﻏﺎ‬ ً ‫ﺍﻟﻤﻨﺰﻝ ﻓﺎﺭ‬
.‫ ﻭﻻ ﺳﻴﻤﺎ ﻋﺎﺩﺍﺕ ﺗﺤﺪﻳﺪ ﺍﻟﻤﻮﺍﻗﻊ ﺍﻟﺨﺎﺻﺔ ﺑﻬﻢ‬،‫ﺗﺠﻤﻊ ﺍﻟﻜﺜﻴﺮ ﻣﻦ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﻋﻦ ﺍﻟﺸﺨﺺ‬Foursquare ‫ﻣﺜﻞ‬
Social LocationIng
The above are just a few of many dimensions of social media and social networking.
Almost every commercial on TV is uploaded now to YouTube to get more views. Many
companies now advertise their Facebook pages instead of their own Websites. You may use
social media to gather information on potential universities to attend for your Master.
‫ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺸﺮﻛﺎﺕ‬.‫ﺗﻘﺮﻳﺒًﺎ ﻛﻞ ﺇﻋﻼﻥ ﺗﺠﺎﺭﻱ ﻋﻠﻰ ﺍﻟﺘﻠﻔﺎﺯ ﻳﺘﻢ ﺭﻓﻌﻪ ﺍﻵﻥ ﻋﻠﻰ ﻳﻮﺗﻴﻮﺏ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﻣﺸﺎﻫﺪﺍﺕ ﺃﻛﺜﺮ‬
‫ ﻳﻤﻜﻨﻚ ﺍﺳﺘﺨﺪﺍﻡ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ‬:‫ ﻣﺜﻞ‬.‫ﺍﻵﻥ ﺗﺮﻭﺝ ﻟﺼﻔﺤﺎﺗﻬﺎ ﻋﻠﻰ ﻓﻴﺴﺒﻮﻙ ﺑﺪﻻً ﻣﻦ ﻣﻮﺍﻗﻌﻬﺎ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﺍﻟﺨﺎﺻﺔ‬
.‫ﺍﻻﺟﺘﻤﺎﻋﻲ ﻟﺠﻤﻊ ﺍﻟﻤﻌﻠﻮﻣﺎﺕ ﺣﻮﻝ ﺍﻟﺠﺎﻣﻌﺎﺕ ﺍﻟﻤﺤﺘﻤﻠﺔ ﻟﻼﻟﺘﺤﺎﻕ ﺑﻬﺎ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﺩﺭﺟﺔ ﺍﻟﻤﺎﺟﺴﺘﻴﺮ‬
Finally,the business world is frantically moving into the social media space hoping to
avoid FOMO, the fear of missing out.
‫ ﻳﺘﺴﺎﺑﻖ ﻋﺎﻟﻢ ﺍﻷﻋﻤﺎﻝ ﺑﺸﻜﻞ ﻣﺤﻤﻮﻡ ﻟﺪﺧﻮﻝ ﻓﻀﺎء ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻻﺟﺘﻤﺎﻋﻲ ﻋﻠﻰ ﺃﻣﻞ ﺗﺠﻨﺐ ﻣﺎ ﻳُﻌﺮﻑ ﺑـ‬،‫ﺃﺧﻴﺮﺍ‬
ً 
.‫ ﺃﻭ ﺷﻌﻮﺭ ﺍﻟﻘﻠﻖ ﺃﻭ ﺍﻟﺘﻮﺗﺮ ﻣﻦ ﺗﻔﻮﻳﺖ ﺷﻲء‬،(FOMO) "‫"ﻓﻮﻣﻮ‬
Social LocationIng
FOMO, or the "Fear of Missing Out," is the feeling of anxiety or unease that arises when
someone thinks they might be missing exciting experiences, opportunities, or information
that others are enjoying. This sensation is especially common in the age of social media,
where people see updates about others' activities, travels, achievements, or events, which
can lead to a sense of comparison or inadequacy.

‫ ﻫﻮ ﺷﻌﻮﺭ ﺍﻟﻘﻠﻖ ﺃﻭ ﺍﻟﺘﻮﺗﺮ ﺍﻟﺬﻱ ﻳﻨﺘﺎﺏ ﺍﻟﺸﺨﺺ ﻋﻨﺪﻣﺎ ﻳﻌﺘﻘﺪ ﺃﻧﻪ ﻗﺪ‬،"‫ ﺃﻭ "ﺍﻟﺨﻮﻑ ﻣﻦ ﺗﻔﻮﻳﺖ ﺍﻟﻔﺮﺹ‬،(FOMO) ‫ﻓﻮﻣﻮ‬
‫ ﻫﺬﺍ ﺍﻟﺸﻌﻮﺭ ﺷﺎﺋﻊ ﺑﺸﻜﻞ ﺧﺎﺹ ﻓﻲ ﻋﺼﺮ ﻭﺳﺎﺋﻞ ﺍﻟﺘﻮﺍﺻﻞ‬.‫ﻳﻔﻮﺗﻪ ﺗﺠﺎﺭﺏ ﺃﻭ ﻓﺮﺹ ﻣﻤﺘﻌﺔ ﺃﻭ ﻣﻔﻴﺪﺓ ﻳﺴﺘﻤﺘﻊ ﺑﻬﺎ ﺍﻵﺧﺮﻭﻥ‬
‫ ﻣﻤﺎ ﻗﺪ ﻳﺆﺩﻱ ﺇﻟﻰ‬،‫ ﺃﻭ ﻣﻨﺎﺳﺒﺎﺗﻬﻢ‬،‫ ﻭﺇﻧﺠﺎﺯﺍﺗﻬﻢ‬،‫ ﻭﺳﻔﺮﻫﻢ‬،‫ ﺣﻴﺚ ﻳﺮﻯ ﺍﻟﻨﺎﺱ ﺗﺤﺪﻳﺜﺎﺕ ﺣﻮﻝ ﺃﻧﺸﻄﺔ ﺍﻵﺧﺮﻳﻦ‬،‫ﺍﻻﺟﺘﻤﺎﻋﻲ‬
.‫ﺷﻌﻮﺭ ﺑﺎﻟﻤﻘﺎﺭﻧﺔ ﺃﻭ ﺍﻟﻨﻘﺺ‬
 THE END

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