Discussion 2 wk 8

 CASE 14.1    MICROS
Systems Works on a Large Scale

Major installations, such as resorts or
sports stadiums, have requirements well beyond those of, say, a
small office. They must be able to provide a safe and secure
environment for events involving thousands, or even tens of
thousands, of guests or fans. They need to keep track of
reservations or ticket sales and ensure well‐stocked dining
facilities or concession stands. Certain companies have made a
specialty of meeting the information‐technology needs of such
immense venues.
MICROS Systems, with headquarters in
Maryland, is a leading developer of information technology systems
for the hospitality industry, with 90 distributors in 50 countries.
The company provides hardware and software solutions for 310,000
restaurant clients, from Burger King to Hilton Hotels in the United
States. Its MICROS‐Fidelio subsidiary has more than 25,000
installations around the world for the hotel chains Travelodge and
InterContinental Hotels Group, among others. The company’s new
MICROS‐Retail group has enabled it to branch out into the retail
industry, with clients such as Aéropostale, Starbucks, and
IKEA.
One MICROS client is the M Resort Spa Casino
in Las Vegas. This four‐star resort has almost 400 hotel rooms and
suites, a 92,000‐square‐foot casino, nine restaurants and five
separate bars, meeting and conference space, a full spa, and a large
plaza for special events. The hardware and software that MICROS
installed coordinates into a single‐system, 120 point‐of‐sale
workstations, including the restaurants, bars, wine cellar, room
service, and many other services. The system’s hosted environment
means lower emissions and use of electricity. MICROS’s disaster
recovery helps the resort come back online from outages in less time
and using fewer resources. The resort will be able to expand the
scale of this technology without additional infrastructure expenses
as it plans for a large retail center and a 14‐screen digital movie
complex.
The Atlantis, Paradise Island resort in the
Bahamas has used a MICROS hospitality management system package to
institute a cashless environment. Previously, guests paid with cash
or credit cards. The new system still allows credit card use but
also offers another option. At check‐in each guest is issued a
magnetic‐striped key card that operates the room door, keeps track
of casino activity, and permits purchases. Each card has the guest’s
name imprinted on it. At transactions, employees ask the guest to
confirm the room number. Guests no longer have to worry about
keeping their cash secure. Revenues have increased, which also
benefits the employees, who receive a percentage of each sale as a
gratuity required by Bahamas law.
The New Meadowlands Stadium in New Jersey is twice as large as
the stadium it replaced. With seating for 82,500, it is a showcase
for the New York Giants and New Jersey Jets football teams, as well
as for big‐name concerts, college football, and international
soccer. Due to a partnership with the U.S. Environmental Protection
Agency, it is also one of the greenest American sports venues.
MICROS Systems has installed hardware and software that will meet
the large‐scale requirements of the stadium. The hardware includes
workstations, terminals, and hand‐held devices. MICROS software
applications manages the stadium’s inventory and purchasing, the
luxury suites and their catering needs, and the dining facilities.
Customer relations software tracks sales, recognizes season‐ticket
holders and other core clientele, and cultivates new customers.
Peter Brickman, the chief technology officer of the stadium, said,
“The combination of innovative integrated solutions, advanced
technology, security, reliable hardware, robust reporting, and open
source friendly architecture made MICROS the only choice for our
concession needs.”

Questions for Critical
Thinking

1.  

Visit the MICROS Systems Web site to learn more about its
products for the global market. In what ways do you think the
company can increase sales in Africa, Asia, and Latin America?
How might the company have to adapt to conditions in these
countries?

2.  

Imagine you are the manager of a sports arena. What sorts
of hardware and software would help you manage such a large
facility?

Sources: Company Web site,
http://www.micros.com/, accessed June 4, 2010;
Diane Snyder, “At Atlantis, Cashless = Control,” http://www.micros.com/, accessed June 4, 2010;
“The Revolutionary New Meadowlands Stadium to Open with
MICROS,” press release, May 4, 2010, http://www.micros.com/; “MICROS Systems,
Inc. Announces Deployment of MICROS 9700 HMS at M Resort Spa Casino
in Las Vegas,” press release, March 1, 2010, http://www.prnewswire.com/.