MODULE 1

LIVING IN THE IT ERA

 Information technology (IT) and its increasing dominance in everyday life have established it as a discontinuous
innovation, one that establishes new behavior patterns and transforms old ones in our daily environments,
including vacations, travel, and leisure time.

 The internet, television, mobile phones, computer-based devices and other new forms of information
technology are changing at a rapid pace with potentially profound but also subtle influences on social life.

MEANING OF INFORMATION TECHNOLOGY

 Information technology is the technology used to store, manipulate, distribute or create information. All these
can be summed up easily – It’s having knowledge, and knowledge comes from having information.

 Gaining knowledge through information is the role of ‘’information technology’’ IT in today’s informed world.

 Life has become much less manual and a lot hassle-free for people all around the globe that have active access
to the innovations of information technology.

UNDERSTANDING INFORMATION TECHNOLOGY

 Information technology literally refers to any development that mainly involves computer-based information
systems comprising of software applications and the computer hardware.

 A more conventional and perhaps contemporary meaning of the information system is the use of electronic
systems that can assist towards retrieving the required information.

 Information technology in the modern day and age has a lot to do with communication and accessibility which is
mostly why the use of technology (computers) is associated with information.

 Communication covers a huge part of what information technology is for the people of the modern age because
when we think of accessibility and an easy life, we automatically point towards technological innovations such as
the Internet and the mobile phones along with a thousand other inventions.

 There are many ways through which information technology has become such as integral part of our daily lives;
we have incorporated it into our lives as a part of routines.

 For instance, we plan our busy schedules on our personal laptops or on our cellular phones. This shows how
much we depend on information technology that we
have even started planning our lives and goals by the help of it.

 Indeed, it has made life extremely organized and structured but at the same time we have failed to acknowledge
the threats and dangers that it brings along with it.

 We cannot ignore the fact that there are over thousands and thousands of cyber intrusions each day which has
ended up affecting the lives of people in an
unfavorable manner.
  For example, online banking systems have allowed hackers to steal money and many awful incidents have taken
place because of this technological advancement and facility provided to the people.

IMPORTANCE OF INFORMATION TECHNOLOGY

 Thousands of years past and the importance of technology have been greatly influencing
our own society. Evidence shows that our ancestor was using different kinds of apparatus to convey information
to its recipient. Some make fire to produced smoke signals, others use pens and paper to transport data to
different places.

 Information technology before was at some sort limited in every sector of banking industry, engineering
business and computer society.

 It’s been a long time since we are confronted by the importance of information technology; the only difference
was how advance it is in terms of usability.

 But how important is the advancement of information technology into our lives? What is the part that this
technology can show in present society? Will it be beneficial to all?

 As a general view, information technology today permits us to gather, handle and interconnect a gigantic
volume of information. And its sustainable development improves its competence, capability swiftness and
precisions of any components it provides.

 Information technology has achieved a lot in this present era and will continue to evolve.

 It’s more than a combination of computers and communication technology. It is indeed truthful to say that the
information technology has successfully infiltrated human existences, occupying the biggest part of every
lifestyle; the importance of information technology; touching lives.

GENERALIZED ADVANTAGES AND DISADVANTAGES OF INFORMATION TECHNOLOGY

 Along with specific contributions to certain fields, information technology also has a few general advantages for
society.

 Advantages
o With improvements in information technology, globalization has increased. The world is brought closer,
and the world’s economy is quickly becoming a single interdependent system. Information can be
shared quickly and easily from all over the globe, and barriers of linguistic and geographic boundaries
can be torn down as people share ideas and
information with each other.

o Communication has become an easier, cheaper, and faster system with the help of information
technology.

o Using the internet, people can speak to each other all over the world using video conferencing.

o Skype is one helpful application that allows users to communicate to other Skype users for free.
 o Social media is also another area of communication available because of information technology.

o It’s now easier than ever to share photos and information about your life with people you know all over
the world. This draws some families closer to family members they don’t get to see as often.

o Businesses have become more cost effective for both themselves and their consumers using information
technology.

o By streamlining, businesses increase their productivity. This pays out to greater profits, which allows
companies to offer better pay and less strenuous working conditions.

o Information technology has also created new jobs.

o Programmers, systems analyzers, hardware and software developers, and web designers all owe their
jobs to information technology.

o Without such advances, these jobs would not exist.

 Disadvantages
o Unfortunately, along with the creation of new and interesting jobs, information technology has also led
to a rise in unemployment.

o By streamlining the business process, job redundancies, downsizing, and outsourcing has occurred.
Many low and middle level jobs have been turned to other countries, leaving more people unemployed.

o Many people also credit information technology with a lack of job security. As new technology is
released and jobs require more and more training, it’s important for employees to stay in a learning
mode in order to keep their job.

ROLE OF INFORMATION TECHNOLOGY IN DAILY LIFE

 IT is a set of tools that can help provide the right people with the right information at the right time. Though IT is
not a solution to everything, for IT to work, people Must learn how to use it.

THE ROLE OF INFORMATION TECHNOLOGY IN BUSINESS SUCCESS

 Innovation is the great way to success in this digital age. The path of innovation in business means doing
something different, smarter or better that will make

 a positive difference in terms of value, quality or productivity by using emerging or proved technologies of the
world.

 Currently online shopping, digital marketing, social networking, digital communication and cloud computing etc.
are the best examples of change which came through the wave of information technology.

 Now accurate business planning, effective marketing, global sales, systematic management, real time
monitoring, instant customer support and long-term business growth cannot be achieved at the optimum level
 without IT.

THE IMPORTANCE OF IT IN BUSINESS

 The success of every business depends on certain factors. Some of which are accurate analysis, choosing the
right technology and the future vision. Research from the last two decade has proved that those organizations
that do invest in technology and choose the path of innovation increase their market share, financial figures and
overall competitiveness.

 Information technology is the only technology which provides you the opportunity to analyses specific data and
plan your business journey accordingly.

 It also provides you many tools which can solve complex problems and plan the scalability (future growth) of
your business.

 In the modern age, it is proved that digital marketing is a great tool which let you promote your products or
services to the global market while sitting in the
comfort of your remote office or home.

DECISION MAKING

 Speed and accuracy are at the heart of making right decision for your business. Every successful organization has
to go through a comprehensive market research process which enables management to make the right decision.
Market research can be done in many ways through online surveys, forums, blogs, and group discussions using
World Wide Web and of course through in-person interviews as well.

 Currently Big data, Google Analytics and Microsoft CRM Dynamics are also great tools to extract useful
information which can impact on decision making.

 These online tools not only provide real time responses from the potential audience but also ensure the
accuracy of data by minimizing the risk of human errors.

MARKETING AND BUSINESS GROWTH

 The heart of the business success lies in its marketing which enables the management to identify its target
audience first and then observe their trends and needs.

 The overall marketing covers public relation, advertising, promotion and sales which subsequently impact on
business growth.

DIGITAL MARKETING

 Digital Marketing is a modern phenomenon which let you promote your products or services all over the world.
It is a broad term which includes many concepts like search engine optimization (SEO), pay per click (PPC),
blogging, discussion forum, email shot, SMS, MMS, social media marketing and Smartphone app advertisement
etc.
CUSTOMER SUPPORT AND SATISFACTION

 Higher level of customer satisfaction is the key to success which cannot be achieved without a real time
customer support process.

 Business success depends on knowing its customer’s needs, trends, behaviors and satisfaction level.

 Effective communication is the best tool to understand the customer demands, problems and their solutions.

 IT provides many channels to communicate with the customer without going out in snow or rain. Some of these
channels are email, webinar, social media, member portals, online newsletters and text or multimedia
messaging through the smart phone.

 Enterprise organizations normally use customer relationship management systems (CRM) to hold valuable data
for understanding customer behaviors and future needs.

RESOURCE MANAGEMENT AND GLOBALIZATIONS

 Resource management plays a crucial role in business success.

 When it comes to medium or large organization, it is very hard for the top management to manage all the
resources manually.

 These resources may include tangible, financial or human resources etc.

 A decade ago, most of the resource management solutions were desktop based.

 Thanks to the internet and cloud technology which enables software engineers to introduce cloud-based ERP
(Enterprise Resource Planning) solutions.

 Now, the managers can manage or monitor their organizational resources virtually anywhere in the world by
using their personal computer, laptops, tablets or Smartphone.
MODULE 2

INTERNET OF THINGS
Introduction to IoT

What is IoT
Network of Physical Objects

 Internet of Things (IoT) comprises things that have unique identities and are connected to the Internet

 The focus on IoT is in the configuration, control and networking via the Internet of devices or “Things” that are
traditionally not associated with the internet
o Eg: pump, utility meter, car engine

 IoT is a new revolution in the capabilities of the endpoints that are connected to the internet

 The Scope of IoT is not limited to just connecting things (device, appliances, machines) to the Internet

 IoT allows these things to communicate and exchange data (control& information)

 Processing on these data will provide us various applications towards a common user or machine goal

Idea: Move from Internet of People Internet of Things

 Internet appears everywhere in the world

 It is primarily connection between people

 Internet of Things is a plan to connect things also using the same medium

Internet of Things - Evolution

Difference between M2M and IoT

IOT: People connecting with Things

IoT: Things connecting with Things

Unlocking the Massive potential of IoT

Looming Opportunity

Applications of IoT
IoT Applications: Intelligent Home
Smart Egg Tray

 Egg Minder syncs with your smartphone to tell you how many eggs you’ve got at home (up to 14 eggs) and when
they’re going bad.

Smart Washing Machine

 Smart Aqualtis is the first Indesit Company washing machine designed to be integrated in “Smart” ecosystems,
covering a wide range of use cases.

Smart Lighting

 Control your bulbs one at a time or altogether. Find just the right shade of white. Pick that perfect tone to match
the moment. Or recreate any color from a photo.

Smart A/C

 Aros learns from your budget, location, schedule, and usage to automatically maintain the perfect temperature
and maximize savings for your home.

Smart Sleep System

 Visualize your sleep cycles, understand what makes you up, and compare nights. From the palm of your hand,
you can control your personalized wake-up, and fall-asleep programs.

Smart Weather Station

 The Netatmo Weather Station allows you to use indoor temperature, relative humidity and CO2 readings to live
in a healthier home.

Smart Slow Cooker

 Enjoy remote access to all your slow cooker’s functions, no matter where you are.

Smart Garbage Cans

 BigBelly alerts when it needs to be emptied so smarter collection decisions can be made.

Smart Gardening

 Bitponics gives data o plants and conditions surrounding them for batter gardening.
IoT Applications: Transportation

IoT Applications: (BMTC)Transportation

Supply Chain Management

 Logistic
 Product Design
 Warehouse
 Manufacturing

IoT Architecture

IoT Technologies

 Hardware (Device)
 Communication Technology
 Protocols for IoT
 Software (IDE)
 Cloud Platforms
Implementing Smart Objects

Board Connection

Sensors and Actuators

Sensors available in Market
IoT Technologies: Communication Technology

IoT Technologies: Protocols

 CoAP (Constrained Application Protocol)

 MQTT (Message Queue Telemetry Transport)
 XMPP (Extensible Messaging and Presence Protocol)
 6LoWPAN (Low power Wireless Personal Area Networks)

IoT Technologies: Cloud (Sensing as-a-service Model)

Challenges of IoT

 Connectivity
 Power Management
 Security
 Rapid Evolution

SECURITY

 Users need to trust that IoT devices and related data services are secure from vulnerabilities, especially as this
technology become more pervasive and integrated into our daily lives.

 Poorly secured IoT devices and services can serve as potential entry points for cyber-attack and expose user data
to theft by leaving data streams inadequately protected.

 Developers and users of IoT devices and systems have a collective obligation to ensure they do not expose users
and the Internet itself to potential harm.

PRIVACY

 Privacy rights and respect for user privacy expectations are integral to ensuring user trust and confidence in the
Internet, connected devices, and related services.

 IoT amplifies concerns about the potential for increased surveillance and tracking, difficulty in being able to opt
out of certain data collection, and the strength of aggregating IoT data streams to paint detailed digital portraits
of users.

 Strategies will need to be developed to respect individual privacy choices across a broad spectrum of
expectations, while still fostering innovation in new technology and services.

INTEROPERABILITY / STANDARDS

 While full interoperability across products and services is not always feasible or necessary, purchasers may be
hesitant to buy IoT products and services if there is integration inflexibility, high ownership complexity, and
concern over vendor lock-in.

 Poorly designed and configured IoT devices may have negative consequences for the networking resources they
connect to and the broader Internet.

 Appropriate standards, reference models, and best practices also will help curb the proliferation of devices that
may act in disrupted ways to the Internet.

LEGAL, REGULATORY, AND RIGHTS

 Data collected by IoT devices is sometimes susceptible to misuse, potentially causing discriminatory outcomes
for some users.
  Other legal issues with IoT devices include the conflict between law enforcement surveillance and civil rights;
data retention and destruction policies; and legal liability for unintended uses, security breaches or privacy
lapses.

 While the legal and regulatory challenges are broad and complex in scope, adopting the guiding Internet Society
principles of promoting a user’s ability to connect, speak, innovate, share, choose, and trust are core
considerations for evolving IoT laws and regulations that enable user rights.

EMERGING ECONOMY AND DEVELOPMENT ISSUES

 IoT holds significant promise for delivering social and economic benefits to emerging and developing economies.
This includes areas such as sustainable agriculture, water quality and use, healthcare, industrialization, and
environmental management, among others.

 IoT holds promise as a tool in achieving the United Nations Sustainable Development Goals. The broad scope of
IoT challenges will not be unique to industrialized countries. Developing regions also will need to respond to
realize the potential benefits of IoT.

 The unique needs and challenges of implementation in less-developed regions will need to be addressed,
including infrastructure readiness, market and investment incentives, technical skill requirements, and policy
resources.
MODULE 3

Internet Marketing

 We explore Internet marketing campaign components

 Marketing research, advertising, promotions, public relations, search-engine registration
 Web-site traffic generation
 Keeping user profiles
 Recording visits
 Analyzing promotional and advertising results
 Target market is the group of people toward whom it is most profitable to aim your marketing
 Use Internet marketing with traditional marketing

Branding

 Brand
o Typically defined as a name, logo or symbol that helps one identify a company’s products or services
o Customers’ experience can be considered part of its brand

 Brand equity
o Includes the value of tangible and intangible items, such as a brand and its monetary value over time,
customer perceptions and customer loyalty to a company and its products or services

 Internet-only businesses must develop a brand that customers trust and value

 Brand uniformity will increase brand recognition

 The Internet makes it difficult to protect a brand from misuse

o Rumors and customer dissatisfaction can spread quickly
o It is not difficult for people to use other companies’ logos on their sites or products illegally

 Companies can attempt to protect their brands

o Hiring people to surf the Web and look for news, rumors and other instances of brand abuse
o Brand monitoring activities can be outsourced to companies such as eWatch and NetCurrents

Internet Marketing Research

 Marketing mix includes (4Ps):

o Product or service details and development
o Effective pricing
o Promotion
o Distribution

 Traditional marketing research

o Consists of focus groups, interviews, paper and telephone surveys, questionnaires and secondary
research
o Findings based on previously collected data

 Online marketing research

o Faster option for finding and analyzing industry, customer and competitor information
 o Provides relaxed and anonymous setting to hold focus-group discussions and distribute questionnaires

 Demographics
o Statistics on human population, including age, sex, marital status and income

 Psychographics
o Can include family lifestyle, cultural differences and values 

 Segmentation
o Can be based on age, income, gender, culture and common needs and wants

 Traditional focus groups can allow customers to touch, smell and experience products or services

 Online focus groups

o Conducted to allow current or potential consumers to present their opinions about products, services or
ideas
o Comfortable setting for participants
o Leader of the focus group cannot interpret a participant’s body language as a form of communication
o SurveySite

 Online surveys
o Conducted from Web site or through e-mail
o InsightExpress.com, GoGlobal Technologies and QuickTake
o Test your site and marketing campaign on a smaller scale with focus groups and trials
 Data collected from a company’s Web site

 Evaluate campaign results

 Measure costs and benefits of campaign

o Helps with development of a budget for marketing activities
o Identify growing and most profitable segments

 Marketing-research firms
o Forrester Research, Adknowledge, Jupiter Communications and Media Metrix

 Freeware and shareware

o Both are no cost software distribution; however, shareware is distributed with the expectation of
donations in return

 Pricing
o Some products priced to reflect competition
o High pricing to influence perception of high-value
o Can use prices to position products and services on the Internet
 Positioning includes affecting consumers’ overall views of a company and its products and
services as compared to the way those customers view competitors’ products or services
 Positioning strategies can be based on price, quality, use and competitors’ positions in the
market
 Distribution cost and time contributes to success or failure
  Fulfillment
o Execute orders correctly and ship products promptly

E-mail Marketing

 Fast, cheap, far-reaching

 Define the reach
o The span of people you would like to target, including geographic locations and demographic profiles
 Determine the level of personalization
o Personalized direct e-mail targets consumers with specific information and offers by using customer
names, offering the right products at the right time and sending promotions
 Response rate
o Shows campaign success or failure by measuring the percentage of responses generated from the target
market
 Global businesses send translated e-mails
o Logos and AltaVista
 Outsourcing
o Parts of a company’s operations are performed by other companies
o Used when unmanageable e-mail volume and inadequate staff or technical support
Messagemedia, Digital Impact, iLux, 24/7 Media and e-Contacts
 Audio, video and graphics
o MindArrow, inChorus and MediaRing.com
o Customize based on receivers’ preferences and their readers’
 A plug-in is a small application designed to extend the capabilities of another product, such as a Web browser
 Improve customer service
o Add an e-mail link to Web site
o E-mail systems set up so that incoming e-mails will be sorted automatically and directed to the
appropriate people
o Track location of orders, inform customers of when to expect delivery and possible delays and providing
information such as the carrier’s name
 Permission-based marketing
o A company can market its products and services to people who have granted permission
o Internet mailing lists include contact information for people who have expressed interest in receiving
information on certain topics
o Opt-in e-mails are sent to people who "opt-in" to receive offers, information and promotions by e-mail
 PostMasterDirect.com will send your e-mail campaign to those on a list who have expressed
interest in your business category
 Yesmail.com and Xactmail.com create lists of people who have opted-in to receive information
about a certain subject
 Spamming
o Mass e-mailing to customers who have not expressed interest
o Can give your company a poor reputation
 Traditional direct marketing
o Includes sending information by mail and using telemarketers to contact prospective customers
o Used in conjunction with e-mailing to reach largest audience
o Direct mailing
 often more expensive, more difficult to analyze and has lower response rate than direct e-
mailing
 Direct mail specialists: Eletter and MBS/Multimode
  E-mail can arrive if recipients are busy or away, receivers can read e-mails at their convenience
 Telemarketing
o Can be more expensive than e-mailing
o Offers benefit of being interactive
o People likely to answer phone whereas can ignore e-mail

Promotions

 Online and offline e-business promotions

o Attract visitors to sites and may influence purchasing
o Be sure customers are loyal to company, not reward program
o Give away items that display company logo
 Branders.com, iSwag.com
 Frequent-flyer miles
o Offered to consumers for making online purchases
o Increase brand loyalty, offers a reason return visits
o ClickRewards allows customers to accumulate ClickMiles
 Points-based promotion
o Customer performs a prespecified action and receives points to be redeemed for products, services,
rebates, discounts, etc.
 MyPoints
 Offer discounts when purchases are made online
 Offer free trials
 Online coupons for online shopping
o Place coupons on sites to bring visitors to your site
o Sites that advertise coupons include DirectCoupons, Coolsavings.com and valupage.com
o Offer free promotional items: free.com, free2try.com and freeshop.com
 Online promotional tutorial containing information on ways to promote your site found at Promotion World

E-business Advertising

 Traditional
o Television, movies, newspapers and magazines
 Prime-time television slots most expensive times to air commercials
o (monster.com advertisement)
 Establish and continually strengthen branding
o Brand is a symbol or name that distinguishes a company and its products or services from its
competitors and should be unique, recognizable and easy to remember
 Publicize URL on direct mailings and business cards
 Online advertising
o Place links on other sites, register with search engines

Banner Advertising

 Banner ads
o Located on Web pages, act like small billboards, usually contain graphics and an advertising message
o Benefits include:
 Increased brand recognition, exposure and possible revenue
 o Side panel ads or skyscraper banners
 Advertisements that lie vertically on Web sites
o Banner advertisements are losing their effectiveness
 Industry has calculated click-through rates at around .5 percent
o Place logo on banners, enhancing brand recognition
 Inventive color schemes and movement
o Flashing, scrolling text, pop-up boxes and color changes
 Pop-up box is a window containing an advertisement that appears separate from the screen the
user is viewing, pops up randomly or as a result of user actions (can have a negative effect due
to their intrusive nature)
 Determine the best position on sites for a banner
o Web sites cluttered with ads annoy visitors
 Space can be more expensive during high traffic
 Exchanging banners with another site
 Adbility and BannerTips

Buying and Selling Banner Advertising

 Buy advertising space on sites that receive a large number of hits and target a similar market
 Selling ad space provides additional income
 Monthly charges for online advertising rarely used
 CPM (cost per thousand)
o A designated fee for every one thousand people who view the site on which your advertisement is
located
 Unique visitors versus total number of hits
o Visiting any site registers one unique visit
o Hits are recorded for each object that is downloaded
o To determine the value of a Web site for advertising purposes, use the number of unique visitors, not
total hits
 Advertising payment options
o Pay-per-click: you pay the host according to the number of click-throughs to your site
o Pay-per-lead: you pay the host for every lead generated from the advertisement
o Pay-per-sale: you pay the host for every sale resulting from a click-through
 Selling advertising space
o Provide appropriate contact information on your Web site
o Register with organizations that will sell your space for you
 These companies typically charge a percentage of the revenue you receive from the
advertisements placed on your site
 ValueClick, DoubleClick, AdSmart and LinkExchange

Media-Rich Advertising

 Webcasting
o Involves using streaming media to broadcast an event over the Web
o Streaming video simulates television, streaming delivers a flow of data in real time.
 Resource Marketing, Clear Digital, Navisite, Cyber-Logics, www.streamingmedia.com and
Macromedia
 o Many people have relatively slow Internet access
o The slower the connection, the more disconnected the video appears
Victoria’s Secret Webcast most popular ever held on Web

 Bursting
o There is a substantial build up of content at the receiving end, causing a video to appear smoother
 Burst.com
 Cross-media advertising or hybrid advertising
o Involves using a combination of rich media (such as audio, video, images and animations) and traditional
advertising forms (such as print, television and radio advertisements) to execute an advertising
campaign
o Involve consumers in the advertising process
 Nike
 WebRIOT, a game show on MTV
 H2O Design and Lot21
 Interactive television advertising
o Allows people viewing television to interact with what they are seeing on the screen
o Consumers have the ability to choose to learn more about an offer, make a purchase or even request
that customer service representatives contact them
o RespondTV

Wireless Advertising

 Wireless Internet in early stages

o Advertising companies are preparing to take advantage of this medium
 SkyGo
o Wireless advertising company offering real-time wireless delivery and tracking of permission-based
campaigns
 Adbroadcast
o Pays people who opt in to receive advertisements on cell phones
 GeePS
o Offers brick-and-mortar stores wireless advertising targeted toward specific markets
o Sends relevant wireless ads to customers as they enter the proximity of a store

e-Business Public Relations

 Public relations (PR)

o Keeps customers and company current on latest information about products, services and internal and
external issues such as company promotions and consumer reactions
 Methods
o Chat sessions
o Bulletin board
o Special events or functions on Web site
o Trade shows and exhibitions
o Press releases (can be delivered over Web, PR Web)
 Printing and distribution, MediaMap
 Add link that connects to all press releases
 o Video clips
 PR Newswire and Business Wire
 Crisis management
o Another responsibility of PR, is conducted in response to problems the company is having
o Bridgestore/Firestone, Inc.
 Outsourcing public relations

Business-to-Business (B2B) Marketing on the Web

 (B2B) marketing
o Consider distributors, resellers, retailers and partners
o Selling to someone who is not the direct user
o Usually more than one person involved in purchasing process
o Businesses making large purchases depend on suppliers and expect reliability and delivery of quality
o products and services on time
o Personalization
 Intranets and extranets
 Industry marketplaces
o Construction.com, Worldwideretailexchange.com
o Connect Inc, Concur Technologies and Ariba

Search Engines

 Search-engine ranking important to bring consumers to a site

o Method used by search engines to rank your Web site will determine how "high" your site appears in
search results
 Make sure all Web pages have been published on the Web and linked correctly
 By registering with search engines a company will increase traffic to its site

META Tags

 META tag
o An HTML tag that contains information about a Web page
o Does not change how Web page is displayed
o Can contain description of page, keywords and title of page
 Most search engines rank your site by sending out a spider to inspect the site
o The spider reads the META tags, determines the relevance of the Web page’s information and keywords
and ranks the site according to that visit’s findings
 Examine competitors’ sites to see what META tags they are using
 Top ten results

Search-Engine Registration

 Submit keywords and a description of business

 Search engine will add information to its database
 Registering will increase the possibility that a site will make an appearance in search-engine results
 Many search engines do not charge a fee for registering
 o AltaVista, Yahoo!, Lycos, Excite, Google and Ask Jeeves
 Ask Jeeves uses natural-language technology that allows people to enter their search subjects in
the form of questions
 Metasearch engines
o Aggregate results from a variety of search engines
o Metacrawler and FrameSearch.net

Affiliate Programs

 Affiliate program
o A form of partnership in which a company pays affiliates (other companies or individuals) for
prespecified actions taken by visitors who click-through from an affiliate site to a merchant site
 In this chapter, we discuss:
o Costs
o Benefits
o Program reward structures
o Program-building options
 Tracking and affiliate solution providers
o Directories and search engines that provide affiliate- and partnering-program resources

How an Affiliate Program Works

 New income streams

 Merchant
o The company that advertises on another company’s site
 Affiliate
o The company hosting the advertising in return for a reward based on predetermined terms
Affiliates act as an extended sales force
 How it works
o Merchant places banner on affiliate’s Web site
o When a person clicks through to the merchant’s site via the advertisement on the affiliate’s site and
makes a purchase, a commission on the sale is typically awarded to the affiliate
 “Win-win" situation

Selecting an Affiliate-Program Reward Structure

 Program reward structures

o Pay-per-click
o Pay-per-lead
o Pay-per-sale
o CPM (cost-per-thousand)
o Multi-level, or multi-tiered
o Hybrid model
 Implementation of appropriate reward structure(s) depends on the type of site and its product mix
Pay-Per-Click Model

 Pay-per-click model
o Rewards an affiliate for each click-through that is generated from a banner ad hosted by the affiliate
 A click-through is when a person clicks on the banner advertisement on the affiliate site and is
taken to the merchant site
o Easy for affiliates to generate dishonest click-throughs to “run up the numbers”
o Sites that depend on advertising rates use this model to increase traffic
o GoTo and Lycos

Pay-Per-Lead Model

 Pay-per-lead model
o Rewards affiliates based on the number of qualified leads generated
 Potential customers that have expressed interest in a product or service and meet requirements
determined by the company
 Can include new customer registrations and having visitors sign up to receive a newsletter or use
a free demo
 Mailsweeps.com

Pay-Per-Sale Model

 Pay-per-sale model
o Also known as the commission-based model
o Compensates its affiliates for each sale resulting from affiliate-hosted advertisements
o Rewards to the affiliates based on sales are typically larger
o express.com
o Virtual store
 Allows affiliates to sell merchant’s products without requiring visitor to leave the affiliate’s site

Multi-Tiered Model

 Multi-tiered model
o Also known as the multi-level model
 New affiliates are recruited by current affiliates, who are then rewarded with a percentage of
the new affiliates’ revenues
o Two-tiered model involves only the original affiliate and its recruits, also known as subaffiliates
 ValueClick

Hybrid Model

 Hybrid model
o Combines features of multiple models
o Can make an affiliate program more competitive
o Can increase the cost for the merchant
 o FreeShop.com

CPM (Cost-Per-Thousand) Model

 CPM (cost-per-thousand) model

o Requires the merchant to pay the affiliate a fee for every 1000 visitors that simply view the merchant’s
banner on the affiliate site
o Not used as often as the other models because merchants prefer to pay for actions
o CPM is often used to price traditional advertising methods

Web-site “Stickiness”

 Stickiness of a site
o The ability to keep people at a site and interested in its content
 Update content frequently, carefully organize a site, provide quality customer service to keep visitors browsing
 Merchants can offer virtual stores to affiliates
o Offer e-commerce capabilities to sites that want to participate in affiliate programs, but also want to
keep visitors at their sites
 Nexchange and CrossCommerce
o Can control their brands’ presentation on affiliate sites

Becoming an Affiliate

 Some programs have requirements to become an affiliate

o Site statistics, information about visitors and a tax identification number
 Hidden fees and restrictions in some affiliate contracts
 Note the reputation of the merchant 
 Most affiliate programs require a person or company to have a Web site to participate
 Some programs allow individuals to join by placing affiliate links on their personal sites

Examples of Affiliate Programs

 Amazon.com Associate Program

o Pioneer in affiliate marketing
o Sites will be rejected if they contain “amazon” or variations of the word in the domain names, promote
violence, are discriminatory or contain sexual material or other content deemed inappropriate
o Associates Central
 provides graphics, links, earnings and traffic information
o Affiliates can provide an Amazon.com search box on its site or link to the home page or recommended
books
o Joining is free and pays up to 15 percent in referral fees

 BabyCenter offers a commission-based affiliate program

 Pays members for all sales originating from their sites
 Pays affiliates for their own personal shopping through the links on their sites
 Affiliates are paid on a quarterly basis
  BabyCenter Affiliate Gateway provides earning reports, images and links that can be downloaded to connect to
the merchant site

Barnes & Noble Feature

 Barnes & Noble offers Affiliate Network

o Potential affiliates must complete online application
o Gives options for links, banners and virtual storefronts
o affiliate.net provides affiliate performance reports
o Sends a commission check to affiliates every three months
 MyB&NLink program allows people to earn commissions by placing a link to the Web site in their e-mails
o Restrictions include spamming, pornography, hate mail and illegal activities

Costs and Taxation of Affiliate Programs

 Costs
o Merchant is required to pay the affiliate, with the amount depending on the prespecified terms of the
program
 Costs can rise with increases in the number of click-throughs, purchases or other specified
actions
o Losing visitors through affiliate links
o Developing and implementing the program

 Internet affiliate program taxation

o Commissions collected by affiliates are considered income and will be taxed
o State taxation on sales made through affiliates in states other than the state where the merchant is
located has not been settled
MODULE 4

Social Media

What is social media?

 Social Media is defined by Boundless.com as interactive platforms where content is created, distributed
and shared by individuals on the web.
 refers to interaction among people in which they create, share, and/or exchange information and ideas
in virtual communities and network.

What is its purpose?

 To provide users with a rich experience, dynamic content, scalability, openness, and collective
intelligence (B., 2016, May 26).

Social Media vs. Mass Media

 Similarities –
o Designed to reach large numbers of people
o Made to inform audiences

 Differences –
o Social media reaches users in a shorter amount of time
o Social Media gives audiences an opportunity to give feedback

What kinds of social media are there?

 Blogs/Microblogs
 Collaborative Projects
 Content Communities
 Social Networking
 Virtual Worlds

Blog Platforms

 Tumblr
o Each user has his or her own Tumblelog where they can publish short posts of text, images,
quotes, links, video, audio, and chats (Gunelius, S, n.d.)
o Acquired by Yahoo! in 2013
o 550 million monthly users
o 280.4 million blogs (Smith, C., 2017, March 18)
Microblog Platform

 Twitter
o Consists of broadcasting daily short burst messages to the world, with the hope that your
messages are useful and interesting to someone (Gil, P., n.d.)
o A “Tweet” is only 140 characters available to share information.
o 319 million users as of 2016
o 750 tweets per second (Raymondi, N., 2013, January 18)

Collaborative Project

 Wikipedia
o A free encyclopedia, written collaboratively by the people who use it.
o 5,357,012 total articles
o 41,677,432 total pages
o 30,444,460 users with about 140,722 active (Statistics, 2017, March 16)

Content Communities

 YouTube
o is a free video-hosting website that allows members to store and serve video content (What is
YouTube? - Definition from WhatIs.com, n.d.).
o Over 1 billion users (Almost one-third of people on the internet)
o More than half of YouTube views come from mobile devices

Social Networks

 Facebook
o A popular free social networking website
o Debuted in February of 2004
o 1.86 billion active monthly users

Virtual Worlds

 World of Warcraft
o A Massively Multiplayer Online Role-Playing Game (MMORPG)
o Released in 2004 by Blizzard Entertainment
o Passed 10 million subscribers in 2016 after releasing its 6th expansion called Legion (Kollar, P.,
2016, October 04).

How has Social Media Changed Over Time?

 Past Social Media endeavors:

o AIM – 1997
o Open Diary – 1998
  Advances in Social Media that came later:
o Wikipedia – 2000
o Myspace – 2003

What is Social Media like today?

 Blog: Tumblr
 Microblog: Twitter
 Content Communities: Youtube
 Social Networks: Facebook
 Virtual Worlds: World of Warcraft

What is Web 1.0, and what is it like?

 Website hosts were primary content contributors

 Audience just received information from websites

What is Web 2.0, and what is it like?

 Allowed audiences to ‘like’, create, and post images/statuses, as well as upload video content

What are the most important trends in social media today?

 Snapchat vs. Twitter

o Snap, Inc. is growing.
o Twitter is dying.
 Vicariously living through others
o Social media is opening new doors

Benefits for Nonprofits having a Social Media presence

 Council of Nonprofits gives multiple examples of the benefits of using social media:
o Builds awareness
o Organizational Growth
o Empower Supporters

Why is Social Media right for Spokes of Hope Worldwide?

 Mass Production of the “Cycling for change” program

 The Strategic Objective can be reached!
Effects of Social Media

Positive Effects of Social Media

 On Communication and Business :

Communication choice
Advertise
Saving money
Immediate news
Removed interaction barriers

 On Youth
Seeking new job
Build relationship
It unleashes potential
It battles depression
Opportunity for writers

 On Society and Behavior:

Unite People
Making friends
Boosts up community participation
Removes loneliness

 On Student:
Sharing class lecture
Group study
Class information
Building resumes
Online tutorials

Negative Effects of Social Media

 On Communication and Business:

Misinformation
A false sense of connection
Decrease Productivity
Waste a lot of time

 On Society and Behavior:

Social media makes us compare our lives with others
Privacy
Cyber-bullying
It might make you spend more money
 Over sharing
Social media can make us unhappy.

 On Teenage and kids:

Social media damage the behavior of kid and teenage
Low Grade
Loss of motivation in students.
Adult sites are open to them.
Social media glamorizes drug and alcohol use to teenage.

 On Health:
It modifies your appetite
Social media makes us restless.
Social media can damage physical and mental health.
Using social media Discourages physical exercise.
Social media is addictive.

Power of Social Media

 23% of children between ages 0 to 5 use the internet & 82% use it on a weekly basis
 1 billion tweets are posted per week
 650+ million active users on Facebook
 460k new accounts are created on Twitter per day
 #1 online activity beating porn & personal email for total time spent online
 50% log in per day
 YouTube has 490+ million users worldwide
 92 billion page views each month
 400 tweets per minute containing a YouTube link
 78 million monthly visitors on Wikipedia
 More video content is uploaded to YouTube in a 60-day period than the three
 Major U.S. television networks created in 60 years.
 90 million users on linkedln
MODULE 6

Cloud Computing

What is Cloud Computing

 “Cloud computing is a style of computing where massively scalable IT-related capabilities are provided as
a service across the Internet to multiple external customers” GARTNER

 “Cloud computing: A pool of abstracted, highly scalable, and managed infrastructure capable of hosting
end-customer applications and billed by consumption” FORRESTER

 “Cloud computing is Web-based processing, whereby shared resources, software, and information are
provided to computers and other devices (such as smart phones) on demand over the Internet.”
WIKIPEDIA

Why we should know about it?

Gartner top 10 Strategic Technologies for 2010-2011

Common Attributes of Cloud Computing

• Pooled computing – advanced virtualization
• Delivered over the Internet
• Elastic scaling
• Flexible pricing – pay only for they use
• Provide resources as a service

Type of Cloud Computing

Cloud Service Layers – Characteristics

Software as a Service (SaaS)

• Sometimes free; easy to use; good consumer adoption; proven business models

• You can only use the application as far as what it is designed for

Platform as a Service (PaaS)

• Developers can upload a configured applications and it “runs” within the platform’s
framework;
• Restricted to the platform’s ability only; sometimes dependant on Cloud Infrastructure
provider

Infrastructure as a Service (IaaS)

 • Offers full control of a company’s infrastructure; not confined to applications or restrictive
instances
• Sometimes comes with a price premium; can be complex to build, manage and maintain

Cloud Service Layers – Containing

Software as a Service (SaaS)

Collaboration, Business Processes, Industry Applications, CRM/ERP/HR

Platform as a Service (PaaS)

Middleware, Database, Web 2.0 Application Runtime, Java Runtime, Development Tooling

Infrastructure as a Service (IaaS)

Servers, Networking, Storage, Data Center Fabric, Shared virtualized, dynamic provisioning

Cloud Implementation Type

Private Cloud
• Owned and managed by the enterprise
• Limits access to enterprise and partner network
• Retains high degree of control, privacy and security
• Enables business to more easily customize service
• Accessed from "inside" the firewall

Public Cloud
• Owned and managed by service provider
• Delivers select set business process, application or infrastructure services on a “pay per use” basis
• Highly standardized
• Limited customization options
• Accessed from "outside" the firewall

Hybrid Cloud
A hybrid infrastructure takes advantage of both public and private clouds:
 Services provided over the Internet—the public cloud
 Services provided by the enterprise data center—the private Cloud

Product of Cloud Computing

 - Amazon EC2 & S3
- Google App Engine
- Windows Azure
- Google App
- Panda Cloud

Amazon Web Service

 Amazon is one of the foremost and most reputed Cloud Computing service-provider
 Product Offerings include:
- Simple Storage Service (S3)
- Elastic Compute Cloud (EC2)
- SimpleDB

Amazon Simple Storage Service

Windows Azure
“Windows Azure is an integrated cloud solution, utilizing Microsoft products already familiar with IT
professionals ”
Google App Engine
 Google App Engine (GAE) is a service, offered by Google, that allows developers to build
applications that can run on Google’s infrastructure.

It is a form of Cloud Computing.

Panda Cloud Antivirus ong

 Desktop Application use cloud service
 Small size
 Virus DB on Provider server
 Send file to scan in cloud
 No need update

Cloud Computing - Trend

• Large enterprises are building their own private clouds
• Cloud computing will shift the skills needed by IT workers
• IT departments will shrink as users go directly to the cloud for IT resources
• Professional services will be bundled with commodity cloud services
• Cloud-computing resources will become more customizable
• Large enterprises will become parttime cloud-computing vendors
• Cloud computing will unleash innovation
• The browser will be all the desktop software you need

Cloud Computing, Tomorrow

Future Clouds
 Entertainment cloud
 Desktop cloud
  Storage/ Data Cloud
 Mobile cloud
 Social cloud
 Health0care cloud
 Energy efficiency cloud
 IPTV Media cloud
 Cloud office
 E-book cloud
 E-learning cloud

Pros and Cons

Pros
 Scale and Cost
 Encapsulated Change Management
 Next-Generation Architectures
 Choice and Agility

Cons
 Security
 Lock-in
 Reliability
 Lack of control

MODULE 7

Computer Security and Safety, Ethics, and Privacy

Discovering Computers Fundamentals
Your Interactive Guide to the Digital World

Computer Security Risks

 A computer security risk is any event or action that could cause a loss of or damage to computer
hardware, software, data, information, or processing capability
 A cybercrime is an online or Internet-based illegal act
o Hackers
o Crackers
o Script Kiddies
o Corporate Spies
o Unethical
o Employees
o Cyberextortionists
o Cyberterrorists
Internet and Network Attacks

 Information transmitted over networks has a higher degree of security risk than information kept on an
organization’s premises

 Computer Virus
o Affects a computer negatively by altering the way the computer works
 Worm
o Copies itself repeatedly, using up resources and possibly shutting down the computer or
network
 Trojan Horse
o A malicious program that hides within or looks like a legitimate program
 Rootkit
o Program that hides in a computer and allows someone from a remote location to take full
control

Internet and Network Attacks

 An infected computer has one or more of the following symptoms:
o Operating system runs much slower than usual
o Available memory is less than expected
o Files become corrupted
o Screen displays unusual message or image
o Music or unusual sound plays randomly
o Existing programs and files disappear
o Programs or files do not work properly
o Unknown programs or files mysteriously appear
o System properties change
o Operating system does not start up
o Operating system shuts down unexpectedly
Internet and Network Attacks
 Users can take several precautions to protect their home and work computers and mobile devices from
these malicious infections

 A botnet is a group of compromised computers connected to a network

– A compromised computer is known as a zombie
 A denial of service attack (DoS attack) disrupts computer access to Internet services
 A back door is a program or set of instructions in a program that allow users to bypass security controls
 Spoofing is a technique intruders use to make their network or

Internet transmission appear legitimate

 A firewall is hardware and/or software that protects a network’s resources from intrusion

Internet and Network Attacks

Intrusion detection software
• Analyzes all network traffic
• Assesses system vulnerabilities
• Identifies any unauthorized intrusions
• Notifies network administrators of suspicious behavior patterns or security breaches
 Unauthorized Access and Use
 Unauthorized access is the use of a computer or network without permission

 Unauthorized use is the use of a computer or its data for unapproved or possibly illegal activities

 Access controls define who can access a computer, when they can access it, and what actions they can
take
– Two-phase processes called identification and authentication
– User name
– Password
– CAPTCHA

Unauthorized Access and Use

 A possessed object is any item that you must carry to gain access to a computer or computer facility
– Often are used in combination with a personal identification number (PIN)

 A biometric device authenticates a person’s identity by translating a personal characteristic into a digital
code that is compared with a digital code in a computer

 Digital forensics is the discovery, collection, and analysis of evidence found on computers and networks
 Many areas use digital forensics
o Law enforcement
o Criminal prosecutors
o Military intelligence
o Insurance agencies
o Information security departments

Hardware Theft and Vandalism

Hardware theft is the act of stealing computer equipment

Hardware vandalism is the act of defacing or destroying computer equipment

Hardware Theft and Vandalism

• To help the reduce of chances of theft, companies and schools use a variety of security measures
- Physical access controls
- Alarm systems
- Cables to lock equipment
- Real time location system
- Passwords, possessed objects, and biometrics

Software Theft
• Software theft occurs when someone:
- Steals software media
- Intentionally erases programs
- Illegally copies a program
- Illegally registers and/or activates a program

• A single-user license agreement typically contains the following conditions:

Permitted to
• Install the software on one computer
• Make one copy of the software
• Remove the software from your computer before giving it away or selling it
 Not permitted to
• Install the software on a network
• Give copies to friends or colleagues while continuing to use the software
• Export the software
• Rent or lease the software

Software Theft
• Copying, loaning, borrowing, renting, or distributing software can be a violation of copyright law
• Some software requires product activation to function fully

Information Theft
• Information theft occurs when someone steals personal or confidential information
• Encryption is a process of converting readable data into unreadable characters to prevent
unauthorized access

Information Theft
• A digital signature is an encrypted code that a person, Web site, or organization attaches to an
electronic message to verify the identity of the sender

• A digital certificate is a notice that guarantees a user or a Web site is legitimate

– Issued by a certificate authority

System Failure
• A system failure is the prolonged malfunction of a computer

• A variety of factors can lead to system failure, including:

– Aging hardware
– Natural disasters
– Electrical power problems
– Errors in computer programs

• Two ways to protect from system failures caused by electrical power variations include surge
protectors and uninterruptable power supplies (UPS)

Backing Up – The Ultimate Safeguard

• A backup is a duplicate of a file, program, or disk that can be used if the original is lost, damaged,
or destroyed
– To back up a file means to make a copy of it

• Offsite backups are stored in a location separate from the computer site

• Two categories of backups:

– Full backup
 – Selective backup

• Three-generation backup policy

Grandparent
Parent
Child

Wireless Security
• Wireless access poses additional security risks
– About 80 percent of wireless networks have no security protection
• War driving allows individuals to detect wireless networks while driving a vehicle through the area
- A wireless access point should not broadcast a network name
- Change the default network name
- Configure a WAP so that only certain devices can access it
- Use WPA or WPA2 security standards

Health Concerns of Computer Use

• The widespread use of computers has led to health concerns
– Repetitive strain injury (RSI)
• Tendonitis
• Carpal tunnel syndrome (CTS)
– Computer vision syndrome (CVS)

Health Concerns of Computer Use

• Ergonomics is an applied science

devoted to incorporating comfort,
efficiency, and safety into the design of
items in the workplace

• Computer addiction occurs when the

computer consumes someone’s entire
social life

• Symptoms of users include:

 - Craves computer time
- Overjoyed when at the computer
- Unable to stop computer activity
- Irritable when not at the computer
- Neglects family and friends
- Problems at work or school

Ethics and Society

• Computer ethics are the moral guidelines that govern the use of computers and information systems
• Information accuracy is a concern
– Not all information on the Web is correct

Intellectual property rights are the rights to which creators are entitled for their work

• A copyright protects any tangible form of expression

Digital rights management is a strategy designed to prevent illegal distribution of movies, music, and
other digital content

• Green computing involves reducing the electricity and environmental waste while using a computer
– ENERGY STAR program

• Information privacy refers to the right of individuals and companies to deny or restrict the collection
and use of information about them
• Huge databases store data online
• It is important to safeguard your information
Ethics and Society
• When you fill out a form, the merchant that receives the form usually enters it into a database

• Many companies today allow people to specify whether they want their personal information
distributed

• A cookie is a small text file that a Web server stores on your computer

• Web sites use cookies for a variety of reasons:

- Allow for personalization
- Store users’ passwords
- Assist with online shopping
- Track how often users visit a site
- Target Advertisements

• Spam is an unsolicited e-mail message or newsgroup posting

• E-mail filtering blocks e-mail messages from designated sources

• Anti-spam programs attempt to remove spam before it reaches your inbox

• Phishing is a scam in which a perpetrator sends an official looking e-mail message that attempts to
obtain your personal and financial information

• Pharming is a scam where a perpetrator attempts to obtain your personal and financial information
via spoofing

• The concern about privacy has led to the enactment of federal and state laws regarding the storage
and disclosure of personal data
– See Figure 10-25 on page 406 for a listing of major U.S. government laws concerning privacy

• Social engineering is defined as gaining unauthorized access or obtaining confidential information by

taking advantage of trust and naivety

• Employee monitoring involves the use of computers to observe, record, and review an employee’s use
of a computer

• Content filtering is the process of restricting access to certain material on the Web

• Many businesses use content filtering

 • Web filtering software restricts access to specified Web sites

Summary
- Potential computer risks and the safeguards
- Wireless security risks and safeguards
- Computer-related health issues and preventions
- Ethical issues surrounding information accuracy, intellectual property rights, green computing, and
information privacy