engineering project recommendations(28)

8/8/2019 Engineering Project Recommendations(28)

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Engineering Project

Recommendations (28)

http://www.chineseowl.idv.tw
http://www.chineseowl.idv.tw/http://www.chineseowl.idv.tw/


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( :) Our management supervisors recentlyexpressed concern over how to further promulgate mobilecommerce. Advertising on mobile handhelddevices has increased with technological advances and globalefforts to adopt text-based and multi-media messages in

marketing communication. Interest can be found in newspapers,trade press and research. Additionally, marketing of mobilehandheld devices and mobile commerce/business has beenextensively studied. Moreover, the tremendous subscription rateof mobile services exceeding 90% in advanced countries hasenormous market potential. Market development is bolstered by

both technical development and a cultural context, which hasintegrated mobile communications into daily life, as attested bythe expanding consumption of text-based and multi-mediamessages.


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( :) Despite the number of studies focusing on mobilemarketing communication, the theoretical development andconceptualization of mobile communication have received lessattention. Marketing terms (referred to herein as mobile marketingterms) are used although not explicitly defined. Various terms appearto refer to the same phenomenon. In addition to the conceptual variety

and confusing use, exactly how applied terms are related to otherconcepts has not been clarified. As evidence ofconceptual confusion, mobile marketing in many studies apparentlyrefers to smaller groups of processes that the marketing conceptinvolves. For instance, Kalakota and Robinson (2002) defined mobilemarketing as the distribution of any kind of message or promotion thatadds value to the customer while enhancing revenue for thefirm. From a conventional marketing management perspective, such adescription is more appropriate for the 4P strategy (e.g., promotion),marketing communications, rather than dynamic mobile marketing.


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( :) Advertising as one-way communication from themarketer to consumer appears to be much more restricted than whatmobile phones enable marketers to do. In the latter channel, thereceiver of the message can react by phoning the marketer, sendingthe company a text message, or clicking to the companys website (ifthe Internet connection is supported by the devices). As mobile

advertising is much more interactive and personal than conventionaladvertising, the channel must be systematically used for themarketers. Therefore, conceptual analysis of the terms aroundmarketing communication that is sent and received through mobile andhandheld devices (e.g., PDAs) is imperative for research to promulgatemobile commerce. Furthermore, confusion over mobile marketingterms inhibits research efforts, which has lagged behind theaccelerated demand for mobile services. Preliminary research onconsumption behavior and service supply in mobile marketing leads tosuspension of regulatory institutions and evolvement of mobilecommerce.


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(:) Therefore, we recommend developing a novelscheme to compensate for the research gap betweenconventional and mobile marketing by clarifying theimplications of mobile advertising and mobile marketing. To do so, questions can be posed on sending

ads to mobile phones depicted within scholarly research. Adescription and analysis can then be made on how to definethe phenomenon. Next, elements of the phenomenon andits relation to definitions of marketing communicationconcepts can be examined. Additionally, a novel means of

depicting the phenomenon can be developed. Moreover,suggestions can be formed by elaborating upon distinctcharacteristics of the phenomenon. Furthermore, conceptualanalysis can be performed and data derived from contentanalysis of literature focusing on this phenomenon.


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(:)As anticipated, mobile advertising and mobilemarketing can be defined for marketing research. Elements,including the subject, marketer and receiver interaction, andmutual expectation, commercial implications, and the innovativemachine-human interface, can be used to determine the

terms. Furthermore, a new marketer and consumer relations canbe determined based on machine interface. Inaddition to contributing to the research of a rapidly emergingmarket, the universal definition of mobile marketing terms canenable operators and service providers to address and evenpredict market trends, as well as advance their marketing

strategies theoretically and assist government regulatoryinstitutions. Furthermore, the innovative interdependent marketerand consumer relations through machine interface can contributeto the development of a new discipline in mobile commerce, giventhe rapid evolvement of human-machine lifestyles.


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( :) At a recent meeting, membersdiscussed ways in which to enable small companies toafford a virtual private network (VPN), especially given theprohibitively expensive outlay setup. Internet security has significantly increased in recent

years, as evidenced by the growing number of enterprisesthat construct computer firewalls to withstand externalattacks and viruses. Capable of protecting datatransactions between the Internet and a companys intranet,a VPN utilizes a reliable encrypting mechanism to protect

all data transfers. VPN is normally adopted within acompany or between several companies to establish aprivate communication network over the Internet.


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( :) However, constructing a VPN requires acustomized hardware server and complex expertise settings,often involving prohibitively high overhead costs that smallcompanies cannot afford. Additionally, VPN uses a tunnelscheme, e.g., IPSec and SSL, thus preventing these protocols

from passing through all firewalls. Thus, some VPN serversmust stationed outside of the firewall, thus compromising thesecurity of the VPN server. For instance,recent statistics indicate that 70% of all VPN servers are underattack each hour if firewall protection isunavailable. Withstanding these attacks expends considerable

computational power of VPN servers, subsequently degradingVPN performance. Above limitations incurhigh overhead costs in transaction time. Additionally, theprohibitively expensive outlay setup compromises the security oftransactions from small companies that can not afford VPN.


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(:) Therefore, we recommend developing an economically

feasible scheme to reduce the cost of installing VPN and increase

efficiency based on the ability to prevent attacks of a company firewall

from the Internet. To do so, rather than using a

customized VPN server, a pure software environment can be created

that comprises both the server and client programs. Each computer can

function as a VPN server by installing the server once. The software

solution can effectively lower construction costs of a VPN

environment. Next, to achieve transparency among all firewalls, a

tunneling scheme based on https protocol can be adopted to pass

through the firewalls since the https protocol is transparent among allfirewalls. This protocol can possess sufficient security capabilities to

protect the confidentiality of transactions. Additionally, transaction

performance can be enhanced by basing this program on network layer

consisting of two MAC layers, rather than three IP layers, thus

increasing the efficiency of this program.


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(:) As anticipated, the proposed scheme canenhance performance by nearly 50% over that of theconventional VPN topology. The economically feasiblesetup cost ensures transparency among firewalls. Untilnow, this program has passed through 50 testing firewalls

without being filtered out. In addition toreducing installation costs of a VPN, the proposed schemecan also make transactions transparent tofirewalls. Setting the VPN server behind firewalls canensure security and increase efficiency. Results of this

study can contribute to establish other VPN mechanismsthat are economically feasible for small companies.


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Further details can be found at

http://www.chineseowl.idv.tw
http://www.chineseowl.idv.tw/http://www.chineseowl.idv.tw/

engineering project recommendations(28)

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