navigating the web mis 5105 dr. garrett. the need for networking key elements of telecommunications...
TRANSCRIPT
MIS 5105Dr. Garrett
The need for networking Key elements of
telecommunications and networking The telecommunications industry Online Advertising Spending/Growth Case: Google
Sharing of technology resources Sharing of data Distributed data processing and
client/server systems Enhanced communications Marketing outreach
Networking – the electronic linking of geographically dispersed devices
Telecommunications – communications (voice and data) at a distance
Analog network uses continuous voltage varying as a function of time
Example: voice over telephone lines
Digital network directly transmits two discrete states
Note: 0 for pulse off and 1 for pulse on
Analog and Digital Signals
Transmission Media Typical Speeds
Computer Telecommunications Networks Private branch exchange (PBX) Networks Local Area Networks (LANs) Backbone Networks Wide Area Networks (WANs) Internet Internet2
Types of Networks
Owned by a single organization Operate within area 2-3 miles in diameter Contain a number of intelligent devices,
usually microcomputers, that can process data … based on peer-to-peer relationship
No part of telephone system, have their own wiring
Types of NetworksLocal Area Networks
Wireless LANWireless LAN• Known as Wi-Fi (wireless fidelity)Known as Wi-Fi (wireless fidelity)• Growing in demand for corporate and home useGrowing in demand for corporate and home use• Use IEEE 802.11 standards with shared Use IEEE 802.11 standards with shared
Ethernet design Ethernet design • Requires use of wireless network interface card Requires use of wireless network interface card
((NICNIC))• Wireless Access Point (Wireless Access Point (WAPWAP) – radio transceiver ) – radio transceiver
that acts as a hubthat acts as a hub
In-between network that interconnects LANs in a single organization with each other and with organization’s WAN and the Internet
Types of NetworksBackbone Network
Backbone network terminology: Bridge – connects two LANs using same
protocol Router (gateway) – connects two or more LANs
that may use different protocols Switch – connects more than two LANs using
the same protocols
Types of NetworksBackbone Network
Communicate voice and data across greater distances
Usually owned by several organizations (including user organization and common carrier)
Employ point-to-point transmission Often rely on public telephone network
Types of NetworksWide Area Network (WAN)
Network of networks that use the TCP/IP protocol Contain gateways to computers that do not use
TCP/IP Provides four basic functions:
Electronic mail Remote login Discussion groups Sharing of data resources
Types of NetworksThe Internet
Digital subscriber line (DSL) – service offered by telephone companies using copper wire already installed in homes … moving data over wires without disturbing voice traffic
Cable modem – connection obtained from cable TV company using existing home coaxial cable
Satellite – most expensive, but may be only option for customers in rural areas
DSL, Cable Modem, and SatelliteInternet Access Services
Intranets
Intranet – a network operating within an organization that uses the TCP/IP protocol
Network Protocols
Protocol – agreed-upon set of rules governing communication among layers or levels of a network
International Organization for Standardization (ISO) network protocol – Open Systems Interconnection Reference Model (OSI)
Thought to become the only standard for networking Gained momentum until Internet explosion
Transmission Control Protocol/Internet Protocol (TCP/IP)
Has become the de facto standard for networking today
Network Protocols
Online Operations Connectivity Electronic Data Interchange (EDI) and
Electronic Commerce Marketing
Carriers Own or lease the physical plant – cabling,
satellites, cellular towers, etc. Sell service of transmitting communication from
one location to another
Equipment vendors Manufacture and sell LAN software and hardware Includes routers, hubs, wireless access points,
digital switches, multiplexers, cellular telephones, modems
Service providers Operate networks and deliver services through the
network Provide access to or services via the Internet (such
as AOL, Microsoft Network, Yahoo!, and many ISPs
Ad Spending: Ad Spending: Comparisons & GrowthComparisons & Growth
$440M$440M
$1,466M$1,466M
$3,189M$3,189M
$6,139M$6,139M
$0.45$0.45 $0.41$0.41
$1.46$1.46
$5.02$5.02
$0$0
$1,000$1,000
$2,000$2,000
$3,000$3,000
$4,000$4,000
$5,000$5,000
$6,000$6,000
$7,000$7,000
20022002 20032003 20042004 20052005$0$0
$1$1
$2$2
$3$3
$4$4
$5$5
$6$6
RevenueRevenue
EPS (diluted)EPS (diluted)
RevenueRevenue ($ Millions)($ Millions)
EPSEPS(diluted)(diluted)
AdWordsAdWords AdSenseAdSense
Google Enterprise ProductsGoogle Enterprise ProductsLicensingLicensing
• Coverage for advertisers Coverage for advertisers beyond search targetingbeyond search targeting– AdSense network covers nearly AdSense network covers nearly
every topic imaginableevery topic imaginable
– Matches highly targeted Matches highly targeted advertising with niche contentadvertising with niche content
• Broad reach for branding Broad reach for branding advertisersadvertisers– Site Targeting allows advertisers Site Targeting allows advertisers
to reach their target audienceto reach their target audience
– Aggregates the long tailAggregates the long tail
The Power of the “Tail”The Power of the “Tail” 3.9 Million Daily Page Views 3.9 Million Daily Page Views on on Hip HopHip Hop Related Sites Related Sites
$54.33 mesothelioma lawyers$47.79 what is mesothelioma$47.72 peritoneal mesothelioma$47.25 consolidate loans$47.16 refinancing mortgage$45.55 tax attorney$41.22 mesothelioma$38.86 car accident lawyer$38.68 ameriquest mortgage$38.03 mortgage refinance
Source: San Jose Mercury News, March 2006
Source: TNS-MI; 2005 and 2003 US online display advertising, excludes companies with online spend less than $400K in 2003Source: TNS-MI; 2005 and 2003 US online display advertising, excludes companies with online spend less than $400K in 2003
3939
Targeted Targeted AdvertisingAdvertising
Targeted Targeted AdvertisingAdvertising
10%10%
20%20%
Core 70%Core 70%SearchSearch
AdsAds
GoogleGoogleVideoVideo
GoogleGoogleTalkTalk
GmailGmail
LocalLocalSearchSearch
DesktopDesktopSearchSearch
AdSenseAdSense
BookBookSearchSearch
EnterpriseEnterprise
MobileMobileSearchSearch
Google Google EarthEarth
AdSense AdSense OfflineOffline
Google Google MoviesMovies
Google Google CodeCode
Google Google ReaderReader
Google Google SuggestSuggest
Google Google PackPack
OrkutOrkut WiFiWiFi
= = Engineering and PM officesEngineering and PM offices
• Mountain View, CAMountain View, CA• Kirkland, WAKirkland, WA• Phoenix, AZPhoenix, AZ• Pittsburgh, PAPittsburgh, PA• New York, NYNew York, NY• Santa Monica, CASanta Monica, CA
• Bangalore, IndiaBangalore, India• Beijing, ChinaBeijing, China• Belo Horizonte, BrazilBelo Horizonte, Brazil• Hyderabad, IndiaHyderabad, India• London, U.K.London, U.K.• Munich, GermanyMunich, Germany• Tokyo, JapanTokyo, Japan• Trondheim, NorwayTrondheim, Norway• Waterloo, CanadaWaterloo, Canada• Zurich, SwitzerlandZurich, Switzerland
• stored in a text file on your hard drivestored in a text file on your hard drive
• usageusage
– track users (unique ID)track users (unique ID)
– save passwords / prefs.save passwords / prefs.
– temporary storage (shopping basket)temporary storage (shopping basket)
• each cookie can only be accessed by the each cookie can only be accessed by the domain that placed it (ads have own domain)domain that placed it (ads have own domain)
• may be disabled (prefs) may be disabled (prefs)
• a cookie a cookie single user single user
Targeting OptionsTargeting Options• site categorizationsite categorization• visitor frequencyvisitor frequency• geographygeography• domain namedomain name• service providerservice provider• SIC codesSIC codes• company size (emp, $)company size (emp, $)• browser typebrowser type• operating systemoperating system• click streamclick stream