MIS 5105 Dr. Garrett

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MIS 5105

Dr. 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 Networks

Local Area Networks

Wireless LAN


Known as Wi
-
Fi (wireless fidelity)


Growing in demand for corporate and home use


Use IEEE 802.11 standards with shared
Ethernet design


Requires use of wireless network interface card
(
NIC
)


Wireless Access Point (
WAP
)


radio transceiver
that 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 Networks

Backbone 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 Networks

Backbone 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 Networks

Wide 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 Networks

The 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 Satellite

Internet 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:

Comparisons & Growth

$440M

$1,466M

$3,189M

$6,139M

$0.45

$0.41

$1.46

$5.02

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

2002

2003

2004

2005

$0

$1

$2

$3

$4

$5

$6

Revenue

EPS (diluted)

Revenue


($ Millions)

EPS

(diluted)

AdWords

AdSense

Google Enterprise Products

Licensing


Coverage for advertisers
beyond search targeting


AdSense network covers nearly
every topic imaginable


Matches highly targeted
advertising with niche content



Broad reach for branding
advertisers


Site Targeting allows advertisers
to reach their target audience


Aggregates the long tail

The Power of the “Tail”

3.9 Million Daily Page Views
on
Hip Hop

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 2003

39

Targeted

Advertising

Targeted

Advertising

10%

20%

Core 70%

Search

Ads

Google

Video

Google

Talk

Gmail

Local

Search

Desktop

Search

AdSense

Book

Search

Enterprise

Mobile

Search

Google

Earth

AdSense

Offline

Google

Movies

Google

Code

Google

Reader

Google

Suggest

Google

Pack

Orkut

WiFi

=

Engineering and PM offices


Mountain View, CA


Kirkland, WA


Phoenix, AZ


Pittsburgh, PA


New York, NY


Santa Monica, CA


Bangalore, India


Beijing, China


Belo Horizonte, Brazil


Hyderabad, India


London, U.K.


Munich, Germany


Tokyo, Japan


Trondheim, Norway


Waterloo, Canada


Zurich, Switzerland


stored in a text file on your hard drive


usage


track users (unique ID)


save passwords / prefs.


temporary storage (shopping basket)


each cookie can only be accessed by the
domain that placed it (ads have own domain)


may be disabled (prefs)


a cookie


single user

Targeting Options


site categorization


visitor frequency


geography


domain name


service provider


SIC codes


company size (emp, $)


browser type


operating system


click stream