What are the core concepts of the cloud? (Marston et al. 2011)
- Virtualisation; the technology that hides the physical characteristics of a computing platform from the user, an abstract emulated platform- (hidden from us) (PaaS)
- Multi-tenancy: single instance of application can serve many customers. (SaaS)
- Web services: software available over the internet e.g. client access through browser to serve applications, easiest form user interface. (SaaS
What are the three main components of the cloud? (SPI)
IaaS: Infrastructure as as a service: access remote data centre, data, infrastructure for hardware, networking and software
PaaS (Platform as a service): applications are provided so people can develop amplifications to their businesses.
SaaS: Software as a service: available via the cloud, does not have to be installed and managed on client server. ex; dropbox, salesforce.com
What are the cloud access types? (CHPP)
- Private cloud: Developed for organisation, managed internally/externally, better for large ones.
- Public Cloud: offer services shared amongst many tenants, useful for SME’s.
- Community cloud: controlled/managed by organisations with similar objectives and characteristics.
- Hybrid Cloud: Both private and public.
- Shadow Cloud: using a number of un-approved websites applications.
Define the cloud
The delivery of on-demand computing resources. everything from, applications to data centres; over the internet on a pay for use basis.
What are the benefits of cloud computing? (LCSS Oi! )
- Lower costs and encourage start -up (pay for what you need so ideal for fluctuating demand)
- Complexity: is handed over. firm can focus on core strengths
- Speed: cloud solutions can be deployed very quickly
- Scalability: peaks and troughs
- offer new applications and services
- innovation is particularly important for start ups
- Consistent experience for international customers
- ease of collaboration
What are the advantages of cloud computing for businesses? (7 things)
- SME looking to expand overseas benefit.
- Cuts IT costs, dramatically and speeds up operations
- Affordable (Scalable, flexible and collaboration)
- Ability to outsource hardware/software, saves time and money.
- Develop products at faster rate (Speed)
- Ensures businesses can connect and deliver first class service to all customers globally (every step)
- Can host data in any location ( increases performance)
Why have users embraced cloud computing more readily compared to organisations? ( 5 things)
- Cost reduction
- easier to adopt to change for individuals but for businesses with large IT systems and computer based technologies up and running= change is long and complex
- advantage of outsourcing, more time to do other tasks and investing, saves time
- financial institutions are reluctant to the Cloud, due to holes in the model. Risk averse.
- gives small retailers power to open up shop front to the world
What are the problems with cloud computing? (L-L-S-V-R)
- Large Firms: issue of change. IT systems are complex
- Security: they are attractive targets: possibility of legal action, fines and brand damage.
- Reliability: keep control of IT is argued.
- Legal issues: being aware of contract, legal environment and comply with data protection.
- Vendor lock in: dominated by large firms.
What challenges does the cloud present? Security problems?
- Hackers become more sophisticated, exploit weakest point of entry
- legal and contractual issue
- reliability of loss of control
- security/disaster recovery
- loose everything if stop paying due to licensing
How can The cloud answer to the challenges?
Tighten security, make it as safe as possible to avoid hackers from breaking in, as all trust is in their hands
What is the internet of things (IoT)?
- the IoT adds sensors and internet connectivity to everyday physical objects for specific purposes
- builds on internet technology and many related technologies, RFID, wireless sensors, barcodes, smartphones and the cloud.
- use porters five forces to develop area on this.
Distinguish between intranets and extranets
Intranets: share information with a firm
extranets: share information with suppliers (manage supply chain)
Explain how the broadband economy is important to the internet and other things?
- infrastructure is key for modern economies (like 3G, 4G)
- innovations (OFFERING WI-FI) form of differentiation
- huge growth of mobile usage at different levels: therefore important
list the time line of the web and other things?
1990: the birth of the web (growth, experiments)
2006: Dot com Boom
2006: Blackberry’s high point
2011: Smartphone surge: apple vs Android
2013: The mobile web
2014: The IoT
What is the difference between the Web 1.0 and Web 2.0?
Web1: a text based web cant do much with it. Take what you have already and put it online. (people placing bets online)
Web2. Predict research, making things user friendly. Cookies, innovative way of doing business. (Betfair.com innovation was unique offering)
What are the categories of the web?
- The surface web: accessible by search engine spider/bots and through standard use.
- The deep web: cannot be indexed by search engines
- The dar web: part of the deep web but is intentionally hidden. major concerns are criminality. commercial side is the dark-net.
What are parts make up the internet? (Blum, 2013)
- Internet exchange points: where networks can connect (London, Amsterdam exchange)
- Data centres: e.g. Google, Facebook or shared data centres like the cloud
- What enables connectivity: wires, cables, routers and satellites, under sea cables.
What is the internet?
” Connect computers worldwide in a physcial network of networks”
- Zakon dates it to the 1950’s when the US forms ARPA.
- ARPANET then develops in the 1960s
- key development 1970s of packet switching
- used by academics and researches until commercialisation and the web
What technologies does digital marketing rely on?
- Payment systems: cards, paypal, bitcoin
- Barecodes: QR codes
- Wearable
4, Smart devices: TVs - Towards drivers cards, drones
What is the importance/implications of social networking? (SSS)
- Social aspect is important to most organisations
- social media is built around network effects that are direct
- platforms are different in usage and clientele
- can be routes to sales
What is the meaning of internet being a client server?
- internet is mainly a client based server system
- client effectively describe our use
- server is a computer with a permanent connection to the internet
- data is stored on servers
How is google a market leader and central to digital world?
- Dominates search (late entrants) organic and paid (results and advertising)
- controls paid search through indirect network effects
- huge investor in innovation and acquisitions
- wide variety of acquisitions and initiatives
What is coopetition?
- firms are in different boxes (being a supplier and a rival etc)
- organisations fulfil multiple roles (they compete and cooperate)
- term arise from Brandeburger and Nalebufff (1995)
- coopetion creates a larger pie, and the there is competition over its division
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introduction and network effects12
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Fundamental Technologies23
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Strategy and business models12
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From Website to mobile7
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Marketplaces and the sharing economy19
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Threats facing digital marketing9
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Security11
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Dot Com and multi channel6
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Essay number 1 (Network effects)12
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Essay number 2 (Cloud computing)11
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Essay number 3 ( Sharing economy)15
