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Navigating the Web

Navigating the Web. MIS 5105 Dr. Garrett. Outline. The need for networking Key elements of telecommunications and networking The telecommunications industry Online Advertising Spending/Growth Case: Google. T HE N EED FOR N ETWORKING. Sharing of technology resources Sharing of data

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Navigating the Web

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  1. Navigating the Web MIS 5105 Dr. Garrett

  2. Outline • The need for networking • Key elements of telecommunications and networking • The telecommunications industry • Online Advertising Spending/Growth • Case: Google

  3. THE NEED FOR NETWORKING • Sharing of technology resources • Sharing of data • Distributed data processing and client/server systems • Enhanced communications • Marketing outreach

  4. AN OVERVIEW OF TELECOMMUNICATIONS AND NETWORKING Networking – the electronic linking of geographically dispersed devices Telecommunications – communications (voice and data) at a distance

  5. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING • 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

  6. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING Transmission Media Typical Speeds

  7. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING • Computer Telecommunications Networks • Private branch exchange (PBX) Networks • Local Area Networks (LANs) • Backbone Networks • Wide Area Networks (WANs) • Internet • Internet2 Types of Networks

  8. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING • 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

  9. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING • 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

  10. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING 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

  11. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING 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

  12. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING • 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)

  13. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING • 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

  14. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING • 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

  15. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING Intranets • Intranet– • a network operating within an organization that uses the TCP/IP protocol

  16. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING Network Protocols • Protocol– • agreed-upon set of rules governing communication among layers or levels of a network

  17. KEY ELEMENTS OFTELECOMMUNICATIONS ANDNETWORKING • 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

  18. THE EXPLODING ROLE OF TELECOMMUNICATIONS AND NETWORKING • Online Operations • Connectivity • Electronic Data Interchange (EDI) and Electronic Commerce • Marketing

  19. THE TELECOMMUNICATIONS INDUSTRY • Carriers • Own or lease the physical plant – cabling, satellites, cellular towers, etc. • Sell service of transmitting communication from one location to another

  20. THE TELECOMMUNICATIONS INDUSTRY • Equipment vendors • Manufacture and sell LAN software and hardware • Includes routers, hubs, wireless access points, digital switches, multiplexers, cellular telephones, modems

  21. THE TELECOMMUNICATIONS INDUSTRY • 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

  22. Focus on Google

  23. Ad Spending: Comparisons & Growth

  24. $7,000 $6 $6,000 $5 $5,000 $4 $4,000 $3 $3,000 $2 $2,000 $1 $1,000 $0 $0 Google Growth Revenue($ Millions) EPS(diluted) $6,139M $5.02 Revenue EPS (diluted) $3,189M $1,466M $1.46 $440M $0.41 $0.45 2002 2003 2004 2005

  25. Google Revenue Streams AdWords AdSense Licensing Google Enterprise Products

  26. AdSense The Power of the “Tail” 3.9 Million Daily Page Views on Hip Hop Related Sites • 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

  27. Top 10 Highest Paying Keywords $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

  28. Despite Click Fraud, Advertisers are Spending More Source: TNS-MI; 2005 and 2003 US online display advertising, excludes companies with online spend less than $400K in 2003

  29. AdWords Editor for Sophisticated Advertisers

  30. Targeted Advertising Ads In Local Search 39

  31. Targeted Advertising Ads In Google Earth

  32. 10% Google Movies AdSense Offline 20% GoogleVideo Enterprise Google Reader Google Code BookSearch GoogleTalk Core 70% Google Suggest Google Pack Gmail AdSense • Search • Ads Google Earth Desktop Search Orkut WiFi Local Search MobileSearch 70-20-10 Product Framework

  33. Google - A Global Product = Engineering and PM offices • Bangalore, India • Beijing, China • Belo Horizonte, Brazil • Hyderabad, India • London, U.K. • Munich, Germany • Tokyo, Japan • Trondheim, Norway • Waterloo, Canada • Zurich, Switzerland • Mountain View, CA • Kirkland, WA • Phoenix, AZ • Pittsburgh, PA • New York, NY • Santa Monica, CA

  34. Cost/performance evolution is not just in chips…

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