Sharing Economy: An economic system based on sharing

underused assets or services, for free or for a fee, directly from

individuals. Good examples: Airbnb, Cohealo, BlaBlaCar, JustPark,
Skillshare. Technology allows product and service providers to
connect with consumers .Offers far greater reach and efficiency
than traditional markets.
Generation of citizen suppliers. we all have value we can
offer somebody else. Uber. Access capacity. Product owners
become renters. New class of micro-entrepreneurs providing
personal services. Categories of products are collaboratively
consumed. An individual takes possession of an item for a period
of time and then returns it for use by others. Internet-enabled
market makers. Roots in eBay and CraigsList.
Rise of Sharing Economy; Prolonged worldwide economic
recession and stagnant wages boost consumer interest in low-cost
alternatives and encourage people to offer services for hire. Early
players gain scale, brand, and financial resources. Technology
allows for peer-to-peer supply without need for inventory. Dont
buy directly, light clean platform. E-bay. Some services do oversee
inventory to gain more control and offer higher quality. In
fragmented markets, marketplaces extend the value chain by
connecting suppliers and customers with search and discovery,
scheduling, payment, reputation management and more. Web
sites people selling staff, all in one place. Take fragment of
market and take them in to one place. Running supply chain,
more organized. Word of mouth through social media accelerates
the growth of the sharing economy. Some concerns include trust
and safety issues, insurance, taxes and regulatory fees.
Trust, convenience and a sense of community are all factors in
pushing adoption of the sharing economy forward.
it is fairly cheap for Sharing Economy companies to reach
a large number of consumers as well as suppliers. This can
lower the market entry barriers considerably. Networks
are further characterized by high switching costs between
different networks .If these are so high that switching
becomes basically impossible, a so-called lock-in effect
occurs. In case of Sharing Economy companies, there are
in fact switching costs although they are not as high as in

other networks, say for instance social networks. A

consumer who wants to rent a private home for his
accommodation during his vacation can easily open a free
account at several different platforms that offer this kind
of service, for example. In comparison, switching social
networks effectively means leaving behind all the
connections to other people that have been established in
the past and starting over. In that sense, lock-in is typical
for social networks. Most banner ads do not charge per click,
but rather via CPM.
CPM: Short selling: Selling attempt to profit from a falling
stock price. Investor groups that provide funding in
exchange for a stake in the firm and a degree of
managerial control Venture capital.
Cost per thousand impressions.Billing mechanism used in
online display advertising and by other media.
CPC: Cost per clickPerform oriented, billing mechanism used in
online display adv and by other media. Fb offer, the lowest cost
per 1000 impression in history. 10-25 cents per 1000
Facebook Ads: Reasons for Growth: Precise targeting. Mobile
advertising. Building better ads through social engagement.
Engagement ads: Attempts to get consumers to interact with an
ad and then share that action with friends. Popular with social
media Problems in adv. On social media .
Content adjacency (and user attention) : concern over where
a firms advertisements will run. FB update guidelines on hate
speech, improve training for complaint reviewers; work more
closely with group concerned about hateful graphic content on
the social network and restricted ads from appering next to pages
and groups that contain violent graphic or sexual content.
HuntvsHike People visit Google to "hunt" meaning they go on
that website to search for something. They either want to
research or find specific information. They also might be looking
to buy or sell something. Regardless of what they are looking for
they generally have a good idea of what it is they want to find.
people visit Facebook to "hike" meaning they go on the website

with a general idea of what they will see, but they aren't usually
going to search for anything. Most people use Facebook just to
browse and view random pages and see what's going on. Much
like a hike, people are just "enjoying the scenery" on Facebook
and exploring. it shows that ads placed on Google are more
efficient than those placed on Facebook. People search for very
specific things on Google which allow advertisers to respond with
ads tailored to the person's individual searches. For example is
someone searches Google for a novel, Google could respond by
placing a Barnes & Nobles ad at the top of the page. Google's
click through rates on their ads is very high, in fact, it is "the most
profitable activity among any internet firm."Users on Facebook
don't click on ads nearly as much. Facebook users are generally
on the website for leisure and don't want to click away to view
advertisements.
Classification of software: System software, Application
software, Without software, most hardware would sit there doing
nothing or perform specific tasks. To make most hardware run we
need to use software, and your task here is to select the correct
type of software for each job. System software - software
designed to operate the computer hardware and to provide a
platform for running application software
Operating Systems are a collection of programs that make the
computer hardware conveniently available to the user and
also hide the complexities of the computer's operation. The
Operating System (such as Windows 7 or Linux) interprets
commands issued by application software (e.g. word processor
and spreadsheets). The Operating System is also an
interface between the application software and computer.
Without the operating system, the application programs
would be unable to communicate with the computer.
Utility programs are small, powerful programs with a
limited capability, they are usually operated by the user to
maintain a smooth running of the computer system.
Various examples include file management, diagnosing
problems and finding out information about the computer
etc. Notable examples of utility programs include copy,
paste, delete, file searching, disk defragmenter, disk

cleanup. However, there are also other types that can be

separately installable from the Operating System.
Library programs are a compiled collection of subroutines (e.g.
libraries make many functions and procedures available when you
write a program)
Translator software; Assembler translates assembly language
programs into machine code .
Compiler translates high level language code into object
Interpreter analyses and executes a high-level language
program Application software is designed for people like me and
you to perform tasks that we consider useful. This might be the
ability of a scientist to work out statistical information using a set
of results, or someone who wants to play the latest computer
game. There are several categories of Application software that:
General purpose application software .Special purpose application
software
Web browser / media players / calender programs. /Bespoke
application software car robot control software / military control
software (TCO) is an analysis meant to uncover all the lifetime
costs that follow from owning certain kinds of assets. For this
reason, TCO is sometimes called life cycle cost analysis.
Ownership brings purchase costs, of course, but ownership can
also bring substantial costs for installing, deploying, operating,
upgrading, and maintaining the same assets. For many kinds of
acquisitions, TCO analysis finds a very large difference between
purchase price and total life cycle costs, especially when viewed
across a long ownership period.
Why technology fails? Unrealistic, unclear project goals, poor
project leadership weak exec. Command, inaccurate est of
needed resources, badly defined system requirements, poor
reporting and project status, poor commu, immature tech,
unmanaged risks, inability to handle project complexity, sloopy
development and testing practices, poor proj. management,
stakeholder politics, commercial pressure.
Capability maturity model integration CMMI: process
improvement approach that can assists, in assessing the maturity

quality and development of certain organizational biz process and

suggests steps for their improvement.
Marginal Cost: The cost of producing one more unit of a
product. Software doesnt have any mc, this gives apps on the
Mac App Store have a marginal cost of zero, the next user of
Angry Birds or Evernote, incrementally costs these companies
nothing. Compare this with Gap jeans. The next pair of Gap jeans
sold will cost Gap a pretty sizable portion (maybe 50% of the sale
price of the jeans. These costs are the material, manufacturing
and shipping costs. Engineering costs are fixed costs. They have
no relationship to the units of software sold. If the app you are
buying includes support over email or the phone, yes, there is a
marginal cost here. But apps, and indeed, most consumer. SaaS
applications now direct users to their forums. When we say
marginal costs are zero, but they turn out to be 2% of the unit
price, it is not going to result in a different decision on whether
one should be on the App Store or not.
3 tech changed the software: Open source: Open source
software is software whose source code is available for
modification or enhancement by anyone. Some software has
source code that cannot be modified by anyone but the person,
team, or organization who created it and maintains exclusive
control over it. This kind of software is frequently called
"proprietary software" or "closed source" software. Many people
prefer open source software because they have more control over
that kind of software. They can examine the code to make sure
it's not doing anything they don't want it to do, and they can
change parts of it they don't like. Users who aren't programmers
also benefit from open source software, because they can use this
software for any purpose they wishnot merely the way someone
else thinks they should.
Cost: Free,
Security, Reliability: Some people prefer open source software
because they consider it more secureand stable than proprietary
software. Because anyone can view and modify open source
software, someone might spot and correct errors or omissions
that a program's original authors might have missed. And

because so many programmers can work on a piece of open

source software without asking for permission from original
authors, open source software is generally fixed, updated, and
upgraded quickly.
Agility Time to Market:Many users prefer open source
software to proprietary software for important, long-term projects.
Because the source code for open source software is distributed
publicly, users that rely on software for critical tasks can be sure
their tools won't disappear or fall into disrepair if their original
creators stop working on them. Reach market faster.
Scalability: Ability to either handle increasing workloads or to be
easily expanded to manage workload increases. Oss and the IT
market Lowers the cost of computing and makes computing
options accessible to smaller firms. Reliable, secure, and lowers
computing costs for all users. Diverts funds that can be used for
other competitive initiatives and encouraging innovation. Vendors
make money on OSS by selling support and consulting services.
Industrys evolution (standards competition): Pre-Linux days:
Almost every major hardware manufacturer made its own
incompatible version of the Unix operating system. As such, they
had difficulty attracting third-party vendors to write application
software. Now all major hardware firms run Linux, resulting in a
large, unified market attracting software developers.
Cloud Computing; Cloud computing is a general term for the
delivery of hosted services over the Internet. Cloud computing
enables companies to consume compute resources as a utility -just like electricity -- rather than having to build and maintain
computing infrastructures in-house. Evolution of cloud computing
has huge implications across the industry: Financial future of
hardware and software firms. Cost structure and innovativeness of
adopting organizations. Skill sets likely to be most valued by
employers.
SaaS: Money can be earned via a usage-based pricing model
similar to a monthly subscription. Other SaaS firms:Offer free
services that are supported by advertising. Promote the sale of
upgraded or premium versions for additional fees. Compete
directly with the biggest names in software. Software that is

deployed over the internet With SaaS, a provider licenses an

application to customers either as a service on demand, through a
subscription, in a pay-as-you-go model, or (increasingly) at no
charge when there is opportunity to generate revenue from
streams other than the user, such as from advertisement or user
list sales
Benefits of SaaSLower costs and financial risk mitigation. Faster
deployment times and variable operating expense. Scalable
systems. Higher quality and service levels.Remote access and
availability.Limits development to a single platform. Tighter
feedback loop. Ability to instantly deploy bug fixes and product
enhancements. Lower distribution costs. Greater accessibility.
Reducing software piracy.
Risks with SaaS Dependence on a single vendor. Concern about
the long-term viability of partner firms. Users may be forced to
migrate to new versions. Possibly incurring unforeseen training
costs and shifts in operating procedures. Reliance on a network
connection, which may be slower, less stable, and less
secure.Data assets stored off-site may lead to security and legal
concerns. Limited configuration, customization, and system
integration options compared to packaged software or
alternatives developed in-house. User interface of Web-based
software is less sophisticated and lacks the richness of most
desktop alternatives. Ease of adoption may lead to pockets of
unauthorized IT being used throughout a firm. Hardware and
software exists in the cloud, meaning somewhere on the
Internet. You only pay for the amount of processing, storage, and
telecommunications used. Cloud vendors typically host your
software on their systems.
Cloud offeringsCloud computing efforts focus on providing a
virtual replacement for a subset of operational hardware like
storage and backup solutions. SaaS provides the software and
hardware to replace an internal information system. A firm
replaces software and hardware with a service provided by a third
party online.
Platform as a service (PaaS): Cloud providers offer services for
customers to build their own applications on the providers

infrastructure. Services include hardware, operating system, tools,

and hosting.
Infrastructure as a service (IaaS): Cloud providers offer
services that include running the remote hardware, storage, and
networking. Client firms can choose the software used.
Virtualization: A type of software that Allows a single computer
or cluster of connected computers to function as if it were several
different computers Each computer runs its own operating system
and software. Can be used to reduce an organizations hardware
needs. Can create a firms own private cloud of scalable
assets.Can cut energy consumption and lower carbon footprint.
Virtual desktops: Running an instance of a PCs software on
another machine and delivering the image of what is executing to
the remote device. Allow firms to scale and upgrade systems far
more easily than if they had to maintain each individual PC.
Cloudbursting: It is a concept where when you run out of your
computing resources in your internal data center, you burst the
additional workload to an external cloud on an on-demand basis.
The internal computing resource is the Private Cloud and the
external cloud is typically a public cloud for which the
organization gets charged on a pay-per-use basis. When your
deployment has the ability to do cloudbursting or spreading the
load to the public cloud, you essentially have a Hybrid
Cloud.Hybrid Clouds can deliver a bit more functionality that just
a cloudbursting. They help you to potentially balance the load,
etc. The term "black swan", as it applies to finance/economics,
was popularized by Nassim Nicholas Taleb in his book "The Black
Swan". So a "black swan event" is an unexpected surprise that
has a major impact on society. In addition, people look back on
the event and contend that they were not surprised that it took
place. 1. The creation of the Internet. 2. The earthquake in
Japan. 3. The fall of Russia. 4. 9/11. 5. The financial collapse of
2008.
Make Buy or Rent:competitive adv, do we rely on unique
process procedures, or tech that create differentiating comp adv?,
security, legal and compliance issues, org skills, available labor,
cost, time, vendor.

Big data: The collections, storage, and analysis of extremely

large, complex, and often unstructured data sets that can be used
by organizations to generate insights that would otherwise be
impossible to make. Data become information when they reveal
the causes or results of the event. For example, we could process
sales revenue data to display the average revenue per customer
or to reveal which customers did not make any purchases from us
within a given time period. When information is given meaning,
we gain knowledge and understanding of the data.
Database: Single table or a collection of related tablesDatabase
management systems (DBMS): Software for creating,
maintaining, and manipulating data.Known as database
softwareStructured query language (SQL): Used to create and
manipulate databasesDatabase administrator (DBA): Job
focused on directing, performing, or overseeing activities
associated with a database or set of databasesDatabase design
and creationImplementationMaintenanceBackup and
recoveryPolicy setting and enforcementSecurity:
Key Terms DBS-TABLE OR FILE List of data, arranged in
columns or fields and rows or records. COLUMN OR FIELD:
Column in a database table. Represents each category of data
contained in a record. ROW OR RECORD: Row in a database
table. Represents a single instance of the data in the table. KEY
Field or fields used to uniquely identify a record, and to relate
separate tables in a database, like a social security number.
RELATIONAL DATABASE Most common standard for expressing
databases. Tables or files are related based on common keys.
AI:Computer software that seeks to reproduce or mimic human
thought, decision making, or brain functions Data mining has its
roots in AI. Neural network: Examines data and hunts down and
exposes patterns, in order to build models to exploit findings.
Analytic Platforms Expert systems: Leverages rules or
examples to perform a task in a way that mimics applied human
expertise. WatsonGenetic algorithms: Model building
techniques where computers examine many potential solutions to
a problem.Modifies various mathematical models that have to be
searched for a best alternative. Waze/Uber.By implementing AI
solutions, biz are capable of turning their strategy conversations

from data driven to story driven decision making. Where raw

data is challenging and time consuming AI powered solutions can
step in ro provide anl quickly communicate findings to decision
makers. Company using AI, Sentrian, Remote patient monitoring
platform that analyzes bio-sensor data; uses machine learning to
send patient-specific alerts to clinicians and learn from their
feedback. various sources of security threat: User &
Administrator Threats; Bad Apples; employees, Social
Engineering, Con games that trick employees into revealing
information or performing other tasks that compromise a firm.
Phishing; Con executed using technology, in order to: Acquire
sensitive information. Spear phishing attacks specifically target a
given organization or group of users Trick someone into installing
malicious software. Spoofed, Email transmissions and packets
that have been altered to forge or disguise their origin or identity.
ZERO-DAY EXPLOITS New attacks that havent been clearly
identified and havent been incorporated into security screening
systems. PASSWORDS Most users employ inefficient and insecure
password systems The password should be at least eight
characters long and include at least one number and other
nonalphabet character.Biometrics: Measure and analyze human
body characteristics for identification or authentication
Technology Threats: Malware Seeks to compromise a computing
system without permission Methods of infection:Viruses: Infect
other software or files. Worms: Take advantage of security
vulnerability to automatically spread. Trojans: Attempt to sneak in
by masquerading as something theyre not. Goals of Malware.
Botnets or zombie networks: Used in click fraud, sending spam, to
decipher accounts that use CAPTCHAs. CAPTCHAs: Scrambled
character images to thwart automated account setup or ticket
buying attempts. Malicious adware: Installed without full user
consent or knowledge, later serve unwanted advertisements.
Spyware: Monitors user actions, network traffic, or scans for
files.Keylogger: Records user keystrokes. Software-based or
hardware-based. Screen capture: Records pixels that appear on a
users screen to identify proprietary information.Card skimmer:
Captures data from a cards magnetic strip.RAM scraping or
storage scanning software: Malicious code that scans for sensitive
data. Blended threats: Attacks combining multiple malware or

hacking exploits. Technology Threats Compromising poorly

designed software. SQL injection technique: Targeting sloppy
programming practices that do not validate user input. Cross-site
scripting attacks and HTTP header injection. Push-Button hacking:
Tools designed to easily automate attacks. Network threats:
Network itself is a source of compromise. Physical threats;
Dumpster Diving; Combing through trash to identify valuable
assets, Shoulder surfing; Gaining compromising information
through observation., Brute-Force attact; exhausts all possible
password combinations. steps to improving your individual
information security: Surf smart. Stay vigilant. Stay updated.
Install a full suite of security software. Secure home networks and
encrypt hard drives. Regularly update passwords. Be disposal
smart. Regularly back up your system. Check with your
administrator. why firms have shifted advertising budgets
from traditional to internet (digital) advertising. Factors
driving trends: Increased user time online. Improved
measurement and accountability. Targeting: Enables a firm to
spend money only on its best prospects. Impressions help
advertisers gauge an advertisements effectiveness. Impressions:
Each time an ad is served to a user for viewing. different between
paid and organic search. Organic search: Search engine results
returned and ranked according to relevance. Paid search is
advertisers pay to be able to show up on the page. Search
engine marketing (SEM): Designing, running and optimizing
search-engine ad campaigns. Keyword advertising:
Advertisements targeted based on a users query. Linking
advertising to purchasing intent makes Googles ads highly
valuable. Pay-per-click (PPC): Advertisers do not pay unless
someone clicks. Top performing ads are measured by considering
the: Maximum CPC (cost-per-click) an advertiser is willing to pay.
Advertisements quality score. Quality score: A broad measure
of ad performance. Formula: Ad Rank = Maximum CPC Quality
Score. CTR is the number of clicks that your ad receives divided
by the number of times your ad is shown expressed as a
percentage (clicks impressions = CTR). Factors determining an
ads quality score: CTR, Overall history of click performance for
the keywords linked to the ad relevance of an ads text to the
users query. Automated assessment of the user experience on

the landing page. Landing page: Web page displayed when a

user clicks on an ad. Google provides tools to identify popular
words and phrases for selecting keywords to link with an ad.
Offers dynamic search ads: Ads generated automatically based
on the content of a website. Advertisers get a running total of ad
performance statistics that helps:Monitor the return on their
investment. Tweak promotional efforts for better results. Geo
targeting; Identifying users physical location for the purpose of
delivering tailored ads or other content. Based on Ip address,
Changes depending on where or how connect to internet. Ad
Networks and Competitive Advantage Ability to reach more
potential customers attracts more advertisers. Content providers
look for ad networks with the most advertisers. More participants
bring in more revenue and help the firm benefit from scale
economies. Better return on investment from its ad technology
and infrastructure. Cookies: Line of identifying text, assigned and
retrieved by a given Web server and stored by ones browser.
Helps cutomer profiling and behavioral targeting, Allow
advertisers to obtain details on a users purchases. Tailor websites
to display products most likely to be of interest to a user.Keep
track of the contents of a users shopping cart. Store user IDs and
passwords as part of the remember me feature. Third-party
cookies: Identify and record users across multiple
websites.Served by ad networks or customer profiling firms.
Remarketing; Shows custom, targeted ads to a user when
visiting other sites if the user has already visited a given page on
the advertisers site. Reintroduces products to users or targets
with special messages or promotion (searching car and twitter car
show up.) Interstitials refer to: ads that run before a user
arrives at a Web site's contents. DDoS attack: Overloading a
popular social networking site with inbound messages in order to
shut down access to the site. Internet Advertising Bureau: Setting
common standards for display ads. Spider. It refers to software
that traverses available Web links in an attempt to perform a
given task. Search engines use web-crawling spiders to discover
documents for indexing and retrieval. image ads. Horizontally
oriented banners and vertically oriented "skyscraper" ads are
typically examples. opt-out: It refers to a program that enrolls all

customers by default, but that allows consumers to discontinue

participation if they want to.