The Cornish Villages 4G Trial report Coursework

The Cornish Villages 4G Trial report - Coursework Example 4G enables full fledged IP based communication through a mobile device with every device having a unique IP address and harmonizing â€Å"global roaming, super high speed connectivity, and transparent end user performance† (www.4Gtechnology.com). BT Wholesale and Everything Everywhere (EE) have begun a trial run of 4G technology to provide broadband services to St. Newlyn East and South Newquay in Cornwall. The project has called for 200 subscribers to register for the service that would enable them to receive broadband through mobile and landline services. This report studies the technical, social, user, legal and policy aspects related to this project of implementing 4G in the Cornish villages, to understand the main challenges during the process of implementation. Technical background BT Wholesale along with EE has identified the two Cornish villages to be connected for trial implementation of 4G/LTE (Long Term Evolution) technology through mobile broadband that is 10Mb of the total 150Mb generated in the lab. This project aims to prove that mobile broadband technology is more viable than laying of fibre. This project aims to study the viability of integrating two different providers’ architectures to deliver high speed broadband to remote villages within UK. High resolution mobile devices when connected to 4G technology enable streaming video and ubiquitous computing. Technologies like wireless mesh networks and cognitive radio networks are used to allocate equal network traffic over equal bandwidths to ensure secure connections. UMTS, OFDM, SDR, TD-SCDMA, MIMO and to the some extent, WiMAX (Worldwide Interoperability of Microwave Access) are used in 4G (freewimaxinfo.com). While seamless broadband connections are available for users, the connections receive and can send data from WiMAX towers, switching from one tower to the other, being based on IP (Tandall, 2011). IEEE’s (Institute of Electrical and Electronics Engineers) 802.22 â₠¬Ëœwhite space Internet’ standard is being used to allow wireless broadband through analogue television signal frequency range of 54MHz to 698MHz. This standard enables lower speeds over higher range of spectrum to cover remote areas that were difficult to connect through 3G internet. White space internet ‘wireless regional area networks’ (WRANs) provide access to at least 62 miles with speeds of 22Mbs which can cover wide areas in the remote villages of Cornwall (Philips, 2011). High speed data with high security and instant download is enabled by 4G which is based on WiMAX and LTE and supports WiMAX Network system (network infrastructure) and mobile phone set. 4G technology enabled smartphones are based on wireless IP connectivity and manages voice data through packet-switching instead of circuit-switching as in the case of internet technology of 3G. Further, LTE which is developed on radio wave technology is said to provide internet facility using both systems as it is compatible with 3G technologies. This feature enables existing networks to be used based on MIMO (Multiple input multiple output) and transmits and receives high data transfer speed while transiting from one mode to another through the same bandwidths (freewimaxinfo.com). Switching from analogue to digital broadcasting services as per the ‘Digital Agenda’, the 800MHz digital dividend sub-band consisting of 790-862MHz

In Spite Of the Gods the Rise of Modern India Book Review Essay Example for Free

In Spite Of the Gods the Rise of Modern India Book Review Essay In â€Å"Spite of the Gods the Rise of Modern India† was written by author Edward Luce. Edward Luce is a British reporter who reported for the Financial Times from 2001 to 2006 for South Asian countries. He is married to an Indian woman, Priya Basu. Edward Luce went to school in London so he has a British education that is compared to the education received in India. The book â€Å"In Spite of the Gods the Rise of Modern India† is a very elaborate book that shows all the sides of Indian culture and life. The book shows in detail the economic system and status and the caste system that is used in India. He writes about India in great depth exposing corruption in the government system. He also shows that India is a rival to the United States. Edward Luce states that India is the largest democracy and has real elections in the country. Even though India is a democracy and has real elections there is an also a lot of corruption in India. The corruption is a stress that holds India back greatly from becoming a dominant world power. The economy of India still thrives enough to be an economic rival to the United States and china. Even though India is thriving Luce writes that India’s 1.1 billion people only 35 million have formal jobs that are enough to pay taxes. Even with this burden India still has a successful economy and can compete with other large countries. Luce states â€Å"India has a highly complex economy. Its complex steel plants are helping put their Japanese and American counterparts out of business† (pg. 55). In the book Edward Luce discusses the castes systems and explains the differences and conflicts of this system. Edward Luce discusses how the caste systems are separated by the â€Å"dharma† or duty.† But it is the Dharma of caste that perhaps gives us the best insight into how India’s traditional society saw itself† (pg. 105). In India like most other countries the upper classes are the wealthy and educated people. On difference in India than most other countries is the literacy rate all caste have a high literacy rate. Edward Luce covers all of the aspects of life in India in great detail. He has a very neutral view on all issues in his writing and only covers the truth about India. Edward Luce did such a good job by interviewing the people of India all classes from the upper class and the more common people of India. Luce then states that India is a growing country and will become very successful if it overcomes corruption and poverty. I feel like I have such a better understanding of this complex country after reviewing his book.

Dubai Is A Very Young Tourist Destination Tourism Essay

Dubai Is A Very Young Tourist Destination Tourism Essay Introduction: Dubai is a very young tourist destination which gained popularity recently. Dubai has proved as a very successful destination and managed its economy after its recent crisis in year 2009. Having exclusive resorts and hotels throughout the city with deserts makes it a memorable destination with cherishing experience it has desserts which make it similar to Las Vegas in America, Dubai was an impossible dream which is now an oasis for fun in a very promising environment. The backbone for the development of Dubai was the investment made by the foreign investors which helped the infrastructure to boom and flourish. These developments were very well supported and promoted by transparent government policies. But it is important to note that though Dubai was one of the first cities to develop tourism its very challenging to sustain it since there are neighbouring destinations as well which are striving hard to gain the popularity among the region. However Dubais development as a destination year after year has been remarkable and impressive. Dubai has been a dessert gem of the Middle East region. Where the tourists can enjoy sunny beaches with the luxury of one of the finest hotels in the world combined with the warmth of Arabian hospitality. Product offer: Dubai is a destination with seven star luxury hotels overlooking the beaches and with superb infrastructure throughout the city. Dubai caters to young tourists and to people who are willing to invest in any kind of business. It serves with excellent tourist amenities and products which are worth investing in. It is one of the seven emirates of UAE where the tourism industry has done exceptionally well in the recent past years. Dubai is one of the most preferred destinations in the terms of its geographic location. Most of the Middle East and subcontinents of India are just few hours away from Dubai and with ease of accessibility. Also it attracts tourists from European countries making it just 5 hours of flight to Dubai. Dubai is known as one of the best places for a short break with wide range of products offering such as hotels and resorts, dining, shopping, partying, sports events and much more. Dubai is also known for its artificial islands namely, Palm Jumeirah, Palm Deira, Palm Jabel Ali and The world. These artificial and unbelieving infrastructures have taken a drastic curve towards the development of tourism industry. Pricing Strategy: Dubai has made its image at an international level and kept the pace with the increasing market demand and needs effectively. Tourism industry is one of the major contributors of the total economy of Dubai. Dubai was at its best in its early 2002 which lasted for 5 to 6 years and faced a global economy crisis in year 2009. However, Dubai is recovering and doing good from last 2 years or so with tremendous growth in retailer business, oil refineries and of course the tourism industry. As said earlier, Dubai saw its boom time during year 2002 and hence it had psychological pricing strategy. However after the economical downfall in year 2009, Dubai is now going through market penetration pricing strategy so as to attract international investors and tourists back to Dubai.(Hsu, Killion, Brown, Gross, Huang, 2008) Also, keeping in mind the visa formalities of Dubai, that is visa on arrival, can be termed as differentiated strategy. In this context, Dubai tries to accommodate more and more numbers of immigrants and which in a way helps the Government of Dubai to generate more revenue through visitors. Service concept: Dubai has emerged as one of the finest places to visit with ample of attractions from heritage sites, exclusive resorts and hotels overlooking the beach to famous landmarks like Burj Al Arab, newly constructed Burj khalifa, the palm, the world, etc. However, Dubai is trying to develop its infrastructure as much as possible and it is coming up with certain developments which will definitely be a benefit for the tourism industry. Future developments which would enhance the service concept of Dubai for tourism industry are as follows: Dubailand Dubai sports city The world Al Maktoum International airport Global village Current key marketing communication strategies: In this world of globalization, countries all around the globe are competing with each other in all aspects. This is where marketing comes into the picture. Today, the importance of marketing has reached to an extreme height where any business or a destination must have a unique marketing strategy to attract tourists or investors and gain their attention. Dubai has also done its part of it so as to make the world aware of what Dubai is all about and what is it offering to the world. Dubai has currently positioned itself in a rejuvenation stage because of the recent economic downfall in year 2009 and hence it is trying its best to penetrate in the market again and it has been doing exceptionally well since past 2 years. Dubai has introduced various promotions and events which has critical role to attract investors from worldwide and sell Dubai as a destination through such events. There are few festivals and events which help Dubai for its strategic marketing which are as follows: Dubai shopping festival Dubai summer surprises Eid in Dubai Also, Dubai introduces sports activity, entertainment, conferences and exhibitions throughout the year. This breathtaking festivals and events attract people from around 200 countries throughout the world. People visiting Dubai for such events obviously experience something unique and this in a way is personal selling for the destination through its tourists. On the other hand, in this world of modern technology, Dubai, like other countries have introduced an official website named Definitely Dubai which makes it easier for an individual to explore Dubai at one stop and go. Hence, Dubai has various means through which they market their destination and they are as follows: Advertisement Personal selling Public relations Main target market: Dubai offers ample of attractions and a place which attracts all sorts of target market from different aspects of market segmentation. Following are the main target market for Dubai: Business travellers: Dubai is a hub for investors and lately more and more number of international investors have turned up to Dubai and invested in some or the other kind of business. Airlines and ship crew: Dubai enjoys its geographic location and remains one of the major points of halt for all the flights flying from one part to the other part of the world. Hence, accommodating maximum number of airlines and ship crews. Expatriates: As said earlier, Dubai has more than 80% of expatriates which means only less than 20% of UAE nationals resides in Dubai. Honeymooners: Having had unique destinations with luxurious resorts and hotels, honeymooners are the best target market for the hotels. Hotels like Burj Al Arab and Atlantis are one of the best hotels to stay in for the honeymooners. Leisure travellers: Leisure travellers have lots more to explore Dubai in terms of shopping, activities, sports, entertainment, natural reserves, beaches and parks. High end travellers may enjoy their stay in any 5 star luxury hotels and make their stay a memorable experience. Main challenges faced: Main challenge for Dubai was to cope up with the global economic crises which had a huge impact on the infrastructure development as well as the tourism industry. Most of the developments or projects were cancelled or put on hold. Also the political instability in the Middle East region raised an alarm for all the tourists visiting this region ultimately slowing down the flow of visitors to Dubai. However, after the economic crises in year 2009, Dubai has made tremendous come back and it is now coping up with the pace of the market with tourism industry booming at a very high rate. Environmental analysis: Environmental analysis is nothing but an evaluation of the possible impacts of external environment or forces on the existing strategies or growth of the business or organization. Dubai as a destination would definitely like to provide each and every visitor a memorable and cheerful experience. Hence, government of UAE is responsible for the betterment and safety of its cities and UAE itself as a country. Dubai is situated on the emirates northern coastline. Dubai shares its border with Abu Dhabi in the south, Sharjah in the northeast and Oman in the south east (www.definitelydubai.com). Having such competitive environment, environmental analysis will help Dubai identify its current position in the market and possible strengths and weaknesses. (Hsu, Killion, Brown, Gross, Huang, 2008) Environmental analysis will basically include macro environmental scanning. Macro environment consists of political, economical, socio-cultural, technological, ecological and legal factors for Dubai as a destination. Marketing Information system: Marketing information system (MIS) is all about gathering and storing of data and evaluating them so as to meet the goals and objectives of any organization and for its development. Information could be in various forms, for example, number of tourist, number of hotels, technology development, businesses, revenue earned, etc can be collected. This information is collected by the Department of tourism and commerce marketing, Government of Dubai Dubai is one of the growing cities in the UAE. As a destination, it attracts visitors through various means like real estate, travel packages, online auctions, exports, nightclubs, multi-level marketing, job agencies for skilled labours, franchise business, etc. These factors somehow attract people from worldwide as a tourist or a visitor. This, in a form adds up to the revenue earned by the government in terms of tourism and development. Marketing information system gathers and stores data in the form of statistics and it is up to date with the department of tourism and commerce marketing, Dubai. This will certainly help Dubai to form its strategy for its continuous and rapid growth in the market. There are certain benefits of having marketing information system which are as follows: It helps to identify and recognize current market trends Helps in marketing planning and controlling Helps with lots of information which is systematically and properly designed Helps in making right decision at the right time with the facts and information readily available It also helps in environmental scanning. Hence, it is always worth having MIS in any kind of business or a destination to evaluate its current position in the market and cope up with new market trends. Environmental scanning: Environmental scanning helps in understanding the context for the preferred future. Environmental scanning refers to macro environment which considers political, economical, socio cultural, ecological, technological and legal factors. It also comprises of industries, companies, clients and competitors. These factors influence the business, industry or a market as a whole. Environmental scanning is a process of identifying the happenings in and around the business or a destination. Dubai is a unique destination with infinite opportunities. Hence, environmental scanning will help the destination to survive in the market by identifying the opportunities and threat to its market. In this world of globalisation, there is a need to do proper analysis of the surroundings so as to maintain the pace with the world and form a strategy accordingly. The procedure for environmental scanning will be done at international level. Dubai has been growing rapidly since past few years and hence the government of Dubai or the tourism department needs to be up to date with the happenings in and around Dubai. PESTLE analysis: Pestle analysis will broadly focus on the political, economical, socio-cultural, technological, ecological and legal aspects of it. This will help Dubai as a destination to plan its strategies for the future development and attract more number of tourists. PESTLE will also help the government of Dubai to know its competitors and the potential threats to its market. (Hsu, Killion, Brown, Gross, Huang, 2008). Political: Dubai is one of the 7 emirates of UAE and unlike other neighbouring countries it has a stable political history. In the recent years, it has sufficiently developed dynamic legal and regulatory framework. Dubai government and the department of tourism and commerce marketing have contributed a lot in the development of Dubai as tourism destination. However, there are certain impacts of political and legal factors on the destination. One of the major factors that attract tourists from around the world to Dubai is the entry formalities. The UAE authorities have made it very straightforward for the visitors of the Dubai by introducing a visa on arrival system. Here the tourists do not require prior visa to enter UAE airport, however this facility is only applicable to 39 countries GCC nationals. Hence, this formality is a big plus point for Dubai to attract tourists from all around the world. Government of Dubai has given good preference to the people who are interested in doing a business. It has also received recognition for its efforts in creating business opportunities. It has been a good outcome overall and the government of Dubai is still looking forward to bring in new expensive facilities. Foreigners have the right to have the ownership of up to 49% for the businesses that are established in UAE and up to 100% for the professional businesses (DTCM, 2011a). The government is also looking forward to improve its foreign relations which will certainly add up to the tourism industry in some or the other way. C:UsersHemalDesktop3c6e5d0499db540c0bff2b975f7fdbc0_LARGE.png Macro environment (PESTLE) Economical: Over the past recent years, Dubai has made a drastic change in its economy by becoming a major hub for the business and investors. Having had a strategic location it serves as a biggest re-exporting centre in the middle-east. Activities such as trade, tourism, transport, businesses, etc has made a huge contribution to the economy of Dubai. However, the major sector which contributes to the economy is crude oil (Govers Go, 2005, p. 77). Dubais gross economy was US $92.11 billion in year 2011. Where in the tourism industry of Dubai made 11% of the total economy. It has been seen that the total revenue generated by the tourism industry was up by 20% in the year 2011 as compared to 2010. Tourism industry made 15,965,011 in year 2011 while in 2010 it was 13,272,330. Dubais trade surplus has also been increased over the years, growing from $18 billion in 2007 to $31 in 2011. This indicates the strength of the export sector of economy. The hospitality industry is expecting a real boom in its mere future that is by year 2015. Targeting around 100,000 rooms for over 15 million visitors. On the other hand, Dubais foreign debt was estimated at approximately US $100. Having looked at all the facts and figures over the past recent years, there seems to be no economical problem in Dubai. In fact, the tourism industry will be one of the major contributors to the Dubais annual economy. Hence, there should be no worries for Dubai as a destination for the international tourists. Social: Social factors comprises of customs, social class, religion, culture and demographic variables such as age, gender, income and education level. (Hsu, Killion, Brown, Gross, Huang, 2008) According to ( DTCM, 2011a) Dubai has a population of 2,065,636 which consists more than 80% of expatriates population. Male : Female ratio is 2.2 : 1 It has very low or no crime rate record Eating of pork is a taboo in UAE National language of UAE is Arabic Dubai follows Islamic religion, however practice of all religions is allowed in Dubai. Dubai is doing well in terms of education; it has only 7% of illiteracy. Dubai is one of the fastest growing cities in the world and the average employment age is from 19 65 and which is expected to grow by 120% by 2016. Hence, this will definitely decrease the illiteracy rate of Dubai. Also, due to friendly nature of Dubai it has made a remarkable growth in the trading business and will continue to attract more and more investors in future. Technological: Technological factor is now one of the important aspects for any destination in the world of globalisation. Dubai has invested hugely in technology and infrastructures in last 20 years or so. It has got ample amount of attractions where the tourists can look forward to and make their visit to Dubai a memorable experience. Dubai has one major international airport, 2 seaports, specialised free zones, several industrial areas, etc. Dubai has 387 number of operating hotels (Figure 1.1) and 53,828 number of available rooms by the end of year 2011, (DTCM, 2011a). Dubai has worlds 4th tallest hotel named Burj Al Arab, standing 321 meters tall with around 70 floors. Recently established worlds tallest building named Burj Khalifa is 828 meters long in height and more than 160 stories. It holds the following records at international level: Tallest building in the world Highest numbers of stories in the world Tallest service elevators in the world Elevators with the longest travelling distance Tallest free standing building in the world Figure 1.1 C:UsersHemalDesktop1.png Dubai has recently introduced to technologies which are useful for the people travelling throughout the city. Installation of automatic fare system, route display, destination display system, electronic taximeters and complete management systems has made easy for the tourists to travel without any hesitation or trouble. Dubai government also introduced One Stop Information Centre (OSIC) where an individual can stop over and browse for all the information about Dubai in one go. Moreover, Dubai has done significantly well in its technology and infrastructure department so as to attract more and more number of tourists as well as investors with long lasting experience. Ecological: Dubai enjoys with undoubtedly one of the best locations on the planet earth. Having had exceptionally well looking beaches throughout the coast, Dubai has many more things to look which is artificial. Dubai has more than 3 artificial islands, namely, Palm Jebel Ali, Palm Jumeirah, Palm Deira and The world (which appears as a world map) from north to the south. Dubai has been voted with the cleanest water with Abu Dhabi and Muscat. Also, certain UAE cities like Dubai, Abu Dhabi and Sharjah have been rated the best cities to live, (Emirates news, 2012). Legal: UAEs seven emirates have their own government with proper municipality and authorities. There are laws where each and every individual must follow and it has been noticed that in a recent few years expatriates have failed to do it (Emirates News, 2012). There are few laws you should never break, for example: Clothing for womens should be conservative, no transparent clothing are allowed where as mens should cover their chest. There are few customs law where an individual cannot bring certain materials and are banned in UAE. For example, pornographic materials, drugs and anti Islamic materials. Consumption of alcohol is banned in public places but can be consumed in restaurants and bar and in hotels. Drink and driving is a big crime and anybody found guilty will be jailed. Procedure for environmental scanning: Relevant areas for scanning Medium Responsibility of Reporting to Time Competitors Tourists Hotels, DTCM, Government of Dubai Internet website of DTCM Annually Investors Hotels, business or organizations DTCM or Government of Dubai Weekly Hotels and resorts Managers of the hotel, frontline staff Stakeholders, General manager, Head of the department Daily Newspapers Hotels, businesses, entrepreneurs Journalists, Newspaper office, media Daily Customers Hotels and resorts Staff of the hotels Managers, Head of the department Daily Internet Staff and managers of hotels and resorts DTCM, government of Dubai Weekly Tourist Staff and managers of hotel DTCM, Government of Dubai Daily Economical GDP per capita Hotels, Businesses, entrepreneurs Government of Dubai Annually Revenue Hotels, entrepreneurs, investors DTCM, Government of Dubai Annually Currency exchange rates Banks, hotels Government of Dubai Daily Legal Minimum wage law Government of Dubai Human resources department Monthly Hospitality magazines/ Newspaper Hotels and businesses, entrepreneurs Media, Government of Dubai, Magazines and newspaper office Monthly Technological Infrastructure/ Technology Government of Dubai, Tourists, Locals Daily Situation analysis: Dubai has been exploring significantly in all aspects so as to attract more and more number of visitors in recent few years. However it has some strengths, weaknesses, opportunities and threats. Strength and weaknesses are internal whereas opportunities and threats are external (Hsu, Killion, Brown, Gross, Huang, 2008). Strengths: Oil companies, booming economy, politically neutral, unique beauty and hotels all around Dubai, safe and clean environment. Weaknesses: Negative image of the Middle East, lack of natural resources, only around 20% of UAE nationality population. Opportunities: Job opportunities for immigrants, increase in oil prices, increase in foreign investors, and development of MICE. Threats: Strong competitors are within the nation for example, Abu Dhabi, Sharjah and Qatar also international competitors such as Singapore and Hong Kong, limited media coverage. Hence, depending on current situation analysis Dubai is going through a booming phase of economy even after an economic downfall in year 2009. Identified are certain strengths and weaknesses with some opportunities and minimal threats where in Dubai can grow drastically as a tourism destination in its mere future. The economy from hotel industry as said earlier and in figure 1.1 shows an impressive growth of 20% in year 2011 as compared to year 2010. Certain factors that will bring in more international investors and tourists are new developments in infrastructure and technology. Dubai has emerged as one of the rapid growing cities and that too in a quick time span and hence it can be concluded that Dubai is becoming more popular internationally and also a best place to live in with extra ordinary attractions. Target market analysis: One of the major essences of marketing is customer oriented. Target marketing is the process of identifying and focusing marketing activities to those customers whose wants and needs can be satisfied by you the best. By target market process you have the potential to convert these customers as your guests of future providing you with hard cash and investments. An effective target marketing analysis will help you to arrange your resources for the market which would provide high return on marketing investments. Hence target market analysis is a very important and crucial part in the development and sustainability of any destination. It is important to note that target market analysis is always an ongoing process, it has to be done in a periodically. Dubai is already a developed destination in the Middle East region and has the competitive edge of being the first-mover over years. Dubai was very well successful to make it on the top of the worlds tourism destination map. The hotel market in Dubai has grown significantly over years which were backed up by infrastructure developments and huge amount of domestic and international investors. However with the beginning of the economic crisis emerging globally it was very natural that it would hit the major market source. Due to the unwelcomed situation grasping the region for quite a while Dubai not only needs but also was forced to rearrange the procedures and strategies of the hotel industry in the city which was suffering from a downfall in the occupancy rates. Dubais Department of Tourism and Commerce Marketing (DTCM, 2011b) have been trying very hard to position Dubai as not only a top tourist destination but also their aim is to develop it as a commercial hub. While conducting target marketing analysis it is important to conduct a competitive analysis with other destinations in the region. This comparison must include factors which attract customers than the competitors it might include climate, scenery, infrastructure etc. Market Segmentation: A market segment is a process of identifying potential customers by one or more characteristics. This is done to better understand the customer needs .Dubai as a destination has classified its customers on the basic of two categories as geographic and psychographic. Geographic segmentation: In geographic segmentation the market is divided into several geographical borders according to region, population, city size and climate. This is done to concentrate on particular consumer base since consumer behaviour varies across geographic territories. Hence it is important to consider geographic factors to target and attract the market specifically. Top 5 source market for Dubai The above pie chart describes the number of visitors on the basis of geographic area and the top source markets for Dubai. From the pie chart it is prominent that Dubai enjoys a high number of visitors from the South Asia region. It also has many visitors from AGCC region which is Arab Gulf country council .AGCC includes 6 countries which are Bahrain, Kuwait, Qatar, Oman, Saudi Arabia, and the United Arab Emirates. The least amount of visitors was from CIS which is common wealth of Independent States. South Asia is one of the most important segments for Dubai, since Asia has the largest piece of share Dubai has a very good opportunity to take over this target market and spread its roots even deeper. The above data is about the visitors coming to Dubai however it is also important to keep a track of the spending power of the source market (DTCM, 2011a). C:UsersFavYAppDataRoamingTencentUsers473793741QQWinTempRichOleXGNK{GK`}3}J][6L7$XUTRG.jpg According to the data above it is prominent that the tourist from the United Kingdom, United States and Saudi Arabia are by far the biggest spending geographic source markets in Dubai for their accommodation which accumulates to $124.9 millon, $82.1 million, and $70.5 million. This is equal to 63.2 percent of the entire category. Among the high spending countries that spend $10 million or more annually, Japan, Italy and France experienced negative growth of 16.6 percent, 7.3 percent and 1.2 percent respectively. However if we take an average spending on the accommodation sector the high spending countries are Russia ($683.54), Switzerland ($629.81) and Saudi Arabia ($551.40). The entire figures are retrieved from (DTCM, 2011a). Pshychographic segmentation: Pshychographic segmentation is a process or tool to group the people according to their activities, interests, lifestyle and opinion. Dubai is a very vibrant city hence it is very important to classify visitors based on their activities to better understand their needs and to develop the infrastructure demand. Henceforth the visitors visiting Dubai has been classified into the following categories:- Pshychographic Segments Characteristics Business Visitors Stay upto 5 days Have visited Dubai on a regular basis Make their own bookings rather than tour operators Look for safety, climate and value for money Airline and Ship Crew Stay upto one to three days Have visited Dubai before and travel regularly Have corporate arrangements for accommodation with the hotels. Stay in 2 star to 4 star hotels and some serviced apartments. Leisure Visitors Stay for 4 to 10 days Are visiting Dubai for the first time Make their own arrangements Prefer to stay at 5 star hotels while minor percent stay with friends and family Cruise Passengers Stay for two to three days Mostly visiting Dubai for the first time Accommodation is usually a part of the cruise package Visit neighbouring destinations like Oman, Bahrain and Egypt. Conference Visitors Stay for eight to fourteen days Are visiting Dubai on regular intervals Make their own arrangements Mostly stay at 5 or 4 star hotels Use Taxi too much as mode of transportation Working Expatriates Stay for more than a year Are usually visiting Dubai for the first time Have arrangements for their accommodation but not in hotels Contribute to the Culture and economy. The above diagram shows the percentage of physcographic segments in Dubai from all the visitors arriving to Dubai. It is important to note that overall, passenger traffic at Dubai International Airport the worlds fourth busiest airport rose 15 percent in 2010 as the global economy recovered. It was up 8.9 percent in the first half of 2011 despite high fuel costs and increased economic uncertainty in Europe and the US. Hotels in the UAE trade and tourism hub Dubai, known for the worlds tallest tower, reported a modest occupancy increase of 0.7 percent to 69.9 percent in May from the previous year. Potential markets profiles: From the facts and figures about the visitors coming to Dubai we can identify and describe the potential target markets for Dubai. After analysis of the data we have identified 3 major new markets for Dubai (DTCM, 2011a). The details of those nations are stated as follows China: In 2010 the visitors from china were found spending more in the country almost 155.3 percent more than they spent in 2009, according to visavue data. The major growth category in some of the segments included quick service restaurant category which inclined to a 361. Percent jump contributing to 31,519 spent in 2010.one of the other segment which was a growth was departmental store spending which went up by 210.8 Percent to $25 million. C:UsersFavYDesktopUntitled.jpg

Ralph Waldo Emerson and Paolo Freires Visions of Traditional Methods o

Ralph Waldo Emerson and Paolo Freire's Visions of Traditional Methods of Education Paulo Freire and Ralph Waldo Emerson share a similar vision in regards to traditional methods of education. A main common view is that both writers feel that the current education system in most places does not allow for people to reach their full capacity. Freire and Emerson share many other ideas regarding education such as their view of practice and theory and of free thinking. Their works are among the most thought-evoking. In ?The American Scholar? Emerson places a strong emphasis on the role of books in education and their usage of conveying ideas. He states that, ?Books are the best things, well used; abused, among the worst? (p. 297). This refers to his thought that the idea behind books is indeed a well thought out one. However, aside from the possible misuse of books, there are certain tasks that a book can not accomplish. Many are relevant only for a period of time, after which they become obsolete and new books are required. This is one of the reasons that Emerson feels that books alone can not provide a concrete education. They must be supplemented with additional studies, or, according to Emerson, book studies should be combined with experiences and applied to life. To read for the sake of knowing information is pointless; instead, man should read with the intent to apply newly obtained knowledge to his life. Man should read with a dissecting eye, and pick apart the prose, keeping what is relevant and discarding what is babble. This captures the true purpose of books. Paralleling Emerson?s view of books is Freire?s idea of theory and praxis. Man can learn all there is to know about a ... ...that they in fact have nothing to present. Emerson and Freire see eye to eye on many issues regarding the education of man. The main concept that they share is a belief that man should think freely. All other ideas stated by Freire and Emerson are strictly extensions of this point. The educational vision of Emerson and Freire is for man to learn in a society free of preconceptions, where all men?s ideas are valued and where knowledge is ascertained for the use of practice not just as an end in itself. Bibliography: Emerson, Ralph W. "The American Scholar." 1837. The Heath Anthology of American Literature. Ed. Paul Lauter, et al. 3rd ed. Vol. 1. Boston: Houghton Mifflin, 1998. 1609-1621. Freire, Paolo. "The Banking Concept of Education." Ways of Reading. Ed. David Bartholomae and Anthony Petrosky. 4th ed. Boston: Bedford Books, 1996. 212-27.

Software Security Risk Analysis Using Fuzzy Expert System

| | |Software Level of Security Risk Analysis Using Fuzzy | |Expert System | |[ARTIFICIAL INTELLIGENT] |UNIVERSITI TEKNIKAL MALAYSIA MELAKA FACULTY OF INFORMATION & COMMUNICATION TECHNOLOGY SESSION 2 – 2010/2011 |NURUL AZRIN BT AIRRUDIN – B031010343 | |SITI NURSHAFIEQA BT SUHAIMI – B031010313 | |NUR SHAHIDA BT MUHTAR – B031010266 | | | |LECTURE NAME: DR ABD.SAMAD HASSAN BASARI | | | |[12th APRIL 2011] | SOFTWARE LEVEL OF SECURITY RISK ANALYSIS USING FUZZY EXPERT SYSTEM ABSTRACT There is wide concern on the security of software systems because many organizations depend largely on them for their day-to-day operations. Since we have not seen a software system that is completely secure, there is need to analyze and determine the security risk of emerging software systems.This work presents a technique for analyzing software security using fuzzy expert system. The inputs to the system are suitable fuzzy sets representing linguistic values for software secu rity goals of confidentiality, integrity and availability. The expert rules were constructed using the Mamdani fuzzy reasoning in order to adequately analyze the inputs. The defuzzication technique was done using Centroid technique. The implementation of the design is done using MATLAB fuzzy logic tool because of its ability to implement fuzzy based systems.Using newly develop software products from three software development organizations as test cases, the results show a system that can be used to effectively analyze software security risk. ANALYSIS AND DESIGN The design is basically divided into four stages: 1) DESIGN OF THE LINGUISTIC VARIABLES The inputs to the system are the values assumed for the software security goal thru confidentiality, integrity and availability. The goals are assumed to be the same weight and a particular valued is determined for each of them based on questions that are answered about the specific software.Also the values determined for each of the inpu t are defined as a fuzzy number instead of crisp numbers by using suitable fuzzy sets. Designing the fuzzy system requires that the different inputs (that is, confidentiality, integrity, and availability) are represented by fuzzy sets. The fuzzy sets are in turn represented by a membership function. The membership function used in this paper is the triangular membership function which is a three point function defined by minimum, maximum and modal values where usually represented in 1. [pic]Figure 1: Triangular Membership Function 2) THE FUZZY SETS The level of confidentiality is defined based on the scales of not confidential, slightly confidential, very confidential and extremely confidential. The level of integrity is also defined based on the scales very low, low, high, very high, and extra high. Also, the level of availability is also defined by the scales very low, low, high, very high and extra high. The levels defined above are based on a range definition with an assumed int erval of [0 -10]. The ranges for the inputs are shown in tables 1 and 2. DESCRIPTION |RANGE | |Non-Confidential |0-1 | |Slightly Confidential |2-3 | |Confidential |4-6 | |Very Confidential |7-8 | |Extremely Confidential |9-10 | Table 1: Range of inputs for Confidentiality Very Low |Low |High |Very High |Extra High | |0 – 1 |2 – 3 |4 – 6 |7 – 8 |9 – 10 | Table 2: Range of inputs for Integrity |Very Low |Low |High |Very High |Extra High | |0 – 1 |2 – 3 |4 – 6 |7 – 8 |9 – 10 |Table 3: Range of inputs for Availability |DESCRIPTION |RANGE | |Not Secure |0 – 3 | |Slightly Secure |4 – 9 | |Secure |10 – 18 | |Very Secure |19 – 25 | |Extremely Secure |26 – 30 | Table 4: Level Of Security RiskThe fuzzy sets above are represented by membership functions. The corresponding membership functions for confidentiality, integrity and availability are presented in figures below [pic] Figure 1 : Mem bership functions for Confidentiality Similarly, the output, that is, the level of security risk is also represented by fuzzy sets and then a membership function. The level of security risk is defined based on the scales: not secure, slightly secure, secure, very secure, and extremely secure within the range of [0- 30].The range definition is shown in table above. The membership function for the output fuzzy set is presented in figure below. [pic] Figure 2 : Membership functions for Integrity [pic] Figure 3 : Membership functions for Availability [pic] Figure 4 : Level Of Security Risk 3) THE RULES OF THE FUZZY SYSTEM Once the input and output fuzzy sets and membership functions are constructed, the rules are then formulated. The rules are formulated based on the input parameters (confidentiality, integrity, and availability) and the output i. e. level of security risk.The levels of confidentiality, integrity, and availability are used in the antecedent of rules and the level of sec urity risk as the consequent of rules. A fuzzy rule is conditional statement in the form: IF x is A THEN y is B. Where x and y are linguistic variables; and A and B are linguistic values determined by fuzzy sets on universe of discourses X and Y, respectively. Both the antecedent and consequent of a fuzzy rule can have multiple parts. All parts of the antecedent are calculated simultaneously and resolved in a single number and the antecedent affects all parts of the consequent equally.Some of the rules used in the design of this fuzzy Systems are as follow: 1. If (Confidentiality is Not Confidential) and (Integrity is Very Low) and (Availability is Very Low) then (Security Risk is Not Secure). 2. If (Confidentiality is Not Confidential) and (Integrity is Very Low) and (Availability is Low) then (Security Risk is Slightly Secure). 3. If (Confidentiality is Extremely Confidential) and (Integrity is Extra High) and (Availability is High) then (Security Risk is Slightly Secure). †¦ †¦Ã¢â‚¬ ¦. 125.If (Confidentiality is Not Confidential) and (Integrity is Very Low) and (Availability is high) then (Security Risk is Extremely Secure). The rules above were formulated using the Mamdani max-min fuzzy reasoning. DEVELOPMENT AND IMPLEMENTATION The linguistic variables were determined with the extent of the positive and negative responses to a well constructed security questions that are presented in form of on-line questionnaire. As it was mentioned earlier, MATLAB was used for the implementation. The linguistic inputs to the system are supplied through the graphical user interface called rule viewer.Once the rule viewer has been opened, the input variables are supplied in the text box captioned input with each of them separated with a space. a) THE FIS EDITOR The fuzzy inference system editor shows a summary of the fuzzy inference system. It shows the mapping of the inputs to the system type and to the output. The names of the input variables and the processing methods for the FIS can be changed through the FIS editor. Figure 5: The FIS editor b) THE MEMBERSHIP FUNCTION EDITOR This can be opened from the command window by using the plotmf function but more easily through the GUI.The membership function editor shows a plot of highlighted input or output variable along their possible ranges and against the probability of occurrence. The name and the range of a membership value can be changed, so also the range of the particular variable itself through the membership function editor. [pic] Figure 6: The Membership Function editor c) THE RULE EDITOR The rule editor can be used to add, delete or change a rule. It is also used to change the connection type and the weight of a rule. The rule editor for this application is shown in figure 7. pic] Figure 7: Rule Editor d) THE RULE VIEWER The text box captioned input is used to supply the three input variables needed in the system. The appropriate input corresponds to the number of YES answer in the questionnaire for each of the input variables. For example, in the figure 8, all the input variables are 5 and the corresponding output is 13. 9, which specified at the top of the corresponding graphs. The input for each of the input variables is specified at the top of the section corresponding to them, so also the output variable.The rule viewer for this work is presented in figure 8. [pic] Figure 8: The Rule editor e) THE SURFACE VIEWER The surface viewer shown in figure 9 is a 3-D graph that shows the relationship between the inputs and the output. The output (security Risk) is represented on the Z-axis while 2 of the inputs (Confidentiality and Integrity) are on the x and y axes and the other input (Availability) is held constant. The surface viewer shows a plot of the possible ranges of the input variables against the possible ranges of the output. 4) EVALUATIONThe security risk analysis system was evaluated using three newly completed software products from three different s oftware development organizations. The output determines the security level of software under consideration. The summary of the evaluation is given in figure 11. For product A, 5 is the score for confidentiality, 5 for the integrity and 5 for the availability. |Software |Input |Output |Significance |Security Level | |Product A |5 5 5 |13. |45% slightly secure, 55% secure |46. 33 % | |Product B |8 7 8 |24. 2 |20% secure, 80% very secure |80. 60 % | |Product C |10 10 10 |28. 4 |35% very secure, 65% extremely secure |94. 67 % | Table 5 : Evaluation of Different Input Variables [pic] Figure 9 : The Surface Viewer [pic] Figure 10 : Histogram & 3D CONCLUSION AND FINDINGThus, this work proposes a fuzzy logic-based technique for determination of level of security risk associated with software systems. Fuzzy logic is one of the major tools used for security analysis. The major goals of secure software which are used as the inputs to them system are the preservation of confidentiality (preven ting unauthorized disclosure of information), preservation of integrity (preventing unauthorized alteration of information) and preservation of availability (preventing unauthorized destruction or denial of access or service to an authentic user).It might be necessary to redesign this system in a way that it will be deployable and will be without the use of MATLAB. It might also be necessary to use an adaptive fuzzy logic technique for security risk analysis. We have been able to design a system that can be used to evaluate the security risk associated with the production of secure software systems. This will definitely help software organizations meet up with the standard requirements. A technique for assessing security of software system before final deployment has been presented.The result of this study shows that if the software producing companies will incorporate security risk analysis into the production of software system, the issue of insecurity of software will be held to the minimum if not eliminated. This study has also revealed that if each of the software security goals can be increased to the maximum, then the level security will also be increased and the risk associated will be eliminated. Finally, security risk analysis is a path towards producing secure software and should be considered a significant activity by software development organizations.

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Tylor The day I most regret is the day I left the love of my life. His name was Tylor. From his beautiful brown eyes to his great smile, he could make any girl's knees give out from under them. I still remember the day I met him. It was at a football game of our freshman year. I had seen him in the halls a couple times but never thought he ever noticed me. Then it happened. During fourth quater of the game he came to sit beside me. He asked what I was doing after the game and said maybe we could get a bite to eat. Of course I was so stunned that all I could say was uh huh. We went to a little coffee shop to eat and talk. Later he walked me home and kissed me goodnight. Well that was 3 years ago, now I'm sitting here in my room alone because I couldn't handle it anymore.English: I asked the owner of the game if i can us...

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Essay on Machiavellis The Prince Essay Example for Free

Essay on Machiavellis The Prince Essay Since the beginning of civilization man has continually been faced with the complexity of creating a peaceful and unified existence for all, without resistance or violence. People have been trying to develop a system of how to rule effectively while acting ethically and morally to avoid chaos and destruction. However, as history has shown us this has not been an easy endeavor and very few rulers have been able to accomplish this. This leads us to a question that is in dispute: Is it better to be loved than feared, or vice versa? (Machiavelli, 51) An effective ruler would be one that relies upon fear without hatred, rather than love, as described by Niccolo Machiavelli in his book The Prince. In a perfect world all people would be good-hearted, all would treat each other equally, and all would follow and respect the rules of society. Machiavelli points out that people tend to focus how the world should be rather than how it is. Let us leave to one side, then, all discussion of imaginary rulers and talk about practical realities. (Machiavelli, 48) It is easier to complain about problems and society than it is to become a leader and produce positive change. All individuals have different perceptions of what it takes to keep order in a world where not all is good and not everyone gets along. It is easy for one to discuss ideals of how things ought to be, and to use reality to form a dream of something different that we believe would be better than the current state of affairs. Dreams though can not be actualized without action, and all the discussion in the world will accomplish nothing if everyone sits idly by. We all want peace, and in order to have peace there must be structure and in order to have structure you must have an effective leader that you trust to design the framework of how things will work. Ideally all would want a leader that is trustworthy, just, intelligent, compassionate, giving, and loyal to the people while at the same time having the ability to protect society from harm. Now I know everyone will agree that if a ruler could have all the good qualities I have listed and none of the bad ones, then this would be an excellent state of affairs. But one can not have all the good qualities, nor always act in a praiseworthy fashion, for we do not live in an ideal world. (Machiavelli, 48) Unfortunately in reality we can not have a leader that stands on a platform of extreme love or extreme hatred, if we expect to  remain safe and unharmed from the rest of the world. You need someone that is tough, and has the ability to enforce and maintain order upon people who are not always good and reliable, people who are selfish and have their own interests above all else. In reality people do not act responsibly out of love and consideration for others, but of fear what will happen if they do not act accordingly. It is important to keep in mind that to be feared is different than being hated. But fear restrains men because they are afraid of punishment, and this fear never leaves them. Still, a ruler should make himself feared in such a way that, if he does not inspire love, at least he does not provoke hatred. For it is perfectly possible to be feared and not hated. (Machiavelli, 52) If there were no consequences for bad behavior, people would have no reason to act any differently. It is not that punishment in itself creates hatred, but it is how the people are punished that will determine the fear or the hatred they have for their ruler. For example if one is caught stealing and then punished by having to serve some time in jail, that would cause them to fear you and to abide by the law. On the other hand if the punishment were death it would cause the people to hate the ruler for being so un-just and immoral. When a ruler becomes hated they lose all respect and control over the people, for they will reach a point that they can no longer endure the cruelty and rise against you. Indeed, one of the most effective defenses a ruler has against conspiracies is to make sure he is not generally hated. For conspirators always believe the assassination of the ruler will be approved by the people. (Machiavelli, 57) When people feel as they have been oppressed and abused for to long they will revolt and not think twice about getting rid of the ruler they are discontented with. For once the people have become determined to over throw their ruler, they have already lost all faith and feel there is nothing else to lose whether they are successful or not. It is not enough for a Ruler to be strictly feared, but to also appear to have some compassion and respect for the people that he oversees. It is imperative that an effective ruler is one that can balance fear, goodness, authority, respect, and compassion if he wishes to maintain harmonious  control. So it is necessary for a ruler, if he wants to hold on to power, to learn how not to be good, and to know when it is and when it is not necessary to use this knowledge. (Machiavelli, 48) The point Machiavelli makes here is that it is not enough to be completely good or completely evil, but to know when to do bad things in order to create good. Power is ultimately based on violence, and sometimes in order to preserve sovereignty and authoritative command, a ruler must engage in what society deems as immoral acts such as lying, betrayal, and even murder. So the conclusion is: If you take control of a state, you should make a list of all the crimes you have to commit and do them all at once. That way you will not have to commit new atrocities every day, and you will be able, by not repeating your evil deeds, to reassure your subjects and to win their support by treating them well. He, who acts otherwise, either out of squeamishness or out of bad judgment, has to hold a bloody knife in his hand all the time. A hated, thus unsuccessful ruler would be one that would not know his limits, and continue to use violence to obtain desired results. A wise ruler would be one who could look ahead and see when it is necessary to do harm so that he can know exactly what needs to be done, how to do it, and when to do it. Most importantly the ruler must have the ability to stop once what he has set out to do is accomplished. Violence and evil doing must be used sparingly to prevent the populous from hating you. A powerful leader needs the ability to equally rely upon intelligence and brute force, he must be able to discern when to use the different characteristics and be able to step into the role of either the lion or the fox at any moment. Since a ruler, then, needs to know how to make good use of beastly qualities, he should take as his models among the animals both the fox and the lion, for the lion does not know how to avoid traps, and the fox is easily overpowered by wolves. So you must be a fox when it comes to suspecting a trap and a lion when it comes to making the wolves turn tail. (Machiavelli, 54) Machiavelli is referring to the symbolism of the lion over the monarch power in England. The lion represented courage, strength, and  leadership; it was seen as being the dominant animal that could wipe out smaller animals. A fox on the other hand is timid, reserved, and clever; it thinks before it acts. There are only two ways to obtain power, either lawfully or un-lawfully. To do it lawfully is to be considered human and to do it un-lawfully by inciting violence is to be considered animalistic, so when stepping outside the law a ruler must choose whether to be lion and exercise brute force or to be the fox and exercise the mind. Nevertheless, you should be careful how you assess the situation and should think twice before you act. Do not be afraid of your own shadow. Employ policies that are moderated by prudence and sympathy. Avoid excessive self-confidence, which leads to carelessness, and avoid excessive timidity, which will make you insupportable. Machiavelli is reinforcing the significance of a ruler to have the ability to know when to act like a man and when to act like an animal. A feared but not hated ruler is one that does not act upon impulse but carefully calculates his moves in order to do what is necessary for the people, even if it means acting outside of the law. This essay began with the notion that if one wishes to be a successful ruler he or she must induce fear among the people to gain their respect as opposed to loving and being loved. How a ruler treats the people and how the people treat the ruler is the determining factor of how successful society will be. We have to look at the relationship between the people and the ruler as we would the relationship between a child and a parent. To be an effective parent you can not inflict harm upon your child, but you can inflict fear by imposing consequences to their negative behavior. If a child does something wrong we do not physically abuse him or her, but make them sit in time out or perhaps take away a privilege like playing video games. The child may be upset with you for a short time, but will not hate you and will respect your authority enough to abide by the rules in the future. On the other hand though, if you play the role of the best friend and consequences for negative behavior are non-existent then the child will go about doing what they please without regard for anyone else. Once the child realizes that he  or she will not be punished they have the ability to over power the parent. Religion also uses fear in order to enhance positive behavior and love among the people. No matter which religion one chooses to believe, he or she does not always willingly act with morals and ethics because in their heart they believe its right, but do so because they fear what will happen to their soul if they dont. People fear negative consequences whether it is timeout, prison, or even hell and will most always act how they are told in order to avoid such punishments. Ruling with fear to create stability and harmony can be used in many everyday situations whether running the country, the household, the office, or the church. Bibliography Wootton, David, ed. The Prince. Indiana: Hackett Publishing Company, Inc., 1995.

The Importance of Communication in Business

The Importance of Communication in Business Communication is the lifeblood of a business organization; no organization can succeed or progress, without effective communication. We can build good relationship within or outside the organization, build organizational image etc, through effective communication In any business, the communication of information is an essential part of three key business activities: Management decision-making (without relevant, timely and accurate information, decision-making at any level becomes quite tricky!) Co-ordination of departments, teams and groups e.g. making sure that marketing, production and administration know what each other is doing, when and why Motivation of individuals A program that focuses on general communication processes and dynamics within organizations. Includes instruction in the development and maintenance of interpersonal group relations within organizations; decision-making and conflict management; the use of symbols to create and maintain organizational images, missions, and values; power and politics within organizations; human interaction with computer technology; and how communications socializes and supports employees and team members. (Source: U. S. Department of Education) Process: Communication is a dialogue, not a monologue. In fact, communication is more concerned with a dual listening process. For communication to be effective, the message must mean the same thing to both the sender and the receiver. Directions: Horizontal/Literal Diagonal Vertical Horizontal/Literal Communication: Horizontal communication normally involves coordinating information, and allows people with the same or similar rank in an organization to cooperate or collaborate. Communication among employees at the same level is crucial for the accomplishment of work. Horizontal Communication is essential for: Solving problems Accomplishing tasks Improving teamwork Building goodwill Boosting efficiency Diagonal Communication: Less common; this involves interdepartmental communication by people at different levels. A good example would be a project team drawn from different grades and departments Vertical Communication: In a organization, vertical communication is communication between those who are on different levels of authority within the company. Examples are: manager to employee, general manager to managers, foreman to machine operator, head of the department to cashiers, etc. It includes Top-Down and Bottom-Up communications. Top-Down Bottom-Up Top-Down Bottom-Up TOP-Down Communication: A flow of communication from higher management to the lower level in the form of Orders, Instructions, and Plans. Information flowing from the top of the organizational management hierarchy and telling people in the organization what is important (mission) and what is valued (policies). Downward communication generally provides enabling information à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬ which allows a subordinate to do something e.g.: Instructions on how to do a task. This type of communication is needed in an organization to: Transmit vital information Give instructions Encourage 2-way discussion Announce decisions Seek cooperation Provide motivation Boost morale Increase efficiency Obtain feedback Bottom-Up Communication: A flow of communication from the lower level to high level in the form of suggestions, feedback, and information. Upward communication is the flow of information from subordinates to superiors, or from employees to management. Without upward communication, management works in a vacuum, not knowing if messages have been received properly, or if other problems exist in the organization. By definition, communication is a two-way affair. Yet for effective two-way organizational communication to occur, it must begin from the bottom. Upward Communication is a mean for staff to: Exchange information Offer ideas Express enthusiasm Achieve job satisfaction Provide feedback Top-Down Vs. Bottom-Up: External Communication External communication covers how a provider interacts with those outside their own organization. This may be with the public, employers, community organizations, local authorities, job centres, careers offices, funding bodies, specialist agencies and other training providers. External communication is equally important as internal communication to provide a link between the employees and the shareholders and other third parties. As a matter of fact, external communication is considered as lifeblood of the modern business. External communication can be arranged by oral or verbal communication as well as through written media. Television Telex Telephone Tele printer Transmitters NWD ISD and other modern sophisticated communication technologies can be used for external communication. Written media like letters, circulars, Jl1emos, notices, legal notices, newspapers, magazines, manuals, periodical reports, pamphlets etc., are also used towards external communication. External correspondence is mostly in written form except in extraordinary circumstances resorting to telecommunication services. Internal/Organizational Communication Internal communication involves the communication that exists within a company and can take many forms. Key to the success of an organization is communication from within. In order to effectively engage in two-way symmetrical relations, (the goal of public relations practitioners), communication is essential internally. With increased use of e-mail, managers substitute face-to-face communication with email. Medium of internal Communication Employeesà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢ Handbook House Magazines and Newspapers Memos/Letters Reports Bulletin board notices Posters Computers/e-mail/Fax Functions of Internal and External Communications. Technology has rapidly expanded the types of internal and external communication available to organizations. The diagram illustrates the vast array of internal and external communication available. Combined together internal and external types of communications allow various sectors of the local, national and international community to interact, liaise and conduct business. Communication Policy Communication policy defines and controls the process of communicating information in order to make relation with other institutions, professional bodies and within organization. It also helps in making relation with the public through internet, publications and events. It gives us guidelines and restrict us in order to share information. Communication policy defines controls the process of communicating information Relations with other institutions, professional bodies, and within organization Relations with the public through Internet, publications and events; and Relations with the media. Protecting Sensitive Information: Information technology (IT) security is indispensable to an organizationà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢s ability to conduct business and achieve its objectives Security requirements affect almost every business process and system, and successful security measures help protect a businessà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒ ¢Ã¢â‚¬Å¾Ã‚ ¢ brand value, stakeholder confidence, risk management strategies, and compliance status. Requirements vary among industries, geographies, and regions, but the need to protect privacy, retain important data, and facilitate e-discovery are common to all For example: Once we initiative the activity in our office. We feel as we are not having Privacy Data confidentiality must also include intellectual property and other company-sensitive data to protect stakeholder interests and brand reputation. Data Retention Requirements Data retention requirements are mandated in support of right-to-information acts or in securities trades, which may be investigated years after the fact Data retention laws vary across geographies but have the common theme of specifying that certain types of data be stored for specific periods of time Privacy Pervades e-Discovery and Data Retention Requirements Tamperproof with an audit trail (data integrity) Only viewable by authorized parties (access control) Protected from viewing by unauthorized parties (confidentiality through encryption) Conclusion Developing a communication strategy and its implementation in an efficient and effective manner is quite beneficial for an organization. You need to be transparent about your goals and values. Consistency has to be maintained. You need to adopt comprehensive persuasive methods for that. All this needs a long term focus. The importance of communication in business The importance of communication in business In our daily life, communication is a tool that uses to maintain the relationship in between people surrounded us, and there will be no different in business environment. Business firm used communication tools or channel to start or maintain a good relationship with their shareholder and stakeholder. From the separate understanding, business is à ¢Ã¢â€š ¬Ã‚ ¦any goods and services that sent into the market for purpose of exchanging benefits or profits (Dictionary.com). Communication is à ¢Ã¢â€š ¬Ã‚ ¦a process that involves exchange of information, thought, idea and emotion from sender to receiver through one or two way deliveringà ¢Ã¢â€š ¬Ã‚ ¦ (Buzzle.com). So business communication can be defined as a process or tools that helps business to show, promote and present their companys latest products/ services, current promotion, their market positioning, and situation. For example, Digi telecommunication will compare their product is better that others in their promotion catalog. Source: DiGi Prepaid Campus Plan Rate, 2010. By having a good communication system, it will lead the business to success. Business communication is divided in to two types that are internal and external. Internal communications is the communication system that used inside the company and it has function of building up a good relationship in between the company and their staff and it give the opportunity for employees and employer to develop strategy for improvement and setting goals together. Internal communication is also a fundamental element for maintaining an organization, improving employees morale value, promoting a vivid message and reducing errors in communication. In the other side, external communication is functioned form outside of the company. It involved goods and services production, advertising of the company, public relation, and the business negotiation. External communication is important because it exchanged the information or messages in between the organization with other firms, groups, which linked to pro fit making. Besides that, external communication main task is to make the organization cooperate smoothly with the public/stakeholder such as suppliers, investors and stockholders and also to promote a bright image on their goods or services to current and new potential customers. Business communication is an important tool for the company which will help every company to improve and also develop themselves. Context There are certain channels of communication that helps business to promote them, which are Internet, Print (Publication) Radio, Television, Ambient Media, Outdoor and words of mouth. Internet First of all, as the technology is kept on innovating, Internet has become a common tool to communicate and information transfer. By using Internet, people can communicate easily and efficiently, thought internet people can communicate with their friend and family around the world at anytime. From this perceptive, Internet has attracted people to do business through it. When goods and services sell through online, the market is global wide means thats the goods or services can be purchase by the people around the world. The internal business communication system in Internet is thats the employees can communicate and deliver important notice through email to their superior or subordinate. There are many company have their own email system for prevent their important file or data spread to the outside world and also to make their employees work more easily. For example; Eastern Oxygen Industries Sdn Bhd has their own email system for their employees to keep update on the situation of t he production and also let them done their works easily when they are not in the office. Image from: http://mymail.eox.com.my/mail/index.html. In other side, the external influences of business communication tools are usage of the internet advertising and promotion to attract the attention of potential customers. Normally, marketers/firms will choose the high hits website to invest in, such as YouTube, Amazon, Lelong.my, EBay, and etc. By putting their advertisement banner at the website, the firm can save time and costs. Because consumers can come across the product randomly at anytime that they are convenient as long as they surf the Internet. Another advantage of promoting through Internet is it does not require any specific product and consumer groups. All products can be promoted regardless of the type of product and the targeted consumer groups. Resource from: Amazon.com Besides promoting through website banner, marketer will also keep updated with their consumer by sending them the latest promotion or deals through email. Marketer will use their existed data base to create the business opportunity. This method is often used by software firms such as Megaupload, cyberlink, brothersoft and others to ensure that their customers are aware on their promotion and allowing them to purchase cheaper software product than other consumers. This will make the customers feel prioritized and appreciated by the firm. The image: Cyberlink Promotion through e-mail. Publication Print (Publications) Publications are another tool that business used to communicate with public. Its included all the product of books or other written material thats available in the market to anyone who interested through distribution or offer for the purpose of selling or other monetary exchange. (Thefreedictionary.com) Publications involve all information that is made to public through printing distribution such as newspaper, brochures and magazines. Advertising in newspaper is one of the most common forms and effective way to promote products because people will read the newspaper every day. Normally newspapers have two types of advertisement. First is text advertisement, it normally used as vacancy and small retail advertisement. It is a communication tools that help the company to sending massages to the external environment of the company and help them to find new members. For example, when a company advertise a hiring advertisement in newspapers, people that had read this advertisement will know this company is lacking of employees and they will intro their friend that are qualified to have a try on that position. Another type of newspaper advertising is display advertisement, these advertisement are normally use by commercial firm. It helps the firm to promote their goods and services, and also help them to attract new customer group. Magazines are another type of publication thats used by marketer to promote products. There are different types of magazines such as business magazines, mobile magazines, schools magazines, and etc. The advertisement are made depends on the target market of the goods and service. For example; Ring tone supply firm will do their advertisement in Mobile phone magazines such as e-ring, Sogi and others. Besides advertising on the companys goods and services in magazine, business magazines are also important to the business for seeking new investor to the company. These business magazines will interview the high potential company and analyze the company future movement for the reader. Sometimes business firm will also announce their company new project or upcoming plan to the magazine, and reader will able to know the company current and follow this information to do invest. Example of business magazines are Forbes, Times magazines, Business Week, The Edge TM and others. Radio Radio is another channel of business communication that helps business to communicate or deliver information to customer or stakeholder. Radio advertisements are only transmitted orally but it can reach a wide range of consumers because we normally use car or others transport to our destination and when we had stuck in the traffic jam we will turn on the radio. From this perspective, the radio advertising is targeted on the driver so the advertisement needs to be very specific and full of sense of humors. There are some disadvantage on advertising through radio thats are the advertisements does not have any visual or text, so it might fail attracting youngster especially students and young adults because they like visual stimulus more than oral stimulus. Television Television advertisement is an effective way to promote product and attract customers to purchases the product. The factor of television advertisement is different and more success than radio advertisement is because of it contains vivid motion and picture to promote the product. Besides that, it has interesting description and creative presentation that gave the products or services the chances to gain audiences attention and make them got the desire to buy or own the products. There are also some factors that firms need to consider when promoting their product through television. First, the advertisements fees of television are very costly; the firm needs to consider the time, way and contents to be broadcast. A research done by eHow.com, said that the estimated average cost of producing a 30-second commercial advertisement in the Super Bowl are coasted around $2.4 million, so the business need to fully utilized the costs to reach the targeted consumer group. The second factors that need to be considered are related to the demographic of the target market. Marketer need to follow the demographic of their potential consumers to fix in the broadcast time of their advertisement. For example, toys products advertisements need to broadcast on the time that kids were watching cartoon. By following these ways, business firm will be able to spend more efficiently on attracting their targeted consumer groups. Words of mouth The last business communication channel is word of mouth. Word-of-Mouth is the most efficient communication tools but it also a high risk utility. Word-of-Mouth is the informal communication between consumers of particular goods and services (Neal et al, 2004). If the firm used word of mouth as the tools to promote their product, they need explain the product clearly to ensure that the listener can fully understanding about the information because the listener might spread the false or blur information about the product to their friends or relatives if they didnt understand clearly, and this will cause the business to have a bad images/reputation on their product although it is a good product. Normally, the people who run the Word-of-Mouth tools are the opinion leader of any group. Opinion leader is defined as à ¢Ã¢â€š ¬Ã‚ ¦an individual who has a greater long-term involvement with a product category than the non-opinion leaders in his or her groupà ¢Ã¢â€š ¬Ã‚ ¦ (Neal et al, 2004) The characteristic of an opinion leader are they can interpersonal communicate with their follower and observe the followers consume behaviors, have the similar demographic characteristics with the follower and have involvement with a product category than the non-opinion leaders in his or her group. So marketer will targeted these opinion leaders when they are using Word-of-Mouth as the business communication tools to promote or attract to purchase their goods and service. Examples of opinion leader are CEO, parents, and etc. For example, when the parents are using Maxis as the telecommunication tool, then their children will follow them. Conclusion As a conclusion, business communication is the key to success as the business wont succeed without communication. The reason of business communication is a fundamental element to business is because it helps the company to communicate with their employees and help them to motive, satisfy, and fulfill their employees need and wants. In another side, it also helps the employees to understand the company target goals, future achievement, the company policies and authority, and etc. Besides that, business communication tools also help the business to promote their goods and services to the public through all kind of advertising path. But advertisements are very costly for the business so the types of advertisement are the main issue that the company needs to consider. The company needs to follow their products and target market to choose their advertising tools. For example, if the company is selling toys and their target market are kids so they need to do advertisement in television on cartoons channels. Besides that, business communication tools also help the company to communicate with the public. For example, the vacancy advertisement in newspaper has sent the information to the public thats the company is lack of employees so those who want to find job can go this company for an interview. However, business communication has also disadvantages but it depends how the business utilize it. APA Referencing Consumer behavior: implication for marketing strategy, Neal, Quester and Hawkins, 2004, Australia: McGraw-hill Australia Pty Limited. Dictionary.com, 20 march 2011 1312 hours, http://dictionary.reference.com/browse/business Buzzle.com, 21 march 2011 1520 hours, http://www.buzzle.com/articles/communications/ Ehow, Fenell, 22 March 2011 1436 hours, http://www.ehow.com/about_5448301_average-cost-tv-commercial.html Thefreedictionary, Farlex, 30 March 2011 1444 hours, http://legal-dictionary.thefreedictionary.com/Print+publication