Chapter 5

Emerging Technologies
 Learning Objectives
• What is Moor’s Law? What is the Total cost of
ownership (TCO) Cost Components?
• Describe Cloud Computing, Green Computing,
Virtualization and RAID
• What is IT infrastructure and what are its
components? What are the stages and
technology drivers of IT infrastructure
evolution?
• Describe Profiling and NORA. Draw the NORA
Diagram.
What is IT infrastructure and what are its components?

• IT infrastructure consists of a set of physical

devices and software applications that are
required to operate the entire enterprise.
• Major IT infrastructure components include
computer hardware platforms, operating system
platforms, enterprise software platforms,
networking and telecommunications platforms,
database management software, Internet
platforms, and consulting services and systems
integrators.
 What are the stages and technology drivers of
IT infrastructure evolution?
• The five stages of IT infrastructure evolution are:
1. The mainframe era,
2. The personal computer era,
3. The client/server era,
4. The enterprise computing era,
5. The cloud and mobile computing era.
• ১৯৪০ সাল থেকে আজ পর্যন্ত েম্পিউটাকেে র্াত্রা বা অগ্রগম্পিে থর্
ইম্পিহাস েকেকে, িাে ম্পিম্পিকি ম্পবজ্ঞানীো এই সমেটাকে মূলি
পাাঁচটি প্রজকে (GENERATION) িাগ েকেকেন। েম্পিউটাে
র্াত্রাে এই প্রজেগুকলা হকে-
• প্রেম প্রজে: িযাকুোম টিউব (১৯৪০-১৯৫৬)
• ম্পিিীে প্রজে: ট্রানম্পজস্টে (১৯৫৬-১৯৬৩)
• িৃ িীে প্রজে: সাম্পেযট ( ১৯৬৪-১৯৭১)
• চিু েয প্রজে: মাইকরাপ্রকসসে (১৯৭১- বিয মান)
• পঞ্চম প্রজে: েৃ ম্পত্রম বুম্পিমিা (বিয মান এবং িম্পবষ্যৎ)
In cryptography, encryption is the process of encoding messages or information in such a way
that only authorized parties can read it.An Enigma machine was electro-mechanical rotor code
machines used for encrypting secret messages. Enigma was invented by the German engineer
Arthur Scherbius at the end of World War 1 and adopted by military and government services
Nazi Germany before and during World War II.
Ciphertext is known as encrypted information because it
contains a form of the plaintext that is unreadable by a
human or computer without the proper cipher to decrypt it
 What are the current trends in software platforms?

• Open source software is produced and maintained

by a global community of programmers and is
often downloadable for free.
• Linux is a powerful, flexible open source operating
system that can run on multiple hardware
platforms and is used widely to run Web servers.
• Companies are purchasing their new software
applications from outside sources, including
software packages, by outsourcing custom
application development to an external vendor
(that may be offshore), or by renting online
software services (SaaS).
 What are the challenges of managing IT infrastructure and
management solutions?

• Major challenges include dealing with platform and

infrastructure change, infrastructure management and
governance, and making wise infrastructure investments.
• Solution guidelines include using a competitive forces
model to determine how much to spend on IT
infrastructure and where to make strategic infrastructure
investments, and establishing the total cost of ownership
(TCO) of information technology assets.
• The total cost of owning technology resources includes not
only the original cost of computer hardware and software
but also costs for hardware and software upgrades,
maintenance, technical support, and training.
 Cloud and Mobile Computing Era (2000 to Present)
• The growing bandwidth power of the Internet has pushed the
client/server model one step further, towards what is called the “Cloud
Computing Model.”
• Cloud computing refers to a model of computing that provides access to
a shared pool of computing resources (computers, storage, applications,
and services), over a network, often the Internet.
• These “clouds” of computing resources can be accessed on an as-
needed basis from any connected device and location. Currently, cloud
computing is the fastest growing form of computing, with global
revenue expected to reach close to $89 billion in 2011 and nearly $149
billion by 2014 according to Gartner Inc. technology consultants.
• Thousands or even hundreds of thousands computers are located in
cloud data centers, where they can be accessed by desktop computers,
laptop computers, netbooks, entertainment centers, mobile devices,
and other client machines linked to the Internet, with both personal and
corporate computing increasingly moving to mobile platforms Software
firms such as Google, Microsoft, SAP, Oracle, and Salesforce.com sell
software applications as services delivered over the Internet.
 Sabeer Bhatia & Hotmail
• Sabeer Bhatia is an Indian entrepreneur who founded the
webmail company Hotmail.com.
• He, along with his colleague Jack Smith, set up Hotmail on 4
July 1996, American Independence Day, symbolizing
"freedom" from ISP-based e-mail and the ability to access a
user's inbox from anywhere in the world.
• Hotmail was sold to Microsoft for a reported sum of $400
million
• By December 1997, it reported more than 8.5 million
subscribers
• In 1999, hackers revealed a security flaw in Hotmail that
permitted anybody to log in to any Hotmail account using the
password 'eh'.
• At the time it was called "the most widespread security
incident in the history of the Web"
 Grid computing
• Grid computing, involves connecting geographically remote computers
into a single network to create a virtual supercomputer by combining
the computational power of all computers on the grid.
• Grid computing takes advantage of the fact that most computers use
their central processing units on average only 25 percent of the time for
the work they have been assigned, leaving these idle resources
available for other processing tasks. Grid computing was impossible
until high-speed Internet connections enabled firms to connect remote
machines economically and move enormous quantities of data.
• Grid computing requires software programs to control and allocate
resources on the grid. Client software communicates with a server
software application. The server software breaks data and application
code into chunks that are then parceled out to the grid’s machines. The
client machines perform their traditional tasks while running grid
applications in the background.
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 Profiling
• Companies can analyze large pools of data from multiple sources to
rapidly identify buying patterns of customers and suggest individual
responses. The use of computers to combine data from multiple sources
and create electronic record of detailed information on individuals is
called profiling.
• several thousand of the most popular Web sites allow DoubleClick
(owned by Google), an Internet advertising broker, to track the activities
of their visitors in exchange for revenue from advertisements based on
visitor information DoubleClick gathers.
• DoubleClick uses this information to create a profile of each online
visitor, adding more detail to the profile as the visitor accesses an
associated DoubleClick site.
• Over time, DoubleClick can create a detailed dossier of a person’s
spending and computing habits on the Web that is sold to companies to
help them target their Web ads more precisely.
• ChoicePoint gathers data from police, criminal, and motor vehicle
records; credit and employment histories; current and previous
addresses; professional licenses; and insurance claims to assemble and
maintain electronic dossiers on almost every adult in the United States
 NORA
• A new data analysis technology called nonobvious
relationship awareness (NORA) has given both the
government and the private sector even more powerful
profiling capabilities. NORA can take information about
people from many different sources, such as employment
applications, telephone records, customer listings, and
“wanted” lists, and correlate relationships to find doubtful
hidden connections that might help identify criminals or
terrorists.
• NORA technology scans data and extracts information as
the data are being generated so that it could, for example,
instantly discover a man at an airline ticket counter who
shares a phone number with a known terrorist before that
person boards an airplane. The technology is considered a
valuable tool for homeland security but does have privacy
inference because it can provide such a detailed picture of
the activities and associations of a single individual.
 Need For Personalization
• In the real-world
– Customer relationship is mediated by people
– Personalization is critical: PEOPLE are PEOPLE
• On the Web
– Too many customers; too few employees
– Orders are entered by machine; follow-up is by machine
– Customer relationship is mediated by machines
– Personalization is critical
• Uniqueness (everyone is different)
• Efficiency (everyone has limited time)
 Store Visitors in the Real World
• Casual store visitor:
– no intention of buying
• Prospecting store visitor: DATA COLLECTED
ONLY IF VISITOR
– wants to buy, maybe not here BUYS SOMETHING
• Add, marketing target:
– in store because of ad or promotion
• Customer:
IDENTITY UNKNOWN
– buys something PRODUCT/TIME KNOWN
– pays cash
– uses a credit card IDENTITY KNOWN

– uses a store charge card IDENTITY, JOB, INCOME KNOWN

 Store Visitors in Cyberspace
• Casual site visitor:
– no intention of buying CAN EASILY DETECT
THE DIFFERENCE
• Prospecting site visitor:
– wants to buy, maybe not here
• Add, marketing target: WE KNOW HOW HE
GOT HERE AND WHAT
– in store because of ad or promotion HE WANTS TO BUY
• Customer:
– buys something WE HAVE HIS WHOLE FILE
– pays cash WE KNOW WHAT OTHER PEOPLE
– uses a credit card LIKE HIM ARE BUYING

– uses a store charge card

 Click Behavior
CASUAL VISITOR
STORE
HOME PAGE

OFFICE SPORTING
HOUSEWARES
PRODUCTS GOODS

PRESENTATION KITCHEN HUNTING GOLF

ITEMS

LASER TOASTERS RIFLES CLUBS

POINTERS

LASER LASER LASER

CALLAWAY
1 2 3

20-751 ECOMMERCE TECHNOLOGY

SUMMER 2003
COPYRIGHT © 2003 MICHAEL I. SHAMOS
 Click Behavior
PROSPECTING VISITOR
STORE
HOME PAGE

OFFICE SPORTING
HOUSEWARES
PRODUCTS GOODS

PRESENTATION KITCHEN HUNTING GOLF

ITEMS

LASER TOASTERS RIFLES CLUBS

POINTERS

LASER LASER LASER

CALLAWAY
1 2 3

20-751 ECOMMERCE TECHNOLOGY

SUMMER 2003
COPYRIGHT © 2003 MICHAEL I. SHAMOS
 What is Personalization?
• Addressing customers by name and remembering their preferences
• Showing customers specific content based on who they are and their
past behavior
• Empowering the customer. Examples: Land’s End, llbean
• Product tailoring. Example: dell.com
• Connecting to a human being when necessary. We Call You, Adeptra
•
Allowing visitors to customize a site for their specific purposes
• Users are 20%-25% more likely to return to a site that they tailored
(Jupiter Communications, Inc.)

20-751 ECOMMERCE TECHNOLOGY

SUMMER 2003
COPYRIGHT © 2003 MICHAEL I. SHAMOS
 The Secret: Know the User
• IP address, e.g. 192.151.11.40. Look it up.
– Anonymous, but I might know your employer
• Domain name, e.g. hp.com
– I probably know your employer
• Name, address, phone no.
– A good start
• Social security number
– I know everything

20-751 ECOMMERCE TECHNOLOGY

SUMMER 2003
COPYRIGHT © 2003 MICHAEL I. SHAMOS
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 Customer Profiling

Geographic (How are customers distributed?)

Cultural and Ethnic (What languages do customers prefer? Does
ethnicity affect their tastes or buying behavior?)
Economic conditions, income and/or purchasing power (What
is the purchasing power of your customer?
Power (What is title and the decision-making power of the
customer?)
Size of company (How big is the customer?)
Age (How old is the customer? Family? Children?)

SOURCE: K. GARVIE BROWN

 Customer Profiling
Values, attitudes, beliefs (Predominant values your customers
have in common; their attitude toward your kind of product)
Knowledge and awareness (How much do customers know about
your product or service, about your industry?)
Lifestyle (How many lifestyle characteristics can you name about
your purchasers? )
Buying patterns (How consumers of different ages and
demographic groups shop on the Web.)
Media Used (How do your targeted customers learn? What do they
read? What magazines do they subscribe to? What are their favorite
websites ...?)
 Cookies
• Post-it notes for the web (typically 4KB)
• Small files maintained on user’s hard disk, readable only
by the site that created them (up to 20 per site)
• Used for
– website tracking, online ordering, targeted adverts
• Can be disabled
• To learn about cookies, see Cookie Central
• Internet Explorer keeps cookies in \windows\Cookies
• Netscape keeps them in cookies.txt in the Netscape
directory
A supercomputer is a computer with a high level of computing performance compared to a
general-purpose computer. Performance of a supercomputer is measured in floating-point
operations per second (FLOPS) instead of million instructions per second (MIPS).
Supercomputers were introduced in the 1960s, and for several decades the fastest were
made by Seymour Cray at Control Data Corporation (CDC), Cray Research and subsequent
companies bearing his name or monogram.
Quantum computer based on superconducting
qubits developed by IBM Research in Zürich,
Switzerland.

The device shown here will be inserted into a

dilution refrigerator
Dilution refrigerator
https://quantum-computing.ibm.com/login
 VIRTUALIZATION
• Virtualization is the process of presenting a set of computing resources
(such as computing power or data storage) so that they can all be
accessed in ways that are not restricted by physical configuration or
geographic location.
• Virtualization enables a single physical resource (such as a server or a
storage device) to appear to the user as multiple logical resources. For
example, a server or mainframe can be configured to run many instances
of an operating system so that it acts like many different machines.
Virtualization also enables multiple physical resources (such as storage
devices or servers) to appear as a single logical resource, as would be the
case with storage area networks or grid computing.
• Virtualization makes it possible for a company to handle its computer
processing and storage using computing resources housed in remote
locations. VMware is the leading virtualization software vendor for
Windows and Linux servers. Microsoft offers its own Virtual Server
product and has built virtualization capabilities into the newest version of
Windows Server.
 Business Benefits of Virtualization
• By providing the ability to host multiple systems
on a single physical machine, virtualization helps
organizations increase equipment utilization
rates, conserving data center space and energy
usage.
• Most servers run at just 15-20 percent of
capacity, and virtualization can boost server
utilization rates to 70 percent or higher. Higher
utilization rates translate into fewer computers
required to process the same amount of work
 Access Windows anywhere.
Remotely Access Virtual Windows machine via VDI(Virtual Desktop Infrastructure)
solutions such as Citrix Receiver, VMware Horizon Client and Amazon WorkSpaces.
 RAID
• RAID (Redundant Array of Inexpensive Disks) is a data storage
virtualization technology that combines multiple physical disk
drive components into a single logical unit for the purposes of
data redundancy and performance improvement
• Windows has built in functionality to set up a software RAID (Redundant Array of
Inexpensive Disks) without any additional tools. This makes it easy to turn your existing
spare hard drives into massive storage or even redundant backups. In Windows they
don’t call their RAID options by the traditional 0, 1, 5, 10 etc. Instead they use spanned,
striped, and mirrored as the options for creating software RAIDs.
 GREEN COMPUTING
• By cutting hardware production and power consumption,
virtualization has become one of the principal technologies for
promoting green computing. Green computing or green IT, refers to
practices and technologies for designing, manufacturing, using, and
disposing of computers, servers, and associated devices such as
monitors, printers, storage devices, and networking and
communications systems to minimize impact on the environment.
• Reducing computer power consumption has been a very high
“green” priority. As companies deploy hundreds or thousands of
servers, many are spending almost as much on electricity to power
and cool their systems as they did on purchasing the hardware.
• The U.S. Environmental Protection Agency estimates that data
centers will use more than 2 percent of all U.S. electrical power by
2011. Information technology is believed to contribute about 2
percent of the world’s greenhouse gases. Cutting power
consumption in data centers has become both a serious business and
environmental challenge. The Interactive Session on Organizations
examines this problem.
 Open source software
• Open source software is software produced by a community of
several hundred thousand programmers around the world.
According to the leading open source professional association,
OpenSource.org, open source software is free and can be modified
by users. Works derived from the original code must also be free,
and the software can be redistributed by the user without
additional licensing.
• Popular open source software tools include the Linux operating
system, the Apache HTTP Web server, the Mozilla Firefox Web
browser, and the Oracle Open Office desktop productivity suite.
Open source tools are being used on netbooks as inexpensive
alternatives to Microsoft Office. Major hardware and software
vendors, including IBM, HP, Dell, Oracle, and SAP, now offer Linux-
compatible versions of their products
 Software Outsourcing
• Software outsourcing enables a firm to contract custom software
development or maintenance of existing legacy programs to outside
firms, which often operate offshore in low-wage areas of the world.
• According to the industry analysts, 2010 offshore outsourcing
revenues in the United States will be approximately $50 billion, and
domestic outsourcing revenues will be $106 billion
• The largest expenditure here is paid to domestic U.S. firms providing
middleware, integration services, and other software support that are
often required to operate larger enterprise systems.
• Outsourcing this work has helped companies to cut costs and focus
on systems that improve its competitive position .
• Offshore outsourcing firms have primarily provided lower-level
maintenance, data entry, and call center operations. However, with
the growing sophistication and experience of offshore firms,
particularly in India, more and more new-program development is
taking place offshore
• https://www.prothomalo.com/we-
are/article/1561349/%E0%A6%B8%E0%A6%A4%E0%A7%8D%E0%A
6%AF-
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E0%A6%BE%E0%A6%B0
 Technology Trends
• Cost of workers increasing
• Cost of technology decreasing
• Capabilities increasing
– Processing speed
– Storage capacity
– Types of data
• text
• image
• sound
• video
– Quality and reliability
– Communications

• Ajax, 189
• Android, 177
• Application server, 169
• Apps, 193
• Autonomic computing, 185
• Chrome OS, 177
• Client/server computing, 168
• Cloud computing, 170
• Green computing, 184
• Grid computing, 182
• Linux, 177
• Mainframe, 168
• Moore’s Law, 171
• Multitouch, 177
• Nanotechnology, 171
Chapter 5
• Netbook, 181
• Open source software, 187
• Operating system, 177
• Outsourcing, 192
• Public cloud, 183
• SaaS (Software as a Service), 193
• Service level agreement (SLA),193
• Server, 168
• Software package, 191
• Storage area network (SAN), 180
• Technology standards, 174
• Total cost of ownership (TCO), 195
• Unix, 177
• Virtualization, 182
• Web browser, 188
• Web hosting service, 180
• Web server, 169
• Wintel PC, 168