Transcript Technology Guide 4

TELECOMMUNICATIONS AND
MOBILE COMMERCE
Wireline and Wireless Technologies
Mobile Marketing and Commerce
(Sections 7.3 and 7.4)
Learning Objectives
• Describe the purpose and components of a
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telecommunications system
Recognize the differences between analog and digital
signals
Describe the processes used by modems to send and
receive information
Describe the major types of networks
Describe the major types of wireline and wireless
transmission technologies
Describe the size and growth of mobile marketing
Identify the key elements of a mobile marketing campaign
Understand the capabilities of location-based marketing
Telecommunications Systems
• A telecommunication system consists of hardware and
software that transmit information from one location to
another
• These systems can transmit text, data, graphics, voice,
documents, or full-motion video information
• They transmit this information with two basic types of
signals:
• Analog
• Digital
• They link the system components using a combination of
wireline and/or wireless transmission media
Analog vs. Digital Signals
• Analog signals
• Analog signals are continuous waves that transmit information by
altering the characteristics of the waves
• The characteristics include the wave’s amplitude and frequency
• The human voice is an example of an analog signal
• Digital signals
• Digital signals are discrete pulses that are either on or off,
representing a series of bits (0s and 1s)
• This quality allows them to convey information in a binary form that
can be clearly interpreted by computers
Communications Processors
• Communications processors are hardware devices that
support data transmission and reception across a
telecommunications system
• One of these devices is a modem whose function is to
convert digital signals to analog signals (modulation) and
convert analog signals to digital signals (demodulation)
• Examples are dial-up, DSL, and cable modems
Modem Types
• The U.S. public telephone system was originally designed as
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an analog network to carry voice signals or sounds
In order for this type of circuit to carry digital information, that
information must be converted into an analog wave pattern by
a relatively slow dial-up modem
Cable modems operate over coaxial cable (for example, cable
TV) and they offer higher speeds than dial-up
A disadvantage is that they use a shared line which may slow
transmission speed when large numbers of users access the
same modem
DSL modems operate on the same lines as voice telephones
and dial-up modems, but DSL signals do not interfere with
voice service and they always maintain a connection
Computer Network Capabilities
• Computer networks are essential to modern organizations
for many reasons
• Enable organizations to be more flexible to adapt to changing
business conditions
• Enable companies to share hardware, software, and data across
the organization and among different organizations
• Make it possible for geographically dispersed employees and work
groups to share documents and ideas
• And they are a critical link between businesses and customers
Types of Networks
• There are various types of computer networks, ranging
from small to worldwide
• Types of networks include:
• Local area networks (LANs) – connect two or more devices in a
limited geographic region, usually within the same building
• Wide area networks (WANs) – networks that cover large
geographic areas and are often provided by common carriers such
as telephone companies and the international networks of global
communications service providers
• The Internet
Communications Media and Channels
• For data to be communicated from one location to
another, some form of pathway or medium must be used
• These pathways are called communications channels
• Examples of wireline media include:
• Twisted-pair wire
• Coaxial cable
• Fiber-optic cable
• Each type of wireline media has relative advantages and
disadvantages
Twisted-Pair Wire
Coaxial Cable
Fiber-Optic Cable
Transmission Speed
• Bandwidth is a measure of channel capacity (and
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potential speed of transmission)
Why is this an important issue?
Analog signal speed is measured in hertz (Hz)
Digital signal speed is measured in bits per second (bps)
The speed of particular communication channels is
determined to a great extent by the underlying
transmission medium (copper wire vs. glass fibers)
For example, fiber-optic cable is potentially about 40,000
times faster than copper wire systems
Advantages and Disadvantages of
Wireline Communications Channels
Channel
Advantages
Disadvantages
Twisted-pair wire
Inexpensive
Widely available
Easy to work with
Slow (low bandwidth)
Subject to interference
Easily tapped (low security)
Coaxial cable
Higher bandwidth than
twisted-pair
Less susceptible to
electromagnetic
interference
Relatively expensive and
inflexible
Easily tapped (low-tomedium security)
Somewhat difficult to work
with
Fiber-optic cable
Very high bandwidth
Relatively inexpensive
Difficult to tap (good
security)
Difficult to work with
(difficult to splice)
Wireless Transmission Media
• Wireless media, or broadcast media, transmit signals
without wires over the air or in space
• The major types of wireless media are:
• Microwave
• Satellite
• Radio
• Infrared
• Each of these media has relative advantages and
disadvantages
Advantages and Disadvantages of
Wireless Media
Channel
Advantages
Disadvantages
Microwave
High bandwidth
Relatively inexpensive
Must have unobstructed line of sight
Susceptible to environmental
interference
Satellite
High bandwidth
Large coverage area
Expensive
Must have unobstructed line of sight
Signals experience propagation delay
Must use encryption for security
Radio
High bandwidth
Signals pass through walls
Inexpensive and easy to
install
Creates electrical interference problems
Susceptible to snooping unless
encrypted
Infrared
Low to medium bandwidth
Must have unobstructed line of sight
Used only for short distances
Satellite
• Satellite transmission systems make use of communication
satellites
• Three types of satellites around the earth include:
• Geostationary (GEO)
• Medium earth orbit (MEO)
• Low earth orbit (LEO)
• A major limitation of GEO satellites is that their transmissions
take a quarter of a second to send and return
• This is referred to as propagation delay
• The characteristics of each satellite type determine the
systems they are able to support
• Which satellite types would be used for voice communication,
GPS, or television transmission?
Global Positioning System (GPS)
• The GPS is a wireless system that uses satellites to enable
users to determine their position anywhere on earth
• GPS is supported by 24 MEO shared satellites
Internet over Satellite
• In many regions of the world, Internet over Satellite (IoS),
is the only option available for Internet connections
• Installing cables is either too expensive or physically
impossible
• IoS enables users to access the Internet via GEO
satellites from a dish mounted on the side of their homes
• Drawbacks are that there is propagation delay and signals
can be disrupted by environmental influences such as
thunderstorms
Mobile Marketing
• Mobile marketing involves the use of mobile devices such
as smartphones and tablet computers to display:
• Banner ads
• Rich media
• Video
• Games
• E-mail
• Text messaging
• In-store messaging
• QuickResponse (QR) codes
• Couponing
• More than 246 million Americans are now using mobile
devices, while 140 million of these use smartphones
In-App Experiences and In-App Ads
• Mobile users spend 80% of their mobile minutes using
apps, and only 20% using browsers
• On average, users have downloaded about 40 apps, and
regularly use about 15
• The implications for marketers are quite clear:
• Need to place ads in apps
• Need to concentrate their marketing in the most popular apps
• Niche marketers can concentrate their ads in apps that support
their niche
Location-Based Marketing
• Location-based mobile marketing is the newest and
fastest growing segment of the digital marketing universe
• Location-based marketing targets marketing messages to
users based on their location
• Location-based services involve providing services to
users based on their location
• Examples of location-based services include:
• Personal navigation
• Point-of-interest
• Reviews
• Friend-finder
• Family-tracker services