Comparing Spoken and Written Communication

Comparing spoken and written communication Spoken language and web based communication are different from each other: they both have different features and aspects. Spoken language takes place in person, is transitory and relies on sounds. Whereas web based communication takes place online where speakers can be many miles apart during a conversation. So the features in web based communication are not present in spoken communication. A common factor which is required for a spoken conversation is turn-taking.This is when another speaker(s) allow the active speaker to finish conveying their point without interrupting. An example in my transcript is ‘Or do you want to check? ’ which is a complete utterance then the reply is ‘We’ll both check’. After person H has finished speaking only then does person F reply, this makes sure that the person speaking has the chance to say what they want to. Turn-taking allows a long and meaningful conversation to take pla ce. If a speaker is interrupted, the other speaker will not be able to produce a sufficient response, causing the conversation to eventually end.Many spoken conversation conversations contain spontaneity; face to face conversations have to be quick and spontaneous. Speakers need to think of what they are going to say almost immediately. Rapid responses can avoid awkward and unwanted pauses. Sometimes the time given for a response is often too short, so to give the speaker some time to think about what to say next, fillers are used. An example is ‘Erm, I don’t know’. Fillers are commonly used at the beginning of a sentence or in the middle when the speaker is unsure of what to say (next).Without fillers the previous speaker may think they are still required to speak. We based communication can be considered as a mixture of written and spoken language as it has the spontaneous feature of spoken language but written as it gives the reader some margin in the time for their response. Some features such as fillers and non-fluency pauses are not displayed in web based language. Also as it is not done face to face, responders use other means of showing emotion, emphasis and in some circumstances, context.This leads to my first difference between web based and spoken language. As web based communication is made mostly of numbers, words and symbols. The actual meaning in spoken language is normally shown by the speakers tone, facial expression and gestures – which can be distorted, making it hard to display the literal meaning of text (pragmatics). So to get around this situation, online communications often use numbers, symbols and emoticons as representations of facial expressions.For example person F says ‘Yh, it woz sooo easy :)’ the emoticon was made using a colon and a closing bracket, indicating the casual and acknowledging manner as it would have been spoken as it a face to face conversation between person F and H. Feature s like these are not present in spoken language because they are already indicated by paralinguistic features. For example hand/body gestures and facial language of the speaker(s) which allow the pragmatic meaning and context to be understood properly.Another difference between spoken and web based communication is the way particular words and phrases are accentuated with the purpose to change the anticipated meaning. In spoken language this is done through the elongation of words such as ‘Hiiii’, or through altering the intonation of the voice, these are examples of prosodic features. Elongation is when a word is extended to place emphasis on the word(s) and to highlight its significance in the conversation However, while elongation of words in web based communication can simply be depicted as the repletion of vowels or consonants.Words in web based communication are not heard but read; consequently the physical varying of dynamics cannot be expressed. I have explored the differences between web based and spoken language but similarities are also shared between the two. Whilst speaking, specifically during long conversations, speakers often wish to speak as quickly and efficiently as possible to avoid zoning out and causing ear aches to yourself or the person you are talking to.Therefore to avoid any of the above from happening elision and ellipsis are used, elision is the omission of a vowel or syllable to make a word shorter by omitting a vowel or syllable (e. g. didn’t, won’t, can’t, etc. ) or by combining two words together for example: gonna which is going and to, wanna which is want and to. Elision is when whole words are removed from context but the utterance can still be understood for example ‘Same, just sitting down. ’ is a shortened version of ‘I’m doing the same thing, just sitting down’.This is also visible in web based communication; ellipsis and elision are used to convey a mess age quicker. However, unlike in spoken communication, this is done because many people are not able to type letters quickly or some websites such as twitter impose a character limit so acronyms and abbreviations are used to reduce the number of letters, spaces, symbols and numbers in the message. An example of an acronym is ‘†¦g2g†¦ ’ this stands for ‘got to go’ so it is a more rapid way of getting a message across using 2 letters and a number, especially when a person online has to go.Word shortening, using ellipsis and elision is more apparent online than in spoken language. The word length is determined by how many syllables a word has, not letters. For that reason numerous acronyms are used online as opposed to a spoken conversation, as acronyms do not provide any benefit in spoken communication. In today’s society and culture spoken communication is valued more than web based communication; this is why a good speech holds more signific ance and inspiration than an article online, spoken communication is genuine, authentic and unique.This could be due to the fact that the speakers tone, facial expression, gestures and emotion is expressed, whereas in web based communication we stare an emotionless, cold and bare wall of text. It may also be attributable to the point that the full capability of the internet has not yet been demoralised. Many people see web speak as one of the factors that vitiates the English language and contributes to poor spelling and bad grammar. Conversely others see it as a quick, efficient and practical way of communicating with one another when the means to do so are limited in terms of length and speech.

Advertising Informs to Our Benefit Essay

The two articles â€Å"You’re soaking in it† by Pozner, and â€Å"How Advertising Informs to our Benefit† by Calfee, offer two very different takes on the effects of advertising. Pozner claims that movies and TV shows have become a new medium for companies to present their ads. She goes on saying how these companies exploit their audiences by portraying a fictional society. Although she is very critical, I agree with her, that ads such as Nike sneaker one saying how our product will always be there and at the same time never judge you. I feel this is a very common tactic in the ad business and can sometimes remove consumers from reality. Furthermore she is very critical of relationships portrayed in today’s ads. I agree that ads predominately focused on using strictly sex appeal and unemotional bonds between the models can provide its viewers with misconceptions that over time are actually accepted to be true. This problem is one she takes very seriously to be harming our children. Speaking from a feminist’s perspective she deals predominantly with the effects on women and whenever she touches on men, it is only to describe how they are damaging women. On the contrary, Calfee presents a positive light on the world of advertising. While its clear that companies number one goal is to make money, the way in which the ads are constructed can be beneficial to consumers. By describing effects that products offer, consumers in a sense become educated on the product. I like how Calfee mentions the transition taken place within ads. More than ever, companies are moving from describing the positives to why their product is â€Å"less-bad† than their competitors. This results in open knowledge describing the harmful effects of the product. Furthermore the back and forth competition between companies will lead to lower prices for consumers.

Comparison between First and Last Covenants of the Old Testament Term Paper

Comparison between First and Last Covenants of the Old Testament - Term Paper Example The Old Testament views God’s commands decreed upon Adam, the father of humanity, during his stay in the Garden of Eden, as the first covenant issued by the Lord to the humankind. The covenant assured bestowing of God’s countless bounties and blessings upon man, against which it imposed only one single restriction on him i.e. not to taste the fruit of the forbidden tree (of knowledge). (Genesis, 2: 16-17) Additionally, God blessed Adam with the mandate of remaining fruitful and multiply subsequently, as the Old Testament reveals that God said to Adam to â€Å"be fruitful and multiply; fill the earth and subdue it; have dominion over the fish of the sea, over the birds of the air, and over every living thing that moves on the earth† (Gen. 1:28). Similarly, the Lord made His covenant with King David, which is stated to be the last covenant described in the Old Testament; according to which God would not only send Messiah from the line of David, but also the rulers and kings would also belong to the same line. Additionally, messiah would also rule over the entire world, and all the races would be as his subjugated ones. Hence, God would bless Davidic seed with the spiritual and materialistic domination for the future generations to come. â€Å"The Davidic king would be the one to defeat all the Satanic enemies of God and establish the kingdom of blessing all over the world (Ps. 2, 89:21-29; 110). He would be the seed of the woman who would defeat the seed of the serpent and save the world. Not only a king, he is also a priest after the order of Melchizedek (Ps. 110). It is even hinted that He would offer Himself as the sacrifice for sin (Isaiah. 52:13-53:12).† (Quoted in Smith, 2009: 8) This prophecy pointed to the futu re work of the Lord Jesus Christ. By closely examining both the covenants, it becomes crystal clear that Adam’s covenant maintains several similarities in with the Davidic one. God had blessed Adam and his children with the supremacy over every creature. On the other hand, King David was also favored with the same bounty, as he and his son king Solomon were not only granted the crown, wealth, power and prestige, but also they had domination over the djinns, ogres, humans and beast alike. King David intended to build a house for God, though the Lord refused the offer. Instead He blessed David with glorious house, power and throne, and a wise and powerful son in the person of King Solomon. â€Å"God promised to give him a son who would ultimately reign on the throne of David for ever and build a house of worship for all nations of the world.† (Quoted in the kingdom divided) Hence, God blessed a comfortable dwelling to David, according to the Covenant, as He had blessed A dam an outstanding abode in heavens. God had allowed Adam to reside in heavens and get involved into every type of activity of his own choice from dawn to dusk and dusk to dawn. Consequently, Adam and Eve led a very exuberant life in heaven. Somehow, since man has been created frail and weak, the first parents of humanity could not constrain themselves from the covenant they had made with their Creator, and thus broke their allegiance with the Lord by eating

This reflective statement is an account of my journey towards my dream Essay

This reflective statement is an account of my journey towards my dream job - Essay Example This is a special secret, it seems to me, can be summarized into four C’s. They are curiosity, Confidence, Courage and Constancy and the greatest of these is Confidence.When you believe a thing, believe it all the way, implicitly and unquestionably. â€Å"I believe him; with confidence in myself, my dream of becoming an entrepreneur at my 20’s will be a reality. My passion for self-employment has been fueled by different experiences. First, it was influenced by the experience working on different levels in the Saudi government where I worked first as an account assistant was promoted to the top as a Controlling Management Accountant. (Parker, 2009) Self-awareness The H & R tests in my opinion are accurate and are very effective in analyzing and getting to know you better. I believe that the tests greatly helped me to learn myself better. I know understand my strengths, this is in connection to my personality. For example I have learnt that I can be a leader in differen t capacities as I have influence on people and people can actually listen to me. Thus I have realized that I do have leadership skills which before this course I had no idea I had. I have also realized and come into terms with my weakness and have hereby looked for ways of improving myself. I have also been given the opportunity of seeing what others see as my strengths and also what they view as my weakness. All this have given me the opportunity to understand myself and also given me a chance to look for ways of improving myself. The self-analysing tests that we took in the course of this unit has been geatly helpful to both my professional and personal development.I took a test to better appraise my personality type.I took an online test by Team Technology,whereby I identified my personality as the ENFJ personality.Individuals from this personality type put their energy in building harmony between people.They take the personal approach,appreciative of other people and accepts the m.They also tend to adapt to their new enviroment ,aim to understand other people’s needs and when working in a team tend to bring harmony within the group.I am more suited to work in a capacity where am costantly interacting with people.I believe that am propely placed in the research assistant job.The main weaknesses in this personality type is talking too much and taking critisism personally. The second test I took was the learning style test whereby I took an online learning style(learning-styles-online.com) where I was to be a social learning type .I am a good listener,able to understand others views and communicate easily with others whether verbally or non-verbally.Thus I can be very important to a organisation as I will be able to understand my customers views and also those of my colleagues.Learning my learning style has also influenced my studies here in the university as I know what to focus on. The last test I took was the VAK Test where I took an online test whic h is also an online test where by one’s learning style is identified.Am a auditory learning style kind of an individual whereby I gather information

Creating Added Value for the Customer Essay Example | Topics and Well Written Essays - 2750 words

Creating Added Value for the Customer - Essay Example However the industry was at its nascent stage until the 1980s. Currently the video game console market is dominated by 3 main players – Sony, Nintendo and Microsoft. According to recent data, the gaming market peaked in the year 2008 with a net sales of $21.23 billion (hardware sales $7.81 billion and software sales $10.96 billion). The market is mainly dominated by software sales which comprises of 62% of the total expenditure. 1.2 Your Brand Info/Data Sony Computer Entertainment America (SCEA) was founded in the year 1994 as a division of Sony Computer Entertainment Inc. PlayStation was launched by the in USA in 1995. It was a huge success with more than a million sales volumes in just 6 months. In November 2000, PlayStation 2 was introduced. And in August 2002, the company launched new network adapter that allowed online gaming. Next the company launched PlayStation Portable (PSP) 1.3 The Consumer/Customer, structures, guide, intro The target customers are hardcore and casu al gamers around the globe. Also the latest model targets movie buffs and PSP particularly targets teenagers. PlayStation has been upgraded from 1 to 3 and skimming price has been practised, thus targeting early adopters. PlayStation 2 is the part of Sony PlayStation series and is a sixth generation video game console launched in the year 2000. By 2011 the sales volume crossed 150 million mark. The software is distributed on CD-ROM and DVD-ROM, supports online multiplayer gaming with a Linux based operating system. 1.4 Competition Data/Info Sony PlayStation has two direct competitors- Nintendo and Microsoft. Nintendo is in the gaming console business for last 20 years and Microsoft for last 10 years. Till 2010, the lifetime... The paper presents the video game console as part of the video game industry, which is again part of the consumer electronics industry. The video game console industry was born in 1972 with Odyssey produced by Magnavox. However the industry was at its nascent stage until the 1980s. Currently the video game console market is dominated by 3 main players – Sony, Nintendo and Microsoft. According to recent data, the gaming market peaked in the year 2008 with a net sales of $21.23 billion (hardware sales $7.81 billion and software sales $10.96 billion). The market is mainly dominated by software sales which comprises of 62% of the total expenditure. The target customers are hardcore and casual gamers around the globe. Also the latest model targets movie buffs and PSP particularly targets teenagers. PlayStation has been upgraded from 1 to 3 and skimming price has been practised, thus targeting early adopters. PlayStation 2 is the part of Sony PlayStation series and is a sixth genera tion video game console launched in the year 2000. By 2011 the sales volume crossed 150 million mark. The software is distributed on CD-ROM and DVD-ROM, supports online multiplayer gaming with a Linux based operating system. Sony’s â€Å"It only does everything† tag line in the PlayStation ads was a hit with its teen customer base. A study has found that teens on an average utilise only 49% of their time playing games in PS3, whereas it is 62% and 69% for Xbox 360 and Wii.

A comparison between Biolegia PLC and Sleepeasy chain of hotels Essay

A comparison between Biolegia PLC and Sleepeasy chain of hotels - Essay Example This is referred to as organization structure (Schein, 2010). Each and every organization can be structured in its own way depending on how it aims to achieve its set out objectives (Alvenson, 2002). The purpose of the organizational structure is to ensure a standard of operation upon which the organization can rely on as its employees execute their duties (Keyton, 2002). The structure also dictates who is able to participate in what kind of decision making activity thus affecting the organization. This paper aims at looking at two different organizations and their structures. The paper will compare the structures of the two organizations in terms of their approach to team work, their structure and design and lastly the cultures in the organization. Objectives 1. To compare approaches to teamwork by structures of two different organizations 2. To compare organizational structures and designs of two different organizations 3. To compare cultures in two different organizations Comparis on of approaches to teamwork and team working Looking at the two case studies above, it can be revealed that there is a big difference in the way Biogenia Plc and Sleepeasy chain of hotels approaches the issue of teamwork among its employees. In the case of Biogenia, teamwork is encouraged among its employees right away from the time they are recruited into the company to the time they are released into the field to go and represent its interests in various countries. Biogenia employees people of different nationalities to work for them in a particular station as seen by 20 people of different nationalities working for the company and also the team that was sent to develop a pesticide in South Africa. On the other hand, Sleepeasy chain of hotels has been found not have encouraged the spirit of diversity, and in any given hotel, people of the same ethnic group are found to be working there in large numbers. Biogenia employs people who have expertise knowledge in different fields such as Biology, chemistry and Information technology then distribute them to work in different departments within the company. The benefits of this include the fact that employees are able to cope with each other on a personal basis, and hence their experience is brought together for the good of the organization (Frost, 1991). There are also other activities within the organization that serve to ensure that the spirit of teamwork is maintained e.g. going to a gym that has been subsidized by the company and sparing time to have fun when on company like the one in South Africa. The productivity of the company is also enhanced by people who are qualified to do a job that entails different tasks; the firm has been able to bring together different professionals to work for it hence creating a team that is powerful in execution of its duties. Sleepeasy has not keenly embraced the issue of diversity in its recruitment procedures thereby coming up with a team that works towards a common goal h as been difficult. The hotel employs people of the same ethnic group in every country that it operates in and hence streamlining employees with the organization’s goals has been a bit difficult. The company also lacks activities that can encourage a spirit of teamwork among its employees and has gone as far as not being able to recognize trade unions. The operation pattern within the organization encourages a spirit of individualism because each employee is treated as an individual, hence employees do not work as a team in achieving companies goals objectives. The company does not organize meetings of employees on a regular basis like Biogenia to monitor the progress that has been made by each

Taxes Essay Example | Topics and Well Written Essays - 250 words

Taxes - Essay Example Using charitable trusts is another way to reduce income tax, especially for the ones who belong to high income group as these trusts help you to give charity generously, giving you a big tax break (Karayan & Swenson, 2006). At the time of selling of valuable assets, one can easily minimize Capital Gains tax with the help of one of the most secure asset protection program known as Private Annuity Tax (PAT) which minimizes even smaller properties like artwork or jewelry. When a property is transferred into PAT, it results in smaller tax expense. Another way of minimizing Capital Gains is to get an ISA (Individual Savings Account). Investors can put sufficient funds in ISA and gains made inside this account are CGT-free. Moreover, one more strategy is used which is: Investing in small companies through special tax efficient programs. In this way, one can claim for Capital Gains tax previously paid. One of the most popular vehicles used to reduce Estate tax is to ‘uniform transfer to minors’. Such type of gifting occurs where your children are minors. The gift is handed over to a guardian and when the children reach the age of majority. Marital transfers is another useful way in which assets are transferred to a surviving spouse, who should not be a non-citizen, which minimized the estate tax which is due. Lastly, Quality Family-Owned Business Interest (QFOBI) is another way in which it reduces the gross value of the state and automatically reduces the amount of estate tax which is charged on the net value of the state (Karayan, et al., 2002). I am very much hopeful that I have provided you significant and useful amount of information about the vehicles for reducing taxes and these vehicles could be regarded as substantial means for taxes

Reader&report Assignment Example | Topics and Well Written Essays - 250 words

Reader&report - Assignment Example The author takes us to the eccentric climes of Newfoundland, in Canada, where the brutal forces of nature offer a chilling setting to a sometimes strange, sometimes lovable tale of a straightforward, gentleman called Quoyle. Quoyle marries the Petal his first wife who does not give him any attention; their marriage ends up being very destructive (Annie 12). Petal, his wife, hates herself, Quoyle, and their two daughters. She uses most of her time drinking as well as searching for love in the beds of different men. Quoyle loves Petal incessantly and maintains his commitment to her, their marriage, as well as their daughters. Quoyle is lastly freed from the marriage when his wife dies in a car accident together with one of her lovers (Annie 46). Quoyles aunt comes to assist him together with his children after the death of Petal and encourages Quoyle to move away for a new beginning. They then move to their ancestral home in Killick-Claw, Newfoundland. Quoyle arrives at their new home a discouraged, grieving and isolated with less accomplishment in life because always he has been told he cannot do anything correct (Annie 67). As time goes on, Quoyle gets a job of covering the shipping news. He as well meets a widowed woman, called Wavey, whom he is attracted to. The two enjoy each other’s company, but the past experience prevents them from getting closer. Later, Quole is promoted to be a managing editor at the paper by surprise. At last, he is able to move on from his past and marry Wavey (Annie 84). Quole finds out that loving again is achievable, and it does not have to include destruction and

Economics Essay Example | Topics and Well Written Essays - 750 words

Economics - Essay Example One of the unique things I have witnessed is the nature of people who buy collectible such as sports cards or movie posters. This essay examines applied economic principles to the nature of collecting and selling collectibles. Analysis The nature of the collectible marketplace is a notable economic phenomenon. Generally people usually buy things because they have an easily identifiable reason. For instance, people buy groceries because they have to eat, and they buy shampoo because they have to clean their hair. This is different for collectibles where the reason people purchase certain things is oftentimes mysterious. People note that they collect oftentimes for enjoyment (Yumeka). But still, why would one person be willing to pay thousands of dollars for a piece of cardboard with Mickey Mantle’s picture on it, but not be willing to pay $10 dollars for just a piece of cardboard? To a large degree economic analysis offers answers to these questions of collectible prices. The o verarching area of understanding collectibles is through Mankiw’s principles. One of the Mankiw’s economic principles is that, â€Å"Markets Are Usually a Good Way to Organize Economic Activity† (â€Å"Principles of Economics†). When considering collectible prices it’s clear they are a direct reflection of the market. As indicated above the reasons people desire to buy collectibles is out of a personal or sentimental connection to the object they are buying. For instance, it’s noted that people oftentimes baseball cards because they are seeking to reconnect with the memories they had during their childhood (Douglas). Certain types of card then take on greater personal and sentimental value for people. A Mickey Mantle baseball card will carry with it a lot more sentimental value than a baseball card by a less popular player. According to Mankiw then, the invisible hand of the market will guide the price of this card in relation to the amount the market is willing to pay for it. Another important consideration is Mankiw’s principle that â€Å"People Respond to Incentives† (â€Å"Principles of Economics†). Within the collectible market this is an important principle that influences price and collector involvement. While people oftentimes are drawn to buying collectibles because they have an interest in the specific item, there is also the hope for many people that the item they buy will increase in value. It’s noted that baseball cards have been considered a viable alternative to investing in stocks (Bullock). In these regards, the collectibles market is made complicated as people who buy the item out of personal interests and people who buy it out of economic interests clash and combine. Consider the nature of a very rare movie poster. While the poster may not be as attractive as a poster one could purchase from Wal-Mart, it still sells for a considerable amount more money. This is related to Mankiw’s principle of incentives in part because people recognize that there are some people who desire the poster for a personnel connection to it; however, they also recognize that since the poster is rare there is only a limited quantity. In this way people are willing to buy the poster because they will be able to sell it to others at a premium because the poster is not easily found. Conclusion In conclusion, this essay has examined the phenomenon of collectible sales in terms of two of

Financial Risk Management Essay Example | Topics and Well Written Essays - 1250 words

Financial Risk Management - Essay Example An analysis of the article Risk Management Lessons from the Credit Crisis can effectively assist in evaluating financial risk management particularly in light of the credit crisis. In presenting its cause, the article is divided into a number of parts each of which has its own speciality. Section 1 looks at the various structures of the modern risk measurement systems. Of particular interest is the position-based risk measurement system that tackles the various drawbacks brought by the traditional returns-based system. The traditional system is shown to be rigid in that it cannot adjust to the various new parameters that characterize a dynamic society. In essence, they prove to be largely unreliable, thereby necessitating the adoption of the position-based measures. The article highlights how the position based risk measures are more versatile and can accommodate various aspects in relation to the dynamism of the contemporary society. Part 2 of the article focuses on the various risk s that establishments are exposed to. The classification is divided into broad categories of known knowns, the unknown unknowns, and even the known unknowns. All of these categories are reached at depending on the pre-existing uncertainties, with the most uncertain risk being classified under the unknown unknowns. Known knowns are fairly manageable, and are the most basic of uncertainties that an institution is bound to encounter. The traditional system is shown to be rigid in that it cannot adjust.

Consumer Behaviour-Travel and Tourism Essay Example for Free

Consumer Behaviour-Travel and Tourism Essay I want to do this! Whats This? .. . suitcases image by Alexander Ivanov from Fotolia. com Many factors influence travel and tourism consumer behavior. As of 2010, the global travel industry contributed 9. 2 percent of the worlds total gross domestic product, according to the World Travel and Tourism Council. People travel for work, to visit family and friends and for pleasure. When it comes to making choices about where and how to travel, multiple factors influence travel and tourism consumer behavior. Global Economy. Travel is often seen as a luxury, and when people are earning less or worried about earning less, they may eliminate travel from their budgets. As the world economy struggled in 2009 and into 2010, the travel industry suffered along with other businesses. According to the World Travel and Tourism Council, global travel and tourism was down nearly 5 percent in 2009, specifically due to a struggling economy. Still, as the economy bounces back, the tourism industry will as well. The World Travel and Tourism Council predicts a 3. 2 percent growth in the travel and tourism industry in 2011. Internet and Social Media Consumers have instant access to reviews and opinions about travel spots and accommodations around the world, as well as airlines, car rental agencies and other related travel companies. More and more, people turn to the Internet to research potential trips and seek out bargains. Thus, the Internet and social media can influence consumers travel choices. According to The Digital Letter, reviews on sites like TripAdvisor can make or break a destination. Prospective travelers can read reviews and find out if others found the hotel to be clean and the staff courteous, or if the service [they will] receive is worthy of [their] time and money. The Digital Letter points out that travelers can learn everything they want to know about a destination in a matter of minutes on sites such as Facebook, Twitter and Google. While a businesss website can also play a factor in consumer choice, if independent online reviews arent consistent with the companys claims, travelers are likely to make a different selection. Personal Budgets Even with a bad economy, some people still need or want to travel. In 2010, savvy travelers have many ways to find deals online and cut their costs before heading out the door. Airlines offer online specials for discount flights and last-minute trips, and companies such as Kayak exist solely to gather the best travel deals on the Internet into one place, so shoppers can compare prices. Travelers no longer need to rely on the standard price for transportation or accommodations. They may now make their travel choices based solely on price. .

Tele Health And Tele Care Health Health And Social Care Essay

Tele Health And Tele Care Health Health And Social Care Essay Telehealth and Telecare are both advocated as a means of delivering social health and services effectively and economically in peoples home. By using these two technologies, monitoring activities and safety, providing virtual home visiting, and activating reminder system can be done quickly. Therefore, most of the consumers are elderly people .This paper compares Telehealth and Telecare technologies and highlights the popularity of each technology. The literature review of the paper has focused on defining each technology and looking to the users satisfaction from each technology. The SWOT analysis has been used to demonstrate the strength, weakness, opportunities and threats of each technology. To find the popularity of each technology some questionnaire forms has been used which distributed between 40 elderly people of Toronto by random. The results show that people between ages 66-75 are the highest consumers of telehealth and telecare and more satisfied. The overall analysis show ed that telecare satisfaction percentage is higher than telehealth satisfaction percentage however it is recommended for more advertisement for telecare products due to facing lots of people who were unfamiliar with telecare products. Future recommended research is an investigation on elderly and telehealth and telecare technology and focusing on telecare and telehealth interactions and requirements. INTRODUCTION 1.1- Introduction During the past few years there have been growths in possibilities of technical developments in smart environments. Developing the life quality for young, elderly and disabled people has become more and more vital task for todays societies all around the world. What is a smart home? According to the (Smart home, 2009) The terms smart homes, intelligent homes, home networking have been used for more than a decade to introduce the concept of networking devices and equipment in the house. According to the Smart Homes Association the best definition of smart home technology is: the integration of technology and services through home networking for a better quality of living Other terms that are related to smart homes are aware house changeable home, attentive house and ambient intelligence These terms are used to emphasize that the home environment should be able to respond and modify itself continuously according to its diverse residents and their changeable needs According to (Allen, 2001) Assistive technologies (AT) which can be known as a branch of Smart homes is applied to any kind of system or device, which has been designed to help disabled or elderly to overcome their individual disabilities. In other word Assistive technologies are broad range of devices and services that are designed to increase the functional abilities of disabled people. Assistive technology enables disabled and elderly people to become independent and participate more actively in their daily life. Telecare and Telehealth are two effective extensions of smart home technology as the concern is to use of technology to monitor the health of the users. Both telecare and telehealth systems rely on telephone lines or broadband internet as means of transferring information from the source which can be house to the receiver who maybe a doctor or a nurse. 1.2 -Background Telehealth, which is a part of information and communication technologies introduced for delivering health care services and it is considered as a way to answer lots of essential changing in healthcare systems in current years. Many of telehealth projects are taking place to targeting countryside and remote the population. So far, different kinds of telehealth applications have been implemented in developing countries and have shown the outcomes. However telehealth technologies have increased the availability of technology and telecommunication around the world. As (Gagnon et al , 2006) argue in their research, the execution of telehealth still faces major barriers, typically barriers related to structural, organizational and finally professional imperatives. Furthermore the structural barriers related to licensure, information technology developments and settlement of telehealth. Also, issues about health care organizations are also important to ensure the telehealth adoption. More over the adoption of telehealth technology by an individual is considered to be difficult which is determined by a large set of physical factors. According to (Perry et al, 2009) Telecare also is a part of telecommunication and technology which can provide care and support people in their homes. There are three kinds of people who can benefit most from telecare service, elderly people, disabled and those with mobility impairments. The use of this technology is determined to reduce the inappropriate or unnecessary admissions to the hospital especially for falls or any kind of accidents at home. To increase the benefits of telecare, it is necessary to know the opinion of the users about this technology. As (Crump, 2010) discusses, telecare services provide opportunities for technology to replace people in some roles. Although it is a rapid and effective technology for supporting services but it is necessary to have some training before using this technology. In other word this technology can be useful only if you know how to use it correctly otherwise it could be harmful. According to Nation health executive (NHE, 2006), by increasing an ageing population and prevalence of chronic disease a challenge for the management and integration of health care is growing. The need for new care models and new technologies for long term illness is more visible and clinical partnerships and networks supports the care strategies within home Environment. Therefore emerging telecare and telehealth have the potential to enable long term medical care in peoples own homes. Many studies indicate that telecare and telehealth technology has a positive effect on the clinical outcomes, user independencies, reduction in emergency visits and lower admission to hospital. However there is a lack of evidence to execute that these two technologies are cost effective-whilst there is a belief about assistive technologies exists that they should help to reduce costs in long terms and supports for faced problems. 1.3- Research The main focus of this research is to comparing telecare and telehealth and their consequences in medical business. The aim of this paper is to find out the popularity of these two technologies between elderly and finding their good and bad consequences on people, society and business. According to ( Sixsmith ,2000) Many people in the field trial reported enhanced feelings of safety and security, which could help to stimulate independence and help them to remain living in their own homes The monitoring system increased the care choices available to elderly people and supported and enhanced the cares role Technical perspective of telehealth and telecare concerns the use and development of ICT based systems. The marketplace of these technologies continues to see rapid developments. Therefore telecare and telehealth can make a real difference to the lives of elderly and disabled people. In this research the author is going to define telehealth and telecare separately and talking about the advantages and disadvantages of each of these two technologies as well as cost analysis of them due to the several studies over the years executes that these two systems achieved a considerable cost saving. Furthermore telecare and telehealth satisfaction is going to evaluate. 1.4- Research Aim and objectives The major significance of this study is to probe deeply in to the comments and analysis of several authors conducting their research in the subject of telecare and telehealth, to identify evidence of advantage or flaws and weaknesses that may or may not exist in the present exploitation of the services and related devices technology as well as evaluating the comments of elderly about telecare and telehealth, and finally evaluating the telecare and telehealth satisfaction between elderly. Therefore, the major objectives of these investigations are: * To provide necessary response to questions arising from the comparisons between telecare and telehealth. * To evaluate the popularity of telecare and telehealth between elderly and possible flow that may or may not exist in the present use of telecare and telehealth * To criticize and analyze the results. * To make some recommendation for future development of telecare and telehealth REVIEW OF LITERATURE Telecare and Telehealth ; as a part of the collection smart home play a major role in the comfort and quality of life of all people. This role is even more important when these technologies and services are contributed to a special group called elderly. (BBC news, 2008) produces program about chronic disease patients and elderly to use telehealth and telecare products at home and monitor their health by mobile phones. As declared in (BBC , 2008) Patients with high blood pressure and chronic lung disease will be initially recruited to test new technology that allows them to measure their blood pressure,and oxygen levels at homeThe readings will be sent via mobile phone into a central computer and collated into an online health record that can be accessed by both the patient and their GP. As BBC announced ; it is expected that project of telehealth and telecare to be expanded between 1500 patients by 2012. However the question is that how well do elderly people know these products? 2.2 -What is meant by Telehealth? As American (telecare, 2009) argues Telehealth is a revolutionary medical tool that affordably expands and improves health care services for patients regardless of age, race, gender or economic status Generally Elderly patients living in remote areas and individuals suffering from a chronic disease are best suited for telehealth services In another word telehealth plays an integral role in the management of long-term conditions. As healthcare professionals begin their health services from pilot to mainstream provision your telehealth partner must help you step by step to go through the transition. These services are usually provided when a Tunstall telehealth projects is started. Tunstall is a founder member of the continua health Alliance. Their policy of ongoing development means that products specification and appearance could change without prior notice. In general, telehealth is general term that includes many various activities. Many of components of telehealth integrated have been presented in the Telehealth Pyramid (figure 2.1). Figure 2.2.1 The Telehealth pyramid, ( Elford , 2004) Although all parts of the pyramid should be coordinated to gain the best result, each section could exist independently. On the basis of past successful telehealth experience, the components of telehealth should be placed in one physical center. In Figure 2.2.1 which has illustrated Telehealth levels in Health care system of USA, various parts of the pyramid will be delineated from the bottom to top. The size of each section could hardly present the number of people involved. The base section is 1-800 health call center. This center is active day and night for 24 hours, 7 days a week. The staff working in this section includes: health professionals, for most parts nurses. When clients call in , the staff would respond major health questions, assist patients with minor health problems and if needed guide the patient to the proper healthcare resource. The next layer (Medical Data and Telemetry call center). Has been set up similar to 1-800 call center, however in spite of receiving telephone calls, would also receive telemetry and medical information such as: blood pressure, EKG, Blood sugar and other types of blood chemistry, weight and pulmonary function test. This information could be sent on a daily basis or upon urgent request. The next section, Internet Health Information and Education provides health information websites for healthcare professional and patients. The patients website includes information on different topics, response to common health questions to choice of e-mailing a health professional on a special health problem, chatting with groups for the patients with special conditions. The health professional website has more complete information for various health conditions and provides access to the health education endeavors. The Tele-education layer is using all the telecommunication technologies and information to provide health education for both patient and health professionals. Some of the website functions of the former level could be used in this section. According to (Elford ,2004) The next layer includes Teleconsultation, Telenursing and Telehome care. Teleconsultation is defined as the provision of any medical services occurring between physician and patient such as: Telepsychiatry, Teledermotology, and Tele ENT All activities mentioned involve a health professional providing a health service a patient. Finally the last layer of pyramid (administrative center, research unit and training center) includes a number of key components that are crucial for the proper operation and long term maintenance of the telehealth. This center would manage and coordinate the following endeavors: a research unit will help in the design implementation and evaluation of telehealth project s and could also be involve d in technical test projects or evaluation. At last, a curriculum in Telehealth and a place for hands on training could be providing for the students. ( Elford ,2004) believes that Professionals (physicians, nurses, technicians) can also take non-credit courses could also take non-credit courses for education or training. Some organizations such as (Department of National Defense) contracting the training center, could provide health training to their personnel. Whilst the telehealth pyramid of NHS (national health center) , which belongs to the UK , shows using telehealth at three levels. Looking through the pyramid from bottom to top will show that 70 -80 % of the population are supported self-care which is possible by web based- tools, and self monitoring. At the second level which is high risk disease, some home monitoring is possible but the availability of doctors and nurses are necessary at this case. And finally at the third level of the NHS telehealth pyramid , because of the highly complex case management , home monitoring of patient, using assistive technology and computerized decision support system can be using all together. Figure 2.2.2 , NHS Pyramid , (Procter , Azarmina , 2007) Telehealth can connect people with one another and by various health organizations as follow: * Wireless mobile devices According to (Hinz ,2010), wireless mobile devices in this study will only be utilized in the context of healthcare. these devices include: consumer mobile phones, medical devices that work in the next generation of consumer mobile phone, and medical devices operates within a home premise and can transmit information through land-line , mobile phone or internet. * Basic mobile phones According to Hinz ,(2010) over the last ten years, the most accepted technology in day to day communication is the mobile phone. Even the most outdated mobile phone can make and receive both calls and text-messages .text messages and specially 3G mobile internets is a suitable media for the health system when we try to connect to patients. Also the appointment reminder alert is a very valuable tool. * Remote care clinical devices (Remote medical care, 2010) argues that In relation to vital signs, medical devices are different in size and complexity and the interaction with ill people. Many of these medical devices have software that could operate as a PC and mobile phone. High performance semiconductor chips which are highly integrated will expand personal medical devices. Whether these devices are a blood glucose meter, digital blood pressure meter, blood gas meter, digital plus/heart rate monitor or a digital thermometer are five system level blocks that are common for each device: * Power battery management * Data processing and control * Amplification and A/D conversation of the sensor input * Some type of Display * The sensor element(s) itself These devices are controlled by a handle, which are activated by battery power and using different biosensors and take measurements. The real performance topology of these blocks is quite different with the sensing, processing and information display demands of the type of meter and the chronic condition it measures. 2.2.1 -Telehealth satisfaction As (Ellis,2009) argued patient satisfaction influences on patients values and expectations from telehealth services therefore by measuring telehealth satisfaction more information and more positive and negative affect will be gained. On the other hand according (Ellis, 2009) the researches on patients satisfaction about quality of interactions and telehealth services are pretty low therefore there is more requires going in depth of this topic. According to the (Clinical evaluation, 2008) which evaluated the telehealth satisfaction from different aspects, most of the users of telehealth were between the ages of 65 to 80. The Pie chart in appendix 2 shows the age dividing in detail. The overall satisfaction level with Telehealth experience shows that 85 % of the users are very satisfied from this technology where only 15 % were satisfied and no one were not satisfied of it. The details of users satisfaction is shown in the pie chart in appendix 3. On the other hand the evaluation shows only 5% of people were disagree about the cost saving of Telehealth whilst 95% were agree about the cost saving. Appendix 4 shows the pie chart of the agreement and disagreement. 2.2.2 Consequences of Telehealth for the patients * Immediate utilization of care specifically for the patient who live in rural environments. * Patients receive care and health from a distance and do not have to go to doctors office to receive attention from their health provider. * Early detection to reduce emergency room visits and hospitalizations * To discharge early from hospital * Patient and family can have access to care from the comfort of their home. * Patients anxiety is reduced. * Increased conformity and ownership to their individual health care plan * Old patients can stay independent rather than going in to assisted living situation * Patients feel thesaurus to take part in their care program. * Increased patients satisfaction in received care In general Telehealth is a very effective tool to handle patients that need the most care and attract the most cost, especially patients with chronic and terminal conditions. The following patient conditions were successful with Telehealth program: 1- Chronic disease which includes: * HIV Aids * Cancer * Asthma * Diabetes * Congestive heart failure 2- Elderly patient cares which includes: * Post stroke * Therapies * Post operative states * Medical compliance 3- General care which includes * High risk pregnancy * Wound care The Telehealth advantage for healthcare providers, administrators and institutions are: * It can improve quality of care and clinical outcome * It can increase productivity for healthcare provider * It is a cost saving method that can advance profitability and business growth There are also some other advantages for doctors and nurses can schedule for patient visits without leaving the office. In this way productivity of the number of patients that can be visited per day could increase. Clinicians can expand their office geographically. Patients can be visited regularly. Healthcare will be able to spend more time with patients and can monitor and regulate their patients care better. Healthcare providers have the advantage of attracting managed care contracts and also will be able to manage cost effective service. (Darkins and Cary, 2000) believe that since healthcare expenses are rising, providers while maintaining good quality care and patients satisfaction .lower their costs. The related technologies help providers to produce their own effective healthcare by maximizing their human and capital resource. 2.3 -What is meant by Telecare? Telecare is to monitor a patients real-time emergencies and his life style changes from a distance in order to manage the risks associated with independent living. Telecare is needed since: As (Camarinha-Matos, Afsarmanesh, 2004) argue It is a highly flexible tool which can be employed by the needs of new users. This technology can be utilized in learning disabilities, physical disabilities and mental health. Telecare can contribute to independent living and quality of life for people and their family significantly. (Tunstall , 2007) believes that The major activity of Telecare services is to manage Telecare assets more effective to guarantee that service remain more productive. According to (Tunestall ,2007) Telecare overlay has been developed to allow the effective implementation of radio Telecare sensors into supported housing communities It enables the monitoring of wandering and bed occupancy as well as environmental issues such as smoke, flood and gas within a sheltered setting (Tunstall, 2007) also argues that the telecare overlay system includes a telecare manager unit and a radio receiver, this equipment is added to the existing communicable vision system and enables staff using a variety of sensors receive alarm calls. These receivers are located around scheme. When a receiver receives the radio signals of a sensor, it will be forwarded to the communicational vision system and then raises the alarm call on the handset carried by onsite staff. Therefore, the onsite staff will be able to talk to the resident. The system can alternately sound on alarm at the responding center. According to James Buckley, the chief executive officer of Telecare times in (Tunstall , 2007) , Telecare will make the cares able to go back to their work, will promote these services to more number of audience, and support people who have learning disabilities. In another word Telecare describes any services that bring health and social care directly to a user, generally in their homes, supported by information and communication technology. It covers social alarms, lifestyle monitoring and Telehealth (remote monitoring of UTIA signs) for diagnosis, assessment and prevention. Telecare covers a wide range of equipment (detectors, monitors alarms, pendants and etc) and also services for monitoring call centers and response. ( Camarinha-Matos , Afsarmanesh ,2004) believes that In the UK Telecare alarms acts as a mediator through call center, however in the US you are able to purchase devices that connects directly to emergency response services. The sample lists of Telecare devices are include: * Safety confirmation phones * Movement /non-movement sensors * Fire/smoke alarms * Food / water alarms * Window/door sensor * Bed/ chair occupancy sensor * Falls sensor * Wrist worn wellbeing monitors * Automatic lighting sensor * Carbon monoxide sensor * Temperature range sensor * Medication reminder sensor 1- Devices for predicting problem: This prediction depends on software that receives signals from sensor and analyses the frequency and severity of monitored event such as minor falls. 2- Devices that reduce the chance if problems occurring: For example a bad sensor can prevent falls by turning a light on when a person gets out of bed. This helps because does not need to move around and search for the light switch in the dark room. if the person does not return to bed it can raise an alarm. If the helps received quickly, problems do not rise. 3- Devices that mitigate harm These devices send an alert signal to a call center, therefore, a help can arrive quickly before harm is done .an extreme temperature device is activated when the temperature rises quickly or reaches a low point . 4- Personal safety confirmation: (Camarinha-Matos , Afsarmanesh ,2004) argues that The owner of this phone based device pushes a bottom on an agreed time everyday to inform the call center that they are well and alive. This considered as an alternative for independent people who are not interested in wearing a pendant alarm button or those who may fall and become unconscious and cannot pull an alert themselves. 2.3.1- Telecare satisfaction There were two types of telecare units that were developed. One of them is based on pc setup and video conferencing and another one off- the- shelf video conferencing units. According to (Guillen et al , 2002) there is high satisfaction for the patients who used telecare devices also the medical staff were satisfied due to the improvement in quality of health services. The result of their research shows that medical staffs believe that telecare system is a trustworthy system for patients and there is low risk for patients while using telecare system. However there are more researches needs to be done in this area because of the short duration of previous experiments. 2.3.2-Consequences of Telecare * It can help to maintain independence for people * Safety and confidence could be increased * It could support careers along with traditional healthcare support and housing initiatives. * It could ease the transfer from traditional models of residential care to supporting people at home. The pressure on the NHS can be reduced the environmental risks such as fire, flooding, carbon monoxide , natural gas , high and low temperatures and personal risks such as wandering , falling , inactivity , burglary , bogus callers and many more could protect users. (Camarinha-Matos , Afsarmanesh ,2004) * According to the (department of health ,2010) Telecare could prevent 160.000 people from entering residential care per year, indicating potential cost saving of 20 Billion pound . 2.4 -Comparison of Telecare and Telehealth A high increment in the cost of care or nursing homes is the main reason of inventing new methods of supporting people in their homes. Since according to (Doughty et al ,2007,p.6) the dependency ratio which is defined as( number of working people to those who are retired) is about to fall from 4:1 to 2.1:1 in the next 40 years, so the demands for the care services will increase and services that are based on technologies can replace. (According to Doughty et al ,2007, p.7) The term telecare was selected to cover all electronic technologies of a preventive or supportive nature because it had the necessary buzz and because it implied a modular approach and a need for a developing telecommunications infrastructure As (Doughty et al, 2007, p.7) argued Although the fundamental purpose of the technology is to avoid unscheduled care incidents and, in particular, the management of long-term conditions, it can support Independence because it is capable of overcoming the need for people to move prematurely into a nursing home environment Such technology would appear to be a medical application of telecare, which would be consistent with the new definition of telecare described above However, remote and regular (but not continuous) vital signs monitoring may be fundamentally different to existing UK telecare systems because the purpose is to collect data rather than offer an automated alarm Whilst in the USA, the remote vital signs monitoring system are known as telehealth. The term of telehealth in the Europe has been the Umbrella term which is used for grate range of technologies which includes telemedicine as well. The telehealth and telecare umbrella model will show the alternatives for adoption or rejection. As the figure 2.4.1 shows there are three components of telehealth exist which shows a growing range of assistive technologies. Also there are some disabled facilities has covered .covering number of comparatively expensive fixed assistive technologies like level access showers can be known as effective versions. However consequent removal while the service user moves on is more difficult with the result that the venture is left in the property. This means that following architects to follow the lifetime homes and using free access for the standards is necessary. Telehealth somehow has higher weight than telecare because health is necessary for everyone but maybe not everyone need care. Figure 2.4.1 Telehealth Umbrella model (Doughty et al ,2007, p.9) As figure 2.4.2 shows telecare is term which is used for all defensive technologies which are using electronics, telecommunication and information system. Thats why they can cover some applications such as alarms through monitoring the vital signs either in the home or on the move thus when a term such as Telehealth covers all forms of information and medical monitoring then the advanced form which is telecare could be expanded from environmental to medical areas. In another word According to (Doughty et al ,2007,p.8) the use of community / social alarm system to support independent living as a form of telecare was both a consequence of change in community care but also it produced a valuable service that did not have doctors and nurses as the gatekeeper Figure 2.4.2 umbrella model of telecare (Doughty et al ,2007,p.9) 2.5 -Impact of telecare and telehealth on cost saving There are lots of comparative studies in telehealth and telecare which demonstrate the economic benefits of these technologies. These studies show that improved access to suitable healthcare services, increased patients satisfaction and cost savings. Many of pre- reviewed researches consistent in finding that telehealth and telecare saves the patients, providers and payers money in compare of traditional healthcare system. According to (Jennett et al, 2003), Cost saving of telehealth services can be done by reduction in use of hospitals, nursing home services and transport costs. In other word reduction in transporting patients to emergency departments and therefore to physician offices will cause a reduction in cost of emergency department visits. 4.5- SWOT Analysis Since in primary data , the author couldnt noticed the presented data completely relevant to the research questions and couldnt answer all the objectives of the research therefore she decided to do the SWOT analysis .SWOT Analysis is a kind of evaluation by defining the Strengths, weakness, opportunities and threats of the defined subject. 4.5.1- Telehealth SWOT Analysis The SWOT analysis of telehealth is focusing on what the strength of the telehealth are, what can be known as the weaknesses, what opportunities telehealth has and finally what are the threats o

Big Data: Map Reduce Based Outlier Identification for Fraud

Big Data: Map Reduce Based Outlier Identification for Fraud Big Data: Fast, Parallel Map Reduce based outlier identification for Fraud and Intrusion Detection Pooja Vijay Pawar Ann Marie Joy Abstract One of the most challenging aspect of Big Data analytics is real time monitoring of data. Larger and larger amount of data is being collected and stored on a daily basis, thus increasing the need for quick, effective and efficient way of analysing the data in determining potential malicious data. Also network security threats are increasing at an alarming rate and are becoming increasingly sophisticated and difficult to detect. Web traffic generated by non-human activities such as botnets or worms consume network resources, delude people and affect network security. Most of the existing work in Fraud Detection/Intrusion Detection regard being an outlier as a binary property. In this paper we use a relative density based approach implemented as a MapReduce job, which gives a sense of degree of a data point being an outlier; this is more meaningful and also better immune to false positives. Keywords Big Data, Fraud detection, Intrusion Detection, Hadoop, Outlier, Cluster, Security, Relative Density, LOF 1. Introduction We are currently living in a world where we are surrounded and ruled by data. Continuously, exponentially huge amounts of data is collected, stored, processed and made available in a variety of forms every day. Recently, Network Intrusion and Fraud detection has received increased attention with regard to network security, mainly due to this. Big Data is drastically changing the way in which we detect fraud and intrusion in real time using advanced analytic solutions that are very powerful, complex and fast. In this paper, we propose a methodology to detect Fraudulent Web traffic and Intrusion in a network using MapReduce-based outlier detection. These features help in filtering out clients that generate abnormal traffic and specifically show different levels of potential anomalous traffic for each suspicious client. The detected abnormal web traffic can be visualized easily and this method can be implemented for large networks and can be scaled accordingly. Outlier can be defined as a data which is very distinct from the other data of the same dataset, based on some distance measure. Outlier detection, being a significant data mining problem has engendered a lot of research interest in the recent past. As a result, various methods for outlier detection have been developed particularly for dealing with numerical data. However, outlier detection for categorical data still remains an unexplored field. Addressing this requirement, we propose a two-phase algorithm for detecting outliers in categorical data based on a novel definition of outliers. This algorithm initially explores a clustering of the given data which is followed by the ranking phase for determining the set of most likely outliers. The proposed methodology is expected to show better results as it can identify different types of outliers, using independent ranking scheme based on the inherent clustering structure of the given data. Hadoop is a very popular open source Apache project, which is used for storing and processing huge volume of data on commodity hardware. Hadoop package mainly consists of MapReduce Engine and Hadoop File system. Many Frameworks have been built on top of Hadoop. Using the distributed architecture of Hadoop in this paper we discuss how we can exploit it for identifying outliers in captured network data. 2. Related Work There has been lot of research and number of techniques which have been developed in the past two decades with respect to fraud detection and Intrusion Detection. Lot of machine learning techniques such as Neural Networks, Markov model, K Nearest Neighbour have drawn special attention. In this paper we use unsupervised Machine Learning techniques to identify fraudulent transactions using Hadoop. Most current practices to the process of detecting intrusions exploit some form of rule-based study. Rule-based analysis depend on sets of predefined rules that are configured by an administrator and are automatically created by the system. The use of automated system techniques in intrusion detection mechanisms was a significant milestone in the development of effective and practical detection based information security systems. Rule-based systems suffer from an incompetence to detect attacks situations that may occur over an extended duration of time. However most significant benefit of neural networks in intrusion detection is the capability of the neural network to learn the characteristics of abnormal attacks and recognize instances that are unlike any which have been detected before by the network. Majority of studies that proposed Hidden Markov Model to implement IDS are related to host-based systems, i.e., IDS that analyses the actions performed on a single host to detect attempts of intrusion. 3. Outlier Detection Algorithms Outliers can be detected using various different techniques. Some of the techniques are discussed below 3.1 Distance-based and Clustering Approaches Distance-based methods do not make conventions for the data since they basically compute the distance between each point. For example, Knorr et al. Proposed a k-NN technique where, if m of the k nearest neighbours of a point are within a specific distance d, then the point can be classified as normal. Knorr et al. points as an outlier if at least p% of the points in the dataset lie more than distance 10 d from it. These methods show high computational complexity (e.g. nearest neighbour based methods have quadratic complexity with respect to the number of data points) which renders them impractical for really large datasets. Several approaches may be engaged to make the k-NN queries faster (to achieve linear or logarithmic time), such as an indexing structure (e.g. KD-tree, or X-tree); however these structures have been shown to break down as the dimensionality grows. Clustering can be defined as the task of grouping a set of objects in such a way that objects in the same group share some feature similarity among each other than to those in other groups. Clustering is one of the very popular techniques currently being used in outlier detection. Any object that has weak membership to the cluster it belongs to is a potential outlier. If there are any small clusters from other clusters, then the smaller cluster could potentially be an outlier. For instance there could be many different kinds of fraudulent transactions which might have high similarity among themselves and form a cluster. There are additional problems with clustering. Clustering algorithms are optimized to find clusters rather than outliers. Hence, sometimes it may be hard to tell whether a cluster belongs to fraudulent transactions or some new emergent buying behaviour of a legitimate user. Hence before making a final call we must perform additional analysis. 3.2 Statistical distribution Statistical outlier detection was one of the most basic approaches dating back to the 19th century. Multivariate statistical methods have been proposed, together with use of robust outlier’s estimates of the multidimensional distribution parameters, e.g. minimum covariance 9 determinant (MCD) and minimum volume ellipsoid (MVE). One critical problem of statistical-based methods is the suitable model for each dataset and application. Also, as data rises in dimensionality, it becomes ever more perplexing to estimate the multidimensional distribution. As the data increases in dimensionality, data ranges through a larger volume and becomes sparse. In addition to the reduction this has on performance, it also spreads the convex hull, thus altering the data distribution. This can be improved by pre selecting the most noteworthy features to work, projecting to a lower-dimensional subspace, or applying Principal Component Analysis (PCA). Another methodology to deal with higher dimensio nalities is to organize data points in convex hull layers according to their peeling depth, based on the idea that outliers are data objects with a shallow depth value. Fig 1 In this approach one main assumption is that data objects follows a certain distribution (E.g. Gaussian) and normal data objects occur in a high probability region of this model. Fig.1 shows an example where there is high concentration of data points lying in the normal region which associates to normal data points; the mini distributions on both sides of the normal distributions are possible outliers. As shown in Fig.1 outliers will deviate strongly from this distribution. There are lot of issues with this technique too, main being the curse of dimensionality, other being lack of robustness. This is because Mean and standard deviation are very sensitive to outliers. 3.3 Density Based approach In this technique we compare the density around a data point with the density around its local neighbours. The computed density is called an outlier score. The main assumption here is that the density around a normal data point is almost similar to the density around its local neighbours. Here Density/Outlier score means that some clusters are densely packed and some others are not. Mathematically, it is defined as the inverse of the average distance to the k nearest neighbours. Lower density of a data point signifies that the probability of it being an outlier is very high. There have been many variants of Density based approaches suggested in the past few decades, majority of which deal with decreasing the computational time complexity. In Fig.2 the points which are densely packed, appearing yellow indicate normal data points, the ones which are away from the cluster are outliers, possible candidates for malicious data. In this paper, we use this technique to determine possible candidates for outliers. 4. Experiment For our experiment we used KDD Cup 1999: Computer network intrusion detection dataset for testing and evaluating our approach. We used Relative Density [3] based approach for our system. Which involved 4 Map Reduce Tasks. The Algorithms works as follows: Computing K-NN [3] We begin with the notion of K-Nearest Neighbour of object p. Definition: K-Nearest Neighbour of object p For any positive integer k, the k-distance of object p, denoted as k-distance (p), is defined as the distance d(p,o) between p and an object o ∈ D such that: (i) For at least k objects o’∈D{p} it holds that d(p,o’) ≠¤ d(p,o), and (ii) For at most k-1 objects o’∈D{p} it holds that d(p,o’) . Given the k-distance of p, the k-distance neighbourhood of p contains every object whose distance from p is not greater than the k-distance, i.e. Nk-distance (p) (p) = { q ∈ D{p} | d(p, q) ≠¤ k- distance(p) } These objects q are called the k-nearest neighbours of p. We use 2 MapReduce tasks, one to compute the pairwise distance between data points as explained above and other to compute the density of the data point. The density of a data point is simply the inverse of the average distance to the k nearest neighbours. Finding all the neighbourhood group the data points are associated with and also give them unique id We define one more term reachability distance of an object p w.r.t the data point o to determine the neighbourhood. Definition: Reachability distance of an object p w.r.t. object or Let k be a natural number. The reachability distance of object p with respect to object o is defined as reach-distk(p, o) = max { k-distance(o), d(p, o) }. The higher the value of k, the more similar the reachability distances for objects within the same neighbourhood. We use the same MapReduce class as before with slightly different configuration to identify the neighbourhood. Once neighbourhood are identified they are given a unique ID. Using previous results, create a mapping between data point and its density. In a typical density-based clustering algorithm, there are two parameters that define the notion of density: (i) a parameter MinPts specifying a minimum number of objects; (ii) a parameter specifying a volume. These two parameters determine a density threshold for the clustering algorithms to operate. That is, objects or regions are connected if their neighbourhood densities exceed the given density threshold. To detect density based outliers, however, it is necessary to compare the densities of different sets of objects, which means that we have to determine the density of sets of objects dynamically. Therefore, we keep MinPts as the only parameter and use the values reach-distMinPts(p, o), for o ∈ NMinPts(p), as a measure of the volume to determine the density in the neighbourhood of an object p. Definition: Density of an object p lrdMinPts(p) = 1/ Intuitively, the local reachability density of an object p is the inverse of the average reachability distance based on the MinPts- nearest neighbours of p. Note that the local density can be ∞ if all the reachability distances in the summation are 0. This may occur for an object p if there are at least MinPts objects, different from p, but sharing the same spatial coordinates, i.e. if there are at least MinPts duplicates of p in the dataset. For simplicity, we will not handle this case explicitly but simply assume that there are no duplicates. Hence in our MapReduce implementation, first we sort the data points based on density data and the neighbourhood, such that in the input for the reducer, we get first value as density, and the subsequent values are the neighbourhood ids. Determining the Relative Density or LOF (Local Outlier Factor) Results from the previous step is then used in another MapReduce task to compute the relative density or also called as Local Outlier Factor (LOF). Definition: LOFMinPts(p) = The outlier factor of object p captures the degree to which we call p an outlier. It is the average of the ratio of the local reachability density of p and those of p’s MinPts-nearest neighbours. It is easy to see that the lower ps local reachability density is, and the higher the local reachability densities of ps MinPts-nearest neighbours are, the higher is the LOF value of p. In the following section, the formal properties of LOF are made precise. To simplify notation, we drop the subscript MinPts from reach-dist, lrd and LOF, if no confusion arises. Finally, Data Points which have low relative Density or LOF are determined as possible candidates for outliers. 5. Conclusion Existing Intrusion detection system are in nascent stage in handling extremely large traffic and the data transfers in large Networks. MapReduce Framework can handle large amount of data quickly and efficiently. Thus our proposed methodology for Outlier detection using Relative Density based approach not only can handle large amount of data but also scales easily. In near future full of MapReduce based IDS needs to developed and evaluated. We also plan to explore multiple classifier system compared to single classifier to get improved results. 6. Acknowledgement This work is supported by CSE Department, PES Institute of Technology. 7. References [1] Barnett, V., Lewis, T. (1995). Outliers in Statistical Data. Wiley, 3rd Edition. [2] Davide Ariu, Giorgio Giacinto, and Roberto Perdisci, Sensing attacks in Computers Networks with Hidden Markov Models. [3] Ng, Jorg Sander, Hans-Peter Kriegel, Raymond T, Markus M. Breunig. LOF: Identifying Density-Based Local Outliers [4] Manh Cong Tran, Lee Hee Jeong, Yasuhiro Nakamura. Abnormal Web Traffic Detection Using Connection Graph. [5] Suri, N.N.R.R. Centre for AI Robot., Bangalore, India Murty, M.N. ; Athithan, G..An algorithm for mining outliers in categorical data through ranking. [6] Kuo Zhao, Liang Hu. Intrusion Detection and Prevention in high speed network.[7] Qing He Yunlong Ma, Qun Wang, Fuzhen Zhuang, Zhongzhi Shi.Parallel Outlier Detection Using KD-Tree Based on MapReduce [8] Koufakou, A. Sch, FL Secretan, J., Reeder, J., Cardona, K., Georgiopoulos, M.Fast parallel outlier detection for categorical datasets using MapReduce. [9] Ganesh Ananthanarayanan, Srikanth Kandula, Albe rt Greenberg, Ion Stoica, Yi Lu, Bikas Saha, Edward Harris . Reining in the Outliers in Map-Reduce Clusters using Mantri. [10] H. GuÃÅ'ˆnes KayacÄ ±k, A. Nur Zincir-Heywood, Malcolm I. Heywood. Selecting Features for Intrusion Detection:A Feature Relevance Analysis on KDD 99 Intrusion Detection Datasets. [12] E. Eskin, A. Arnold, M. Prerau, L. Portnoy, S. Stolfo, â€Å"A geometric framework for unsupervised anomaly detection: Detecting intrusions in unlabeled data,† in Applications of Data Mining in Computer Security, Chapter 4, D. Barbara and S. Jajodia (editors), Kluwer. [13] Q. He, F.Z. Zhuang, J.C. Li, Z.Z. Shi. Parallel implementation of classification algorithms based on mapreduce. International Conference on Rough Set and Knowledge Technology. [15]Koufakou, A., Ortiz, E., Georgiopoulos, M., Anagnostopoulos, G., Reynolds, K., A Scalable and Efficient Outlier Detection Strategy for Categorical Data, Intl Conference on Tools with Artificial Intelligence ICTAI, October, 2007. [16] Big Data Analytics for Security Intelligence, CLOUD SECURITY ALLIANCE September 2013. [17] DuMouchel W., Schonlau M.: â€Å"A Fast Computer Intrusion Detection Algorithm based on Hypothesis Testing of Command Transition Probabilities†, Proc. 4th Int. Conf. on Knowledge Discovery and Data Mining, New York, NY, AAAI Press, 1998, pp. 189-193. [18] Ramaswamy S., Rastogi R., Kyuseok S.: â€Å"Efficient Algorithms for Mining Outliers from Large Data Sets†, Proc. ACM SIDMOD Int. Conf. on Management of Data, 2000. [19] Fawcett T., Provost F.: â€Å"Adaptive Fraud Detection†, Data Mining and Knowledge Discovery Journal, Kluwer Academic Publishers, Vol. 1, No. 3, 1997, pp. 291-316. [20] Holtz, Marcelo D., Bernardo M. David, and Rafael Timà ³teo de Sousa Jà ºnior. Building Scalable Distributed Intrusion Detection Systems Based on the MapReduce Framework. Telecomunicacoes (Santa Rita do Sapucai) 13 (2011): 22-31. [21] DuMouchel W., Schonlau M.:  "A Fast Computer Intrusion Detection Algorithm based on Hypothesis Testing of Command Transition Probabilities†, Proc. 4th Int. Conf. on Knowledge Discovery and Data Mining, New York, NY, AAAI Press, 1998, pp. 189-193. 1 Onida Electronics: New Product Launch Onida Electronics: New Product Launch LAUNCHING OF A NEW PRODUCT ONIDA LAPTOPS COMPANY DESCRIPTION ONIDA is one of the largest television manufacturing companies in INDIA. It is one of the largest and rapid growing companies in the same field. Onida as a company was founded in 1981 as a public company. Its head quarter is in MUMBAI, MAHARASHTRA, INDIA. Onida deals in a type of industry known as electronic industry. Onida Company started their business with electronics and then expanded their business with various products as LCD TVS, PLASMA TVS, TELEVISIONS, DVD AND HOME THREATER SYSTEM, AIR CONDITIONERS, WASHING MACHINES, MICROWAVES, PRODUCTS RELATED TO PRESENTATION, and INVERTERS AND ALSO MOBILE PHONES. Onida Company is a most popular brand now. It has got his network as 33 branch offices and 208 customer relation centers. Also the company is having 41 depots spread all over the country. Onida is also having a market capitalization of 400 crore approx. also onida electronics won an award as AWARD FOR EXCELLENCE IN ELECTRONICS in 1999 from MINISTRY OF INFORMATION TECHNOLOGY, GOVERNMENT OF INDIA. EXECUTIVE SUMMARY Onida is one of the largest rapid growing companies. It is one of the most successful companies in term of professionalism. The main objective is to prove quality of competitive prices and customer satisfaction. It is one of the objective is to provide NOTEBOOK PC as ensured quality, availability and customer satisfaction. This following marketing plan forms the basis for the launching of ONIDA LAPTOPS by ONIDA COMPANY one of the famous company in India. The analysis will allow us to follow for the achievement of the companys strategic goals. ONIDA LAPTOPS will be marketed to reinforce the companys status as leader in innovation and successful product launching. This new product launching will enable us to add RS.100 crores to companys turnover with a forecasted sales growth prospect of 10-15% over the next 5 years. And while satisfying the need and designing the product to match individuals lifestyle. Success will be reflected by a sizeable capture of market shares within this market, while strategically carrying the company up to the top spot as the market leader in laptop segment. Export potentials in the market will be considered in all the western countries as USA, Russia, France, and Iraq. Nigeria, Yemen and even further expansion can be planed. The main aim of the company is to attract a sizeable market share of the laptop segment. Also the number of customers depending upon laptops rather than personal computers is taken care off. The main aim is to sell one lakh units of laptops in the first year considering as this brand as a new brand and being expertise in the related field having manufactured the product for several brands and having also sold its own televisions. EXPECTED TURNOVER Above chart shows the expected turnovers in crores over the coming years in turnover of onida laptops in various countries. In 2009 as the product is being launching in 2009 only so started expected turnover will be near about 90 lakhs. With the continuous supply of good quality and good work with good customer service expected turnover will start increasing. Company is planning to use new technology and other servicer beneficial for customers and company in terms of turnover which will help in increase the expected turnover to 150 lakhs in 2012. This proves that launching of onida laptops will be beneficial for the organization. SITUATIONAL ANALYSIS ONIDA NOTEBOOK PC is a new expansion line of onida. Onida television portfolio has been well received and now ONIDA NOTEBOOK PC is going to be launched for onidas continues success and future profitability. Onida as a company is famous for quality products at reasonable prices and it offer best facilities. It will offer NOTEBOOK PC or LAPTOPS in various configuration as well as prices to satisfy every kind of customer. One important key to success or for the development of the product is to create product awareness and growth of customer base. MARKETING SUMMARY Marketing summary of onida laptops possess sufficient information about the market needs and customer needs, wants, desires and demands. It will also help to give right offer to right customer so that company can achieve customer satisfaction and can communicate with them in a better way. Also this lead to have some important information about customer which will help to make customer a delightful customer. TARGET MARKET The target market of ONIDA LAPTOPS or NOTEBOOK PC is shown below: Above shows that there is a target market of onida laptops as CORPORATE USERS END USERS OTHERS Environmental analysis Macro environmental factors Growing disposable income and low penetration levels would ensure greater share of wallet for the consumer industry and would help in achieving the predetermined targets. The inventions and innovations would help in shaping the industrys future. It would be necessary to catch the changing trends in consumer lifestyles and offer the right product at right time to facilitate further growth and achievement of targets. There is a need to launch a product which will give maximum customer satisfaction and satisfy there needs. Micro environmental factors The cost would further come down with enhanced possibilities of better and easy cross border talks with suppliers worldwide and the range of offerings Would go up. With the increase in number of players, there would be more action and the industry would feel the buzz around it and would need constant high pitch communication with the customers. Network has a strong influence on the buying decision and the organization that would manage the channel better, would have a substantial edge over the others. Competitive Strategy Onida will try to offer more valuable offerings to the customers and would try to manage customer relationships. Onida as a company in order to be effective and ahead of competition would try to maximize benefits to the consumers. They will also react strongly to price changes made by the competitors and organizations would look at integration on backend as well as the front ends. MARKET DEMOGRAPHICS The profile of ONDA NOTEBOOK PC or LAPTOPS customer consists of the following GEOGRAPHIES, DEMOGRAPHICS, and BEHAVIOR FACTOR: GEOGRAPHICAL FACTORS Geographical factors have been classified as: ONIDA NOTEBOOK will have specific domestic geographic target area. They will serve the product to domestic market. Onida will try to cover the Metropolitan area through their own distribution channel. DEMOGRAPHICAL FACTORS Demographical factors have been classified on the basis of the following attributes: There will be almost same featured notebook pc or laptop for the corporate, end users and other users. University teachers and other researchers can use it for their research work and analyzing the environment. High, Middle, Upper middle and middle class use it and reasonable pricing strategy will help to purchase of these notebook pc by every potential users. BEHAVIOUR FACTORS Its a general behavior of every human that NOTEBOOK PC or LAPTOP increases the status and prestige of the user. In todays busy world there is need of a product which is available with consumer anywhere or any time and at every period of time. Customer feel that they have a separate image and prestige by using ONIDA LAPTOPS. MARKET NEED FOR ONIDA LAPTOPS ONDA LAPTOPS will provides its customers the opportunity to choose NOTEBOOKs with different configuration and varieties.These laptops will also fulfill the requirements of customers and also provide benefit as:- Reasonable pricing Consumer needs a high quality product at reasonable price, for that reason ONIDA try to provide high quality product at a reasonable price. So that more and more customer can be attracted towards onida notebook pc. High quality Consumer want high quality product, which is must be high in regard to performance. ONIDA tried to meet this need of consumer at its level best. Quality was the main point to be taken care of by the company as this the main motto of company. Different varieties Choices of customer vary from person to person .So ONIDA provides different laptop with different features. And provide laptops with different configuration. Product availability One of the important things to be taken care of is Customer and customer seeking availability of product so that they can buy the product at any time they need. MARKET TRENDS ONIDA will produce different type of laptop which not only fulfill quality demand of customer but also reasonable price. So that more and more customer will purchase these laptops. Now a days NOTEBOOK PC production company is growing and more competitors are coming in the market. Now even customer are more aware about the product for that reason they want different types of product with different features and different styling features. The market for LAPTOPS with new and new technologies is growing faster, competition are increasing in these markets. Thus, ONIDA made segments for their product. They divided their customer in to three groups, and give emphasis on each of the group. So that company can capture all kind of customers in market. MARKET GROWTH Gradually total ONIDA Company is going upward with a strong competition. With the increase in domestic market, our international market growth statistics is increasing day by day. Now with the launch of new laptops with newer technology the market share of our company is going to increase further. COMPETITIVE STRATEGIES Onida will try to offer more value offerings to the customers and would try to manage CUSTOMER RELATIONSHIP. The firms in order to be effective and ahead of competition would try to maximize benefits to the consumers. Firms would react strongly to price changes made by the COMPETITORS and organizations would look at INTEGRATION on BACKEND as well as the FRONTENDS. CURRENT MARKET SITUATION OF LAPTOP MARKET Market Overview Luxury goods are now being perceived as necessities as now customers are having higher disposable incomes being spent on lifestyle products. There is a discernible shift in the consumers preference in favor of higher-end, technologically superior branded products, the demand being spurred by increasing consumer awareness and preference for new models now the modern educated customer is not confined to old technologies and old products. Now customers want to try newer products with newer technologies. Quality products with superior technology and technology up gradation have helped the industry to achieve higher growth in terms of volume and also higher realization in value terms. Rate of growth in production has been more in terms of quantity or in volume growth rather than the growth in value terms for a number of products. This has happened because of constantly falling prices over the years due to competition among the MAJOR PLAYERS, AGGRESSIVE MARKETING STRATEGIES AND DECLINING IMPORT TARIFFS. Competition has forced companies to offer efficient AFTER SALE SERVICE and support and this, in turn, has swayed customer preference for good brands. There are positive growth trends in Technological goods segments white goods and consumer electronics during and points to sustained growth because of emerging opportunities and strong fundamentals of the economy. Because of growth in production in the organized segment and domestic availability of branded products due to lowering of import duties and other liberal measures, the share of unorganized segment has come down sharply to only 8 to 10 per cent from 40 to 50 percent. The price difference between branded and unbranded goods has narrowed down and with branded players providing good after sales services and support consumer prefers to buy branded products. The industry related to technology appears to have two clearly differentiated segments. The MNCs have an edge over their Indian counterparts in terms of technology combined with a steady flow of capital. The domestic companies compete on the basis of their well-acknowledged brands, an extensive distribution network and an insight into local market conditions. Competitive strategies revolve around strong brand differentiation and prices. Bargaining power of customers is high due to availability of many brands. Demand is Cyclical and seasonal. Demand is high generally on the basis of requirement of customers as corporate customer or end user. Demand for technology is present throughout the year. There is no preference on the basis of any special month when demand for technology is more in one month than other month. Rural India which accounts for nearly 70% of the total number of households, offers plenty of scope and opportunities for the white goods industry. Increasing consumer awareness and preference for new models have added to the demand in rural areas also. And evolution of education had made more and more people rely on technology. Attractive consumer loan schemes with reduced interest rates over the years by the financial institutions and commercial banks and the hire-purchase schemes have added to the surge in demand. Besides, the consumer goods companies are themselves coming out with attractive financing schemes to consumers through their extensive dealer network. The usage of internet by the market functionaries has lead to intelligence sales of the products. It has helped sustain the demand boom witnessed recently in this sector. SWOT ANALYSIS (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS) STRENGTHS Quality product and services. Popular brand name. Continuous research and development Strong existing distribution channel. Increased share of organized sector as compare to unorganized sector. Attractive design. Body made of silver and plastic and available in many colors. Most of the buyers are satisfied. Presence of established distribution networks in both urban and rural areas. WEAKNESSES Poor government spending in infrastructure and other related things. Lack of promotional activities by companies. Low purchasing power of consumers Insufficient capital. Legal and political barrier regarding import, tax and shipment and other difficulties. Difficulties due to competitors. Old technologies. OPPURTUNITIES Low penetration levels Demand of NOTEBOOK PC is increasing. Improved market portfolio. Greater demand due to changing lifestyles Increasing sales throughout the country and internationally. Availability of easy finance. Promotional activities to increase brand image. Growing disposable income of consumers Increasing demand in rural sector. THREATS Strong competitors Legal political difficulties regarding import duty, tax etc. Entrance of new competitors in the market. The price of NOTEBOOK or laptops is decreasing continuously. Cheap Imports from Singapore, China and other Asian countries Higher import duties on raw materials imposed in the Budget 2008-09. COMPETITORS Onida has established its own market. But still they have to face the competitors. Some of the major competitors of onida laptops are: HP: HPs NOTEBOOK is having maximum market share in capturing the market of NOTEBOOK PC in India as well as internationally. HPS notebooks are produced in China. They are holding a leading position for long time in NOTEBOOK PC in our country. ACER: Acer is the Chinese producer of NOTEBOOK or laptops. ACER has its maximum market share of NOTEBOOK PC in Bangladesh. They have fewer shares in Indian market as compare to acre. COMPAQ: Mitsubishi is Taiwan Company. COMPAQ was an automobile company initially. Now it is producing NOTEBOOK PC also. It is now giving a strong competition to notebook or laptop market. DELL: Firstly they produce televisions. But now they have enhances its business by producing NOTEBOOK PC. And DELL is now giving a strong competition in laptop market as well as technological market. MARKET SHARE OF ONIDA PRODUCT OFFERING ONIDA will offers different type of configuration at different price to our consumer for chooses their expected product. Following are the items:- POINTS OF SUCESS Strong quality Better customer relationship management Better service Operational efficiency and integration Effective channel management Constant product change and product mix management Image of brand and product Distribution channel Retention of customer MARKETING STRATEGIES Marketing strategies are helpful in creating awareness, interest and appeal from our target market. So that more and more market can be capture. Basically marketing strategy is based on superior performance of the following areas: Different configuration. Product quality. Delight user. MISSION The main mission is to provide quality and product at a competitive price. Growth in diversity and continuous contribute to the growth is being the main market challenger. Also To benefit society at large through Innovation, Quality, Productivity, Human Development and Growth, and to generate sustained surpluses, always striving for excellence, within the framework of law, and in nothing but the truth in which we base every action 3.2 Marketing Objective Capture the market as a market leader. To attain quantitative and qualitative leadership in the technological sector. Maintaining positive and increased sales growth than the competitor. Increase the market share by market development and services. To increase product awareness and sales by persuasive promotional activities. Becoming a globally recognized and prestigious company through synergistic business investment. Differentiation through innovation and passion through empowerment. Also cost through economies of scale and world class systems and procedures that bring in delight of stakeholders. FINANCIAL OBJECTIVE The company aims to sell one lakh units of NOTEBOOKS in first year of its launching and is expecting a target turnover of Rs.100 Crores from laptop market in first year. It expects to grow at 10-15% in next five years by satisfying customer needs through its offerings. They aim to make considerable profits and achieve economies through backend and front end integration. And maintaining double digit each year. STP (SEGMENTATION, TARGETING, POSITIONING) SEGMENTATION OF MARKET The company has segmented its target market on the basis of incomes and lifestyles. People who are well educated, have lifestyle as an important element and have high income can buy laptop. TARGET MARKET The potential consumers are separated into various segments- Corporate User End User and others. The primary marketing opportunity is sell laptops to these well defined, accessible target market segments. Corporate User: Corporate users are the users who buy the laptops for their official purpose only. The MD, GM, DGM, CEO and other. Levels in offices are the main corporate users. End User: End users are the users who buy the laptops for their personal use. Teachers, Students of private University, businessman etc are mainly consider as the End users. Others: other then as mention above. POSITIONING IN MARKET Onida is trying to maintain its position as a NOTEBOOK company. The position will be achieved by providing quality product, competitive price, and according to consumers demand and by delighting consumers. There should be experienced managers to make awareness about the product to customer. Company is also promising to offer quality offerings and better services and make a satisfied consumer as its brand ambassador. The companys will advertise its product as the synonym of truth and providing it at a reasonable price. STRATEGIES ONIDAS main primary marketing strategy is to seek and firstly create customer awareness regarding the products as well as availability of product. Other marketing strategy are- Providing Total Quality Management (TQM) Customer Orientation Providing international standard products To increase the product line as well as length as per the expectations of the consumers Competitive prices of product. MARKETING MIX ONIDAS marketing mix is comprised of the following approaches to product, price, promotion, and place or customer service. PRODUCT o BRAND NAME The name of the brand is ONIDA NOTEBOOKS. o PPRDUCT CLASSIFICATION ONIDA NOTEBOOK has five types of product. These are-W125U-T3000, W3001U-T4150, W4200-T4500, W4510U, W5520U o QUALITY OF PRODUCT ONIDA is mainly popular for the maintaining of high quality of its products. Total Quality Management (TQM) is purely practiced here. o DESIGN Attractive Design, Color, configuration, Comfortable weight. o PACKING ONIDA supply the notebooks to the users with attractive packaging. It provides special cartoon with strong handling of the NOTEBOOKs to its dealers. o Size The products size vary from to one product series to other product series o Service ONIDA provides best after sales service and take feedback for its products. PROMOTION o SALES PROMOTION ONIDA provide initially shot-term incentives to encourage and purchase or sale of its products. Occasionally company has decided to give special discounted price for its products. Company also decided to give T-shirts, caps, bags etc. to lure the customers. o ADVERTISEMENT Company decided to gives advertisement for ONIDA NOTEBOOK through newspaper, billboard, popular magazine, leaflets, sponsoring on game competition, internet etc. o PERSONAL SELLING ONIDA company is also deciding to sell laptops through personal selling but till now we havent arrange any kind personal selling. PRICE o LIST PRICING Pricing of the product are being made on the basis of technology used in the product and depending upon the various series of onida. The various pricing of various varieties of laptops are: o DISCOUNT Company has decided to allow discount facilities to all the retailers and dealers. o Payment period ONIDA will sell NOTEBOOK on credit to its distributor and retailers and after the sale e period of 2 months can be given for making payment. PLACE CHANNELS ONIDA has its own distribution channel for the distribution of their products. DISTRIBUTOR ONIDA have own distribution channel for distributing their products. Location ONIDA covers district areas of our country to capture the market for their products. TRANSPORTION FACILITIES ONIDA has its own transportation facility for its distributors. Distributors are themselves responsible for taking the products to their showrooms. MARKETING RESEARCH One of the important things is research work. Research is very vital for any company to know about current market position and also to predict future needs. Information is collected through the dealer and retailer. o Question How did you hear about our ONIDA NOTEBOOK product? note the answer and this answer can be use for the promotional activities. o Customer suggestion New feedback service and customers suggestions system to gain additional information. They want to know from the customers about- à ¼ What suggestion do you want to give to company to improve our product? à ¼ Why do you need a laptop and why onida laptop only? FINANCIALS It is very important while the launching of a product to take care of the financial overview of ONIDA NOTEBOOK related to marketing activities. ONIDA address brake even analysis (BEA), sales forecast, expense forecast, and showed how this activity are link to the marketing activity. BREAK EVEN ANALYSIS Break even is a point where cost is equals to sales. The break-even analysis below shows the number of single sales, or units, that we must realize to break-even. Analysis of breakeven point is based on the cost and the sales of a company. SALES FORECAST: Sales forecast means planning or estimation of sales so that future sales can be assessed. ONIDA thinks that the sales forecast will be achieve into the five main streams; W1250U-T3000, W3001U-T4150, W4200U-T4500, W4510U and W5520U. This will steadily increase the sales. As the advertising budget allows the target market forecast, the listed of all the potential customers get divided into separate groups. The forecasted customers group divided into various categories: Corporate Users, End Users and others. EXPENSE FORECAST Every company has to make a prior forecast of expenses. It is important to mark such forecast to limit the expenses made in future. These expenses are to be budgeted at approximately 5% of total sales for 2007-08 and 6% for 2008-09. Mainly expenses are to be tracked in the major marketing categories as:-NEWSPAPER ADVERTISEMENT, PROMOTIONAL EVENTS, BILLBOARDS, PRINTED LEAFLETS, and ADVERTISEMENT IN TELEVISIONS ETC. CONTROLING FACTORS The main purpose of ONIDA NOTEBOOKs marketing plan is to serve as a guide for the organization while launching of the laptops successfully. This plan is all about implementation and changing the business and also to make it better. In this marketing plan we look at specific implementation programs, and the details that it takes to make it happen. The following are the areas which will be specially monitored to enhance the performance of company and launching of laptops. Contingency Planning Contingencies likely to arise: Price War New Technologies in the market More Competitors Companys Strategy to counter the same: Creating value preposition Continuous innovation and product development Creating distinct brand identity