Wi-Fi & Starbucks: Is it the Right Fit?

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Wi-Fi and Starbucks: Is it the right fit? Presentation by the 'A' Team - Ed Bell, Raphael Hammond and Christopher Cobb.
The case study in the text is about Starbucks and Others who provide wireless access at a cost, compared to others who don't charge. As of last summer (2010), Starbucks no longer charges for its wireless service. So, we felt that Starbucks offering wireless Wi-Fi at all might be something to consider. Our presentation brings to light some reasons why they shouldn't and then we offer an alternative. ~Ed

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  • Notes:Throughput is simply the rate at which data is transferred through a network system from input to output based. The increasing demand of data speed in networks, end-users today bare high importance in throughput. Wireless network can be implemented as point to point or point to multiple-points. Point-to point; direct contact, to transmit from point A to point B Point-to-multiple points; several contacts, to transmit from point A to point B and C simultaneously. The change in throughput bares importance on the number of carriersand the affect of other overhead and wireless factors.
  • Notes:Wireless communication transmits within a constraint set of frequencies referred to as frequency band. Frequency band is referred to as the bandwidth. Frequency bandwidth, data encoding, modulation, encryption are some factors that play a large part in throughput. Data encoding and modulation determines data rates, which are sometimes also referred to as data bandwidth. Data bandwidth is the change in data speed sometimes referred to as data rates. Carrier Sense Multiple Access with Collision Avoidance (CSMA/CA) is the aggregate throughput transmitted.
  • Notes:Data transmission rates of wireless networks still cannot compare to the wired-based speeds available today. Some leading factors are frequency ranges, signal strengths and natural interferences.Security and encryption can also add additional processing requirements to encrypt and decrypt data causing a change in data rate. Fragmentation of frames creates additional overhead by forcing the network system to transmit smaller headers each with a complete set of 802.11 headers.Open Systems Interconnection model (OSI) can affect the throughput (data rate) of 802.11 communications.Companies have yet to satisfy the individual’s consumption requirements. Understand the different causes and effect of throughput to minimize their effect on overall performance to be able to deliver excellent customer satisfaction beyond customer service.
  • High Speed Data Access (HSDA) is what our highly technical country required in order to stay abreast of news, find directions, keep in touch with friend’s and among other thing. Without some type of access at your finger tips you can quickly become a social misfit.In our society wireless technology has become the tool of chose when it comes to daily resources like the news paper, mail, reading a book, or researching any complex subject.Throughout your daily lives you see various devices from phones, PDAs, laptops, ipads and reader, that require the support of wireless technology. Starbuck’s and other have taken advantage of the wireless market as a means to get customers into the store and provide the wireless service.I will briefly discuss: customer Access preferences, technology on the rise, our conclusion and recommendations as far as the relevance of Wi-Fi to Starbucks and others business model.Currently Starbucks maintains a Wi-Fi solution to support customer access. Wi-Fi and Cellular are the two leading technologies when it comes to wireless access. In the next few slides we will take a look at customer access preference and some of both applications benefits.
  • WiMAX is an IP based, wireless broadband access technology that provides performance similar to 802.11/Wi-Fi networks with the coverage and quality of service of cellular networks. WiMAX is a wireless digital communications system, also known as IEEE 802.16 that is intended for wireless "metropolitan area networks.” WiMaxlooks to combine the benefits of broadband and wireless to better service the customer.WiMax—accesses the internet at speeds of 75 megabits per second (Mbps). WiMAX can provide broadband wireless access (BWA) up to 30 miles (50 km) for fixed stations, and 3 - 10 miles (5 - 15 km) for mobile stations. In contrast, the Wi-Fi wireless local area network standard is limited in most cases to only 100 - 300 feet (30 - 100m).Just a couple of WiMax antennas per city could eliminate the need for Wi-Fi, DSL, T1 circuits, and most all forms of internet access.If WiMAX can gain a loyal customer base with revenue projections, the cellular companies will merge quickly with them.
  • As a result of Wi-Fi becoming less of a business option for Starbucks and Others, we recommend placing them in the front of WiMax technology as a poster child. If positioned on the splash page of WiMax when accessing the Internet via technology, Starbucks and Others would be able to take advantage of advertising dollars.
  • Wi-Fi & Starbucks: Is it the Right Fit?

    1. 1. Wi-Fi & Starbucks<br />The Right Fit?<br />(A Case Study)<br />Presentation by <br />The ‘A’ Team<br />Ed Bell, Raphael Hammond, and Christopher Cobb<br />
    2. 2. Wi-Fi<br /><ul><li>What is Wi-Fi?
    3. 3. Where do I get one?
    4. 4. What should I be concerned with?
    5. 5. Are there other options?
    6. 6. Recommendations</li></li></ul><li>What is Wi-Fi?<br /><ul><li>IEEE 802.11b Direct Sequence
    7. 7. Trademark of the Wi-Fi Alliance
    8. 8. Wi-Fi enabled devices
    9. 9. Connect to the Internet without wires
    10. 10. Coverage</li></li></ul><li>Who or What is Starbucks?<br /><ul><li>Global leader of specialty coffees
    11. 11. Offers free wireless internet service
    12. 12. 16,850 coffee shops in over 40 countries
    13. 13. Fortune 500 company Ranked #241
    14. 14. Case study from text is not relevant</li></li></ul><li>Benefits of Wi-Fi<br />Customer Benefits<br /><ul><li>Convenient Internet Access
    15. 15. Enhance Information Exchange</li></ul>Starbucks Benefits<br /><ul><li>Enhance Product & Service
    16. 16. Enhance Customer Experience
    17. 17. Add Value to Society</li></li></ul><li>Two Basic Structures<br />Infrastructure Mode<br />One or more access points<br />Ad Hoc Mode<br />Peer-to-peer wireless connection<br />Fig. 1 Sources: GAO Reports<br />Fig. 2 Sources: GAO Reports<br />
    18. 18. Wireless Access Provider Responsibility<br /><ul><li>Operational Benefits
    19. 19. Economic Costs
    20. 20. Shared Usage Limits
    21. 21. Security Risks</li></li></ul><li>Network Security Threats<br />Dual-Connect Attack Scenario<br />Wireless Man-in-the-Middle Attack Scenario<br /><ul><li>Denial-of-service
    22. 22. Eavesdropping
    23. 23. Message Modification
    24. 24. Message Relay
    25. 25. Misappropriation
    26. 26. Traffic Analysis</li></ul>Fig. 4 Sources: GAO Report<br />Fig. 3 Sources: GAO Report<br />
    27. 27. Recommendations<br />Security is Paramount<br /><ul><li>WEP, WPA, WPA2, EAP</li></ul>Security Configuration Requirements<br /><ul><li>Encryption, authentication, VPN, and firewalls
    28. 28. Physical protection</li></li></ul><li><ul><li>Rate of data transfer.
    29. 29. Increase demand in data speed.
    30. 30. Wireless network implemented as;
    31. 31. Point-to-point
    32. 32. Point-to-multiple points</li></ul>What is Throughput?<br />
    33. 33. <ul><li>Frequency band
    34. 34. Frequency band referred to as bandwidth.
    35. 35. Change in speed (data rates) referred to as data bandwidth.
    36. 36. Factors: frequency bandwidth, data encoding, modulation & encryption
    37. 37. Carrier Sense Multiple Access with Collision Avoidance (CSMA/CA) .</li></ul>Throughput v. Bandwidth<br />
    38. 38. <ul><li>Wireless networks and wired-based speeds
    39. 39. Leading factors are frequency ranges, signal strengths and natural interferences.
    40. 40. Other factors; security, encryption and fragmentation
    41. 41. Individual’s consumption requirements in regards to wireless network speed.</li></ul>Other Throughput Factors <br />
    42. 42. High Speed Data Access (HSDA)<br />When most think of HSDA, there are several technologies that come to mind. We will discuss the two most prominent modes of access available today and the most likely predecessor.<br />Wireless Router<br />High Speed Cell Phone<br />Air Cards<br />
    43. 43. Customer Access Preference:Wi-Fi Solution<br />Wi-Fi Solutions – connects users to an ISP Ethernet connection at 11 to 54 megabits per second. Wi-Fi covers only a few hundred feet from the access point.<br />Starbucks Wi-Fi provides:<br /><ul><li>Free Service
    44. 44. Limited Web Access
    45. 45. Limited to the store location
    46. 46. No longer an allure to customers</li></li></ul><li>Customer Access Preference:Cellular Solution<br />Cellular Solution – has basically two means of access:<br />1) Cell Data Card and 2) High –Speed Cell Phone<br />Provided with cell-phone plan<br />No limits on access<br />Not locked to a geographical area<br />Makes customers independent for Internet access<br />
    47. 47. Technology on the Horizon<br />WiMax– accesses the Internet at speeds of 75 megabits per second (Mbps). Users at a distance as far away as 30 miles would have access at slightly slower speeds. Just a couple of WiMax antennas per city could eliminate the need for Wi-Fi, DSL, T-1 circuits, and almost all forms of Internet access.<br />
    48. 48. WIMAX<br />
    49. 49. Conclusion<br />Wi-Fi is no longer a relevant business opportunity for Starbucks and others. Most competitors offer access free of charge. Many users are much more comfortable accessing the Internet via their personal cellular solution.<br />
    50. 50. Recommended Solution<br />Because Wi-Fi is becoming less of a business factor for Starbucks and Others, we recommend they get in front of the WiMax technology and become the poster child for WiMax. This would allow Starbucks and Others to take advantage of advertising dollars, being on the splash page of WiMax when accessing the Internet via this new technology.<br />
    51. 51. References<br />Coleman, D., Westcott, D. (2009). Certified Wireless Administrator Official Study Guide. Sybex. Retrieved from <http://proquestcombo.safaribooksonline.com.ezproxy.umuc.edu/book/ certification/cwna/9780470438909><br />Gallo, M., Hancock, M. (2009). Network Explained. Digital Press. Retrieved from <http:// proquestcombo.safaribooksonline.com.ezproxy.umuc.edu/book/networking/><br />Gohring, N. (2004). More room to roam: New technology provides far-reaching wireless connections. The Seattle Times. Retrieved from <http://community.seattletimes.nwsource.com/archive/ ?date=20040301&slug=wimax01><br />Sipior, J. C., & Ward, B. T. (2007). Unintended invitation: Organizational Wi-Fi use by external roaming users. Communications of the ACM, 50(8), 72-77. Retrieved from <http://cacm.acm.org/ <br /> <br />Starbucks Corporation. (2011). Overview. Retrieved on March 22, 2011 from <http://www.hoovers. com.ezproxy.umuc.edu/company/Starbucks_Corporation/rhkchi-1-1njea5.html><br /> <br />The Cyber Truck Stop. (n.d.) Wi-Fi alternatives: Satellites & cellular service. Retrieved on March 27, 2011 from <http://www.thecybertruckstop.com/MC/wifi-alternatives.html><br />References<br />
    52. 52. Toh, C. (2001). Ad Hoc Mobile Wireless Networks: Protocols and Systems. Prentice Hall. Retrieved from <http://proquestcombo.safaribooksonline.com.ezproxy.umuc.edu/book/electrical-engineer><br />Wilshusen, G. C., & Barkakati, N. (2010). Federal agencies have taken steps to secure wireless networks, but further actions can mitigate risk. GAO Reports, 1-45. Retrieved from <http://gao. gov/products/GAO-11-43#recommendations><br /> <br />Wikimedia Foundation, Inc. (2011). Wi-Fi. Wikipedia, the free encyclopedia. Retrieved from <http://en. wikipedia.org/wiki/Wi-Fi><br />WiMax.com Broadband Solutions, Inc.. (n.d.). What is WiMAX?. Retrieved March 27, 2011 from <http://www.wimax.com/general/what-is-wimax><br />References (cont.)<br />
    53. 53. Images<br />Apple. (2011). Time Capsule. Apple.com. Retrieved from <http://images.apple.com/au/timecapsule/ images/wireless_multiple20090303.jpg><br />Bayfield Bunch. (2008, November 29). Travel with the Bayfield bunch. Retrieved from <http://thebayfie-ldbunch.com/2008_11_02_archive.html><br />Blog Carnival: WiMax. (2009, July 4). Netizen. Retrieved from <http://technbiz.blogspot.com/2009/ 07/blog-carnival-wimax.html><br />ClickTheCity.Com. (n.d.). Food and dining: Starbucks. Retrieved on March 25, 2011 from <http://food.-clickthecity.com/b/RV3b46><br />Guenther, K. (2009). Starbucks: The gentle giant, swapping greed for good. The Garfield Messenger. Retrieved from <http://www.garfieldmessenger.com/news/2009/01/16/starbucks-the-gentle-giant/><br />Holland, R. (2011). Linger at Starbucks with its new digital network. SMSEO technology, social media, & more. Retrieved from <http://socialmediaseo.net/tag/starbucks/><br />Johnson, J. (2009, May 14). Clearwire & Cisco team up for WiMAX. Hot Hardware. Retrieved from <http://hothardware.com/News/Clearwire--Cisco-Team-Up-for-WiMAX/><br />References (cont.)<br />
    54. 54. Microsoft Office PowerPoint. (2007). Clip art. Retrieved March 25, 2011, from Microsoft Office 2007 PowerPoint software.<br />Phillips, J. (2010). Starbucks to raise prices of certain beverages: Price of green coffee beans rising. The Epoch Times. Retrieved from <http://www.theepochtimes.com/n2/ content/view/43121/><br />W. L. Gore & Associates. (2011). Retrieved from <http://www.gore.com/MungoBlobs/586/1021/2-6-infiniband-sdr-ddr_lg.jpg><br />Wee, W. (2010). Starbucks’ free Wi-Fi strategy revealed. Penn Olson. Retrieved from <http://www.pe-nn-olson.com/2010/08/12/starbucks-digital-network/><br />Wireless @ICTP. (2011). Retrieved from <http://wireless.ictp.it/school_2006/lectures/Rob/802.11_c-hannels/pix/80211b.png<br />Yuga. (2010, March 8). Why is 4G/WiMax in the Philippines slow?. Retrieved from <http://www.yugat-ech.com/blog/telecoms/why-is-4gwimax-in-the-philippines-slow/><br />References (cont.)<br />

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