SSMAC - Digital & Automation

Preface
The world that we live in is not the same where our parents lived. The explosion of Information and
Technology has entirely altered the way we connect with our friends and relatives; we do business, our search
for information and our every day communications. The advent of SSMAC – Security, Social, Mobile,
Analytics and cloud technology has a high on our Communication process in both personal and professional
life. It makes it easier, faster, deeper, wider and more cost effective than previous communication technologies
used to explore the world of communication. The book titled ―SSMAC – Digital and Automation‖ is our
(humble attempt) share of contribution to enlighten the common masses about the path breaking SSMAC
Technology.
With the hope that a better understanding of SSMAC‘S background, its functions and uses will enhance
the laymen‘s life conditions, we in collaboration with one of our Governments partners in ‗Digital India‘, Tata
Consultancy Services bring out this book. This book also supports our Prime Minister‘s Digital India campaign
by way of its informative knowledge content on the benefits of becoming part of the Digital India with one‘s
effective use of this technology. The citizens‘ know how of Technology empowers our nation to effectively
plan, manage and execute welfare schemes for its citizens living in the entire breadth and wide of the nation.
This book contains five chapters as I, II, III, IV and V. The first unit motivates and prepares the readers
to explore the world of SSMAC by providing the background and the necessary invaluable information about
the SSMAC Technology. The following chapters cover up the different technology types that are part of the
SSMAC Technology like Security, Social Media, Mobile Analytics and Cloud. Each technology is elucidated
with supportive diagrams and tables for the clear understanding of the content. The language is so lucid and
simple so as to enable the technical details to be successfully communicated to the readers.

Acknowledgment
This book could not have been written without the assistance of the following people. Our heartfelt thanks to all
of you. We started writing this book under the careful guidance of Dr. N. Vijayarangan of Tata Consultancy
Services Limited (TCS), and from the bottom of the heart we thank him for his support during the crucial
stages. His comments throughout the process have been honest, detailed, critical, encouraging and filled with
helpful advice. Certainly, our gratitude and happiness to Mr.A. Pattabiraman Krishnaswamy (Head
Accreditation process South India and Academic Interface at TCS) who approved the publication of this work.
Our heartfelt thank to the English Department of M.Kumarasamy College of Engineering for their extensive
support as reviewers of the book. Your support, guidance, enthusiasm and patience in the middle and final
stages of our writing are tremendous.
Our sincere gratitude to the Management of M.Kumarasamy College of Engineering @ Karur, India for
entrusting us with the task of authoring the book on the suggested topic, thus providing opportunity to don the
mantle of authorship. Further, TCS organization acts as a morale booster for this work.

SSMAC – Digital and Automation, First Edition
This book is written only for academic pursuit, not for any commercial interest and motivation.
Copyright © 2015
All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means,
electronic, mechanical, photocopying, recording, or otherwise or stored in a database retrieval system without the prior
written consent including, but not limited to, in any network or other electronic storage or transmission, or broadcast
for distance learning.
Website: www.mkce.ac.in

SSMAC – Digital and Automation
Part I : SECURITY AND SOCIAL MEDIA
 Introduction to SSMAC and its components
 What is SSMAC?
 The Perspective of SSMAC Technology
 Technologies in SSMAC
 Security technology
 Social technology
 Mobile technology
 Analytics technology
 Cloud technology
 Social media Learning path
 Introduction
 Dyads
 Groups, Networks, Sets
 Collectives
 Combinations
 Marketing
 What is social marketing
 Benefits for people and society
 How social media marketing helps
 Policy
 Strategy
 Implementation and Delivery
 Impact on Business
 Tactics
 Word of mouth
 Communicating with customers
 Influence
 Considerations
 Tools
 Studio for Instagram image design
 Chase‘s Calendar of Events for Timely Conversations
 Pablo for Social Media Images
 Canva for Social Media Image Design

 Scope and Emerging trends
 E-commerce/mobile wallet features will become a bigger part of social media
 Social networking will become a more private user experience
 Communication will be more visual than ever before
 New social networks will be mobile-first
 Case Study
Part II : MOBILITY
 Introduction to Mobile computing
 Types of networks
 Wireless technology
 Types and comparison of wireless network
 Mobile computing
 Characteristics of mobile computing
 Limitations
 Mobile Platforms and its application
 Symbian
 Licensing
 Sponsorship and financial
 Community
 Market Penetration
 Mobile Apps Market
 Global mobility policy
 Potential triggers for policy change
 Population segmentation drives policy type
 Mobile data
 Impact of mobile
 Mobile apps market
 Impact of mobile
 Commerce
 Payment
 Wallets
 Mobile data: Trends in Security
 Future mobile technology journey
 Gaps in Apps
 Economics
 Numbers

 Case study
Part III : ANALYTICS
 Introduction of Data Analytics
 Impact of Big data analytics in business
 Benefits of Big data
 Big Data Technologies
 Big data solution
 Intelligent Data Analysis
 Quantitative and Qualitative Analysis in Big data
 Statistics and Probabilities
 Machine language
 What is data mining?
 What is deep learning?
 Regression in Big Data
 Introduction
 Statistics and Big data
 A Divided Regression Analysis
 Divided Data Sets for Big Data Analysis‘
 ANOVA
 Hadoop framework
 Hadoop
 Features of HDFs
 Goal of HDFs
 Case study
Part IV : CLOUD COMPUTING
 Overview
 Objectives
 Architecture
 Cloud client platform
 Cloud storage
 Service model
 IaaS

 PaaS
 SaaS
 Deployment models
 Public Clouds
 Community Clouds
 Private Clouds
 Hybrid Clouds
 Other Deployment Models
 Virtual Private cloud
 Inter cloud
 Security
 Cloud computing security considerations
 Implementation
 Build a business model
 Requirements
 Virtualization
 Navigating the cloud
 Introduction to Software Asset Management (SAM)
 Adapting SAM to the Cloud
 Cloud computing in business
 Better Manageability
 Better quality of IT provision
 Better business continuity
 Better carbon footprint
 Emerging trends
 Digital Transformation
 Real transformation
 The new normal
 The way forward
 Case study
Part V : APPLICATIONS
 SSMAC in Digital India
 Digital Infrastructure as a Core Utility to Every Citizen
 Governance and Services on Demand
 Digital Empowerment of citizens
 Digital on the Cloud

 SSMAC in smart cities
 Challenges in SMART city
 Architectural design of the cloud-based big data analysis for SMART cities
 Using emerging technologies like SSMAC and IoE in Smart Cities
 SSMAC in E Governance
 E-Governance
 Beneﬁts of SSMAC technology in E-Governance
 SSMAC in Insurance
 SSMAC in Enterprises
 M2M in Healthcare
 M2M in Automobiles
 SSMAC in Automotive manufacturing

SSMAC – Digital and Automation
Part I Security and Social Media
Introduction to SSMAC – Security - Algorithms - Technologies in SSMAC- Social Media: Learning Path,
Marketing, Impact On Business, TCS GNDM (Global Network Delivery Model), TCS MasterCraft, Tools,
Scope- Emerging Trends – Importance of Social Media in SSMAC - Case Studies
Part II Mobility
Introduction to Mobile Computing- Mobile Platforms & its Application-New Generation 5G- Global Mobility
Policy- Mobile Apps Market- Impact of Mobile- Commerce, Payment, Wallets- Mobile Data: Trends Security,
Future - Mobile Technology Journey-Mobile Education- Gaps in Apps- Importance of Mobility in SSMAC -
Case Studies
Part III Analytics
Introduction to Data Analytics - Millennials and the Coalition Future -Impact of Big Data and Analytics in
business- Intelligent Data Analysis: Quantitative and Qualitative analysis, Statistics and Probabilities,
Regression, ANOVA( Analysis Of Variance) – Hadoop Frame work- Importance of Analytics in SSMAC -
Case Studies
Part IV Cloud Computing
Overview- Objectives- Architecture- Service Model- Deployment Models- Common Cloud Services - Security-
Implementation- Virtualization- Navigating the Cloud- Cloud Computing in business- Emerging Trends-
Digital Transformation – Importance of Cloud Computing in SSMAC
Part V Application
Introduction - SSMAC in: Digital India, CSR (Corporate and Social Responsibilities), Smart Cities, Insurance,
E Governance, Enterprises, Design and Manufacturing, Automobiles, Media and Entertainment

Part I: SECURITY AND SOCIAL MEDIA
We had come across several news about terror attacks or plane hijacks. Ever wondered what went in the minds
of those who were involved in it. We are sure it was not a mere day‘s job but months of through planning and
several people involved. Every such event has been witness of security lapse at various stages. Even the highly
secured areas were prone to these threats.
One such incident which we could never forget is the Twin Tower attack on 9/11. What could have been the
magnitude of planning and the number of people involved in the game plan? Let‘s recollect what actually
happened. 4 airplanes that left the airports on the morning of September 11, their original destination was
California, had tons of fuel on board. Each jet had about 90,000 liters of fuel—about 2 tanker trucks full.
Sometime after take-off, the terrorists took over the planes. Some of them had pilot training.
At 8:45 a.m. the first plane crashed into the north tower of the World Trade Centre. 20 minutes later, the second
plane hit the south tower. Flames and smoke came out of the towers and the people who were working there
tried to escape. About an hour after the attack both towers collapsed.
At about 9:40 a.m. a plane with 58 people on board crashed into the west side of the Pentagon, the country‘s
military headquarters in Washington. A part of the building collapsed and about 200 people were killed.
A fourth plane probably intended to crash into the White House or the Capitol, but a few passengers wanted to
try to overcome the terrorists. The pilots lost control of the plane and it crashed into a field in Pennsylvania.
About 3,000 people were killed and part of the Pentagon was destroyed. It was soon found out that Osama Bin
Laden and his terrorist organization Al Qaeda had been behind the attacks.
Let‘s take a look on the master plan- The plot
The key operational planner of the September 11 attacks was Khalid Sheikh Mohammed (often referred to
simply as ―KSM‖ in the later 9/11 Commission Report and in the media), who had spent his youth in Kuwait.
Khalid Sheikh Mohammed became active in the Muslim Brotherhood, which he joined at age 16, and then he
went to the United States to attend college, receiving a degree from North Carolina Agricultural and Technical
State University in 1986. The idea for the attacks came from Khalid Sheikh Mohammed, who first presented it
to Osama bin Laden in 1996. A series of meetings occurred in early 1999, involving Mohammed; Bin Laden,
and his deputy Mohammed Atef.
Atef provided operational support for the plot, including target selections and helping arrange travel for the
hijackers. Bin Laden provided leadership and financial support for the plot, and was involved in selecting
participants. 19 highjack‘s age 20-33 were involved in the attack were from different countries.

Al-Qaeda is a network of extremists by Osama Bin Laden and does not have a central structure. It is a network
of local groups in different countries who don‘t know each other. Each group operates on its own and if one
group is arrested, it does not know anything about the others.
The plot was not communicated through any single medium but multiple sources. The source of origin and the
destination were masked and hence never came under any radar or security. The use of technology was
extensive and did not leave traces till the attack. The evidences were collected after the operation was
accomplished.

The reason for the success of the plan was the use of different prototypes for the first time.
 Security – One thing evident from this entire episode was that the security breach at various levels right
from the airport, data systems, information security breach and the entire system.
 Social – For the first time an organized crime involving group of people from different background
worked together with no links and traces left behind.
 Mobile – The use of technology for communication left no evidences regarding the execution plan and
hit the most secured Pentagon right up there.
 Analytics – Classified information became accessible to a group of individuals and added to the
convenience to the framework.
 Cloud – Data sharing and planning was never traced by FBI or Security Agency due to the extensive
use of cyberspace available for data warehouse services and internet.
INTRODUCTION TO SSMAC
What is SSMAC?
The Social, Mobile, Analytics, Clouds technology is viewed to be the future enterprise technology that pulls
together the power of social, mobile, analytics and cloud that enhances the IT architecture of businesses. The
SSMAC technology is a comprehensive and a single tool that provides a holistic solution for digital marketing.
It redefines the IT solutions available for digital marketers that will help improve the data management system
and to optimize the digital marketing results of enterprises. Even small businesses can enhance its ability to
grow more competitively among its bigger market competitors because it can help transform even the smallest
business into one with the equal ability to grow its market share within the digital marketing environment.
Among the greatest advantages of the SSMAC technology to small businesses include the following:
 Break geographical boundaries
 Cost effective marketing solutions for small businesses
 Operation enhancement and better data gathering and processing
 More collaborative and productive marketing management for small businesses
 Real time data management and decision making process
9/11
Attack
Data
Analytics -
Task
detailing
Mobile -
Planning &
Execution
Security -
Untraced
Social
Networking
- Highjakers
Cloud -
Access point
Masking
SSMAC

The Perspective of SSMAC Technology
 Small businesses will find that this technology is an equalizer in taking its business to a more solid
marketing position in the digital environment. The SSMAC IT architecture integrates the combination of
four online marketing solutions namely social, mobile, analytics and cloud thereby providing for a holistic
digital transformation that will keep small businesses competitive and productive. As predicted, there will
be about 100 billion of computing devices that will be using the internet technology and businesses are
likely to take more data load in the year 2020. With the SSMAC technology, even small businesses will be
able to handle this data growth and will be likely ready in handling the bigger challenge of managing big
data and marketing challenges in the future.
 The SSMAC can be used as a modern big data and marketing architecture that stacks up the power of
social, mobile, analytics and cloud marketing influences towards enhanced productivity. With the
combination of these marketing tools, small businesses have within its organization a platform that can
multiply productivity and positive marketing results.
SECURITY
What is Network Security?
In answering the question What is network security?, your IT partner should explain that network security
refers to any activities designed to protect your network. Specifically, these activities protect the usability,
reliability, integrity, and safety of your network and data. Effective network security targets a variety of threats
and stops them from entering or spreading on your network.
What are the attacks are possible in Network?
After asking What is network security?, you should ask, What are the threats to my network? Many network
security threats today are spread over the Internet.

The most common include:
 Ware and adware
 Zero-day Viruses, worms, and Trojan horses
 Spy attacks, also called zero-hour attacks
 Hacker attacks
 Denial of service attacks
 Data interception and theft
 Identity theft
How to protect network from attacks?
To understand What is network security?, it helps to understand that no single solution protects you from a
variety of threats. You need multiple layers of security. If one fails, others still stand.
Network security is accomplished through hardware and software. The software must be constantly updated
and managed to protect you from emerging threats.
A network security system usually consists of many components. Ideally, all components work together, which
minimizes maintenance and improves security.
Network security components often include:
 Anti-virus and Anti-spyware
 Firewall, to block unauthorized access to your network

 Intrusion prevention systems (IPS), to identify fast-spreading threats, such as zero-day or zero-hour
attacks
 Virtual Private Networks (VPNs), to provide secure remote access
Difference between Network security and Cyber security
Network security deals with keeping the entity‘s data and equipment secure. Cyber security protects the entity‘s
Internet connection and beyond.
Computer security involves technologies and procedures designed to protect data, software, hardware and
peripheral equipment. Data that is compromised or equipment that fails is costly and may cause businesses to
go bankrupt. Therefore, computer security is a major concern for everyone.
Network Security
A network is two or more interconnected computers that share devices and information. They may access a
large computer that contains all of the company‘s data. They may be located in one building or connected by
telephone lines to building at a distant location.
The system administrator is usually in charge of network security and uses some or all of the following:
 User ID and Passwords
Data is stored in password-protected directories. Only employees who need to work with specific
accounts or other business data have access to their files.

 Firewalls
Firewalls are designed to protect networks from malware and spyware. Malware can destroy data and
lock up computers. Spyware tracks the websites visited by the user and can steal valuable information.
The firewall is an interface between the network and the Internet.
 Denial of Internet Access
some users may be denied Internet access due to websites they visit. Regardless of firewalls, users can
permit downloads that can infect the network. When one computer is infected, the virus moves
throughout the network.
 Encryption
Sometimes data is encrypted so that if unauthorized access is gained, the data is meaningless. Since
password protection is used for encrypting, hackers must break two passwords.
 Online Backups
Online backups are encrypted and provide safe storage for data. If the hard drive crashes or
malfunctions due to a virus, the business records can be easily restored.
 Scanners
Scanners are used to locate and quarantine viruses and malware that lies dormant and will attack later.
Cyber Security
Cyber security involves technologies and processes to protect computers, networks programs, and data from
unintended or unauthorized access. Cyber attacks may originate anywhere in the world. These attacks may
invade networks of business, government, and financial institutions.
Cyber security may be divided into four tasks:
 Network Protection
Those who are in charge of cyber security develop software to protect networks. They try to penetrate
network defenses and create better defenses.
 End User Education
An end user enters data into the computer and directs the output. End users must be knowledgeable
about the dangers of cyber attacks.

 Information Security
Cyber security develops software and other technologies to keep information safe from attacks. Since
attackers are constantly upgrading their methods and technologies, cyber security is a never-ending
problem.
 Application Security
Applications are programs that process data, and they must be protected at all times. Without
spreadsheets, word processors, and other applications, businesses would stop.
How to protect your social media accounts from hacking?
Is there anything you can do to protect your social media accounts from being hacked?
U.S. Central Command's twitter account was hacked on Monday, Jan. 12, 2015, One tweet said, ―ISIS is
already here, we are in your PC's, in each military base.‖ Another said, ―American Soldiers we're coming.
Watch your back.‖
Gary Warner, co-founder of Malcovery Security, said this hackers taking over Twitter accounts is nothing
new.
―The main group that's been involved in this particular hacking method is called the Syrian Electronic Army.
They took over CNN, New York Times, all sorts of very large organizations and they pretty much always use

the same approach. We believe what happened here is other Arabic speaking hackers active in Syria have
learned from each other. The same places were the Syrian Electronic Army learned these tricks," said Warren.
The hackers need access to your email, in particular employees who have access to social media accounts. In
the case of CNN breach Warner says, hackers sent emails to several employees telling them to reset their
password.
"When they clicked the link in email, it took them to a page that looked like their own mail server, but it wasn't,
it was a fake," said Warner. ―When they put in their user ID and password the criminals now have full access to
their email system."
Meaning the hackers could now send emails from your account to your coworkers.
―It's much more likely someone will open an email from a fellow employee so now they're on the employee
email system and they can send an email to anyone in Centcom from Centcom email system and convince them
to open an attachment, click on a link to allow them to get access to twitter passwords," said Warner.
How can you prevent this from happening to you?
Warner says if you receive a notification don't click the link. Instead log into your server the way you always
have.
For instance if you have Outlook, go to the site directly. And he says if you see something suspicious report it
to your IT security, and in some cases to the FBI.
Taylor Swift's Twitter and Instagram accounts hacked
Taylor Swift's Twitter account was broken, with her profile tweeting out to over 51 million fans that they
should follow someone who claims to be the "leader" of Lizard Squad — the hacking group that's ostensibly
behind this attack. Swift has the fourth largest account on Twitter, making this one of the higher-profile
breaches that has occurred on the network. Tweets sent by the hacker were deleted within about 15 minutes, as
Swift or Twitter itself seemingly recovered the account.
Swift's Instagram account was broken into shortly thereafter, with the account posting a photo imploring her
fans to follow someone associated with the Twitter hack.

She has over 20 million followers on Instagram. That account also appeared to be recovered after a few
minutes, deleting the offending photo.
ALGORITHMS
Google – PageRank (Humming bird)
PageRank is an algorithm used by Google Search to rank websites in their search engine results. PageRank was
named after Larry Page, one of the founders of Google. PageRank is a way of measuring the importance of
website pages.
Yahoo – Ranking algorithm
Yahoo Algorithm is not far from Google Algorithm but different at some points, Yahoo gives much interests in
taking its web directory as part of the its Ranking Algorithm. It is sad but real, if you are not in Yahoo Web
Directory, you can wait a long time before you appear in Yahoo SERPS. Zeal was the solution for a while if
you didn't have the budget of adding a website in Yahoo Web Directory, now Zeal shut down, so submit your
website to Yahoo.
Facebook – Edgerank
EdgeRank Is Dead: Facebook's News Feed Algorithm Now Has Close To 100K Weight Factors. The next time
you tell a client how Facebook selects and ranks the content that shows up in the News Feed, you'll need to do
it without using the word EdgeRank. EdgeRank, Facebook's original News Feed ranking system, is dead.
Twitter
Twitter determines its trending topics through the site‘s Trends algorithm, which Twitter has not released to the
public. However, there are a few resources to better understand its functionality. Twitter‘s Developers‘ blog has
a lot of useful information on how the developers keep working to improve the site and the algorithms that
drive it. Twitter is often asked why many seemingly deserving topics do not make the trends list, and have even
been accused of censoring possible trends. But Twitter claims that trends are determined automatically with
Twitter‘s algorithms, so it is entirely up to the data collected, and the way the algorithm interprets that data, if
the topic is going to become a trend.
TECHNOLOGIES IN SSMAC
SSMAC technologies are the new change agents in enterprise IT. When implemented, these technologies serve
as a synergetic solution for digitally transforming an organization to be better equipped for the future of
business.
 Security is a computer and network security company that provides an attack intelligence platform,
vulnerability management and network penetration testing measurement software products and services.
The company‘s research arm, CoreLabs, proactively identifies new IT security vulnerabilities, publishes
public vulnerability advisories, and works with vendors to assist in eliminating the exposures they find
 Social technologies allow for the rapid sharing and creation of knowledge over social a network, which
enhances collaboration and information distribution across a business. People are the most valuable
asset of any organization, and social technologies help unlock the knowledge contained in those
individuals, and facilitate the dissemination of that knowledge to drive business results
 Mobile technologies are continuing to evolve, reshaping the technology landscape. The growth in smart
devices is bringing about an era of ubiquitous connectivity. Users are now able to access information

anywhere at any time with ease. Mobility serves as the cost of entry in the consumer market, and those
businesses seeking to optimize their organizations are already on board with mobile technologies.
 Analytics enhance supply chains, facilitate closed-loop marketing, and optimize existing customer
relationship management processes. The immersive data processing power of Big Data analytics allows
companies to deconstruct new forms of data in the cloud, which generates unprecedented insight
scalable to enable smart boardroom decision making in real time
 Cloud technology is the linchpin of the SSMAC stack – and it is quickly becoming the new foundation
of the IT ecosystem. Cloud computing lends businesses a newfound agility, breaking down the barriers
of geography and cutting the costs associated with physical server maintenance. With limitless
scalability, the cloud powers the transformative combination of social, mobile, and analytic
technologies.
SOCIAL MEDIA: LEARNING PATH
Introduction
Learning is an inherently social process. We learn from and with others and, in almost all cases, that learning is
mediated by technologies. Many communication technologies, especially language but also dance, painting,
sculpture and more, are so deeply embedded that we seldom see them as technologies any more. The same is
true of writing. For most of us, ‗technology‘ is anything invented since we were born (Alan Kay, cited in Brand
(2000)). Communication technologies are the vehicles of learning, the primary means through which we both
know and create new knowledge. This chapter is concerned with the intentional design of communication
technologies for learning: of social technologies. The first generations of the digital counterparts of analog
communication, many of which are still a significant part of our arsenal of tools, aimed to attempt to replicate
older forms, albeit often adding incremental improvements in speed, access, cost, and management.
Technologies that largely replicate what we do face-to-face, like telephones, videoconferencing, and screen
sharing, may involve great complexity and ingenuity, but they are essentially the same thing made more
accessible. The same is true of social technologies that build on other social technologies such as postal mail
that is replicated in e-mail, classrooms that are replicated in learning management systems and journals that are
replicated as wikis and blogs. In the process, transformations occur because, though based on earlier forms,
they are never quite the same. They bring with them new adjacent possibilities (Kauffman 2000) that make new
uses possible and provide the foundations for further technologies to evolve (Arthur 2009; Johnson 2012; Kelly
2010). This chapter is mostly concerned with those possibilities. It categorizes a range of social forms for
learning that are facilitated through social software and describes some of the significant tools and methods that
can be used with them to help people to learn.
Dyads
The simplest and perhaps the most archetypal social form for learning is that of the dyad, in which only two
people are involved, typically in a teacher–student, master–apprentice, or parent–child relationship. One-to-one
teaching is often held up as the gold standard for education with good reason. Bloom famously posed a 2-sigma
challenge to teachers and to education systems, online and otherwise, in which he observed that students taught
one-to-one show, on average, a 2-sigma improvement in their grades when compared with students taught
using traditional classroom methods (Bloom 1984). Unfortunately, for mainstream teaching, the costs of dyadic
learning are prohibitively expensive though personal tuition is occasionally used, especially for higher degrees
and project support. There are many reasons dyads are so effective but there are three very distinctive features
in this relationship that we would like to emphasize:

1. Learner control—through conversation and interaction, the learner is able to implicitly or explicitly make
it very clear what he or she needs, understands, finds interesting, prefers, finds confusing or hates.
2. Because of the ease with which misunderstandings and misconceptions can be uncovered, the teacher is
able to adapt the method and content of teaching to the learner‘s needs. There is no need to try to guess the
needs of an intended audience or aim for an average of needs in a larger group.
3. The social relationship will inevitably be close: even if only as a professional requirement, the teacher is
clearly interested enough in the student‘s needs to engage in the first place, and can be supportive and caring
in a way that is hard to match when more people are involved. This remains true to an extent, even if the
dyad does not get on very well, the teacher is a bully or the student is reticent. The simple fact of the
relationship‘s existence places both parties in a reciprocal and generally well understood position of having
to interact with the other.
Groups, Networks
The benefits of learning with others have long been known. Prior to the advent of large-scale networked
technologies, most of our interactions with others were, however, confined to those in close physical proximity.
This dependency led to two primary forms of social organization for learning, noted by many researchers:
 The group, typically hierarchically structured, involving norms or rules and processes, with a clear focus
and interests, and explicit membership
 The network, constituted in terms of our direct connections with others, whether through friendship,
relatedness, interest sharing or being in the same physical place (Rainie and Wellman 2012).
One other social form has, however, long existed: the set. When large numbers of people gather with no
personal connection and no membership of a group with shared norms, such as at a hockey game or in a
shopping mall, they may nonetheless gain benefit from (or, such as in the case of mobs, suffer from) the
presence of others. Sets are simply defined as collections of people with shared attributes, which may include
things like hair color, height, or religion but can also include aspects of far more relevance to learning such as
interest in a subject area or topic, competence, and location. It is not uncommon to hear such collections
described as ‗communities of interest‘ or ‗loosely tied social networks,‘ but the set is a preexisting and more
concise term that fits these characteristics more precisely (Dron and Anderson 2014).
MARKETING
What is social marketing?
Social marketing is an approach used to develop activities aimed at changing or maintaining people‘s behavior
for the benefit of individuals and society as a whole.
Approach
SSMAC

Even if you don‘t take social marketing any further, just considering these four questions will add value to your
projects and policies.
 Do I really understand my target audience and see things from their perspective?
 Am I clear about what I would like my target audience to do?
 For my target audience, do the benefits of doing what I would like them to do outweigh the costs or
barriers to doing it?
 Am I using a combination of activities in order to encourage people to achieve the desired action?
Behavior
The goal of social marketing is always to change or maintain how people behave – not what they think or how
aware they are about an issue. If your goal is only to increase awareness or knowledge, or change attitudes, you
are not doing social marketing.
Benefits for people and society
This is the value – perceived or actual – as it is defined by the people who are targeted by a social marketing
intervention. It is not what is assumed to benefit them by the organization that is trying to encourage the
behavior change.
How social marketing helps?
SSMAC
SSMAC

Policy: social marketing helps to ensure that policy is based on an understanding of people‘s lives, making
policy goals realistic and achievable.
Strategy: social marketing enables you to target your resources cost-effectively, and select interventions that
have the best impact over time.
Implementation and delivery: social marketing enables you to develop products, services and communications
that fit people‘s needs and motivations.
SOCIAL MEDIA IMPACT ON BUSINESS
The use of social media is growing at an astronomical rate. With Facebook floating on the stock exchange at a
mind boggling $104 billion, many naysayers predict a bubble. However, there is no denying the power of social
media and the impact that it can have on the business of marketing.
 Tactics
Social media websites such as Facebook, Twitter, Linkedin and Pinterest represent a huge opportunity
for businesses to grab the attention of customers while simultaneously building a brand image. There
are plenty of tactics that businesses can employ to do this including the creation of brand profiles on
social networks such as Facebook fan pages and creative advertising via branded podcasts and
applications, also known as apps.
 Word of Mouth
Social media platforms provide the perfect opportunity to take advantage of word of mouth and to see it
spread. Social media is growing at its fastest rate in developing countries. People are connected on a
global scale and casually participate in each others lives through online observation. Something as
simple as ―Liking‖ a brand on Facebook can spread virally very quickly throughout the various social
media channels. It is worth noting that individuals trust the opinions of their peers far more than a
glossy magazine advert. Millions of people review products and services directly via social media sites
using video through YouTube, which in many cases is then shared and disseminated via various other
social media websites. As a consequence, the public increasingly look to social media to find reviews
on various products and services to help them to make buying decisions. As a result, companies can and
do provide products to popular Youtube users to review for their subscribers as well as create their own
branded Youtube channels with branded videos about their products.
 Communicating with Customers
Companies may see the spread of negative reviews about their products or services as a bad thing, when
they can use it to their advantage. By utilizing social media effectively, companies can reach out to
dissatisfied customers directly, within their own social media environment, to find innovative ways of
improving the product or service they have on offer.
 Influence
When creating a social media marketing strategy, it is worth thinking very carefully about who is being
targeted. There will be people within your social networks who may not necessarily be customers, but
who nevertheless can have a massive impact on your marketing efforts.

 Considerations
Social media has had and is continuing to have a huge influence on business, marketing and on how
businesses engage with their target market. The use of social media to share and engage with others
continues to grow at an astounding rate, so it would be wise for any business to develop and implement
a sustainable social media strategy in order to successfully take advantage of this rapidly changing
environment.
TCS Global Network Delivery Model (GNDM)
Real-time collaboration is fast changing the way companies do business. The current business environment
calls for 24x7 service delivery spanning Business Intelligence (BI) services, technologies, locations, and
domains. This in turn means – one global team for managing BI operations and new initiatives across all
geographies. It also demands common processes and streamlined BI operations across varied streams. The
result – you optimize the sourcing model by choosing best-suited sourcing strategy, deftly respond to business
changes, while mitigating risks, and strategically use IT infrastructure to your advantage. Tata Consultancy
Services (TCS) offers the Global Network Delivery Model (GNDM) for BI Delivery to meet this need. Our
offering promotes real-time collaboration through BI Centers of Excellence (CoE) that provide architecture and
performance consulting, technology and interface validation, multi-lingual and industry-specific reporting
tools. Our offering combines best-practice methodologies, an established delivery framework, and Global
Delivery Centers (GDC) to deliver scale and cost benefits.
Benefits
 Letting you choose a sourcing strategy best suited for your business
 Improving your ability to conceptualize, deliver, and manage BI services
 Assuring you of the highest quality of service delivery regardless of the mix of services, technologies,
locations, and domains
 Lowering the total cost of ownership of BI by managing different service streams like consulting, IT
services, BPO, and infrastructure services.
 Creating an entirely networked environment with high and efficient recoverability.

TCS MasterCraft
TCS MasterCraft suite of products is a set of software automation tools that enable project delivery teams to
optimize their services by automating a given process or digitizing a task or decision support, thereby
enhancing productivity exponentially by reducing manual efforts and saving costs.
With SLA-based support, standard pricing, licensing and legal policies, low cost, commendable ROI and
industry best practices pre-codified, TCS MasterCraft provides customers with a seamless management of their
people (roles), process and platforms.
Used extensively in over 300 projects in both client and TCS delivery environments, it represents our
commitment to delivery optimization by enabling speed and quality of delivery.
TCS MasterCraft comprises 21 products grouped under three categories namely:
 Development and QA Management: As industries move towards agile, enterprises need single
platform for their application lifecycle management (ALM) for both agile and traditional projects,
emphasizing traceability, automation, and collaboration.
TCS MasterCraft products provide an end-to-end application lifecycle management, supporting
software development, Quality Assurance (QA), performance testing and release management. Using
automation, the solution reduces develop-to-deploy cycle time, thereby improving productivity and
reducing cost.
 Enterprise Transformation Management: Any business‘ inability to grow and change at needed pace
is often attributed to legacy applications, impacting the speed and cost at which newer functionalities
can be enabled.
TCS MasterCraft products through a platform, enabling reverse and forward engineering for legacy
applications, significantly increase the efficacy, while reducing the effort for support and maintenance,
consolidation, migration or outsourcing them.
 Data Quality and Privacy Management: Organizations worldwide are moving towards data quality
management processes like data cleansing, validation, standardization and enrichment that reduce the
impact of ‘dirty data‘ on its operations.
TCS MasterCraft products guarantees both data privacy through the right-sized, high-utility, secure and
efficient test environment and data quality by cleansing, standardizing, enriching and de-duplication,
thereby assisting in data integration.
Products for Development and QA Management
 Application Lifecycle Manager (Application lifecycle management)
 Scrum Manager (Agile ALM)
 Test Manager (Test management)
 Test Automation Manager (Software Test automation)
 Application Performance Tester (Performance Testing and Load testing)
 Java Profiler (Performance Testing for Java Applications)
Products for Enterprise Transformation
 Application Analyzer (Software Application Transformation)
 Application Quality Analyzer (Application Business rule mining)

 Application Portfolio Manager (Application rationalization)
 Application Transformer (Application Transformation Execution)
 Data Transformer (Data transformation)Enterprise AppsMaker (Model-driven software development)
 InstantApps (Rapid Application Development)
Products for Enterprise Data Management
 Data Profiler
 Data Quality Manager
 Data Modeller (UML model creation)
 Enterprise Data Manager
 Data Masker (Data security, Data privacy, Data masking)
 Dynamic Data Masker
 Volume Data Generator (Test data generation)
 Test Data Manager
TOOLS
Studio for Instagram Image Design
The Studio design app is a photo-based social network that plays nicely with Instagram.
What sets Studio apart is that within the app, you can easily add text-based designs to your photos. Even better,
when you come across a design you love that someone else created, you can remix it onto one of your pictures.
Chase‟s Calendar of Events for Timely Conversations
Here‘s a great social media tool that most people haven‘t used: Chase‘s Calendar of Events
This online calendar will plug you into the theme of the day, providing you with ideas for conversation and
content. It includes:
 National days and holidays
 Special months
 Anniversaries and celebrity birthdays
Find common conversation points.
Now you can align your social content with a theme so you can connect with people in the context of the
moment. For example, March 26 is the first day of Social Media Marketing World. Every social interaction,
online and off, is easier if you can find commonality. And today‘s date is something we all have in common.
Pablo for Social Media Images
Pablo lets you easily design and share images for social media posts in less than 30 seconds.
You can use their free images or upload your own, add text and logos and then Pablo will resize it to
dimensions that are best for posting on Twitter or Facebook.
It‘s a brand-new app from Buffer that I expect will only continue to improve as more features are added.

Canva for Social Media Image Design
Canva is an easy-to-use, web-based tool that combines the best elements of Photoshop and designer
templates. You don‘t have to download software and all of your images are saved on your account.
I use it for Instagram and Pinterest images. When I find a quote I like or a graphic I want to customize (I
recommend using photos from Unsplash), I create a new project in Canva and am done in a few minutes
(versus an hour of fumbling around Photoshop or other apps with limited options).
The quality of design templates, fonts and layouts is awesome, but the best parts are the pre-sized templates for
every possible social media image size and the free tutorials to show you how to make better graphics.
Scope and Emerging Trends
Social media has evolved quite a bit since the pioneering days of the now defunct Friendster 13 years ago.
Since then we‘ve seen a number of networks rise, chiefly Facebook and Twitter, as well as Instagram, Pinterest
and Snapchat. We‘ve also seen networks like Google+, which failed to catch on because it didn‘t add value to
how we connect online, and Myspace, which has been rebranded into a much sleeker platform for finding new
music.
A popular prediction for the future of social networking is the imminent demise of Facebook and Twitter, with
Princeton researchers arguing that Facebook could lose an enormous 80 percent of users by 2017. But whether
such a mass exodus actually occurs for these preeminent websites remains to be seen. There are, however, more
prominent emerging trends that are more likely to occur in 2015. Here are our big predictions for the New
Year.
E-commerce/mobile wallet features will become a bigger part of social media
This past October, hacked screenshots revealed Facebook‘s plans to implement payment options inside its
Messenger app, possibly so the social media giant can charge small fees for money transfers between users. In
June Pinterest announced its promoted pinss feature for businesses. Likewise, Facebook and Twitter beta tested
―buy‖ buttons in July and September, respectively. It‘s safe to say that more financial transactions will be
completed over social networks in the next year, especially since these networks have built their user base
enough over the last few years.
Social networking will become a lot more private user experience.
Selfies and status updates aren‘t going away anytime soon, but in general, the majority of social media users
are less inclined to put their lives on blast now, opting for rising pseudo-private social media outlets such as
Snapchat, Kik and Whisper.
―There‘s this re-emergence of expressing your true self, not as this highly curated version of yourself like you
would on Facebook or Twitter,‖ Greg Isenberg, founder and CEO of 5by, a video-curation platform that has
private messaging features, told us.
We‘ll also see more encrypted, open-source platforms in 2015, as Ostel and Tor have become popular
messaging apps in the wake of revelations about National Security Agency snooping.
Communication will be more visual than ever before.
The emoji(Japanese word) only instant-messaging network Emoji is one of the forerunners in the move away
from text-based communication networks such as Twitter.

New social networks will be mobile-first
It seems somewhat obvious, but as retailers use location beacons and mobile payments become a popular
option, emerging social networks will be built more for mobile than web.
―We‘re just starting to see networks embracing the culture and language on mobile, and this will get bigger in
the next year,‖ Hernandez said.
Importance of Social Media in SSMAC
 As per comScore an average Indian spent 25% of his/her online time on social networking sites
such as Facebook, LinkedIn,Twitter and Google+
 From being an avenue for simply connecting with family & friends, social media isincreasingly being
used for customer engagement and brand building by firms all across the world
 The important social media for business cannot be over emphasized in the company years. Whether you
are a small business owner, or somebody more focused on understanding large business customer‗s
habits and outcomes, social media matters. Regardless of industry, social media has proven to work
across the board for many companies
 The world‗s top brands are using social media as a meaningful way of deepening relationships with
their customers
 By using social media as a means of interacting wth their customers, businesses can today target their
customers in a more informed way and also gain real-time feedbacks from them.
CASE STUDY
About KPMG in India KPMG is a global network of professional firms providing Audit, Tax and Advisory
services. We operate in 156 countries and have 153,000 people working in member firms around the world.
The independent member firms of the KPMG network are affiliated with KPMG International, a Swiss
cooperative. Each KPMG firm is a legally distinct and separate entity and describes itself as such.KPMG in
India, was established in September 1993. The firms in India have access to more than 4500 Indian and
expatriate professionals, many of whom are internationally trained. As members of a cohesive business unit
they respond to a client service environment by leveraging the resources of a global network of firms,
providing detailed knowledge of local laws, regulations, markets and competition. KPMG has offices in India
in Mumbai, Delhi, Bangalore, Chennai, Chandigarh, Hyderabad, Kolkata, Pune and Kochi.

Part II: Mobility
INTRODUCTION TO MOBILE COMPUTING
Networks are everywhere - offices, business houses, institutes, research organization, corporate houses and
almost everywhere. Network links users are in office, campus, different cities and countries. A computer
network or data network is a telecommunication network which allows computers to exchange data. In
computer networks, networked computing devices exchange data with each other along network links (data
connections). The connections between nodes are established using either cable media or wireless media. The
best-known computer network is the Internet.
Network computer devices that originate, route and terminate the data are called network nodes. Nodes can
include hosts such as personal computers, phones, servers as well as networking hardware. Two such devices
can be networked together when one device is able to exchange information with the other device, whether or
not they have a direct connection to each other.
Computer networks differ in the transmission media used to carry their signals, the Communication protocols
to organize network traffic, the network's size, topology and organizational intent. In most cases,
Communication protocols are layered on other more specific or more general Communication protocols, except
for the physical layer that directly deals with the transmission media.
Computer networks support applications such as access to the World Wide Web, shared use of application and
storage servers, printers, and fax machines, and the use of email and instant messaging applications.
There are so many different types of computer networks in existence; it can be hard to understand the
differences between them, particularly the ones with very similar-sounding names. This lesson explains the
structures and functions of some of the most popular computer networks.
Types of Networks
There are several types of computer networks. Computer networks can be characterized by their size as well as
their purpose.
The size of a network can be expressed by the geographic area they occupy and the number of computers that
are part of the network. Networks can cover anything from a handful of devices within a single room to
millions of devices spread across the entire globe.
Some of the networks based on size are:
 Personal area network, or PAN
 Local area network, or LAN
 Metropolitan area network, or MAN
 Wide area network, or WAN
In terms of purpose, many networks can be considered for general purpose, which means they are used for
everything from sending files to a printer to accessing the Internet. Some types of networks, however, serve a
very particular purpose. Some of the networks based on their main purpose are:
 Storage area network, or SAN
 Enterprise private network, or EPN
 Virtual private network, or VPN

WIRELESS TECHNOLOGY
A wireless network enables people to communicate and access applications and information without wires.
This provides freedom of movement and the ability to extend applications to different parts of a building, city,
or anywhere in the world. Wireless networks allow people to interact with e-mail or browse the Internet from a
location that they prefer.
Many types of wireless communication systems exist, but a distinguishing attribute of a wireless network is that
communication takes place between computer devices. These devices include personal digital assistants
(PDAs), laptops, personal computers (PCs), servers, and printers. Computer devices have processors, memory,
and a means of interfacing with a particular type of network. Traditional cell phones don't fall within the
definition of a computer device; however, new phones and even audio headsets are beginning to incorporate
computing power and network adapters. Eventually, most electronic devices will offer wireless network
connections.
Types & Comparison of Wireless Network
Type Coverage Performance Standards Applications
Wireless
PAN
Within reach of
a person
Moderate
Wireless PAN Within reach of a person
Moderate Bluetooth, IEEE 802.15, and
IrDa Cable replacement for peripherals
Cable replacement for
peripherals
Wireless
LAN
Within a
building or
campus
High IEEE 802.11, Wi-Fi, and HiperLAN
Mobile extension of
wired networks
Wireless
MAN
Within a city High Proprietary, IEEE 802.16, and WIMAX
Fixed wireless between
homes and businesses and
the Internet
Wireless
WAN
Worldwide Low CDPD and Cellular 2G, 2.5G, and 3G
Mobile access to the
Internet from outdoor
areas
As with networks based on wire, or optical fiber, wireless networks convey information between computer
devices. The information can take the form of e-mail messages, web pages and database records, streaming
video or voice. In most cases, wireless networks transfer data, such as e-mail messages and files, but
advancements in the performance of wireless networks is enabling support for video and voice communications
as well.

Mobile computing
Users with portable computers still have network connections while they move. Mobile Computing uses
computer (of one kind or another) while on the move. Mobile Computing is when a (work) process is moved
from a normal fixed position to a more dynamic position. Mobile Computing is when a work process is carried
out somewhere, where it was not previously possible.
Characteristics of Mobile Computing
Mobile computing is accomplished by a combination of computer hardware, system and applications software
and some form of communication medium. Powerful mobile solutions have recently become possible because
of the availability of an extremely powerful and small computing devices, specialized software and improved
telecommunication. Some of the characteristics of mobile computing are based on the following:
1. Hardware:
The characteristics of mobile computing hardware are defined by the size and form factor, weight,
microprocessor, primary storage, secondary storage, screen size and type, means of input, means of output,
battery life, communications capabilities, expandability and durability of the device.
2. Software:
Mobile computers make use of a wide variety of system and application software. The most common system
software and operating environments used on mobile computers includes MSDOS, Windows
3.1/3.11/95/98/NT, UNIX, android etc. These operating environments range in capabilities from a minimalist
graphically enhanced and enabled DOS environment to the powerful capabilities of Windows NT. Each
operating system/environment has some form of integrated development environment (IDE) for application
development. Most of the operating environments provide more than one development environment option for
custom application development.
3. Communication:
The ability of a mobile computer to communicate in some fashion with fixed information system is a defining
characteristic of mobile computing.
Limitations
 Range & Bandwidth: Mobile Internet access is generally slower than direct cable connections, using
technologies such as GPRS and EDGE, and more recently HSDPA and HSUPA 3G and 4G networks
and also upcoming 5G network. These networks are usually available within range of commercial cell
phone towers. High speed network wireless LANs are inexpensive but have very limited range.
 Security standards: When working on mobile, one is dependent on public networks, requiring careful
use of VPN. Security is a major concern while concerning the mobile computing standards on the fleet.
One can easily attack the VPN through a huge number of networks interconnected through.
the line.
 Power consumption: When a power outlet or portable generator is not available, mobile computers
must rely entirely on battery power. Combined with the compact size of many mobile devices, this
unusual and expensive battery must be used to obtain the necessary battery life.
 Transmission interferences: Weather, terrain, and the range from the nearest signal point can all
interfere with signal reception. Reception in tunnels, some buildings, and rural areas is often poor.

 Potential health hazards: People who use mobile devices while driving are often distracted from
driving and are thus assumed more likely to be involved in traffic accidents.[1]
(While this may seem
obvious, there is considerable discussion about whether banning mobile device use while driving
reduces accidents or not) Cell phones may interfere with sensitive medical devices. Questions
concerning mobile phone radiation and health have been raised.
 Human interface with device: Screens and keyboards tend to be small, which may make them hard to
use. Alternate input methods such as speech or handwriting recognition require training.
MOBILE PLATFORMS & APPLICATIONS
Symbian
The Symbian platform is open source software based on Symbian OS, the most widely used open operating
system for mobile phones. The OS has been integrated with software assets contributed by Nokia, NTT
DOCOMO, and Sony Ericsson, including the S60 and MOAP(S) user interfaces. The Symbian foundation
unifies Symbian OS, S60, UIQ and MOAP(S) software, creating an unparalleled open software platform for
converged mobile devices, and enabling accelerated innovation across the whole mobile ecosystem.
Licensing
Portions of the source code are already being moved to open source, under the Eclipse Public License. By mid-
2010, this process will be complete. At this point, the complete source code will be available to all members
and non-members, enthusiasts, Web designers, professional developers, service providers and device
manufacturers. By this time, members of the Symbian Foundation have access, under a royalty-free Symbian
Foundation License, to the portions of the code that are not yet open source
Sponsorship and Financial
Symbian platform is managed by the Symbian Foundation, which is run by a group of companies in the mobile
space. The Symbian Foundation is a non-profit organisation, founded by Nokia, Motorola, Sony Ericsson, NTT
DoCoMo, Texas Instruments, Vodafone, Samsung, LG & AT&T.
Community
Symbian has a very active community known as a Symbian Developer Network. Vast amounts of
documentation and sample applications can be found here. Numerous books have been published on Symbian.
Formed in 2001, the Symbian Press imprint is a partnership between Symbian and international publisher John
Wiley & Sons. The books published by Symbian Press communicate authoritative, timely, relevant and
practical information about Symbian OS and related technologies.
Market Penetration
Symbian is the number one open OS in the mobile space. From high-end to high-volume market, Symbian OS
is the proven platform for a broad range of users and form factors. Symbian OS is used by over 200 million
users worldwide.
Devices based on software available in the Symbian platform are already supported by more than 250 mobile
service providers worldwide. To date, the following ten operators have endorsed the Symbian Foundation.
 America Movil
 AT&T
 KTF

 Orange
 NTT DoCoMo
 SoftBank
 T-Mobile
 TIM
 Vodafone
Any manufacturer can join the Symbian Foundation and receive the platform, so we expect the number of
manufacturers making devices based on the Symbian platform to grow. To date, the following seven device
manufacturers have committed to the platform[1]:
 Fujitsu
 Huawei
 Nokia
 Samsung Electronics
 Sharp
 Sony Ericsson
 LG Electronics
5G NEW GENERATION OF MOBILE NETWORKS FOR THE 5G INTERNET OF THE FUTURE
G represents a paradigm shift in the design of mobile networks that revolutionizes this technology to support
flow, latency and scalability requirements necessary to meet such extreme use cases as augmented reality or
connecting trillions of devices.
The future 5G Networks are going to transform the way we perceive and interact with the world around us. 5G
Networks bring a combination of advances that will transform current reality into a "connected reality", in
which all things and every person are interconnected forming a united whole. 5G Networks will allow more
than six million systems to be connected, which includes all the planet's inhabitants, and in addition to that,
somewhere in the region of a thousand objects each. Each person will be permanently connected to their
doctors, friends, colleagues, clients/suppliers and security services, but what is more, also to their car, their
fridge, their favourite bakery, leisure centres, metro, airport, their home and, in short, every object that may be
of interest to us. All these objects, in turn, will be connected, in such a way that a pallet, let us say, can
"complain" to its source company that its delivery route is incorrect, and our boiler will be able to download
software to make its operation more efficient.
The number of connected devices will be complemented by increased network capacity on three orders of
magnitude. 5G Networks, therefore, will be capable of carrying 1000 times more mobile data than the 4G
networks that are currently beginning to be deployed. Such a massive capability for communications will allow
each person to access, send or exchange, quasi instantaneously, the sensations of their choice. Though research
in 5G does not cover multimodal interfaces, the network is being designed so that these can be integrated.
Augmented reality devices, brain wave interfaces, or the implantation of interface biochips will allow 5G
network users to interact with each other and with all their connected devices, quite naturally, free from
external devices, as an extension of their five senses. Such direct exchanges of stereoscopic images, smells,
tactile information, or brain waves will be possible from wherever we are. Because, counterposed to what
happens with 4G systems, 5G Networks are designed for universal geographic coverage, with the added
advantage of a more seamless service with regard to the relative positions of the base station and the edge of
the cell.
The Emerging Technologies Shaping Future 5G Networks
The fifth generation of mobile communications technology will see the end of the ―cell‖ as the fundamental
building block of communication networks.

It may seem as if the fourth generation of mobile communications technology has only just hit the airwaves.
But so-called 4G technology has been around in various guises since 2006 and is now widely available in
metropolitan areas of the US, Europe and Asia.
It‘s no surprise then that communications specialists are beginning to think about the next revolution. So what
will 5G bring us?
Today we get some interesting speculation from Federico Boccardi at Alcatel-Lucent‘s Bell Labs and a number
of pals. These guys have focused on the technologies that are most likely to have a disruptive impact on the
next generation of communications technology. And they‘ve pinpointed emerging technologies that will force
us to rethink the nature of networks and the way devices use them.
The first disruptive technology, these guys have fingered will change the idea that radio networks must be
made up of ―cells‖ centered on a base station. In current networks, a phone connects to the network by
establishing an uplink and a downlink with the local base station.
That looks likely to change. For example, 5G networks will rely on a number of different frequency bands that
carry information at different rates and have widely different propagation characteristics.
So a device might use one band as an uplink at a high rate and another band to downlink at a low rate or vice
versa. In other words, the network will change according to a device‘s data demands at that instant.
At the same time, new classes of devices are emerging that communicate only with other devices sensors
sending data to a server, for example, these devices will have the ability to decide when and how to send the
data most efficiently. This changes the network from a cell-centric one to a device-centric one.
―Our vision is that the cell-centric architecture should evolve into a device-centric one: a given device (human
or machine) should be able to communicate by exchanging multiple information flows through several possible
sets of heterogeneous nodes,‖ say Boccardi & Co.
Another new technology will involve using millimetre wave transmissions, in addition to the microwave
transmission currently in use. Boccardi & Co says that the microwave real estate comes at a huge premium.
There is only about 600MHz of it. And even though the switch from analogue to digital TV is freeing up some
more of the spectrum, it is relatively little, about 80MHz, and comes at a huge price.

So it‘s natural to look at the longer wavelengths and higher frequencies of millimetre wave transmissions
ranging from 3 to 300 GHz. This should provide orders of magnitude increases in bandwidth.
But it won‘t be entirely smooth going. The main problem with these frequencies is their propagation
characteristics—the signals are easily blocked by buildings, heavy weather and even by people themselves as
they move between the device and the transmitter.
But it should be possible to mitigate most problems using advanced transmission technologies, such as
directional antennas that switch in real time as signals become blocked. ―Propagation is not an insurmountable
challenge,‖ they say.
Next is the rapidly developing multiple input- multiple output or MIMO technology. Base stations will be
equipped with multiple antennas that transmit many signals at the same time. What‘s more, a device may have
multiple antennas to pick up and transmit several signals at once. This dramatically improves the efficiency
with which a network can exploit its frequencies.
However, it will mean larger antennas, perhaps spread out across the surface of skyscrapers. That‘s fine in
modern cities with plenty of surface area that is relatively easily accessible. It‘d be harder to manage in older
cities where large panels will be harder to conceal.
Smarter devices should also help shape the networks of the future. So instead of signals being routed by the
base station, smart devices will do this job instead, choosing between a variety of different options. For modern
Smartphone, that should be a relatively straightforward task.
And the final disruptive technology, these guys identify the ability for devices to communicate with each other
without using the network at all. Boccardi & Co says this will be essential for the ways in which future
networks will be used. For example, a sensor network may have ten thousand devices transmitting temperature
data. That will be easier, if they can send it from one device to the next rather than through a single base
station.
Of course, many of these developments pose significant technology challenges but none of these should be
showstoppers.
The race to 5G: Inside the fight for the future of mobile as we know it.
The next generation of mobile technology, 5G is beginning to take shape. Here's what it's trying to accomplish
and how. And, why 5G could be the last standard we ever need.
Every ten year or so, something big happens in mobile. Once a decade, a new generation of mobile network
technology comes along: the first mobile networks appeared in the 1980s, GSM followed in the 1990s, 3G
arrived at the turn of the century, and LTE began rolling out in 2010.
Each generation has set out to fix the flaws of its predecessor: GSM fixed the security weaknesses of analogue
telephony, 3G was meant to sort out GSM's lack of mobile data and, given it didn't much succeed, 4G was
needed to finally make consuming data less of an unpleasant experience.

Now, 5G is emerging ahead of the turn of a new decade and the next big change to hit mobile. But what's the
problem that 5G's meant to fix?
Here's the thing: no one's too sure about 5G, not really, not yet. The main gripes that people have with their
mobile service today are coverage and price - neither of which are problems that need a new generation of
mobile technology to solve. Throw a bit of cash into building out LTE and LTE-A and much of these
headaches would go away, yet the industry is ploughing full steam ahead into 5G. Instead, the industry is
hoping 5G will solve problems we don't have today, but those that could hold us back years in the future.
The process of building each new mobile standard begins years before it's put into use, those standards will
remain in place in various forms for a decade or more. With 5G, we're having to build a standard that will still
be in use in 2030 and beyond - and the mobile industry has a terrible track record when it comes to future-
gazing.
Back at the start of 2000, with 3G just about to launch, who could have predicted how the mobile world would
look in 2010? At the turn of this century, we all packed candy bar feature phones, now most of us have feature-
packed Smartphone.
Figuring out what uses 5G will be put to be the equivalent of trying to predict the rise of the iPhone five years
before it was launched. No one foresaw its arrival, or how the market would change in response to it, and how
we'd end up where we are now. We're facing the same situation again: trying and imagine how the mobile
world will look 10 years from now and design a standard to fit it.
If history is any guide, we're going to fail spectacularly again. That doesn't mean that the industry isn't going to
try.
"5G" is something of a misnomer: the standard doesn't exist yet. It will be months, likely years, before it's
finally defined. In the meantime, organizations, governments, and academics are working on the technologies
that will form the standard, but today, 5G is purely a concept, and one that needs to go from vaporware to real-
world rollout in the next six years.

As early networks and testbeds show, the momentum around 5G is building. The standard may be unwritten,
but the industry has a fair idea what it must deliver.
So far, three main criteria for the 5G standard have been established:
1. It should be capable of delivering a 1Gbps downlink to start with and multi-gigabits in future
2. Latency must be brought under one millisecond
3. It should be more energy efficient than its predecessors (though there's no agreement yet on just how
much more)
Despite never managing to successfully predict what each forthcoming generation of mobile technology should
deliver in order to satisfy future users, the industry has nonetheless reached some consensus on the use cases
for 5G. Machine to machine communications is one. 5G should enable the internet of things, the future where
all our online-enabled objects will quietly pass on data to our tech overlord of choice. Facilitating the use of
mobile networks by connected or autonomous cars, remotely controlled industrial robots, telehealth systems,
and smart city infrastructure are also all expected to figure large in 5G thinking.
There are more familiar experiences, too, that are often cited as upcoming uses for 5G — the ability to
download 4K or 8K video at speed, for example — and occasionally those that are more forward-looking.
Tactile web, anyone?
Despite this emerging understanding of what 5G should look like, there's much still up for debate around the
standard, including which technology should form part of it.
Somebody think of the spectrum?
Every new mobile standard brings with it calls from operators for more spectrum. 5G is no exception. If mobile
operators want to deliver more and more capacity, they're going to need more and more wireless spectrum to do
it.
And, with every generation of mobile tech, governments around the world must identify what spectrum those
operators will need, whether anyone's using those bands and how to move them off if so, then find the best way
to sell that spectrum at the right price, and finally make sure that all the operators are meeting the obligations
that buying the spectrum imposed on them. The history of the wireless industry is littered with tales of fouled-
up spectrum auction procedures, delays to network rollouts, mud-slinging between mobile companies,
obligations not met and clean up procedures not followed. It's a dirty, expensive business. "Spectrum is and will
remain a major challenge for the success and early rollout of 5G. We don't have enough spectrums in general
and 5G is a lot about optimizing the use of spectrum.
5G probably won't diverge from the age-old pattern, but it does come with one added hassle: we just don't have
enough spectrums to go around any longer, according to wireless analysts. Roaming in particular could be
problematic.
"Spectrum is and will remain a major challenge for the success and early rollout of 5G. We don't have enough
spectrums in general and 5G is a lot about optimizing the use of spectrum. But clearly, allocating more
spectrums to 4G and later 5G would help and this is a global challenge... An additional challenge will be to find
a globally harmonized band for 5G roaming since all suitable spectrum is already in use in one or another part
of the world," said Thibaut Kleiner, Head of the European Commission's CONNECT (Communications
Networks, Content, and Technology) Directorate-General.

One solution to the spectrum crunch could be to look beyond the lower-frequency spectrum between 700MHz
and 2.6GHz used by most carriers today, and move towards higher spectrum bands such as 6GHz, 28GHz, and
38GHz.
At the top end, beyond 30GHz, these extremely high frequency bands are known as millimeter wave. Bringing
those bands into use is both one of the most exciting, and least guaranteed, areas of 5G development.
MIMO
MIMO is another technology likely to arrive in a big way with 5G. Rather than having a single antenna in the
receiver and one in the transmitter as is the case now, MIMO (which stands for multiple input, multiple output)
envisages a scenario where both sets of equipment have tens, or even a hundred, antennas or more. That
translates into better data rates for users, and helps with both spectral and energy efficiency for operators.
It should work in concert with millimeter wave and small cells too. "Massive MIMO base stations and small-
cell access points are two promising approaches for future cellular. Massive MIMO base stations allocate
antenna arrays at existing macro base stations, which can accurately concentrate transmitted energy to the
mobile users. Small cells offload traffic from base stations by overlaying a layer of small cell access points,
which actually decreases the average distance between transmitters and users, resulting in lower propagation
losses and higher data rates and energy efficiency. Both of these important trends are readily supported and, in
fact, are enhanced by a move to mm-wave spectrum, since the tiny wavelengths allow for dozens to hundreds
of antenna elements to be placed in an array on a relatively small physical platform at the base station, or access
point, and the natural evolution to small cells ensures that mm-wave frequencies will overcome any attenuation
due to rain.
Global Mobility Policy
Global mobility policy trends
Global trends
Less focus on equity
Population segmented based on business/developmental needs
Differentiated service offering by assignment type
Business unit differentiation:
Differences in the needs of business units and their budgets
Equity across business unit not across entire population
Frontier markets presenting new challenges:
Enhanced destination and spousal services, Security concerns Focus shift from cost to employee effectiveness
Reviewing policy
Current design drivers

Potential triggers for policy change
Population segmentation drives policy type
Mobile Apps Market
Mobile is very much a hot trend but there was not enough classified information on:
– who are the key market players
– how big the market is in terms of money
– how much you can earn in the mobile app market
– why a business should opt for mobile apps in general
– ways to make a mobile app.
How profitable is the mobile app market?
The mobile app economy was worth $53 billion in 2012, and the forecast for 2016 is that it will grow to $143
billion. The figures vary slightly from researcher to researcher but the fact is that mobile is really big. Revenue
is generated through in-app purchases, in-app ads, and big data accumulation. The most promising sections are
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social networks, utility, advertising, and productivity. The fastest growing markets are APAC and Latin
America. Top of Form Bottom of Form The estimated number of mobile app developers is 2.3 million, which
means that one developer out of eight is dealing with mobile apps. Apple, during its worldwide developer
Conference, talked about 1.25 million apps in the App Store accounting for 50 billion downloads and $5 billion
paid to developers last year. The average revenue for a developer is shown in the table below.
It is expected that app downloads will grow to 200 billion while mobile app revenues in 2017 will be as huge as
$63.5 billion. The transaction value for global mobile payments is projected to grow from $235 billion in 2013
to $721.3 billion in 2017. The main trigger behind rocketing mobile app usage is the growing sales of tablets,
Smartphone and other mobile devices.
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The growth is evident in all app categories. It is clear to mobile researchers that mobile apps are turning into
huge distribution channels themselves, rather than staying as independent instruments of marketing
communication. The reach, the frequency, and the retention rate are fascinating for mobile apps. It is significant
that mobile app usage dominates the overall time spent on daily media consumption at 82%.
The majority of available apps are B2C since B2B mobile apps are only now starting to enter the mobile app
market. The potential for growth is huge. Although the forecasts and the statistics from each research company
are slightly different, you can still conclude that the app market is really big.
Who can you reach through mobile apps?
In the US, 67% of people use Smartphone to access the Internet every day, and the majority won‘t leave home
without their phone. As the Pew Research Internet Project indicates, about half of all cell phone users have
mobile apps installed, and two-thirds are regular mobile app users. Most users of mobile apps are between 25
and 30 years old, are married, live in suburban areas, and have had at least four years of college education.
Mobile app users are generally younger, more educated and have higher income than other cell phone holders.
Businesses that integrate mobile into their strategy can engage an entirely new type of customer – an instantly
connected one. Smartphone users generally prefer to multi-task and be on-the-go.

Users who you can reach through mobile apps are more engaged and ready to communicate with your business
as long as the channel of communication is accessible and they can find all the product info needed.
Mobile apps work to increase customer loyalty (especially in retail). Loyal customers tend to download free
branded mobile apps more often and spend twice as much time on them than on a mobile website.
What are your development options for mobile apps?
Once you‘ve decided to construct a mobile app, you ought to know who to turn to for assistance. The market
players in mobile app development fall into six categories: management consultancies, mobile specialists,
product development specialists, digital agencies, telcos, and systems integrators. According to Forrester
Mobile Research, the market for mobile engagement providers will grow to $32.4 billion by 2018.
The types of product that they offer are mostly app builders of varying designs and functionality. The services
they provide belong to three categories: mobile engagement services, mobile app and device management, and
mobile app development services.
 Mobile engagement services include demographic research, mobile strategy, user experience design,
analytics, business process re-engineering, upgrades to back-end services and system consolidation.
 Mobile app and device management often comes with per-device fees.
 Mobile app development services include developing and maintaining native or hybrid apps for tablets
and smartphones along with mobile websites and responsive design versions. Existing APIs are used to
connect to back-end systems. These services do not include user experience design.
Launching an app can be difficult for medium and small businesses but the main problem is maintenance.
According to research from Distimo, only 2% to 3% of the top publishers in Apple‘s App Store and the
Android Google Play store is a newcomer, which indicates the toughness of the challenge to build something
exquisite and useful for users. The trick is that building an app and including all the necessary elements into it

is only a small part of the job, as you also need to think about registering a developer‘s account at Apple‘s App
Store or Google‘s Play Market, submitting the app, hosting it, regular notifications, engagement, maintenance,
minor bug fixes, adapting it to new operating systems, etc.

A survey among 100 iOS, Android and HTML5 developers demonstrates that the average time for building
version one of a native mobile app takes 18 weeks. The work includes back-end tasks (data storage, user
management, server-side logic, data integration, push, and versioning) and front-end tasks (caching,
synchronization, wire framing, UI design, UI development and UI polish).
When small and medium businesses, freelancers and bloggers decide to build a native mobile app, they will
most likely find app building services on Google offering a bunch of functions. Subscription plans vary from
$10 to $1000 and no coding skills are required. Meanwhile, custom apps requiring months of development cost
from $100,000 up to $2 million depending on the complexity of the app. The pricing strategy is quite
complicated because, for instance, the relative cheapness of DIY services is driven by poor design, low
technical quality, and maintenance issues with content updates, version updates, etc., which can cost a lot.
We saw a market niche for ourselves between custom development (with its huge budgets and time frames) and
simple inconspicuous online builders. This is how our motto ―Ready Mobile Apps‖ was born – you don‘t need
to mess about with settings and you can just enjoy beautifully framed content. Moreover, you can distribute the
content using your brand without spending a good deal of money on designers and developers.
Huge corporations can afford to generate their own native apps with zillions of integrated elements, making the
customer experience as flawless as possible. In the meantime, for small and medium businesses, and even
freelancers connecting to a customer through content, a branded native mobile app might be a better choice.
IMPACT OF MOBILE
Everything is digital these days, your money too. The concept of E-Commerce, i.e. moving money through
your phone, is pretty old, but mobile payments have definitely made an impact. E-Commerce was introduced to
streamline financial transactions for the common man. The basis for this was the development of the internet.
Similarly the advent of mobile payments came in the face of the growth in the number of mobile users
worldwide.

Mobile Payments simply mean that your wallet is replaced by your smartphone. It is linked to your money in
the bank and you can pay for your shopping by a simple click or wave. Today I‘ll look at how mobile payments
have left their mark on the payments landscape.
M-commerce eco-system
All financial services in your pocket. Mobile payments and person-to-person money transfers are forecast to
become some of the most used mobile applications in the next years. Fast-tracking this growth will be the
opportunity for a new ecosystem to globally connect different mobile networks, banks and digital m-wallet
services to allow them to work together across systems, currencies and borders. This will open up new revenue
streams for mobile network operators, merchants and banking partners while increasing ease of access to
money payments for consumers.
Mobile Wallet
The wallet is a container where virtually any financial service can be kept. Bank account, coupons, credit cards,
loans, money transfer etc. Everything in your regular wallet can be transferred to the mobile wallet. The mobile
phone can be connected to all the accounts you already have.
Future Mobile Technology Journey
Introduction:
Just a few years ago, a common objection to the value of mobile in business strategies was that ―phones are not
for marketing‖, because you couldn‘t do anything real - payments, to name one - on a phone or tablet. That
time is well behind us, as mobile technology is not only reshaping the customer journey, it is rebooting the
entire experience of connecting with clients. So that maybe it‘s time to go beyond mobile first and start
thinking mobile-only.
Forget the days when connections were faulty, touch screens slow to respond, and the only marketing action
you could think about was ‗SMS advertising‘. The evolution of mobile devices has brought to you amazing
new tools to bolster the connection with customers, and build a digital customer experience well-integrated into
an ecosystem that melts physical and digital into a new amazing reality.
A mobile only strategy is not alternative to mobile first. It's a natural evolution of your strategy, in markets
where the pace is imposed by disruptive digital technologies. Problem is: mobile-first is often still considered a

goal - and not a stage already fulfilled. Too many brands still struggle to move with the times, while customers
evolve and become more and more empowered (what we called the Age of the Customer).
Mobile should be already the standard for all the things marketed. The next step into a real digital
transformation would be, then, a mobile-only approach. This further step doesn‘t mean that you should ignore
physical touch points of the customer journey; it is a plain consciousness rising that we are moving towards a
world in which the mobile will be the first screen, not just a secondary screen.
The centrality of mobile only strategies may seem just a risky conjecture, but it is a trend rooted in facts and
stats:
 Half of customers believe mobile is the most important resource in their purchase decision-making.
More than a third confessed that they used mobile exclusively. (Nielsen)
 As of last year, mobile platforms accounted for 60% of total time spent on digital media. (ComScore)
 Roughly one third of shoppers use mobile exclusively, and more than half consider mobile the most
important resource when it comes to the purchase decision. (Altimeter, in Brians Solis' webinar called -
not by coincidence - ‗The Inevitability of Mobile-Only Customer Experience‘)
Reality is that technology ties the best knot with marketing and sales when users can experience a positive
connection without feeling it at work. The Internet of Things is the perfect example of this invisible
interconnection of smart objects, and smart phones are at the forefront of a revolution that will soon involve
also smart watches, activity trackers and virtual reality devices.
The Evolution of Customer Journey
The Smartphone is already the first screen among connected customers, the first place they go to communicate
on social networks, look for information about products and brands and share their opinions, wants and needs.
There is a major consequence for companies: customers expect that you are capable to reach them wherever
they are, whenever they need it, across all touch points of their omni-channel customer journey.
For the most part, however, mobile strategies are still focused on an isolated aspect of customer engagement -
push notifications, E-Commerce, loyalty programs. Basically, they still can‘t go beyond single minded
campaigns, and lack of an overall vision. Your ability to understand clients‘ desires and fulfill their
expectations will be, then, the key element for successful customer experience management.
The small screen dictates how and when customers interact with brands throughout the lifecycle, from research
to purchase (i.e. mobile payments), service and support. Mobile is now part of the customer experience, crucial
for your engagement strategy, to enhance loyalty and improve customer retention. To be successful, you must
think - or at least start to think - about mobile-only as the basic foundation for the next generation of digital
customer experience.
Mobile data
Mobile data use is on a faster growth trajectory than fixed network data use, according to the Cisco Visual
Networking Index™ (VNI) Global Mobile Data Traffic Forecast for 2014 to 2019.

The top line of the forecast attempts to measure the annual run rate for global mobile data traffic. The five-year
growth rate is astounding. For 2014, Cisco reported that the annual run rate for global mobile data was 30
exabytes. For 2019, Cisco is now forecasting the annual run rate for global mobile data to be 292 exabytes.
In contrast, Cisco's 2014 VNI forecast for fixed data bandwidth has forecast that by 2018, global bandwidth
consumption will reach 1.6 zettabytes.
A key driver for increasing mobile data use is the increasing number of global users. Cisco has estimated that in
2014, there were approximately 4.3 billion mobile users. By 2019, Cisco expects there to be 5.2 billion
mobile users, all hungry for mobile data.
The era of the "dumb" phone, that is, the phone without smart data connectivity is almost over. Cisco's data
shows that 88 percent of mobile traffic in 2014 was smart traffic leveraging advanced connectivity. That
doesn't mean, however, that 3G dominates, at least not yet. 2G still holds down a respectable share in 2014,
though it will dwindle in the years ahead.
Cisco is not forecasting 3G connections to surpass 2G until 2017. 3G is still slower than the newer 4G/LTE,
which is also growing its user base. By 2019, Cisco expects 4G will support 26 percent of mobile data
connections, and 3G will hold down 44 percent of the market share. That said, even though 4G won't dominate
by connection volume, it will by traffic, with 68 percent of the global mobile data traffic share by 2019.
In 2019, Cisco expect 4G to generate up to 5.5 GB of mobile data traffic per month, up from 2.2 GB in 2014.
The increased use of 3G and 4G will also lead to an overall increase in the average global mobile network
speed. In 2014, the average global mobile network data speed was 1.7 Mbps, which will grow to 4.0 by 2019.
So what are people doing with all those mobile devices and all that speed? Apparently, most users are watching
videos. In 2014, 55 percent of global mobile data traffic was driven by mobile video. Cisco is forecasting that
by 2019 that number will grow to 72 percent.
Global IP Traffic to hit 966 Exabytes by 2015.
Global Internet traffic is growing at a rapid rate that is expected to accelerate even more in the coming years.
According to the latest Visual Networking Index (VNI) forecast from Cisco, Global Internet Traffic will hit
966 exabytes per year in 2015.
The growth in Internet traffic over the next four years will be greatest between 2014 and 2015 when Cisco
forecasts growth of 200 exabytes, which is the total amount of IP data that was sent in all of 2010.
"We're on the verge of the zettabyte era," Doug Webster, Director of strategic communications, worldwide
service provider marketing at Cisco, told InternetNews.com. "That's equivalent to eight times the amount of all
the traffic generated in 2008. It's the equivalent of 20 million DVDs going across the network every hour."
There are a number of drivers behind the explosive demand in IP traffic. Chief among them is the simple fact
that there are expected to be more users and more devices on the network. Cisco is predicting that by 2015
there will be two devices connected to the network for every person on Earth, or approximately 15 billion
devices in total.

"Users are also getting access to faster broadband speeds," Webster said. "We're expecting a four-fold increase
in broadband speeds from 7 Mbps in 2010 to 28 Mbps by 2015."
In terms of traffic mix by device, there will be shift over the next several years. In 2015, Cisco is forecasting
that PCs will generate 87 percent of Internet traffic down from 97 percent in 2010. Mobile devices including
smartphones and tablets will pick up some of the slack.
Internet enabled TVs will also be responsible for traffic growth in 2015. Cisco forecasts that 18 percent of all
Internet video traffic will be consumed via TVs.
In past VNI studies, Cisco has pegged Peer-to-Peer (P2P) traffic as an IP glutton. That's set to chance over the
next four years. P2P traffic is forecast to consume 16 percent of global Internet traffic in 2015, down
from 40 percent in 2010.
By 2015, global Peer-to-Peer traffic will account for 16 percent of global consumer Internet traffic, down
from 40 percent in 2010.
"The overall quantity of P2P is still increasing but because everything else is growing so much faster, the
percentage of P2P traffic in the mix shows a decrease," Webster said.
Cisco has a vested interest in the continued demand for IP network traffic and it translated into continued
demand for networking gear. In order to meet the demand of the network of 2015, service providers will
need to invest in their networks.
"If there is no investment in the network, service providers will not be able to sustain their levels of growth,"
Webster said. "Many providers might be running their network hot, but they're also realizing that they need
excess capacity in their network to handle peaks in traffic."
Trends in Security
Nearly 2.2 billion smartphones and tablets will be sold to end users in 2014 according to Gartner, Inc. While
security incidents originating from mobile devices are rare, Gartner said that by 2017, 75 percent of mobile
security breaches will be the result of mobile application misconfiguration.
"Mobile security breaches are — and will continue to be — the result of misconfiguration and misuse on an
app level, rather than the outcome of deeply technical attacks on mobile devices," said Dionisio Zumerle,
principal research analyst at Gartner. "A classic example of misconfiguration is the misuse of personal cloud
services through apps residing on smartphones and tablets. When used to convey enterprise data, these apps
lead to data leaks that the organization remains unaware of for the majority of devices."
With the number of smartphones and tablets on the increase, and a decrease in traditional PC sales, attacks on
mobile devices are maturing. By 2017, Gartner predicts that the focus of endpoint breaches will shift to tablets
and smartphones.
To do significant damage in the mobile world, malware needs to act on devices that have been altered at an
administrative level.
"The most obvious platform compromises of this nature are 'jailbreaking' on iOS or 'rooting' on Android
devices. They escalate the user's privileges on the device, effectively turning a user into an administrator," said
Mr. Zumerle.
While these methods allow users to access certain device resources that are normally inaccessible (in fact, in
most cases they are performed deliberately by users), they also put data in danger. This is because they remove

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