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Wi-Fi & Starbucks: A New Direction
- 1. Wi-Fi & Starbucks The Right Fit? (A Case Study) Presentation by The ‘A’ Team Ed Bell, Raphael Hammond, and Christopher Cobb
- 3. Where do I get one?
- 4. What should I be concerned with?
- 5. Are there other options?
- 7. Trademark of the Wi-Fi Alliance
- 9. Connect to the Internet without wires
- 11. Offers free wireless internet service
- 12. 16,850 coffee shops in over 40 countries
- 13. Fortune 500 company Ranked #241
- 19. Economic Costs
- 22. Eavesdropping
- 24. Message Relay
- 25. Misappropriation
- 26. Traffic AnalysisFig. 4 Sources: GAO Report Fig. 3 Sources: GAO Report
- 29. Increase demand in data speed.
- 30. Wireless network implemented as;
- 31. Point-to-point
- 32. Point-to-multiple pointsWhat is Throughput?
- 34. Frequency band referred to as bandwidth.
- 35. Change in speed (data rates) referred to as data bandwidth.
- 36. Factors: frequency bandwidth, data encoding, modulation & encryption
- 37. Carrier Sense Multiple Access with Collision Avoidance (CSMA/CA) .Throughput v. Bandwidth
- 39. Leading factors are frequency ranges, signal strengths and natural interferences.
- 40. Other factors; security, encryption and fragmentation
- 41. Individual’s consumption requirements in regards to wireless network speed.Other Throughput Factors
- 42. High Speed Data Access (HSDA) When most think of HSDA, there are several technologies that come to mind. We will discuss the two most prominent modes of access available today and the most likely predecessor. Wireless Router High Speed Cell Phone Air Cards
- 45. Limited to the store location
- 47. Technology on the Horizon WiMax– accesses the Internet at speeds of 75 megabits per second (Mbps). Users at a distance as far away as 30 miles would have access at slightly slower speeds. Just a couple of WiMax antennas per city could eliminate the need for Wi-Fi, DSL, T-1 circuits, and almost all forms of Internet access.
- 48. WIMAX
- 49. Conclusion Wi-Fi is no longer a relevant business opportunity for Starbucks and others. Most competitors offer access free of charge. Many users are much more comfortable accessing the Internet via their personal cellular solution.
- 50. Recommended Solution Because Wi-Fi is becoming less of a business factor for Starbucks and Others, we recommend they get in front of the WiMax technology and become the poster child for WiMax. This would allow Starbucks and Others to take advantage of advertising dollars, being on the splash page of WiMax when accessing the Internet via this new technology.
- 51. References Coleman, D., Westcott, D. (2009). Certified Wireless Administrator Official Study Guide. Sybex. Retrieved from <http://proquestcombo.safaribooksonline.com.ezproxy.umuc.edu/book/ certification/cwna/9780470438909> Gallo, M., Hancock, M. (2009). Network Explained. Digital Press. Retrieved from <http:// proquestcombo.safaribooksonline.com.ezproxy.umuc.edu/book/networking/> Gohring, N. (2004). More room to roam: New technology provides far-reaching wireless connections. The Seattle Times. Retrieved from <http://community.seattletimes.nwsource.com/archive/ ?date=20040301&slug=wimax01> Sipior, J. C., & Ward, B. T. (2007). Unintended invitation: Organizational Wi-Fi use by external roaming users. Communications of the ACM, 50(8), 72-77. Retrieved from <http://cacm.acm.org/ Starbucks Corporation. (2011). Overview. Retrieved on March 22, 2011 from <http://www.hoovers. com.ezproxy.umuc.edu/company/Starbucks_Corporation/rhkchi-1-1njea5.html> The Cyber Truck Stop. (n.d.) Wi-Fi alternatives: Satellites & cellular service. Retrieved on March 27, 2011 from <http://www.thecybertruckstop.com/MC/wifi-alternatives.html> References
- 52. Toh, C. (2001). Ad Hoc Mobile Wireless Networks: Protocols and Systems. Prentice Hall. Retrieved from <http://proquestcombo.safaribooksonline.com.ezproxy.umuc.edu/book/electrical-engineer> Wilshusen, G. C., & Barkakati, N. (2010). Federal agencies have taken steps to secure wireless networks, but further actions can mitigate risk. GAO Reports, 1-45. Retrieved from <http://gao. gov/products/GAO-11-43#recommendations> Wikimedia Foundation, Inc. (2011). Wi-Fi. Wikipedia, the free encyclopedia. Retrieved from <http://en. wikipedia.org/wiki/Wi-Fi> WiMax.com Broadband Solutions, Inc.. (n.d.). What is WiMAX?. Retrieved March 27, 2011 from <http://www.wimax.com/general/what-is-wimax> References (cont.)
- 53. Images Apple. (2011). Time Capsule. Apple.com. Retrieved from <http://images.apple.com/au/timecapsule/ images/wireless_multiple20090303.jpg> Bayfield Bunch. (2008, November 29). Travel with the Bayfield bunch. Retrieved from <http://thebayfie-ldbunch.com/2008_11_02_archive.html> Blog Carnival: WiMax. (2009, July 4). Netizen. Retrieved from <http://technbiz.blogspot.com/2009/ 07/blog-carnival-wimax.html> ClickTheCity.Com. (n.d.). Food and dining: Starbucks. Retrieved on March 25, 2011 from <http://food.-clickthecity.com/b/RV3b46> Guenther, K. (2009). Starbucks: The gentle giant, swapping greed for good. The Garfield Messenger. Retrieved from <http://www.garfieldmessenger.com/news/2009/01/16/starbucks-the-gentle-giant/> Holland, R. (2011). Linger at Starbucks with its new digital network. SMSEO technology, social media, & more. Retrieved from <http://socialmediaseo.net/tag/starbucks/> Johnson, J. (2009, May 14). Clearwire & Cisco team up for WiMAX. Hot Hardware. Retrieved from <http://hothardware.com/News/Clearwire--Cisco-Team-Up-for-WiMAX/> References (cont.)
- 54. Microsoft Office PowerPoint. (2007). Clip art. Retrieved March 25, 2011, from Microsoft Office 2007 PowerPoint software. Phillips, J. (2010). Starbucks to raise prices of certain beverages: Price of green coffee beans rising. The Epoch Times. Retrieved from <http://www.theepochtimes.com/n2/ content/view/43121/> W. L. Gore & Associates. (2011). Retrieved from <http://www.gore.com/MungoBlobs/586/1021/2-6-infiniband-sdr-ddr_lg.jpg> Wee, W. (2010). Starbucks’ free Wi-Fi strategy revealed. Penn Olson. Retrieved from <http://www.pe-nn-olson.com/2010/08/12/starbucks-digital-network/> Wireless @ICTP. (2011). Retrieved from <http://wireless.ictp.it/school_2006/lectures/Rob/802.11_c-hannels/pix/80211b.png Yuga. (2010, March 8). Why is 4G/WiMax in the Philippines slow?. Retrieved from <http://www.yugat-ech.com/blog/telecoms/why-is-4gwimax-in-the-philippines-slow/> References (cont.)
Editor's Notes
- Notes:Throughput is simply the rate at which data is transferred through a network system from input to output based. The increasing demand of data speed in networks, end-users today bare high importance in throughput. Wireless network can be implemented as point to point or point to multiple-points. Point-to point; direct contact, to transmit from point A to point B Point-to-multiple points; several contacts, to transmit from point A to point B and C simultaneously. The change in throughput bares importance on the number of carriersand the affect of other overhead and wireless factors.
- Notes:Wireless communication transmits within a constraint set of frequencies referred to as frequency band. Frequency band is referred to as the bandwidth. Frequency bandwidth, data encoding, modulation, encryption are some factors that play a large part in throughput. Data encoding and modulation determines data rates, which are sometimes also referred to as data bandwidth. Data bandwidth is the change in data speed sometimes referred to as data rates. Carrier Sense Multiple Access with Collision Avoidance (CSMA/CA) is the aggregate throughput transmitted.
- Notes:Data transmission rates of wireless networks still cannot compare to the wired-based speeds available today. Some leading factors are frequency ranges, signal strengths and natural interferences.Security and encryption can also add additional processing requirements to encrypt and decrypt data causing a change in data rate. Fragmentation of frames creates additional overhead by forcing the network system to transmit smaller headers each with a complete set of 802.11 headers.Open Systems Interconnection model (OSI) can affect the throughput (data rate) of 802.11 communications.Companies have yet to satisfy the individual’s consumption requirements. Understand the different causes and effect of throughput to minimize their effect on overall performance to be able to deliver excellent customer satisfaction beyond customer service.
- High Speed Data Access (HSDA) is what our highly technical country required in order to stay abreast of news, find directions, keep in touch with friend’s and among other thing. Without some type of access at your finger tips you can quickly become a social misfit.In our society wireless technology has become the tool of chose when it comes to daily resources like the news paper, mail, reading a book, or researching any complex subject.Throughout your daily lives you see various devices from phones, PDAs, laptops, ipads and reader, that require the support of wireless technology. Starbuck’s and other have taken advantage of the wireless market as a means to get customers into the store and provide the wireless service.I will briefly discuss: customer Access preferences, technology on the rise, our conclusion and recommendations as far as the relevance of Wi-Fi to Starbucks and others business model.Currently Starbucks maintains a Wi-Fi solution to support customer access. Wi-Fi and Cellular are the two leading technologies when it comes to wireless access. In the next few slides we will take a look at customer access preference and some of both applications benefits.
- WiMAX is an IP based, wireless broadband access technology that provides performance similar to 802.11/Wi-Fi networks with the coverage and quality of service of cellular networks. WiMAX is a wireless digital communications system, also known as IEEE 802.16 that is intended for wireless "metropolitan area networks.” WiMaxlooks to combine the benefits of broadband and wireless to better service the customer.WiMax—accesses the internet at speeds of 75 megabits per second (Mbps). WiMAX can provide broadband wireless access (BWA) up to 30 miles (50 km) for fixed stations, and 3 - 10 miles (5 - 15 km) for mobile stations. In contrast, the Wi-Fi wireless local area network standard is limited in most cases to only 100 - 300 feet (30 - 100m).Just a couple of WiMax antennas per city could eliminate the need for Wi-Fi, DSL, T1 circuits, and most all forms of internet access.If WiMAX can gain a loyal customer base with revenue projections, the cellular companies will merge quickly with them.
- As a result of Wi-Fi becoming less of a business option for Starbucks and Others, we recommend placing them in the front of WiMax technology as a poster child. If positioned on the splash page of WiMax when accessing the Internet via technology, Starbucks and Others would be able to take advantage of advertising dollars.