1 9 Ring Doorbell Student’s Name Institutional Affiliation Contents Introduction 3 Definitions 3 The Advent of Technology 5 Mexico’s Potential 5 Social Media Strategy 6 Ethical Considerations 7 Conclusion/ Summary 7 Memo of Transmittal 8 References 9 Ring DoorbellIntroduction Security is one of the primary human needs. This creates a wide market gap due to the high demand for efficient security systems. This is the rationale behind the acquisition of Ring Inc., a security company by Amazon. The firm deals in the production of security gadgets such as CCTV cameras, motion detectors, and biometric recognition systems to mention a few (Ring, 2020). Ring Doorbell is one of the first commodities to be introduced to the market by the company. The system runs on a smartphone application called Neighbor. The surveillance videos captured can be viewed by the user on the App. More so, the company keeps a record of the captured data and can be submitted to authorities as evidence if needed. This product meets the need of having a home security to solve the security problem of rampant insecurity cases (Rani, 2014). The neighborhoods are empowered as a network in partnership with the law enforcement agencies.Definitions The Ring Doorbell is the firm’s pioneer product. It comes with a motion sensor, HD camera, a speaker and microphone that offer a two-way audio communication interface. The user interface incorporates a mobile application that helps users get real time coverages from the camera. Additionally, a door bell ring comes inform of notification. Consequently, the home owner can communicate with the visitors using the microphone and speaker. The application also operates the surveillance camera. It can trigger records automatically if rung or in case the motion sensors are activated. The product has been improved over time to make it more effective in improving security. Last year, a peephole camera was introduced in the market. The product at hand also has a service edge to it as the company offers the clients a platform for keeping a record of the footages covered. The payment plans offer the market a basket of offers to choose from. This helps capture a large market segment depending on the factor consumers’ purchasing power. A shopping offering is evident as the consumers tend to put in efforts to make a comparison between the available brands. The market segment is primarily seeking the best product for the price taken (Deshmukh, 2012). This leaves them choosing the best offer as they hold that there are variations between the differentiated security commodities in the market. The target market visits multiple physical and online retail stores and consider reviews before making the purchase decision. This paper covers how the product can be introduced in the Mexican market. The Ring Doorbell falls under the category shopping offering. For this case, the consumers are concerned about brand names when choosing products. .

1. 1
9
Ring Doorbell
Student’s Name
Institutional Affiliation
Contents
Introduction 3
Definitions 3
The Advent of Technology 5
Mexico’s Potential 5
Social Media Strategy 6
Ethical Considerations 7
Conclusion/ Summary 7
Memo of Transmittal 8
References 9

2. Ring DoorbellIntroduction
Security is one of the primary human needs. This creates a wide
market gap due to the high demand for efficient security
systems. This is the rationale behind the acquisition of Ring
Inc., a security company by Amazon. The firm deals in the
production of security gadgets such as CCTV cameras, motion
detectors, and biometric recognition systems to mention a few
(Ring, 2020). Ring Doorbell is one of the first commodities to
be introduced to the market by the company. The system runs on
a smartphone application called Neighbor. The surveillance
videos captured can be viewed by the user on the App. More so,
the company keeps a record of the captured data and can be
submitted to authorities as evidence if needed. This product
meets the need of having a home security to solve the security
problem of rampant insecurity cases (Rani, 2014). The
neighborhoods are empowered as a network in partnership with
the law enforcement agencies.Definitions
The Ring Doorbell is the firm’s pioneer product. It comes with
a motion sensor, HD camera, a speaker and microphone that
offer a two-way audio communication interface. The user
interface incorporates a mobile application that helps users get
real time coverages from the camera. Additionally, a door bell
ring comes inform of notification. Consequently, the home
owner can communicate with the visitors using the microphone
and speaker. The application also operates the surveillance
camera. It can trigger records automatically if rung or in case
the motion sensors are activated. The product has been
improved over time to make it more effective in improving
security. Last year, a peephole camera was introduced in the
market. The product at hand also has a service edge to it as the
company offers the clients a platform for keeping a record of
the footages covered. The payment plans offer the market a
basket of offers to choose from. This helps capture a large
market segment depending on the factor consumers’ purchasing

3. power. A shopping offering is evident as the consumers tend to
put in efforts to make a comparison between the available
brands. The market segment is primarily seeking the best
product for the price taken (Deshmukh, 2012). This leaves them
choosing the best offer as they hold that there are variations
between the differentiated security commodities in the market.
The target market visits multiple physical and online retail
stores and consider reviews before making the purchase
decision. This paper covers how the product can be introduced
in the Mexican market.
The Ring Doorbell falls under the category shopping
offering. For this case, the consumers are concerned about
brand names when choosing products. In the event that a certain
store has run out of the brand, consumer loyalty will prevent
them from choosing another. Experts in smart security solutions
give advice on the best systems available. Mexico poses as a
great target market for the products as there is a high population
with the purchasing power. Moreover, there is an increasing
demand in effective security solutions to prevent theft and break
ins. The demand is strong on market players such as private
enterprises, government agencies and consumer purchases. For
this essay, security refers to the prevention and response to
threats of criminal attacks. On the other hand, safety means
tackling the risks associated with accidents, natural calamities
and work related issues. This sector is inclusive of services,
solutions, equipment, and programs intended for all forms of
security such as residential and corporate needs. These needs
include: access identification controls and security control
(Ring, 2020). Other solutions and systems are specially tailored
for use by defense and law enforcement agencies. The Advent
of Technology
New technologies have been introduced in the Mexican market
to meet the trends in consumer behavior and trends. This has in
turn heightened the level of competition among the suppliers.
Consequently, this has increased innovation and creativity
leading to advanced solutions and buyer’s needs. The market for

4. security solutions is a reflection of the nation’s conditions
locally such as level of development, public security measures,
and population occupation in the urban regions. Additionally, it
shows the capacity of the local and state authorities. There are
additional factors which increases the product’s capacity to sell
in the market such as the evolution in rule of law through
reforms in the law enforcement and criminal justice system.
Mexico’s Potential
Mexico is one of the fundamental security markets across
Latin America as it is large, serves leading industries and has a
high aggregate demand. It is also one of the most dynamic
economic segments. From 2015 there has been witnessed an
increase in sales for security system products on an average of
10%. The rate is higher than that of the whole economy which
makes it a lucrative industry for investment. A successful
venture requires proper planning from business implementation
to marketing of the products. There are consumer factors that
are relevant to the market segment. For instance, the stage in
product life and cycle, economic aspects, and personality. For
illustration, the younger generation might be more willing to
purchase newly introduced gadgets with advanced technology
while making recommendations to other potential consumers
(Ring, 2020). The elderly part of the population can adopt
security systems to boost safety. Additionally, the application
system can be linked with caregivers and home attendants to
provide for observations remotely.
Economic instances like the consumers’ purchasing power
and willingness to make a purchase also apply. For this case,
the consumer can only make the purchase decision if the
marginal disposable income at hand is sufficient to meet the
basic needs while leaving a good amount for secondary wants.
Nonetheless, the general individuality such as fame, income
status, and self-image are factors which can influence a person
to enhance the security system. Personality attributes determine
people’s lifestyle. For illustration, those who travel a lot can
choose to advance their security systems to ease security

5. monitoring while away. It is rational to argue that consumer
factors have a substantial effect on their behavior. Social Media
Strategy
The products will be marketed in the nation by increasing
consumer awareness. This calls for adopting the best methods of
passing the promotional message to the target market. Ring Inc.
will use social media and digital marketing approaches such as
affiliated marketing and sponsored advertisements. The target
market is dominated by internet users and those who turn to it
seeking guidance on security systems. Thereby, online
platforms serve as one of the best marketing tools for Ring
Doorbell. Advertising on social media and hiring ad spaces on
reputable Mexican websites and blogs will help reach out to a
large size of the target market. Furthermore, television
commercials will be used to pass the promotional message. A
good blend in employing media advertisement and good
customer care services will help cultivate a good brand name
and reputation for the security system (Jones, 2014).
The nature of the product requires having an excellent
customer management system. In the sense that, the firm treats
every customer appropriately regardless of their tier. The
product’s image is reinforced by a good rapport with clients
centered on the target of having a safer community. Thus, every
scheme to manage consumers is based on improving security.
This will be done by maintaining a close relationship with
potential customers (Leitner, et al., 2014). In the long run, the
security solution products will be a one of the most popular
brands in the market.Ethical Considerations
Ring Inc. will also put in place systems which promote the
consumers’ privacy. There is a dire need to maintain ethics and
confidentiality in offering security services and products. It is
key to ensure that the data collected through footages is kept
private and confidential as it can only be shared with law
enforcement agencies for legal reasons (Foti & Devine, 2019).
In the event of a breach in privacy agreement, the firm has a
scheme which consumers can use to have suitable actions taken.

6. Consistent improvement will come in handy in mitigating the
threat of competition in the market. There are other firms
dealing in similar products. The firm makes a significant
investment in the innovation department to consistently come up
with enhanced security solutions. The launch of new upgrades is
communicated to the client base which increases loyalty as they
can improve their security systems using the same brand.
Conclusion/Summary
Overall, Mexico is a viable market for security systems
products and services. The nation has a high urban population
and a thriving industry. Nonetheless, the consumers are
accommodative to foreign products which ease market
penetration. Testimonials and referrals are effective in
attracting a larger number of consumers. Therefore, Ring Inc.
will seek consumer feedback and integrate it in product
development while using it as marketing grounds. This makes it
critical for the firm to maintain a good reputation by offering
top-notch quality smart home security systems. Online
marketing is efficient as the consumers can leave feedback on
the comments sections and rate the products and services.
Positive consumer response increases the market scope. The key
task is to communicate how the product solves consumers’
needs well compared to other similar products. Consequently,
the product will gain a good image and reputation over time.
Memo of Transmittal
To: Security Companies in Mexico
From: Ring door developer
Date: 8/5/2020
Subject: Introduction of the ring doorbell
Following the rampant instances of security breaches, a new
invention has been created, which is the ring doorbell.
Companies are encouraged to subscribe to this service to get
immediate notifications in case their premises are invaded.
Thanks in advance as you endeavor to secure your businesses.
References
Deshmukh, D. K., (2012). Consumer buying behaviour for high

7. involvement products -A Study, Asian J. Management 3(3).
153-157.
https://www.researchgate.net/publication/296923891_Consumer
_Buying_Behaviour_for_High_Involvement_Products_-A_Study
Foti, L. & Devine, A. (2019). High involvement and ethical
consumption: a study of the environmentally certified home
purchase decision. Sustainability,
11(5353).https://www.mdpi.com/2071-1050/11/19/5353/pdf
Jones, S. (2014). The Six Stages of the Consumer Buying
Process and How to Market to Them.Sales & Marketing &
Consumer
Marketing.https://www.business2community.com/consumer-
marketing/six-stages-consumer-buying-process-market-0811565
Leitner, G., Felfernig, A., Ferrara, F., & Tasso, C.
(2014).Decision Support in the Smart Home. 1-9
https://www.researchgate.net/publication/245031171_Decision_
Support_in_the_Smart_Home
Rani, P. (2014). Factors influencing consumer behavior:
Institute of Law Kurukshetra, University Kurukshetra, India.
Int.J.Curr.Res.Aca.Rev. 2(9). 52-61 http://www.ijcrar.com/vol-
2-9/Pinki%20Rani.pdf
Ramya N. & Mohamed Ali.S.A. (2016, September).Factors
affecting consumer buying behavior.International Journal of
Applied Research2(10), 76-80.
https://www.researchgate.net/publication/316429866_Factors_af
fecting_consumer_buying_behavior
Ring. (2020). https://blog.ring.com/
/
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Printed by: [email protected] Printing is for personal, private
use only. No part of this book may
be reproduced or transmitted without publisher's prior
permission. Violators will be prosecuted.
/
Printed by: [email protected] Printing is for personal, private
use only. No part of this book may
be reproduced or transmitted without publisher's prior
permission. Violators will be prosecuted.
Computer Forensics and Cyber Crime
CHAPTER
Computer Forensics and Cyber Crime, 3rd ed.
Marjie T. Britz
Copyright © 2013 by Pearson Education, Inc.
All Rights Reserved
Traditional Computer Crime: Early Hackers and Theft of
Components
3
Computer Forensics and Cyber Crime, 3rd ed.

9. Britz
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Learning objectivesIdentify traditional problems associated with
the recognition and prosecution of computer crime.
Explore a history of computer crimes.
Explore traditional rationales for phreakers and hackers.
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Learning objectivesExplore the evolution of hacking.
Learn the value of computers as marketable commodities.
Explore the current state of computer crimes in the United
States and abroad.
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IntroductionComputer criminals will possess varying degrees of
technical sophistication.Hence, the metaphor of a continuum of
offenses in terms of seriousness.
However, degrees of computer crimes may also be reflected by
the degrees of technical expertise of agencies investigating such
crimes.

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Britz
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Traditional Problems
Traditional problems with any crime may pose more
complicated issues for computer crime investigation and
prosecution, such as:
Questions of vicinage: The jurisdiction of most crimes is based
on the location of the crime. However, computer-based crime
may be subject to laws where criminal and the victim live.
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Traditional ProblemsLack of international cooperation:
Collaboration among nations to investigate and prosecute may
suffer in the absence of prior agreements to deal with this kind
of crime.Perhaps due to judicial inconsistency, administrative
apathy, cultural skepticism
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11. All Rights Reserved
Traditional ProblemsEncryption & steganography: Encoding
(cryptography) or hiding information (steganography) makes it
harder for prosecution.Delay in detection can mean increased
chance of escaping prosecution.
Perception of anonymity: Since some may have a way to cloak
their identity, anonymity may embolden them to commit crimes.
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Recognizing and Defining Computer Crime
Difficulties in recognizing and defining computer crimes may
depend upon the:
TargetsAre victims individuals, organizations, countries? What
are the fruits of the illegal activity?
Means: To what degree does technology matter? Hacking
requires a lot of technology, where fraud may involve only an e-
mail, as with phishing.
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Recognizing and Defining Computer CrimeIncidentals Is
computer technology incidental to the commission of the crime?
If so, to what extent? Online gambling versus filing a false
insurance claim

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Britz
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All Rights Reserved
Recognizing and Defining Computer CrimeHistoryEarly forms
of computer crime could include the theft of the physical
technology (like an abacus) or sabotage, such as the destruction
of Jacquard’s automated textile machine in the early 19th
century CE.
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Three IncidentsMILNET: Via independent data carrier
(Tymnet), a KGB-employed hacker seemed to have easily
entered MILNET. It was discovered by chance in 1986 by a
programmer at UC Berkeley.
Morris Worm: In 1988, Cornell student Robert Morris released
the worm (self-replicating computer program), which quickly
spread to over 6000 computers, causing millions in
damages.Convicted for violating Computer Fraud and Abuse
Act
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Three IncidentsAT&T crash: The crash occurred due to a
software failure, demonstrating the vulnerability of telephone
system. It was the result of self-named Legion of Doom, which
may or may not have been a hacking menace.
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Three IncidentsSecret Service investigated, getting leads from
the bragging of some and disclosure of a critical safety
document by one.
Federal law enforcement believed that the business, Steve
Jackson’s Games, was a critical player in these actions, but it
was only one employee. Their overreaction embarrassed the
agency.
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Three IncidentsEarly hackers included:Kevin Mitnick (perhaps
the most famous)cOmrade (first teen to be incarcerated for
hacking)Terminus (Unix programmer & AT&T minicomputer
expert) Shadowhawk (breaking and entering into U.S. Missile
Command) Kyrie (one of the few female hackers)

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Phreakers: Yesterday’s HackersPhreaking: Manipulation of
telecommunications carriers to gain knowledge of
telecommunications, and/or theft of applicable servicesIllegal
use, manipulation of access codes, access tones, PBXs, or
switches
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Phreakers: Yesterday’s HackersMethodsSocial engineering, like
shoulder surfing, stealing codes while people are dialingUse of
blue boxes, devices that deceived switching system to put
through a call for free Some approaches became dated due to
changes in phone equipment. New strategies were constantly
developed, such as with the theft and sale of stolen access codes
("call-sell" operations).
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Evolution in the Hacking CommunityIn the 1960s, “hacking” by

15. MIT students was more benign. Hackers would look for
computer shortcuts, engage in clever pranks; would "hack" a
way at a problem until solution was found.Those with criminal
intentions were initially called "crackers."“Hacking” now refers
to both benign and criminal activities.
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Evolution in the Hacking Community
Initially:Hacking was conducted via role-playing games, by
young, socially inept individuals fascinated with computer
technology.Some advocated anti-establishment ideology, but
others were motivated to hack telephone exchanges because of
the costs associated with downloading.
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Contemporary Hacking CommunitiesMost of the original
ideology is gone.Contemporary motivation includes:Profit,
economic goals (like theft)Revenge (for example, by insiders
such as disgruntled employees)Personal notorietyRelief from
boredomInformational voyeurism (what's there to see?)
(Continued)
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Contemporary Hacking Communities
(Continued)Intellectual challenge (hacking as a way to mine for
knowledge)Sexual gratification (stalking, harassment)Political
goals (the aims of terrorists and spies)
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Hierarchy of Contemporary Cyber-CriminalsScript
kiddiesInexperienced hackers who use others' programs (like
scripts) to exploit vulnerabilities and compromise computer
systems, but they don't understand these programsAlso known
as skidiots, skiddie, or Victor Skill Deficiency (VSD)
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HackingCyberpunks Name used by law enforcement for those
who wreak havoc on the InternetNot its original, more benign
meaning
Hackers/CrackersSophisticated computer criminals

17. Cyber-criminal organizationsGreater threat
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Social EngineeringSocial engineering takes advantage of people
who use technology.Insiders may be the most dangerous,
whether by accident or intentionallyCan reduce risks through
security awareness training
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Computers as CommoditiesWhereas the black market involves
criminal organization, the gray market involves legitimate
businesses engaging in questionable activities.
In addition to the ability to be stolen, software could also have
problems with counterfeiting.
Data piracy can include the sale of credit card numbers, for
example.
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Theft of Intellectual PropertyIP can include patents, trademarks
and copyright.
Software is copyright-protected.
Film and television piracy can be conducted via bitstream.
Can include illegal copies of DVDs, CDs,
videocassettesSometimes identifiable because of absence of
authentication information, like a security hologram
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Theft of Intellectual PropertyInternet piracy can include
broadcast piracy and signal theft.
Technology piracy can include the counterfeiting of computer
chips.
4
CYBER CRIME
Chapter 3
Objectives
· Review Traditional Problems in the Recognition and
Prosecution of Computer Crime
· Discuss the History of Computer Crimes
· Explore the Traditional Rationales for Phreakers and Hackers
· Discuss the Evolution of Hacking
· Acquire an Appreciation for Computers as Marketable
Commodities

19. · Explore the Current State of Computer Crimes Globally
Details
Traditional Problems vs. Emerging Issues
· Normally criminal statutes are based upon the physical
location (vicinage) of the act
· Jurisdictional issues usually involve which court (local, state,
federal, military, Indian Reservation), will prosecute the case
· Cybercrime expands beyond the spatial boundaries into global
connectivity
· Cybercrime obscures the jurisdictional landscape for
traditional crimes
· Identifying the vicinage is difficult
· Scenario: Resident of Tennessee places an illegal wager on a
sporting event by purchasing gaming software from a site
located overseas
· The winnings are electronically transferred to an account in
Las Vegas
· He violated state and federal gambling laws by possessing a
gaming device but inconclusive whether he placed any bets
· Conclusion: lack of physicality creates questions about crime
being committed and which agency has jurisdiction
· Cybercrime is not enforced by any International Agreements
or Memorandums of Understanding
· Many countries have become safe havens for cybercrime
because they receive significant compensation in the form of
corporate taxes (payoffs) from fraudsters

20. · Cybercriminals use techniques that mask or block their
identities
· Anonymizer: sites which enable the user to mask their IP
(computer) addresses through rerouting, remailing, or deletion
of header information
· Privacy advocates support the these sites as a nurturing
environment for First Amendment
· Criminals use encryption programs to hide their activities
· Federal government attempting to enact laws that would make
encryption keys discoverable by subpoena
· Evidence Retrieval
· Internet service providers not required to maintain
transmission records like telecommunications companies
· Digital evidence is voluminous thus time consuming for
investigators
· Digital evidence is easily modified or deleted
Historical Highlights of Computer Crime
· First computer crime: ( 1800’s) workers at a textile plant
destroyed a machine that automated several steps in
manufacturing process threatening manual labor jobs
· (1986) Russian KGB operative (Cal Berkeley employee)
hacked into military database and obtained information
· (1988) Cornell student created damaging program (Morris
worm) that attacked computers via the Internet; damaged 6,000
computers; $5-100 million in losses
Phreakers and Hackers
· Phreakers: manipulation of telecommunication carriers to gain

21. knowledge of telecommunications and/or theft of services
· Illegal access to Private Branch Exchange Systems
(Businesses)
· Illegal use of access codes and access tones
· Shoulder surfing: looking over person’s shoulder while dialing
· War dialing: testing numerous codes until one is successful
· Used in college dorms, military bases, traveling business
teams
· Hacking: term used by MIT students in 1960’s referring to
techniques that identify computer shortcuts or clever pranks;
(1980’s) term was popularized in the film, War Games
· Traditional hacker culture was characterized by anti-
establishment rhetoric
· Hackers use a service that could be inexpensive except it’s
run by profiteering gluttons
· We explore and you call us criminals
· We seek after knowledge and you call us criminals
· We exist without skin color, without nationality, without
religious bias and you call us criminals
· Hacker Typologies
· White hat hackers: individuals who identify system
vulnerabilities in the interest of promoting heightened security
· Black hat hackers: individuals who identify and exploit system

22. vulnerabilities for illegal purposes such as destruction or theft
· Gray hat hackers: may identify weaknesses in systems for
administrators but also sell information to black hat hackers
Computer Intrusion Motivations
· Boredom (informational voyeurism): individuals are motivated
by inquisitiveness to sensationalism
· Intellectual challenge (mining for knowledge-pure hackers-
thrill seekers): subculture that proclaim to be seekers of
knowledge and reject any individuals who use skills for
cybercrime
· Revenge (insiders, disgruntled employees): intentional acts of
destruction by insiders who become disgruntled after being
passed over for promotion or laid off by budget cuts;
unintentional breach of security protocols pose most significant
threat (failure to protect passwords) cite p. 60 (Seeking
Revenge)
· Sexual Gratification (stalking, harassment): Sexual predators
· Economic ( Criminals): Personal gain
· Political (hacktivists, terrorists, spies): Extremist groups
target government and business entities for ideological,
religious beliefs
Hierarchy of Contemporary Cybercriminals
· Script kiddies: Lowest form of cybercriminal; inexperienced
hackers who employ scripts or other programs authored by
others to exploit security vulnerabilities
· Motivations range from simple pranks on college campuses to
criminal profit when hackers capture bank accounts and
password information to access victim’s account
· Cyberpunks: law enforcement labels these individuals who
vandalize and destroy computers by introducing viruses and
worms for no economic gain
· Crackers: Sophisticated users who employ their knowledge for

23. personal gain
· Cybercriminal Organizations: term does not include traditional
organized crime groups but rather groups of individuals who use
the internet to communicate collaborate and facilitate
cybercrime
· Hacktivists: Fastest growing group of hackers; activist groups
added data breaches to their arsenal of destructive weapons
Computers as Targets
· Hardware:
· Computer chips
· Integrated circuits
· CPU’s
· Motherboards
· Ethercards
· Resale of components are high due to difficulty in tracing
them
· Blackmarket dealers are organized groups trafficking in stolen
computer components that solicit orders and target victims
accordingly
· Gray market dealers are legitimate businesses that buy stolen
components from thieves and sell to customers who want
custom computers
· Theft of Intellectual Property
· Software: Industries involved in mass production of
intellectual property have benefited from enhanced production
strategies

24. · Digital pirates have targeted these industries to duplicate and
distribute unauthorized copies of their intellectual property
· Top Target Industries: Manufacturing, Sales/distribution,
Service, Financial Services, Software Development
· (2010) theft of software for personal computers increased by
14%; $59 billion
· Film Piracy: Optical disc piracy, Internet piracy, video-
cassette piracy, theatrical print theft, broadcast piracy
· Overseas market for American films involves new releases and
old films
· Primary market in US are those films not yet available on
DVD or cable
· Illegal copying and distribution are done by individuals and
organized crime groups