A thought paper on how the social media revolution is changing consumer behavior and the practice of shopping online and offline. Written by David Bear and Mike Szabo of Atmosphere Proximity and presented by the Digital...
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
Ready, Set, Present (Marketing PowerPoint Presentation Content): 100+ PowerPoint presentation content slides. People say, ”Nice to see you.” The response can be, “Nice to be seen.” This exemplifies marketing which in today’s world has never been so important for both large and small companies alike. Marketing PowerPoint Presentation Content slides include topics such as: Defining the elements of Marketing, developing key positioning statements and messages for your products and services, using a three-step process for market research, and understanding the benefits of Internet marketing. Learning about marketing models, strategy and programs including 7 slides covering branding, 10 slides describing steps to market research followed by 4 slides of effective marketing examples. Gain the necessary information on how to brand your business as well as ways to develop brand positioning. Further, this presentation includes 11 slides covering marketing plan, 4 slides about customer feedback followed by examples, plus 5 slides teaching how to name a product, company and service. In addition you will receive 40 slides covering marketing materials, internet marketing, search engine optimization, the future of marketing and much more.
ALL SAMSUNG MARKETING CAMPAIGNS. SAMSUNG BEAT MI. SAMSUNG - HISTORY, DEVELOPMENT, MARKETING CAMPAIGN, THEIR MARKETING AGENCY, 360 MARKETING, ADVERTISEMENTS OF SAMSUNG IN INDIA.
How to do Under Armour's SWOT Analysis? Strengths, Weaknesses, Opportunities ...SWOT & PESTLE.com
Check out our latest publication on Under Armour, Inc. which is an American sports equipment company that manufactures and produces footwear, sports and casual apparel.
Check out the SWOT and PESTLE analysis on Under Armour- https://www.swotandpestle.com/under-armour/
The analysis covers the business strategy of Under Armour.
We appreciate Siddhesh Suhas Salkar 's contribution towards this research report.
Follow us @swotandpestle to know more and visit our website - https://www.swotandpestle.com/
NEED HELP WITH YOUR RESEARCH?
Apart from SWOT and PESTLE analysis we also do Value chain analysis, Porter's five forces, BCG Analysis, Segment-Target and Positioning Analysis and other models and analyses to suit customised needs. Place your inquiry here
https://www.swotandpestle.com/solutions/
#UnderArmour #SWOTAnalysisUnderArmour #PESTLEAnalysisUnderArmour #MarketResearchUnderArmour #CustomisedResearchUnderArmour #StrategyUnderArmour #BusinessCasestudyUnderArmour #BusinessStrategyUnderArmour
#SWOTandPESTLEUnderArmour #SWOT #PESTLE #ConsultingUnderArmour
Marketing plan -Xiomi New Product DevelopmentTushar Sharma
This is in conjunction with "Analysis of Consumer Preferences for New Smartphone" uploaded earlier. It showcases a detailed marketing plan for a new product in smartphone category.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
In this article, we will gain a better understanding of this mode of Social Commerce: 1. The Continuous Rise 2. How It Works? 3. The Role of Influencers 4. Benefits for Consumers and Businesses 5. The Rise of the Entrepreneur 6. Future and Challenges 7. What It Means for You? 8. The Role of AR, VR, and AI
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
Ready, Set, Present (Marketing PowerPoint Presentation Content): 100+ PowerPoint presentation content slides. People say, ”Nice to see you.” The response can be, “Nice to be seen.” This exemplifies marketing which in today’s world has never been so important for both large and small companies alike. Marketing PowerPoint Presentation Content slides include topics such as: Defining the elements of Marketing, developing key positioning statements and messages for your products and services, using a three-step process for market research, and understanding the benefits of Internet marketing. Learning about marketing models, strategy and programs including 7 slides covering branding, 10 slides describing steps to market research followed by 4 slides of effective marketing examples. Gain the necessary information on how to brand your business as well as ways to develop brand positioning. Further, this presentation includes 11 slides covering marketing plan, 4 slides about customer feedback followed by examples, plus 5 slides teaching how to name a product, company and service. In addition you will receive 40 slides covering marketing materials, internet marketing, search engine optimization, the future of marketing and much more.
ALL SAMSUNG MARKETING CAMPAIGNS. SAMSUNG BEAT MI. SAMSUNG - HISTORY, DEVELOPMENT, MARKETING CAMPAIGN, THEIR MARKETING AGENCY, 360 MARKETING, ADVERTISEMENTS OF SAMSUNG IN INDIA.
How to do Under Armour's SWOT Analysis? Strengths, Weaknesses, Opportunities ...SWOT & PESTLE.com
Check out our latest publication on Under Armour, Inc. which is an American sports equipment company that manufactures and produces footwear, sports and casual apparel.
Check out the SWOT and PESTLE analysis on Under Armour- https://www.swotandpestle.com/under-armour/
The analysis covers the business strategy of Under Armour.
We appreciate Siddhesh Suhas Salkar 's contribution towards this research report.
Follow us @swotandpestle to know more and visit our website - https://www.swotandpestle.com/
NEED HELP WITH YOUR RESEARCH?
Apart from SWOT and PESTLE analysis we also do Value chain analysis, Porter's five forces, BCG Analysis, Segment-Target and Positioning Analysis and other models and analyses to suit customised needs. Place your inquiry here
https://www.swotandpestle.com/solutions/
#UnderArmour #SWOTAnalysisUnderArmour #PESTLEAnalysisUnderArmour #MarketResearchUnderArmour #CustomisedResearchUnderArmour #StrategyUnderArmour #BusinessCasestudyUnderArmour #BusinessStrategyUnderArmour
#SWOTandPESTLEUnderArmour #SWOT #PESTLE #ConsultingUnderArmour
Marketing plan -Xiomi New Product DevelopmentTushar Sharma
This is in conjunction with "Analysis of Consumer Preferences for New Smartphone" uploaded earlier. It showcases a detailed marketing plan for a new product in smartphone category.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
In this article, we will gain a better understanding of this mode of Social Commerce: 1. The Continuous Rise 2. How It Works? 3. The Role of Influencers 4. Benefits for Consumers and Businesses 5. The Rise of the Entrepreneur 6. Future and Challenges 7. What It Means for You? 8. The Role of AR, VR, and AI
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
Social networks are well-established, as is e-commerce, but it’s only now that we’re seeing the meshing of the two and a great deal of hype around the possibilities. This report charts how retailers and other brands are using the social graph to engage consumers wherever they may be—creating more personal, accessible experiences—and to amplify word-of-mouth.
“Social Commerce” examines three key trends: the rise of Facebook commerce (retailers selling directly on Facebook), overlaying the social graph on e-commerce sites and introducing that social graph to the brick-and-mortar world. It looks at what innovative retailers and others are doing in these areas, as well as what’s driving each trend and the significance and potential for marketers. It also spotlights things to watch in this space, from apps that enable sharing while shopping to Facebook Credits.
In addition to desk research, we interviewed experts and influencers in research, technology and business, and conducted a quantitative survey in the U.S. and the U.K. The survey used SONAR™, JWT’s proprietary online research tool, to poll 971 adults aged 20-plus from May 20–June 1, 2011.
Building brands through social e commerce eTailing India
Social e-commerce is a new, expanding strategy for e-commerce sites. However, it is important to be able to differentiate the two kinds of social e-commerce: One occurs on the e-commerce site itself, usually on a platform managed by the company. Whereas the other, offsite social e-commerce, occurs on social media sites and blogs, often outside of the control of the e-commerce company concerned.
La compañía 360 presenta el informe "Social Commerce Playbook": What the nexus of social media & shopping means for your brands en el que se analiza la relación entre los medios sociales y el ecommerce en su tendencia hacia el social Commerce. (inglés)
Social Commerce: The Winning Combination of Social Media and eCommercedevin simon
Nowadays, social networks have become an integral part of everyday life. Facebook, TikTok, Instagram, Snapchat, Twitter, Pinterest among others continue to engage users with relatable content, making them spend hours scrolling through their feed.
With almost 90% of Asia Pacific’s population surfing through mobile commerce, brands and retailers put this media to greater use, thus, inventing a fairly new concept called Social Commerce.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
Digital Lab SXSW Recap -- Trends in Social, Creative Technology, Production, ...BBDO
SXSW has come and gone in a flash, and along with it, the annual outpouring of agency trend spotters choosing the five, seven, or ten key trends from this year’s festival. Most of these are put forth as they might apply to an entire agency – or all kinds of brands – which can sometimes result in a scope that is too wide to be impactful. So this year, the Digital Lab decided to approach our trends report a bit differently, and asked four BBDOers from across different disciplines to address key highlights from their respective areas of expertise.
The Digital Lab @ SXSW 2015: Don't Miss These Panels!BBDO
SXSW Interactive 2015 is set to take off! This year’s festival is bigger than ever, and with more than 600 different panels to choose from, attendees have some tough decisions to make.
So, the Digital Lab has assembled its own day-by-day “curated tour” of SXSW specifically for brands and marketers.
We’ll also be reporting back live from Austin all week, so be sure to follow us on Twitter at @TheDigitalLab.
Digital Lab CES Recap -- Everything Brands and Marketers Need To KnowBBDO
CES 2015 has come to an end. Check out what we've learned – and see what is most relevant for brands and marketers – in the Digital Lab's official recap.
With CES 2015 around the corner, brands are giving increased attention to emerging technology. But how are brands to decipher which technologies are important and which are not? Furthermore, how do they find value in them? Find out in our latest thought paper.
Responsive & Adaptive Design: Delivering Websites That Delight Your UsersBBDO
Considering that mobile and tablet users constitute an ever-growing share Internet traffic, designing websites with a mobile-first strategy is crucial to a sites success. This paper considers the two UX design techniques that can bring beautiful web design to the smaller screen.
Did you know that consumer reviews are trusted 12x more than product descriptions from brands and manufacturers? Considering the importance of consumer reviews, brands should be putting an active effort into managing their social CRM. This paper describes how to build the foundations of successful social CRM.
Facebook has re-released Atlas, the ad serving platform it purchased from Microsoft in 2013. What are the recent changes, and how will they impact advertisers? Learn more about it in this white paper.
Harnessing the Power of Social Media InfluencersBBDO
Social media influencers are not replacements for celebrities. They are the new celebrities.
This presentation gives an overview of the social influencer market, and demonstrates how brands and their agency partners can best tap into the influencer resource.
The era of organic reach on the Facebook platform has seemingly come to an end, giving rise to an era in which paid reach is the only method for guaranteed reach. This paper examines how brands and marketers can adapt to this new era.
Beacon Technology: What Brands and Marketers Need to KnowBBDO
Beacon technology has the potential to disrupt the way brands–particularly retail brands–think about the intersection of the physical retail experience and the mobile experience. Using beacons wisely, retailers will be able to play the part of a gracious, individually attentive host, combining the users’ interests, intent and physical location.
Two weeks ago we released an infographic showing the life of a normal person as we imagine it in 2025. The kinds of automated services illustrated in that graphic that will appear over the next decade are all enabled by the same piece of technology: the API. What APIs, or Application Programming Interfaces, do is provide programmers with a simple way of connecting their programming into the data and services of an existing program. Any websites that embed Google or Facebook logins are accessing an API provided by Google or Facebook to authenticate users' identities. Similarly, as personal data becomes stored in the cloud, companies with permission to access such data are increasingly plugged in to their consumers' changing status and needs.
Beyond just explaining how APIs are driving technological advancements across every industry, our latest Digital Lab Thought Piece provides useful tips for any business on navigating a world based on APIs - whether that means activating the APIs that are already out there, or building one of your own to create new revenue stream or make your services indispensable.
As a teaser for our thought piece on APIs, we decided to illustrate the power of APIs by imagining how our personal lives might be affected by these platforms over the next decade. This graphic shows just a few of the changes and innovations we can expect by 2025, enabled by the open API revolution and the explosion of developers using APIs as a foundation for personal and professional projects.
in 2012, citizens of the world gathered in front of television sets, smartphones, tablet devices, and computers to watch the action of the Olympic Games unfold in London. However, our research report "Meet the Screens" taught us that not all screens were created equal. Using insights from this report as a lens, BBDO and Proximity investigated how different countries are expected to consume Olympic Games content.
A thought piece presented by the Digital Lab and prepared by Sarah Jane Blackman and Pierre-Jean Choquelle of Proximity Paris dissecting the phenomenon of modern-day digital social expression and the Super...
A white paper presented by the Digital Lab and written by Troy Hitch and Doug Worple covering the field of branded entertainment - distributed storytelling in...
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Unlocking Productivity: Leveraging the Potential of Copilot in Microsoft 365, a presentation by Christoforos Vlachos, Senior Solutions Manager – Modern Workplace, Uni Systems
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
2. 2
Social shopping has manifested itself
historically in two distinct but related ways.
The first is commercially driven social online
shopping tied to a user behavior during and
after transacting (both on and offline). The
second is the more traditional word-of-mouth,
just people discussing shopping with other
people. In either form, the rise of the social
Web and the shift in how consumers share
and consume information has changed the
way people make their purchasing decisions,
develop brand loyalties and ultimately
become brand advocates.
The first case of social shopping is all about
leveraging social media, and increasingly
mobile platforms, by both consumers
and retailers. Consumers can take full
advantage of social media “hooks” in either
a proprietary brand retailer’s website or via
a third-party mobile application or website
to share their ratings, reviews, desires and
opinions on products, goods and services they
engage with or encounter on virtual shelves
or in the aisles of real-world retailers. These
user-generated “likes” and content bytes are
socialized throughout shoppers’ personalized
social graphs and beyond to create interesting
dynamics for promoting and influencing
consumer behavior beyond what is possible
with simply paid traditional media promotion.
The question is who will control the process
and use it to their benefit? It’s necessarily
true that the relationship between customer
and retailer depends primarily on the latter,
so how retailers manage the tools of social
media will, to an as yet unknown extent,
either make their customers their “friends”
or their ex-customers and antagonists.
That said, the goal of any retailer is to let
the product and its customers market the
product.
The other kind of social shopping is the
simple non-commercial act of friends telling
friends, relatives, acquaintances, co-workers
and even selected strangers what they
bought, where they bought it, how much they
paid and how much they liked the experience
and the product. This kind of trusted word-
of-mouth has long been an essential element
of successful marketing and traditional
shopping, and indeed trust between strangers
is one of the foundations of capitalism. But
Introduction: Trust Me, Shop Here
3. 3
the phrase “social shopping” as a kind of
matured Internet meme now references the
growing ubiquity and falling prices of both
Web access and mobile platforms for such
access. Word-of-mouth now also means the
deliberate use of social media to leverage
word-of-mouth into their marketing as
retailers try to incorporate their customers’
and potential customers’ online social
identities with their own online marketing and
product-development strategies.
Ultimately, the issue of social shopping/
marketing comes down to trust: how it can be
earned, protected and exploited. This defines
the basic difference between “traditional”
eCommerce and its newest manifestation. In
the former, trust is a straightforward matter
between strangers doing business either
between themselves via a known entity, or
between themselves and that entity itself. By
contrast, social shopping incorporates input
from individuals who may not be partaking
in any given transaction at all, but who may
merely be active and interested observers.
How many degrees of separation is their trust
good for?
Brands are learning how to harness the power
of social shopping by actively participating
in the conversation and incorporating social
tools into their branded site. They trust
that the benefits far exceed the risk. By
encouraging active sharing of the shopping
experience, brands are providing a platform
for their consumers to communicate on the
brands’ behalf and engage their social graph.
4. 4
Social shopping is not a new concept.
From the beginning of eCommerce, the
interconnected world of the Internet inherently
provided the means to extend word-of-mouth
beyond its offline origins.
Although Netscape’s debut in 1995 marked a
kind of foundational “Big Bang” in web-based
commerce, and the launching that year of SSL
(Secure Sockets Layer) encryption-protocol
lent the perception that Web-based buying and
selling could be safe, secure and user friendly,
services such as Prodigy, America Online,
and CompuServe had long been introducing
the Internet to millions. In parallel with this,
direct selling of PCs to the public (pioneered
by Michael Dell) had already begun to lower
computer prices. Thus, 1995 was a good year
for the two biggest successes of eCommerce
itself: eBay and Amazon.com. Two factors
made them both unique at the time: first, they
were online; and second, trust was recognized
as uniquely integral to their respective
success and was fostered from the outset
– specifically trust among strangers who
would almost certainly never see each other
in person, and perhaps ever deal with each
other again even after a mutually successful
transaction. Initially, both enterprises were
protected by their relative exclusiveness.
The key to the long-term success of both
eBay and Amazon.com was not just customer
feedback, but customer feedback in a
worldwide arena with increasingly affordable
access and popularity. It was understood that
enough user attention to past transactions
would necessarily increase and promote
high levels of trust. It worked, and the first
platforms of what came to be called social
shopping began to make its way up into
popular culture. By the time recommendation
engines and price engines made mass
collaborative filtering feasible in the late
1990s, broadband, smartphones, and Wi-
Fi began finding acceptance as well. Trust,
ubiquity, mobility, portability and economy
reinforced the interests of all, and a new
hybrid commercial/ social foundation was
laid. A profoundly innovative marketing tool
and customer experience was on the horizon,
and businesses began to realize that the rules
of successful retailing were about to change,
once again, in a radical way.
Social Shopping’s Pre-History:
Shop online and, by the way, what do you think?
Illustration by: Oliver Widder ›
7. 77
If 1995 was eCommerce’s breakout year,
then social shopping’s counterpart was
2005-2006, first with the debut of YouTube,
followed in 2006 by Twitter and, later that
same year, the opening up of Facebook to
anyone 13 years of age or older. In the space
of a year, communication had, once again,
been suddenly and thoroughly revolutionized
by extreme democratization. Social shopping,
long taken for granted in its analog word-of-
mouth format, would now embark on its self-
consciously digital and mobile phase. It has
developed quickly and not at all predictably. A
2006 article in The New York Times specifically
about social shopping makes no mentionof
Facebook, instead citing Kaboodle, Wist
and StyleHive as sites hoping to ride the
MySpace wave. Today, of those three hopeful
sites, none merit their own Wikipedia article.
MySpace was overtaken by Facebook in
2008 and has since been restructured and
redesigned, without immediately apparent
success. Playing in the background of these
developments was the evolution of a perceived
“Web 2.0” capability, indicative of the growing
interactive, participatory nature of websites,
and of a greater receptivity to user-generated
content vs. the more passive viewer paradigm
of “Web 1.0.”
There are a number of different categories
of social shopping sites. There are “house”
social-shopping sites that are part of an
established retailer (like Sears) and monitored
by management; and there are those that
are strictly product-based, like Woot. There
are shopping-themed blogs that aren’t
monitored. There are sites that require
established online identities (specifically
a Facebook or Twitter identity), and sites
that permit pseudonyms that may be a bit
harder to trust. The constellation of sites
is indicative of the pervasiveness of social
shopping and has spawned numerous new
companies and names that probably deserve
their own linguistic study. Suffice it to say,
due to their late arrival on the Web, creativity
is needed (and, of course, desired) in the
naming of social media sites. The following is
a modest sample: appsavvy, Blippy, BrightKite,
BuyBooBuy, Cinematch, Chictopia, Chompon,
Flashmob, Flightpath, Foursquare, Gilt,
Gowalla, Groupon, ideeli, iLike, Justboughtit,
Klout, LivingSocial, Loopt , Moblog, Pearltrees,
PeerIndex, Pinterest, Polyvore, Pricegrabber,
ProductPulse, Shopow, ShopSocialy,
StumbleUpon, StyleFeeder, Svpply, Swipely
ThisNext, Tippr, Tumblr, TweetLevel, Wanelo,
Woot, Yammer, Yelp and Zibaba.
The Present: Is ever changing
‹ Graphic by: Yelp
9. 9
Whatever their names, the essential social-
shopping user experience associated with
most of them is to find a retailing website;
create a public profile; follow fellow shoppers
(friends, strangers and their Twitter feeds);
see ratings and reviews of products and
services; check in at a physical location with
a smartphone; get a special discount as a
result; get invited to a flash sale; scan a
barcode and tweet the result; register to buy a
group-based coupon (as in Groupon) and hope
enough others do the same; tweet that hope;
recommend that same coupon to a friend; and
finally share all these experiences with others
who in their turn will do (or are already doing)
the same thing at other places of interest to
those within a given social graph. The leading
social-shopping-enabling platforms are
presently Facebook and Twitter because you
often can log onto and register on any given
company’s website through your Facebook or
Twitter account. Companies simply integrate
their own website-specific logon through
the Facebook or Twitter tool embedded on
their homepage, thus greatly simplifying the
process of becoming a registered member.
Now, to illustrate the dynamic nature of social
shopping and the need to understand the
current marketplace, let’s move on to several
of the current key principle players (from
Facebook to the Blogosphere) and trends
(Private Flash Sales to Mobile Commerce) of
the social shopping universe. Obviously the
landscape is constantly shifting and brands
need to be fully aware of what is happening
today while keeping an eye on what will
emerge tomorrow. This is nothing if not a
truncated list.
‹ Photo by: Groupon
11. Twitter. As with Facebook, customers and
website visitors of a company’s proprietary
site can register on that site through the
Twitter icon, a powerful marketing tool
connecting the two entities. Users then tweet
their own comments and see their friends’
Twitter feeds about that company (or anything
else). Registered users can automatically
follow their friends’ Twitter feeds, and tweets
can be linked to videos. Businesses now
routinely invite their customers to “follow
us on Twitter,” a textbook example of how
established enterprises quickly make use of
behaviors previously attractive to subcultures.
1111
YouTube. The marketing opportunities of
quick and easy uploading of personal and
professional videos to a potential audience
of millions is too obvious for extended
discussion. However, one does not typically
log onto a company website through YouTube,
and, although mobile devices can take and
transmit pictures and video, they are (at
present) less likely to be used for the kind of
communication that social shopping currently
favors: tweets, text messaging and blog
postings. As with anything on the Web, this will
almost certainly change in the near future as
technology and cost permit. The development
of visual equivalent tweets is no doubt already
in the making, potentially opening the door to
a host of hybrid apps.
The Players
Facebook. Friends are obviously what
Facebook is all about, and the site offers
the ability to friend someone – or some
business. When you do this, you become a
member of that person’s or business’ social
circle. In the latter case, you become a friend
by purchasing a product or service or when
you “Like” it with the click of the thumbs-up
button. For some businesses, large and small
alike, Facebook now plays a leading role in
customer outreach and service-branding,
although not everyone is sold on its potential
(see “The Future,” below). As already noted,
companies are now inviting their customers
(and potential customers) and their friends
to log on at their official websites through
Facebook’s tool. They can then find friends
who have also registered and read their
comments and see whether or what they have
purchased. Within Facebook itself, companies
establish their own branding and information
sites known as pages (some of which are
starting to offer fully transactional shopping
and have rich interactive applications), and
each site has a “Wall” feature that acts as
a blog.
‹ Graphic by: Ibraheem Youssef
13. Groupon and LivingSocial are currently
the leading group buying sites, although
serious competition is on the horizon. Google
has Google Offers, Facebook has Deals, Yahoo
has Local Offers and eBay has Kuponan.
Additionally, by August of 2010 there were a
reported 500 other group-buying sites, some
of them offering local-only discounts. Group
buying, sometimes characterized as “deal of
the day” offers, provide discounts based on
a variable, such as how many buyers chose to
participate. A certain number of members are
required to purchase the discounted service
within a certain time period, thus encouraging
members to contact their friends about a
specific deal.
13
Expert bloggers. The blogging universe
is by now virtually an infinite one, expanding
daily. Inevitably and rightly, some bloggers
will garner much more attention than others
(who may garner none at all), and this is also
the case with their impact on social shopping.
Particular bloggers may be sponsored, or
meld their identities within a larger blogging
site, or simply go it alone. Sites of the
moment would include myfashionlife.com,
Iamvintagelover.com, 5inch andup.blogspot.com,
culturejunkie.co.uk, gluttonforgrandeur.com
and FashionableMaven, each targeting their
own particular niche, large or small. Basically,
their purpose is to drive consumers either to
or from a website, product or service.
‹ Photo by: LivingSocial
14. 1414
Trends
Private, invitation-only “flash” sales.
The kinds of private, invitation-only sales
found on the Web are usually open to virtually
anyone with a credit card. How private the sale
is will, as a practical matter, depend on the
merchandise and the price – the higher the
price, the more “private” it will necessarily be.
Registration is simple and sometimes can be
done through a website’s “Facebook Connect”
icon. Users are encouraged to invite friends,
either through Facebook or by submitting their
email addresses. Sales are for limited periods,
and may offer substantial discounts, thus, there
is pressure on the customer to decide quickly
to purchase or risk losing the opportunity.
The incentive for retailers is to create a buzz
around an item or brand, and these sales may
also give users a first chance look at certain
products before they are introduced into wider
circulation, thus, lending a sense of exclusivity
to the experience. But flash sales aren’t only
for customers seeking high-fashion deals.
More and more travel offerings are promoted
in the private-sale format. Current examples
catering to the luxury crowd are Jetsetter,
Spire, SniqueAway, Tablet Hotels, TripAlertz,
Vacationist, and Voyage Prive, while Vacations,
Trippo and Yuupon aim for the mass market.
Social CRM. Customer Relationship
Management has always been important
for business. Before the advent of the
Web, managing customers was (relatively)
straightforward, although never easily
perfected. But with the advent of social
shopping, the challenges businesses confront
have gotten much more complex. User ratings,
website feedback, Twitter feeds, Facebook
comments and YouTube videos are venues
for both positive and negative input from
prospective and former customers. CRM
is increasingly a matter of managing those
sources, and that focus may be termed
social CRM. The field is a new one, and both
prospective entrepreneurs and established
firms struggle to find their way through the
maze. Ultimately, the best control of social
media in the field of business is the same
as it ever was before the Web: offer the best
service and products at the best price. Thus,
social CRM is and will be about using social
media to achieve that goal – assuming such a
goal is in fact achievable at all.
Photo by: Vacationist ›
16. 1616
Trust your friends. The now existing
abundance of online user reviews has spun
off a new, more differentiated wave of online
advice: that of your friends. Product advice
seeking users want two things: 1) insights
from someone who knows what’s important
to them, from someone they actually know,
and 2) validation from their friends that they
are buying, or simply thinking about buying,
a great product. There are an increasing
number of sites that serve up advice from
users with similar interests and similar
backgrounds (e.g. sex, age, family situation,
product usage scenario), like honk.com and
hunch.com, that get users closer to more
trustworthy advice. The site that currently
gets closest to personal, trusted advice is
groopi.es, a pilot project recently launched
by Atmosphere Proximity. It is built entirely
on real friend connections and the products
these friends know and can recommend
to each other around the virtual equivalent
of a campfire. Other brands, like airbnb.
com (private vacation and room rentals),
rely on Facebook tie-ins to offer tips from
actual connections. And we will undoubtedly
soon see many more variations on making
social shopping more trusted, personal and
relevant to individuals needs.
Mobile Commerce. The use of
smartphones to search, browse, find, price,
rate and blog as a part of the new-normal
shopping experience first became significant
in 2010 and continues to grow in popularity. As
of that year, finding a store location was the
most popular activity; searching for specific
products was next in line; general product
browsing was third; and comparison pricing
came in fourth. Exchanging comments and
making recommendations was not yet a
priority. ShopSavvy, myShopanion, Scandit,
and Bar Code Hero are current representative
examples of mobile commerce apps. Mobile
tagging, a feature that lets users scan a
product barcode to read about it and its
ratings by purchasers, is also an integral part
of the experience. Users may soon be able
to see if their friends have purchased and
rated the product, and rate and post their own
purchases. Check-in deals are proliferating
as well. Using their smartphones, users
check into a physical location. The information
is essentially public, and, in exchange the
location (i.e. a restaurant, bar or hotel) may
offer a special discount. Foursquare and
Gowalla are currently leading providers of
check-in deals.
Photo by: Dan Saelinger ›
18. 18
In its totality, the consumer value and
popularity of all these players and trends
have contributed greatly to a new shopping
paradigm that the CMOs and marketing
agencies of the world are catching on to now
– the disappearance of the linear purchase
funnel as we know it and the emergence of
an iterative, social circle-influenced purchase
decision process, as illustrated by McKinsey
& Co. and their Consumer Decision Journey.
In this paradigm, instead of following a
more or less linear process from awareness
to purchase, where consumers winnow
a broad basket of brands (and products)
down to a single choice and then stick with
it, they constantly add and remove brands
and products from their consideration set.
Instigated by family, friends, neighbors
and their preferred social media platforms,
they make their buying decision along a
circular purchase path where post-purchase
experience and advocacy of trusted fellow
shoppers define the brands and products
that will be included in the next purchase-
decision journey.
Thanks to the circular model, marketers can
look at purchase decisions using a new way
of thinking. The focus on the post-purchase
phase (the “enjoy,” “bond” and “advocate”
steps) is now the crucial driver of the
purchase decision. The post-purchase phase
is exactly where social shopping produces its
strongest impact. This new paradigm creates
a more loyal advocate who is more likely to
buy and to share their experience. Sharing
the joy of using a product with friends and
then advocating for the product to friends is
what drives purchase decisions now—and
has actually always driven purchase decision;
it’s only that the tools to share that joy and
advocacy haven’t had such a ubiquitous
reach as they have today. Marketers will be
increasingly able to use these tools, as well to
influence what happens after the purchase is
made and get a step ahead in the race for the
next purchase.
Has Social Shopping Changed
the Journey?
21. 2121
In Web-time, “the future” is a highly relative
and debatable term (for example, it has
been the “Year of Mobile” for each of the past
eight years). It’s difficult to speculate too
much on a “future” further than one year
ahead of today’s calendar date, whatever that
date might be. MySpace fell from favor (for
now), and Facebook might also, for a while.
YouTube and Twitter will almost certainly face
challengers from technologies as yet unheard
of. Who knows?
At this particular moment, not everyone is
clear on the long-term potential of social
media and its attendant user-generated
content being a long-term (or even short-
term) driver of sales. Some think that
Facebook is more valuable for its user data
alone than for its use as an affiliate site
or branding portal. Expert bloggers may
help decide this particular issue, becoming
more important as affiliates themselves,
incentivized by the commissions they can
earn, or falling victim to media-burn as their
commercial perspective becomes more
apparent to a skeptical and ever-changing
readership. Certainly there is no reason to
believe that barriers to entry will grow higher.
Anyone can blog, make recommendations,
alert their friends and possibly earn a
commission, which is an outcome explicitly
promised on the website Zibaba.
We wait for a mobile app that will allow friends
to trade those commissions, convert them into
coupon futures, leverage them via eBay into
virtual currency, and then sell that currency
to an online gamer, who will then rate the
experience and, of course, tweet (or whatever
tweets will be in the future) about it. In each
stage of that imagined progression, trust is
maintained because there is an exchange of
money or the potential for a specific future
exchange of money, and a record of each
transaction is available. A needlessly negative
tweet would have consequences, just like a
needlessly negative review on eBay does. But
other aspects of social shopping are really
just based on talk, blogging, and texting – old
fashioned word-of-mouth gone digital and
mobile. And that requires trust to be effective.
As social shopping is conducted within the
environment of a social network, elements
of a virtual economy, such as virtual
money (already a big and growing factor in
online gaming), may increasingly become
determinants for the success of individuals
within those networks, as well the success
of the networks themselves. There are many
different kinds of virtual money in use around
the world and we can expect that this situation
will mirror the historical growth in the use
of money itself, with currencies gaining and
losing acceptance as representatives for
universally trusted gold and silver. In this case,
the virtual currencies would represent levels
of trust gained by participants in a social
network.
The Future is
Uncertain and Certain
‹ Photo by: Kiersten Essenpreis
22. 22
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Clapperton, Guy. This is Social Media: Tweet, Blog, Link and Post Your Way to Success.
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Guttman, Robert. Cybercash: The Coming Era of Electronic Money.
Basingstoke: Palgrave Macmillan, 2003.
Hafner, Katie. Where Wizards Stay Up Late. New York: Simon & Schuster, 1998.
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