Upload
miles-claud-stafford
View
212
Download
0
Embed Size (px)
Citation preview
ADMINISTRATIVIA
• Assignment 3 due 3/20Varun will email with instructions for handing it in.
• Midterm on Thursday
YOU ARE RESPONSIBLE FOR
1. Anything in a required reading
2. All lecture content and slides
3. Basic HTML knowledge from A2
4. “managerial level” knowledge of all technical conceprts
1. IT TRANSFORMS BUSINESS AND SOCIETY
2. INVESTMENTS IN IT ARE CRITICAL TO THE SUCCESS OF ORGANIZATIONS
3. INNOVATION AND CREATIVITY IN THE USE OF DATA IS CRITICAL TO SUCCESS
Before: protection only for published works with © attached, otherwise public domainAfter: protection for original works which are fixed in a tangible medium of expression
1. REPRODUCE2. CREATE DERIVATIVE WORKS3. SELL, LEASE, OR RENT4. PERFORM PUBLICLY5. DISPLAY PUBLICLY
BUT NO RIGHT TO UNDERLYING IDEA IS GRANTED. IT’S IN THE PUBLIC DOMAIN.
FAIR USEANY COPYING OF COPYRIGHTED MATERIAL DONE FOR A LIMITED AND “TRANSFORMATIVE” PURPOSE SUCH AS TO COMMENT UPON, CRITICIZE OR PARODY A COPYRIGHTED WORK. SUCH USES CAN BE DONE WITHOUT PERMISSION FROM THE COPYRIGHT OWNER.
DMCA: CRACKING DRM IS ILLEGALPassed in 1998, signed into law by President Clinton
Implements treaties signed in 1996 at the World Intellectual Property Organization (WIPO)
Supported by software and entertainment industries
DMCA TITLE II: OCILLA
Online Copyright Infringement Liability Limitation Act
Creates conditional “safe harbor” for online service providers (OSPs)
• Can make temporary copies to transmit them
• Not liable for infringement of your users!
HOW TAKE DOWN WORKS1. Jack puts content under Jill’s copyright on YouTube
2. Jill notices this.
3. Jill’s lawyer sends a letter to YouTube’s designated agent detailing the infringement.
4. YouTube MUST take the video down and tell Jack.
5. Jack can send a counter-notice to YouTube to have the content “Put Back”
6. If Jill doesn’t file a lawsuit within 14 days, YouTube must put the material back up.
PATENTS
The right to exclude others from making, selling, or using an invention.
• Most comprehensive form of IP protection
• Even using independent discovery of same invention is excludable.
Criteria
1. Useful
2. Novel
3. Nonobvious
PATENTS: STILL RELEVANT?• Mutually assured destruction?
• Defensive only.
• Startups say that they are not important for competitive advantage.
• The right incentives?
How would you change the system?
If you had a startup, would you seek patents?
HOW DOES IT LOWER COSTS?Substitute information for physical assets or goods
• Information vs. parts inventory (Dell, Toyota)• Information vs. finished-goods inventory (Zara, Cisco, Walmart)
Increase the output from the same payroll
• Enable employees to work faster (tax returns at H&R Block)• Expand skills of employees (Progressive)• Outsourcing to lower cost regions (Microsoft call centers)
Substitute information technology for labor
• Self Service (FedEx, Citibank, Delta)• Automation (e.g., factory automation—Ford, Toyota)
HOW DOES IT ENABLE BETTER PRODUCTS?Increase product quality
• Create better products, enabled by IT (UPS, Progressive)
• Overlay better IT-enabled service on existing products (Amazon)
Increase product variety and ‘fit’
• Use local information about demand patterns (Zara)• Find out what your customers want and build it (Dell)• Convert uniform products into differentiated ones (Yahoo)
Increase pre-sale and after-sale support
• Pleasurable Buying Experience (Amazon’s One Click Shopping) • Expedited shipping and easy return policies (Zappos)
FOUR KEY INTERNET-ENABLED STRATEGIES4 Key Internet-enabled Strategies for Competitive Advantage:
1. Disintermediation
2. Mass Customization
3. Personalization
4. Global Reach
THE FIVE COMPETITIVE FORCES: REVIEW
Industry that you are analyzing
(focal industry)Bargaining Power
of Suppliers
The bargaining power of the firms that sell
inputs to the firms in the focal industry
Bargaining Powerof Buyers
The bargaining power of the customers that buythe finished products of
the firms in the focal industry
Barriers to Entry, orThreat of new Entrants
The threat of entryby potential entrants
(new firms) into the focal industry
Threat of SubstituteProducts or Services
The threat of products/services that could substitute (be used
instead of) the finished products made by the firms in the focal industry
Rivalry AmongExisting Competitors
The extent of rivalry between the existing firms
in the focal industry
firm = company = organization = business = competitor
THE INNOVATOR’S DILEMMA
1. Sustaining innovations
• improve product performance2. Disruptive innovations
• Result in worse performance (short-term)• Eventually surpass sustaining technologies in
satisfying market demand with lower costs• cheaper, simpler, smaller, and frequently
more convenient to use
PLATFORM OR PRODUCT?
• part of a technical system whose components come from different companies or organizations
• relatively little value without complementary products or services
STANDARDS:SOLVE COORDINATION PROBLEMS
• governments
• corporations
• consortia
• professional associations
• standards-organizations (ISO)
• volunteers or developers
• de facto standards
TECHNICALLY, WHAT IS A PLATFORM?• A Hardware and/or Software system with an interface for
applications• Typically, a platform has an API--Applications Programming
Interface: an interface (i.e., a set of standardized commands) that the underlying “platform” can execute
• Software creators use the API when writing programs
Processor (Hardware)
Operating System
Application Programming Interface
Application Software (e.g., Office)
Application Programming Interface
Application Programming Interface
Customized “programs” (e.g., Excel Macros)
Hardwareplatform
O/Splatform
Applicationplatform
BASIC COMPUTER ARCHITECTURE:INFORMATION REPRESENTATION• Numbers
• Text
• Pictures
• Audio
42 00101010
IT 01001010 01010100
.gif, .jpeg, .bmp,…
AU-Sun, WAV-MS, AIF-Apple, MP3
FROM ANALOG TO DIGITAL DATA000000000000000111111000001100001100001000000100010010010010010000000010010000000010001011110100001100001100000111111000000000000011000000000011
000000000000000111111000001100001100001000000100010010010010010000000010010000000010001011110100001100001100000111111000000000000011000000000011
SIMPLIFIED STRUCTURE OF THE INTERNETHierarchy of privately-owned networks
• Backbone network: High speed, city-to-city, with network access points, owned by large service providers (AT&T, Sprint, Level3)
• ISP networks: Connect from backbone to local areas (typically providing access to consumers)
• Local access networks: Access to individual computers
Internet:• No single authority• No single control source • No single entry point • No single type of application
INTERNET PROTOCOLEach Internet computer (host) has an IP address
• String of 32 ones and zeros (IPv4 -> IPv6)• Usually represented by four number segments separated by dots: dotted
decimal notation, e.g., 128.171.17.13• IP names (e.g., www2.nyu.edu) correspond to IP addresses
Routers
• Connect the Internet’s individual networks (subnets)• Cooperate to give an end-to-end route for each packet• Need to be very fast• Who is the world’s leading
seller of routers?
127.18.47.145127.47.17.47
WORLD WIDE WEB
• web of hypertext documents• viewed by browsers• using a client–server architecture• HTTP: communication protocol• URLs: addressability• HTML: hypertext!
BASIC DOCUMENT STRUCTURE<html>
<head>
<title>My Awesome Webpage</title>
</head>
<body>
<h1>This is the heading!</h1>
<p>It was the best of webpages.</p>
<a href=“http://google.com”>Google</a>
</body>
</html>
MORE TAGS<ul>
<li>List item 1</li>
<li>List item 2</li>
</ul>
<h1>Big header!</h1>
<h2>Smaller header</h2>
<img src=“http://link.to/image.png”></img>
<div>Some content</div>
<span>Some content</span>
SEARCH ENGINES AND WEB DIRECTORIES
Resources on the Web that help you find sites with the information and/or services you want.
• Directory search engine - organizes listings of Web sites into hierarchical lists.
• Search engine - uses software agent technologies (or “spiders”, or “bots”) to search the Web for key words and place them into indexes.
– Search engines discover new pages by following links
– Keep track of words that appear in pages and when you enter a query, the search engine returns a ranked list
– Text content is important! But is not enough! (Why?)
How do search engines rank pages?(why does this matter?)
HOW SEARCH ENGINES WORK
PAGERANK
People who bought this also bought…
BOOK A
book B
book C
book D
People who bought this also bought…
BOOK D
book C
People who bought this also bought…
BOOK C
book A
People who bought this also bought…
BOOK B
book A
book C.400 .133
.133 .333
.400/3
.133
.400/3
.133/2
.333.400/3 .133/2
(ignoring damping factor for illustration)
TARGETING BANNER ADS
Request for Ad from Ad Server
IP AddressCountry, Domain, CompanyBrowser, Operating System
Surfing Behavior from cookiesDemographic Data?
Targeted Ad isDelivered to
User
Context:Movie reviews
User Profile:NYU userNew York
FUTURE OF SEARCH
1. Information Extraction:Search on Structured Data
2. Social Search
3. Privacy Preserving Search
KEY POINTS
• New low cost models of “journalism”
• A/B testing and response to consumer demand
• The move to real-time
• NY Times social media strategy (Tumblr integration)
• Disruptive innovations (Wordpress as a CMS)
Computer crime and security
1. Understand some common forms of computer crime and their impact on individuals and businesses
2. Recognize some common classes of viruses, how they work, how they spread, and their impact on individuals and businesses
3. Understand how denial of service (DoS) and distributed DoS attacks are implemented
4. Discuss spyware, web defacing, identity theft and their consequences
5. Discuss some typical computer security precautions
6. Understand the basics of cryptography, symmetric key encryption, and public/private key encryption (and the applications in digital signatures)
VIRUSESWhat exactly is a virus?
• Program or set of programs
• Written to cause annoyance or damage (200 new ones every day)
Some commonly encountered viruses
• Welchia, SoBig, Blaster, Slammer, Code Red, Love Bug, Melissa
Some common types of viruses
• Stand-alone viruses – can run without a VB script.
• Macro viruses – infects an app and runs a macro or program. (can be an email virus like Melissa)
• Worms – Self replicating, unlike viruses do not need to attach to an existing program or app.
• Trojan horses (not really a virus but usually classified as such) – seems to one thing but performs another (e.g. install backdoors)
DOS AND D-DOS ATTACKS: WHAT ARE THEYDenial-of-service (DoS) attacks: • Attack a machine/server and make it unusable (e.g., flood a Web site with
so many requests for service that it slows down or crashes.) • Usually the attacker does not get access to the system which is being
attacked
Distributed denial-of-service (D-Dos):• Attack a single machine/server from multiple computers (e.g., flood a Web
site with so many requests for service that it slows down or crashes.)• The term “Ping of Death” is NOT used to describe the D-DoS described in
the textbook (i.e., the textbook is wrong)
E-trade, Amazon, Yahoo, Microsoft, Whitehouse…
SPYWARE
Software that gathers information about users without their knowledge
• Initially created for marketing purposes, and called adware. • Tracks Web surfing or online buying so marketers can send
you targeted--and unsolicited--ads
• Potential Damage: • Monitor keystrokes (including username, passwords, email
content); take snapshots of screen; scan your hard disk.
• Having a number of unauthorized programs running on your PC at once makes it sluggish, unstable, and, ultimately, more likely to crash.
• Monitors and transmits user activity to someone else. Other spyware may have a more malicious intent, such as stealing passwords or credit-card information.
FOUR CRITICAL INFORMATION SECURITY ISSUES Confidentiality
keeping information from unauthorized usage. Authentication
determining whose information you are receiving
determining who is on the other end before sending information
Non-repudiation preventing repudiation after an agreement by
dealing with digital signatures Integrity Control
determining whether the information you receive is genuine (or unadulterated).