Writing Problem and Hypothesis

Statements for Engineering Research(28)

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Setting of work proposal :
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Work problem :
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Quantitative specification of problem :

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Importance of problem :
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Project need : ,
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Work objective : ?
Methodology to achieve objective
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Anticipated results :
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Contribution to field :
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Advertising on mobile handheld devices has increased
with technological advances and global efforts to adopt text-based and
multi-media messages in marketing communication. Interest can be
found in newspapers, trade press and research. Additionally,
marketing of mobile handheld devices and mobile commerce/business
has been extensively studied. Moreover, the tremendous subscription
rate of mobile services exceeding 90% in advanced countries has
enormous market potential. Market development is bolstered by both
technical development and a cultural context, which has integrated
mobile communications into daily life, as attested by the expanding
consumption of text-based and multi-media messages.
Despite the number of studies focusing on mobile marketing
communication, the theoretical development and conceptualization of
mobile communication have received less attention. Marketing terms
(referred to herein as mobile marketing terms) are used although not
explicitly defined. Various terms appear to refer to the same
phenomenon. In addition to the conceptual variety and confusing use,
exactly how applied terms are related to other concepts has not been
clarified.
()
As evidence of conceptual confusion, mobile
marketing in many studies apparently refers to smaller groups of
processes that the marketing concept involves. For instance, Kalakota
and Robinson (2002) defined mobile marketing as the distribution of
any kind of message or promotion that adds value to the customer
while enhancing revenue for the firm. From a conventional marketing
management perspective, such a description is more appropriate for
the 4P strategy (e.g., promotion), marketing communications, rather
than dynamic mobile marketing. Advertising as one-
way communication from the marketer to consumer appears to be
much more restricted than what mobile phones enable marketers to do.
In the latter channel, the receiver of the message can react by phoning
the marketer, sending the company a text message, or clicking to the
companys website (if the Internet connection is supported by the
devices). As mobile advertising is much more interactive and personal
than conventional advertising, the channel must be systematically used
for the marketers.
()
Therefore, conceptual analysis of the terms around
marketing communication that is sent and received through
mobile and handheld devices (e.g., PDAs) is imperative for
research to promulgate mobile commerce. Furthermore,
confusion over mobile marketing terms inhibits research
efforts, which has lagged behind the accelerated demand
for mobile services. Preliminary research on consumption
behavior and service supply in mobile marketing leads to
suspension of regulatory institutions and evolvement of
mobile commerce. Therefore, a novel
scheme must be developed to compensate for the research
gap between conventional and mobile marketing by
clarifying the implications of mobile advertising and mobile
marketing.
()
A novel scheme can be developed to compensate for
the research gap between conventional and mobile marketing by
clarifying the implications of mobile advertising and mobile marketing.
To do so, questions can be posed on sending ads to
mobile phones depicted within scholarly research. A description and
analysis can then be made on how to define the phenomenon. Next,
elements of the phenomenon and its relation to definitions of marketing
communication concepts can be examined. Additionally, a novel
means of depicting the phenomenon can be developed. Moreover,
suggestions can be formed by elaborating upon distinct characteristics
of the phenomenon. Furthermore, conceptual analysis can be
performed and data derived from content analysis of literature focusing
on this phenomenon.
()
As anticipated, mobile advertising and mobile marketing
can be defined for marketing research. Elements, including the
subject, marketer and receiver interaction, and mutual expectation,
commercial implications, and the innovative machine-human interface,
can be used to determine the terms. Furthermore, a new marketer and
consumer relations can be determined based on machine interface.
In addition to contributing to the research of a rapidly
emerging market, the universal definition of mobile marketing terms can
enable operators and service providers to address and even predict
market trends, as well as advance their marketing strategies
theoretically and assist government regulatory institutions.
Furthermore, the innovative interdependent marketer and consumer
relations through machine interface can contribute to the development
of a new discipline in mobile commerce, given the rapid evolvement of
human-machine lifestyles.
()
Internet security has significantly increased in
recent years, as evidenced by the growing number of enterprises
that construct computer firewalls to withstand external attacks
and viruses. Capable of protecting data transactions between
the Internet and a companys intranet, a VPN utilizes a reliable
encrypting mechanism to protect all data transfers. VPN is
normally adopted within a company or between several
companies to establish a private communication network over
the Internet. However, constructing a VPN
requires a customized hardware server and complex expertise
settings, often involving prohibitively high overhead costs that
small companies cannot afford. Additionally, VPN uses a tunnel
scheme, e.g., IPSec and SSL, thus preventing these protocols
from passing through all firewalls. Thus, some VPN servers
must stationed outside of the firewall, thus compromising the
security of the VPN server.
()
For instance, recent statistics indicate
that 70% of all VPN servers are under attack each hour if
firewall protection is unavailable. Withstanding these
attacks expends considerable computational power of VPN
servers, subsequently degrading VPN performance.
Above limitations incur high overhead
costs in transaction time. Additionally, the prohibitively
expensive outlay setup compromises the security of
transactions from small companies that can not afford VPN.
Therefore, an economically feasible scheme
must be developed to reduce the cost of installing VPN and
increase efficiency based on the ability to prevent attacks
of a company firewall from the Internet.
()
An economically feasible scheme can be
developed to reduce the cost of installing VPN and increase
efficiency based on the ability to prevent attacks of a company
firewall from the Internet. To do so, rather
than using a customized VPN server, a pure software
environment can be created that comprises both the server and
client programs. Each computer can function as a VPN server by
installing the server once. The software solution can effectively
lower construction costs of a VPN environment. Next, to achieve
transparency among all firewalls, a tunneling scheme based on
https protocol can be adopted to pass through the firewalls
since the https protocol is transparent among all firewalls. This
protocol can possess sufficient security capabilities to protect the
confidentiality of transactions. Additionally, transaction
performance can be enhanced by basing this program on
network layer consisting of two MAC layers, rather than three IP
layers, thus increasing the efficiency of this program.
()
As anticipated, the proposed scheme can
enhance performance by nearly 50% over that of the
conventional VPN topology. The economically feasible
setup cost ensures transparency among firewalls. Until
now, this program has passed through 50 testing firewalls
without being filtered out. In addition to
reducing installation costs of a VPN, the proposed scheme
can also make transactions transparent to firewalls.
Setting the VPN server behind firewalls can ensure security
and increase efficiency. Results of this study can
contribute to establish other VPN mechanisms that are
economically feasible for small companies.
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