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Ga , a - P b a ,aD a ba b a a b Ga a a .A a a Fa V . a CEO a a T a S Fa . [14] a a a a a a , Ga a , a a .T , a b I a b Za a a - a ing: L a a a a a a a a a .T b , a a , :W a a , ab , a B a, C :// . a a a. / /F :D a a_Sa a _B ? a a , a Ba a a .B a a . G ba a - - -b a a a S a a b a ab a Wha C a a FIGURE 3.3 ,a a e C a .F I , I a . Sa ,b I a , [15] a a a a a a . C n ac Man fac C a Ga a a a a _C . a . . T a a a a a b a b a a a ab a a .I a S 2013 Ba a Ra a P a a a , a 1,100 a a a b a a a , a a ab a a a a . Wa a , T C Pa ,a B a a a a a Ra a P a a. [16] T a Ba a a a a b ab .I a Ra a P a a , 700 Ba a a a . [17] W Ga a a Ra a P a a , a a a a b a a [18] Ba a a a a a ba b H&M a Za a, a . [19] B a b a ,a a a a a a a a ab ab ab a a a ba a a a , ,a a a b a .T a a a , ab a a ,b a a a a . Tech f T G d: The Fai Fac b a ab a a a . Ma a a a a .E a a a a a a ab b a a a .T a b a N a ie Clea ingh a a a - a a a a a ,a .T a a e a a a b . 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[4] T. B 2014. [5] J. S Y e ,S , Te eg a h, N B :AB I N , W B M , Za a G 26, 2009. [9] G. P F be , J , H [11] P. S , Fa , Ga [12] L. L , Pa 2007. [13] J. B [14] L. L , Pa 2007. [15] The Ec Wea Dai , A , Fi a cia Ti e , J W a R a R a S O Fa Pa N P , Fa P i , I G , F U a , F Fa V e, a Ba : Pa 2 - Za a, 13, 2006. e, A 14, 2003. Ga , B i e Wee , F b a , F e, A Fa : Fa , Ne , F ,R e, A 26, 13, 2006. Ga , B i e Wee , F b a F 18, , Wa S ee S R a V 12, 2012. 18, 2008. Za a Ba a M -B D , Ad e i i g Age, A 19, 2013. , T F 23, 2015. [10] J. B e R a , Za a Ha a Ma - -O 4, 2000. [8] R. Pa A b a Ga , Te eg a h, A , T M D a a b 18, 2000. [6] C. R J a , Ma [7] J. F S b B , E a , Fa I Na a , Ma 24, 2012. 26, [16] S. G , R a S C Fa , Ne Y Ti e , A 30, 2013; a L U Fa , Wa a P a S E 2013. [17] S. Za A -Ma R P a C [18] E. F , W I P CNNM e , Ma 21, 2013. [19] BBC Ne 2013. [20] M. N Ha , H&M a a C S. G , Ne Y a , A F Ti e , Ma 14, J. B , Ba a Fa F F , G a dia , Ma 9, 2013. a a Za a S Ga Ba a Ba a Sa A , W Ba a Fa C a N , B i e I ide , Ma 10, 2013. W P , , Ma 14, N Ha 3.2 D n G e , Ga he Da a Make Small Ba che f Wha C me Wan & Shi I Fa ! Lea ning Objec i e 1. C a a a Za a a a , a a , a a a a a a a , ab , b bb ?T a a P a , . Ha a , Ga a a . Za a a a ) a a a a a a b a ( a W a .B a - a .A PDA , - a a a a a . A Za a a a a a a , W a a ? W a ? W a Vb a a ab a ? Sa b a ba a a . Ma a a a a a a aab a a a .A a [1] 70 aa a a a , a a a 10 a a a a a [2] . A a a aa a a a a a .T a , a b b .A a a b PDA a a , ,a ?R I a (POS) a , a a a a .N a aa a a Za a a b e i g, PDA a ca i a ee a a a a b a a a a . [3] - -a a a a a POS , a . B Za a b a a a a aa a .T a , a a [4] . I , POS ha a aa ha c e a a gi e he e . A a ab a a a b ba feedbac a a .T a a a a a a . D Ra Za a CEO I a a a , O b b a ,a a a a a [6] a H&M ( b a K Ta a a, a a Za a La ( , H&M ). B a , P ec R a a T C b . Ta ba a a b a a a a a a ba . 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[41] a a C b , aP a a , a .E a a a a a a ba a a a , . b a a a a a ba a a b a a .I a a a a a a a a E a , a a a a a a, a .S a a a [42] ,a a a a I a E-C +B C FIGURE 3.4 Za a Pa A :O E a =M Sa Thi i age f g ide, a d ga S : Za a- Za a 5- a - a ed a e ca e i f ai . a T h a i -J e a ai abi i , a 2017 e a a e-g ide, i e W Za a .I a b - a , .T aa a b a a a a , .F . Ma a b a a , , a a a a a - a a a [43] a a b a a a b a a a b b a , a a a . A a a ab a , a a a a a a ab ,a a a a a a .A a a [44] Za a a b - - a , a a a ba a . [45] I a , a a b ab 2.2 b a , a 9 a . [46] W Za a a a a a - , a .F - a a . [47] Za a a a a a b / a Techn l g H a S em . J ab a I D a a a , W a Za a a a b a a A k P ada. Za a. G a a [48] P . a , .B a a a a a , a a - b a S a b IT a a S a a T a a a a , Za a IT a a . a a a a a a a a C a a a a a a a a . a Ma a a P a R K aa a a Pa a a .A a a a (RFID) a . Wa a a a a a , a b a a a a .B a a a a , a a b a a a a a a a a a a .C ,a a PDA a .A a a a a ba -b a . I a C a .T a , Pa a P ,b a a a , b .O , a a a .R a b , a ab a a a a a aba .T . a a a A a a a a a a a a PDA , a a a a a a Pa a a . T , T Pa a a a a a a da a ced e a a a a a a a . a b e [49] a a .W ,a a (IS) a ha d a e a f a e. A IS a a b ,a a e a . [50] G a , . a a a .F a (ROI) ( . ., a a a a a a a a a a a ba ?). A b a P a a Ma a a b a a .A a a , a ab a a a. Ke Takea a Za a POS a a, a a a a a a a a a a a b a a a a a a a ,a a a RFID a a A a a a a ba . a Za a b a , a - - - . Za a b a a - a a I a a ba , a a b ,a a a a . a , a . , ,a Za a IT a a .T a a b a a b a a b Za a a a a a a a a ,a .T a Pa a a a - W . a a , a a .I a a , a a a a a, a a a a ab , a , a - ab . Q e i n and E e ci e 1. I a a a a Za a a Ga a 2. W a a Ga 3. H a Za a ?I a ab ? a a ?W a a a ? aa a a a a? a Za a a a ?W a Za a ?U ?H a a 4. W a a ab a ?C ?W Za a a 5. W a Za a RFID a Wa a a JCP RFID a a a ?H a a a a a 6. H a ?A Ma 7. W a a b a Za a ?H a b Za a ? H RFID ? a Za a ? Fa a a a ? ? a a ? I Za a b 8. C T b ? ?I b , Pa a a S . W a C a a a ? I Za a ? a a ba Pa a a a b , b a a a I a , a ? ?I ? a a a a a b P a a? Ke Te m And De ni i n PDA P a D a A a ,a a a a b . RFID S a -ba a a - a G ba a a a a . a .T b ab a ba a a / a a . a (IS) A a a a , a a, a b C a RFID a b : a a a , a a , , a a a ,a . a ab a a , . a A a a a a ,a , a , a T a a a a ,a a - - a (POS) Ta a Ca a a .T a a . a ( . ., aa ). a a a a a (ROI) a a a a b a . a a a . - aaa T a W a a a . a a a a a [1] K. Ca , Za a T O b 9, 2008. [2] C. B S ee J , B a , Ma [3] D. S a Re ie , S [4] C. R F I R 2008. b B a I 18, 2015. S. T 2008. S a , Fa Fa a A a . R , B i e Wee , P E , The Wa L , B i e S a eg a K. J , Pa -S Za a S M S C a -C R a , Wa S ee J a , F b a 20, [5] T. B 2014. , Fa :AB B M , Fi a cia Ti e , J 18, [6] T. B 2014. , Fa :AB B M , Fi a cia Ti e , J 18, [7] M. P , Fa a F F Fa Fa , Ec [8] P. K F A , La i T ade, S i ,J 18, 2005. b 2007; a T a , Fa Fa : H a Za a C a W F D 25 Da , The Wa S ee J a , D . 6, 2016. [9] D. B , T S B Fa C a , D . 6, 2016. [10] D. B , T S B Fa C a , D . 6, 2016. Za a S Za a S :I :I S S Ma a Ma a , , [11] T F Fa Fa [12] J. Ta ab , A R a Ti e , Ma 30, 2003. [13] M. H , Fa [14] L. S 2005. a , D , Ec i ,J Ga T a O a Fa F 18, 2005. L a , B i e C T 2.0, Ma 2002. , I f D a a D , Ne Y a i Wee , F b a [15] J. S Y e ,S , T M b 18, 2000. [16] P. K F A a , Fa Fa : H a Za a C a W F D 25 Da , The Wa S ee J a , D . 6, 2016. [17] D a P , S a a I (Ma 2001): 62 78, a [18] C. G , E Chai S e Age, D [19] M. J Ti e , Ma R [20] S. Ha , H Za a G R a , Ne Y Ti e , N E , Fa [23] T. B 18, 2014. , Fa Fa F :AB Pa U.S. C a I b [21] N. T a , G ba S :I I T Ca Za a, a Fa Fa Ge g a h 8, . 1 (2008): 21 38. [22] M. H W , Ne a a ,M a P . S M. , Ha a d B i e Re ie 79, . 3 . a Fa S b 2007. , I 21, 2011. R a 28, P W 9, 2012. R a a , B i e B M a , S a , Fi a cia La Fa G ba C , J a f Ec 2.0, Ma 2002. , Fi a cia Ti e , J ic [24] C. R a K. J , Pa -S Za a S M S F I R C a -C R a , Wa S ee J a , F b a 20, 2008; a K. 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Ba B i e Wee , N . 14, 2013 [40] I 2013; a S a a 15, L -C L a a Ra a , Ma 18, 2001. S , B i e , Za a Fa Fa E S a eg Re ie , , P R a , I 2012 N Sa R 16%, Ma Ga P R a , Ga I . R F Q a Ea I a 66 P , F b a 28, 2013. [41] C. R F I R 2008. a K. J C a -C , Pa -S Za a S M S R a , Wa S ee J a , F b a 20, [42] C. R F I R 2008. a K. J C a -C , Pa -S Za a S M S R a , Wa S ee J a , F b a 20, [43] J. N a a E a a O [44] K. S b a b , E , Da A. Ga a, Za a Pa I S S Sa G , The Wa S ee J a , Ma : Za a a , Ja . 8, 2015. [45] A. G a , Za a a I Ma e Wa ch, Ma 9, 2016. [46] U a a b 9, 2016. a a , I a a FY 2016/2017, S a i h C 3, , a EUR 2.154b ec i , A 11, 2017. [47] E. O'L a , A. R ba [48] D. S Re ie , S [49] G. L 2004. a S. T 2008. a E. T a , Za aI H&M, Re e , Ma 16, 2015. , Fa Fa a , Pa a H -T L M [50] A. Sa , F a I ( , O b 13, 2007), :// . b . / /396076/F -B . , B i e , B i e a a - -I S a eg 2.0, Ma S a 1, B a -S - 3.3 M ing F a d Lea ning Objec i e 1. D a Za a a a a a a a a a - a . 2. 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P/E a ,b P/E a ab .W a P/E N ?D a a ba , a ,a a a ?W ?H P/E N a a ,b a ?A a a a a . 19. W a a 20. H 21. I a b a ? a N ? a N A a a a a N ?D N ?W ? Ke Te m And De ni i n A/B A a a a a a A/B a a b .A a ,G a a F Sa D A US S C a a a ,a a Fa b A/B . a a a . a a a a a aaa (A a B). A/B , I a a a a a a , a , OTT O -T -T , a a a I a a a a b a a ba A ( a ab TV b a a . a , a a b a b V ISP ( . ., a ab a a a b b ). a a ) b a - a a a a a a S a , a I a - . ; a a a a .E ISP , , aa I a a a a a a b a a a b . C F a a a a a a b . a R D a a a a a C a a a a a b a a b a . . . a T a Ma a a . a a a a ab a a a , a a ab , a , a a . b a a a a b a a a a , ( a , DVD, a a TV) [1] M. Ha b , A a : E-B C e d, Ma 19, 2011. N O P B , [2] K. K a , Ga S a P R ; b , Da a B i e J a , Ja . 14, 2016. a L. R , Ga S P , TheS ee .c , Ma 26, 2017. U.S. [3] T. T a , W 2013. 16, I N DVD B [4] D. R , N F e, Ma 21, 2018. DVD R [5] J. R , T S B , GigaOM, O b [6] J. R a b H a a B I S I ab D 21, 2013. , R DVD , GigaO , O . 23, 2014. ? F be , A P N b DVD ,N [7] E. S , N R I DVD B ,E B , The Ne Y Ti e , J 26, 2015. [8] S. S b , I Q W P R i g S e, O b 3, 2011; a A. G P La T a W Q K 2011. ab , a S a U La S N C a J. Ya , 15 D a , B i e I ide , O b ? 11, [9] D. P , W N Ra P , Ne Y Ti e , J 14, 2011; E. Ma , D a N :P H I S a -M a F , CNET, J 12, 2011; a G. Sa a, D Ca N CEO G Ha J Y , CNET, J 25, 2011. [10] R. Ha 12, 2012. , H S Y E [11] J. Ka a , N Ra S a S b b , The Ve ge, Ma 9, 2014. F P , B i e Wee , A b $1 N [12] A. B a b a B. Na b , C - e i i : A Re i Mi d e Tha C bi e C eii a dC e a i : The Ga e The S a eg Tha Cha gi g he Ga e f B i e (N Y : B a a B , 1997); a S. J , T F B R a , Fa C a ,N b 25, 2008. [13] D. R , N E S b 21, 2009. [14] A. L , T B i e I ide , J [15] W. D Tech a i, S :S 6C a 14, 2012. , N a Sa b 7, 2011. [16] T. C a, N Ha A a , Ve eBea , N b [17] M. S , T a , The Ve ge, J I [20] M. R a B , Ne Y R a C Ca [23] S. L S ,N B. S , P b W F Ti e , Ja a 31, 2010. , S a Wa I C , B bI D B , N Ba N M , Wi ed, a A S a aD a Ta I B [21] R. La , N CEO R Ha Ma a C L ,a C TechC ch, J 2, 2013. [22] V. L 2014. S Sa A a 17, 2012. D H 90% b 9, 2017. [18] P. Ka a, HBO A a Ha T , Re/c de, A 23, 2014. [19] N 25, 2013. Cab , Y P L S a N a B L a, , $1B S a Y M V , A T A a E- A e ed De e Q e , D ba , Ti e, F b a :D S C N S F D a , Va ie , Ma 8, 2018. a 13, , [24] E. K ba a -S , I N I , F be , Ma 22, 2018. U ab ? T I [25] P. La M a, F a CNN M e , Ma 24, 2018. ,N [26] T. S a , N S b b ,A a B a Q1 H 125 M S a a , Va ie , A 16, 2018. [27] M. S a , C S , The Ne Y B F a W a D N : T Oba a S Ti e , Ma 21, 2018. D a , P [28] D. L bb , N Ha W I F F a Ma , 2018. R. Ha a D. W , L Ja . 19, 2016. A a a a a O a , Ci e aB e d, S a , Ne i , a . [29] T. S a , N L C S F , Va ie , A 12, 2018. a [30] K. S , N A 4, 2013. Ba [31] U a b , 14 Hi E a, Ma 2018. G aD a S b TV F a TV [32] L. C , Ma c P : N ' C D , The A a ic, D . 20, 2014. [33] R. M a, N a a TV , a F a , H N R [36] S. Ra a a a a I. M E a , The Wa S ee J U.S. V , , B i e Wee , N , BBC T a Da B a a , Rec de, F b. 26, 2018. [34] R. Ha a D. W , L S a 2015. A D. Wa , C N O S b b ,S , Va ie , A 16, 2015. [35] P. C 80% , Ne i , A a S S I , F be , A , N a,A S b b G 16, 2018. 15 , 23, 2013. T [37] R. M a, N a ba , Rec de, Ja 22, 2018. a 118 a [38] S. Ra a a a , Cab TV C -C D W N , The Wa S ee J [39] E. K ba a -S , I N I , F be , Ma 22, 2018. [40] L. W CNET, Ma , C a 10, 2014. [41] NC. Pa N J L [42] P. C W a,A U O H N Ca [43] T. S a , N NBC b 2016: A a R I U.S. V , Va ie , J [45] L. R , N H , H N [47] D. G a Y K Y 2013. , N (B a [48] N. M A E I W , W $1 B I N R a P E M L , F be , A , N , a S 23, 2013. a a 2 H , A a ic, F a K ), H f g P T I P Ya, B i e D C S a ABC, CBS, F 24, 2015. R N A W O I O 22, 2015. T Sa a R a H P a d Re e , Ma 22, 2013. [46] A. Ma a, H Ja a 2, 2014. [49] N 25, 2013. I X [44] R. B , N a b ab a b D , The Ve ge, A . 9, 2018. b G ,H 27, 2018. ab ? T , N F a Pa T , Digi a T e d , A a , H b a R I ide , J L T Y B ,A T a 21, a 14, 2016. V , A , [50] A. Va Va E [51] N 25, 2013. [52] A. Va Va E , N ,R Ha S , B i e Wee , Ma 9, 2013. I R a D , Va 22, 2013. [54] L. R , N H , H a N [56] A. Va , H N D B i e Wee , Ma 9, 2013. [57] L. R , N H , H [58] S. La , R T a W N L M B M Ma SVOD D a , 2 Ma a , 2 Ha W U Da a M TV P W W , Pa d Dai , Ma 29, 2014. T Sa a R a H P a d Re e , Ma 22, 2013. N R , C a O , Va ie , Ma I D F ,a 2 , F be , A U N 20, 2017. , A S Da a, The S a , E-C a U a f he ACM 45, . 7 (J 2002). a , H V J S a D U S T T Sa a R a H P a d Re e , Ma 22, 2013. [59] L. R , N H , H [60] J. Ga a C ica i N J T Sa a R a H P a d Re e , Ma 22, 2013. [55] O a I , H M , Ja . 12, 2018. [62] T. S a A X1 C , N , N ,R Ha S , B i e Wee , Ma 9, 2013. [53] A. Wa Va ie , A [61] P. C M b C a 23, 2013. O W , [63] S. R ba , W I Wa W F be , F b a 18, 2013. ab [64] M. S , N T Sa a TV, G a dia , Ma 26, 2013. : W S [65] M. G N B S a H e f Ca d a e , Ma 28, 2013. , A e ed De e e H , H d Re [66] A. Va Va E , N ,R Ha S , B i e Wee , Ma 9, 2013. [67] N L [68] L. R , N H , H T V H b A M J , Ne i B g, A , I C a e, Ma 12, 2013. [72] N 25, 2013. I R a [73] K. F , N N P Re ea chSca e, Ma 8, 2013. :V D 2 a L T 11, 2017. G Ta a L 2013 B a a :Y E , N [74] A. L , H M T D A Wa N ? F .c , Ja . 15, 2016. [75] A. W , A a E T Y a , Digi a Dai Ne S 21, 2014. b 12, 2017. B N P , I dieWi e, A [71] L. B Ba , V e f Ca d , a I T Sa a R a H P a d Re e , Ma 22, 2013. [69] A. L a , N Ca a, The Ve ge, A [70] C. O Fa , N Ha L a H N S b T S $5 B , F b. 23, 2018. D B a T R V a b , A , S O V C [76] U a b , I OTT H ,T A a V ,H a Y T b ,C b 2018. W N E , Ma e i gCha ,J [77] R. Ha R a D a D. W , Ja a , L S a 23, 2013. , N I [78] R. Ha R a D a D. W , Ja a , L S a 23, 2013. , N I [79] R. E , W H E a 2013. O I a S b b a a Ma [80] E. M a a a A. S a a, N Wa S ee J a , Ja . 6, 2016. [81] T. S a , N S b b ,A a B a [82] N Fa E , Ne Y [83] J. G D a B F T 6M, N P a , TechC ch, Ja a 23, E a 190 C b , N S H , Wi ed, Ma 19, 2015. Fa [85] T. S a , N S b b ,A a B a B N F R T , B E a a Wa S . S Ba W P R E , Q1 H 125 M S a a , Va ,A 16, 2018. [86] P. C a , H R [87] T. K a , B R a b a ' : K Ba , CNBC, Ma 1, 2018. [88] B. Da , N :W D GigaOM, Ma 28, 2012. , The Q1 H 125 M S a a , Va ie , A 16, 2018 H ,C b C Ti e , Ma 21, 2014. [84] I. La , N Wi ed, A . 12, 2014. 6, I N , F be , A N S a 23, 2013. a Da a C a ! [89] J. B , N a , A Tech ica, F b. 11, 2016. [90] A. W Da a a i, A [91] A. Va Va E , H N 30, 2018. [94] A. Va Va E O F , H N 30, 2018. , I I O N (E N E F J Ma W W , N [98] A. Va Va E M , T N a , N a , R a a N [100] B. Pa , N P P Ma , Yah ! Tech, J a S G b 17, 2016. F a A M AWS, Q a V S a S J ISP A B , Ma , N ,R Ha S , B i e Wee , Ma 9, 2013. [99] C a a D A. T AWS, S a Pa B S a ), Va ie , D . 14, 2015. [96] M. A a, H N Ma 3.14 P ab A Y , Gi d , Ma 9, 2013. [97] Y. I a a B g, J 19, 2011. S a M , N ,R Ha S , B i e Wee , Ma 9, 2013. [95] K. F , H D aG a V A a Ma , N ,R Ha S , B i e Wee , Ma 9, 2013. [92] A. W Da a a i, A [93] J. R U a I , The Ne i J a S ab ab IMDB b , N a a a. S D. Ha , Wi ed, Ma 15, 2007. C 29, 2009. J F ,C Ma 10- [101] J. E C b , T N [102] A. Va , N B i e Wee , Ma [103] B. K T a E B P P M O , Wi ed, F b a A 14, 2013. $100,000 P Ba C , , FAANG S S a U M , B be g, Ma 4, 2018. [104] P. Ka a, N CEO: A a S a V , A Thi g D, N [105] J. K b , NBC E Y Ti e , F b. 9, 2018. a, N a a TV O R e, A , Na a L $1b b 16, 2012. Ta [106] E. P , A a ' 'L T S E Ma , F [107] R. M a Ma 25, 2008. A a aY a S 'W B 6, 2018. , The Ne M E a a , Rec de, F b. 26, 2018. [108] N. Ja , Y T b O A -S S ,P a aC a, The H d Re O a F W e , Ma 3, 2018. [109] N. Ja , Y T b O A -S S ,P a aC a, The H d Re O a F W e , Ma 3, 2018. [110] L. W 18, 2011. , N S a S H b O a , CNET, J [111] A. Va , N ,R Ha S Va E , B i e Wee , Ma 9, 2013. [112] K. H ba , W P R A a M J S Wa T AH O A a T N N a ? F be , Ma 5, 2014. [113] W. Da , N ,T b A R , MediaP , Ma 14, 2015. O S T D FCC N N a [114] C. S , N CEO: E E ac i e, Ma 6, 2015. a , [115] R. Ha 12, 2012. , H S Y E F , B i e Wee , A [116] R. Ha 12, 2012. , H S Y E F , B i e Wee , A [117] R. Ha 12, 2012. , H S Y E F , B i e Wee , A [118] R. Ha 12, 2012. , H S Y E F , B i e Wee , A [119] R. Ha 12, 2012. , H S Y E F , B i e Wee , A [120] D. L Ta O , A , H bS C a C B g, Ma 7, 2013. [121] J. G b , N S H D a , Wi ed, Ma 19, 2015. R N a Wa S . S F C W Cha e 5 M e' La and M e: Fa , Chea C m ing, and Wha Thi Mean f he Manage 5.1 In d ci n Lea ning Objec i e 1. D a a ( M 2. U a La a a a a , )a a a ( b - a a a , a a a a a ,a a a ). a a a aa . 3. R a 4. C a a a a a Fa a a a a a aa a a a a a a b a ,a a aa a a , a ,a . a a a a a . Fa a , a a a a .T a , a b a b Ha a . M a,a . S D T La , a a - a a a a a a , a G M ,a a E ec ic a a a [1] a . 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FIGURE 5.1 A a Ra T (S ,S a ,T ) S :A S a C P a a b J B a ,A a . a a a ab a e ic d c S B a i d a N ab , a b a , a ab a a a , [9] a a [11] a A , 2006. a ,M a b , a La ab ). S b (a b a a ab . [5] a a a a a . [6] Da a a b . a a, .W a a a aa a a b a a b a ,a [7] . T b b a a b b .A a .F a , a ( a K La [8]) a a . [10] O a a b ab . a , a a a . a M a a a a a a a a a a a a . a PC a / a , A a ( a ba a a a ab a a .D a a .W a a , a a , a )a / , a a a a a a a a , a, a a . a G O Y Fa a b ab M La .T a a J . a a , ab .F , a .W a ice e a ic, [12] a . A ; e a e b b . e [13] a Ba a b a a C i g a e a e I a .M b a a b fc i g 1960 , a La a a ab b .A a .T a a , a a a a , b a a b a a ,a a a / a a 1970 a a a a a a ,a PC , a b a a a a a , b a , a ec d a e, a a a , .T a 1980 a a e h ee - a A a .I 1990 , a e f a I ; a a a b a aaa a a a a , a PC b a a a PC b a a .T a a b a a b c i g a e e. C a ab b , a M La a .T a a a i h a e a b a e a i ec i g, a a a b b a a a b .S !I a a a a (RFID) a a a a a a .I ba b a a , b L , a a Sa b a , B a a a a b a ba a , a a E a H P ,a a ab a a S a a S a .T a a a a .C a a a a a a a a a ; a a a a -ba .T a a K a a a a ab a a Tech E e Dia e F T A M ,N La a a K a a a a aM . Fa The m a b a Lab , a a a : , a W -F L .T a b a b a a US , ab a a a a a a a a a , a a 2b G b - a $3.2 b ,a G [16] . A a a a b .T H K OS a , ,a . N a a a a T ee ing a Fa P ,a a (a C a a a - he e: F m he Sma A P , a a a a a a a .B a - a .T N a a ab a a a a a a a a a a a a ). ab a a a a a a [14] . N b b ab 20 a a . [15] - ab a a a , a . Ca b , Ma a a a a a b a a a a a ! S a b b a a a a a [17] a . A a A b Ba 2G a , a a a , N , , a ba A b D a ,a a , Y Ja a ba a a a a a a a RFID, GPS, a a b - - a H T a a a a P , a a a a , [18] a a . a [19] a R b , a a Ra b P a A , a a a a PC a [20] a a a $5. Ha a a The MagPi a Ra b P Z a a b a a . [21] N a a b a A a a a a a a a a a (a a , - a . Ma e f N e a ,a ?). Ne i S ck Vide // . b . N a a a b a / a b /F 6RL J LQ? Ne i S c a a a , ,a a a a: A a a a b a ,a . S , a a a b a a a a a a a =0 I a T b , a a a a a aa ,a a ,a a . [22] W a a b a Za a a a a RFID a a a , a a ,a a a .A .I a N a : a a b a a a a a ,a a .S a a a a a a a a a . FIGURE 5.2 T Ra b P The $10 Ra be Pi Ze W ffe i e i e ec , i c di g: a 1GH , i g e-c e CPU, 512MB RAM, Mi i-HDMI , Mic -USB O -The-G , Mic -USB e , HAT-c a ib e 40- i heade , C i e ide a d e e heade , CSI ca e a c ec , 802.11 Wi-Fi, a d B e h 4.0. Tha ' a fai b c i g af f e e ha e d a iPh e cab e. S :A a I . IBM ( a a S a a a a a Pa a a . GE a .C a a a a a )a a G a , a a ab a E a a a b (GE) a a a ,a a a a [23] a aaa a a GE a e La In ide Y FIGURE 5.3 T G a a a a a a , b [24] $15 b 2030 ( a , , a 3D Y T b ). R a Ga b b 2020. [25] M a a a a $10 ba GDP b a , GE I T a a , a a W a a a a 25 b M V a C l n ab a a a ha ed . ac ,I . 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Y b a a a a , aM Ba R Ca .N a a ,b a a a a a a a .I a a a , a b b a a b a a ( ,b a a a, ). T b I a a a ab , a a . O I . a C a a a a a a a S I a a a a b a a a b , [32] . T a , b Wa ab a G a b a a b ,a b a I . . A ,b a a a a a . a P a 5 GB a a S J b 1,000 . C ? $399. L a - a a P a a i e .B P b a ,A a a ( a) a C P a I b a , a ,a a a a . T , b a , a a J b: T a A .A a a A , A a a b a a P a P P a a a ,A a b TV, A Wa , Pa , T .A a , a a a ,A a, f a a 5 GB .A a ab Sab W -F , b A S ,a H P .S a ab a . [33] R La a S M - a a U a Sa ,b a a a a a .A ,a ab b a .S a TABLE 5.1 T a .T a (a a a P a /P ) T a . A A G a F 250 MB N b :A a K a A 2007 S M b a 2011 5 GB 5 GB b a a a a , a / - .T a a aa .N ; a a La ( a a a a , a a a A a M a b a 2011 La . a a ,A a a .O a a a ,b a a b a .A , M La a a a a a a b ), a .A a a , b M a a a O F a a 2001 $399 a a le C a a a a a $400. L a a a a , a b ab a La a a / a a a a a Pa , a B b a ,b a a a a a a a a . W S P O $79 K K M A 2 GB $399 A a T G , a , ba a a Ama n Kindle F A ab a S a I ab b .H S a b a I a ab b B B b a a7 a / a a .W i e a a .F b a a a A a , . a , a aba a aba b a b a a a b b ; a b a Bi and B e C ab aaa b ( ab a b b a ). A b aa , ab = 1 , ab = 1 a W (ba a a ) (Kb ab ). .E a aa b , , Gb B a a b , a ab = 1 b , ab = 1 ab = 1 b . , ,a b = b a b T a a a a 1,024 b , a = 220, T a [34] ab . TABLE 5.2 a a a = ab ,b a = 230, aa a a , a a a (b ). T a b , , Mb = , a Tb = ab a ,a b 40 a = 2 , a = 250, a a ab , 210 a = 260. D Manage ial De ni i n E ac Am n T P I in Pe ec i e O 1B e 1 Kil b e (KB) b a aa O a b 8b 1 b =1b 1 a = 2 KB 210 b 1 a b (K )=a . 500 800 KB Manage ial De ni i n E ac Am n T P 1 1 Megab e (MB) 1 Gigab e (GB) 220 b O b O b b a (7 1 MP3 =a 1 Pe ab e (PB) 1 E ab e (EB) 1 Ze ab e (ZB) O b O a b O b O b a ec i e ) = 1.3 MB . 3 MB 1 CD = a . 700 MB 1 DVD =a . 4.7 GB 230 b 1B - a 1 Te ab e (TB) I in Pe =a . 25 GB 240 b P TB 250 b Ma N 260 b E a a Ua , aa a aa EB [36] aa ( E a a aa a b 2018 = 1.6 ZB [37] 270 b Lba a (2013) = 3.14 PB a a a I = 20 a a ab [35] aa , C NSA B a , a , ,a ) = 12 H a a b a a a a a .D a b ,a a a ,a a Y a b a a . T a , a ! a a a a a a , ?Y b a ab a A a .F a a a a ,M a a a b ?I a - a . a a C G a a A a ab a ;a a b b a b a W J a L a B ab a ?M b Sa , T a S a .T ,b a a a M La a $10 a b a a ab a , [39] G , a a, , ab [40] a . I a ; b a .T a , 80 a a ,a b a . 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M-PESA a a A a a , a b a WIZZIT S A a, Zaa S a a , a GCa P .T b a ba a b ba ab a a . a Ke Takea a M a La a a a a b ab a , a a N a , a M a a a a a a a b b a .D , a a a b a , a . a a a a ,a a a a b a a a . Fa / a a .T , a a .T . a a a , b b a a a . T F a a a a a a .O a a -ba b a .W / a a .T La a a a a a a a a , a a a a a .A ,a a b Ma a a a a ab , a a a a , a b ab a a a La (a a a a T a , a a a a a , a b a b a a . a M ,b a a a . a / a a ) a - a .T a I a .S a a a a aaa a a . Q e i n and E e ci e 1. W a M 2. A a a a 3. W a a a a a a a M La ? W a a La )? ?W a K ? a La ? ?A ?W a a a (a a a b 4. W a a ?W a a a ? 5. H b a a ? 6. W a P 7. W b a a PC? A a - a :a P , a T V DVR, a a a , a USB a M La a a a 8. W a a a a a ?H ? ?H a ab ?W a , PC? M La a a a ? 9. G a a a a a , a a ,a . 10. W a a a a a ?G a . 11. A M a b La a a , .G b b a a a b a a a a b . ab a 12. H G a a a , a a a a a a a a ? . 13. W a b a b a a , a A ? 14. H A a a a a ? 15. H M a La a a a ? 16. R a .C a a b a a a , 17. T b a / I T a a a a . a a b a b b a a a a ?W Ke Te m And De ni i n T a a a I a a a a ?I a a , , a ?W a GE, a a ? a a A b , a a a a a, a a a a M C ,a a a ,a a ,a a a a a a . La a a T -a a , a N a a MP3 a . T a . (RAM) a a -ba , a b a -ba a , .S a a RAM, b a a . . b RAM, a a , a a, a a a a S a a , a a A a aa , DVD ( a a a ). b - a a a - ab . a T a ( a a a a .G a ) a a a a a a a b a a a ab ab a a a a a ab b . a a a a , ( . ., a a a ). A a , a b ,a .F , a a a S a -ba a a a S a ( a RAM . a ) C [2] K. K 2015. M , T S [3] M. A a , M 2015. La a a b [5] S a a , ab a [6] S a d a ab ab a a ,a . I La a N a a a I I M b ), ReadW i e, A 20, a M a [8] C. Wa , K . .T a b a a a a ; , a a a a a : D. S a , M C : e a .c , A 2015. a b b a a , 30, a a. a C a , F be , J a [7] F b T ab ab a b a a D a (B [4] A a a [1] G. M , Ca M E ec ic , A 19, 1965. ,a a a a . RAM, a . Ha a a a .S a a a a a. F a a, aa a a ab a . La , Scie i c A e ica , J 25, 2005. a a a . [9] D. R a, S a W b aL L F a I U b , DSHR B g, O b 1, 2012; G Ba , S M La : H I C Ha , G e . e, a J 03, 2014. [10] K. F , A N 2014, F be , F b a [11] G. Sa , W a W Ca E B i e I ide , J 7, 2013. [12] A a N a a a ), [13] M. C R [14] N. Pa , I N T a , The Ve ge, N [15] M. M , I F : P b T T Wa , B i e C a T 14, 2011. , Fa a a . 2.0, J Wa 1, 2005. R 2014, KPCB, Ma 28, 2014. [16] J. Sa , T Fa , Fa W $3.2b G , Te eg a h, J [17] M. C , M. L ,a Q a e , Ma 2010. R. R b [18] M. B a , A b S a L a C - , The Ve ge, J 7, 2013. [19] T. N , H A S D a , AdWee , Ma 8, 2013. P , P 14, 2014. , T P Y aT [20] K. K a USA T da , J , S Y 14, 2013. B a $25 C [21] .a b /b /a b :// D a ice i e a ic ( b b a , H 10, 2014. . a I N T O P W W H I , McKi e Ta Y ?M - - , - - [22] J. Ma a, M. C , J. B , R. D bb , P. B ,a D T :A a T a W Ta L G ba E , McKi e Q a e , Ma 2013. K , Fa P H Ra b P, -a /. A. Ma ,B , ,a [23] C. B S ee J , GE La I a,J 18, 2013. a I A a [24] S. H b a , GE I a I C a N , GigaOM, J 18, 2013. [25] B. C a, A B Re/c de, Ja . 15, 2015. G [26] E. G a , CVS Wa [27] D. R MIT E , F U B Y a a a a a a D ,B [30] K. R 13, 2011. a ,D a, T D [31] J. W a , " T Ca J a , F b. 29, 2016. a , S J b U 6, 2011. [33] G. K aa , A C a E , TechC R Da a T , , Ti e, F b. 12, 2015. Y a F Ta a a ,O a Y H a I Wa aB I O S , Wa I Ta 2: P D a H a , MedCi Ne , Ma 23, 2017. [29] E. La a , Ta a P CNN, F b a 2, 2010. [32] H. M Ti e , O b M a F D I , MA, J 23, 2010. , Ca b [28] S. Ba , D b FDA a F Pa M a , Sc e, Ma , The Wa S ee G a I J Ha T M P ch, Ja . 27, 2015. a , L ab Q a [36] M. R a A 3, 2014. ,R D. Ga b Ha , T S NSA S M J Ma A ge e A [34] E. S a , A Wa a , W La R a Da a Wa E La , eWee , O b 13, 2004; a J. H , H M T a ? Ref ige a D , A 19, 2008. [35] A. Va , N E , Ma 9, 2013. , S G Da a I Va , B i e Wee , [37] N. M J Wa [38] B. B , C :Y T 2018, The Regi e , J , L D T [39] C. M , T Q a , Ma 14, 2013. [40] A. C b A G , Ne I I C 13, 2014. , Fa C a ,N a V b a , H G Pa ee , Ma 18, 2017. R a N 24, 2004. $10 a , I N U H E [42] J. E , U 2007, 64 71. a M b A a, B i e Wee , S b 24, [43] J. E , U 2007, 64 71. a M b A a, B i e Wee , S b 24, H E [45] B De e :// D G ba P B [41] S. C b , Ca C Maga i e, A 13, 2008. [44] S. C b , Ca C Maga i e, A 13, 2008. ? G ba P ? Ne Y Ti e ? Ne Y Ti e a M a Ga F a , Wha We D : Ag ic a e S a eg O e ie , a a . a a . /W a -W -D /G ba /A a -D (a J 11, 2013). [46] E P R a ,G db ea i g S d C Tha Fa E Recei e M e f Thei C ,D b 15, 2011. [47] K. A. D Af icaNe .c [48] J. Ma , E I a , Ma 1, 2012. , K Fa A a M-P a a , Q a , D . 28, 2016. E a a e Ui g , 5.2 The Dea h f M e La ? Lea ning Objec i e 1. D b a a 2. Na M a b 3. D M La a La a a a , a ab a a , W a M .I a a a a Fa b a .T a a a a ab aa a S . [2] A ,a a a - a a a M a , Fa b .G a a a a La a a a .M b a a a a a a a .M La S b b b a .W a a a b a , , a , a a a a a ab a a a . b a a a b a a a a a ,a a a a a .T a aa .A a a a a a a a a 4 5 a a ,M , Ya ! a G a a b a a a , a a T Da , O , a a Va . 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[66] T a , a a a a a . b a a - a a ab ,a a a a ; a a ab a, a a a G a a , A A a , a Wb a , , . [67] A/B a a a a a b a , a a , a a , a a a a a W ,G A/B a A a a a a a b a a A a A a a a B ,a Ra T .A a a a a a b A G a a a - ,a a , a ab . [68] .C a a a .O a a a a a ROI ( , a a1 ) A a , a a a.W A a a a A/B a a a .A a a a a a a a ab a a a a . A/B a a a a a a a .C a a , ,a a , a , a ba a a a . aa a a ba , a ,a , ( 13 , a b a a a ). W A a a , a a a a a a a .Y a a a A/B b a ba A a b a a a a a a a a . , W bb a a a a A a a b a a a b . ?E b !A a a a a . a ab a a a a aa a a, a ab a a a a a b a a -a a a b a a .A , a ,a a a a b a a .A a a a a a a 35 [69] a a . S a a ,a a a a a a .A - a , b a -b . a b a aaa .A a a A a a a a a a a a , a a a a b b b K , ,a aA a -a a 2017, Wa a a , b a a $1 [71] K F . D a . Ha b ,b a T a a e a ge i g, a R a a a A a a a a ,b A a a ab A a IMDb, b a - a b .A a a $1.7 [70] 60 a, a b ab a .A a a a ab a a a a a a - a .A a a a a ?Y a a $20 aK a a a A a , a a W b? A a b b a . a a b ,a a a a a a b 1-C a a . FIGURE 7.5 I a hi e a ge i g e a e, a e i i i g he A a age f a c ege- he ed b a e (bac g ac ed i g a c ie, a d he e i e e i hi d c a ec ded. Ad e i e e f d c ee h he hi a e e i i ed he eb i e (f eg d). d) hi S a N A a a a a a A a Ma S a a A a a A a a , a a .C a a N a a A a a E a a a .T - a a a .A a a , a a F b A a , a , a a , A a a a A a b a a a a a a a b A a ). a b A a Ma a g ai a a a a a a a a a a ba a a [72] 2 Ma b a a ,a .T - a a b .A , a a , a .A a a a aa a a A a Scale f m Selec i n: The L ng Tail . ,a ). S ,b , , a P G abb , S a a a b a a a a a .T a - a a a a . a a a b a A a B a A a P a a a (a ,a Ba . E a a a a a a a .C a a , ( . ., Ma b a a . A a a a ,a A a a a ba . a ,G a A a , b M a [73] a a a a M A a a a Wi ed a , a a C a a a .I A b - .A a a b a a a a a a a ab a a a .T , a N A a a ab a a T A B ", a a a (a T L Ta a L a a a a a . 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A a V F a a ba a a A a a a D . Ke Takea a , a P a b - a .A a a .A a - a I a a ,a F a A a a a a ba , , ,a . Ra A a T a a a a a b a a . T a a a a a a A a b a , a - a a ba a a a a a , a a a . Sa a , a , . a a a .S a A a ,a a a a a a a , .S a a A a ,a a ,a a - a ba a a a .A a a a a ab a a a a a a aa b 40 A a A a Ma a a a , a a ,a a a b A a a A a . a a A a a ab a ab a a a a a b . a a .A a a aa a a . g ai , a a . a a a a A a a - . ab a a a a a ab a a a a . a a a aa a a a .I a aa a . Da a b a A/B Q e i n and E e ci e 1. W a a a a a .W ? 2. H H A a 3. H a b a ? W a a .B a , a a A a a a ? ? a W b 4. D a a A a a a A a b b A a A a a b b A a ? a ? b a , a a a ? a a ?W 5. I a ?W a A a a a a 6. W -a a a 7. A a b , .H a ?D a b A a a a a a ? ? 8. W a A a ab a a a CCC a a A a 9. H b ? A a W ? ab a a ? A a A a A a a a a a a 10. W a (CCC)? W a a a ?W a ?W a a a a a a a a a ? a ,a 11. W a a A a a - ab ? 12. L C ( a a A a a ?W a a ?W a a a a a .W a ?W ?W a a a a b ab a b ,a a a ? a a a a a a A a ). a a a a 13. A a a a aa a ab b a a ,a 14. H a .W b A a ?R a A a a .H b a a A a ?H a a aa a , ,a a a ?U a ( a )a ab a a a ? A a a a a ? b . 16. B a ? b a 15. D ?D ?W A a Ma , b a a a a - a b a A a 17. W a A a a ? a ?H a a a ?H ?W a a a a a 18. H a a a A a , A a a a A a ? ?W a a a a a ? ,a a 19. A a a a a a a a b ,b a a a .I .D a a a ?I a a ?D , a ?A a a a a a a a a a b a A a a a ?H ?W a CEO a a a ? Ke Te m And De ni i n A/B A a a a G a a ,a a Fa b A/B a M a ab a a Ma a a P I a a a a . a a a b , b b ( . ., a a a a ab a A a a aa a . a (a a a a a a a b a ) a . b a a ). a a a b a a a A a aaa a (A a B). A/B , a A/B a a b .A a , a a a a a . a . b a Wb a P a ( . ., a a O , a ba a a a a ). a a a .Fa a a Pa K G La T ( b a a G a A a M Hab a ,a . O . a a a ). A a a . P b a . Ca a b a a a a a a a i id a b a . a a a , P a a a a a ab a a ). ( . ., b a [1] D. Ca a a , T O Ba B ; Ba &N b a O -L B A P C a A a . , Ne Y Ma 9, 1998; a R. B a , B a Sa a , Wa S ee J O b 15, 2011. [2] M. W 2017. aa , A a G ba F [3] J. D a , "T E a Ca i a i , D . 30, 2017. a C S N A a [4] R. H , J B :H A a W bS B , F be , N b 29, 2012. , MWPLV, J O I J O Ti e , a, C a ," Vi a L K [5] G. Ma 2007. , G O a A a , Tech g Re ie , O [6] F. V , M A a J B Ha B a P D a a G ba . H P C W Ma a S a B B a , G , a Ab F e, Ma 26, 2003. [7] J. Sa , B Te eg a h, N b S a A a 13, 2012. C b S a A a 13, 2012. a Wa C 15, Ha a aV b F aW A ,N b , a a Wa , [10] H. Ha B a S. K P a L , Sea e Ti e , A , A a Wa 5, 2012. J b P W [11] H. Ha B a S. K P a L , Sea e Ti e , A , A a Wa 5, 2012. J b P W [12] J. Sa , B Te eg a h, N b S a A a 13, 2012. C a Wa , [13] H. Ha B a S. K P a L , Sea e Ti e , A , A a Wa 5, 2012. J b P W [14] H. Ha B a S. K P a L , Sea e Ti e , A , A a Wa 5, 2012. J b P W [15] D. Ta , M 30, 2014. [16] M. W M a O A a b , A a R a R b a , Wi ed, D . 1, 2014. [17] J. Sa , B Te eg a h, N b S a A a 13, 2012. K a a C a , [8] K. Ya , C b M a a Ba F a b A a ? T S a Vide , N . 24, 2017. [9] J. Sa , B Te eg a h, N b H a a Wa b , CNe , N . E C b , [18] D. Ta , M 30, 2014. A a ' b K a [19] M. Ma Fa a , A a a a , CNN, O . 6, 2016. [20] A. C a , 3 K F a P e , Ja a 13, 2016. a a A a b , CNe , N . a F ab Wa , [21] J. Sa , B Te eg a h, N b S a A a 13, 2012. C a Wa , [22] J. Sa , B Te eg a h, N b S a A a 13, 2012. C a Wa , [23] E. A a , A A . 2, 2017. W A a R b C a , IEEE S ec [24] D. Ta , M A a b 30, 2014. a K. H , "N A a ' a ," Yah Fi a ce, A . 3, 2017. K a ab [25] U a b P , B S , M A a N R b A be g B i e , D . 2, 2014. [26] E. W , 15,000 D . 2, 2014. b A a C b b , CNe , N . 5,000 b O Y M a , USA T da , [27] D. Ta , M 30, 2014. A a ' b K a b , CNe , N . [28] D. Ta , M 30, 2014. A a ' b K a b , CNe , N . [29] U a b O , B [30] M. W M a O , M R b F Y be g B i e , D . 1, 2014. , A a R a R b a , Wi ed, D . 1, 2014. C b a M H a a A a E C b , [31] M. W M a O , A a R a R b a , Wi ed, D . 1, 2014. a H a E C b [32] M. W M a O , A a R a R b a , Wi ed, D . 1, 2014. a H a E C b [33] S. S , A a B Sa O , B be g, Ma 1, 2016. [34] J. Sa , B Te eg a h, N b [35] C. L 2004. S a A a 13, 2012. , A a I [38] J. B a $3 b Ca , A a [39] Wa :// a , O L a a . a a . [40] C :// a Fa S .a . [41] M. W 2017. aa , A a a :T C B C b I [36] S. D , A a . fabe N e , F b a 2013. [37] F be , T -Da D H a Wa , F E C ,C , Ma a A , e, N b (2013 U 11, a ), 10, 2012. a b $12 b 2016, B i e I ide , F b. 2, 2017. :I / a - Ma , Wa a , J 9, 2016, -b / a /. / , Ta ge , J / a . 6, 2017, G ba F [42] U a b , A a B A cia ed P e , J 16, 2017. C W F N a $13.7 B , MWPLV, J D a, [43] E. W , A a , A a he Da , N b 28, 2012. B a L Ma , Re ai f [44] E. W , A a , A a he Da , N b 28, 2012. B a L Ma , Re ai f [45] J. Ja a , R a S F b a 22, 2011. N : S a A a , a a Wa a a [46] D. S , A a S , Wa hi g P F ,S [47] J. T , W a a a a I ide , Ma 28, 2018. A a [48] R. D Wa a , M a , W A a e , O . 17, 2017. [49] B. E a , W A a E a .c , S . 5, 2014. [50] B. G A a a $25 a P b T /S 28, 2000. a Ca S ab [51] G. B , A a Da , The Wa S ee J C Wa a a a a O Ha N P , A a J , Wa S ee J a a .T a a a a . (A W A J . a C a , B i e P T a I W AWS ), Be - , CIO, Ma 12, 2015. E a P a Lab O a , Ma 15, 2016. F F [52] E. W -Ma , "A a Ha A L a 7 P a -Lab C Y D ' K Ab ," CNN M e , F b. 23, 2016. [53] A a [54] C. O C C A a a Ta 2014 A S , A a La S , F be , A [55] C. O C , A a B , F be , Ma 7, 2014. [56] C. O C C A a W , A a La S , F be , A [57] B. S a , A a S . 5, 2017. I O Da a R a Sa Ma :J A a B 28, 2015. M Ba Sa A a B 28, 2015. C a, B Ma a. . a ,W $8 T B2B a ,W T a Ka , B be g, [58] G. A , I A a I a Ma C , F be , A 4, 2012. [59] A. E Wb B :H B , A a . Fa : 10 T Y D R a , Ma hab e, J 22, 2011. [60] S. D , A a . fabe N e , F b a 2013. [61] P. Wa ba, T 2015. I :T B H A a E P [64] B. C R B A a a , T A/B T , Wi ed, A [65] M. W , H B Re ie B g Ne ,O [66] R. B a a , B [67] B. 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[2] S. B T N [3] C. R 7, 2018. M C , H M Da a a Fa B D a S a , F be , S , 30 [4] E. L , R a R R R a CEO a , Rec de, Ma [5] L. La a , R R C a , Chicag B i e [6] R T Ha a J S a , VIDEO: Wa b b b a , Ma R , The Ne Y Ca Ma . 8, 2014. a R Ti e , R a CEO, Re ai Di e, Ma b , 21, 2018. a 30, 2015. R a CEO J , Rec de, Ma H a : 21, 2018. [7] L. La a , R R C a , Chicag B i e [8] R T J S a , VIDEO: Wa b b [9] S. B , T S Ma , F be , A [10] M. D a - a a 30, 2015. R M B , 26, 2014. , Wa a , TechC R a CEO J , Rec de, Ma R R H a : 21, 2018. a ' R La V a a R R R a a R a , USA a [13] S. B , T S M B R R a ' R Ma , F be , A , 26, 2014. A K. R a , A Wa R R a , Ma e ace, A 30, 2015. [14] S. B R a T , H M N B a a ch, D . 20, 2017. [11] H. T , D L T da , Ma 10, 2014. [12] R. K , Q&A: H ZDNe , F b. 20, 2015. b a , Ma Da a a Fa Ca Ma R D a S a , F be , S . 8, 2014. a a, a Da 12.2 F nding he B ine : A e We On T S me hing? Lea ning Objec i e 1. R a / a a , a 2. U ab . a b ab a aa 3. 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J F ,F R [4] P. S , F S . 13, 2011. [5] S. B T N , F , H M Da a a Fa B D a S a , F be , S Ca Ma . 8, 2014. [6] E. R , T L a S a :H T a E C I a C a Ra a S B i e , N Y , 2011. [7] H. S , T Sa Ga , Ma 2011. J Q R R e, R U B C , C a W , a [8] C. B S ee J , Fa 101: R a,A 7, 2011. [9] N. F Sa 2014. a J. D , T Y O a a [10] S. B R a T [11] U a I , H M N B [13] U a b O . 30, 2014. [14] E. G C , F [15] I. La , T I c., Ja . 24, 2012. [16] E. L , R a a : Sa aF . 15, 2013. Wa I W :J [17] I. La , T I c., Ja . 24, 2012. Wa I W [20] E. L , "R a Wa I W a ,R aN :J R , a CEO a ," Rec de, Ma , Y a ,R R b a , , 21, 2018. :J :J a , i gG S b H H a Ka a C a Wa I W R , The Wa Fa , The Ba e C a CEO a , Rec de, Ma ( a b ), D a , F b. 11, 2013. [19] I. La , T I c., Ja . 24, 2012. H R a U 16, 2014. R S Da a A Fa Ca Ma R D a S a , F be , S . 8, 2014. , WWD CEO S , R e, J a Ta a M :B L a , Ha a d B i e Re ie P e , B b , R R , F B i e ,S [12] I. La , T I c., Ja . 24, 2012. [18] E R I R a ,R Ca H R C a ,R 21, 2018. 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L a , H a Ja . 30, 2015; a V. Za a, R aY a C Y D G , T P T P a R $20 , Rec de, Ma N R C R S W G R a , The Ne B a M ? b , a Cha e 13 Unde anding S f a e: A P ime f Manage 13.1 In d ci n Lea ning Objec i e 1. R a a 2. U a a a a ,b a a a a . ; , a , a a a ,a a . 3. K a a a . 4. L a a a a b ab a a a a a a . W a a a a a a a a a a a S a .W a a ab a b .A . F Fa b [1] a T a b ?I a , a a , a a a a .B a a a a b a a a PC a.B , a a b . b a . [2] S b a a a ab a b 1 a a. T . I a [3] a a ,a W - a ,a V a a b (SaaS), a a a a a a a .A a , a b 80,000 a 100,000 a a a a a a a : a a , b ,a . ,a a a a a .A ,C a 14 S a F :O S ,C , A -D S ", a a , a , a a a , a a ,a a .T a a a a a a a a a a . Ma a a a a a a a a a a a a a a .T IT a a ,a .A a a a b a b , a a ,a a a ab , a a , a a a , a a a .G a .T a a a a a b a a , a a a b a a a a ,a a .I a a a a , a ,a a a a a a . a ab a , W a I S W a a ? a ab ( a a a a a a ,a a I a .T a a , , a a a a .S a , ba ab , a a a a . a a a aW bb ,a ab b a a a ), a , S a a ATM a a . a a a a ab , b a : API, ERP, OS, SQL, a ab a . D b Ma a O a a b a ; b a , OS X, OS, a a a a ,a a a ab a . FIGURE 13.1 .T T Ha ba a a a L a a a a .T a .T a a a a a ab , a a /S a La ,a ,a Ca a a a .W a a a a .O - a a .B a a a a a , a .A a T b a a a a a a b a .U a a a b , a b a a a a a a b ,a a a a b a a .W a a a a a a a a a a . Ke Takea a S a a .I Y a a a ab a a a a a a a b a a b ; a a a a a a ab a a , a a ,a ; a . H a a a a a a a, a a a b a . b S a , , a ,a a . ,b , a , a a ,a a a . Q e i n and E e ci e 1. E a b 2. W a a a ?W a a a a 3. W a a a a a a ? Ha F a a a 5. R S a A a a a a . a a a ? a a a a 4. F a a W a ab a a a e 500 a ?W , a a ?W ? ? .W F a a (a a a T :C S "): W e 500 a ab a ? ab a a a b C a Fa 2 a a a a a a . b ab a ?G a a ,a a a a Ke Te m And De ni i n a I a a a a a a a , a , ,a a a . a a T a a a b a , a a , , a a a ,a , . a T a a a a a a a a a a ab . a A [1] R. C a a a , W S [2] S. La , I A a a Dai , F b a 22, 2012. a a a N a a a . .I Fa , IEEE S ec B E S a ,S a b 2005. IPO? Pa d [3] Z. J a E Pa a a R. Ma a a , U P a H a M R a -T C , Ma h Ne e e , 2013 E . a aD -L T 13.2 O e a ing S em Lea ning Objec i e 1. U a a a a a a 2. A a a C a a . b a a .T a b a a a a a a a b , OS. M a a a . J ab a a .E a b ,K ,a La , . a ( a a a OS ) a a , a a a a , - a , a ,a , A a N , a a .M a ATM a a D b ( b a a ). A a a W R ( a b I ), a a a a , ,a a a a S A a a a .E b a a OS D a a a a PC a a Ma a a a b a a a a a W a , a a PC, a . a a a a ( Ma F b ), ba , a .S , W a b a b .S b a b a a . T a b a a ,a a a a .G a A a a a a a a , , a ,a E a , a a a ,a a a a a a a a a a (UI) a a a O a a a W T a a W a a b a b a ( OS), a A a , S a a a ab a .A OS a . a , a a a , , a ,b a a ab . a ( a a a,a OS a , a a a a b P a a a a A a a a a a .T a a .C a a OS N S .N S a a a a , a ,a .W , ,a b S a , a - - a ba a a .F a a a .M a a a ,a a a . T Ma F a a a a a a a . a a a a M Ma a a b a b a b a a a a , a b a ab , a A b S )a a a P /P / Pa b ,a A b a [1] a a ab . I a a ab A a a a a a aa , ( C a 8 Pa aW -Ta -A W "). W a a b FIGURE 13.2 S a OS Ma ,N OS a ! E ,a C , S a O e ai g e a e ha e i i dif c ca c a e, a d a ea ch i e i e ea ide a i g be . Tha aid, hi i e ac i e g a hic i gi e a e e f he a ia ce i a bi e e a i g e d ide. A ide i a c a eh ha e ha cha ged. S : Ka a W Pa b ; :// . a a a . / ba / a - - a a /. Fi m a e and Embedded S M a a a .T a .B a a a , a a a a P b , H a em a OS b a a aa (ROM) a TV b b a a a .C a .T b ,a , a OS a a a Pa , a a a .Y PC - a a a b a - a a a (b ) a b ba a a . A a a , b .A a- b a a , a a ,a a a a .U a a a b a , a a a N a ) E b b O . - a , aa a .T a : 1. S a a ,a a a a , a 2. P ba b a O a a a b a O a a ( . ., b a b a ) a a , ' La a M : Fa , C a Ma a ") ab a a a a a U T , a a a O a a b a a . [3] a La ( C a 5 M ,a W a T M a ,a E a C a ,a a b T , b a a a a T a a a I [2] a b a .T a ( M C ,a a ab a b a b a ,a . , a - a a a a a , a . . 3. A a a b a a a , a b a a . 4. T aa a ba O ab a R&D a b C b , , a a , a a . b O b a a . Ke Takea a T a a (OS) a a a a . M PC , , R ) a a S a a ( b a - a a , a , , , Ma . a a , .O a a C a 14 S a F V a , a A -D Pa C a S b a :O S S " S F ). a ( a ,C a , F : E b a a aa a b a a , ,a , a ,a a . E b a , ,a , a ab , a b a a a a . a a a,a a ab a Q e i n and E e ci e 1. W a a a a a a ?H b a 2. W a ?W a a a a a . a ?Y ?A a a . I a a a a a a a a a a 3. F a ), a ?H ? ?O b T a a / (a a a ? b ?I , a a a 4. F a , a a a a a a ?W a , ab ? a a a a , a b a a ,a 5. O a a a a a .D a a OS a ab , a , ). Ga a a .I aa a a a a? W a a ? E aaa a a a ,a , a a a ? 6. W 7. S a W b OS a a a OS? W a a ?I ? ATM a a ba aa W a a .W a ? Ca ?W , , a a (PC , aaa a ,a a a :A ?W b a a ?A a ATM W ? -PC a W 8. W a a a a b ? b a ?W a a a a I a ?W T ? 9. I a a a W C a O a .C a a a b ?A , a a b a ? 10. Ca b a a a a ?P b 11. R . a ?H ? a a .I a a a a a :H a a a ?I a , a A a a a a b a a a a a . Ha b a b ?W a a a a . D ab A a a a a ), a a a b b a ?W a a a ? 1990 ( a b Ke Te m And De ni i n b S a- a ( a , a a a a a a a a a ). E b a , , a a a . , b ab , a a S a a a a a a a b a a (UI) (a ab a , a b ). D a b a . T .T a a UI GUI, g ,a a a , b P a P a a a a , a a [1] T a e ), b ;a a a a , ba , b ( , , a . OS A Ma OS X . [2] C. S , W Fa A C Si g a i H b, A 3, 2014. [3] M. O , A $15 A 22, 2014. T a GE-S C Va I , b , CNBC, 13.3 A lica i n S f a e: A , De k P d c , and En e i e S em Lea ning Objec i e 1. A a a . 2. L b a a 3. U a a . a a ERP ( a a . a 4. R a a a 5. R b a ) DBMS ( a aba . a a ) a a . O a a .W ( a a a a a a a a ) a E .T a ,a a a a a ,a a a a N a a , a ica i , a ica i , f a e a ica i a a a a a a a .A a C a C aW -Ta -A W 8 Pa ", f ae , a a a a a a a a ab a , . b D a b a , a ), a .E , a a W a a a , a ,a a , a , a , ( ), a a ab a , a a a a a a a a a a a a , a a a b a .A a a a a a a a M a a a a a a a a a Wa a a a a ,a a . a a a , ab , R . O a a ,a a a (a ,b a b a , a .S - a a a a a a a a a a ab . a a ) (ERP) a a , , a a ERP a a ab SAP a O a , a ERP a ,a a ERP a b a , b - . ERP a a a a a A b a b a .I a , a a a a a , A .S , .M a a a a a S a a a a a a a a ( . ., ,a a a a a a O a a aa .A a a a a , ab , a .T a a a a ba a ERP a a a a a a , a FIGURE 13.3 ERP A ERP b [1] A a A a a T V b a -ba S aF ,a F a ( ), a I e W a a B a a fac . b a C . a a b a , a , a a a b a a i g W G a a b . , a a , b a G a a . F a a ab a a a . a , Ma a : Sa e a a a H a a Re ce H G a a a a a a ba a a a a , a a a . P cha i g .N , T a a a a a a a a a a O S a S , b a C . a . a O de T ac i g T F S b a C . .T a a ab , a a . Deci i b b a a a a a a a - Ma a a a a a a a US a . a a E a b , a A b b a a a a a a : a - a a a a a a a a a a a a (SCM) a a , (CRM) a a a a a a a a a - - b (BI) , a a a aa a a a b a - a Ma ERP a a a M a a a a ,a a . a a aba (DBMS), a a a aba a aa a a a a a T a a a a a a a a .A a a a , a aba a ab a ,b a a . Ma ERP a a a a a a aba a a a a a , a a b a ab a a .F a a aa a a a a a -a a a aa a a a a a a a a a a b b a a a a a . F a C a a a a a a a a a a b a aba a a . T a aba a . DBMS a a a a a a. T a , a a a a a a a a a . a aa a a b a a ERP a a a a a a a b a a .T a a a .S a ?D .W , a a a a a a .I a a a Da aba a .A a ,A a FIGURE 13.4 A Da aba a a a aba a a a .F a a, C a , AI a Ma Ma a ga i a i da aba e a age e i hi a d ide he . a a a a a CRM a BI 15 Da a a C L a ". a a , BI a ,a A a a : S e ca be e ih e e a a ica i b h A T a B J Sa a a a a a .F a a a a a a a ERP a a Y a (N S ( a . a a ab a a a a b .T a a a a a a a a Pa . , a a a a a a a a , Pa a aa [2] a a a a a b .A b , a b a ab f Packaged En e a S - a , , a ) )a .T a The Re a d and Ri k C a , a a a a b a a b a ,b a W a , a a aa a / a a a a . Ma Oa a a ,a P a a , D ,S G a a a ,a a a I a a a a .F a b a . i eS em a , CIO ERP a aa ab . T ERP, a , T a a ab , a a a b a b a a a b a . a a $80 a CIO a - a .P , , , B a a a a a a , Sa a a a a a a a b . a a a a b a ,a a a a b a a a a a ERP $15 .T a a , a a a a . F M a a -b a b ERP a a a a ba T a a a a a a a , a a a a a a a $80 .H F $466 a A b , b a a a b Ha .N SCM a ERP ab a a ; ba [4] a . E a a b . HP ba a $160 [5] b ERP . Ma a b a b .F a a a , S 6 S a D M :F Wa a A A , aS S a . a a a a a b a a . [3] A a C b a a , a b a a . a a a ba ERP a . a a $100 a a a a a , C a 13, Wa " a a a a ,a ,b .T - a (M&A, ,a a a a a a .C a M K b a , a ). F a a a a a a b a a a a a a a b a a a a a a a b a a M K a ERP a , .E a a a a a b a .M K a b a ab a a a b a a a 10 15 a a a a a b b IT . Oa a a a a M&A ( a a ). O a , a a ERP , a a a $1 ,b a a , a a a a , a a .O a b a a a a a a a .S a a a - a . [6] b a a Ke Takea a A a a a D E a a . a a a a a a P ( a a a a BI (b . a a a a . a a ), CRM ( a ), SCM ( a ) a ,a ERP a a a ), a . T a a a , a aba , a ,a a a a a a T ,b a a a a a aa a .D a a a a. a a a a a E a a b a aba a aba a a a a aba a a a a ,a a a a a .F b - a a ,a ,a b a b a a a a a , a a .S a . a b b a . a aa a a a . a a ab a b a a a ab a a ab DBMS a F a b a , , a a. ERP a a a a a a a a a a a T a a , a - a aa . W , b a aa a a . a a , a b a a a a b ab , a a a a a E a a a a a a a a a ,a a a a a . Q e i n and E e ci e 1. W a b a a ? 2. W a a 3. L a ERP. 4. W a B 5. W ERP ab a b ? a b ERP, CRM, SCM, a a a a a a a a b BI a DBMS ? . ? 6. Na b a a a a a - a 7. Na a a a 8. H a ERP . a a a a a a a a a a a a a . a a ? 9. H a a a a ,a a M&A? Ke Te m And De ni i n a A a A b S a a a b a , a . a . (BI) aa a a a a a a a a aba a a a a a a a S a a a a b a a (CRM) - a a . a a (DBMS) . a a S a a a ,a A a a a a aba a a a a a a a , a ; a a , a a. (ERP) a , a a (a .) a b , , . a P a a a a a OS, A a a a a A ,a a a a .W , a Fa b a a a a a . a a a a a S a a a a a a (SCM) a a a a a a b a a a , . a - - a , . [1] A a G. E , S B i e Wee I e a i a , N b Va 3, 1997. [2] A. R b ERP, ORMS T da , J a D. D , OR a [3] C. R , T T b E S Ma age e Re ie 49, . 1 (2007): 21 27. [4] C. K , N R b :H S C a D a , CIO, J [5] R. C a , W S a R 1999. a , MIT S a (a W ) N 15, 2004. R Fa , IEEE S ec [6] H. Sa a a A. W , U a M&A, McKi e Q a e , Ja a 2011. , I ,S a b a 2005. IT 13.4 Di ib ed C m ing, Web Se ice , and API : The Pla f m B ilde Lea ning Objec i e 1. U b a . 2. U a b a - b . 3. K a Wb a API a . b 4. A a a a a . a a b a a a a a a , W b a b a , b a ,a a . [1] a a b b . Ra a , b a a b a a a a a ab a D , a a a b ,a , a .D a a a a b a a a a a a a . L a a : (1) .T a a a a b a a a b ), a (2) a a ( . ., A a f ae - a a , a A a a a .A a a a a a - a a a a a a a a a ( . ., b ) b a a T a b a A I a Wb ha d a e, b ). M a a a ,ab - a a , a PC, . a , a a a a a a a , . a ( . ., D a a a , a a a a ab ,a a a a a .I . T a a a a a a , a , b a W W W b, a b , a a a c ie - e e .C a :a a a a a a a a .I WWW a , ( . ., I E ,C ,F , Sa a ). W a b a a b , Wb a a a ,a b . S a a ab a a a a a a a W b. A a a a , a A S .V a a a a a a a , a a a . b a a a a ,a a aba , a a b a a a a a .T a a b a b .I b b a a aW b b a a ( a a a a ) .B a a : $11.58 ), a ), a ( V a, a FIGURE 13.5 M a a a a aba a a ( a a ( a a a b a D b a ). b a a S I hi i ie ed di ib ed e , c ie b e acce he e h gh he Web e e . The ca h egi ca h egi e gic i g a ed di ec acce he e ice acce ed f he a e e a be a ed d ca c a i , acce c a e da aba e , e e a e e a e, e if a c e c edi ca d). T a a a a a Wb Web e ice a a - - a a a e e a e i achi e (de , a , bi e) d e e a Web b e , i ead he ice i eed f he a e e . Web a ie f f c i , i c di g e f e f e e a he (f a a .T W a W a Wb a ab a . [2] Y a a API ( .T b a a a Wb a a API (a IBM a a a ), [3] b a a a a Wb a API a a ; a ,a / a a a b b a a a ( API a , a a ). Ha a G G Ma ? T a b a G b API a a . Ub API a U A b a a a a a Ub ( b Ub a , b a a a [4] U b a a ). S API a Ub a a a a a a a .A D a b a API a a a a D b [5] D . O a a a a a a a a a a a a a (SOA). O a a b .C a , A Wb a a a ,a a a a a .F a API a a a a ). A a a A a N b ,b N ,b a b a a ( b .E a ), E API a a a a b a a a a ) Wb a a a a , aa a a a ,a a aba , a a a a b aa a a a a a a a a a a a , a , a , N E a a a a b API a a , a E a a ( a .T E aA a a E a' b a a . Pa , . a , a a a G a a a a a , [8] a E a a a b b ,b a a ,a E U . [9] T a b a , [6] A a E aA a , [7] API , a a ). F b L b , (a a b a a a; a a a a (b A L I a a a . ?P a a a, ). T a ba a a .T a a a a (a a a a a a), a a E a b .F b ,E a b a a a a .H a ? Ab $2 b a a, a a a [10] a b APIa ! FIGURE 13.6 a a API H a a a N The E edia Af ia e Ne e API a a e ie b h e a d he a e e ice h gh hei a a d eb i e . Thi ce e a e ide e a e e ice hei c e , e g he he c e e a i hi , ga he addi i a da a, a d gai a c f addi i a a e . E edia gai e $2 bi i i added a e f e ed i b a e ha e i API . F a Fa Y a , a a a O ) a S a a a a EDI, XML, a a a . EDI a a a a a .U EDI, a a ,a , b a b a a a ,a Da a b JSON. 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R a a a a a a a a a I . a a T a a a a a a a a . (SaaS) A a a a a b b a . a - a a a A a a a ) a ( a , a a a , - ,a a . ,a a ab . [1] R. K , DC: W IT S Ca Tech g , F b a 5, 2014. G S 2014, V a [2] G. W 9, 2015. [3] F. V a a a a a , T 5M , R b [4] A. Va , N B i e Wee , Ma P ab I M A 14, 2013. U.S., I c., Ma , Wi ed, O $100,000 P b 2006. C , 14.2 O en S ce Lea ning Objec i e 1. D a a 2. P W a . a a a a a a a . a - - aF a a a a M W ?B L T a a.D a aa , [1] T a a L a a a b .I a a ,T a a a a .N a b a ,L a b ab ,a L a b a OSS a a.T a L a , b .Y [2] OS a a , ab , a , [3] a Wb ( a G ,A a ,a Fa b ). L a 92 A a [4] AWS b , M A 40 [5] L . L TV a , G A a C OS ,a a a a .L a b P La a [6] S a O Ma . Y ,L Ma ! H D Y M E P n a c ic . Y L ( F ) a a L a L , ( - -a a Ma , - . : a a L .a . a a a a a a a a OS. I a ea . /ab / a i e- c , 00b! O a ,a a , . a :// ). J a a OS X T , @ ? L a FIGURE 14.1 S C nce Lin Ma La E a T GIMP [A b ], aW a . 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Ke Te m And De ni i n LAMP A a a L M SQL a aba , a a a a P ( . ., P , P , A a Wb a a , PHP). a , a a L A a 00b W a ), a . , a b. G - a a [1] D. D a , T G Fi a d, Ja a 2008. . -H a W a [2] S. Va D b a -N , T F M , ZDNe , Ma 30, 2014. P [3] K. N L , Li , 94 P ,N T W 14, 2012. b L T , M a 40 , ZDNe , O . 31, 2017. [6] J. B Ba , L J 6, 2008. [7] A S I R .L a VM a :// [8] J. F , W La D b 19, 2007. [9] D. W , T A 18, 2008. C L . L / (a a B a H a L A a , NASA U L , U i Re ie , Ma Ma , Scie ce Ne , S ace Ne , Tech a , Vi 500 S a a a a E -U [4] D. P , T T Ma S a W C a , Ma e U e Of, Ma 27, 2018. [5] M. F L ( 2004; a S. g Ne , a b a O . H N O A ), F e, S , F be , [10] M. H , N L W O S ,b S , B ac D c S f a e B g, Ma 7, 2014. [11] C. P b , S O -D P H D O , eWee , A 21, 2008. 14.3 Wh O en S ce? Lea ning Objec i e 1. K 2. U a a a OSS. OSS a b a a a . T a C F a a a a a a a a , a a a : a a a b a a a a a a a . Ba a Ba a b 90 b [1] O b E*TRADE a a a $13 a a . [2] A A a a a a b a . [3] F TV , OSS a a a a a M a a b ab . SEC $20 a a , a . Re iabi i b T a a ba , a b a a . [4] W a a a a , a a a .T a a a a b a a a a a OSS a a a , G a a a a OSS .A , a a . [5] I a C ab a a a b a a Sec i a OSS a a , Ca L b ! a a a , M b a b a ab ab . H OSS Ma OS b a L a a 2001). [9] Ma ha de ed) a b a a .I a ( a a a a (a a a OSS a OSS a b ba a a ab a a ba .T b b , a a a [6] a a [7] U a a a , a a a a W ), . [8] G a a a USA PATRIOT A ( a a a , a a b , b . Sca abi i Ma a OSS a a a a . S a ab a a a b a a , a a b a .N a a OSS b a a a , a L a a b ba a a a a a a b a a .B a E*TRADE a a a US F a R , a a a . B E*TRADE a ab a a a . [10] Agi i a d Ti e Ma e a b ab ,a a a b V OSS a a a a a a a , - a .M a a a a a a a a b , b b a OSS a a b . When he O en S f m Hea bleed a b a b a a .F a a a a ,R Ha L a a a b a , - E SQL a aba a ,a H a b H a b b a a b a b SSL I b ,a a a a W bb a I . [12] B a a a b a a a , O SSL a a a b a .M a b S a a a a .A b a a a a a b a a a , ,a a , a b a a . 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S Na S -Wa , B , T I Feed, A [2] R. K , C -C B i e Wee , D b I B 25, 2014. C a 1, 2008. [3] S. S a a , M. Ka , a R. L M , CNET, O b 30, 2001. P T O , H L b T G -S S Sa a , A a [4] E. Ra , The Ca hed a a d he Ba aa : M i g Li a d O e S ce b a Accide a Re i a (S ba , CA: O R , 1999). [5] J. L b E ea J 16. , O S M a fI f ai S [6] M. Ca Fi a ce, N , E b 2008. [7] D. W :// . HOWTO/ O S A , Sec e P g a i g f Li . / a /S . . [8] R. M M a , G T [9] S. L , M G Ti e , Ja a 15, 2003. [10] R. K , C B i e Wee , D -C b , C M , S a egic d, Ma 27, 2008. C , Ne Y A a O a , b 2000): 208 a d U i , 2003, -P a - , I f W G C 1, 2008. [11] R. G , V a P S a U a A aN 2006. [12] D. G W b Ea e a aM 9, . 4 (D T O :T Wb F , Wa S ee J a C B O SSL O , A Tech ica, A 7, 2014. -S S F Lab , a,N b T -T a , 13, [13] C. S Na S -Wa , T I , B Feed, A I B 25, 2014. P b T G 14.4 E am le f O en S ce S f a e Lea ning Objec i e 1. R a a a ab a a 2. B ab . a a . 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K a a, M 2004. R L S Na D S G D Na T , USA , The a , The a , Wi ed, A E b a E Y N a D .A a , Ma a. 21, 2000. VP I S PETA D [10] M. M G , A a L B Ma e i gLa d, Ma 20, 2014. [12] D. M 12, 2009. a I C a T a [11] R. K a a E. Ha O S a , CNET, A a ? Wi ed, 25, a , D a B , MacW d, Ma a Xb , CNET, Ja a 26, [14] L. M a , A A D a D a Na -Oba a D J B , Q a , Ma 23, 2014. [15] S. H a , ARIN F a S . 22, 2015. [16] D. G a a -S 2018. R , W a a , G 27, 2009. [21] S. S a CNET, Ma a , G 27, 2009. [22] B. A T da , A , IP A 3, 2007. [23] D. G Regi e , A , Ca -P 22, 2009. [24] J. Da , S G Wi ed, N . 24, 2008. [25] J. H Sa a, Ne O a b O S : U.S. W R a , Ma 13, 2015. a , W IP 6 La I , Ti e, J :O 6, 2012. T a L I A a S a T A-T a Ha , ICANN, V Pa W d, Ma 2, 2010. O B B a IP 6 L S W IP 6? IT P , Ma B a IP 6 L [20] M. P I S N , Ne S : U.S. W R a , Ma 13, 2015. T [19] R. M M a , C T A , The Wa S ee J B IP 4 A a [17] R. M M a , C T A , The Wa S ee J [18] S. S a CNET, Ma O U 2, I E a , I C a a b O A Ba E a , , USA a Ba , The Ba , D La P d, W P W b, DNSSEC 16.3 Ge ing Whe e Y e G ing Lea ning Objec i e 1. U a , a b a 2. D TCP/IP 3. Na a a I ,a a b a a UDP. 4. U a a I a . I a a a a. a a a a TCP a a a a a a . 5. C I a a a , a a . 6. U a a a a 7. D a a . b V IP, a a a I a a b ab a a b a a a a a , a . TCP/IP: T OK, N a a .B a F I S a aW ba , a IP a ,a IP a a aW b a ,a - a , ? a I : TCP a IP. T b a a a I e e a a a , a a c a a a a a a a a DNS a a a a a aW b a a ab a a a TCP/IP a , T-C-P-I-P ( i e). TCP a IP a b a I a TCP/IP a I . FIGURE 16.4 I Sa TCP/IP A hi e a e, a e e he ef e d a Web age he e he igh . The a ica i ( he Web e e ) a e he c e f he age TCP ( hich i b i i he e e e ai g e ). TCP ice he Web age i ac e . The IP a e e,f a di g ac e f e e ac he I e e i i a i e a he e PC. Pac e f de . TCP i g he ecei i g e e e ha da aged ac e be e- e , c f he Web age b e. TCP a IP a b . 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W T , DSL S , Sa J e Me c [13] S. Ha Ti e , Ma , T B a ba 10, 2009. [14] R. K , T A 3, 2009. [15] B. W 2018. C , ://b S D Y . Cab I , W C a a , CNET, D b [11] S. Ha Ti e , Ma S A A , F b. 5, 2018. , B i e Wee , F b a M B a ba 22, 2017. [9] R. T , DSL I Acce G ide, Ma 23, 2010. [10] J. B G ab I i i eO , A. S , a B Ca a a , T FCC B a ba , The Y de , Ma 26, 2018. , FCC R C D W , [6] R. Fa a , T 2010. [7] Pa :H P C Ne S ,A Ga : W , W a I G -S N S a b I a. /a . ? , High S eed I e e O Cab G a 1, 2013. Ga : W a . a 3, I T A Fa G aB 15, 2013. I T Fa F ? T S Y ? Ne Y N ? Ne Y , B i e Wee , ' G ide, F b. 13, [16] C. W , G I P a a W E B Fb A a a, The Ve ge, F b a [17] M. R a , G CNET, A 30, 2014. Fb E :F [18] I. F , T-M b CEO J L S , Re/c de, J 11, 2015. [19] "CEO J #D a D [20] R. Fa a , AT&T [21] C. E a a B i e Wee , Ma [22] A. Va T P M a B a ba Wa L V 3 FCC N !", T-M b , J 11, 2015 34 N C 19, 2014. Y G S B Pa a a a 4G 9, 2014. ? CNe , A Na [26] S. Sa a , W a I 5G? PC Maga i e, Ma [28] B. W B D [29] C. H Sa e i e, J a S , R Ga a Sa , O3b S C 19, 2015. , . 5, a [25] A. P a , V Ma U 5G W B a ba , F e, Ma 24, 2016. Sa 3, 2010. a 4G N [24] A. Ca a a , W a 5G? T NBC Ne , Ma 12, 2018. [27] G. O , W Ab C , T G U Fa : S W S D 2008, Ka a Ci B i e J a,A :H , aS , B i e Wee , F b a O. K a , S 30, 2010. [23] L. La, 4G LTE 2014. E I S S H 20, 2018. , ZDNe , F b a 23, 2008. , A. S , a B Ca a a , T FCC B a ba , The Y de , Ma 26, 2018. a S , Ta , N Ma , Via [30] G. La b, O3b N Ch i ia Scie ce M i [31] U a b P D a : A Fa -O P a D ,S b 24, 2008. , E M Ha J aS a , F e, Ma 29, 2018. [32] D. D a , FCC a O W b a a a , The Ve ge, J 23, 2017. Ra , E M Ha J aS a , F e, Ma 29, 2018. [34] T. Pa B a I a E 700 a Ra : Ja a. [37] N. Ea , F I B be g ( ), S a a J ,G 1B P . 17, 2015. 17, 2016. B R a B a ba ? Ja a' M b [38] G. D a O. K a , H C a M Ca B C a , B i e Wee , Ma 24, 2010. , AP T a Ha F R. C a , G , Fa b , S a X, O W b P a , CNN, N . 9, 2015. [36] F. F , I a G G a a, Wi ed, O . 1, 2015. [39] C. M 2010. T a Ha F a [33] U a b P D a [35] S W b, a C P T , Tech Pa , a 4G N g Re ie , A [40] K. H ba , W P R a a Wa T aH O a a T FCC N N a ? F be , Ma 5, 2014. [41] G , AG :// . . G -U . N N a G U , 2008, / /1064274/A-G - -N -N a - [42] N. Pa , T I F b a 25, 2014. I F* (B W Ca F 7, - I ), The Ve ge, [43] N. Pa , T I F b a 25, 2014. I F* [44] A. M a , V E L , Wa hi g P ,F b a Ca 7, 2006. , T [46] T. S a Y T b D , N R a K Ba , Va ie , Ma 14, 2014. , O 9, 2018. b E a W Ca F [45] B. S a 2007. [47] S. M CNe , A C (B I ), The Ve ge, E G , Wa S ee J a F a , Ja a U a ,W a a a , 20, Cha e 17 Inf ma i n Sec i : Ba ba ian a he Ga e a (and J Ab E e he e El e) 17.1 In d ci n Lea ning Objec i e 1. R a a b a a . 2. U b a a . 3. R a T J L a a a a a a a a a . a b : b a a b b a a b a a C CEO C a b a a a a a a b a a a Ta . , b a US b b ab a a a E a ,a ,a G a Ba Ha ! Y a a S b A C a ; a b 2017 a a a ,a a E a a a .E a a US a 143 a aa b ab a . Ha . a a a ,S a S b , a a b US b , [1] 100,000 Ca a a . 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R a a T a a a a ba .T a , ,a , , a a a a a , a a a a a ,a a a a a a a . a a a ,b a a a , a a a a a b b a a, a a . a a a a , a a ,a a a a I - a a a , a a , a a a a .S a a a a a .D , a a a b a , a a .W a b aa a a , a b b b a aba , .A a a b ab a a a a , b a . T a a ba ,a : A a a a a a , S a a a C a aa a E I a E C b a a a T Pa P a R ( B a a ( a ) ) a L US a $2 a b a b 2019. [1] N a b a a a a a a - T a a a a a Da Ma : ( a ) .T a . La C , a a a a S a Ba - W a aa a a aa a a a a a a a a a a a [2] . a b b a a , a a a . . [3] a Ha b a a a a a a I a , B ( b a a a - a a ( a a ). B 100 b a b a b a .A b a a a a . a b ) a a a a a )a a - - a , a b a b a b a . ( .T a a b b a b -b a b a a a a a a , [4] a .S a a b b .T a E a DD S $4 a a a a S a S b ,a a a aba . [7] C a . B i e Wee a b a , b a a a E a b a a a a (DD S) a a a b a a ab a a a 10 a . [5] aa a UK a a a a a V a a ab b a a a , [6] a a , a a T a , a Ra , a b a a a . Ra ab a a $200 a a . , a a a [8] b a a , ab a a $8 b a . 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I a a b a a I hi ge a ge i g e a e, he a e ea ch e i ed a gh he a e i e e a ae c e ca ed i Si ic Va e a ea (Fig e 18.5) a d B (Fig e 18.6). N e h ge a ge i g i ac he ea ch e a d ha he B -ba ed ea ch i c de a ge a ge ed ad ha d e h i he Pa A ea ch. S :G FIGURE 18.6 a G A E a a G a a a G I ., . S :G IP a I a I a G a a .C a a a a a ( a , I a a a a a a IP a a IP a I a , b G I ., .T a . a b a ,a , a b a a a . a a a a a a W -F a a a a a G a a a a a a a a ,b a a ab .O a a b a ). A .F a a a a b a a , a b a a a a - a a a , a a . Ge a ge ing E T W ba a a /T P a b ( b l e Be nd he IP Add e , Ma a ,A W -F ,a G a .F a ab ba a a GPS a a a a a a a a b a a a a . b a aa a b a a a a a .P a a a b a. a aaa S a a . Ma a a (GPS) ). A a a a a a aba a b a ; , M b A US b ab . W b a C a a a a W b. T G a a b a a G a .B a a .Y 2015, .D a , a , ba a a a - -a a .W , a a b 45 b . [10] T a a G a ,S a a S , G .T a b b , a a 86 P ,G a $550 a a a a a a Ka a a T A A a .A A a , a a b b a a a G A a a a a ba a A , G a a a S a a a W bb , a a 14 a a a aY a a a a ab a Wb ,a a a a . [11] a aP a G a a a E a a . . I 2012, G a a 82.8 a b a ,b a Ma a a a a -ba a a a ,G a a a 65.7 2014. T a -ba a a 5.4 b a 22.9 a . [12] E G a b a a , b a a .T a b a a a b a a .B b ( a b , C a 11 Fa b : P a ,P a ,a B B S a G a "). G a a a a a a a a a .F a ,a a ab - a , a a b a aG a a a a A a .A a a [14] . a Ma .A ab a, a a a a a G a , a a a a b a a a,a -b a . [13] a a .G a b , a a ab a a b M b a a a a.E a5 $1.5 $1 b . a G a , a ,a a a . ,a ,b a a b a Fa S a . a a a . [15] b .P G a ,b a b b J I G a a a .P a a a G E aa a ab Ke Takea a M a - G ,a a S a a - b a a a a a . G a b a )a a a a ( a b a a , a . A a a ,a a a a . a b a a a a . A a - .G b a - a a CPC a . G a .A a b CPC b a a a . a A G a a a a G a a a a a a ( . a a G a ba a T G a a .D a G a a a a a b a a a a a . ab b a (GPS) ba W -F a a a -ba a . a a b a a a a ,b a .H a ) . a IP a a b a ,G a a , a a a G a a b a CPC. I a a a a a a a . G a a W ba ab b a a , a a a a a G a a $1 b a G a a - ,a a a ). H a a , ( . ., , .I a a a a a . Q e i n and E e ci e 1. W G 2. H a a a a a a - aG a a ,a a ?C a , ,a a a a 3. A a a a 4. Ca a 5. L a a a b a a ?W ? a a a a a TV, a ,b b a , a a ab a a a , a a a a b a a . a ?G a . a a a ?W a a ? a . 6. H a 7. S S L a F . a S a a a K ? S . F ,K W a S , a a .V a ab a a T , . a ?W ? 8. W a b ?H G ? a a 9. V W a I M IPa . ( a a a IP a ) a b ( a a a a a ). H W ?A a a ?W a a a a IP-ba a ? 10. L b a b IP a ,a a b a a a , a a a a a ab a a a , SEM a , ab a b , a a a a a a .A a a ,a ? b 11. T a a . (SEM) a .W a ,a a ?S a b a . a a 12. H , , b ?H a G a a a a b a a ,b a G a a ?H ?I a a ? G , ba a a ?A a a a 13. W a G a a a a ? ba a a ?W a a Ke Te m And De ni i n a I a a a ( a a IP a A a a aa W -F A D a a b a a a ) . a I b ( 0 . IP 255), . a -a a a a a a, I a a a IEEE 802.11, a a a a ( . ., b, , ) a a a a a . - a ba a (CTR) . ba . W -F a ba a T b a a a a ( b ). T a a a a b a CTR a a a - . A a a a ), a a P a E . a A D a a a a a E a b a .A a (a a a E , a a a ,a b a a a a a . a a a a a a b b a a a a a a a a a a a ba a b . a a a a a . ba (GPS) A a a a a a . a a a a A a T ba a . a Wb a a A - a a (PPC) a a a . a a . A a - a a a a a a a a . a A a a a a a .A a (CTR) a a a a a a a a a .T ,a a a b a a a (SEM) , a a CPC a a . a T a a ,a a a . [1] S. E , M A I Y Ti e , Ma 14, 2006. [2] G R , , G [3] D. V , G [4] S. L , T [5] C :// a [6] S. L , T A a , Ja a F Q a 22, 2009. D a , Tech S U a . [8] C. Ma , H Ja a 2006. C a [10] Y 2015 A a: :// . S /a M b a . S a 2009. 30, 2014, (CPC), a S a a R - . / 12, 2008. -P -C C M b 2009. C Fa a Y a 2008 , Wi ed, J H a S [11] M. B , G R / , Ma 9, 2015. F , Ne , G ,a J /2454010? = . G [7] S F , K J 30, 2014. a , Wi ed, J Q a /a S aC g Re ie , S G . [9] S F , D 2014. Ma I A , Wi ed, , a J 24, 2016 ? =250809& = S a : Ba I a J - 30, . Ta O , [12] U a b eMa e e , J [13] G. Ma M b S a , US M b 5, 2014. , G S a A W D [14] M. B , G Re/c de, Ma 9, 2015. [15] R. W a The Wa S ee J A D C. Ka a,A M b a S S a A , A N T &F a A , Sea chE gi eLa d, Ma 5, 2015. S a , G 8, 2014. S a C : Ba I I a Ta H B O , , 18.5 Ad Ne k : Di ib i n Be nd Sea ch Lea ning Objec i e 1. U a ba a ,a a b 2. R a b a . a a a a . 3. B a a a a a . 4. K a a b b a a a a a . G a G a ,G a a N b a ,b a ,a B .B a b a .I a a G a 20 a a G a . N , a b G a ,a a a a G a b a a b G a a a a , a a ab a b A a b G . T , a a . Pa a a a , .T a a , a a . , a ,a a G - G ab G a a ab A S a E a E b a a ( a G b a ). [1] ba a a a b .Ab a , a , b a a b a ab a .A a a b a ba a, a a b a .A G a b a a ,a .A S a a a a a a b b b a a a a a . FIGURE 18.7 A S a HTML a A The i age h ad e e e a ad ided b head i e a e ed b f he a ic e. N e h i i g e bedded a da he Ne Y Ti diffe e ad e . F e a e, he WebE ba he AOL Ad e i i g e . The Ad b G g e he G g e ad a e e a ed he c e f he Ti S T :T S N Y 65 a a a $7 b a A S e eb i e. The age e ad ab e he a ic e b a ea ed a he e d e a ic e. . 200 a a . [2] G a a a 2 a . [3] R b A S b a A S a .T b a a b a a a A S H M ( a aa b a b ab ,a b O b. C Ga . A S b - a A S a b AOL, FIGURE 18.8 E a D .T I a a a b a a b , a b ab a a - b b , a . Ha a A F - a a a a a .B . b a a b a T Ca a $350,000. [4] A S a TechC ch a b V ). a Ti Ca e f a S :A A he B i de eb i e ad f di g he c e . Vide ad a e a B . G g e a d he ad e . N e diffe e ad i eg a ed i a f he i e ide ia . . Be a e he C n en Adjacenc P blem C a a Ne Y b a ba a a a a P a a a b .I a a a a a a a ,b .V a a a a a ba a .T a a a a a ,a a a b a a . [5] T b ba a ,a a a ab a ba a a .A a a a a a a a a ba a ab ). A a a - a ba ( ab b , C a 11 Fa b : P a B S a G a "). G ba b b A a a , b , a a ,a a ( . ., a a b a ,P ba a a a ,a B - a A S a ( . ., Y T b , G F a ,B , G a ), a b b a G D a N .A G a a a a ; a a. R a Ya ! a AOL A . . a a a .I a , b a a a (a a b a ), a a a . A N a W a a a A a .F a b b b C a .T a a a ab a a a , G a , a a a a a a G .A b a ) a b a a a b a a , a , b a ,a a a I a a a , a a a , b !I a a G a a b a a a a a .M a a b a b a ab a a a .A a b a a a a a [6] N G b a a a a a a ! ( a a a . G a a. a Ke Takea a G a a a A S a .T -G a a a a ba a a a b G . a a a a G a A S b a . a a a a a b . A a a ,a , ,a b - a a b . Q e i n and E e ci e 1. O a G a 2. W a a ba , ? a a a a a ?W a a 3. W a a a a a a 4. D a A S ?W a a ? a a a a ?W a a a a ? a ?A a a ?W a ? 5. H ab a a b a a ?W a ?D a a a a b b , a ? ?D 6. W a W a a a a b a a a b a b a a b ? ?W b a a b ?W a a a a ? Ke Te m And De ni i n a a A ba a A a ( . ., a , a a a A b . a , a ) a a b a a a a a b a a a a . a a a . a K a . [1] A S R [2] G :// a a a S a , G g e, a J A S , 10 Y a A S , . b . / a ? =8K8Y A7-- [3] M. Ga b , A b G A a ic, J 18, 2013. :AB D 30, 2014. (a a Ba J 18, 2013). T 10, [4] R. R 10, 2008. b [5] A. O 2007. [6] A. Ka Ma 18, 2015. , T I R , S a , I T G A B , Fa C ' S Wa A a , B i e Wee , A a ,D b 19, A F a , AdAge, 18.6 M e Ad F ma and Pa men Scheme Lea ning Objec i e 1. K a b a a a a a W ba . 2. K 3. K a a a a b a a a . a . O ba a .A a a a ( a a a a a a a b a ab a a a - (CPC) G D a N a b a a a a a , b b a .T a a a b a : a ( a ) a a ba , a a a b ,a a a ); aa ( a a a a ); a a (a a b a a a a a b a ). T a a a a a a ,a a -a a . T a , I A B a (IAB), a a a a a ( a ) a a a a [1] . A a a a a a ( ba C - a a a b a a ). D a a a a a .S , a , -a a (CPA) a a a a a a, , a a a a b - a b ). A a a M a CPM ba a a a a a b . ( a aa a .A a a a a a a a a a a a a A a A a A a a a a b a a a ), b a. a a a b a a ( a a a a - CPC, a a ,a .F a a b ,a a ; a a (a a a a a b ). 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T IAB a a a a a a a a bb . a a a a ( a )a Ga a a (a a a , a a ,a a ). a A a a b b a a a a a . aa O [1] S I :// a a . ab. a a A / ab_ a ,a , B a A U G _a _ _ . a a /1421/1443/1452. 18.7 C me P ling and Beha i al Ta ge ing Lea ning Objec i e 1. B a a a a a a 2. U a a a . a b a ab a a. 3. R a a a A a a a ab Wb , a a a a a a a ,a a a a a a . a a a a.M - a a b , a a a b a a a a a a a b a a a b W bb b , . , a a b ,a a .Y b ( . ., . ), b a b a G , AOL, Ya !/B ). a a A IP a S a b a b a a a , a a a ab , a b a a . IBM a IP a a , a , T I L A B W . T a a a a a , , IP ,a a a a ( . ., . A IP a a C a ba ,C a H 5 30 [1] a a a a a a a a .D b C a a M ,J Na , a b a a a . [2] ba a a C a a ,b a M M a T b ab a a B Ma a a .V a a b S a E W a b a a : Ha e I ee B S a a .F I b 1 a ba a M a. T a I ,b ,G ,F . , , Sa a ; a a ,a a a a a a , a a a C a a b A ,a : a b bef e? :N . : The a e hi i e ei ec g i e f T Wb i g f . be a a a b b .I a a , a a e, a a a , a ie). I b a b .U a b a , a a a.A a a b b a a a a Ya ! a ,a a b , b bef e? a a a a .T a b , ,a a a a a .T a T a a (ca ed a c b a .T Ha e I ee G a d e e a a b b a a W b. V a a a (a a a a a a a ba a a a , Ye , a a . , a ), a a , a - ? a , a G a D C a a a a a N . G .R a a a a a a b .A b a a b a ID a b b a a a a a a . a a , a a .B a b W bb a a a b a a a T - a b a a B a b A a a , a a b a a P a a a ac i g c a .B b ie ), a . a ,a a a . ab a , ,a a .V . a , a S , ! a a a ,a , a a a a a . Ta a a ,a W bB a !I a ! FIGURE 18.9 a a , a a - a a b . ( a b a b .S .S b a , a a , ,a a A a a a A b b a b b a b a [3] a a The P efe e ce e i g i c ie f e e a ad e Ma age e . B Web b e a ee i c ie . Thi b , edia i e , a d he U i e i f Mi e a Ca Wha If I D n Wan a C I a , a W bb a , b a a a b a kie! b b , , a .O a a .T a a b W I b a ,a a a a b a a (a b a b a a a a b , a a ), aa a , a , ,a b a b ab ,b a .A b a e ha ecei ed Sch f a a . a b a , a a a .S IP a W -F a a , IP a a ab b b a a a a .C a a a a a aa a a .Y a .U b a .) S a a a - b , . (O PC Big Da a Anal ic : E en f G G a A a .T ,a a ba b a a a a a ,a a , a , - a a , a aa a ,a a b a a a a a a a FIGURE 18.10 G A a ), a a a ( a a a b ), , .), a .A a a .G b b ,a , b a a a a a a A a S SEO, SEM, a aa a b a a . a , . Sa a aa a a ab a . [4] a a he Li le G a U a a aa a , .T a a a b a a Wb a a (a b a . , I .T a a a a a a a a a b - a a a a a a ( a ,a a aa a / , a aa aa a a a 80 , S :G . 2017 G A , M bile B Land ca e f P M b T I .A ing, and Defa l Se ing : The Shif ing ling Techn l g a ,a a b a A . a .G A ID; A a ). T a a W b-ba a a -a a IDFA (I a a a a a a - . b a ,b b a b a a a a a. A Sa a b ab a b a a OS, A a ab A b a - a a a a b a a ,a a .T a Sa a a 50 ab a a W b a a a b a , a b . a a . [5] M E b I a . [6] -ba A a a a a b b a MAC ( aa )a . T MAC a a a a ba ( a a a IP a ). A , a , ab , a a a a MAC a . Ma a MAC a W -F ab a [7] a . I OS8, A b a a MAC b W -F b a , a b a MAC b a a a a .A a a -ba a a B a , B a ( MAC a ) a b b a a . Ta a b ,a , a , a a a a a a a a a a a ab a a a a a a ,a a . [8] A a ,a , , ,a a a a .I a a a . , a a b a a a - a a a a a a b G .O a a a a ,a a a Ke Takea a T a b IP a , a , Wb a ,a a W bb b a a a a a a a Wb , ,a a a , , a a a a a a b . A IP a a a a a ), a a a aba I a a a a ( a a b a a a a , ,a a . A a b a Wb b , a a b W ba . T b a ,a a b a W bb - a a a b R a a b a C a ; , a a b-ba G .F a a a a ab a a b a a , a a , . a a a b a a , a a -ba a a a b a b a a M b b a A a ( a ), b A a , a ,a a a .G a a . a a a a .A a a MAC a ,a b .A a . a ,a a a a a a a a a a a . Q e i n and E e ci e 1. G a ,b ab a , a a b a a . 2. D b IBM a .W a a ? 3. 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G Fa 18.8 P ling and P i ac Lea ning Objec i e 1. U a a - a a a a 2. B a a b a 3. K G a a A S .F a a a a a a A a ba [2] O a a a a a G a a ,a a . a b , a , N ,G a S , a , a G . a a . 4. K G . a - a W a a . a a b a a a a a a K a a a a b .A S a a a a a a a ? -ba a b a [1] ba F a , a G , b a .A , a b a a A S ,a . C - a a a a,b a a , .A b F b a US a a a b a , a ,a a .T a [3] ab $1 a . I G a a a , a a a a a .I a a Fa b ,G a A ,a a a - a a .I G a b a a - a a , a a a a a a .I a a a ,b ,a a a - a a a a ( a a - a a a a , b ), a a Sa a b a b a .T a a a - , a a a a a a ,a a , a .I a a a a .O A G a a 15 20 b a a a ,a a a - a P ,b a , a a a a ROI a .H D VP a a aa a a a . [4] Ta a a Ta b - a a a [5] 2014 a a . W a a b a a a a M a a a b a a Wb , a a a ( a a a a I FIGURE 18.11 E a U I , a , a . T US F a - ) a a .A . Ta b G .N a a Ta ba C a a a a a. 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M 2009. , O B a ,J 3, 2009. , AG 12, 2009. , W a G a Ta G Ta N K ab P b F a C Y , C , Ne Y e d, Ma 11, [9] M. H Ti e , N , BITS; G b 9, 2009. [10] R. M 11, 2009. [11] P :// , W a G a . [12] R. M 11, 2009. P . [16] A. O Wa hi g S a [17] D. G a , Ma Ma 18, 2011. [18] T. K a , G S b 14, 2010. a B S a 7, 2009. Y S :G ,F b a B a E [21] C. T F A , Fa b a G P a , G a dia , J b a C. Ka , G , Wa hi g P L :H a F a P T 7, 2013. d, Ma A Y D M 22, 2010. I U P A P I e C Fa F [19] D. Ba , G , Sa a , a O Wa hi g P , F b a 22, 2012. [20] D. R S a d, Ma 11, 2012). Y , C C a A 23, 2010. F e J ab , K Y B Y a , The Ha a d C i P , Ne Y Y , C (a P a P 1, 2012. , G ,O b S , K P a ch, Ma aB ab , G / , W a G [14] J. K a , G P , TechC U K / [13] C. B , G O , eWee , Ma [15] A. G R P L P a Da a, , CNN, B a , CNET, a D Wa -U Ca , N K C a U.S. Ga O ,J 18, 2013. P ,C [22] R. M 11, 2009. , W a G [23] A. B a , J R , CNET, Ma K ab :G M 17, 2006. Y , C G [24] D. R , G A C a S , G a dia , Ma 20, 2011. F , E a F [29] R. S Wi ed Ne , T C a ' B i e , O B a ,J 3, 2009. R d, Ma A G a E- a (G b F [27] J. P a O. T , T D , Re/c de, Ma 21, 2014. [28] D. S 'Y a L I [25] L. S a a a , N E L M i g Si ic Va e , Ma 20, 2009. [26] E. W 2014. e S )V , G , USA T da , J 30, R R A Pa ' I ide , F b. 11, 2015. a Ta d Ta b F a a: ,C , 18.9 Sea ch Engine , Ad Ne k , and F a d Lea ning Objec i e 1. B ab a a ,a a a a . 2. U a T a a b a a , a b a a - a ,a a .O a , a a a a . a S ,a . a a , a a .T a a a a a - - a ab a a a a , b a a .B a a a a a a ,a - a ,a , a a . S a a a a a : E ichi g a CPC a E ichi g i e i a (a a a b a . fa d a a ) ba a a b a ba ,a CPM a . De e i g c ic f a d a b . a De e i g i e i fa d a a a CPM a b a a a a b . Ra -ba ed i e i fa d a , a a a a a a a a a ( a ,a a a a Di ba i g f a d a Li a a a b b a a a a a a a a a b ba . f a d (a b a a b a a de i g ,a ba a Ke ( ba d a f g a a a ba a a a a a a.T a .T ) a a a , b a b b a . a a CPC b a a a b b a, i fa i g) a a , a . a a a a a a ) a b b a , a a - a a a . 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Ca , I a , B i e :S b a Ga T 2: H 4, 2014. a UC I M I T [61] R. A a , R :Y T b C W C , A Tech ica, Ma 24, 2016. [62] R. W , Y T b :1B J a , F b. 25, 2015. V b aL ,N P [63] G. S a , G D a Pa Y T b , AdAge, Ma 20, 2018. F Fa a P , The Wa S ee N , S a [64] R. W , Y T b S a L a Pa H M M H C a Ha Ea I E b H , M C .H e , Ja . 2, 2018. [65] B. S a , Y T b R O H Ma , Hi H Wi ed, A 8M V 24, 2018. 3M [66] C. Ga b a , G N I , The Ve ge, Ma a a 20, 2018. a [67] F. La , Sa b TechC ch, F b. 20, 2018. A [68] A. Ba a R. S , G Ta a , The Wa S ee J M O A a,J 5, 2015. [69] C. M Ga , H G MacW d, Ma 29, 2015. [70] C. M [71] L. Ga 2015. , G a a M , G A C [72] S. H , A Gi d , Ma 29, 2015. Pa a Pa G Pa , M b A Pa , Pa , Wi ed, Ma 28, 2015. B .G S A A B a I C Wa , Re/c de, Ma 27, :W a' D ? [73] D. P , G , Wi ed, Ma +, a 2, 2015. , a ,b G a a [74] D. P , G , Wi ed, Ma +, a 2, 2015. , a ,b G a a [75] S. F , T R a B i e Wee , F b. 5, 2015. [76] M. S , G D a U [77] R. N a , G P , CNET, Ja a S a K Ja 14, 2009. [78] C. C. M a N. B Ti e , N b 13, 2011. [79] D. G a , G L 2009 T S T S a C Lab a ,N a a , Gee Wi e, A [82] S. T b , C a a CNe , A 27, 2015. [83] P. Ca a G aF [84] D. P 11, 2014. [85] C. Ma , F US b , A G a b C , Re e , Ja . 19, 2015. , G N , Fa G e, J 12, 2015. S a BBC Ne ba , N R , , Ma 13, 2009. b W (Ba Y ,J [80] D. M , G M B a Wa (V ), E gadge , Ma 11, 2011. [81] T. K a , G a ab , ,D , G I .P G ,O D a , Ne Y A aa 4, 2009). :W a I I a M H I W b Q1 a 23, 2018. A a, M S a , b P O The Wa hi g a , a , P ,D . a Table f C n en I a Ab A A D P S a a 1. S Sa :T a 1.1. T &#8217; T La a 1.2. I &#8217; Y 1.3. G T 1.4. T S A a : Ra E a C a B R U &#8212;T Pa M I E a Y &#8217; N I 2. S a S a T :C a Fa ,a T A 2.1. I 2.2. P 2.3. Ba 2.4. K F a A a a R E ,T :T F F I C 3. Za a: Fa Fa Sa S 3.1. I 3.2. D &#8217; G W a C Wa 3.3. M F a , Ga Da a&#8212;Ma &a ; S I Fa ! S a Ba 4. N B T A :S a L a a E a :C a K S A 4.1. I 4.2. A I: Da Ma D a 4.3. A II: N B G a S Ma A A DVD-b S a B 5. 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