Cover Story Web 2.0: New Collaborative Tools for Business Excellence 5. Article Looking Back: Alan Turing- The Father of Computer Science 8

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1 ISSN X Volume No. 36 Issue No. 10 January 2013 ` 50/- Cover Story Web 2.0: New Collaborative Tools for Business Excellence 5 Article Looking Back: Alan Turing- The Father of Computer Science 8 Article The Online Identity Crisis 10 Article Genesis of Aakash 2 21 Security Corner Information Security» Can You Keep Your s Secret? Lawfully? 26 CSI Communications January 2013 A

2 TM Join The Open Group Events How does Enterprise Architecture (EA) Transform an Enterprise? Mumbai February 18-19, 2013 New Delhi February 21-22, 2013 Industry Verticals & Topics Learn what organizations in these industry verticals are doing to stay progressive and relevant: Banking, Financial Services, Insurance Retail/Manufacturing Telecom, Media, and Entertainment Travel, Tourism, and Hospitality Government Topics include: Enterprise Architecture, TOGAF, ArchiMate, Cybersceurity, Security Architecture, Cloud, Big Data, Professional Development. At these events, you will learn: About business solutions, best practices, case studies, and current trends How EA facilitates Enterprise Transformation within IT How EA can create a foundation for Enterprise Transformation which business managers can understand and use to their advantage How EA can help the enterprise successfully adapt to disruptive technologies like Cloud Computing and ubiquitous mobile access About transformation management principles making the whole process more a matter of design than chance Visit the event web sites for further details and to register: Use promotion code YMMOVA for preferential rates to attend these events. Leading the development of open,

3 CSI Communications Contents Volume No. 36 Issue No. 10 January 2013 Editorial Board Chief Editor Dr. R M Sonar Editors Dr. Debasish Jana Dr. Achuthsankar Nair Resident Editor Mrs. Jayshree Dhere Published by Executive Secretary Mr. Suchit Gogwekar For Computer Society of India Design, Print and Dispatch by CyberMedia Services Limited 5 8 Looking Cover Story Web 2.0: New Collaborative Tools for Business Excellence Dr. Sudhanshu Joshi and Dr. Manu Sharma Articles Back: Alan Turing- The Father of Computer Science Vivek Kulkarni The Online Identity Crisis Viraat Kothare What Do You Need to Know to Be a Cybersecurity Professional? Avinash Kadam Making Big Data Work to Solve Big Problems Suryateja Tadigadapa Genesis of Aakash 2 Kannan M Moudgalya & D B Phatak and N K Sinha & Pradeep Varma Practitioner Workbench Programming.Tips()» Fun with C Programs Wallace Jacob Programming.Learn ( Python )» Regular Expression of Python Umesh P Security Corner Information Security» Can You Keep Your s Secret? Lawfully? Adv. Prashant Mali IT Act 2000» Prof. IT Law in Conversation with Mr. IT Executive How policies, implementation mechanisms, and training bridge the gap between the law and technology Issue No. 10 Mr. Subramaniam Vutha HR Job Satisfaction: What Is It? Dr. Manish Godse Please note: CSI Communications is published by Computer Society of India, a non-profit organization. Views and opinions expressed in the CSI Communications are those of individual authors, contributors and advertisers and they may differ from policies and official statements of CSI. These should not be construed as legal or professional advice. The CSI, the publisher, the editors and the contributors are not responsible for any decisions taken by readers on the basis of these views and opinions. Although every care is being taken to ensure genuineness of the writings in this publication, CSI Communications does not attest to the originality of the respective authors content CSI. All rights reserved. Instructors are permitted to photocopy isolated articles for non-commercial classroom use without fee. For any other copying, reprint or republication, permission must be obtained in writing from the Society. Copying for other than personal use or internal reference, or of articles or columns not owned by the Society without explicit permission of the Society or the copyright owner is strictly prohibited. PLUS IT.Yesterday(): CSI The Early Days Sarwottam Thakur 30 Brain Teaser Dr. Debasish Jana 32 Ask an Expert Dr. Debasish Jana 33 Happenings@ICT: ICT News Briefs in December 2012 H R Mohan 34 On the Shelf! Book Review» Mrs Jayshree A Dhere 35 CSI Report R K Bagga 36 CSI Report Ranga Rajagopal 37 CSI News 41 Published by Suchit Gogwekar for Computer Society of India at Unit No. 3, 4th Floor, Samruddhi Venture Park, MIDC, Andheri (E), Mumbai Tel. : Fax : hq@csi-india.org Printed at GP Offset Pvt. Ltd., Mumbai CSI Communications January

4 Know Your CSI Executive Committee ( /14)» President Vice-President Hon. Secretary Mr. Satish Babu Prof. S V Raghavan Mr. S Ramanathan president@csi-india.org vp@csi-india.org secretary@csi-india.org Hon. Treasurer Immd. Past President Mr. V L Mehta Mr. M D Agrawal treasurer@csi-india.org ipp@csi-india.org Nomination Committee ( ) Dr. D D Sarma Mr. Bipin V Mehta Mr. Subimal Kundu Regional Vice-Presidents Region - I Region - II Region - III Region - IV Mr. R K Vyas Prof. Dipti Prasad Mukherjee Mr. Anil Srivastava Mr. Sanjeev Kumar Delhi, Punjab, Haryana, Himachal Assam, Bihar, West Bengal, Gujarat, Madhya Pradesh, Jharkhand, Chattisgarh, Pradesh, Jammu & Kashmir, North Eastern States Rajasthan and other areas Orissa and other areas in Uttar Pradesh, Uttaranchal and and other areas in in Western India Central & South other areas in Northern India. East & North East India rvp3@csi-india.org Eastern India rvp1@csi-india.org rvp2@csi-india.org rvp4@csi-india.org Region - V Region - VI Region - VII Region - VIII Prof. D B V Sarma Mr. C G Sahasrabudhe Mr. Ramasamy S Mr. Pramit Makoday Karnataka and Andhra Pradesh Maharashtra and Goa Tamil Nadu, Pondicherry, International Members rvp5@csi-india.org rvp6@csi-india.org Andaman and Nicobar, rvp8@csi-india.org Kerala, Lakshadweep rvp7@csi-india.org Division Chairpersons, National Student Coordinator & Publication Committee Chairman Division-I : Hardware ( ) Division-II : Software ( ) Division-III : Applications ( ) National Student Coordinator Dr. C R Chakravarthy Dr. T V Gopal Dr. Debesh Das Mr. Ranga Raj Gopal div1@csi-india.org div2@csi-india.org div3@csi-india.org Division-IV : Communications Division-V : Education and Research Publication Committee ( ) ( ) Chairman Mr. Sanjay Mohapatra Prof. R P Soni Prof. R K Shyamsundar div4@csi-india.org div5@csi-india.org Important links on CSI website» Structure & Organisation National, Regional & State Students Coordinators Statutory Committees Collaborations Join Now - Renew Membership Member Eligibility Member Benefits Subscription Fees Forms Download BABA Scheme Publications CSI Communications* Adhyayan* R & D Projects Technical Papers Tutorials Course Curriculum Training Program (CSI Education Products) enewsletter* Current Issue Archives Policy Guidelines Events President s Desk * Access is for CSI members only. Important Contact Details» For queries, correspondence regarding Membership, contact helpdesk@csi-india.org CSI Divisions and their respective web links Division-Hardware Division Software Division Application Division Communications Division Education and Research List of SIGs and their respective web links SIG-Artificial Intelligence SIG-eGovernance SIG-FOSS SIG-Software Engineering SIG-DATA SIG-Distributed Systems SIG-Humane Computing SIG-Information Security SIG-Web 2.0 and SNS SIG-BVIT SIG-WNs SIG-Green IT SIG-HPC SIG-TSSR Other Links - Forums Blogs Communities* CSI Chapters Calendar of Events CSI Communications January

5 President s Message Satish Babu From : president@csi-india.org Subject : President s Desk Date : 1st January, 2013 Dear Members At the outset, I wish you the very best for 2013! As we enter the last quarter of the year, it s perhaps time to take stock of our progress so far, and take corrective action, if necessary, to achieve our targets. It is also a time to plan for the major events of the next financial year. We have had a very successful CSI Annual Convention last month at Kolkata. It is my pleasure to inform you that the 2013 Annual Convention has been awarded to CSI Vishakhapatnam Chapter. Since it is the first time that the Chapter will be organizing the Annual Convention, I wish the chapter leaders success in this endeavor and also commit that all the necessary assistance from the CSI HQ will be forthcoming. I had the pleasure of attending the 9th International Conference on e-governance (ICEG 2012) co-organized by the Special Interest Group on e-governance (CSI-SIG-eGov) at SCMS, Kochi, during Dec. The Conference brought out the challenges facing e-governance today in different parts of the country after over a decade of focused efforts. I would like to congratulate the host institution as well as the organizers, in particular the leaders of CSI-SIG-eGov, for organizing an excellent event. At the international level, December was a much-awaited month on account of the World Conference on International Telecommunications (WCIT 2012), organized by the International Telecommunications Union (ITU) at Dubai. The conference had the objective of reviewing the International Telecommunication Regulations (ITRs), which serve as the binding global legal instrument designed to facilitate international inter-operations of information and communication services. With the last review of ITRs taking place in 1988, and the intervening years have seen a revolution in ICTs, the conference attracted a significant amount of attention. However, the most compelling reason why civil society groups across the world were anxiously awaiting the event was related to the efforts by some Governments to bring in new regulations that would impose Governmental controls over the Internet. There were protests and widespread debates in different parts of the world on what was commonly perceived to be threats to the freedom of the Internet by this move. On the other hand, some also perceived the control of some of the Critical Internet Resources a name applied to a set of resources such as the Domain Name System, IP addresses and root servers by the US Government, as unnecessary and inequitable, especially as Internet evolves into a global information infrastructure of utility to all countries. As the dust settles on the event, it is far from clear as to what it has achieved. Some countries led by the US walked out of the last part of the Conference citing their irreconcilable differences with the outcome document of the conference, for several reasons such as the need for protection of Freedom of Expression on the Internet. Out of the total 193 attending countries, over 50 countries, including India and the US, have not signed the conference outcome document. The proposals to bring in more controls over the functioning of the Internet have been shelved (at least temporarily), much to the relief of civil society organizations across the world. An important consideration in the governance of a global infrastructure such as the Internet is that there are multiple stakeholders, such as civil society, business, the technical & engineering community, as well as Governments, who need to be consulted. For this, a multistakeholder consultative approach, as promoted by the Internet Governance Forum (IGF) for the last 6 years, seems to be most appropriate, in comparison with purely legalistic approaches. This brings us to another related question that has already been raised earlier in this column: is it time to think of a brand new, outof-the-box piece of legislation such as a Universal Declaration of Internet Rights? Although it sounds somewhat far-fetched at this time, it is important for the international community to attempt a consensus on this matter. Interestingly, I am back in the great city of Kolkata again, a month after the CSI Annual Convention, to deliver the Platinum Jubilee Keynote of the ICT track at the 100th Indian Science Congress. I will be speaking on Innovation and Open Source: Future Directions for India, wherein I propose to present the need for an innovation-friendly approach for the future, and how Open Source can stimulate and support innovation, both in computational technologies as well for broader social innovation. I believe that a uniquely Indian model of innovationdriven, socially responsible enterprise can be developed by leveraging the power of Open Source thinking. I believe this to be an important component of an equitable employment model for India in the 21st Century. Jai Hind! Satish Babu President CSI Communications January

6 Editorial Rajendra M Sonar, Achuthsankar S Nair, Debasish Jana and Jayshree Dhere Editors Dear Fellow CSI Members, Very warm welcome to all of you to CSI Communications Knowledge Digest for IT Community - January 2013 issue. At the outset, we wish you a very happy and prosperous new year 2013 ahead. The new year s first issue was announced to have Enterprise 2.0 as the cover theme. In recent years we have witnessed that Web has evolved from more of static and one-way communication form of early 1990s to a more of people-web form, which is a shared and collaborative web. Emergence of social networking websites like Facebook and Linkedin, collaborative efforts like Wikipedia made people change the name of Web to Web 2.0. Web has become world s knowledge-sharing, collaborative, and computing platform. Firms are trying to take advantage of Web 2.0 and related technologies within the organization called Enterprise 2.0. Hence, Enterprise 2.0 was planned as cover story theme for this issue. However, we have hardly received any articles on this theme. In recent years we have witnessed that Web has evolved from more of static and one-way communication form of early 1990s to a more of people-web form, which is a shared and collaborative web. Emergence of social networking websites like Facebook and Linkedin, collaborative efforts like Wikipedia made people change the name of Web to Web 2.0. We begin this issue with cover story by Dr. Sudhanshu Joshi, Incharge Information Technology, Doon University, Dehradun and Dr. Manu Sharma, Assistant Professor, School of Management, Institute of Management Studies, Dehradun on Web 2.0: New Collaborative Tools for Business Excellence. They discuss and focus on Web 2.0 technologies and social media, how these have become topic of interest for many firms, why it is essential for the firms to understand how social media can be used in a business context and what benefits it brings in, how social media impacts the way firms operate and how the firms need to have Web 2.0 strategies in dynamic business environment. We have five articles in the article section, starting with article on Alan Turing titled Looking Back: Alan Turing-The Father of Computer Science by Vivek Kulkarni, Principal Architect - LABS, Persistent Systems. Mr. Vivek has taken great amount of efforts in compiling this article on Alan Turing from many sources. Second article we have by Viraat Kothare, Director, Deluxe Elite Info Solutions Pvt Ltd, Mumbai: The Online Identity Crisis introduces the readers to virtual online identities, its current scenarios, and the pain points of an end user. He discusses case studies created through their own research, who are the current market players who have created few niche apps around online identities, provide a solution through research that takes care of various pain points, and also talk about related technology and revenue models and business strategies. We are beginning article series on career opportunities in computer security domain that can help the budding computing professionals and students, who want to make their career in this field. We have the first article in this series by CSI-C regular contributor Avinash Kadam, Advisor to the ISACA India Task Force. He has written on What Do You Need to Know to Be a Cybersecurity Professional? He starts with introduction to who is hacker/attacker and mentions about various job profiles of cyber security professionals and how one can prepare himself or herself for such career. There is also an article titled Making Big Data Work to Solve Big Problems by Suryateja Tadigadapa, who is interestingly a junior college student. He highlights how the nature of data has changed in today s computing world and what technologies are useful for handling it. Akash tablet has been in news for few months now, and Prof. Kannan M Moudgalya & Prof. D B Phatak of IIT Bombay, Narendra K Sinha (IAS) & Pradeep Varma (IT Professional and Entrepreneur) of National Mission on Education Through ICT, MHRD have written an article on Genesis of Aakash 2. They mention that IIT Bombay has demonstrated that the idea of Aakash is eminently viable, and IIT Bombay has been playing significant role in creating a large number of educational applications locally and also by co-opting students and faculty members of many colleges from all over the country. Towards the end they mention about Aakash 3 likely to come out in about a year s time after Aakash 2 and that it will be a much bigger order (expected to be of the 5 million) compared to Akash 2 and is expected to deliver a lot more for the same price. In Practitioner Work Bench section we have two articles, first one: Fun with C Programs under Programming.Tips() by Prof. Wallace Jacob, Sr. Asst. Prof. at Tolani Maritime Institute and second one: Regular Expression of Python by Prof. Umesh P, Department of Computational Biology and Bioinformatics, University of Kerala under Programming. Learn ( Python ). Security Corner column has two sections one on Information Security and the other on IT Act 200 we have two articles from our regular contributors. The first section contains an article on Can You Keep Your s Secret? Lawfully? by Adv Prashant Mali, Cyber Security & Cyber Law Expert. In the second section we have an article written by Adv Subramaniam Vutha in the form a dialogue between professor Web has become world s knowledge-sharing, collaborative, and computing platform. Firms are trying to take advantage of Web 2.0 and related technologies within the organization called Enterprise 2.0. of IT Law and an IT executive, and this time the dialogue topic is How policies, implementation mechanisms, and training bridge the gap between the law and technology. In HR section, Dr. Manish Godse writes about Job Satisfaction: What Is It? In the article, he explains job satisfaction, factors contributing to that and how to measure it. He mentions what path an employee follows when he or she is not satisfied. In IT.Yesterday(), we have an interesting write-up on CSI The Early Days which takes the readers almost 50 years back by Dr. Sarwottam Thakur, Former Hon. Secretary of CSI. He mentions that when CSI was formed it had members who were mainly Computer Scientists from academic and government institutions and there were hardly ten computers in India. The write-up narrates a lot of stories about CSI, its evolution and various people who had been and have been associated with the same. There are other regular features such as Brain Teaser, Ask an Expert and ICT News Brief in December 2012 in Happening@ICT and CSI reports, chapter and student branch news, CSI reports and various calls. We have received a book titled: Practical Apache Struts2 Web 2.0 Projects and it is reviewed by Jayshree Dhere, resident editor CSI-C under On the Shelf! section. Remember we look forward to receiving your feedback, contributions and replies as usual at csic@csi-india.org. With warm regards, Rajendra M Sonar, Achuthsankar S Nair, Debasish Jana and Jayshree Dhere Editors CSI Communications January

7 Cover Story Dr. Sudhanshu Joshi* and Dr. Manu Sharma** *Incharge Information Technology, Doon University, Dehradun **Assistant Professor, School of Management, Institute of Management Studies, Dehradun Web 2.0: New Collaborative Tools for Business Excellence Introduction In the era of knowledge economy, the emergence of information and communication technologies are crucial for the success of the organization. Business models have started shifting towards collaboration and community involvement. Organizations create scope to allow information and knowledge to flow in and out of the organization, which would stimulate creation of knowledge and innovation. This approach is effectively gained through web 2.0 technologies and their underlying concepts, which values collective intelligence and collaboration. Web 2.0 technologies can help improve collaboration and communication within most companies. The companies are increasingly recognizing the potential value in related to usage of Web 2.0 in a business context, however, research on using Web 2.0 in organization is still in its infancy (Saldanha and Krishna, 2010). Considering the impact of using social media, both internal and external implications for company operations is required to explore. Our discussion in this article will be on how social media used to enable innovation practices in company internal operations as well as external stakeholders. Social Media tools are being used for content generation, community building and harnessing information (Vuori, 2012). Social media can be used within employees and among supply chain partners (Chui et al., 2009). Essential Web 2.0 technologies include blogs, wikis and interactive platforms (Ahlqvist et al., 2010). Blogs and Wikis enable exchange of information and facilitate collaborative authoring and information exchange (Kaplan and Haenlein, 2010; Majchrzak et al., 2006). In 2006, Howe (Howe, 2006) coined the term Crowdsourcing to describe company efforts to outsource an activity to the crowds, representing an entirely new business model, The premise in crowd sourcing is using collective intelligence, i.e., the wisdom of the crowds (Surowiecki, 2004). Crowdsourcing can be regarded as a practice of open innovation where a company regards its customer and end-users as source of innovation, tapping into their innovative, tapping into their innovative capabilities in a systematic way (Leimeister et al., 2009). At firm level, social media has become a perspective set of tools that can be use for evaluating the performance of existing business processes, to evaluate the state of internally focused as well externally focused processes and their applications (Vuori, 2012) [Table 1]. As per McKinsey Quarterly, in global survey (McKinsey, 2011), companies worldwide are implementing these tools for a wide range of purposes, the most common area of application being internal operations and their reengineering followed by interfacing with customers and business partners in the supply chain or supply chain redesign. In recent past, Web technology has gained strategic importance; it is evidently proved that the traditional firms feel difficult to adopt the new business growth model based on disruptive innovations through web technologies. Rather, they don t know how to build a new business model to remain competitive in the market place (Johnson et al., 2008). The internet and digital technologies have created new opportunities for firms to create value (Lumpkin and Dess, 2004). The phenomenon of web 2.0 technologies has led many traditional as well digital firms to successfully adjust their web-strategy by adopting web 2.0 concept for sustainable competitive advantage and to reach their objectives. Traditional firms as well, blend their business model in obtain the benefits of web 2.0 services. An effective web-strategy must be the right alignment between organization s business strategy, Internally focused applications objectives, resources and capabilities as well as with the industry trends and technological changes. High Velocity Business Environment and Web 2.0 as Strategy Web-enabled business models comes under high velocity environment, due to dynamic nature of markets, which are very sensitive towards changes in demand, competition, regulation and technology. With recent technological changes and phenomenal emergence of Web 2.0 and its applications, firms are now more inclined towards incorporating Web 2.0 in to their business model or developing a new business model to keep pace with the changes in the high velocity environment. Considering web 2.0 involvement in high velocity business environment along with customer intimacy, level of operations and product/ process leadership, a framework was being developed (Vijay et al, 2011). There exist four forces behind web 2.0 Phenomenon including Social Networking; Interaction Orientation; Personalization/ Customization and User- Added Value (M.S. Yadav, and Varadarajan, P.R., 2005) [Fig. 1]. With the evolvement of technology and changes in customer preferences, Web 2.0 forces become inevitable, closely linked and contribute to the evolvement of activities for successful business firm. [Table 2] Discussion As web 2.0 technologies and social media have become topic of interest for many companies, it is essential to understand how social media can be used in a business context. Due to emergence of Web2.0 tools in to the business Externally focused applications Communication Blogs, Discussion Forums Blogs, micro blogging, social networking, online broadcasting Collaboration Connecting Internal idea crowd-sourcing service Internal networking site, corporate wikis External idea crowd-sourcing service Customer forums, on-line communities, virtual worlds (Source: Vuori, 2012) Table 1: Internal and external focused business applica ons CSI Communications January

8 SOCIAL NETWORKING Customer power E-word of mouth Social identity Social trust Customer centricity User generated content Interaction configuration processes; it also affects the business model and leads to its restructuring. The Classification of social media use is deployed to highlight the possible INTERACTION ORIENTATION Web 2.0 User generated creativity Customer response User generated innovation USER ADDED VALUE Fig. 1: Business scenario for Web 2.0 Cooperative value Personal customization Group customization Social customization User generated revenue/contract CUSTOMIZATION/ PERSONALIZATION implications for company operations, and the human factor is emphasized in system adoption and use. Challenge related to social media implementation (Vuori, M., 2012). Many fortune 500 companies are now actively embracing Web 2.0 tools, among the major benefits; they cite increased collaboration, a democracy of talents, and a corporate culture of trust and potential productivity gains. Out of the past academic research and business practices, the following Critical success factors (CSF) are identified and reviewed, for effective and easy adoption of new business model by a global firm, including: (1) Devising strategy for blending social tools into business Process: Develop a strategic, evidence-based approach, integrating existing activities and communications strategies. (2) Awareness generation: Educate managers by raising awareness of what Web 2.0 technologies are available, the opportunities they offer and the risks they raise. (3) Inculcating Social Technology in the mind of users: Develop a code of conduct and toolkit for the use of Web 2.0, proving a clear steer to employees and managers on the use of social media for work and personal use. (4) Evaluation of the action plans: Learn to listen by adopting focused and sustained efforts to understand, map and track the use of relevant Web 2.0 technologies. Regularly evaluate the use and effectiveness of Web 2.0 technologies in the firm. (5) Learn by experience: Set out a business case for using Web 2.0 technologies, including a phased implementation of access to social media tools. (6) Unique technology selection: Avoid replication by engaging with existing technologies before developing in-house ones. Factor Social Networking Interaction Orientation User-added value Customization/Personalization (Source: Wirtz, 2010) Activity Build social networking site- e.g., by creating blogs, forums and chats for your website activity. Check and comment on postings on networks (e.g., review platforms) Present your company on relevant social networking platforms. Be highly responsive and available 24 hours. Provide users a reward for interaction social status Encourage positive and negative feedback. Integrate the following tools on your website: user reviews, user-generated information (wikis), media uploads (video etc.) Offer incentives User metadata that track clicks, recommendations, behaviour etc. Make good use of available user information as a base for customization efforts (e.g., build track profiles based on customer history) Focus on making customization/personalization easy to use. Table 2: Web 2.0 factors and ac vi es involved CSI Communications January

9 5 Design mechanism to capture value The broad adoption of social media tools has the potential to unleashed a huge transformation in the way companies operate, resulting in a wide range of benefits, such as enhanced collective knowledge, increased productivity, sharpened strategic focus and greater innovation. Web 2.0 adoption can transform the way companies operate. It may leads to different benefits to the business in global marketplace, so that internal resistance can be reduced at operation as well firm level, including: (a) Increased Collaboration: Mckinsey (McKinsey, 2011) found that when companies incorporate social media across their organizations information is shared more readily. For example, Cisco recently learned this through its deployment of a social networking product called Quad, which integrates with business and Internet content management systems and features instant messaging, Facebook style status updates and a task manager, The company is using social networks to build product and project management teams. (b) A Democracy of Talents: Web 2.0 software constructs open-ended platforms on which in theory m everybody is equal. Employees working in such a setting are much more likely to openly share ideas and information exclusively for the benefits of the organizational as a 4 1 Web 2.0 based technology selection and incorporation into Product/services Confirm available revenue streams Value Creation and Profit Maximization and Competitive Advantage 3 2 Extending benefits from technology to customers Identify market segments to be targeted Fig. 2: Business model redesign and Web 2.0 integra on whole- something very rare in hierarchical organizations. Social media tools, such as Wikis, have the potential to open up the process beyond the usual cronies and favorites who regularly get invited to closed-door meetings. (c) Corporate culture with Trust: With the rise of Web 2.0 corporations, workers at all levels of the organization have a much greater say in the day-to-day running of the company, while also enjoying the benefits of a corporate culture of openness and transparency. (d) Potential Productivity Gains: while many companies view social media as a time sink, the reality is that tools such as blogs, wikis, mashups and RSS feeds offer the potential to significantly increase productivity. (e) Recruitment: Through their social media peer groups on sites such as Facebook, Twitter and LinkedIn, employees can access more information to assess candidates for a vacant post. By encouraging employees to connect with their social media peer groups, companies will find recruiting not only an easier and cheaper task, but one that more often leads to a successful long-term hire. (f) Customer Relationships: Externally networked companies better understand what their customers want and are forging a dialogue with their customers throughout a product s life span. Building strong links with customer via social media can also sharpen a company s innovation and product development processes by allowing new ideas to be explored and tried out directly with customers. (g) Channeling the Best expertise: Sites such as LinkedIn and Twitter enable employees to draw on intellectual capital from both within and, vitally, outside their company. Twitter is particularly useful, as members of a network are often willing to retweet a request until it reaches someone in the know. (h) Channeling the best expertise: Sites such as LinkedIn and Twitter enable employees to draw on intellectual capital from both within and, vitally, outside their company. Twitter is particularly useful, as members of a network are often willing to retweet a request until it reach someone in the know. (i) Competitive Intelligence: Externally connected employees can use social networks. The web 2.0 revolution promises to become as important as driver of productivity growth as automation was in the 19th and 20th Centuries. Web 2.0 revolution will be about harassing social technologies to drive cultural changes within organizations. Conclusion Due to the increasing convergence of information technology, telecommunication and media has been one such significant change, business environmental disruption can cause fundamental changes in the business model landscape status quo, and particularly in Internet based businesses (Wijaya, 2011). The main use of social media were identified and conceptualized based on the past research. Internally, social media was used to for internal communication and knowledge transfer, to reach personnel and to conduct internal data idea crowd sourcing. Externally, social media can be use for enhancing communications related to the company brand, strengthen its competitive strength. By integrating web 2.0 into their day-to-day activities, companies can promote higher levels of collaboration, breaking down the organizational barrier that impedes information flows. As companies are exploring the various social media related applications and considering the related implications for their mainstream businesses, there are various opportunities for further research. Continued on Page 14 CSI Communications January

10 Article Vivek Kulkarni Principal Architect - LABS, Persistent Systems Looking Back: Alan Turing- The Father of Computer Science Computers: We use them every dayfrom education to games, offices, homes, banks, movie theaters and more.our ability to incorporate computers in our everyday lives is largely due to the contributions of one individual, Alan Turning.V Alan Turing, the founder of Computer Science, a mathematician, philosopher, code-breaker, was an extraordinary visionary of his time. His invention, the Universal Turing Machine laid the foundation for today s digital computers. We would not be where we are today without his contributions in computability theory. We often take for granted technological advances that make our day to day lives easier. Most times we attribute these contributions to people like Steve Jobs and Steve Wozniak; however, before the invention of the computer, it was necessary for someone needed to introduce the idea of the computer. On June 23, 1912 Alan Mathison Turing was born in an upper-middle class british family in Paddington, London [1]. In school, Turing s scientific talents were not appreciated by more conservative teachers, leading him to make science ashis extra-curricular passion. Often absorbed in his own ideas, Turing was criticized for his handwriting, struggled with English, and even in mathematics. Despite being an unconventional student, Turing won almost every possible prize for mathematics in addition to being amazing athlete. Two years after his graduation in 1936, Turing published his most important paper, On Computable Numbers, with an Application to the Entscheidungsproblem [2]. Entscheidungsproblem is the German word meaning decision problem, a challenge posed by David Hilbert in 1928, a proposition for an algorithm that decides whether a given mathematical statement is provable from the axioms using the rules of logic [3]. In this paper, Turing introduced what later became known as Turing machine, a hypothetical device capable of performing any mathematical function, ultimately laying the foundation for the concept of an algorithm (a set of instructions for the machine to follow). The most striking positive result concerning the capabilities of Turing Machines is the existence of Universal Turing Machines (UTM) [4]. The UTM is the machine capable of simulating any other Turing Machine; in essence a programmable computer. When a UTM is given a program (a description of another machine), it makes itself behave as if it is that machine while processing the input. Alonzo Church, whose work on Lambda Calculus intertwined with Turing's work in a formal theory of computation, also accepted Turing's claim in what is known as the Church s Turing Thesis. The basic idea is that Turing Machines capture the informal notion of effective method in logic and mathematics, and provide a precise definition of an algorithm or 'mechanical procedure'. Turing also put forth the concept of an unsolvable problem [5]. According to Turing,it is impossible to decide whether a Turing machine with a given table of instructions will output an infinite sequence of numbers [6]. This problem is referred as the Halting Problem and is incomputable. Subsequently, the concept of the Turing machine has become the foundation of the modern Theory of Computation, a theory central to Computer Science.In principle, Turing created the theoretical framework for computers in his paper, much before the first digital computer was built. Turing's 1945 report entitled "Proposed Electronic Calculator" gave the first relatively complete specification of an electronic stored-program generalpurpose digital computer [7]. His idea of a machine was called the Automatic Computing Engine (ACE).In the U.S., the first electronic stored-program digital computer was proposed by von Neumann in his report titled "First Draft of a Report on the EDVAC" in May 1945 [8]. EDVAC stands for Electronic Discrete Variable Automatic Computer. This paper achieved greater circulation and the computer architecture it outlined became known as the "von Neumann architecture" though it contained a little engineering detail.many people have acclaimed von Neumann as the "father of the computer" but he was well aware of the fundamental importance of Turing's paper of During the Second World War, Turingworked at Bletchley Park. It was the Britain s code-breaking centerwhere the brightest minds in the country including Gordon Welchman and Harold Keen collaborating to crack German ciphers. Together they invented the Bombe - a machine designed to break Enigma, the 1. Turing s Biography Formal system UTM is the machine capable of simulating any other Turing Machine. That means, it can simulate any algorithm possible. 5. Unsolvable problem is the one for which no algorithmic solution exists. 6. Halting problem Proposed Electronic Calculator CSI Communications January

11 German s primary method of encryption. It is believed that these efforts shortened the warby at least two years [9]. Turingbegan to consider the issue of artificial intelligence, formulating the famous Turing Test [10]. Introduced by Alan Turing in his 1950 paper, Computing Machinery and Intelligence, The Turing Test is anassessment of a machine's ability to exhibit intelligent behavior which opens with the words: "I propose to consider the question, 'Can machines think?'" [11] Since "thinking" is difficult to define, Turing chooses to replace the question by another, which is closely related to it and is expressed in relatively unambiguous words. Turing's new question was: "Are there imaginable digital computers which would do well in the imitation game?"in the years since 1950, the test has proven to be both highly influential and widely criticized, and it is an essential concept in the philosophy of artificial intelligence. Alan Turing died in 1954 at the age of forty-one, after which his work became forefront identifying him as the founder of Computer Science [12]. Main achievements of Alan Turing: Designed the paper model of the world's first digitalcomputer Discoverer of Turing Machine, 1935 Accepted as the inventor of Artificial Intelligence Awarded in 1945 for his wartime services He was one of the core team members who built The Bombe. Decoding the Enigma in 1942 He was the key team member which decoded the 'Fish' cipher The A. M. Turing Award is an annual prize given by the Association for Computing Machinery (ACM) to "an individual selected for contributions of a technical nature made to the computing community". It is stipulated that "The contributions should be of lasting and major technical importance to the computer field". The Turing Award is recognized as the highest distinction in Computer Science and considered as the Computer Science equivalent of a Nobel Prize will always be remembered as the Turing year as ACM A.M. Turing Award Winners came together for the first time, to honor the 100th Anniversary of Alan Turing and reflect on his contributions, as well as on the past and future of computing. As we look back on Alan Turning s contributions to the fields of Mathematics and Computer Science, it is hard not to think about his hypothetical reaction to our current lifestyle. Sure he may be thrilled with the computational capabilities of computers today, but he may as well be horrified with our personal dependence on mobile computing technologies. Was his love for artificial intelligence purely fantasy or are we beginning to push the ethical boundaries? It would have been magnificent for Turing to see his ideas become something tangible; we can only hope he would have embraced these advances. References / Sources: [1] ac.uk/history/biographies/turing. html [2] Entscheidungsproblem [3] archive/archive/p/p01/p01.php [4] history/machines/godfrey- VonNeumannComputerPlan.pdf [5] enigmabombe.htm [6] test [7] TuringArticle.html [8] Turing [9] ac.uk/history/biographies/turing. html [10] [11] scrapbook/computer.html [12] vonneumann.html [13] turing-machine/ [14] computing-history/ [15] technology [16] turing-machine/#5.2 [17] alan-turing-computing-pioneercodebreaker-gay-icon/ [18] hero/achievements/91/print [19] alan-turing-computing-pioneercodebreaker-gay-icon/ [20] Universal_Turing_machine [21] h ttp:// doc/ /von-neumann- Computer-Architecture [22] computer_topics/neumann.vs.turing. html [23] cfm?p=awardees [24] Neumann_architecture [25] technology n 9. The Enigma and the Bombe Turing test COMPUTING MACHINERY AND INTELLIGENCE Turing the father of computer science - About the Author Vivek Kulkarni is currently working as Principal Architect in Persistent Systems Ltd. He has a total experience of 18+ years in academia and software industry. He has served as a subject chairman for multiple subjects for the Board of Computer Engineering, University of Pune. He has written multiple books on Theory of Computation. He has also worked in organizations such as BMC Software, Symantec Corporation, and Tech-Mahindra. He is also one of the inventors for System and Method of Universal Programming Language Conversion, which has been internationally recognized and patented CSI Communications January

12 Article Viraat Kothare Director, Deluxe Elite Info Solutions Pvt Ltd, Mumbai India The Online Identity Crisis If you are not embarrassed by the first version of your product, you ve launched too late. Reid Hoffman Founder, LinkedIn Abstract: In this article, we will illustrate an introduction to virtual online identities, its current scenarios, and the pain points of an end user. The role of online virtual identities in today s world plays a major role in our real lives, as it identifies us being a part of a large advancing society, where we are bound to be a part of a popular community or channel in order to keep up with the latest trends and advancements in technology. Currently new startups, developers are more focused on building latest apps and platforms, thinking it would be an exciting platform for users, but sadly not much research & interest have really been focused on working around the existing apps & platforms wherein their content and its popularity is huge. Our objective is to showcase how we can take control & manage our vast ever growing online identities & resolve the current issues. We will also discuss the business models and strategies which can we worked around the online identity space along with scenarios. Keywords: Profiles; Aggregation; Social; Identity; Information. Introduction Since pre-historic times, we humans, have been socializing through different mediums such as; through meetings and gatherings at various events, seminars, public places, and recreational activities to share our joys, issues, current happenings in and around us, and exchange of thoughts that takes place through comments and feedback and as time passes by we tend to be part of a group or community whose ideas and thoughts are as same as ours, & we stick on to those group of people and interests clubs in terms of business or group activities and events which would help increase our knowledge both professionally and personally. At a point in time,. there were bath-houses and local community gatherings and public parks where people used to play various sports and events use to happen, but today all that has diminsihed. Role of Online Identities and Its Importance With the advent of the internet, improved communication, all these activities and socialization have taken a back seat, including offline activity of mingling with people visiting malls rather going to parks. People can now access any information at their fingertips or connect with anyone simply in a few minutes. Eventually, people have now started reinventing the term socialization, by working on methods which can save time and energy, and things which could be done manually offline; the same work can be achieved virtually within a matter of minutes. People have started to connect to other peers of same ideas and interests through online communities, started writing own feelings and expert information through blogs, expressing themselves with digital photos, uploading special moments, and events through online videos, shout what they did today or experience through status updates and wall messages which have become a recent fad and a addiction by being hooked on to these all sort of online activities. All these activities have to be achieved by accessing different places and locations, due to which people have created multiple identities of themselves in the virtual world which segregates them and other people in each place & location, as each location provides a different purpose and action for the user which lets them get connected to offline world scenarios in one form or the other. It s importance is that it allows to define who you are, what do you do, what are your feeling/thoughts, what are your expertize, sharing your emotions apart from the face there are % of people who are fake and provide information which they aren t related to, and that leads to further issues. There are some things which we are unable to express to people openly and share things, but by these new online platforms, each new platform allows people to create a distinguished identity to express themselves to their peers and to the world, about what they are good at and what they are doing. But all these activities, aren t at a single place, people have developed innumerable platforms with over the years for people to express themselves in any format which was available, due to which people started registering by creation of multiple user accounts for different purpose and work over the web, which we can see is a issue, wherein at some point of time due to time crunch, people are unable to manage all these activities in different mediums effectively over the time, as people are finding it difficult to keep a balance between both the online and offline world which we will discuss in detail in the next topic. Figure 1: Traditional and online interaction @N08/ /in/ photostream Issues Faced Currently with Online Identities in Our Findings As discussed above, that people have been registering themselves with many new and upcoming sites and platforms, it s very difficult to remember all online credentials unless the user is able to store all data at a central point, apart from it there s also possibility of data theft and online credentials can be accessed easily by 3rd party Apps/vendors..Users should not reveal too much information over the net about themselves and stick to only the information needed for that website/application as there are many stalkers, & people and marketers looking forward in getting sensitive and people data and use it for their own purpose. Another issue faced, is nowadays with many sites coming up with their own different purpose and feature, people need to remember the website names also, therefore due to website like Digg ( Stumble upon ( allow users to bookmark site for quick reference afterwards, but what the people actually missing is the accessibility and CSI Communications January

13 time consumption is increased as the bookmarks start getting increased. In the early days of the web in web 1.0 era, there used be a 1 way communication and expression of content and data exchange, people used to post and upload information for their peers to see and interact, but with the advent of web 2.0, people are now interested in a 2 way communication, wherein they share content and information with their peers and the world like photos, videos, music, and documents, so sharing has become a major part of the web and people also like to receive ratings and comments and likes and analyze data of how other people perceive their information and media content over the web. Over time, data and information has been increased and people have accumulated and created innumerable content over the web, therefore people have shared content across to multiple locations managing data separately in different formats, due to which information and media content has been scattered all over the web, and people are unable to share content seamlessly, also people are now interested in collaboration of data and content with other peers of their interest which is only a possibility if we bring the data and information connectivity seamlessly across multiple locations. Now when, we talk about communications, people communicate through different forms be it SMS, , IM, Chat, Blog, Forums, and Networking, people have created separate identities for each mode of communication & apart from it people have multiple accounts in the same mode of communication divided into family, friends, business, and groups,which further makes managing contacts and communication more complex, with different people in different modes at a single point of time, as most of time would be spent in writing to different people in different modes separately which leads to decrease in productivity and effective communication. One of the other key major issues in online identities space, each tech company is having its separate identity service of its own, but there s not one online identity to rule them all, apart from the OPENID ( project, which has recently allowed participation from top web companies to be a part of this project to help & allow users to seamlessly access multiple accounts and information, but limit to only those websites, providers supporting Open ID. It is a good concept from the privacy point of view but also direct access to spammers, hackers, who access all user data across all networks, impersonation, and hide identities. Offline Identity Crisis in Mobiles With the increase usage of smart phones, we now have users identities connected to their mobile devices, the landline no s were shared with multiple groups of people; mobile phones tend to be more private and personal, with each member of the family and relations having their own phone numbers. At ones own personal level, mobile phones have come with managing multiple sim cards facility, so now users can share separate no s with different people of their level of relationship where in there s a need to organize and personalize contacts Recently the portability across mobile carriers has come into place, wherein people are able to retain the same number, even if they change devices or providers. Also, there should be some security measures to be taken into account to prevent criminals from accessing stolen/lost phones to steal identity and personal information, strong encryption and identity logon needs to be put in place for authentication like digital uid or fingerprint scan etc. Figure 2: Types of online identities @N08/ /in/ photostream Case Studies Examples We will showcase and explain some of the case studies created in our research i.e.: (Names taken for demo purpose) Mia has received lot of comments on one of her wall posts/blog, but she also received lots of s also, so Mia is confused which one to handle first, the mails received or to view and reply to comments received, managing a single task at a time separately, increases her time and energy in accomplishment of her communications information received, therefore all types of communications needs to be centralized. John is a avid consumer of latest gadgets news, goes to several sites related to latest gadgets but also wants to view similar information and content elsewhere related to latest gadgets, so John needs to search more content related to tech gadgets, so if we enable integration of multiple platforms related to same medium like an eg- Picasa and flickr for photos, daily motion, and YouTube for videos, it will be simpler in accessing content rather searching for similar content. Mike needs to share & view his content and its updates to import and export his data, Mike needs to login to each platform separately to access his data, after accessing his data from each site, Mike has to wait for push and pull his content which would again be a loss of time in getting his information and content. Therefore, a single sign on needs to be created, wherein Mike can connect to all his accounts through a single login and create settings to import and export of data on each site with just a couple of steps. Amanda found something interesting on the net, and would like to share her thoughts, share and store in her online profile account on some platform, she has to copy that information to local pc/ laptop then post to her online account, and her followers and peers would like to see her what she is doing or recently done there is a universal app/niche platform to be created in order for Amanda to snyc data and showcase it anywhere on the web plus also seamlessly allow Amanda to pull any content or information across the web to her online identities from any place on the web with a single touch. So the role of data portability and push and pull of content to one own online identity needs to come in place across the web. Coca Cola wants to promote and market its products effectively to reach a larger audience in the shortest possible time, Coca Cola has to create a mailing list and collect data, create fan pages to gather fans, create a community and network to share about its product launch, if we create and develop effective marketing tools around each platform, Coca Cola would save time and investment in hiring a expert to do all the marketing activities online at a manual level, with just a couple of clicks Coca Cola can manage their marketing activities across various platforms of social media and networks in a jiffy, so we can see a separate niche can be created around marketing across separate platforms CSI Communications January

14 keeping in mind push of content can be executed seamlessly across all platform with a single point of action. In the case of social network services such as Facebook, companies are even proposing to sell 'friends' as a way to increase a user's visibility, calling into question even more the reliability of a person's 'social identity'. [3] Reference -Wikipedia More Case Studies org/2010/04/perceptions-of-identityin-social-networking-controlling-youronline-presence/ Current Market Solutions There are few players in the market who have created few niche apps around online identities, but have not exponentially grown to a full extent providing all round performance both in feature wise and productivity. Only a few users who have known these players use it for a particular period but that just it, not engagement driven plus providing limited access to just a few platforms. Some of the few market players who have ventured in the online identity space for instance: Profilactic ( com/): allows people to maintain an online directory of all accounts, wherein other people can view by clicking on the hyperlinks of the online identities, it should have worked upon accessing data seamless rather than redirecting content to separate URL. Friend feed ( allow people to manage and view personal and friend s activity feeds to those platforms supported by friend feed to stay in touch and being updated of daily and monthly activities through xml feeds. Retaggr.com now closed was also an interesting site, where in users could create a virtual id card and display all online identities on it and were able to share it across the web. Though they could not generate much attention, probably should have provided some more features and seamless integrations to it. So the current market scenario in the online identity space is, each one is having its own set of niche based applications built around it, but they have not really combined together as a whole to provide the user a rich complete experience in all aspects of online identities, and as for monetization is concerned, they have mostly relied on advertisements, not worked wholly on a proper good revenue model like premium services, managed services etc, which would have provided some value and attraction to user to at least get that experience. They have not much plans of scaling up/expansion plans or any marketing strategy, due to which the popularity of these niche apps is slowly diminishing, as again the same issue faced by user of even managing online identity again needs to register with separate vendors to get access to online identities features so its further creation of more complexities & issues around it. Also the fact is they have worked around with those platforms that are popular in their respective domains and are not able to capture other platforms those are mid-popular, even though people have connections in that platform. The problem hasn t been solved till date, rather not executed well, as companies are wary about its future and whether it will really work out, but an entity, or an individual needs to experiment and start working around it at least we should not stop experimenting if it s going to help people in making life easier and simpler. Also the fact is that integration of each platform system access to one own system is a tedious and time consuming process but the advantage for the people is that people can work and access on existing data centrally rather again pushing and pulling of content all over again, thus save time and able to achieve the task in a much organized manner.not many players currently really want to do much experimentation in this field, not finding it much lucrative about taking it forward, but it s also a good opportunity to venture out since not many players are trying to compete. If any company/individual wants to enter in this field and create ground breaking innovations, they should keep in mind the long term goals and revenue model and scalability, eager to experiment, and resolve this issue in a simpler effective level. The Solutions (Our Research) Based on the above scenarios we are researching and working to create and develop in resolving issues in a step wise manner currently as a web based project, making things easier and simpler some of the areas we are working on are, taking the pain points into consideration i.e.: No need to remember site names anymore. Single login required to access all other online accounts. Time consumption less in accessing site seamlessly. Easy communicate and collaborate with peers. Broad content, multiple sources, open environment. Save user time and energy & completion of tasks. Complete end-to-end marketing solutions in various verticals. Remembrance, Hassle Free Access & Manage Accounts Seamlessly We are in the process of creation of a single online account management system wherein the user can encrypt all online credentials of all his accounts online, and provide them at later stages to sync data seamlessly through a single id, rather than remembering separate accounts separately for each individual platform be with photos, videos, friend feeds etc. Collection of Data and Sharing We will allow users to import and export online data and media content through their various accounts scattered online into a centralized platform allowing both push & pull facilities through API calls, each separately for each platform, so that users can organize data and media in folders and also allow ways to backup and collaborate with peers and providing them to promote content through a mash up platform rather for user to upload information y or read/access data for each platform separately for which we are in process of receiving patent for the same in real-time. Aggregation Based Info Services Across Multiple Platforms We will allow users to aggregate their content and media content related to same medium across multiple platforms related to their interests and likes and also as a marketing strategy of cross promotion of information across multiple platforms.eg-user can search topic as animals and select which medium to fetch information be it photos or videos etc and then select from which platform CSI Communications January

15 he wants to receive data be it Picasa for photos or YouTube for videos. Technology We will be able to achieve the above goals technically, by first maintaining an online directory of all platforms related to different medium and content in our main director Then we will start creating and managing the API keys and calls provided by the platforms for integration. After which we will create a centralized platform to allow users to feed credentials that will be encrypted by default and also integrating open auth and oauth standards when user starts synchronization data Over a period of time, we will keep upgrading the more features and enhancements on top of our platform. Figure 3: Our Research @N08/ /in/ photostream Revenue Models & Business Strategies Which Can Be Created Logins/password managements: We can develop unique key strong credential management system wherein users can store and manage online accounts information in a secured manner to sync data from one website to another. It can further be created for managing offline accounts and internal intranet systems. Enhanced communications: We can create subscription based premium enhanced features like scheduling, reports, backup services, blacklist, contact organization, and get activity feed reports of our peers etc across all platforms. Collaboration of data: We can create premium services built around data and information of user generated content of own and others in order to deliver better output in redesigning, changes in content, updates, received feedback, and work together to provide more interesting content, accomplish tasks together be it with photo change, video cuttings, music content, document changes etc. as an individual and as a company. Backup solutions: We can provide backup solutions based on space and volume of all your virtual identity information and content, incase if account gets compromised, or if data is lost due to mistaken deletions by providing users to sync data from any location and backup all data in a centralized location. A new scope of online data portability can come into place. Analytics & Reporting solutions: We can provide detailed premium analysis reports to individuals and companies, based on the actions done by users and individuals and the latest trends happening, daily consumption of user data, sharing of information, popularity, ratings etc. Reputation management: We can provide reputation management services wherein, we can create tools to manage what people say about as an individual or company in various content sharing locations. We can collect feedback and negative data and provide expert solutions in keeping online reputation clean, as its keeps a healthy image at both online & offline levels. App platform/marketplace: We can create and build standalone tools and applications based around each online identity account, which can provide better accessibility and showcasing content and information. It would also bring enhancements, creativity features which can be divided as free and premium apps to users. Morever help in engagement and promotion of each online identity. Advertising/marketing solutions: We can provide advertising solutions and marketing solutions wherein the user can select which platform to advertise and also manage and track his ads, spends and reports. We can also create in line text based advertising solutions platform for users to share along with their content or in built advertise types. In marketing we can provide push and pull system, wherein the consumer can push content related to single medium across multiple platforms related to that same medium which would help in better reach and visibility and can also promote premium content in multiple locations. Expert management solutions: We can create an online agency, where in we provide expert management solutions, which can helpindividuals/ companies generate leads, reach a large userbase,larger fanbase,effective writing to attract other people, creation and development of professional content and information, andmaintaining of complete online portfolios. Security and verification solutions: We can create innovative security and verification solutions at both online and intranet networks based on online identities verification services, secured data transfer, copyright and infringement of data, data encryption services, creation of user roles and permission based systems etc. Offline solutions : We can utilize the same concept in offline methods like in company intranet centre, by creation of roles and permission based access, in mobile phones; manage all separate contacts of different allotted numbers. Parental controls on devices based on children age group and what they can access and view content, how long they can stay online and so forth. These are some of the avenues, in which we can build & market business around it. Figure 4: Services can be created: @N08/ /in/ photostream Conclusion We hereby bring in a conclusion, until and unless a centralized organized system would not be created with an overall perspective of a users likes and interests in separate domains, the existing players would have an impact in retainer ship of users plus unable to predict the market cum user growth with upcoming new players in the future, by showcasing some examples and scenarios we have portrayed current issues faced by the end user in accomplishment of tasks In this age and time, we need to communicate, collaborate and co-exist together in order to avoid this identity crisis. We consider and note that time is being a very critical factor in one own life, as half our day is hooked on the virtual web. We should move ahead to EaaS (Everything as a service).it must be consolidated to provide a seamless, on demand, quick sync, rich user experience. App developers and IT companies should take the initiative in developing key simpler methods and solutions and provide services and solutions around online identities which can greatly impact and help both companies and platforms share profit and grow together for both existing and new CSI Communications January

16 users to make the online a more simple and easier accessible, rather make things complicated and confusing. We look forward in big leaps ground-breaking and innovating apps around online identities in the coming future through our work and development. Making the web simpler and safer place. References [1] Online Identities identity [2] Who owns your online identity? identity-live-blog/ [3] How Many Social Network Identities Is Too Many? 01/14/ /how-many-socialnetwork-identities-is-too-many n About the Author Viraat Kothare (BSc Comp, MCTS) is one of the directors at Deluxe Elite Info Solutions Pvt Ltd, Mumbai India. He is a serial entrepreneur, running a travel firm & IT Solutions Company working on software as service solutions (SaaS) & Platform as service solutions (Paas) offerings in multiple domains on a single platform. His work is focused on areas of communication, social media, digitalization, value added services. E-commerce and mainly into aggregation space. Continued from Page 7 In general, companies should develop their understanding of the potential implications of web 2.0 technologies and social media for the creation of competitive advantages. [Fig. 2] Biblography [1] Amit, R and Zott, C (2001), Value creation in E-business, Strategic Management Journal, 22 (6 7), pp [2] Chesbrough, H Business Model Innovation: Opportunities and Barriers, Long Range Planning, Vol. 43, Issues 2 3, April June 2010, pp [3] Cummings, T G and. Worley, C G (2008), Organization Development and Change, South-Western Cengage Learning, Mason. [4] Hippel, E V, Successful industrial products from customer ideas, The Journal of Marketing, 42 (1) (1978), pp [5] Huston, L and Sakkab, N (2006) Connect and develop, Harvard Business Review, 84 (3) (2, pp [6] Johanson, M W, Christensen, C C, and Kagermann, H (2008), Reinventing your business model, Harvard Business Review, Vol. 86, Iss. 12. [7] Johnson, M W, Christensen, C M, Kagermann, H, Reinventing your business model, Harvard Business Review, 86 (12) (2008), pp [8] Katz, R and Allen, T J (1982), Investigating the Not Invented Here (NIH) syndrome: A look at the performance, tenure, and communication patterns of 50 R and D Project Groups, R&D Management, 12 (1), pp [9] Lumpkin, G T and Dess, G G, E-Business Strategies and Internet Business Models: How the Internet Adds Value, Organizational Dynamics, Vol. 33, Iss. 2, May 2004, pp [10] McKinsey Quarterly (2007), Mckinsey Quarterly survey of business executive, How companies are marketing online: A McKinsey Global Survey. [11] McKinsey Quarterly (2011), How Social technologies are extending the organizations. [12] Miles, R E, Snow, C C, and Miles, G (2000), The Future.org, Long Range Planning, 33(3), pp [13] Prahalad, C K and Ramaswamy, V (2004), Co-creating unique value with customers, Strategy and Leadership, 32 (3), pp [14] Schneider, B, Brief, A P, and Guzzo, R A (1996), Creating a climate and culture for sustainable organizational change, Organizational Dynamics, 24 (4), pp [15] Teece, D J (2010), Business models, business strategy and innovation, Long Range Planning, 43 (2 3) (2010), pp [16] Wirtz, B W, Schike, O, and Ullrich, S (2010), Strategic Development of Business Models: Implications of the Web 2.0 for Creating Value on the Internet, Long Range Planning, Vol. 43, Iss. 2 3, pp [17] Yadav, M S and Varadarajan, P R (2005), Understanding Product Migration to the Electronic Marketplace: A Conceptual Framework, Journal of Retailing, 81 (2) (2005), pp [18] Vuori, M (2012), Exploring use of social media in a global corporation, Journal of Systems and Information Technology, 14 (2), pp n About the Authors Dr. Sudhanshu Joshi is the Incharge Information Technology, Doon University, Dehradun, He has taught in academic programs in Indian Institute of Technology, Roorkee, University of Petroleum and Energy Studies, Dehradun and Gurukul Kangri University, Haridwar. He is author of 35 International Research papers and five books on Technology Management. He has served CSI in various capacities in its Haridwar and Dehradun Chapter. He is a lifetime member of CSI. Dr. Manu Sharma is presently serving school of management Institute of Management Studies, Dehradun. She has vast academic experience in teaching strategic and technology management, her research and academic interest is web 2.0 and its implications on business revenue. CSI Communications January

17 I AM BUILDING for my future UPCOMING EXAM DATE 8 JUNE 2013 FINAL REGISTRATION DEADLINE: 12 April 2013 For more information and to register for an ISACA exam, visit Register by 13 February 2013 and save US $50! CSI Communications January

18 Article Avinash Kadam [CISA, CISM, CGEIT, CRISC] Advisor to the ISACA India Task Force What Do You Need to Know to Be a Cybersecurity Professional? A professional hacker will definitely be an expert in some technical aspects but will not hesitate to attack anything that is vulnerable, including people defending the information. In the October 2011 issue of CSI Communications, I wrote an article titled, Introduction to Information Security Defense-in-Depth. The seven layers that constituted a strategy for Defense-indepth were described as: 1. Hardware Security 2. Operating System Security 3. Database Security 4. Application Security 5. Network Security 6. Physical Security 7. Personnel Security In this article you are reading now, I will outline the broad areas of expertise required to become a cybersecurity professional. Subsequent articles will explain, in greater details, the areas of specific knowledge required for specific jobs in this rapidly developing field. Who Is a Hacker/Attacker? An attacker will try to exploit weaknesses in any of these seven layers. A popular image of a hacker is someone who is a technical wizard. However, to quote the famous cryptographer and security expert Bruce Schneier: Always remember: amateurs hack systems, professionals hack people. A professional hacker will definitely be an expert in some technical aspects but will not hesitate to attack anything that is vulnerable, including people defending the information. An attacker can be good at just one layer, but a cybersecurity professional, whose job is to defend against every attack, needs to have working knowledge of each of these seven layers. A cyberattacker is essentially a thief, robber or enemy, who is after some critical information, either to steal it, maliciously tamper with it or outright destroy it. So, a cyberattacker/thief is no different than a physical attacker/thief. The only difference is that the target is critical information rather than a physical entity. This critical information could be vital information operating a critical infrastructure, like a power grid; or sensitive financial information, which may ruin a company or an individual; or even sensitive information related to national defense. The Changing Profile of a Cyberattacker We have observed a gradual shift in the cyberattacker s profile. The earlier image was that of a geek, who was out to prove his/her technical prowess. Today, attackers appear to belong to organized gangs of criminals, who are after high stakes. The stakes might be in the form of large amounts of money held by banks or individuals, trade secrets or top secret information Today, attackers appear to belong to organized gangs of criminals, who are after high stakes. of commercial or defense importance. These may be sold to the highest bidders. The attackers might be mercenaries on contract from rival companies. They could even be state-sponsored attackers backed by enemy governments. Defending against such attackers cannot be done by amateurs. There has to be a well thoughtout plan of action. We need to create a large pool of well-trained professionals, who need to either be well-versed across all the seven layers to provide real and indepth defense or at least have expertise in one or more layers. Job Profile of Cybersecurity Professionals Hindu mythology believes in the concept of Trimurti. There are three facets of life Creation, Preservation and Destruction represented by the three gods: Brahma, Vishnu and Mahesh. Similarly, for cyber security, we need three different types of persons with different skill sets. I have modified the last facet to meet the cybersecurity profession s needs: 1. Planners (Creation) 2. Defenders (Preservation) 3. Investigators (Finding the cause of Destruction) Planners These are the professionals who thoroughly understand the business aspects and also the information security or cybersecurity requirements. A planner managing cybersecurity for the nation will have a national defense perspective. A planner directing cybersecurity for a large organization will have a thorough understanding of the business requirements and its security needs. If security is implemented without proper business direction, it will not be effective and may even be wasteful. So, a planner needs to know what the business is and why security is important. The planner has to be well-informed about all the potential risks, including the information security risks that the business may be exposed to. In addition to business knowledge, the planner should also be thoroughly familiar with the seven layers of defense. It is also highly desirable that the planner has actual hands-on experience in working within other security roles; such as being a defender or an investigator. Having practical experience will help the planner identify any weaknesses. Security is expensive, but lack of security is even more expensive. There always is a temptation to cut costs, where security is concerned. For example, within network security, the planner will have to understand the complete extent of the corporate network, including remote locations connecting via the Internet; various wireless networks, including mobile communications; and To protect against a network attack that could be launched at any time by anyone from anywhere, a 24/7 vigil is a must. CSI Communications January

19 World War II saw the defeat of the Nazis because their Enigma code was cracked by a brilliant team of Allies cryptographers and cryptanalysts, led by Alan Turing. every entry and exit point to the corporate network. These entry and exit points need to be guarded against attacks, including the denial-of-service attacks. The extensive deployment of network security devices, such as firewalls and IDS/IPS, need to be planned. Logs of all these devices need to be securely recorded and scrutinized on a regular basis. The organization needs to hire and train network security personnel. Network administrators responsible for configuring the networks should know all the loopholes and plug them. To protect against a network attack that could be launched at any time by anyone from anywhere, a 24/7 vigil is a must. Thus the list of tasks is endless. One single failure could be disastrous. If nothing happens for a couple of months, the planner may be asked to review the security plans and reduce the vigil. This is where the planner s conviction, knowledge and experience will be tested in making the right decisions. A planner should also have the responsibility of implementation and operation of the cybersecurity initiatives. Thereby, there will be no passing of the buck. Defenders Defenders are the foot soldiers, who are in the thick and thin of cyberwarfare. A defender has to be an exceptionally welltrained person. The defender should be able to quickly defend if there is an attack on any of the security layers. The response time will be very crucial. Only a skilled defender with a thorough knowledge and excellent practical experience can provide adequate defense. Training should be provided to defend all the seven layers. However, though desirable, it is not practical to expect expertise in all the seven layers from one person. The defenders may specialize in one or more layers. For example, a defender may be well-trained in the network security layer, but you may need to hire other defenders for the application security layer. Since there are a very large number of programming languages, this will require very narrow specialization. A defender who can review Java code may not be equally good at.net. Similar requirements will be there for the database security layer. Cryptographers and cryptanalysts will also be part of the defender team. World War II saw the defeat of the Nazis because their Enigma code was cracked by a brilliant team of Allies cryptographers and cryptanalysts, led by Alan Turing. Can the defender become an attacker? If it is a question of national defense, the military plays both roles, depending on the national defense requirements. But, the same is not the case with corporations. Business organizations cannot carry out an attack. They have to follow the law. However tempting it might be to fight back, organizations must resist the urge. Investigators This is the third and independent group of cybersecurity professionals required by every organization. The cybersecurity plans may not always be perfect. There could be lacunae that may be exploited by the attacker. The planner or the defender may have overlooked some vital piece of information. The cyberattacker may have exploited this weakness. Investigators are not fault finders. They are expert analysts, who try to find the root cause for every incident. The investigators need to have enough experience as defenders to be able to do their job well. The investigator s job is to bring out the lessons learned from every attack and help defenders and planners strengthen their preparation. An investigator should also carry out the role of an information assurance professional. In this role, the investigator will have to reassure management that the design of the particular security layer meets the planned requirements and the preparedness of the defenders is of the An investigator should also carry out the role of an information assurance professional. In this role, the investigator will have to reassure management that the design of the particular security layer meets the planned requirements and the preparedness of the defenders is of the requisite quality. requisite quality. I have deliberately merged the two roles, again, to prevent buckpassing. If an information assurance person has given a clean chit, as an investigator, the same person has to identify why some aspect of security was overlooked. Investigators also have the responsibility to conduct a criminal investigation of every incident suspected to be caused by some criminal activity. Such investigations will require knowledge of cyber forensics. The investigator will have to trace the perpetrator of the criminal activity and capture all the evidence required to prove the criminal act. How Does One Prepare for These Careers? Skill sets and knowledge areas for a planner s, defender s or investigator s job will be discussed in future articles. Currently, cybersecurity is not a focus of regular courses offerings in colleges and universities. Most of the cybersecurity professionals are either self-taught or they have learned on the job. This situation needs to be urgently corrected. Furthermore, some courses that are offered on cybersecurity are excessively focused on hacking. At the most, one can become proficient in using a hacking tool; which is an offensive tool, not a defensive tool. Learning hacking techniques does not prepare one to become a good defender. Learning to use a sword is not the same as learning to use a shield. In fact, a good defender should learn both. To become a cybersecurity professional, one has to understand the defense-in-depth approach. The cybersecurity field is forever changing at a superfast pace and so is the technology associated with it. Therefore, a good cybersecurity professional has to constantly upgrade his/her knowledge and skills. Cyberattackers are constantly changing their tactics. Cybersecurity professional have to be at least equal in competence, if not ahead of the cyberattackers. Avinash Kadam, CISA, CISM, CGEIT, CRISC, CISSP, CSSLP, GSEC, GCIH, CBCP, MBCI, PMP, CCSK, is an advisor to ISACA s India Task Force. ISACA is a global association for IT professionals. Opinions expressed in the blog are Kadam s personal opinions and do not necessarily reflect the views of ISACA. He can be contacted via avinash@ awkadam.com n CSI Communications January

20 Article Suryateja Tadigadapa 12th Grade student of Pace Junior College Making Big Data Work to Solve Big Problems With the advent of social media, we have a platform to share our thoughts with many people, share videos, do instant messaging as well as seek response of thousands of friends and relatives. Few years back as a kid, my opinion about phones was that they are used only for a specific purpose of conversing with people, living far away as well as nearby. Even a thought of using of phone makes me amazed by the fact that while sitting at my own house I could talk to someone thousands of miles away. It was the flexibility and instant information that made me excited in those days. Now when I look at the world around me and compare it to the world in those days ( about 8 years ago), one thing that has a significant relevance is the tremendous amount of data and information flow on the Internet. Now, the same phone is able to provide us not only voice but Internet capabilities to search a requisite piece of information. With the advent of social media, we have a platform to share our thoughts with many people, share videos, do instant messaging as well as seek response of thousands of friends and relatives. One thing that strikes me is that the whole flow of information and data that is gathered has the ability to deduce information that can help to make products, which can arrange from soaps to complex products such as a tablet or even new generation computing device. Usage of data can be multi fold and offer enormous opportunities, e.g. new fashion trends that can help a consumer company to position its products, plan and structure for education system based on preferences of people, enabling preventive health care in rural etc. I personally feel that with the proliferation of the devices, social networking and data collection is leading to challenges of using these unstructured data and presenting opportunities to find information that can lead to efficiencies and new inventions. If I look at the characteristics of these new data, there are three things that are of critical importance: Usage of data can be multi fold and offer enormous opportunities, e.g. new fashion trends that can help a consumer company to position its products, plan and structure for education system based on preferences of people, enabling preventive health care in rural etc. 1. Volume: Now, I understand that every day we create 2.5 quintillion bytes of data - so much that 90% of the data in the world today has been created in the last two years alone! This data comes from everywhere: sensors used to gather climate information, posts to social media sites, digital pictures and videos, purchase transaction records, and cell phone GPS signals to name a few. Now with data coming from different sources like social networking and video on Internet the data is becoming more unstructured. 2. Second is Velocity: The rate of flow of information is very high whether it is instant messaging, tweets or millions of videos on the Internet and this data is also changing constantly. I personally feel that with the proliferation of the devices, social networking and data collection is leading to challenges of using these unstructured data and presenting opportunities to find information that can lead to efficiencies and new inventions. Sometimes a few seconds is too late. For time-sensitive processes such as catching fraud, data needs to be analyzed as it streams in order to maximize its value. 3. Variety: Data is getting originated not only from the data residing on the computer, but from multiple sources such as social networking sites, sensors that register power, temperature, video files and many more. For a very long time barring last few years, structured data was available in digital format within the boundaries of an entity, be it a corporate, a research institution, or a service provider. Hence, the technologies required to analyze these data are technologies needed to be based on structured, repeatable tasks based relational database systems. Now given the three dimensional view of the data like Volume, Velocity, and Variety we need new technologies to deduce information from these vast amounts of unstructured data to make decisions. The reason is that data sets are just not numeric, they can be alphanumeric, images, audio, video, scanned form etc. This leads to the challenge of managing larger and complex data sets, which is now known as Big Data. I sincerely feel that Big Data is an opportunity to solve big problems facing the world, especially in developing countries today. For example, I was traveling to Odisha to visit the famous Konark temple. My aunt lives in a taluk in Nayagarh district near Bhubaneswar and my uncle, a state agriculture officer told me that the small farmers in that area are able to improve agriculture productivity and grow more crops by simply having access to soil testing parameters through a service being provided by an entrepreneur owning a computer with soil-testing machine. Imagine the benefits of mapping the entire agriculture land in India and sharing best practices from the good work done by research institutes, NGOs, and Government throughout the country through a common data CSI Communications January