DT&T

Assignment in the lieu of exams

By Pallavy Dananjoy
MSC Digital Marketing Year 1
Student ID: 1920953
Number of words: 5307

Pallavy Dananjoy
[email protected]
Section A;

Question 1 (i)

Introduction

Nowadays, with the advancement of information technology and the expansion of the
broadband Internet infrastructure, the way that companies generate businesses has been
revolutionized, that is from digitization to digitalization. Digitization is referred to the process
of transforming information from a physical format into a digital one whereas digitalization is
the use of digital technologies as well as digitized data in order to enhance business
processes.

An important component of those digital technologies is the cloud technology which is bring
undeniable changes and benefits in the way organizations use technology. Cloud computing
remains an integral part of the IT industry, primarily due to its proven ability to improve
existing IT infrastructure, rendering any company future-proof of any scale. Moreover, this
technology is open to any company, big or small, irrespective of sector or venue, by
providing a seamless experience for the operation of the company. According to several
studies, technology has been proven to underpin the rapid growth of the business industry by
providing access to multiple resources via the Internet. Likewise, various companies are
basing on cloud technologies for the effective implementation of a versatile technology
strategy in their business activities with maximal usage of resources.

What is the cloud technology?

According to the National Institute of Standards and Technology (NIST), cloud computing is
defined as, “A model for enabling ubiquitous, convenient, on-demand network access to a
shared pool of configurable computing resources that can be rapidly provisioned and released
with minimal management effort or service provider interaction.” (Special Publication 800 –
145, 2011)

In other words, cloud computing is a platform that allows any user upon request to computing
resources anywhere and are stored in ‘the cloud’ instead on personal computers or server.
These computing resources includes data, applications, databases, emails and file services.
Currently cloud computing is becoming a compulsory technology for every firm as it has
significant potential and offers effective business opportunities for those firms that has
adopted this approach.
Thus in order to meet CABS short and long term objectives, adopting this new business
model can bring various benefit to business and also provide a seamless experience in the
daily activities of CABS.

1. Better Collaboration and Control

Since CABS has successfully completed the acquisition of a second office in Kenya
where new business opportunities and profitability are forecasted to be seen in some
years, CABs will require to reinvent its business structure so that both offices that is
the primary office located in ‘Ebene’ and secondary office in Kenya can have smooth
communication with the ease of document sharing in order to maintain the smooth
running of the business.
Therefore, in order to ensure a proper communication and control among staffs, the
cloud technology allows employees to exchange files and documents over the internet
and allow them to work simultaneously on projects in order to maximize the profits of
the business. Hence, there will be no need to recruit new management staff to proceed
with business activities for the second office.
2. Accessibility and Reliable
In addition, it also offers convenient access to Cloud services like ‘Cloud storage
services’, ‘Cloud backup’, ‘Software as a Service (Saas) and ‘Cloud hosting’ that
provides facilities all type of services and is available from any location as long as
there is an Internet connection via any device.
Hence with these services and resources available, data can be easily stored, retrieved,
recovered, or processed only with a few clicks. On the top of that, cloud technology
provide automatic enhancement and updates of their software which can save time
and money for the maintenance and licensing of those IT technologies.
3. Reduced investment for building IT infrastructure
Cloud technologies eliminates the need invest in expensive equipment that is servers,
networks and software licenses. Cloud computing offers ‘in house’ services that is
‘pay as you go’, which means if CABS only require to store data on his stakeholders
and clients, cloud computing will only charge CAB for the amount space taken to
store these information. In other words, it means that CAB will only pay for the
services that they use when they access cloud services. The latter is usually managed,
patched and upgraded by the cloud providers, and thus CABS will not need to worry
about IT maintenance or implementation issues.
4. Scalability of the business
From a business point of view, cloud computing allow companies not only to increase or
decrease computing capacity but also to extend their business processes and activities.
The cloud technology offers businesses significantly greater flexibility than local server
hosting. So, if CABS in the future will need extra bandwidth to expand the business
operations, the cloud-based service will immediately satisfy the requirement, rather than
undertaking a complicated and expensive IT infrastructure for the expansion of the
company. Additionally, Cloud technologies enables users to analyze and process data in
a few minutes due to its high processing power.

5. Disaster Recovery System and Safety

Since CABS has not been implementing any safety measures in terms of protecting data
and networking security, with cloud computing, the company is secured against
hacking, malware abuse and internal data theft. All cloud providers comply with a set of
strict security regulations in order to be able to protect the data of their clients.
They have state-of-the-art firewall technology which has systems in place to prevent
intrusion and provide protection against viruses. This technology will control threats and
isolate them long before they enter a client's server.
Moreover, since data loss is a major issue for all organizations, along with data
protection, the cloud technology provides data recovery procedures which is designed
for every type of emergency scenario that means even if the hardware, such as laptops
or PCs, is destroyed, cloud-based services can deliver quick data recovery for
emergency scenarios of all kinds-from natural disasters to power outages.

By the considering all the short term and long term objective of CABS, the adoption of
cloud computing can be beneficial as it shall impact on the production, collaboration,
data security and revenue for the continuity and growth of the business.
Question 1 a) ii)
In the modern business world, communication and accessibility are crucial, and cloud
computing provides many companies facilities to operate and improve their business
growth in various ways.
However, upon implementation of the cloud technology, many companies have to tackle
with a choice between three prevailing cloud service models that are Infrastructure-as-a-
Service (IaaS), Platform-as-a-Service (PaaS) and Software-as-a-service (SaaS), based on
their needs and cloud service model capabilities. Similarly CABS will also have to opt
for a model among the models by analyzing and comparing the features and benefit of
each model that could be adopted as well as the services or activities that could be
hosted onto the cloud delivery model chosen.
1. Infrastructure-as-a-Service
As being the most dynamic model of the cloud technology, IaaS enables the
company to have scalable control over the resources and customization of the
business infrastructure according to the requirements of your company. In the IaaS
model, the cloud provider will hosts resources which is available in a data center on-
site, such as servers, storage, networking hardware along with maintenance and
support
2. Platform-as –a-Service
PaaS is the preferred choice for developers as it allows them to write their
applications and upload their coding into the cloud where the application shall be
available and can be run in a web based manner. Being a different model, PaaS
simplifies the process of developing apps which minimizes your organizational
costs. In addition, it is scalable and provides the requisite speed in the process which
will increase your development times rapidly.
3. Software-as-a-service
Software as a Service can be described as a model that offers Web applications built
on the cloud where the client manages the whole stack of computing which can be
accessed through a web browser. These programs are running on the cloud and it is
available over a paid approved subscription, or with restricted access for free. SaaS
does not need to do any modifications or upgrades in the current computing
infrastructure. This eliminates the need to install software on each of your machines,
whereby the provider takes over the maintenance and support
In the light of the above, among the three models, IaaS is much costlier to invest as
it shall provide access to a broad amount of computing resources without the need to
invest in them separately. Since CABS has just invested in acquiring his second
office in Kenya, it would be very difficult to invest in buying, upgrades of software
and maintaining IT infrastructures. Hence, CABS will not have to invest in buying
new IT infrastructures and systems to cater for the needs of both offices, therefore
decreasing the capital expenditure for the company. Likewise, the office in Kenya
can virtually connect and work in collaboration with the primary office at the same
time, thus CABS will not require to set up another server in Kenya to connect to the
primary office and also since they will be using only one platform to work, data
shall be consolidated from both office towards a central location.
Moreover, an important advantage for choosing IaaS cloud computing is that it
involves advanced security measures for data, such as data encryption. This means
that CABS would get a higher level of security and data protection in order to avoid
risks of being out of business. Additionally, the Iaas cloud service model minimizes
downtime that is if any disaster hits and knocks the office out, workers can continue
working from home and get access to all information stored in the cloud without
being disrupted, thus ensuring business continuity.
Question 1 b)
The Cloud technology is revolutionizing the IT industry, from small companies to
large enterprises, cloud computing is being adopted in business infrastructures.
However, according to some studies, a number of challenges are rising in the
adoption and implementation of cloud computing by businesses. Hence, it very
important to review and consider the challenges before CABS migrate to cloud
technology.
What are the major challenges that should be considered before migrating
cloud technology in CABS?
1. Transfer Process
One of the main challenges in the adoption and implantation of the cloud
technology in the business industry is the migration. This method describes
where a system for example, Finance System, Consulting System, Taxation
system and Auditing System is transferred to a cloud. The migration process of
moving these existing system in the cloud environment successfully will take
time and it will also involves software problems. Thus, in order for CABS to
ensure proper adoption and implementation of the cloud technology, it is
important to set up a clear migration protocol that it is:
 The systems that needs to be uploaded
 The datasets
 The non-complex systems
 The Sequence and Timing of the migration
 Responsibility of the employees during the migration process
 Training of staffs

2. Data Security and SLA

According by the management of CABS during its last meeting, “Security is key
and we cannot afford to compromise the integrity of our information else we run
the risk of being out of business”. As most of the operation of CABS involves
sensitive data, it is a need for the cloud technology to ensure a proper data
security and back up measures as data is uploaded online where many hackers
and malicious software are available. Hence in order to decrease these risks
before choosing the cloud provider, CABS should consider:
  The server on which their datasets and systems are going to be located
 Safety Regulations
 The Maximum amount of time that a system can be down and the
maximum amount of data in terms of time that CABS can afford to lose.
 The Service Level Agreement
The service-level agreement (SLA) is a deal which consist a set of terms
and conditions that is negotiated between the cloud provider and the
client such that all agreements of services are contractual and validated
by both parties. If the terms and conditions are not met according to the
SLA, the client has the right to impose a fine towards the cloud provider.
Thus reviewing and discussing the terms and condition on the SLA for
CABS is very vital before adopting the cloud technology.

3. Legislation
Legislation is one of the challenges cloud computing faces today. That is a
problem for anyone who uses backup or cloud storage services. Any time CABS
will transfer data from its internal storage to a cloud, it will be faced with the
country’s compliance regulations and laws, thus is it the responsibility for CABS
to ensure that the data to be stored and manipulated are regulated are per the
laws.
Therefore, it is important for CABS to choose a cloud provider that can provide
certified legislation abiding to the law of the country.

4. Cost management and Charges

Cloud computing indeed helps companies in terms of reducing the IT
expenditures. However, since it is customizable according to the demands of the
client, these modifications can be sometimes expensive and cost a lot according
to the specifications and band-width chosen to deploy the cloud model. In order
to manage CABS expenditures, the management should discuss along with the
cloud providers on the features they are providing and how they are charging
them accordingly.
 5. Load Balancing
Cloud service providers have different servers present in the world allocating
several companies the service and each server runs on virtualization mode. It
could happen that the one server is connected to two or more companies with
different usage patterns. Thus, it may occur that some servers are sometimes
overloaded with operations and processes of another company. So instead of
losing time waiting which is money waste, CABS should ensure with the cloud
service provider that there is a load balancing mechanism which is in place in
order not to lose communication and access to its data.

In the light of the above, cloud computing migration is a complex initiative as it

comprises of many challenges which are not considered to be overcome. The key
for CABS to overcome these challenges is to initially recognize those potential
risks and obstacles and to create a plan for managing, and reap the rewards of
cloud-based IT operations.

Question 1 c)

The Cloud technology is being the latest craze for businesses today because of all the
benefits, scalability options and affordability, it is a convenient option most companies.
These benefits are demonstrated via the cloud hosting services that provides users the ability
to share resources, customize features and pay only for what they use. Cloud hosting can
meet client needs with diverse demands because of its flexibility which is resulting in a
number of cloud hosting services subtypes. However, in order to ensure a proper continuity
of the business, certain ground rules must be set first which are defined in the form of Service
Level Agreements (SLA).

A service-level agreement (SLA) is a deal which consist a set of terms and conditions that is
negotiated between the cloud provider and the client such that all agreements of services are
contractual and validated by both parties. The importance of the SLA is to establish and
define the services that the customer will receive in a contractual basis. Therefore, SLA sets
the guidelines for the quality and performance of service providers and can impose penalties
in the event that if those expectations are not properly fulfilled according to the contract.
These agreements can be subjected to change over period of time, regardless of their type, as
web hosts supplement or update the set of services they provide.

However, before signing a service level agreement, CABS should be verify if the following
points mentioned below are highlighted in the SLA to ensure that expectations are well met.

1. Type of service and location of server

The cloud service provider should outline in the SLA the use of servers, domains,
service and software used and the location of the data. Hence for billing and updates
on the services provided, CABS will be able to manage its costing and also adhere
within the country’s law where data is being stored and manipulated.

2. Availability and Responsiveness

Availability and Responsiveness of the services is very crucial for CABS to deal with
since it has two offices with two different timing zone, it will be very necessary to
have the system on cloud available 99.99 % within a maximum response time. Such
terms needs to be included in the cloud service provider’s SLA since if there is a
system downtime, CABS can alert its employees accordingly.

3. Security and Disaster recovery expectation

It is also important for the data protection of CAB to specify the provider’s security
policies and guidelines in the SLA. Since security issues are being so prevalent
nowadays, CAB should ensure that the cloud service provider should precise in
determining the degree of protection they are providing and every end-user should be
equally cautious in evaluating the terms of the agreement. Moreover, the cloud
provider should outline the procedures and define the disaster recovery time on the
SLA along with the penalties if they delay in the recovery time.

4. Escape Clauses and Change Management Process

CABS should ensure that the ‘escape clause’ and change cloud provider clause is
mentioned on the SLA in order to exit smoothly without any trouble. Moreover, the
SLA should define also how they will manage when altering changes or update on
their systems.
5. Repudiation
In case of conflicts or mismanagement between CABS and the client service provider,
contractual guidelines are necessary in order to resolve operational issues in the
agreement by both parties.

Section B; Question 2;
a) i)
 Data Science
Data Science can be described as a combination of different methods,
algorithms, and concepts of machine learning with the goal of finding hidden
patterns from the raw data.
In fact, data science is a way for tackling Big Data and thus précising the exact
information. Initially, data scientists collect data sets from different
disciplines, and then compile them. After the compilation process, data
scientist applies predictive analysis, machine learning, and sentiment analysis
in order to derive something.
Data scientist perceives data from a business point of view and provide precise
prediction and charges for the same, thereby preventing business losses.
Areas of application: Internet Research, Recommendation Systems, Image
Speech Recognition, Digital Adverts

 Data Analytics
In general, people assume that data science and data analytics are identical,
and which is not true. In fact, there is a big difference in those two where data
analytics is considered to be the basic form of the data science.
Data Analytics is defined as the science of looking at raw data in order to draw
conclusions and shows the metrics and trends to avoid significant loss of data.
Data analytics are often used to validate current hypotheses and to enable
better decision-making by organizations in many industries.
Areas of application: Travels, Gaming, Healthcare, Management of Energy
  Big Data Analytics
Big Data refers to the large amounts of data that come from different sources
of data and have different formats. It can be used to evaluate the perspectives
that can contribute to informed decisions and strategic business movements.
Areas of application: Communication, Retailing, Financial Services and
Education

Question 2 b)

A block chain can be defined as a distributed ledger that is entirely available to everyone.
They consist of useful security features that is once data is recorded within a block inside
a block chain, it is very hard to alter the block because each block consists of some data,
the hash of the block and the hash of the previous block.

A hash can be described as a mechanism that transforms an input of letters and

numerals into a fixed-length encrypted output. A hash is generated using an
algorithm, and is important to block chain management since it is the unique
identification of a block and its contents whereby any changes in the data would result
in a new hash.

How the block chain security mechanism does operates?

The block chain is based on three level of securities in its mechanism process that is:
1. The Hash function
The block chain mechanism is very complex to hack since it is almost complex for a
hacker to be successful in altering data in the mechanism. For example, if a hacker
tries to alter data in a transaction from Amazon so that the user pays a purchase twice,
as soon as they modify the amount of dollars in the transaction, the block’s hash will
alter.
However, the next block chain will still contain the old hash and the hacker will have
to update all the changes in all the other blocks which will take a massive amount of
computational power to recalculate and if changes are being detected in the
mechanism, the transaction will not be validated.
2. Proof of Work
Although hash is a good security mechanism to prevent hackers from alternating data
in the process, with the advancement of technology and high computation power, they
can calculate thousands of hashes per second, hence a hacker can make misuse of a
block to validate the block chain again. So in order to reduce these risks, block chains
make use of the proof of work mechanism which slows down the creation of new
blocks.
This level of security doesn’t make attacks impossible but it makes them a little
pointless. For example, if a hacker want to make an intrusion on a block chain, he will
need to control more than 50 percent of all the block chain processing resources in
order to be able to overpower the other participants on network. In the case of
Bitcoins, it takes around 10 minutes to calculate the necessary proof-of - work and
add a new block to the chain. Therefore, this method makes it very challenging to
temper with the blocks as hackers would need to recalculate the proof-of - work for
all the following blocks if they tamper with one block. Thus a block chain’s security
benefits comes from its innovative use of hashing and the proof-of - work process.
3. Peer to Peer Network
Furthermore, there's one more way for block chains to protect themselves, and
that is by peer to peer network. Rather of having a centralized network to control
the chain, block chains are using a peer-to - peer network and allowing several
users to join. The node in the network creates an agreement to verify if everything
is in order.
For example, when someone creates a new block, that block will be sent to anyone
on the network so that every node verifies the block to ensure it has not been
tampered. Upon verification, each node adds the identification of that block to its
own block chain in order to establish consensus where they accept which blocks
are valid and hence reject the blocks that are not valid. In order for hackers to be
able to manipulate this block chain, they will need to tamper with all the blocks on
the chain and initially redo the proof of work for each block which is usually
unrealistic.
b) Block chain technology became popular because of its successful adoption of
cryptocurrencies such as bitcoin. This distributed digital ledger has many advantages
since it can keep track of all data or money transactions made by any two parties in a
secure, unchanging and transparent manner.
However, each coin has a flip side to it. Today, Block chain is complex in its
development and these complexities are preventing businesses and companies all over
the world in adopting to block chain.
1. Cost And Implementation Struggle
The underlying costs associated on adopting block chain technology in businesses
are extremely expensive and require a lot of investment from the businesses that
are willing to pursue block chain in their business infrastructure.
The expenditures of block chain also involves the recruitment of IT developers,
trained staffs that excels in different facets of block chain technology,
maintenance cost and licensing costs. These expenses can vary and cost more than
a million dollars for cooperates that pursue block chain in their business structure.
Maintenance costs associated with the solution must always be taken care of. The
expense may even go more than a million dollars for corporate block chain
ventures.
Moreover, block chains consumes high computational power for ‘proof of work’
system to validate transactions that results in high electricity consumption to
maintain its processes.

2. Speed Inefficiency
Bitcoin is a particularly good example for possible block chain inadequacies in the
adoption of block chain for businesses. Bitcoin's "proof of work" system takes 10
minutes to add a new block to the block chain. At that rate the block chain
network is expected to be able to handle only seven transactions per second (TPS).
With this issue, the performance rate of block chains shall decrease the speed of
the processes where it can take several hours for one bitcoin exchange.
3. Privacy
Integrity of data has always been one of block chain’s major advantages since
multiple systems benefit from it. Nevertheless, considering the networking
structure, immutability can only be present if the network nodes are fairly
distributed which means that if an entity controls a block chain by owing 50 % or
more of the nodes, it makes it vulnerable for the system where there is a
possibility that somebody could track a person's identity in the network via
transactional data, just as businesses normally use web trackers and cookies.
Another issue to consider is that data cannot be removed once it’s written, which
means that if data has already been run on the block chain technology, one cannot
remove or alter the trace of the data which is against privacy rights of the
business.

4. Lack of regulatory clarity and good governance

There's also the lack of regulatory clarification about the emerging block chain
technology, which is a massive obstacle for market adoption. Regulations have
also struggled to keep pace with the technical advances.
Several businesses are shifting the block chain technology into a transactional
means, where no specific rules are being defined. However, some areas of the
block chain requires regulatory support, such as the smart contracts. If smart
contracts are not protected by the regulations it prevents both acceptance and
investment in the block chain industry.
Despite, its challenges and bottlenecks, centralized structures, especially in
financial services, often "act as shock absorbers in times of crisis. “Decentralized
networks can be much less resilient to shocks, which can have a direct effect on
participants unless their implementation is carefully planned.
Hence, several researchers have argued that block chain applications do not
operate within the existing regulatory structures. To overcome this challenge, the
government and extremely controlled sectors will have to create regulations for
block chain whereby businesses will have to understand the technology and its
impact on businesses.

5. Lack of awareness and understanding

The main challenge that might be preventing businesses and industries on
adopting block chain is the lack of understanding on what block chain is about and
what can it do. Understanding the technical complexity in block chain is a major
challenge for businesses and IT developers today. However, block chain is not
only a technical investment but an exploration of ideas whereby it can be used
more as a business oriented approach.

Question 3 a)
 HTTP
The hypertext transfer protocol (HTTP) which is text-based, is a system
through which computers all over the World Wide Web communicate to each
other, these includes computers and smart phones that request the web server
to send the content pages of the website which is retrieved and display on
browsers.
The role of the hypertext transfer protocol is to transmit the website data
across the internet and give web browsers and servers a standard way to
communicate to each other. Additionally, HTTP allows multiple connections
to simultaneously download separated elements where each element is
assigned a particular file type and therefore it speeds up transmission so that
the receiving computer can handle it faster and more efficiently.
Moreover, HTTP also enables the receiving computer to download the
extensions or plugins if additional capabilities are required to view the data
transferred. For example, these extensions includes Adobe Flash Player and
PDF document readers.
 HTTPS
Hyper Text Transfer Protocol Safe (HTTPS) is the secured HTTP version
which is nowadays used in most of the e-commerce websites.
HTTPS is frequently used to protect highly confidential online transactions,
such as e-commerce platforms and online banking since the internet is an open
free platform and sharing confidential data such as passwords and credit cards
is a risk. This is why it is very important to protect data against hackers,
attacks or frauds. This protocol acts same like HTTP but with 'S' which stands
for 'Secure' means that all data transferred between your browser and the
 website are encrypted using Secure Sockets Layer (SSL). Implementing SSL
on websites will secure any data transmitted between server and browser
during a session, thus ensuring data protection.
Moreover, HTTPS includes a green padlock that appears on secured website in
order to make customers feel secure for sharing their data, hence builds trust
and confidence of the customer.

b) Digital Signature is used to ensure that files that are being sent digitally
over the Internet belongs to a specified source and reaches the intended
recipient in the original format without any distortion.
How Digital Signature works?
Digital Signature introduces a widely recognized technology which is known
as the Public Key Infrastructure (PKI). The latter allows people in creating a
set of two keys for every digital transaction which are:
 Public Key: The public key, which is a standardized key for encrypting
messages, is available for anyone to authenticate with the signer’s electronic
signature. It enables a sender to send a secure message to the recipient.
 Private Key: The Private Key acts like a closely guarded secret key for
decrypting message which is not available to anyone. However, it ensure that
the signer’s signature is not replicated by another person other than the signer
itself.

If both keys match, then it’s a secure transaction that guarantees document and
signature authentication. However, if they don't match then it's a warning
signal that the signer’s identity was being forged.

In the digital signature process, the three below algorithms are being involved:
1. Key generation
This algorithm produces a private key from a random set of private keys
along with its corresponding public key which are linked to one another.
2. Signing
 This algorithm generates a signature when a private key is received, and
the message is signed.
3. Verification
This algorithm verifies the integrity and authenticity of a message together
with the signature and the public key. However, if they are not being
matched, the message is being denied.

Digital Signature uses a digital ID based on a certificate which contains all

information on the public key, that is the expiry date, and any other detail
which may determine the owner’s identity. When the user sign the document
electronically with this unique ID along with their digital signature, the
signature gets encrypted in the document.
When it comes to online transactions, digital signatures along with other
measures can offer a non-repudiation transaction, ensuring that a party to a
contract can not dispute the validity of their signature on a document or submit
the communication in the initial place is essential. Non-repudiation, in this
context, refers to the ability to guarantee that a party to a contract has to accept
the authenticity of their signature on a document or send a message.
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