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Value Chain For Internet Media
Project MediaTrans
M.S. Ramaiah School of Advanced Studies
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Content
1.
2.
3.
Basic Value Creation Chain of Internet Media ....................................................... 3
Products in the Internet Media sector [done by MSRSAS] .................................... 5
Actors in the Value Creation Chain of Internet Media ........................................... 5
3.1. Web Content development .................................................................................. 5
3.1.1.
Web Hosting ............................................................................................... 5
3.2. Web Hosters and Service Providers .................................................................... 6
3.2.1.
Web Developers .......................................................................................... 7
3.2.2.
Web Designers ............................................................................................ 7
3.2.3.
Content Authors .......................................................................................... 7
3.2.4.
Advertising Agencies .................................................................................. 8
3.2.5.
Affiliates ..................................................................................................... 8
3.3. Web Hosting ....................................................................................................... 8
3.3.1.
Domain name Registration ......................................................................... 9
3.3.2.
Security and Maintenance ........................................................................... 9
3.3.3.
Website Marketing .................................................................................... 10
3.4. Service Provider’s at National and Regional Level .......................................... 10
3.4.1.
Internet Browsing...................................................................................... 10
3.4.2.
Firewall Developers .................................................................................. 11
3.4.3.
Users ......................................................................................................... 11
4.
Technologies used in the Value Creation Chain of Internet Media ...................... 11
5.
Specific situations in regions/countries/worldwide .............................................. 12
5.1. Germany [done by HdM] .................................................................................. 12
5.2. Great Britain [done by CUE] ............................................................................ 12
5.3. Poland [done by IMBIGS] ................................................................................ 12
5.4. Bulgaria [done by ArcFund] ............................................................................. 12
5.5. India [done by MSRSAS] ................................................................................. 12
5.6. Worldwide [done by HdM] ............................................................................... 12
6.
Literature and Sources [done by MSRSAS] ......................................................... 12
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1.
Basic Value Creation Chain of Internet Media
The value creation chain describes the different production steps of Internet media within the complete
value creation chain.
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Value Chain For Internet Media
Technology Providers and (Component) Suppliers
Hardware and Software
Hardware and Software
Hardware and Software
CONTENTS
 Content Developers
 Editorial Work
 Image Editing
 Lay out
 Data Base
 Third Party Authority
HOSTING
 Web Servers
 Web Hosts
 Site Type
 Licensing
 Connecting Media
 (Guided /Wireless)
SERVICE POVIDER
 Providing Internet
Service
 Data Storage.

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


Web Developers
- HTM/Java Programmers
Web Designers
- Graphic Designers
- Photo Grapahers
Authors
Advertising Agencies
Affiliates



Domain Name
Registration
Web Hosting Agencies
Security & Maintenance.
Advertising About
Website/ Website
Marketing



National/Regional
Internet Service Providers
(ISPs)
Internet Browsers
Fire Wall Developers
(Security)
User
Actors in the value chain of Innternet Media
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2.
Products in the Internet Media sector [done by MSRSAS]
3.
Actors in the Value Creation Chain of Internet Media
3.1. Web Content development
Content development is the process of researching, writing, gathering, organizing, and
editing information for publication on web sites. Web site content may consist of prose,
graphics, pictures, recordings, movies or other media assets that could be distributed by a
hypertext transfer protocol server, and viewed by a web browser.
3.1.1. Web Hosting
A web hosting service is a type of internet hosting service that provides individuals,
organizations and users with online systems for storing information, images, video, or
any content accessible via the web. Web hosts are companies that provide space on a
server they own for use by their clients as well as providing Internet connectivity,
typically in a data. Web hosts can also provide data center space and connectivity to the
Internet for servers they do not own to be located in their data center. In the most general
sense, a web site requires: hardware, software, a connection to the Internet and an
administrator.
The web hosting can be either of the following, Shared Hosting: An Internet Service
Provider (ISP) manages the Internet connection, hardware and software for a web site.
Co-location Hosting: It is essentially access to a steel server locker and a high-speed,
guaranteed bandwidth, local area network connection. Managed Hosting: At this level of
service the ISP or MSP will acquire the hardware and software needed for a site as well
as provide administration services. Managed hosting can include performance and
security testing, monitoring, reporting and networking services. Development Hosting: It
brings all of the value of Managed Hosting while adding full application support.
It is required to test or track (monitor) how end-users interact with a website or web
application. Website monitoring is often used by businesses to ensure that their customers
are able to access their online applications and perform actions such as searching, online
shopping, checking an account balance, or simply researching.
By monitoring website and web application performance, IT Departments or Network
Engineers hope to avoid downtime and keep their applications running. Commonly
measured metrics are response time and availability (or uptime), although both
consistency and reliability metrics are starting to gain popularity.
Website monitoring can be done from both inside and outside of a corporate firewall.
Traditional Network Management solutions focus on inside the firewall monitoring,
whereas external performance monitoring will test and monitor performance issues
across the Internet backbone and in some cases all the way to the end-user. External
performance monitoring is also known as end-user monitoring or end-to-end performance
monitoring.
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Website monitoring service can check HTTP pages, HTTPS, FTP, SMTP, POP3, IMAP,
DNS, Telnet, SSL, TCP and a range of other ports with great variety of check intervals
from every 4 hours to every one minute. Typically, most website monitoring services test
your server anywhere between once-per hour to once-per-minute.
Website monitoring services usually have a number of servers around the globe - USA,
Europe, Asia, Australia and other locations. By having multiple servers in different
geographic locations, monitoring service can determine if a Web server is available
across different Networks worldwide. The more locations the better picture on your
website availability
3.2.
Web Hosters and Service Providers
An Internet service provider (abbr. ISP, also called Internet access provider or IAP) is a
business or organization that offers users access to the Internet and related services. Many
but not all ISPs are telephone companies. They provide services such as Internet transit,
domain name registration and hosting, dial-up or DSL access, leased line access and colocation. Internet hosting services run servers, provide managed hosting, and include the
Internet connection.
Generally, an ISP charges a monthly access fee to the consumer. The consumer then has
access to the Internet, although the speed at which this data is transferred varies widely.
Internet connection speed can generally be divided into two categories: dialup and
broadband. Dialup connections require the use of a phone line, and usually have
connections of 56 kbit/s or less. Broadband connections can be either ISDN, Broadband
wireless access, Cable modem, DSL, Fiber Optics, Satellite or Ethernet. Broadband is
always on (except ISDN that is a circuit switching technology), and varies in speed
between 64 Kb and 20 Mb per second or more.With the increasing popularity of file
sharing and downloading music and the general demand for faster page loads, higher
bandwidth connections are becoming more popular.
A Virtual ISP (vISP) re-sells to the general public Internet access purchased from a
wholesale ISP. The vISP's role is to provide any services beyond Internet connectivity,
such as e-mail, web hosting, and technical support. The vISP must perform all
authentication and accounting functions necessary to provide access and then bill their
users for it. This model allows for larger ISPs to increase returns on their investment into
what is generally a geographically large, high capacity network, a network which smaller
ISPs as customers of the larger ISP can use to serve customers in locations that would
previously have been unavailable to them.
A Web host leases space for your Web files on their server, which has a direct connection
to the Internet whereas an Internet service provider maintains a server that is directly
connected to the Internet. This chapter covers the details of various players and process
involved in the web hosting and service process.
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3.2.1. Web Developers
This is a person or company that develops websites. A web developer handles all aspects
of programming and scripting for a website. This includes adding pictures, client text,
creating hyperlinks and implementing the site.
3.2.2. Web Designers
This is a person or company that designs web sites. They are usually the graphic artists.
Web Designers produce a mockup of a page in a graphics application. Once the client has
approved the design, the designer sends it to the Web Developer
The terms Web Designer and Web Developer can be used interchangeably, as the
companies who work as web designers are capable of working as web developers also
and vice versa. According to present Internet industry scenario, Web development
incorporates all areas of creating a Web site for the World Wide Web. This includes Web
design (graphic design, XHTML, CSS, usability and semantics), programming, server
administration, content management, marketing, testing and deployment.
3.2.2.1.
Graphic Designers
A graphic designer works for the appearance of the website. This can include the plan,
layout at the basic level and further covering cognitive and perception aspects to see the
ease of use. Graphic design work also includes the aesthetics, visibility colour etc of the
website. They use a variety of graphics and layout computer software to assist in their
designs. Designers creating Web pages or other interactive media designs also will use
computer animation and programming packages. Computer software programs allow ease
and flexibility in exploring a greater number of design alternatives.
3.2.2.2. Photographers/ Videographers
Photographer works for bringing the images to be displayed on the website whereas
videographers is involved I shooting videos. The necessity and other tricks and
techniques of these professions make them important in the Internet value chain.
3.2.3.
Content Authors
Writing and preparing content for the Web requires a different approach from writing and
preparing content for print documents and publications. In addition, writing copy for the
Web that grabs attention and gets the desired results takes special skill and attention,
whether it is an attempt to sell products or services at a business or commercial site or if
desire to let people know the latest at your personal site. The resources below are
annotated links to highly authoritative articles, tips and information specific to content
writing, development, and preparation for Web sites. Therefore there is a close network
between writers, editors, content developers, and publishers.
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3.2.4. Advertising Agencies
Advertising is the paid promotion of goods, services, companies and ideas by an
identified sponsor. Marketers see advertising as part of an overall promotional strategy.
Other components of the promotional mix include publicity, public relations, personal
selling and sales promotion. The agencies in involved in the publicity of the website and
related media play a significant role in the value chain for Internet.
3.2.5. Affiliates
An affiliate is an entity with a relationship with a peer or a larger entity. These affiliates
are involved in a no risk partnership in an order to promote the other companies website
and products forming a smaller domain of advertisers.
3.3.
Web Hosting
A web hosting service is a type of internet hosting service that provides individuals,
organizations and users with online systems for storing information, images, video, or
any content accessible via the web. Web hosts are companies that provide space on a
server they own for use by their clients as well as providing Internet connectivity,
typically in a data. Web hosts can also provide data center space and connectivity to the
Internet for servers they do not own to be located in their data center. In the most general
sense, a web site requires: hardware, software, a connection to the Internet and an
administrator.
The web hosting agencies vary in the service they provide. The First and most basic is
web page and (small) file hosting, where files can be uploaded via FTP or a Web
interface. The files are usually delivered to the Web "as is" or with little processing.
Which is sufficient only for personal home pages. The Second type is a complex site,
which calls for a more comprehensive package that provides database support and
application development platforms. These facilities allow the customers to write or install
scripts for applications like forums and content management. The Third category is that
the host may also provide a Web interfacing for managing the web server and installing
scripts as well as other services like e-mail. Lastly some hosts specialize in certain
software or services (e.g. e-commerce), used by larger companies to outsource network
infrastructure to a hosting company.
In information technology, a server is a computer program that provides services to other
computer programs (and their users) in the same or other computers. The computer that a
server program runs in is also frequently referred to as a server (though it may be used for
other purposes as well).
For procuring server space we need to work through a server space provider. A server
space provider is an individual, company, or organization that provides storage space on
a server for Web pages, usually for a charge. Some independent access providers and
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online services provide a limited amount of free space for Web pages (for example, one
megabytes of hard disk storage). Note that not all access provider offer server space. And
many server space providers do not provide access. Server space and access are two
different services.
Access provider – An access provider is any organization that arranges for an individual
or an organization to have access to the Internet. Access providers are generally divided
into two classes: Internet access providers (ISPs) and online service providers (OSPs).
3.3.1. Domain name Registration
This is a process in which a unique domain name is selected and registered by a user,
giving the user the right to use that domain name for their web site.
DNS (Domain Name System) Initially the Internet was built on the notion that any
computer on a global network can be identified by its numeric Internet Protocol (IP)
address. But since people, the primary user of the Internet, a more people-friendly
naming system called the Domain Name System (DNS) was invented. Domain Name A
domain name is essentially a signpost on the Internet. People register domain names in
order to 'stake a claim' to a particular name -- whether for business or personal reasons.
Domain Name Registrar A registrar or "Domain Name Registrar" is any entity,
organization like 1stDomain.net that acts on behalf of a registrant regarding domain name
requests or modifications. Domain Parking Registrars require the use of name servers or
hosts for every domain registered. In other words, every domain name has to be linked to
a name server for it to be valid. Domain Registrant A registrant is the person or company
who registers a domain name Domain Registry the organization responsible for the
administration and maintenance to a top-level domain database is known as the registry.
Domain Name Transfer The term 'transfer' refers to when Domain names are sold to
another individual or organization or the name of a company might change. The Registrar
has a process by which permission from the old owner is required to hand over control to
the new owner.
3.3.2. Security and Maintenance
Information travelling on the Internet usually takes a circuitous route through several
intermediary computers to reach any destination computer. The actual route the
information takes to reach its destination is not under our control. As the information
travels on Internet computers, any intermediary computer has the potential to eavesdrop
and make copies. An intermediary computer could even deceive and exchange
information by misrepresenting itself as an intended destination. These possibilities make
the transfer of confidential information such as passwords or credit card numbers
susceptible to abuse. This is where Internet security comes in and why it has become a
rapidly growing concern for all who use the Internet. For security there is a need of
Routers: While using a computer at work, or with the advent of cable modems at home,
it might be required to place computers behind a router that uses NAT. NAT enables
multiple computers to access to the Internet over a single high-speed link.
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3.3.3. Website Marketing
Internet marketing is a component of electronic. Internet marketing can include
information management, public relations, customer service and sales. Electronic
commerce and Internet marketing have become popular as Internet access is becoming
more widely available and used. Well over one third of consumers who have Internet
access in their homes report using the Internet to make purchases.
Internet marketing is associated with several business models. The main models include
business-to-business and business to consumer (B2C). B2B consists of companies doing
business with each other, whereas B2C involves selling directly to the end consumer.
Search engine advertising could be further classified as Advertising based on a keyword
search search, Advertising based on content context.
3.4. Service Provider’s at National and Regional Level
The service providers provides connections and the services related previously there used
to be two Connection Options network connection, allowing users of local area networks
(LANs) to go online through their school or workplace systems, and dial-up connections
through a modem and phone line. However, new connection options allow for greater
speeds and flexibility, they are: Cable Internet these systems allow your computer to
connect to the Internet through the same cable that carries your TV signal. Satellite
connections Allow you to download Internet files via a satellite connection. Integrated
Services Digital Network (ISDN) is a type of digital phone line that can transmit data
many times faster than a conventional modem and phone line. Wireless connections
Pagers, cellular phones and personal digital assistants (PDAs) now allow varying levels
of Internet access, from notification of E-mail to limited Web connections.
National ISPs are usually established businesses with years of experience. They have the
resources to invest in the latest technology and high-speed connections to the Internet.
Offering local access numbers all over the country. Some large ISPs don't focus enough
on customer service and support. They may be less responsive to small business
customers. Many Regional ISPs are just as established as their national competitors. They
tend to offer more responsive, personalized service and support. You should be able to
find one that provides local access numbers where you need them.
3.4.1. Internet Browsing
A web browser is the software program you use to access the World Wide Web, the
graphical portion of the Internet. At the top of the screen, it has a bar for typing in Web
addresses, a small search panel and a row of buttons -- the typical tools for common
Web-surfing activities. Forward, back, home, reload and stop can all be found in this
basic setup.
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Internet explorer is currently the most widely used web browsers in the world, making it
the prime target for phising and many other possible attacks. This has caused some users
to switch to different browsers, such as mozilla, firefox, operand Netscape.
3.4.2. Firewall Developers
A firewall is simply a program or hardware device that filters the information coming
through the Internet connection into the private network or computer system. Firewalls
use one or more of three methods to control traffic flowing in and out of the network:
Packet filtering - Packets (small chunks of data) are analyzed against a set of filters.
Proxy service - Information from the Internet is retrieved by the firewall and then sent to
the requesting system and vice versa. Stateful inspection - A newer method that doesn't
examine the contents of each packet but instead compares certain key parts of the packet
to a database of trusted information.
3.4.3. Users
The Internet presents a unique problem for surveying. At the heart of the issue is the
methodology used to collect responses from individual users. Since there is no central
registry of all Internet users, completing a census, where an attempt is made to contact
every user of the Internet, is neither practical nor feasible financially. As such, Internet
surveys attempt to answer questions about all users by selecting a subset of users to
participate in the survey. This process of determining a set of users is called sampling,
since only a sample of all possible users is selected
4.
Technologies used in the Value Creation Chain of Internet Media
Networking hardware includes all computers, peripherals, interface cards and other
equipment needed to perform data processing and communications within the network.
The some of the hardware equipments are File Servers, Network Interface Cards,
Ethernet Cards, Local Talk Connectors, Token Ring Cards, Switches, Repeaters, Bridges,
and Routers.
All user of computers connected to a network is called workstations. A typical
workstation is a computer that is configured with a network interface card, networking
software, and the appropriate cables a network is simply a group of two or more Personal
Computers linked together. Many types of networks exist, but the most common types of
networks are Local-Area Networks (LANs), and Wide-Area Networks (WANs). In a
LAN, computers are connected together within a "local" area. In a WAN, computers are
farther apart and are connected via telephone/communication lines, radio waves, or other
means of connection. Networks are usually classified using three properties: Topology,
Protocol, and Architecture. Topology specifies the geometric arrangement of the
network. Protocol specifies a common set of rules and signals the computers on the
network use to communicate. Architecture refers to one of the two major types of
network architecture.
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Network Technologies, provides associated services including product installation,
software maintenance programs, parts repair, remote and on-site technical assistance and
customer training. The Group's product brands include Service Creation Manager(TM)
platform, Intranet telephony platform and network management systems based on simple
network management protocol. Network Equipment Manufacturers market products and
services through direct and indirect sales channels and under collaborative government
contracting and subcontracting arrangements.
5.
Specific situations in regions/countries/worldwide
5.1.
Germany [done by HdM]
5.2.
Great Britain [done by CUE]
5.3.
Poland [done by IMBIGS]
5.4.
Bulgaria [done by ArcFund]
5.5.
India [done by MSRSAS]
5.6.
Worldwide [done by HdM]
6.
Literature and Sources [done by MSRSAS]
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