Candidate Set Essay Example for Free

Candidate Set Essay Part of the fast changing science of database management is the improvement of association rules generation. Several algorithms had been proposed and implemented in different platforms or programs to generate these rules. These rules state the rate of confidence of predicting an occurrence of entity or an event based on the occurrence of another entity or event. One popular algorithm proposed to generate the association rules of a given data is the Apriori Algorithm. It uses the bottom-up approach in order to come up with all the significant association rules by specifying the minimum support a super set must have. With the help of a pruning step that uses the property of infrequent set defined in the paper Fast Algorithms for Discovering the Maximum Frequent Set [Lin98], the database scans needed to obtain the MFS are minimized. Another algorithm to solve the maximum frequent sets is the top-down approach. Its first main aim is to discover the Maximum Frequent Candidate Set (MFCS) that would quickly gives all the other frequent set based on the property of frequent sets. Here in this paper, we would compare the disadvantages to be encountered on both algorithms and how the integration of the two cited algorithms would work and be implemented. Apriori Algorithm’s Dilemma FIGURE 2. 1: Lattice 1, 2, and 3 resembling the discovery of frequent set [Dun03]. PROPERTY 1: If an item set is infrequent, all its superset must be infrequent, and they do not need to be examined further. Apriori Algorithm needs to check the entire super sets with one element, {A}, {B}, {C}, and {D}, in order to know the MFCS. With the help of the pruning step that use the above stated property of infrequent sets then in Figure 2. 1 we could determine the MFCS of the universe ABCD by performing Apriori Algorithm. In Figure 2. 1 we should perform four database scans checking the super sets A, B, C and D respectively before we could determine the MFCS for all lattices in Figure 2. 1. Lattice 1 needs four database scans before determining that A is the MFCS. Lattice 2 needs four scans in order to determine ACD and this would be the same in lattice 3 which needs four scans before we would conclude that ABCD is the MFCS. What if we would consider a lattice with 5 items, with 6 items and so on? We would then come up with the conclusion that Apriori Algorithm needs to have n database scans for n items. By considering the above fact, try to examine the lattice of ABCDEFGHIJKLMNOP QRSTUVWXYZ. Then we would conclude that MFCS would be determined after 28 database scans through the use of Apriori Algorithm. The Top-down Approach and the MFCS The top-down approach works well when the MFCS is long. What if the database to be examined has up to 100 items? Then, in Apriori Algorithm, it needs to have 100 database scans in order to come up with the MFCS. On the contrary, the Top-down approach starts with the set containing all the elements of the item set considered down to its subsets. In Figure 2. 1 the Top-down approach checks first the frequency of ABCD, BCD, and so on. What is better with the Top-down Approach compared to the Apriori Algorithm is that it only needs to know the first occurrence of a frequent set to get the MFCS. This is because of the second property of frequent sets. PROPERTY 2: If an item set is frequent, all its subsets must be frequent and they do not need to be examined further. Let’s examine the performance of top-down approach for the three lattices in Figure 2. 1. Top-down approach works best when all of the items in the item set are all frequent. In lattice 3, Top-down approach needs only one database scan in order to come up with the complete frequent sets. Lattice 3’s MFCS is ABCD, therefore it would consider all the subsets of ABCD because ABCD is frequent in the first place. But the problem with the top-down approach is when the MFCS is short. On lattice 3, the number of database scans needed to know MFCS is still lower than the number of database scans needed in the Apriori algorithm, three as compared to four. But on the case of the lattice three, the Top-down approach needs to traverse all the points in the lattice in order to determine the MFCS which is A. The table below gives a view of the database scans needed to determine the complete MFS. Table 2. 1 Apriori and Top-down Approach Comparison Items Apriori Top-down Approach Best case:1 Worst case: 15 5 5 Best case: 1 Worst case: 31 . . . n n Best case: 1 Worst case: 2n 1 Upon considering both the advantages and disadvantages of the two above discussed algorithms, I had decided to merge the good side properties of the two algorithms. To come up with an integrative algorithm that would make use of the concepts of the Apriori Algorithm and Top-down approach, we should first understand or simulate how the two algorithms come up with generating their set of possible candidates for frequent sets. Here is a program code that would generate Apriori Algorithm’s set of possible candidates given the starting candidate {0} and the number of items to be considered. Note that I had opted to start the representation of the possible candidates with zero because the Java program that I had decided to use in order to perform the discussed algorithms uses zero as its start index on its array data structures. Accompanying this program code is the explanation of how did the recursive property come up with the set of possible candidates.

Nokia vs Apple Case Study

Nokia vs Apple Case Study The Board of Apple iTunes has requested a report that seeks to examine the key macro and micro environmental factors within the music download industry and provide significant information regarding the current threat of Nokia entering the music download market. Also, recent trends should be observed and a strategy has to be developed that will limit Nokias impact and protect Apples market share within Europe. In order to do so, we used significant instruments to analyse the market and we formulated a strategy accordingly. 2.1 Apples Mission Statement: Apple is committed to bringing the best personal computing experience to student, educators, creative professionals and condumers arounf the world through its innovative hardware, software and iternet offerings. Apple continious to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Apple is also spearheading the digital media revolution with its iPod portable music and video players and iTunes online store, and has entered the online phone market this year with its revolutionary iPhone. 2.2 Apples strategy: Apple inc. is a vertically integrated company, manufacturing and supplying all hardware and software as well as its own operating systems. Apple Inc. chose this strategy so they could retain profit and ensure profit is not lost by financing other companys profit margins. The practice behind this theory is to heavily finance research and development and have have the necessary means of production to cover all areas of the business. Marketing and advertising are also a key component in Apple Inc.s strategy to have a better market position. 2.3 Apples market: To exactly define Apples market is nearly impossible as the company takes part in the multimedia download market by offering a wide range of services like music, ringtones, games, Podcasts and movies (most popular is their iTunes service) as well as having recently entered the mobile phone market with its new iPhone. The multimedia download market is described by Mintel as anything that can be copied from the Internet to a PC, other portable devices (mobile phones, PDA), game consoles or multimedia devices (Mintel, 2007). This includes music, video/television programmes, games, wallpapers, icons and ringtones. For our report we will focus on the music part which is of special interest to the Board of Apple iTunes although some consideration about the whole multimedia download market will have to be done, as Apple provides a variety of multimedia services and a reduction of the market to the music download market might be to narrow sometimes. Apple is not yet part of the mobile download market (unlike Nokia that has entered this market with its new Ovi service and the launch of its N-Series devices) as this market is strictly defined by Mintel as products that are downloaded to a mobile phone, including ongoing subscription purchases or single one-off downloads. These products include icons, wallpaper, ringtones, music, news or video clips, jokes and games. These services are for mobile phones only and similar items downloaded to a PC are excluded (Mintel, 2005) . The mobile phones market is being defined by Mintel as handset manufacturers and network service providers (Mintel, 2007). 3. Overview of the multimedia download market: This overview has been generated on the base of a Mintel report about uploading and downloading in the UK in 2007 and the figures provided only show the UK market. Since it can be assumed that the UK market does not differ dramatically from the Europeen market since network providers, third party providers and mobile manufacturers taking part in this market are accessed through the world wide web and therfore are also being used from Europeen customers, the facts given can be transformed to the Europeen market. The multimedia download market and especially the music download market is a fast changing and fast growing emergent market that is characterised by high fragmentation as more and more players such as mobile phone manufacturers, network- and third party providers enter the market. Market Size and Segmentation: The UK value for the download market in 2006 has increased 179% above 2002 to  £343 million and especially the growth of music downloads is acting as a main driver for the market and is overtaking mobile phone downloads that have been the largest segment of the market in the past. Mintel forecasts further expansion of the market between 2007 and 2009. Market Share: The multimedia download market is a highly fragmented market with many players, that is being dominated by Apple iTunes with nearly 80% market share. Third-party providers like Napster, MonsterMob, iTouch and Zed are also an imporant source of the market, although in the case of mobile downloads network providers are significant too. Key Points of the Internal Market Environment: An increasing desire of consumers to benefit from new technology can clearly be recognized and especially in the music download market, consumer interest has increased due to innovative product launches, such as the Apple iPod. Also, theres a trend for technology devices to blend functions that have been associated with only one product, as recent examples like the Apple iPhone or the freshly announced Google Gphone show. Key Points of the External Market Environment: The current lack of legislation regarding copyright issues, encourages people away from legal download services. A trend being recognized by Mintel is that ad-supported content is getting more and more accepted from customers as they are more willing to download from official sources if the content is free. The Future: Mintel predicts that rather being an add-on downloading will become an activity carried out on most devices. As a result mobile Internet surfing will increasingly become mass market! 4. Key factors to success for Apple: The companys wide and always up-to-date range of downloadable files. The companies fresh and exiting presentation of services and devices that delivers the attitude towards the customer that downloading is fun. Design and fashion have proved highly important for the company, as their products are being regarded as hip and stylish. The ease of use for its products and services. The companys innovative technologies. Strong branding that attracts new customers, keeps older ones and creates additional value. Highly effective advertising Many formal and informal cooperations with big multinational firms 5. PESTEL-Analysis: Economical aspects: Consumers currently feel very safe about their financial situation and about their prosper life. As a result to that, they are willing to spent more in fast moving goods and luxury. However, costs evole to be the most important factor for customers when it comes to purchasing a mobile phone and additional services as well as downloads. Socio-cultural aspects: Theres a trend in the mulimedia download market towards targeting younger consumer groups, since these groups show higher interest in downloading and are less restrictive towards new technologies. Despite this trend Apple have to consider that older consumer groups are usually wealthier than younger people and have more money to spent and it is also important for the furture to meditate that the overall population is growing older. Technical aspects: The wide range of fast changing high-tech/high-quality download possibilities, encourages consumers to download but it also puts more pressure on competing firms, as they have to stay up-to-date with the newest technologies. Considerable developments in the mobile phone market (3G handsets becoming reality and expanded features available to the customer) will push the multimedia download market into new spheres and will open up great opportunities for Apple. Still, since Apple is taking part in a highly competitive market with new technologies arising and changing in a very fast rate product-life-cycles are short and companies have to invest strongly in RD in order to stay competitive and to fullfil the market demand. Legal aspects: Issues of copyrights and illegal downloads greatly affect the music download industry and are a major problem for active legal providers. A former lack of legislation in this area has encouraged consumers away from commercial downloading services and as a response to this, new technologies have been introduced that protect the copyright of owners and prevent customers to download and share files illegaly. Digital Rights Managment (DRM) was created to controll the number of copies that can be made from a download and although for the music industry there are many positive aspects to DRM, there are surely as many negative for the consumer. Therefore, some companies have already planned to open big portals on DRM-Free tracks, that will legally enable the consumer to download files without being limited to a certain number of computers, portable digital devices and CD burns for a reaonable price. Moreover DRM-Free tracks can be played on any MP3 capable device! Although Ap ple has already updated its offer with DRM-Free tracks, the choice for customers is still very limited, as Apple could only strike deals with EMI that allow them to offer DRM-Free tracks. Also, Apples DRM-Free tracks are more expensive than those of its competitiors which could become a major problem in the future, if the company doesnt adapt its pricing to the market. 6. Porters 5 Forces: Substitute products: A substitute product is not a direct alternative to the product a company is selling. For example, the new Sony Walkman media player is not a substitute for the iPod Touch, it is a competitor. However, a personal CD player or MP3 player could be if certain aspects of the market were to change, e.g. price and there was a high elasticity of demand. In the case of iTunes, with music there is a wide range of options for buying music and therefore are many substitutes within the music industry, for example tapes, CDs, vinyl and DVDs. All of these are easily accessible and just as convenient as downloading from the internet. The benefit which iTunes has is that you do not have to buy whole albums; you can download songs individually and at a fraction of the cost of a single song on another format. Also you are able to buy movies, TV shows, audio books and Podcasts, all available 24 hours a day, 7 days a week. Reports by Mintel have shown that sale price and the volume of sales is falling for non digital media, consequently as a result of internet downloading. Album sales are in dramatic decline; largely due to a boost in single downloads. High definition gaming and music channels have also deflected consumers away from buying into the music industry. However, for the future, it is likely that technological innovation will replace popular digital mediums and formats but we asume that this is not a very big threat for Apple, as the company has proved to always be up-to-date with the newest technologie and will do so in the future. The Threat of new Entrants: Already, there are hundreds of media downloading sites available to use on the internet. Some are legal and some are not. It is more difficult to block and put barriers up for illegal entrants into the market because they are not abiding by the law and therefore do not have patents, licences or the rights to distribute media, but still do. With legitimate start up companies, there are capital requirements, possible patents licences to obtain and ultimately the prospect of competing with already well established and reputable companies such as iTunes. Mintel predicts that there will be an influx of new companies willing to invest in the online downloading industry. A big threat for Apple constitutes the entrance of Amazon into the market. The company announced the launch of a new music download portal that offers a wide range of DRM-Free tracks to a reasonable price. Since there are many advantages to DRM-Free tracks, like the fact that users can legaly co py the files without being restricted to a certain number of copies, consumers are expected to highly welcome the new download store. Apple has to be aware of the fact, that it could loose both new and old customers by restricting them to Digital Rights Management tracks that can only be played on Apples iPod and not on any MP3 capable device, as it is the case with Amazon. Another threat of new entrants Apple has to face is, that the download industry is likely to change towards add-driven downloads, which means that customers wont have to pay for their downloads if they agree to watching adds. Google will launch its own mobile phone, the G-Phone. Googles strategy is to give its services for free to customers and than sell adds to pay for them. Apart from that, Nokias launch of the new Ovi Store together with its new N-Series will be the greates threat of new entrance as it will allow customers to directly download files to their mobile which Apples iPhone currently doesnt do. Bargaining Power Of Customers: Due to the vast range of direct alternatives and substitutes, iTunes needs to price competitively as well as maintaining reputation and range availability. Consumers are easily swayed to alternative products, especially the ease and free use of illegal downloading sites and therefore need to be drawn in to using legal downloading sites like iTunes. Consumers have great power due to their ability to buy from any one competitor in the music industry and can therefore potentially dictate prices by constantly buying from the cheapest company, thus forcing competitors to reduce prices. Obviously one customer would not make a difference, but collectively customers are strong. As for the Apple iPhone, it has to be considered that network providers have great power over the company, as they could decide not to sell the iPhone or put pressure on the company that forces them to pay a certain amount of their revenues to the provider. At the moment, Apple has rest ricted itself to one provider, O2, and therefore greatly depends on them selling the iPhone but this will surely change over time. Bargaining Power of Suppliers: Similarly to bargaining power of customers, there is the bargaining power of suppliers. iTunes have to submit to the requirements of the consumer market to be competitive, but on the other hand have the ability to bargain with their suppliers due to the size and reputation of the company, thus they are a supplier and a customer. Due to the volume of sales that iTunes have, it would be foolish for companies such as SonyBMG, Universal, Warner and EMI to not compromise on the costs and rights to distribute their music, as their success in the music download market highly depends on the successful distribution of their music, mainly through Apple. This fact clearly limits the bargaining power of suppliers to a certain degree, although Apple has to consider that without their music iTunes could not function as efficiently as the market demands. Therefore a compromise must arise that suits both companies, a possible agreement could be initial fees plus percen tage of sales. Intensity of Rivalry: Although the amount of companies operating in the music download market is pretty high, Apple is the clear market leader. Still the multimedia download market is a market in its growth phase with fast changing technologies and many new companies entering the market. At the moment, it seems very unlikely that a company could seriously threaten Apples market position but the company has to be aware of the fact that there are other big multinational companies trying to enter the market with new technologies and ways of offering their services. 7. The Industry Life Cycle: The multimedia download market is a market in its growth phase that is being stimulated by an increasing desire of customers to benefit from multimedia technology and services. Technical innovations are leading to an increasing number of consumers seeking to interact through the internet and to download their music. The market value of the music download market has shown very strong and is going to rise even more in the future as customers familiarise themselves more and more with the internet and are increasingly aware of innovative technologies. Especially the youth segment pays great interest to the digital download of music and holds out good prospects for long-term growth. At the same time more and more firms are entering the music download market and prices for technology and services are expected to fall. Add-driven content services and the entrance of firms offering download services from online portals directly to the mobile will bring new perspectives into the market and co nstitute a threat and a opportunity at the same time. 8. Four Links Model Lynch: Informal co-operative links: Google: There are many informal ties that form the alliance between Google and iTunes. The reasoning for the alliance has long been speculated and many believe it is to overthrow the dominant leader in the market; Microsoft. With Google developing an Office type package and Apple inc. already having an operating system well established, an alliance could be the key to outsmarting Microsoft and decrease their market share. The main features that form the alliance are as follows: Google currently have a video application that has been made available for users to browse freely but cannot download from. Therefore a link to the iTunes website where consumers can download the video can be made available. The link is perfect because customers can view on Google Video and then download from iTunes if they wish. iTunes can be integrated into the Google toolbar or software pack. Also, Google have a sponsored search for the iTunes website where users are directed to the iTunes website and a sma ll fee is provided to Google from the company for the service. CEO of Google Eric Schmidt is currently sitting on the board of Directors for Apple inc. due to the past possible development of the Google iPhone, but this development never really took off. However, he has said recently that Apple and Google are doing more and more things together and there is a possible tablet style personal computer on the horizon. We have similar goals and similar competitors. Though there is no formal agreement or alliance yet. Starbucks: Currently only available in the USA, when in a Starbucks Coffee Shop, any iPod touch, iPhone or PC with iTunes on can connect to the iTunes website for free. There is a Starbucks option on the webpage that can allow you to see the current song that is playing and also the last 10 tracks played. Songs can be previewed and downloaded and will automatically sync to your PC when next connected. This is convenient for the customer and benefits both Starbucks and Apple. Formal co-operative links: Nike: Bringing sports and music together, Apple and Nike have produced the Nike+iPod which is designed to give the ultimate workout experience. In order to benefit from this, the customer must own a pair of Nike+ trainers (Nike+Air Zoom Moire), an iPod and the Nike+iPod sport kit which is what connects the trainers to the iPod. It is connected via wireless receivers. The idea was realised when Apple CEO Steve Jobs conducted research that showed 50% of the 50 million who bought iPods last year used them during a workout. Both companies define their core markets by lifestyle, (Kraft, 2006). Nikes target audience a sports culture and for Apples target audience it is the creativity culture. Both have come together to create a new profile, thus being the lifestyle and technology that has founded the partnership. The two huge brands have come together to create a fusion brand that will attract massive attention. Coca-Cola: Coca-Cola and iTunes teamed up to promote the release of a coke branded music website that had iTunes services integrated into the website. The website would be available across Europe and allow viewers to see the latest up and coming artists and to download podcasts from iTunes. Were excited to announce this partnership with AppleTogether we are creating a unique and exciting platform that gives young people a voice and allows them to refresh their music experience every day. (Dominique Reiniche, president of Coca-Cola European Union Group, 2006) 70 million free songs would be downloaded from iTunes in the promotion due to special codes printed on coke bottles. The strategic decision was made by Coca-Cola to join with iTunes because of the failure of its own digital downloading website MyCokeMusic, which lost out to iTunes quite badly. The alliance means that Coca-Cola can sell music but it is only iPod compatible due to DRM restrictive measures. Network Operators:Apples strategy was potentially to play the network operators off each other to ensure they got the best deal possible. Apple decided to go for the biggest operators in each of the countrys that they were supplying the phone in: UK O2; France Orange; Germany T-Mobile. O2 secured their deal by offering 40% of any revenues made from the iPhone and possibly more in commission and other areas. The tactics employed have left Apple highly unfavourable with other Network operators. (Wray, 2007) Complementors: It is the complementors who add the value to a company without there actually being agreements or strict negotiations. Companies such as SonyBMG, EMI, Universal and Warner all benefit iTunes because obviously if it wasnt for these companies iTunes would not function as well as it does and would not generate anywhere near the amount of money that it currently does. Ultimately, Steve Jobs listened to the concerns that music companies had regarding illegal downloading, piracy etc. He came up with the idea for iTunes and this was basically an external source for music companies to make money in the digital downloading industry with minimal effort. It wasnt strictly a way of how it would help Apple, but how it would help the music producers and the industry. Therefore the collaboration of iTunes with the big players in the music industry complemented each other. 9. SWOT-Analyses: Strengths: Apple is the clear market leader in the music downloadand steady financial performance. Revenues have grown from $5,742 million in 2002 to $19,315 million in 2006 and the companys net profit has increased from $65 million in 2002 to $1,989 million in 2006 (Datamonitor, 2007). Steady financial growth shows the good financial state of the company and builds the base for future growth and expansion. Also, the company has a very strong branding and enjoys a high level of brand recognition and brand awarness that allows the company to differentiate its offers and stimulate sales. Another strengths of the company is defined by its successful distribution of the iPod and its software iTunes. With every iPod sold, the consumer automaticaly installs iTunes on his pc, as it is only possible to download music from Apples original software to an iPod. Moreover, Apple procucts are being considered as hip, stylish and fashionable which is increasingly becoming important for consumers. F urthermore, Apple devices and software attract customers for their convinience, their ease of use and for always being up-to-date with the newest technology. Apple has also collaborated with large brand companies like Nike, Starbucks, CocaCola and Google,which has had beneficial impacts on both Apple and their partners and has created a new profile, e.g. linking sports and music culture. Weaknesses: First off all there is to say that although the interconnection between the iPod/iPhone and iTunes has been a key factor to Apples success this restriction could become a problem in the future, as more and more customers are looking for devices and online portals that allow them to download MP3s to any MP3 capable device. Moreover, Apple has only a very limited offer of DRM-Free tracks on iTunes, which can be defined as a strong weakness since an increasing number of customers fancy DRM-Free downloads. Another weakness for Apple lies in its pricing, especially for its iPhone. A Mintel research about the mobile phone market in the UK defined pricing and costs to be the most important factor when it comes to purchasing a phone (Mintel, 2007). Also, the iPhone currently doesnt allow the costumer to directly download files to the mobile, which, compared to the new Nokia N-Series, is a enormous weakness, since it could prevent customers to buy the Apple device and go for the N okia handset instead. This could lead to a loss of Apples market share to its competitor Nokia. Also, technically, the iPhone isnt quiet as good as its competitor the Nokia N95, as it runs on a slower mobile data service and comes only with a 2 Megapixel camera. Another weakness for Apple is, that theyve only chosen one operator in each country where the iPhone is available and thus has restricted the consumers choice of network operators. Threats: The comanys biggest threat probably constitutes the entrance of Nokia into the digital download market. By providing the opportunity to directly download files to a handset device, Nokia could gain some of Apples a market share in the digital download market, since customers are increasingly fancying mobile downloads that dont restrict them to a bulky pc or laptop. The mobile download market is one of the most opportunity-rich markets the world has ever seen, as Nokias Chief Executive Olli-Pekka Kallasvuo states (Halper,2007), and if Apple doesnt catch up fast on this opportunity it is running risk to loose its superiour market position to Nokia. Another threat for Apple constitutes the launch of online portals that are specialized in marketing DRM-Free tracks. More and more customers are looking for music that doesnt restrict them to a certain number of copies or to a special device as it is the case with iTunes and the iPod. Although Apple is currently trying to improve it s choice of DRM-Free tracks, it still lacks the greater choice and lower price of companies such as Amazon which could lead to custmers switching over from Apple to those in terms of DRM more convinincing sites. Also the threat of illegal download sites would have an negative impact, due to the availability of free digital content that could sway customers away from Apples iTunes. Opportunities: Although currently especially the youth customer segment is seen as the major target group for downloading, as these customers seem to be less restrictive towards new technologies, providing more substantial and sophisticated products and services for older and wealthier people could proof very profitable for Apple. With the launch of its iPhone Apple has already done an important move into the mobile phone market that might allow the company to challenge its biggest threat Nokia on their home market. As more and more customers are increasingly becoming aware of innovative techologies and of the benefits arising out of Internet downloading Apple should now take advantage of the great opportunities arising from the fast growing mobile phone download market by making its services directly downloadable to its iPhone as its rival Nokia has already done. Also, the upcoming change in the digital download industry towards ad-supported content could be an opportunity for Apple , if the company manages to strike advertising deals with companies that allow Apple to offer services for free to customers who agree to watching ads. This could bring a whole new bunch of customers to the company. Although these customers wont have to pay for the add-supported services, they will probably buy an iPod or an iPhone or another Apple hardware device. 10. 1 About Nokia: Although having its origins in the wood-pulp industry the finnish handset manufacturer Nokia has become a global leader in the manufacturing of mobiles and mobile networks and is now the market leader in the mobile phone market with 36% of the worlds market share. In 2006 the company sold 290 million units and therefore it sells more phones than its three nearest competitors combined. More recently the company has made a move into the mobile download market, which was considered by Nokias president and chief executive Olli-Pekka Kallasvuo to be one of the opportunity- rich markets of all time (Fildes, 2007), by launching its new multimedia online portal Ovi, which consists of the three components Nokia Music Store, N-Gage Service and Nokia Maps and acts as gateway for consumers to Nokia services. The company has done this as an answer to the announcement of Apple that it would launch a new iphone and therefore enter the mobile phone market, which constitutes a serious threat to the f innish handset manufacturer in its home market. Nokia is now going from a purely hardware-driven company to the service sector and is becoming a player in the multimedia solutions market. 10.2 Nokias Mission Statement: Nokia focuses on bringing people together by providing consumers with human technology that fulfills peoples need to communicate and share. Nokia aims to provide technology that is intuitive, beautiful and a joy to use. The companys strategy relies on growing, transforming and building its business to ensure its future success and it sees the internet as its main quest, due to the continously changing communications industry with the internet at the center of this transformation. The companys vision is a world where everyone can be connected. 10.3 Nokias new N-Series compared to Apples iPhone: Nokia has launched its new N-Series which consists of the totally new N81 device and an upgrated version of its flagship N95. The N81 is a music-orienated handset which enabels the consumer to directly download songs from the Nokia Music Store to the mobile. This opportunity makes the handset superior to Apples new Iphone as consumers no longer rely on a PC or iPod but can directly download their files to the mobile. The N81 has a 8GB memory with the capacity to store 6000 music tracks, which is about the same as the new Iphone, and it uses a 3G connectivity. The Apple iPhone uses a slow mobile data service called EDGE and that makes it about four times slower than the N81. The new N81 will cost about EUR 360 and is therefore slightly cheaper than the Apple iPhone which comes about EUR 399. The upgrated version of Nokias flagship N95 is being marketed as a multimedia device and could take on the highly praised iPhone. It comes with 8 GB of storage, a 2.8 inch screen and 3G connectivi ty and will feature a 5 Megapixel camera, which is a lot, compared to the rather dissapointing 2 Megapixel camera of the iPhone. The N95 costs about EUR 419 and is therefor sligthly more expensive than the iPhone. Technically the Nokia N-series appears to be better than the Apple iPhone since it offers a faster connectivity and a better camera but what makes it really superior to the iPhone is the fact, that the consumer can download files from the Nokia Music Store directly to the mobile. Still the highly anticipated iPhone looks more fashionable and its got the greater consumer attention since many costumers are already familiar with the Apple iPod and Apple iTunes and cant wait for the

Nursing Intervention for Pre Menstrual Syndrome (PMS)

Nursing Intervention for Pre Menstrual Syndrome (PMS) The physical and emotional symptoms of PMS are common but it doesnt mean that all girls will develop PMS. The symptoms start about a week or two weeks prior to the period for most of the girls who experience PMS. Life style changes including dietary modifications are the commonly used to treat the symptoms (www.youngwomenshealth.org) The cause of PMS is explained with list of given biological theories. It including conditions likes deficiency of progesterone in the luteal phase of menstrual cycle and deficiencies of vitamin. As per the researchers 70% to 90% of women experience PMS during child bearing years at some time, it usually happens at the age of 25 to 45. (http/nhs.us/conditions/pms) Estrogen and progesterone are two essential hormones involved during ovulation and menstruation .There are certain hormonal changes namely rise in estrogen and fall in progesterone during PMS. When estrogen / progesterone ratio is high it interferes with brain neurotransmitters which control the basic unit of mood and pain. Regular menstrual cycle among women is natural process PMS is included as a part of it. The incidences of PMS are caused by other factors also. The other factors identified are hereditary, caffeine, stress, aging, medical history, tobacco, family history and diet plays a vital role (www.goodeveningworld.com) The environmental play a important role in influences on PMS causing different other symptoms. Some researchers categorized four types of PMS. Some of the women may present with only one type of PMS, some can have 2 or 3 types, and few women have all four types. PMS-A is related with anxiousness and tension of the muscles. PMS-C includes cravings for sweets, dark chocolates and carbohydrate rich diet. PMS-D refers to emotional problems prior to menstruation. PMS-H includes tenderness in the breast and gain in weight because of retention of water. (http/www.individualizednutrition.com) There are different types of supplements naturally done which can highly cause reduction of the symptoms of PMS. Continuously using fish oil for two months is beneficial in reducing PMS symptoms. Fatigue, irritability, tenderness of breast and extremities swelling can be relieved by using evening primrose oil (http/www.individualizednutrition.com) NEED FOR THE STUDY PMS usually happens one week or 2 weeks prior to periods. Totally 150 symptoms are actually found which occurs during PMS. The identified common symptoms are mood disturbances, tenderness of breast, bloating of the abdomen, acne, cravings for certain foods, increased appetite and thirsty feeling and fatigue. Other symptoms included are difficulty in passing stools and loose stools, feeling irritated, mood change and feeling down. (www.pmsfacts.com) As there is no specific laboratory test to diagnose PMS, in order to establish a pattern, a gynecologist ask the patient to record her symptoms at least for two menstrual cycles. This will help to establish if the symptoms are truly premenstrual and predictably recurring. If symptoms increase in 30% in six days before menstruation, then it is identified case of pre menstrual syndrome needs treatment (www.goodevening world.com) The premenstrual symptom is a complex one. Many women experience this symptoms ranging from moderate to severe. To manage PMS the initial step is daily regular exercise and change in diet. A life style changes is sufficient to control symptoms for women with mild symptoms. (www.about.com) The treatment of PMS varies from woman to woman; the patient is advised on various treatment modalities like diet, home remedies, contraceptives, exercise, herbal treatment, dietary supplements, and diuretics. (www.goodeveningworld.com) Studies revealed that many foods including soy, green leafy vegetables and fresh fruit, nuts and seeds are really effective in balancing the hormone. The women who sufferers with PMS are advised to make changes in diet such as consumption of fresh fruits, green leafy vegetables, cereals and whole grains, dairy products of low fat and sea foods. It is recommended that having frequent meals in small quantity each day helps to reduce fullness and abdominal bloating.(www.faqs.org/nutrition) Research in this area can be given high priority since these symptoms will affect females daily routine activity. Several studies highlighted that the symptoms can be improved with plenty of sleep, vitamin supplements and exercise. Even non- pharmacological measure like healthy diet, life style changes, some home remedies which indirectly contribute to reduce the symptoms. These aspects impressed the researcher, thereby felt the need do a study in this same area and to find the effectiveness on Planned Nursing Intervention on management of PMS among college students who has been experiencing pre menstrual syndrome. STATEMENT OF THE PROBLEM A study to evaluate the effectiveness of Planned Nursing Intervention on management of Pre Menstrual Syndrome (PMS) in terms of intensity of symptoms, knowledge and attitude among college girls in a selected educational institution, Salem. OBJECTIVES To prepare and validate the Planned Nursing Intervention on management of PMS among samples. To assess and compare the mean pre-test and mean post-test intensity of PMS among samples. To assess and compare mean pre-test and mean post-test knowledge score on management of PMS among samples. To assess and compare mean pre-test and mean post-test attitude score on PMS among samples. To find association between the pre-test level of knowledge on management of PMS among samples and their selected demographic variables- age at menarche and family history of PMS. HYPOTHESES: (Level of significance p

Comparing Beloved and Night Essay -- comparison compare contrast essay

Comparing Beloved and Night  Ã‚  Ã‚  Ã‚   The two novels I am writing about are "Night" by Elie Wiesel and "Beloved," by Toni Morrison.   Beloved tells about slavery and an ex-slave mother's struggle with a past which is projected as the haunting of her people.   It tells the story of Sethe, a mother compelled to kill her child, rather than let the child live a life of slavery.   Toni Morrison uses ghosts and the supernatural to create an enhanced acceptance of the human condition and the struggled survival of the Black American.  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The novel is set in Ohio in the 1880's.   The Civil War had been won, slavery had been abolished, however, the memories of slavery still remain.   Although the story itself is fictional, the novel is based on   real events.  Ã‚   The events are based on the trial in Cincinnati of Margaret Garner, who with her husband, and seventeen other slaves (Kentuckian) crossed the Ohio where they supposedly found safe shelter.     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   When it was discovered that they had been pursued and surrounded, and her husband overpowered, Margaret knew that any hope of freedom was   in vain.   She refused to see her children taken back into slavery.   Without delay, Margaret quickly took hold of a butcher's knife which was laid on a table and cut the throat of her young daughter.   She then attempted to kill her other children as well, then herself, but she was overpowered and held back before she could follow through.   She was arrested and put on trial on the grounds that the child she killed was the legal property of the owner.  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In Beloved, when a new proprietor takes over Sweet Home (the slave farm), Sethe, escapes the brutal beatings she now endures in an attempt to go from Kentucky to Ohio.   When the pr... ...took   part in the holocaust had no other choice.   They had families to take care of and home lives just like the rest of   us.   For example, I believe that many of the soldiers who took part in the Holocaust were forced through military responsibility or face   treason or death.   These soldiers have   to live with themselves knowing they killed millions of innocent people.   When an order is given, an order must be carried out.   Many soldiers had no choice, but to kill, or be killed.     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   We are all human beings.   We all have feelings, and families whom we love.   Sometimes the force behind the brutality is too powerful to disobey, and people (soldiers, the white man, the Americans and Hiroshima, etc., etc.) have no choice but to obey,   or face the consequences.   In the military you don't question an order; you just do it (as in Othello and Billy Budd).        

Financial Services Essay -- Industry Body Finances Essays

Financial Services Introduction to Financial Services 1.0Financial Services is a growing industry, which provides for the financial needs of individual consumers and businesses. This unit explores the needs of and products available for both the consumers and businesses. The term financial service covers a wide range of products including accounts for depositing money, loans, savings and investments, pension and financial advice. Financial Services for individual consumers are available from banks, building societies and also from organizations such as supermarkets and insurance companies, over the counter, by telephone or over the Internet. Businesses have financial needs when they start up, expand and carry on day-to-day business activities. These needs include financing, insurance, bookkeeping, payment services, investment and general financial advice. A variety of financial institutions can provide these services banks, insurance and investment companies and firms of accountants. In this assignment I will produce a report which analyses the financial needs of three different types of customers and investigate the ways in which these needs can be satisfied by a range of financial service providers. Two of the customers are personal customers of contrasting types. In this case I will be talking about a graduate from university and parents of two children. I will estimate their likely expenditure and income in the form of a personal budget. In the 2nd task I will recommend how those needs can be met and from which type of financial institution (an assessment of the cost, returns, risks and benefits of the products). To: Business Studies Department of S.G.M Ref: 1122 From: Demet Gocer Date: 02/11/04 Title: Analysis of financial needs of a graduate from university and a married couple both employed with children. 1.0 Terms of Reference On Monday 7th September 2004 , I was asked to write a report on financial services by the business studies department. This report is written by Demet Gocer, and is based on an analysis of two customers, and an estimate of their likely income and expenditure, in a form of a cash-flow forecast, and an assessment of their financial needs, I also need to identify the financial service needs of a business, and explaining how the size of an organization can be a signi... ...eeds to be changed or withdrawn. Supply of goods and services act This act involves the supply of services, including those for the supply of financial services. The following are included in the contract: - The services will be performed with reasonable care - The work will be done within a reasonable time - A reasonable charge will be made Reasons for legislations: In general terms legislation in this area is intended to: - Protect those with weaker bargaining power, e.g. employees in a large firm or small firms negotiating with a large powerful trade union - Ensure that all UK firms meet the needs of customers in a cost effective way which will lead to international competitiveness There are plenty of regulations and laws that aim to protect the public when they are buying or using financial products or services, they are mostly formulated by particular industry bodies, an industry body is not a government regulator, but a group which represents similar kinds of business (e.g banks, or mortgage lenders) Therefore customers know that if they deal with a business that is a member of that body, they will be treated in a particular way.

Reflection Paper No

What is the philosophy in your life? Explain the meaning. How did you arrive on that philosophy in your life? How will you apply in this philosophy in your everyday life? Everyone has philosophy in his or her life. In identifying and knowing the philosophy of every person's philosophy in life it could show the identity the personality and the characteristics of a certain person.But how about mine? What is the philosophy in my life? My philosophy in life is, â€Å"Success is tampered with the harsh realities in life. As look and re-read my philosophy in life is that it looks very simple, it is understandable, but the meaning of the philosophy in my life is not simple, it is not just as easy as that are being written and be read.I said this because the meaning of my philosophy is this, there is no victory unless a person will tackle and will experienced the bad and the wicked things that will give the person's life the downfall, but looking back to the realities that corresponds the r eal meaning f life is that there are the things that will make you feel worse, that even there will be a time that you will hate your life, and because of that it will result to the discouragement of achieving your ambitions, or your goals that will represent as the successes in life, it will also affect because discouragement will interrupt in getting on it, but as the others are telling that because of these trials, it will ensure that you have colors in life, that there is the meaning in your life. So instead of looking these trials as a problem, it is otter to say that, these problems gives me strength and use it , and make myself up and surely because of these it is surely because of the learning from the problems, it will help as a tool in achieving ones person achievement.

Mise en Scene in Nosferatu Essay

F.W. Murnau’s â€Å"Nosferatu† is a classic visual tale of Bram Stoker’s â€Å"Dracula†. The silent film is filled with obsession and lust, surrealism as well as the prosaic theme of good versus evil. The film recounts the tale of Hutter, a real estate agent hungry for money, and his journey to vampire Count Orlak’s mansion, as well as the twists and turns found heavily within the scenes. Nosferatu (Count Orlak’s alter ego) falls for Hutter’s wife and moves in to the residence next door to the couple, where a series of events occur that would ultimately lead to the fanged beast’s demise. Mis en scene is a pivotal element throughout the film, especially for expressionist director Murnau, whose natural take on frightening the audience with the use of lighting, camera angles and framing supersedes that of directors who emphasize the huge props or costumes. The director’s excessive use of shadows is a tool used in order to make the events happening throughout the film become more realistic, as well as typifies the evil located in the character of Nosferatu. Cast shadows can be seen throughout the film and all is due to the lighting Murnau chose to give. For example, in among the last scenes of the movie, we see Ellen lying in bed with Nosferatu’s shadow casting above her. This take on camera angle and lighting is especially important as it sums up one of the main motifs, lust. Ellen does not struggle under the dominance of the Count, nor does she fear for her life, rather on the contrary she is offering herself to him and she likes it. This erotic interpretation can be splintered down to the way the director played with the setting. Ellen’s body is clearly brighter than her surroundings, which also reinforces the eroticism of her movements. Also, Nosferatu’s shadow is bigger than it is in any other scene, which allows the audience to feel that at that moment evil is the strongest, and the most powerful. Setting is a very crucial and profound constituent in the cinema, even more important than actors at times. Nature plays the role of symbolizing all that we cannot see through the character’s actions and through the plots words and scripting. Here, nature expresses the hardships and obstacles that reflect upon the emotions of Hutter, Ellen and Nosferatu. During Hutter’s first journey, it is calm and beautiful. However, during his travel back home, it becomes chaotic and disturbing. The instances when the nature  prevents Hutter from moving further arguably begin to show the paranormal side nature is supporting, for example, the river is filled with rocks, which makes it difficult for him to pass; the trees seem very chaotic, the wind is always coming towards him. The scene where Ellen is by the seashore, the sea seems wild and angry. The viewer also knows that it will bring Nosferatu to her too. The environment is helpful only when Nosferatu is around. The sea always seems calm while he is sailing the ship. Other scenes, where elements of nature such as creatures and plants are shown as ghosts or blood-suckers expose the alliance between the vampire and the elements of the Earth. This shows not only the power Nosferatu harbors within him, but that nature is well and truly an antagonist in this depiction of a vampire’s tale. Probably one of the biggest and most important quotes in the movie has been dropped near the beginning, as Hutter runs to his workplace and is stopped by the professor exclaiming â€Å"Wait, young man. You can’t escape your destiny by running away†¦Ã¢â‚¬  This line allowed the audience to begin thinking and to start connecting the limited amount of dots that have been given to us so early in the movie. We know that Nosferatu exists, and that something bad is going to happen to the protagonist, or the character the audience most identifies with. Such a saying would infer that no matter what Hutter did, destiny has already scripted his actions and what is yet to come. The mis en scene parallels the saying in a very subtle way as during the scenes in which Hutter is on his journey to the count, he always seems to be entering the picture, rather than the camera following him. This shows that no matter where he went, it was always predestined for him. Another tell was the clock that kept appearing, not only to give the viewer an idea of the setting but also to show that time is running out and destiny is knocking at the door. Alternatively, a redundant word that was used throughout the film was â€Å"Hurry!† which gave away two aspects in the film. The first that no matter how much you hurry, destiny will always be on the corner, and second it pinpoints at Hutter’s hyper actions and the way he is always in a rush. This can also be boiled down to the editing that slightly speeded up the movie in order to give an eerie vibe to the already paranormal state of the world the characters live in. The film’s camera angles also capture the audiences’ attention without them even knowing. Throughout the movie, Murnau’s choice  of camera angles had not only connected the viewer with the characters, but also connected the characters to one another. In many of the scenes where Hutter encounters the great Nosferatu, the camera angle shows the events occurring in the scene from the protagonist’s point of view, that way the audiences become one with the character, allowing them to see exactly as he does, thus realistically flowing the fear through them and connecting them with him. In other acts, Ellen would be at the seashore awaiting her beloved (but who?) and she would be pointing to the horizon, at the very same moment camera cuts to the ship Nosferatu is sailing and we can see the bow of the ship is pointing â€Å"towards† Ellen. This technique found in movies sanctions the spectators to see the small influences the characters have on each other, no matter where they may be. The movie’s total ambiance and mis en scene are vastly superior to that of the plot and acting, to such a level as to allow the cinema world to dissect the film piece by and study from the inspiring and largely accredited director Murnau, whose expressionist views and interpretations made the classic â€Å"A Symphony of Horrors† is today. With mis en scene and camera angles, as well as lighting and setting, Murnau combined so delicately as to achieve this work of art that shall be studied for years to come.