三则公交路牌广告 - 我扯得有点远

2009年11月25日

第一则:联通iPhone 3G的广告

iphone

回来查了一下相关的报道,有以下两段:

据悉,从11月20日开始,中国联通在全国大多数省会城市和计划单列市全面密布iPhone广告,主要针对这些全国主要大城市的候车亭路牌广告。在这些城市中,既包括北京、上海、广州、深圳、天津、南京、杭州等沿海发达地区的核心城市,也包括沈阳、成都、重庆、昆明、西安等区域重要城市,以及其它多数省会城市,也包括青岛、宁波等重要的计划单列市,均是联通iPhone销售的重点地区。

据悉,联通iPhone的路牌广告投放量巨大,在主要城市占据1/3的候车亭路牌连排广告屏,以便形成巨大的品牌效应和打造iPhone的信息亮点。例如在北京,iPhone路牌广告覆盖北京公交车站亭路牌1/3以上,三环以内的iPhone路牌广告覆盖比例接近1/2。在北京的中关村、西单、CBD等地,iPhone广告牌更是随处可见。

iPhone的电视广告是于11月16日推出的,在中央电视台几乎所有频道、全国各主要卫视、省级电视台甚至地方台等多个重要版块,iPhone电视广告也每天扑面而来,向受众详细地介绍中国联通版iPhone手机到底给国内消费者的生活方式带来哪些改变。

常小兵对iPhone在中国智能手机市场的地位很有信心。他说,“iPhone的销售增长是个渐进的过程,要让用户在使用过程中得到方便和良好的体验;有信心让iPhone成为中国最受欢迎的智能手机。”

参照:http://news.iresearch.cn/0468/20091123/105690.shtml

印象中联通一直不及移动,想此次联通想藉3G来一战移动,沃(Woo)是这场战役的主力军,iPhone则是尖刀利刃直逼移动的那几款袅3G定制机。

这个广告本身,很简洁,两个iPhone,竖着的是开始界面,是iPhone的特色小方块图标;横着的是图片浏览功能。
但是需要mark一下的是手机上显示的时间——9:42。为什么是这个时间呢?

9:“九”这个数字,与古代神话传说有密切关系。它起初是龙形图腾文化的文字,继而演化“神圣”“吉祥”之意;由于九是个位数字中最大的一个,它在中国被认为是一个至阳的虚数、极数,常表示最多,无数的意思。(参照百度百科:http://baike.baidu.com/view/73570.htm
42:更是奇特,据传是“2-the answer to life, the universe, and everything” (参照:http://www.bigtran.com/?p=1229

所以9:42这个时间不是随便选的,而是有某种深意的。

第二则:McDonald的15元超值午餐广告

macdonald

这个广告也很有说头,于是也搜索一番。

洋快餐麦当劳今年内最大力度的优惠活动在“光棍节”登场,并将持续到12月29日。11月11日起,麦当劳在北京等19个城市推出了三款15元和两款 17.5元的超值午餐,该系列套餐优惠幅度高达30.2%-44.4%。“这是我们今年最大幅度的一次优惠活动,而且参加优惠的品种都是消费者最喜欢的套餐。”

参照:http://news.163.com/09/1117/01/5O9M3336000120GR.html

当然要Mark的不是这点,而是公交路牌广告下的一行字,子很小,一大行,具体记得不清楚了,大体信息点和对应的分析如下:

1,食品以实物为准,图片仅供参考;(餐饮业的惯用词句,常见于菜单和广告)
2,15元超值午餐活动区域为中国大陆地区部分麦当劳店;(国际化公司,或连锁企业需要注意的问题)
3,“麦乐送”不支持超值午餐活动;(卖乐送是麦当劳旗下的一项服务,成本计算和盈利来源上有差异)
4,“Coca-Cola”和“可口可乐”商标系可口可乐公司拥有;(商标的问题)
5,盘子不在售卖范围;(额,这一点有些搞笑,后面有单独阐述)
6,麦当劳对此次活动有最终解释权,可在法律容许范围内进行修改。(活动举办方的惯用词句)

要感慨的是:一个大公司超级严谨,和一个严谨的公司才能壮大。

关于这个杯具和餐具的问题(常上豆瓣的同学请不要感叹人生就像这麦当劳的15元超值午餐)

介于这一点非常搞笑,就在网上又搜索了一下。
发现在大众点评上有麦当劳的优惠券下载(http://www.dianping.com/promo/98356),下面有一条回复:

盘子不再售卖范围,杯子呢?

是麦当劳漏掉了?还是杯子可以拿走?其实人家用的是纸杯,这娃儿杯具了。

只能说麦当劳很严谨很严谨,把任何有可能产生误会的点都一一说明。

第三则:康师傅铁观音茶广告

tieguanyin

这个广告是很早之前注意到的,当时用手机拍的照片,今次也就一并写了写。

这个广告的场景是两个女同学在草地上坐着看书,一个手里拿着康师傅铁观音茶,另一个拿着“OSCILLATIONS IN NONLINEAR SYSTEMS”(非线性系统中振荡)。
当时看到这本《OSCILLATIONS IN NONLINEAR SYSTEMS》时,当时就震惊了。这姑娘是学数学还是学物理的,这也不像理科女啊!

回来本想搜索一下相关的信息,结果发现百度上尽是问这个康师傅铁观音茶的电视广告女主角,转来如下:

来源:http://www.tudou.com/programs/view/-rVJnW7LmPw/

这个女主角是个台湾的非非主流九零后,所以我后来又震惊了,实在要赞一下康师傅的marketing人员,和他们选的广告演员。

admin Excel, 生活 - La Vie, 观察 - Observation , , , ,

PKU in the Snow (6 photos), 2009.11.1

2009年11月1日

Major Issues in WWW

2009年6月19日
  • Performance
    • Caching
    • Enlarging servers
  • Data oriented routing
    • DNS – Just partial solutions
    • Searching is extremely difficult
  • Load balancing – Ignored or server side solutions
  • Scalability – Ignored or server side solutions
  • Synchronization & consistency – Ignored
  • Routing – Partial solutions based on server side
  • Multicast – Ignored
  • Fault-tolerance – Server side solutions
  • Software engineering – Transparency is not totally achieved
  • Membership management – Ignored at client
  • Event driven architecture – Ignored
  • Reliability – Server side solutions

Bingo指出的WWW的问题!!!

admin 学术 - Academic, 社会计算 - Social Computing ,

SOA Governance Process

2009年6月12日

*Adopting a SOA Governance Process

  • The governance team needs to analyze all processes affected by SOA
    • Identify the decision points, then associate decision points with rights, policies for making the decisions, and supporting measures
  • Discover decision points, where controls are needed, around:
    • Artifacts: SOA related specifications, release orders, change requests, and so on.
    • Events: Project milestones, iteration completions, and phase transitions
  • Create process control mechanisms that are either:
    • Prescriptive (规定的): For highly routine activities, provides a specific step-by-step process – for highly routine activities
    • Adaptive (自适应的): For creative tasks, such as software development, assign resources and set activities dynamically at defined events, in a goal-driven manner. – for creative activities.
  • Develop process measures to:
    • Determine if the process is meeting business needs
    • Provide feedback for evolving the process
    • Drive the desired behavior in the organization

*The Rational Unified Process for SOA Governance

The Rational Unified Process has the SOA Governance plug-in that describes:

  • Roles
  • Tasks (grouped by governance lifecycle phase)
  • Work products (grouped by domain)
  • Guidance
    • Concepts
    • Guidelines
    • Templates and examples

It helps identify appropriate best practices, merged with your existing IT processes, to provide
proper governance of the capabilities introduced with SOA

admin SOA

Service Registry

2009年6月12日
  • A service registry securely registers services and relevant information.
  • A service registry enables SOA lifecycle management and SOA governance by:
    • Publishing service endpoint capabilities
    • Managing service metadata
    • Finding and subscribing to the services
    • Enforcing Service Level Agreements and policies

Registries allow a company to effectively manage the metadata of its services to ensure that service consumers and providers have a common understanding of the service.
The governance issues addressed by the service registry include how:

  • Service-related information is stored, managed, maintained, and accessed
  • Service Requesters determine which Services to use
  • Service Requesters locate Service endpoints
  • Requesters are notified of changes

The governance responsibilities of the service registry include:

  • Manage service-related information (interface, service location, additional information such as specification, and so on) in a centralized manner
  • Provide categorization and versioning capabilities to leverage service-related information
  • Provide service requesters with extensive discovery and notification capabilities
  • Provide administration capabilities.

说白了,服务注册实现的是告诉别人他能做什么,当然如果告诉每个人,那就太难,甚至做不到,于是就有了服务中介这么个角色,服务全部注册到上面去,服务请求者查询服务的时候,直接在上面找就行,为了方面服务的获取,服务注册的时候就需要提供各式各样的信息,为了方便查找,分类功能,版本控制又不能少,当然服务变化的时候,还有个通知功能。

WebSphere Service Registry and Repository (WSRR)

pls refer the previous article: WSRR 

Securely register business services for finding, publishing and notifying changes to SOA infrastructure components.
House the metadata about business services in managing the lifecycle of a service in SOA.

admin SOA

WSRR

2009年6月12日

WebSphere Service Registry and Repository is the master metadata repository for service interaction endpoint descriptions.

Snapshot:

wsrr

Download the slides

admin SOA, 演讲报告 - Presentation

IBM SOA Foundation

2009年6月12日

* SOA Lifecycle

soa life cycle

  1. Supports complete lifecycle with a modular approach
  2. Extends value of your existing investments, regardless of vendor
  3. Provides extensice business and IT standards support, facilitating greater interoperability & portability (互用性和轻便性)
  4. Scalable: start small and grow the solution as fast as the business requires

To support SOA, these software are needed:

  • Common Tool Framework
  • Common Runtime
  • Common Administration
  • Common Infrastructure

*SOA Governance

Governance involves establishing and enforcing how a group agrees to work together, establishing (two things):

  • Chains of responsibility to determine who has the rights to make what decisions
  • Measurement, policy, and control mechanisms to enable people to carry out their roles and responsibilities

Governance is not management:

  • Governance determines who has the authority to make a decisions.
  • Management is the process of making and implementing the decisions.

治理(Governance):确定谁有什么权利,以及对这些人执行权力时的监控,比如决策应该遵循什么,使用什么方法。
管理(Management):做决策,并实施的过程

Part of any governance solution is meeting the organization’s compliance requirements. Compliance is documenting and proving that governance is in place and is being executed: the decisions are documented and the decision policies are followed. The compliance specifics depends on clients’ needs. In the US, they are likely to include Sarbanes-Oxley (萨班斯·奥克斯利法案), but may also include domain-specific standards such as CFR-11 for the pharmaceutical industry, or Basel II for banking. The compliance requirements should be determined in the plan phase, and addressed throughout the lifecycle.

Governance is the foundation for all phases within the IBM SOA Lifecycle (as the graph above)

SOA governance assigns formal decision rights, policies, and measures to address such concerns as:

  • Service registration
  • Service versioning
  • Service ownership
  • Service discovery and access
  • Deployment of services and composite applications
  • Security for services

Benefits of SOA Governance

  • Realize the business benefits of SOA
    • Business process flexibility and improved time to market
  • Mitigate business risk and regain control
    • Quality of service, consistency of service
  • Improve team effectiveness
    • The right things measured
    • Clear communication between business and IT

There are three main points to the Governance model:

  1. Financial transparency covers issues around funding:
  2. Business and IT alignment deals more with service identification and service portfolio management.
  3. Process control is what many companies immediately focus on.

财务透明 + 业务和IT的一致 + 流程控制

SOA Governance Lifecycle

governance phases

计划 + 定义 + 使能 + 测量

插播:计划 + 组织 + 领导 + 控制 (管理过程)

  • Plan phase: The organization assesses what the immediate goals are for the SOA initiative, the goals for governance, organizational cultural factors, existing organizational and governance models, and company priorities in the short and long terms. (Model)
  • Define phase: The organization defines the integration standards, creates or modifies the organizational structure, plans for change management, creates policies for funding and service identification, and decides how important metrics will be monitored so the model can be improved. (Assemble)
  • Enable phase: The organization puts the governance model into practice. (Deploy)
  • Measure phase: As in the Manage phase in the SOA lifecycle, the organization prepares for the next iteration and a new Plan stage, using the monitoring inputs from the measure stage as the basis for the next iteration of the governance plan. (Manage)

14 Critical Processes

14 critical processes

  • Service Planning: involves decomposing business processes and identifying service interfaces.
  • Service Ownership and Funding: Establishing funding, project plans and resources.
  • Service Modeling: Focuses on processes for creating and enforcing enterprise service standards.
  • Service Implementation: requires that processes support the development and testing of services.
  • Service Management: requires that the governance process provide support to monitor composite application performance. This allows for the proper tuning and debugging of composite applications.

admin SOA

SOA Architecture

2009年6月11日

soa architecture

An abstract view of SOA depicts it as a partially layered architecture of composite services that align with business processes.

Business process flows can be supported by a choreography of these exposed services into composite applications. An integration architecture supports the routing, mediation, and translation of these services, components, and flows using an Enterprise Service Bus (ESB). The deployed services must be monitored and managed for quality of service and adherence to non-functional requirements.

其实SOA除了他本身的架构,原则,还隐隐约约在教我们其他一些东西:

1)从当前资源出发:SOA中很重视重用已有IT资产,当然当前资源在不同环境下有时会出现不可用,或不易用的情况。SOA用Service来封装现有资产,就是一个很不错的方法;

2)业务驱动:On Demand Business,也就是说做啥都要把需求弄清楚,当然这个需求他又是在不停地变化,哎,这个世界唯一不变的就是变化,不能怪人家需求。可以这么说吧,不断变化的需求也是需求本身的一个部分。把这些需求都识别以后再进行后续工作;

3)灵活源自精巧:所谓精巧,就是精细加巧妙。业务的灵活要求IT的灵活。SOA之所以能实现IT的灵活,在于他将功能等封装成服务——精细,然后将服务组装到过程中——巧妙。

admin SOA

Key SOA Concepts

2009年6月11日

*Services

Services are functions or operations available across a network that fulfill a business requirement and have:

  • Well-defined interfaces
  • Well-defined quality of service (QoS) capabilities and requirements
  • Well-known endpoints

Services:

  • Can be integrated across or within enterprises
  • Are accessible regardless of implementation or transport
  • Can be combined and choreographed into composite enterprise-scale services(Allow dynamic reconfiguration of business IT systems)

服务区别于功能,在于他的良好接口,使得别人能清楚他能做什么,除了功能上,还定义了性能上的良好度量指标(QoS)。

传统的应用,是整块儿整块儿的,用SOA来做的话,是把这些功能拆成一个一个可以重用的服务,并且根据业务流程将这些服务组装起来,得到按流程定制的一个应用程序。

Services should be:

  • Coarse-grained(粗粒度的)
  • Interface-based
  • Discoverable(在design time 和 runtime都能找到)
  • Single instance
  • Loosely-coupled(松耦合)
  • Asynchronous(异步的)

The QoS characteristics of a service include features such as:

  • Security aspects such as authentication, data confidentiality, policy, and trust management (安全)
  • Reliable messaging (通信)
  • Transactional integrity (ACID)(事务) 

*Services Interaction: the Enterprise Service Bus

ESB provided the infrastructure to Connects and integrates applications across locations, transports, and organizational boundaries

The ESB should provide a consistent, location-transparent, and protocol-independent way to:

  • Address services (定位服务)
  • Mediate between service requests and responses based on that address(协调服务)
  • Communicate service requests /responses through whatever mixture of protocols provide connectivity between end-points

The mediation service that offered by ESB:

  • Providing a semantic interface to service requesters(可理解的语义界面)
  • Interfacing with service consumers implemented in heterogeneous languages and platforms
  • Handling protocol translation
  • Providing location transparency
  • Handling data format translation
  • Providing assured delivery and error handling, security, and so forth

服务之间的相互交互,其实是在【服务提供者】【服务中介(ESB)】【服务消费者】这三者中进行的一种协调,服务消费者要使用某项服务,那这个服务必须要被找到,找到后要能和其他相关服务相互协调,组成一个流程,为消费者提供服务。找的过程也就是Routing,服务之间的相互协调肯定又涉及到通信协议,数据格式转换,错误处理,安全问题,等等。

*Service-Oriented Integration (SOI)

SOI integrates applications using service interactions that support interoperability, flexibility, and reuse.

Three Integration approaches:

  • P2P (brittle): Custom Point-to-Point Integration is expensive to maintain and very costly to adapt to new business requirements. Any change to either endpoint or to the internal components (OS, IP address, hostname) will break it.
  • EAI (less brittle): (Enterprise Application Intergration) Changes to endpoints may require some adjustments, but these changes do not ripple through the entire infrastructure like P2P. Changes to internal components may force changes to other components, since internal broker components are typically tightly coupled. Initial costs are higher than P2P, but maintenance is much lower.
  • SOI (the least brittle): SOI, if implemented using Web services, has standard interfaces and is less expensive for new business requirements. As long as the exposed interface (WSDL/SOAP) does not change, the endpoint can be completely swapped with no integration impact. Changes to internal components should not impact any other part of the ESB since even the internal components are loosely coupled.

说实在的,不是很能看出EAI和SOI的区别。。。

后来看到的解释
多个Hub联合在一起可以形成总线,它在逻辑上是一个单一的实体、能进行单点控制,但物理上是多个分布式组件。总线对于Hub进行了拓展,拓扑的模式还是那样,但是这个单一的物理中心被虚拟化,分散到了整个网络上,负载和灵活性都大大增加了,并可提供更多额外的功能。它比单一Hub的形式更开放,总线结构有无限扩展的可能;此外,总线本身也遵循着SOA的基本原则,真正体现了SOA的理念, 一切皆为服务。所有的服务集成到总线,通过总线向注册中心发布服务,并通过总线使用服务。

admin SOA

What is SOA?

2009年6月11日

Service Oriented Architecture (SOA)
SOA is an architectural style and a design principle for application development and integration. Shifts focus to the assembly of applications from services, and away from implementation details.

是一种架构风格,且是设计准则,如同Web2.0的定义一样,都是Principle或patten级别的。

SOA includes:

  • A set of architectural principles and patterns
  • Open standards to represent software assets as services
  • Open, standard communication protocols for integrating applications and information sources

Principles of SOA

  • modularity(模块化)
  • encapsulation(封装)
  • loose coupling(松耦合)
  • separation of concerns(关联分离)
  • reuse(重用)
  • stand-alone implementation(独立实现)

admin SOA