Discovering XML Language to Structure and Serialize Data Over the Internet - Book Report/Review Example

?Mid Term Exam of La Verne is one of the oldest and most prestigious universities in United s. The s website reflects the image of the university among other prime universities in the higher education industry. This is a SWOT analysis of its website. Strengths The website is rich in information regarding the university. The home page contains scrolling panel where various information about the university is displayed. Information on the website is well distributed from student life, admission, research, and university’s culture. The website is very easy to navigate and page load is relatively easy. It is attractive and perfectly represents the prestige of the university at its premises. Weaknesses Scrolling pages are too fast for comfortable view, which makes it look more of advertising website than an institutional website. The tabs have no pop up functionality, which would allow viewers to preview details of the other page before actually opening it. Most of the other university websites have this functionality. The website does not explicitly advertise the on line degree programs especially with the phenomenon shift from conventional to on line based learning. Opportunities The website has high ranking and therefore appears first when searched using university initials. With the research culture well represented in the website, the website attracts potential research students. Threats Other Universities are strongly coming up with information-compacted websites. Therefore, the website may not appear when search terms such as on line degrees are used. Other university websites are more attractive and may sell the image of the university better than La Verne’s website. Strengths Rich in information Elaborate Weaknesses Very quick scrolling page that makes it hard to read the information therein Weak in advertising Threats Other universities have better formatted websites Less appealing to on line degree enthusiasts Opportunities University’s market ranking makes the page among the top during search Use of XML XML, which refers to Extensible Markup Languages, is a programming language used to code web page applications. XML shares an interesting history, which began with the invention of World Wide Web or simply, the internet. The primary coding language was Standardized Generalized Markup Language (SGML) in late 70s. Although SGML was not a markup language per se, it was more of specification of markup languages. However, SGML was cumbersome, tasking, and extremely difficult to develop for general purposes (Schneider 71). This brought the rise of HyperText Markup Language (HTML) in late 80s. Although HTML was very popular, it failed to meet the needs and expectations of data storage, data compatibility, and data exchange (Schneider 83). In 1998, XML became the best form of coding for web developers especially for e-commerce web pages and applications. In 2004, the second version, XML 1.1 was published. Primarily, XML makes it possible for a developer to define a vocabulary and then use it to describe data. Unlike SGML and HTML, which required different computers to understand the basic language, XML made it possible for two computers to communicate without mutual understanding of the language. The only requirement was that both systems could be able to read the same vocabulary (Schneider 84). At present, many XML applications are dedicated to specific functions. For example, CML is a Chemical Markup Language dedicated for chemistry data, CXML, which means Commerce eXtensible Markup Language, is dedicated for throughput communication for business application documents. The most important, EBXML or Electronic Business XML is purposely tailored for e-business applications. The interaction of the application on the web is relatively the same for all types of XML applications. XML is widely used for business applications. It makes it possible for general and advanced users to develop interactive e-commerce application pages that are more interactive and intuitive (Collins web). By use of XML, Electronic data exchange (EDI) is made easy and therefore, e-commerce information interchange is more interactive. This makes it possible for businesses, consumers to communicate effectively, and efficiently especially on real time applications such as chat. The greatest advantage of XML is the ability to make a wide variety of devices to communicate without having to be coded with the same language. For instance, XML makes it possible for different devices such as iPhones, computers, I pads, personal digital assistants (PDIs) among others to communicate effectively without having to code all the devices with the same language. This has been highlighted as one of the greatest achievements especially at the field of e-commerce where information exchange between different devices has increased tremendously (Collins web). However, it is worth noting that XML works under a guiding framework. The primary framework s referred to as Resource Description Framework (RDF). RDF offers the basic guidelines for concept development and information modeling when implementing XML based web applications (Schneider 94). Although XML solved many problems with its predecessor coding languages, it still faces resistance in wide adoption. It is claimed that, XML is too slow especially in parsing. This makes it difficult for various application programs to parse. It is worth noting that XML is primarily used for data interchange between different application platforms. However, a similar data storage model is needed for faster code execution. This missing link makes XML less appealing (TOTAL XML web). The future of XML is debatable. Whilst some think that XML is the way to go, others feel that more advanced coding formats need to be developed. Due to the increasing complexity in modern e-business communication, XML has become more complex and therefore more difficult for developers (TOTAL XML web). Data storage for XML based applications is increasing with increase in XML code. Therefore, it may not be very appealing in the future. However, XML upgrades such as XML 2.0 is expected. Possibly, it will not have DTDS, the namespaces may be added to future versions, XML base, and information may be inbuilt within the base standard (Collins web). Revenue Models One of the revenue models as illustrated by Schneider is subscription to advertising-supported model. According to this model, e-businesses will shift from subscription-based services to advertisement-based services. Although this model is not very common, some companies such as Microsoft had to restructure their revenue model according to the market trends. This transition is likely to be triggered by the increasing availability of substitute commodity (Schneider 135). Advertising-supported to advertising-subscription mixed model is one of the most widely used revenue model in e-business. The primary shifting force is the inability of advertisements to generate enough revenue to support the services offered. Increase in the number of advertisement websites has drastically reduced the advertisement fee thereby reducing profits gained from advertisements. Therefore, companies deem it appropriate to switch to a hybrid where revenues will be gained from advertisements and subscriptions (Schneider 135). It is also possible for e-businesses to switch from advertising supported to fee-for-service revenue model. Again, the primary reason behind such a move is the declining revenues gained from advertisement. Some e-business service providers provide services that attract large customer base. However, revenues from advertising may be too little to support the service provision. Therefore, the companies result to fee-for-service whereby all services are charged depending on the tariffs (Schneider 136). The subscription model appeals most to businesses that offer long-term services. Good example of such businesses includes ProQuest and Questia. The last model, multiple transactions, offers services both at a subscription and advertisement. This is aimed at maximizing the revenues from both avenues. Fee for service would be the most appropriate revenue model for an on line bank. This is because revenue from advertisements may not be sufficient to support on line banking operations. Subscription revenue model would not work too since banking patterns vary from one individual to another. Stages of Customer Loyalty Primarily, there are five different customer loyalty stages. These stages include awareness, exploration, familiarity, commitment, and separation. In the awareness stage, customers have a limited knowledge or information regarding the company or its products. However, they may have slight interaction with some of the company’s advertisements. Companies invest heavily in advertisements in order to capture these customers in this stage. The exploration stage is characterized by customers who have a first encounter with the product or service advertisement and are inquisitive about the services offered. In this explorative or inquisitive stage, customers will frequently visit the company’s website and compare the company with other websites (Schneider 177). Some of the customers will shift to the familiarity stage whereby confidence and trust in the company’s services has been established. However, customers in this stage are also likely to seek for similar services from other companies as well. In the commitment stage, customers are satisfied with the products and services offered and abide by the company’s brand irrespective of swings in market factors. The final stage consists of customers who separate from the company either because of dissatisfaction in services offered or the company’s inability to support costs associated with maintaining loyal customers (Schneider 177). Being a reputable and large private university, ULV has customers in all the five stages. According to some of the student population and enrollment statistics, enrollment stands at approximately 8,000 from which 4500 are full time students whereas the rest 3500 are part time. Most of the programs take four or more years to complete. The success rate for admission is approximately 60 percent and the student to faculty ratio stands at 22:1. However, retention for full time students is approximately 80 percent as compared to 50 percent for part time students (Colleges.usnews web). Therefore, it is possible to make some good conclusions on the number of ULV customers who fall at each stage of customer loyalty. Awareness stage constitutes of the highest percentage. Considering that the university is one of the most reputable private universities in U.S, many customers are aware of the university. Potential customers fall under exploration stage. These customers are aware of the university and are in the process of comparing the university with other universities. High school students and their parents would constitute the greatest percentage of this group. Out of the first two groups, approximately 60 percent get admission into various faculties. This percentage represents the familiarity stage of customer loyalty. Undeniably, this constitutes the greatest percentage among the five stages of customer loyalty. Although most of the students admitted in ULV go through their learning programs successfully, they cannot be termed as loyal customers since they have limited academic needs. After four years, few of the customers would still want to pursue other degrees. Going by the available statistics, retention rate is approximately 80 percent for full time students, which implies 20 percent fall under the separation stage. If we could assume commitment is gauged by students who come for further degrees, then less than 5 percent would fall under this stage. Works Cited Schneider, Gary. Electronic Commerce. London: Cengage Learning, 2010. Print. TOTAL XML. “Discovering Xml Language as a Universal, Multi Purposes, Method To Structure And Serialize Data Over The Internet”.totalxml.net. 2012. Web 09, February 2012. < http://www.totalxml.net/> Colleges.usnews. University of La Verne. 2012. Web 09, February 2012. Collins, Chris. A Brief History of XML. 2008. Web 09, February 2012.   Read More