contents€¦ · doug henschen, principal analyst at constellation research. one is "the need...

Vol 3. Issue 12, December, 2018

Contents

Tech Heavyweights Launch AI Global Marketplace

Prof. Neha Surti

Artificial Embryos

Prof. Khushboo Jagani

Digital Media Marketing or Digital Marketing

Miss Palak Hodiwala

Secret codes that unlock hidden features on your phone

Mr.Rahul Kunchal

To submit your articles / feedbacks:

Please email to [email protected]. We appreciate your

active participation in submitting articles. Have a happy reading!


EDITORIAL BOARD

Chief Editor:

Dr. Snehal Mistry

Editorial Panel:

Prof. Upasana Mehta Prof. NehaSurti Prof. LeenaChaudhari

Prof.KhushbooJagani Prof. Harshad Patel Prof. JigishaPurohit

Prof. JigishaPurohit

Supporting Team:

Mr. Dhaval Shah Mr. Shashikant Patel Ms. Tanvi Mittal

Ms. Priyanka Desai Mr. Tejash Patel Mrs. DipaliMasalia

Student Coordinators:

Mr. JayrajMahidhariya Mr. Kevin Patel Ms. Bhavesha gujar

Mr. Rahul kunchhal Mr. Jindal Shivang Ms. Vishva Patel

Ms. Sneha Borole Ms. Yesha Patel Mr. Nitesh Duby


Tech Heavyweights Launch AI

Global Marketplace

Prof.NehaSurti BhagwanMahavir College of

Management(MCA)

Surat, India.

[email protected]

A group of data, technology, digital services

and other organizations on Tuesday launched

the AI Global Marketplace.The marketplace

is, in essence, an artificial intelligence app

store. It will host more than 2,000 high-value

AI assets focused on customer engagement

and process intelligence problems for the

banking, insurance, healthcare and digital

commerce markets. The launch group

includes CognitiveScale, HyperGiant, the

IEEE, USAA, the Saxena Foundation, the

Honourable Society of the Inner Temple, and

the University of Texas at Austin.

Software assets in the AI Global Marketplace

will be based on the beta version of an open

interface: the Cognitive Agent Modeling and

Execution Language, or CAMEL.

Users can connect, as well as upload and

enrich their own AI data, models and skills in

the AI marketplace. They'll get paid if another

person or company uses their app.

Future plans for the AI Global Marketplace

include blockchain-based mechanisms for

secure data ownership assurance, and a new

digital token-based micropayment

marketplace that will help transfer, buy and

sell fine-grained data, models, skills and

agents to enable a B2B AI economy.

The chances of success for the marketplace

are "very good," said Rob Enderle, principal

analyst at the Enderle Group.

"The customer backing alone gives it legs,"

he told the E-Commerce Times.

The CAMEL Spec

CAMEL is a standard, platform- and

language-agnostic specification -- the Open

Cognitive Skills (OCS) spec -- that describes

the composition and orchestration of skills,

data, and machine learning models to define

and execute a cognitive agent used to

augment human intelligence.

It leverages standards such as the Open

Neural Network Exchange (ONNX) for

representing deep learning models that can be

transferred between networks. Facebook and

Microsoft jointly launched ONNX last year.

CAMEL aims to align with IEEE 7000

standards for addressing ethical concerns

during system design.

mailto:[email protected]


CAMEL has been released as a family of

open specs.

Marketplace Goals

"I'm seeing two valid objectives in the AI

Global Marketplace announcement," said

Doug Henschen, principal analyst at

Constellation Research.

One is "the need to ensure responsible and

transparent AI decision-making," he told the

E-Commerce Times, and the other is "the

need to create reusable building blocks of

code, models and data to speed and ease the

development of scalable machine learning and

deep learning development."

Both are "laudable objectives, but I think the

second marketplace role is unique, and

somewhere the AI Global Marketplace could

create a lot of value," Henschen pointed out.

Long-Term Vision

The marketplace currently appears to be in the

conceptual stages of development -- there is

no indication that any of the envisioned high-

value AI assets are yet available.IEEE 7000 is

an ongoing project and specs are under

development.

CAMEL's alignment with IEEE 7000 "is

likely more a statement of direction than a

statement of fact," Enderle pointed out, "but

they plan to be aligned and will likely relegate

this aspect to the IEEE rather than develop it

internally."

CAMEL "looks like an impressive platform

backed by a serious number of multi-industry

heavyweights," he noted.

"What helps a lot here is this effort's backed

by companies that will use the result, not just

companies that are building technology,"

Enderle said. "Customer-driven efforts like

this tend to attract vendors like honey does

bears."


Artificial Embryos

Prof.KhushbooJagani BhagwanMahavir College of

Management(MCA)

Surat, India.

[email protected]

Artificial Embryos

Breakthrough

Without using eggs or sperm cells,

researchers have made embryo-like structures

from stem cells alone, providing a whole new

route to creating life.

Why It Matters

Artificial embryos will make it easier for

researchers to study the mysterious

beginnings of a human life, but they’re

stoking new bioethical debates.

Key Players

University of Cambridge; University of

Michigan; Rockefeller University

Availability

Now

In a breakthrough that redefines how life can

be created, embryologists working at the

University of Cambridge in the UK have

grown realistic-looking mouse embryos using

only stem cells. No egg. No sperm. Just cells

plucked from another embryo.

The researchers placed the cells carefully in a

three-dimensional scaffold and watched,

fascinated, as they started communicating and

lining up into the distinctive bullet shape of a

mouse embryo several days old.

―We know that stem cells are magical in their

powerful potential of what they can do. We

did not realize they could self-organize so

beautifully or perfectly,‖ MagdelenaZernicka-

Goetz, who headed the team, told an

interviewer at the time.

Zernicka-Goetz says her ―synthetic‖ embryos

probably couldn’t have grown into mice.

Nonetheless, they’re a hint that soon we

could have mammals born without an egg at

all.

That isn’t Zernicka-Goetz’s goal. She wants

to study how the cells of an early embryo

begin taking on their specialized roles. The

next step, she says, is to make an artificial

embryo out of human stem cells, work that’s

being pursued at the University of Michigan

and Rockefeller University.

Synthetic human embryos would be a boon to

scientists, letting them tease apart events early

in development. And since such embryos start

with easily manipulated stem cells, labs will



be able to employ a full range of tools, such

as gene editing, to investigate them as they

grow.

Artificial embryos, however, pose ethical

questions. What if they turn out to be

indistinguishable from real embryos? How

long can they be grown in the lab before they

feel pain? We need to address those questions

before the science races ahead much further,

bioethicists say. —Antonio Regalado

Dutch scientists have made yet another

advance in embryonic science, creating

synthetic embryos (mouse embryos, which

are) without the need for sperm or eggs.

Down the line, the achievement could have

implications for human infertility, too.

Using mouse cells that weren’t gametes (the

traditional sex cells), researchers from the

MERLN Institute for Technology-Inspired

Regenerative Medicine in the Netherlands

were able to create ―blastocyst-like

structures‖—which form during the early

developmental stage for mammals. This was

done using just two types of mouse stem

cells, and the resulting mass of cells

resembled what you’d expect from the more

traditional baby-forming process. What’s

more, these structures were then attached to

the wombs of female mice and grew for

several days in what the scientists claim is a

medical first.

https://www.nature.com/articles/s41586-018-0051-0.epdf





Digital Media Marketing or

Digital Marketing Ms.PalakHodiwala

MCA Sem-6

BhagwanMahavir College of

Management(MCA)Surat, India.

[email protected]

The term 'digital marketing' was first used in

the 1990s. In the 2000s and the 2010s, digital

marketing became more sophisticated as an

effective way to create a relationship with the

consumer that has depth and relevance.

Digital marketing was defined in Wikipedia

as ―marketing that makes use of

electronicdevices (computers) such as

personal computers, smart phones, cell

phones, tablets and gameconsoles to engage

with customers. Digital marketing applies

technologies or platforms suchas websites, e-

mail, apps (classic and mobile) and social

networks‖.

Peoples often referred digital marketing as

'online marketing' or 'internet marketing' but

it’swrong. Digital marketing revolves around

the Internet, which explains why people tend

tobelieve that digital marketing and Internet

marketing are synonymous. Nonetheless, they

aredifferent. Internet marketing falls under the

category of digital marketing. Internet

marketingencompasses digital marketing

services such as search engine optimization,

displayadvertising, and email marketing.

Methodology: ---

For accomplishing this internship, I used two

methodologies. One is working as a

clientservicing executive in Isobar India and

another one is a research to understanding the

consumer buying behaviour of Indians in

digital era using an online questionnaire.

1) Client servicing

Analysis the industry and digital media for

clients, formulating strategies and executing

them based on the objectives of client. This

whole process consist of 18 steps,

Brief: Brief given by the client based on

their marketing objective.

Pitch Presentation: Presentation made by

the isobar for client based on the brief,

byanalysing industry and digital media.

Mostly used for new clients.

Proposal: Proposal put forward by isobar

including campaign objective, target

market, strategy, approaches, estimated cost

and outputs.

Review: Reviewing the proposal of isobar

by clients.

Revised negotiation: If clients have any

problem with proposal, isobar willrewrite the

proposal and make negotiation

Final proposal: Proposal which finally put

forward to clients by isobar.

Approved: Final proposal need to get

approval from client, otherwise isobar

willlose client.



Estimate Signed: It’s a contract between

client and isobar.

Release Order: Order which submitted to

vendors for buying space and placingads

Creative: Executing the idea or plans of

campaigns in to final formats likebanner,

websites...Etc.

Run Campaign: Starting the campaign by

placing ads banners, videos, facebookcontest,

facebook page managing ...Etc.

Reports: Reports submitted by which

vendors to isobar, based on the

runningcampaigns of clients.

Compile: After getting all reports from

vendors, isobar will compile those reportsfor

submit to clients

Optimization: Making changes in the

campaign for improving the effectivenessand

to achieve objectives.

End: End of the Campaign after achieving

the objective.

Review of Campaign: Evaluating campaign

based on standard and actualperformance of

campaign. It will help to understand what

isobar planned and what actually happened.

Bills: Bill submitted from vendor to isobar

and isobar to client including servicetax and

commission

Payment: Payment of bill by client to

isobar and then to vendor by isobar

afterdeducting the commission and tax.

2) Understand the consumer buying

behavior of Indians in digital era

To understanding the consumer buying

behavior I did one research using an

onlinequestionnaire. Sample size of the

research was 200. Samples for this research

areunder Indian youth and young Indians,

who come under 17 to 45 year age groups.

Digital Marketing: ---

Digital marketing is the promotion of your

business, organization or brand using

channelssuch as the Internet, mobile devices,

television and radio in addition to using

creative onlineadvertising, video, podcasts

and other such methods to communicate your

message. Internet marketing in particular plays

a huge part in any digital marketing strategy

and isbecoming the core of many

organisations overall marketing strategies,

particularly withregard to social media and

viral marketing.

Digital marketing ecosystem is not only

concerned with internet marketing and social

mediamarketing, in introduction we discussed

that peoples have a belief that internet or

socialmedia marketing are same but not same,

be clear from beginning itself. Digital

marketingecosystem consists of internet

marketing and social media marketiIn Pull

digital marketing includes blogging, email

marketing, social media, info graphics


and other forms of visual messaging and

search engine optimization (SEO). A pull

marketingcampaign also includes public

relations or other ways of reaching out to

potential or alreadyrealized customers who

you want to keep engaged. While a pull

marketing campaign can beless expensive to

get started, you will incur costs in other ways.

For example, if you arerunning a social media

campaign, you will need to hire someone to

manage your social mediaand respond to

people who leave comments or ask questions.

Social media gets peopletalking and that has a

major impact on sales. Pull marketing also

requires a greater investment

in time, but it gives you more ability to

entertain your customers and educate them

about yourcompany. But don't get confused

by seeing Email in push and pull, there is a

difference. If marketer issending emails with

customized content or banners to specific

group of customers is pushdigital marketing.

If marketer is sending emails with the same

content or banner to allcustomers is pull

digital marketing.ng. They are just achannels

for communication, digital ecosystem consist

of integrating channels and

integratingservices.

1) Digital Ecosystem :---

1.1) Search Engine

Search engine optimisation (SEO) is the art of

getting a website to work better with search

engines (like Google, Bing & Yahoo), and to

look for achievable, profitable,

rankingopportunities through keyword

research. It is a quest for increased visibility

in search enginesvia relevant copy, quality

links, domain trust, social popularity and

search engineconnectivity.Search engine

marketing (SEM) is a broader term than SEO,

and is used to encompassoptions available to

use a search engine’s technology, including

paid ads. SEM isoften used to describe acts

associated with researching, submitting and

positioning a websitewithin search engines. It

includes things such as search engine

optimization, paid listings andother search-

engine related services and functions that will

increase exposure toyour Web site.

1.2) Displays

Display advertising is a type of advertising

that typically contains text (i.e., copy), logos,

photographs or other images, location maps,

and similar items. In periodicals,

displayadvertising can appear on the same

page as, or on the page adjacent to, general

editorialcontent. Normal banners, Rich media


banner, Interstitials and pops are example of

displays.

1.3) Mobile Marketing

Mobile marketing is used in reference to any

marketing efforts on or with a mobile device.

Itinvolves planning, creating, and

implementing a mix of initiatives to bring

together sellersand buyers via mobile devices.

Mobile ads, Mobile websites, Apps and

Games are some ofexamples for mobile

marketing.

1.4) Social Media Marketing

Social Media refers to any software tool that

enables and encourages engagement

inconversation or sharing. Popular forms of

social media include Facebook, Twitter,

LinkedIn,YouTube, Pinterest, Google + and

blogs. Now all days social media become

platform formarketer to make conversation

with customers. Brands are now engaging

customers throughsocial media.

1.5) eMail Marketing

eMail Marketing is a type of direct marketing

that involves sending personalized,

targetedmessages to a specific audience.

eMail Marketing is easy to use, low cost, and

effective. Mostof the B2B business in present

era in following email marketing, but in B2C

also emailmarketing is productive.

1.6) Video

Marketers are now use video to make

customers aware of brands and to sharing the

experience of other customers. YouTube ads

are too popular in video ads. In social media

platforms also brands are sharing video.

1.7) Analysis

Analytics is the practice of evaluating data,

and the process by which a company arrives

at amost advantageous decision. Here

marketer analysis the integrate channel to

understand theeffectiveness of

communication. Analysis may be based on

numbers of visitor or like insocial media

pages..Etc.

1.8) Content Management

After analysis the integrate channels marketer

can able to understand the problems

withcurrent contents. Later he can manage the

content to increase the engagement rate,

contentmay be text in banners, images or

websites.

1.9) Advanced Targeting

Advanced targeting are techniques involving

the sending of targeted messages to a specific

audience. It is used to increase the

effectiveness of a marketing campaign.

Behaviouraltargeting is also a part of

advanced targeting, here marketer can target

the customer based ontheir past behaviour in

online. Marketer can put ads in other webpage

where customer isgoing.

1.10) Creative

Creative is the artistic component of an ad or

website. It usually includes an image and

copypresent in ads or website. Marketer can


make those contents attractive to customers.

Marketerwill sometimes change the entire

design of websites, apps..Etc.

1.11) Research and Planning

Marketer will do some research to understand

the behaviour, taste and preference

tocustomers in digital platform. This research

may be doing by using paid-tools

likeComScore...Etc. After research marketer

will plan new campaigns based onthose

research reports. These campaigns are more

effective to reach the T.G properly.

1.12) Digital Strategy

Digital strategy is the process of specifying an

organization's vision, goals, opportunities and

initiatives in order to maximize the business

benefits through digital media. Strategy will

bedifferent for each brand, it will base on the

brand objective and target groups interest. It

isactual a plan formulated by the marketer to

explore the opportunities. Strategy may be

shortterm or long term, but it need to be fit

with market situations.

Types of Digital Marketing :---

In normal outbound marketing, we will use

pull and push marketing strategy. Like that in

digital marketing also pull and push are types.

In push digital marketing the marketer sends a

message without the recipient activelyseeking

the content, such as display advertising on

websites and news blogs. Email,

textmessaging and web feeds with customized

contents can also be classed as push

digitalmarketing when the recipient has not

actively sought the marketing message. Push

marketingallows you to target your

demographics and use your marketing dollars

to promote yourproduct to the people you

know are interested in what you have to sell.

A push marketingcampaign can be more

expensive when it comes to upfront costs, so

you really need to besure that your marketing

is going to reach the right people at the right

time. Behaviourtargeting is good example for

push digital marketing.

In Pull digital marketing includes blogging,

email marketing, social media, info graphics

and other forms of visual messaging and

search engine optimization (SEO).For

example, if you arerunning a social media

campaign, you will need to hire someone to

manage your social mediaand respond to

people who leave comments or ask questions.

Social media gets peopletalking and that has a

major impact on sales. Pull marketing also

requires a greater investmentin time, but it

gives you more ability to entertain your

customers and educate them about

yourcompany.

But don't get confused by seeing Email in

push and pull, there is a difference. If

marketer issending emails with customized

content or banners to specific group of

customers is pushdigital marketing. If

marketer is sending emails with the same


content or banner to allcustomers is pull

digital marketing.

Secret codes that unlock hidden

features on your phone Mr.Rahul Kunchal

MCA Integrated Sem-6

BhagwanMahavir College of

Management(MCA)Surat, India.

[email protected]

1: Display your IMEI: *#06#

Here's a code which I found out

does not work an iPhone. It also worked on

my Android AT&T device as well.

The IMEI is unique to your device. Among

other things, the number can help "blacklist"

stolen devices or help with customer support.

2: Check Your Call Forwarding: *#67#

This code allows you to check which number

your phone is currently forwarding calls to

when you're busy or reject a call.

By default, this is probably your carrier's

voicemail service, but you can change it to

forward to a different number (a home

number, office number, or third-party

answering service for example). On an

iPhone, you can change this number by going

to Settings > Phone > Call Forwarding. On

Android (varies from system to system), tap

the Phone app > hamburger icon > Settings >

Call > More Settings > Call forwarding

3: Get Even More Info on Call Forwarding:

*#61#

On my Galaxy phone, this code prompted a

pop-up that let me know how long until a call

is forwarded to the message center. On the

iPhone, regardless of carrier, this code just

showed me the same info as *#67# .



4: Hide Your Phone From Caller ID: #31#

I could only get this to work on Android. But

entering this code prompted a pop-up stating

that my Caller ID had been disabled. In order

to re-instate Caller ID, enter *31# .

5: Activate Call Waiting: *43#

This code will activate call waiting; you can

deactivate it by entering #43#.

*#06# – Displays IMEI

*#43# + ―Call‖ – Displays call waiting

status

*43# + ―Call‖ – Enables call waiting

#43# + ―Call‖ – Disables call waiting

*#21# – Displays call forwarding

status

##002# + ―Call‖ – Disables all call

forwarding

*33*pin# – Enables call barring

#33*pin# – Disables call barring

#31#phone-number + ―Call‖ – Blocks

caller ID for the current phone call

*#*#4636#*#* – Accesses a hidden

test menu with sections for network,

battery information and usage stats.


Report of Workshop on How to Start your business online, Curated

by Facebook India

The seminar washeld on Date: 28/12/2018 given by Mr.BhautikSheth is a Founder of

iVIPANAN Digital Marketing and Management Services,Mr.DipenBarai is a Founder

SpeedForce and Ms. AgrimaRathore is Working as a Campaign Manager with Josh Talks..Total

no of students present in session is about 150.The target audience was satisfied with knowledge

delivered to them. They motivate the students about digital marketing.

All audience get so much positive information related to how anyone can start a new business.

Audience get so much unknown information related to Facebook and digital marketing help

students to understand what the difference between Interest and Passion.

Replying students query related to New Startup by

all Experts

Audience for the workshop


Prof. Payal Dixit welcoming the guest.

Mr. DipenBarai Delivering his talked on

entrepreneurship with new idea.

Mr.BhautikSheth is a Founder of iVIPANAN

Digital Marketing and Management Services

Ms. AgrimaRathore, Campaign Manager From Josh

ExplainingHow to Start your business online with the

help of Facebook.

contents€¦ · doug henschen, principal analyst at constellation research. one is "the need...

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