Use of ethical behavior will pay off in the long-run

Use of ethical behavior will pay off in the long-run Ethical behavior is morally accepted as being good and right in a particular situation. The society-at-large is always demanding high ethical and moral standards from organizations. Unethical behavior is always seen as a virus working on the society and eating it up. In a business organization, the top level managers have a big part to play when it comes to ethical issues. How they react when it comes to ethical dilemmas makes a big difference as to how the other employees of that organization will face the same situation. A big example is what Johnson Johnson Company executives did when the Tylenol poisoning took place. They pulled out all the stocks out of the market even thou it cost them millions of dollars, because the management knew it was the ethical thing to do. It uplifted their image amongst its customer base rather than downgrading it since the customers could see that the company had their best interests at heart. That particular reaction set a big example for other org anizations throughout the world to follow. When it comes to ethical behavior in the long run, I believe it will pay off for any organization. In todays intense business environment its more important than ever to have strong ethical programs in place. In a survey conducted by the ethics resource centre on more than 4,000 employees, one third had witnessed ethical misconduct in the past year (Flynn, 1995). Ethical standards depict behaviors morally accepted as good and right as opposed to bad or wrong in a particular setting it is particularly crucial for the business for a number of reasons. For example, murder and robbery are not only illegal but are universally regarded as wrong, while dishonesty , while not necessarily illegal, is usually thought to be immoral. They are created and adopted by people who are interested primarily in ensuring there are guidelines for behavior for the group members. For example, doctors and lawyers have ethical codes of practice which they sear to uphold as part of their professional practice. Ethics in the society carries a lot of value, so I believe that ethical behavior is what all working professionals should aim to have. However its not just the ethical attributes that the employees and organizations should have, but also the behavior they put forward with regards to those ethical issues is also important. To build a good career one should live there life by rules of ethics in order to safeguard themselves and also society as a whole. Most business experts suggest that establishing a code of conduct can help the company to behave ethically. A code of conduct is a formal document stating the principles and the ethical rules it expects the employees to follow in the organization. Ethical standards protect the business from scandals and prevent them in the future. Ethical statements imply the employees, business associates, and the larger community a framework of the companys operating principles (rules and regulations) which needs to be followed, why the company exists, what the company believes in, and how it goes about to comply with its professed beliefs. In addition, reviewing the standard operating procedures and performance measurements will ensure the business owners and managers that it is well structured and does not encourage unethical behavior. Studies has shown that organizations are now increasingly take account of ethical considerations, there has been a shift from traditional profit and free market bu siness approach to ethical approach, in favor of consumer interests. Practicing ethical behavior can develop the business to great heights. High ethical behaviors will set high standards and put the work practices of the organization to high levels. It will develop a discipline which will help your business to succeed. It will also build teamwork amongst employees. They will show respect for the organization, its culture and top level management. It will build trust and confidence among colleagues. Also organizations which practice ethical standards can attract good short and long term investment. Investors will definitely see it more viable to associate itself which businesses who put ethical issues to high regards hence uplifting the investors image in the society and the business environment. Most investors believe that it is important for companies to consider ethical and social issues alongside financial issues in order for them to be sustainable and remain competitive in the long run. Ethical investors are essentially concerned with how profit is made and looks to maximize profit at the same time trying to minimize and avoid negative social effects. On the positive side, the public will begin to recognize and to honor individual companies for their contributions to solving most obdurate problems. This puts companies in a very strong situation since all the stake holders like shareholders, government, employees, suppliers and local communities benefit Ethical investments is one way of responding to issues of social responsibility in business decisions and activities and avoiding being self serving. Socially responsible factors in areas of public concern include the environment, sustainability, and globalization. Behaving ethically also improves the quality of work life and enhances the role of every employer in creating an environment where employee pride blossoms and theft losses disappear. There is reduced corruption when employees are treated with fairness and are valued as individuals, as they take pride in their organization. Positive results are achieved when employees are given a basis for trust and respect to live by. If employees believe all are held to similar high standards, they likely will feel better about themselves, their colleagues, their organization and behave ethically when dealing with customers and business associates. Research over the years have proved that consumers are used to buying products from companies that have public recognition, a company record or being promoted. Enhancing customer loyalty to the brand is probably the single most powerful incentive for convincing companies to adopt ethics as a way of life. Another advantage of behaving ethically is that it promotes better staff retention and attraction; good organizations cannot function without good people. Ethical organizations have increased commitment by employees as good employees want to work with responsible and ethical employers. When a company fails to be a good employer they lose good staff and it reduces the possibility of attracting good new-comers. Many business want employees to behave ethically because such a reputation is good for business which in turn can mean larger profits. How one behaves in the workplace helps them in building a good reputation and praises over the years to come. Similarly, encouraging employees to act ethically can save money by reducing employee theft, down time and lawsuits. It is noticed that that when employees dont show respect for the company and colleagues, it encourage many forms of theft such unnecessary phone calls on company account and taking office supplies home. It is important that employees have a clear understanding of their organizations ethical standards and a feeling of management support for acting within those standards. Teaching ethics to an employee is not always effective. Management must set examples by their personal alignment with ethical standards and principles. Thus, Managers have to always keep in mind that leading by example is the first step in developing a culture of ethical behavior in the organization. PART TWO; Q2) Within the business context, businesses are expected to have good ethical values and act socially responsible. The problem is that the ethics of a business is a mixture of the individual sets of ethics. This is why it is important to have good individuals as employees. it is also equally important that when you go to work somewhere that you feel like you share the values of those you work with. Ethic is not just talking about the right thing. It is doing what is the right in every decision that is made. Based on the above observation discuss the impact on society that ethical leaders can make As the world business platform is growing rapidly, more business leaders and are now waking up to the reality of social responsibility and good organizational ethics. The opinion of the society is re-shaping expectations and standards on how leaders should perform with regards to the general public. Injustice around the world is becoming more visible and less acceptable and behavior of leaders is becoming more transparent every day. Leaders now have real incentives when they do the right thing, but they do have disincentives for doing things that are unacceptable in todays world. Leaders show ethical behaviors when they do what is morally right, and good, and when they help to elevate followers moral awareness. Ethical leaders must generate the right conditions and organizational culture for the development of ethical behavior amongst society members. Every community has leaders to look after its interests and protects its rights. However in todays world, many people do not have faith in leaders and hold them responsible for many of their problems. Ethical leaders should be people-oriented and always aware of how their decisions affect others. They serve the society with compassionate interests. This becomes the only way ethical leaders are able to motivate followers and put needs and interest of group before their own. When these leaders act ethically than the people in the society will follow them. The respect and trust the people put in their leaders will lead them to follow the same values that the leaders do. The leaders have a big responsibility on their shoulders when it comes to guiding the society to follow these ethical principles. They act as role models for the society. What they do in their day to day life becomes the corner stone for the followers. Leaders also play an important role in social responsibility.   The keys issues involved are the health and safety of every employee. Great leadership includes establishing health and safety as a value and affirming that safety by allowing employees adequate time to prepare for evacuation. Organizations blossom when leaders take responsibility to ensure that works are performed ethically. Ethical behavior should start at the top level management, so that employees also ensure ethical standards are maintained. However if leaders want to be more effective than they need to have good employees working for them in the first place. These employees should be able to carry on the leaders values and follow the same principles when the leader is not around. They should be people who can be trusted enough to be given such a big responsibility. They should be able to promote right actions to inspire the performance of individuals and the culture as a whole.  They Leaders contribute to the success of the society and influence the choices made by the members and businesses in carrying out day-to-day activities. To conclude, every society needs leaders who take personal responsibility for their decisions. People should be able to trust their leaders and see the difference between good and bad.

Principle Of Color In Multimedia Media Essay

Principle Of Color In Multimedia Media Essay Q1. Explain the principle of color in multimedia. How many dimensions are used in the color? Explain with suitable example. Color is a sensation produced by the human eye and nervous system. It is related to light, but an understanding of the properties of light is not sufficient to understand color, and is especially not sufficient to understand the art of color reproduction. Overwhelming experimental evidence tells us that the perception of a color is related to the strength of three signals which are transmitted along the optic nerve to the brain. Color is a phenomenon of light caused by how our eyes detect differing qualities of projected or reflected light. Because science and technology has allowed us to understand the physiology of the human eye, to measure wavelengths of light and chart energy patterns, we have come a long way in grasping the complexities of color. The importance of this is that: It is useful to represent a color by a set of exactly three numbers. In practice, the set of three numbers must be related to some actual color reproduction process. The numbers commonly specify portions of some set of primary colors such as: Color is the principal way the mind separates elements in space and chooses something to focus on. Thus you should use rich or bright colors like red and yellow sparingly, and generally only for items you really wish to emphasize. Use different colors rather than different shapes to distinguish features on a page. Beware of the negative effects of certain highly contrasting colors placed next to each other (such as green and red), as well as the off-putting optical illusions created, for instance, by a series of parallel lines. If navigational elements have color at all, make sure their hues dont distract viewers from focusing on the main content of the page. Web design publications often talk about using only web-safe or browser-safe colors, meaning a limited palette that will show up roughly the same in all browsers and operating systems. But, as the web designer Lynda Weinman has noted, very few computers still display only 256 colors, their capability when the web was young. Indeed, most people view the web in millions of colors now, and so historians just starting on the web may ignore the browser-safe palette and its often garish, overly bright colors chosen for their mathematical simplicity rather than aesthetic value. Those experienced with this palette can continue to use it with no harm, but others shouldnt bother. The possible exception to this rule is if many of your anticipated users will be using very old computers, in which case you should choose something from the web-safe palette for any major swath of color on your page, as well as any colored fonts. Dimensions of Color   Ã‚   There are three dimensions to color-hue, value and intensity. This makes color multidimensional-any color appearance can be described in terms of these three dimensions. 1. Hue:     Hue refers to the names of the colors. It is the contrast between redness, blueness and greenness. We most typically think of hues as coming from white light divided into the visible spectrum-red, orange, yellow, green, blue and violet or as a circle of hues or color wheel. Of the three dimensions of color, hue is the simplest to identify. It is that element most often referred to as color. Looking at a rainbow, we can recognize the different dominant hues: red, orange, yellow, green, blue, violet. We also realize that any hue can appear in many variations other than their spectral form. Red, for example, exhibits a broad range of appearance, running from light to dark and weak to strong. Regardless of their appearance in terms of light or dark, weak or strong, they would all belong to the hue family: red. Hues are generally arranged in a circular fashion (hue circuit) or color wheel. Red is the name of a broad color family. The popular term, pink, is a variation of that hue, as is the familiar name, maroon. 2. Value: Value refers to the lightness or darkness of a color. It is often related to a gray scale where white is the lightest value followed by a series of grays to black, the darkest value. The hues are located somewhere in between the extremes of white and black in value. A color value scale is a hue mixed with white to form tints and with black to form shades of that hue. Red plus white makes pink. Pink is a tint or light value of the hue red. Red plus black makes brown. Brown is a shade or dark value of the hue red. As an example, fire-engine red would carry a notation of R 5/16 on this variation of a Munsell chart. When a hue is lighter or darker that its original spectral state, the amount of light it reflects has changed: value is the dimension which refers to the lightness or darkness of a hue. Adding white to red produces a tint; adding black produces a shade. Some examples of red shades: maroon, brown, cordovan, chocolate. A pink shade is an oxymoron. Values are usually displayed in a series of about ten steps, but actually are unlimited. Value steps are displayed vertically, darkest at the bottom. 3. Intensity Intensity refers to the purity or impurity of a hue. The more pure hue a given color contains, the more intense it is. Opposing terms used to describe this contrast are intense vs. gray, saturated vs. desaturated or bright vs. dull. When a color is too bright and its intensity needs to be reduced, we will often say,Gray that color. The most typical ways to gray a color are to add gray (black and white) or by adding some of the complementary color. The complement of a hue is the hue opposite it on the color circle. Red and green, orange and blue, and yellow and violet are examples of complementary colors. 4. Chroma Pure red, as well as light and dark variations all belong to one hue family. When we encounter a weak red, i .e., a red that is neither lighter or darker of a sample hue, we are not dealing with value (light reflectance) but with the dimension of chroma. Synonyms for chroma: strength, purity, saturation, intensity. It is the degree to which a hue departs from full intensity and moves towards a neutral gray. A red rose and a red brick may be of the same hue and value, but the rose exhibits greater purity of saturation. Chroma steps are arranged horizontally, left to right- weakest to strongest. Each complementary hue at the same value displaying various intensities (chroma) Q2. How an appearance of an image on a monitor is depend on monitor resolution and monitor size? Ans. Imagine lying down in the grass with your nose pressed deep into the thatch. Your field of vision would not be very large, and all you would see are a few big blades of grass, some grains of dirt, and maybe an ant or two. This is a 14-inch 640 x 480 monitor. Now, get up on your hands and knees, and your field of vision will improve considerably: youll see a lot more grass. This is a 15-inch 800 x 640 monitor. For a 1280 x 1024 perspective (on a 19-inch monitor), stand up and look at the ground. Some monitors can handle higher resolutions such as 1600 x 1200 or even 1920 x 1440-somewhat akin to a view from up in a tree. Monitors are measured in inches, diagonally from side to side (on the screen). However, there can be a big difference between that measurement and the actual viewable area. A 14-inch monitor only has a 13.2-inch viewable area, a 15-inch sees only 13.8 inches, and a 20-inch will give you 18.8 inches (viewing 85.7% more than a 15-inch screen). A computer monitor is made of pixels (short for picture element). Monitor resolution is measured in pixels, width by height. 640 x 480 resolution means that the screen is 640 pixels wide by 480 tall, an aspect ratio of 4:3. With the exception of one resolution combination (1280 x 1024 uses a ratio of 5:4), all aspect ratios are the same. Here are some recommended resolutions for the different screen sizes: 14 15 17 19 21 640480 BEST GOOD TOO BIG HUGE TERRIBLE 800600 GOOD BEST GOOD TOO BIG HUGE 1024768 TOO SMALL GOOD BEST GOOD STILL GOOD 12801024 TINY TOO SMALL GOOD BEST GOOD 16001200 TERRIBLE TINY TOO SMALL GOOD BEST SCREEN RESOLUTIONS, MONITOR SIZES AND VARIATIONS IN IMAGES SIZE The dimensions of image on screen will often be very different to the size of the original we are scanning in. The size of the image on screen depends on monitor resolution and monitor size. Video cards are able to display a particular set number of pixels horizontally and vertically on the screen. For example, the card may display (width and height ) 640 x 480 pixels or 800 x 600 pixels. Physical dimension of the monitor. A large monitor set to 640 x 480 pixels uses larger pixels than a small monitor with the same setting. 1. Two monitors with the same physical dimension, fixed-size image, but different screen resolutions. Suppose you have a monitor that displays 800 x 600 pixels and you want your image to take up 1/4 of that screen across and 1/3 down, then: 800/4 x 600/3 = 200 x 200 pixels (Figure 1). However, the same image (200 x 200 pixels) displayed on a monitor of the same size but with different resolution (e.g. 640 x 480), will look much larger as it will take up a larger proportion of the screen (Figure 2). Figure1: Screen Resolution 800x 600 Image Size 200 x 200 Figure 2: Screen Resolution 640 x 480 Image Size 200 x 200 2. Two monitors with the same screen resolution, fixed-size image, but different physical dimensions. Suppose your image size is 200 x 200 and the screen resolution of both monitors is the same (e.g. they both have a 640 x 480 screen resolution). The monitors are of different physical proportion, (e.g. one is a 21 inch monitor, the other a 15 inch monitor). In this case the image will take up the same proportion of space in both monitors, although the absolute size of the image is different (larger in the larger monitor). Figure 3: Monitor Size 21 inch Screen Resolution 640 x 480 Image size 200 x 200 Figure 4: Monitor Size 15 inch Screen Resolution 640 x 480 Image Size 200 x 200 Q3. Discuss the physical and psychological principles as to why animation works, as well as how it is usually presented? Ans. The 12 basic principles of animation is a set of principles of animation introduced by the Disney animators Ollie Johnston and Frank Thomas in their 1981 book The Illusion of Life: Disney Animation. Johnston and Thomas in turn based their book on the work of the leading Disney animators from the 1930s onwards, and their effort to produce more realistic animations. The main purpose of the principles was to produce an illusion of characters adhering to the basic laws of physics, but they also dealt with more abstract issues, such as emotional timing and character appeal. The 12 principles are as follows: Squash and stretch Anticipation Staging Straight Ahead Action and Pose to Pose Follow Through and Overlapping Action Slow In and Slow Out Arcs Secondary Action Timing Exaggeration Solid Drawing (same or different as Weight) Appeal 1 SQUASH AND STRETCH The most important principle is squash and stretch. the purpose of which is to give a sense of weight and flexibility to drawn objects. It can be applied to simple objects, like a bouncing ball, or more complex constructions, like the musculature of a human face. Taken to an extreme point, a figure stretched or squashed to an exaggerated degree can have a comical effect. In realistic animation, however, the most important aspect of this principle is the fact that an objects volume does not change when squashed or stretched. If the length of a ball is stretched vertically, its width (in three dimensions, also its depth) needs to contract correspondingly horizontally. Illustration of the squash and stretch-principle: Example A shows a ball bouncing with a rigid, non-dynamic movement. In example B the ball is squashed at impact, and stretched during fall and rebound. The movement also accelerates during the fall, and slows down towards the apex (see slow in and slow out). 2 ANTICIPATION This movement prepares the audience for a major action the character is about to perform, such as, starting to run, jump or change expression. A dancer does not just leap off the floor. A backwards motion occurs before the forward action is executed. The backward motion is the anticipation. A comic effect can be done by not using anticipation after a series of gags that used anticipation. Almost all real action has major or minor anticipation such as a pitchers wind-up or a golfers back swing. Feature animation is often less broad than short animation unless a scene requires it to develop a characters personality. Anticipation: A baseball player making a pitch prepares for the action by moving his arm back. For special effect, anticipation can also be omitted in cases where it is expected. The resulting sense of anticlimax will produce a feeling of surprise in the viewer, and can often add comedy to a scene. This is often referred to as a surprise gag. 3  STAGING A pose or action should clearly communicate to the audience the attitude, mood, reaction or idea of the character as it relates to the story and continuity of the story line. The effective use of long, medium, or close up shots, as well as camera angles also helps in telling the story. There is a limited amount of time in a film, so each sequence, scene and frame of film must relate to the overall story. Do not confuse the audience with too many actions at once. Use one action clearly stated to get the idea across, unless you are animating a scene that is to depict clutter and confusion. Staging directs the audiences attention to the story or idea being told. Care must be taken in background design so it isnt obscuring the animation or competing with it due to excess detail behind the animation. Background and animation should work together as a pictorial unit in a scene. 4 STRAIGHT AHEAD AND POSE TO POSE ANIMATION Straight ahead animation starts at the first drawing and works drawing to drawing to the end of a scene. You can lose size, volume, and proportions with this method, but it does have spontaneity and freshness. Fast, wild action scenes are done this way. Pose to Pose is more planned out and charted with key drawings done at intervals throughout the scene. Size, volumes, and proportions are controlled better this way, as is the action. The lead animator will turn charting and keys over to his assistant. An assistant can be better used with this method so that the animator doesnt have to draw every drawing in a scene. An animator can do more scenes this way and concentrate on the planning of the animation. Many scenes use a bit of both methods of animation. Computer animation removes the problems of proportion related to straight ahead action drawing; however, pose to pose is still used for computer animation, because of the advantages it brings in composition. The use of computers facilitates this method, as computers can fill in the missing sequences in between poses automatically. It is, however, still important to oversee this process, and apply the other principles discussed. 5  FOLLOW THROUGH AND OVERLAPPING ACTION When the main body of the character stops all other parts continue to catch up to the main mass of the character, such as arms, long hair, clothing, coat tails or a dress, floppy ears or a long tail (these follow the path of action). Nothing stops all at once. This is follow through. Overlapping action is when the character changes direction while his clothes or hair continues forward. The character is going in a new direction, to be followed, a number of frames later, by his clothes in the new direction. DRAG, in animation, for example, would be when Goofy starts to run, but his head, ears, upper body, and clothes do not keep up with his legs. In features, this type of action is done more subtly. Example: When Snow White starts to dance, her dress does not begin to move with her immediately but catches up a few frames later. Long hair and animal tail will also be handled in the same manner. Timing becomes critical to the effectiveness of drag and the overlapping action. 6 SLOW-OUT AND SLOW-IN As action starts, we have more drawings near the starting pose, one or two in the middle, and more drawings near the next pose. Fewer drawings make the action faster and more drawings make the action slower. Slow-ins and slow-outs soften the action, making it more life-like. For a gag action, we may omit some slow-out or slow-ins for shock appeal or the surprise element. This will give more snap to the scene. The movement of the human body, and most other objects, needs time to accelerate and slow down. For this reason, an animation looks more realistic if it has more frames near the beginning and end of a movement, and fewer in the middle. This principle goes for characters moving between two extreme poses, such as sitting down and standing up, but also for inanimate, moving objects, like the bouncing ball in the above illustration. 7  ARCS All actions, with few exceptions (such as the animation of a mechanical device), follow an arc or slightly circular path. This is especially true of the human figure and the action of animals. Arcs give animation a more natural action and better flow. Think of natural movements in the terms of a pendulum swinging. All arm movement, head turns and even eye movements are executed on an arcs. 8 SECONDARY ACTION This action adds to and enriches the main action and adds more dimension to the character animation, supplementing and/or re-enforcing the main action. Example: A character is angrily walking toward another character. The walk is forceful, aggressive, and forward leaning. The leg action is just short of a stomping walk. The secondary action is a few strong gestures of the arms working with the walk. Also, the possibility of dialogue being delivered at the same time with tilts and turns of the head to accentuate the walk and dialogue, but not so much as to distract from the walk action. All of these actions should work together in support of one another. Think of the walk as the primary action and arm swings, head bounce and all other actions of the body as secondary or supporting action. Secondary action: as the horse runs, its mane and tail follow the movement of the body. 9 TIMING Expertise in timing comes best with experience and personal experimentation, using the trial and error method in refining technique. The basics are: more drawings between poses slow and smooth the action. Fewer drawings make the action faster and crisper. A variety of slow and fast timing within a scene adds texture and interest to the movement. Most animation is done on twos (one drawing photographed on two frames of film) or on ones (one drawing photographed on each frame of film). Twos are used most of the time, and ones are used during camera moves such as trucks, pans and occasionally for subtle and quick dialogue animation. Also, there is timing in the acting of a character to establish mood, emotion, and reaction to another character or to a situation. Studying movement of actors and performers on stage and in films is useful when animating human or animal characters. This frame by frame examination of film footage will aid you in understanding timing for animation. This is a great way to learn from the others. 10  EXAGGERATION Exaggeration is not extreme distortion of a drawing or extremely broad, violent action all the time. It ¹s like a caricature of facial features, expressions, poses, attitudes and actions. Action traced from live action film can be accurate, but stiff and mechanical. In feature animation, a character must move more broadly to look natural. The same is true of facial expressions, but the action should not be as broad as in a short cartoon style. Exaggeration in a walk or an eye movement or even a head turn will give your film more appeal. Use good taste and common sense to keep from becoming too theatrical and excessively animated 11 SOLID DRAWING The basic principles of drawing form, weight, volume solidity and the illusion of three dimension apply to animation as it does to academic drawing. The way you draw cartoons, you draw in the classical sense, using pencil sketches and drawings for reproduction of life. You transform these into color and movement giving the characters the illusion of three-and four-dimensional life. Three dimensional is movement in space. The fourth dimension is movement in time. 12 APPEAL A live performer has charisma. An animated character has appeal. Appealing animation does not mean just being cute and cuddly. All characters have to have appeal whether they are heroic, villainous, comic or cute. Appeal, as you will use it, includes an easy to read design, clear drawing, and personality development that will capture and involve the audience ¹s interest. Early cartoons were basically a series of gags strung together on a main theme. Over the years, the artists have learned that to produce a feature there was a need for story continuity, character development and a higher quality of artwork throughout the entire production. Like all forms of storytelling, the feature has to appeal to the mind as well as to the eye.Appeal in a cartoon character corresponds to what would be called charisma in an actor. A character who is appealing is not necessarily sympathetic villains or monsters can also be appealing the important thing is that the viewer feels the character is r eal and interesting. There are several tricks for making a character connect better with the audience; for likable characters a symmetrical or particularly baby-like face tends to be effective. Q4. What are the different color models? What is the need to use different color models? Ans. A color model is an abstract mathematical model describing the way colors can be represented as tuples of numbers, typically as three or four values or color components. When this model is associated with a precise description of how the components are to be interpreted (viewing conditions, etc.), the resulting set of colors is called color space. This section describes ways in which human color vision can be modeled. A color model is a 3D unique representation of a color. There are different color models and the use of one over the other is problem oriented. For instance, the color model RGB is used in hardware applications like PC monitors, cameras and scanners, the CMY color model is used in color printers, and the YIQ model in television broadcast. In color image manipulation the two models widely used are HSI and HSV. DIFFERENT MODELS ARE AS FOLLOWS: RGB Model CMY Model CMYK Model HSV Model HSL Model 1. RGB Color Model In the RGB color model, we use red, green, and blue as the 3 primary colors. We dont actually specify what wavelengths these primary colors correspond to, so this will be different for different types of output media, e.g., different monitors, film, videotape, slides, etc. This is an additive model since the phosphors are emitting light. A subtractive model would be one in which the color is the reflected light. We can represent the RGB model by using a unit cube. Each point in the cube (or vector where the other point is the origin) represents a specific color. This model is the best for setting the electron guns for a CRT. Note that for the complementary colors the sum of the values equals white light (1, 1, 1). e.g. red (1, 0, 0) + cyan (0, 1, 1) = white (1, 1, 1) green (0, 1, 0) + magenta (1, 0, 1) = white (1, 1, 1) blue (0, 0, 1) + yellow (1, 1, 0) = white (1, 1, 1) Media that transmit light (such as television) use additive color mixing with primary colors of red, green, and blue, each of which stimulates one of the three types of the eyes color receptors with as little stimulation as possible of the other two. This is called RGB color space. Mixtures of light of these primary colors cover a large part of the human color space and thus produce a large part of human color experiences. This is why color television sets or color computer monitors need only produce mixtures of red, green and blue light. Each color can be a point in the RGB color model cube. Red, green and blue are known as the primary colors. These colors can be added to produce secondary colors which are: magenta = red + blue cyan = green +blue yellow = red + green Other possible combinations: white = blue (primary) + yellow (secondary) white = green (primary) + magenta (secondary) white = red (primary) + cyan (secondary) RGB Color Cube Color Model 2. CMY Color Model CRTs produce color by emission and uses the RGB model. Printers produce color by reflective light so it is a subtractive process and uses a model based on the colors: Cyan, Magenta, Yellow. Remember that cyan = green + blue, so light reflected from a cyan pigment has no red component, i.e., the red is absorbed by cyan. Similarly magenta subtracts green and yellow subtracts blue. Printers usually use four colors: cyan, yellow, magenta and black. This is because cyan, yellow, and magenta together produce a dark gray rather than a true black. It is possible to achieve a large range of colors seen by humans by combining cyan, magenta, and yellow transparent dyes/inks on a white substrate. These are the subtractive primary colors. Often a fourth black is added to improve reproduction of some dark colors. This is called CMY or CMYK color space. The cyan ink will reflect all but the red light, the yellow ink will reflect all but the blue light and the magenta ink will reflect all but the green light. This is because cyan light is an equal mixture of green and blue, yellow is an equal mixture of red and green, and magenta light is an equal mixture of red and blue. 3. CMYK color model Unlike RGB, which is an additive color model, CMYK is a subtractive color model. Typically used in printing, CMYK assumes that the background is white, and thus subtracts the assumed brightness of the white background from four colors: cyan, magenta, yellow, and black (called key). Black is used because the combination of the three primary colors (CMY) doesnt produce a fully saturated black. CMYK can produce the whole spectrum of visible colors thanks to the process of half-toning, whereby each color is assigned a saturation level and miniscule dots of each of the three colors are printed in tiny patterns so that the human eye perceives a certain color. Like RGB, CMYK is device-dependent. Theres no straightforward formula to convert CMYK color to RGB colors or vice versa, so conversion is typically dependent upon color management systems. ColoRotate easily converts one system to the other. Still Life with Crystal Bowl, 4. Hue, Saturation, and Value Color Model First described by Alvy Ray Smith in 1978, HSV seeks to depict relationships between colors, and improve upon the RGB color model. Standing for hue, saturation, and value, HSV depicts three-dimensional color. If you think about HSV as a wheel of cheese, the center axis goes from white at the top to black at the bottom, with other neutral colors in between. The angle from the axis depicts the hue, the distance from the axis depicts saturation, and the distance along the axis depicts value. The angle from the axis depicts the hue, the distance from the axis depicts saturation, and the distance along the axis depicts value. The HSV (Hue, Saturation, and Value) color model is more intuitive than the RGB color model. The user specifies a color (hue) and then adds white or black. There are 3 color parameters: Hue, Saturation, and Value. Changing the saturation parameter corresponds to adding or subtracting white and changing the value parameter corresponds to adding or subtracting black. 5. HSL Like HSV, HSL was described by Alvy Ray Smith and is a 3D representation of color. HSL stands for hue, saturation, and lightness. The HSL color model has distinct advantages over the HSV model, in that the saturation and lightness components span the entire range of values. Based on the HSL color model, ColoRotate contains all the hues at different levels of saturation along its horizontal plane and with variant intensity along its vertical plane. In the bicone or diamond of the HSL structure, all the visible colors can be seen. These are the three dimensions in which our brain analyzes the colors we see. The first dimension is brightness (a vertical slice). The hue is comprised of the second and third dimensions (corresponding to round slices through the diamond).   HSV and HSL representations: Need to use different color models: We also use color model to indicate a model or mechanism of color vision for explaining how color signals are processed from visual cones to ganglion cells. For simplicity, we call these models color mechanism models. There are any numbers of approaches to describing colors using a mathematical model; each one qualifies as a color model. You can, for example, assign a specific hue, saturation, and brightness level to define a color (HSB color models); or a value of red, green, and blue (RGB color models); or a value of cyan, magenta, and yellow (CMY color models); or a value of cyan, magenta, yellow, and black (CMYK color models). Within these general descriptionsHSB, RGB, CMY, CMYK, and moreany model can use any arbitrary number of steps for each parameter. Some schemes, for example, use 100 steps each. Others use 256 steps, a convenient number for the digital world because you can define 256 steps for each color by assigning 8 bits to each color. All of these color modelsand moreare widely used to describe colors, both by software and by various types of hardware like digital cameras, scanners, monitors, and printers. Unfortunately, most of these have historically been device-dependent models meaning that the designation for a given color applies only to the particular device. And that makes it hard to move color information between devices without introducing errors. Two device-dependent models can share the same name, but they wont share the same descriptions for each color except by pure co-incidence. For example, some printers use CMYK color models. (Not all do. A printer can use an RGB color model, and translate the colors to the right amounts of cyan, magenta, yellow, and black ink.) Suppose you define a color in a drawing program as cyan 120, magenta 75, and yellow 130, and then print on three printers, each of which uses a device-dependent version of a CMY or CMYK colo

Black Friday: Tornado In Canada :: essays research papers

Black Friday: Tornado in Canada "The roof was caving in and I thought I was going to die. It was like your worst nightmare!" said Mary Grandish. Most people think they will die when they see,or hear of a tornado heading their way. Although all the details of the formation of a tornado are not yet understood, it is known that tornados are the result of great instability in the atmosphere and often appear during severe thunderstorms (see appendix #1 for a scientific explaination on how it really starts). Strong updrafts present in severe thunderstorms result in a rotational momentum. Falling rain and/or snow probably drags air from aloft when it comes falling down. The combination of severe thunderstorms and sweltering heat are the breeding grounds for a tornados' formation. The first sign of a tornado is a strong dust whirlwind along with a funnel growing from the storm cloud. A more organized funnel descends farther from the cloud, sometimes even touching the ground. Funnel winds generally move counterclockwise and the funnel can move slowly or at about 100/ft per second. Eventually the tornado becomes fragmented and dissipates causing the end of the tornado. Tornados are the cause of great destruction and devistation in the area in which they occur. For example the Tri-State Tornado of 1925 occured in the Kansas, Oklahoma, and Texas States. This tornado was one of the largest tornados recorded in history. It killed nearly 625 people. However, the tornado which strikes closest to home has occured on what Canadians have come to know as "BLACK FRIDAY". The tornado of "Black Friday" touched down on July 31st, 1987 at 2:59 pm. (See appendix #2 for the torndo path). (See appendix #'s 4&5 for maps locating the disaster sights). 27 people were killed; 25 people died during the tornado and 2 died later in the hospital. Hundreds of other people were injured and thousands were left homeless. Edmontonians faced a horrible natural phenomenon which destroyed homes, farms, and businesses. (See appendix #3 for a picture of what it looked like after the tornado struck up the street). More than 25 auto dealers faced a loss of more than $100,000 worth of cars, which were struck by hail measurihg at up to 10 inches in circumference. Not only were auto dealers' cars affected, but many other privately owned cars were damaged to varying degrees. The Kennedale storm sewer overloaded and outfall collapsed, which caused many people to call in complaining of flooded basements. Damage estimites were listed at between $150-$300 million dollars. $20 million dollars damage was done to Evergreen Mobile Home Trailer Park; $50-$70 million dollars

Running The Front End :: Home Depot cashier

Running The Front End   Ã‚  Ã‚  Ã‚  Ã‚  Day after day, I work at Home Depot. I’ve worked at Home Depot for 6 months. My position there is a cashier. A few months have gone by and all I do is show up and do my job as a cashier. The cashiers have someone who runs the front end along with every register in the store, and that person is a head ashier. After what I see the head cashiers go through, I would never want to be a head cashier for the rest of my life.   Ã‚  Ã‚  Ã‚  Ã‚  After four and a half months of working, I am just getting the hang of it. Being a cashier might sound easy, but over at Home Depot, it’s not. There are so many responsibilities for a cashier to do; it is just as hard as being a bank teller. You have to be quick at looking up items, being familiar with items in the store, checking every item for the right tag, and the list goes on. The cashiers are tested weekly with a secret shopper to make sure the cashiers are on their toes. The money has to be added up at the end of the day, each slip, coin, dollar bill, check and card. If it doesn’t add up, you don’t leave until you find out where it went. The cashier draw cannot hold more then 500$ at one time. Each time you collect up to five hundred you have to send it to the book keeping. All these responsibilities add up and are overwhelming for a cashier. A head cashier is responsible for every register and transaction in that store, along with the flow of lines and customer satisfaction. It is a job I would never want.   Ã‚  Ã‚  Ã‚  Ã‚  Coming into work one day, I knew something was wrong. When I saw long lines forming down each Isle, people complaining that the wait was too long, and register lights flashing for help. There were no head cashiers available or supervisors who knew anything about the front end. At that time I was the only cashier who had been there the longest, so I was asked to try and be head cashier for the day. I did, and I knew what I was getting myself into.   Ã‚  Ã‚  Ã‚  Ã‚  I was handed a set of keys and I was in charge of the entire front end. This was a job I had never done or been trained to do, It started out fine no one had any problems Three hours passed, and I ran into my first problem. Running The Front End :: Home Depot cashier Running The Front End   Ã‚  Ã‚  Ã‚  Ã‚  Day after day, I work at Home Depot. I’ve worked at Home Depot for 6 months. My position there is a cashier. A few months have gone by and all I do is show up and do my job as a cashier. The cashiers have someone who runs the front end along with every register in the store, and that person is a head ashier. After what I see the head cashiers go through, I would never want to be a head cashier for the rest of my life.   Ã‚  Ã‚  Ã‚  Ã‚  After four and a half months of working, I am just getting the hang of it. Being a cashier might sound easy, but over at Home Depot, it’s not. There are so many responsibilities for a cashier to do; it is just as hard as being a bank teller. You have to be quick at looking up items, being familiar with items in the store, checking every item for the right tag, and the list goes on. The cashiers are tested weekly with a secret shopper to make sure the cashiers are on their toes. The money has to be added up at the end of the day, each slip, coin, dollar bill, check and card. If it doesn’t add up, you don’t leave until you find out where it went. The cashier draw cannot hold more then 500$ at one time. Each time you collect up to five hundred you have to send it to the book keeping. All these responsibilities add up and are overwhelming for a cashier. A head cashier is responsible for every register and transaction in that store, along with the flow of lines and customer satisfaction. It is a job I would never want.   Ã‚  Ã‚  Ã‚  Ã‚  Coming into work one day, I knew something was wrong. When I saw long lines forming down each Isle, people complaining that the wait was too long, and register lights flashing for help. There were no head cashiers available or supervisors who knew anything about the front end. At that time I was the only cashier who had been there the longest, so I was asked to try and be head cashier for the day. I did, and I knew what I was getting myself into.   Ã‚  Ã‚  Ã‚  Ã‚  I was handed a set of keys and I was in charge of the entire front end. This was a job I had never done or been trained to do, It started out fine no one had any problems Three hours passed, and I ran into my first problem.

Reconstructing My Father Essay -- Personal Narrative, essay about myse

Reconstructing My Father Most of the memories I have of my father are bad. He was a withdrawn binge alcoholic, sometimes given to violent episodes in which he physically assaulted my mother. He never took us anywhere, and he rarely spoke to us, although sometimes, late at night, he would play cards with me or we would watch an old movie together. He loved Barbara Stanwyck. When I was a small child, Eddie (his actual name, though his relatives called him "Lec") did help me with my school projects. A knowledgeable outdoorsman, he taught me the names of all of the trees, took me fishing in a boat he built himself, and showed me how to till the worm bed in the back yard. But as I grew older, my needs changed. If my car broke down, I needed a ride. If there was a special trip or project at school, I needed money. He not only refused to help me with these things, but he refused belligerently, which led to more fights with my mother. My father's past was somewhat of a mystery. I knew he'd grown up in northwest Louisiana, that he had a brother who had died and two sisters, and that he had served in the Army during World War II. His father died before I was old enough to meet him, possibly before I was born, and his mother, who lived with us for a brief period, was a bloodless, stone-faced woman who was frightening in her lack of warmth. I saw one of my aunts only once or twice, and the other one was so grim that I preferred to avoid her. When I was twenty-four, an aneurysm burst in Eddie's brain; he was in a coma for three days, and then he died. He was sixty-two, and at the time of his death, had more physical strength than some men half his age. I have often wanted to fill in ... ...ngineers to have the railroad leading from St. Lo into Le Mans and Laval, ready to receive ammunition trains -- on August 15. The men had to rebuild seven railway bridges, repair and lay new main lines in three marshalling yards, lay miles of track, and provide service and water facilities along the lines. They did it. "The engineers can go under, over or through anything, or get it out of the way," the pamphlet states. That is a phrase that certainly suits my father, a tough, stubborn man who could build and who could destroy. I wish he were alive because there are a lot of things I would like to tell him, and even more that I would like to ask him. But at least now I have a better idea not only of who he was, but who he might have been. The Eddie who has emerged since my mother's death four years ago is still a shadow, but I can at least see his outline.

Characters in Hamlet Essay

Why does one live? What purpose does one serve? What is the meaning of life? These are all existential questions that both ancient and modern philosophers have yet to satisfactorily answer. The weight of one’s mortality and the differences of life and death are introduced right from the start of Shakespeare’s play _Hamlet_ having Hamlet, in the aftermath of his father’s death, attempt to explore these existential questions, seeking truth and understanding as he tries to grasp the anecdote about his father’s death. Claudius on the other hand is deeply considering his actions while also enduring a very difficult apprehension of life after death. Claudius acts to generate Hamlet’s confusion and anger, and his ensuing search for truth and life’s meaning, but Claudius himself is not a stationary character. In private, he is a very different character. It is clear that Claudius is seen as a murderous villain, but a divided villain: a man who cannot refrain from nourishing his own desires. He is not a monster, only morally weak, intent on trading his humanity for power. Polonius is a man filled with confidence in his knowledge, and while he is a blowhard, and he does spout sayings, his cliches constitute sound advice and his observations prove themselves prophetic. In _Hamlet_, life and death provides multiple influences and consequences for each of these characters, affecting both their well-beings and sense of meaning. Finik 2 Hamlet is a university student of Wittenberg who frequently contemplates on several perplexing philosophical questions, and possibly suicide. When King Hamlet, his father, dies, he returns home to Denmark only to discover that there was evidence of foul play in his father’s death. â€Å"_The serpent that did sting thy father’s life/Now wears his crown_. † (I. V. 39-40). The Ghost of King Hamlet tells Hamlet that his uncle Claudius is the murderer. Feeling decisive, Hamlet seeks to prove Claudius’ guilt before he takes any action. However, Hamlet is too quick to act at times: he constantly exaggerates his intellect while ignoring his emotions and what feels right. Although his father’s death set high emotions for Hamlet, it serves as only one of the troublesome events for Hamlet. The fact that his mother, Gertrude, has ended her mourning and married another man (Claudius) so quickly, shows Hamlet the differences in some peoples thoughts, decisions, and possibly way of life. â€Å"_Frailty, thy name is women_! † (I,II,146). In this quote, Hamlet is speaking in his first soliloquy. The â€Å"women† he specifically refers to is his mother. Hamlet feels that Gertrude is weak and not strong enough to mourn his father any longer. Hamlet even continues to say that not even an animal, or beast, who has no reasoning or skills, would have abandoned the mourning so quickly. All in all, this shows how angry and distressed Hamlet is by his mother’s marriage. Although Hamlet appears to be the exemplar of an anti-existentialist from the outset of the play, Hamlet’s logic slowly begins to unravel, with layer after layer revealing more snippets of Hamlet’s emotion. As Hamlet speaks the line: _To be, or not to be, that is the question:_ _Whether ’tis nobler in the mind to suffer_ _The slings and arrows of outrageous fortune,_ _Finik 3_ _Or to take arms against a sea of troubles_ (III,I,58-61) He is contemplating the thought of suicide and wishing that God had not made suicide a sin. Hamlet’s anxiety and uncertainty causes him to doubt the power of reason alone to solve his issues. Hamlet begins to realize that reason is helpless in dealing with the depths of human life, which is one of the central assertions of existentialism. However, in considering both his emotions and reasoning, Hamlet avoids the temptation of suicide knowing that to escape life’s pain, would mean to eternally suffer in hell. By deciding to stay alive and counter Claudius’ fraud, Hamlet strongly demonstrates his inner existential qualities. As Claudius is introduced, he expresses himself as an intelligent and capable leader. Claudius gives a speech intent on making his court and country satisfied with their new leader, addressing the people of his brother’s death, his recent marriage and the potential unease with Norway. Claudius is well aware that if any change would occur in the government, civil unrest would definitely unfold. His speech combines the people’s loss with a new beginning that they will have under his responsibility. He also uses the death of King Hamlet to create a sense of national unification, â€Å"_the whole kingdom/To be contracted in one brow of woe_† (I.II. 3-4), but in private, Claudius conceals a very different personality. The Ghost refers to him as â€Å"_that incestuous, that adulterate beast_† (I. V. 42), and soon, his crime is what is known to be what is â€Å"_rotten in the state of Denmark_† (I. IV. 90). The King has committed fratricide and has taken the Queen with â€Å"_the witchcraft of his wit_† (I. V. 47). Claudius represents the worst of human dignity, showing greed, corruption and excess. However, Claudius is not entirely a sociopath. His actions occasionally weigh heavy on him: Finik 4 _O, ’tis true_. _How smart a lash that speech doth give my conscience! _ _The harlot’s cheek, beautified with plastering art,_ _Is not more ugly to the thing that helps it_ _Than is my deed to my most painted word:_ _O heavy burden_ (III. I. 49-53) Claudius tries to ask God for forgiveness in a soliloquy, but realizes that he still profits from his crimes and is not willing to give them up. â€Å"_But what form of prayer/Can serve my turn? Forgive me my foul murder/That cannot be, since I am still possess’d of those effects for which I did murder_† (III. IV. 52-54). Claudius can also how some sensitivity. He is genuinely sorry for Polonius’ death, and he honestly loves Gertrude. Although he strongly intends on killing Hamlet, he refuses to do so himself on Gertrude’s behalf. Claudius may show sensitivity for many characters but, nobody comes before his own desires. A great example of this is how Claudius does not even intend to stop Gertrude from drinking the poison in the goblet during the duel between Hamlet and Laertes because it would have implicated Claudius in his plot to kill Hamlet. Therefore, putting his desires in front of all. Whereas most other characters in _Hamlet_ are preoccupied with ideas of justice, revenge, and moral balance, Claudius is decided upon maintaining power. Polonius, a man brimming with confidence, seems like a feeble old man who cannot say anything without attempting a great speech. At other times, it feels as if though he is Finik 5 undermining the life of the court through a network of spies. When Polonius finds his son Laertes, before leaving for France, he urges him â€Å"_aboard, aboard_† (I. III. 55), but proceeds to prevent him from boarding by giving some advise. This speech concludes with the message- â€Å"_to thine own self be true/thou canst not then be false_† (I. III. 79-80). Yet, sometime later, Polonius is ordering Reynaldo to spy on Laertes and deliberately trap him by deceit â€Å"_and there put on him what forgeries you please_,† (II. I. 19-20) meaning to be false, to say that Laertes is into â€Å"_drinking, fencing, swearing, quarrelling, and drabbing_† (II. I. 26-27). Contrary to what Polonius has told Laertes, he is telling Reynaldo to be false and that his â€Å"_bait of falsehood takes this carp of truth_† (II. I. 63). In all, Polonius is concerned about his own reputation more than the feelings and well-being of others. He puts plenty of effort into earning what he thinks is right and uses long speeches to convince others. In the end however, he is killed by one of his own ingenious plans. Hamlet’s perpetual reflection does finally help him to overcome his great anxiety. When he returns from exile in Act V, Hamlet appears to be very different. He is calm and less afraid of death. He has come to realize that destiny is ultimately controlling all of our lives, and any sense or question of existentialism would change nothing. Hamlet is ready to confront the circuitous truth that to avenge his father’s death he must commit the same act for which he seeks revenge. He now admits that he knows nothing of the world, â€Å"_since no man knows aught of what he leaves, what is’t to leave betimes? Let be_. † (V. II. 207-208). Hamlet has reached the climax of his philosophy; he has prepared himself for death. Claudius is the villain of the piece, as he admits to himself: â€Å"_O, my offence is rank it smells to heaven_† (III,III,40). His fratricide is the corruption invading the events around – that which is, in the words of Marcellus, â€Å"_rotten in the state of Denmark_. † Claudius is socially capable, and his charm is natural. He can exhibit deep distress Finik 6 over his â€Å"_dear brother’s death_† but quickly turns mourning into celebration and moves on â€Å"_With mirth in funeral and with dirge in marriage_† to whatever lies ahead. He is a very decisive man and recognizes that he his â€Å"_offense is rank_† and â€Å"_smells to heaven_,† he also admits that he will not make amends with God because he refuses to give up what his crime has profited him. He is willing to take the consequences of his actions after death while enjoy a great lust of power in life. Despite the vast amount of experience, Polonius is naive. Polonius’ inability to understand Hamlet reflects his ability to understand things. To prove his belief in Hamlet’s madness he invokes a little play-acting from Ophelia. He misdirects Ophelia into reading a book to confront Hamlet, while he and the King eavesdrop. Although this meeting reveals that Polonius has made a great mistake, he is not in the least discouraged but immediately sets up his next plot. It proves to be his last because he is killed. If he had not misjudged Hamlet he would not have been pursuing his ill-founded suspicions and been behind the arras and gotten himself killed. In _Hamlet_, life and death provides multiple influences and consequences for each of these three characters, affecting both their well-beings and sense of meaning. In the end, Hamlet finally recognizes that life is governed by destiny itself, and that no alteration can be done with any amount of questions or actions. He awaits death at a moment’s notice. Claudius on the other hand, has accepted the fact that he will suffer after death in hell. He is not willing to capitulate his power and therefore decides to live his life the way he wants, knowing that he has committed crimes to others. His meaning in life is to live life to the fullest and accept what may happen after death. Polonius acts like a fool, attempting to rival the other main characters by using eloquent words that do not represent what truly composes him, making him a hypocrite. While he depends upon his memory, he utters lengthy phrases, and gives useful counsel, but, as he ages, he cannot Finik 7 be kept busy and intent, Polonius is subject to the desolation of his capabilities. He loses the order of his ideas, and entangles himself in his own thoughts. The meaning of life for Polonius may seem unclear, or entangled. He means well for his children but also takes thoughts too far and may seem to over think. He is ignorant in foresight and the idea of dotage engulfing upon wisdom will solve all of the phenomena for Polonius. In the end, Hamlet, Claudius, and Polonius have all expressed what their true meaning in life is. Whether it be to accept destiny’s fate, avoid suffering after death, or, to act foolishly and hypocritically, life and death has most definitely forged a path for all three of these characters. Works Cited Shakespeare, William. _Hamlet. _ Ed. Roma Gill. Glasgow: Bell and Bain Ltd. 2009.

Jamcracker Questions Essay

The factors that drive the ASPs emergence are )Increasing cost of specialized software that have far exceeded the price range of small-medium businesses. 2)Usual urgency of a company to set up a IT capability internally – which is similar to the infrastructure already used/developed by many companies 3)Less investment for the base functionalities (which are provided by ASP) of an IT firm 4)Companies’ urge to support their services 24*7 unlike the traditional business operations 5)Optimizing the number of IT staff inside the organization so that some of the required functionalities could be cosourced or outsourced to an ASP 6)Companies’ move towards mobile workforce Q2) How does Jamcracker fit in the ASP space? Explain the Jamcracker business model. Jamcracker’s business model was based on the ASP concept. But it wasn’t exactly the ASP. Rather, Jamcracker cooperated with ASP partners to combine application services through its enterprise IT management platform – â€Å"Jamcracker Enterprise†- into comprehensive offerings, including technical support and billing. For example, an ASP that provided an email application and another that provided desktop productivity application could, via Jamcracker technology, appear to the customer as an integrated service package. Customers could pick and choose from an â€Å"a la carte† menu of the applications in the virtual â€Å"ASP cafeteria†. Jam cracker would then provide those application services in a â€Å"IT department in a box†. This implies that the customer would maintain a single contractual relationship with the Jamcracker rather than numerous relationships with specialized ASPs. Users would login to the Jamcracker platform once rather than separately onto each of the ASP platform. Jamcracker’s Business Model The above explained â€Å"ASP Aggregation† methodology accomplished by Jamcracker solved problems inherent in the traditional ASP approach such as high customer acquisition cost, conflict between breadth of ASP offerings and scale economies and Data sharing. Revenues -The monthly fees that the customers paid for using Jamcracker’s Enterprise -A modest setup fee -Per-user-per-month fee for access to Jamcracker service infrastructure Reason: Network Effect Customers get the suppliers and the suppliers in turn get the customers – which could get a better deal for the customers from the suppliers and a lower cost of distribution for the suppliers – and end as a virtuous cycle for all the involved parties. Mainly Targeted Areas before targeting the huge clients such as â€Å"fortune 500† -The midsized â€Å"unfortunate 5000† companies since they cant afford huge IT investments and hence would go f$or ASPs -simple applications such as email, expense reporting etc web-native applications Q3) Identify critical challenges that Jamcracker must address to create a credible and sustainable business model. The following challenges must be addressed by Jamcracker to sustain in their business model. -Reselling and branding issues should be considered in a case-by-case manner and not as a whole -Educating its customers in the details of the new ASP ntegrator approach to reduce their IT investments -Making the existing ASP integrator infrastructure more robust as the business grew rapidly -Need for professional services that would help and support its customers to convert their legacy data to ASP based system which would easily confide their trust in ASPs and in Jamcracker through which the customers would avail the ASP integrator services from Jamcracker over the long run. -Addressing the customer’s concerns over the ASP model’s service levels, data security and privacy so that the customers would feel secured with the ASP technology.