CIS8009
Google
and Spotify
Table of Contents
Abstract
Business telecommunication system is
the basic backbone for the business organizations in present age. An efficient
business telecommunication system would contain optimal mix of cost,
information infrastructure, organizational structure, size and need of business
communication within the organization. In the present paper business
telecommunication system would be compared for the two organizations one is
small i.e. Spotify and one is large i.e. Google. Choice of business
communication infrastructure would depend upon the size, structure and size of
organization. While designing the business telecommunication infrastructure for
the two organizations, small organization should focus on the overall cost
incurred for the telecommunication infrastructure while for larger organization
data security should be of prime concern.
Introduction
There are numerous instances in
management literature for the business alliances and relationships which are
dependent upon communication network. With globalized business in present age
it has become necessary for the business organizations that strong business communication
system and network should be established which can help the organization to
develop strong communication at global locations. Considering any business
today, a strong communication process is the first requirement with its major
stakeholders such as customers, suppliers, advisors, shareholders and
distributors. This communication process can’t be completed without having a
strong communication system and network in the organizational context (Nohria & Eccles, 1992). Communication technology
in present age is deciding the business leadership in market wherein several
industries such as pharmaceutical and travel have levy for competitive
advantage with suitable communication system in place. Business organizations
these days are using a centralized communication system which would help in
order to reduce overall communication cost for the organization. Further
communication systems and network established in organization helps an employee
to perform his work responsibilities with higher efficiency.
It has been revealed through
researches in area of business communication that nature of work performed by
the employees in an organization largely depends upon the type of business
communication system established in the organization. A hi-tech communication
infrastructure developed by an organization would help in order to ensure
faster communication process and leading to positive business results. Several
researches have revealed that choice of communication infrastructure adopted by
employees working in the organization would be highly correlated with their job
function e.g. employee at the base level would be using the transactional
ERP, employees working in the middle
management level would be using the management information system while
employees working at the senior position in the organization would be using the
decision support system so as to make faster decisions in the organization.
Further with higher organizational designations employees would tend to make
lesser use of informal communication and usage of communication medium such as
emails and telephonic would increase so as to disseminate any information in
the lower hierarchy (Williamson, 1991).
The aim of present paper is to focus
on the management of business telecommunication in one big organization and one
small organization so as to understand the business importance of the
telecommunication system in these organizations. The two organizations selected
for the present context are Google (www.google.com) and Spotify (www.spotify.com). Business communication network
used in the two organizations would be described in detail so as to understand
the difference between business communication system in small and big
organization. Further factors for choice of business communication system in
the organization would be explored so as to understand how decision for the
choice of business communication system is made. Present paper will distinguish
between the kinds of network used by the two organizations for the business
communication system.
Finally business conduct of the two organizations
in terms of network connectivity and email for communication at local or global
would be explored. The two organizations adopted in the present context are
Google and Spotify, Google offer biggest search engine used by the internet
users in world along with its present into several other products &
services over internet. Spotify is a small organization which is privately
owned and deals into music streaming services and available as an application
for Smartphone (Bizot et al, 1991).
Choice of business communication system and network
Two of the most important factors in
selection of the communication medium would be the quality &
synchronization of the communication network which mainly depends upon the
bandwidth of network used by the particular organization. The major benefit of
bandwidth is the capability to communicate with wider number of channels and
following the same principle face to face communication process has highest
range of bandwidth followed by the telephone and email systems. Synchronization
demands capability of a communication network so that all participants can
communicate at the same time hence face to face communication is having highest
degree of synchronization followed by telephones.
Bandwidth is of vital importance when
the social context is involved while in case of the requirement for higher
number of participant to take part in the communication process it is important
that synchronization can be established in the organizational context (Burt, 1992). Hence an organization should try to
manage informal communication between the employees which generally takes place
face to face as the same is highly synchronized and allows participants to
share their views without any communication barriers in it. In organizational
context nature of business activity performed by the organization, size of
organization and structure of organization also plays vital role in deciding
communication system for the organization.
For an organization with large number
of employees such as Google it would be feasible to deploy formal communication
means so that communication is secure and can take place faster. Further formal
communication would generally take place in written form and it is not possible
to do information communication in such a big organization. Further looking at
the organizational structure of Google which is hierarchical in nature and
complex business activities so formal business communication would ensure
routing information from correct channel and documentation of the information
can be done in easy manner so that various stakeholders of the communication
system are aware of the processes happening at the ground level (Chandler, 1977).
While for a small organization like
Spotify which has limited number of employees it is possible to develop
informal communication medium so as to communicate the message to various
stakeholders of the organization. Further informal communication medium used in
the organization would be suitable looking into the organizational structure
and business nature for the organization. Informal communication would be
faster and efficient for the small size organizations.
Another major difference in terms of
size of the organizations and their relevant requirement for the communication
system would depend upon the kind of systems used in the organization. For
example for large size organization such as Google there is requirement for the
faster data interchange medium such as electronic data interchange. Such system
have vanished the organizational boundaries for exchange of data within the
organization and with the stakeholders present outside the organization (Hakansson, 1982). Google is making use of EDI system
in order to do price quotation management, data exchange & distribution,
order processing system and financial transactions etc. A
schematic diagram for the basic EDI system used in Google canbe given as below:
Figure 1: Showing EDI system used in
Google
The above electronic data exchange
system is a typical data exchange system used in any large size organization so
as to establish the coordination between various information system with the
central information reserve of the organization. It is evident that above
system largely depends upon the state of industry and market situation hence it
would be important to select asset quality which is being managed by the
communication system (Caperna, 2005). This
model of communication essentially reflects that large size organizations
require complex systems in order to ensure that all the important systems
deployed in the organization are synchronized with each other and attached to
the central information system placed in the organization. For organization
such a Google which has large number of stakeholders to communicate with and
each stakeholder has different requirement in terms of communication medium so
organization need a communication system which can be used over internet and
provide facility such as secured and
faster communication system. Security of the information system is of vital
importance in present age context wherein organizations manage their data as
the vital asset to the organization and establishing a communication system
having security feature has become necessity for the organizations these days.
While small organizations does not have levy to deploy high amount of financial
resources hence a communication system with cost effective approach is deployed
in case of the small organizations (Carnoy, 2009).
Small organizations make trade-off between the data security and cost of
telecommunication infrastructure developed in the organizational context. Hence
Spotify has developed the communication system which contains basic elements so
as to ensure safety of organizational data with need of faster communication
while the communication used in the organization does not have ability to
communicate highly confidential data. Further communication system used in the
small organization would be simple in nature so that it can be used for the
communication over small number of organizational hierarchies and can trade-off
organizational data security with lower cost spent on the communication system.
Business communication system- A comparison of the two organizations
Present section offers the
comparative analysis of the business communication system used in the Google
and Spotify. The two organizations under consideration do not contain the
similar size hence business communication system deployed in the two organizations
would also be different in terms of network bandwidth, communication frequency
and data security requirement for the communication system. Type of
communication such as email or any other network would be deployed in the two organizations
depending upon three critical factors which are cost, need of communication and
information communication infrastructure developed by the organization (Grossman and Helpman, 2005). A simple business communication network has
been used by Spotify which is similar to the business network shown as below:
Figure 2: Showing the business
communication system used by Spotify
As evident from the above figure that
there are several elements of a business communication system required for
developing an efficient communication system in the organization. The business
communication system designed above keeps in mind various elements of efficient
communication system future needs of the organization for the communication
system. As shown above a communication system for the small business
organization would contain the internet connection through DSL cable or modem
cable depending upon the cost efficiency factor and speed of internet required
in the organization. Internal Email and other internet applications are available
for the employees of the organization so as to accomplish the work activity in
the organizational environment (Oliver, 2002).
Email used in the organization is enabled through specific domain so as to
ensure secure and faster communication within the organization. Firewall
systems are established in the organization so that external communication
without prior information of the information technology department can be
barred so as to ensure confidentiality of the data. The internet system developed
in the organization would be directly connected to other systems and
information reserve in the organization so that any employee can gain access to
the information sources any time.
High speed internet used in the
organization along with medium range firewall makes the system susceptible to
the risk of intrusion from the hackers. Firewall system used in the
organization would be of lower efficiency as there is cost implication attached
with the high quality firewall systems managed in the organization. Firewall
systems used in the organization are attached to the other data reserves with
the help of DMZ IP addressing system. Firewall used would be connected to all
major information reserves such as the email server, print server, MS IIS
server and data server etc.
Such information system and
communication system used in the case of small organizations would make use of
the basic firewall and data security systems as cost would be major factor for
the organization. Increasing data security system, firewall and antivirus
systems managed in the organization would draw higher cost for the
organization. Different servers managed in the organization would be
interlinked with each other so that faster communication and data exchange can
be enabled between the different servers. Spotify has also maintained backup
for the organizational data stored so that in case of any emergency data can be
retrieved from the existing systems without any problem. Overall business
communication system deployed in case of Spotify is simple and easily
manageable in the organization. Further this communication system would be cost
efficient and having lower data security arrangements in it.
In contrast to the business
communication system used by Spotify, Google make use of the highly complex
business communication system which makes use of the multi-hierarchical model
so as to cater the wide range of communication requirement in case of Google (Walter, 2009).
Figure 3: Basic telecommunication
system used in Google
Communication system deployed in case
of Google is highly complex in nature and depends upon the overall size and
organizational structure as well. As shown in above figure that a complex
telecommunication system is used by Google which consist of three layers which
are IP services, Metro Ethernet and transmission network. The first layer
represented in above figure shows the kind of network being used in the
organization and it is enabled through leased lines. The four types of
transmission systems are deployed in Google so as to enable the leased lines
and these transmission systems include microwave link, WDM, NG-SDH and dark
fiber link. These types of connections are required in order to connect the
main server of the company with the local offices of the company so that entire
data placed at the central repository can also be accessed at local level at
faster pace without any difficulty (Sallai, 2012).
Second layer of the communication
system include the metro Ethernet which is used in order to connect the systems
at local level. Emails are connected with the help of metro Ethernet so that
faster and strong communication within the organization can be established with
high security for data. The internal servers thus connected through metro
Ethernet are scalable and flexible in nature. Connections established with the
help of metro Ethernet would be enabled through terminal nodes and nodes which
are specified by users. Third communication layer established in organizational
context is for the internet services. The internet services provided in this
layer would be an efficient medium in order to connect the local level servers
with the central server and to the external system as well. There are basically
three services present in case of this layer of communication which are IP VPN,
VOIP and VSAT services etc. VOIP systems are used in order to make high quality
and low price speedy communication at the private network. This sort of
communication can easily replace the telephone communication and help in
developing the real time communication system for the organization (William, 2009).
IP VPN systems are used in the
organization so as to connect various local offices of the organization. The
major benefit of connecting through IP VPN would be to enable faster
communication between the local branches without affecting the traffic over the
communication network established from the central reserve. Another major
benefit for the large size organizations through IP VPN network would be added
security for the organization as communication system established through IP
VPN would be free from unauthorized access. Third party systems would not be
able to access the data which is connected through IP VPN due to presence of
strong firewall system in the organization hence it is completely secure as
compared to the small organizations where firewall system managed does not have
this kind of capability. VSAT communication is the third option in this layer
and this communication is established through satellite systems. Communication
system established with the help of VSAT would be having capability to develop
reliable communication service with real time data transfer (Krafft, 2010).
Conclusion and recommendations
The two organizations considered in
the present paper are Spotify and Google, these two organizations are quite
different from each other in terms of the business activity performed,
structure of the organization and size of the organization. Hence overall
requirement for the communication system for the two organizations would be
quite different and allow choosing the communication system as per business
requirement. Some of the major factors which would be considered by the two
organizations while establishing communication system are structure of
organization, size, cost involved and information infrastructure developed by
the organization. Further business
telecommunication network by the two organizations would be different in terms
of the safety point of view and the cost involved. For Spotify an overall
analysis would be made so as to develop an optimal system with lower cost and
moderate level of data security established. Firewall system used in the
organization would be of moderate level as enhancing quality of firewall in the
organizational context would also enhance the overall cost incurred for the
developed of communication system. Further mail system and other systems would
be interconnected to main data servers through firewall and there would be high
susceptibility to attack from third party. While for the big organization such
as Google information would be their primary asset and main aim of the
organization would be to safeguard the information flowing in the organization
at the trade-off of higher cost involved in the communication system. A layered
and complex information system would be deployed in the organizational
environment so that different system are interconnected for faster exchange of
data and information security can be ensured at first place without
compromising at any price.
It is recommended for the small
organizations that they should develop the financial viability of the
communication system developed by them so that an economic analysis can be done
for the cost and information exchange, loss of data and faster communication. Further
looking into the growth perspective information system should be developed such
that it can cope up with the future plans of the organization. For large
organization such as Google it is important that information system deployed
has high degree of information security feature and data security should not be
compromised at any cost. Further electronic data exchange system should be
managed so as to enable faster communication between internal departments &
systems of the organization.
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