CIS8009: Business Telecommunications Report - Semester 1, 2019

This report, prepared for the CIS8009 course, delves into the realm of business telecommunications, focusing on Google and Assemblo as case studies. It begins with an introduction to information technology's pivotal role in modern business, highlighting the importance of effective communication systems and network infrastructure. The report explores Google's communication strategies, emphasizing its global operations and the significance of internal communication. It then analyzes ring topology, a key element in circular communication, and its application in LAN/WAN environments. The report subsequently examines Assemblo, a smaller marketing firm, and its communication needs, particularly the use of star network topologies. A detailed analysis of star communication is provided, covering its advantages and disadvantages. The report concludes by proposing improved communication infrastructures for organizations, emphasizing the need for competitive advantages through technology, reliability, and scalability. The report is a comprehensive analysis of business telecommunications, useful for students of business development.

2019
Management of Business Telecommunications

Abstract
The project is aimed to develop the information technology in the business field which plays the
major importance. The introduction of this project which gives the brief explanation about the
Information Technology. Followed by the introduction it also explains about the topologies that is
used in the business communication. Business Communication in Google which explains about the
Google communication in the particular organization and it also says about the Google operations
and it works which is the association that helps worldwide employees. Next to that, Circular
communication is well explained in this process in which ring topology is the best example for the
circular communication which is used in the LAN/WAN.As like that of the Google, Assemblo is
also used in many business organization but compared with the Google it is a very small
organization with the minimum number of employees. Star communication is also explained in this
project which explains about the connection between the wired and wireless networks. Different
strategies of explaining the Better communication infrastructure for the organization, Google and
Assemblo is also well explained. The conclusion is reported with the various works that is
proceeded in this project.
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1. Introduction
Information technology plays a vital role in each and every business field. In today's
scenario, information technology's importance is too high. The evolution of information
technology made a big change in the world. Especially the deployment of the IT system in the
business process completely redefined the way of doing business. It reduced many complex
processes involved in the business. IT systems show their impact on all aspects of the business
process. E-business, digital marketing, and VoIP are some of the examples. The main objective
of this project is to develop a better communication system and network system for the
organization. The company wants to improve its business operations by adopting new
technologies and tools. As a management consultant, I have to develop a better system for
improving the company's operation. But at the same time, I have some constraints (Ahmad and
Sinha, 2016). The proposed system must be cost-efficient and simple to learn. As a part of this
project business communication in Google will be reviewed. Major strategies and techniques
followed by Google will be founded. Circular communication topology will be reviewed. And
the suitability of this system will be analyzed. And also some other communication topologies
like star communication topology etc. will be analyzed. And the relative advantages and
disadvantages of the various topologies will be identified. And finally, the better communication
infrastructure for the organization will be developed. Better communication strategies for both
Google and Assemblo will be developed (Baines and Shi, 2015).
2. Business Communication in Google
Google is explored in huge of IT, plays ownership in the marketing products are to sell.
In the current years, the company will update the products and services for more comfort and
establishes the use of business communication. The organization is running on the global scale in
the central station of the California, United States (Baral, 2018). The network communication
must main operations for the information’s and the data are transferred in the company. The
division is managed by each branch in locations and in market research. In the company are
illustrated in services and products for the data analysis and huge impressive for business
communication.
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While illustrating about the Google, it is not a small association whereas it has an
employee of over 98,000 which makes a difficult institution that has a star network
communication among worldwide (Nguyen, Newby and Macaulay, 2013). Considering the
communication, the information is transformed from a higher position to lower in the chart of the
company. Google is best suited in the critical communication in the organization, which reaches
to the difficulty in each of the employees (Williams, Ashill and Naumann, 2016).
The company of the organization is separated into two segments: 1. Product segment 2.
Research segment. From both departments, the research and product play repeated casein the
organization. Google has a many different department’s teams and communication teams, to get
benefits in the company (Brocke and Rosemann, n.d.). The information is spread to the correct
target for the team to communicate. The Y network is in the communication that takes place for
the circular network. Company off the organization takes a sufficient place for internal
communication, the organization makes an assistant throughout the company’s branches
(Brocke, Zelt and Schmiedel, 2016).
3. Analysis of circular communication
Ring topology is a network that intermediate of two nodes, and forming a highway for the
each node of a ring. The nodes are intermediate with a closed loop and are connection either
side. The data travels in one direction. The sending and receiving the data work by the help of
TOKEN. A ring topology is a network composition which connects a circular path and also
connected in the circular point. Each of the topology are mingled with the ring network. Ring
topology is used in the LAN/ WAN (Panwar et al., 2015).on depending the type of network in a
coaxial cable or an RJ-45 network cable.
 These are the types of network are coordinated.
 The node are assigned when it is picked up. That helps to deduce the collision.
 Even when the network increases, the activity is better than the Bus topology. There is no
essential in the network server for the connections.
 The combined components does not defect the activity of the network and accessed.
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4. Business Communication in Assemblo
In Australia Assemblo is a B2B marketing firm. Along with the business and marketing
solutions it is firstly loyal for serving business organizations (Buh, Kovačič and Indihar
Štemberger, 2015). As this company is very small in the size which doesn't initiated by itself yet.
In the recent past the company has hired few peoples that is by understanding the main
operations of the company which responsibility that are taken by the founders of the company. In
the process of getting revenues the company's aim is to identify the clients who wants business
solutions and guide. Remarkably, as like that of Google, this organizations also makes the
interaction of the network outside the organization. So many company's depend on the within the
systems network interaction and not with the other company's interaction with the network
(EREN, 2016).
It is well-know that, Assemblo is not a huge organization, which has only the minimum
amount of workers. The organization need to safeguard the information which is moved inside
the company in the absence of any distortions between them, to be clear that an organization
doesn't make any inconvenience among the client. By the combination of the two terms it is clear
that the organization has the star network for the business communication (Harrington and
Voehl, 2012). This network which is used for transferring the details, and across any department
directly. Without any limitation or block this network, every sections are linked with one another
and which is used for the communication which make the organization work by itself.
It is noted that the organization's main wok is communication or interaction, as it purely
depend on the same. With the presence of few number of people in the company that makes the
communication easier within the departments or individuals very possible (Jaber and Simkin,
2017). The organization doesn't have many number of departments or section because as it have
only a basic business guide. There are different department which includes guidance department,
client service, department, interactions and maintenance department and the marketing
department. Which have the close interactions with each other for the regular and needed
functioning of the company.
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5. Analysis of Star communication model
In a star network, all the nodes are linked together with a central computer that is
common to all devices directly. The connection is indirect with the central computer to every
workstation. The central computer runs as a workstation in some of the star network. The below
diagram has five workstations. The sphere shape represents workstation and the large sphere is
central computer and lines are connections between workstation and computer. The connections
between them are either wired or wireless.
Figure 1 Star network (SearchNetworking, 2019).
When the workstation is in scattered point it works well with the star network topology.
The workstations can be added and removed easily. The purpose of the ring network topology is
at low cost than the star network topology because of the vertices of the convex polygon are
closer to the workstations. When workstations on bus network topology are at the straight line it
is said to be optimal. In star network the workstations are remote and when the cable failed the
workstation is linked to a central computer. Every workstation has the ability to work with
another workstation except isolated workstations. If one workstation is affected others will work
normally. The network fails only if the central computer fails. For additional work, a mesh
network is used.
The signals are not communicated to every workstation on the bus topology with better
performance (Pedron et al., 2016). Not using more than 3-4 devices the signal sent reaches the
destination with 2-3 links. The scope of central hub increases with the network performance. The
nodes and devices are connected easily. Nodes are on the star topology is added without any
changes on the network. Even components are removed easily. It has compact management and
helps in network analysis (Varajão and Cruz-Cunha, 2016).
In network when link or node is failed the network is not affected. Troubleshoot and failures are
easily found.
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6. Better communication Infrastructure for organizations
The dispatch of communication to the long way that was permitted by the technology,
products and network connections which is the framework for the communication. The
conversion of the one purpose network to the many purpose network this process is continuously
roaming. The use of cutting-edge technologies to power business innovation occurs by the
appearance of the new base work ability.
Competitive Advantage
By the establishment of the new technologies, B2B and B2C commerce capability is very
much powerful. According to the today’s market place the aggressive advantage which needed
for the processing of the facts and well planned business organization. The ability of the
elemental system is builted up by the straight entry of the business metrics, Strong interaction
basic, and the higher management capability (Rossignoli et al., 2017). The collective Customer-
Resource-Management (CRM) basics, totally damaged Point of Sale (POS) and Partnership
Resource Management (PRM). Which are all considered as the business development things that
request for the solid framework.
Need for the enhancement of the Communication Infrastructure
Maximum calculating hardness
IT the new network architecture that permits for the huge capacity and server hardness,
which intercept to huge processing capacity in a very little foot prints. The present architecture
that permits needed easy expansion such as running a maximum workload on a smaller system
may seem like overlocking. The game-changing aggressive benefits of the new technologies are
the only great that supports the network. The project of all size can be attained by huge-capacity
and more availability network frame work is ensured (Seethamraju, 2014).
Reliability
The neatly identified network architecture protection against spiteful activities and is
dangerous to note that routine business operations goes smoothly (Leonidou and Hultman, 2019).
They prevent the reliability breaches and industry standard to make the reliable new version
system. To run the protected network it is very difficult even for the newly updated framework,
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with the noted periodic security. With the routine upgraded security scheme, entice the
technologies and base work can be protected with the confidence.
Upgraded version
By the routine version of aging framework which helps for the Long term low cost
ownership. The prolonged framework is occurred on, the major network failure issues and more
protection cost. Day-to-Day framework is having built-in redundancy and readily scalable to
help further technical creations (Sundin, Nässlander and Lelah, 2015).
By enabling the needed infrastructure upgrades business risk and the appeared cost is
omitted. For the huge company with easy framework networks that spread many locations,
proper Survey-Document-Verification-Maintenance programs must be in proper order calculate
the framework installing and running.
7. Better communication Infrastructure for Google
Standalone Network Infrastructure
Single sites are using this design. It is fit for a standalone office. Routers are used to provides
voice and data services. For every desktop needed an Ethernet wire or jack (McElheran, 2015).
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Figure 2 Standalone office network topology (Cisco.com, 2019).
The above network has components such as internet connectivity, Attendant console, PSTN
trunks, a Management station, employee desktop, and other voice services.
Employee desktop
In Cisco every employee work on a computer. It is connected with a phone using Ethernet.
This connection reduces more switch port requirement. For the IPT deployments, inline power is
not necessary (Khaleel et al., 2016).
Internet connectivity
Internet connectivity provided through the DSL. This is not enough for a large company.
Because the bandwidth is limited for DSL. So for the large companies, the connectivity is given
through the multiple DSL or BRI lines.
PSTN trunks
These lines are used for the analog connection. These lines contain incoming and outgoing
calls. In this system, these lines are integrated with phone buttons.
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Attendant console
In small companies, they recruit the employees for answering the incoming calls in the name
of the receptionist. Sometimes they can use automated attendant for better usage.
Management station
A management station is a web application used for a system configuration. It can run only on
Internet Explorer version 6.
Other voice services
Fax machine used for the communication purpose in many business services. In case of
power problem, they use compact analog phones.
In the Conference room, break rooms, lobbies, and health clinic rooms have low-end IP phones.
These phones are used for official communication purpose. They don’t use the phones for any
other purpose. These phones have features such as display the numbers, intercom, and paging.
The software upgrade, system installation, system setup, system configuration process are done
through the SP or VAR (Mendling et al., 2018).
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Figure 3 Typical campus network infrastructure (Cisco.com, 2019).
For the network infrastructure, the following features are required
To set-up the Campus Distribution or Core Switch infrastructure it needed the features like
multiple queue support, traffic reclassification, traffic classification feature and 802.1Q and
802.1p.
For the Smaller Site Switch or Branch it require the support of multiple queues, 802.1 Q and
802.1p and In-Line features.
Fast link convergence, support of multiple queues, 802.1Q and 802.1p and In-Line power
features are needed for Campus Access Switch foundation.
In WAN aggregation router it needed the following features such as the efficiency of link,
link fragmentation and interleaving, and traffic shaping, Support of many queues, traffic
classification, and reclassification and 802.1 Q and 802.1p.
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For the Branch router LFI, link competence, support of multiple queue and 802.1Q and
802.1p features are needed to build an infrastructure.
8. Better communication Infrastructure for Assemblo
WAN Design configuration best practices
The JTAPI control interface was used in the implementation of a third-party application
for the use of Cisco Unified Call Manager.
The centralized Cisco Unified Call Manager starting will be based on the following that is,
 The independent organizations
 The style of the management
 In a network the site readiness using QoS
 The intersite connectivity cost basis
 How the sites are coupled tightly and loosely between one other.
 It connects only with a small number of data networks
 The loosely coupled operational model was used for voice process in the PSTN-based
networks.
One of the best examples of this was the business of the restaurant chain, it was equally as
the model executed in the previous section. The reason why it is called as same was both do not
have any of the VoIP bonds also it contains the PSTN calling and the standalone entity of all the
places of a network topology is the same (Meyliana, Hidayanto and Budiardjo, 2016). The
tightly coupled connection is used in the multisite enterprise model for the purpose of improving
the efficiency of the management and to obtain the connectivity of VoIP.
The newly included considerations for the networks are
 The worker's screen- based on the work of the organization, the level of the worker's
background differs. The higher percentage of employees are utilized in insurance and
bank related companies when compared to any of the retail organization (Van Aartsengel
and Kurtoglu, 2013).
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