Thursday, October 31, 2019

Rachel Perkins Essay Example | Topics and Well Written Essays - 3250 words

Rachel Perkins - Essay Example This certainly is an underlying theme in some of her films, including One Night the Moon (Aboriginal tracker is ignored by a white farmer, which leads to the death of the white farmer’s missing daughter) and Blood Brothers – Freedom Ride (Aboriginal individuals ride from town to town, telling the experience of the Aborigines, and urging action). However, her films are just as likely to either portray whites sympathetically, as in different segments of her documentary series, First Australians, or eschew white-Aboriginal conflict at all, in favor of universal themes. Radiance and Bran Nue Dae are excellent examples of this. Moreover, the overarching themes that she uses, when she does address the whites-Aboriginal conflicts, are that the Aboriginal peoples are resilient and able to overcome their social issues. This essay will detail how Rachel Perkins challenges the narrative of white oppression by demonstrating how her themes are focused around universality and overcom ing adversity, as well as show how another theme, which relates to the overall themes of minimizing white oppression, that of the use of music, is a common thread through much of her films. Resilience and Activism First Australians was Perkins’ television documentary, and this film focuses upon the history of the Aborigine peoples, with every episode of the seven part series focusing upon a different region of Australia. Perkins did not re-enact the drama and violence that occurred, but, rather, made the film in true documentary fashion by using pictures, interviews, diaries and voiceover narration. In this film, one of the themes, which is prominent in the films of Perkins, was that of resilience. Perkins did not necessarily want to make a documentary about the horrors of the history of the Aborigine peoples, but, rather, wanted to show how the Aborigine people overcame their precarious situation. Perkins did this, as a filmmaker, but focusing upon individual stories which w ere personal and character-based. These stories were narrated through visual and written sources which were left behind by the settlers as they reflected upon the past. The scenes, which were narrated by Perkins, was interspersed by historian analysis, and these historians were experts on the Aborigine and the early settlers (Collins, 2010). As an example of the resilience that Perkins showed through her documentary, one of the stories that she focused on was that of Bennelong, an Aborigine person who was kidnapped by governor Arthur Phillip. Phillip later befriended Bennelong (Konoshi, 2009). This is an example of resilience, as the story of Bennelong is one of overcoming adversity. Bennelong was taken from his wife and kidnapped, yet he not only did not despair in this situation, but made friends with his captor and became a sort of ambassador and mediator between the British and the Aborigine peoples. While he was able to straddle both worlds – that of the white man and th e Aborigine – he chose his own culture and died a respected elder in his tribe (Smith, 2009). That Perkins chose to focus on this story shows that she wanted to show triumph with the tragedy, and she sympathetically portrayed both Bennelong and his captor, later friend, Arthur Phillip (Konoshi, 2009). Another of the themes which is present this work is the interaction between the whites and the Aborigine population. While it certainly would have been easy for Perkins, as an Aborigine filmmaker, to show the Aborigine population as an oppressed people, and the whites as the oppressor, First Australians took a more nuanced approach. She chose to focus on the way that the whites and the Aborigine helped one another throughout the years. In addition to the story of Benn

Tuesday, October 29, 2019

Categorical imperative Essay Example for Free

Categorical imperative Essay Immanuel Kant believed in utilitarianism, which is the moral philosophy that says we should act in such ways as to make the greatest number of people happy as possible. This is why he introduced the categorical imperative. As a moral law, it is a command that is unqualified and not dependent on any conditions or qualifications. In short, it tells us to act in such a way that we would want everyone else to act the same way. In the circumstance where I am considering stealing a book when no one is looking, how would I decide whether the act is immoral or not? By using Kant’s categorical imperative, I first have to generalize my action. I have to wonder what would happen if everyone in the world did what I was doing would it begin to contradict itself. If everyone in the world was to steal a book when no one is looking, then there would be no point in selling books in the first place since no one in the world is willing to make a purchase. The book tells us that for Kant, this result is enough to show that the intended action is immoral and irrational. On the other hand, if a certain scenario was to not contradict from generalization, you would then ask yourself if you are willing to live in a world where everyone did that particular act. For example, I see someone who is in dire need of help. The cost of helping this person is little to none, but I still find myself unwilling to help him. First, let’s generalize that situation. Imagine a world where everyone was unwilling to lend a hand when someone was in a situation of extreme need. That kind of world is actually imaginable, and it doesn’t contradict itself in anyway. However, when I ask the question, â€Å"Would I want to live in a world like that? † the answer will always be no. That would be a horrifying world to live in. I could be dying and in need for someone to call the ambulance and no one would stop and help. Therefore, through Kant’s way of reasoning and thinking, this action is also immoral. Utilitarianism focuses around making the majority happy. As a strong believer in utilitarianism, Kant introduced the imperative predicament which in short required an individual to act the way he or she would want everyone else in the world to act. Stealing a book is not something an individual would want everyone in the world to do. Which is why Kant would believe that it is immoral.

Saturday, October 26, 2019

Phases On The Moon Essay

Phases On The Moon Essay What causes day and night (including seasonal changes in the number of hours of daylight)? When the Earth spins around on its axis, it creates night and day on Earth. The Sun rises in the east and sets in the west, turning day into night. On Earth, the length of day and night usually changes with the seasons. Why are there different seasons? As stated, the Earth spins on a tilted axis about once every 24 hours to create what we know as night and day. This axis is an invisible line through the centre of the Earth. The northern point is the North Pole and the southern point is the South Pole. The Earth spins anti-clockwise. The Earth orbits around the sun about once every 365 days. As this happens, the tilt of the Earth causes different sections of the Earth to point toward the Sun. This causes different amounts of sunlight to reach the same surface area of the Earth throughout the year. The different amounts of sunlight lead to different weather at this location. In the northern hemisphere, when the North Pole points towards the Sun, the Suns light is more directly overhead and it is summer. When the North Pole points towards the Sun, the South Pole tilts away from the sun resulting in scattered and less direct light. People in the southern hemisphere experience winter while people in the northern hemisphere have summer. The seasons of spring and autumn are created when the Earths tilt is neither towards, nor away from the Sun. These seasons usually have milder temperatures. Why are there different phases of the Moon? The Moon travels around the Earth in a circle called an orbit. It takes about 28 days to go one time around the Earth. The Sun always lights up half of the Moon at one time. The Moon is not a light source; it has no light of its own. We can only see the Moon because it reflects light from the Sun. The Moon appears to change shape (phases) but what we are actually seeking is the Moon lit up by the light from the Sun in different ways on different days. What is the science knowledge that supports the teaching of these two ideas? During the Renaissance, Nicholas Copernicus proposed a heliocentric model of the Solar System. His work was defended, expanded upon, and corrected by Galileo Galilei and Johannes Kelper. Galileo added the innovation of using telescopes to enhance his observations. Kelper was the first to devise a system that described correctly the details of the motion of the planets with the Sun at the centre. However, it was left to Newtons invention of celestial dynamics and his law of gravitation to finally explain the motions of the planets. Newton also developed the reflecting telescope. During the nineteenth century, attention to the three body problem by Euler, Clairaut and DAlembert led to more accurate predictions about the motions of the Moon and planets. Part 2: Eliciting the childrens ideas you are to research two different techniques for assessing the childrens ideas in science The aims of primary science can be broadly divided into two categories: To stimulate pupils curiosity in the world around them and encourage critical and creative thinking; To create a foundation for science at secondary school. To fulfil these aims, pupils need to acquire both factual knowledge and the skills of scientific enquiry, identifying questions that can be addressed scientifically; planning and carrying out experiments; evaluating data; and recognising the limitations of their own and others work. The National Curriculum was introduced in 1989, with science as a core subject. Before 1989, the science curriculum varied widely between primary schools. While the National Curriculum is statutory, schools have the freedom to decide how to teach its content to best meet the needs of their pupils. Children tend to be enthusiastic towards science at a young age, as they explore the world around them. However, attitudes towards school subjects, including science, often becomes less positive when they transfer to secondary school. As a result, the DfES is focusing its attention on secondary science. However, the primary years are seen as crucial in developing pupils longer term interest in science. (postnote, 2003, p2). Further, recent research has suggested that pupils interest in science may start to decline at primary school, which are discussed below in more detail below, include: Whether science teaching is adapted by individual schools to reflect the interest of their pupils; The focus on preparation of SATs tests in the last year of primary schools; Primary teachers level of scientific knowledge and confidence in teaching science. Teaching Primary Science In the 1970s and 1980s, teachers lack of scientific knowledge was seen as a major barrier to developing primary science. Primary teaching is largely a female profession and at the time few girls studied science other than biology. Today, primary teachers scientific knowledge is widely recognised as having improved but the debate over the level of scientific knowledge needed by a primary teacher in order to teach effectively remains active. (postnote, 2003, p3). Some professional scientific institutions argue that factual scientific knowledge is paramount. This view is based on a concern that scientific misconceptions are being taught and reinforced in some classrooms. Misconceptions (for example, that the Sun moves round a stationary Earth) are often formed at a young age and are difficult to change. Ofsted has raised particular concerns over the primary sciences, where it reports that many primary teachers are working at the limit of their understanding). On the other hand, Ofsted has found that the best teaching often involves scientific enquiry and some argue that the emphasis on factual knowledge distracts from this. The essential aim of scientific enquiry, to develop childrens thinking skills, can be seen as the basis of any good primary teaching. However, there is concern that some teachers are unclear of the purpose of scientific enquiry, which prevents them from teaching effectively. The Purpose of Assessment Clarifying the main purpose for which young children are assessed can help determine what kinds of assessments would be the most appropriate. Assessment of individual children might serve one of the following purposes: To determine progress on significant developmental achievements; To diagnose learning and teaching problems; To help in instruction and curriculum decisions; To serve as a basis for reporting to parents; and To assist a child with assessing his or her own progress. Decisions regarding the purpose of assessment should begin with discussion among all the stakeholders parents, educators, and other members of the community as appropriate. The group may want to keep in mind that: Plans, strategies, and assessment instruments are differentially suited for each of the following potential purposes of assessment; An overall assessment should include the four categories of educational goals: knowledge, skills, dispositions, and feelings; Assessments made during childrens informal work and play are most likely to minimise the many potential errors of various assessment strategies. (Katz, 1995, p67). The Risks Of Assessing Young Children Young children are notoriously poor test-takers: perhaps they are sometimes confused by being asked questions that they think the tester must already know the answers to. There is reason to suggest that the younger the child being evaluated, assessed, or tested, the more errors are made (Shepard, 1994; Ratcliff, 1995). If this principle is sound, then the younger the children: the longer the children live with a label (a true or false one), the more difficult it may become to discard it. Assessment Technique Number 1 Earth, Sun and Moon Assessment Test This test has 14 questions, which are listed below: What shape is the Earth? Put the Moon, Sun and Earth in order of size, biggest first. Why is it difficult to collect evidence about the Sun? Why does the Sun appear to move across the sky? Draw the Moon. Explain why you have it in this way? How long does it take for the Moon to orbit the Earth? How long does it take the Earth to make one complete turn on its axis? Where does the Sun go at night? What does orbit mean? Why do we get more hours of daylight per day in the summer? Where would you be standing if you got 24 hours of daylight every day in summer? If you were still in the same place as in question 11, how many hours per day of darkness would you get in winter? Which TWO changes make plants start to grow in the spring? What was your favourite part of this topic? Foundation Stage 2 children aged 4 As stated, very young children do not perform well in tests. This test is more like a knowledge and understanding checklist and can be used in a variety of circumstances. If children are going to gain scientific knowledge and retain an interest in the subject as they progress through school, then the learning process must be fun, interactive and stimulating. With the two 4-year olds the test was used to structure a highly interactive dialogue and to assess their current level of knowledge and understanding of the subject matter. Both children knew quite a lot about day and night, and the shape of the planets. This information had been developed through a variety of sources from school, mum and dad, play with friends, the TV. The dialogue lasted approximately 15 minutes and covered about six or seven of the questions on the list. Asking direct questions did not produce positive results. The children become agitated. However, when they become fully engaged in discussion the test could be used to assess their current level of knowledge. This technique, if used correctly, is a useful and versatile assessment method. The childrens responses to the questions can be recorded and revisited at a later date to determine how much new learning has occurred. This technique is also useful when used in conjunction with a variety of learning resources about the subject matter. Year 2 2 children aged 7 In this situation the teacher used less prompts to engage each child in discussion about each of the questions in the test. Again the technique proved for assessing the childrens current level of knowledge and understanding of the subject matter. This session lasted 30 minutes and nearly covered all of the questions. When the children became particularly animated about some aspect of the subject matter then it was more productive to let them express their ideas and opinions for some time rather than simply passing onto the next question. Assessment Technique 2 Concept Cartoons These are a new approach in teaching, learning and assessment in science. They were created by Brenda Keogh and Stuart Naylor in 1991. They feature cartoon-style drawings showing different characters arguing about an everyday situation. They are designed to intrigue, to provoke discussion and to stimulate scientific thinking. They may not have a right answer. They are available with background science notes for teachers. A typical Concept Cartoon has the following: Visual representation of scientific ideas Minimal text, in dialogue form Alternative viewpoints on the situation Scientific ideas are applied in everyday situations The scientifically acceptable viewpoint in the alternatives The alternatives With both sets of children, concept cartoons, proved to be very popular. With the 4 year-olds they obviously needed more assistance to help work through each situation that was a portrayed in each cartoon. The 7 year-olds needed less help and were more able to freely express their ideas and opinions about different aspects of the subject matter. Part 3: Foundation Stage 2 children aged 4 What the children got right: There is night and day There are 4 seasons, which are caused by the relationship between the Earth and the Sun The Sun is a star and not a planet Misconceptions: The Moon is made of cheese The Sun goes round the Earth The Earth stands still As stated, the 4 year-olds got their ideas about the Moon, the Sun and the Earth from a wide variety of sources. A major problem with developing scientific knowledge is that the children cannot relate to, many of the concepts in the daily lives. Yes they understand there is night because they go to sleep at night it is physically black. They wake up when it is day. However, the Earth spinning on its axis and orbiting around the Sun is something you can tell them but because they cannot go home and find something to relate to they tend to forget this information. If you simply feed them more facts they end up being more confused. Year 2 2 children aged 7 The 7 year-olds are generally more clued up about many of the concepts that were discussed. However, when probed about their level of curiosity about the subject matter they said that they did not really like the subject. Yes they agreed that it was important to understand basic scientific facts but they said they were pre-occupied with other things. They could not easily relate to scientific knowledge in their everyday lives. Misconceptions come from a variety of sources but perhaps a loss of interest in the subject matter was the major cause of this incorrect information. The 7 year-olds were not interested in finding out the correct information. Perhaps the biggest problem with teaching primary science is that the pupils find it extremely difficult to apply scientific knowledge to their everyday lives. There are three key aspects to learning something new: Knowledge i.e. facts e.g. the Earth spins on its axis every 24 hours. Comprehension putting the facts into a context, which the pupils understand there are lots of learning resources, which can be used to achieve comprehension. Application this is when the pupils can apply this new knowledge to some aspect of their daily lives. Application is a major weakness in many of the strategies that are used to teach primary school pupils science. Where schools spend a lot of time relating science to other areas of the curriculum and the childrens everyday environment at home and at the school then the childrens knowledge and understanding of science dramatically increases. Part 4 A Strategy To Improve The Quality of Teaching Primary Science Science at Key Stage 1 Planning For One Childs (Aged 7) Response Section 1 Introduction The activity for this section involved asking Tom to draw and explain a picture showing how these would look to a traveller in space. He was asked the following questions: Is the Earth flat? Is the Sun bigger than the Moon? Does the Sun move? Knowledge / Comprehension / Activities These questions were used to ascertain Toms current level of knowledge and understanding. Tom knew that the Earth is not flat. He knew that the Sun was bigger than the Moon. He was not quite sure whether the Sun moved. This is an area, which requires further investigation. ICT The Paint software package was used to allow Tom to paint the Earth, Moon and Sun. Section 2 Flat or Spherical Children Should Learn: That the Sun, Earth and Moon are approximately spherical That it is sometimes difficult to collect evidence to test scientific ideas and that evidence may be indirect Knowledge / Comprehension Children recognise that the Earth, Sun and Moon are spheres Describe some indirect evidence that the Earth is spherical e.g. ships appearing and disappearing over the horizon Activities Using photographs of the Earth, Sun and Moon taken from space, Tom was asked to confirm whether the aforementioned bodies were flat or spherical. It was explained to Tom that it is only within recent times (i.e. the last 40 years) that we have had access to photographic evidence from space about Earth being spherical. Tom was asked why people at an earlier time thought that the Earth was flat. Some ideas were explored. In the Middle Ages for example, people could travel far and far as they were concerned the Earth was flat. In those days for the vast majority of people their eyesight and their ears were the primary source of information. Science as such did not exist. ICT The Internet was used to look for additional photographs of the Earth taken from space. Section 3 Size and Distance Children Should Learn: About the relative sizes of the Sun, Moon and Earth Knowledge / Comprehension Children select three spheres to represent the Earth, Sun and Moon recognising which is largest and which is smallest and making a reasonable match to relative size Activities The drawings that Tom had made earlier and the images he had made using Paint were used for the next activity. He was presented with a range of spherical objects: tennis ball, ball bearing, table tennis ball etc and was asked to select three of the objects, which he considered represented the relative size of the Earth, Moon and Sun. ICT Instead of asking Tom to select from a range of spherical objects he could have used Paint to produce spherical images of varying sizes to represent the Earth, Moon and Sun. Section 4 The Changing Position Of The Sun What Children Should Learn? That the Sun appears to move across the sky over the course of a day That evidence may be interpreted in more than one way Knowledge / Comprehension Children describe how the apparent position of the Sun changes over the course of a day and clarify that this does not mean that the Sun is moving Activities Tom was asked about where the Sun shines into the school and his home at different times of day. He was asked to consider what happened to his shadow during the course of the day. This activity could be extended to looking at shadows in the playground at different times of the day. ICT Tom was provided with assistance to use the Internet to search for websites, which showed different lengths of shadows. Section 5 The Movement Of The Earth Children Should Learn: That is the Earth that moves, not the Sun, and the Earth spins on its axis once every 24 hours That it is daytime in the part of the Earth facing the Sun and night-time in the part of the Earth away from the Sun Knowledge / Comprehension Children illustrate (e.g. using drawings etc) that different parts of the Earth face the Sun during the course of the day and where it is day and night Explain that the movement of the Sun is a result of the Earth rotating or spinning Activities Tom was asked to view a short excerpt from a video, which showed the Earth spinning on its axis. A short discussion ensued about how the content of the video and the concepts that were illustrated. A table lamp and a tennis ball were used to illustrate the concepts of day and night. ICT Websites which demonstrate the aforementioned concepts and which are interactive. Summary Whilst the outlined strategies were effective at helping Tom to increase his knowledge and understanding of the Earth, Moon and Sun it is likely that his retention of this information would be increased by linking these studies to other aspects of the curriculum. For example, green issues, how does the Sun affect Eskimos, people who live in Africa etc. This approach would should to increase the comprehension of the pupils with regard to sections 1 to 5.

Friday, October 25, 2019

Tourette Syndrome Essay -- essays research papers

Tourette Syndrome is a neurological disorder characterized by tics; involuntary, rapid, sudden movements or vocalizations that occur repeatedly in the same way. Diagnostic criteria include: both multiple motor and one or more vocal tics present at some time, although not necessarily simultaneously, the occurrence of tics many times a day (usually in bouts) nearly everyday or intermittently throughout the span of more than one year; period changes in the number, frequently, type and location of the tics, and in the waxing and waning of their severity. Symptoms can sometimes disappear for weeks and or months at a time; and the onset is before the age of 18.   Ã‚  Ã‚  Ã‚  Ã‚   According to the Tourette syndrome Association there are not many schools in the nation that are familiar with Tourette syndrome. However, even though they remain few in number, more schools and educators are becoming familiar with Tourette Syndrome and are willing to provide the special care and attention that TS children need to enhance their learning ability and ease the emotional stress they often experience during school. Tourette Syndrome is something that should be researched and discussed in every school. No child should be turned away because they have different learning abilities. There is a number of challenges teachers face while teaching students with TS. For example, establishing the proper learning environment. It is important for teachers to know that many of the children with...

Wednesday, October 23, 2019

Desert Hikers

According to John Muir, â€Å"In every walk with nature, one receives far more than he seeks. † Desert hikers explore a desert for things such as different species of animals, a new environment or even a vacation. Not only for the enjoyment, but some may go out for business references. Regardless of, they must fully prepare themselves in order to survive in a desert. Inexperienced desert hikers do not fully prepare. Because some desert hikers are inexperienced, many dangers await them such as, the scorching heat, dangerous animals and getting lost.For instance, the scorching heat is probably the first danger desert hikers may face above all the others. Many inexperienced desert hikers know that it is blazing hot in the desert, but may not know the hours which to hike. To avoid much of the heat, hikers shouldn’t hike between the hours of noon and three. A heat stroke, caused by lack of water, is common to most hikers. Symptom’s associating with heat stokes are diz ziness and headaches. To avoid this, drinking plenty of water is good for the body because of the constant sweating.If not taken into caution, these inexperienced hikers could experience nausea and vomiting from the heat, causing them to have heat exhaustion. These inexperienced desert hikers also may not know that drinking lightly salted fluids can avoid cramps, due to all the walking. These are just a few elements of dangers due to the scorching heat in a desert. Another reason inexperienced desert hikers face danger is because they may not know the actual harm desert animals could bring. For example, rattlesnakes and sidewinders, which are the most common in a desert.These snakes are extremely poisonous. Most of these snakes are camouflage to the grass and sand, especially the sidewinders. They bury their bodies into the sand and have only their eyes and nostrils above the sand. Stepping on them, causing them to strike without warning, could lead to serious damage. And even thoug h scorpions are small, they are deadly. These are found in dark places such as wood and under rocks. Inexperienced desert hikers may not know that it is best to shake off clothing and boots before putting them on each time.These desert hikers need to be extremely careful because if bitten by any poisonous animal, medical attention is far away and could take miles to reach. This may lead to a result of death. Indeed, getting lost in a desert could propose a threat. Inexperienced desert hikers could easily get misplaced. Some hikers may know to get a book about hiking in a desert before rushing into the actual hiking trip, some may not. The book may give a few essentials on which can be useful. Like the compass for one.Inexperienced desert hikers may not know how to use or read one right off. This may take a learning process. Having a map and knowing major points of an area is a way to get back on trial. By using that map, these desert hikers could mark their starting points. For thes e reasons, getting lost is a possible threat if inexperienced desert hikers don’t take proper cautions. To conclude, inexperienced desert hikers should be aware of the scorching heat, getting lost, and the dangerous animals that await them.Wouldn’t you want to know? It’s very important to know the dangers of a desert and what to do to have a safer hike. Whether the trip is for enjoyment or just business, always knowing the proper precautions and guides it take to be safer is always a good benefit to hiking in a desert. Despite the numerous dangers reasons inexperienced desert hikers may face; planning ahead, taking time to learn and fully prepare could result in a more successful trip in the future.

Tuesday, October 22, 2019

Strategic Analysis of Orange UK The WritePass Journal

Strategic Analysis of Orange UK Chapter 1. Orange Mobile Service and its Context Strategic Analysis of Orange UK Chapter 1. Orange Mobile Service and its ContextKey elements in service deliveryDesigning the serviceImplementing the service:AssumptionsService from a customer’s viewpointSkills and knowledge a customer needNature of competition in the marketTerminals and end-user devicesChapter 2. The Service Supply ChainShared ResourceSoftware architecture and cloud-based configurationChapter 3. Governance StructuresQuality of serviceResponsible for ensuring the serviceSLAs between suppliers for offering this serviceTypes of variabilityAlternative ways to define/measure quality of serviceDealt with problemsProcesses/systems for dealing with faultsChapter 4. Service Management SystemsOrder takingProvision of service to a customerBillingFault managementChapter 5. Risks involved in launching Orange UK mobile serviceRisks during Orange UK design stage prior to its launchOrange’s on-going risks and the ways to be amelioratedChapter 6. Improvements to the ServiceImprove customer serviceImp rove quality of serviceMake change to servicePredict changesChapter 7. ReferenceRelated Chapter 1. Orange Mobile Service and its Context Orange Mobile service contains calling, messaging, information service, mobile entertainment, mobile email, mobile data service, etc. Key elements in service delivery Designing the service Ensuring that:   Customer needs are clearly identified Reasonable expectations are set Services are easy access, responsive, timely and reliable Where possible, some choice is provided for users Those delivering the service have appropriate skills Implementing the service: Ensuring that:   Service delivery is consistent regardless of where or by whom it is delivered Services are simple to understand and receive Services are cost effective Assessing achievement Ensuring that:   Quality of service is regularly reviewed Users have easy right of address for poor quality services There is a programme of continuous improvement Value of the service to customers The main value of Orange mobile service to customers is to provide calling and cost.   Orange provides not only general calling services as other communication companies, but there are also many different styles of calling service for consumers to choose. HD Voice is one of revolutionary technology Orange possesses. There will be a crystal clear HD Voice when customers making phone calls. It is a better, more natural experience, less background noise, taking any strain out of listening, no matter in the street or at the station. Orange also provides conference calling service, which can support talking to up to five people at the same. Definitely, if customers have 3G handsets and in the 3G area, they can also make video calls whenever they want. There are also several types of messaging service for orange users to choose. Orange can guarantee customers sending or receiving photo messages and video messages as fast as text messages. Customers can also use photo messaging to send pictures to their social networking pages. As above, orange provides UK customers a convenient and high quality mobile service. And customers can choose either â€Å"pay monthly† or â€Å"pay as you go† to obtain all the mobile service. No matter using 3G functional benefits or international communications, the price always accounts for a lower level when comparing with the other communication companies in this profession. Therefore, Orange provides a high value mobile service to customers in UK. Assumptions A reasonable assumption for Orange to segment customers is quite important. Customers with different ages, occupations and family status will have different needs and usage of the service. For young people, messaging and mobile data services are their main purpose. For businessman, their main uses are calling services. For overseas students, international calls will be an important part to contact with their family. Some people are mad about music. Some people are sports fans. Some people don’t use mobile phone so much. Orange classifies customers by their different status and demands. With these segmentations, Orange offers different bundling service packages to meet various requirements. Orange also names the different packages with the animals which are very interesting and attractive. Monkey: The customers are mad about music. They can get free tunes and texts on Monkey, plus news, competitions which Orange think customer will like, and offers straight to their phone. Dolphin: The customers love to socialize. They can text, poke or tweet as many times as they like with Dolphin. With their top-up, they can get free text and internet on their phone. Canary: The customers love to chat. They can talk to friends and family for hours on Canary with free evening and weekend calls to any mobile. They can alternatively share great moments with free texts or free photo messaging every evening and weekend. Racoon: The customer in a no nonsense talker. Racoon is a simple, low cost plan thats great for talking and texting. Customer can get lowest call rate of just 12p per minute and send a text for only 12p too. Camel: The customer often calls abroad. They can stay connected with friends and family in more than 50 countries with free minutes on Camel. Plus, even when they run out of their free minutes, they will still get great rates starting from as low as 5p. As above, the five packages will be suitable for most of the customers. Orange also has a lot of other bundling services which satisfied all their customers. Service from a customer’s viewpoint From a customer’s viewpoint, Orange not only offers great services on calling and messaging, but also stands in consumers angle to furnish many humanized services. The most popular one may be the Magic Number. Magic Number is based on an old-fashioned chat but is a new way to â€Å"help you stay in touch with those who matter to you most.† There is another intimate design in all of callings which received a widespread praise Network Performance Promise. Orange is the only network to give customers up to a minute of talk time back, in the unlikely event that youre cut off during a call. It means if the calling between A and B is cut by some reason, and A calls B again within five minutes, Orange will credit 1 minute to A’s account to cover A’s loss just now. Call Barring is also a useful service to users. Customers could block either incoming or outgoing calls whenever they like, and Orange won’t charge for this. Orange Chat and Orange Messenger enable the consumers to enjoy immediate chatting fun as well as BlackBerry mobile service. In the Insurance and protection aspect, Orange Care has exempted customers’ worrying about lost, stolen, damaged or develops a fault on their phones. Orange also provides a useful service named Payforit, which is the trusted payment service developed by Orange and the other networks, and operated and provided by approved payment service providers known as Accredited Payment Intermediaries. Payforit is the easy way to buy goods and services using customer’s mobile phone and charge the amount directly to bill or pre-pay credit. Other services that make consumers to relish are Orange Wednesday, Reserve Tank and Tiny Top Up, ect. Orange customers could buy 2 for 1 cinema tickets and 2 for 1 pizza on Wednesdays. And if someone runs out of his/her credit on the phone and does not have means to top up, he/she could text and call Orange customer service to apply for extra 2.50 pounds to continue the important business. Therefore, in the customer’s viewpoint, Orange provide a series of humanized services to convenience and perfect the whole mobile experience in customer’s daily using. Skills and knowledge a customer need To gain maximum value from the service, customer needs to be familiar with Orange services, know exactly what the service include and choose a most suitable service which is Consistent with their usage. As mentioned, Orange has many kinds of service package for different types of customers. Customers can go to the Orange shop and talk to the salespeople about the service they want. A personalized service will be more emotional and acceptable to customer. Customer can also call to the customer service or visit Orange website to find any latest new service and changes. Subscribing to Orange E-mail tips about their news will be an efficient way. Nature of competition in the market Currently market competition in the communications industry is already very fierce. The core of competition is no longer a contest of mobile communication technology or price, the customer service is the aspect both mobile service companies and consumers most focused on. Nowadays, 3G technology is widespread, and 4G technology is under developing, so there is nearly no technical differences between major communications companies such as O2, Vodafone, Orange, T-Mobile and 3. However, the relatively fixed market structure makes these companies have no much choice space and leeway in the pricing because the cost is little different. Hence, the customer service of a company becomes the most valued quality in consumer’s view. The number of retail stores and the attitude and steps of telephone customer service determine the quality of service of this company. Mobile service companies should divert the competitive focus to the bottom level, which means making more investment in the e xpansion of retail stores, enhanced the function and convenience of telephone services, employee training and so on. By improving these services motioned above to enhance competitiveness. And at the same time, improve customer satisfaction, thereby improve Customer Loyalty. Terminals and end-user devices Handsets are terminals and end-user devices for Orange mobile service. In Orange shops, the display of different kinds of mobile phones and to have a tryout free of charge gives customers an intuitive image about the services. Queries, orders and complaints handling can also be dealing with in Orange shops. It makes customer understanding the service better Chapter 2. The Service Supply Chain As a mature telecommunication company, Orange UK has a complete supply chain in delivering service, which is in order to provide better and more comprehensive mobile services to customers. Therein, Orange cooperates with Cisco and HUAWEI to set up infrastructures, and shares 2G Network with T-mobile to expand the signal coverage, and also cooperates with some handset manufacture, banks, post office, cinema and other companies to Improve and expand the business scope. Orange constructs and operates Retail stores, Telephone customer service and website to provide customers more various and more convenient service. Structure of Orange UK mobile service supply chain As the supply chain show above, Orange cooperates with infrastructure suppliers, such as Cisco and HUAWEI, to construct base stations and lay basic cables. Orange bought large switches and some other core devices from these companies and signed the agreement on the daily operations of the maintenance. In addition, this part cooperation in the supply chain is one of the most basic and important parts which could not be elided in further alternative structures. On October 2010, the merger of Orange and T-Mobile is formal implemented. 30 million customers’ phone will phones would automatically switch to whichever of the two networks has the strongest signal mid-call. And the underlying system is similar to that used when a phone roams on a different network abroad. The first practical benefit from this cooperation is the advantage of network coverage. Though the cooperation at this stage is limited to 2G network, it has been praised by experts and consumers. In addition, this part is one of the alternative structures in the Orange mobile service supply chain. Orange has a long cooperation with many handset manufacturers to provide Orange customers a variety of mobile phones to be paid monthly or â€Å"pay as you go†. There are Blackberry, HTC, Nokia, Motorola, LG, Sony Ericsson and some other brand mobile phones for customers to choose. Customer could get the phone he/she liked for free and enjoy bundling package calling discount if sign a contract to pay monthly. Customer could also choose â€Å"pay as you go† to get phones in a lower price than the market price. The most popular pay monthly plan is iPhone, with which customer can enjoy iPhone applications, music and games by installment payment, greatest experience with low price. As for the SIM only plans, in addition to the variety of different specified packages designed for different groups (introduced in Chapter 1), Orange also provides Orange Business for small and medium companies or groups. On the basis of the general package plans, Orange Business adds free calls and texts between sharers within the group, which is convenience and cheap for business. In addition, various plans are the main service and steady income of Orange, so it could not be elided in further alternative structures. Orange also has other cooperation projects with some companies in other area to get win-win and offer users more services. For example, on Wednesdays, customers can enjoy 2 for 1 in cinemas and Pizza Express; customers can pay by their SIM card account by Payforit; Orange also cooperates with BT Landline to provide home broadband service, ect. In addition, these extra services are alternative structures in the Orange mobile service supply chain. As discussed in the Chapter 1, another important competition factor in the communications industry is customer service. Orange constructs and operates over 300 retail stores in UK and 24 hours telephone customer service system. Retail stores are around the streets in major cities with complete sales system, plenty of mobile phones and other goods and well-trained employees, which can reach customer’s requirement. Services in retail stores are mainly focus on sales, and follow-up services almost rely on the telephone customer service system. Complete automated voice service system can help users solve problems themselves 24 hours. Plenitudinous and well-trained employees ensure the manual telephone service can satisfy customers quickly and accurately. In addition, customer service is too important for a telecommunication company to be elided in the supply chain. Orange also constructs and operates the Orange website to rich the content and ways to service. Customers not only can find all information about Orange, but also can discover many useful functions on Orange website. On the homepage, there are lasted news all over the world, sport matches report, weather information and so on. The mobile entertainment page provide music download and various handset games which come from the cooperation between Orange and some music companies, pc game companies. There is also available for topping up online or ordering new SIM cards through the website. The last but not least, customers can manage their account online including check electronic bills. In addition, Orange website service could be seen as an alternative structure in the supply chain. Shared Resource There are still another two parts of important cooperation in delivering the mobile service, whose controller are banks and post office. Orange sign a contract with a customer must be through a bank to charge the customer monthly. And if someone uses the online top up service it is still related to the cooperation between banks and Orange. But in the telecommunication market, other companies use the same way to charge users, so banks service on mobile phone is shared by financial markets, savings business, lending business, other mobile service companies (such as O2, Vodafone, T-Mobile and 3) and so on. Orange will send paper bill every month to each contract customer by post. And if someone orders a new SIM card online or lost the handset under the insurance, orange also will deliver the package by post. As for the case of sharing resources, post office is roughly same as the Banks, which is share by postal services and also other mobile service companies. It is clearly to find out that banks and post offices are in operation or under the control of national macroeconomic regulation by the government, both banks and post office have strong business management and processing capabilities, and also the Orange only takes a little bit of these sharing resources, so there won’t be any influence on the Orange mobile service by sharing resources on bank and post office business. Software architecture and cloud-based configuration Figure1 [1] Cloud-based configuration would be appropriate as Cloud computing is a model for enabling convenient, on-demand network access to a shared pool of configurable computing resources (e.g., networks, servers, storage, applications, and services) that can be rapidly provisioned and released with minimal management effort or service provider interaction.[2] Cloud computing provides computation, software, data access, and storage services that do not require end-user knowledge of the physical location and configuration of the system that delivers the services. Parallels to this concept can be drawn with the electricity grid, where end-users consume power without needing to understand the component devices or infrastructure required to provide the service.[3] Cloud computing describes a new supplement, consumption, and delivery model for IT services based on Internet protocols, and it typically involves provisioning of dynamically scalable and often virtualized resources[4][5] Cloud-based Configuration has many advantages. First, cloud-based configuration provides the most reliable and secure data storage center, users do not have to worry about data loss, virus attack and other problems. econdly, the cloud-based configuration requires quite low on the client devices and is most convenient to use. n addition, it is easy to share data and applications between different devices. Finally, cloud-based configuration can reduce operating costs and maximize the commercial interests. As above, Cloud-based configuration would be an appropriate architecture of this service. Chapter 3. Governance Structures Quality of service Quality of service in the field of telephony is formed by 6 primary components: Support, Operability, Accessibility, Retainability, Integrity and Security.[6]  Ã‚  Ã‚   Bit rate, bit error rate, jitter, delay and packet dropping probability should meet the required standard. Voice call quality directly reflects the quality of service. Stable signal should be guaranteed to customers. A communications network forms the backbone of any successful organization. These networks transport a multitude of applications and data, including high-quality video and delay-sensitive data such as real-time voice. The bandwidth-intensive applications stretch network capabilities and resources, but also complement, add value, and enhance every business process. Networks must provide secure, predictable, measurable, and sometimes guaranteed services. Achieving the required Quality of Service (QoS) by managing the delay, delay variation (jitter), bandwidth, and packet loss parameters on a network becomes the secret to a successful end-to-end business solution. Thus, QoS is the set of techniques to manage network resources. [7] Responsible for ensuring the service The QoS is ensured by the Infrastructure. More base stations can provide a better network. Now Orange shared their 2G network with T-mobile. It means Orange customer can use T-mobile network and better to be connected. Central switch(Cisco, HUAWEI) with fast speed and powerful processing capability can also improve the QoS by reducing the packet dropping probability. Orange customer service accesses their network quality by being contacted to the customers directly and getting the feedback. Then Orange RD department solve the problems which are collected by customer service, upgrade the network system and develop new ways to access to the network better. Therefore the quality of service are ensured to meet the standards. SLAs between suppliers for offering this service A Service-Based SLA is needed for offering this service. Service-Based SLA is an agreement for customer to use the service which is delivered by suppliers. It is consist of a definition of services, the levels of availability, warranties, problem management, billing, performance measurement, disaster recovery, customer duties and termination of agreement.[8] Penalties may be agreed upon in the case of non-compliance of the SLA. It is important to note that the agreement relates to the services the customer receives, and not how the service provider delivers that service. Types of variability The basic type of variability is contractual agreement to be changed or terminated. The contract which has been signed between customer and provider would be terminated in certain circumstances. For example, the poor performance of the network and customer service will dissatisfy customers. In this case, Customer has the right to terminated the contract and change to another supplier. Once customer find their usage is always outside of contact allowance, or customer’s status has been changed and need a more suitable bundling package service, they will also want to terminate the current contract and change to a more adaptive contract. To manage the above variability, Orange needs to make a precision performance measurement and keeps improving their network. A patient and efficient customer service will give customer a good impression and increase the customer loyalty. New contract and bundling package service which is advance in time can attract both current customers and potential users. Alternative ways to define/measure quality of service In a telephony system, quality of service can be divided into two parts, â€Å"human† and â€Å"technical†. Human factors include: stability of service, availability of service, delays, user information. Technical factors include: reliability, scalability, effectiveness, maintainability, Grade of Service, etc.[9] QoS is not only referring to the ability to reserve resources, but also referring to the level of quality of service, for example, guaranteed service quality. An alternative definition of quality of service is requirements on a metric that reflects or predicts the subjectively experienced quality. In this context, QoS is the acceptable cumulative effect on subscriber satisfaction of all imperfections affecting the service.[10] Dealt with problems In this case, customer service becomes a great section to do deal with problems. The attitude of the customer service will be a decisive factor. A patient and friendly customer service will be helpful in contacting with customers. Most of customers get confused in automation services during the endless pressing the number keys to find the solution of their problems or to access to the manual service. Establishing an easy way to access to the manual service and reducing the fare rate will be considerate. Submitting the problem via official website or by email is also convenient for customer. Processes/systems for dealing with faults A quick reaction system should be established based on an internal platform. Once a fault has been informed to the customer service, it should be immediately classified to the defined types and passed to the maintenance department. Then the maintenance department can solve the faults according to the priority which is determined by the types of problems. Once the faults has been solved, the details of the faults and the methods used should be recorded in data-base. If the same fault occurs next time, it takes no time to find a solution, instead, just need to check the faults data-base and find the prior method to deal with it. As above, this system provides a quite efficient way to dealing with faults. Chapter 4. Service Management Systems The service management system can be split into four sections, order taking, provision of service to customer, billing, fault management. Order taking Orange customers can order their there service directly from the retail store or over the website. A mature order taking system should have the ability  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   to respond to customers’ requests quickly. The order taking system can show the storage of each retail store. It is a real-time monitor. In some case, once a retail store is out of stock, the nearby store can support it immediately. The system can also make a prediction based on the past sales status and then provide a reasonable sales strategy. Order taking trough Orange website needs to deliver the service in a limit time which is also controlled by the system. The system has an efficient mail order service and attracts and keeps customers. It can also increase accuracy of order details, miss no more sales orders and enhance security. The ultimate aim of the system is to ensure services are accessible to customers. Provision of service to a customer A system is established to support and manage the service provision. Orange customer can contact the call centre, and then call centre will record the request and distribute it to the related department. For store management and work-force management, they offer technician support. For network management, it provides the maintenance and test service and network capacity assignment. The aim of the system is to ensure service in a high quality. Billing Orange provides both paper and electronic bills. It clearly shows the usage of the service and helps customer manager their uses. Billing systems is used to collect information about telephone calls and other services that are going to be billed to the subscriber. It can be divided into two parts, call detail record system and call accounting system.[11] Call detail record system is the computer record produced by a telephone exchange containing details of a phone call that passed through it. It can be used for supporting the operations by providing information on faulty calls, and measures of the amount of traffic taken along particular routes.[12] Call accounting system captures, records, and costs telephone usage events. Call accounting systems can detect outbound and inbound calls, call ring outs, call routings, abandoned calls, and other activities.[13] Orange provides both paper and electronic bills. It clearly shows the usage of the service and helps customer manager their uses. Fault management Fault management system can detect, isolate, and correct malfunctions in Orange network. It can examine and maintain errors. Once a fault appears, the system will send a notification to the network operator. Then it will carry out a series of automatic test to correct the faults. A mature system can automatically correct potential problem-causing conditions and resolve actual malfunctions. Details about the system see above 3.7. Orange has cooperation with other companies which interact with the service management system. For fault management system, if the core switch is broken, it needs experts from the manufacturer to deal with it. A contract about a series of after-sales service is needed. Chapter 5. Risks involved in launching Orange UK mobile service In the past three decades, mobile communication industry has completed development, progress and popularization. The advances in technology, the increase in consumer demand and the exacerbated competition among communications companies made it difficult to estimate the risk about this industry. Not only because it has high requirements for technology updates, but also due to the large customer group leads to the required standards of service quality is inconsistent. Risks during Orange UK design stage prior to its launch Orange UK was founded in 1994. [15] Before that, there were lots of difficulties and risks during the service definition and design stage prior to Orange’s launch. At that time, communications market was underdeveloped, and the market was mainly occupied by landline telephones. The citizen preferred to use public telephones than bought expensive mobile phones themselves. As a beginner, the first risk of Orange was the huge investment on developing Infrastructure, constructing retail stores and telephone customer service, cooperation with other companies to provide service and advertisement. The payback period and the profit were both unsure. Second, the popularization rate of mobile phone was decided by the price of handsets and monthly fee to use, which were big challenges to citizen. Third, O2 UK had been founded for 10 years and already had a complete service system and a fixed customer group; [16] One2One (which is T-Mobile UK now) was launched in September 1993 and had al ready started normal operation; [17] Vodafone is the originator of mobile communication, as early as 1980, began its operation. [18] Hence, as a new company, Orange must faced to the competition and found ways to occupy a certain market share. Finally, there perhaps were unspecified risks in the development. Orange’s on-going risks and the ways to be ameliorated Although orange is now under well functioning and has a complete customer service system, there still are two main risks existing. First, the stability of cooperation with the companies in the service supply chain decides whether the whole mobile service could be continued. Second, more and more fierce competition in the communication market nowadays affects Orange’s profits directly. There are several methods to avoid and reduce these risks. First, accelerate the pace of new technology research. Second, expand the cooperation with T-Mobile from sharing 2G network to 3G network or even other technologies. Third, Increase the quality of mobile service to improve customer satisfaction which is order to improve customer loyalty. Finally, make contingency plans to reduce other potential consequences. Chapter 6. Improvements to the Service Improve customer service Contact with customers on a regular frequency. Collect the feedback from customers and see if they are satisfied with the service. Solve the customers complaints quickly and successfully. Offer as many contact methods as possible and make it easy for customer to contact to Orange. Give customers more than they expect. E-mail them online greeting cards on holidays or birthdays. Always be polite to your customers. Build strong relationships with your customers. Improve quality of service Update the equipment and system to obtain fast speed and high stability. Use new technology to have a high quality service Deal with the fault within a limit time. Make change to service Orange should develop new service to customers which is more suitable for different kinds of customers. Some new bundling package can be set to meet customer’s needs. More cooperation with other companies or organizations Orange can cooperate with other companies to extend their service. An existing example is the cooperation with MSN, Orange customer can use their account to send instant message on their phone with MSN. In this case, Orange can attract more users and keep their existing customers. Predict changes The changes in technology will cause the need for enhancements. Changes from 3G to 4G network is the future of Orange. This new technology will provide customers better service which has more functions and applications. Orange now has an industrial project, â€Å"conquests 2015†, which is involved in four parts, employee pride, networks, customers, international development The aim is to: Offer its employees a beneficial working environment. Increase coverage and bandwidth for both fixed and mobile networks, in both mature and emerging countries. Offer a superior customer experience compared to other operators. Sales are expected to double over the next five years in emerging markets.[14] Finally, Orange plans to grow from close to 200 million customers at present to 300 million by 2015 across its entire footprint. Chapter 7. Reference [1]hill2dot0.com/wiki/index.php?title=Image:G2407_GSM-Architecture.jpg [2]NIST.gov–Computer Security Division–Computer Security Resource Center. Csrc.nist.gov. http://csrc.nist.gov/groups/SNS/cloud-computing/cloud-def-v15.doc.Retrieved 2010-08-2 [3] wikipedia.org/ [4]Gartner Says Cloud Computing Will Be As Influential As E-business. Gartner.com. gartner.com/it/page.jsp?id=707508 Retrieved 2010-08-22. [5] Gruman, Galen (2008-04-07). What cloud computing really means. InfoWorld. infoworld.com/d/cloud-computing/what-cloud-computing-really-means-031 Retrieved 2009-06-02 [6]Defined in 1994 in the ITU-T Recommendation E.800 [7]cisco.com/en/US/products/ps6558/products_ios_technology_home.html [8]An outline of the core elements of an SLA. The Service Level Agreement. sla-zone.co.uk/ [9]Peuhkuri M., IP Quality of Service, Helsinki University of Technology, Laboratory of Telecommunications Technology, 1999. [10]http://en.wikipedia.org/wiki/Quality_of_service [11]http://en.wikipedia.org/wiki/Billing [12]http://en.wikipedia.org/wiki/Call_detail_record [13]http://en.wikipedia.org/wiki/Call_accounting [14]orange.com/en_EN/press/press_releases/cp100705en.jsp [15]http://en.wikipedia.org/wiki/Orange_uk [16]http://en.wikipedia.org/wiki/O2_uk [17]http://en.wikipedia.org/wiki/T-mobile_uk [18]http://en.wikipedia.org/wiki/Vodafone