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Varuna Godara
Sydney College of Management, Australia
Copyright © 2010 by IGI Global. All rights reserved. No part of this publication may be reproduced, stored or distributed in
any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher.
Product or company names used in this set are for identification purposes only. Inclusion of the names of the products or
companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark.
Pervasive computing for business : trends and applications / Varuna Godara, editor.
p. cm.
All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the
authors, but not necessarily of the publisher.
Dedication
List of Reviewers
Rodney Arambewela, Deakin University, Australia
Rajanish Dass, IIM, India
K.V. Bhanu Murthy, Delhi School of Economics, India
Jagadish S Kallimani, M S Ramaiah Institute of Technology, India
Lovorka Galetic, University of Zagreb, Croatia
Najla Podrug, University of Zagreb, Croatia
Domagoj Hruska, University of Zagreb, Croatia
Deepak Tripathi, Ministry of Railways, India
Amitava Mitra, Auburn University, USA
Ülkü Şişik, Hacettepe University, Turkey
Leyla Özer, Hacettepe University, Turkey
Muhammet Cerit, Banking Regulation and Supervision Agency, Turkey
Jeet Singh, CCS Haryana Agricultural University, India
Nipun Sagar, Philips, Australia
Gaya Prasad, CCS Haryana Agricultural University, India
B.K. Mangaraj, Xavier Labour Relations Institute, India
Sudhir Kumar, CCS Haryana Agricultural University, India
Usha Manjunath, Birla Institute of Technology and Science, India
Deo Prakash Vidyarthi, Jawaharlal Nehru University, India
Jambhika Godara, Leica Microsystems, Australia
Ramesh Kumari Mehta, CCS Haryana Agricultural University, India
Petr Tucnik, University of Hradec Kralove, Czech Republic
Sayel Ramadhan, Ahlia University, Kingdom of Bahrain
Table of Contents
Foreword ............................................................................................................................................. xv
Section 1
Pervasive Computing Applications in Intelligent Decision Making,
Advertising and Emotions Expression
Chapter 1
Pervasive Business Intelligence: Opportunities and Challenges ............................................................ 1
Sujoy Pal, IIM, Ahmedabad, India
Rajanish Dass, IIM, Ahmedabad, India
Chapter 2
Attention and Pervasive Computing: A Case Study of Online Advertising.......................................... 18
Jarmo Kuisma, Helsinki School of Economics HSE, Finland
Jaana Simola, Helsinki School of Economics HSE, Finland
Anssi Öörni, Helsinki School of Economics HSE, Finland
Chapter 3
The Feature Extraction Algorithm for the Production of Emotions in Text-to-Speech (TTS) System
for an Indian Regional Language .......................................................................................................... 34
Jagadish S Kallimani, M S Ramaiah Institute of Technology, India
V K Ananthashayana, M S Ramaiah Institute of Technology, India
Debjani Goswami, IBM Technologies, India
Section 2
Pervasive Computing Enabled Manufacturing and Re-Engineering
Chapter 4
Lean Manufacturing Scenario and Role of Pervasive Computing in Indian SMEs ............................. 48
Deepak Tripathi, Ministry of Railways, India
Chapter 5
RMS: A New Linkage with Pervasive Computing ............................................................................... 69
Vasdev Malhotra, Y.M.C.A. Institute of Engineering, India
Tilak Raj, Y.M.C.A. Institute of Engineering, India
Ashok Kumar, Y.M.C.A. Institute of Engineering, India
Section 3
Pervasive Computing in Quality Control
Chapter 6
A Quality Assurance System in a Pervasive Computing Environment ................................................ 78
Amitava Mitra, Auburn University, USA
Chapter 7
The Role of Computer-Mediated Communication Modes in Enhancing Audit Quality:
An Empirical Study............................................................................................................................... 94
Mohamed Hegazy, American University in Cairo, Egypt
Rasha Hamdy, Principal Bank of Development and Agricultural Credit, Egypt
Chapter 8
Evaluating the Dimensions of Web-Based Software System Service Quality:
An Empirical Study............................................................................................................................. 111
Ülkü Şişik, Hacettepe University, Turkey
Leyla Özer, Hacettepe University, Turkey
Muhammet Mustafa Cerit, Banking Regulation and Supervision Agency, Turkey
Section 4
Pervasive Computing and Human Resource Management
Chapter 9
The Human Factor in Quality: Examining the ISO 9000 and Business Excellence Frameworks
in Selected Greek Organizations ......................................................................................................... 130
Fotis Vouzas, University of Macedonia, Greece
Chapter 10
Speed of Technology Adaptation in Connection to Organizational Change and Ownership
Concentration: Study in Croatia.......................................................................................................... 147
Lovorka Galetic, University of Zagreb, Croatia
Najla Podrug, University of Zagreb, Croatia
Domagoj Hruska, University of Zagreb, Croatia
Chapter 11
Strategic Human Resource Management & Organizational Performance.......................................... 167
P.C. Bahuguna, University of Petroleum & Energy Studies, India
P. Kumari, Kanya Gurukul Mahavidyalaya, India
Section 5
Pervasive Computing and Financial Systems
Chapter 12
Automatic Trading System Design ..................................................................................................... 183
Petr Tucnik, University of Hradec Kralove, Czech Republic
Chapter 13
Pervasive Computing, Firm Characteristics, and Environmental Factors Conducive to the
Adoption of Activity-Based Costing: Evidence from Bahrain ........................................................... 201
Sayel Ramadhan, Ahlia University, Kingdom of Bahrain
Chapter 14
The Effects of Innovative Instruments to Market Participants and the Financial System:
The Particular Role of Information Technologies............................................................................... 221
Demetres N. Subeniotis, University of Macedonia, Greece
Ioannis A. Tampakoudis, University of Macedonia, Greece
Chapter 15
Bivariate Causality between FDI Inflows and Economic Growth in India Since 1990...................... 238
Behrooz Shahmoradi, University of Mysore, India
Enayatallah Najibzadehr, University of Mysore, India
Chapter 16
Regional and Sectoral Disparities in Inflow of FDI in India: An Empirical Analysis ........................ 251
Behrooz Shahmoradi, University of Mysore, India
Foreword ............................................................................................................................................. xv
Section 1
Pervasive Computing Applications in Intelligent Decision Making,
Advertising and Emotions Expression
Chapter 1
Pervasive Business Intelligence: Opportunities and Challenges ............................................................ 1
Sujoy Pal, IIM, Ahmedabad, India
Rajanish Dass, IIM, Ahmedabad, India
The main focus of this chapter is Pervasive Business Intelligence. This chapter begins with the concept
of pervasive computing, pervasive devices in general, and its technological factors and then examines the
impact of pervasive computing on decision making. It gives detailed description of Business Intelligence,
real-time Business Intelligence and pervasive business intelligence. It signifies that in Pervasive business
intelligence various devices will not only capture and transmit data, but would also analyze and take
actions up to certain extent. It further proposes various applications of Pervasive Business intelligence
and discusses Pervasive BI Pertinent Issues.
Chapter 2
Attention and Pervasive Computing: A Case Study of Online Advertising.......................................... 18
Jarmo Kuisma, Helsinki School of Economics HSE, Finland
Jaana Simola, Helsinki School of Economics HSE, Finland
Anssi Öörni, Helsinki School of Economics HSE, Finland
This chapter identifies attention as one of the most limited mental resources and discusses the impact of
decreasing size of Pervasive devices and increasing rich media on the capacity of our visual attention.
This chapter describes the impact of repetition and attention on recognition for four types of online
ads: horizontal and vertical ads appearing in both animated and static forms. It proposes that repetition
enhances recognition of ads, and that animated ads were generally better recognized while the effect of
ad format was less significant.
Chapter 3
The Feature Extraction Algorithm for the Production of Emotions in Text-to-Speech (TTS) System
for an Indian Regional Language .......................................................................................................... 34
Jagadish S Kallimani, M S Ramaiah Institute of Technology, India
V K Ananthashayana, M S Ramaiah Institute of Technology, India
Debjani Goswami, IBM Technologies, India
This chapter discusses the development of a Text to Speech Synthesis System for an Indian regional
language. Beginning with the history of speech synthesis it explains the composition of Text-to-speech
synthesis system which is a complex combination of language processing, signal processing and computer
science. Then it covers various stages of the synthesis of text to speech such as Text normalization,
Homograph disambiguation, Word to phoneme conversion, Prosody and Waveform synthesis. It gives
detailed example of Bengali Text to Speech Synthesis system including its specific complexities, and
various methods which may be used for speech synthesis. This chapter also discusses application of
variations in the prosody of the speech that yields the emotional aspects (anger, happy, normal) in Text
to Speech Synthesis System.
Section 2
Pervasive Computing Enabled Manufacturing and Re-Engineering
Chapter 4
Lean Manufacturing Scenario and Role of Pervasive Computing in Indian SMEs ............................. 48
Deepak Tripathi, Ministry of Railways, India
This chapter concentrates on investigating to what extent Small and Medium-Sized Organisations have
understood and adopted lean manufacturing and the challenges they face in the implementation of lean
manufacturing. This chapter looks at the role of latest technologies including pervasive computing tech-
nologies in improving the usage of lean manufacturing in SMEs. It also discusses the implementation
of lean manufacturing in terms of its three important elements – buffer management, work practices
and human resource management.
Chapter 5
RMS: A New Linkage with Pervasive Computing ............................................................................... 69
Vasdev Malhotra, Y.M.C.A. Institute of Engineering, India
Tilak Raj, Y.M.C.A. Institute of Engineering, India
Ashok Kumar, Y.M.C.A. Institute of Engineering, India
This chapter addresses the implications of markets with more and more customized products, with
shorter life cycles that have in turn shifted mass production techniques in manufacturing systems to
flexible automation techniques. For next generation, this chapter proposes increasing need of incorpo-
rating highly flexible and intelligent reconfigurable manufacturing systems. It discusses the concept of
intelligent manufacturing systems that can maintain effective and efficient manufacturing operations
with minimum downtime under conditions of uncertainty. This chapter presents some research issues
related to the development of reconfigurable manufacturing systems with pervasive computing such as
Structural design of reconfigurable machines, Manufacturing process and simulation Machines, Micro
electro-mechanical devices for sensors, etc.
Section 3
Pervasive Computing in Quality Control
Chapter 6
A Quality Assurance System in a Pervasive Computing Environment ................................................ 78
Amitava Mitra, Auburn University, USA
Chapter 6 discusses various applications of Pervasive computing in the Enterprise Context, such as in
Automobile manufacturing. Due to increasing competition for products and services, and various suppliers
of different raw materials and parts that becomes part of final products, quality assurance has become very
crucial. To support the quality of final product the chapter proposes an adaptive quality assurance system
that can be developed and implemented to integrate information from the various entities to facilitate
decision making in a timely manner. This quality assurance system is responsive to the existing quality
environment at the various sources that contribute to the manufacture of the product or delivery of the
service. The chapter prepares a foundation for accomplishing such quality management objectives and
proposes an approach to integrate decision making in the context of the entire supply chain.
Chapter 7
The Role of Computer-Mediated Communication Modes in Enhancing Audit Quality:
An Empirical Study............................................................................................................................... 94
Mohamed Hegazy, American University in Cairo, Egypt
Rasha Hamdy, Principal Bank of Development and Agricultural Credit, Egypt
Chapter 7 explains the Egyptian auditing scenario including the International Trage Agreement (ITA)
and foreign auditing firms that has resulted in pressure to enhance audit effectiveness and quality of
Egyptian auditing firm’s performance. It looks at how Computer mediated communication (CMC) modes
enhance the audit quality and effectiveness of FTF meetings. It identifies the most effective CMC mode
and describes the effect of those communication modes on the participant’s satisfaction. This chapter
discusses how Computer-Mediated Communication (CMC) can enhance the auditor performance in
auditing firms.
Chapter 8
Evaluating the Dimensions of Web-Based Software System Service Quality:
An Empirical Study............................................................................................................................. 111
Ülkü Şişik, Hacettepe University, Turkey
Leyla Özer, Hacettepe University, Turkey
Muhammet Mustafa Cerit, Banking Regulation and Supervision Agency, Turkey
This chapter evaluates the web-based service quality and identifies six web-based service quality di-
mensions; information quality, responsiveness, web assistance, tangibles, empathy, and call-back. It is
based on an on-line survey conducted by the authors on services offered by a Turkish Firm to relation-
ships between the different dimensions of web-based service quality, overall service quality, and the
relationship between overall service quality and satisfaction. One of the interesting findings was that
different dimensions of web-based service qualities do not predict overall service quality, indicating that
respondents independently evaluate each dimension and the overall service quality.
Section 4
Pervasive Computing and Human Resource Management
Chapter 9
The Human Factor in Quality: Examining the ISO 9000 and Business Excellence Frameworks
in Selected Greek Organizations ......................................................................................................... 130
Fotis Vouzas, University of Macedonia, Greece
This chapter examines the implications of ISO 9000:2000 and EQA on HR issues in the context of Greek
industrial organizations while improving quality. It discusses the literature related to quality improvement
and human resource, the excellence movement, etc specifically in context of Greek industry. The study
reveals that the organizations approach to quality is of great influence to effective human resource utili-
zation. It further concludes that there is a tendency to avoid the involvement of HR department on either
certification or the EQA and that the status of HR department and its role is still very traditional.
Chapter 10
Speed of Technology Adaptation in Connection to Organizational Change and Ownership
Concentration: Study in Croatia.......................................................................................................... 147
Lovorka Galetic, University of Zagreb, Croatia
Najla Podrug, University of Zagreb, Croatia
Domagoj Hruska, University of Zagreb, Croatia
Chapter 10 discusses the importance of planned organisational change as the speed of technology adap-
tation is increasing. It conceptualises Organizational change as changes in technology, organizational
structure, organizational culture, strategy, changes in employees’ structure and changes in products and
services. It considers three forms of organizational control: (1) control by one dominant shareholder;
(2) control by coalition of several large blockholders and (3) managerial control and explains the influ-
ence of ownership concentration on the performance of a company that is theoretically very complex
and questionable. Backed by a research study on Croatian companies this chapter further describes
how to manage organizational changes in computing environment and relationship between ownership
concentration and various factors such as corporate control, pattern of organisation change, etc.
Chapter 11
Strategic Human Resource Management & Organizational Performance.......................................... 167
P.C. Bahuguna, University of Petroleum & Energy Studies, India
P. Kumari, Kanya Gurukul Mahavidyalaya, India
This chapter highlights the importance of strategic human resource management and its effect on organi-
sational performance. It discusses the changes occurring in the business environment and its implica-
tions for human resource functionaries and the changing role of human resource management. It gives
historical background of strategic human resource management and emerging future trends which might
become key issues for high performance in the organization of new era. It draws conclusion on what
needs to be done on the part of the HR functionaries and the organization itself to enhance the strategic
fit between the various HR practices and the overall organizational strategic plan.
Section 5
Pervasive Computing and Financial Systems
Chapter 12
Automatic Trading System Design ..................................................................................................... 183
Petr Tucnik, University of Hradec Kralove, Czech Republic
This chapter explains the lifecycle of design of an Automatic Trading System. It prepares the foundation
by discussing the investment decision making process, Futures Market Environment including defining
Future contracts and various trading states, various fundamental and technical indicators for price fore-
casting for decision making, Commissions and slippage barrier, etc. The chapter then discusses the ATS
Principles, ATS lifecycle and various phases focusing on the proper environment selection, appropriate
set of tools selection, and the automatic trading system creation which has to follow rules of money (risk)
management and trading psychology. Finally it covers testing and optimization concepts.
Chapter 13
Pervasive Computing, Firm Characteristics, and Environmental Factors Conducive to the
Adoption of Activity-Based Costing: Evidence from Bahrain ........................................................... 201
Sayel Ramadhan, Ahlia University, Kingdom of Bahrain
Based on a study on manufacturing companies operating in Bahrain, this chapter provides evidence on
the contextual features of firms adopting Activity-Based Costing (ABC) compared to those not adopting
ABC. It looks at organisational and business environment variables which appear to have influenced
the adoption of ABC including computing usage. The study hypothesised that firm size, the amount of
overhead costs, the level of product variety, production complexity, the degree of competition, and the
degree of computer usage are factors which encourage firms to adopt ABC. Significant relationships
were found between the adoption of ABC and the variables selected for the study except production
complexity and the degree of computer usage.
Chapter 14
The Effects of Innovative Instruments to Market Participants and the Financial System:
The Particular Role of Information Technologies............................................................................... 221
Demetres N. Subeniotis, University of Macedonia, Greece
Ioannis A. Tampakoudis, University of Macedonia, Greece
This chapter reviews one of the fundamental concerns financial institutions have, that is risk management.
It discusses various financial innovations that triggered new ways in which financial institutions and
Corporate cope with credit risk since the advent of credit derivatives. Financial institutions have many
financial instruments, often complex products that offer significant advantages to market participants
and its key players and in particular financial institutions. The chapter further explains how advanced
computerization is by large the most important factor for the wide use of credit derivatives and its benefits
to banks, such as more efficient loans portfolio management, further business expansion and confidenti-
ality, etc. This chapter also describes various non financial firms benefit from credit derivatives such as
financial systems’ stability through increased liquidity, risk reallocation and credit risk pricing.
Chapter 15
Bivariate Causality between FDI Inflows and Economic Growth in India Since 1990...................... 238
Behrooz Shahmoradi, University of Mysore, India
Enayatallah Najibzadehr, University of Mysore, India
This chapter identifies the shift in the inflows of FDI to pervasive computing area in India. It explains the
direct relationship between the flow of FDI and economic development and analyses the existence and
nature of causalities, between FDI and economic growth in India since 1990, where growth of economic
activities and FDI has been one of the most pronounced. Based on the research this chapter indicates
that there is a strong correlation between FDI inflows and GDP in India and there is also unidirectional
causal relation between FDI and GDP. Finally it suggests that there is no long run relationship between
FDI and economic growth in India.
Chapter 16
Regional and Sectoral Disparities in Inflow of FDI in India: An Empirical Analysis ........................ 251
Behrooz Shahmoradi, University of Mysore, India
Based on a research this chapter shows a disparity between states in India and a shift from primary and
secondary sectors to tertiary sectors and pervasive computing areas. It explains that during the last two
decades, Foreign Direct Investment (FDI) has become most important source of finance and therefore
increasingly important in the developing world and lots of developing countries including India are
willing to attract substantial amounts of inward FDI. This chapter analyses the regional and sectoral
disparities in Inflow of FDI in India since 1990.
Foreword
and assistants, they all use computing technology in conjunction with the other technologies to produce
gadgets and equipment of tiny or large sizes with amazing and often unimaginable capabilities. What
was mere fiction or wishful thinking and pure imagination of creative writers has become a reality.
Pervasive computing has only one limitation and that is the ability of the human mind to visualize and
transcribe the same. If one expresses something, somebody somewhere produces it. Days are not far
when the so-called “crystal balls” used by the Egyptian foretellers and various invisible gadgets used
by sorcerers might become possible for the common human beings to use. Speed of light has become a
practical concept, but it may be practically possible to reach the speed of human mind.
Dr. Varuna Godara made a pioneering attempt when she compiled and produced her first book entitled
Risk Assessment and Management in Pervasive Computing: Operational, Legal, Ethical and Financial
Perspectives. This book was released in 2008 and it gained immense popularity due not only to the
innovativeness of the concept but also to the fact that various contributions (all focused on pervasive
computing) came from different sectors of the economy and from various disciplines. The author proved
the point that generality can also be bound within the scope of pervasive computing.
Dr. Varuna Godara’s project on Pervasive Computing for Business: Trends and Applications is another
attempt to drive the point home that Pervasive Computing is making a significant dent into numerous
areas of business. The author in this book demonstrates the same by incorporating applications from
various countries, from various socio-economic zones and from various well known disciplines. Areas
explored in the book include business intelligence, advertising, text-to-speech synthesis systems, recon-
figurable manufacturing systems, computer mediated communication systems for enhancing audit quality,
automatic trading system, ambient intelligence development, seamless knowledge and virtual schools,
activity based costing, human resource management, performance management, business excellence
framework, technology adaptation in connection to organizational change, Web-Based Software System
Service Quality, quality assurance systems and other conventional areas. All the applications included in
the book come from the research and/or real life applications from learned academicians and practicing
professionals. This is by no means a comprehensive treatise of Pervasive Computing Applications. But
readers would gain a deep insight into a wide range of both conventional and unconventional applications
of Pervasive Computing for Business. Serious reading of this book and contemplation will generate new
ideas and new applications which, I hope, that readers would take on board for future development.
Rakesh K Agrawal
CEO/Principal Consultant
Business Continuity Innovation Centre
Rakesh K Agrawal holds bachelor degree in Mechanical Engineering, Post Graduation in Industrial Engineering, Graduate
Diploma in Adult Education and PhD in the area of Technology Management. He spent over 2 decades in business, industry
and consulting before embarking upon educational career as a Professor of Industrial Engineering at NITIE India. He then
worked in Kenya and moved to Australia and worked in several positions including a professorial appointment in the School
of Management at the University of Western Sydney in Australia. Dr Agrawal had a glorified entrepreneurial career having set
up his own businesses in manufacturing, trading, management consulting and education. He assisted many entrepreneurs for
setting up educational, trading and manufacturing business projects. He currently heads the Business Continuity Innovation
Centre at Sydney. His area of specialization includes Innovative Entrepreneurship, Technology Management, Performance
Evaluation and Improvement, Business Continuity Management and Integrated Risk Management.
xvii
Preface
Businesses come back to the basics irrespective of whatever innovative applications are developed, and
whatever they promise. The bottom line is to calculate ROI or payback period before making any financial
commitment toward the latest technology. Pervasive computing has also not been spared by financial
business analysts. They are not looking for projects with merely positive ROI but with the prospect of
highest ROI. Returns or gains can be maximized by developing stronger and better relationships with
the customers, which in turn can be achieved by providing quality, timely, simple and omnipresent ser-
vices and communication, providing value for their money, and managing supply chains and operations
efficiently. Strategic deployment of Pervasive Computing applications promises these outputs as long
as proper platform is chosen.
ROI is directly affected by business intelligence and the increased power of employees and customers
in decision-making. Forget about fancy uses. Pervasive business intelligence is must to perform funda-
mental functions of management such as predictive analysis, planning, implementing, organizing, and
controlling costs, and quality of processes, products and services. Pervasive devices are used in collect-
ing and organizing data, and in various financial, analytical and forecasting tools that help businesses to
improve their operational performance and profitability. We do not often realize that behind these simple
helpful tools there are extremely sensitive devices collecting contextual information, using complex
algorithms for processing data, and flexible systems. Chapter 1 of this book describes the concept of
pervasive computing, introduces pervasive devices, technological factors and the impact of pervasive
computing on decision making. It focuses on Business Intelligence and provides insights on real-time
Business Intelligence and pervasive business intelligence and discusses related issues.
Flexible systems are useful not only in business intelligence but also in competitive manufacturing
environment where thrust is on efficiency, collaborative activities, integrating processes, ever increas-
ing flexibility of quantity, capability, personalization of operations. Pervasive manufacturing utilizes
miniaturized robots, numerically controlled and sensor embedded instrumentation devices, susceptible
inspection machines, real-time data oriented activities, representation on Semantic Web and inference
engines. Capabilities of collecting real-time machining data, instrument messages, operation status,
monitoring and real-time analysis using correlations, regressions, and trends make decision-making in
manufacturing more informed and intelligent. Pervasive manufacturing not only increases efficiency
but also helps in tackling issues of Six Sigma and achieving other standards.
An integrative approach has led Manufacturing to achieve a new paradigm by allowing all the par-
ticipants sharing a common single fact sheet. The common fact sheet when extended to the full supply
chain members gives them access to planning and optimizing resources, inventory control, committing
orders, sourcing and purchasing, process and product tracking, inspecting, and scheduling. Pervasive
xviii
devices such as RFIDs, WAP phones, and near frequency devices help in inventory control, buffer
management, just-in-time manufacturing, lean manufacturing, flexible and reconfigurable manufactur-
ing, etc. Chapter 4 in this book looks at the role of latest technologies including pervasive computing
technologies in improving the usage of lean manufacturing in SMEs and discusses the implementation
of lean manufacturing in terms of its three important elements–buffer management, work practices and
human resource management. Chapter 5 of this book is concerned with production of highly custom-
ized products with shorter life cycles that need shift from mass production techniques in manufacturing
systems to flexible automation techniques and intelligent reconfigurable manufacturing systems. All
these are possible through pervasive devices, which introduce intelligent manufacturing systems that
are capable of maintaining effective and efficient manufacturing operations with minimum downtime
under conditions of uncertainty. They also help with tackling various research issues related to the de-
velopment of reconfigurable manufacturing systems with pervasive computing such as structural design
of reconfigurable machines, manufacturing process and simulation machines, micro electro-mechanical
devices for sensors, etc.
Excited marketers who have been treated as being guilty of pushing their products without the need
of the market are finding pervasive technology more effective and more rewarding. Humanoid robots are
helping marketers in interactive advertising, providing uninterrupted services including entertainment to
customers. Pervasive marketing is the integration of customer needs and supplier’s capabilities to make
progression towards real time interactive personalized product development, pricing, and distribution
for achievement of satisfaction of customers and suppliers. Pervasive marketing not only helps advertis-
ers to pervade into the eyes and ears of the people, but also helps people to convey their requirements
anytime and anywhere without efforts and receiving timely services. Examples of Pervasive marketing
would include sensing the need of interpretation and translation services when user a is in a meeting with
somebody not speaking the same language (translation services anywhere and anytime using pervasive
devices such as mobile phone), booking and payment services depending upon the location of the user
(for movies, travel tickets, courses, restaurant seats, etc), personalized answers to missed telephone calls,
categorizing and diverting telephone calls and messages based on the priorities, urgencies or any other
criteria, personalized content, etc. Attracting attention has been traditionally the first and foremost step
of advertising, which is possible with pervasive advertising. The next step is to engage people in the
product and then selling the product. These two steps can easily be implemented with the help of inter-
active environment created by pervasive computing but not through traditional advertising. The level of
attention gained by large visual advertisements is definitely different from the level of attention gained
by the tiny pervasive devices. It is worth examining the effect of ever decreasing size and dissolving
nature of pervasive media. As the characteristics of pervasive advertising are somewhat different from
traditional advertising, the effect of using animation, emotion, repetition, etc. is also different. Chapter
2 looks at the impact of repetition and attention on the recognition of different types of online ads such
as horizontal and vertical ads appearing in both animated and static forms.
Pervasive computing enables little and tiny devices and sensors to capture information, emotion and
expectation of individuals to provide different services. It not only translates speech and expressions
to text but it also synthesizes speech from text to provide services such as reading stories to children
or reading novels to old people and entertaining them, reading emails to professionals while they are
exercising, etc. This book includes a chapter on composition of Text-to-speech synthesis system which
is a complex combination of language processing, signal processing and computer science. Expressions
and emotions are integral part of our speech. These systems try to yield emotional speech that suits the
xix
context of the text. The third chapter of the book discusses application of variations in the prosody of the
speech that yields the emotional aspects (anger, happy, normal) in Text to Speech Synthesis System.
There is an increased need for making manufacturing environments and products more energy ef-
ficient, safe and environment friendly. The use of Pervasive computing and humanoid robots in creating
smart assembly and manufacturing environments allows safe quality control of processes and products
even in hazardous and harmful manufacturing environments. Using sensor enabled robots in assembly
and quality control is not only cost efficient but is also more productive and flexible. Cooperative robots
are specialized intelligent robots dedicatedly inspecting the quality and continuously looking after the
related production processes to detect any abnormalities. Chapter 6 of this book recognizes the need to
integrate the real time information to help timely decision making and presents an adaptive quality assur-
ance system to facilitate decision making in a timely manner in the context of the entire supply chain.
Broadband wireless access, Wi-Fi, Wi-Max, Wireless DOCSIS, 3G, 4G, 802.22, etc are the various
wireless standards that increased the quality and effectiveness of Computer-Mediated Communication
(CMC) that initially included emails, chat rooms, blogs, instant messages, bulletin-boards, list-servs,
e-learning tools etc, and were concerned with the study of group dynamics and effects of interaction
with computers on humans. With the use of sensor networks and pervasive devices, the scope of CMC
increased. Now it also includes effects of interaction with pervasive devices on humans. Where CMC
benefits users in different ways, it also brings with it cheating, frauds, lying behavior, and deception.
Computer-Mediated Communication also helps in real-time auditing and accounts maintenance in busi-
ness and non-business organizations. Chapter 7 draws attention on the Egyptian auditing scenario and
discusses the use of CMC to enhance the audit quality and effectiveness of FTF meetings. It identifies
the most effective CMC mode, its effect on the participant’s satisfaction and explains how Computer-
Mediated Communication can enhance the auditor performance in auditing firms.
We cannot forget the fact that Pervasive computing and devices are in their infancy. Many pervasive
technology factors are still immature. Trustworthy security provisions, wireless and wired network in-
tegration, network topologies, wireless multimedia services, reliable physical layer transmission, radio
technologies, and safe Near Frequency Technologies are required to provide quality services. Response
time, interruptions, continuity of services, 24 hours help service, delays, errors, etc. are some of the
important factors that determines the quality of experience and therefore determine the quality of service
in Pervasive computing environment. Chapter 8 of this book is based on services provided by a Turkish
firm. It evaluates Web-based service quality and identifies six Web-based service quality dimensions:
information quality, responsiveness, Web assistance, tangibles, empathy, and call-back.
Pervasive computing supports typical human resource management processes such as recruiting,
interviewing, giving remote self service access, employee e-training, etc. and enables the human re-
source department to be innovative in creating new functions and processes such as pervasive knowledge
discovery and knowledge creation. Quality of human resource management processes determine the
human resource administration effectiveness, employee motivation, professional development, morale
of the employees, and overall culture and productivity of the organization. Chapter 9 of this book ex-
amines the implications of ISO 9000:2000 and EQA on HR issues in the context of Greek industrial
organizations while improving quality. Chapter 10 focuses on the importance of planned organizational
change when the technology is changing rapidly and so is the speed of technology adaptation. Based on
a Croatian study, this chapter conceptualizes organizational change in terms of changes in technology,
organizational structure, organizational culture, strategy, changes in employees’ structure and changes
in products and services. It also discusses various forms of organizational control: (1) control by one
xx
dominant shareholder; (2) control by coalition of several large block-holders and (3) managerial control
and explains the influence of ownership concentration on the performance of a company. Chapter 11
of this book further looks at the importance of strategic human resource management and its effect on
organizational performance. It explains the dynamic nature of business environment and its effects on
human resource functionaries and the changing role of human resource management.
The movement of data from stand alone databases to integrated relational corporate database has
opened the way to simplified and real-time accounting services and financial reporting for the organiza-
tion, departments and cost centers. Indirect cost allocations and cost negotiations have become easier.
Integration of sales and distribution, materials management, online payment, payroll, and other processes
allow real-time data access and real time financial decisions, and allocation of resources. Various kinds of
financial systems are being introduced to cater for different needs of different organizations. In this book,
chapter 12 discusses the lifecycle design of an Automatic Trading System. It describes the investment
decision making process, Futures Market Environment, various trading states, and various fundamental
and technical indicators for price forecasting for decision making, commissions and slippage barrier.
Chapter 13 of this book looks at providing examples of the contextual features of firms adopting Activity-
Based Costing (ABC) compared to those not adopting ABC. In the context of Bahrain, it discusses the
organizational and business environment variables which appear to have influenced the adoption of ABC
including computing usage. Chapter 14 describes various innovative ways in which financial institutions
and corporations cope with credit risk since the advent of credit derivatives. It also discusses advanced
computerization as the most important factor for the wide use of credit derivatives and its benefits to
banks, such as more efficient loans portfolio management, further business expansion and confidentiality,
etc. Chapter 15 identifies the direct relationship between the flow of FDI and economic development and
analyses the existence and nature of causalities, between FDI and economic growth in India since 1990.
Based on the research, this chapter indicates that there is a strong correlation between FDI inflows and
GDP in India and there is also unidirectional causal relation between FDI and GDP. Chapter 16 of this
book further presents disparity between states in India and a shift from primary and secondary sectors
to tertiary sectors and pervasive computing areas. It identifies that Foreign Direct Investment (FDI) is
the most important source of finance in the last two decades and is, therefore, becoming increasingly
important in the developing world.
Varuna Godara
CEO
Sydney College of Management, Australia
2 September 2009
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