ISO LAYER

The Open Systems Interconnection Basic Reference Model (OSI Reference Model or OSI Model) is an abstract description for layered communications and computer network protocol design. It was developed as part of the Open Systems Interconnection (OSI) initiative[1]. In its most basic form, it divides network architecture into seven layers which, from top to bottom, are the Application, Presentation, Session, Transport, Network, Data-Link, and Physical Layers. It is therefore often referred to as the OSI Seven Layer Model.



A layer is a collection of conceptually similar functions that provide services to the layer above it and receives service from the layer below it. For example, a layer that provides error-free communications across a network provides the path needed by applications above it, while it calls the next lower layer to send and receive packets that make up the contents of the path.

Even though it has been largely superseded by newer IETF, IEEE, and indeed OSI protocol developments (subsequent to the publication of the original architectural standards), the basic OSI model is considered an excellent place to begin the study of network architecture. Not understanding that the pure seven-layer model is more historic than current, many beginners make the mistake of trying to fit every protocol under study into one of the seven basic layers. Especially the attempts of cross-layer optimization break the boundaries of the original layer scheme. Describing the actual layer concept with implemented systems is not always easy to do as most of the protocols in use on the Internet were designed as part of the TCP/IP model, and may not fit cleanly into the OSI Model.



History

In 1977, work on a layered model of network architecture was started, and the International Organization for Standardization (ISO) began to develop its OSI framework architecture (The ISO is a worldwide federation of national standards bodies from some 130 countries, one from each country).[citation needed] OSI has two major components: 1) an abstract model of networking, called the Basic Reference Model or seven-layer model, and 2) a set of specific protocols.

Note: The standard documents that describe the OSI model can be freely downloaded from the ITU-T as the X.200-series of recommendations [2]. A number of the protocol specifications are also available as part of the ITU-T X series. The equivalent ISO and ISO/IEC standards for the OSI model are available from the ISO, but only some of the ISO/IEC standards are available as cost-free downloads.[3]

All aspects of OSI design evolved from experiences with the CYCLADES network, which also influenced Internet design. The new design was documented in ISO 7498 and its various addenda. In this model, a networking system is divided into layers. Within each layer, one or more entities implement its functionality. Each entity interacts directly only with the layer immediately beneath it, and provides facilities for use by the layer above it.

Protocols enable an entity in one host to interact with a corresponding entity at the same layer in another host. Service definitions abstractly describe the functionality provided to an (N)-layer by an (N-1) layer, where N is one of the seven layers of protocols operating in the local host.


Description of OSI layers

Layer 7: Application Layer

The application layer is the OSI layer closest to the end user, which means that both the OSI application layer and the user interact directly with the software application. This layer interacts with software applications that implement a communicating component. Such application programs fall outside the scope of the OSI model. Application layer functions typically include identifying communication partners, determining resource availability, and synchronizing communication. When identifying communication partners, the application layer determines the identity and availability of communication partners for an application with data to transmit. When determining resource availability, the application layer must decide whether sufficient network resources for the requested communication exist. In synchronizing communication, all communication between applications requires cooperation that is managed by the application layer. Some examples of application layer implementations include Telnet, File Transfer Protocol (FTP), and Simple Mail Transfer Protocol (SMTP).


Layer 6: Presentation Layer

The Presentation Layer establishes a context between Application Layer entities, in which the higher-layer entities can use different syntax and semantics, as long as the Presentation Service understands both and the mapping between them. The presentation service data units are then encapsulated into Session Protocol Data Units, and moved down the stack.

The original presentation structure used the Basic Encoding Rules of Abstract Syntax Notation One (ASN.1), with capabilities such as converting an EBCDIC-coded text file to an ASCII-coded file, or serializing objects and other data structures into and out of XML. ASN.1 has a set of cryptographic encoding rules that allows end-to-end encryption between application entities.


Layer 5: Session Layer

The Session Layer controls the dialogues/connections (sessions) between computers. It establishes, manages and terminates the connections between the local and remote application. It provides for full-duplex, half-duplex, or simplex operation, and establishes checkpointing, adjournment, termination, and restart procedures. The OSI model made this layer responsible for "graceful close" of sessions, which is a property of TCP, and also for session checkpointing and recovery, which is not usually used in the Internet Protocol Suite. The Session Layer is commonly implemented explicitly in application environments that use remote procedure calls (RPCs).


Layer 4: Transport Layer

The Transport Layer provides transparent transfer of data between end users, providing reliable data transfer services to the upper layers. The Transport Layer controls the reliability of a given link through flow control, segmentation/desegmentation, and error control. Some protocols are state and connection oriented. This means that the Transport Layer can keep track of the segments and retransmit those that fail.

Although not developed under the OSI Reference Model and not strictly conforming to the OSI definition of the Transport Layer, the best known examples of a Layer 4 protocol are the Transmission Control Protocol (TCP) and User Datagram Protocol (UDP).

Of the actual OSI protocols, there are five classes of transport protocols ranging from class 0 (which is also known as TP0 and provides the least error recovery) to class 4 (which is also known as TP4 and is designed for less reliable networks, similar to the Internet). Class 0 contains no error recovery, and was designed for use on network layers that provide error-free connections. Class 4 is closest to TCP, although TCP contains functions, such as the graceful close, which OSI assigns to the Session Layer. Detailed characteristics of TP0-4 classes are shown in the following table:[4]

Feature Name TP0 TP1 TP2 TP3 TP4
Connection oriented - - - Yes Yes
Connectionless - - - No Yes
Segmentation/Fragmentation Yes Yes Yes Yes Yes
Reassembly Yes Yes Yes Yes Yes
Error Recovery No Yes No No Yes
Reinitiate connection (if an excessive number of PDUs are unacknowledged) No Yes No Yes Yes
multiplexing and demultiplexing over a single virtual circuit No No Yes Yes Yes
Reliable Transport Service No Yes Yes Yes Yes

Perhaps an easy way to visualize the Transport Layer is to compare it with a Post Office, which deals with the dispatch and classification of mail and parcels sent. Do remember, however, that a post office manages the outer envelope of mail. Higher layers may have the equivalent of double envelopes, such as cryptographic presentation services that can be read by the addressee only. Roughly speaking, tunneling protocols operate at the Transport Layer, such as carrying non-IP protocols such as IBM's SNA or Novell's IPX over an IP network, or end-to-end encryption with IPsec. While Generic Routing Encapsulation (GRE) might seem to be a Network Layer protocol, if the encapsulation of the payload takes place only at endpoint, GRE becomes closer to a transport protocol that uses IP headers but contains complete frames or packets to deliver to an endpoint. L2TP carries PPP frames inside transport packet.


Layer 3: Network Layer

The Network Layer provides the functional and procedural means of transferring variable length data sequences from a source to a destination via one or more networks, while maintaining the quality of service requested by the Transport Layer. The Network Layer performs network routing functions, and might also perform fragmentation and reassembly, and report delivery errors. Routers operate at this layer—sending data throughout the extended network and making the Internet possible. This is a logical addressing scheme – values are chosen by the network engineer. The addressing scheme is hierarchical.

The best-known example of a Layer 3 protocol is the Internet Protocol (IP). It manages the connectionless transfer of data one hop at a time, from end system to ingress router, router to router, and from egress router to destination end system. It is not responsible for reliable delivery to a next hop, but only for the detection of errored packets so they may be discarded. When the medium of the next hop cannot accept a packet in its current length, IP is responsible for fragmenting into sufficiently small packets that the medium can accept it.

A number of layer management protocols, a function defined in the Management Annex, ISO 7498/4, belong to the Network Layer. These include routing protocols, multicast group management, Network Layer information and error, and Network Layer address assignment. It is the function of the payload that makes these belong to the Network Layer, not the protocol that carries them.


Layer 2: Data Link Layer

The Data Link Layer provides the functional and procedural means to transfer data between network entities and to detect and possibly correct errors that may occur in the Physical Layer. Originally, this layer was intended for point-to-point and point-to-multipoint media, characteristic of wide area media in the telephone system. Local area network architecture, which included broadcast-capable multiaccess media, was developed independently of the ISO work, in IEEE Project 802. IEEE work assumed sublayering and management functions not required for WAN use. In modern practice, only error detection, not flow control using sliding window, is present in modern data link protocols such as Point-to-Point Protocol (PPP), and, on local area networks, the IEEE 802.2 LLC layer is not used for most protocols on Ethernet, and, on other local area networks, its flow control and acknowledgment mechanisms are rarely used. Sliding window flow control and acknowledgment is used at the Transport Layer by protocols such as TCP, but is still used in niches where X.25 offers performance advantages.

Both WAN and LAN services arrange bits, from the Physical Layer, into logical sequences called frames. Not all Physical Layer bits necessarily go into frames, as some of these bits are purely intended for Physical Layer functions. For example, every fifth bit of the FDDI bit stream is not used by the Data Link Layer.


WAN Protocol architecture

Connection-oriented WAN data link protocols, in addition to framing, detect and may correct errors. They also are capable of controlling the rate of transmission. A WAN Data Link Layer might implement a sliding window flow control and acknowledgment mechanism to provide reliable delivery of frames; that is the case for SDLC and HDLC, and derivatives of HDLC such as LAPB and LAPD.


IEEE 802 LAN architecture

Practical, connectionless LANs began with the pre-IEEE Ethernet specification, which is the ancestor of IEEE 802.3. This layer manages the interaction of devices with a shared medium, which is the function of a Media Access Control sublayer. Above this MAC sublayer is the media-independent IEEE 802.2 Logical Link Control (LLC) sublayer, which deals with addressing and multiplexing on multiaccess media.

While IEEE 802.3 is the dominant wired LAN protocol and IEEE 802.11 the wireless LAN protocol, obsolescent MAC layers include Token Ring and FDDI. The MAC sublayer detects but does not correct errors..


Layer 1: Physical Layer

The Physical Layer defines the electrical and physical specifications for devices. In particular, it defines the relationship between a device and a physical medium. This includes the layout of pins, voltages, cable specifications, Hubs, repeaters, network adapters, Host Bus Adapters (HBAs used in Storage Area Networks) and more.

To understand the function of the Physical Layer in contrast to the functions of the Data Link Layer, think of the Physical Layer as concerned primarily with the interaction of a single device with a medium, where the Data Link Layer is concerned more with the interactions of multiple devices (i.e., at least two) with a shared medium. The Physical Layer will tell one device how to transmit to the medium, and another device how to receive from it (in most cases it does not tell the device how to connect to the medium). Obsolescent Physical Layer standards such as RS-232 do use physical wires to control access to the medium.

The major functions and services performed by the Physical Layer are:

Establishment and termination of a connection to a communications medium.
Participation in the process whereby the communication resources are effectively shared among multiple users. For example, contention resolution and flow control.
Modulation, or conversion between the representation of digital data in user equipment and the corresponding signals transmitted over a communications channel. These are signals operating over the physical cabling (such as copper and optical fiber) or over a radio link.
Parallel SCSI buses operate in this layer, although it must be remembered that the logical SCSI protocol is a Transport Layer protocol that runs over this bus. Various Physical Layer Ethernet standards are also in this layer; Ethernet incorporates both this layer and the Data Link Layer. The same applies to other local-area networks, such as Token ring, FDDI, and IEEE 802.11, as well as personal area networks such as Bluetooth and IEEE 802.15.4.


Interfaces

Neither the OSI Reference Model nor OSI protocols specify any programming interfaces, other than as deliberately abstract service specifications. Protocol specifications precisely define the interfaces between different computers, but the software interfaces inside computers are implementation-specific.

For example, Microsoft Windows' Winsock, and Unix's Berkeley sockets and System V Transport Layer Interface, are interfaces between applications (Layer 5 and above) and the transport (Layer 4). NDIS and ODI are interfaces between the media (Layer 2) and the network protocol (Layer 3).

Interface standards, except for the Physical Layer to media, are approximate implementations of OSI Service Specifications.


Examples

Layer Misc. examples IP suite SS7[5] AppleTalk suite OSI suite IPX suite SNA UMTS
# Name
7 Application HL7, Modbus NNTP, SIP, SSI, DNS, FTP, Gopher, HTTP, NFS, NTP, DHCP, SMPP, SMTP, SNMP, Telnet, RIP, BGP INAP, MAP, TCAP, ISUP, TUP AFP, ZIP, RTMP, NBP FTAM, X.400, X.500, DAP, ROSE, RTSE, ACSE RIP, SAP APPC
6 Presentation TDI, ASCII, EBCDIC, MIDI, MPEG MIME, XDR, SSL, TLS (Not a separate layer) AFP ISO/IEC 8823, X.226, ISO/IEC 9576-1, X.236
5 Session Named Pipes, NetBIOS, SAP, Half Duplex, Full Duplex, Simplex, SDP Sockets. Session establishment in TCP. SIP. (Not a separate layer with standardized API.), RTP ASP, ADSP, PAP ISO/IEC 8327, X.225, ISO/IEC 9548-1, X.235 NWLink DLC?
4 Transport NBF, nanoTCP, nanoUDP TCP, UDP, SCTP DDP ISO/IEC 8073, TP0, TP1, TP2, TP3, TP4 (X.224), ISO/IEC 8602, X.234 SPX
3 Network NBF, Q.931, IS-IS IP, IPsec, ICMP, IGMP SCCP, MTP ATP (TokenTalk or EtherTalk) ISO/IEC 8208, X.25 (PLP), ISO/IEC 8878, X.223, ISO/IEC 8473-1, CLNP X.233. IPX RRC (Radio Resource Control) Packet Data Convergence Protocol (PDCP) and BMC (Broadcast/Multicast Control)
2 Data Link 802.3 (Ethernet), 802.11a/b/g/n MAC/LLC, 802.1Q (VLAN), ATM, HDP, FDDI, Fibre Channel, Frame Relay, HDLC, ISL, PPP, Q.921, Token Ring, CDP, ARP (maps layer 3 to layer 2 address) OSPF, PPP, SLIP, PPTP, L2TP MTP, Q.710 LocalTalk, AppleTalk Remote Access, PPP ISO/IEC 7666, X.25 (LAPB), Token Bus, X.222, ISO/IEC 8802-2 LLC Type 1 and 2 IEEE 802.3 framing, Ethernet II framing SDLC LLC (Logical Link Control), MAC (Media Access Control)
1 Physical RS-232, V.35, V.34, I.430, I.431, T1, E1, 10BASE-T, 100BASE-TX, POTS, SONET, SDH, DSL, 802.11a/b/g/n PHY MTP, Q.710 RS-232, RS-422, STP, PhoneNet X.25 (X.21bis, EIA/TIA-232, EIA/TIA-449, EIA-530, G.703) Twinax UMTS L1 (UMTS Physical Layer)


Comparison with TCP/IP

In the TCP/IP model of the Internet, protocols are deliberately not as rigidly designed into strict layers as the OSI model.[6] RFC 3439 contains a section entitled "Layering considered harmful." However, TCP/IP does recognize four broad layers of functionality which are derived from the operating scope of their contained protocols, namely the scope of the software application, the end-to-end transport connection, the internetworking range, and lastly the scope of the direct links to other nodes on the local network.

Even though the concept is different than in OSI, these layers are nevertheless often compared with the OSI layering scheme in the following way: The Internet Application Layer includes the OSI Application Layer, Presentation Layer, and most of the Session Layer. Its end-to-end Transport Layer includes the graceful close function of the OSI Session Layer as well as the OSI Transport Layer. The internetworking layer (Internet Layer) is a subset of the OSI Network Layer, while the Link Layer includes the OSI Data Link and Physical Layers, as well as parts of OSI's Network Layer. These comparisons are based on the original seven-layer protocol model as defined in ISO 7498, rather than refinements in such things as the internal organization of the Network Layer document.

The presumably strict consumer/producer layering of OSI as it is usually described does not present contradictions in TCP/IP, as it is permissible that protocol usage does not follow the hierarchy implied in a layered model. Such examples exist in some routing protocols (e.g., OSPF), or in the description of tunneling protocols, which provide a Link Layer for an application, although the tunnel host protocol may well be a Transport or even an Application Layer protocol in its own right.

The TCP/IP design generally favors decisions based on simplicity, efficiency and ease of implementation.


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Converting between binary, decimal, and hexadecimal notations

Converting between binary, decimal, and hexadecimal notations

Conversion Code - Chart
DECIMAL0123456789
HEX0123456789
BINARY0000000100100011010001010110011110001001
Conversion Code - Chart
DECIMAL101112131415
HEXABCDEF
BINARY10101011 1100110111101111

Ever since the Stone Age we humans have counted on our ten fingers. Our system of numbers shows it. We have ten elementary numbers called "digits"; a word that also means fingers. We count on our fingers 0, 1, 2, 3, 4, 5, 6, 7, 8, and 9. To go further, we use place notation, allowing us to represent larger numbers as sequences of digits. Each digit in such a sequence has a different value depending on its place. For example, 13 means ten x 1 + 3, a number 4 greater than 9. We usually call the number thirteen, an alteration of "three ten". When we run out of two-digit numbers at 99, we go to three digits, with 100, which means 1 x hundred + 0 x ten + 0. A hundred is ten times ten. Similarly, the number 1000, with a one in the fourth place left of the end, means ten times ten times ten, or ten times a hundred, or a thousand. Place notation allows us to represent any conceivable number as a sequence of digits.

This may be fine for human beings who twiddle fingers all the time, but the idea of tenness is unknown to computers. All they understand is on and off. Either a bit (a core in memory or a place with a charge) is charged or discharged; magnetized or unmagnetized, and so forth. That is just two values. Therefore, computers are built to be based on a number system where one counts by twos, the binary system.

In binary, there are just two digits, 0 and 1. We may have .jpg files, HTML browsers, Power Point presentations, and DLLs, but when you get down to the lowest layer of any of these, they turn out to be just strings of ones and zeroes. It turns out you don't need ten digits to count all conceivable numbers. All you need is just two digits, or bits (short for binary digits). So one can start counting with 0, 1. What's next? Use place notation. The next number can't be 2, since we are not allowing use of that digit. So we must go to the next place and call it 10. This is not ten. It is two. That says the one in the second place means 1 times two. We continue counting, and go 0, 1, 10, 11. Now we run out just like we did at 99 in decimal. So we go to the third place and get 100, which we call "four". So the third place represents fours. Each place is double the previous one, so the next one is eights, then sixteens, thirty-twos, and so forth.

Take a binary number like 10101011. This means 1 x 128 + 0 x 64 + 1 x 32 + 0 x 16 + 1 x 8 + 0 x 4 + 1 x 2 + 1 x 1, which is 128+32+8+2+1 or 171 in decimal. (I used decimal numbers like "16" since that is just about the only way we know them).


After working with them a while, we can remember that 1100 is twelve and 101 is five and so forth, but what is 110100101010110101000100001111010101010100010101? I am not sure even by glancing at it how big that number is! Human beings are just not built for binary numbers. We can conceive of a concept with ten values, like a digit, but we can hold only 6 or 7 digits in our mind at any time. This limits us in binary to about 128.

To make it easier to comprehend computer numbers, another base is used: sixteen, which is two to the fourth power, or 10000 in binary; 16 in decimal. In this system we count by sixteens. So we count 0, 1, 2, 3, 4, 5, 6, 7, 8, 9, like in decimal. We need more digits to get to sixteen. Human culture has not provided us with any digits, so we need to make up our own. Usually we use the other common type of character in our culture, the alphabet letter. So we continue A, B, C, D, E, F. This means that A is ten, B is eleven, and so forth to F which is fifteen. After that comes 10, meaning sixteen. Then 11, 12, ..., 100 (which is sixteen times sixteen or 256), and so forth.

We could do all our arithmetic in base sixteen. We would have to learn new addition and multiplication tables (4 + 8 = C; 7 x 9 = 3F, and so forth), and there would be more facts to learn. However, decimal is likely to remain supreme for humans in the near future. But why bring up base sixteen, also called hexadecimal, which gets Latin about it? Because it is easy to convert from binary to sixteen. It turns out that hexadecimal digits correspond to groups of four binary digits, so that 5 is 0101, B is 1011 and so forth. This means that 10110101 = 1011 0101 is B5 in hexadecimal.

Still if we use base 2 and sixteen for computers, there is the need for converting these between each other and decimal. It is not obvious that 171 is 10101011 in binary or AB in hexadecimal. We need a quick way of converting back and forth.

I find these methods to be quickest by hand. I will explain first how to go between decimal and binary. Then I will describe how to go between either of these and hexadecimal. Given a decimal number like 233. How do you convert it to binary? First write down 233 and write half the number below it (116). If there is a remainder, ignore it. Repeat the process; that is, write half of 116 below the 116. That is 58. Continue until you get to 1. The result is:


233
116
58
29
14
7
3
1

Now write to the right of each number in this column a 1 if the number is odd and a 0 if the number is even. The result is:

233 1
116 0
58 0
29 1
14 0
7 1
3 1
1 1

Now read off the binary representation, going up from the bottom, to get 11101001.

To convert a binary number to decimal, one takes this process in reverse. Suppose one wants to convert 101110101101 to decimal. Write the number in a column like this, and place a zero to the upper left of the top of the column:

0
1
0
1
1
1
0
1
0
1
1
0
1

Starting with the 0, double it down the column. If the digit to the right is a 0, simply double the previous number. If it is a 1, double the previous number and add 1. Since the first digit is a 1, double the 0 and add 1. The result is 1. The next digit is a 0. So simply double the 1 to get 2. Since the next digit is a 1, double the 2 and add one to get 5. Keep doing this down the column and the last number in the column on the left will be the decimal number that corresponds to binary number 101110101101. The result is:

0
1 1
2 0
5 1
11 1
23 1
46 0
93 1
186 0
373 1
747 1
1494 0
2989 1

So the decimal equivalent is 2,989.

Now how about hexadecimal? First of all, converting between binary and hexadecimal. The first thing to do is to memorize this table. Know it by heart. When you see 1010, automatically think "A". 0110 should bring you visions of "6". If you know Morse Code, it is the same sort of drill, but with only 16 digits instead of 26 letters. Memorize this table:

0000 0
0001 1
0010 2
0011 3
0100 4
0101 5
0110 6
0111 7
1000 8
1001 9
1010 A
1011 B
1100 C
1101 D
1110 E
1111 F

Once you have this table memorized, it is simple to convert from binary to hexadecimal. Simply split the binary number into groups of four and translate them into hexadecimal digits that you just memorized. For example, to convert 101110101101 to hexadecimal, split it into fours:

1011 1010 1101
Then translate the fours into hexadecimal:
1011 1010 1101
B A D

so the hexadecimal for 101110101101 is BAD. No that does not mean there is something wrong with it. BAD is the hexadecimal number "eleven ten thirteen".

To convert from hexadecimal to binary, do the process in reverse. Replace each hexadecimal number with its binary equivalent. For example, let's ring out the old DECADE. No, let's just convert it to binary for now. The result is:

D E C A D E
1101 1110 1100 1010 1101 1110

so the binary is 110111101100101011011110.

To convert between decimal and hexadecimal, convert to binary first. For example, to convert 1001, a thousand and one, to hexadecimal, first convert 1001 to binary:

1001 1
500 0
250 0
125 1
62 0
31 1
15 1
7 1
3 1
1 1

The binary is 1111101001. This has ten digits, which is not divisible by four, so add zeroes to make it divisible by four. In this case, add two zeroes: 001111101001. Then split it up and obtain the hexadecimal:

0011 1110 1001
3 E 9

so the hexadecimal is 3E9. The hexadecimal for 1001 is 3E9.
To convert the other way, from hexadecimal, convert it to binary and then to decimal. For example, to convert 2B2B to decimal, convert it to binary first:

2 B 2 B
0010 1011 0010 1011

The binary for 2B2B is 0010101100101011, or 10101100101011, since the initial zeroes don't add anything. Convert it to decimal:

0
1 1
2 0
5 1
10 0
21 1
43 1
86 0
172 0
345 1
690 0
1381 1
2762 0
5525 1
11051 1


The decimal for 2B2B is 11,051.

With these methods in mind, once you memorize that table above, you can quickly convert from decimal to binary and back again. Good luck converting!

Ref : http://www.mindspring.com/~jimvb/binary.htm
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Microsoft CEO: " No interest in buying Yahoo "



SYDNEY, Australia - Yahoo Inc. shares dived nearly 13 percent after the chief executive of Microsoft Corp. said Friday the software giant is not interested in renewing its bid for the struggling Internet company.

Microsoft's Steve Ballmer told a business lunch in Sydney that he had moved on after Yahoo rejected its takeover bid in the spring. He did suggest a partnership in the search engine market is possible.

"We made an offer, we made another offer, and it was clear that Yahoo didn't want to sell the business to us and we moved on," Ballmer said. "We are not interested in going back and re-looking at an acquisition. I don't know why they would be either, frankly. They turned us down at $33 a share."

Yahoo shares fell $1.76 to close Friday at $12.20.

Yahoo's co-founder and chief executive, Jerry Yang, said Wednesday that Microsoft should make another bid for his company, which runs the world's No. 2 search engine. His appeal came after top search engine Google Inc. backed out of an Internet advertising partnership with Yahoo to avoid a challenge from the U.S. Justice Department, which said it would sue to block the deal on antitrust grounds.

Yahoo had been counting on the Google Inc. deal to boost its finances and placate shareholders still incensed by management's decision to reject the $47.5 billion takeover bid from Microsoft six months ago.

"I'm sure there are still some opportunities for some kind of partnership around search, but I think (an) acquisition is a thing of the past," Ballmer said.

He also told the Australian audience that Microsoft saw an opportunity to reinvent the online search process.

"If anybody thinks the future of search is going to look like the present search, that's crazy," Ballmer said. "The user interface on search hasn't changed for six years. You still get the same dull, boring 10 blue links, for God's sake. Can't we do any better than that?"

Microsoft shares gained 3 percent to $21.50.
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What is Pay Per Click?

Pay per click (PPC) is an Internet advertising model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website. With search engines, advertisers typically bid on keyword phrases relevant to their target market. When a user types a keyword query matching an advertiser's keyword list, or views a webpage with relevant content, the advertisements may be displayed. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the "natural" or organic results on search engine results pages, or anywhere a webmaster or blogger chooses on a content page. Content websites commonly charge a fixed price for a click rather than use a bidding mechanism.


Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the largest network operators as of 2007. Minimum prices per click, often referred to as costs per click (CPC), vary depending on the search engine and the level of competition for a particular phrase or keyword list—with some CPCs as low as US$0.01. Very popular search terms can cost much more on popular search engines. The PPC advertising model is open to abuse through click fraud, although Google and other search engines have implemented automated systems to guard against abusive clicks by competitors or corrupt webmasters.[1]




Categories

Pay per click campaigns can be categorized into two major categories: sponsored match (or keyword) and content match. Sponsored match campaigns involve the display of advertisements on search engine results pages, whereas content match campaigns involve the display of advertisements on publisher websites, newsletters, and e-mails.[2]

There are other types of pay per click programs that target product or service searches and product comparison sites. Search engine companies may participate in more than one category. PPC programs do not generate any revenue solely from Web traffic for websites that display the advertisements: Revenue is generated only when a user clicks on the advertisement itself.

Keyword-based PPC

Keyword-based pay per click advertisers bid on search terms—keywords consisting of words or phrases, and possibly product model numbers. When a user searches for a particular keyword, the list of advertiser links appears, where the ordering of those links is based on the amount bid for the given keyword. Keywords are the very heart of PPC advertising, and are guarded as highly-valued trade secrets by the advertisers. Many advertising firms offer software or services to help advertisers develop keyword strategies. Content Match, a service offered by Yahoo!, distributes the keyword ad to the search engine's partner sites and/or publishers that have distribution agreements with the search engine company.

As of 2007, the following are notable PPC keyword search engines:

Ask.com
Baidu
Google AdWords
LookSmart
Microsoft adCenter
MIVA
Yahoo! Search Marketing
Yandex

Product engines


Product engines (a.k.a. product comparison engines or price comparison engines) are search engines for products, and let advertisers provide "feeds" of their product databases. When a user searches for a product, links to advertisers are displayed for that particular product. More prominence is given to advertisers who pay more; however, the user can typically sort by price.

Some product engines such as Shopping.com use a pay per click model and have a defined rate card.[3] Other engines such as Google Product Search, part of Google Base (previously known as Froogle), do not charge for the listing, but still require an active product feed to function.[4]

The following are notable PPC product engines:

NexTag
PriceGrabber
Shopping.com
Shopzilla

Service engines


Service engines allow advertisers to provide feeds of their service databases. When a user searches for a service, links to advertisers are displayed for that particular service. More prominence is given to advertisers who pay more; however, the user can typically sort by price or other criteria. Some pay per click product engines have expanded into the service space, while other service engines operate in specific vertical markets.

The following are notable PPC service engines:

NexTag
SideStep
TripAdvisor

Pay per call
Pay-per-call is a business model for advertisement listings in search engines and directories that allows publishers to charge local advertisers on a per-telephone-call basis for each sales lead (i.e., call) the publishers generate. The term "pay per call" is sometimes confused with click-to-call, which along with call tracking, is a technology that enables the pay-per-call business model. Pay per call is not restricted only to local advertisers: Many of the pay per call search engines allow advertisers with a national presence to create advertisements with local telephone numbers. According to the Kelsey Group, the pay per call market is expected to reach US$3.7 billion by 2010.[5]

Pay per delivery

Pay per delivery is a variation on pay per click used in e-mail marketing. E-mail marketing campaigns are charged only on the basis of e-mails that are delivered successfully.


Pay per action

Pay per action (PPA) is a variation on pay per click adopted by many search engines. An advertiser pays a specified amount upon successful completion of some action (e.g., conversion, sales lead, or sale). PPA was a beta test for advertising distribution within the Google Content Network. However, Google announced in July 2008 that the program will be discontinued in August 2008.


History
In February 1998 Jeffrey Brewer of Goto.com, a 25-employee startup company (later Overture, now part of Yahoo!), presented a pay per click search engine proof-of-concept to the TED8 conference in California.[6] This presentation and the events that followed created the PPC advertising system. Credit for the concept of the PPC model is generally given to Idealab and Goto.com founder, Bill Gross.

Google started search engine advertising in December 1999. It was not until October 2000 before the AdWords system was introduced, allowing advertisers to create text ads for placement on the Google search engine. However, PPC was only introduced in 2002; until then, advertisements were charged at cost-per-thousand impressions. Yahoo! advertisements have always been PPC-based since their introduction in 1998.

For a more in-depth presentation of PPC's history, see Fain and Pedersen (2006).[7]


Use in "paid to surf" websites

Pay per click search engines enlist members, known as affiliates, to display webpages called portals, which display various keywords. PPC affiliates will advertise their portals to paid to read (PTR) websites, in the hopes that the PTR affiliates will click a keyword, and then click one of the results. The PPC affiliates receive a small commission for each search.

Owners of paid to surf websites may advertise their own search portals, sending more advertisements—and essentially more money—to their affiliates who click more keywords and search results. However, this process is frowned upon, as many consider these webmasters to be forcing their affiliates into committing click fraud, as the majority of the paid to surf website's revenue may come from the webmasters' PPC commissions.

ref:http://en.wikipedia.org/wiki/Pay_per_click

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Add Yahoo! Messenger Emoticons to blog

If you often chatting with yahoo! messenger, possibly you will familiar with emoticons such as :



How to adding Yahoo Emoticons to your post? there is very easy. You just add the codes to your post, what you want to put. However when you post an article, you must choose edit html tab tab, don't at compose tab tab.


edit html tab tab,
compose tab don't at tab.

This is the codes :

happy:)happy


sad:(sad


winking;)winking


big grin:Dbig grin


batting eyelashes;;)batting eyelashes


big hug>:D < src="http://us.i1.yimg.com/us.yimg.com/i/mesg/emoticons7/6.gif" border="0" height="18" width="18">

confused:-/confused


love struck:xlove struck


blushing:">blushing


tongue:Ptongue


kiss:-*kiss


broken heart=((broken heart


surprise:-Osurprise


angryX(angry


smug:>smug


coolB-)cool


worried:-Sworried


whew!#:-Swhew!


devil>:)devil


crying:((crying


laughing:))laughing


straight face:straight face


raised eyebrow/:)raised eyebrow


rolling on the floor=))rolling on the floor


angelO:-)angel


nerd:-Bnerd


talk to the hand=;talk to the hand



Yahoo hidden emoticons


puppy dog eyes - New!:o3puppy dog eyes - New!



I don't know:-??I don't know


not listening%-(not listening


pig:@)pig


cow3:-Ocow


monkey:()monkey


chicken~:>chicken


rose@};-rose


good luck%%-good luck


flag**==flag


pumpkin(~~)pumpkin


coffee~O)coffee


idea*-:)idea


skull8-Xskull


bug=:)bug


alien>-)alien


frustrated:-Lfrustrated


praying[-O< src="http://us.i1.yimg.com/us.yimg.com/i/mesg/emoticons7/63.gif" border="0" height="18" width="18">

money eyes$-)money eyes


whistling:-"whistling


feeling beat upb-(feeling beat up


peace sign:)>-peace sign


shame on you[-Xshame on you


dancing\:D/dancing


bring it on>:/bring it on


hee hee;))hee hee


chatterbox:-@chatterbox


not worthy^:)^not worthy


oh go on:-joh go on


star(*)star


hiroo->hiro


billyo=>billy


aprilo-+april


yin yang(%)yin yang



This is the steps to add YM emoticons

When you post your article, choose tab. Write your article, and add some emoticons where you want at your post. For example :

Hi everybody, today i feel because i'm to someone

Publish your post, and the result will be like this :

Hi everybody, today i feel because i'm to someone


Besides above way, there is other way which more simple that is as follows :



1. You must used Firefox browser when you following this tutorial. Not yet have Firefox? don't worry, you can download at this blog for free, please click the button below :




2. Open your Firefox browser

3. Install greas monkey, please click here!

4. Click this script, and then click install.

5. Go to yout template editor, and find this code ]]>

6. Copy and paste following codes above of ]]>

img.emoticon {
padding: 0;
margin: 0;
border: 0;
}

7. Click Save Template button.

8. Done.


After this, you will see the emoticons at your post Editor. However it only at compose tab tab editor. Screenshot :


post editor with yahoo emoticons


Remember, this is work at Firefox, not for internet explorer.

Beside at my blog, you can read this tutorial at this blog and that blog.

See you at my next post. Don't miss it.

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