Exercise 1. Which of the following statements expresses the main idea of the text?

1. 
   Hybrid Cloud Computing has more advantages than drawbacks.
   
2. 
   The hybrid cloud allows IT to take advantage of the benefits of the private and public cloud.
   
3. 
   The hybrid cloud is characterized by a great complexity.
   

Exercise 2. Match the following titles to the appropriate paragraph.

1. The challenge that lies ahead.

2. The objective of a hybrid cloud system?

3. The Pros and Cons of Hybrid Cloud Computing

4. Two types of cloud used by companies.

5. The main idea of ‘hybrid’ cloud computing?

6. Best of both worlds.

7. Hybrid cloud makes business sense.

8. Hybrid Cloud Architecture
Exercise 3. Define whether the following statements correspond to the content of the text. (true- T; false-F; not stated-NS)

1. 
   Hybrid cloud computing takes the advantages of “public” cloud resources only.
   
2. 
   The emergence of the ‘hybrid cloud’ made many companies join the cloud.
   
3. 
   The leading international companies use Amazon Elastic Computer Cloud.
   
4. 
   Some companies are afraid of using a public cloud for storing their data.
   
5. 
   All the problems relating to the Hybrid model have been solved.
   
6. 
   The first ideas of cloud computing emerged in 70s-80s of the XX century.
   
7. 
   Hybrid cloud is the most popular technology with business management.
   
8. 
   Public clouds usually contain critical sensitive data.
   
9. 
   Many financial institutions use a single private cloud and multiple public clouds for various services.
   
10. 
    Every IT manager has to make a sensible use of the mixure of the private and public clouds.
    
11. 
    Hybrid Cloud Computing is lack of operational flexibility inherent in the Public cloud.
    
12. 
    It is very important to manage cloud computing systems in a proper way.
    

Exercise 4. Match the terms in the left column with their definitions.

1. up-front a. a platform for experimentation of large development projects

2. outage b. an imitation of a real or original ob ject, intended to be used as a practical substitute

3. test bed c. money given immediately upon the completion of a financial agreement

4. flexibility d. obstacle; a difficult problem to be overcome

5. matrics e. something that interests you because it is important or affects you

6. dummy f. an interruption or failure in the per- formance of some operation (supply of power, as an example)

7. hurdle g. the ability to change or be changed easily to suit a different situation

8. concern h. a set of figures or statistics that measure results

Exercise 5. Say what terms are meant by the following descriptions?

1. It can occur in an information system when classified information is found on a computer system which is not supposed to be there. This can happen by accident, by transmission of insecure data, because the information was changed to a different classification rating, because users did not follow protocol and transferred information through insecure methods such as floppy disks or thumb drives. It ca also occur through a computer virus or other form of malware.

2. It is a type of software delivery model that is installed and operated from a customer's in-house server and computing infrastructure. It utilizes an organization’s native computing resources and requires only a licensed or purchased copy of software from an independent software vendor.It is known as shrink wrap.

3. It is a set of commands, functions, and protocols which programmers can use when building software for a specific operating system. It allows programmers to use predefined functions to interact with the operating system, instead of writing them from scratch.

4. This concept is used in numerous fields such as cybernetics, biology, ecology, network theory, and non-linear dynamics. The concept can be summarized as that all parts of a system interact with and rely on one another simply by the fact that they occupy the same system, and that a system is difficult or sometimes impossible to analyze through its individual parts considered alone.

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____________________________________________________________

1. 
   API; 2) condemination; 3) interconnectivity; 4) On-Premise Software
   

Exercise 6. Find the following words and word combinations in the appropriate paragraphs of the text and explain what they mean in the given context.

to stay on-premise (1); to voice fears (2); mission-critical sensitive data (2); to be wary of (2); alongside (2); a multi-tenant cloud (2); to be self-hosted by the company (6); to be off-premises (6); investment hurdle (7); continued maintenance requirements (7); to budget for needs (7); to override the initial planning costs (8)

Exercise 7. Paraphrase the following statements simplifying its grammar.

1. The business benefits from the cost and flexibility advantages offered by public cloud computing and can apply that model to the data that it feels happy to manage externally.

2. This is not to say that public cloud computing resources are insecure, but some  companies are wary of housing their data alongside that of their competitors in what is known as a multi-tenant cloud.

3. This saves valuable network and hardware resources for continued enterprise use while allowing the IT department to fully vet software-in-progress before going live and without fear of harming the current network.

4. Public clouds allow for a low investment hurdle to activate and can be cheaply scaled to more or less servers and network connections as needed.

5. The goal of a hybrid cloud system is to provide as many of the benefits of the public and private cloud as possible while not incurring the risks associated with them.
Exercise 8. Answer the following questions.

1. 
   What are two types of cloud used by companies?
   
2. 
   How do public and private clouds differ by their functions?
   
3. 
   Why does hybrid cloud make business sense?
   
4. 
   What challenge does the hybrid cloud offer?
   
5. 
   What is ‘hybrid’ cloud computing?
   
6. 
   What is the “hybrid cloud”?
   
7. 
   What do companies use public and private clouds for?
   
8. 
   When is the public cloud used as a test bed?
   
9. 
   Why should IT managers be careful with the mixure of public and private clouds?
   
10. 
    What are the benefits of the hybrid system?
    
11. 
    What are the downsides of the hybrid system?
    
12. 
    What is the goal of a hybrid cloud system?
    

Exercise 9. Pick up from the text all the information relating to the publick and private clouds. Prepare a short utterance about a) the public cloud; b) the private cloud.

Exercise 10. Make up the summary and the abstract of the text in writing.

UNIT 6. A Search Engine

Vocabulary

1. 
   crawl медленно двигаться, ползти
   
2. 
   reciprocal links взаимные ссылки (связи)
   
3. 
   search engine поисковая система
   
4. 
   spider поисковый агент
   
5. 
   URL унифицированный указатель информационного ресурса
   
6. 
   supplement дополнять
   
7. 
   rank ранжировать, располагать (в определенном порядке)
   
8. 
   bid on/for делать заявку на что-то, пред- лагать
   
9. 
   verbiage фразеология; словесное выра- жение
   
10. 
    meet a criteria отвечать критериям
    
11. 
    to refine уточнять, детализировать
    
12. 
    “Brick-and-Mortar” традиционная торговля через обычные магазины
    

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(1) A Search Engine is not an engine in the normal sense, but it is actually a software program that searches websites, documents, images, and even videos for specific keywords. It returns a list of results where the keyword or search term you typed was found. A Search Engine is actually a system, the system which is made up of the hardware and software components of a computer. Google and Yahoo are considered systems because they are computers with software running on them. Search Engines are very complex and the search algorithms are updated continuously.

(2) Search Engines use computer robot programs called spiders to gather and store the information you’re searching. Spiders find the pages and then pass the information on to another program for indexing. The spider identifies the data and then stores it in the search engines database. The spiders crawl the web and find information about content by following other links that have previously been crawled. This is why it’s important to have links to useful content on your website, and also have other website link back to you. This process of linking is called reciprocal links, or back linking. If you launch a website, but never link to other pages, your site will more than likely not be found by the spiders. If your page has fresh content on it, then the spiders will find you eventually, although it takes more work and you have to manually submit the new Uniform Resource Locator to the search engines indexing program.

(3) URL is the Uniform Resource Locator for a website. It can also be referred to as a domain name. Domains with rich keywords that get searched a lot have a better chance at success in the search engines. The URL for Google is google.com, and Microsoft has live.com. One popular search engine, Ask Jeeves, has recently changed their name to Ask.com. Shorter domains have more brand power and have sold for millions of dollars on the open domain market. Short, three or four letter domains are very rare and are owned by major players in the online world.

(4) Search Engines have become a very important aspect of commerce online. Companies use Commerce or online commerce to support and supplement their traditional “Brick and Mortar” locations. Search Engines are used to find specific products that consumers are looking for to buy online.  Having your website come up in the search listings and providing the customers with the product or information they are searching for is a key. People are paying top dollar to be ranked at the top of the search engines.

(5) Keywords are the terms that you type in the search engine. If it matches the content that the search engine has stored in the database, the results are returned. Short keywords like “Car” will return millions of results. To find more specific, targeted results you can use long tail keywords which are also used when the website wants to refine search terms to the web page. If you were searching cars, for instance, you might want to include the brand name or city you want to buy it from. This will return more specific search results for your specific need. Working with long tail keywords successfully means that a publisher needs to know which long tail keywords actually get hitsor are searched for on the major search engines. Research is the only way to know if long tail keywords will work or not. Google offers advertising where you can bid on specific keywords. This type of advertising is called Pay Per Click Advertising. When the terms are searched, your ad shows up and you pay every time someone clicks your ad. PPC is a very popular form of advertising in Search Engines. Keyword research tools help with finding the specific terms that people are searching. They also tell you the average monthly volume for a specific keyword, and the amount of competition there is for that word as well. Click Through Rate is the average percentage of clicks vs the average times your ad was actually viewed. Ad copy and verbiage play a very important role as to how effective your Search Engine advertisements are.

(6) Ranking in a search engine is also very important. This is refered to as the rank or position of the results returned by the Search Engine. When you enter a term or keyword in Google for instance, the most relevant results appear first. Ranking high in the search engines is a science in itself and high ranks mean big money for businesses. If you can rank constantly on the first page of the results, your success is almost guaranteed. The Search Engines use a variety of criteria that the websites and other data types must meet in order to rank high in the given Search Engine for a given term. Social marketing is also another way to get ranked. Search Engines love websites like MySpace.com, YouTube.com, and Digg.com because they always have fresh content to be indexed and have a multitude of links to follow. Every time someone submits a new article or blog posting, the spiders are there to index it. This is why social profiles are generally indexed in the Search Engines even before a site that just launched. Search Engines play a vital role in everyday life. People use them to study, work and play. Specialists in computers have made studying and mastering Search Engines a daily journey, constantly learning new things about how they function and how to get top rankings.

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Exercise 1. Which of the following statements expresses the main idea of the text?

1. 
   A Search Engine is the system which is made up of the hardware and software components of a computer.
   
2. 
   Search Engines are very complex.
   
3. 
   Search Engines have become a very important aspect of commerce online.
   

Exercise 2. Give the number of the paragraph which says about:

1. 
   the functions of computer robot programs (2);
   
2. 
   the special tools designed to find the specific terms that people are searching (5);
   
3. 
   the definition of a search engine (1);
   
4. 
   the role of search engines in everyday life (6);
   
5. 
   the complexity of search engines (1);
   
6. 
   the role of search engines in developing trade (4);
   
7. 
   major players in the online world (3);
   
8. 
   the aspects influencing ads efficiency (5);
   
9. 
   the environment providing profit in business (6);
   

Exercise 3. Define whether the following statements correspond to the content of the text. (true - T; false - F; not stated - NS)

1. 
   A Search Engine is a system, the system which is made up of the hardware components of a computer.(F)
   
2. 
   The search algorithms are updated once a day. (NS)
   
3. 
   The only function of spiders is to find the necessary information.(F)
   
4. 
   Uniform Resource Locator is the same as a domain name.(T)
   
5. 
   Search engines are actively used in online commerce.(T)
   
6. 
   Research is one of the ways to know if long tail keywords will work or not.(F)
   
7. 
   The term "social marketing" was coined in 1971 by Kotler and Zaltman.(NS)
   
8. 
   When someone submits a new blog posting, they are indexed by spiders.(T)
   

Exercise 4. Match the terms in the left column with their definitions.

1. CTR a. a software that gathers specific information in an automated and orderly way from the Internet

2. advertising b. contains a group of computers that can be accessed and adminis- tered with a common set of rules

3. verbiage c. is the highest amount being paid for a commodity or service

4. a domain d. selling goods, services or an idea that promotes the overall welfare of a community

5. blog e. a way of measuring the success of an online advertising cam- paign

6. web spider f. When the context involves a software or hardware system, this refers to documentation.

7. social marketing g. the promotion of goods or services for sale through imper- sonal media (radio, TV, Internet)

8. top dollar h. a website containing short arti- cles called posts that are changed regularly.

Exercise 5. Find the following words and word combinations in the appropriate paragraphs of the text and explain what they mean in the given context.

to update continuously (1), to identify the data (2), to crawl the web (2), to manually submit (2), a domain (3),tomatch the content (5), targeted results, targeted results(5), get hits(5), show up(5),constantly(6), blog posting(6), to master Search Engines

Exercise 6. Say what terms are meant by the following descriptions?

1. A conceptual two-point segment of an end-to-end circuit that connects two end users and enables them to communicate, even when two separate physical paths are used. In a satellite radio link, for example, there is an uplink from the Earth station (i.e., antenna) to the satellite and a downlink from the satellite to the Earth station. In a cellular network, the uplink is the upstream radio link from the mobile station to the base station and the downlink is the downstream link from the base station to the mobile station.

2. Hyperlinks placed between two web pages in exchange for the other page linking back. They are an important part of search engineoptimization as engines like Google rank the web pages in their results by the number of different pages link to yours. By participating in link exchanges, a site can increase its rank within the search engine's results.

3. A computer program that searches documents, especially on the World Wide Web, for a specified word or words and provides a list of documents in which they are found.

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4. A formatted text string used by Web browsers, email clients and other software to identify a network resource on the Internet. Network resources are files that can be plain Web pages, other text documents, graphics, or programs.

5. A great way to quickly start generating traffic and solid sales to your website. When a user searches in “Google”, “Yahoo”, “Bing”, Social Media network or their affiliate websites, you can bid for a search term and have an ad displayed in the results. These ads are displayed on the top and side of search results.

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