Client/Server "Push" Strategies Summary o

REAL-TIME CLIENT/SERVER PUSH STRATEGIES

To understand the strategies inherent in "Push" technology, it is essential to comprehend fully what constitutes Push technology. Most observers and analysts see the technology as the logical extension of the interactivity of the Web as oppose to the passivity of TV and other forms of mass media (Hoffman & Novak, 1995,1996; 1997; Paone, 1997; Stone, 1997; Wilder & Hibbard, 1997). This push model was a paradigm shift attributed to the 1995-1996 era when TV and Radio, with their one-way message stream to consumers was replaced with techniques of information delivery to a many-to-many interchange between and among firms and consumers.

The simplest way to understand client/server protocols and strategies is to recognize it for what it is; specifically, the logical extension of modular programming, which, it will be recalled, operates on the primary assumption that a large piece of software can be separated into its constituent parts, or "modules." Modular programming allows for easier and faster development and more efficient maintenance.

Client/server computing (CSC) proceeds to the next logical development with the realization that all modules do not have to function in the same memory space.

This becomes a bi-directional upstream/downstream relationship with the "client" becoming the part that calls for the service, and the unit that delivers the service or need called the "server."

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global computer to computer connectivity within and among businesses, even though it was currently being used only by scientists and computer programmers. Rheingold argued that it would be possible to modify the technology to allow businesses to operate totally on the Web. His theories were dismissed as visionary, and what computer literature there was (mostly the IEEE) concerned itself with concerned packet transmittals, programming tips and the great transition from KOBOL to C++. A critical analysis by Boden (1988) argued "...the trajectory of transformation is a moving target shaped by the fundamental changes in the competitive business world. The management challenge is to continually adapt the organizational and technological capabilities to be in dynamic alignment with approach to understanding and improving productivity. Such thinking concerning connectivity and interaction still functioned much within the "Man/Machine" model, a fact which was well pointed out by Riva and Galimberfti,(1998), who argued that the CMC model centered on the assumption that the machine (i.e. the computer) forces man to adopt to its parameters. The implications of these changes for current research in communication studies are also consid

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