Build Trust in Your E-Commerce Store

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Trust. Just at face value, I think we all know how important that one factor is to e-commerce sales. Certainly it should be on the minds of both consumers and businesses, given the natural security concerns on the Internet – heightened by events such as the Sony hack (a particularly devastating one, with a price tag of $35 million), Heartbleed bug, and incredible rise of the Internet botnet Mirai in an epic duel with security reporter Brian Krebs.


The question, then, is how can you build trust in this environment? How can you make the customer feel exceedingly confident on your site when everyone knows that there are dangers inherent in using the Internet? After all, you want to get your share of that e-commerce market – which is set to grow to $4.058 trillion by 2020, according to eMarketer. How can you show your customers that you are doing everything you can to protect them and that you generally look out for their best interests?


Trust is based both on perception and on actual evidence. Essentially, you want to be open about the people and personality behind your brand (for the emotional side of trust), and also to give real proof – to show everyone who visits your site that you are legitimate, that the technologies you use are from strong brands, and that third parties back your systems (as with site seals or e-commerce hosted on SSAE 16 audited servers, for instance).


What are specific actions you can take to gain customer trust?


Embed Trust Seals


People really do put quite a bit of faith in trust seals. It makes sense when you think about it. When a third party whose brand the customer might already trust vouches for the website, it will certainly make a user feel more confident when they are deciding whether to make a transaction. Just look at data on the effectiveness of these signals:


  • Survey #1 – eConsultancy asked Internet shoppers how they would determine whether to trust a site that they had just encountered (with the ability to give multiple answers). The very first result was trustmarks, with nearly half of respondents (48%) stating it made them feel more comfortable.
  • Survey #2 – A whopping 60.96% of respondents, 89 of 146 people, told Matthew of Actual Insights that they had once abandoned a shopping cart or otherwise left a site because they did not see recognizable trust logos.


Since these trust seals are so helpful, it makes sense that one related to your SSL certificate could be particularly effective and easy to implement. An SSL indicator is, assumedly, very effective because it’s based not just on some vague assessment or accreditation but on standardized encryption technology. It is also easy to implement because you simply use the trust seal associated with your SSL certificate, which is typically freely available from the provider. Buying the SSL certificate of a trusted brand will give your site more authority with people who visit.


Install a Credible Payment Gateway


No one wants to feel at-risk when they put their credit card information into a website. For that reason, strictly from the perspective of trust, is it difficult to argue against the heavy hitters. The most obvious example in this category is PayPal; so you might want to include it as an option. However, you may find it makes more sense to use one of the growing number of legitimate and widely recognized PayPal alternatives.


Demonstrate Your Product Being Used


Even if you put all the exact specifications of a product in the description, that sometimes isn’t enough. Shoppers will be likelier to trust that you can deliver what they need if you make it easy for them to see how the product looks in action. That can be achieved with big, high-resolution images that showcase the product from various viewpoints, with the ability to zoom in. In fact, you might want to implement a 360-degree shot of the product so that customers have even more realistic three-dimensional visibility.


Video is another obvious medium that can make sense for certain types of products – if not all of them, given the SEO benefits. Case in point: When marketing agency Koozai published two nearly identical posts (both about Google services), embedding a 25-second introductory video at the top of one but not the other, the one with the video received 126.75% more unique pageviews (1297 vs. 572).


Include Contact Details


Where are you? How can I reach you? During what hours are you available if I have an urgent request? For the shoppers who responded to the eConsultancy poll (“Survey #1” above), the second most important factor in establishing trust is easily accessible contact information.


A good example of a company using the contact page well to enhance comfort is Zappos, notes Sharan Suresh of Visual Website Optimizer. Specifically, they use words such as “help,” we,” and “family.”


A contact page is not just a trust-builder but a lead-generation tool, particularly if you are selling professional services or high-ticket items for which people might want substantive consultation prior to purchase.


When providing contact or “about us” information, it also can be key to provide headshots of the people on your team.


Humanize Your Brand


It’s interesting to really think about what trust is in a social context such as a business interaction. Trust is defined as “anticipated cooperation” by Ronald S. Burt and Marc Knez of the University of Chicago. In other words, when engaging in commerce, a person experiences trust when they believe they will be paying a fair rate for the value they receive from you.


Trust is a way that we are able to give up control and still feel calm. We don’t know absolutely what those around us will do. Businesses are similarly unpredictable until we know more about the company culture and reputation.


The vague sense of unsureness can be alleviated with human features. Humanizing the brand can be powerful in getting more confidence from site visitors.


Sven of Userlike suggests these tactics that accomplish humanization:


  • Become more human through a more natural and approachable tone of voice. If you can avoid using excessive industry lingo and bring personality to your tone, you can establish that your brand is built on the efforts of individual people.
  • Invest in content marketing. Brand storytelling and educating through blogs, ebooks, and social profiles gives you a meaningful, targeted way to connect with your audience through text and images.


Highlight Reviews


People are likelier to believe customers than they are to believe a business – so let them do the talking. How? With reviews. Include reviews on your product pages.


One study from Moz found that 67% of online shoppers check out reviews for a product before they buy it. Acknowledging that those people are going to read reviews somewhere, it then logically makes sense to keep them on your site to get that information without browsing elsewhere (or at least limiting external activity).


When you integrate reviews into your product pages, make sure that it is easy to navigate them – giving access in a customer-centric, user-friendly way.


Adopt High-Performance E-Commerce Infrastructure


Another key way to build trust among online shoppers is to deliver a site with the high performance that customers experience when they shop major brands. We can help you with that. At Total Server Solutions, our infrastructure is so comprehensive and robust that many other top tier providers rely on our network to keep them up and running. See our e-commerce solutions.

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  • Why integrate?
  • How to integrate WordPress and Magento with various plugins
  • Improving your blog to better spark e-commerce sales
  • General e-commerce blog rules
  • Types of e-commerce blog posts to try


When businesses go out to find core software for their businesses, two of the most important pieces are the content management system (CMS) and the shopping cart. As open source has become increasingly accepted and even preferred in business, WordPress and Magento have emerged as the leaders in these two categories:

  • Magento is the top e-commerce platform among the Alexa top 1 million, at a 29.1% market share. [source]
  • WordPress is even more popular among the CMS competition, with a whopping 58.8% of the market in March 2017. [source]


Understandably, any businesses that use these platforms want to use the solutions together as effectively as possible. From a literal perspective in terms of development, businesses want to be able to integrate the two systems. They also want to learn how to better drive traffic from the WordPress blog portion of their site to the Magento shopping cart to make purchases. This blog discusses both of those topics. First, though, let’s talk a bit more about reasoning.



Why integrate?

We all know that the general concept of integration makes it easier to manage information so you aren’t having to transition between different environments. However, there are specific reasons that businesses often cite for integrating WordPress with Magento (or CMS with shopping cart):

  • Improve the SEO of your e-commerce products so people can find you on Google and Bing
  • Theme integration
  • Ability to share components of one system (such as cart data, menus, or static blocks) within the other
  • The delivery of a user experience that is truly blog-to-cart, with products appearing in your WordPress that link directly to the Magento cart
  • Unifying the login so that shopping carts are less likely to be abandoned.


How to integrate WordPress and Magento with an extension

It makes sense to want integration of these two key systems. “Marrying WordPress and Magento can integrate your themes, break down any barriers to order completion, and increase the ease of navigation between the two platforms,” explained plugin and extension developer CreativeMinds.


Since WordPress gives you a portal for publishing content, it means you can communicate with and promote to shoppers; bolster your search visibility; and that you have an intuitive system for management of product data. On the other side, Magento is the primary tool you have for major e-commerce needs such as product creation and management; order creation; and the handling of shipments.


Harshal Shah of open source magazine Open Source For You suggested using Magento WordPress Integration, a free extension created by FishPig that is supported by the Professional, Enterprise, and Community editions of Magento (3.9 / 5 stars; 282 reviews).


To use the extension, you don’t have to adjust the core files of either WordPress or Magento; you can access it through Magento Connect. Once you’ve backed up your system and installed it, you can control both administrative accounts by just logging into your Magento account. It enables you to connect WordPress posts to products within Magento. You can even generate a menu within WordPress and pull it into Magento.


Optional add-ons from FishPig are Magento WordPress Multisite Integration and Custom Post Types. The former allows you to integrate all the sites of your entire WPMU installation with numerous Magento stores. The latter gives you the ability to use a variety of templates for WordPress blogs within Magento.


Improving your blog to better spark e-commerce sales

If your business is primarily concerned with e-commerce, you might wonder why expressing yourself through a blog is necessary for your business. To look generally at blogging, it is a way to market yourself directly to your customers, straight through your site. Every additional blog post accounts for another indexed page within Google, so it helps your search engine rankings. It gives you content to post and discuss within your social accounts. Finally, it converts traffic to leads – or, even better, into customers.

Blogging is essentially an opportunity to establish authority and show your target audience what you know; that knowledge will in turn make people feel more comfortable trusting you as their supplier.


Ryan Harris of Raleigh-based digital marketing company TheeDesign talks about e-commerce blogging using the example of a running shoe store owner. Blogging gives that owner (as it does a marketing team) the chance to talk about various running-related topics. “Consider writing topics about snacks for runners, and the dangers of not properly hydrating,” suggested Harris. “Maybe take the time to blog about a personal achievement like running a marathon.”


Now, blogging generally in this manner is part of the e-commerce process because you are driving traffic that’s searching for running topics. Plus, it helps you connect, on a human level, with those who come to your site.


Evergreen information, news reports, how-to articles, and best practices lists all work within blogs. Plus, it makes sense for an e-commerce company to ensure the blog has particular characteristics, and to spend some time discussing the products it sells.


General e-commerce blog rules

WordPress blogger and podcaster Bob Dunn provided his rules for making the most of an e-commerce blog; although published a few years ago, these ideas are still pertinent:

  1. Your offer should be relevant to your target, to increase interest.
  2. You want to be transparent and authentic with links, so that readers understand they are requesting additional details.
  3. Make your offer highly visible if you want to get clicks.
  4. Incorporate the blog with your products by writing about topics within the blog that tie to calls-to-action (CTAs) for specific products you feature.
  5. You want to leverage the blog for user-generated Look for inspiration in the comments.
  6. Exclusivity is a great way to improve sales. Give deals that are only available to your audience and related to your blog subject.


Types of e-commerce blog posts to try

Those broad rules are great, but let’s get more granular. Here are a few specific types of posts to use for your e-commerce blog, as indicated by Harris:

  • Featured product posts – In these posts, you can highlight and possibly compare your current products (either one item or the whole brand).
  • New product posts – Newness, in and of itself, gives a product more value. Show off anything you’ve just started carrying.
  • “Coming soon” posts – Create buzz prior to the arrival of products. It’s especially helpful if a new version of the product is being released, so that people can decide if they want to buy the current one or wait for the launch.
  • Exclusive product posts – We talked above about exclusivity as a general rule, and you can apply that specifically to any products that only you are selling.
  • Gift idea posts – Write up lists of gift ideas for the holidays, for birthdays, Mother’s Day, Father’s Day, and “just because.”
  • Product testing posts – You can test your products and pass on the results.
  • Review posts – You can discuss reviews of products, since reviews are such as major trust signal.
  • Sales promotion posts – Notify your customers of a sale well before it takes place. “Letting your loyal blog readers in on the sale ‘secret’ ahead of time will help them travel farther down the conversion funnel and ultimately lead to a sale,” said Harris.


Now, as a note of caution, this discussion of blog topics specific to an e-commerce blog is not intended to advocate writing about products or sales in lieu of quality information related to broader topics. Yes, you can educate on products; but simply talking about your products will make your blog read like an ad. Typically you want to include much larger quantities of helpful information such as how-to articles and trending news.



Hopefully the above ideas give you a better sense of some options for integration of WordPress with Magento, and for general integration of blogging with e-commerce. Now, what about upgrading your infrastructure? At Total Server Solutions, we offer high performance web hosting for e-commerce. Increase conversions.

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Let’s state the obvious, WordPress is popular:

  • It represents 50-60% of the content management system (CMS) market worldwide.
  • 22% of new sites in the United States use WordPress, as do 297,629 of the Alexa 1 million.
  • Adopters of WordPress include Time, Spotify, TechCrunch, NBC, CNN, Fortune, and USA Today. [source]


Clearly businesses recognize that WordPress is an incredibly powerful platform. However, getting the most out of the environment means making it as simple to manage as possible. How can you make WP management more user-friendly? Here are 11 tips:




#1 – Get to know the admin panel

Every section of the WordPress admin interface has various features available – and you’ll find ones that will enhance your manageability. Many of these features are hidden by default. You can toggle their checkboxes using “Screen Options,” which you’ll usually find in the upper right corner of the page.


“This is a great way to either remove information that’s cluttering the display, or find options that you think should exist but can’t find (this is particularly true on the post edit page),” suggested Chris Honiball of


You’ll find especially critical options at the lower end of the navigation list – particularly the submenus of Appearance, Tools, and Settings. Getting a sense of the default system early will allow you to understand if the settings are adjusted, since some plugins add menu items to the navigation bar.


When new versions are released, become familiar with any additional features and changes, through WP news sites (see #11).


The safe way to approach a new release is not to simply install it but to create a sandbox environment so that you can see how any new menus operate. To test-run the new version, or any plugins or themes, install a new WordPress instance onto a local PHP/MySQL server or even a hidden subdomain of your live site.


#2 – Organize your categories and tags.

Understanding the proper use and finer points of categories and tags can feel a bit obtuse at the outset. Here is the basic idea:


Categories are for broadly setting your posts into different buckets or containers, similar to a table of contents. This organizational tool help readers locate the kind of content they are seeking. It’s a hierarchical model, with the possibility of subcategories.


Tags are for specifics of the posts. As opposed to the more general nature of categories, “[t]hink of these as your site’s index words,” advised WPBeginner. “They are the micro-data that you can use to micro-categorize your content.” These organizational elements do not have a hierarchy. Tags could be infinite, but businesses often limit themselves to 100-150 of them to better manage and contain content.


Meeting these guidelines will both make management easier and improve your SEO. It’s easiest to set them up before you start writing posts.


#3 – Shut off the comments

The conventional wisdom on blogs is that you want comments and to even ask for them at the end of your pieces; they’re seen as foundational to content in many scenarios. However, comments take time to moderate, and your time could be better spent continuing to produce new content, suggested Honiball.


To stop the comments, within your control panel, go to Settings > Discussion, remove the check for “Allow people to post comments,” and Save your changes.


#4 – Or… spam-sift your comments

Turning off comments may not be for you, since it can be an important way for your audience to interact with you. If that’s the case, you still don’t need to be facing everything the spambots throw your way.


To filter for spam, the most commonly recommended plugin is Akismet, which comes with WordPress by default and offers a “name your price” version. To get started, go to the Akismet plans page for a product key.


#5 – Automate your backups.

One way that you can waste a lot of time in management is preparing for horrible problems and doing damage control if and when they occur. Regular database and content backups are critical, but you also want them to be seamless. Create automated backups once a week at minimum. There are various options, but one especially highly rated one, UpDraftPlus (4.8 stars based on 2500+ ratings), lets you schedule backups to be saved to your server and another location, such as Dropbox.


#6 – Master debugging.

The concept of debugging might sound scary and esoteric, depending on your knowledge of code. However, as you start to understand the amount of control you can have over WordPress if you better understand its inner workings, you may find you want to look up error messages to try to fix them yourself. Respected places to discuss problems and get answers are WordPress Stack Exchange and the WordPress support forums – but you will find additional resources when searching your particular issue.

WP uses various programming languages, but the primary one is PHP. Like a person, if you really want to understand WordPress, learn its language. To wade into the subject, here is a relatively non-technical PHP-for-WordPress tutorial.


#7 – Take ownership of the media library.

Many WordPress blogs do not make great use of the media library. Do you ever reuse the same image at multiple points on your site? If so, it’s a good idea to edit the Caption, Alternative Text, and Description fields. That information is especially important for reused images since the data is in more than one place.


#8 – Get familiar with user roles.

Likely there are numerous people who will be working on your site. That means you want different levels of access – which is the concept behind user roles.

Within Users > All User > username, you can change anyone’s role in the Name area. The possibilities are:


Administrator: This top of the hierarchy is able to change or delete whatever they want, from the posts themselves to theme files.


Editor: Anyone assigned this role will be able to edit and publish posts, including those written by others. They can also reassign posts.


Author: Those with this role are able to edit and publish their own posts.


Contributor: This role is similar to an author but without publishing privileges. They can only edit and submit for approval by an editor or administrator.


Subscriber: This role is only able to make changes to their own profile but not the content. This largely blocked role is helpful if you want to send notifications widely using WordPress.


#9 – Use an SEO plugin.

WordPress has strong search engine optimization, and you can always approach your marketing with best practices such as consistent content publication (integrated social media and blogs) and keyword research for your site and competition. However, you should automate what you can with an SEO plugin. Yoast SEO (4.8 stars from 10,000+ ratings) is one popular option that takes care of various aspects of basic SEO, such as generating site maps, establishing metadata for each post, and creating tags for social platforms.


#10 – Remove clutter by switching to fullscreen mode.

The fullscreen button within the post editor is a great way to improve your focus when you’re working directly on editing or similar post administration. It’s actually called distraction-free writing mode and can be accessed via Shift + Alt + W or by clicking the button to the upper right of the post itself.


#11 – Get to know WordPress news sites.

Jake Rocheleau of advised staying updated by reading informational articles each week, or at least each month, from sites such as WPBeginner, WP Mayor, and WPLift.




Do you want to make the most out of your WordPress site? At the core of your efforts, quite literally, will be your infrastructure, so be certain that it’s strong. At Total Server Solutions, our cloud uses the fastest hardware, coupled with a far-reaching network. For your WordPress hosting, trust the cloud with guaranteed performance.

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The CentOS 5 End of Life is fast approaching.  If you still use CentOS 5 on your server(s) now is the time to update to a more recent, supported version of this popular OS.  This was posted back in October 2016 but with the impending EOL coming up fast it’s well worth reading again.  If proper support and PCI Compliance are important to you, you need to read this.  We can’t stress enough how important this is!


On March 31, 2017, CentOS 5 will reach its End Of Life (EOL).  At this time, CentOS 5 will no longer receive any further updates.  At the same time, various software vendors such as cPanel, OpenSSL,and Redhat who produce applications which run on CentOS 5 will cease to provide support and updates for their products that are specific to CentOS 5.  

Additionally, server owners who continue utilizing CentOS5 without updating to a new, more current operating system will fall out of PCI Compliance and will no longer be able to accept credit card payments via their sites/servers on their servers running CentOS 5.  

To learn more about current PCI compliance requirements please have a look at this link:

Here are some of the reasons that CentOS 5 based servers will no longer be PCI Compliant:

  • RHEL/CentOS 5 based servers cannot support SNI which is becoming more important as IPv4 address space dwindles.  SNI was unsupported prior to OpenSSL 0.9.8f but RHEL/CentOS 5 shipped with OpenSSL 0.9.8e, meaning that unless you update, you cannot utilize SNI.
  • RHEL/CentOS 5 base servers also can’t support OCSP stapling.  This decreases the latency of the handshake in establishing secure TLS transactions.  OSCP checks certificates for revocation and was not supported prior to OpenSSL 0.9.8g, but, once again, RHEL/CentOS 5 shipped only with OpenSSL 0.9.8e.
  • OpenSSL 1.0.1+ adds support for the AES-NI instructions in Westmere/Sandy Bridge/Ivy Bridge or later CPUs.  This support increases performance of SSL/TLS connections and prevents timing attacks against AES.

We everyone who is running servers with CentOS 5 to update to CentOS 6 or CentOS 7 as soon as possible.  We are making every effort to keep our customers notified of this important update requirement.  Our technical & sales teams stand ready to help you update to a more current, modern OS on your server.  Please take the time to let us help you get up to date and maintain PCI Compliance and more effective security for your content & customers.

More information regarding the CentOS5 EOL can be found at the following places:

The TSS Sales and Support team is ready to help you upgrade your OS.

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Nearly 400,000 video recorders, webcams, and home routers are being used to launch attacks against targets around the world. This threat is an Internet of things (IoT) distributed denial of service (DDoS) weapon called the Mirai botnet.

Below, we will look at basics on the DDoS mega-attack of security reporter Brian Krebs, open-sourcing of the Mirai code, and defense tactics from US-CERT.


In Part 2, we will explore how to use a test server to track Mirai and the botnet’s top 10 login combinations. We will then review why conventional botnets don’t DDoS and IoT ones do, and why Mirai was open-sourced. Finally, we will review a new Mirai worm variation and look forward at continuing protection.


  • Stop the botnets for $25K
  • What are Mirai and the IoT botnet threat?
  • Open-sourcing the Mirai code
  • How can you protect yourself from Mirai and Bashlight?
  • Help with DDoS protection



Stop the botnets for $25K

A January 5 headline from USA Today read simply, “How to win $25,000: Find a tool to fight zombie botnets.” That’s right, the federal government is offering a cash reward if you can figure out how to stop IoT botnets like Mirai. The concern is understandable, since Mirai’s source code has been publicly released. This is a very real and serious threat, and coverage of it sounds like a warning of technological apocalypse.


Even if Mirai does not mean the end of the Internet, the findings on this botnet (a vast network of computers leveraged for attacks through voluminous, fraudulent requests) are deeply disturbing.


What are Mirai and the IoT botnet threat?

On October 14, 2016, the US federal government (via its Computer Emergency Readiness Team, US-CERT) released Alert TA16-288A: “Heightened DDoS Threat Posed by Mirai and Other Botnets.” (The alert was updated on November 30.)


It’s no surprise that the Internet of Things is mentioned as the “systems affected” within this notice, since the security challenges of this booming computing field have been a topic of concern among thought-leaders for years.


The US-CERT announcement was prompted by the Mirai DDoS attack of Brian Krebs’ site,, which occurred the evening of September 20 and reached a climax of more than 620 gigabits per second (Gbps).


The author believed to be responsible for Mirai pointed over 380,000 different IoT device slaves (the routers, video recorders, webcams, etc.) at Krebs’ site. Slaves are captured by Mirai’s malware, which scans the web for them. “The Mirai bot uses a short list of 62 common default usernames and passwords to scan for vulnerable devices,” said US-CERT. “Because many IoT devices are unsecured or weakly secured, this short dictionary allows the bot to access hundreds of thousands of devices.”


Krebs is joined by another high-profile victim of Mirai: in September, the French web host OVH was hit with an assault exceeding 1.1 terabits per second (Tbps). It’s not just these one-off attacks that have DHS sounding the alarm bell, though. It’s that the source code for Mirai was posted publicly at the end of September. The open-sourcing of Mirai is expected to spark copycat DDoS botnet creation, effectively militarizing our devices as unwilling soldiers for use against someone else’s enemies.


Along with Mirai, you may have also heard of Bashlight – another malware botnet that is not open-sourced as of this writing. Its similar because it also exploits default passwords. This botnet is thought to have as many as 1 million devices enslaved.


Is that all the bad news? Unfortunately, no. US-CERT updated its Mirai notice in late November because use of the botnet was evolving. “[A] new Mirai-derived malware attack actively scanned TCP port 7547 on broadband routers susceptible to a Simple Object Access Protocol (SOAP) vulnerability,” explained the agency. “Affected routers use protocols that leave port 7547 open.”


Open-sourcing the Mirai code

The source code for Mirai was made publicly available, as indicated by Brian Krebs himself (via his attacked site) on October 16. Krebs noted that the leak was first announced on Friday, October 13, on Hack Forums (a service that recently came under fire for allegedly offering DDoS-for-hire).



Krebs explained that once IoT devices (cameras, routers, or whatever else) are infiltrated, they then become bots for use of the botnet – to derail target sites so they can’t be accessed by their legitimate users. In other words, Mirai and DDoS vehicles like it are generally a threat to online service, although specific victims are hand-picked.


The user on Hack Forums who released the Mirai code was Anna-senpai (senpai meaning “an older person or mentor”). “Anna” noted that he/she was releasing the source code because security pros were cracking down on IOT DDoS.


“When I first go in DDoS industry, I wasn’t planning on staying in it long,” wrote the user. “I made my money, there’s lots of eyes looking at IOT now, so it’s time to GTFO.”


Anna-senpai mentioned that they had typically been able to access and control 380,000 bots via Telnet prior to September; however, following the Krebs DDoS, they could now only use 300,000 slaves at most.


How can you protect yourself from Mirai and Bashlight?

Mirai and Bashlight are both massive and can be massively destructive, preventing your systems from working and possibly running up a huge price tag through recovery and blocked access to revenue. What can you do?


Here are mitigation and preventive steps from US-CERT:


To remove Mirai:

  1. Disconnect the camera, router, or other device from the network.
  2. Reboot it. That’s it (sort of). “Because Mirai malware exists in dynamic memory,” explained the DHS, “rebooting the device clears the malware.”
  3. Secure the password. The default password is what makes it vulnerable. Here are strong passwords – especially the middle option containing ASCII (American Standard Code for Information Interchange) characters. Or use these tips from Silicon Valley nonprofit org.
  4. Reconnect only once you reboot and set a new password. Otherwise reinfection is likely.


To prevent Mirai:

  1. Change all your passwords to strong ones. Default passwords are typically posted online, so they’re easy to target.
  2. Download patches as soon as they’re released.
  3. Turn off your router’s UPnP (Universal Plug and Play) function.
  4. Buy IoT devices from businesses known to invest in security.
  5. Watch specific ports. “Monitor Internet Protocol (IP) port 2323/TCP and port 23/TCP for attempts to gain unauthorized control over IoT devices using the network terminal (Telnet) protocol,” advised US-CERT, which added that “[i]nfected devices often attempt to spread malware by using port 48101 to send results to the threat actor.”
  6. Be aware that any connected devices are at risk. Whenever you get a device that has a default password or open Wi-Fi, switch the password and contain it within a secured network.
  7. Check medical devices. Often at-home medical devices now send data and allow remote operation. These are also common malware targets.


See below to continue reading about Mirai.


Help with DDoS protection

What about the other side, though? What about when the devices are used against your business? After all, DDoS attacks were up 125% between 2015 and 2016 (ZDNet). In this botnet age, what can you do?


At Total Server Solutions, we’ve partnered with Staminus, the leading DDoS mitigation provider, to bring their enterprise level-protection to your site. Let us help you!



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  • Huge potential for ecommerce sites
  • Elements of online shopping behavior
  • How the market is adjusting to changing needs
  • High-performance ecommerce hosting


Ecommerce is a massive economic phenomenon. According to the US Department of Commerce, more than half of web users across the planet (53%) bought something online in 2016. That means no less than 1.7 billion people (out of the 3.2 billion global users) proceeded at least once through a shopping cart checkout.


Furthermore, the amount that the average Internet shopper spends is higher than you might think: numbers suggest American users spends an average $1800 annually, while the typical British consumer spends $1600. As would be expected, a large proportion of these shoppers are in the lower age brackets, with 2 in 5 men (40%) and 1 in 3 women (33%) aged 18 to 34 saying they would prefer to make all of their purchases online.


Clearly there is a huge amount of ecommerce activity occurring, which means is there’s a vast amount of potential for the growth of your online store. However, as with any efforts to build your website, it’s critical to understand how the user behaves. Plus, it helps to know how marketers, based on user behavior, are adopting more effective means to appeal to the visitors whom they hope to convert.


Elements of online shopping behavior

 What are some aspects of the ecommerce user that can help you better understand them, so that you can meet their needs on their developing “buyer’s journey”?


Element #1 – Pre-purchase research

The way that we buy online is fundamentally different than how we purchase in-person, because the former offers immediate access to a wide range of product information. Four out of five online shoppers (81%) make use of that data.


The resources through which shoppers gather their perspectives on products and services range from testimonials to reviews, from forums to social media, from comparison sites to third-party ratings. One way or another, ecommerce users make an effort to get informed before they buy.


Element #2 – Different needs of men and women


Different groups of people tend to diverge in the way that they approach an ecommerce transaction – and that’s particularly evident along male/female lines:


  • Women (on average) want shopping online to be more social, while men want it to be a no-frills, linear experience.
  • Men shop because they need something now, while women are often planning ahead.
  • Men are more geared toward finding a solution they view as acceptable, while women make their buying decisions more carefully.
  • Men tend to make purchases to meet their own needs; women, on the other hand, are often getting presents for loved ones.
  • Women tend to be more impulsive in their online purchases.
  • Women are also more attracted to discounted pricing.
  • Women are likelier to find out information about a product from their friends, while men tend to get their ideas from strangers posting on review sites.
  • While men are more concerned with content such as reviews and product descriptions, women are more interested in forums, images, and live chat.


Element #3 – The multi-faceted user

Nearly all ecommerce users (90%, according to one study) use different devices for online shopping. Since consumers are typically accessing your site from different technological environments, it’s important to leverage a multi-screen approach.


Does that sound unlikely? The truth is that a significant amount of ecommerce moves from mobile to desktop. The majority of online shopping is completed on the latter, but the breakdown of where people start the buying process shows how important the former is for research:

  • smartphone – 65%
  • tablet – 11%
  • PC (desktop or laptop) – 25%.


Element #4 – The concept of “showrooming”

Not everyone appreciates e-commerce, of course. To a brick-and-mortar business that doesn’t have a big Internet presence, your online shop means unwanted competition. What particularly bothers these offline stores is showrooming.


What’s showrooming? It is “the situation in which a customer goes to a physical store to touch, try on, or interact with a product and then purchases the product online from a different retailer,” explained John Rampton in Forbes.

Note that while this does happen, it isn’t really a rampant activity: one study suggests that only 1 out of every 10 consumers look at products in-person before buying them online from a different retailer.


Element #5 – Checkout expectations

As people have grown more accustomed to making purchases online, they have developed more specific expectations for the checkout process:

  • They want it to be snappy, and that’s especially the case on mobile. When using smartphones or tablets, users like to be able to buy in just 1-3 clicks.
  • They don’t like surprises but want the shopping experience to be straightforward. (That means it’s usually a good idea to list shipping or other added costs upfront.)

How the market is adjusting to changing needs

Understanding the consumer is, of course, just the beginning. How are ecommerce businesses adapting their efforts to better meet the needs of potential and current customers? Here are a few strategies that are becoming more central to online success:


Strategy #1 – Cohort-specific targeting

When you think about the value of a one-on-one interaction with a salesperson, it can be difficult for an online store to compete (since chat just isn’t the same). However, using the power of data, ecommerce sites can use cohort-specific targeting to zero in on the needs of certain types of buyers.


How does that work? “If data shows that customers tend to buy blue scarves after they purchase black boots,” suggested CellularOutfitter marketing VP Edwin Choi, “companies can now craft ad creative that speak to this specific merchandising experience.”


Strategy #2 – Mobile moving images

Cellular data costs are on the decline, as are mobile page load times. The result of those two trends is that the way people use their smartphones and tablets is quickly evolving. Specifically, apps are becoming more immersive, and video is generally becoming more prevalent.


To cater to the changing mobile world, savvy ecommerce sites are creating video ads that rapidly present their product in all its dimensions.


Strategy #3 – Engaging across channels

The ways in which businesses appeal to online consumers has become diversified, and not just in terms of the multi-screen experience. Marketers now speak in terms of multi-touch conversion and multi-channel attribution.


These concepts have become important because we now have a more sophisticated understanding of the way that people shop on the web – and that information has also become more widely accessible. For example, low-cost platforms such as Kissmetrics are giving websites a more granular viewpoint on user behavior, allowing them to make connections based on a full spectrum of data points.


Even free systems such as Google Analytics can provide powerful insights on how an integrated blend of channels leads to sales. It can even inform cohort analysis. “Marketing channels will continue to bake in this type of transparency into their baseline reporting metrics on a post-click and post-impression basis,” advised Choi.


High-performance ecommerce hosting

The interaction between online stores and online customers is rapidly changing, as user behavior evolves and businesses adapt to meet changing needs. One aspect we haven’t yet discussed is the pivotal role of hosting infrastructure on your site’s speed and reliability. At Total Server Solutions, our high-performance hosting plans can accommodate everything from the smallest, static websites all the way up to large operations getting massive traffic. See our plans.

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Have you heard of The Worst-Case Scenario Survival Handbook? When we talk about a business impact analysis, that is basically what it is: a guide of everything that can bring down your business, along with steps for restoration.


  • Business impact analysis: exploration and planning
  • Why the BIA is important
  • 7 types of impact you’ll frequently see
  • 7 common ways businesses are disrupted
  • When and how long is the business disruption?
  • Tapping internal intelligence: the BIA questionnaire
  • Putting it in writing: the BIA report
  • Smart hosting protections: SSAE 16 compliance



Business impact analysis: exploration and planning

Business impact analysis (BIA) is one of those business buzzwords that sounds quite a bit like the TPS reports that were ridiculed (sort of) in Office Space. However, the concept is actually very straightforward; it means just what you would think. A BIA is simply a process to look at the possible results of natural disasters, human errors, and malicious activities on operational elements ranging from credibility to liability, compliance, safety, and finances.


A well-strategized business impact analysis doesn’t just pessimistically describe worst-case scenarios, of course. It foretells the effects of an interruption to business continuity and collects knowledge to help create a disaster recovery plan. These two aspects of the BIA are called the exploratory and planning components.


During the risk assessment component of the BIA, you should delineate possible forms of loss that can occur internally. Additionally, the analysis should evaluate what the consequences would be if a vendor weren’t timely or otherwise didn’t meet expectations.


Why the BIA is important

Boy Scouts will understand right away why you need to conduct a BIA since it’s written right into their motto: “Be prepared.” Why specifically is this preparation wise? There are three primary reasons it makes sense to invest your time and resources in a business impact analysis:


#1 – You aren’t improvising when a disaster occurs. During the stress of a business continuity disruption, it isn’t easy to make the most logical, practical and sound decisions. The business impact analysis gives you a rational and straightforward process with which to recover, not just broadly but in the specific scenario the business is experiencing.


#2 – You use your recovery funds meaningfully and systematically. Part of a BIA is determining restoration priorities so you can allocate funds and apply effort correctly during a crisis. You also have an estimate of how long each step of the recovery process should take.


#3 – You are able to evaluate your vendors appropriately. You want to look deeply at your own system but also the aspects that are handled externally (as with your hosting provider – see below).


This type of analysis is essentially a framework that helps you more wisely determine how to spend money and time. “Identifying and evaluating the impact of disasters on business provides the basis for investment in recovery strategies as well as investment in prevention and mitigation strategies,” explained the U.S. Department of Homeland Security.


Specific to the provider you choose for hosting infrastructure and other IT services, this process helps you better understand the extent to which a secure, stable, high-performance infrastructure should be a priority. You can assign an appropriate value to a datacenter that is audited to meet the standards of the American Institute of CPAs (AICPA) – via Statement on Standards for Attestation Engagements No. 16 (SSAE 16).


7 types of impact you’ll frequently see


A BIA should give you a better sense of how your business could potentially malfunction and how money could be lost if a business system goes down or anything else isn’t fully operational. To look at it a bit more broadly, here are seven ways in which companies suffer when infrastructure or other elements become unavailable:


  1. Revenue is lost.
  2. Revenue comes in later than expected.
  3. Your operational costs rise (such as having to pay overtime or expedite).
  4. You incur fines for regulatory violations.
  5. You fail to meet bonuses or get penalized for not meeting contractual parameters.
  6. You lose or irritate customers.
  7. Projects you were planning to start don’t get launched on time.


To look specifically at the money, expenses related to disasters can be more extensive than you might initially think. One cost for which many companies fail to account properly is reputation management. For instance, your business could reasonably spend four times as much for marketing simply to retain your customers’ trust when your services aren’t working as your users expect.


7 common ways businesses are disrupted


How might your business be blocked from continuing to operate normally?

  1. Your facilities are damaged.
  2. Equipment becomes broken.
  3. You are unable to access facilities.
  4. Supply chain problems occur, either at the vendor or in transit.
  5. Power or other utilities go down.
  6. Software or hardware malfunctions.
  7. Key staff members are either out or make errors.


When and how long is the business disruption?

In terms of negative impact, there’s clearly a vast gulf between a split-second blip in your services and an outage of multiple days. It’s not just about duration, though, but timing as well. For instance, a B2C ecommerce site could miss out on a much larger chunk of annual sales if it were derailed by a distributed denial of service (DDoS) attack on Black Friday than if it had unscheduled downtime at a less pivotal time of year.


The business impact analysis covers all possible scenarios – not just the scariest and most far-reaching ones. Certainly it is a top priority to think in terms of those most devastating disruptions, such as your site going down for a full day or a product becoming unavailable for 48 hours when everyone is making their holiday purchases.


However, you also want to look at the situations that seem to just be momentary inconveniences – such as an electrical outage of just 5 or 10 minutes. After all, Gartner reports that the average cost of a minute of downtime is $5600 – or more than $300,000 per hour. Your own BIA should reveal how much your costs for downtime and other elements are over certain timeframes.


Tapping internal intelligence: the BIA questionnaire

 The business impact analysis is, to a large degree, a fact-finding mission. You want to organize the effort by distributing a standard form, a BIA questionnaire, to leadership and other personnel.


You want to get ideas from those who are knowledgeable about each type of business process. “Ask [these individuals] to identify the potential impacts if the business function or process that they are responsible for is interrupted,” said the DHS. Plus, the analysis should detail the key systems that will allow the organization to maintain varying degrees of operation.


Putting it in writing: the BIA report

You obviously want to have documentation of this process, and that’s all detailed in the business impact analysis report. It’s especially important (although certainly an imperfect science) to put an estimated dollar figure on every potential situation you can. These numbers are helpful because they give you a better sense how to evaluate the costs of preventive and mitigation services. Plus, you want to list out step-by-step recovery that should occur in the event of disruption, moving from the most to least mission-critical systems.


Smart hosting protections: SSAE 16 compliance

As stated in the title of this piece, your BIA should show you how to make the best hosting decisions – meaning that it helps you place a value on stable and secure infrastructure. The SSAE-16 Type II audit is your assurance that Total Server Solutions follows the best practices for keeping your systems running strong. Learn more.

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A content management system, or CMS, is software that includes a user interface, allowing you to post and edit content on your site. In other words, just as its name sounds, a CMS allows you to manage content in an organized and straightforward setting. Since content has become so incredibly important to online success, these platforms have become very popular.

That’s why the statistics on the use of a CMS are so mind-blowing, as best indicated by the prominence of WordPress (WP), which has been the dominant market leader for years. W3Techs estimates that WordPress is in use by 58.6% of sites that utilize a CMS – meaning that the technology is incorporated into 27.4% of sites worldwide.

How a CMS operates

The CMS is for those who like efficiency, basically. A website is created using databases, which can be rudimentarily understood as massive spreadsheets of information. It would be painful for developers to have to enter the server and make adjustments one by one. To address this pain-point, “groups and individuals have created content management systems to help users communicate easily and efficiently with [their] database using a secure and easy-to-use interface,” explains Josh Medeski of Lifehack.



How a CMS presents content differently than a book

Bill Powell of Lifewire discusses the presentation of content within a CMS in contrast to the way that a book introduces material.

Typically a book is read from the first page through to the end. A content management system is different because it’s unreasonable to expect someone to move step-by-step through your blog articles and other pages.

There is less need for various pathways to content within a book. Many will contain a table of contents and/or index, but those sections are nonessential.

In the case of a site, the order in which content is consumed will tend to be more random. Therefore, an important feature of a CMS is to provide your audience numerous methods to navigate to useful content.

Specific examples include:

  • Lists of newer articles, along with short summaries
  • Tags and categories that group your content
  • Articles that are related to the current one
  • An Atom or RSS feed to syndicate pieces
  • A date-organized archive, a sort of content timeline.


The most popular CMS options

To expand beyond WordPress, let’s briefly review the four most commonly used content management systems, along with their market-share numbers. All of these options are free and open source; people appreciate the nonexistent cost, of course, but may also like the opportunity to help expand and improve these platforms. The four top systems, with usage proportion among sites using CMSs and throughout the Internet, are:


WordPress (58.6%; 27.4%)

The statistics on WordPress are astounding, as discussed above. To put that percentage into perspective, it represents almost 75 million websites. How much is 75 million? Well, have you heard of Baby Boomers or Millennials? There are as many websites using WP as there are either of those two groups.

How is WordPress so absurdly popular?

  • Simple installation – Typically hosts make it possible to get WordPress up and running through one-click installation (which isn’t favored by everyone but is helpful for many). Even if you go through a conventional installation process, initially setting it up only takes 5 minutes.
  • Flexibility – WordPress has far more themes and plugins that the other CMS options, notes Robert Mening of “Because of it’s widespread popularity,” he says, “more third-party designers and developers will create free (or relatively inexpensive) new WP tools to help you create/start a blog that looks like a high-dollar custom website.”
  • Free – There is no cost. Some plugins and themes are paid, but literally tens of thousands of them are also available for nothing. That means startups and others on a shoestring budget don’t have to second-guess choosing it.
  • Community – When you run into challenges with WordPress, there is an incredibly active support community to help you find a path forward. One of the best places to visit in these situations is the software’s support forum.

Now, obviously, not everyone is using this platform. Why? Part of the reason the framework is simple is that it makes it challenging to overhaul the way it looks. It isn’t easy to make major structural adjustments unless you hire a designer.

Nonetheless, this platform is typically viewed as the go-to option for someone new at websites or who wants to simply set up a blog without any technical challenges.

Drupal (4.8%; 2.2%)

Let’s skip to the third most popular content management option, Drupal. Drupal is a little bit more advanced than WP, but it is also considered by many to be more robust.

Here are its basic strengths:

  • Technical complexity – From a technical standpoint, this CMS is the most sophisticated.
  • Speed – A page within Drupal will generally have a better load time than those within Joomla or WordPress. Essentially, it is more efficient and lightweight, so the strain on infrastructure is reduced (meaning your resource expenses should be minimized – especially if you use high-performance cloud hosting).
  • Flexibility – Like WordPress, the Drupal community has created a broad range of plugins and themes. You can even edit the root files.
  • Free – You incur no direct costs to install and use it.

Drupal is incredibly robust, but you may feel overwhelmed if you feel uncomfortable “looking under the hood” at your site’s code.

Mening recommends having an introductory understanding of standard coding languages such as PHP and HTML. “You don’t need to be an expert necessarily,” he says, “but being able to troubleshoot error messages and identify code problems will be a HUGE benefit.”

Joomla (7.2%; 3.4%)

Now let’s take a look at the 2nd most popular content management system. We’re looking at this one last because it is generally considered to be a middle-ground between WordPress and Drupal.

This option isn’t as technically complex as Drupal is, but it is similarly robust.

Here are basic reasons why so many people choose it:

  • Flexibility – Similarly to the other two major platforms, Joomla can be customized by simply picking out the themes and plugins you want – out of a catalog of more than 6000 of them.
  • Social networking – Many users consider Joomla the best CMS in which to seamlessly create social networks.
  • Commerce-ready – This platform is also probably the fastest and least challenging in which to place an online store.
  • Technically approachable – This option is a good fit for those who find WordPress overly simplistic and Drupal excessively advanced. The majority of people won’t require technical help to create and maintain a Joomla website.
  • Support on-demand – Joomla’s help portal may not be as wide-ranging as the WordPress support forum is, but it is more easily manageable than what Drupal has available.
  • No cost – Like the other two major CMS environments, Joomla doesn’t cost anything to download and use.

People who adopt Joomla appreciate that they can get great user-friendliness while still being able to craft their site relatively freely. “Joomla has brilliantly combined the power and flexibility Drupal has to offer,” Mening comments, “while also retaining the intuitive, user-friendliness that WordPress excels at.”

High-performance CMS hosting

Do you want your CMS to load as fast as possible for your audience? The Total Server Solutions Cloud, with its SolidFire SSD-based SAN storage backend, provides lOPS levels that are unmatched by virtually any other cloud hosting provider. Your cloud starts here.

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In the modern world, everything seems to be in a perpetual state of flux. There is perhaps no field to which this omnipresent change is more central than computing. Here are 11 IT trends and how to be prepared as they transform data centers in 2017.


  • Introduction: Information technology comes of age
  • IT trends becoming more prevalent in 2017
  • Innovative and responsive high-performance infrastructure


The long-range trends that are reshaping data centers through 2020 – limitless infrastructure, unceasing business needs, and an evolution of control – can sometimes seem beyond challenging. However, IT leaders must be prepared.



Introduction: Information technology comes of age

It’s impossible to know exactly what will happen in the coming years, but one trend that is impacting business at all levels is the transition from a mechanistic to an informational approach. This transformation has involved an overhaul of policies and procedures, management expectations, internal roles, and company culture.


IT is of course not new but is maturing, delivering a major impact to the consumer and business worlds at each phase of its development. Russian-American sociologist Pitirim Sorokin believed that the rise of the “information age” represented a radical cultural revolution that resembles the inception of agriculture or the advent of the scientific era – although more shocking because of its sheer speed.


The blisteringly fast increase in knowledge that is so readily acknowledged today was addressed by William Conboy in the 1960s, noted Chris Anderson of Bizmanualz. “Conboy estimated that the amount of knowledge in existence doubled between 1 AD and 1750,” reported Anderson. “Knowledge doubled again by 1900, 1950, 1960, and Conboy projected it to double again by 1963 and beyond.”


IT trends becoming more prevalent in 2017

Lists of trends are sometimes not given the credit they deserve. Yes, the Internet does become a bit obsessed with trends. However, genuine analysis of how the industry is evolving is invaluable.


For instance, esteemed analyst David Cappuccio listed top trends for IT decision-makers to use in their strategic plans at Gartner Symposium 2016.


One thing that is certainly changing is the perspective toward what is possible within a data center. Business leaders increasingly expect internal infrastructure to resemble the expense and scalability of high-performance public cloud.


Trends mentioned by Cappuccio include:


  1. Data centers aren’t over

The on-premise data center is on the decline. By the end of the decade, 4 out of every 5 workloads will run off-premises, in Cappuccio’s estimation. These workloads are occurring through a patchwork of third-party locations.


Hybrid means flexibility but not simplicity, noted Cappuccio. “As workloads move off premise, our lives are not getting easier,” he said.


It’s necessary for CIOs and directors to pay close attention to key performance indicators (KPIs), regardless whether systems are on- or off-premise.


  1. The fabric is growing

To foster resilience in a data center, disparate assets are peered within a multitenant fabric. Interconnect fabrics now additionally peer sites that are remote.


The notion of fabric is to increase availability for better service continuity and, in turn, stronger UX.


What encompasses a firm’s IT architecture is, effectively, broadening, noted Cappuccio. Infrastructure “is not just on prem, but [involves] all services provided to customers,” he said, adding that IT succeeds when “services are delivered from the right place, for the right price, from the right platform.”


  1. Stop: it’s container time

Let’s face it: containers are too legit to quit. Increasingly popular in development and DevOps, they allow apps to be partitioned as microservices for deployment on virtual or physical servers. It’s up to IT to supply the backend and support for this breakthrough model.


Containers are tricky because they are ready-made for scalability, but they are also characterized by impermanence – sometimes only existing for a split-second. Orchestration and automation will be key to managing container workloads.


  1. Business drives IT

More and more, heads of business departments are looking beyond the boundaries of their organization for their high-performance infrastructure needs. In fact, Gartner-verified data shows that nearly a third of IT dollars (29%) are spent on off-prem solutions.


As the cloud rolls in (leading, of course, to fog computing), IT will gradually transition to a more consultative role in brokering or curating services that better support the immediate needs of business.


  1. The service-oriented approach

IT can be viewed as a service provider. To extend the brokering or curation idea, the responsibility of the datacenter is about finding the services that most meet continuity, latency, security, compliance, RTOs (recovery time objectives), and other factors.


  1. Waste management

Other research validated by Gartner estimates that ghost servers – which are active but serve an unjustifiable purpose – make up 28% of corporate infrastructure. Similarly, two out of five racks (40%) aren’t fully provisioned.


Designation of racks for certain departments is a primary reason for this misuse of resources, explained Cappuccio. “We must put more governance in place to understand what’s running and why,” he said.


Here are a seven ways you can limit this form of waste:


  • Right-sizing your resources (provision to fit the job)
  • Tagging workload lifecycles for company-wide monitoring
  • Avoiding data egress so pointless copying doesn’t occur
  • Throttling workloads that are underused
  • Evaluating price structures to verify they are logical;
  • Prioritizing open source management programs; and
  • Recycling stranded resources.


  1. Expansion of IoT

To understand the emerging scope of the Internet of Things, think twenties: by 2020, 20 billion devices will be online. To understand the security challenge, consider how popular IoT endpoints such as thermostats and webcams are as DDoS botnet slaves.


“IT must start thinking about an infrastructure to support IoT,” said Cappuccio. Networking and interoperability are key issues to address.


  1. Need for IoT management

Use of the IoT could come with extraordinary IT labor and administrative costs. Think in terms of installation, registration, calibration, testing, maintenance, and eventual disposal.


Yes, the IoT bears similarity to other data center needs, such as edge computing or bandwidth improvements, but when you map the future of the IoT, the most shocking trait is its scale.


  1. Building on the edge

Don’t look down. The centralized nature of infrastructure is being modified rapidly to better serve the business. Placing workloads in greater proximity to your users – especially in the era of real-time IoT needs – better contributes to high-performance infrastructure.


Edge computing or microcomputing sites are powerful in these scenarios. User management, distribution, and synchronization are all fields of knowledge that can help architects prepare.


  1. Up-and-coming IT roles

As IT continues to shift and reshape, giving rise to new responsibilities, what once were novel roles are becoming increasingly commonplace.


Cappuccio highlighted these six:

  • IOT architect – Processing, networking, and management of your IoT.
  • Cloud sprawl manager – Cost containment for stranded per-use resources.
  • Strategy architect – Refinement in delivering high-performance infrastructure to meet business objectives.
  • Capacity recovery/optimization director – Aligning resources with needs in a parallel function to sprawl managers.
  • Vendor broker – Grasp of available providers’ performance, cost, and SLAs.
  • End-to-end/performance manager – These roles “reflect the growing importance of workload performance and user satisfaction management in the enterprise,” said Stephen J. Bigelow of TechTarget, paraphrasing Cappuccio. “Knowing that each aspect of an application is running well can offer early warning for potential problems, as well as insight for improvement.”


Innovative and responsive high-performance infrastructure

 As we look toward how business computing will evolve through and beyond 2020, the focus will be on ramping performance and flexibility through hybrid, on-prem, and off-prem systems.


At Total Server Solutions, we provide a performance infrastructure and thoughtfully engineered services that function as a whole. Check out our solutions.

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E-commerce itself is trending

Yes, the title of this piece is grandiose. However, it may not be an exaggeration. Increasingly, the extent to which a company understands e-commerce is reflected by their success.

Take this statement from Cusha Sherlock of Credit-Suisse: “The e-commerce industry is a force that no investor can afford to ignore.” Also consider this forecast from eMarketer based on the available industry data:

  • 2016 retail e-commerce revenue – $1.915 trillion
  • Expansion will be at or above 10% each year through the end of the decade.
  • Revenue will exceed $4 trillion in 2020.

Now, of course, e-commerce is just a fraction of the global retail market, which totals $22.049 trillion worldwide (and is currently growing at 6.0% annually). However, consider that e-commerce retail is growing at a faster rate than general retail (10 vs. 6), and that it represents an increasingly larger share of the overall figure each year. It’s currently at 7.4% of worldwide retail, and the eMarketer projection estimates it to hit 14.6% in 2020.

The bottom line is that it’s time to pay closer attention to e-commerce to future-proof your business. Let’s look at six top trends:


Trend #1 – Smoke-signal analytics

Analytics essentially becomes more sophisticated when it ties in signals related to each different possible avenue a customer can go. That’s the focus of a software such as Kissmetrics, which gives a signal to each source of traffic, tracking users from source to sale (or abandonment, or bounce).


Trend #2 – Real-time proposals & engagement

How important is it to interact with customers? Well, it will make you more money.

Gallup describes customers as fitting within three different categories: completely engaged, neutral, and completely disengaged. The pollster’s research reveals that engaged users go to e-commerce sites 44% more than disengaged ones do, and their total purchase is higher (373 USD, compared to 289 USD for a customer that is disengaged).

As businesses realize the importance of engaging visitors in the new year, they will use strategies such as these to do so:

  • Incorporating customer stories into the blog
  • Replying to customer concerns through video or a short piece
  • Sending e-mail newsletters with exclusive loyalty-based discounts
  • Consistently posting helpful information to social and on-site.

Businesses will review and potentially upgrade their adoption of live help desk platforms, advised Michael Lazar of Engadget. “This solution actively engages customers and allows them to ask questions via an online chat system, social media, phone, message and more,” he said. “Tickets are created that the customer support team can respond to in real-time.”

Why do you want to adoption an in-the-moment solution to serve prospects? If you think people like to do it by themselves online, well, that’s not the case: according to a six-nation survey of 5700 digital shoppers, 87% want support at some point during their buying journey.


Trend #3 – The money in omnichannel

There are many reasons why people have hesitated to buy products on their cell phones and tablets: the desire to use a bigger screen; concerns over privacy and security; difficulty with the vendor’s app or mobile site; etc.

However, the world has gone increasingly mobile in the past five years. It should be a shock to those who think of the Internet as fundamentally a network of personal computers that recent research revealed 56% of visitors to top sites are on a mobile device.

People still don’t want to use their smartphone or their iPad to buy, though. Robert Allen of Smart Insights described the findings of a study from 2016: “[A]lthough mobile (phone and tablet) accounted for 59% of all sessions by device on eCommerce sites, these mobile browsers made up just 38% of revenue,” he said. “Desktop was still dominating for conversion even though mobile browsing is the norm for research.”

The important thing to realize about your company is that its connection to customers is holistic rather than truly broken up into different channels. That’s the basic guidance behind the notion of the all-inclusive, omnichannel sales approach. After all, the study above also discovered that when a large portion of a company’s traffic is mobile, it comprehensively achieves better conversion. The user is checking out your product on their phone before they open their laptop or go to their desktop and buy. In other words, mobile users are buyers and should not be undervalued.


Trend #4 – The encroaching singularity

You may know of best-selling author Ray Kurzweil, whose concept of the singularity suggests that artificial intelligence will suddenly generate rampant and rapid-fire growth in technology, bringing about systemic social alterations.

Well, artificial intelligence is indeed growing. Kit Smith of social media monitoring firm Brandwatch noted that AI digital-assistant tools such as Google’s Assistant, Microsoft’s Cortana, Apple’s Siri, and Amazon’s Alexa are changing the playing field for online sales. “This will impact E-commerce as the beginning stage of the research process may be increasingly conducted by chatting to a personal assistant,” he said. “Ecommerce brands will need to keep an eye on how these developments change the buyer journey and adapt.”


Trend #5 – Subscription fever

The rise of cloud-based SaaS programs has popularized and proven the subscription model for all e-commerce parties. It means consumers aren’t required to commit as many funds upfront and that companies are able to keep bringing in revenue over time.

No one said that subscriptions had to only be for technology, though. Some e-commerce companies have been popping up that embrace subscription purchasing of physical products, explained Allen. “Founded just five years ago in 2011, the dollar shave club, a prime example of a subscription-based eCommerce site, is now worth an incredible $615 Million dollars!” he said. “From nothing to $615 million dollars in five years. Just selling razors.”


Trend #6 – Chatbot mania

Get ready everyone: the Internet is getting ready to enter an era of chatbot mania. Because the chatbot is not just any bot. To be serious, this marketing sidekick is a critical one that could be described as introductory in 2016 and emergent in 2017.

Chatbots are not a completely new idea, but they became a trend because of their rising adoption – making them deserve attention from marketing influencers and executives.

Julia Carrie Wong wrote a great article for The Guardian on chatbots in April 2016. It talks about how these new non-human AI virtual assistants emulate sales and service interactions.

The sort of case study Wong uses to express the increased focus on chatbots is the Kik Bot Shop – a spinoff of the messaging app Kik.

The service, presented in Fortune as a sort of app store for bots, started in April with 16 bots from brands such as Funny or Die, Vine, the Weather Channel, and H&M. The platform was open, so anyone could develop one for it (assuming they follow Kik’s ban on “adult” content).

“Without a chat bot, a user might direct his browser to, then type in their zip code to get the forecast,” explained Wong. “With the Kik’s Weather Channel bot, a user can send a chat asking for ‘Current Conditions’ or a ‘3-Day Forecast’ and the bot will reply with your answer.”

How big are bots? There were more than 20,000 bots on Kik by August 3, just four months after the platform’s creation.


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