Ksenia Mayorova, an expert in the development of international IT products, former head of IT products at Yandex and VKontakte, told how to effectively conduct experiments in companies so that they become a development tool
Experiments in business are systematic studies or practical tests of hypotheses. They are most often conducted to gain knowledge about a product, audience, to optimize business processes or production, to develop innovations and bring new solutions to market. They can involve products, marketing or operations.
In this article, we will talk about experiments related to launching new products/services or testing changes to them. Most often, they are carried out using the following types of tests:
A/B – division of the experimental object into two groups, where A is the standard version and B is the modified one;
A/A — division of an object into two identical groups to check the stability of the state;
A/B/C – using three options to compare the effectiveness of different changes;
switchback — a method of testing changes to a product in which innovations are enabled only for a limited group of users. This allows one to assess the impact of changes on their behavior and avoid undesirable network effects, when changes to a product affect not only an individual user, but also the interaction between users in the system.
In general, this approach acts as a driver of progressive changes and helps make strategic decisions. Let’s consider several situations when conducting an experiment would be appropriate:
It is important to avoid large-scale risks when launching a new product feature. Any changes can have both positive and negative consequences. For example, if you work with an online store and plan to launch a new order or payment form for customers. Data shows that people often abandon their purchases at the checkout (once they get to the checkout or payment page). This can happen, among other things, because the form is too complex. Therefore, testing the updated checkout process will be required, since any change in this section can greatly affect your profits.
It is necessary to accurately track how a new change increases business indicators. This request often occurs in corporations or when working with complex algorithmic products using machine learning (ML) models (a subdivision of artificial intelligence, where a machine is trained to recognize certain patterns or behave in a certain way based on the data provided). For example, with the help of ML, we made a new algorithm for assigning a courier to deliver food. And to check that in reality it will work better than the previous one, we conduct an experiment.
You need to test a hypothesis that will show which direction to take or resolve a controversial issue. In case of uncertainty within the company, experiments can serve as a tool for collecting objective data and making informed decisions. This is a scientific way to avoid disputes and one expert opinion. As an example: if you are launching digital customer acquisition funnels, testing several hypotheses will show which onboarding (introducing the user to the product) converts the user into a purchase better.
Need to improve user experience. Experiments can be useful for testing and improving customer experience on websites, mobile apps, and other platforms. For example, marketplaces are experimenting with audience engagement levels through personalized product recommendations. The process is based on user preferences, browsing history, and activity on the platform.
The company has a lot of resources. This is a large staff and financial capacity. For example, corporations such as Booking or Aliexpress can conduct dozens, if not hundreds of experiments in parallel, because they have such an opportunity. In addition, the development of innovation helps such companies to remain flexible.
When you shouldn’t experiment
While experiments are a great tool for business, there are situations where they may not be practical or even possible. Here are some examples:
Business works with a very small amount of data. In such a situation, the results may be statistically insignificant, which makes them uninformative. If the company works in the B2B segment or is a startup with 100 orders per month, then it is too early to think about quantitative experiments. In this case, it is more appropriate to conduct qualitative research: surveys, feedback analysis, interviews, etc.
The company has a limited budget. An experiment is always expensive and labor-intensive. To conduct it, a team of several people must be involved in formulating the correct hypothesis, metrics for tracking the result, and decision-making criteria. Someone must also check the accuracy of the data you receive. All this takes time, costs, and expertise. But it is not a fact that these actions will help achieve the desired result. Therefore, if financial and human resources are limited, it is more appropriate to think about making decisions based on previous experience or best practices in the market.
It is impossible to formulate a correct hypothesis. When conducting an experiment, this is the most difficult process: to understand what exactly you want to do, how to track the result and how it will affect further actions. A hypothesis requires thinking through the work several steps ahead, logic and interpretation of data into actions.
The company cannot find the necessary metrics. In this case, it is impossible to correctly measure and understand the result. If the metric is chosen incorrectly, you may not see the effect from it and the experiment will not be indicative.
Decisions need to be made quickly. The process can take a long time to produce meaningful results. Therefore, in situations where a quick response is required, conducting an experiment may not be practical.
What you need to know before starting an experiment to make it work
First of all, you need to understand that experiments are associated with risks. Very often, they are conducted to find out that changes will not break the main business indicators. Accordingly, you need to be prepared for the fact that the indicators may fall, and have a clear plan of action in advance if they decrease by a critical percentage for your business and industry.
Internal conditions are also important. This includes the creation of an innovative environment, support from managers, budget, team, flexibility in decision-making, access to data, including monitoring user behavior. A special role in the team is given to data-oriented specialists: Data Analyst, Data Scientist, Data Engineer and others. These are experts focused on working with information for its analysis and use in order to make business decisions.
If all of the above is in place, the next step is to learn the principles of conducting experiments.
1. Formulate and test the hypothesis correctly
The hypothesis should come from the problem of clients/users or assume where such a problem comes from. It should be based on knowledge, not on fantasies. It is also important to understand what metrics it can affect.
An example of a good hypothesis: “If we influence the cause, then metric X will change in such and such a direction due to the fact that the client will do something differently.”
An example of a bad hypothesis: “If we paint the booking button green, the conversion rate to creating a booking will increase.”
2. Decide what metrics will be used to judge the outcome
There are no universal metrics, their choice depends on the industry and stage of business development. You should go from large ones, such as the average check or session duration to the conversion funnel (for example, conversion to app installation, registration or purchase). You need to clearly understand: what you do directly affects the indicators you track, including the most important metric. In product businesses, this is the North Star Metric (NSM) – the only important indicator used to assess the overall success of the company and the achievement of its strategic goals. NSM is often associated with how users interact with the product and how well it meets their needs. This could be, for example, the number of active users, customer satisfaction level, total sales volume or another key indicator.
3. Design the experiment (type, sample, duration, geolocation, platforms)
Consists of key stages:
Select the type of experiment: A/B, A/A, A/B/C testing or switchback.
Determine the sample size for statistical significance. The characteristics of the target audience (gender, age, occupation, and other characteristics) may also be taken into account.
Determine duration, locations, and platforms. Includes choosing the timing to collect enough data (here you need to consider seasonality and other time factors that may affect the results). Selecting a geolocation (region, city, country) and platform: determine where the experiment will be conducted (web, iOS, Android) and adapt it to the features of the chosen platform.
4. Test to see if everything works as you intended.
If everything works, then start the process, selecting the person responsible for monitoring (usually a data analyst).
Personal experience
I will tell you using the example of a company that deals with small cargo transportation. In logistics products, in order to increase the share of completed orders, completeness of information about delivery is important, and much is tied to direct communication between the customer and the contractor. We noticed that one of the reasons for order cancellations is due to failure to call from one side or the other. I decided to test the hypothesis: if we give the sender the opportunity to provide the recipient’s phone number immediately when creating an order, this will reduce the share of cancellations, because the contractor will have the opportunity to call another number to clarify the delivery time and other details. To do this, we conducted an A/B test, and it turned out that such a change really has a positive effect. At the same time, it helped our users and improved business metrics.
At the end of experiments, you always need to understand what to do after calculating the results. In our case, we implemented the change to 100% of users and it became part of the product.
If you plan to establish a culture of experiments in your company, it is important to involve the team in this, collaborate around how to test the right hypotheses with minimal risks and resources. Use a scientific approach: for this, each team member must understand what a good hypothesis is, what types of experiments there are, and what metrics to look at. All this helps to understand that the results of the experiment can be trusted and changes can be implemented into the product.
Marketplaces have become a driving force in the development of online trade, improved logistics and contributed to the development of e-commerce in the regions. According to the Association of Internet Trade Companies, the volume of the e-commerce market in 2023 grew by 28% and amounted to ₽6.4 trillion, largely due to the growth of sales on marketplaces. In the second half of 2023 alone, they fulfilled 77% of all orders in the online trade market.
Quick launch and low entry threshold have ensured marketplaces’ popularity, although the growth of sellers on the platforms has slowed down over the past year. Approaches to store positioning have also changed — each seller strives to emphasize the uniqueness of the product. Marketplaces remain an effective sales channel, but are no longer the only one for sellers — in addition to showcases on large platforms, they are actively developing their own websites. The “marketplace + website + omnichannel” model will be a trend in the coming years.
According to the Coordination Center for the National Domain of the Internet, already in 2021, the majority of SME representatives had their own website on the .ru or .рф domains, namely 81% of small businesses and 89.5% of medium-sized businesses (versus 54% in 2019 ).
A website is an intangible asset of a company. It allows you to tell users about your business, present services and products, gain the trust of your target audience and resolve objections. And also to emphasize the status of your company.
In 2022, according to Data Insight , almost half of sellers reported an increase in sales on their own websites after entering marketplaces. And a study by Tinkoff eCommerce shows that 75% of marketplace users check the seller’s website before buying. And mainly to make sure that the seller is not a scammer.
Over the past two years, many new non-specialized players have entered the marketplaces — some have lost traffic on their websites, but have increased sales as sellers. To ensure a sustainable niche, experienced sellers will focus on brand development and personalization.
Data Insight notes that sellers have become increasingly interested in building their own brands, a trend that will strengthen in the coming year. This is also facilitated by the fact that consumers are looking for unique products and stores that match their preferences and tastes. 75% of D2 °C buyers are willing to pay more for a personalized experience. This trend is especially noticeable among young cross-border buyers – 58% of them prefer to buy directly from the seller’s website.
How websites solve business problems
Users constantly check information on the Internet – compare prices, look for additional information about the seller and goods, information about discounts and loyalty programs. A competent selling online store removes objections and helps find customers. Here’s how else a website helps a business.
Increases customer loyalty
Through the website, a business can work with a client base – collect personal data, email addresses for mailings, set up targeted advertising. On marketplaces, for example, there is no such opportunity yet – sellers cannot collect information about users.
The site helps to maintain contact with customers, promptly inform them about new products, promotions and special offers, and also answer customer questions about the product, thereby increasing the conversion to purchase. This strengthens relationships with existing customers who are willing to spend more on products of their favorite brand than new buyers.
Creates a brand and tells about the company
53% of users believe that the brand influences the purchase decision more than other factors. The company’s website conveys uniqueness, style, values, individuality through design and content. A professionally designed website helps create a unique and memorable image of the company. On the platform, you can post photos of employees, additional information about the company’s technologies and achievements in the industry, and share the history of the business.
Simplifies interaction with users
With modern web analytics tools, you can track user behavior on your website, analyze their preferences, and improve conversion. With the help of feedback forms and online chats, you can organize feedback with customers, get feedback on products, and quickly respond to questions. This will allow you to establish a strong emotional connection with customers – companies that have succeeded in this have a higher market value . In addition, loyal customers who are emotionally connected to the brand are willing to spend more.
Reduces costs and automates sales
Order processing, receipt issuance, dispatch and delivery control can be automated using additional programs, such as CRM. This allows you to reduce operating costs and improve business efficiency.
Attracts new customers and presents products
The website is the same showcase as a store on the marketplace, but it allows you to tell more about the product, delivery methods and terms. Detailed descriptions, high-quality website design and company transparency help the client make the final decision to buy. In addition, with the help of SEO, contextual advertising, content marketing and other tools, you can attract more users to the site.
Marketplace / social networks / website
Social networks contribute to business development only up to a certain point – as the main or only way of promotion, they are used by beginning entrepreneurs or small businesses. As the company grows, the need for its own online store usually appears.
Another problem appears on marketplaces – the brand gets lost among a huge number of competitors. Most marketplace users do not care who exactly to buy the product from – the presence of positive reviews and the price are decisive. The seller becomes “one of”, so sooner or later the question of developing an identity arises. At the same time, a strong brand significantly strengthens the store’s position on the marketplace and helps to increase turnover.
How to determine if a company needs a website
Not every private entrepreneur needs a website – for example, for a seller who has just entered the marketplace or has a limited range of goods, creating his own online store does not make sense. A small business that does not have significant turnover and works mainly with local clients can also do without a website. But already with an increase in sales, it is worth thinking about at least a simple business card to attract new clients and develop the brand.
When is it better to choose a marketplace
At the start of a business
The advantage of marketplaces is a quick launch, well-established fulfillment and a wide audience. According to Data Insight , 97% of users who buy online use marketplaces. And to enter the platform with any product, it is enough to create an account, enter into an agreement with the marketplace and upload a catalog. Marketplaces themselves are responsible for attracting traffic to the platform – the seller does not need to spend money on additional advertising. The platforms also take on the delivery of goods, storage and packaging.
When selling products to a wide audience
Products for a wide audience sell especially well on the platforms – household chemicals, clothes, toys, dishes, small household appliances. Things that are always in demand. But expensive items, jewelry, premium products are less likely to be in demand on the marketplace. At the same time, if the goods are stored in the warehouse for a long time and are not sold, the platform may charge a fine.
What kind of sellers is the site suitable for?
For companies that develop a brand
To avoid getting lost among the many sellers on the marketplace, develop your brand presence with the help of a website. Users will receive more information about the company, will be able to learn additional characteristics of the product, values and advantages. The website will allow you to strengthen relationships with the audience through competitions, promotions and reviews.
For manufacturers, owners of private labels
If you have a production, for example, you are engaged in sewing clothes, assembling furniture or making jewelry, a website will help to gain the trust of the audience and form loyalty.
For sellers with a complex product
Before ordering certain product categories, such as fragile goods or equipment, the user will look for additional information about the seller. Of course, you can create well-written, attractive product cards and reflect the characteristics in the description, but if the user does not find information about the store on the Internet, he may not decide to make a purchase. The site will close the objection and strengthen trust. And this is also an opportunity for the user to ask questions of interest and make sure of the seller’s integrity and openness.
Using Magnit as an example, we will look into why a large retailer needs its own marketplace, how it may differ from existing large platforms, and how to launch it in a highly competitive market
Provide customers with an “endless shelf” online with a wider range of products than in stores.
Increase the frequency of purchases and the average bill.
Increase the lifetime value (LTV) of clients within the Magnit ecosystem.
To take a strong place in the e-commerce market.
Background and motivation
In 2020, the share of e-commerce in total retail trade exceeded 10% and has been steadily increasing since then . And the faster this growth, the more the impact of e-commerce is felt in the offline segment.
“About five years ago, the company realized that changes were needed to maintain its position in the market. Otherwise, the development of e-commerce and other players would begin to have a strong impact on the business,” says Konstantin Izmailov, CEO of the Magnit Market marketplace.
The retailer began developing the foodtech direction and launched grocery delivery from its stores. The new option became popular among customers, and the company began thinking about creating its own marketplace. At the same time, the fight for market share in Magnit was not considered a priority.
On average, customers visit Magnit offline stores seven to eight times a month. But the selection there is not as wide as on marketplaces. The store space is limited, and many items and categories of goods are not presented here. Therefore, the retailer wanted to provide its 80 million customers with an expanded selection – an “endless shelf” of goods in the marketplace format.
Konstantin Izmailov:
“If we talk about creating a classic marketplace from scratch, then the market is already too saturated for this, it is almost completely distributed between the top players. But we have a different case: for Magnit, the marketplace is a synergistic story and a continuation of the offline business. On the one hand, Magnit’s infrastructure and audience help develop the marketplace. On the other hand, opening a marketplace pickup point in stores already affects their performance, increasing traffic.”
At first, the company tried to create an online platform on its own. But the team came to the conclusion that it would take up to three years to launch the marketplace. They abandoned this idea and began to look for alternative options.
Solution
At the end of 2023, Magnit decided to acquire the KazanExpress marketplace and launch Magnit Market on the basis of this platform.
According to the results of the first half of 2023, KazanExpress’ turnover reached RUB 9.2 billion, and its market share in the marketplaces was 0.3%, which put it in sixth place among the largest e-commerce platforms in Russia.
KazanExpress had a small network of 500 pick-up points, one fulfillment center, and worked with sellers only under the FBO scheme (Fulfillment by Operator – trade from the operator’s warehouse: sellers independently ship goods to the marketplace warehouse). But Magnit’s infrastructure capabilities made it possible to quickly remove these restrictions and use the purchase of KazanExpress to speed up entry into the marketplace market.
Implementation
The integration of Magnit and KazanExpress started in February-March 2024. It included four main areas.
Pick-up points. Now they are placed in the retailer’s own stores. This allows for rapid scaling and avoids spending money on purchasing or renting premises or opening agency pick-up points. “Territorial proximity is of decisive importance for customers. No one is ready to walk to a pick-up point more than ten minutes from home or office,” emphasizes the CEO of the new marketplace.
At the time of the deal, KazanExpress was significantly inferior to its competitors in terms of the number of pick-up points, even in its home cities. Opening pick-up points in stores allowed the marketplace to be quickly made convenient, Magnit notes. The partner pick-up points left over from KazanExpress continue to operate.
Some pick-up points were opened in settlements with a population of less than 10 thousand people, including villages. Even without advertising, the flow of orders here was comparable to new points in large cities. Word of mouth worked: local cashiers told their friends about the new option, and they began to actively use the pick-up points.
Konstantin Izmailov:
“By opening pick-up points in stores and watching their results, we have gained an even better understanding of our potential in the regions. Magnit has several dozen stores inside the Third Transport Ring and another 30 thousand outside it. It is interesting to see, for example, the pick-up point in the village of Podstepki in the Samara Region among the best pick-up points in terms of the number of orders. In the future, Magnit Market will become a good way for sellers to grow their sales in the regions.”
Product integration. Magnit has a direction called Omni, which unites three verticals — a marketplace, a loyalty program, and foodtech. All of them are presented in the retailer’s main mobile application, Magnit: Promotions and Delivery.
The number of active users of this application is 20 million, it works in all regions where the retailer has offline stores. The geography of Magnit Market is still smaller (Central, Volga, Ural Federal Districts, Moscow and the Moscow Region). It is shown to users of the main application only where the marketplace is presented. This audience is about 5 million people.
The marketplace was connected to the main Magnit application already at the first stages of integration. A little later, Magnit Market was connected to the Magnit loyalty program. Now Magnit Market is already deeply integrated into the main application: for example, its main screen shows the products of sellers.
At the start, the team had a hypothesis that the profiles of purchases and users on both platforms would be similar. However, it turned out that in the retailer’s main application, the marketplace is perceived as an extension of offline stores, but with a wider selection. Here, people primarily order food and household goods. In turn, Magnit Market focuses more on other categories that people usually go to online platforms for – equipment, clothing, car products, etc. Now the company wants to increase the penetration of new categories, which has become a separate area of work for the team.
Logistics. For the new marketplace, the logistics capacities and chains of the retail network were used – in cases where it is effective and provides savings. At the time of the deal, KazanExpress had one sorting center; by the end of 2024, Magnit Market will have 11 of them.
Three months after the start of integration, the marketplace launched in Moscow, opening a network of pick-up points and an order acceptance point for sellers. According to Konstantin Izmailov, the launch in the capital allowed them to work out processes for entering new regions, as well as start working with local sellers. This is a large audience of sellers: a third of the sellers working on the marketplaces are located in Moscow and the Moscow region.
Purchasing processes. In some categories, Magnit Market works with the retailer’s suppliers, often on the same terms as those established for the retail chain. This model allows the marketplace to offer low prices on popular products, and thereby increase the efficiency of attracting new users and the frequency of purchases.
Sellers were concerned that Magnit Market would become a platform for Magnit suppliers and it would be difficult to compete with them, says Izmailov. But the main task of the marketplace is to provide customers with additional assortment. Therefore, the retailer works with suppliers only for certain categories of goods. In most categories, only marketplace sellers are represented.
The integration was fully completed in the summer of 2024.
Results
Since the beginning of the integration, the geography of the marketplace has expanded from 120 settlements to 200, and the number of pick-up points has grown fivefold – to 2.5 thousand. Previously, the site had only one sorting center, now there are four, and six more are in the process of opening.
“Our main focus is not to take some market share, but to carry out integration, to become the first choice marketplace for a significant portion of Magnit customers, to increase the network’s performance and give it an additional impetus for growth. Market share will be the result of solving these problems,” notes Konstantin Izmailov.
One of the main indicators reflecting the influence of the marketplace on Magnit’s core business is the LFL (Like for like sales) indicator. It allows assessing the dynamics of sales in retail outlets and includes turnover and traffic within the store.
“We are closely monitoring this indicator. And we see that it is starting to grow against the backdrop of the opening of a pick-up point in the store,” explains the marketplace director.
While working on the marketplace, another project was born that will also affect this indicator — Magnit Post. This is a delivery service for orders for online stores that are not represented on the marketplace. The project was launched in August 2024.
Plans and Prospects
According to Konstantin Izmailov, 2024 will be the year of preparation for the active growth of the new marketplace.
By the end of the year, another 2,000 pick-up points will open in stores, their total number will grow to 4,500. In 2025, this figure will double. In the future, pick-up points may appear in every Magnit store.
Konstantin Izmailov:
“Any marketplace needs three basic components. These are a convenient network of pick-up points, assortment, and marketing. We started with the first. Now, in those cities where we brought the pick-up point network to third place compared to competitors, we are starting to launch advertising campaigns. The growth point for us, of course, remains the assortment. We are currently working on the FBS scheme (Fulfillment by seller – sellers can sell from their own or partner warehouses) and count on it as a driver for assortment growth.”
Magnit Market emphasizes that the competition between sellers in most product categories is significantly lower here than in other marketplaces. “We do not want the buyer to see a hundred tabs with identical products in the search results for a simple request. It is important for us that the marketplace client can easily find what he needs and buy it at a good price. Just like he does on a store shelf,” comments Konstantin Izmailov.
In addition to launching FBS, the marketplace plans to expand to new regions in 2025. Magnit Market does not yet operate in Magnit’s native Krasnodar Krai. There are also enough regions in the north, south, and east of the country where the retailer’s infrastructure allows for the launch of a marketplace, the platform’s CEO concludes.
The necessity of data security is of critical importance in the modern world. For this reason, many technologies can be preferred to monitor the security of corporate networks, detect problems, solve them and take precautions. IPS and IDS methods are one of these technologies. Failure to monitor threats in corporate networks and not taking precautions leads to serious risks. You can read the rest of our article for more information on the use of IPS and IDS.
IPS is a network security tool that detects unauthorized access to a network and monitors possible malicious activity. These tools can be hardware or software. (Intrusion Prevention System) IPS also has the ability to prevent detected attacks, unlike IDS. The question “What is IPS?” can be answered as “a system that intervenes in attacks in real time.” When the IPS system detects an attack, it takes action and prevents attacks from harming the network. In this way, when the two systems are used together, IDS detects attacks, while IPS prevents attacks and provides comprehensive protection.
What are the Types of IPS?
There are 4 different types of IPS used today. These are;
Network-based intrusion prevention system (NIPS)
Wireless intrusion prevention system (WIPS)
Network behavior analysis (NBA)
It may be listed as host-based intrusion prevention system (HIPS).
NIPS analyzes the entire network for protocol activity, while WIPS monitors wireless network protocols and checks the network for suspicious traffic. It is also NBA’s job to provide anomalous traffic analysis and check for anomalous traffic flow, such as certain forms of malware and policy violations. HIPS is a software package that scans a host and the events occurring within that host to check for suspicious behavior.
What is IDS?
IDS stands for (Intrusion Detection System) and can be translated into Turkish as Attack Detection System. It is a type of attack prevention system. IDS stands for Intrusion Detection System, which means attack detection system, and IDS prevents the attacks it detects. IDS can also intervene in these attacks instantly. It automatically intervenes in an action defined as an attack and prevents it from causing further damage to the network. It keeps log records of potential attacks it detects on the network. It analyzes network traffic regularly. It records the anomalies it detects.
What are the Types of IDS?
There are different types of IDS with different features. These are;
NIDS (Network Based IDS) monitors network traffic and detects attacks.
HIDS (Host Based IDS) can detect attacks on devices by monitoring all activities of a device.
How Do IPS and IDS Systems Work?
These are systems that work to monitor network traffic when there are unauthorized or suspicious entries into a network, and to flag and analyze these attacks. Preventing unauthorized entries, detecting unauthorized entries, and stopping detected attacks are possible with IPS and IDS systems working together. First, let’s look at how IPS and IDS work when used together:
Three detection methodologies are used to detect events.
Possible events are identified using the signature method. This is one of the most basic detection methods. A comparison of signatures or signature packets is performed.
In order to detect a planted anomaly, it compares the current attack with software that has been previously marked as dangerous. This detection method is very important for the healthy detection of threats whose security status is unknown.
Accepted profiles for security protocol activities are also compared with current events.
If the anomaly is identified as a threat or attack, the IPS closes the connection, session or traffic to prevent the threat traffic from entering the device and reaching its target.
Differences Between IPS and IDS
While IPS and IDS do not do exactly the same job, both solutions serve the same purpose. Both systems monitor networks. They monitor network traffic and data flow between devices and servers. However, the goals and scope of the capabilities of the two systems are different. When a potential threat is detected, only IPS can take the necessary action. However, both systems can provide discovery and alerts for action. Depending on the detection system used by an IPS or IDS system, both systems detect potentially suspicious behavior and work to reduce the number of false positives. Both systems have similar technologies for learning about attacks and threats. They also keep logs for monitoring and analysis. This allows performance measurements and reporting.
The main difference between IPS and IDS is that IDS is a monitoring system, while IPS is a control system. Both systems read network packets and compare the network content with a database of defined threats or basic actions. However, IDS cannot modify network packets. In addition, IPS can cut off transmission according to packet content, using the same method that a firewall does with the IP address. In addition, IPS types, which are classified according to different types of use and features, are more in number and features than IDS types.
IPS and IDS Usage Areas
In basic security architectures, IPS and IDS usually work together with the firewall. It is located behind the firewall. It works together with the firewall to increase the level of security. It can also catch threats that the firewall alone cannot catch and prevent. On the other hand, it constantly monitors the network. As a result of continuous monitoring, it can take precautionary actions, including reporting and attack prevention. The devices using this network can be hardware, software or a virtual server.
Benefits of Using IPS and IDS
There are significant advantages to using IDS and IPS systems that monitor all traffic on the network to identify any malicious activity. In order to bypass the firewall on the network, an attacker first detects a vulnerability in the device or software and exploits this vulnerability. IPS and IDS identify actions taken to exploit these vulnerabilities and block attacks without affecting any endpoints on the network. One of the most important contributions of IPS and IDS systems is that they can work both on the network and in data centers. In this way, they can provide comprehensive protection.
Institutions allocate a certain budget for cybersecurity management, which is increasingly important. There are many tools and software that protect against malware and attacks. However, by using IDS and IPS technologies together, you will have a system that can cover security management to a significant extent.
After the IPS and IDS configuration and installation processes are completed, there is usually no need for manpower. Thanks to this automation feature of IPS and IDS, you can make quick decisions while improving network security controls, usually without the need for a team.
You can work in compliance with many different tools and standards while using IPS and IDS. They are systems that are compatible with many standards and documents required to protect your sensitive data.
It can be configured to support the implementation of information security policies. You can also configure the system you use to suit the level of protection. For example; if you are using a single operating system, you can make settings that will block network traffic from other operating systems.
IDS does not have the ability to prevent threats like IPS, but it is ideal for use in industrial control systems (ICS) or critical infrastructures where outages are expected to be minimal. It detects problems and transfers them to teams responsible for security, such as the SOC team. In this way, it provides enough time to answer questions such as “Is an outage really necessary?”, “Should network traffic be stopped?”
IPS has become a more important requirement as malware grows faster and more complex. Therefore, IPS is ideal for environments where any intrusion could cause serious damage, such as databases containing sensitive data.
There are many advantages to using IPS and IDS. When choosing the right system, it is necessary to evaluate the balance of usability and protection level in detail. Before choosing the right system, you can review our Bootcamp training and blog page for more information.
The evolution of AI technology will not stop in 2024, and new trends will emerge in many fields. AI plays an increasingly important role in business and everyday life, and understanding how to utilize it is essential to stay competitive. In this article, we will take a closer look at the top 10 AI trends to watch in 2024 and explain how each trend is being applied in real-world cases with concrete examples.
1. The evolution of generative AI
Generative AI has made great advances in the field of creative content generation. For example, OpenAI’s ChatGPT and DALL-E have shown high accuracy and creativity in text and image generation. This technology is being used to automatically generate marketing content and create early design proposals, improving work efficiency and reducing costs. For example, advertising agencies have used generative AI to quickly create campaign visuals and optimize them for their target audience, resulting in a significant increase in conversion rates.
2. The fusion of AI and healthcare
AI technology is also bringing about major changes in the healthcare field. The development of AI-based diagnostic systems and personalized medicine is improving the accuracy and efficiency of patient treatment. For example, IBM Watson is improving diagnostic accuracy by analyzing vast amounts of medical data and proposing the best treatment for each patient. As a result, medical institutions ‘ diagnosis times have been shortened, enabling patients to receive early treatment.
3. Advances in autonomous driving technology
Autonomous driving technology has the potential to change the future of transportation. In 2024, level 4 and level 5 autonomous vehicles are expected to appear on the market, realizing a safer and more efficient transportation system. For example, Waymo is developing an autonomous taxi service, and in demonstration experiments, it has been confirmed that it reduces traffic accidents and transportation costs. This is expected to ease traffic congestion in urban areas and improve the convenience of travel.
4. The spread of edge AI
Edge AI is a technology that processes data on the device itself, rather than in the cloud , and is particularly important in applications that require real-time responsiveness. For example, smart home devices and IoT sensors use Edge AI to process data quickly while protecting privacy. For example, a smart refrigerator can manage the food inside in real time and notify users of expiration dates and stock status of ingredients, helping to reduce food waste.
5. Strengthening AI ethics and governance
With the rapid development of AI technology, ethical challenges and the need for regulations are increasing. In 2024, guidelines and regulations to ensure transparency and accountability of AI are expected to be strengthened. For example, the EU ‘s AI regulations require fairness and privacy protection in AI systems, and by having companies comply with them, they can improve social trust and manage risks . This will help gain consumer trust and lead to long-term business growth.
6. Promoting sustainability with AI
AI also plays a major role in environmental protection and achieving the Sustainable Development Goals ( SDGs ). For example, energy management systems using AI contribute to optimizing and reducing energy consumption. By introducing AI into the cooling system of its data centers, Google has significantly reduced energy consumption and reduced the environmental impact . This allows companies to achieve both cost reduction and environmental protection .
7. Collaboration between AI and education
The use of AI in education is helping to promote personalized learning. Learning Management Systems (LMS) using AI analyze the learning progress of each student and provide optimal learning plans. For example, Khan Academy uses AI to provide students with problem sets and video lectures that are tailored to each student, and has been confirmed to improve learning outcomes. This improves the quality of education and increases learner satisfaction.
8. Strengthening Cybersecurity with AI
As cyber attacks become more sophisticated, security measures using AI are attracting attention. AI excels at anomaly detection and real-time threat analysis, enabling rapid response. For example, Darktrace’s AI system can instantly detect abnormal behavior within a network and prevent damage from attacks. This allows companies to reduce security risks and achieve reliable system operations.
9. The fusion of AI and the creative industry
AI is also being used as an innovative tool in the creative industry. For example, AI is being used to compose music and edit videos, supporting the work of creators. New possibilities for creativity are expanding, with songs composed by AI appearing on the hit charts. As a result, creators can spend more time generating ideas, resulting in the creation of high-quality content.
10. The evolution of AI and fintech
AI is also bringing about revolutionary changes in the field of financial technology ( fintech ). For example, AI-based credit scoring and risk assessment support lending and investment decision-making. Banks and insurance companies are using AI to analyze customer data and propose more appropriate products, thereby improving customer satisfaction . For example, JP Morgan is using AI to streamline risk management of investment portfolios and maximize investor profits.
summary
We have introduced the top 10 AI trends to watch in 2024. AI is having a major impact in various fields, such as the evolution of generative AI, applications in healthcare, and advances in autonomous driving technology. By understanding and utilizing these trends, you can enjoy great benefits in business and daily life. The evolution of AI technology will not stop, and new possibilities will continue to open up. It is important to pay attention to the future development of AI and think about how to incorporate it into your own field.
The iPhone 16 Pro does not have major differences in terms of design compared to its predecessors in the last few generations. This model, which has a titanium frame like the 15 Pro, offers a lighter but also more durable case due to the nature of the material used. The use of titanium makes the device lighter, while at the same time making it more resistant to drops and impacts. This provides a great advantage, especially for users who use their device intensively. The iPhone 16 Pro is also quite satisfying in terms of the feeling of holding in the hand; the smooth surface and ergonomic structure of the device offer users a comfortable use. I can say that it is slightly ahead of the iPhone 15 Pro in terms of smoothness.
The rear camera module does not show any change in appearance, while still offering an integrated look, its harmony with the titanium case is striking. Apple states that this design is not only an aesthetic element, but also an element that increases the durability of the device. On the other hand, the phone’s thin side frames increase the screen-to-body ratio, allowing users to experience a wider screen. Apple took advantage of this by increasing the screen size of the iPhone 16 Pro from 6.1 inches to 6.3 inches. This slightly increases the surface area of the device, but the thinned screen frame makes the growth of the body a little more limited.
The iPhone 16 Pro’s color options are a bit more plain than the iPhone 16. Black, white, and natural titanium options continue to exist. Apple sent us the natural titanium color for review, and it looks really stylish and I really liked it. This year’s flash color is desert titanium. This will be the leading color option for those who like gold phones . All color options also seem ideal for users who want a professional look. Apple has managed to offer simplicity and elegance together when determining the colors.
Another noteworthy feature is the phone’s resistance to water and dust. The iPhone 16 Pro offers high-level protection against water and dust with its IP68 certification. Thanks to this certification, the device is water-resistant up to 6 meters deep, which is a great advantage for users who frequently use their devices outdoors. Apple uses this certification to show its confidence in the durability of the device.
The back surface of the iPhone 16 Pro provides extra protection against scratches with a special coating. This coating helps the device maintain its first-day appearance even after long-term use. At the same time, this surface has a fingerprint-proof structure, which ensures that the device always looks clean and aesthetic. The design was developed with an understanding that prioritizes Apple’s user satisfaction and the durability of the device.
When we look at the edges of the phone, the button layouts haven’t changed much. The Action Button we met with the iPhone 15 Pro models last year is still on the left edge. There are volume buttons just below it. There is also a Side Button on the right edge. Moving further down, we see the Camera Control that we see on all iPhones this year. Taking photos and videos becomes much easier with the Camera Control. With the Action Button that came last year, I immediately opened the camera and sped up the process of taking photos. Now I can use the Action Button for another job with the Camera Control.
With Camera Control, you can adjust exposure and depth of field settings, switch between lenses, and adjust your frame as you wish with digital zoom by swiping your finger. This physical control takes some getting used to, but once you do, it makes things easier for taking photos. When designing this control, Apple based its design on the Touch ID Home button we saw on iPhones from years ago. There’s no physical button here, actually. There’s a vibration motor under a touch area. When the device is off, it’s a normal surface, but when the device is on, it becomes a functional button. You can adjust the sensitivity and functions of Camera Control from within Settings. By the way, thanks to the two-stage shutter feature that will be available later this year, you’ll be able to automatically lock focus and exposure with a light touch, allowing you to reframe your shot while keeping your subject in focus.
Screen and Sound
It is emphasized that the iPhone 16 Pro’s screen is equipped with the most advanced Super Retina XDR display technology Apple has ever developed. As I mentioned above, this screen, which is 6.3 inches in size, offers a resolution of 2622 x 1206 pixels, and offers a sufficiently high level of clarity and detail with a pixel density of 460 ppi. Apple states that this screen provides the highest image quality with HDR10 and Dolby Vision support. In particular, the experience of watching movies and videos turns into a movie theater with this screen. The 6.3-inch screen may seem small to some, but I can say that I really enjoyed the Netflix or Disney+ series or YouTube videos I watched on this device’s screen. When you look at the screen, I can also feel that it is larger than the iPhone 15 Pro. On the other hand, it provides a very good image even outdoors with a brightness value of up to 2,000 nits. Thus, it becomes easier to use camera or navigation applications in particular.
ProMotion technology is also included in this model, and with a 120 Hz refresh rate, screen transitions become extremely smooth. It is possible to feel this fluidity even when playing games, watching videos , or just browsing through menus. The touch sensitivity of the screen is also advanced. On the other hand, True Tone technology provides a more natural viewing experience by automatically adjusting the screen colors according to the ambient light.
The iPhone 16 Pro ‘s audio experience is just as impressive as the screen quality. Stereo speakers with Dolby Atmos support take audio quality to a new level. The depth and clarity of the sound are immediately apparent when watching a movie or listening to music. A significant improvement has been made, especially in the bass tones, which makes the audio experience more satisfying for users. Apple, as in previous iPhones, manages to meet user expectations in terms of the audio system.
The placement of the speakers has been optimized to provide a maximum stereo sound experience. The speakers positioned at the top and bottom of the device ensure that the sound spreads evenly from both sides of the device. This ensures that the sound creates a more natural and environmental effect, especially when playing games or watching movies. With this placement, Apple aims to provide users with maximum enjoyment of the sound experience.
Thanks to Apple’s new generation sound processor, sound clarity remains intact, especially at high volumes. Thanks to this, treble and bass sounds can be clearly distinguished from each other even at high volumes. In addition, the iPhone 16 Pro offers clear sound quality during phone calls. Thanks to the noise-canceling microphone system, it is possible to transmit a clear voice to the other party even in crowded environments. The sound quality is at a level that will satisfy users in both multimedia and communication.
Performance and Battery
The iPhone 16 Pro is equipped with the A18 Pro, Apple’s most powerful chip to date on the smartphone side. This chip stands out as one of the most powerful mobile processors ever produced in terms of performance and energy efficiency. The A18 Pro is produced with 5-nanometer technology and offers higher performance while consuming less energy. Apple states that this chip also provides a major improvement in artificial intelligence and machine learning tasks. Especially in graphics-intensive games and heavy workloads, the A18 Pro is one step ahead of its competitors.
Another important advantage of the chip is that the device can perform multitasking more quickly. There is no lag when switching between applications, making the user experience smoother. The A18 Pro’s 16-core GPU provides a 30% faster performance in graphics processing, providing a great improvement in the gaming experience. This turns the iPhone 16 Pro into a console for mobile games.
I compared the iPhone 16 Pro with the A18 Pro processor and the iPhone 15 Pro with the A17 Pro processor in GeekBench 6. Since I installed the iPhone 16 Pro from a backup of the 15 Pro, the same apps are installed on both phones, so they are almost identical. As expected, the iPhone 16 Pro finishes the tests earlier than the 15 Pro. The difference in the CPU performance test is noticeable, but the real difference comes in the GPU test. The reflection of Apple’s promised improvements in ray tracing and similar areas is seen in the benchmark tests.
In practice, the iPhone 16 Pro offers more than the performance expected from a flagship iPhone. Applications and games open quickly, the user interface and transitions between applications are fast. You can switch between 4-5 applications at the same time without losing what you are doing in the application. I did not experience any performance problems during the three weeks that I tried the phone.
Another notable aspect of the iPhone 16 Pro is the improvements made to the thermal management system. The device manages to keep heating to a minimum even when playing games or editing videos that require intensive processing power. Apple offers a cooler working environment without compromising performance thanks to the new thermal design. This increases both processing power and user comfort by providing long-term use without slowing down the phone , especially in graphics-intensive processes. Thermal management also contributes to the device remaining durable for a longer period of time. Indeed, in support of what I have said, the phone remains within reasonable ranges in terms of heating, there is no overheating.
The iPhone 16 Pro also takes an important step in terms of energy efficiency. First of all, the enlarged body brings with it an increase in battery capacity. There is a larger battery with 3582 mAh. On the other hand, the advanced battery technology and A18 Pro chip allow the device to be used for longer periods of time while consuming relatively less energy. Despite my intensive use, I observed that the phone usually lasted a day on a single charge. The iPhone 16 Pro’s battery management system optimizes energy consumption according to the device’s usage habits. For example, smart systems such as consuming the battery more efficiently during the most intensive hours and saving energy when not in use come into play. In this way, it becomes possible to use the device for a long time without charging it. Apple has paid attention to such small but effective details so that users can use their devices for longer periods of time.
The iPhone 16 Pro’s battery saver mode is activated when the battery percentage drops, minimizing energy consumption. This mode stops all background processes except essential apps, allowing the battery to last longer. Apple has made the use of this mode more intuitive, allowing the device to offer users maximum flexibility in terms of energy saving. In terms of battery performance, the iPhone 16 Pro will satisfy its users both in daily use and in intensive workloads.
The phone also makes things easier for users with fast charging support. The iPhone 16 Pro, which can be charged up to 50 percent in 30 minutes, is ready to use again in a short time during the day thanks to fast charging support. I used a 30W power adapter in my tests. I saw that it went from 1 percent to 42 percent in 22 minutes, and from 1 percent to 69 percent in 41 minutes. The phone’s battery is fully charged in about two hours. Of course, as the battery level increases, especially as it approaches 100 percent, the charging speed slows down, which makes the time a little longer. However, it would be best to settle for this slow speed in order to consider battery health.
MagSafe technology is also improved on this model. Apple says that with a 30W or higher power adapter and a MagSafe-enabled power adapter, you can get up to 25W of wireless charging power, and charge up to 50 percent in just 30 minutes. I did some testing with the 30W power adapter and the Apple-branded MagSafe power adapter. In fact, wireless charging is faster than on previous models, coming close to, if not up to, Apple’s stated requirement.
Software and Security
The iPhone 16 Pro comes with Apple’s latest operating system, iOS 18. This operating system works in perfect harmony with the device’s hardware. iOS 18 draws attention with both its user-friendly interface and customizable options. Apple has specifically aimed to improve the user experience while developing this operating . The new iOS 18 offers both faster and more stable use with smoother animations and optimized performance. Designed to suit the device’s high processing power, this operating system has been optimized to meet all the needs of users.
Personalization options have been taken a step further with iOS 18. Users can now customize their Home screens, widgets, and app layouts to their liking. iOS 18 offers innovations that allow users to make their devices more personal. In addition, new lock screen editing options give users the opportunity to control every aspect of their devices.
In terms of security , the iPhone 16 Pro continues to rely on Face ID technology. With this, Face ID can now recognize faces from wider angles and works with high accuracy even in dark environments. This makes unlocking the device easier and more secure. Apple has also taken important steps in protecting users’ personal data. The new privacy features that come with iOS 18 further limit apps’ access to user data. Users can control which apps can access which data in more detail.
The device’s security features are constantly supported with software updates. Apple ensures that the device is always protected against the latest threats with regular security updates. This allows users to use their device safely for many years. In addition, the iPhone 16 Pro’s software support continues for a longer period than many other smartphones, which is a factor that extends the life of the device.
iOS 18 stands out not only with its security and personalization features, but also with its AI-powered applications. Apple’s new generation AI algorithms offer optimized recommendations based on the device’s usage habits. This both increases application performance and provides a personalized experience according to the user’s needs. Of course, there is also Apple Intelligence. However, the lack of Turkish language support will limit our use of these AI-powered features on the iPhone 16 Pro.
Camera
The iPhone 16 Pro’s camera system stands out as Apple’s most innovative and powerful camera system to date. Apple continues to include a 48MP main camera in this phone. The iPhone 16 Pro continues to take very good photos, just like its predecessor, the iPhone 15 Pro. We didn’t see much of a difference in the comparative shots we took with the two phones. Photos taken in night mode in particular offer top-quality clarity and detail. This system, which provides less noise and higher color accuracy in night shots, seems to appeal to everyone from amateur photographers to professionals.
In addition to the main camera, the iPhone 16 Pro offers a versatile photography experience with a 48 MP ultra-wide-angle lens and a 12 MP telephoto lens. The ultra-wide-angle lens is ideal for taking wide landscape photos, while the telephoto lens allows you to capture distant objects clearly with its optical zoom capabilities. The 5x optical zoom and 15x digital zoom capabilities add depth to photos by clearly capturing distant details. Last year’s iPhone 15 Pro model had a lower optical zoom degree than the 15 Pro Max model. Now we see Apple offering a 5x optical zoom degree in the 16 Pro, as in the 16 Pro Max. This will be helpful for those who are undecided between the two phones due to their camera capabilities and those who are inclined to a slightly smaller screen model.
The 48-megapixel camera also contributes to the iPhone 16 Pro’s macro shooting performance. You can get as close as two centimeters to an object and take clear and detailed photos. Moreover, the macro mode is very helpful not only in photos but also in video shooting. This makes it easier for those who need to photograph product photos up close, like me.
ProRAW and ProRes formats are among the other important advantages offered by the iPhone 16 Pro for professional photographers and video content producers. These formats allow you to make more edits to the photos and videos taken . They provide the user with great flexibility, especially in terms of color adjustments and detail enhancements. Apple aims to meet the needs of users who produce professional quality content with these formats.
The iPhone 16 Pro’s camera system also draws attention with its portrait mode. Apple has made significant improvements to this mode, making depth perception and background blur more natural. The new-generation portrait mode is not limited to human faces, but also provides excellent results on pets and objects. Thanks to depth control, it is possible to change the focal point and adjust the background blur after shooting. This feature provides a great advantage, especially for social media content producers and photography enthusiasts. Users can take their content to the next level by taking professional-level portrait shots.
Apple also includes AI-powered photo enhancement features in the iPhone 16 Pro camera system. Deep Fusion and Smart HDR 5 technologies optimize the level of detail and color accuracy of photos. Deep Fusion analyzes every pixel in photos taken in low-light environments to create clearer and more detailed images, while Smart HDR 5 offers balanced exposure even in high-contrast scenes. These technologies allow you to achieve excellent results in all conditions. Users can achieve the best photo results without the need for professional equipment.
Another notable feature among the camera innovations is the Photographic Styles feature. Users can choose a specific style when taking their photos, and this style is automatically applied to the photo during shooting. With this feature, Apple allows users to take photos that reflect their personal style. Photos can be shaped according to users’ tastes with adjustments such as contrast, saturation and temperature. In addition to being able to choose from certain presets, it is also possible to make tone and brightness adjustments via a trackpad-like interface. Among the presets, there are options that focus on the overall photo, as well as those that focus on human faces. On the other hand, since this feature can also be applied during shooting, it allows you to achieve the desired result without wasting time after editing.
The iPhone 16 Pro’s video shooting capabilities are just as impressive as its photo shooting performance. The device can shoot 4K resolution video at up to 120 frames per second, allowing action scenes and fast movements to be recorded smoothly. Apple has developed this high frame rate especially for users who want to get perfect results in sports videos and action scenes. At the same time, the slow motion mode has also been improved, allowing users to produce creative video content. These video features of the iPhone 16 Pro offer content creators unlimited creative space.
The improved optical image stabilization (OIS) minimizes shake and blur problems in video and photos. Apple has integrated this technology into the entire camera system of the iPhone 16 Pro, making it possible to achieve excellent results, especially in handheld shooting. Users can capture clear and stable images even without the need for a professional tripod. This feature makes a clear difference, especially when shooting on the move.
One of the important features that we should draw attention to on the video side is the Audio Mix. This feature offers three different audio options, leaving the user completely in control of how the sounds in the videos are heard. For example, the Frame option is ideal for those who want to reduce background noise or focus only on the sounds in the frame. This mode filters out sounds outside the frame and records only the sounds in the frame, providing a clear audio experience. Users who shoot videos , especially in crowded environments, can achieve professional quality results by eliminating unwanted sounds.
Studio and Cinematic modes are other options that add different sound editing to videos. Studio mode isolates sounds as if they were recorded in a professional studio, providing a clear and clean recording. This mode is great for vloggers and podcasters, allowing you to capture conversations very clearly even without using a microphone. Cinematic mode, on the other hand, records all the sounds around you, gathers them at the front of the stage, and creates sound design like a film production.
Another striking camera feature of Apple is the LiDAR scanner. This technology provides fast and accurate focusing even in low-light conditions. The LiDAR scanner increases clarity and details, especially in night mode shots. At the same time, this technology provides a great advantage for augmented reality (AR) applications. Thanks to the LiDAR scanner, the iPhone 16 Pro offers a more realistic and faster performance in AR applications, allowing users to have a more interactive experience with the virtual world.
When looking at the front camera, the 12 MP TrueDepth camera takes the selfie performance of the iPhone 16 Pro to the next level. Thanks to its wide-angle lens, it is possible to fit more people into the frame. In addition, Smart HDR 5 and Deep Fusion technologies are used on the front camera, providing excellent clarity and detail, especially in selfies taken in portrait mode. Apple has made face detection and exposure features more sensitive to improve the front camera experience. This allows users to take the best selfies in any environment.
Finally, Apple ProRAW and ProRes video shooting modes offer a great advantage, especially for professional content creators. Photos shot in ProRAW format offer much more flexibility in the editing phase, while ProRes video shooting mode allows for cinema-quality video recording. These features turn the iPhone 16 Pro into a mobile production tool for photographers and filmmakers. With these professional features, Apple makes the iPhone 16 Pro not just a phone, but also a powerful tool for creative work.
Conclusion
The iPhone 16 Pro once again demonstrates Apple’s expertise in technology and design. This device not only has a stylish and elegant design, but also stands out with its high-level performance, long battery life and advanced camera features. The iPhone 16 Pro is a versatile device that appeals to a wide audience from professional photographers to ordinary users. With this model, Apple offers not only a phone, but also a technology assistant that will help in every aspect of daily life.
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With the A18 Pro chip, Apple has taken the device’s performance to the next level and has enabled multitasking without any lag. This performance increase is clearly evident not only between applications, but also in graphic-intensive games and professional video editing applications. The iPhone 16 Pro offers its users both speed and efficiency, making daily operations more enjoyable.
The camera performance of the device is truly impressive. The 48 MP main camera, combined with ultra-wide and telephoto lenses, allows users to take professional-quality photos and videos in all conditions. Apple has further strengthened the user experience by adding AI-powered photo enhancement technologies to the iPhone 16 Pro’s camera system. These improvements to the camera will especially please users who love taking photos and videos .
The software and security features of the iPhone 16 Pro are also noteworthy. The iOS 18 operating system maximizes the performance of the device with both its user-friendly interface and security measures. In addition, customizable widgets, lock screen settings and privacy options give users full control over the device. Apple has once again emphasized its sensitivity to security and privacy in the iPhone 16 Pro.
Ultimately, the iPhone 16 Pro offers a premium smartphone experience with its powerful hardware, long battery life, advanced camera features, and user-friendly software. With this device, Apple appeals not only to technology enthusiasts but also to anyone who wants to use technology effectively in their daily lives. The iPhone 16 Pro solidifies its place in the technology world as a device that will satisfy users both functionally and aesthetically.
Language models have become an integral part of modern business, providing ample opportunities for automation and optimization of various processes.
However, ready-made, pre-trained models are not always able to effectively solve specific problems of a particular business. That is why there is a need to adapt and additionally train language models to the unique requirements and characteristics of each company.
Language models are smart computer programs that learn to understand and create texts similar to human ones. In order for these models to be able to help a business, they need to be specially trained. It’s similar to how we train a new employee: first, they know general things, and then we explain to them how our company works. The same thing happens with language models – first, they can communicate on different topics, and then we teach them to understand the specifics of our business.
Training a language model for business involves several steps. First, we collect a lot of texts related to our work – these can be company documents, correspondence with clients, product descriptions. Then we “show” these texts to the model, and it learns to understand specialized terms, communication styles, and typical tasks in our field. After training, the model can help answer client questions, compile reports, or even come up with ideas for new products. The main advantage is that we now have a “smart assistant” who understands our business well.
Specifics of adapting models to business tasks
Neural networks and language models are smart computer programs that learn to understand and create human speech. Imagine learning a foreign language: first you learn the basics, then you begin to understand complex phrases, and then you can communicate freely. These technologies work the same way – they “learn” from a huge number of texts in order to help people with various tasks.
When a company wants to use such technology, it needs to “tune” the model to its needs. It’s like training a new employee about the specifics of your business. The model is introduced to the company’s features: its products, customers, frequently asked questions. After such training, the neural network can help answer customer questions, compile reports, or even generate ideas for new products. The main advantage is that the company now has a “smart assistant” who understands its business well and can work around the clock.
Collecting and preparing data for training
Collecting and preparing data for training language models for business tasks is a critical stage that largely determines the effectiveness of the final result. It is important for business leaders to understand that the quality and relevance of the collected data directly affects the ability of the model to solve specific business problems. It is necessary to carefully select and structure the information that will be used for training, including corporate documents, correspondence with clients, technical specifications and other relevant sources.
The data preparation process involves several key steps: cleaning the data of errors and irrelevant information, normalizing and standardizing it, and annotating it if necessary. It is important to ensure confidentiality and compliance with legal regulations when working with data, especially if it contains personal information of clients or trade secrets. Managers should organize the process in such a way as to ensure the safety and ethical use of data at all stages of model training.
In addition, business leaders need to understand that data collection and preparation is not a one-time event, but an ongoing process. As the business evolves and market conditions change, the training data set may need to be updated and expanded. Therefore, it is important to build a system for regularly collecting and processing new data to ensure that the model remains relevant and effective in solving current business problems. Investments in high-quality data preparation will pay off in increased accuracy and relevance of the language model’s output.
Methods for fine-tuning language models
Fine-tuning is the process of training an already trained model using specific data to make it better at certain tasks.
In simple terms, it’s like taking a smart but unspecialized assistant and training them to understand the intricacies of your business. Once trained, the assistant will be able to more effectively answer customer questions, write reports, or even come up with ideas that are relevant to your company.
Fine-tuning methods help to adapt the language model to the specific language, terminology and tasks of a particular business, making it more useful and effective for solving the practical problems of the company.
Here are some examples of methods for fine-tuning language models for business purposes:
Further training on corporate data: The model is trained on company-specific documents, reports, and correspondence to better understand the terminology and context of the business.
Customization for specific tasks: The model is optimized to perform specific functions, such as answering customer questions or analyzing product reviews.
Adaptation to communication style: The model is trained to mimic corporate communication style to create consistent and on-brand responses.
Integration with business processes: The model is configured to work with the company’s existing systems and tools, ensuring seamless integration.
Industry Customization: The model adapts to the specifics of a particular industry by studying relevant data and trends in that field.
These methods help make language models more efficient and useful for solving specific business problems.
Evaluation of the effectiveness of trained models
Assessing the effectiveness of trained language models for business is a critical step in the implementation process. Here are some key assessment methods:
Accuracy and Relevance Metrics: Measure the accuracy of the model’s answers to specific business questions and the relevance of the generated content.
A/B testing: Comparing the performance of a model with traditional methods or other models to evaluate improvements.
User Experience Assessment: Collect feedback from employees and customers using the model to identify satisfaction and problem areas.
Business Metrics Analysis: Assess the impact of the model on business key performance indicators (KPIs), such as query processing time, sales conversion, or customer satisfaction.
Performance Monitoring: Track model speed, resource consumption, and stability under real-world usage conditions.
It is important to remember that the assessment should be carried out regularly, as the effectiveness of the model may change over time. It is also necessary to take into account the specifics of a particular business and its goals when choosing assessment methods.
Integration of models into business processes
Integrating a trained language model into a company’s business processes begins with careful planning and preparation. The first step is to identify the specific tasks and processes that the model will optimize or automate. This may include processing customer requests, analyzing documents, generating reports, or supporting decision-making. After that, it is necessary to prepare the technical infrastructure: set up servers, APIs, and interfaces for the model to interact with the company’s existing systems. It is also important to train employees on how to use the new tool and develop clear protocols for using the model, including measures to ensure data security and compliance with ethical standards.
The next step is to gradually implement the model into the company’s work processes. It is recommended to start with a pilot project in one department or area to evaluate the effectiveness and identify potential problems. As the integration is successful, the model can be scaled to other departments and processes. A key aspect of successful integration is continuous monitoring and evaluation of the model’s performance, collecting feedback from users and iterative improvement. This may include regularly updating the model with new data, fine-tuning parameters and adapting to changing business needs. It is also important to develop a system of metrics to evaluate the impact of the model on the efficiency of business processes and the overall performance of the company.
The Future of Language Models in Business
The ethical aspects of using AI in business are becoming increasingly important for Russian companies. With the growing implementation of artificial intelligence in various fields of activity, organizations are faced with the need to balance innovation and compliance with ethical standards. Key issues include protecting customers’ personal data, ensuring transparency of decision-making algorithms, and preventing discrimination when using AI in the recruitment and evaluation of employees.
In Russia, special attention is paid to the development of national AI ethics standards. Many large companies, such as Sber and Yandex, are actively involved in the formation of ethical principles for the use of AI, which is reflected in their corporate policies. For example, when developing systems like Kandinsky, copyright issues and potential impact on creative professions are taken into account.
A landing page is a one-page website whose main goal is to encourage a visitor to perform a target action, such as buying a product, ordering a service, subscribing to a newsletter, or downloading a file. Landing is used in Internet marketing to attract traffic from advertising campaigns, increase conversion, and boost sales.
How is a landing page different from a website?
The main differences between a landing page and a traditional website:
Narrow focus : A landing page is focused on promoting one specific product, service or offer, while a website may contain information about several products or services of a company.
Structure : A landing page usually consists of one long page with several blocks that consistently reveal the benefits of the offer and call to action. A website has a more complex structure with several pages and sections.
Purpose : The main task of the landing page is to convert the visitor into a buyer, while the website can perform various functions, such as informing, brand building, feedback, etc.
Pros of landing
Landing has several main advantages. These include:
Increased sales : The landing page is optimized to convert visitors into buyers, which helps increase sales of the advertised product or service.
Speed of creation : Developing a landing page usually takes less time than creating a full-fledged website, which allows you to launch an advertising campaign faster.
Focus on the target audience : the landing page can be customized for a specific target audience, taking into account their needs and requests, which increases the effectiveness of advertising.
Ease of testing and optimization : A landing page makes it easier to conduct marketing research and optimize page elements to increase conversion.
Disadvantages of landing
Landing has several main disadvantages. These include:
Inability to promote multiple products and services at the same time : The landing page is usually focused on one offer.
Limited SEO promotion capabilities : the one-page format and narrow focus of the landing page make it difficult to promote in search engines compared to a full-fledged website.
Mistrust of some audiences : Some users may be suspicious of one-page sites, considering them less reliable than regular resources.
Types of landing
There are several types of landing pages, each of which performs specific functions.
Selling
A selling landing page (or lead magnet) is a page whose main goal is to encourage a visitor to make a purchase or leave a request for a product or service. Such landing pages are actively used in e-commerce, the service sector, and the b2b sector. They contain a detailed description of the offer, its advantages, customer reviews, calls to action, and an order form.
An example of a selling landing page is a page advertising a new smartphone model, with a detailed description of the characteristics, photos and videos, customer reviews and a “Buy now” button.
Informational
An information landing page is designed to provide useful information on a specific topic or problem to the target audience. Its task is to attract the user’s attention. Such landing pages are often used to promote educational products, webinars, consultations, and services.
An example of an informational landing page is a page with a free guide to SEO optimization of a website, which offers to download the full version of the guide in exchange for the visitor’s email address.
Eventful
An event landing page is created to attract an audience to an event, such as a conference, seminar, webinar or master class. It contains information about the event, its program, speakers, date and location, as well as a registration form. The goal of such a landing page is to convince the visitor to register for the event.
An example of an event landing page is a page dedicated to an upcoming online conference on internet marketing, with a description of the topic, a list of speakers, and a “Register” button.
Creating a landing page
The process of creating an effective landing page includes several key steps.
Competitor Analysis
Before you start developing a landing page, it is important to analyze the developments of competitors in your niche. This will help you understand what solutions and approaches other companies use, identify their strengths and weaknesses. The analysis allows you to create a more effective and attractive one-page site for the target audience.
Defining the target audience
A clear understanding of the target audience is the basis of a successful landing page. It is necessary to determine who your ideal client is, what their needs, pain points and objections are. This information will help to create a landing page that will speak the audience’s language and offer solutions to their problems. To determine the target audience, you can use methods such as data analysis and web analytics, surveys and interviews with clients.
Selecting a key message and offer
The key message is the main idea you want to convey to your audience. It should clearly and understandably explain what problem your product or service solves and what benefit the client will receive. The offer is a specific offer you make to the landing page visitor, such as a discount, free shipping, or a gift for a purchase. The key message and offer should be relevant to the target audience and stand out from competitors’ offers.
Example: For a landing page selling an online English language course, the key message might be “Speak English confidently and without an accent in three months,” and the offer might be “Get free access to the first lesson of the course.”
Development of structure and design
At this stage, it is necessary to think through the landing page structure — the sequence of blocks and elements on the page that will reveal the key message and lead the visitor to the target action. Typically, the landing page includes such blocks as a title, subtitle, description of the problem and solution, product benefits, customer reviews, call to action and order form. The landing page design should be attractive, modern and consistent with the company’s corporate style. It is important to ensure the ease of viewing the landing page on various devices, including mobile phones and tablets.
For a smartphone landing page, the structure could be as follows:
Headline and subheading with key benefits;
a block describing the problem that the smartphone solves;
a block describing the key characteristics and functions of the smartphone;
gallery with photos and videos from your smartphone;
block with customer reviews;
a block with a call to action and a “Buy” button;
order form with fields for entering contact information.
Testing and launch
Before launching the landing page, it is necessary to test it for errors, loading speed, correct display on various devices and browsers. After making the necessary corrections and optimization, the one-page site can be launched and an advertising campaign can begin to promote it.
Examples of successful landing pages
Denis Shokin, head of web development at SberMarketing, shares an example of a landing page — a site for promoting a payment sticker from Sber.
Screenshot of Sber’s landing page to promote a payment sticker (Photo: Sber)
The site is aimed at a young and creative target audience. This is evident both in the texts referring to favorite characters and in the visual solution of the page – the design is bright, emotional due to gradients, frequent color changes and non-standard animation, the expert explained.
Screenshot of Sber’s landing page to promote a payment sticker (Photo: Sber)
Denis Shokin noted: “All the important semantic accents are placed. The structure of the narrative is built on the user’s “pains” – screen after screen, a potential client question and the answer to it are indicated. One screen – one thought, nothing extra. The user’s attention is managed perfectly.”
Maria Guryeva, corporate director of digital technologies at the Twiga CG communications group, gives another example — a promo page for Xiaomi headphones . According to her, the landing page is designed in a stylish minimalist style — like the face of a modern technology company. The emphasis is on high-quality photographs that allow you to examine the product in the smallest detail. Scrolling is carried out both vertically and horizontally, which allows you to optimize the presentation of information on fewer screens.
Screenshot of Xiaomi headphones promo page (Photo: Xiaomi)
The first screen immediately gives the opportunity to get basic information about the product: what we sell, and there is also quick access to blocks with advantages and features, notes Guryeva. The “Buy” button is present on the first screen, and then appears only at the end of the landing page. At the same time, the cost of the product appears at the end of the page, when the user has already familiarized himself with the advantages and characteristics.
The landing page structure is built in such a way that at the beginning, general descriptions of the product are given for a wide audience, and only after that, technical specifications for those who understand it. Maria Guryeva emphasizes: “There are no clickable elements on the page, except for two “Buy” buttons. Thus, the user only has to scroll through the landing page and study the information about the product. In such a case, the user has only two actions: read and buy.”
If you have decided to shape your software career as a Backend Developer, this article is for you. In this article, we will examine the questions of what is a Backend Developer? What does a Backend Developer do? What technologies and languages does he work with? What is the place of Backend development in the software industry?
Backend developer is a software developer who designs, develops and maintains the server-side parts of applications in software development processes (web, mobile applications, automations). Their duties include working with databases, creating APIs, server configuration and technical details such as security.
In short, backend developer ensures that data is processed securely and effectively by developing functions that run in the background of the application and are not directly visible to users.
What Does a Backend Developer Do?
The backend developer is responsible for developing the parts of the application that are not visible to users but are critical to its operation.
Business Logic Development: Develops the business logic of the application, that is, determines how users will perform their operations.
API Development: Writes and manages APIs (Application Programming Interfaces) that enable communication between the front-end and back-end of the application.
Database Management: Designs, creates and manages databases. Ensures secure and fast processing of user data.
Server Management: Configures, manages, and optimizes servers on which applications are hosted.
Security: Ensures the security of the application and manages user authentication and authorization processes.
Performance Optimization: Ensures that applications run quickly and efficiently. A well-designed backend performs flawlessly even on high-traffic sites. In addition, the flexibility of backend systems in terms of scalability allows them to easily adapt to increasing user demands.
Integration: Provides data exchange between different systems and services and manages integration processes.
What Technologies and Languages Does a Backend Developer Work With?
Let’s find the answer to the biggest question in the mind of someone who wants to enter the software development industry: Which programming language should I choose?
One of the most frequently asked questions when entering the world of software development is, “Which programming language should I choose?” Especially when it comes to backend development, the answer to this question is not as critical as you might initially think. I would like to elaborate on this topic and explain why starting with any programming language will be enough.
Programming Languages: Choosing the Right Tool
First of all, it is important to understand that programming languages are tools that we use to accomplish certain tasks. Each language has its own features and advantages, but they are all based on the same principles. These principles are basic concepts such as data structures, algorithms, object-oriented programming (OOP), functional programming.
Basic Concepts and Principles
When you master a programming language, you actually learn these fundamental concepts and principles. For example, when you learn object-oriented programming in Java, you encounter similar concepts in other languages like C#, Python, or Ruby. The basic logic is the same; only the syntax and some libraries may differ.
Programming Language Selection: What is Recommended for Beginning?
The most popular backend languages for backend development are:
Java: Often preferred for reliable and scalable applications.
Python: It is popular due to its easy learning and extensive library support.
JavaScript (Node.js): Ideal for fast and asynchronous operations.
C#: Powerful and widely used in the Microsoft ecosystem.
Ruby: It has a simple and effective syntax and is famous for its Rails framework.
Starting with any of these languages also provides a solid foundation for learning other languages. For example, once you start with Python, it will be much easier to move on to Java or C# because you will have grasped the programming logic and principles.
Switching Between Languages After Gaining Proficiency
Once you gain enough experience in a language, it becomes quite easy to switch to other languages. This is a common situation in the software world. It is not very difficult to switch from Java in one project to Python in the next. During this transition, you can quickly adapt to the syntax and libraries of the new language using your basic programming knowledge.
What is the Role of Backend Development in the Software World?
Backend Developers are one of the indispensable elements of the software industry. It is one of the professions with the most job postings in the IT industry, the fastest employment and the widest range of work areas. For this reason, Backend Developers are among the professionals with the widest range of job opportunities in the software world.
Artificial intelligence (AI) and machine learning (ML) have become powerful technologies that are transforming every aspect of our lives. With these developments, AI ethics are also becoming increasingly important. In this article, we will examine the ethical responsibilities brought by AI and the basic principles in this field.
AI ethics is a field that examines the ethical issues and solutions that may arise during the development and use of AI systems . The discipline establishes guidelines and standards to ensure that AI is used fairly, reliably, and transparently. AI ethics aim to minimize the potential harms of technology and to promote the overall benefit of society.
Why Are AI Ethics Important?
AI ethics are critical for many reasons. AI systems learn using large amounts of data. This data can be biased or prejudiced, which can lead to discriminatory outcomes. For example, AI systems used in recruiting processes can discriminate against certain groups. AI ethics are necessary to prevent such discrimination and ensure fair decisions are made.
AI systems work with large data sets that contain personal and sensitive information. Therefore, data privacy and security are vital. AI ethics ensure that users’ data is protected and secured from unauthorized access.
Understanding how AI systems work using complex algorithms and models can be difficult. This can lead to a lack of transparency and uncertainty about accountability. AI ethics increase accountability for systems and help identify those responsible if errors occur.
Artificial intelligence can lead to significant changes in many areas, such as the labor market, education, health, and social relations. The potential impacts and potential problems of these changes should be assessed in advance. AI ethics ensure that the technology does not have negative impacts on society and that it considers the well-being of all stakeholders.
Principles of Artificial Intelligence Ethics:
AI ethics are based on core principles:
Fairness: Ensuring that AI systems make fair and impartial decisions.
Transparency: Clear understanding of how systems work and how decisions are made.
Reliability: Systems produce accurate and reliable results.
Confidentiality: Protection of users’ personal data and protection against unauthorized access.
Responsibility: Being responsible for the results resulting from the use of systems and being accountable in the event of erroneous results.
Conclusion
AI is a powerful technology that has the potential to revolutionize many areas. However, it is important that this power is used ethically and for the greater good of society. AI ethics can serve as a guiding light in this regard, helping us build a fair, transparent, and responsible AI future.
