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BACKING UP A MYSQL DATABASE
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GAMER: GOOGLE CARBOARD
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NAMING YOUR COMPANY
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ACCESS: AMAZON PRIME MUSIC
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Ping! Zine Web Tech Magazine Š July 2014, Ping! Zine Web Tech Magazine, Published and Copyrighted 2014 by PINGZINE, LLC, P.O. Box 516, Denham Springs, LA 70726. All rights reserved. Permission to reproduce part or all of this issue must be secured in writing from the publisher. Complementary subscriptions are at the discretion of the publisher and may be cancelled or modified at any time. Unsolicited submissions are welcome. We assume no liability for lost or damage of submissions. We assume no liability for the content of this issue and all points and ideas are strictly that of the writers involved and not that of the publisher, publishing company, printing company or editors.
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GODADDY
SPAM
MORE THAN 300K SERVERS STILL VULNERABLE TO HEARBLEED It’s been almost three months since the OpenSSL bug known as Heartbleed was discovered, and yet there are still hundreds of thousands of systems vulnerable to attacks.Security researcher Robert Graham of Errata Security reported last week that 309,197 servers are still at risk, though it has gone down from the 318,239 systems found last month. “This indicates people have stopped even trying to patch. We should see a slow decrease over the next decade as older systems are slowly replaced,” wrote Graham via blog post. “Even a decade from now, though, I still expect to find thousands of systems, including critical ones, still vulnerable.”
Additionally, Graham noted that he will continue to scan on port 443 in July, again in September, and then yearly to “track the progress” of the amount of vulnerable websites. Heartbleed was discovered in the OpenSSL software in April by researchers with Google and security firm Codenomicon. The vulnerability allows hackers to easily access sensitive information such as passwords, Social Security numbers, healthcare data, bank information, and credit cards. By the end of April, the top 1,000 sites in the world have responded to the bug and secured their sites.
MICROSOFT SURFACE MINI COULD BE RELEASED BY LATE 2014
PRODUCTION ON APPLE’S IPHONE 6 RUMORED TO BEGIN IN JULY
ANONYMOUS TARGETS FIFA WORLD CUP WEBSITES IN #OPHACKINGCUP CAMPAIGN
A new Surface Mini leak has surfaced, this time coming straight from the source itself, Microsoft. Windows tech blogger Paul Thurrott noted via Twitter that the Surface Mini appeared in the Surface Pro 3 user guide multiple times, leaving many to wonder why the smaller tablet wasn’t released alongside the Pro 3. One mention in the guide stated that “Bluetooth technology links your Surface Pen to your Surface Mini or Surface Pro 3, so when you click the button, your Surface responds instantly.” The Surface Mini was rumored to make its debut at Microsoft’s Surface event last month, though reportedly got pulled last minute. According to IHS Technology researcher Rhoda Alexander, the tech giant’s downsized tablet is still in production and will launch later this year.
A report about Apple’s new iPhones claims that suppliers in China will begin mass production starting in July. Apple will launch two versions of the device, a 4.7-inch and another at 5.5-inches. “Production of the 5.5-inch model is more complicated than the smaller version, resulting in lower production efficiency that must be overcome before manufacturing volume can be increased,” says the report. The sources claim the devices will be “rounder and thinner than previous models” with bigger curved glass displays and enhanced sensors that are able to detect different pressure levels. Other rumored features of the iPhone 6 include a scratch resistant sapphire glass display, wireless charging, 3D graphics, NFC, and the new A8 processor. Both models are expected to be released this September.
As promised, hackers from the group Anonymous have launched cyberattacks against websites connected to the 2014 FIFA World Cup, including government sites in Brazil.“We had a busy last few days and there is more still to come,” hacker Che Commodore, who claims to be a member of Anonymous, told Reuters. “Companies and institutions that work with a government that denies the basic rights of its people in order to promote a private, exclusive and corrupt sports event will be targeted.” The hacking group began its #OpHackingCup campaign on June 11th, and has already infiltrated Hyundai Brazil, the Mato Grosso government website, and Brazil’s Foreign Ministry. Anonymous promises more attacks in the coming weeks of the 2014 FIFA World Cup, which ends on July 13th.
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APPLE SACRIFICES PERFORMANCE WITH NEW $1099 IMAC
HOSTINGCON 2014 COMES TO A CLOSE, 2015 CONFERENCE TO BE HELD IN SAN DIEGO
FORMER MICROSOFT EMPLOYEE SENTENCED TO THREE MONTHS IN PRISON
Apple has added a new computer to its iMac line, an “affordable” entry level desktop that starts at $1,099. In order to offer this price cut, the tech giant had to sacrifice performance, graphics, and storage capacity. The new 21.5-inch iMac features a 500GB hard drive, 8GBs of memory, 5000 graphics, and a 1.4GHz dual-core Intel Core i5 processor with Turbo Boost speeds of up to 2.7 GHz. Apple’s new iMac marks the third 21.5-inch model in its series. The $1,299 version offers a 2.7 GHz quad-core Intel Core i5 processor, 1TB hard drive, turbo boost speeds of up to 3.2 GHz, and Intel Iris Pro graphics, while the highest end model, priced at $1,499, features 2.9GHz quadcore Intel Core i5 process with Turbo Boost speeds of up to 3.6GHz, 1TB hard drive, and a NVIDIA GeForce GT 750M with 1GB video memory.
HostingCon 2014’s three day conference in Miami Beach, FL, where hundreds of the world’s cloud, data centers, managed hosting, re-sellers, and colocation professionals gather together, recently concluded. On Monday June 16th the event kicked off with multiple educational sessions discussing topics on the cloud, global hosting issues, mergers, and colocation services. Chip Bell closed the evening with his keynote presentation, “Innovative Services: Strategies for Creating Growth and Bottom Line Impact.” Other days sessions examined how the world and tech industry has changed since Edward Snowden leaked numerous NSA documents last year and educational sessions discussing topics ranging from marketing techniques to Internet safety and privacy policies to customer insights. HostingCon 2015 will be held in San Diego, CA, at the San Diego Convention Center from July 27-29.
Former Microsoft employee, Alex Kibkalo, will spend three months in prison after pleading guilty to stealing trade secrets from Microsoft.On March 19th, FBI agents arrested Kibkalo in Bellevue, Wash., for leaking information including software updates to Windows RT and Microsoft’s Activation Server Software Development Kit to a French blogger in July and August of 2012, reports ComputerWorld. The Russian national reportedly revealed the information because he was angry with Microsoft for giving him a poor performance evaluation. Kibkalo was given a three month sentence and ordered to pay the Redmond-based company $22,500 in restitution on March 31st, though the U.S. District Court for the Western District of Washington later changed the fine to $100. Once his sentence is complete, Kibkalo will be deported back to Russia.
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changing YOUR the world One person at a time!
ALLY IN INTERNET SECURITY
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What Food Poisoning Can Teach You about Website Security
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veryone’s gotten a stomach bug from eating out before – whether it was at a 4-star downtown restaurant or take-out Chinese down the block. Thinking back on it, did you ever go back there, or did it make you a little nauseated even considering it? Well, just like chefs have to worry about their food ruining someone’s day, website owners need to worry about their websites doing harm to their visitors. You don’t want anyone to dread a return visit to your site. However, trying to manage “website security administration” is enough to cause an uneasy feeling for anyone – even those with plenty of free time. But for small business owners with a million other things to do, it seems nearly impossible. If this sounds like the situation you’re in, we have bad news followed by some great news that can alleviate a lot of worry and stress. >>>
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THE RISKS YOU FACE
First, let’s understand where you’re at as the owner of a small business website. Your top Internet security concerns are: • Protecting your website from attackers • Preventing your customers’ data from getting compromised TODD REDFOOT
WAYNE THAYER
With that in mind, let’s get the bad news out of the way: these threats are very real and your website isn’t free from them, no matter the size of your business. With over three billion malware attacks per year, according to Kaspersky Security Bulletin 2013, a typical website can have hundreds (or even thousands) of potential vulnerabilities that attackers can leverage to compromise your site – infecting it with malicious software, known as “malware.”
Todd Redfoot, Chief Information Security Officer for GoDaddy points out, “Attackers know this, and are always on the prowl to find these websites. Once malware is placed on a site, it can display seedy ads, spread viruses, steal personal information, and damage the reputation of your website. Whether you have a purely informational website or an online business, it is important to regularly scan your website for malware and vulnerabilities to ensure it hasn’t been, or could easily be, compromised by hackers.” If that weren’t enough, “If your website transmits sensitive private data such as username, password, and credit card numbers over the Internet, third parties can easily ‘snoop’ the data that is sent between your visitors and your website, exposing your customers’ sensitive information,” adds Wayne Thayer, Vice President & General Manager, Security Products for GoDaddy.
SIMPLE SOLUTIONS TO YOUR PROBLEMS
With the bad news about these threats out of the way, let’s get to the good news: there are simple-to-use tools to exponentially increase your website’s (and your customers’) security. For GoDaddy customers, some of the tools available to your website are so easy for you to use, you literally don’t have to do anything. This is because GoDaddy handles a lot of threats through the industry-leading network security all of their hosting packages include. Redfoot continues, “Our Web hosting comes with advanced distributed denial-of-service (DDoS) protection, intrusion prevention systems, and no-cost access to a team of Web security professionals. We include this with every plan 0
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because it helps keep our customers’ sites protected from floods of malicious traffic and thousands of other security threats.” However, no amount of network protection can stop every attack. To help site owners guard themselves against threats that come directly to their sites, GoDaddy has a suite of security-oriented products: • SSL certificates to protect your customers’ data from “snooping” • SiteLock to protect your website against abuse from attackers • Managed WordPress to provide top-of-the-line reliability and security for customers hosting WordPress sites
SSLS KEEP YOUR SECRETS, WELL, SECRET
As Thayer mentions third-party data snooping, where an eavesdropper scans data coming to and from your site looking for social security numbers or credit card numbers, he adds, “A Secure Socket Layer (SSL) certificate is a vital security layer to safeguard your customers.” SSL is the standard security technology that protects millions of websites by encrypting communications between visitors and websites. By using SSL, only the visitor’s computer and your website can understand the data being sent back and forth. Third parties cannot decipher the information – even if they intercept it – which makes eavesdropping futile. To ensure they don’t lull visitors into a false sense of security, GoDaddy also verifies ownership of the domain name being protected by the SSL. This lets customers know they’re dealing with a legitimate website and not an imposter. The most rigorously verified certificates, Extended Validation (EV), go even further in building customers’ trust by displaying the name of the business at the top of the browser window. Building that kind of trust with customers pays off in the end. The right SSL certificate has been demonstrated to increase online transactions and conversion. Letting your customers know that your site is secure is simple, too, Thayer adds. “Our SSL customers can display a badge on their websites letting their visitors know that their site is secure. Astute visitors will already know to look in the address bar for ‘https,’ but for everyone else, the security badge is a great way of saying, ‘You’re safe providing this website with your information.’” In addition to offering multiple layers of verification, GoDaddy also offers SSLs that can secure single or multiple domains. None of which are difficult to use: automatic setup and configuration are provided for websites that are hosted with GoDaddy.
SITELOCK SOUNDS THE ALARM
Keeping your customers’ data safe is only part of the equation, though; you also need to keep your website’s files free from anything that would negatively impact your visitors. “GoDaddy offers comprehensive website protection through our partnership with SiteLock,” Thayer mentions. SiteLock offers security for online businesses, using state-of-theart, 360-degree technology that scans websites inside and out to flush out malware and identify vulnerabilities that could lead to serious security compromises. Once the scan’s complete,
SiteLock alerts you if it’s found anything potentially hazardous, including malware and engineering-level weaknesses. Thayer explains, “SiteLock monitors websites for any foul play and uncovers any weaknesses. But more important than just finding issues, SiteLock can also fix some of the problems it discovers using its SMART tool.” SMART is pretty impressive; not only does it scan all of your site’s files and notifies you of any malware it finds, it also automatically removes malware it finds for you. Once SiteLock has determined your site’s got a clean bill of health, there’s nothing wrong with bragging about it. “SiteLock offers a badge for websites that it has scanned and found neither malware nor vulnerabilities. This way your website is known as a safe place on the Internet, free from the malware you find in so many places,” Thayer informs us.
DO I NEED AN SSL CERT OR SITELOCK?
Which security solution you need depends on what kind of website you have. • SSL certificates are a must-have for websites that transmit sensitive user data, such as e-commerce sites or sites where visitors (or you, as the administrator) can log in. • SiteLock benefits most websites – not just those storing credit card or login data. No matter what kind of place you’re making for yourself on the Internet, attackers would love to compromise it and infect your visitors with malware. SiteLock protects everyone from that threat. However, websites built with tools such as the ones offered by GoDaddy, Squarespace, and Jimdo among others, generally don’t need services like SiteLock, because these websites reside in locked-down environments. When you’re ready to increase the level of security for your website, you can take the following steps to setup your SSL Certificate and SiteLock.
SETTING UP SSL CERTS
For SSL certificates, the steps you take to request and install the certificate depend on where the website is being hosted. • For customers hosting through GoDaddy, it’s incredibly simple because they take care of everything for you. All you need to provide is which domain name you want to protect. • Customers installing their SSL certificates elsewhere will need to go through some additional steps. First, they’ll need to generate a certificate signing request (CSR) on their host servers, and then provide the CSR to GoDaddy. After that, they validate their ownership of the domain, and then install the SSL certificate.
For Extended Validation certificates, GoDaddy will request some additional information to verify identity of the company that runs the website. They have plenty of information about this in their interface and support center.
SETTING UP SITELOCK
Setting up SiteLock is straightforward. After entering the domain name you want to protect, there’s a brief process to make sure you own the website, and then it begins scanning for problems. For SiteLock’s SMART malware removal tool, you’ll also need to also provide your File Transfer Protocol (FTP) login information from your hosting company. With it, SiteLock can download and scan your site for any known malware. If you run into any issues, GoDaddy offers award-winning 24/7 customer support, worldwide, for free.
MANAGED WORDPRESS IS AN OUNCE OF PREVENTION
In addition to its strictly-security-oriented products, GoDaddy also offers Managed WordPress, which solves a lot of administrative nightmares of working with the world’s most widely used (and most frequently targeted) content management system (CMS). Because of WordPress’ popularity, as soon as an exploit is found, abuse of it spreads quickly. The only way to protect yourself is to upgrade your version of WordPress as quickly as possible. Of course, as a small business owner, there are a million other things you need to accomplish besides checking for software updates day in and day out. Managed WordPress alleviates that headache by automatically upgrading your site to the latest version of WordPress within hours of its release, minimizing your exposure to potential threats. Coupling this with SiteLock’s regular scans can make your website incredibly secure. Customers using Managed WordPress are also protected from a variety of other ailments, such as brute force WordPress admin login attempts and dangerous plugins. GoDaddy’s development team works closely with the WordPress community to protect customers. They vet security threats and ensure that sites running vulnerable plugins automatically get updated or removed from the environment – as in the recent case of All-in-One-SEO Pack [http://www.pcworld.com/article/2357740/flaws-in-popularseo-plugin-put-wordpress-websites-at-risk.html] where all Pi n g Z i n e . c o m
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sites with that plugin were automatically upgraded to a secure version. If that sounds like something that would solve some of your problems, but you can’t deal with the hassle of moving your site, GoDaddy has a solution for that, as well. They offer a tool that migrates your WordPress content for you. For anyone using WordPress, GoDaddy’s Managed WordPress is the ideal security platform.
HOW GODADDY DOES IT (AND HOW YOU CAN HELP)
When customers buy hosting from GoDaddy they are getting more than just space on fast and reliable servers. Behind the scenes, GoDaddy has a 24/7 security operations team keeping a close eye on their systems. Of course, it’s not a simple task: today’s attacks have evolved to defeat yesterday’s countermeasures. However, there are always foolproof, must-have practices that GoDaddy uses (and recommends to its customers). Redfoot summarizes, “We use good password etiquette on admin accounts, use SSL where appropriate, scan our servers for vulnerabilities and fix any that we discover. In addition, we make sure we are using the latest versions of software and the most current patches and turn off or remove any services that aren’t needed. For both our sites’ and our customers’ servers, we also do a lot of server hardening to enhance security.” They frequently see two common issues with customers’ accounts, though: weak passwords and outdated software. You can help GoDaddy (and the Internet at large) by making sure your site isn’t a security weak point.
WEAK PASSWORDS
Redfoot continued explaining that many compromises occur simply because customers use weak passwords for their hosting accounts. This leaves them vulnerable to brute force attacks, which use trial and error means to guess your login information. By using strong, unique passwords, customers can reduce the likelihood their sites will get infested with malware. This not only includes FTP and admin-type passwords, but also the password to your GoDaddy account itself.
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OUTDATED SOFTWARE
Sites that don’t keep up-to-date with the latest software versions and patches pose a huge risk across the entire Internet. (How commonly this happens is part of what drove GoDaddy to develop its Managed WordPress platform.) However, it’s not just a customer’s CMS that can cause issues. Thayer adds, “Another item often overlooked is extensions, or ‘plugins,’ to these popular content management systems. These need to be updated as well – usually more often than the CMSs they run within. Disabling plugins you aren’t currently using will cut down on how many you have to keep updated. “For other vulnerabilities that can lead to compromises, customers can rely on SiteLock Premium’s daily scans to ensure their sites remain secure.” Other tips include using two-step authentication if it’s available and keeping an eye out for any suspicious activity. Doing all of this will not only protect your own website and personal information from getting compromised, it helps make the Internet that much less dangerous.
GETTING DOWN TO BUSINESS
You’re now in a position to confidently go forward in protecting your website (and yourself) from the vast majority of security threats the Internet poses. Take this opportunity to redouble your efforts to make your website someone wants to return to – again and again. Wayne Thayer, Vice President & General Manager, Security Products Wayne is responsible for GoDaddy’s security products, including its SSL Certification Authority, code signing certificates and partnership with SiteLock, an online security scanner for websites. Wayne represents GoDaddy at the CA/ Browser Forum, the standards body that defined Extended Validation SSL. He holds an MBA and a BS in Electrical Engineering, both from Penn State University. When he’s not working or spending time with his family, Wayne enjoys competing in amateur mountain bike races. He completed the famed Leadville Trail 100 race a few years ago. Todd Redfoot, Chief Information Security Officer Todd is responsible for overseeing GoDaddy’s award winning Security Team. His specific focus is maintaining a safe hosting platform for customer websites and ensuring a high level of information security within the company. Since joining GoDaddy in 2003 as a Senior Developer, Todd has led several Development and Security teams, including Email Systems, Marketing Infrastructure, and Internal Information Technology. Todd is well-versed in Network, Application, and Database security and is trained in several programming and software scripting languages. He has a Bachelor of Science in Computer Information Systems from Arizona State University.
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BACK UP NOW! Backing up a MySQL Database What You Need To Know
sk any Webmaster and they will tell you that one of their worst nightmares and biggest fears is the loss of their most important information. All it takes is one malicious or unfortunate incident, such as the infiltration of a hacker or the crashing of a server, to wipe out every piece of vital information that is stored in your MySQL database. Its always been said that you should back up any essential data, and for Webmasters, that piece of advice is especially true. Fortunately, there are many ways that a Webmaster can back up their MySQL database, thus making it very possible to prevent the ultimate nightmare scenario. While many Webmasters consider the fear of a negative incident, such as a hacker or server crash, to be the primary, and most obvious reason for performing regular backups of their MySQL database, it is far more
common for a backup of the database to be used during a transfer from one web host to another, or from one database server to another. With your MySQL database completely backed up, you’ll be able to seamlessly perform these transitions in a stress-free manner. When it comes to backing up a MySQL database, you have a multitude of options depending on your skill set, experience level, and shell or telnet accessibility. Two of the most common ways to perform a MySQL database backup are through the mysqldump command and by using the PHPMyAdmin interface to perform the action. There are also other alternatives to be discussed and considered. Regardless of the method that you choose, you’ll replace any feelings of uncertainty with serenity knowing that your vital data has been backed up in the case of an unfortunate event or a hosting change.
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Backing up your MySQL database with mysqldump In order to use the mysqldump command, you’ll need shell or telnet access to your database server. The command will serve to create a backup by routing your database contents to any location that you specify. The beauty of the mysqldump command is that it offers a variety of different ways to back up your vital data. For example, you’ll be able to backup your entire database, strictly the database structure, or if preferred, only specified tables within the database. Although it is not as simple as MyPHPAdmin, the command mysqldump gives Webmasters the flexibility desired to meet every possible individual need by providing these backup options. To perform a simple database backup using the mysqldump command, you’ll use a basic syntax that requires the database username, password, and name, as well as the file that will receive the backup data. As an example, if your database username was admin, your password was live845, the name of your database was Subscribers, and the file receiving the information was subsbackup.sql, you could use the following command to back up the entire database: mysqldump –u admin –p live845 Subscribers > subsbackup.sql If backing up the entire database seems too cumbersome, and you feel it would be in your best interest to, instead, make a backup of only specific tables, then you can modify the above code to meet your needs. For instance, the Subscribers database may have a plethora of information, though only specific elements of that data are of any importance. In such a case, it would be a waste of resources to make a backup of every piece of information. Rather, it would make much more sense to back up the most pertinent information through a modification of the aforementioned code. As an example, within the Subscribers database, you would like to backup the tables named subscribers_names and subscribers_ info, you would be able to do that by using the following syntax: mysqldump –add-drop-table –u admin –p live845 Subscribers subscribers_names subscribers_info > subsbackup.sql Lastly, in such cases when you don’t care about the actual data within a database, but rather the
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structures, you can modify the syntax by use of a special parameter that specifies that no data be passed on to the backup file. In order to perform such a back up, you would use this syntax: mysqldump –no-data –databases Subscribers > subsbackup.sql
Using PHPMyAdmin to back up your MySQL database Whether you lack the access to telnet, or you get a headache from simply looking at mysqldump syntax, then you will most likely end up using PHPMyAdmin to handle all of your MySQL database backup needs. PHPMyAdmin is a web interface designed to make controlling MySQL databases a simplified task. In fact, with PHPMyAdmin, the process of backing up your MySQL database literally takes only a few clicks of your mouse. All you’ll have to do is go to the export tab, and then follow the basic directions to download the SQL queries to represent your database. To put it bluntly, backing up your MySQL database has never been easier.
Alternative Methods If neither mysqldump nor PHPMyAdmin seem to work for you, then you need not worry, as there are still alternative means of backing up your precious data. These options are generally offered by third parties sources or software, so as long as you trust others with the backup process, they may work wonderfully for you. Amazon S3 has become increasingly popular to backup MySQL databases. In order to more efficiently backup your data to Amazon S3, various scripts have been developed and made available. Another alternative to make your life easier is to download a script that will automatically perform the mysqldump command for you. Thus, you don’t have to worry about manual inputting the necessary syntax for backing up your database. Regardless of the means in which you do it, it is highly recommended that you perform a backup of your MySQL database. It may seem like a tedious task at first, but in the event of either a crisis, or a need for change, you will feel relieved knowing that you still have all of your vital data. Whether you choose to use MyPHPAdmin, or to either input the mysqldump syntax yourself, or have a script do it for you, it is important to know that you have various methods at your disposal to get the job done.
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Introducing
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his years hit at Google I/o was without a doubt its new virtual reality headset, Cardboard. The foldable, inexpensive Headset made it debut at Google’s annual conference during Wednesday’s keynote, where attendees were given one to try out. Cardboard is not an expensive headset like the Oculus Rift, but instead is a device made out of brown cardboard, hence the name. The device consists of an E Flute cardboard, Biconvex lenses, magnets, Velcro, a rubber band to hold the smart phone in place, and a NFC tag. To interact with Cardboard, you simply move your head around to navigate. The magnetic switches on the left side allow you to click on things by using your phone’s magnetometer, reports TheRegister. Googlers David Coz and Damien Henry from the Google Cultural Institute In Paris started the project earlier this year as part of 20% project that prototyped VR experiences without the expensive hardware found in other headsets. “Virtual reality has made exciting progress over the past several years. However, developing for VR still requires expensive, specialized hardware. Thinking about how to make VR accessible to more people, a group of VR enthusiasts at Google experimented with using a smartphone to drive VR experiences,” states Google’s developer’s page. “The result is Cardboard, a no-frills enclosure that transforms a phone into a basic VR handset, and the accompanying open software toolkit that makes writing VR software as simple as building a web or mobile app”. Once the headset is built, you will have to download the free cardboard app that is compatible with most smartphones running Android 4.1 Jelly Bean or later. The websites notes that fully compatible devices include Google Nexus 4/5, Motorola Moto X, Samsung Galaxy S4/5, and Samsung Galaxy Nexus while the HTC One, Moto G, and Samsung Galaxy S3 are only partially compatible. The app allows you to go anywhere on Google Earth, take a local tour around Versailles, watch YouTube videos, examine cultural artifacts, drive through Paris, look around photospheres, and even watch an animated short story from Spotlight Stories. “By making it easy and inexpensive to experiment with VR, we hope to encourage developers to build the next generation of immersive digital experiences and make them available to everyone”. More information on how to build your own Cardboard can be found on developers.google.com/cardboard/
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our name applies to more than just your business. In today’s consumer market, you’ll have more than a magnetic sign on your car door and a box around your ad in the yellow pages. Many people lost their jobs in the economic downturn of a few years ago, spawning proliferation of small businesses. While this is great, for many reasons, it does create more competition. Small business owners are being forced into what were once considered elite forms of advertisement and promotion. By “elite”, read “internet”. The Internet is not just for tech savvy people far removed from the everyday functioning of the real world. The Internet IS the real world. People use it for their phone books, address books, and hardly anyone hires a contractor or chooses a hairdresser without checking a review site online. So, the name you choose is very important. Keep in mind that it represents you every time someone in your area goes online and types in “(your service) in (your town)”. Not only that, the way you name your products will make a difference in brand recognition. The name of your website makes a difference. Even, in the broader sense, the domain name you choose online will contribute to your success. So, it’s not just your business name.
INTERNATIONAL FAUX PAS
How big is your business? If yours is an online business, rather than a local service, you’ll undoubtedly deal with international customers. This makes the naming of your business, products, and website even more crucial. One well known example of an international faux pas is the Chevy Nova. For some reason, the Nova would not sell in Mexico. Why? Because No Va means “will not go” in Spanish. Have you noticed the popularity of “e” in names of online businesses? Consider “eTrade” and “eTron”. In France, “e” means “poo poo”. So don’t expect any French customers. Enron’s first mistake? Naming itself Enteron, which means “colon”. We’ll leave the parallels to you. The conclusion is, don’t be afraid to hire a professional when you name your company, especially if you plan to go international.
You need to follow the same advice if you provide local services. For instance, in one oil-field area, an enterprising entrepreneur named his company “Quick Lay Pipeline”. It made for great billboards, which were taken down due to public outcry. The wrong name can doom your business to failure. At the very best, you’ll remain obscure.
ABSTRACT OR CONCRETE
There are several different schools of thought concerning choosing a name. • Abstract: Some advisors will tell you that an abstract name is preferable. This, supposedly, gives you a “Blank Slate” for your business image. An example of this is “ING”. • Concrete: Most advisors suggest a name that tells the customer exactly what the business does. This may not be very creative, but it immediately communicates the function of the business. “7-Eleven”, for example, made it clear that the store was actually open until eleven o-clock at night – an unheard of service at the time it was initiated. • Made up Words: some people think that making up a word, or changing the spelling, makes it more memorable. “Adidas” are named from Adolf (Adi) Dassler. When choosing your name, keep in mind your advertising budget and longevity. For instance, 7-Eleven, as mentioned before, started off offering an unusual service by staying open until eleven o-clock at night. That’s how they made their name, and what their name represented. The business has been around for decades, now, and everybody associates them with staying open. But, most of the stores stay open 24 hours a day. Did they change their name? No, they didn’t, because they have brand recognition. “ING”, on the other hand, had the advertising dollars to start a media blitz geared toward piquing consumer curiosity. They used the tactic of blocking part of a sign and leaving just the ING showing, arousing speculation of passersby as to what the sign said. Then, the person or object blocking the rest of the sign would move away revealing – nothing. To add to the “mystery”, the commercial would not explain what ING meant, supposedly building anticipation and engaging the consumers’ attention. A&M Records is a great example of a concrete name. “Records” tells you that it’s a record company. The interested consumer can find out that “A” stands for Herb Alpert, and “M” stands for Jerry Moss, founders of the record company. Besides advertising money, as in the case of ING, your longevity may give you naming rights to some flexibility. 3M is a famous name, but it was originally the Minnesota Mining and Manufacturing Company. As their success grew, they gained recognition, and eventually adopted their nickname as the formal company name.
BUILD ON YOUR NAME
Once you have a successful brand, you can start branching out and taking more abstract chances. Consider, for instance, the Wisp. The name tells you nothing about the function of the product, or what it does. It only elicits a visceral response based on the meaning of the word. Now, associate it with the word “Colgate”. Colgate toothpaste has been around longer than computers. So, when they wanted to come out with a portable, one use toothbrush, they needed a name for it. They hired the famous naming company, Lexicon (more about them, later), to come up with a name for the tiny, disposable toothbrush with a name that promotes the quick, light, fresh results it brings.
NAMING YOUR COMPANY
LOCAL FAUX PAS
Lexicon is a perfect example of naming mastery. Remember that in the cyberworld, ALL of the domain names that are 4 letters are gone. Lexicon is the brain trust that came up with Pentium, Swiffer, OnStar, Febreze, and BlackBerry. They use a creative process to produce names, and their process is imitated by smaller companies all the time.
CONCRETE IDEAS
So, now that you have an idea of different types of names and categories for naming products, here are some ideas on how to get started. The first thing you need to do is to write down words that are related to the business you wish to name. If you want instant name recognition, choose words that describe the business function. Otherwise, be prepared to spend money on advertising. Once you run out of words for your business, use a thesaurus to expand your vocabulary. Make an additional list of words that mean “great” or “the best”. Again, use a thesaurus. Now you start to combine the words. It is important to make sure that the combinations make sense. Stay away from nonsense words and initials, because they are hard to remember. Partial combinations are fine, as long as they make sense. Choose the top 5 names, and start trying them out. Mention them to people. If you have to explain or excuse the name, it may not be a good choice. Find business card templates online, and try out the name in print. Finally, before you make your choice, check out trademarks. You don’t want to get all excited and print up T-shirts, only to find out that your great business name has already been trademarked. Just remember, when you finally choose a company or product name, it takes time. If you’re careful with it, you can have confidence in the name, and it will serve its purpose.
BY GAREN ARNOLD
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AMAZON PRIME MUSIC THE GOOD If you’re a Amazon Prime subsicrber, you have access to over one million songs and hundreds of playlists for free. The ad-free music service allows you to listen when your are offline for no additional membership costs. THE BAD The music selection is very limited compared to other free music services on the market. Many popular songs and artist from Universal Music Group are missing from the music catalogue. Additionally, the app freezes and crashes more often than not. THE VERDICT Though this is a good addition to the $99 annual Prime subscription fee, music lovers can find other music apps that have less performance issues and offer more variety.
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MICROSOFT SURFACE PRO 3 THE GOOD Microsoft’s newest Surface Pro tablet features a clear, high-resolution screen. The Pro 3 is lighter and thinner than previous models, giving it a more upscale feel. Its improved kickstand and pressure-sensitive stylus pen makes the tablet easier to use. THE BAD The tablet only has one USB port and lacks a full SD card slot. At times it runs very hot with extensive use, making it unable to hold. The Surface Pro 3 is pricey, with the lowest model starting at $799. The Type Cover is not included, which only increased the price by an additional $130. THE VERDICT Not sure if you should ditch your laptop just yet, but we definitely recommend the Surface Pro 3 if you are looking for a good tablet, whether for entertainment purposes or work. The portability and thinness makes it perfect for on the go and everyday use. SPECS Software: Windows 8.1 Pro Weight: 1.76 lbs Display: 12� ClearType Full HD Display Storage: 64, 128, 256, or 512 GB Price: $799-$1,949
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