SSH stands for “Secure Shell.” It’s a network protocol used to securely access and manage devices and servers over an unsecured network. It provides an accurate form of authentication as well as encrypted communication between two systems, making it especially useful in environments where security is a concern.

SSH is commonly used to access remote servers through a command line interface, but can also be used to securely transfer files (through SFTP or SCP). It uses encryption techniques to protect transmitted information, making it difficult for third parties to intercept or manipulate data during transmission.

One of the main advantages of SSH is its ability to authenticate both the client and the server, which helps prevent man-in-the-middle attacks and other security threats. SSH replaces older, less secure methods of remote access, such as Telnet, which transmits information in an unencrypted manner, making it susceptible to interception and data theft.

SSH is an operating system independent protocol. Although it was conceived for UNIX environments, it is present in operating systems such as OSX (Mac) and in the latest versions of Microsoft Windows servers. SSH is, de facto, the standard for connecting to servers by command line. 

It uses port 22/TCP, but can be configured to listen and connect over different ports. In fact, it is considered a good security practice to change the default listening port to avoid being identified by remote scanning tools.

Content:

• A brief look at the history of SSH and OpenSSH
• Remote command execution with SSH
• Security at SSH
• What are the differences between Telnet and SSH?
• Top SSH customers
• Pandora RC: Alternative to using SSH

A brief look at the history of SSH and OpenSSH

The trajectory of OpenSSH dates back to 1999 and is closely linked to the original software called “SSH” (Secure Shell), created by Tatu Ylönen in 1995. SSH is a network protocol that enables secure connection and remote control of a system through a command line interface.

In its early days, SSH was proprietary software and although it was available for free for non-commercial use, it required licenses for use in commercial environments. This led to the creation of several open source SSH implementations to fill the gap in terms of accessibility and software licensing.

In this context, the OpenSSH project was initiated by Markus Friedl, Niels Provos, Theo de Raadt, and Dug Song in December 1999. The creation of OpenSSH was carried out in response to a series of events that included the release of the SSH protocol source code by Tatu Ylönen and concerns about ownership and licensing of existing proprietary software.

The initial goal of the OpenSSH project was to create a free, open-source protocol that was compatible with existing versions, especially SSH-1 and SSH-2. OpenSSH also sought to circumvent the licensing restrictions associated with proprietary SSH deployments.

As the project progressed, it became the de facto implementation of SSH on Unix- and Linux-based systems. OpenSSH’s growing popularity was due to its open source code, ability to provide safe communication, and features such as strong encryption, key-based authentication, and secure file transfer capability (SFTP).

OpenSSH also benefited from collaboration with the free and open source software community. Over the years, it has undergone continuous improvements, security updates, and functional extensions, making it an essential tool in remote system administration and network security.

In short, OpenSSH emerged as a response to the need for a free, open-source SSH implementation. Over the years, it has evolved to become the most widely used SSH implementation on UNIX and Linux systems and remains a key element in the security of communication and system administration in distributed environments.

Remote command execution with SSH

SSH not only provides a way to interactively access the shell of a remote machine, it can also be used to execute remote commands on a system, with the following syntax:

ssh user@host:/path/ofthe/command

SSH is frequently used in scripts for the automation of all types of actions and processes, for that it requires automatic authentication by means of certificates, since, by default, it will require the user to enter a password manually and interactively through the keyboard.

Security at SSH

SSH stands for Secure Shell, so security is part of SSH’s foundational design.

SSH also has the ability to create TCP tunnels that allow a host to be used to create a kind of dedicated VPN, between two IPs, that can be bidirectional. It is what is known as “TCP Tunnel” and that when misused, can be a security problem.

SSH allows automatic authentication through certificates, which allows a user to connect to a system through SSH without knowing the password. To do this, the public key of a digital certificate must be copied to the server, so that you identify that user through their certificate. This is an advanced option that allows command execution automation through SSH, but which presents inherent risks to any automation.

What are the differences between Telnet and SSH?

SSH and Telnet are two network protocols used to access remote systems, but there are significant differences in terms of security and features.

SSH is the current standard for remote access in all types of environments. Telnet, on the other hand, is older and less secure, and its use is discouraged, unless it is impossible to use SSH.

Security

SSH: It provides a safe environment for communication between two systems. All data, including usernames and passwords, are encrypted before being transmitted, making it much more difficult for an attacker to intercept and understand the transmitted information.

Telnet: It transmits data, including login credentials, in an unencrypted form. This means that if someone has access to the network between the client and the server, they can easily capture and read the information.

Encryption

SSH: It uses encryption to protect data during the transmission. Encryption algorithms in SSH can be configured to meet the latest security standards.

Telnet: It does not provide encryption, which means that all information, including passwords, are transmitted insecurely.

Authentication

SSH: It supports several authentication methods, including the use of passwords, public key, and token-based authentication.

Telnet: Depending on your settings, it generally uses only usernames and passwords for authentication.

Ports

SSH by default. SSH uses port 22, unlike Telnet, which uses port 23. However, these ports can be changed at any time.

Top SSH customers

Listed below are some of the best-known SSH customers on the market.

OpenSSH

OpenSSH (Linux, macOS, Windows with WSL) and other operating systems such as BSD or communications devices that support a version of OpenSSH.

OpenSSH is a free and open source implementation of the SSH protocol. It comes pre-installed on most Linux distributions and is widely used in Unix environments.

It is highly reliable, secure, and the default choice on many Unix-based operating systems, as well as being 100% free.

Putty

PuTTY is a free and open source SSH client for Windows and is therefore very popular. Although it was initially designed for Windows, there is also an unofficial version called “PuTTY for Mac” that works on macOS, there are also alternative versions for Linux.

It’s lightweight, easy to use, and can be run as a portable app with no installation required. However, it lacks a powerful interface, does not allow sequence recording, and in general, lacks more advanced features that you may find in other “visual” SSH clients. It also doesn’t have a specific interface for file transfer.

Of all the options, PuTTY is the most basic one, but at least it’s a visual interface, unlike the standard operating system’s SSH client that’s free, but where all the “features” are command-line-based.

Downloads and Updates

It can be downloaded from its own web, although there are several sites in parallel that offer alternative versions for Mac and even Linux.

Price & Licenses

It’s free and under an OpenSource license, so you may modify its code and compile it on your own.

BitVise

Bitvise SSH Client is a solid choice for Windows users looking for an easy-to-use and secure SSH client. Its combination of an intuitive interface, advanced file transfer features, and robust security makes it a well-liked tool for remote system management and safe file transfer.

SSH Server

BitVise offers both an SSH client and an SSH server. Generally, Windows systems do not use SSH so it can be a very good option to implement it, despite the fact that the latest versions of Microsoft Windows Server already implement it. It is an excellent option for implementing SSH in older Windows versions, as it supports a wide selection of versions, almost since Windows XP:

• Windows Server 2022
• Windows 11
• Windows Server 2019
• Windows Server 2016
• Windows 10
• Windows Server 2012 R2
• Windows Server 2012
• Windows 8.1
• Windows Server 2008 R2
• Windows Server 2008
• Windows Vista SP1 or SP2
• Windows Server 2003 R2
• Windows Server 2003
• Windows XP SP3

SSH Tunneling and Port Forwarding

It allows SSH tunnel configuration and port forwarding, which is useful for securely redirecting network traffic over SSH connections.

Advanced Session Management

Bitvise SSH Client offers advanced options for session management, including the ability to save session configurations for quick and easy access to frequently used servers.

Session Log and Audit

It provides a detailed session log, which can be useful for auditing and activity tracking purposes.

Proxy Support:

Bitvise SSH Client supports several proxy types, allowing users to bypass network restrictions and connect through proxy servers.

Downloads and Updates

A 30-day trial version can be downloaded from their website https://www.bitvise.com.

Price & Licenses

Only for Windows, it is priced at around 120 USD per year.

SecureCRT

It is available for all platforms: Windows, macOS, and Linux. A functional demo can be downloaded from their website at https://www.vandyke.com.

SecureCRT is a commercial client that offers support for multiple protocols, including SSH. It provides an advanced graphical interface, scripting and automation functions, and is widely used in enterprise environments.

Terminal Emulation

It offers terminal emulation for a wide variety of types, including VT100, VT102, VT220, ANSI, among others. This ensures effective compatibility with different remote systems and devices.

Secure File Transfer

SecureCRT includes support for secure file transfer protocols, such as SCP (Secure Copy Protocol) and SFTP (Secure File Transfer Protocol). This allows users to securely transfer files between local and remote systems. To manage file transfers, use an additional product called SecureFX (with an additional license fee).

Automation and Scripting

It makes it easy to automate tasks by running scripts. It supports different scripting languages, such as VBScript, JScript, and Python, providing flexibility in process automation.

Efficient Session Management

SecureCRT offers an efficient session management interface that allows users to easily organize and access previous connections. It also makes it possible to import and export sessions for easy configuration transfer between systems. It allows advanced session configuration, including authentication options, function key configuration, port forwarding, among others. This gives users precise control over their remote sessions.

SSH Key Integration

SecureCRT supports key-based authentication, which means users can manage and use SSH keys for safe authentication without relying on passwords.

Additional Protocol Support

In addition to SSH, SecureCRT also supports other protocols such as Telnet, rlogin, and Serial. This makes it a versatile tool for different network environments.

Price & Licenses

A full version for one user, including safe transfer features (SecureFX) is about $120 per year.

ZOC

ZOC Terminal is an SSH client and terminal emulator that offers advanced features for users who need a powerful and versatile tool to work with SSH remote connections. It is also compatible with other protocols such as Telnet and Rlogin, which extends its usefulness in different environments not only as an SSH client but also as a Telnet client.

ZOC is compatible with Windows and macOS and publishes regularly updated versions. A demo version can be downloaded from their website at https://www.emtec.com.

Terminal Emulation Functions

ZOC supports multiple terminal emulations, such as xterm, VT220, TN3270, and more. This allows users to connect to a variety of remote systems and mainframes.

File Transfer

It includes secure (and insecure) file transfer features, such as FTP, SFTP (SSH File Transfer Protocol) and SCP (Secure Copy Protocol), allowing users to securely transfer files between the local and remote system. The feature is included in the product itself.

Automation and Scripting

ZOC makes it easy to automate tasks by running scripts. It supports different scripting languages, such as VBScript, JScript, and Python, providing flexibility in process automation. It also allows you to record a key combination and play it back to, for example, automate login sessions that require the use of sudo or su.

Session Management

The ability to manage and organize sessions is crucial for those who work with multiple connections. ZOC offers an efficient session management interface that allows users to easily organize and access previous connections. You can have a catalog of systems where you can easily connect.

Price & Licenses

The basic license is around 80 USD, but its free version allows you to work easily, except for the somewhat annoying popup at the beginning.

Pandora RC: Alternative to using SSH

Pandora RC (formerly called eHorus) is a computer management system for MS Windows®, GNU/Linux® and Mac OS® that allows you to access registered computers wherever they may be, from a browser, without having direct connectivity to your devices from the outside.

Security

For greater security, each agent, when configured, may have an individual password that is not stored on the central servers of Pandora RC, but each time the user wishes to access said machine, they will have to enter it interactively.

Remote access without direct connection

One of the most common SSH issues is that you need to be able to access the server IP. With Pandora RC, it’s the server that connects to a cloud service and so it’s available from anywhere, without the need for a VPN or complex firewall rules.

Integrated with Pandora FMS

It integrates natively with Pandora FMS monitoring software, so that it is possible not only to monitor the servers, but to access them directly from the same interface, without the need to install SSH clients, remember passwords or generate duplications.

Price & Licenses

Free up to 5 devices. There are use licenses for unlimited machines from €19/month. More information on the website: https://pandorafms.com/en/remote-control/prices/

Remote Shell and All-in-One Remote Desktop

Pandora RC has a remote control system through access to the Desktop in a visual way. In both cases, a web interface is used to operate with the remote server, whether it is Windows, MacOS or Linux. It also provides a file transfer mechanism and process/service management. All integrated into one WEB application:

Example of remote Shell on a Mac system:

Example of a remote desktop on a Mac system:

Example of a file share on a Linux system:

Sancho Lerena

Sancho is the one who created and founded Pandora FMS. Among his many hobbies, besides technology and the internet in general, is reading, playing the guitar and sports like fencing or boxing. In his personal blog he dares to write about business and technology issues when he has the time, which is almost never the case.

sancholerena.com

 

 

According to Computer Weekly, Information Technology Management “…is the process of overseeing all matters related to information technology operations and resources within an organization…” Its objective is to ensure that all technological resources, including hardware, software and networks (on-premise or in the cloud or in hybrid environments) are available and reliable, being used correctly and providing value for the organization, through productivity and better user experiences for the organization’s employees.
To understand its importance, you must bear in mind that, in all industries and in organizations of all sizes, the combination of technology and digital skills is key to participating in the digital economy, where data, connectivity, automation and process improvements impact the employee experience and the customer experience through new business models, omnichannel (integrating more digital channels), integration, modernization and consolidation of technologies.
To achieve this, IT strategists must constantly monitor operation, security, compliance (industry provisions and regulations), the integration of new technologies and, of course, budget management.

Content:

• Fundamental role of IT in business structures
• Roles and Responsibilities of IT Managers
• Skills Needed for IT Managers
• Difference between IT Managers and IT Leaders
• Key Features of Effective IT Management
• IT Teams: Types and Functions
• Conclusion

Fundamental role of IT in business structures

In digital businesses, the critical asset is Information Technology (IT), so risk mitigation is essential not only to anticipate threats and protect the integrity of digital assets but also to ensure business continuity, through processes to:

• Identify risks: como primer paso en la gestión de riesgos, debiendo identificar (ambientales, regulatorios, de mercado, etc.) y priorizar en cuáles se encuentra expuesta la organización.
• Analyze: As a first step in risk management, having to identify (environmental, regulatory, market, etc.) and prioritize those in which the organization is vulnerable.
• Assess: Risks should be classified by their importance to define specific actions to mitigate them.
• Mitigate: From the evaluation, develop a plan to mitigate risks including risk prevention tactics and contingency plans.
• Monitor and review risks: There will be risks that you cannot get rid of (environmental or market risks, for example), but that can be monitored. Also in risk management, constant updating must be considered in accordance with the needs of the organization.

IT strategists can use emerging technologies such as advanced analytics and artificial intelligence to analyze risk data and automate IT staff tasks, with a proactive approach to new or negative conditions that could affect the business. Keep in mind that the repercussions of not mitigating risks can be quantifiable, such as reduced productivity, claims expenses, sales losses, etc., and unquantifiable, such as reputational damage to the organization.

Roles and Responsibilities of IT Managers

The IT Area has become extremely important in the Digital Transformation of organizations, being in charge of the following and responsibilities to provide constant and reliable access to IT services and systems:

• Develop business plans related to IT management: This includes defining the hardware and software needs of the company based on the business strategy and the particularities of all areas that make use of technology (Human Resources, Finance, Sales, Marketing, Operations, among others). Consider upgrading technologies, renewing licenses and usage contracts, as well as storage needs.
• Guarantee the security and availability of IT networks and services: From the maintenance and repair of IT infrastructure and resources, the installation and integration of equipment and technologies to advice on new technological solutions.
• Provide support and resolution on issues in services, hardware and software, offering assistance to personnel who need access to service resources, networks, software and hardware. It also involves deploying and training employees in the use of existing and new systems.
• Manage online processes, from website configuration, design and maintenance to e-commerce processes, from testing and improving features and interfaces, to setting up safe channels for transactions and operations from multiple channels.
• Ensure compliance with company quality standards, including service level agreements (SLAs). It is also to assist in IT assessments and inventories and research on new equipment and its acquisition.
• Evaluate potential threats to the company’s digital infrastructure, as well as seek alternatives for a quick response, including third-party support and contingency measures, seeking business continuity.
• Integrate new technologies into the business structure, especially due to the pace of digitization in which it is essential to constantly be evaluating and testing technologies that optimize services and operations in the organization, but that add more value to the business.

Skills Needed for IT Managers

The value of an IT Manager lies in leveraging existing data, ensuring business continuity, optimizing processes and connecting employees with each other and with suppliers, business partners and the end customer. To achieve these objectives, key competencies are required to manage IT, which must be constantly reinforced and updated.

An IT Manager must have Hard Skills, which are technical skills necessary for a job and which are acquired and improved through education, usually through training and certifications, along with experience, such as:

• Knowledge of Codes and Operating Systems, including knowledge of programming languages for coding websites, software development, database management and other technological systems, as well as the use, operation and possible problems in operating systems on equipment and devices.
• Management of databases, networks, hardware and software, knowing how to navigate database software and how to use forms and forms integrated into a database, integration with equipment and knowing how to effectively manage a company’s computer network.
• Software development, essential for those engaged in IT operations, as an organization may require IT professionals involved in programming to develop new software.
• IT security to keep information safe and confidential. It takes a working knowledge of this technical skill and constant updating as the sophistication of cyber threats evolves.
• Consolidation, IT modernization and integration of new technologies, especially emerging ones (Robotics, Artificial Intelligence, 3D Printing, among others) that contribute to efficiency in an organization.

Soft skills are also required, which are non-technical attributes, characters and interpersonal skills that define how a person deals with their professional colleagues and other people in the work and social environment. The soft competencies of the IT manager have become essential for their strategic role in the organization:

1. Business understanding (integral vision), which implies understanding the needs of their peers in IT and business areas, especially since more and more technology expenditure is financed by departments other than IT, because technology has become accessible to end users and there is also consensus in more multidisciplinary teams on technology decisions, and even budgets previously only managed by the IT area are shared. Hence, the IT Manager must have a comprehensive view of the business and its value chain.
2. Efficient and effective stakeholder management: IT managers should not only approach, understand needs and engage with users, but also with suppliers and strategic partners (stakeholders). IT Managers must also involve the parties involved in the innovation processes, to improve or create new services or products.IT managers must lead the change so that their teams stops thinking in terms of putting together applications that meet feature requirements and move on to designing user experiences that are intuitive and empowering. This change of philosophy in the IT function forces us to show more empathy towards users, who begin to value and require both the experience and the result. Likewise, the IT Manager must not lose sight of their team and provide them with the appropriate training. Attracting and retaining talent in the IT area becomes a fundamental task for the sustainability of the area and the fulfillment of business goals.
3. Efficient and effective project management, including the management of internal and external projects and demands, the execution and management of mixed budgets, personnel and supplier administration, with transparency and efficient resource control. It also includes change management for users to adopt and make correct use of the technology, communicating about its impact on the business.
4. Lead the innovation process in the organization, not only being up to date with technological changes and new trends, but knowing how to recommend, to generate new digital revenue streams, working closely with the areas involved in the creation and development of physical and digital combinations that ensure the best customer experience. In customer acquisition and retention, IT Managers assume a strategic role to know and segment customers and monitor marketing campaigns.

As it can be seen, today’s IT Managers must have communication, teamwork and project management skills, in close collaboration with the areas of the organization to understand the needs and look for courses of action that drive efficiency and constant innovation.

Difference between IT Managers and IT Leaders

As it can be seen from the above, the role of IT Managers has transformed from simple suppliers of IT equipment and resources to leadership roles in business, becoming the expert voice to recommend and influence key business decisions. To describe what an IT leader is, let’s look at 7 characteristics that make them indispensable:

1. Curiosity as a cornerstone: Always seeking knowledge of the market, being an insightful advisor, assuming a role of business partner, with a clear perspective of the organization, the desired results and its value chain.
2. Up-to-date and future vision: Constantly evaluating and testing the technologies that can be currently integrated and preparing to integrate new ones, especially those that could be implemented in the short or medium term. The leading IT Manager sets everything up to optimize costs, get rid of repetitive or low-value tasks, relies on automation, and drives their team to work efficiently and at the forefront.
3. Humility: As a characteristic that differentiates the indispensable leader from the average leader. This leader recognizes and seeks support to inspire their teams to find solutions to issues, and trusts and values their team’s contributions. An IT leader can inspire confidence for input, becoming a mentor to their team. This also involves recognizing mistakes to learn from them.
4. Union: The IT leaders of today are players of a team, able to build cohesion so that everyone works towards a goal and towards success. The IT Leader should be able to talk to other teams as well to foster collaboration, inside and outside the company (including suppliers and strategic partners).
5. Discretion: This is one of the most particular and difficult characteristics to develop for IT leaders: allowing their team to do the work without intense supervision, without constantly telling them what and when to do certain tasks. To do this, it is clear that they must trust the capabilities of an adequate team with the necessary knowledge to do their job. This leader is also able to mentor when needed, celebrate successes, and encourage learning about failures.
6. Optimism: IT leaders must be able to encourage optimism, seek improvements even in times of uncertainty and constant disruptions such as those we experienced in recent years around the world. The optimistic IT leader gets employees to understand their contribution and accept causes for which to seek improvements and work shoulder to shoulder with the same goal.
7. Empathy: The lead IT Manager can understand interests from all areas to find courses of action towards the same mission. IT teams and employees of the organization feel identified and have a clear understanding of how they can participate in the common good and the expected business results. IT Leaders take their time to understand potential conflicts or miscommunication.

Finally, IT leaders are also able to recognize the gaps in competencies and can persuade their teams about the need to continue training through Continuous Education, something that has become the standard in IT ecosystems due to the dizzying speed at which technology changes

Key Features of Effective IT Management

According to ComputerWeekly, effective IT management “enables organizations to optimize resources and staffing, improve business and communication processes, and apply best practices. Individuals working in IT management should also demonstrate skills in general management areas such as leadership, strategic planning, and resource allocation.”
Based on this description, IT Managers must ensure that technological resources are used, maximizing as much as possible investments in IT and limiting the risks in its implementation. To do this, they must combine:

• Structures: How the IT function is organized, its assigned responsibilities, and the role in decision making.
• ·Processes: Including information systems and the measurement of their performance.
• Relationship mechanisms: With stakeholder participation, collaboration between business areas and IT staff.

To carry out this, it is necessary to rely on innovative technology and tools that streamline the functions of the staff and the IT leader, such as:

• Data analytics to get valuable insights that help improve operations, as well as identify the root of problems and even anticipate incidents.
• Cloud computing for convenient access to data and services from any location, taking advantage of the benefits of cost efficiency, scalability, security and continuity with data recovery strategies. For teams, the cloud allows them to modernize systems and streamline their work so they can focus on other priorities.
• Artificial Intelligence (including Cognitive Computing, which simulates human thinking) to analyze data, learn and predict problems, in order to improve the quality of IT services. Cognitive computing can be essential to managing IT and accelerating innovation. For technical issues and user support, you may leverage the use of AI-based chatbots acting as virtual agents.
• Internet of Things, (IoT), by incorporating the Internet into everyday objects to drive efficiency, whether by collecting or analyzing data from devices and sensors. Cognitive Computing in IoT allows you to identify patterns and provide additional context, which improves decision making in an accurate and timely manner.

Now more than ever, IT Managers will always be a key in adopting new technologies to improve operations and meet business challenges.

IT Teams: Types and Functions

IT Teams, as we have seen, work with a wide range of IT services and equipment and each one is different, according to the needs of the company. Some are permanent and others have a specific duration according to the particular goal for which they were created. The types of IT Equipment and their functions are:

• Operations Teams: in charge of critical infrastructure for business operations, including networks, data centers and web services. Their job is to monitor and ensure the availability of services and systems to support business operations. They are also known as IT Service Management (ITSM) teams. These teams are permanent.
• Project Teams: focused on specific solutions for particular problems, the implementation of a system or a substantial change in IT. Their efforts are temporary, as once a project is completed the team can be disbanded or reassigned to other functions.
• Support Teams: with responsibility for the maintenance and sustainability of the systems. They are usually permanent teams, (just like operations teams). They are in charge of IT service management to keep operations running. Also, like project teams, they are assigned to address specific problems and even several mini-projects.
• Process Teams: in charge of improving processes related to business growth, also known as enterprise IT support teams. Their job is to manage and improve IT systems for a business process. These teams include analysts, project managers, and data analysts. They work closely with project teams to achieve specific results.

Conclusion

In the digital world, IT Management has become vital to achieve business results and to give continuity to operations regardless of contingencies or disruptions that may arise now and in the future. Also, IT Management must ensure that the employees of the organization adopt the technology and are involved in the strategic decisions of the technology. At the same time, the IT team must ensure that the company’s staff is productive and focused on the business. That is why IT Managers must become leaders in technology decisions, with well-structured teams capable of doing their job and contributing to innovation to face challenges and forge the competitive differentiation of the organization.

Olivia Díaz

Market analyst and writer with +30 years in the IT market for demand generation, ranking and relationships with end customers, as well as corporate communication and industry analysis.

Analista de mercado y escritora con más de 30 años en el mercado TIC en áreas de generación de demanda, posicionamiento y relaciones con usuarios finales, así como comunicación corporativa y análisis de la industria.

Analyste du marché et écrivaine avec plus de 30 ans d’expérience dans le domaine informatique, particulièrement la demande, positionnement et relations avec les utilisateurs finaux, la communication corporative et l’anayse de l’indutrie.