chapter 06- 1ecommerceinfrastructure

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Copyright 2010 Pearson Education, Inc.Copyright 2007 Pearson Education, Inc. Slide 1-1

Chapter 6

The Internet and

World Wide Web:

E-commerceInfrastructure


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Copyright 2010 Pearson Education, Inc.

Wikitude.me

Class Discussion

Have you used Wikitude.me? If so, has it beenuseful; if not, is it a service that seemsinteresting? Why or why not?

Are there any privacy issues raised by geotagging?

What are the potential bene!ts to consumers

and !rms of mobile services? Are there anydisadvantages?

What revenue models could work for providers ofmobile services such as "ayar and #lifter?

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The Internet: Technology

Background Internet

Interconnected network of thousands of networks and

millions of computers

"inks businesses, educational institutions, governmentagencies, and individuals

World Wide Web $Web% &ne of the Internet's most popular services

(rovides access to around billions, possibly trillions, ofWeb pages

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The !olution o" the Internet

1#$1%The &resent Innovation (hase, )*+-)*

/reation of fundamental building blocks

Institutionali0ation (hase, )*1-)**

"arge institutions provide funding and legitimi0ation

/ommerciali0ation (hase,)**1-present

(rivate corporations take over, e2pand Internetbackbone and local service

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The Internet:

(ey Technology Conce)ts 3e!ned by 4ederal 5etworking

/ommission as network that6 7ses I( addressing

#upports 8/(9I(

(rovides services to users, in manner similar totelephone system

8hree important concepts6). (acket switching

:. 8/(9I( communications protocol

. /lient9server computing

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&acket S+itching

#lices digital messages into packets

#ends packets along di


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&acket S+itchingFigure 3.3, Page 130

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TC&I&

8ransmission /ontrol (rotocol $8/(%6 >stablishes connections between sending and

receiving Web computers Handles assembly of packets at point of transmission,

and reassembly at receiving end

Internet (rotocol $I(%6 (rovides the Internet's addressing scheme

4our 8/(9I( "ayers). 5etwork Interface "ayer

:. Internet "ayer

. 8ransport "ayer

. Application "ayerSlide 3-



The TC&I& /rchitecture and

&rotocol SuiteFigure 3.,

Page 13!

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Internet 0I& /ddresses

I(v6

:bit number

>2pressed as series of four sets of separatenumbers marked o< by periods

:).+).)@+.::

/lass / address6 5etwork identi!ed by !rst three sets,

computer identi!ed by last set

5ew version6 I(v+ has ):@bit addresses, able tohandle up to ) uadrillion addresses $I(v can

only handle billion%

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outing Internet 4essages:

TC&I& and &acket S+itchingFigure 3.", Page 133

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Domain 5ames6 D5S6 and 78s

3omain 5ame I( address e2pressed in natural language

3omain 5ame #ystem $35#% Allows numeric I( addresses to be e2pressed in

natural language

7niform =esource "ocator $7="% Address used by Web browser to identifylocation of content on the Web

>.g., http699www.a0imuthinteractive.com9BashCtest

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ClientSer!er Com)uting

(owerful personal computers$clients% connected in network

with one or more servers#ervers perform common

functions for the clients

#toring !les, software applications, etc.

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Insight on Business

&2& Dukes It 9ut +ith Streaming ideoClass Discussion

How does (:( networking di



The 5e+ Client: The merging

4o;ile &lat"ormWithin a few years, primary

Internet access will be through65etbooks

3esigned to connect to wireless Internet

7nder : lbs, solid state memory, @D displays

E:-#martphones

3isruptive technology6 (rocessors, operating systems

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Cloud Com)uting

4irms and individuals obtaincomputing power and softwareover Internet >.g., Foogle Apps

4astest growing form of computing

=adically reduces costs of6 Guilding and operating Web sites Infrastructure, I8 supportHardware, software

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9ther Internet &rotocols and

7tility &rograms Internet protocols

H88(

>mail6 #8(, (&(, IA(

48(, 8elnet, ##"

7tility programs (ing8racert

(athping

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The Internet Today

Internet growth has boomedwithout disruption because it isbased on6/lient9server computing model

Hourglass, layered architecture5etwork 8echnology #ubstrate

8ransport #ervices and =epresentation#tandards

iddleware #ervices

Applications

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The



Internet 5et+ork /rchitecture

Gackbone6 Highbandwidth !beroptic cable networks (rivate networks owned by a variety of 5#(s Gandwidth6 )11 bps-:.1 Fbps Guiltin redundancy

I(s6Hubs where backbones intersect withregional and local networks, and backboneowners connect with one another

/A5s6"A5s operating within a singleorgani0ation that leases Internet access directlyfrom regional or national carrier

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Internet 5et+ork /rchitectureFigure 3.1!, Page 1"

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Internet Ser!ice &ro!iders 0IS&s

(rovide lowest level of service toindividuals, small businesses, someinstitutions

8ypes of service5arrowband $dialup%

Groadband

3igital #ubscriber "ine $3#"%

/able modem

8) and 8

#atellite

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Intranets and =tranets

Intranet

8/(9I( network located within a single

organi0ation for communications andprocessing

>2tranet

4ormed when !rms permit outsiders toaccess their internal 8/(9I( networks

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Who >o!erns the Internet?

&rgani0ations that inBuenceInternet and monitor its operationsinclude6 Internet Architecture Goard $IAG%

Internet /orporation for Assigned 5ames and5umbers $I/A55%

Internet >ngineering #teering Froup $I>#F%

Internet >ngineering 8ask 4orce $I>84%

Internet #ociety $I#&/%

World Wide Web /onsortium $W/%

International 8elecommunications 7nion $I87%

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Insight on Society

>o!ernment egulation and

Sur!eillance o" the InternetClass Discussion

How is it possible for any government to JcontrolD orcensor the Web?

3oes the Iranian government, or the 7.#.government, have the right to censor content on theWeb?

How should 7.#. companies deal with governmentsthat want to censor content?

What would happen to ecommerce if the e2istingWeb split into a di


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Internet II: The @uture

In"rastructure"imitations of current Internet

Gandwidth limitations

Kuality of service limitations "atency

JGest e


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The Internet2A &roect

/onsortium of :L universities,government agencies, and privatebusinesses collaborating to !nd ways

to make the Internet more eMcient,faster

(rimary goals6

/reate leading edge veryhigh speed network fornational research community

>nable revolutionary Internet applications

>nsure rapid transfer of new network services andapplications to broader Internet community

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The 8arger Internet II

Technology n!ironment:The @irst 4ile and the 8ast 4ile

F>5I Initiative(roposed by 5#4 to develop new core

functionality for Internet

ost signi!cant private initiatives4iber optics

obile wireless Internet services

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@i;er 9)tics and the Band+idth

=)losion in the @irst 4ile J4irst mileD6 Gackbone Internet services that

carry bulk traMc over long distances

&lder transmission lines being replaced with!beroptic cable

uch of !beroptic cable laid in 7nited #tates

is JdarkD, but represents a vast digitalhighway that can be utili0ed in the future (hotonic technologies e2pand capacity of e2isting

!ber lines

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The 8ast 4ile: 4o;ile Wireless

Internet /ccess

J"ast mileD6 4rom Internet

backbone to user's computer, cellphone, (3A, etc.

8wo di


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Tele)hone-;ased Wireless

Internet /ccess /ompeting F standards

F#6 7sed primarily in >urope

/3A6 7sed primarily in the 7nited #tates

>volution6 :F cellular networks6 relatively slow, circuitswitched

:.1F cellular networks6 interim networks

F cellular networks6 ne2t generation, packetswitched

.1F $FL%

F $Wia2, "8>%

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Wireless 8ocal /rea 5et+orks

0W8/5s Wi4i

Highspeed, !2ed broadband wireless "A5, di


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Wi-@i 5et+orks

Figure 3.1#, Page 1#

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Bene"its o" Internet II Technologies

I( multicasting6 >nables eMcient delivery of data to many locations on a

network

"atency solutions6 di


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De!elo)ment o" the We;

)*@*-)**)6 Web invented8im Gerners"ee at />=5H8", H88(, Web server, Web browser

)**6 osaic Web browser w9F7I Andreesen and others at 5/#A =uns on Windows, acintosh, or 7ni2

)**6 5etscape 5avigator, !rstcommercial Web browser Andreessen, Oim /lark

)**16 icrosoft Internet >2plorer

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2ample 7="

http699megacorp.com9content9features9@:+:.html

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4arku) 8anguages

Fenerali0ed arkup "anguage $F"%Q)*+s

#tandard Fenerali0ed arkup "anguage

$#F"%Qearly F",)*@+ Hyperte2t arkup "anguage $H8"%

4i2ed set of prede!ned markup JtagsD used to format te2t /ontrols look and feel of Web pages

etensible arkup "anguage $"% 5ew markup language speci!cation developed by W/ 3esigned to describe data and information8ags used are de!ned by user

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We; Ser!ers and We; Clients

Web server software6 >nables a computer to deliver Web pages to clients on

networks that reuest this service by sending an H88( reuest

Apache and icrosoft II#

Gasic capabilities6 security services, 48(, search engine, datacapture

Web server /an refer to Web server software or physical server

#peciali0ed servers6 database servers, ad servers, etc.

Web client6 Any computing device attached to the Internet that is capable

of making H88( reuests and displaying H8" pages

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We; Bro+sers

(rimary purpose to display Webpages

Internet >2plorer $+R% and 4irefo2$:R% dominate the market

&ther browsers include65etscape&pera

#afari $for Apple%

Foogle's /hrome

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The Internet and We;: @eatures

Internet and Web features onwhich the foundations of e

commerce are built include6 >mail Instant messaging

#earch engines

Intelligent agents $bots%&nline forums and chat

#treaming media

/ookies

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-mail

ost used application of the Internet

7ses series of protocols fortransferring messages with te2t andattachments $images, sound, videoclips, etc.,% from one Internet user toanother

/an be an e


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Instant 4essaging

3isplays words typed on a computeralmost instantly, and recipients canthen respond immediately in the

same way

3i


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Search ngines

Identify Web pages that match ueriesbased on one or more techniues Teyword inde2es, page ranking

Also serve as6 #hopping tools

Advertising vehicles $search engine marketing%

8ool within ecommerce sites

&utside of email, most commonlyused Internet activity

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oogle Works

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!i"ure #22, $a"e %&0


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Intelligent /gents 0Bots

#oftware programs that gatherand9or !lter information on aspeci!c topic and then provide alist of results #earch bot

#hopping bot

Web monitoring bot5ews bot

/hatter bot

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9nline @orums and Chat

&nline forum6 ATA message board, bulletin board, discussion

group, board, or forum

Web application that enables Internet users tocommunicate with each other, although not in realtime

embers visit online forum to check for new posts

&nline chat6 #imilar to I, but for multiple users

8ypically, users log into chat room

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Streaming 4edia

>nables music, video, and otherlarge !les to be sent to users inchunks so that when receivedand played, !le comes throughuninterrupted

Allows users to begin playingmedia !les before !le is fullydownloaded

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Cookies

#mall te2t !les deposited by Website on user's computer to storeinformation about user, accessedwhen user ne2t visits Web site

/an help personali0e Web site

e2perience/an pose privacy threat

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We; 2. @eatures and Ser!ices

Glogs

(ersonal Web page that typically contains aseries of chronological entries by its author,and links to related Web pages

=eally #imple #yndication $=##%

(rogram that allows users to have digitalcontent automatically sent to theircomputers over the Internet

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(odcasting

Audio presentation stored as an audio !le and availablefor download from Web

Wikis Allows user to easily add and edit content on Web page

5ew music and video services

Uideocasts

3igital video on demand

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Internet telephony $U&I(%

7ses Uoice &ver Internet (rotocol $U&I(%

and Internet's packetswitched network totransmit voice and other forms of audiocommunication over the Internet

Internet television $I(8U%8elepresence and video

conferencingSlide 3-*1


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&nline software and Web services

Web apps, widgets, and gadgets

3igital software libraries, distributedstorage

commerce applicationsGeginning to take o


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Copyright 2010 Pearson Education, Inc. Slide 3-*3

What are Web mashups and what technologymakes them possible?

Why would Foogle and others allow theirsoftware to be combined with other software?

What is the potential bene!t to consumers?

If mashups ultimately make money, how willthe revenues be divided?

Why would mashups be supportive ofconte2tual advertising?

Insight on Technology

/ll 4ashed 7)Class Discussion


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