Download - Ecommerce and Internet
Lecture 4Lecture 4E-commerce Infrastructure: The Internet, Web, and E-commerce Infrastructure: The Internet, Web, and Mobile PlatformMobile Platform
Learning Objectives Discuss the origins of the Internet Identify the key technology concepts behind the
Internet Describe the role of Internet protocols and utility
programs Discuss the impact of the mobile platform and
cloud computing Explain the current structure of the Internet Understand the limitations of today’s Internet
The Internet: Technology Background Internet
Interconnected network of thousands of networks and millions of computers
Links businesses, educational institutions, government agencies, and individuals
World Wide Web (Web)One of the Internet’s most popular servicesProvides access to billions, possibly trillions, of
Web pages
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The Evolution of the Internet1961–Present
Innovation Phase, 1964–1974Creation of fundamental building blocks
Institutionalization Phase, 1975–1995Large institutions provide funding and
legitimization
Commercialization Phase, 1995–presentPrivate corporations take over, expand Internet
backbone and local service
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Development of the Internet Timeline Some examples of key developments include:
1961, concept of packet switching is created 1969, first ARPANET link established (Internet born) 1972, e-mail is invented 1974, TCP/IP invented Late 1970s, PCs are invented 1984, DNS system introduced 1989, the Web is created 1993, first graphical Web browser (Mosaic) 1994, first banner ad (birth of e-commerce) 1995, NSF privatizes the backbone (fully commercial
Internet born)
The Internet: Key Technology Concepts
Packet switching TCP/IP and domain names Internet architecture and applications Client/server architecture Mobile platform Cloud computing
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Packet Switching Slices digital messages into packets Sends packets along different communication paths
as they become available Reassembles packets once they arrive at destination Uses routers
Special purpose computers that interconnect the computer networks that make up the Internet and route packets
Routing algorithms ensure packets take the best available path toward their destination
TCP/IP Transmission Control Protocol (TCP)
Establishes connections among sending and receiving Web computers
Handles assembly of packets at point of transmission, and reassembly at receiving end
Internet Protocol (IP) Provides the Internet’s addressing scheme
Four TCP/IP layers Network interface layer Internet layer Transport layer Application layer
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TCP/IP While packet switching was an enormous advance in
communications capacity, there was no universally agreed upon method for breaking up digital methods into packets
The answer was to develop a protocol The transmission control protocol (TCP) establishes
the connections among sending and receiving machines, and makes sure that packets sent by one computer are received in the same sequence by the other, without any missing packets
The Internet protocol (IP) provides the Internet’s addressing scheme
IP Addresses An Internet address, known as an IP address, is a 32-
bit number that appears as a series of four separate decimal numbers marked off by periods, such as 64.49.254.91
Each of the four decimal numbers can range from zero to 255
This IPv4 addressing scheme contains up to four billion unique addresses
A new version, called IPv6, is being adopted and provides for 128-bit addresses, or about one quadrillion (10 to the 15th power)
Domain Names
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Most people can not remember 32-bit numbers, so an IP address can be represented by a natural language convention called a domain nameThe Domain Name System (DNS) allows expressions such as drake.edu to stand for a numeric IP addressWeb pages use domain names as part of their unique Uniform Resource Locator (URL)
Domain Names, DNS, and URLs Domain name
IP address expressed in natural language
Domain name system (DNS) Allows numeric IP addresses to be expressed in natural
language
Uniform resource locator (URL) Address used by Web browser to identify location of
content on the Web For example: http://www.azimuth-interactive.com/flash_test
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URLs An example URL would be:
http://faculty.cbpa.drake.edu/strader/mba252.htm
This can be interpreted as:protocol://domain/path/file.extension
Domains are classified most commonly as either .com, .org, .net, .edu, .gov, .mil
Domains outside the US often include a country classification such as .uk (United Kingdom) or .ca (Canada)
URLs An example URL would be:
http://faculty.cbpa.drake.edu/strader/mba252.htm
This can be interpreted as:protocol://domain/path/file.extension
Domains are classified most commonly as either .com, .org, .net, .edu, .gov, .mil
Domains outside the US often include a country classification such as .uk (United Kingdom) or .ca (Canada)
Client/Server Computing Powerful personal computers (clients)
connected in network with one or more servers
Servers perform common functions for the clients Storing filesSoftware applicationsAccess to printers, and so on
Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall Slide 3-17
The Client/Server Computing Model
Traditionally, the client has been a mainframe or PC In a few years, the primary means of accessing the
Internet will be through a mobile device
The Emerging Mobile Platform In a few years, the primary means of accessing the
Internet worldwide will be through highly portable netbooks and smartphones, and not traditional desktop or laptop PCs
This change impacts the interface between consumers and online companies, and also the firms that manufacture computers and their components
What are some differences between PC-based e-commerce and mobile commerce?
The New Client:The Mobile Platform
In a few years, primary Internet access will be through:Tablets
Supplementing PCs for mobile situationsSmartphones
Disruptive technology: Shift in processors, operating systems
33% of all cell phones
Cloud Computing Firms and individuals obtain computing
power and software over InternetExample: Google Apps
Fastest growing form of computing Radically reduces costs of:
Building and operating Web sitesInfrastructure, IT supportHardware, software
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The Internet “Cloud Computing” Model: Software and Hardware as a Service
Cloud computing refers to a model of computing in which firms and individuals obtain computing power and software applications over the Internet
Traditionally, users would purchase hardware and then install software on their own machines
Currently, cloud computing is the fastest growing form of computing, with an estimated market size in 2010 of $68 billion, and a projected size of $148 billion in 2014
Cloud Computing Benefits Radically reduces costs of building and operating
Web sites because services can be licensed through an Internet service provider
Individuals can use much less-expensive netbooks or smartphones for e-commerce activities
Corporations can significantly cut their hardware and software costs (infrastructure costs), and they don’t have to hire a large IT staff
A risk is that firms may become totally dependent on their cloud service providers
Intranets Intranet
TCP/IP network located within a single organization for communications and processing
Used by private and government organizations for internal networks
All Internet applications can be used in private intranets
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Extranet -- formed when firms permit outsiders to access their I Broadband—in the context of Internet service—refers to any
communication technology that permits clients to play streaming audio and video files at acceptable speeds—generally anything above 100 Kbps.
Bandwidth measures how much data can be transferred over a communications medium within a fixed period of time, and is usually expressed in bits per second (bps), kilobits (thousands of bits) per second (Kbps), megabits (millions of bits) per second (Mbps), or gigabits (billions of bits) per second (Gbps).
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Limitations of the Current Internet Bandwidth limitations
Slow peak-hour service
Quality of service limitationsLatency - packets take a circuitous route (delay
caused by uneven flow)
Network architecture limitationsIdentical requests are processed individually
Wired InternetCopper and expensive fiber-optic cables
The Internet2 Project Consortium of 350+ institutions
collaborating to facilitate revolutionary Internet technologies
Primary goals: Create leading-edge very-high speed network for
national research community Enable revolutionary Internet applications Distributed and collaborative computing environments
for sciences, health, arts, and humanities initiatives
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Wireless Internet Access Network Technologies
Wi-Fi High-speed, fixed broadband wireless LAN (WLAN) Wireless access point (“hot spots”) Limited range but inexpensive For-profit Wi-Fi networks: Boingo, AT&T Wi-Fi Services
WiMax High-speed, medium range broadband wireless metropolitan area network
Bluetooth Personal connectivity between devices and to Internet Low-speed, short range connection
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Hypertext Text formatted with embedded links
Links connect documents to one another, and to other objects such as sound, video, or animation files
Uses Hypertext Transfer Protocol (HTTP) and URLs to locate resources on the Web Example URL:
http://megacorp.com/content/features/082602.html
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HTTP is the first set of letters at the start of every Web address, followed by the domain name . The domain name specifies the organization’s server computer that is housing the document. Most companies have a domain name that is the same as or closely related to their official corporate name. The directory path and document name are two more pieces of information within the Web address that help the browser track down the requested page. Together, the address is called a Uniform Resource Locator, or URL. When typed into a browser, a URL tells it exactly where to
look for the information. For example, in the following URL: http://www.megacorp.com/content/features/082602.html http = the protocol used to display Web pages www.megacorp.com = domain name content/features = the directory path that identifies where on the domain Web server the page is stored 082602.html = the document name and its format (an html page)
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Markup Languages Hypertext Markup Language (HTML)
Fixed set of pre-defined markup “tags” used to format text
Controls look and feel of Web pages HTML5 the newest version
HTML defines the structure and style of a document, including the headings, graphic positioning, tables, and text formatting. Since its introduction, the major browsers have continuously added features to HTML to enable programmers to further refine their page layouts
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Web Servers and Web Clients Web server software
Enables a computer to deliver Web pages to clients on a network that request this service by sending an HTTP request
Apache, Microsoft IIS Basic capabilities: Security services, FTP, search engine, data
capture
Web server May refer to either Web server software or physical server Specialized servers: Database servers, ad servers, and so on
Web client Any computing device attached to the Internet that is capable of
making HTTP requests and displaying HTML pages
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Web Server Basic Features Security services—These consist mainly of authentication services that verify that
the person trying to access the site is authorized to do so. For Web sites that process payment transactions, the Web server also supports
SSL, the Internet protocol for transmitting and receiving information securely over the Internet
FTP—This protocol allows users to transfer files to and from the server Search engine — modules within the basic Web server software package enable
indexing of the site’s Web pages and content, and permit easy keyword searching of the site’s content
Data capture—Web servers are also helpful at monitoring site traffic, capturing information on who has visited a site, how long the user stayed there, the date and time of each visit, and which specific pages on the server were accessed.
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Web Browsers Primary purpose to display Web pages Internet Explorer—54% of market Mozilla Firefox—20%
Open source
Other browsersGoogle Chrome—19%Apple’s Safari—5%
The Internet and Web: Features Features on which the foundations of
e-commerce are built:E-mailInstant messagingSearch enginesOnline forums and chatStreaming mediaCookies
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E-mail Most used application of the Internet Uses series of protocols for transferring
messages with text and attachments from one Internet user to another
Instant Messaging Displays words typed on a computer almost
instantly, and recipients can respond immediately in the same way
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Search Engines Identify Web pages that match queries based
on one or more techniques Keyword indexes, page ranking
Also serve as: Shopping tools Advertising vehicles (search engine marketing) Tool within e-commerce sites
Outside of e-mail, most commonly used Internet activity
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Online Forums and Chat Online forum
Also known as a message board, bulletin board, discussion board, discussion group, board, or forum
Web application that enables Internet users to communicate with one another, although not in real time
Members visit online forum to check for new posts
Online chat Similar to IM, but for multiple users Typically, users log into chat room
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Streaming Media Enables music, video, and other large
files to be sent to users in chunks so that when received and played, file comes through uninterrupted
Allows users to begin playing media files before file is fully downloaded
Copyright © 2014 Pearon Education, Inc. Publishing as Prentice Hall Slide 3-40
Cookies Small text files deposited by Web site on
user’s computer to store information about user, accessed when user next visits Web site
Can help personalize Web site experience
Can pose privacy threat
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Web 2.0 Features and Services Online Social Networks
Services that support communication among networks of friends, peers
BlogsPersonal Web page of chronological entries
Really Simple Syndication (RSS) Program that allows users to have digital content
automatically sent to their computers over the Internet
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Web 2.0 Features and Services Podcasting
Audio presentation stored as an audio file and available for download from Web
WikisAllows user to easily add and edit content on Web
page
Music and video servicesOnline video viewingDigital video on demand
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Web 2.0 Features and Services Internet telephony (VoIP)
Voice over Internet Protocol (VoIP) uses Internet to transmit voice communication
Video conferencing, video chatting, and telepresence
Online software and Web servicesWeb apps, widgets, and gadgets
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Intelligent Personal Assistants Software that interacts with the user
through voice commands Features
Natural language; conversational interfaceSituational awarenessInterpret voice commands to interact with
various Web services
Examples: Siri, Google Now
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