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

Packet Switching

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)

Routing Internet Messages: TCP/IP and Packet Switching

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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Wi-Fi Networks

Figure 3.15, Page 145

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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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Mobile Apps Use of mobile apps has exploded

More than 60% of online shoppers are mobile shoppers as well

Increased use/purchasing from tablets Platforms

iPhone/iPad (iOS), Android, Blackberry

App marketplaces Google Play, Apple’s App Store, RIM’s App World,

Windows Phone Marketplace

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