strategic electronic marketing: managing e-business, 2e ch02
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Chapter 2A Slide: 1
Chapter 2 Appendix:
Internet Technology
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LEARNING OBJECTIVES:
1. Understand how information is routed through theInternet.
2. Be able to explain current and evolving Internetbackbones.
3. Specify how businesses and home users canimplement security measures.
4. Outline the importance of open standards for theInternet and specify those standards.
5. Understand site hosting and ISP choice.
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Data Packets
Data are sent around the Internet backbone in packets.
E-mail files, HTML files, sound files, and so forth are split intosmall sections and then routed to different locations based on the
packets address.
This strategy allows digital backbones to maximize theamount of data that flows through their networks.
Broadband applications stream in, or receive, largenumbers of packets of information that are assembled atthe users end.
How many packets move through the Internet at a giventime depends on carrier and router speeds.
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Figure A2.1: Packet Routing
Backbone Line
110101101010
Data PacketFrom Y
To: B
Router
Browser A
010001101
Browser B
010101101
Browser C010001111
110101101010
Data PacketFrom Z
To: C
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Figure A2.1: Packet Routing (XP)
Backbone Line
110101101010
Data PacketFrom Y
To: B
Router
Browser A
010001101
Browser B
010101101
Browser C010001111
110101101010
Data PacketFrom Z
To: C
om X
o: A
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Speed Considerations
A large number of hops (places where two networks meet)slows data.
Congestion at peering points (points of Internet backbone
connection) slows the routing of packets. Each Web address is stored in a name server, and
congested name servers can slow access to addressed
information, and thus to the addressed data.
These speed considerations affect the type of content thatshould be developed for the market served.
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Figure A2.2: Data Packets Sent
Around The World (In Billions)
0
5000
10000
15000
20000
25000
30000
1996 1997 1998 1999 2000 2001 2002
Data
Voice
Source: Michael C. Hulfactor and Bob Klessig, The Problem of the Bandwidth Bottleneck, ISPWorld, August 2000, pp. 44 -48.
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Home-User Internet Delivery Options
Term Speed in Seconds for 10 megabits ofdata
MODEM
(14.4, 28.8, 56 Kbps)
@ 56 Kbps: 179 seconds
T1 or T3 T1 @ 1.5 Mbps: 6.6 seconds
DSL
(ADSL: 1.54 Mbps)
@ 1.5 Mbps:
6.6 seconds
Cable Modems
(800 Kbps -
3 Mbps)
3.3 - 20 seconds
Direct Broadcast Satellite
(200 - 400 Kbps)
80 - 40 seconds
Fiber Optic (10 Gbps) @ 10 Gbps: < .01 seconds
G3 Cellular Phones
(projected 2 Mbps maximum)
.5 - 1 second
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New Data Lines Pure digital
Line-of-site microwave
or lasers:
Analog waves that must be modulated anddemodulated, High-voltage electrical lines can
be modulated and demodulated to
carry digital information, allowing
electrical utilities to become broadband providers.
or radio waves.
BuildingA
BuildingB
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Blocks Cybercriminal s
Virus, Worm,
Pornography, Spam, ect.
Figure A2.3: Firewall Protection
System
Firewall
Individual
PC Firewall
Internet BackboneUsers
Browser
Business
NetworkServer
Cybercriminal sends
Virus, Worm,
Pornography, Spam, ect.
Blocks Cybercriminal s
Virus, Worm,
Pornography, Spam, ect.
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Table A2.1: Internet Security
RecommendationsAction Description
Control Access Authenticate users and authorize the type of action
taken.
Set up Firewalls Set up to permit and deny traffic flows for
networks.
Use management and
administration tools
Centrally manage and report usage of site.
Use auditing, monitoring,
and alert technology
These monitor and record events to determine if
actions occur outside of set perimeters.
Antivirus products Prevent, detect and correct virus codes.
Use cryptography
technology
Provides information confidentiality.
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Table A2.1: Internet Security
RecommendationsAction Description
Certification and key
management
Supports encryption and digital signatures to
authenticate users.
Enhance user
authentication
Use token or smart cards to enhance password
protection.
Use biometrics Systems that confirm users identities using a
personal measure such as fingerprints, iris scans,
voice prints, etc.
Intrusion detection Scans networks to detect incidents of intrusion.
Physical security Controls physical access to hardware and software.
Use consultants To bring in experts.
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Table A2.3:Internet ProtocolsTerm Meaning Used For
TCP/IP Transport Control
Protocol/Internet
Protocol
Set of standards that are
used on the Internet.
EMAIL Electronic Mail Allows for the transport of
text between users over the
Internet.
FTP File TransferProtocols
Allows for computer filesor software to be
transferred online. This is
most often used as an
attachment with email.
TELNET Uses TCP/IP to
exchange packets
of data between
computers.
Allows a computer to
connect into other
computer systems, in
essence becoming one oftheir terminals.
USENET Standard for sites
to share and
forward discussion
information.
Like a chat room, it is a
place for online discussions
of areas of interest.
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World Wide Web Protocols (1)Protocol Meaning
World Wide Web Set of standard that allows for
hyperlinks and graphics to move through
the Internet.
HypertextTransport
Protocol (HTTP)
Underlying protocol to the Web allowsfor linking to other sites and retrieving
information.
Virtual Reality
Markup Language(VRML)
Allows for 3D models to be displayed
and rotated in a Web page.
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World Wide Web Protocols (2)Protocol Meaning
CommonGateway
Interface (CGI)
An interface for providing links toother programs from Web serverssuch as when a Web form is used to
collect information.Universal
Resource LocatorCode (URL)
The address used to find a site at aserver on the Web.
Secure Electronic
Transaction(SET)
Protocols to allow for secure
purchases on the Internet.
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HTML Tags
Webpage coding can also be complex as shown inthe following example:
Hypertext markup language tag for locating a URL:
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Web Browser Language
Code Use
Hypertext Markup
Language
(HTML 4)
Text-based markup language, or set
of codes which give design (fonts,
position, colors, etc.) to the Web
page.Dynamic HTML Allows for movement and layering
of text and images on a page adding
multimedia effects.
Extendable markuplanguage (XML) Adds intelligence to Web pages.
JAVA Allows Web developers to add
programming applets to Web pages.
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Web Browser Plug-Ins
Plug-ins: Examples UseVideo QuickTime Downloads and plays video.
Video and
Audio
RealPlayer Streams in video and audio.
Multimedia Shockwave Allows for the streaming of
multimedia and interactive
games.
Chat iChat Real-time text conversations
IP
Telephony
Phone Calls Allows phone calls to be
placed over the Internet.
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Case A2.1: He Who Controls the
Standard Controls the World Thinking Strategically
Specify why standards are important to the future of theInternet.
Outline how Internet standards are a threat toMicrosoft.
Indicate why a company such as Microsoft should orshould not be allowed to use it dominance to developstandards.
Consider the overall consumer welfare question andargue for or against the open standard process beingfostered by the Internet.
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Choosing an ISP Network reliability. What percentage of time is the network
up?
Value for price. Which services are offered for the price
charged?
Network performance. Number of delays and packet losses.
Customer service responsiveness. Does the ISP provide quick
attention to problems and answers to questions?
Technical support. How responsive is technical support?
Start-up time. How quickly can services be readied? Service-level agreements. What types of services and training
does the ISP offer?
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Choosing an ISP Disk space. What is the cost, and how much disk space
does the business get?
Programming support. What capabilities does the ISPhave to provide database access,
programming help, or special design skills? E-commerce support. Does the site allow for shopping
carts, online transactions, and individualized
marketing programs?
E-mail services. How many accounts can be provided, and
how can they be accessed? Security. Does the ISP ensure security for data transfer
and for transactions conducted online?
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Internet Delivery
Question Outsource In-house
Do you have the technology staff to develop
and maintain a web site?
No Yes
Are you willing to pay the cost of continually
upgrading the software and hardwarenecessary to maintain adequate resources?
No Yes
Will you have a large number of hits in a short
time?
Yes No
Do you need high levels of security? Yes No
Will your technology needs change rapidly? Yes No
Do your users require round the clock access
to support?
Yes No
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Exercise A2.1 HTML Code Open a browser and go to www.msn.com on the
Web. Take a look at the HTML code for this page.
In MS Explorer, go to ViewSource (or use whatever HTMLviewer your browser uses).
Scroll through this text and view the source code. Dont try to understand the coding. Afterward viewing, close
the window.
Notice that unless you were trained in this code youwould likely have no idea what it means.
Now highlight about a third of the Web page. Copy this andpaste it into your word processor. This should show you atable-based structure. Many web pages use tables to control thelook and feel of content on the page.
http://www.msn.com/http://www.msn.com/ -
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C i ht 2003 S th W t C ll P bli hiChapter 2A Slide: 24
Exercise A2.2 ISP Evaluation Exercise
Investigate several ISPs based on the
criteria in the text.
Discuss this with your classmates anddetermine which ISP would be the best to
use.
Explore both large and small ISPs.