Ch03 laudon traver_ppt (e-commerce)

E-commerce Kenneth C. Laudon Carol Guercio Traver business. technology. society. Second Edition

Chapter 3 The Internet and World Wide Web: E-commerce Infrastructure

Learning Objectives Discuss the origins of the Internet Identify the key technology concepts behind the Internet Describe the role of Internet programs and utility programs Explain the current structure of the Internet Understand the limitations of today’s Internet Describe the potential capabilities of Internet II Understand how the World Wide Web works Describe how Internet and Web features and services support e-commerce

Web Services Propel Next Wave in E-commerce Page 117

Web Services Propel Next Wave in E-commerce Web services: general term that refers to an emerging set of applications, services and standards that make it possible for software programs to communicate with each other over the Web and share documents and information automatically based on standards Simplest-Shop.com an example of use of Web services to create a complex Web site at relatively low cost

The Internet: Technology Background Internet: A interconnected network of thousands of networks and millions of computers, linking businesses, educational institutions, government agencies and individuals World Wide Web (Web): One of the Internet’s most popular services, providing access to over 6 billion Web pages

The Evolution of the Internet 1961-2003 History of Internet can be segmented into 3 phases: Innovation Phase – fundamental building blocks conceptualized and realized Institutional Phase – providing funding and legitimization for Internet Commercialization Phase – private corporations take over and expand Internet backbone and services

Stages in the Development of the Internet Figure 3.1, Page 120

Development of the Internet Timeline Figure 3.2, Page 121

Development of the Internet Timeline (cont’d) Figure 3.2, Page 122

The Internet: Key Technology Concepts Federal Networking Council definition of Internet highlights three important concepts that are basis for understanding the Internet: Packet switching TCP/IP communications protocol Client/server computing

Resolution of the Federal Networking Council Figure 3.3, Page 125

Packet Switching A method of slicing digital messages into packets, sending the packets along different communication paths as they become available, and then reassembling the packets once they arrive at their destination Uses routers: special purpose computers that interconnect the computer networks that make up the Internet and route packets to their ultimate destination Routers use computer programs called routing algorithms to ensure packets take the best available path toward their destination

Packet Switching Figure 3.4, Page 126

TCP/IP (Transmission Control Protocol/Internet Protocol) Protocol: a set of rules for formatting, ordering, compressing and error-checking messages TCP: Establishes the connections among sending and receiving Web computers, handles thee assembly of packets at the point of transmission, and their reassembly at the receiving end IP: Provides the Internet’s addressing scheme TCP/IP is divided into 4 separate layers: Network Interface Layer Internet Layer Transport Layer Application Layer

The TCP/IP Architecture and Protocol Suite Figure 3.5, Page 128

IP Addresses Internet address (also called IP address): a 32-bit number expressed as a series of four separate numbers marked off by periods, such as 201.61.186.227 IPv4 the current version of IP. Can handle up to 4 billion addresses IPv6 (next generation of IP) will use 128-bit addresses and be able to handle up 1 quadrillion addresses

Routing Internet Messages: TCP/IP and Packet Switching Figure 3.6, Page 129

Domain Names and URLs Domain name: IP address expressed in natural language Domain name system (DNS): allows numeric IP addresses to be expressed in natural language Example: cnet.com = 216.200.247.134 Uniform resource locator (URL): addresses used by Web browsers to identify location of content on the Web

The Hierarchical Domain Name System Figure 3.7, Page 130

Pieces of the Internet Puzzle: Names and Addresses Table 3.1, Page 131

Client/Server Computing Model of computing in which very powerful personal computers (clients) are connected in a network with one or more server computers that perform common functions for the clients, such as storing files, software applications, etc.

The Client/Server Computing Model Figure 3.8, Page 131

Insight on Business: Peer-to-Peer Computing Goes to Work Peer-to-peer computing an outgrowth of client/server computing model Allows client computers to share resources without intervention of a central server Most often used for sharing music and other file over the Internet, in violation of copyright laws However, some new legitimate uses such as Groove Workspace, a P2P platform developed by Groove Networks

Other Internet Protocols and Utility Programs HTTP: Protocol used to transfer Web pages SMTP, POP and IMAP: Protocols used to send and receive e-mail FTP: Protocol that permits users to transfer files from server to client and vice versa SSL: Protocol that provides secure communications between client and server Telnet: Program that enables a client to emulate a mainframe computer terminal Finger: Utility program that lets you check who is logged on, for how long and user name Ping: Utility program that allows you to check connection between client and server Tracert: Utility program that allows you to follow pat of a message sent from a client to a remote computer

Sample FTP Session Figure 3.9, Page 135

The Result of a Ping Figure 3.10, Page 136

Tracing the Route a Message Takes on the Internet Figure 3.11, Page 137

The Internet Today Client/server computing model, coupled with hourglass, layered architecture of Internet has allow Internet to handle explosive growth without disruption Hourglass/layered architecture – 4 layers: Network Technology Substrate Transport Services and Representation Standards Middleware Services Applications

The Hourglass Model of the Internet Figure 3.12, Page 138

Internet Network Architecture Figure 3.13, Page 139

The Internet Backbone Consists of high-bandwidth fiber-optic cable owned by a variety of Network Service Providers (NSPs) Term bandwidth refers to how much data can be transferred over the communications media within a fixed period of time May be expressed bits per second (bps), kilobits per second (Kbps), megabits per second (Mbps) or gigabits per second (Gbps)

Major U.S. Internet Backbone Owners Table 3.2, Page 140

NAPs, MAEs and CANs Hubs where backbones intersect with regional and local networks, and where backbone owners connect with one another called Network Access Points (NAPs) or Metropolitan Access Exchanges (MAEs). Campus area network (CAN): Local area network operating within a single organization that leases Internet access directly from regional or national carrier

Internet NAPs and MAEs Figure 3.14, Page 141

Map of Internet NAPs and MAEs Figure 3.14, Page 141

Internet Service Providers (ISPs) Leases Internet access to home owners, small businesses and some large institutions Retail providers that deal with “last mile of service” Major national ISPs include AOL, MSN, and AT&T Worldwide. Offer both narrowband (traditional telephone modem connection at 56.6 Kbps) and broadband (service based on DSL, cable modem, T1 or T3 telephone lines, and satellite)

ISP Service Levels Bandwidth Choices Table 3.3, Page 142

Broadband Service Choices Digital Subscriber Line (DSL): Telephone technology delivers high-speed access through ordinary telephone lines; speeds from about 385 Kbps to 1.5 Mbps Cable modem: Cable television technology piggybacks digital access to Internet on top of analog video cable line; speeds from about 500 Kbps to 2 Mbps T1 and T3: International telephone standards for digital communication that offer guaranteed delivery rates T1: 1.54 Mbps T3: 43 Mbps Satellite: high-speed downloads (256 Kbps to 1 Mbps), but no upload available

Time to Download a 10 Megabyte File by Type of Internet Service Table 3.4, Page 144

Intranets and Extranets Intranet: TCP/IP network located within a single organization for purposes of communication and information processing Extranet: Formed when firms permit outsiders to access their internal TCP/IP networks

Who Governs the Internet? A number of different organizations that influence Internet and monitor its operations including: Internet Architecture Board (IAB) Internet Corporation for Assigned Names and Numbers (ICANN) Internet Engineering Steering Group (IESG) Internet Engineering Task Force (IETF) Internet Society (ISOC) World Wide Web Consortium (W3C)

Insight on Society: Yahoo! France – Government Regulation of the Internet Yahoo! France case raises issues as to who controls the Internet November 2000 – French judge ruled that U.S.-based Yahoo must block French users from access to Nazi-related memorabilia on site U.S. Federal Court decreed that French order was unenforceable on First Amendment grounds of freedom of expression; Yahoo nonetheless had previously removed all Nazi materials from site Similar issues raised by Google self-censoring of its database in France and Germany; 2002 Australian High Court decision applying Australian libel law to Dow Jones story published on U.S. servers but viewable in Australia

Internet II: The Future Infrastructure Internet II: The second era of the Internet that is being built today by private corporations, universities and government agencies

Limitations of Internet I To appreciate potential benefits of Internet II, must understand the limitations of Internet’s current infrastructure: Bandwidth limitations Quality of service limitations Network architecture limitations Language development limitations Wired Internet limitations

The Internet2® Project Internet2: Consortium of more than 200 universities, government agencies and private businesses that are collaborating to find ways to make the Internet more efficient Primary goals: Create a leading edge very-high speed network for national research community Enable revolutionary Internet applications Ensure the rapid transfer of new network services and applications to the broader Internet community

Areas of Focus of Internet2 Advanced network infrastructure: New backbone networks that interconnect GigaPoPs used by Internet2 members to access network New networking capabilities: Projects include Deploying IPv6 Developing and implementing new QOS technologies Developing more effective routing practices Coordinating the interconnection of different components of the Internet2 infrastructure Creating an infrastructure to handle multicasting Middleware: incorporating identification, authentication, authorization, directory and security services into standardized middleware Advanced applications: distributed computation, virtual labs, digital libraries, distributed learning, tele-immersion

Internet2 GigaPoP Exchanges Figure 3.15, Page 149

The Larger Internet II Technology Environment: The First Mile and the Last Mile Next Generation Internet (NGI): Recently concluded federal project that focused on developing advanced applications and networking capabilities Private initiatives in fiber optics and wireless Internet services

Fiber Optics and the Bandwidth Explosion in the First Mile Fiber optics concerned with the “first mile” or backbone Internet services that carry bulk traffic over long distances Older transmission lines being replaced with fiber-optic cable: over $700 billion invested worldwide by telecommunications companies Right now, much of fiber-optic cable laid in U.S.is “dark”, but represents a vast digital highway that can be utilized in the future

Worldwide Fiber- Optical Market Growth Figure 3.16, Page 151

Photonics Technologies Photonics: Study of communicating with light waves Technologies that will have impact on achieving Internet II include Dense Wavelength Division Multiplexing (DWDM) Optical and fiber switches, and switching components Optical integrated circuits Optical networks Big Band: Next step in Internet access; will provide bandwidth of 10 Gbps +

Major Photonics Opportunities and Players Table 3.5, Page 153

Bandwidth Demand of Various Web Applications Figure 3.17, Page 154

Wireless Internet Access: The Last Mile 3G Telephone and Wi-Fi LAN Technologies Wireless Internet access concerned with the “last mile” – from Internet backbone to user’s computer, cell phone, PDA, etc. Two different basic types of wireless Internet access: Telephone-based Computer network-based

Wireless Internet Access Technologies Table 3.6, Page 155

Wireless Internet Access Technologies (cont’d) Table 3.6, Page 155

Telephone-based Wireless Internet Access Different standards Global System for Mobile Communications (GSM): used primarily in Europe Code Division Multiple Access (CDMA): used primarily in U.S. Third generation (3G) cellular networks Use General Packet Radio Services (GPRS) – digital packet-switched technology Wireless Web protocols include: Wireless Access Protocol (WAP) iMode

Example Hybrid Cellular Wireless Devices Table 3.7, Page 157

Wireless Local Area Networks (WLANs) Two major technologies: Wi-Fi and Bluetooth Wi-Fi (Wireless Fidelity, also known as 802.11b): first commercially viable standard for WLANs In Wi-Fi networks, wireless access points connect to Internet directly via a broadband connection and then transmit radio signals to transmitters/receivers installed in laptops or PDAs Offers high-bandwidth capacity, but limited range; is also inexpensive Bluetooth: personal connectivity technology that enables links between mobile computers, phones, PDAs and connectivity with Internet; has much more limited range than Wi-Fi (30 feet vs. 300 meters)

Wireless Local Area Network Hotspots Figure 3.18, Page 158

Potential Wireless Internet E-commerce Services Table 3.8, Page 160

Benefits of Internet II Technologies IP Multicasting – set of technologies that enables efficient delivery of data to many locations on a network Latency solutions – diffserve (differentiated quality of service) will be able to assign different levels of priority to packets depending on type of data being transmitted Guaranteed service levels – ability to purchase right to move data through network at guaranteed speed in return for higher fee Lower error rates Declining costs

IP Multicasting Figure 3.19, Page 161

Development of the Web 1989-1991: Web invented by Tim Berners-Lee at European Particle Physics Laboratory (CERN) 1993: Marc Andreesen and others at NCSA create Mosaic, a Web browser with a graphical user interface that could run on Windows, Macintosh, or Unix computer 1994: Andreesen and Jim Clark found Netscape, and create first commercial Web browser, Netscape Navigator August 1995: Microsoft introduces its version of Web browser, Internet Explorer

Hypertext A way of formatting pages with embedded links that connect documents to one another, and that also link pages to other objects such as sound, video or animation files Uses Hypertext Transfer Protocol (HTTP) and URLs to locate resources on the Web

Top-Level Domains Table 3.9, Page 165

Markup Languages Generalized Markup Languages (GMLs) include: Standard Generalized Markup Language (SGML) – an early GML Hypertext Markup Language (HTML) – a GML that is relatively easy to use; provides fixed set of markup “tags” used to format a Web page eXtensible Markup Language (XML) – new markup language specification developed by W3C that is designed to describe data and information; tags used are defined by user

Example HTML Code and Web Page Figure 3.20, Page 166

HTML Tools Table 3.10, Page 167

Sample XML Code Figure 3.21, Page 168

Sample XML Code for a Company Directory Figure 3.22, Page 168

Web Servers and Web Clients Web server software: Enables a computer to deliver Web pages written in HTML or XML to clients on network that request this service by sending an HTTP request Leading brands: Apache and Microsoft Basic capabilities: Security services, FTP, search engine, data capture Term Web server also used to refer to physical computer that runs Web server software Specialized types include database servers, ad servers, mail servers, video servers Web client: Any computing device attached to the Internet that is capable of making HTTP requests and displaying HTML pages

Web Browsers Primary purpose to display Web pages. Internet Explorer and Netscape Navigator dominate the market (94%) Other browsers include: Opera Safari (for Apple Macintosh) NeoPlanet

The Internet and Web: Features Internet and Web features on which the foundations of e-commerce are built include: E-mail Instant messaging Search engines Intelligent agents (bots) Chat Music, video and other standard files Streaming media Cookies

E-mail Most used application of the Internet Uses a series of protocols to enable messages containing text, images, sound, video clips, etc to be transferred from one Internet user to another Also allows attachments (files attached to the e-mail message) Can be an effective marketing tool Spam: unsolicited e-mail. A worsening problem

Instant Messaging Fastest growing form of online human communication Displays words type on a computer almost instantly, and recipients can then respond immediately in the same way Different proprietary systems offered by AOL, MSN, Yahoo

Search Engines Identifies Web pages that appear to match keywords (queries) entered by a user, and provides list of best matches based on one or more of a variety of techniques No longer simply search engines, but also shopping tools and advertising vehicles (search engine marketing)

Top Ten Search Engines 2003 Figure 3.23, Page 174

Intelligent Agents (Bots) Software programs that gather and/or filter information on a specific topic and then provide a list of results Types include search bot, shopping bot, Web monitoring bot, news bot, chatterbot

Types of Web Bots Table 3.11, Page 175

Insight on Technology: Chatterbots Get a Job: Virtual Reps Chatterbots are intelligent agents that can “converse” with a user over the Web In workplace, commonly called “virtual representatives” and are viewed as one possible answer to customer service issues on Web NativeMinds a leading provider of online virtual customer relations solutions, with a product called vReps vReps are being used by Coca-Cola, Ragu, Ford,etc.

Other Internet and Web Features Relevant to E-commerce Chat: Enables users to communicate via computer in real time (simultaneously); used in e-commerce to help develop community Music, video, and other standard files: routinely used for marketing and advertising purposes 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 Cookies: small text file stored on user’s computer with information about the user that can be accessed by Web site the next time user returns to the site

Internet II and E-commerce: Emerging Features and Services Internet Telephony: Technologies that use Voice Over Internet Protocol (VOIP) and Internet’s packet-switched network to transmit voice and other forms of audio communication over the Internet As bandwidth increases, voice transmission quality will improve, and use of VOIP is expected to rise dramatically Expected to account for almost 20% of all phone calls by 2006

The Growth of Internet Telephony Figure 3.24, Page 180

Key IP Telephony Players Table 3.12, Page 181

Internet II and E-commerce: Other Emerging Features and Services Digital libraries Distributed storage: Distance learning Digital video Video teleconferencing Tele-immersion M-commerce applications

Case Study: Akamai Technologies: Speeding Internet Performance with Math Akamai EdgeSuite allows customers to move their Web content closer to end users, enhancing Web site performance and maximizing delivery speed Akamai EdgeScape provides advertisers with intelligence generated by Akamai’s knowledge base of Internet network activity

Akamai Technologies: Speeding Internet Performance with Math Page 184

Akamai Technologies: Speeding Internet Performance with Math Page 185

Ch03 laudon traver_ppt (e-commerce)

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