E-commerce

business. technology. society.

Fifth Edition

Kenneth C. Laudon

Carol Guercio Traver

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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

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All Mashed Up
Class Discussion

What are Web mashups and what technology makes them possible?
Why would Google and others allow their software to be combined with other software? What is the potential benefit to consumers? If mashups ultimately make money, how will the revenues be divided? Why would mashups be supportive of contextual advertising?
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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 Internets most popular services

Provides access to around 40 - 50 billion Web pages

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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The Evolution of the Internet 1961The Present

Three phases of Internet development

Innovation Phase, 1964 1974

Creation of fundamental building blocks

Institutionalization Phase, 1975 1995

Large institutions provide funding and legitimization

Commercialization Phase, 1995 present

Private corporations take over, expand Internet backbone and local service

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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The Internet: Key Technology Concepts

Federal Networking Council defines Internet as network that :

Uses IP addressing Supports TCP/IP Provides services to users, in manner similar to telephone system

Three important concepts that are the basis for understanding the Internet:

Packet switching TCP/IP communications protocol Client/server 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) and routing algorithms to ensure packets take the best available path toward their destination
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Packet Switching
Figure 3.3, Page 128

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TCP/IP

Transmission Control Protocol (TCP):

Establishes the connections among sending and receiving Web computers, handles the assembly of packets at the point of transmission, and their reassembly at the receiving end
Provides the Internets addressing scheme

Internet Protocol (IP):

Four TCP/IP layers

Network Interface Layer Internet Layer Transport Layer Application Layer

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The TCP/IP Architecture and Protocol Suite

Figure 3.4, Page 130

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Internet (IP) Addresses

IPv4:

32-bit number Expressed as series of four separate numbers marked off by periods
e.g.,

201.61.186.227

IPv6:

128-bit addresses
Able to handle up to 1 quadrillion addresses (IPv4 can only handle 4 billion)
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Routing Internet Messages: TCP/IP and Packet Switching

Figure 3.5, Page 131

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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

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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Client/Server Computing

Model of computing Powerful personal computers (clients) connected in network with one or more servers Servers perform common functions for the clients

Storing files, software applications, etc.

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Cloud Computing

Model of computing Firms and individuals obtain computing power and software over Internet, rather than purchasing and installing locally

e.g., Google Apps

Fastest growing form of computing Radically reduces costs of:

Building and operating Web sites Infrastructure, IT support

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Other Internet Protocols and Utility Programs

Internet protocols

HTTP E-mail: SMTP, POP3, IMAP FTP, Telnet, SSL Ping Tracert Pathping

Utility programs

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The Internet Today

Client/server computing model, coupled with hourglass, layered architecture has allowed Internet to handle explosive growth without disruption Hourglass/layered architecture 4 layers:

Network Technology Substrate Transport Services and Representation Standards Middleware Services Applications

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The Hourglass Model of the Internet

Figure 3.11, Page 140

SOURCE: Adapted from Computer Science and Telecommunications Board (CSTB), 2000.
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Internet Network Architecture

Backbone:

High-bandwidth fiber-optic cable networks Private networks owned by a variety of Network Service Providers (NSPs) Bandwidth: 155 Mbps 2.5 Mbps Built-in redundancy IXPs: Hubs where backbones intersect with regional and local networks, and backbone owners connect with one another CANs: LANs operating within a single organization that leases Internet access directly from regional or national carrier
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ISPs (Internet Service Providers)

ISPs: Lease Internet access to home owners and businesses Retail providers that deal with last mile of service Two types of ISP service

Narrowband (traditional telephone modem connection at 56.6 Kbps) Broadband (service based on DSL, cable modem, T1 or T3 telephone lines, and satellite)

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Internet Network Architecture

Figure 3.12, Page 141

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Broadband Service Choices

Digital Subscriber Line (DSL):

High-speed access through ordinary telephone lines Piggybacks digital access to Internet on top of analog video cable line International telephone standards for digital communication; offer guaranteed delivery rates High-speed downloads, slower uploads
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Cable modem:

T1 and T3:

Satellite:

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Intranets and Extranets

Intranet:
TCP/IP

network located within a single organization for communications and processing

Extranet:
Formed

when firms permit outsiders to access their internal TCP/IP networks

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Who Governs the Internet?

Organizations that influence Internet and monitor its operations include:

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) International Telecommunications Union (ITU)
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Internet II: The Future Infrastructure

Internet II: Second era of Internet being built by private corporations, universities, government agencies Current Internet suffers from number of limitations, including:

Bandwidth limitations Quality of service limitations

Network architecture limitations

Language development limitations Wired Internet limitations
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The Internet2 Project

Consortium of 200+ universities, government agencies, and private businesses collaborating to find ways to make the Internet more efficient, faster

Primary goals:

Create leading edge very-high speed network for national research community Enable revolutionary Internet applications Ensure rapid transfer of new network services and applications to broader Internet community

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The Larger Internet II Technology Environment: The First Mile and the Last Mile

GENI Initiative: Proposed by NSF to develop new core functionality for Internet Most significant private initiatives: Fiber optics Mobile wireless Internet services

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Fiber Optics and the Bandwidth Explosion in the First Mile

Fiber optics concerned with first mile or backbone Internet services that carry bulk traffic over long distances Older transmission lines being replaced with fiber-optic cable Right now, much of fiber-optic cable laid in United States is dark, but represents a vast digital highway that can be utilized in the future
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The Last Mile: Mobile Wireless Internet Access

Wireless Internet access concerned with the last milefrom Internet backbone to users computer, cell phone, PDA, etc. Two different basic types of wireless Internet access:

Telephone-based Computer network-based

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Telephone-based Wireless Internet Access

Competing standards

Global System for Mobile Communications (GSM): used primarily in Europe Code Division Multiple Access (CDMA): used primarily in U.S. 2G cellular networks: relatively slow, circuit-switched

Evolution:

2.5G cellular networks: interim networks

3G cellular networks: next generation, packetswitched
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Wireless Local Area Networks (WLANs)

Wi-Fi: High-speed, fixed broadband wireless LAN. Different versions for home and business market. Limited range. WiMax: High-speed, medium range broadband wireless metropolitan area network Bluetooth: Low-speed, short range connection Ultra-Wideband (UWB): Low power, short-range high bandwidth network Zigbee: Short-range, low-power wireless network technology for remotely controlling digital devices

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Wi-Fi Networks
Figure 3.16, Page 160

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Benefits of Internet II Technologies

IP multicasting: Enables efficient delivery of data to many locations on a network Latency solutions: diffserv (differentiated quality of service) assigns 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
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IP Multicasting
Figure 3.17, Page 163

SOURCE: Adapted from Internet2.edu, 2000; Cisco Systems, 2007.

Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall Slide 3-34

Development of the Web

19891991: Web invented by Tim Berners-Lee at CERN 1993: Marc Andreesen and others at NCSA create Mosaic, Web browser with GUI that runs on Windows, Macintosh, or Unix 1994: Andreessen, Jim Clark found Netscape; create first commercial Web browser, Netscape Navigator August 1995: Microsoft introduces Internet Explorer, its version of Web browser
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Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

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

Example URL http://megacorp.com/content/features/082602.html

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Markup Languages

Generalized Markup Language (GML) 1960s Standard Generalized Markup Language (SGML) early GML , 1986 Hypertext Markup Language (HTML)

Relatively easy to use Uses fixed set of markup tags used to format Web pages

eXtensible Markup Language (XML)

New markup language specification developed by W3C Designed to describe data and information Tags used are defined by user
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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 Basic capabilities: Security services, FTP, search engine, data capture

Term Web server also used to refer to physical computer that runs Web server software 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 Browsers

Primary purpose to display Web pages Internet Explorer (73%) and Firefox (19%) dominate the market

Other browsers include:

Netscape Opera Safari (for Apple) Googles Chrome

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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) Online forums and chat Streaming media Cookies

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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 Can be an effective marketing tool Spam a worsening problem

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Instant Messaging

One of fastest growing forms of online human communication Displays words typed on a computer almost instantly, and recipients can then respond immediately in the same way Different proprietary systems offered by AOL, MSN, Yahoo, and Google

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Search Engines

Identify Web pages that appear to match keywords (queries) entered by a user, and provide list of best matches based on one or more techniques

Today, 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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How Google Works

Figure 3.22, Page 175

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Intelligent Agents (Bots)

Software programs that gather and/or filter information on a specific topic and then provide a list of results

Search bot Shopping bot Web monitoring bot News bot Chatterbot

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Online Forums and Chat

Online forum:

Also known as message board, bulletin board, discussion, board, discussion group, board or forum Web application that enables Internet users to communicate with each other, although not in real time Members visit online forum to check for new posts Similar to IM, but for multiple users Typically, users log into chat room

Online chat:

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Streaming Media and Cookies

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

Cookie

Small text file deposited by Web site on users 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

Blogs:

Personal Web page that typically contains a series of chronological entries by its author, and links to related Web pages Allows users to have digital content automatically sent to them; typically used for news Audio presentation stored as an audio file and available for download from Web

Really Simple Syndication (RSS):

Podcasting:

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Web 2.0 Features and Services (contd)

Wiki:

Allows user to easily add and edit content on Web page

New music and video services:

Videocasts Digital video on demand Use Voice Over Internet Protocol (VOIP) and Internets packet-switched network to transmit voice and other forms of audio communication over the Internet
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Internet Telephony:

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Web 2.0 Features and Services (contd)

Internet television (IPTV) Video conferencing Online software and Web services:

Web apps, widgets and gadgets, digital software libraries, distributed storage

M-commerce applications

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