Bài giảng E-commerce business, technology, society - Chapter 3: The Internet and World Wide Web: E-Commerce Infrastructure

E-commerce Kenneth C. LaudonCarol Guercio Traverbusiness. technology. society.seventh editionCopyright © 2011 Pearson Education, Inc.E-Commerce: business. technology. society.Copyright © 2011 Pearson Education, Inc.Chapter 3: The Internet and World Wide Web: E-commerce InfrastructureCopyright © 2007 Pearson Education, Inc.Slide 1-*Chapter 3The Internet and World Wide Web: E-commerce InfrastructureCopyright © 2011 Pearson Education, Inc.Copyright © 2011 Pearson Education, Inc.Wikitude.meClass DiscussionHave you used Wikitude.me? If so, has it been useful; if not, is it a service that seems interesting? Why or why not?Are there any privacy issues raised by geo-tagging?What are the potential benefits to consumers and firms of mobile services? Are there any disadvantages?What revenue models could work for providers of mobile services such as Layar?Slide 3-*Copyright © 2011 Pearson Education, Inc.The Internet: Technology BackgroundInternetInterconnected network of thousands of networks and millions of computersLinks businesses, educational institutions, government agencies, and individualsWorld Wide Web (Web)One of the Internet’s most popular servicesProvides access to billions, possibly trillions, of Web pagesSlide 3-*Copyright © 2011 Pearson Education, Inc.The Evolution of the Internet1961—The PresentInnovation Phase, 1964 – 1974Creation of fundamental building blocksInstitutionalization Phase, 1975 – 1995Large institutions provide funding and legitimizationCommercialization Phase, 1995 – presentPrivate corporations take over, expand Internet backbone and local serviceSlide 3-*Copyright © 2011 Pearson Education, Inc.The Internet: Key Technology ConceptsDefined by Federal Networking Commission as network that:Uses IP addressingSupports TCP/IPProvides services to users, in manner similar to telephone systemThree important concepts:Packet switchingTCP/IP communications protocolClient/server computingSlide 3-*Copyright © 2011 Pearson Education, Inc.Packet SwitchingSlices digital messages into packetsSends packets along different communication paths as they become availableReassembles packets once they arrive at destinationUses routers Special purpose computers that interconnect the computer networks that make up the Internet and route packetsRouting algorithms ensure packets take the best available path toward their destinationLess expensive, wasteful than circuit-switchingSlide 3-*Copyright © 2011 Pearson Education, Inc.Packet SwitchingFigure 3.3, Page 132Slide 3-*Copyright © 2011 Pearson Education, Inc.TCP/IPTransmission Control Protocol (TCP): Establishes connections among sending and receiving Web computersHandles assembly of packets at point of transmission, and reassembly at receiving endInternet Protocol (IP): Provides the Internet’s addressing schemeFour TCP/IP layersNetwork Interface LayerInternet LayerTransport LayerApplication LayerSlide 3-*Copyright © 2011 Pearson Education, Inc.The TCP/IP Architecture and Protocol SuiteFigure 3.4, Page 134Slide 3-*Copyright © 2011 Pearson Education, Inc.Internet (IP) AddressesIPv4:32-bit number Expressed as series of four sets of separate numbers marked off by periods201.61.186.227Class C address: Network identified by first three sets, computer identified by last set New version: IPv6 has 128-bit addresses, able to handle up to 1 quadrillion addresses (IPv4 can only handle 4 billion)Slide 3-*Copyright © 2011 Pearson Education, Inc.Routing Internet Messages: TCP/IP and Packet SwitchingFigure 3.5, Page 133Slide 3-*Copyright © 2011 Pearson Education, Inc.Domain Names, DNS, and URLsDomain nameIP address expressed in natural languageDomain 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 WebE.g. 3-*Copyright © 2011 Pearson Education, Inc.Client/Server ComputingPowerful personal computers (clients) connected in network with one or more servers Servers perform common functions for the clients Storing files, software applications, etc.Slide 3-*Copyright © 2011 Pearson Education, Inc.The New Client: The Emerging Mobile PlatformWithin a few years, primary Internet access will be through:NetbooksDesigned to connect to wireless InternetUnder 2 lb, solid state memory, 8” displays$200-400SmartphonesDisruptive technology: Processors, operating systemsSlide 3-*Copyright © 2011 Pearson Education, Inc.Cloud ComputingFirms and individuals obtain computing power and software over Internete.g., Google AppsFastest growing form of computingRadically reduces costs of:Building and operating Web sitesInfrastructure, IT supportHardware, softwareSlide 3-*Copyright © 2011 Pearson Education, Inc.Other Internet Protocols and Utility ProgramsInternet protocolsHTTPE-mail: SMTP, POP3, IMAPFTP, Telnet, SSLUtility programsPingTracertPathpingSlide 3-*Copyright © 2011 Pearson Education, Inc.The Internet TodayInternet growth has boomed without disruption because of:Client/server computing model Hourglass, layered architectureNetwork Technology SubstrateTransport Services and Representation StandardsMiddleware ServicesApplicationsSlide 3-*Copyright © 2011 Pearson Education, Inc.The Hourglass Model of the InternetFigure 3.11, Page 144Slide 3-*SOURCE: Adapted from Computer Science and Telecommunications Board (CSTB), 2000.Copyright © 2011 Pearson Education, Inc.Internet Network ArchitectureBackbone: High-bandwidth fiber-optic cable networks Private networks owned by a variety of NSPsBandwidth: 155 Mbps – 2.5 GbpsBuilt-in redundancyIXPs: Hubs where backbones intersect with regional and local networks, and backbone owners connect with one anotherCANs: LANs operating within a single organization that leases Internet access directly from regional or national carrierSlide 3-*Copyright © 2011 Pearson Education, Inc.Internet Network ArchitectureFigure 3.12, Page 145Slide 3-*Copyright © 2011 Pearson Education, Inc.Internet Service Providers (ISPs)Provide lowest level of service to individuals, small businesses, some institutionsTypes of serviceNarrowband (dial-up)BroadbandDigital Subscriber Line (DSL)Cable modemT1 and T3SatelliteSlide 3-*Copyright © 2011 Pearson Education, Inc.Intranets and ExtranetsIntranetTCP/IP network located within a single organization for communications and processingExtranetFormed when firms permit outsiders to access their internal TCP/IP networksSlide 3-*Copyright © 2011 Pearson Education, Inc.Who Governs the Internet?Organizations that influence the 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)Slide 3-*Copyright © 2011 Pearson Education, Inc.Insight on SocietyGovernment Regulation and Surveillance of the InternetClass DiscussionHow is it possible for any government to “control” or censor the Web?Does the Chinese government, or the U.S. government, have the right to censor content on the Web?How should U.S. companies deal with governments that want to censor content?What would happen to e-commerce if the existing Web split into a different Web for each country? Slide 3-*Copyright © 2011 Pearson Education, Inc.Internet II: The Future InfrastructureLimitations of current InternetBandwidth limitationsQuality of service limitationsLatency“Best effort” QOSNetwork architecture limitationsLanguage development limitationsHTMLWired Internet limitationsSlide 3-*Copyright © 2011 Pearson Education, Inc.The Internet2® ProjectConsortium of 200+ universities, government agencies, and private businesses collaborating to find ways to make the Internet more efficient, fasterPrimary goals:Create leading edge very-high speed network for national research communityEnable revolutionary Internet applicationsEnsure rapid transfer of new network services and applications to broader Internet community Slide 3-*Copyright © 2011 Pearson Education, Inc.The Larger Internet II Technology Environment: The First Mile and the Last MileGENI InitiativeProposed by NSF to develop new core functionality for InternetMost significant private initiativesFiber opticsMobile wireless Internet servicesSlide 3-*Copyright © 2011 Pearson Education, Inc.Fiber Optics and the Bandwidth Explosion in the First Mile“First mile”: Backbone Internet services that carry bulk traffic over long distancesOlder transmission lines being replaced with fiber-optic cable Much of fiber-optic cable laid in United States is “dark”, but represents a vast digital highway that can be utilized in the futureTechnology improvement has expanded capacity of existing fiber linesSlide 3-*Copyright © 2011 Pearson Education, Inc.The Last Mile: Mobile Wireless Internet Access“Last mile”: From Internet backbone to user’s computer, cell phone, PDA, etc. Two different basic types of wireless Internet access:Telephone-based (mobile phones, smartphones)Computer network-basedSlide 3-*Copyright © 2011 Pearson Education, Inc.Telephone-based Wireless Internet AccessCompeting 3G standardsGSM: Used world-wide, AT&T, T-MobileCDMA: Used primarily in U.S.Evolution:2G cellular networks: relatively slow, circuit-switched2.5G cellular networks: interim networks3G cellular networks: next generation, packet-switched3.5G (3G+)4G (WiMax, LTE)Slide 3-*Copyright © 2011 Pearson Education, Inc.Wireless Local Area Networks (WLANs)Wi-FiHigh-speed, fixed broadband wireless LAN. Different versions for home and business market. Limited range.WiMaxHigh-speed, medium range broadband wireless metropolitan area networkBluetoothLow-speed, short range connectionUltra-Wideband (UWB)Low power, short-range high bandwidth networkZigbeeShort-range, low-power wireless network technology for remotely controlling digital devicesSlide 3-*Copyright © 2011 Pearson Education, Inc.Wi-Fi NetworksFigure 3.16, Page 163Slide 3-*Copyright © 2011 Pearson Education, Inc.Benefits of Internet II TechnologiesIP multicasting: Enables efficient delivery of data to many locations on a networkLatency solutions: diffserv (differentiated quality of service)Assigns different levels of priority to packets depending on type of data being transmittedGuaranteed service levels and lower error rates Ability to purchase the right to move data through network at guaranteed speed in return for higher feeDeclining costsSlide 3-*Copyright © 2011 Pearson Education, Inc.Development of the Web1989–1991: Web invented Tim Berners-Lee at CERNHTML, HTTP, Web server, Web browser1993: Mosaic Web browser w/ GUIAndreesen and others at NCSA Runs on Windows, Macintosh, or Unix 1994: Netscape Navigator, first commercial Web browserAndreessen, Jim Clark1995: Microsoft Internet ExplorerSlide 3-*Copyright © 2011 Pearson Education, Inc.HypertextText formatted with embedded links Links connect documents to one another, and to other objects such as sound, video, or animation filesUses Hypertext Transfer Protocol (HTTP) and URLs to locate resources on the WebExample URL 3-*Copyright © 2011 Pearson Education, Inc.Markup LanguagesGeneralized Markup Language (GML) – 1960sStandard Generalized Markup Language (SGML) –GML variation, 1986Hypertext Markup Language (HTML)Fixed set of pre-defined markup “tags” used to format textControls look and feel of Web pages eXtensible Markup Language (XML)New markup language specification developed by W3CDesigned to describe data and informationTags used are defined by userSlide 3-*Copyright © 2011 Pearson Education, Inc.Web Servers and Web ClientsWeb server software: Enables a computer to deliver Web pages to clients on a network that request this service by sending an HTTP requestApache and Microsoft IISBasic capabilities: Security services, FTP, search engine, data captureWeb server Can refer to Web server software or physical serverSpecialized servers: Database servers, ad servers, etc.Web client: Any computing device attached to the Internet that is capable of making HTTP requests and displaying HTML pagesSlide 3-*Copyright © 2011 Pearson Education, Inc.Web BrowsersPrimary purpose to display Web pagesInternet Explorer and Firefox dominate the marketOther browsers include:NetscapeOperaSafari (for Apple)Google ChromeSlide 3-*Copyright © 2011 Pearson Education, Inc.The Internet and Web: FeaturesInternet and Web features on which the foundations of e-commerce are built include:E-mailInstant messagingSearch enginesIntelligent agents (bots)Online forums and chatStreaming mediaCookiesSlide 3-*Copyright © 2011 Pearson Education, Inc.E-mailMost used application of the InternetUses series of protocols for transferring messages with text and attachments (images, sound, video clips, etc.,) from one Internet user to anotherInstant MessagingDisplays words typed on a computer almost instantly, and recipients can then respond immediately in the same waySlide 3-*Copyright © 2011 Pearson Education, Inc.Search EnginesIdentify Web pages that match queries based on one or more techniquesKeyword indexes, page rankingAlso serve as:Shopping toolsAdvertising vehicles (search engine marketing)Tool within e-commerce sitesOutside of e-mail, most commonly used Internet activitySlide 3-*Copyright © 2011 Pearson Education, Inc.How Google WorksSlide 3-*Figure 3.22, Page 179Copyright © 2011 Pearson Education, Inc.Intelligent Agents (Bots)Software programs that gather and/or filter information on a specific topic and then provide a list of resultsSearch botShopping botWeb monitoring botNews botChatter botSlide 3-*Copyright © 2011 Pearson Education, Inc.Online Forums and ChatOnline forum: AKA 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 timeMembers visit online forum to check for new postsOnline chat:Similar to IM, but for multiple usersTypically, users log into chat roomSlide 3-*Copyright © 2011 Pearson Education, Inc.Streaming MediaEnables music, video and other large files to be sent to users in chunks so that when received and played, file comes through uninterruptedAllows users to begin playing media files before file is fully downloadedSlide 3-*Copyright © 2011 Pearson Education, Inc.CookiesSmall text files deposited by Web site on user’s computer to store information about user, accessed when user next visits Web siteCan help personalize Web site experienceCan pose privacy threatSlide 3-*Copyright © 2011 Pearson Education, Inc.Web 2.0 Features and ServicesOnline Social NetworksServices that support communication among networks of friends, peersBlogsPersonal Web page of chronological entriesReally Simple Syndication (RSS) Program that allows users to have digital content automatically sent to their computers over the InternetSlide 3-*Copyright © 2011 Pearson Education, Inc.Web 2.0 Features and ServicesPodcastingAudio presentation stored as an audio file and available for download from WebWikisAllows user to easily add and edit content on Web pageMusic and video servicesOnline video viewingDigital video on demand Slide 3-*Copyright © 2011 Pearson Education, Inc.Internet telephony (VOIP)Uses Voice Over Internet Protocol (VOIP) and Internet’s packet-switched network to transmit voice and other forms of audio communication over the InternetInternet television (IPTV) Telepresence and video conferencingSlide 3-*Web 2.0 Features and ServicesCopyright © 2011 Pearson Education, Inc.Web 2.0 Features and ServicesOnline software and Web servicesWeb apps, widgets and gadgetsDigital software libraries, ASPs, distributed storage M-commerce applicationsBeginning to take offSlide 3-*Copyright © 2011 Pearson Education, Inc.Insight on TechnologyApps for Everything: The App EcosystemClass DiscussionWhat are apps and why are they so popular?Do you use any apps regularly? Which ones, and what are their functions? What are the benefits of apps? The weaknesses?Are there any benefits/disadvantages to the proprietary nature of the Apple platform?Slide 3-*Copyright © 2011 Pearson Education, Inc.All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice HallCopyright © 2011 Pearson Education, Inc.