Transcript 2 Appendix

Chapter 2 Appendix:
Internet Technology
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 1
LEARNING OBJECTIVES:
1. Understand how information is routed through the
Internet.
2. Be able to explain current and evolving Internet
backbones.
3. Specify how businesses and home users can
implement security measures.
4. Outline the importance of open standards for the
Internet and specify those standards.
5. Understand site hosting and ISP choice.
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 2
Data Packets
• Data are sent around the Internet backbone in packets.
– E-mail files, HTML files, sound files, and so forth are split into
small sections and then routed to different locations based on the
packet’s address.
• This strategy allows digital backbones to maximize the
amount of data that flows through their networks.
• Broadband applications stream in, or receive, large
numbers of packets of information that are assembled at
the user’s end.
• How many packets move through the Internet at a given
time depends on carrier and router speeds.
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 3
Figure A2.1: Packet Routing
Browser A
010001101
Router
110101101010
Data Packet
From Y
To: B
110101101010
Data Packet
Browser B
010101101
From Z
To: C
Backbone Line
For use with Strategic Electronic Marketing:
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Copyright 2003 South-Western College Publishing
Browser C
010001111
Chapter 2A Slide: 4
rom X
To: A
Figure A2.1: Packet Routing (XP)
Browser A
010001101
Router
110101101010
Data Packet
From Y
To: B
110101101010
Data Packet
Browser B
010101101
From Z
To: C
Backbone Line
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Browser C
010001111
Chapter 2A Slide: 5
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 that
should be developed for the market served.
For use with Strategic Electronic Marketing:
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Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 6
Figure A2.2: Data Packets Sent
Around The World (In Billions)
30000
25000
20000
15000
Data
10000
Voice
5000
0
1996 1997 1998 1999 2000 2001 2002
Source: Michael C. Hulfactor and Bob Klessig, “The Problem of the Bandwidth Bottleneck,” ISPWorld, August 2000, pp. 44-48.
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 7
Home-User Internet Delivery Options
Term
Speed in Seconds for 10 megabits of
data
@ 56 Kbps: 179 seconds
MODEM
(14.4, 28.8, 56 Kbps)
T1 or T3
T1 @ 1.5 Mbps: 6.6 seconds
DSL
(ADSL: 1.54 Mbps)
Cable Modems
(800 Kbps 3 Mbps)
Direct Broadcast Satellite
(200 - 400 Kbps)
Fiber Optic (10 Gbps)
@ 1.5 Mbps:
6.6 seconds
3.3 - 20 seconds
G3 Cellular Phones
(projected 2 Mbps maximum)
.5 - 1 second
80 - 40 seconds
@ 10 Gbps: < .01 seconds
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 8
– Line-of-site microwave
or lasers:
Building B
• Pure digital
Building A
New Data Lines
• Analog waves that must be modulated and
demodulated,
– High-voltage electrical lines can
be modulated and demodulated to
carry digital information, allowing
electrical utilities to become broadband providers.
– or radio waves.
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 9
Figure A2.3: Firewall Protection
Individual
PC Firewall
User’s
Browser
Blocks Cybercriminal ‘s
Virus, Worm,
Pornography, Spam, ect.
Internet Backbone
Cybercriminal sends
Virus, Worm,
Pornography, Spam, ect.
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
System
Firewall
Business
Network
Server
Blocks Cybercriminal ‘s
Virus, Worm,
Pornography, Spam, ect.
Chapter 2A Slide: 10
Table A2.1: Internet Security
Recommendations
Action
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.
For use with Strategic Electronic Marketing:
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Chapter 2A Slide: 11
Table A2.1: Internet Security
Recommendations
Action
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 user’s 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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Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 12
Table A2.3: Internet Protocols
Term
TCP/IP
EMAIL
Meaning
Transport Control
Protocol/Internet
Protocol
Electronic Mail
FTP
File Transfer
Protocols
TELNET
Uses TCP/IP to
exchange packets
of data between
computers.
USENET
Standard for sites
to share and
forward discussion
information.
Used For
Set of standards that are
used on the Internet.
Allows for the transport of
text between users over the
Internet.
Allows for computer files
or software to be
transferred online. This is
most often used as an
attachment with email.
Allows a computer to
connect into other
computer systems, in
essence becoming one of
their terminals.
Like a chat room, it is a
place for online discussions
of areas of interest.
For use with Strategic Electronic Marketing:
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Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 13
World Wide Web Protocols (1)
Protocol
World Wide Web
Meaning
Set of standard that allows for
hyperlinks and graphics to move through
the Internet.
Hypertext
Underlying protocol to the Web allows
Transport
for linking to other sites and retrieving
Protocol (HTTP) information.
Virtual Reality
Allows for 3D models to be displayed
Markup Language and rotated in a Web page.
(VRML)
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Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 14
World Wide Web Protocols (2)
Protocol
Common
Gateway
Interface (CGI)
Meaning
An interface for providing links to
other programs from Web servers
such as when a Web form is used to
collect information.
Universal
The address used to find a site at a
Resource Locator server on the Web.
Code (URL)
Secure Electronic Protocols to allow for secure
Transaction
purchases on the Internet.
(SET)
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 15
HTML Tags
• Webpage coding can also be complex as shown in
the following example:
– Hypertext markup language tag for locating a URL:
• <A HREF=
– To call a file on a local disk drive:
• <A HREF=file:///c|home/example.htm
– To call a Web site:
• <AHREF=http://www.mssc.edu/home/example.htm/
– To call a Web site and display in a separate window:
• <AHREF=http://www.mssc.edu/home/example.htm/"
target="_blank">
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 16
Web Browser Language
Code
Hypertext Markup
Language
(HTML 4)
Use
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 markup Adds intelligence to Web pages.
language (XML)
JAVA
Allows Web developers to add
programming applets to Web pages.
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 17
Web Browser Plug-Ins
Plug-ins:
Video
Video and
Audio
Multimedia
Examples
QuickTime
RealPlayer
Use
Downloads and plays video.
Streams in video and audio.
Shockwave
Chat
IP
Telephony
iChat
Phone Calls
Allows for the streaming of
multimedia and interactive
games.
Real-time text conversations
Allows phone calls to be
placed over the Internet.
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 18
Case A2.1: He Who Controls the
Standard Controls the World
• Thinking Strategically
– Specify why standards are important to the future of the
Internet.
– Outline how Internet standards are a threat to
Microsoft.
– Indicate why a company such as Microsoft should or
should not be allowed to use it dominance to develop
standards.
– Consider the overall consumer welfare question and
argue for or against the open standard process being
fostered by the Internet.
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 19
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?
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 20
Choosing an ISP
• Disk space. What is the cost, and how much disk space
does the business get?
• Programming support. What capabilities does the ISP
have 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?
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 21
Internet Delivery
Question
Do you have the technology staff to develop
and maintain a web site?
Are you willing to pay the cost of continually
upgrading the software and hardware
necessary to maintain adequate resources?
Will you have a large number of hits in a short
time?
Do you need high levels of security?
Will your technology needs change rapidly?
Do your users require round the clock access
to support?
For use with Strategic Electronic Marketing:
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Copyright 2003 South-Western College Publishing
Outsource In-house
No
Yes
No
Yes
Yes
No
Yes
Yes
Yes
No
No
No
Chapter 2A Slide: 22
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 View – Source (or use whatever HTML
viewer your browser uses).
– Scroll through this text and view the source code.
• Don’t try to understand the coding. Afterward viewing, close
the window.
– Notice that unless you were trained in this code you
would likely have no idea what it means.
• Now highlight about a third of the Web page. Copy this and
paste it into your word processor. This should show you a
table-based structure. Many web pages use tables to control the
look and feel of content on the page.
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 23
Exercise A2.2 ISP Evaluation Exercise
• Investigate several ISPs based on the
criteria in the text.
• Discuss this with your classmates and
determine which ISP would be the best to
use.
• Explore both large and small ISPs.
For use with Strategic Electronic Marketing:
Managing E-Business, 2e
Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 24