Transcript Week 3 - cda college

Slide 3.1
Chapter 3
E-business infrastructure
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.2
Learning outcomes
• Outline the hardware and software
technologies used to build an e-business
infrastructure within an organization and with
its partners
• Outline the hardware and software
requirements necessary to enable employee
access to the Internet and hosting of ecommerce services.
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.3
Management issues
• What are the practical risks to the
organization of failure to manage e-commerce
infrastructure adequately?
• How should staff access to the Internet
be managed?
• How should we evaluate the relevance of web
services and open source software?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.5
Activity – Internet infrastructure
components
• Write down all the different types of hardware
and software involved from when a user types
in a web address such as www.google.com to
the web site being loaded
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.6
Activity 3.1 Infrastructure risk
assessment
• Make a list of the potential problems for
customers of an online retailer
• You should consider problems faced by users
of e-business applications who are both
internal and external to the organization
• Base your answer on problems you have
experienced on a web site that can be related
to network, hardware and software failures or
problems with data quality
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.7
Typical problems
• Web site communications too slow
• Web site not available
• Bugs on site through pages being unavailable
or information typed in forms not being
executed
• Ordered products not delivered on time
• E-mails not replied to
• Customers’ privacy or trust is broken through
security problems such as credit cards being
stolen or addresses sold to other companies
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.8
E-Commerce Infrastructure
• Articulate what e-commerce infrastructure
include
• Are there any differences between a large
organization and a small one?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.9
Figure 3.1
This model should not be viewed just from layered perspective
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.10
Table 3.1
Key management issues of e-business infrastructure
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.11
Table 3.1
Key management issues of e-business infrastructure (Continued)
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.12
Physical and network infrastructure components of the Internet
(Levels IV and III in Figure 3.1)
Figure 3.2
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.13
Figure 3.3
Example hosting provider Rackspace (www.rackspace.com)
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.14
Figure 3.4
Timeline of major developments in the use of the web
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.15
Figure 3.5
The Netcraft index of number of servers
Source: Netcraft web Server Survey. http://news.netcraft.com/archives/web_server_survey.html. Netcraft
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.16
Case Study Innovation at Google
Read the Google case on pages 115-116
– Answer the question: Explain how Google
generates revenue.
– What is AdWords? How does it work?
– How does Google make money?
• http://investor.google.com/fin_data.html
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.17
Intranet and Extranet Applications
What applications can an Intranet support?
What applications can an extranet support?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.18
Figure 3.6
Firewall positions within the e-business infrastructure of the B2B company
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.19
Activity – a common problem with
intranets and extranets
• A B2B Company has found that after an initial
surge of interest in its intranet and extranet,
usage has declined dramatically. The ebusiness manager wants to achieve these
aims:
–
–
–
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Increase usage
Produce more dynamic content
Encouraging more clients to order (extranet)
What would you suggest?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.20
Suggested answers
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•
•
•
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Identify benefits
Involve staff with development
Find system sponsors, owners and advocates
Training
Keep content fresh, relevant and where
possible, fun
• Use e-mail to encourage usage
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.21
Web Technology
• Browser
• Server
• Interactive between a browser and a server
P. 125, Fig. 3.7
• Box.3.2 pp. 126-127 Web Server Log
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.22
Figure 3.8
Transaction log file example
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.23
Browsershots (www.browsershots.org) – a service for testing crossbrowser compatibility
Figure 3.9
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.24
Internet Applications
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•
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•
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•
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Atomisation concept
Widget
Blogs
Feeds
IPTV
Peer-to-peer
Social networks
Tagging
VOIP
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.25
Electronic Commerce
• Blogs
• Personal web pages that contain series of chronological entries by
author and links to related Web pages
• Has increasing influence in politics, news
• Corporate blogs: New channels for reaching customers, introducing
new products and services
• Blog analysis by marketers
• Customer self-service
• Web sites and e-mail to answer customer questions or to provide
customers with product information
• Reduces need for human customer-support expert
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.26
Internet Applications
• How are the tools mentioned in the last slide
relevant to e-commerce?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.27
Figure 3.11
Personalized feed home page from iGoogle (www.igoogle.com)
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.28
Figure 3.12
Joost service
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.29
URLS and domain names
• Web addresses are structured in a standard way as
follows:
• http://www.domain-name.extension/filename.html
• What do the following extensions or global top level
domains stand for?
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–
–
–
–
–
–
–
–
.com
.co.uk, .uk.com
.org or .org.uk
.gov
.edu, .ac.uk
.int
.net
.biz
.info
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.30
Box 3.3. Identify URL components:
http://video.google.co.uk:80/videoplay?docid
=-7246927612831078230&hl=en#00h02m30s
• Protocol
• Host or hostname
• Subdomain
• Domain name
• Top-level domain or TLD
• Second-level domain (SLD)
• The port
• The path
• URL parameter
• Anchor or fragment
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.31
How does DNS service work?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.32
HTML and XML
• HTML (Hypertext Markup Language)
A standard format used to define the text and
layout of web pages. HTML files usually have
the extension .HTML or .HTM
• XML or eXtensible Markup Language
A standard for transferring structured data,
unlike HTML which is purely presentational
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.33
Figure 3.13
The TCP/IP protocol
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.36
Semantic Web
• Interrelated content with defined meaning,
enabling better exchange of information between
computers and between peoples and computers
• Example-Mini Case Study 3.3. pp. 149-151
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.37
Figure 3.15
Architecture of semantic web system used at Electricite de France
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.39
Internet Governance
Net Neutrality Principle
• What it is
• Should it be upheld?
• What two forces are threatening net
neutrality?
• What’s your opinion on this matter?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.40
Internet Governance
• Internet Corp. for assigning names and
numbers-http://www.icann.org
• What is the equivalency in Canada?
– http://www.cira.ca/home-en/?lang=en
• Internet Society-www.isoc.org
• Internet Engineering Force—www.ietf.org
• WWW Consortium-www.w3.org
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.41
Open Source vs. Commercial
• Read and discuss p.157 Activity 3.4
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.42
Managing e-business Infrastructure
• What to manage?
• What are the main challenges
• Mini Case Study 3.4 Twitter
– How does twitter make money or not make
money?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.43
Managing HW/OS Infrastructure
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•
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Client and server machines
OS
Networks
Storage
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.44
Managing I-Services and Hosting
Providers
Key issues
• Connection methods
• Service quality and prices
• Speed of access
– How slow is slow? P.162 box 3.6
•
•
•
•
Shared or dedicated hardware and bandwidth
Availability
Service level agreement
Security
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.45
Managing Application Infrastructures
• This primarily concerns delivering the right
applications to all users of e-business
services
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.46
Figure 3.17
(a) Fragmented applications infrastructure
Source: Adapted from Hasselbring (2000)
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.47
Figure 3.17 (b)
integrated applications infrastructure (Continued)
Source: Adapted from Hasselbring (2000)
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.48
Figure 3.18
Differing use of applications at levels of management within companies
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.49
Figure 3.19
Elements of e-business infrastructure that require management
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.50
Web Services, SaaS, and SOA
• Web Services—applications are provided
though internet but not necessarily on the
same machine or the same network
• SaaS—applications are licensed to customers
for use as a service on demand
• What are the challenges for SaaS?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.51
Web Services, SaaS, and SOA
• What is cloud computing?
• What is virtualization?
– Benefits
– Challenges
– Mini Case Study 3.5, p. 173
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.52
Web Services, SaaS, and SOA
• What is SOA?
• A collection of services that communicate with
each other as part of a distributed system
• The motive is to develop applications that are
independent of hardware, OS, language, etc.
• Case Study 3.2, pp. 174-175
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.53
Figure 3.20
Google apps (www.google.com/apps)
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.54
Figure 3.21
Salesforce.com (www.salesforce.com)
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.55
M-Commerce
• What is m-commerce?
• What are its advantages?
• What are its limits?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.56
M-Commerce
• Mobile phone Technologies
• Ref. p.178, Table 3.6
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.57
M-Commerce
• Mobile phone Technologies
– Ref. p.178, Table 3.6
• Mobile phone user market
– http://www.cwta.ca/CWTASite/english/index.html
– http://www.marketingcharts.com/direct/us-catches-up-withwestern-europe-in-3g-mobile-device-adoption-5908/
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.58
M-Commerce
Popular mobile applications
– Short Message Services (SMS) applications
– Wi-Fi mobile access
– Bluetooth wireless applications
• Technology Convergence
– Access device convergence
– Delivery channel convergence
– Supplier convergence
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.59
M-Commerce
Strategies
• For portal and media sites, they may adopt
embrace early or wait and see
• For B2C e-commerce sites, they may market,
sell, and building the brand
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Slide 3.60
Next Class
Preview chapter 4
Read the Econsultancy interview on pages 196198 and be prepared to discuss these
questions
– What’s their business model?
– How did they plan to develop their business?
– Do you think they have a good chance to
succeed?
– What can we learn from the interview?
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009