Transcript Information Technology in a Business Context

What is a Network?
MAN
MAN
Metropolitan
MetropolitanArea
Area Network
Network
LAN
LAN
Local
Local Area
Area Network
Network
Computer
Computer
WAN
WAN
Wide
Wide Area
Area Network
Network
1
What is the Internet?
– The Internet, or “the Net,” is a worldwide
system of computer networks - a network of
networks in which users at any one computer
can, if they have permission, get information
from any other computer (and sometimes talk
directly to users at other computers).
2
What is the Internet?
– Gearhead view
• Infrastructure - Protocols, bridges, routers, firewalls,
backbones, nodes, clients, servers, packets, switches,...
– Alternative views
•
•
•
•
Network of Networks
Community of people
Collection of shared resources
Connected enterprises
3
What is an Intranet?
The
The rest
rest of
of the
the Internet
Internet
Company
CompanyA’s
A’s Network
Network
(Intranet)
(Intranet)
Security
Security
Access
Access
4
What is an Extranet?
Company B’
B’s
Network
Company
s Network
Security
Security
Access
Access
The
The rest
rest of
of the
the Internet
Internet
Company
Company A’s
A’s Network
Network
(Intranet)
(Intranet)
Security
Security
Access
Access
5
A Brief History
–
–
–
–
–
–
–
–
RAND Corporation study - 1964
ARPANET - 1969 ( to 1990)
European connections - 1973
Usenet - 1979
BITnet, CSnet - 1981 (to 1991)
NSFnet - 1986 (to 1997)
World Wide Web - 1992
Electronic Commerce - 1996
6
Number of Internet Hosts
Jan 2001 - 109,500,000
7
Growth by Year
2000-2001 37,000,000
8
Countries with Internet Access
9
The Internet in the U.S.
10
http://www.cs.bell-labs.com/~ches/map/gallery/index.html
11
Internet Statistics
•
•
•
•
•
•
250 Million ‘connections’ worldwide
Number will reach 500M by 2003; 800M by 2005
Traffic doubling every 100 days
U.S. users account for 47% of all users
25% of U.S. households are online
The #1 Killer App – Email
• 275M worldwide send or receive email
• 46% of U.S. adults use email
12
Internet Statistics
• Hosts
– 1992 - 992K; 1996 - 12.8M; 1998 - 36.7M; 2001 - 110M
• Domains
– 1992 - 16.3K; 1996 - 488K;
1998 - 4.3M
2001 - 36.2M
1998 - 4.3M;
2001 - 153.5M
• World Wide Web sites
– -1992 - 50;
1996 - 300K;
13
Internet Design Principles
– Assume unreliable at all times
• Design to transcend this
– No central authority
– All nodes equal in status
– Divide messages into “packets”
• Each contains source/destination information
– Distribute packets along different paths
• Packet switching
14
How is this Done?
– Decentralized structure allows for easy expansion
• Independent nodes integrated into the network
– Protocols allow for machine independence
– Most important: TCP/IP
• TCP - Transmission Control Protocol
– converts/reassembles packets
• IP - Internet Protocol
– handles correct addressing
• Other protocols
– Email (SMTP), file transfer (FTP), etc.
15
Q: How is a node identified?
A: IP Address
– dot - quad
• 128.146.31.14:80
– 128.146 - net address
(Ohio State Sonnet - Bevis Hall - OSC)
– 31 - subnet (cgrg)
– 14 - node (my computer (tres))
– 80 - port (which access point on the server)
– Fully Qualified Domain Name (FQDN)
• tres.cgrg.ohio-state.edu.us:80
• affleck.pepsico.com.us
• freenet.oh.us
16
Number of Domains
2001 - 36.2M (22.4M are .com)
17
FQDN
tres.cgrg.ohio-state.edu.us
– Country code (ISO 3166) - TLD
• .ca : Canada
.au : Australia
.jp : Japan
.us : USA
.uk : United Kingdom
etc.
– Organization hierarchy - TLD
•
•
•
•
.com : commercial businesses • .edu : educational institutions
.org : nonprofit orgs
• .int: Int’l orgs
.net : network admin
•.biz - business
.gov : government
• .mil : military installations
– Gateway subdomain
– Node machine
www.iana.org/cctld/cctld-whois.htm
18
New TLDs
•
•
•
•
•
•
•
•
.firm - commercial entities (extends .com)
.store - e-commerce sites
.web - web related activities
.arts
- arts related sites
.rec
- recreational sites
.info
- informational sites
.name - personal sites
.museum - museums
Registrar: http://www.networksolutions.com
19
3 Letter Domain Extensions
20
2 Letter Domain Extensions
21
Access to the Internet
– Who charges for access?
• The “Internet” doesn’t charge for anything. Each group
accessing it controls their own computers, lines and access
procedures.
– Competing interest groups are maneuvering to “control”
the Internet
– Who oversees procedures
• InterNIC - Internet Network Information Center
• ICANN - Internet Corporation of Assigned Names and
Numbers (top three domains)
• IANA - Internet Assigned Numbers Authority
22
Internet Service Providers (ISPs)
– Commercial
• Major Dial-in systems (AOL, Compuserve)
• Small, local providers (Intelinet, iwaynet)
• Major direct access providers (OARnet, RoadRunner)
– Community Information Systems
• Free-Nets (Columbus Free-Net)
• Other civic networks (prairieNET)
• Local BBS services (limited internet services)
23
Access to the Internet
– Level One Connectivity
(34.8M)
• Access through a Gateway (service provider)
– Level Two Connectivity
• Remote Modem Access
– Access a “host” and act like a terminal
– Level Three Connectivity
(6.8M)
• Direct Internet Access (Broadband)
• On-demand Direct Access
– ISPs provide dial-in service, but provide SLIP or PPP
connections that mimic direct access
24
What is the World Wide Web?
– The World Wide Web is a practical implementation of
Internet technology
• other examples: gopher, ftp, email, ...
– it is an application that relies on the Internet network
infrastructure
– It allows users at different sites to share information
using accepted protocols
– It provides a logical structure for users to interface with
the network
25
What are the basic Web
technologies?
– Client/Server architecture
– HTML, HTTP, and URL
• HTML - the Hypertext Markup Language is the
protocol for writing the documents to be distributed,
displayed and edited
• HTTP - the Hypertext Transfer Protocol provides the
rules for distributing these documents
• URL - the Uniform Resource Locator provides the
means for referencing these documents, and the
address where they can be found, in a format
consistent with HTML
26
The URL
http://www.prolotherapy.com:80/prolohelp.html
•
•
•
•
•
Part1: protocol designator (http://)
Part2: subdomain name (www)
Part3: actual domain name
Part4: port number (usually not required)
Part5: file access path (valid extensions: htm,
html, shtml (and some others))
28
Protocol designators
• http://
– Used for hypertext encoded documents
• ftp://
– Used to provide access to documents using the File
Transfer Protocol - files appear in a list of file names
• gopher://
– Similar to FTP, but the server provides menu-based
listing of resources
29
What is a Web Browser?
– an application program that provides a way to look at and
interact with all the information on the World Wide Web...
it interprets the HTML files and displays them in a
graphical user interface
•
•
•
•
•
•
Mosaic was the first (Marc Andreesen of Univ of Illinois)
AOL, CompuServe and Prodigy developed their own
Netscape and Internet Explorer are the most widely used
Lynx (text-based) and Opera are others
SprintPCS browser
Other wireless browsers (Palm, …)
30
SprintPCS
31
WWW Statistics
• 150M Web sites; 300M by 2003
• Only 46% of Web sites are active
• 2/3 - 3/4 of users use the Web for finding
information
• 2/3 - 3/4 are frustrated by not finding information
they are after
• 31% are online > 20 hrs; 34% 10-20 hrs
• 57% are from US
• 50% go to the top 900 sites
32
Most popular web destinations
• The average Web user spends 8.8 hrs/week
browsing the following kinds of sites, in order of
popularity:
–
–
–
–
–
News
Travel
Weather
Music
Technology
33
Other Web technologies
• Frames - multiple, visible, connected pages
• Forms - HTML data entry mechanism
• CGI - Common Gateway Interface - allows the
processing of information from HTML forms
• Java - a platform independent programming
language (Sun Microsystems)
– Javascript, applet, servlet
• ActiveX - Like an applet, but could be written in
any language (Microsoft)
34
Other Web technologies
• DHTML (Dynamic HTML) - rollovers, interactivity...
• Streaming (audio/video) - broadcasting
• VRML (Virtual Reality Modeling Language) - Interactive
3D - Web3D
• QTVR (QuickTime Virtual Reality) - interacting with a
visual image (also, QT Cubic VR, iPix, metastream)
• Shockwave - encode Macromind Director movies for Web
distribution
35
Plug-ins
• Plug-in applications are programs that can easily
be installed and used as part of your Web browser.
They are recognized automatically by the browser
and its function is integrated into the main HTML
file that is being presented. Example plug-ins
include:
–
–
–
–
Adobe Acrobat
RealAudio, RealVideo
Macromedia Shockwave
Apple QuickTime
http://home.netscape.com/plugins/index.html
http://browserwatch.internet.com/index.shtml
36
Cookies
• A cookie is information for future use that is
stored by the server on the client side of a
client/server communication.
–
–
–
–
–
Records your preferences when using a site
Ad banner history
Identification information
Customize for browser type
Computer specifications
http://www.cookiecentral.com
37
Emerging Technologies
• WebMalls
• WebCasts, Multicasts, MBONE
• NGI, Internet 2, IPv6 (IPng)
– 340,282,366,920,938,463,374,607,431,768,211,456
computers (128 bit IP address) (vs 4,294,967,296)
•
•
•
•
Wireless networks - RF, PCS, Satellite
Set-Top Boxes, InternetTV, Network Computers
SAN - Storage Area Networks
XML , SMIL, and other protocols
38
Finding information on the Web
•
•
•
•
•
950M indexable pages; 2B by 2003
2.5M Web pages added DAILY
Links from other web sites are effective locators
Many users collect relevant Bookmarks
Web searches
39
Web searches
• Entire Internet
– Use a “search service”
• Intranet or local site searches
– Locally developed search mechanisms
– Use a commercial service with a restricted domain
40
Search services
• Five categories
– Directories - classify documents into subject scheme or taxonomy
(eg, Yahoo, LookSmart)
– Search engines - index words or terms in Web documents (eg,
Altavista, Excite, Lycos)
– Metasearch services - provide a central access point (eg, Dogpile,
Metacrawler, SavvySearch)
– OS based search mechanisms - parallel search strategies (eg, Apple
Sherlock, MatiHari)
– Intelligent agents - continually search the Web using customized
and personalized strategies
41
Searching the Web
• Directories are most useful when looking for
information in clear categories, such as makers of
luxury cars, or distributors of building products
• Engines are most useful when the topic is more
specialized, such as which luxury car uses the GPS
system, or who makes insulated windows
42
How search services work
• Engines create listings automatically
– A spider visits, reads and follows links
– Results are stored in an index
– The index is searched, and results rank-ordered
• Directories depend on humans to create listings
• Hybrid systems - some engines also maintain a
directory
43
How pages are ranked
• Location/frequency
– Terms in the title, or near the top, or used a lot
• Popularity
– Lots of links pointing at a page
• Citations
– Referenced pages get a boost
• Meta tags
– Part of the HTML protocol, a place to put search keywords
• Spamming will exclude or lower ranking
– Padded meta tags, invisible words, inappropriate titles, overuse of
terms
44
Search strategies
• Be specific!
– “new planets outside the solar system discovered since 1996”
• Use nouns and objects in queries
– Planet,planets
• Use 6 to 8 keywords
– New,planet,planets,discovery,solar,system
• Truncate words and use wildcards
– Planet*,discover*,system*
45
Search strategies (cont)
• Use synonyms
– Discover OR find
• Use phrases when possible
– “solar system”
• Distinguish concepts with parentheses
– (“solar system*”) (“new planet*”) (discover OR find)
• Order concepts with main subject first
– (“new planet*”) (“solar system*”) (discover OR find)
• Use search engine math
46
Search engine math
• Addition - Use the plus ‘+’ symbol to request pages that
have all words
– +Planet +solar +system +discover
• Subtraction - Use the minus ‘-’ symbol to request pages
that exclude certain words
– +Planet -mars -earth +new
47
Power searching
• Title searching
– planet title:“solar system”
• Site searching
– planets host:www.nasa.gov
– planets host:edu
– Exclude sites
• “new planets” -host:www.nasa.gov
• Link searching
– planet link:www.nasa.gov
48
Search Engines - 1
• AltaVista (http://www.altavista.com)
– Popular with researchers because of comprehensive
coverage and power searching commands; largest on
the Web
• Excite (http://www.excite.com)
– Uses a medium sized index and integrates non-Web
material (corporate information, sports scores, etc.)
Most popular on the Web. Powers AOL NetFind.
49
Search Engines - 2
• HotBot (http://www.hotbot.com)
– Favorite among researchers because of a large index.
Owned by Lycos. Gets results from Direct Hit and
Inktomi
• Inktomi (http://www.inktomi.com)
– Large index used by many search engines, including
GoTo, HotBot, Yahoo, Snap, Microsoft MSN. Index not
available directly. Partners can customize Inktomi
results
50
Search Engines - 3
• Direct Hit (http://www.directhit.com)
– Works with other engines to refine their results;
rankings are determined from users clicking on results
• Go (http://www.go.com)
– Used to be called Infoseek; now a search portal.
Combination search engine and directory; good results
for broad and general searches
51
Search Engines - 4
• Lycos (http://www.lycos.com)
– Started as a search engine - since April is a directory. It
uses volunteer editors to catalog and supplements with
spidering
• Northern Light (http://northernlight.com/)
– Also popular with researchers because of large index.
Value: special collection of documents not usually
available to other search engines
52
Search Engines - 5
• Snap (http://www.snap.com)
– Backed by C-net and NBC, it is a human-compiled
directory
• Yahoo (http://www.yahoo.com)
– Easily the Web’s most popular search service; human
compiled directory listing over a million sites; also uses
Inktomi to supplement
• Others
– LookSmart, Google, Ask Jeeves, WebCrawler, dogpile
53
C-net Evaluations
• HotBot - Easy to use, accurate - 5 usable links
• Excite - Easy to use , accurate but limited advanced
search capabilities - 4.25 usable links
• AltaVista - Easy to use, lots of extras - 4 usable links
• Infoseek (Go) - better as a portal than a search engine many results out of date
• Lycos - fewer relevant hits, and 3 times the duplicates and
out of date results
54
My Personal Evaluations
• Google
• Sherlock (Apple’s integrated FindFile, Search Disk by
Content, and Internet MetaSearch utility)
•
•
•
•
AltaVista
HotBot
WebCrawler
Ask Jeeves
55
Searching Statistics
• Links more important than search engines
(54% vs 13%)
• Active users average 40 bookmarks
• 82% sites visited are from bookmarks
• Currently, there are about 2500 search services
• Coverage of engines is as low as 3% and as high as 34%
• 50% cite broken links as biggest problem
• Average user uses 1.5 words per search
56
Portals
• (synonymous with access gateway) a World Wide Web site
that is a major starting site for users when they connect to
the Web, or that users tend to visit as an anchor site.
Typical services:
–
–
–
–
–
–
–
a directory of Web sites
a facility to search for other sites
news, weather information
e-mail
stock quotes, TV schedules
phone and map information
community forums
57
Personal Portals
•
•
•
•
•
My.yahoo.com
My.lycos.com
My.excite.com
NBCi.com
Enterprise Information Portal (EIP)
– Businesses or organizations can customize their own
version of either one of the above portals, or design
their own to reflect the content and function of their
individual Intranet
58
59
Is your browser up to date?
• http://www.duq.edu/distancelearning/
browsertest/testmenu.html
60
Reasons for a Business to
Develop a Web Site
• To establish a network presence
• To expand markets
• To distribute business information
– To customers
– To researchers
– To employees
• To sell or market products
• To respond to inquiries
• To expand business hours
61
The Dirty Dozen
– Pet peeves of business web sites
Scott Kirsner, The Main Attraction,
CIO Magazine (9/1/99)
– 1. Stale content
– 2. Fouled-up forms
– 3. Inconsistent navigation
– 4. Slo-o-o-o-w pages
– 5. Irrelevant or missing page titles
62
The Dirty Dozen (continued)
–
–
–
–
–
–
–
6. The virtual company
7. Pages that can’t be book-marked
8. No response (or slow response) to e-mails
9. No prominent search options
10. Password problems
11. Subpar shopping carts
12. Channel disconnect
63
My own dirty dozen
–
–
–
–
–
–
13. “Server busy ... try again later”
14. Overuse of irrelevant plug-ins
15. Required survey forms
16. Overabundance of invasive ads
17. Too much design, not enough content
18. Invisible text and buttons
64
My own dirty dozen (continued)
–
–
–
–
–
–
19. The navigation cul-de-sac
20. W-a-a-a-y too many graphics and animation
21. Bridge pages
22. Scrolling down the river...
23. Browser incompatibility
24. Bad design
http://www.webpagesthatsuck.com
65
Electronic Business - E-business
• E-services
• E-commerce
– B2B - business to business
– B2C - business to consumer
• E-tailing
• E-trading (C2C?)
• cyberprises
66
E-business Goals
•
•
•
•
•
Creating or maintaining a competitive edge
Improving customer satisfaction
Keeping pace with the competition
Reducing operational costs
Improving employee communications and
satisfaction
• Establishing or expanding brand awareness
• Finding new markets for products or services
• Generating new sources of revenue
67
E-business ramifications
• The role of IT departments is changed from
technology to business decision making
• Employees burdened with new skill requirements
• Individual employees are required to assume
additional responsibilities
• Constant demands, with shorter delivery times,
have increased job stress
68
E-services
•
•
•
•
•
•
Network design, engineering and management
Web design and web hosting
Applications hosting
Applications management
Consulting
Projected at $42B by 2002 (Yankee Group)
69
E-commerce
• E-commerce (electronic commerce or EC) is the
buying and selling of goods and services on the
Internet, especially the World Wide Web.
– For online retail selling, the term e-tailing is sometimes
used.
– e-commerce and e-business are often used
interchangeably
70
E-commerce
• $37.5B industry - conservative estimates are that
it will grow to $300B by 2002; Some analysts
predict $1T to $1.5T by 2002
• 75% of this business is B2B
• 20 sites generated $100M; top 100 sites averaged
$12M each
• 85% of the Global 1000 businesses see
e-commerce as a top priority in the next 3 years
71
Five Myths that will kill
E-commerce
• People want plenty of selection
• Amazing technology will save you
• The Amazonian sell-everything model is the only
one for the Web
• Focus on selling
• People buy on-line because they don’t want to
deal with real people
Ref: Dan Roth, Fortune Magazine
72
E-commerce survey
• NetEffect Survey:
– 90% of e-commerce sites don’t have Web-based
customer management systems
– 90% don’t allow for on-line real-time assistance
– 90% place these in the top five priorities for this year
– Suggestions:
•
•
•
•
Identify arrivals
Use that info to customize the user environment
Track customer events
Have competent on-line representatives
73
Types of e-commerce
• Selling tangible goods
– Taking orders for shipment to customers
• Orders are filled by human interaction
• Eg, flowers, books, CDs, housewares, ...
• Selling content
– Electronic delivery of electronic goods
• Orders are taken, filled and shipped by the computer
• Eg, house plans, image archives, MP3 music, publications,...
74
IT Ingredients of E-commerce
•
•
•
•
•
•
•
•
•
The Web server
Web applications
Programming capability
E-mail management
Access restriction
Access logs
Secure transactions
Credit card validation and payment mechanisms
EDI - Electronic Data Interchange (ANSI X12)
– For B2B models
75
Components of e-commerce
selling tangible goods
• Market the goods - virtual store, web catalog
• Sell the goods - use forms or shopping cart application
• Provide payment options - credit card, e-cash;
validation
• Process the order - usually manual
• Verify correctness of order and send receipt for the
order - usually done via email
• Package and deliver the goods - manually
• Provide customer feedback - web-based, or email
76
Components of e-commerce
selling content
• Market the goods - virtual store, web catalog
• Sell the goods - use forms or shopping cart application
• Provide payment options - credit card, e-cash;
validation
• Process the order - usually electronic
• Verify correctness of order and send receipt for the
order - usually done via email
• Provide access to the secure area - instant or delayed
• Provide customer feedback - web-based, or email
77
Issues of E-commerce
•
•
•
•
Security
Cultural sensitivity
Standards
Copyright
– Different in a global community
• Bandwidth
• Increasing site hits
• Customer satisfaction
78
Security
• Targets
–
–
–
–
–
Content
Business records
Customer names and personal information
Bandwidth
Disruption of business (hackers, crackers)
• Techniques
–
–
–
–
Packet sniffing
Password cracking
Shared information
Trojan horses
79
Security
• Solutions
–
–
–
–
–
Unservable directories
Firewalls, Bastion hosts, Victim hosts
Access hops
Server certificates, Digital signatures
Encryption
• SSL (https:// or key icon in browser)
• S-HTTP (shttp:// or key icon in browser)
–
–
–
–
SET (Secure Electronic Transaction)
Passwords
Access logs
Secure email (S/MIME) Web Security Sourcebook, Rubin et al
80
Attracting customers
•
•
•
•
•
•
•
•
•
•
•
Make your site aesthetically pleasing
Make your site secure, and convince customers that it is
Offer free stuff
Shorten load times
Display text as soon as possible
Provide contact information
Describe the site’s purpose
Provide clear and easy ordering info
Ask customers for feedback
Avoid sending e-mail unless asked
When in doubt, simplify
81
Haven’t we met somewhere
before?
• Build a lasting on-line relationship with your
customer
–
–
–
–
Identify customers individually
Differentiate one customer from another
Interact with customers
Tailor some aspect of your product or service or
interaction to meet their individual needs
• Link transactions over time so they never have to
start over. Include links to email and telephone
contacts.
Ref: Peppers and Rogers, NewMedia 10/99
82