Transcript Chapter 2

Chapter 2:
Understanding
E-Business Technology
For use with Strategic Electronic Marketing:
Managing E-Business
Copyright 2000 South-Western College Publishing
Chapter 2 Slide: 1
LEARNING OBJECTIVES(1):
• Explain the importance of infrastructures.
• Be able to discuss how the Internet was developed
and.
• Justify the importance of standards.
• Describe how the Internet works.
• Be able to compare and contrast the last mile
connections to the Internet.
For use with Strategic Electronic Marketing:
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Chapter 2 Slide: 2
LEARNING OBJECTIVES(2):
• Explain the role of an Internet Service
Provider.
• Be able to determine how to choose and
Internet Service Provider.
• Explain what the World Wide Web is.
• Explain how the World Wide Web works.
• Speculate on the future of the World Wide
Web.
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Chapter 2 Slide: 3
Vignette:
Developing Infrastructure
• Thinking Strategically
– Speculate on how a consumer’s life would be different
if there was no national highway system.
– Speculate on how a business would have to operate
differently if there was no national highway
infrastructure.
– Determine what other infrastructures are important to a
consumer’s life and business efficiency.
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Chapter 2 Slide: 4
Telecommunication
Infrastructure
•
•
•
•
Telephone lines and exchanges
Cable TV lines and broadcasters,
Satellite and cellular broadcasters
The Internet backbone.
– Data lines, routers, switches, servers, and the
local system used to send or view information
at a user's site such as a PC with a Web
browser.
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Chapter 2 Slide: 5
THE INTERNET
(Interconnected Network)
• The original 1969 project was called the
ARPANET.
• 1986 the National Science Foundation
develops the NSFNET.
• 1995 main Internet traffic routed through
interconnected network providers.
Additional History Lines:
http://www.govtech.net/publications/gt/1998/oct/untangling/history.shtm
http://info.isoc.org/guest/zakon/Internet/History/HIT.html
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Chapter 2 Slide: 6
Telecommunication Standards
• Open standards: Open standards such as Transport
Control Protocols (TCP) and Internet Protocols (IP)
(combined: TCP/IP) are not owned by a single company
allowing different computer systems (Windows, UNIX,
Macintosh, etc.) to develop and read the same content.
• This has allowed individuals, entrepreneurs, and
businesses to not be locked into one single company's
communication system.
• This has fostered innovation, and ease of use is leading
businesses to adopt these standards for internal and
external communication.
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Chapter 2 Slide: 7
Table #1: 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.
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Chapter 2 Slide: 8
Table #2: Internet Governing
Organizations
Term
ISO
ANSI
IETF
NIIT
W3C
Meaning
The International
Organization for
Standardization
(www.iso.ch)
American National
Standards Institute
(www.ansi.org)
Internet Engineering
Task Force
(www.ietf.org)
National Information
Infrastructure Task
Force
(http://iitf.doc.gov )
World Wide Web
Consortium
(www.w3.org)
Used For
An international
governing body located
in Geneva.
Represents U.S. interests
related to the Internet.
An open group that
influences the standards
set for the Internet.
Formed by the White
House to help foster the
development of the
national infrastructure.
Governs the set of World
Wide Web protocols.
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Chapter 2 Slide: 9
How the I-Way Works
Network
Access
Provider
"The Last
Mile"
Content
Provider
Internet
Backbone
Local
ISP
Network
Access
Provider
End User’s
Internet
Browsing Device
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Chapter 2 Slide: 10
Internet Service Provider
• All users need to link to the Internet
backbone. Business users can use an ISP or,
depending upon their size and capabilities,
link to a Network Access Provider.
• Each server that is hooked up to the Internet
is a Host.
Links to maps:
http://www.geog.ucl.ac.uk/casa/martin/atlas/atlas.html
www.telegeography.com
www.cs.bell-labs.com/~ches/map/
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Chapter 2 Slide: 11
Bandwidth
• Bandwidth is an indication of the size of
the pipe through which electronic
information must move.
• Bandwidth is measured in bits per second
or bps. Bps is counted in thousands (kilo
bits per second: Kbps), millions (mega bits
per second: Mbps), and billions (giga bits
per second: Gbps).
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Chapter 2 Slide: 12
Last Mile Lines (1)
• Twisted Pair: Two copper wires are used for
analog telephones.
– Turned into a digital signal for the computer by using a
modem
– Twisted pair lines to directly send digital signals
through digital subscriber lines (DLS).
• Phone companies have twisted pair lines running
into most homes in the United States and have the
ability to operate with both downstream to the
user, and upstream from the user to a host.
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Chapter 2 Slide: 13
Last Mile Lines (2)
• Coaxial: Cable televisions systems most often use
coaxial cables. In most cases cable companies can
broadcast signals downstream to homes, but do
not have the ability to switch signals or to receive
upstream signals, this needs to be done over phone
lines.
• Fiber Optic: These pure digital lines carry very
high bandwidth.
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Chapter 2 Slide: 14
Wireless Last Miles
• Wireless: Wireless Internet access to home users
can be provided over satellite broadcast systems
and cellular telephone systems.
– In countries where landlines do not exist or are too
expensive to build wireless telecommunications
connections are growing.
Wireless sites:
Hughes Network Systems Inc. www.hns.com
Teledesic www.teledesic.com
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Chapter 2 Slide: 15
Wireless Cellular Systems
• Pagers, cellular telephones, and handheld
devices are linking to the Internet giving
access to email and Web pages.
– Lack of standards has limited the growth of
cellular access.
– G3 digital communication system will enable
up to 2 megabits per second, enough bandwidth
to allow cellular phones to provide
videoconferencing.
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Chapter 2 Slide: 16
Internet Delivery Options
Term
MODEM
(14.4, 28.8, 56 Kbps)
T1 or T3
DSL
(ADSL: 1.54 Mbps)
Cable Modems
(800 Kbps 3 Mbps)
Direct Broadcast Satellite
(200 - 400 Kbps)
G3 Cellular Phones
(projected 2 Mbps
maximum)
Speed in Seconds for 10
megabits of data
@ 56 Kbps: 179 seconds
T1 @ 1.5 Mbps: 6.6 seconds
@ 1.5 Mbps:
6.6 seconds
3.3 - 20 seconds
80 - 40 seconds
.5 - 1 second
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Copyright 2000 South-Western College Publishing
Chapter 2 Slide: 17
Digital Convergence
• Digital convergence implies that multiple
technologies will be used to access the Internet.
– Telephones will use IP standards to send and receive
email and Web page data, televisions will be able to
access the Net, and computers will be accessible from
other independent IP devices.
For use with Strategic Electronic Marketing:
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Chapter 2 Slide: 18
Streaming In the Video
• Thinking Strategically
– Consider the importance of streaming video.
– Determine how this will change the nature of
communication over the Internet.
– Decide what types of devices will need to be used to
maximize the use of streaming video.
– Explain how this will effect business and marketing
practice.
Streaming video content: Broadcast.com http://broadcast.com/
RealNetworks www.realnetworks.com
SportsLine http://cbs.sportsline.com
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Chapter 2 Slide: 19
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?
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Outsource In-house
No
Yes
No
Yes
Yes
No
Yes
Yes
Yes
No
No
No
Chapter 2 Slide: 20
Choosing an ISP (1)
• Connection Availability: How many users can access the
site at one time?
• Network Considerations: How well does the ISP’s
network perform such as for speed, lack of downtime, and
capacity?
• Reputation for speed of repair: If something goes down,
how quickly can it be repaired?
• Price: What are the prices for services, are there fixed
prices or pay-as-you-go flexibility?
• Service level agreements: What types of services are the
ISPs offering?
For use with Strategic Electronic Marketing:
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Chapter 2 Slide: 21
Choosing an ISP (2)
• Disk Space: What is the cost and how much disk space
does the business get?
• Programming support: What capabilities does the ISP
have to include database access, programming, or special
design skills?
• E-Commerce support: Does site allow for shopping carts,
online transactions, individualized marketing programs?
• What email services are available: How many accounts
can be provided, how can they be accessed?
• Security: Does the business have security for data transfer
and for transactions conducted online?
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Chapter 2 Slide: 22
Security
• Firewalls are security measures designed to
prevent hackers from gaining access
through a server to a Web site.
• Virtual private networks (VPN) connect
businesses by using dedicated lines
(communication lines that are not open to
outside users) that are connected to ISPs.
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Chapter 2 Slide: 23
The Race to Wire the World
•Thinking Strategically
–
–
–
–
–
Determine how this will effect the content that is
available online.
If customers around the world are able to access the
Internet, decide how important it is to have an Internet
presence for a business.
Consider what will be the language of the Web.
Decide if a company needs to have Web sites designed
for multiple languages.
Speculate on the social impact of the Internet when the
world is connected.
Use sites: www.nua.ie/surveys/analysis/graphs_charts/comparisons/index.html
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Chapter 2 Slide: 24
THE WORLD WIDE WEB
• Developed the WWW in 1990 at the Particle Physics
Laboratory in Geneva, Switzerland by Tim Berners-Lee.
• The Web architecture was designed to emulate the human
brain by allowing the linkage of random associations.
• Uses the Internet backbone to send information from
servers, or repositories of file information, to browsers or
software designed to display the files.
• The Web allows for the transfer of hypermedia-based files
allowing for linking to other pages, places, or applications.
Tim Berners-Lee's Web site: http://www.w3.org/People/Berners-Lee
For use with Strategic Electronic Marketing:
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Chapter 2 Slide: 25
World Wide Web Protocols (1)
Protocol
World Wide Web
Meaning
Set of standard that allows for
hyperlinks and graphics to move through
the Internet.
Underlying protocol to the Web allows
Hypertext
for linking to other sites and retrieving
Transport
Protocol (HTTP) information.
Secure Electronic Protocols to allow for secure purchases
Transaction (SET) on the Internet.
Allows for 3D models to be displayed
Virtual Reality
Markup Language and rotated in a Web page.
(VRML)
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Chapter 2 Slide: 26
The Browser
• The browser is the interface between the Web content and
the user taking text, codes, and instructions and then
displays the requested design on a screen.
• New versions of code requires new that browsers be
redesigned to read the latest codes.
• When a hyperlink is clicked, the browser pulls up the
associated file to "play" through the browser.
• Plug-ins allow rich content files such as video, radio
programs, and other multimedia content to play through
browsers.
• Browser can act as an operating system for Web devices.
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Chapter 2 Slide: 27
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.
The address used to find a site at a
Universal
Resource Locator server on the Web.
Code (URL)
Secure Electronic Protocols to allow for secure
purchases on the Internet.
Transaction
(SET)
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Chapter 2 Slide: 28
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.
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Chapter 2 Slide: 29
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.
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Chapter 2 Slide: 30
Server Browser Interactions
Internet
Backbone
Server
Text file
Browser Display
My Web Page
Hyperlink
Request
Graphic Files
Multimedia Files
Plug-in
Real audio stream
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Chapter 2 Slide: 31
Web Address Structure
• The Internet addressing system locates IP addresses and
domain names.
• The current IP address structure consists of four numbers
separated by dots (.) or decimals (such as 111.222.333.4).
• Most sites uses a unique domain name for a Web site such
as www.name.extension.
• The domain name is part of the URL (Universal Resource
Locator) address.
Links to Domain name sites:
Network Solutions: www.networksolutions.com
ICANN: http://www.icann.org/registrars/accredited-list.html
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Chapter 2 Slide: 32
URL Structure
http://www.mssc.edu/pages/mssc.htm
Hypertext
Protocol
WWW Page Host Group
(Domain Name)
File Path File Name
File Type (HTML)
Control Over Domain Names
Network Solutions: www.networksolutions.com
ICANN: http://www.icann.org/registrars/accredited-list.html.
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Chapter 2 Slide: 33
Top Level Domains
Top Level
Domains
.com
.edu
.gov
.org
.net
.fr
.de
.ca
Meaning
Commercial
Educational
Government
Nonprofit organizations
Network companies
National Examples
France
Germany
Canada
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Chapter 2 Slide: 34
FUTURE OF THE WEB
• High Bandwidth Delivery
– High Definition Digital Television (HDTV)
– Hybrid PC/TV Systems
• Web Appliances
– Web Linked Cellular Phones and Personal
Digital Assistants (PDAs)
– Web appliances in homes and businesses
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Chapter 2 Slide: 35
ALE 2.1: Chasing the Net
Connection (1)
• Track your connection starting with an
Internet devise such as a PC or WebTV.
• What is used to connect to the last mile,
a modem, coaxial, or fiber optic cable?
• Describe how the speed of the
connection influences how the Web is
used.
For use with Strategic Electronic Marketing:
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Chapter 2 Slide: 36
ALE 2.1: Chasing the Net
Connection (2)
• Determine how the last mile is
connected to the backbone. Is it running
through an ISP?
• Use the ISP’s web page or call them to
investigate how they are linked online.
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Chapter 2 Slide: 37
ALE 2.2: Web Devices (1)
• Go through home or business and
determine what benefits there could be
in connecting different appliances
around the home to the net.
• Explore how an individual’s life could
be better if they were able to access
appliances from a distance.
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Chapter 2 Slide: 38
ALE 2.2: Web Devices (2)
• Speculate on which companies, such as
utility companies, could benefit by
access information in a home or
business.
• Determine how these connections
would be made.
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Chapter 2 Slide: 39
ALE 2.3: Choosing and ISP (1)
• Investigate an ISP on the following
criteria.
• Discuss this with your classmates and
determine which ISP would be the best
to use.
• Explore both large and small ISPs.
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Chapter 2 Slide: 40
ALE 2.3: Choosing and ISP (2)
• Connection
Availability
• Network
Considerations
• Speed of repair
• Price
• Service level
agreements
• Disk Space
• Programming
support
• E-Commerce
support
• Email services
• Security
For use with Strategic Electronic Marketing:
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Copyright 2000 South-Western College Publishing
Chapter 2 Slide: 41