CASE 4 Amazon and e Bay The New

CASE 4 Amazon and e. Bay： The New Face of Web Services B班第四組

QUESTION 1 What are the purpose and business value of Web services? 951718 劉逸凡

What is Web Service? p Component to provide services. p Support interoperable machine-to-machine interaction over a network. p Base on Web’s open standard.

What Are Purpose of Web Services p Enhance reuse of software component p Connect systems, business partners , and customers over the web. p Let incompatible system easier to connect with each other.

Example p To build a travel website. It provides services including to inquire information of trip，price of airline ticket and hotel，weather etc.

What Are Business Value of Web Services p Get right information immediately p Integrate enterprises’ application programs. p Set up and develop Supply Chain. p Expanding of existing and future application programs.

QUESTION 2 What are the benefits of web services to Amazon, ebay, and their developer partners 951737 廖盈芳

Benefits of web services to Amazon p Reliable n p Cost-Effective n p There’s a credit ranking to grade dealers. Pay as you go Global n It can sell the product worldwide.

Benefits of web services to Amazon p Complex Search Capabilities n n p A lot of search types dealer can chose. It can meet the customer’s needs. A convenient way to deliver advices n Customer can easily access to customer service.

Benefits of web services to e. Bay p Global selling n p People all around the world can purchase the auction Offer Chinese language interface n Relative to Amazon, it’s a great advantage.

Benefits of web services to e. Bay p Instant information between seller and buyer n p Skype Create a customized interface to search listings on the site.

Benefit of web service to developer partner p Promote the market share n For example, because Microsoft occupying most of the operating system market, Functions integrated into the network operating system and application software OFFICE series, the use of the operating system market share advantages, to promote the software of the market share.

Benefit of web service to developer partner p Gain partners n Competitors can easily realize their corporation and compare whether they need the services, therefore Amazon and e. Bay’s partners can broaden their business.

QUESTION 3 What are the business challenges of Web service? (Visit the Web service website of IBM and Microsoft, to help with your answer) 951729 陳柏伶

What are the business challenges of Web service? Reliability p Security p Testing p Transactions p Manageability p

Reliability Ø Reliability of network connections u An unstable server may : p Damage the rights of customers (time, money) p Cause loss of information p Cause bad reputation of organization

Security Ø Data confidentiality u web service allow data enter and leave intranet from variety entrances, so Hackers can avoid security checks to get the permission of enterprise network control.

Security (cont. ) u cross-site scripting (new type of hacker attack) p security loophole of web application: It occurs when an hacker uses a legal web application to send malicious code to other users p The hacker will gain customers’ private information during the process that customers use the website.

Security (cont. ) Ø User Identification u authority control • The organization need a way to know who uses the web service on the other site • It’s inefficiency that check identity each time as using function of web service

Testing Ø Testing difficulty u u It’s hard to debug Web services that may come from different vendors, hosted in different environments or on different operating systems It’s hard to achieve predictable response times

Transactions Ø Distributed transaction systems u In an open environment p It may easily cause data inconsistent if several web service are using at the same time during the transaction

Manageability u u Require a mechanism to manage so highly distributed system The way of charge for Web services • • Pay-as-you-go you can pay the fee monthly or annually

QUESTION 4 Describe what the “IS”/ IT in the real case is all about? 932552高捷

Web Service A software system identified by a URI p Whose public interfaces and bindings are defined and described using XML. p Its definition can be discovered by other software systems. p These systems may then interact with the Web Service in a manner prescribed by its definition, using XML based messages conveyed by internet protocols. p

Basic web service function Exchanging messages p Describing Web services p Publishing and discovering Web service descriptions p

Web Service characteristic Loosely coupled p Service oriented p Self described p Application to Application p

Amazon. com Amazon Web Service p Cloud computing p

Amazon Web Service (AWS) Provided companies of all sizes with an infrastructure web services platform in the cloud. p You can requisition compute power, storage, and other services. p As your business demands. p Flexibility to choose platform or model. p

Amazon Web Service (AWS) Pay only for what you use. p Take advantage of Amazon. com’s global computing infrastructure. p “Rent” computing power to execute large-scale simulations. p Serve unlimited videos, music, and more. p

AWS benefits p p p p p Cost-effective Dependable Flexible Comprehensive No contracts or commitments Pay as you go Better economics Better use of your time Better environmental impact

AWS example Managing databases (Amazon. Simple. DB) p Queues (Amazon SQS) p Amazon Elastic Compute Cloud (Amazon EC 2) p Amazon Simple Storage Service (Amazon S 3) p Adobe Live. Cycle Enterprise Suite (ES) p

Amazon Simple Storage Service A interface that can be used to store and retrieve large amounts of data. p At any time, from anywhere on the web. p It gives any developer access to the same highly scalable, reliable, fast, inexpensive data storage infrastructure that Amazon uses to run its own global network of web sites. p

Adobe Live. Cycle Enterprise Suite For enterprise and government p Information secure p Documents output p Process management p

cloud computing Run one of the world’s largest networks of web sites. p Serving millions of customers. p

e. Bay Developers Program p e. Bay API p

e. Bay Developers Program The platform offers an unprecedented opportunity to build a new e. Bay business. p Expand your current business, reach new customers, and create a potential new stream of revenue. p

e. Bay developers Program Selling and buying p Searching p Customer service functionality p Merchandising p Wireless p Interactive television p

API The heart of the Developers Program. p You communicate directly with the e. Bay database in XML format. p Your application can provide a custom interface, functionality and specialized operations not otherwise afforded by the e. Bay interface. p

API Submit items for listing on e. Bay. p Get the current list of e. Bay categories. p View information about items listed on e. Bay. p Get high bidder information for items you are selling. p

API Retrieve lists of items a particular user is currently selling through e. Bay. p Display e. Bay listings on other sites. p Leave feedback about other users at the conclusion of a commerce transaction. p

API

QUESTION 5 What are the advantages and disadvantages of the web service? 951644 李源裕

Advantages of web services(1) Interoperability – p Work at private networks. p Developers use their preferred programming languages. p Based on standard communications methods, Web Services are virtually platform-independent.

Advantages of web services(2) Usability – p Freedom to chose the Web Services that they need. p Only include additional application-specific business logic on the client-side. p Allows you to develop services and/or client-side code using the languages and tools that you want.

Advantages of web services(3) Reusability – p Provide not a component-based model of application development p Easy to reuse Web Service components as appropriate in other services. p Easy to deploy legacy code as a Web Service.

Advantages of web services(4) Deployability – p Web services deployed over standard Internet technologies. p Even over the fire wall to servers running on the Internet on the other side of the globe.

Disadvantages of web services(1) Time-consuming – p Web services use plain text protocols that use a fairly verbose method to identify data. p The extra size is really an issue over low-speed connections, or over extremely busy connections.

Disadvantages of web services(2) Reliability – p The server may suddenly crash. p Can other vendors provide a temporary alternative to the Web Services? Can the temporary one same as the original one?

Disadvantages of web services(3) Security – p The network when transmitting sensitive information need to deal with data encryption. p But for some web services need for personal identity verification and authorization. p What security level will the Web Services need?

Disadvantages of web services(4) Transaction processing– p How to provide a safety surrounding to protect transactions through web services. p Microsoft made the current compensation program transactions (XLANG) , and the W 3 C have not formulated some standard to this.

Disadvantages of web services(5) Business model – p How much do you charge to your web services?

Disadvantages of web services(6) Debugging – p As a result of the implementation of each client's operating system and the environment may be different. p How to ensure your web services to each client?

QUESTION 6 How Does the Web Service Change the Way New Business Operate Now? 951722陳立人

Business perspective No Web services Use Web services 1. Most of the customers are 1. It can be extended to the world neighbours and regional. market so that more business Location is important , if the traffic is not opportunities to expand. easy to reach , customers have low consumption. 2. It is difficult to manage customer 2. Through a combination of the information , Query member information database easier to query and manage needs manual , it spends a lot of time. customer information , it can save a lot of time.

Business perspective (cont. ) No Web services Use Web services 3. In order to increase the demand for different degrees , it required a lot of inventory. 3. After customer ordering , through a combination of web services can acquire material from supplier instantly , so it can reduce inventory.

Customer perspective No Web services Use Web services 1. Customers is different to obtain meaningful information to determine whether the product is worth to buy. 1. Let the customer through user’s experience sharing to decide that whether the product is worth to buy. 2. If customer want to buy the same goods, but relatively low-cost, they have to run around to compare the price of different stores. 2. Customer can compare price on the website.

Customer perspective (cont. ) No Web services Use Web services 3. When we want to search 3. Through Web services , it can classify information that we want , we have to the information so that we are easy to search different website , it is get what we want troublesome and waste time. 4. It is heavy and occupied to carry books outside. 4. It can read at any time through portable electronic books as long as readers download from website.

Customer perspective (cont. ) No Web services Use Web services 5. If the goods is delayed delivery , customers can not learned currently information about goods. 5. With GPS (Global Positioning System ) , Customer can get real-time delivery information through Web services.

QUESTION 7 Besides those mentioned in the case，what other ways can a business realize more business benefits from the Web Service? 951726陳澫墱

Amazon’s Web Service 1 p Use Amazon A 9. com Search Engine n n n User can search anything they want on A 9. com will search Windows Live for website 、 Amazon for books、Guru. Net. com for history and IMDB for movies. Its interface allows users to combine search results together， allowing side by side comparison of results.

Amazon A 9 p Benefits for Amazon n Since A 9. com established, Increase opportunities that products of Amazon searched by users. It also increase sales and click rate of Amazon.

Amazon’s Web Service 2 p Use Amazon S 3 Online Storage Web Service n Enterprise can use Amazon S 3 to save、edit、delete and set up their digital data on client n Amazon S 3 provides a personal storage space for enterprise to save and to ensure the safety of data.

Amazon S 3 p Benefits for Amazon n Because the S 3 provide cheap ，highly reliability saving space and increase the utilization rate of the user，thus increasing the profit of Amazon.

Dell’s Web Service p Use Dell. com n User can connect Dell. com form Yahoo! 、CINet and ZDNet to order a PC with their preferences. n When order is checked，Dell will use the map data base which base on Oracle and combine UPS、U. S. Postal Service to confirm the address.

Dell. com p Benefits for Dell n Because Dell combines other website, it increase the click rate of Dell. com n Dell increase their correct rate of delivery by using the data base which base on Oracle and combine UPS、 U. S. Postal Service.

HSBC’s Web Service p Use HSBC n User can login in HSBC website to do service of managing finance anytime. n Banker also can update customers’ information and gives proposal to customers quickly.

HSBC Web Service p Benefits for HSBC n Through web service，HSBC can attract more new customer. n Enhance customers satisfaction.

QUESTION 8 Do some searches from the Web and provide some historical background about the mentioned Web Service. 951619 黃資雅

Background of Web Service Why was Web Service developed? p Connecting different systems has to use specific communicate protocols. p Require different technologies of data process to exchange data.

Historical Background of Web Service SOA (Service Oriented Architecture) shows that Web Service include Service Provider, Service Consumer, Service Broker.

Historical Background of Web Service SOAP, WSDL and UDDI construct the Web Service. p In 2000, SOAP (Simple Object Access Protocol) was issued. SOAP was made by XML. It provides Web Service to let applications of different platforms communicate with each other without knowing the platform of the other. p In 2001, WSDL (Web Service Description Language) was issued. WSDL let applications of Web Service can describe their functions by a specific method. p In 2001, UDDI (Universal Description, Discovery and Integration) was issued. UDDI is used to inform user what Web Services they can use.

Historical Background of Web Service

QUESTION 9 Describe who else may find the Web Service useful. Give at least 5 examples. And why do you think so? 951625 城立舜

My. Career-For Workless Person ▼ Search jobs by key words、 location or sector ▲ It’s a website about providing job search and employment opportunities in Australia for workless person

Why p It can let users through different ways to search jobs， For instance ，key words、location、sector or the company which is hiring in users’ area。 p Salary Center can compute the salary of a job，that makes users understand the job deeply。 p The convenient tools can help users find jobs successfully。For example，The “Job Alert” can help you find your next perfect job or just keep you aware of what's happening in the market.

ATDHE. Net-For General Person ATDHE. Net can let the users watch sport games or TV programs online for free

Why p It lists all the programs what users can watch now ，So it’s easier to choose what we want to watch。 p For the Live Sports users，The time which is near the game list shows correct transmission time clearly。 p For the Live TV users，the schedule let users know what programs can watch all the day。 p The quality of the transmission is not bad。The loading speed is fast enough。

My. Yahoo!-For People Who Need Information My. Yahoo! supplies the personalized Search engine。

Why p You can depend on individual demand to choose tools，and add it to homepage of My. Yahoo! 。 p You can also choose your favorite theme of the homepage。 p you now have the opportunity to develop compelling applications p Personalized interface and variety of function combinations make users can not say “no” to My. Yahoo! 。

Wretch-For Bloger ▲Record your life，sharing with the people who browses your blog

Why p It can let users share his or her own writing on blog，or upload his or her photoes to photo album。 p Users can design personalized blog or photo album，or add the background music to blog。 p Add friends to friend list。It makes users visit friends’ blog more conveniently。 p Variety functions supply users more convenient way to use Wretch。For instance，a function calls “who comes to my home” ，it can let users know that who visited his or her blog。

Orbitz Travel-For Traveler ▼Show the result of searching ▲Orbitz Travel helps customers book the flight tickets、hotels and cars

Why p Users can get the information of airplane companies and hotels，even they don’t browse all the websites of them。 p Orbitz travel will help compute total cost of your tickets、hotel and cars。 p If another Orbitz customer books your same hotel for less, we'll send you a cash refund automatically 。

QUESTION 10 If you are the case / company, what will you do differently ? Explain your answers. 951744 劉佑玫

Example 1: If I am ebay , I will use Virtual Model. Introduce p p Provide a 360 -degree clothing display interface. Combine with the concept of Avatar. Let the different body shape and skin color people are free to set the virtual model. Reason Reduce the opportunity of returning goods. Ø Make customer buy more. Ø

Example 2: If I am Amazon or ebay , I will use Live Response. Introduce 1. Explain to customers actively. Appear an invitation window to the online visitors, and invite them to talk with staff. 2. Real-time dialogue Pre-set standard reply.

Example 2: If I am Amazon or ebay , I will use Live Response. (cont. ) Introduce (cont. ) 3. Check where visitors connect from. Know which websites that customers come from. 4. Tracking visitors. Know what pages visitors is browsing now.

Example 2: If I am Amazon or ebay , I will use Live Response. (cont. ) Reason Ø Ø Increase the transaction success rate. Reduce the cost of human resource. Analysis advertisement benefit effectively. Analysis what products visitors are most interested in.

Example 3: If I am Amazon or ebay , I will use Video. Introduce p p Let customers to see the products’ actual appearance. Let customers to understand the function of products through actual operation. Reason Ø Ø Increase customers’ confidence in products. Dynamic advertisement such as video can attract more customers than words.

Example 4: If I am Amazon or ebay , I will use personalized Homepage. Introduce p Personalized Homepage Let the customers set the service what they always use. Customers can find the tools that they need quickly.

Example 4: If I am Amazon or ebay , I will use personalized Homepage. (Cont. ) Reason Ø Lock in Customers Company can deter Customer from switching to competitors. Ø Increase the amount of customers Attract more customers who like to use ”personalized Homepage”.