Ecommerce 2017 business technology society 13 th edition
E-commerce 2017 business. technology. society. 13 th edition Accessibility standards-compliant Copyright © 2018 Pearson Education Ltd.
E-commerce 2017 business. technology. society. 13 th edition Chapter 2 E-commerce Infrastructure Copyright © 2018 Pearson Education Ltd.
Learning Objectives • • 2. 1 Discuss the origins of, and the key technology concepts behind, the Internet. 2. 3 Understand the limitations of today’s Internet and the potential capabilities of the Internet of the future. 2. 5 Describe how Internet and web features and services support e-commerce. 2. 6 Understand the impact of mobile applications. 2. 7 Case Study: Akamai Technologies: Attempting to Keep Supply Ahead of Demand. This chapter examines the Internet, Web, and mobile platform of today and tomorrow, how they evolved, how they work, and how their present and future infrastructure enable new business opportunities Copyright © 2018 Pearson Education Ltd.
The Internet: Technology Background • Internet – Interconnected network of thousands of networks and millions of computers – Links businesses, educational institutions, government agencies, and individuals • World Wide Web (Web) – One of the Internet’s most popular services – Provides access to billions, possibly trillions, of web pages Copyright © 2018 Pearson Education Ltd.
The Evolution of the Internet 1961–Present • Innovation Phase, 1961– 1974 – Creation of fundamental building blocks packet-switching hardware, a communications protocol called TCP/ IP, and client/server computing, were conceptualized and then implemented in actual hardware and software. • Institutionalization Phase, 1975– 1995 – Large institutions provide funding and legitimization • Commercialization Phase, 1995–present – Private corporations take over, expand Internet backbone and local service Copyright © 2018 Pearson Education Ltd.
The Internet: Key Technology Concepts • Internet defined as network that: – Uses IP addressing – Supports TCP/IP – Provides services to users, in manner similar to telephone system • Three important concepts: – Packet switching – TCP/IP communications protocol – Client/server computing Copyright © 2018 Pearson Education Ltd.
Packet Switching • Slices digital messages into packets • Sends packets along different communication paths as they become available • Reassembles packets once they arrive at destination • Uses routers • Less expensive, wasteful than circuit-switching Copyright © 2018 Pearson Education Ltd.
Figure 2. 3: Packet Switching Copyright © 2018 Pearson Education Ltd.
TCP/IP • Transmission Control Protocol (TCP) – Establishes connections among sending and receiving computers – Handles assembly of packets at point of transmission, and reassembly at receiving end • Internet Protocol (IP) – Provides the Internet’s addressing scheme and is responsible for the actual delivery of the packets. • Four TCP/IP layers – – Network interface layer Internet layer Transport layer Application layer Copyright © 2018 Pearson Education Ltd.
TCP/IP Layers (1 -2) • Network Interface Layer: – It is responsible for placing packets on and receiving them from the network medium, which could be a LAN (Ethernet) or Token Ring network, or other network technology. TCP/IP is independent from any local network technology and can adapt to changes at the local level. • Internet Layer: – is responsible for addressing, packaging, and routing messages on the Internet. Copyright © 2018 Pearson Education Ltd.
TCP/IP Layers (2 -2) • Transport Layer: – is responsible for providing communication with other protocols (applications) within the TCP/IP protocol suite by acknowledging and sequencing the packets to and from the applications. • Application Layer: – includes a variety of protocols used to provide user services or exchange data. • Important protocols in the Application layer: – Hyper. Text Transfer Protocol (HTTP) – File Transfer Protocol (FTP) – Simple Mail Transfer Protocol (SMTP) Copyright © 2018 Pearson Education Ltd.
Figure 2. 4: The TCP/IP Architecture and Protocol Suite Copyright © 2018 Pearson Education Ltd.
Internet (IP) Addresses There are two versions of IP currently in use: IPv 4 and IPv 6. • IPv 4 – 32 -bit number – Four sets of numbers marked off by periods: 201. 61. 186. 227 § Class C address: Network identified by first three sets, computer identified by last set • IPv 6 – 128 -bit addresses, able to handle up to 1 quadrillion addresses (IPv 4 can handle only 4 billion) Copyright © 2018 Pearson Education Ltd.
Figure 2. 5: Routing Internet Messages: TCP/IP and Packet Switching Copyright © 2018 Pearson Education Ltd.
Domain Names, DNS, and URLs • Domain name – IP address expressed in natural language • Domain name system (DNS) – Allows numeric IP addresses to be expressed in natural language • Uniform resource locator (URL) – Address used by web browser to identify location of content on the Web – For example: http: //www. azimuth-interactive. com/ Copyright © 2018 Pearson Education Ltd.
Client/Server Computing While packet switching exploded the available communications capacity and TCP/ IP provided the communications rules and regulations, it took a revolution computing to bring about today’s Internet and the Web. That revolution is called client/server computing and without it, the Web-in all its richness- would not exist. • Powerful personal computers (clients) connected in network with one or more servers • Servers perform common functions for the clients – Storing files – Software applications – Access to printers, and so on Copyright © 2018 Pearson Education Ltd.
The New Client: The Mobile Platform • Primary Internet access is now through tablets and smartphones • Tablets supplement PCs for mobile situations – 155 million people in U. S. use Internet with tablets • Smartphones are a disruptive technology – New processors and operating systems § Few smartphones use Intel chips, small percentage of smartphones use Microsoft’s operating system, however some they built their own (like Apple IOS) – 210 million in U. S. access Internet with smartphones Copyright © 2018 Pearson Education Ltd.
The Internet “Cloud Computing” Model (1 of 2) • Firms and individuals obtain computing power and software over Internet • Cloud computing consists of three basic types of services: – Infrastructure as a service (Iaa. S) – Software as a service (Saa. S) – Platform as a service (Paa. S) • Public, private, and hybrid clouds Copyright © 2018 Pearson Education Ltd.
The Internet “Cloud Computing” Model (2 of 2) • Drawbacks – Security risks – Shifts responsibility for storage and control to providers • Radically reduces costs of: – Building and operating websites – Infrastructure, IT support – Hardware, software Copyright © 2018 Pearson Education Ltd.
Other Internet Protocols and Utility Programs • Internet protocols – HTTP – E-mail: SMTP, POP 3, IMAP – FTP, Telnet, SSL/TLS • Utility programs – Ping – Tracert Copyright © 2018 Pearson Education Ltd.
Limitations of the Current Internet • Bandwidth limitations – Slow peak-hour service • Quality of service limitations – Latency • Network architecture limitations – Identical requests are processed individually • Wired Internet – Copper and expensive fiberoptic cables Copyright © 2018 Pearson Education Ltd.
The Internet 2 Project • Consortium of 450+ institutions collaborating to facilitate revolutionary Internet technologies • Primary goals: – Provides leading-edge very-high-speed network for national research community – Environment for developing and testing new technologies – Distributed and collaborative computing environments for sciences, health, arts, and humanities initiatives Copyright © 2018 Pearson Education Ltd.
The First Mile and the Last Mile • GENI Initiative – Initiated by NSF, transitioning to community governance – Virtual lab for developing new core functionality for Internet • Most significant private initiatives – Fiber optic trunk-line bandwidth (first mile) – Wireless internet services (last mile) Copyright © 2018 Pearson Education Ltd.
Fiber Optics and the Bandwidth Explosion in the First Mile • “First mile”: Backbone Internet services that carry bulk traffic over long distances • Fiber-optic cable: hundreds of glass strands that use light to transmit data – – Faster speeds and greater bandwidth Thinner, lighter cables Less interference Better data security • Substantial investments in fiber optic by telecommunications firms in last decade Copyright © 2018 Pearson Education Ltd.
The Last Mile: Mobile Internet Access • “Last mile”: From Internet backbone to user’s computer, smartphone, and so on • Two basic types of wireless Internet access: – Telephone-based (mobile phones, smartphones) – Computer network–based (wireless local area network–based) Copyright © 2018 Pearson Education Ltd.
Wireless Local Area Network (WLAN) – based Internet Access • Wi-Fi – High-speed, fixed broadband wireless LAN (WLAN) – Wireless access point (“hot spots”) – Limited range but inexpensive • Wi. Max • Bluetooth • Internet access drones – Google, Facebook initiatives Copyright © 2018 Pearson Education Ltd.
Figure 2. 14: Wi-Fi Networks Copyright © 2018 Pearson Education Ltd.
The Future Internet • Latency solutions – diffserv (differentiated quality of service) • Guaranteed service levels and lower error rates • Declining costs • The Internet of Things (Io. T) – – Objects connected via sensors/RFID to the Internet “Smart things” Interoperability issues and standards Security and privacy concerns Copyright © 2018 Pearson Education Ltd.
The Internet and Web: Features • Features on which the foundations of e-commerce are built: – – – Communication tools Search engines Downloadable and streaming media Web 2. 0 applications and services Virtual reality and augmented reality Intelligent personal assistants Copyright © 2018 Pearson Education Ltd.
Communication Tools • E-mail – Most used application of the Internet • Messaging Applications – Instant messaging • Online message boards • Internet telephony – VOIP • Video conferencing, video chatting, telepresence Copyright © 2018 Pearson Education Ltd.
Search Engines • Identify web pages that match queries based on one or more techniques – Keyword indexes – Page ranking • Also serve as: – Shopping tools – Advertising vehicles (search engine marketing) – Tool within e-commerce sites • Top three providers: Google, Bing, Yahoo Copyright © 2018 Pearson Education Ltd.
Figure 2. 18: How Google Works Copyright © 2018 Pearson Education Ltd.
Downloadable and Streaming Media • Downloads: – Growth in broadband connections enables large media file downloads • Streaming technologies – Enables music, video, and other large files to be sent to users in chunks so that the file can play uninterrupted • Podcasting • Explosion in online video viewing Copyright © 2018 Pearson Education Ltd.
Web 2. 0 Features and Services • Online Social Networks – Services that support communication among networks of friends, peers • Blogs – Personal web page of chronological entries – Enables web page publishing with no knowledge of HTML • Wikis – Enables documents to be written collectively and collaboratively – E. g. , Wikipedia Copyright © 2018 Pearson Education Ltd.
Virtual Reality and Augmented Reality • Virtual reality – Immersing users within virtual world – Typically uses head-mounted display (HMD) – Oculus Rift, Vive, Play. Station VR • Augmented reality – Overlaying virtual objects over the real world, via mobile devices or HMDs – Pokémon GO Copyright © 2018 Pearson Education Ltd.
Intelligent Personal Assistants • Computer search engine using: – Natural language – Conversational interface, verbal commands – Situational awareness • Can handle requests for appointments, flights, routes, event scheduling, and more – Examples: § Apple’s Siri § Google Now § Google Assistant Copyright © 2018 Pearson Education Ltd.
Insight on Business: AI, Intelligent Assistants, and Chatbots • Class Discussion – – What are intelligent assistants and why are they so popular? Do you use conversational AI assistants? If so, what for? What are the benefits of these assistants? The disadvantages? Are there any benefits/disadvantages to the proprietary nature of these assistants and chatbots? Copyright © 2018 Pearson Education Ltd.
Mobile Apps • Use of mobile apps has exploded – Have become most popular entertainment media – Always present shopping tool – Almost all top 100 brands have shopping app • Platforms – i. Phone/i. Pad (i. OS), Android, Windows Phone • App marketplaces – Google Play, Apple’s App Store, Windows Phone Marketplace Copyright © 2018 Pearson Education Ltd.
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