Slide 3 1 CHAPTER 3 EBUSINESS INFRASTRUCTURE Dave

Slide 3. 1 CHAPTER 3 E-BUSINESS INFRASTRUCTURE Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 2 Learning outcomes Outline the hardware and software technologies used to build an e-business infrastructure within an organisation and with its partners Outline the hardware and software requirements necessary to enable employee access to the Internet and hosting of e-commerce services. Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 3 E-business infrastructure The architecture of hardware, software. Content and data used to deliver e-business services to employees, customers and partners Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 4 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, 3 rd Edition © Marketing Insights Ltd 2007

Figure 3. 1 A five-layer model of e-business infrastructure

Table 3. 1 Key management issues of e-business infrastructure

Table 3. 1 Key management issues of e-business infrastructure (Continued)

Slide 3. 8 What is the Internet? “The Internet, sometimes called simply "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” -whatis. com “A global network connecting millions of computers. More than 100 countries are linked into exchanges of data, news and opinions. -webopedia. com “is logically linked together by a globally unique address space based on the Internet Protocol (IP) or its subsequent extensions/follow-ons” -FNC Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Physical and network infrastructure components of the Internet (Levels IV and III in Figure 3. 1) Figure 3. 2

Slide 3. 10 London Internet Exchange • Located in Docklands area in East London • Second large IX in Europe Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 11 Malaysia and Internet Usage Statistics: 13, 528, 200 Internet users as of Sept/2006, 47. 8% of the population, according to M. C. Malaysia Internet Exchange (My. IX) Established in November, 2003 Launched on 15 th December 2006 3 nodes connected in AIMS, NCC and TPM Jaring Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Table 3. 2 Six stages of advances in the dissemination of information

Slide 3. 13 Clay tablets Guternberg Press Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Figure 3. 3 A five-layer model of e-business infrastructure

Slide 3. 15 How big is the Internet? Over 1 billion Internet users worldwide How big the infrastructure they accessing? Measured by number of servers Number of pages indexed by search engines 2006: 9 billion pages Dec 2007: ? ? Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Figure 3. 4 The Netcraft index of number of servers Source: Netcraft Web Server Survey. http: //news. netcraft. com/archives/web server survey. html. Netcraft, http: //netcraft. com

Slide 3. 17 Intranet and extranet Intranet: A private network within a single company using Internet standards to enable employees to share information Extranet: Formed by extending an intranet beyond a company to customers, suppliers and collaborators Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Figure 3. 5 The relationship between intranets, extranets and the Internet

Slide 3. 19 Intranet applications Used extensively for supporting sell-side ecommerce Also used for internal marketing communications Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 20 Extranet applications Used to provide online services which are restricted to business customers Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 21 Business benefits of extranet Information sharing Cost reduction Order processing and distribution Customer service Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 22 Premier Dell. com Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 23 Questions on extranet? Are the levels of usage sufficient? Is it effective and efficient? Who has ownership of the extranet? What are the levels of service quality? Is the quality of information adequate? Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 24 Use of extranet on global basis Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 25 Firewalls A specialized software mounted on a separate server at the point where the company is connected to the Internet Use to protect information on the company Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Firewall positions within the e-business infrastructure of the B 2 B company Figure 3. 6

Figure 3. 7 Information exchange between a web browser and web server

Slide 3. 28 What is the Internet? World Wide Web – standard method for exchanging information on the Internet Web browsers – a method of accessing and viewing information stored as web documents Web servers – store and present the web pages Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 29 World Wide Web Based on standard document formats such as HTML Offers hyperlink Supports a wide range of formatting Can integrate graphics and animations Make interactions possible Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 30 Web 2. 0 It isn’t a new web standard Just an evolution of technologies and communication approaches Some main characteristics: Web services or interactive applications hosted on the Web Ad funding of neutral sites Encouraging creation of user-generated content Enabling rating of content Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 31 del. icio. us Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 32 Internet tools E-mail Instant messaging (IM) and Internet Relay Chat (IRC) Usenet newsgroups FTP file transfer Telnet Blogs RSS (Really Simple Syndication) World Wide Web IPTV Bit. Torrent Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 33 Blogs Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 34 RSS An Internet standard for publishing and exchanging content using XML Content can be published on a site that originates from another site New method of distributing messages to subscribers Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 35 RSS Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 36 RSS feeds Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 37 VOIP Voice data is transferred across the Internet – it enables phone calls to be made over the Internet Peer-to-peer Hosted service Complete replacement of all telephone systems Upgrading telephone systems Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Figure 3. 8 The TCP/IP protocol

Slide 3. 39 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? . 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, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 40 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 e. Xtensible Markup Language A standard for transferring structured data, unlike HTML which is purely presentational. Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Home page index. html for The B 2 B Company in a web browser showing HTML source in text editor Figure 3. 9

(a) Fragmented applications infrastructure, (b) integrated applications infrastructure Figure 3. 10 Source: Adapted from Hasselbring (2000)

Slide 3. 43 XML example Product> <Action Value 5”Delete”/> <Product. ID>118003 -008</Product. ID> </Product> <Product Type 5”Good” Schema. Category. Ref 5”C 43171801”> <Product. ID>140141 -002</Product. ID> <UOM><UOMCoded>EA</UOMCoded></UOM> <Manufacturer>Compaq</Manufacturer> <Lead. Time>2</Lead. Time> <Country. Of. Origin> <Country><Country. Coded>US</Country. Coded></Country> </Country. Of. Origin> Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 44 Media standards GIF (Graphics Interchange Format) A graphics format and compression algorithm best used for simple graphics JPEG (Joint Photographics Experts Group) A graphics format and compression algorithm best used for photographs Streaming media. Sound and video that can be experienced within a web browser before the whole clip is downloaded e. g. Real Networks. rm format Video standards include MPEG and. AVI Sound standards include MP 3 and WMA Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 45 Who controls the Internet? ICANN The Internet Society (www. isoc. org) The Internet Engineering Task Force (IETF) The World Wide Web Consortium (www. w 3. org) Telecommunications Information Networking Architecture Consortium TINA-C Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 46 Managing e-business infrastructure Layer II – Systems software Standardization Layer III – Transport or network Based throughout organization on internal company network Laver IV – Storage Based on company needs Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 47 Internet service providers (ISP) ISP connection method Speed of access Availability Service-level agreements Security Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Figure 3. 11 Differing use of applications at levels of management within companies

Figure 3. 12 Elements of e-business infrastructure that require management

Slide 3. 50 New access devices Mobile access devices Wi-Fi mobile access Bluetooth Next-generation mobile services Interactive digital television Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 51 Bluetooth Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Figure 3. 13 Mobile access technologies

Figure 3. 14 Components of an interactive digital TV system

Slide 3. 54 Summary 1. 2. The Internet is a global communications network that is used to transmit the information published on the World Wide Web (WWW) in a standard format based on Hypertext Markup Language (HTML) using different standard protocols such as HTTP and TCP/IP Companies deliver e-business services to employees and partners through web servers which are often hosted at third-party companies known as ‘Internet service providers’ (ISPs). Web servers will be linked to applications servers, database servers and legacy applications to deliver these services Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 55 Summary 3. 4. Consumers and business users access these ebusiness services using web browser software, with connections to the Internet also managed by an ISP through which they can access web servers Intranets are private networks used inside companies to share information. Internet-based tools such as email, FTP, and the World Wide Web are all used as methods of sharing this information. Not all Internet users can access intranets since access is restricted by firewalls and password controls. Extranets are similar to intranets, but they are extended beyond the company to third parties such as suppliers, distributors or selected customers Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 56 Summary 5. • • 6. Standards to enable delivery of information include: Communications standards such as TCP/IP and HTTP Text information standards such as HTML, XML, and WML Graphical information standards such as GIF dan JPEG Multimedia standards such as Shockwave, Flash and streaming audio and video Managing staff access to the Internet involves taking decisions about the number of staff with access and how much time can be permitted and the nature of monitoring used for e-mails and web pages Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 57 Summary 7. 8. Managers need to decide on internal or external management of the technology and applications infrastructure of an organization Electronic data interchange (EDI) involves the structured transfer of information, particularly for online B 2 B purchasing transactions. It can now occur over the Internet as Internet EDI Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007

Slide 3. 58 Summary 9. 10. Applications service providers are increasingly important as businesses look to reduce infrastructure costs and improve e-business service delivery through external hosting of applications and data outside an organization Managers of e-commerce services need to monitor the adoption of new access devices for the Internet including mobile phones and interactive digital TV. An e-commerce infrastructure should be designed to readily enable new access media to be supported as they develop Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007