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Chap 30: E-business Infrastructure
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Chap 30: E-business Infrastructure



"E-BUSINESS and E-COMMERCE MANAGEMENT" Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

"E-BUSINESS and E-COMMERCE MANAGEMENT" Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007



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    Chap 30: E-business Infrastructure Chap 30: E-business Infrastructure Presentation Transcript

    • 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.
    • E-business infrastructure
      • The architecture of hardware, software. Content and data used to deliver e-business services to employees, customers and partners
    • 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.
    • 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)
    • 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
    • Figure 3.2 Physical and network infrastructure components of the Internet (Levels IV and III in Figure 3.1 )
    • London Internet Exchange
      • Located in Docklands area in East London
      • Second large IX in Europe
    • Malaysia and Internet
      • Internet Usage Statistics: 13,528,200 Internet users as of Sept/2006, 47.8% of the population, according to M.C.M.C.
      • Malaysia Internet Exchange (MyIX)
        • Established in November, 2003
        • Launched on 15 th December 2006
        • 3 nodes connected in AIMS, NCC and TPM Jaring
    • Table 3.2 Six stages of advances in the dissemination of information
    • Clay tablets Guternberg Press
    • Figure 3.3 A five-layer model of e-business infrastructure
    • 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:????
    • 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
    • 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
    • Figure 3.5 The relationship between intranets, extranets and the Internet
    • Intranet applications
      • Used extensively for supporting sell-side e-commerce
      • Also used for internal marketing communications
    • Extranet applications
      • Used to provide online services which are restricted to business customers
    • Business benefits of extranet
      • Information sharing
      • Cost reduction
      • Order processing and distribution
      • Customer service
    • Premier Dell.com
    • 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?
    • Use of extranet on global basis
    • 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
    • Figure 3.6 Firewall positions within the e-business infrastructure of the B2B company
    • Figure 3.7 Information exchange between a web browser and web server
    • 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
    • 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
    • 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
    • del.icio.us
    • 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
      • BitTorrent
    • Blogs
    • 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
    • RSS
    • RSS feeds
    • 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
    • Figure 3.8 The TCP/IP protocol
    • 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
    • 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 eXtensible Markup Language
      • A standard for transferring structured data, unlike HTML which is purely presentational.
    • Figure 3.9 Home page index.html for The B2B Company in a web browser showing HTML source in text editor
    • Figure 3.10 (a) Fragmented applications infrastructure, (b) integrated applications infrastructure Source : Adapted from Hasselbring (2000)
    • XML example
      • Product>
      • <Action Value5”Delete”/>
      • <ProductID>118003-008</ProductID>
      • </Product>
      • <Product Type5”Good” SchemaCategoryRef5”C43171801”>
      • <ProductID>140141-002</ProductID>
      • <UOM><UOMCoded>EA</UOMCoded></UOM>
      • <Manufacturer>Compaq</Manufacturer>
      • <LeadTime>2</LeadTime>
      • <CountryOfOrigin>
      • <Country><CountryCoded>US</CountryCoded></Country>
      • </CountryOfOrigin>
    • 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 MP3 and WMA
    • Who controls the Internet?
      • ICANN
      • The Internet Society ( www.isoc.org )
      • The Internet Engineering Task Force (IETF)
      • The World Wide Web Consortium ( www.w3.org )
      • Telecommunications Information Networking Architecture Consortium TINA-C
    • Managing e-business infrastructure
      • Layer II – Systems software
        • Standardization throughout organization
      • Layer III – Transport or network
        • Based on internal company network
      • Laver IV – Storage
        • Based on company needs
    • Internet service providers (ISP)
      • ISP connection method
      • Speed of access
      • Availability
      • Service-level agreements
      • Security
    • Figure 3.11 Differing use of applications at levels of management within companies
    • Figure 3.12 Elements of e-business infrastructure that require management
    • New access devices
      • Mobile access devices
      • Wi-Fi mobile access
      • Bluetooth
      • Next-generation mobile services
      • Interactive digital television
    • Bluetooth
    • Figure 3.13 Mobile access technologies
    • Figure 3.14 Components of an interactive digital TV system