More Related Content Similar to Chapter 3 .pptx Similar to Chapter 3 .pptx (20) More from MohammedDostogirAlam More from MohammedDostogirAlam (19) Chapter 3 .pptx1. Slide 3.1
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
CHAPTER 3
E-BUSINESS
INFRASTRUCTURE
2. Slide 3.2
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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.
3. Slide 3.3
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
E-business infrastructure
The architecture of hardware, software. Content
and data used to deliver e-business services to
employees, customers and partners
4. Slide 3.4
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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.
5. Figure 3.1 A five-layer model of e-business infrastructure
6. Figure 3.2 Physical and network infrastructure components of the Internet
(Levels IV and III in Figure 3.1)
2. System
software
layer
1. E-business
services –
application layer
4.
Storage/
Physical
Layer
5. Content
& Data
layer
3.
Transport/
Network
Layer
7. Slide 3.9
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
8. Table 3.2 Six stages of advances in the dissemination of information
9. Slide 3.11
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Clay tablets Guternberg Press
10. Slide 3.15
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
11. Figure 3.5 The relationship between intranets, extranets and the Internet
12. Slide 3.17
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Intranet applications
Used extensively for supporting sell-side e-
commerce
Also used for internal marketing communications
CMS is consider as an intranet applications
Benefits:
Improved information sharing
Enhanced communications and information sharing
Increased consistency of information
Increased accuracy of information
Reduced or eliminated processing
Easier organizational publishing
More ideas on p90
13. Slide 3.18
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Extranet applications
Used to provide online services which are
restricted to business customers
14. Slide 3.19
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Business benefits of extranet
Information sharing
Cost reduction
Order processing and distribution
Customer service – offer better self service
customer service and consistent information
15. Slide 3.20
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Questions on extranet?
Are the levels of usage sufficient?
Extranet adalah investment yang besar
Ada perubahan kebiasaan pada user baik di sisi
perusahaan maupun perusahaan partnernya
Information sharing level juga harus disepakati kedua
belah pihak
Is it effective and efficient?
Who has ownership of the extranet?
Jangan dilimpahkan kepada IT, karena content/data
adalah milik departemen terkait
What are the levels of service quality?
Is the quality of information adequate?
16. Slide 3.21
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
18. Slide 3.23
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
What is the WWW?
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
20. Slide 3.25
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
21. Slide 3.26
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
22. Slide 3.27
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
24. Slide 3.29
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
25. Slide 3.30
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
27. Slide 3.32
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
28. Slide 3.33
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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.
29. Figure 3.9 Home page index.html for The B2B Company in a web browser showing
HTML source in text editor
30. Figure 3.10 (a) Fragmented applications infrastructure, (b) integrated applications
infrastructure
Source: Adapted from Hasselbring (2000)
31. Slide 3.36
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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>
32. Slide 3.37
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
33. Slide 3.39
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
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
34. Slide 3.40
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Internet service providers (ISP)
ISP connection method
Speed of access
Availability
Service-level agreements
Security
35. Slide 3.43
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
New access devices
Mobile access devices
Wi-Fi mobile access
Bluetooth
Next-generation mobile services
Interactive digital television
38. Slide 3.47
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Mahal?? Sewa saja!
Beberapa istilah
Hosting
ASP
Cloud Computing
SaaS (Software as a Service)
39. Slide 3.48
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Summary
1. 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
2. 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
40. Slide 3.49
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Summary
3. Consumers and business users access these e-
business services using web browser software, with
connections to the Internet also managed by an ISP
through which they can access web servers
4. Intranets are private networks used inside companies
to share information. Internet-based tools such as e-
mail, 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
41. Slide 3.50
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Summary
5. 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
6. 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
42. Slide 3.51
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Summary
7. Managers need to decide on internal or
external management of the technology and
applications infrastructure of an organization
8. Electronic data interchange (EDI) involves
the structured transfer of information,
particularly for online B2B purchasing
transactions. It can now occur over the
Internet as Internet EDI
43. Slide 3.52
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Summary
9. 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
10. 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
44. Slide 3.53
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007
Homework
Pada slide 27 terdapat berbagai internet tools,
jelaskan bagaimana ide Anda menggunakan
masing-masing internet tools tersebut untuk
mendapatkan profit atau untuk mendukung
penjualan melalui e-commerce.