ORF 401 - Electronic Commerce Spring 2009

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ORF 401 - Electronic Commerce Spring 2009

  1. 1. Introduction of Electronic Commerce <ul><li>Class List: enrolled students </li></ul><ul><li>Background NasdaqBubble , Now </li></ul><ul><li>Course Overview: http://orfe.princeton.edu/courses/Orf401/ </li></ul><ul><li>Requirements </li></ul><ul><ul><li>6 programming assignments </li></ul></ul><ul><ul><li>final projects: </li></ul></ul><ul><ul><ul><li>enRouteCommerce </li></ul></ul></ul><ul><ul><ul><li>Real-time Management& Control of Mobile Assets Single Fleet </li></ul></ul></ul><ul><ul><ul><li>Leveraging Google Maps </li></ul></ul></ul><ul><ul><ul><li>Android and the GPhone ; HTC Phones </li></ul></ul></ul><ul><ul><ul><li>Augmented Reality </li></ul></ul></ul><ul><ul><ul><li>Beyond SETI and user certified content Wiki </li></ul></ul></ul><ul><ul><li>Who’s involved </li></ul></ul><ul><ul><li>TA: Kevin Wan [email_address] </li></ul></ul><ul><ul><ul><li>Office Hours: Mon. 1:30-2:30 and 5-6pm 228 ORFE </li></ul></ul></ul>Feb. 2 & 4, 2009 Week 1
  2. 2. What is eCommerce ? eBusiness? <ul><li>eCommerce: use of the internet to transact business; digitally enabled transactions among organizations and individuals </li></ul><ul><li>eBusiness: refers primarily to the digital enabling of transactions and processes within a firm. (accounting and on-line inventory, optimal management and control of mobile assets.) </li></ul>Feb. 2 & 4, 2009 Week 1
  3. 3. Elements of eCommerce & eBusiness <ul><li>eCommerce </li></ul><ul><ul><li>Selling Buying </li></ul></ul><ul><ul><li>Customer support </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Navigation-based Services </li></ul></ul><ul><ul><li>User generated content generation and distribution </li></ul></ul><ul><li>eBusiness </li></ul><ul><ul><li>Back-office support (really eBusiness) </li></ul></ul><ul><ul><ul><li>document/funds transfer, documentation, regulatory compliance </li></ul></ul></ul><ul><ul><li>Distribution </li></ul></ul><ul><ul><li>Design & manufacture </li></ul></ul><ul><ul><li>Optimal Management and Control of Mobile Assets </li></ul></ul>Feb. 2 & 4, 2009 Week 1
  4. 4. Unique features of eCommerce Technology <ul><li>Ubiquity: available “everywhere” </li></ul><ul><li>Global reach: knows no boundaries </li></ul><ul><li>Universal standards: W3C </li></ul><ul><li>Richness: video, audio, etc. </li></ul><ul><li>Interactivity: user part of the loop </li></ul><ul><li>Information density: scope, timeliness </li></ul><ul><li>Personalization/Customization: targeted content </li></ul><ul><li>Social Technology: Open to user content contribution </li></ul>Feb. 2 & 4, 2009 Week 1
  5. 5. Interesting Sites <ul><li>USA Today Internet 50 </li></ul><ul><li>Map of the Market </li></ul><ul><li>Marstoday.com </li></ul><ul><li>JTracks 3D </li></ul>Feb. 2 & 4, 2009 Week 1
  6. 6. Internet Hierarchy <ul><li>(Inter)Network Topology References: ( Zegura , GaTech ; Alderson , CalTech ) </li></ul><ul><ul><li>Attempted visualizations: Cybergeography ; UCLA </li></ul></ul><ul><li>Phone - Circuit switched </li></ul><ul><ul><li>Have a continuous connection </li></ul></ul><ul><li>Internet - Packet switched over a physical network </li></ul><ul><li>ARPANet (1969) > NSFNet (1985) > WWW (1993) </li></ul><ul><li>Protocols govern how applications access the network </li></ul>Feb. 2 & 4, 2009 Week 1
  7. 7. International Standards Organization <ul><li>created a 7 layer model defining the basic functions: </li></ul><ul><ul><li>OSI Reference model </li></ul></ul><ul><ul><ul><li>Open System: different network systems supporting the functions of a related layer can exchange data </li></ul></ul></ul><ul><ul><ul><li>Peer-to-Peer: Data created by one layer and transmitted to another device pertains only to that layer. Intervening layers do not alter data; they simply add data in order to perform their functions on the network. </li></ul></ul></ul>Feb. 2 & 4, 2009 Week 1 W3C site has links to all the details and the “latest&greatest” W3C’s Mission
  8. 8. OSI Reference Model <ul><li>Layer Function Info transferred TCP/IP </li></ul><ul><li>1. Application Data to send? Application Message ftp, http, snmp, dns </li></ul><ul><li>2. Presentation Data look like? Encrypted/compressed data </li></ul><ul><li>3. Session Who is the partner? Session manager </li></ul><ul><li>4. Transport Where is partner? Multiple packets TCP, UDP </li></ul><ul><li>5. Network Route to follow? Packets IP, ARP (Address Resolution Protocol) </li></ul><ul><li>6. Data Link Each step in route? Frames Ethernet, ppp </li></ul><ul><li>7. Physical Use each step? Bits Physical wiring </li></ul>Feb. 2 & 4, 2009 Week 1
  9. 9. Physical Layer (network) hierarchy <ul><li>Backbone high speed: ATT, MCI/WC </li></ul><ul><li>Network Access Points (NAP) Sprint, Pac Bell, </li></ul><ul><li>Regional networks CERFnet, Uunet, PSInet </li></ul><ul><li>Internet Service Providers (ISP) AOL, ATT, Bell Atl. Mobile (BAM) </li></ul><ul><li>User Organizations Tigernet </li></ul><ul><li>User </li></ul>Feb. 2 & 4, 2009 Week 1
  10. 10. Network layer operations: several concepts <ul><li>Dadagrams: packets move freely </li></ul><ul><ul><li>vs </li></ul></ul><ul><li>Virtual Circuits: force circuit-like behavior </li></ul><ul><li>Routing Method: Varies w/level in Hierarchy </li></ul><ul><li>Packet contents: Address (from, to), version, length, time-to-live, etc., data </li></ul><ul><li>Example: Internet Protocol (IP) </li></ul>Feb. 2 & 4, 2009 Week 1
  11. 11. What makes IP, IP? <ul><li>Fixed length addresses 192.21.33.17 </li></ul><ul><ul><li>must be unique since routing isn’t </li></ul></ul><ul><ul><li>Domain name system (DNS) coverts quad to name </li></ul></ul><ul><ul><li>standard port numbering: :80 (http) , :25 (mail) </li></ul></ul><ul><li>Allows intermediate networks to fragment datagrams </li></ul><ul><li>It does NOT guarantee delivery </li></ul><ul><li>It does NOT ensure integrity of the payload </li></ul><ul><li>It does NOT guarantee order of receipt </li></ul>Feb. 2 & 4, 2009 Week 1
  12. 12. Transport Layer (host-to-host) <ul><li>Issues </li></ul><ul><ul><li>how & when to provide reliable comm. over unreliable channels </li></ul></ul><ul><ul><li>performance </li></ul></ul><ul><ul><li>fragmentation & re-assembly </li></ul></ul><ul><li>Service Models: </li></ul><ul><ul><li>connectionless >>> circuit-like </li></ul></ul><ul><ul><li>issues error detection, timing, error recovery </li></ul></ul><ul><ul><li>examples: </li></ul></ul><ul><ul><ul><li>TCP: reliable, bi-directional, byte string (returns what was received); </li></ul></ul></ul><ul><ul><ul><li>UDP: uses only “check sum” to determine if it got it all. (no confirmed receipt) </li></ul></ul></ul>Feb. 2 & 4, 2009 Week 1

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