Chapter 3 .pptx

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

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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.

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E-business infrastructure
 The architecture of hardware, software. Content
and data used to deliver e-business services to
employees, customers and partners

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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

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

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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

Table 3.2 Six stages of advances in the dissemination of information

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Clay tablets Guternberg Press

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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

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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

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Extranet applications
 Used to provide online services which are
restricted to business customers

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Business benefits of extranet
 Information sharing
 Cost reduction
 Order processing and distribution
 Customer service – offer better self service
customer service and consistent information

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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?

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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

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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

Figure 3.7 Information exchange between a web browser and web server

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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

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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

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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

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Blogs

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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

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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

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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

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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)

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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>

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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

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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

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Internet service providers (ISP)
 ISP connection method
 Speed of access
 Availability
 Service-level agreements
 Security

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New access devices
 Mobile access devices
 Wi-Fi mobile access
 Bluetooth
 Next-generation mobile services
 Interactive digital television

Figure 3.13 Mobile access technologies

Figure 3.14 Components of an interactive digital TV system

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Mahal?? Sewa saja!
 Beberapa istilah
 Hosting
 ASP
 Cloud Computing
 SaaS (Software as a Service)

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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

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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

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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

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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

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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

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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.

Chapter 3 .pptx

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