03 ECS Lect ECommerce Infrastructure

8/12/2019 03 ECS Lect ECommerce Infrastructure

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COMP 6350 eCommerce Systems

Alexander Nikov

3. eCommerce Infrastructure

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Teaching Objectives

Discuss the origins of the Internet.

Identify the key technology concepts behind the Internet.

Describe the role of Internet protocols and utility programs.

Explain the current structure of the Internet.

Explain the limitations of todays Internet.

Describe the potential capabilities of Internet II.

Explain how the World Wide Web works.

Describe how Internet and Web features and servicessupport eCommerce.

Explain the impact of mCommerce applications

Augment My RealityClass Discussion

Have you used any augmented reality

applications such as Wikitude.me? If so, has it

been useful; if not, is it a service that seemsinteresting? Why or why not?

Are there any privacy issues raised by geo-

tagging?

What are the potential benefits to consumers and

firms of mobile services? Are there any

disadvantages?What revenue models could work for providers of

mobile services such as Layar?3-3

Outline

1.The Internet: Technology Background

2. The Internet Today

3. Internet II: The Future Infrastructure4. The Web

5. The Internet and the Web: Features and services

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The Internet: Technology Background

Internet

Interconnected network of thousands of networks and millions of

computers

Links businesses, educational institutions, government agencies, and

individuals

World Wide Web (Web)

One of the Internets most popular services

Provides access to around billions, possibly trillions, of Web pages

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The eCommerce inf rastructure

E-commerce applicationWeb application

World Wide Web

Internet

Data communication network

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1.1. The Evolution of the Internet

1961The Present

Innovation Phase, 19641974

Creation of fundamental building blocks

Institutionalization Phase, 19751994

Large institutions provide funding and legitimization

Commercialization Phase,1995present

Private corporations take over, expand Internet backbone and

local service

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A messages packets can fol low different paths

Router 3

Router 4

Router 6

Router 7 Router 9

Router 8Router 1

Router 2

Router 4 Router 5

Router 5Router 5

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Packets and Internet Protocols

Protocols are pieces of software that run on every node or computer and

allow every pair of computers to communicate directly without having toknow much about each other, except for the IP address

Protocols govern communication between peer processes on different

systems

Differing client browser and Web server

Protocols used in connection with the Internet include many functions

and the TCP/IP protocol suite

1.2.2 TCP/IP

Transmission Control Protocol (TCP):

Establishes connections between sending andreceiving Web computers

Handles assembly of packets at point oftransmission, and reassembly at receiving end

Internet Protocol (IP):

Provides the Internets addressing scheme

Four TCP/IP Layers

1. Network Interface Layer

2. Internet Layer

3. Transport Layer

4. Application Layer

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The TCP/IP model.

Application layer

Transport layer

Internet layer

Network access layer

The top two layers work with

the message.

The bottom two layers work with

packets and control the network.

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The TCP/IP Architecture and Protocol Suite

Figure 3.4,Page 129

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Appl icat ion Layer

Communicates with the actual application in use

Standards at the application layer specify how two application programsshould communicate

The main standard hypertext transfer protocol (HTTP)

Hypertext markup language (HTML) is a standard set of codes

representing text or graphics

The application layer is where the user begins to do something useful

Simple network management protocol (SNMP) is a protocol that controls

network devices at the application layer

Domain naming service (DNS) is software that converts IP addresses

into easy-to-remember names for the user

The application layer protocols support

application programs.

Application layer

Transport layer

Internet layer


FTP

POP

telnet

SNMP

http SMTP

Other DNS

From application program

To transport layer

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Some common application layer protocols.

AcronymFTP

HTTP

POP

SMTP

SNMP

Telnet

Hypertext transfer protocol

File transfer protocolName

Post office protocol

Simple mail transfer

protocol

Simple network

management protocol

Terminal emulation

protocol

Send an e-mail message from the originator's

computer to the recipient's mail server.

FunctionDownload a file from or upload a file to

another computer.

Request and download a web page. HTTP is

the standard Web surfing protocol.

Deliver accumulated mail from a mail server

to the recipient's computer.

Monitor the activity of a network's hardware

and software components.

Log into a remote computer. System operators

use telnet to remotely control a server.

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The application layer FTP protocol adds a

header.

FTP requestFTP

header

FTP requestApplication program

Application layer

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Presentation and Session Layers

Presentation Layer

The networks translator

Converts data into a format for networktransmission and converts incoming data into aformat the receiving application can understand

Session Layer

Facilitates a session between two parties tocommunicate across a network

Keeps track of the status of the exchange andensures that only designated parties are allowed toparticipate

Enforces security protocols

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Transport Layer

Manages the transmission or flow of data between two computers or

across a network

Manages the data flow is by segmenting data into multiple packets

Acknowledges successful transmissions and requests retransmission if

packets are damaged or arrive in error

Breaks the connection when transmission ends

Standard for the transport layer is the transmission control protocol

(TCP)

The next layer down is the transport layer.

Application layer

Transport layer

Internet layer


TCP

Other

transport

protocol

From application layer

To Internet layer

The transport layer usually uses the TCP protocol.

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TCP adds its own header.

TCP

headerFTP request

FTP

header

FTP requestFTP

header


Application layer

Transport layer

(each packet)

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Network (Internet) Layer

Routes messages across multiple nodes

Handles network congestion

Standard for routing packets is the Internet Protocol (IP)

Resends lost packets automatically

Defines how data are subdivided into packets

The Internet layer uses the Internet protocol (IP)

Application layer

Transport layer

Internet layer


IP

From transport layer

To network access layer

ARP

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IP adds its own header.

FTP requestFTPheader

TCPheader

IPheader

TCP

headerFTP request

FTP

header

FTP requestFTP

header


Application layer

Transport layer

(each packet)

Internet layer(each packet)

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Data Link Layer

The basement of the Internet

Messages at the data link layer are called data frames thebasic unit of Internet traffic

Another way of sending packets is over an Ethernet

Framing and error detection are handled automatically byEthernet hardware

Ethernet broadcasts a message to all the computerslinked to it, but only the computer with the right address

broadcasts an answer

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Physical Layer

Lowest layer in the journey of a message from source to

destination

Converts bits into signals for outgoing messages and

signals into bits for incoming messages

The network

access layer

adds another

header.

FTP requestFTP

header

TCP

header

IP

header

TCP

headerFTP request

FTP

header

FTP requestFTP

header


Application layer

Transport layer

(each packet)

Internet layer

(each packet)

FTP requestFTPheader

TCPheader

IPheader

Networkheader

Network access

layer

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1.2.3 Internet (IP) Addresses

A Web sites address includes the name of the host computers link the

Web site resides on

Each host is identified by a unique host number (called an IP address)

and by a name that is easier to remember than the number

IPv4:

32-bit number

Expressed as series of four sets of separate numbers marked off by

periods

201.61.186.227

Class C address: Network identified by first three sets, computer

identified by last set

IPv6:

128-bit addresses, able to handle up to 1 quadrillion addresses

(IPv4 can only handle 4 billion)

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1.2.4 Domain Names, DNS, and URLs

Domain Name

IP address expressed in natural language

Domain Name System (DNS)

Allows numeric IP addresses to be expressed in natural

language

Uniform Resource Locator (URL)

Address used by Web browser to identify location of content on

the Web

E.g., http://www.azimuth-interactive.com/flash_test

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How to Pick a Domain Name

Pointer for picking domain names

If you sell bricks, pick a domain name containing a word like brick

Consider name length and ease of remembering the name

Hyphens to force search engines to see keywords in your domain

name

Make sure the domain name is easy for Web users to remember and

find

The domain name should suggest the nature of your product or

service

The domain name should serve as a trademark The domain name should be free of legal conflicts

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How to Register a Domain Name

Check if the domain name you propose has been taken

www.FasterWhois.com

One of the most popular and reliable registration sites is

www.internic.net/alpha.html

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Host Naming

A host name is an Internet address consisting of text labels

separated by dots

Host name is people friendly

Host names used instead of IP addresses or host numbers

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Networks and Numbers

Host number divided into two parts

Network part - 2 octets

Local part - 2 octets

University of Virginia host number

191 . 170 . 64 . 12

network localpart part

All UVa addresses begin with 191 . 170 64 identifies a subnet at UVa

12 is the machine on the subnet

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Networks and Sizes

Networks are classified in three sizes:

Class A (large)

Class B (medium)

Class C (small)

Class D is a multicast network

The initial bits of the IP address tells the size of the network

host

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IP Address Classes


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Zones and Domain Names

An Internet name is decoded from right to left

Zone name is the last (rightmost) part of a domain name preceded by adot, specifying the type of domain name

Zones are classified in two ways:

Three-letter zone names

Two-letter zone names

Domain name is a Web address that contains two or more word groupsseparated by periods

www.virginia.com => domain name

.com => zone

A domain name consists of two to four words

separated by dots.

sbaserver1.sba.muohio.edu

Server within SBA sub-domain

SBA sub-domain

Miami University domain

Top-level domain

Domain: a set of nodes administered as a unit.

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The parts of adomain name are

structured as a

hierarchy.

edu

134

com org

muohio

134.53

sba

134.53.40

cas

134.53.54

sbaserver1

134.53.40.2

sbadata

134.53.40.4

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Top-level domain names.

Domain Signifies Domain Signifies

aero Air-transport industry au Australia

biz Business organization br Brazil com US commercial ca Canada

coop Coooeratives cn China

edu US educational de Germany

info Unrestricted fi Finland

gov US government fr France

mil US military gb Great Britian

museum Museums in India

name Individuals it Italy

net US network jp Japan

org US non-profit ru Russia pro Professionals za South Africa

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An IP address.

134.53.40.2

Server within SBA domain

SBA domain

Miami University domain

Top-level domain

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A domain name and an IP address convey the

same information.

Physical transmission requires IP address

Domain name system converts domain name toequivalent IP address

sbaserver1.sba.muohio.edu 134.53.40.2

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Well-known port assignments

Port Used for:

5 RJE (Remote Job Entry) 20 FTP (File Transfer Protocol) data

21 FTP (File Transfer Protocol) control

23 TELNET (Terminal emulator)

25 SMTP (Simple Mail Transfer Protocol)

79 FINGER (Given e-mail address, identify user)

80 HTTP (Hypertext Transfer Protocol)

110 POP3 (Post Office Protocol, Version 3)

119 NNTP (Network News Transfer Protocol)

Port: endpoint of a logical connection

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TCP/IP address translation

DNS

Domain name to IP ARP

IP to MAC address

Map logical domain

name to physical

device.

MAC address

Final node

Not directly on Internet

Domain Name

System (DNS)

IP address

Address

Resolution

Protocol (ARP)

MAC address

domain name

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Routing Internet Messages: TCP/IP and

Packet SwitchingFigure 3.5, Page 130

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1.2.5. Client/Server Computing

Powerful personal computers (clients) connected in

network with one or more servers

Servers perform common functions for the clients

Storing files

Software applications,

Access to printers, etc.

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Client/Server Network


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Pros and Cons of Client/Server Network The New Client:The Emerging Mobile Platform

Within a few years, primary Internet access will bethrough:

Tablets

Overtaken netbook sales

Smartphones

Disruptive technology:

Processors, operating systems

25% of all cell phones

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Cloud Computing

Firms and individuals obtain computing power andsoftware over Internet

E.g., Google Apps

Fastest growing form of computing

Radically reduces costs of:

Building and operating Web sites

Infrastructure, IT support

Hardware, software

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1.3 Other Internet Protocols and Utility

Programs

Internet protocols HTTP

E-mail: SMTP, POP3, IMAP

FTP, Telnet, SSL

Utility programs

Ping

Tracert

Pathping

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Outline

1. The Internet: Technology Background

2.The Internet Today

3. Internet II: The Future Infrastructure

4. The Web


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The Internet Today

Internet growth has boomed without disruption because

it is based on:

Client/server computing model Hourglass, layered architecture

Network Technology Substrate

Transport Services and Representation Standards

Middleware Services

Applications

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The Hourglass

Model of the

Internet

Figure 3.11, Page 139

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SOURCE: Adapted from Computer Science and

Telecommunications Board (CSTB), 2000.


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2.1 Internet Network Architecture

Backbone: High-bandwidth fiber-optic cable networks

Private networks owned by a variety of NSPs

Bandwidth: 155 Mbps2.5 Gbps

Built-in redundancy

IXPs: Hubs where backbones intersect with regional andlocal networks, and backbone owners connect with oneanother

CANs: LANs operating within a single organization thatleases Internet access directly from regional or nationalcarrier

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Internet Network ArchitectureFigure 3.12, Page 145

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Internet Basics

The Internet is a network of networks

Network is any-to-any communications

Each station on the network has a unique address (much like a phonenumber) called an IP address

Routers and switches forward traffic between network segments

Protocols are rules that govern the way a network operates:

How data travel in packets

How electrical signals represent data on a network cable

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Network Components

Network Interface Card

A card installed in a slot in the PC to allow communication betweenthe PC and other PCs in the LAN and beyond

To communicate over a telephone line the PC needs a modem, adevice that converts digital signals into analog format for outgoingtransmission and converts incoming messages from analog to digitalformat for computer processing

Hubs and Switches

Hub is a piece of hardware that operates at the OSI physical layerand acts as a connecting point

Switch is a piece of hardware that offers a direct connection to aparticular PC


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Network Components (cont'd)

Routers

A piece of hardware that operates at the OSI Internet layer, linking

the network into little chunks called network segments

Usually intelligent and evaluate the network traffic and can stop

local traffic from entering and causing congestion

Make intelligent path choices

Filter out packets that need not be received

Expensive and difficult to operate

Gateways

A special-purpose computer that allows communication between

dissimilar systems on the network

2.2 Internet Service Providers (ISPs)

Provide lowest level of service to individuals,

small businesses, some institutions Types of service

Narrowband (dial-up)

Broadband

Digital Subscriber Line (DSL)

Cable modem

T1 and T3

Satellite

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2.3 Intranets and Extranets

Intranet

TCP/IP network located within a single organization for

communications and processing

Extranet

Formed when firms permit outsiders to access their

internal TCP/IP networks

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Basic Extranet Layout


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Outline



3.Internet II: The Future Infrastructure

4. The Web


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Internet II: The Future Infrastructure

Limitations of current Internet Bandwidth limitations

Quality of service limitations Latency

Best effort QOS

Network architecture limitations

Language development limitations HTML

Wired Internet limitations

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The Last Mile: Mobi le Wireless Internet

Access

Last mile: From Internet backbone to users

computer, cell phone, PDA, etc.

Two different basic types of wireless Internet access:

1. Telephone-based (mobile phones, smartphones)

2. Computer network-based

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Wireless Technology

Data communication without physical attachments

Three types of wireless data transmission technology:

Microwave transmission is used to connect LANs in separate

buildings that must be within the line of sight of each other

Radio technology by radio frequency with no distance limitations

Infrared transmission operates at frequencies approaching the

speed of light

Wireless communication.

Both POTS and

wireless use the

same long distance

infrastructure.

Telephone

Alic e

Mobile switching center

Mo bile switching center

Long distancenetwork

Trunk

Trunk

Radiotower

HubBase station

Telephone

Bob

Radiotower

HubBase station

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Telephone-based Wireless

Internet Access

Competing 3G standards

GSM: Used primarily in Europe

CDMA: Used primarily in the United States

Evolution:

2G cellular networks: relatively slow, circuit-switched

2.5G cellular networks: interim networks

3G cellular networks: next generation, packet-switched

3.5G (3G+)

4G (WiMax, LTE)

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Wireless Internet Access Networks

Wi-Fi High-speed, fixed broadband wireless technologies (WLANs), different

versions for home and business market, limited range WiMax

High-speed, medium range broadband wireless metropolitan areanetwork

Bluetooth Low-speed, short range connection

Ultra-Wideband (UWB) Low power, short-range high bandwidth network

Zigbee Short-range, low-power wireless network technology for remotely

controlling digital devices

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Wi-Fi Networks


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Outline




4.The Web


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Development of the Web

19891991: Web invented Tim Berners-Lee at CERN

HTML, HTTP, Web server, Web browser

1993: Mosaic Web browser w/GUI Andreesen and others at NCSA

Runs on Windows, Macintosh, or Unix

1994: Netscape Navigator, first commercial Webbrowser Andreessen, Jim Clark

1995: Microsoft Internet Explorer

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4.1 Hypertext

Text formatted with embedded links

Links connect documents to one another, and to other

objects such as sound, video, or animation files

Uses Hypertext Transfer Protocol (HTTP) and URLs to

locate resources on the Web

Example URL

http://megacorp.com/content/features/082602.html

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4.2 Markup Languages

Generalized Markup Language (GML)1960s

Standard Generalized Markup Language (SGML)earlyGML,1986

Hypertext Markup Language (HTML) Fixed set of predefined markup tags used to format text

Controls look and feel of Web pages

HTML5 the newest version

eXtensible Markup Language (XML) New markup language specification developed by W3C

Designed to describe data and information

Tags used are defined by user

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4.3 Web Servers and Web Clients

Web server software: Enables a computer to deliver Web pages to clients on networks that request this

service by sending an HTTP request

Apache and Microsoft IIS

Basic capabilities: security services, FTP, search engine, data capture

Web server Can refer to Web server software or physical server

Specialized servers: database servers, ad servers, etc.

Web client: Any computing device attached to the Internet that is capable of making HTTP

requests and displaying HTML pages

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4.4 Web Browsers

Primary purpose to display Web pages

Firefox (38%), Googles Chrome (35%) and Internet

Explorer (20%) dominate the market

Other browsers include:

Safari (for Apple) 4%

Opera 3%

Source: http://www.w3schools.com/browsers/browsers_stats.asp, 5 Feb 2012

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Top Worldwide Browsers

Source: http://gs.statcounter.com/#browser-ww-monthly-201108-201208 5-Sep-2012


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Top North America Browsers

Source: http://gs.statcounter.com/#browser-na-monthly-201108-2012085-Sep-2012

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Top European Browsers

Source: http://gs.statcounter.com/#browser-eu-monthly-201108-2012085-Sep-2012

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Top South America Browsers

Source: http://gs.statcounter.com/#browser-sa-monthly-201108-2012085-Sep-2012

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Top TT Browsers

Source: http://gs.statcounter.com/#browser-TT-monthly-201108-201208/ 25-Sep-2012


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Outline




4. The Web

5.The Internet and the Web: Features and

services

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The Internet and Web: Features

Internet and Web features on which the foundations of e-

commerce are built include:

E-mail

Instant messaging

Search engines

Intelligent agents (bots)

Online forums and chat

Streaming media

Cookies

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5.1 E-mail

Most used application of the Internet

Uses series of protocols for transferring messages

with text and attachments (images, sound, videoclips, etc.,) from one Internet user to another

Instant Messaging

Displays words typed on a computer almost

instantly, and recipients can then respond

immediately in the same way

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E-mail and the Intranet

E-mail is what intranets are best known for

3.4 billion email accounts worldwide(Source: 25-Sep-2012

technology market research firm The Radicati Group

E-mail is becoming smarter: It now can direct specific messages to defined

folders and be a place to check voice, text, and fax messages

Intranets inherit Simple Mail Transport Protocol (SMTP) from the TCP/IPsuite to operate e-mail

E-mail is a potential threat for employers

Confidentiality breaches

Legal liability

Lost productivity

Damage to company reputation

Important for a firm to create an e-mail usage policy and make sure the

policy is actually implemented


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Spamming and Appropriate E-mail Use

Spamming is sending unwanted advertisements or literature

through e-mail or the Internet

Companies have been overwhelmed by e-mail traffic, and

spam is out of control

Spot checks are no longer adequate

Trend is more toward systematic monitoring of e-mail traffic

using content-monitoring software

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Spamming and Appropriate E-mail Use (Contd)

Spamming is nearly impossible to eliminate, but solutions

exist:

Blacklist the sender; obtain a spammers address and

block any e-mail from that address

Accept e-mail only from a list of approved addresses

Look for signs of spam

Use anti-spam software

5.2 Instant Messaging

Sometimes the rapid response of e-mail is not fast enough

Instant messaging is one alternative medium

IM is an electronic communication system that involves immediate

correspondence between two or more users who are all onlinesimultaneously

Displays words typed on a computer almost instantly, and recipients

can then respond immediately in the same way

Different proprietary systems offered by AOL, MSN, Yahoo, and

Google

Meebo, Digsby: allow users to communicate across platforms

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5.3 Search Engines

Identify Web pages that match queries based on one or

more techniques

Keyword indexes, page ranking

Also serve as: Shopping tools

Advertising vehicles (search engine marketing)

Tool within e-commerce sites

Outside of e-mail, most commonly used Internet activity

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Top Worldwide Search Engines

Source: http://gs.statcounter.com/#search_engine-ww-monthly-201208-201208-bar5-Sep-2012

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Top TT Search Engines

Source: http://gs.statcounter.com/#search_engine-ww-monthly-201208-201208-bar5-Sep-2012

How Google Works

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5.4 Intelligent Agents (Bots)

Software programs that gather and/or filter information

on a specific topic and then provide a list of results

Search bot

Shopping bot

Web monitoring bot

News bot

Chatter bot

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5.5 Online Forums and Chat

Online forum:

AKA message board, bulletin board, discussion group,board, or forum

Web application that enables Internet users to

communicate with each other, although not in real time

Members visit online forum to check for new posts

Online chat:

Similar to IM, but for multiple users

Typically, users log into chat room

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5.6 Streaming Media

Enables music, video, and other large files to be sent to

users in chunks so that when received and played, file

comes through uninterrupted

Allows users to begin playing media files before file is

fully downloaded

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5.7 Cookies

Small text files deposited by Web site on users

computer to store information about user, accessed

when user next visits Web site

Can help personalize Web site experience

Can pose privacy threat

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5.8 Web 2.0 Features and Services

Blogs

Personal Web page that typically contains a series of

chronological entries by its author, and links to relatedWeb pages

Really Simple Syndication (RSS)

Program that allows users to have digital content

automatically sent to their computers over the Internet

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W b 2 0 F d S i


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Web 2.0 Features and Services

Podcasting

Audio presentation stored as an audio file and availablefor download from Web

Wikis

Allows user to easily add and edit content on Web page

New music and video services

Videocasts

Digital video on demand

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Web 2.0 Features and Services

Internet telephony (VOIP)

Uses Voice Over Internet Protocol (VOIP) and

Internets packet-switched network to transmit voice

and other forms of audio communication over theInternet

Internet television (IPTV)

Telepresence and video conferencing

Online software and Web services

Web apps, widgets, and gadgets Digital software libraries, distributed storage

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Mobile Apps

Use of mobile apps has exploded in 2011

48% of U.S. consumers use mobile devices to

research products and services

30% have made purchase using mobile devices

Platforms: iPhone/iPad, Android, Blackberry

App marketplaces: Android Market, Apples App Store,

RIMs App World

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Questions?

?


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