Chapter Two

INTERNET FUNDAMENTALS: OPERATIONS, MANAGEMENT

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Learning Objectives

The basics of Internet operations

To gain a perspective on how and why the Internet operates so smoothly

To identify World Wide Web attributes

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Cisco and the Internet’s Infrastructure

What is Cisco’s contribution to the Internet?

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Cisco and the Internet’s Infrastructure

What is Cisco’s contribution to the Internet?

Cisco Systems is the undisputed worldwide leader in the manufacture and sale of internet data-networking equipment and software

A good place to begin learning how the Internet works is with the role played by Cisco’s many internet related products:

Routers

Switches

Remote

Access Servers

Security Systems

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How The Internet Works

Routers

Are sophisticated computers and routing protocols embedded in the software that runs them

They are also called the Internet’s traffic cops

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How The Internet Works

Servers Servers are computers and software that runs them

They serve data, by storing files that other computers can access

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How The Internet Works

Software

is a set of programs that can run one, many or millions of computers

They create files and documents

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How The Internet Works

Internet services Email

FTP File Transfer Protocol: A set of message formats or rules that enable a user to transfer files to and from another computer over a TCP/IP network

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How The Internet Works

The information superhighway or infobahn was a popular term used through the 1990s to refer to digital communication systems and the internet telecommunications network

Al Gore, United States Senator and later Vice-President, strongly influenced the term

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How The Internet Works

Barriers AffordabilityLack of open accessLack of freedom of speechUndercapacityComplexityIncompatible lawsLack of privacySecurityIrresponsible use

Can everyone use the Internet?

Should marketers want everyone online?

How vulnerable is the Internet?

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Internet Management

Who manages the Internet

Emarketing occurs on a global electronic network shared by millions of computers

Given its size, it would be easy to assume that a powerful central international management system maintains the stability of the matrix and get all members to cooperate and coordinate their efforts

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Internet Management

Instead, the Internet management is highly fluid, with changing contributors and highly distributed, with shifting power centers

The U.S. government did not disappear from internet management

It takes part in international initiatives that deal with such cross-border internet issues as jurisdiction, privacy and cyper-terrorism

Jurisdiction

It oversee issues related to U.S. internet operation, including spam, gambling and online pornography

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Internet Management

Today, the Internet is run by no single entity, yet it is not unmanaged chaos online

Key U.S. government agencies continue to regulate U.S. online activities

The U.S. Federal Trade Commission (FTC)

The U.S. Federal Communications Commission (FCC)

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Internet ManagementVoluntary professional organizations

A number of voluntary professional committees run the technical side of the Internet

Much of the work is coordinated by the Internet Society (ISOC)

The World Wide Web Consortium (W3C)

Is an industry-supported organizations that develops standards for the WEB

It is dedicated to maintaining the web interoperability and growth

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Internet Management

The Internet Corporation for Assigned Names and Numbers (ICANN)

It was created by the U.S. government

It is a nonprofit corporation responsible for allocating IP addresses and managing the domain name system

ICANN accredits companies that register domain names for business and organizations

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Internet Management

Self-regulationAnother mechanism for managing the Internet activities is self-regulation, which frequently is undertaken to forestall the need for government regulation

Another form of internet self-regulation is industry-specific

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Internet Management

Like every system operating on the Internet matrix, the Web adheres to the TCP/IP protocol

It also requires a unique protocol, HyperText Transfer Protocol (HTTP), for exchanging HTML files, including webpages, images, text, sound, video and graphics

• It

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Internet Management

Web pages are distinguished by – Adjustable size (larger or smaller to fit a computer screen)– Scroll pages– Link within pages– Link to other pages, sites– Multipage displays– Arrangement of text– Graphics– Design (bright, colorful, interesting and highly creative)– Multimedia elements– Hypertext links

• It

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How The Web Works

The Web facilitates marketing exchanges through links, real time interactivity, 24/7/365 access, personalization, customization, and relationships

Web pages and sites create marketing opportunitiesWeb addresses are marketing toolsURLs, domains, and namesPortals The Web brings marketing offers directly and personally to target markets

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How The Web Works

Hyperlinks are hypertext connections

Links help make the Web interactive and useful

A link is a connection from a word, image or object to another area within a page

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How The Web Works

Some sites are so complicated and poorly organized that it takes too long for visitors to drill down to a destination pageContent on some web pages is hard to understand or is not informative

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How The Web Works

Web pages and sites create marketing opportunitiesWeb addresses are marketing tools for building awareness and directing visitors to a site All locations on the Internet and web have an address

Websites are accessed using the Internet protocol (IP) and a Unique Resource Locator (URL)

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How The Web Works

Domains and names were introduced to simplify internet addressing by allowing the substitution of words for numbers The Domain Name System (DNS) established a hierarchical order for top level and secondary-level domainsTop level names = edu. Com, net, gov and the two digit Country Codes (CC)Secondary level names = second level domain appear directly before the Country Codewww.co.uk.

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How The Web Works

In 2002, seven names were added:

1. Aero (air transport industry)2. Biz. (business)3. Coop (Cooperation)4. Info (unrestricted use)5. Museum (Museums)6. Name (individual) 7. Pro (lawyers and other professions)

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How The Web Works

The net regulator ICANN has "internationalised domain names" in non-Latin characters

Egypt and Saudi Arabia have announced their intentions to apply for the first Arabic domains

Egypt new domain name would be ".masr" written in the Arabic alphabet

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How The Web Works

International companies are advised to register their domain names in all the countries where they operate and in the languages of the customers in their target market

Domain names are valuable property and care should go into their construction and protection

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How The Web Works

For domain names to have a marketing value

They must be carefully worded, descriptive, clear, memorable and legally protected The longer the name, the less likely it is to be remembered

Short names that evoke the image of he site are more engaging

Before registering, the name should be checked to see weather it is already trademark protected

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How The Web Works

Cypersquatter someone who registers famous names in “bad faith” to sell for profits or otherwise exploitFamous names are trademark The U.S. Anticypersquatting Consumer Protection Act of 1999 criminalizes the unauthorized use of trade-mark protected names in Internet domain addresses

It remains to be seen how effective this will be in stopping worldwide names market

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How The Web Works

Portals

The State of Being Digital

Something is digital when all of its properties and information are stored as a string of zeroes and ones

Those zeroes and ones are called bits

Everything on the Internet is digital

The falling cost of digital technology is one of the most powerful forces in the modern economy

Being Digital

NOCOLAS NEGROPENTE

Understanding Moore’s Law

Intel co-founder Gordon Moore observed that each generation of computer memory chips – released about every 18 months – could pack the same technology into half the space

Source: AP/World Wide Photos

Understanding Moore’s Law

Moore’s Law applies broadly to computing and technology costs

Computer speed since the 1970s has increased roughly 75 billion times

The cost of technology and storage, meanwhile, has dropped sharply

Putting Moore’s Law to Work

Sun Microsystems as early as 1995 saved hundreds of thousands of dollars by moving to online customer support

Online software distribution saved Sun an estimated $1.5 million per quarter compared to traditional distribution

Digital Environments

Technology allows users to create virtual spaces to display information, tell stories, educate or amuse

For marketers, new ways to reach consumers and promote a product

Key Features of Digital Environments

Procedural: Computers must be taught what to do in a digital environment

Key Features of Digital Environments

Participatory: Effectiveness depends on ease of consumer use and interactive potential

Key Features of Digital Environments

Encyclopedic: Low cost allows almost endless storage capacity

Digital Convergence

Cheap and powerful digital technology has contributed to the merging of industries, technology and content

Digital Convergence

One crucial area: convergence of computing, communications and media content

Digital Convergence

When barriers between industries fall, marketers have greater flexibility to choose the best medium for the pitch

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