MGT 3225: E-Business

Lecture 3: E-Commerce Infrastructure: The Internet, Web and

Mobile Platform

Md. Mahbubul Alam, PhD

• Discuss the origin of the Internet.• Identify the key technology concepts behind the Internet.• Discuss the impact of the mobile platform and cloud

computing.• Understand how the Web works.• Describe how Internet and Web features & services support e-

commerce.

Intended Learning Outcome

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Business Technology Society

Mobile device becomes primary access point to SNS

Mobile devices are becoming the dominant mode of access to the Internet.

Governance of the Internet becomes more involved with conflicts between nations.

Growth in cloud computing & bandwidth capacity enables new business models (e.g., music, movies, & television).

Explosion of mobile apps threatens the dominance of the Web.

Government control over, and surveillance of the Internet.

Search becomes more social and local.

HTML5 grows in popularity. Tracking of online & mobile consumer behavior conflicts with users privacy.

“Big data” creates new business opportunities.

Cloud computing reshapes computing and storage.

The Internet of Things starts become a reality.

Development of E-commerce Infrastructure (2013-2014)

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• Internet– A interconnected network of thousands of networks and millions

of computers liking businesses, educational institutions, government agencies, and individuals.

– Provides services to approximately 2.56 billion people around the world.

• World Wide Web (Web) – One of the Internet’s most popular services, providing access to

over 6 billion Web pages.– Webpages, documents created in a programming language called

HTML that can contain text, graphics, audio, video & other objects & “hyperlinks”.

– Hyperlinks, permit users to jump easily from one page to another. – Webpages are navigated using browser software.

The Internet: Technology Background

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Evolution of the Internet

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• Basic ideas and technology were developed.

• Ideas are brought to life.

• Once the ideas and technologies had been proven, private companies brought the Internet to millions of people worldwide.

• Federal Networking Council (1995) formally defined the Internet: Packet switching

• A method of slicing digital messages into packets, sending the packets along different communication paths as they become available, and then reassembling the packets once they arrive at their destination.

• Uses routers: special purpose computers that interconnect the computer networks that make up the Internet and route packets to their ultimate destination.

• Routers use computer programs called routing algorithms to ensure packets take the best available path toward their destination.

TCP/IP communications protocol• Protocol: a set of rules for formatting, ordering, compressing and error-

checking messages.• TCP: Establishes the connections among sending and receiving Web

computers, handles the assembly of packets at the point of transmission, and their reassembly at the receiving end.

• IP: Provides the Internet’s addressing scheme

Client/server computing• Model of computing in which very powerful personal computers (clients) are

connected in a network with one or more server computers that perform common functions for the clients, such as storing files, software applications, etc.

The Internet: Key Technology Concepts

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Packet Switching: Architecture

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• TCP/IP is divided into four separate layers.1. Network Interface Layer,

o placing packets on & receiving them from the network medium, e.g., LAN (Ethernet), other network.

2. Internet Layer, o addressing, packaging & routing messages on the Internet.

3. Transport Layer, o providing communication with the application by acknowledging &

sequencing the packets to & from the application.

4. Application Layer, o provides a wide variety of application with the ability to access the

services of the lower layers. o e.g., HyperText Transfer Protocol (HTTP), File Transfer Protocol (FTP), Simple

Mail Transfer Protocol.

TCP/IP Architecture

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TCP/IP Architecture (cont’d)

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• Two versions of IP currently in use. • IPv4 Internet address (also called IP address): • A 32-bit number expressed as a series of four separate numbers

marked off by periods, such as 64.49.254.91• Each of the four numbers can range from 0-255.• IPv4 the current version of IP. Can handle up to 4 billion

addresses• IPv6 (next generation of IP) will use 128-bit addresses and be

able to handle up 1 quadrillion addresses.

IP Address

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Routing Internet Messages: TCP/IP & Packet Switching

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• The Internet uses packet-switched networks and the TCP/IP communications protocol to send, route & assemble messages.

• Messages are broken into packets, and packets from the same messages can travel along different routes.

• Domain name: IP address expressed in a natural language convention called a domain name.

• Domain name system (DNS): allows numeric IP addresses to be expressed in natural language Example: cnet.com = 216.239.113.101

• Uniform resource locator (URL): addresses used by Web browsers to identify location of content on the Web.

Domain Names, DNS, URLs

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• DNS is a hierarchical namespace. Root server at the top.

• Top-level domains organization type or geographic location.

• Second-level Servers organizations & individuals. (e.g., nyu.edu)

• Third-level servers a particular computer(s) of an organization. (e.g., www.finance.nyu.edu)

Top-Level Domains

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Few Internet Puzzles

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• Client/Server Computing– A model of computing in which very powerful personal computers

(clients) are connected in a network with one or more server computers that perform common functions for the clients, such as storing files, software applications, etc.

• Client– A powerful personal computer that is part of a network.

• Server– Networked computer dedicated to common functions that the client

computers on the network need.

Client/Server Computing

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• Cloud Computing– A model of computing in which firms and individuals obtain computing

power and software over the Internet RATHER than purchasing software, hardware and installing them on the computers.

– Particularly useful for the e-Commerce growth.– Radically reduces the cost of building and operating Websites. Firms

can adopt ‘pay-as-you-go’ and ‘pay-as-you-grow’ strategies. – A significant part of hardware & software cost (infrastructure costs) can

be reduced because firms can obtain these services online for a fraction of the cost of owning, & they do not have to hire an IT staff.

The Cloud Computing Model

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• HTTP (HyperText Transfer Protocol): Protocol used to transfer Web pages

• SMTP (Simple Mail Transfer Protocol), POP (Post Office Protocol) and IMAP (Internet Message Access Protocol): Protocols used to send and receive e-mail

• FTP (File Transfer Protocol): Protocol that permits users to transfer files from server to client and vice versa. One of the original Internet service.

• SSL (Secure Sockets Layer/TLS (Transport Layer Security): Protocol that provides secure communications between client and server

• Telnet: Program that enables a client to emulate a mainframe computer terminal

• Finger: Utility program that lets you check who is logged on, for how long and user name

• PING: Utility program that allows you to check connection between client and server

• Tracert: Utility program that allows you to follow path of a message sent from a client to a remote computer

Other Internet Protocols and Utility Programs

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The Internet Today: Hourglass Model of the Internet

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1. Network Technology Substrate Layer

• Composed of telecommunications networks & protocols.

2. Transport Services & Representation Standards Layer

• Houses the TCP/IP protocol

3. Application Layer

• Contains client applications

4. Middleware Services Layer

• “glue” that ties the applications to the communication networks and includes services

The Internet Backbone

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• Backbone– High-bandwidth fiber-optic cable that transport data across the

Internet which is owned by ‘Network Service Provider (NSP)’.

• Bandwidth– Measured how much data can be transferred over a communication

medium within a fixed period of time. – Usually expressed in bps, Kbps, Mbps, Gbps

• Internet Exchange Points (IXPs)/ Metropolitan Access Exchanges (MAEs)– Hub where the backbone intersects with local & regional networks and

where backbone owners connect with one another.

• Campus Area Network (CAN)– A local area network operating within a single organization that

leases access to the Web directly from regional & national carriers. – Up to 1000 meters (a mile), a college campus or corporate facility

The Internet Backbone (cont’d)

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• Internet Service Provider (ISP)– Firm that provides the lowest level of service in the multi-tiered

Internet architecture by leasing Internet access to home owners, small businesses, & some large institutions.

• Narrowband– Traditional telephone modem connection, operate at 56.6 Kbps.

• Broadband– Any communication technology that permits clients to play streaming audio

& video files at acceptable speeds– Generally anything above 100 Kbps

• Digital Subscriber Line (DSL)– Delivers high-speed access through ordinary telephone lines found

in homes or businesses– Range from about 768 Kbps up to 7 Mbps– Requires customers live within two miles (about 4000 meters) of

neighboring telephone switching center

The Internet Backbone (cont’d)

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• Cable Modem– A cable television technology that piggybacks digital access to the

Internet using the same analog or digital video cable providing television signals to a home.

– A major broadband alternative to DSL service, provides faster speeds & a “triple play” subscription: telephone, television & Internet for a single monthly payment.

– Range: 1 Mbps up to 15 Mbps.

• T1 and T3– An international telephone standard for digital communication that offers

guaranteed delivery at – T1: 1.54 Mbps, cost: $300-$1200/month– T3: 45 Mbps, cost: $2,500-$10,000/month

• Intranet– TCP/IP network located within a single organization for purposes of

communication & information processing.

• Extranet– Formed when firms permit outsiders to access their internal TCP/IP networks.

The Internet Backbone (cont’d)

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Download Speed Variation

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• A number of different organizations that influence Internet and monitor its operations including:

• Internet Architecture Board (IAB)• Internet Corporation for Assigned Names and Numbers (ICANN)• Internet Engineering Steering Group (IESG)• Internet Engineering Task Force (IETF)• Internet Society (ISOC)• World Wide Web Consortium (W3C)

Who Governs the Internet?

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• The Internet is changing as new technologies appear & new applications are developed.

• The next era of the Internet is being built today by private corporations, universities and government agencies.

• To appreciate the potential benefits of the Internet of the future, you must first understand the limitations of the Internet’s current infrastructure.

The Future Internet Infrastructure

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• Bandwidth Limitations– Insufficient capacity, slow peak-hour service (congestion), limited ability to

handle high volumes of video, and voice traffic.

• Quality of service limitations– Latency-delays in messages caused by the uneven flow of information

packets through the network.

• Network architecture limitations– Slow internet performance.

• Language development limitations• Wired Internet limitations

– Fiber-optic-expensive technology– Coaxial copper cables-century old technology

Internet I: Limitations

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• Advanced networking consortium of more than 350 member institutions including universities, corporations, government research agencies, and not-for-profit networking organizations, working in partnership to facilitate the development, deployment and use of revolutionary Internet technologies.

• Primary goals:– Create a leading edge very-high speed network for national research

community (100 gigabit-per-second network)– Enable revolutionary Internet applications– Ensure the rapid transfer of new network services and application

to the broader Internet community.

Internet2® Project

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• Advanced network infrastructure– New backbone networks that interconnect GigaPoPs used by Internet2

members to access network• New networking capabilities: Projects include

– Deploying IPv6– Developing and implementing new technologies– Developing more effective routing practices– Coordinating the interconnection of different components of the Internet2

infrastructure– Creating an infrastructure to handle multicasting

• Middleware– incorporating identification, authentication, authorization, directory and

security services into standardized middleware• Advanced applications

– distributed computation, virtual labs, digital libraries, distributed learning, telemedicine

Areas of Focus of Internet2®

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• IP Multicasting– Set of technologies that enables efficient delivery of data to

many locations on a network.

• Latency solutions– Diffserve (differentiated quality of service) will be able to assign different

levels of priority to packets depending on type of data being transmitted.

• Guaranteed service levels– Ability to purchase right to move data through network at guaranteed

speed in return for higher fee.

• Lower error rates • Declining costs

Internet2®: Benefits

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Wireless Internet Access Telephone Technologies

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Wireless Internet Access Network Technologies

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• E-mail, person-to-person messaging, document sharing.• Chatting and instant messaging, interactive conversations.• Newsgroups, discussion groups on electronic bulletin boards.• Telnet, logging on to one computer system and doing work on

another.• File Transfer Protocol (FTP), transferring files from computer

to computer. • World Wide Web, retrieving, formatting, & displaying

information (text, audio, graphics & video) using hypertext links.

• VoIP• Virtual private network (VPN)

Internet Services & Communication Tools

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How Voice over IP (VoIP) works?

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An VoIP phone call digitizes and breaks up a voice message into data packets that may travel along different routes before being reassembled at the final destination. A processor nearest the call’s destination, called a gateway, arranges the packets in the proper order and directs them to the telephone number of the receiver or the IP address of the receiving computer.

Virtual Private Network (VPN)

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• This graphic illustrates how a virtual private network works. The rectangles A, B, C, and D represent different computers on the VPN. In a process called tunneling, packets of data are encrypted and wrapped inside IP packets.

• By adding this wrapper around a network message to hide its content, business firms create a private connection that travels through the public Internet.

• VPN is a secure, encrypted, private network that has been configured within a public network.

• Tunnel: Point-to-Point Tunneling Protocol (PPTP)

• It provides a network infrastructure for combining voice and data networks.

How Google Works?

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The Google search engine is continuously crawling the Web, indexing the content of each page, calculating its popularity, and storing the pages so that it can respond quickly to user requests to see a page. The entire process takes about one-half second.

• Four defining featureso Interactivityo Real-time user controlo Social participationo User-generated content

• Technologies and services behind these featureso Cloud computingo Blogs/RSS (Rich Site Summary or Really Simple

Syndication)o Mashups & widgetso Wikiso Social networks

Web 2.0

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• Effort of W3C to add meaning to existing Web• Make searching more relevant to user

• Other visions• More “intelligent” computing• 3D Web• Pervasive Web• Increase in cloud computing, SaaS• Ubiquitous connectivity between mobile and other access

devices• Make Web a more seamless experience

Web 3.0-the Semantic Web

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• Competing standards for cellular service– CDMA: United States– GSM: Rest of world, plus AT&T and T-Mobile

• Third-generation (3G) networks– Suitable for broadband Internet access – 144 Kbps – 2Mbps

• 4G networks– Entirely packet-switched– 100 Mbps – 1Gbps

Cellular systems

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• Two major technologies: Wi-Fi and Bluetooth1. Wi-Fi (802.11)

– Wireless standard for Ethernet networks with greater speed and range

– (Wireless Fidelity, also known as 802.11b): first commercially viable standard for WLANs

– wireless access points connect to Internet directly via a broadband connection and then transmit radio signals to transmitters/receivers installed in laptops or PDAs

– Offers high-bandwidth capacity, but limited range; is also inexpensive2. Bluetooth (802.11)

– Technology standard for short-range wireless communication under 30 feet

– personal connectivity technology that enables links between mobile computers, phones, PDAs and connectivity with Internet; has much more limited range than Wi-Fi (30 feet vs. 300 meters, links up to 8 devices)

3. WiMax (802.16)– Wireless access range of 31 miles

Wireless Local Area Network (WLANs)

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• Use tiny tags with embedded microchips containing data about an item and location, and antenna

• Tags transmit radio signals over short distances to special RFID readers, which send data over network to computer for processing

• Active RFID: Tags have batteries, data can be rewritten, range is hundreds of feet, more expensive

• Passive RFID: Range is shorter, also smaller, less expensive, powered by radio frequency energy

• Common uses:– Automated toll-collection – Tracking goods in a supply chain

• Requires companies to have special hardware and software • Reduction in cost of tags making RFID viable for many firms

Radio frequency identification (RFID)

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How RFID Works?

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RFID uses low-powered radio transmitters to read data stored in a tag at distances ranging from 1 inch to 100 feet. The reader captures the data from the tag and sends them over a network to a host computer for processing.

• Networks of hundreds or thousands of interconnected wireless devices embedded into physical environment to provide measurements of many points over large spaces

– Devices have built-in processing, storage, and radio frequency sensors and antennas

– Require low-power, long-lasting batteries and ability to endure in the field without maintenance

• Used to monitor building security, detect hazardous substances in air, monitor environmental changes, traffic, or military activity

Wireless sensor networks (WSNs)

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• The small circles represent lower-level nodes and the larger circles represent high-end nodes.

• Lower level nodes forward data to each other or to higher-level nodes, which transmit data more rapidly and speed up network performance.

Question Please

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