Slide 3.
CHAPTER 3 E-BUSINESS INFRASTRUCTURE
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.2
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.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.3
E-business infrastructure
The architecture of hardware, software, content and data used to deliver e-business services to employees, customers and partners
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.4
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
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 3.1
A five-layer model of e-business infrastructure
Table 3.1
Key management issues of e-business infrastructure
Table 3.1
Key management issues of e-business infrastructure (Continued)
Slide 3.8
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 -[Link]
A global network connecting millions of computers. More than 100 countries are linked into exchanges of data, news and opinions.
-[Link] is logically linked together by a globally unique address space based on the Internet Protocol (IP) or its subsequent extensions/follow-ons -FNC ** INTERNET IS A LARGE SCALE CLIENT/SERVER SYSTEM **
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Physical and network infrastructure components of the Internet (Levels IV and III in Figure 3.1)
Figure 3.2
Slide 3.10
London Internet Exchange
Located in Docklands area in East London
Second large IX in Europe
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.11
Malaysia and Internet
Internet Usage Statistics: 13,528,200 Internet users as of Sept/2006, 47.8% of the population, according to M.C.M.C. Malaysia Internet Exchange (MyIX)
Established in November, 2003 Launched on 15th December 2006 3 nodes connected in AIMS, NCC and TPM Jaring
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Table 3.2
Six stages of advances in the dissemination of information
Slide 3.13
Clay tablets
Guternberg Press
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 3.3
A five-layer model of e-business infrastructure
Slide 3.15
How big is the Internet?
Over 1 billion Internet users worldwide How big the infrastructure they accessing?
Measured
by number of servers Number of pages indexed by search engines 2006: 9 billion pages Dec 2007:????
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 3.4
The Netcraft index of number of servers
Source: Netcraft Web Server Survey. [Link] server [Link]. Netcraft, [Link]
Slide 3.17
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
An extranet is created when two businesses connect their respective intranets for business communication and transactions
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 3.5
The relationship between intranets, extranets and the Internet
Slide 3.19
Intranet applications
Used extensively for supporting sell-side ecommerce
Reduced
product lifecycles Reduced cost by avoiding hard copy Distribution of information through remote offices
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.20
Intranet applications
Internal marketing communication
Staff
phone directories Staff procedures or quality manuals Competitor information, factory schedule, list of product with discount Staff newsletter Training courses
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.21
Intranet applications
Less common intranet applications Employee incentive scheme:
best employee & voting distribution company and sales staff holyday request to manager bookings of meeting rooms
recent achievements on dedicated screen
Text messaging:
Holiday booking:
Resource booking:
News screen:
Integrated external resources:
route planning, mapping or traffic news site
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.22
Intranet applications
Benefits mention by managers
improved
information sharing Enhanced communication Increased consistency of information Easier organizational publishing
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.23
Extranet applications
Business befits of extranets
Information
sharing in effective environment:
business partners can be shared using extranet
Cost
reduction:
reducing paper documents
Order
processing and distribution:
Extranet connect retailers sales terminal to suppliers delivery system
Customer
service:
Extranet for customers
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.24
Use of extranet on global basis
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.25
Premier [Link]
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.26
Questions on extranet?
(Management issues for intranet and extranet)
Are the levels of usage sufficient?
Avoid
use of internet
on investment should be assessed
Is it effective and efficient?
Return
Who has ownership of the extranet?
IT,
Finance, Marketing needs must be resolved
What are the levels of service quality?
Speed
of availability of extranet
and accurate information
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Is the quality of information adequate?
Up-to-date
Slide 3.27
Firewalls
A specialized software mounted on a separate server at the point where the company is connected to the Internet
Its purpose is to prevent unauthorized access into the company from outsiders
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Firewall positions within the e-business infrastructure of the B2B company
Figure 3.6
Slide 3.29
What is the Internet?
World Wide Web technique for publishing 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
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 3.7
Information exchange between a web browser and web server
Slide 3.31
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
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.32
Web 2.0
It isnt 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
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.33
[Link]
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.34
Internet tools
E-mail Instant messaging (IM) and Internet Relay Chat (IRC) Usenet newsgroups FTP file transfer Telnet Blogs RSS (Really Simple Syndication) Podcasting eg. Ipod, mp3 players VOIP (voice over internet protocol) IPTV
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.35
Blogs
As a Blogger user youre likely aware of the nearly infinite number of ways to express yourself online. Whether youre a photographer showing off your portfolio, a foodie sharing your newest tasty creation, or a business promoting your latest deals, Blogger has the tools to help your content shine and reach readers from all over the world. All of us on the Blogger team are passionate about our users success, and have a global team dedicated to making sure you are getting the
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.36
Blogs
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.37
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
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.38
RSS feeds are a simple an effective way to add fresh content on your site. When you add RSS feeds to your sites, your site will get updated automatically with headlines and snippets of new content from your RSS site sources. What this means for you is that your site enjoys better search engine rankings as search engine spiders always love fresh content. Your website visitors will also enjoy visiting your website as there would always be new interesting relevant links and information. For other blogs like Word Press and other websites you simply add and store the codes in the html script
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.39
RSS
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.40
RSS feeds
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.41
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
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.42
Networking standards
TCP/IP
TCP:
Transport layer protocol that moves data between applications IP: Network layer protocol that moves data between host computers
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 3.8
The TCP/IP protocol
Slide 3.44
Networking standards
HTTP
It
is the standard used to allow web browsers and servers to transfer requests for delivery of web pages
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.45
URLS and domain names
URL: A web address used to locate a web page on a web server
Web addresses are structured in a standard way as follows:
[Link]
What do the following extensions or global top level domains stand for?
.com (represents international company) .[Link] (company based in UK) .[Link] OR .edu (UK university OR US university) .org or .[Link] (not for profit organization) .net (network provider)
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.46
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.
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Home page [Link] for The B2B Company in a web browser showing HTML source in text editor
Figure 3.9
(a) Fragmented applications infrastructure, (b) integrated applications infrastructure
Figure 3.10
Source: Adapted from Hasselbring (2000)
Slide 3.49
XML example
Product> <Action Value5Delete/> <ProductID>118003-008</ProductID> </Product> <Product Type5Good SchemaCategoryRef5C43171801> <ProductID>140141-002</ProductID> <UOM><UOMCoded>EA</UOMCoded></UOM> <Manufacturer>Compaq</Manufacturer> <LeadTime>2</LeadTime> <CountryOfOrigin> <Country><CountryCoded>US</CountryCoded></Country> </CountryOfOrigin>
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.50
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
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.51
Who controls the Internet?
ICANN (Internet corporation for assigned names and Numbers) The Internet Society ([Link]) The Internet Engineering Task Force (IETF) The World Wide Web Consortium ([Link]) Telecommunications Information Networking Architecture Consortium TINA-C
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.52
Managing e-business infrastructure
Hardware and system software infrastructure:
Provision
of clients, servers, OS, browser
Applications infrastructure
Application
s/w used to deliver services to uses
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.53
Managing e-business infrastructure
Layer II Systems software
Standardization
throughout organization
Layer III Transport or network
Based
on internal company network on company needs
Laver IV Storage
Based
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.54
Internet service providers (ISP)
ISP connection method Speed of access Availability Service-level agreements Security
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 3.11
Differing use of applications at levels of management within companies
Figure 3.12
Elements of e-business infrastructure that require management
Slide 3.57
New access devices
Mobile access devices Wi-Fi mobile access Bluetooth Next-generation mobile services Interactive digital television
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Slide 3.58
Bluetooth
Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition Marketing Insights Ltd 2007
Figure 3.13
Mobile access technologies
Figure 3.14
Components of an interactive digital TV system
