Chapter 3

E-commerce Infrastructure: The Internet, Web, and

Mobile Platform

Copyright © 2014 Pearson Education, Inc. Publishing as Prentice Hall

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 Internet’s most popular services
 Provides access to billions, possibly trillions, of
Web pages

Slide 3-2
 The Evolution of the Internet
1961–Present
 Innovation Phase, 1964–1974
 Creation of fundamental building blocks

 Institutionalization Phase, 1975–1995

 Large institutions provide funding and legitimization

 Commercialization Phase, 1995–present

 Private corporations take over, expand Internet
backbone and local service

Slide 3-3
 The Internet:
Key Technology Concepts
 Internet defined as network that:
 Uses IP addressing
 Supports TCP/IP
 Provides services to users, in manner similar to telephone
system
 Three important concepts:
 Packet switching
 TCP/IP communications protocol
 Client/server computing

Slide 3-4
 Packet Switching
 Slices digital messages into packets
 Sends packets along different communication paths
as they become available
 Reassembles packets once they arrive at destination
 Uses routers
 Special purpose computers that interconnect the computer
networks that make up the Internet and route packets
 Routing algorithms ensure packets take the best available path
toward their destination
 Less expensive, wasteful than circuit-switching

Slide 3-5
 Packet Switching

Figure 3.3, Page 117

Slide 3-6
 TCP/IP
 Transmission Control Protocol (TCP)
 Establishes connections among sending and receiving Web computers
 Handles assembly of packets at point of transmission, and reassembly
at receiving end
 Internet Protocol (IP)
 Provides the Internet’s addressing scheme
 Four TCP/IP layers
 Network interface layer
 Internet layer
 Transport layer
 Application layer

Slide 3-7
The TCP/IP Architecture and Protocol Suite

Slide 3-8
 Internet (IP) Addresses
 IPv4
 32-bit number
 Four sets of 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 handle only 4 billion)

Slide 3-9
 Routing Internet Messages: TCP/IP and
Packet Switching

Figure 3.5, Page 120

Slide 3-10
 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
 For example: http://www.azimuth-interactive.com/flash_test

Slide 3-11
 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, and so on

Slide 3-12
 The New Client:
The Mobile Platform
 In a few years, primary Internet access
will be through:
 Tablets
 Supplementing PCs for mobile situations

 Smartphones
 Disruptive technology:
 Shift in processors, operating systems

 33% of all cell phones

Slide 3-13
 Cloud Computing
 Firms and individuals obtain computing
power and software over Internet
 Example: Google Apps

 Fastest growing form of computing

 Radically reduces costs of:
 Building and operating Web sites
 Infrastructure, IT support
 Hardware, software

Slide 3-14
 Other Internet Protocols and
Utility Programs
 Internet protocols
 HTTP
 E-mail: SMTP, POP3, IMAP
 FTP, Telnet, SSL/TLS

 Utility programs
 Ping
 Tracert

Slide 3-15
 The Internet Today
 Internet growth has boomed without
disruption because of:
 Client/server computing model
 Hourglass, layered architecture
 Network Technology Substrate
 Transport Services and Representation Standards
 Middleware Services
 Applications

Slide 3-16
 The
Hourglass
Model of
the
Internet

Slide 3-17
 Internet Network Architecture
 Backbone
 High-bandwidth fiber-optic cable networks
 Private networks owned by a variety of NSPs
 Bandwidth: 155 Mbps–2.5 Gbps
 Built-in redundancy
 IXPs
 Hubs where backbones intersect with regional and local networks,
and backbone owners connect with one another
 CANs
 LANs operating within a single organization that leases Internet
access directly from regional or national carrier

Slide 3-18
Internet Network Architecture

Slide 3-19
 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

Slide 3-20
 Intranets
 Intranet
 TCP/IP network located within a single
organization for communications and
processing
 Used by private and government organizations
for internal networks
 All Internet applications can be used in private
intranets

Slide 3-21
 Who Governs the Internet?
 Organizations that influence the Internet and monitor
its operations include:
 Internet Corporation for Assigned Names and Numbers (ICANN)
 Internet Assigned Numbers Authority (IANA)
 Internet Engineering Task Force (IETF)
 Internet Research Task Force (IRTF)
 Internet Engineering Steering Group (IESG)
 Internet Architecture Board (IAB)
 Internet Society (ISOC)
 Internet Governance Forum (IGF)
 World Wide Web Consortium (W3C)
 Internet Network Operators Groups (NOGs)

Slide 3-22
 Limitations of the Current Internet
 Bandwidth limitations
 Slow peak-hour service

 Quality of service limitations

 Latency

 Network architecture limitations

 Identical requests are processed individually

 Wired Internet
 Copper and expensive fiber-optic cables

Slide 3-23
 The Internet2 Project
 Consortium of 350+ institutions
collaborating to facilitate revolutionary
Internet technologies
 Primary goals:
 Create leading-edge very-high speed network for
national research community
 Enable revolutionary Internet applications
 Distributed and collaborative computing environments
for sciences, health, arts, and humanities initiatives

Slide 3-24
 The First Mile and the Last Mile
 GENI Initiative
 Proposed by NSF to develop new core
functionality for Internet
 Most significant private initiatives
 Fiber optic trunk-line bandwidth
 First mile

 Wireless Internet services

 Last mile

Slide 3-25
 Fiber Optics and the Bandwidth
Explosion in the First Mile
 “First mile”: Backbone Internet services that carry bulk
traffic over long distances
 Fiber-optic cable: hundreds of glass strands that use
light to transmit data
 Faster speeds and greater bandwidth
 Thinner, lighter cables
 Less interference
 Better data security
 Substantial investments in fiber optic by
telecommunications firms in last decade
 Enable integrated phone, broadband access, video services

Slide 3-26
The Last Mile: Mobile Internet Access
 “Last mile”: From Internet backbone to
user’s computer, smartphone, and so on
 Two different basic types of wireless
Internet access:
 Telephone-based (mobile phones,
smartphones)
 Wireless local area network (WLAN)-based

Slide 3-27
 Wireless Internet Access
Network Technologies
 Wi-Fi
 High-speed, fixed broadband wireless LAN (WLAN)
 Wireless access point (“hot spots”)
 Limited range but inexpensive
 WiMax
 High-speed, medium range broadband wireless metropolitan area network
 Bluetooth
 Personal connectivity between devices
 Low-speed, short range connection

Slide 3-28
Wi-Fi Networks

Slide 3-29
 The Future Internet
 Latency solutions
 diffserv (differentiated quality of service)

 Guaranteed service levels and lower error rates

 Ability to purchase the right to move data through
network at guaranteed speed in return for higher fee
 Declining costs
 The Internet of Things (IoT)
 Objects connected via sensors/RFID to the Internet
 Spearheaded by EU and China

Slide 3-30
 The Web
 1989–1991: Web invented
 Tim Berners-Lee at CERN
 HTML, HTTP, Web server, Web browser

 1993: Mosaic Web browser w/GUI

 Andreessen and others at NCSA
 Runs on Windows, Macintosh, or Unix

 1994: Netscape Navigator, first commercial Web

browser
 Andreessen, Jim Clark

 1995: Microsoft Internet Explorer

Slide 3-31
 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

Slide 3-32
 Markup Languages
 Hypertext Markup Language (HTML)
 Fixed set of pre-defined markup “tags” used to
format text
 Controls look and feel of Web pages
 HTML5 the newest version

 eXtensible Markup Language (XML)

 Designed to describe data and information
 Tags used are defined by user

Slide 3-33
 Web Servers and Web Clients
 Web server software
 Enables a computer to deliver Web pages to clients on a network that
request this service by sending an HTTP request
 Apache, Microsoft IIS
 Basic capabilities: Security services, FTP, search engine, data capture
 Web server
 May refer to either Web server software or physical server
 Specialized servers: Database servers, ad servers, and so on
 Web client
 Any computing device attached to the Internet that is capable of
making HTTP requests and displaying HTML pages

Slide 3-34
 Web Browsers
 Primary purpose to display Web pages
 Internet Explorer—54% of market
 Mozilla Firefox—20%
 Open source

 Other browsers
 Google Chrome—19%
 Apple’s Safari—5%

Slide 3-35
 The Internet and Web: Features
 Features on which the foundations of
e-commerce are built:
 E-mail
 Instant messaging
 Search engines
 Online forums and chat
 Streaming media
 Cookies

Slide 3-36
 E-mail
 Most used application of the Internet
 Uses series of protocols for transferring
messages with text and attachments from
one Internet user to another
Instant Messaging
 Displays words typed on a computer almost
instantly, and recipients can respond
immediately in the same way

Slide 3-37
 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

Slide 3-38
How Google Works

Slide 3-39
 Online Forums and Chat
 Online forum
 Also known as a message board, bulletin board,
discussion board, discussion group, board, or forum
 Web application that enables Internet users to
communicate with one another, 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

Slide 3-40
 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

Slide 3-41
 Cookies
 Small text files deposited by Web site on
user’s computer to store information
about user, accessed when user next
visits Web site
 Can help personalize Web site
experience
 Can pose privacy threat

Slide 3-42
 Web 2.0 Features and Services
 Online Social Networks
 Services that support communication among
networks of friends, peers
 Blogs
 Personal Web page of chronological entries

 Really Simple Syndication (RSS)

 Program that allows users to have digital content
automatically sent to their computers over the
Internet

Slide 3-43
 Web 2.0 Features and Services
 Podcasting
 Audio presentation stored as an audio file and
available for download from Web
 Wikis
 Allows user to easily add and edit content on Web
page
 Music and video services
 Online video viewing
 Digital video on demand

Slide 3-44
 Web 2.0 Features and Services
 Internet telephony (VoIP)
 Voice over Internet Protocol (VoIP) uses
Internet to transmit voice communication
 Video conferencing, video chatting, and
telepresence
 Online software and Web services
 Web apps, widgets, and gadgets

Slide 3-45
 Intelligent Personal Assistants
 Software that interacts with the user
through voice commands
 Features
 Natural language; conversational interface
 Situational awareness
 Interpret voice commands to interact with
various Web services
 Examples: Siri, Alexa

Slide 3-46
 Mobile Apps
 Use of mobile apps has exploded
 More than 60% of online shoppers are mobile shoppers
as well
 Increased use/purchasing from tablets
 Platforms
 iPhone/iPad (iOS), Android, Blackberry

 App marketplaces
 Google Play, Apples App Store, RIM’s App World,
Windows Phone Marketplace

Slide 3-47