13/01/2019. ACS 3907 E-Commerce. E-Commerce Infrastructure: The Internet, Web, and Mobile Platform. The Internet

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1 ACS 3907 E-Commerce Instructor: Kerry Augustine January 10 th 2019 E-Commerce Infrastructure: The Internet, Web, and Mobile Platform The Internet Worldwide Web (WWW) network of computer networks built on common standards Created in late 1960s Services include the Web, , file transfers, and so on Can measure growth by number of Internet hosts with domain names 3 1

2 4 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 5 The Evolution of the Internet 1961 Present Innovation Phase, Creation of fundamental building blocks Institutionalization Phase, Large institutions provide funding and legitimization Commercialization Phase, 1995 present Private corporations take over, expand Internet backbone and local service 6 2

3 The Internet and the Evolution of Corporate Computing Figure 1.9, Page 29 Slide The Internet: Key Technology Concepts Three important concepts: 1. Client/server computing 2. Packet switching 3. TCP/IP communications protocol 8 1. 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 9 3

4 Client/Server Computing 10 Overview of a (Client/ Server) Web Session 11 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 12 4

5 2. 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 13 Packet Switching Figure 3.3, Page Pearson Education, Inc. Publishing as Prentice Hall 14 Routing Internet Messages: TCP/IP and Packet Switching Figure 3.5, Page

6 3. 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 16 The TCP/IP Architecture and Protocol Suite Figure 3.4, Page Internet (IP) Addresses IPv4 32-bit (2³²)binary number Four sets of numbers marked off by periods: Class C address: Network identified by first three sets, computer identified by last set 18 6

7 IPv6 June 6, 2012, Internet Society launched IPv6 128-bit addresses, able to handle up to 1 quadrillion addresses written as 6 sets of hexadecimal numbers marked by colons e.g :db8:85a3::8a2e:370: World Wide Web - Architecture 20 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:

8 Other Internet Protocols and Utility Programs Internet protocols HTTP SMTP, POP3, IMAP FTP, Telnet, SSL/TLS Utility programs Ping Tracert 22 Networks Network Service Provider (NSP) = provides direct access to the backbone Internet Exchange Point (IXP) = hubs where backbone intersects regional networks Also called Network Access Point (NAP) Also called Metropolitan Area Exchange (MAE) Wide Area Network (WAN) Local Area Network (LAN) Router = device that connects two or more networks Intranet = network internal to an organization Extranet = intranet that allows outsider access Supports business-to-business transactions 23 Internet Network Architecture Network Access Point Metropolitan Area Exchange Post Office Protocol Simple Mail Transfer Protocol Figure 3.12, Page

9 Internet Backbone and Exchange Points 25 Internet Exchange Point (IXP) An Internet exchange point (IXP) enables local networks to efficiently exchange information at a common point within a country rather than needing to exchange local Internet traffic overseas. An IXP is a component of Internet infrastructure that can increase the affordability and quality of the Internet for local communities. 26 ISPs and Connection Types Internet service provider (ISP) Buy Internet access wholesale from NSPs Retail access to business or individuals Common connection types: Dialup = uses telephone modem Digital subscriber line (DSL) = high speed access using phone line Cable modem = piggybacks on top of analog video cable for TV signals T1 = international phone standard for digital communication T3 = faster version of T1 27 9

10 Comparison of Connection Types Service Cost Per Month Speed (Mbps) Time to Download a 10MB file Telephone Modem $10 - $ Kbps 25 minutes DSL $15 - $ Mbps 1.33 Cable Modem $20 - $ Mbps 8 T1 $300 - $ Mbps 52 seconds T3 $ $10, Mbps 2 seconds 28 Wi-Fi Networks Figure 3.15, Page Intranet Architecture 30 10

11 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) North America Internet Network Operators Groups (NANOGs) 31 ICANN Internet Corporation for Assigned Names and Numbers expand the number of generic top-level Internet domains (gtlds). Add over 1,000 new naming options The first seven.bike,.clothing,.guru,.holdings,.plumbing,.singles, and.ventures 32 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 33 11

12 The Web Most popular Internet service Developed in early 1990s Provides access to Web pages HTML documents that may include text, graphics, animations, music, videos Web content has grown exponentially Google reports 30 trillion unique URLs; 120 billion Web pages indexed 34 The Web : 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 35 The Evolution of the Web : Invention : Consolidation 2007 Present: Reinvention 1 'Grassroots of ebusiness' 2 'Rise of the Internet' 3 'Stock market crash' 4 'Synergy' Points % Web 1.0 Business Web Web 2.0 Social Web Web 3.0 Semantic Web During the past decade, ebusiness companies have passed through four distinct periods, Source: NASDAQ quotes as is reflected in the evolution of the NASDAQ taken from Factiva.com Launch of Year Amazon.com 36 12

13 Web Web Web 3.0 Web 1.0 = display simple pages, allow non-linear navigation Web 2.0 = user-centered applications and social media technologies User-generated content and communication Highly interactive, social communities Large audiences; yet mostly unproven business models Examples: Twitter, YouTube, Instagram, Wikipedia, Tumblr Web 3.0 = Semantic Web = The Intelligent Web = Internet of Things Convergence of several emerging technology trends: Ubiquitous Connectivity (i.e. mobile devices); Network Computing (SaaS); Open Technologies (i.e. open API s, open data, open source); Open Identity (i.e. portable identity and personal data) 37 Happy Birthday - Web Turned 25 (2014) The Web Rising In 1995, just two years after the debut of the NCSA Mosaic browser, 14% of US adults used the Internet, according to the Pew Research Center. Today, that figure stands at 87%, and it's hard to imagine what the 13% who are not using the Net are doing. Image credit: Pew Research Center 38 Web Browsers A software program used to locate and display Web pages Includes text, graphics, and multimedia content 39 13

14 Web Browsers Chrome Firefox IE Safari Opera Edge Android 40 Web Servers and Web Clients Web server = software that enables computer to deliver web pages to client computers on a network Hypertext transfer protocol (HTTP) = protocol for requesting web pages Hypertext mark-up language (HTML) = language for writing web pages Web client sends HTTP requests and displays HTML pages Additional services provided by web servers Security authenticates site access File transfer protocol (FTP) transfers files to/from server Search engine indexes and facilitates searches within site Data capture monitors site traffic 41 Web Addresses & Domains Domain Identifies the Website (host) Comes in many suffixes such as:.edu (educational institutions).org (organizations; non-profit).mil (military).net (network organizations) Example: microsoft.com uwinnipeg.ca IP Address Each domain is associated with one or more IP addresses Format: a 32-bit address written as 4 numbers (from 0-255) separated by periods Example: (URL) Uniform Resource Locator Identifies particular Web pages within a domain Example:

15 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: 43 HTTP Example Client Request Server Response 44 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 45 15

16 The Internet and Web: Features Features on which the foundations of e-commerce are built: Instant messaging Search engines Online forums and chat Streaming media Cookies 46 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 47 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 48 16

17 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 Software that interacts with the user through voice commands Natural language; conversational interface Situational awareness Interpret voice commands to interact with various Web services Examples: Siri, Google Now 49 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, Apple s App Store, RIM s App World, Windows Phone Marketplace 50 The Growth of Mobile Commerce Figure 7.5, Page 451 SOURCE: Based on data from emarketer, Inc., 2014e

18 Mobile Commerce in Perspective Global M-commerce spending: 535 million consumers around the globe will make a purchase on their mobile devices this year; that figure will grow 28% to 686 in 2015, increase 21% to 830 million in 2016, jump 16% to 961 million in 2017, and rise 13% to 1.09 billion in 2018, the investment bank says. (Source: Mobile Commerce Will be Nearly Half of ecommerce in 2018, Internet Retailer) E-Bay accounts for $20 billion sales 90% of consumers trust recommendations from friends, and another 70% trust consumer opinion and brand websites Only 62% of consumers trust TV, and only about four in 10 (41%) trust search engine ads By 2019, 60 percent of the projected 9.3 billion mobile subscriptions will be for smartphones. 3G networks will cover 90 percent of the world's population, while 65 percent will be covered by 4G LTE networks. 52 The Future Internet Web 3.0 The Internet2 Project Consortium of 350+ institutions collaborating to facilitate revolutionary Internet technologies 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 8 ways the Internet of things will change the way we live and work 16 Stunning Statistics that Forecast the Future of the Internet of Things 53 Internet of Things (IoT Institute) 54 18