Elektronsko Poslovanje

-
5G
XML
B2B
CRM
PKI
jQuery
Ember.js
MOOC
QR
social media
-commerce django CSS

smart home
WiFi
crowdsourcing
m-banking
-government
SEO
Blog
semantic web
SQL
internet of things
PHP
HTML
big data
SWIFT
VR
SCRUM
ubiqutious computing
Hadoop
-health
P2P
-business cloud computing
affiliation
RSS
e-learning
LMS
microlearning
NFC
wearable computing
JSON
m-business
CSS
internet marketing
Ruby
GPS
AJAX
self-monitoring
-banking
JavaScript
RFID
XHTML
ii
iv
, 2015
. ,
.
: , , 154
:
:
: ..
CIP - ,
004.738.5:658(075.8)
004.7:339(075.8)
/ ... [ .]. - :
, 2015 ( : Sigra star). - .
, . - XVI, 298 . ; 25 cm
500. - .
ISBN 978-86-7680-304-0
1. , , 1958- []
a)
COBISS.SR-ID 212253964
Tempus projekta INCOMING (Interdisciplinary Curricula

in Computing to Meet Labor Market needs, 530155-TEMPUS-1-2012-1-EE-TEMPUS-JPCR).
Project INCOMING (Interdisciplinary Curricula in Computing to Meet
Labor Market needs, 530155-TEMPUS-1-2012-1-EE-TEMPUS-JPCR)
has been funded with support from the European Commisson. This publication reflects the views only of the author, and the Commission cannot
be held responsible for any use which may be made of the information
contained therein.
0407 3/18 13. 10. 2014. .
.
.
vi
....................................................................................................................xv
I. E......................................................................... 1
1. M ..................................................................... 3
1. ............................................................................4
2. .................................................................................7
3. ...............................................................................8
3.1. ........................................................................... 10
3.2. .......................................................... 11
3.3. ............................................................. 12
3.4. ..................... 14
3.5. ....................................................................................... 15
3.6. ................................................................................................... 16
4. ........................................................................16
...........................................................................................................................17
..............................................................................................................18
........................................................................................................................18
2. ...........................................19
1. ...........................................................20
1.1. ................................................................................... 21
1.2. ................................................................................. 22
2. ........................................................................23
2.1. ............................................... 25
ISO OSI............................................................................................. 26
TCP/IP............................................................................................... 26
2.2. ............................................................................................................ 29
2.3. ........................................................................................................... 31
DNS..................................................................................................................................... 31
World Wide Web................................................................................................................ 32
........................................................................................................ 36
FTP...................................................................................................................................... 36
Voice over Internet Protocol .............................................................................................. 37
2.4. .......................................................................................... 37
3. ....................39
4. ............................................................................................42
4.1. ......................................................................... 43
4.2. ................................................................................................................ 44
vii
4.3. ........................................................... 45
5. ...............................................................45
5.1. Single Sign-on..................................................................................................................... 47
6. ...............................................................................48
...........................................................................................................................51
..............................................................................................................51
........................................................................................................................52
3. -...................................................................................................53
1. .................................................53
1.1. ...................................................................................................... 53
1.2. ............................................................................................................. 54
1.3. - .................................................................................. 54
1.4. .................................................................................................... 55
1.5. .................................................................................. 55
2. ...............................55
2.1. ............................................................................ 56
2.2. ............................................................................ 56
2.3. ............................................................. 56
3. ...........................56
3.1. ...................................................................................... 58
3.2. ..................................................................................... 59
3.3. ................................................................................. 60
...........................................................................................................................60
..............................................................................................................61
........................................................................................................................61
II. ...........................................63
4. ......................................................65
1. .....................................................................65
2. ....................................................67
2.1. ........................................................................................................ 67
2.2. ......................................................................................................... 68
3. .........................................................................................69
4. ..................................................................................70
5. ..........................................................72
6. .................................................................73
7. ......74
...........................................................................................................................75
viii
..............................................................................................................76
........................................................................................................................76
5. ......................79
1. .......................................................................................79
1.1. Outsourcing........................................................................................................................ 80
2. .................................................................................................82
2.1. ....................................................................................... 82
2.2. ................................................................................ 83
2.3. ........................................................... 83
3. telework.......................................................................84
4. ..................................85
4.1. ................................................................................................ 85
4.2. Crowdsourcing.................................................................................................................... 86
4.3. crowdsourcing-................................................................................................... 86
4.4. crowdsourcing-a outsourcing-a............................................................................ 88
...........................................................................................................................88
..............................................................................................................89
........................................................................................................................90
6. .................................91
1. .................................................................................................91
2. ............................92
2.1. .................. 93
3. ......................................................................94
4. ........................................97
5. ............................................................................................100
5.1. ..................................................................................... 100
5.2. ............................................................................................... 103
6. ...........................................................105
.........................................................................................................................108
............................................................................................................108
......................................................................................................................109
7. ......................111
1. .........................................111
1.1. .......................................................................................................................... 111
1.2. ................................................................ 112
1.3. ................................................................... 112
.......................................................................... 113
Scrum............................................................................................................................... 114
ix
2. ..............................................114
3. .................................................................116
4. .................118
5. ..................................................119
.........................................................................................................................120
............................................................................................................121
......................................................................................................................121
III. ............................. 123

8. ..............................................................................125
1. .........................................................................................125
1.1. .............................................................................................................................. 126
1.2. ............................................................................................... 126
1.3. ......................................................................... 127
1.4. ........................................................................................ 127
1.5. ........................................................................................... 127
1.6. ..................................................................................................................... 129
1.7. ...................................................................................................... 129
1.8. .......................................................................... 130
.........................................................................................................................130
............................................................................................................130
......................................................................................................................130
9. .............................................................................. 131
1. .....................................................................131
2. B2C ...................................................................................134
2.1. B2C .............................................. 135
3. B2B ...................................................................................136
3.1. B2B ................................................................................................... 137
3.2. B2B ................................................. 138
3.3. ebXML..................................................... 140
.........................................................................................................................140
............................................................................................................141
......................................................................................................................141
10. E- ................................143
1. -.............................................................................................................144
2. -............................................................................................................148
3. ......................................................................149
x
3.1. ............................................................................................... 149
3.2. ................................................................... 153
3.3. ..................................................................................... 153
4. RFID ...........................................................154
.........................................................................................................................156
............................................................................................................157
......................................................................................................................157
11. ..........................................................159
1. ....................................................159
1.1. ............................................................................................................ 161
1.2. ............................................................................................................. 162
1.3. ............................................................................................................ 163
1.4. ................................................................................................ 164
1.5. P2P .................................................................................................................... 164
1.6. ....................................................................................................... 165
2. ...............................................................................................165
2.1. ................................................................................................ 166
3. ....................................................167
.........................................................................................................................167
............................................................................................................168
......................................................................................................................168
12. ................................................................................169
1. ............................................................................................169
2. .........................................................................170
3. ...................................................................................171
3.1. j ................................................................................................. 174
4. ............................................................................174
4.1. - .......................................................................................................... 174
4.2. ....................................................................................................... 174
4.3. ..................................................................................................... 175
4.4. Referral ......................................................................................................... 175
4.5. One-to-One ................................................................................................... 175
4.6. .................................................................................................... 175
4.7. ............................................... 176
5. - ........................................................176
5.1. Google engine................................................................................................................... 177
5.2. SEO ................................................................................................................... 178
On-site ..................................................................................................... 178
Off-site ..................................................................................................... 179
xi
6. ..........................................................................180
.........................................................................................................................182
............................................................................................................182
......................................................................................................................183
13. ..................................................................................185
1. .....................................................185
2. ...................................................................................187
2.1. ......................................................................................................... 188
........................................................................................................................... 188
....................................................................................................................... 189
2.2. ............................................................................................................................ 189
2.3. ................................................................................................................. 189
2.4. ................................................. 190
2.5. bookmarking ................................................................................. 190
2.6. ..................................................................................................................... 190
3. ........................................................191
3.1. -......................................................................... 191
3.2. ........................................................................ 191
3.3. ......................................................... 192
3.4. ............................................................ 192
3.5. ....................................................................... 193
3.6. ............................................................................. 193
4. ..............................................................................194
.........................................................................................................................196
............................................................................................................196
......................................................................................................................197
14. .................................................199
1. ...................................................................199
1.1. ............................................................................................... 199
1.2. .................................................... 201
1.3. ............................................................................................................. 203
1.4. CRM .............................................................................. 203
2. CRM-.....................................................................................204
2.1. CRM .............................................................. 204
2.2. CRM .......................................................................................................... 204
3. CRM-...........................................................................204
4. CRM...................................................................................................206
5. CRM .......................................................................................................207
xii
.........................................................................................................................208
............................................................................................................208
......................................................................................................................209
IV. -............................................................................................... 211

15. -............................................................................................ 213
1. -........................................................................................................213
2. -.....................................................................216
2.1. -............................................................................ 216
3. -................................................................218
4. ...................................................................................220
4.1. .................................................................................... 222
4.2. SWIFT................................................................................................................................ 223
5. ......................................................224
6. -....................................................................................225
.........................................................................................................................226
............................................................................................................227
......................................................................................................................227
16. -..................................................................................................... 229

1. -..................................................................................229
2. ..................................................................231
3. -............................................................................232
4. -..................................................................................................234
5. -.....................................................................................................235
.........................................................................................................................235
............................................................................................................236
......................................................................................................................236
17. -........................................................................................... 237

1. ....................................................................................237
2. ....................................................................238
2.1. ................................................................................... 239
2.2. ................... 241
3. .........................242
3.1. ................................................................................................. 242
3.2. ...................................................................................... 243
3.3. .................................................................................................... 243
3.4. e eo oaoa............................................................................... 245
xiii
3.5. .............................................................................................................. 246
3.6. ................................................................................. 246
4. ..................................................................................247
.........................................................................................................................247
............................................................................................................248
......................................................................................................................248
18. -............................................................................................... 251

1. ..................................................................251
2. - ..........................................................................................252
2.1. ....................................................................... 253
3. -.....................................................................................253
3.1. -.......................................................................................................................... 253
3.2. -.......................................................................................................................... 254
3.3. -............................................................................................................................ 255
3.4. - ................................................................................................ 255
4. ...................................................................................255
5. -............................................................................256
5.1. ........................................................................................................ 257
5.2. ................................................................................................... 258
5.3. ..................................................... 258
.........................................................................................................................258
............................................................................................................259
......................................................................................................................259
19. .............................................................................261
1. .............................................261
1.1. ...................................................................................... 261
Bluetooth.......................................................................................................................... 262
WiFi.................................................................................................................................. 262
WiMAX............................................................................................................................. 263
1.2. .................................................................. 263
1.3. ........................................................................................ 264
1.4. -...................................................................... 266
1.5. ....................................................................................... 266
2. ............................................................................267
3. ...........................................................................................267
4. ...................................................268
4.1. ........................................................................................................ 268
4.2. ...................................................................................................... 269
4.3. ......................................................................................................... 269
xiv
4.4. NFC QR ............................................................................................. 270
.........................................................................................................................271
............................................................................................................271
......................................................................................................................272
V. ......................................... 273
20. ...................275
1. ........................................................................275
1.1. ................................................................................................................. 276
1.2. ......................................................................................................... 276
1.3. ........................................................................................................... 276
1.4. ............................................................................................................. 276
1.5. ........................................................................................................ 277
2. ...................................................................................277
2.1. ..................................................................................................... 277
2.2. .................................................................................................. 278
3. Big data.................................................................................................................278
4. .........................................................................279
5. 3D ...........................................................................................................280
6. ................................................................280
7. .............................................................................................281
.........................................................................................................................281
............................................................................................................281
......................................................................................................................282
21. ..285
1. .......................................................................285
2. ...............................................................................................288
3. -.....................................................................................288
3.1. ......................................................................................................... 288
3.2. Payment as a service........................................................................................................ 290
3.3. , in-game marketing................................ 290
4. -...........................................................................................291
4.1. Open government data..................................................................................................... 291
5. -...................................................................................292
5.1. ................................................................................................... 292
5.2. assive online open courses............................................................................................ 293
5.3. Microlearning................................................................................................................... 294
xv
6. -.........................................................................................294
6.1. ........................................................ 294
6.2. Self-monitoring................................................................................................................. 295
6.3. ....................................................................................................... 295
.........................................................................................................................296
............................................................................................................296
......................................................................................................................296
xvi
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[2] P. Weill and M. Vitale, Place to Space: Migrating to Ebusiness Models, Boston, MA, USA: Harvard
Business Press, 2001.
[3] D. A. Menasc and V. A. F. Almeida, Scaling for E-business: Technologies, Models, Performance,
and Capacity Planning, New Jersey, NJ, USA: Prentice Hall Professional, 2000.
[4] B. R. Smith, V. Chatfield and O. Uemura, iSeries e-business Handbook: A Technology and Product
Reference, Rochester, MN, USA: IBM Redbooks, 2001.
[5] K. C. Laudon and C. G. Traver, E-commerce 2012. Business. Technology. Society, New Jersey, NJ,
USA: Pearson Prentice Hall, 2012.
[6] I. Lee, E-business Models, Services, and Communications, Hershey, PA, USA: IGI Global, 2008.
[7] B. Stanford-Smith and P. T. Kidd, E-business: Key Issues, Applications and Technologies, Amsterdam, NL: IOS Press, 2000.
[8] R. Hawkins, Looking beyond the dot com bubble: exploring the form and function of business
models in the electronic marketplace; in: E-Life after the Dot Com Busti, B. Preissl, H. Bouwman
and C. Steinfield, Eds. Heidelberg, DE: Physica-Verlag HD, 2004, pp. 6581.
[9] E. Lacka, H. K. Chan and N. Yip, E-commerce platform acceptance: suppliers, retailers, and consumers, New York, NY, USA: Springer, 2014.
[10] J. J. Townsend, D. Riz and D. Schaffer, Building portals, intranets, and corporate web sites using
Microsoft servers, Boston, MA, USA: Addison-Wesley, 2004.
[11] W. W. Moe and D. A. Schweide, Social Media Intelligence, Cambridge, England, UK: Cambridge
University Press, 2014.
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Local area network, LAN.
, .
Personal area networks, PAN.
.
:
(Private Networks).
. , .
(Public Data Networks, PDNs). : , .

: core layer, distribution layer access layer
( 2.6) [14].
30
2.6:
Core layer
. ,
.
, ( )
. ,
. ,

.
Distribution layer, . core access . access
core , .

broadcast , VLAN-.
.
Access layer, .
. (, , IP .), , , (. Access Point).
, ,
.
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.
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,
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31
2.3.
, . - .
:
. .
. .
. , ,
, .
,
, .
,
:
(IP) : 32- IP
, , 147.91.130.3 [12].
(FQDN, Fully Qualified Domain Name):
elab.fon.bg.ac.rs;
.
DNS
DNS (Domain Name System)
IP , .
2.7.
2.7:
32
.
:

_.__.__.__
World Wide Web

World Wide Web (WWW), ,
.
, ,
. WWW ,
- .
WWW URL (Uniform Resource Locator)

- .
- HTTP (Hypertext Transfer Protocol).
, .

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.
:
1. - -
.
2. , . - HTTP .
URL -.
3. - html .
4. - .
, -
. ,
,
. - ,
.
- -, -.
,
-.
33
- .

, ,
, .
- 2.8.
2.8: -
:
(HTML, CSS, JS, JQuery .)
(PHP, ASP, JSP, Ruby, Pyhton .).
HTML (HyperText Markup Language)
-. -
HTML -. World Wide Web
Consortium (W3C) .
Cascading Style Sheets (CSS)
-. CSS-
.
34
JavaScript .
: - ( ,
, ,
.), ,
(AJAX ), - .
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-, ,
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PHP (Hypertext Preprocessor)
-.
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ctiveServerPages, -,
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va .
, ,
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. ,
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- -
.
: , , , - ,
/ . , , -
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, , ,
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-, , -
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:
. CMS
(.WYSIWYG What You See Is What You Get) [11].

. .
, ,
, .
.
.
35
. ()
.
.
CMS : (front-end) (back-end) ( 2.9).
2.9:
WordPress je
PHP MySQL . WordPress
-:
, SEO ,
, ,
,
. .
2.10 - WordPress CMS.
2.10: - WordPress (www.elab.rs)
36
WordPress-, : Drupal,
Joomla!, Liferay, Alfresco .

.
( 2.11): ,
.
(mail user agent MUA) , , . Microsoft Outlook, Mozilla Thunderbird, Eudora, .
(Mail Transport Agent, MTA) . (
) .
, Postfix, Sendmail, Exim Microsoft Exchange [11].
SMTP (Simple Mail Transfer Protocol)
. ,
TCP. SMTP
.
2.11:
. SMTP
, POP
(Post Office Protocol) IMAP (Internet Message Access Protocol) .
FTP
FTP .
FTP
. [12]:

ftp://korisniko_ime:lozinka@adresa_ftp_servera:port
37
, FTP
.
, , ,
.
FTP FTP . FTP
: FTP Explorer, CuteFTP, Windows Explorer, Total Commander [12].
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Voice over Internet Protocol (VoIP)
. VoIP
, . IP . VoIP
,

IP [12]. VoIP
,
e e e (PSTN):
, .
, j VoIP
.
, :
-, ,
.

.
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(IP ).
,
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. :

?
Ka
?
?
38
TCP/IP : , , , .
,
.
(VPN) ,
, .
VPN , ,
[12].
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: ,
. : ,
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. IP
.
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.
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.
: ,
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. : IPSec, PPTP L2TP.
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.

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39
2.12:
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.
,
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.
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3.

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40

. mainframe -
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.
.
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. .
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,
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41
2.14: MVC

. ()
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,
.

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42
- :
OAP (Simple Object Access Protocol). XML : WSDL,
S
UDDI SOAP. WSDL . UDDI
. SOAP
( 2.16).
REST (REpresentational State Transfer).
-. REST -,
SOAP.
-.
URI (Uniform resource identificator).
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XML. XML

. XML

, XML

.
4.
(cloud computing)

, .
,
. ,
,

[15].
43
cloud computing- :
cloud
.
cloud , .
cloud .
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,
: , .
aa ao e (IaaS). ,
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.
.
.
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[12].
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penStack,
O
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: Amazon AWS Racksapce.

.
aoa ao e (PaaS).
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.
, . :
oogle AppEngine,
G
Microsof Azure.
44
oe ao e (SaaS). o e ooaa
. oe a cloud computing a,
-.
, freemium :
(Gmail, Hotmail, Yahoo, ), (Dropbox, Google Drive,
Microsoft OneDrive, iCloud ),
, :
(Microsoft Office 365, Google Apps for
Business, Zoho Office).

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(SalesForce).
, cloud computing
ae:
a .
. ,
.

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.
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,
.
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45
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:
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.
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.
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cloud computing
. ,
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46
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: ,
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. ,
,
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.
48
Single Sign-On (SSO)

.
SSO :
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. -
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.

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SSO

. ,
.
SSO (. ).
.
SSO ,
, , .
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, ,
, , , [19].

.
,
.
.
.
.
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(. Public Key Cryptography). ,
. ,
()
().
,
.
49
PKI ,
:
(Confidentiality).
.
(Authentication).
.
(Integrity). .
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,
.

,

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3. .
4.
.
5.
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6.
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50
, . ,

.
,
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, RSA . RSA
.
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( ), ,
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51
, ,
. ,

.
.
, , .

.
,
.
(enterpise networks) core, distribution access cloud computing
(application centric infrastructure).

.
.
cloud .

1. ISO OSI TCP/IP .
2. .
3. cloud
.
4.
.
5. VPN .
6. VoIP .
7. SSO.
8. Future Internet.
9. O PKI.
10. .
52
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. .
, ,
.
.

.
,
. ,

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.
.
1.
, ,
-, , .
1.1.
. ,
.
1997.
[1].
54
1.2.

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.
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(Service Oriented Architecture, SOA).
55
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.

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( ,
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.

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disaster recovery .

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.

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1997.
[1].

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, .
: (1999/93/EC),
(2000/31/EC),
.
56
2.1.
1999/93/EC 13. 1999.

[4].

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20072012. [7] 2007. ,

2020. [2], [8] 2009. 2013. [9].

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48/2005, 82/2005 116/2005).

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26/2008).
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13/2010).
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2009.
2013. ( , . 83/2009 5/2010).
( , . 112/2009).

( , . 40/2010).
58
2020.
( , . 51/2010).
2010.
2020. ( , . 68/2010).
3.1.

.
1999/93/EC
14. 2004. .
je
,
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3.3.
, , ,
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[13].

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61

1.
?
2. ?
3. 1999/93/EC, ?
4. ?
5. ?
6. ?
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II
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. ( 4.4) - [20].
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.

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red ocean :
, ,
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, :
, .
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(Strategic Capability Network, SCN)
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.
red ocean blue ocean .
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[1].
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90
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136
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:

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141

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11. B2B .
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13.
.
:
B2C B2B .
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143
10
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.
.
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, ,
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[1].
144
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.
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[2].
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[3].
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12. B2B .
13. ERP .
14. RFID .
15. RFID .
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[35] . , . .,
, , 2011.
159
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161
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, .
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. 2003.
-bay-. 11.6 PayPal-a.
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, PayPal
. PayPala,
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165
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.
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.
11.7 QVoucher .
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.
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.
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. ,
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. Google Wallet
.
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. PlatiMO, SIM
. :
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2. sPIN (Secure PIN) .
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2.1.
(micropayment) - [6]. PayPal 12 USD.
: M-Coin, PayPal, Zong .
167
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168
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1. .
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13. .
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169
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.
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176
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178
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180
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181
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.
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.
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182
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6. SWOT .
183
7. ?
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9. content ?
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199
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209
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CRM-.
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211
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.
10. .
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12. ( )
? ?
13. NFC-a QR .
?
14.
.
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[2] , . - .,
, , 2009.
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273
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.
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Big data.
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2020. .

.
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.

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.
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pp. 102114, 2002.
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285
21
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.).
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, , .
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, , -, Hadoop .
.
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ootsuite (http://hootsuite.com) H
.
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: , , ,
.
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294
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.
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.
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, 3D
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295

. ,

.
6.2. Self-monitoring
Self-monitoring
. quantified self, lifelogging,
self-tracking, auto-analytics .
. Self-monitoring
(, , ), wellness-a fitness-a,
.
self-monitoring
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[13], .

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, .
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.

1. ?
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3. MOOC . ,
?
4. .
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[2] E. Cambria et al., Guest Editorial: Big Social Data Analysis, Knowledge-Based Systems, vol. 69,
no. 12, 2014.
[3] G. Ngai et al., Deploying a Wearable Computing Platform for Computing Education, IEEE
Transactions on Learning Technologies, vol. 3, no. 1, pp. 4555.
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October 2012.
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(MOOC), Technovation, vol. 34, no. 4, pp. 261264, 2014.
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Conference Proceedings: Annual International Conference of the IEEE Engineering in Medicine
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-commerce django CSS

-business cloud computing

Tempus projekta INCOMING (Interdisciplinary Curricula

III. ............................. 123

IV. -............................................................................................... 211

16. -..................................................................................................... 229

17. -........................................................................................... 237

18. -............................................................................................... 251

. B2B, B2C C2C.

IBM, HP, Dell, Intel

, (cloud computing), (internet of things),

2.3: a ISO OSI

2.4: TCP/IP OSI

TCP (Transmission Control Protocol),

World Wide Web

(.WYSIWYG What You See Is What You Get) [11].

CMS : (front-end) (back-end) ( 2.9).

2.10: - WordPress (www.elab.rs)

Voice over Internet Protocol

: Amazon AWS Racksapce.

Business, Zoho Office).

5.1. Single Sign-On

Single Sign-On (SSO)

20072012. [7] 2007. ,

[1] D. Kosiur, Understanding Electronic commerce. Washington: Microsoft Press, 1997.

4.4. crowdsourcing-a outsourcing-a

6.3: BPR ( [10])

(Key Performance Identificators, KPI)

6.9: balanced scorecards (A [27])

(Project management institute, PMI),

[1] J. Dadi, Upravljanje projektima u elektronskom poslovanju, ( ), , 2013.

IBM Web Sphere

10.6: Ariba B2B -

(Electronic Data Interchange, EDI).

(organic SEO) [11].

Web spider (web crawler, web robot, bot, web scutter)

5.1. Google engine

Google engine, Search engine results Page

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13.2: Post Reach Facebook insights

Net settlement system-a

15.5: Belex info

MasterCard Visa Secure electronic transction .

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aje ooaa oe ee eo a oje e . aoae oaje oo oa oja oaa o e o o (o

LMS : Moodle, SAKAI, Blackboard, aTutor . Moodle

17.3: Moodle LMS

aaa oaj a eoae ea oaoo oea o

[6] Moodle.NET. (2014). Statistics. [Online]. Available: http://moodle.net/stats/

- [5]: freemium, crowd-based.

, : Google Play, Appstore, Windows store .

[1] I. Grigorik, High Performance Browser Networking, OReilly Media, 2003.

Big data NoSQL

21.1: Big data

3.2. Payment as a service

3.3. , in-game marketing

5.2. assive online open courses

(lifelong learning). MOOC

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