E-Commerce CH 3 (Part 2)

CSC 330 E-Commerce
Teacher
Ahmed Mumtaz Mustehsan

GM-IT CIIT Islamabad
• Virtual Campus, CIIT

• COMSATS Institute of Information Technology
• T1-Lecture-4
The Internet and The Web
Chapter-2
Part-II
T1-Lecture-4
For Lecture Material/Slides Thanks to:

Copyright © 2010 Pearson Education, Inc
Objectives
Explain the current structure of Internet.
Understand the limitations of todays internet
Describe the potential capabilities of Internet II
Understand how the world wide web works
Describe how internet and web features and
services support e-commerce.
T1-Lecture-4 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 1-3
The Hourglass Model of the Internet
SOURCE: Adapted from Computer

Science and Telecommunications
Board (CSTB), 2000.
 The Internet can be characterized as an hour-glass
modular structure with a lower layer containing the bit-
carrying infrastructure (including cables and switches)
and an upper layer containing user applications such
as e-mail and the Web.
 In the narrow waist are transportation protocols such
as TCP/IP.
Network Technology Substrate layer
 Layer-1 of Internet technology that is composed of
telecommunications networks and protocols
Transport Services and Representation Standards layer
 Layer-2 of Internet architecture that houses the
TCP/IP protocol
Middleware Services layer
Layer-3: The “glue” that ties the applications to the
communications networks, and includes such services as
security, authentication, addresses, and storage
repositories.
Applications layer
Layer-4 of Internet architecture that contains client
applications; such as World Wide Web, e-mail, and
audio or video playback.
Internet Network Architecture
Metropolitan Area Exchanges (MAEs), Network Access Points (NAPs)
Internet Network Architecture Concepts
Backbone:
◦ High-bandwidth fiber-optic cable networks
◦ Private networks owned by a variety of Network Service
Providers (NSPs).
◦ Bandwidth: 155 Mbps 2.5 Gbps
◦ Built-in redundancy
Network Service Provider (NSP)
Owns and controls one of the major networks comprising the
Internet’s backbone
Bandwidth
measures how much data can be transferred over a communications
medium within a fixed period of time; is usually expressed in bits per
second (bps), kilobits per second (Kbps), megabits per second
(Mbps),or gigabits per second (Gbps)
Redundancy
Multiple duplicate devices and paths in a network
Internet Exchange Points (IXPs).
Hubs where backbones intersect with regional and local
networks, and backbone owners connect with one another
(older term NAPS)
Campus area networks (CANs)
LANs operating within a single organization that leases
Internet access directly from regional or national carrier.
such as New York University or Microsoft Corporation
Internet Service Providers (ISPs)
Provide lowest level of service to individuals, small
businesses, some institutions
Narrowband
the traditional telephone modem connection, now
operating at 56.6 Kbps
broadband
refers to any communication technology that permits
clients to play streaming audio and video files at
acceptable speed generally anything above 100 Kbps.
Digital Subscriber Line (DSL)
a telephone technology for delivering high-speed
access through ordinary telephone lines found in homes
or businesses
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T1-Lecture-4 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc 10
Cable modem
A cable television technology that piggybacks digital
access to the Internet on top of the analog video cable
providing television signals to a home
T1 Line
 an international telephone standard for digital
communication that offers guaranteed delivery at 1.54
Mbps
T3
 an international telephone standard for digital
communication that offers guaranteed delivery at 45
Mbps
Satellite
bulk transfers at variable rates (250 Kbps–1 Mbps)
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Intranets and Extranets
Intranet (Internal network)
A TCP/IP network located within a single
organization for purposes of communications and
information processing. e.g. Intranet of CIIT
Extranet (external network)
Formed when firms permit outsiders to access their
internal TCP/IP networks. e.g. General Motors permits
parts suppliers to gain access to GM’s intranet
Note:
Intranets and extranets generally do not involve commercial
transactions in a marketplace, however, extranets supports certain
types of B2B exchanges
1-
Who Governs the Internet?
Promoters of internet claim that no one governs internet as it is
public domain and inherently above and beyond the law. However,
there are certain organization that influence Internet and monitor
its operations such as :
Internet ArchitectureBoard (IAB)
Internet Corporation for Assigned Names and
Numbers (ICANN)
Internet Engineering Steering Group (IESG)
Internet Engineering Task Force (IETF)
Internet Society (ISOC)
World Wide Web Consortium (W3C)
International Telecommunications Union (ITU)
1-
Limitations of current Internet Infrastructure
Bandwidth limitations: Backbone, MAN,CAN & last-mile
Quality of service limitations
Latency : delays in messages caused by the uneven flow of
information packets through the network.
“best-effort” quality of service (QoS), which makes no
guarantees about when or whether data will be delivered,
Network architecture limitations
Downloading same music by thousands of clients slows down network
performance as the same music track is sent out a thousand times to
clients that might be located in the same metropolitan area
Language development limitations
HTML, the language of Web pages, is fine for text and simple graphics,
but poor at defining and communicating “rich documents,” such as
databases, business documents, or graphics.
Wired Internet limitations
Copper cables use a old technology, and fiber-optic cable is expensive
to place underground. The wired nature of the Internet restricts mobility
of users as compared to wifi.
1-
The Internet2® Project
 Consortium of 200+ universities, government agencies, and
private businesses collaborating to find ways to make the Internet
more efficient, faster, reliable and affordable.
 GigaPoP : a regional Gigabit Point of Presence, or point of access to the

Internet2 network, that supports at least one gigabit (1 billion bits) per
second information transfer
Primary goals:
 Create leading edge very-high speed network for national
research community
 Enable revolutionary Internet applications
 Ensure rapid transfer of new network services and applications to
broader Internet community
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The Larger Internet II Technology Environment:
GENI Initiative
Global Environment for Networking Innovations (GENI) Initiative
to develop new core functionality for the Internet, including new
naming, addressing and identity architectures;
enhanced capabilities, including additional security architecture
and a design that supports high availability;
new Internet services and applications
Proposed by NSF
to develop new core functionality for Internet
Most significant private initiatives (Fiber-Optic and Wireless)
Fiber optics is concerned with the first mile or backbone Internet
services that carry bulk traffic long distances.
Wireless Internet is concerned with the last mile from the larger Internet
to the user’s cell phone or laptop. Mobile wireless Internet services
1-
Fiber Optics and the Bandwidth Explosion in the
First Mile
“First mile”:
Backbone Internet services that carry bulk traffic over
long distances
Older transmission lines being replaced with fiber-optic
cable
Much of fiber-optic cable laid in United States is “dark”,
but represents a vast digital highway that can be utilized in
the future
◦ Photonic technologies expand capacity of existing fiber
lines
1-
Optical Fiber
1-
Optical Fiber
Source: Adapted from Panko, Raymond, Business Data Communications and Networking (3 rd ed.), Upper Saddle
River, NJ: Prentice-Hall, 2001, p. 278.
1-
Mobile Wireless Internet Access: The Last Mile:
“Last mile”:
From Internet backbone to user’s computer, cell
phone, PDA, etc.
Two different basic types of wireless Internet
access:
1. Telephone-based (mobile phones,
smartphones)
2. Computer network-based
1-
Telephone-based Wireless Internet Access
Evolution:
(1-G) The first generation of cellular networks were analog-based.
(2G) Second generation cellular networks
Relatively slow circuit-switched digital network that can transmit
data at about 10 Kbps
(2.5G) network interim cellular network
that provides speeds of 60–144 Kbps using General Packet Radio
Services (GPRS)
GPRS (General Packet Radio Services) : next generation
technology carries data in packets, just like the Internet, but over
radio frequencies that make wireless communication possible.
(3G) Third generation cellular network new generation of cellular
phone standards that can connect users to the Web at 2.4 Mbps
1-
Telephone-based Wireless Internet Access
Competing 3G standards
GSM (Global System for Mobile Communications) mobile
communications system widely used in Europe and Asia that uses
narrowband Time Division Multiple Access (TDMA)
CDMA (Code Division Multiple Access) mobile communications
system widely used in the United States that uses the full spectrum
of radio frequencies and digitally encrypts each call
(4 G) Fourth Generation: (LTE and WiMax )

Long Term Evolution:
True broadband cell phone provides up to 100 - 300 Mbps
WiMax
Alternative to LTE wide area network for cities provides 72
Mbps.
1-
Wireless Local Area Networks (WLANs)
Wi-Fi
High-speed, fixed broadband wireless LAN, different versions
for home and business market, limited range.
WiMax
 High-speed, medium range broadband wireless metropolitan
area network.
Bluetooth
 Low-speed, short range connection.
Ultra-Wideband (UWB)
 Low power, short-range high bandwidth network.
Zigbee
 Short-range, low-power wireless network technology for
remotely controlling digital devices.
1-
Wi-Fi Networks
1-
Benefits of Internet II Technologies
IP multicasting:
Enables efficient delivery of data to many locations on
a network
Latency solutions:
 diffserv (differentiated quality of service)
 Assigns different levels of priority to packets
depending on type of data being transmitted
Guaranteed service levels and lower error rates
 Ability, to purchase rights to move data, through
network at guaranteed speed, in return for higher fee
Declining costs
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IP multicasting:
1-
Development of 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
1-
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://www.comsats.edu.pk/Offices/Research.aspx
1-
Markup Languages
 Generalized Markup Language (GML)—1960s
 Standard Generalized Markup Language (SGML)
early GML,1986
 Hypertext Markup Language (HTML)
◦ Fixed set of predefined markup “tags” used to
format text
◦ Controls look and feel of Web pages
 eXtensible Markup Language (XML)
◦ New markup language specification developed by
W3C
◦ Designed to describe data and information
◦ Tags used are defined by user
1-
Web Servers and Web Clients
Web server software:
Enables a computer to deliver Web pages to clients
on networks that request this service by sending an
HTTP request
Apache and Microsoft IIS
Basic capabilities: security services, FTP, search
engine, data capture
Web server
Can refer to Web server software or physical server
Specialized servers: database servers, ad-servers,
etc.
Web client:
Any computing device attached to the Internet that is
capable of making HTTP requests and displaying
HTML pages
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Web Browsers
 Primary purpose to display Web pages
 Internet Explorer (67%) and Firefox (23%) dominate the
market
 Other browsers include:
◦ Netscape
◦ Opera
◦ Safari (for Apple)
◦ Google’s Chrome
1-
The Internet and Web: Features
Internet and Web features on which the foundations of e-
commerce are built include:
E-mail
Instant messaging
Search engines
Intelligent agents (bots)
Online forums and chat
Streaming media
Cookies
1-
E-mail
 Most used application of the Internet
 Uses series of protocols for transferring messages with
text and attachments (images, sound, video clips, etc.,)
from one Internet user to another
 Can be an effective marketing tool
 Spam a worsening problem
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Instant Messaging
 Displays words typed on a computer almost
instantly, and recipients can then respond
immediately in the same way
 Different proprietary systems offered by AOL, MSN,
Yahoo, and Google
 Meebo, Digsby: allow users to communicate across
platforms of messangers
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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
1-
How Google Works
1-
Intelligent Agents (Bots)
 Software programs that gather and/or filter
information on a specific topic and then provide a
list of results
◦ Search bot
◦ Shopping bot
◦ Web monitoring bot
◦ News bot
◦ Chatter bot
1-
Online Forums and Chat
 Online forum:
◦ AKA message board, bulletin board, discussion
group, board, or forum
◦ Web application that enables Internet users to
communicate with each other, 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
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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
1-
Cookies
 Smalltext 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
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Slide 3-40
Web 2.0 Features and Services
 Blogs
◦ Personal Web page that typically contains a

series of chronological entries by its author, and
links to related Web pages
 Really Simple Syndication (RSS)
◦ Program that allows users to have digital content
automatically sent to their computers over the
Internet
1-
 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
 New music and video services
◦ Videocasts: social sharing of videos
◦ Digital video on demand
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 Internet telephony (VOIP)
◦ Uses Voice Over Internet Protocol (VOIP) and
Internet’s packet-switched network to transmit voice
and other forms of audio communication over the
Internet
 Internet television (IPTV)
 Telepresence and video conferencing
1-
 Online software and Web services
◦ Web apps, widgets, and gadgets
◦ Digital software libraries, distributed storage
 M-commerce applications
◦ Beginning to take off
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Thank You

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CSC 330 E-Commerce

Ahmed Mumtaz Mustehsan

• Virtual Campus, CIIT

For Lecture Material/Slides Thanks to:

SOURCE: Adapted from Computer

Metropolitan Area Exchanges (MAEs), Network Access Points (NAPs)

 GigaPoP : a regional Gigabit Point of Presence, or point of access to the

(4 G) Fourth Generation: (LTE and WiMax )

1995: Microsoft Internet Explorer

◦ Personal Web page that typically contains a

◦ Audio presentation stored as an audio file and

◦ Allows user to easily add and edit content on Web

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