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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

CHAPTER 3E-BUSINESS INFRASTRUCTURE

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Learning outcomes Outline the hardware and software

technologies used to build an e-business infrastructure within an organisation and with its partners

Outline the hardware and software requirements necessary to enable employee access to the Internet and hosting ofe-commerce services.

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

E-business infrastructure The architecture of hardware, software.

Content and data used to deliver e-business services to employees, customers and partners

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Typical problems Web site communications too slow. Web site not available. Bugs on site through pages being

unavailable or information typed in forms not being executed.

Ordered products not delivered on time. E-mails not replied to. Customers’ privacy or trust is broken

through security problems such as credit cards being stolen or addresses sold to other companies.

Figure 3.1 A five-layer model of e-business infrastructure

Table 3.1 Key management issues of e-business infrastructure

Table 3.1 Key management issues of e-business infrastructure (Continued)

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

What is the Internet?

“The Internet, sometimes called simply "the Net," is a worldwide system of computer networks - a network of networks in which users at any one computer can, if they have permission, get information from any other computer”

-whatis.com

“A global network connecting millions of computers. More than 100 countries are linked into exchanges of data, news and opinions.

-webopedia.com

“is logically linked together by a globally unique address space based on the Internet Protocol (IP) or its subsequent extensions/follow-ons”

-FNC

Figure 3.2 Physical and network infrastructure components of the Internet(Levels IV and III in Figure 3.1)

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

London Internet Exchange

•Located in Docklands area in East London

•Second large IX in Europe

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Malaysia and Internet

Internet Usage Statistics:13,528,200 Internet users as of Sept/2006, 47.8% of the population, according to M.C.M.C.

Malaysia Internet Exchange (MyIX) Established in November, 2003 Launched on 15th December 2006 3 nodes connected in AIMS, NCC and TPM Jaring

Table 3.2 Six stages of advances in the dissemination of information

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Clay tablets Guternberg Press

Figure 3.3 A five-layer model of e-business infrastructure

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

How big is the Internet?

Over 1 billion Internet users worldwide How big the infrastructure they

accessing? Measured by number of servers Number of pages indexed by search

engines 2006: 9 billion pages Dec 2007:????

Figure 3.4 The Netcraft index of number of serversSource: Netcraft Web Server Survey. http://news.netcraft.com/archives/web server survey.html. Netcraft, http://netcraft.com

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Intranet and extranet

Intranet: A private network within a single company

using Internet standards to enable employees to share information

Extranet: Formed by extending an intranet beyond a

company to customers, suppliers and collaborators

Figure 3.5 The relationship between intranets, extranets and the Internet

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Intranet applications

Used extensively for supporting sell-side e-commerce

Also used for internal marketing communications

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Extranet applications

Used to provide online services which are restricted to business customers

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Business benefits of extranet Information sharing Cost reduction Order processing and distribution Customer service

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Premier Dell.com

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Questions on extranet?

Are the levels of usage sufficient? Is it effective and efficient? Who has ownership of the extranet? What are the levels of service quality? Is the quality of information adequate?

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Use of extranet on global basis

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Firewalls

A specialized software mounted on a separate server at the point where the company is connected to the Internet

Use to protect information on the company

Figure 3.6 Firewall positions within the e-business infrastructure of theB2B company

Figure 3.7 Information exchange between a web browser and web server

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

What is the Internet?

World Wide Web – standard method for exchanging information on the Internet

Web browsers – a method of accessing and viewing information stored as web documents

Web servers – store and present the web pages

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World Wide Web

Based on standard document formats such as HTML Offers hyperlink Supports a wide range of formatting Can integrate graphics and animations Make interactions possible

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Web 2.0

It isn’t a new web standard Just an evolution of technologies and

communication approaches Some main characteristics:

Web services or interactive applications hosted on the Web

Ad funding of neutral sites Encouraging creation of user-generated

content Enabling rating of content

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del.icio.us

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Internet tools

E-mail Instant messaging (IM) and Internet Relay Chat

(IRC) Usenet newsgroups FTP file transfer Telnet Blogs RSS (Really Simple Syndication) World Wide Web IPTV BitTorrent

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Blogs

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RSS

An Internet standard for publishing and exchanging content using XML

Content can be published on a site that originates from another site

New method of distributing messages to subscribers

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RSS

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RSS feeds

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VOIP

Voice data is transferred across the Internet – it enables phone calls to be made over the Internet Peer-to-peer Hosted service Complete replacement of all telephone

systems Upgrading telephone systems

Figure 3.8 The TCP/IP protocol

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URLS and domain names Web addresses are structured in a standard way as

follows: http://www.domain-name.extension/filename.html What do the following extensions or global top level domains

stand for? .com .co.uk, .uk.com .org or .org.uk .gov .edu, .ac.uk .int .net .biz .info

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HTML and XML HTML (Hypertext Markup Language)

A standard format used to define the text and layout of web pages. HTML files usually have the extension .HTML or .HTM.

XML or eXtensible Markup Language A standard for transferring structured

data, unlike HTML which is purely presentational.

Figure 3.9 Home page index.html for The B2B Company in a web browser showing HTML source in text editor

Figure 3.10 (a) Fragmented applications infrastructure, (b) integrated applications infrastructureSource: Adapted from Hasselbring (2000)

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XML exampleProduct><Action Value5”Delete”/><ProductID>118003-008</ProductID></Product><Product Type5”Good” SchemaCategoryRef5”C43171801”><ProductID>140141-002</ProductID><UOM><UOMCoded>EA</UOMCoded></UOM><Manufacturer>Compaq</Manufacturer><LeadTime>2</LeadTime><CountryOfOrigin><Country><CountryCoded>US</CountryCoded></Country></CountryOfOrigin>

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Media standards GIF (Graphics Interchange Format) A graphics

format and compression algorithm best used for simple graphics

JPEG (Joint Photographics Experts Group) A graphics format and compression algorithm best used for photographs

Streaming media. Sound and video that can be experienced within a web browser before the whole clip is downloaded e.g. Real Networks .rm format

Video standards include MPEG and .AVI Sound standards include MP3 and WMA

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Who controls the Internet?

ICANN The Internet Society (www.isoc.org) The Internet Engineering Task Force

(IETF) The World Wide Web Consortium (

www.w3.org) Telecommunications Information

Networking Architecture Consortium TINA-C

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Managing e-business infrastructure Layer II – Systems software

Standardization throughout organization Layer III – Transport or network

Based on internal company network Laver IV – Storage

Based on company needs

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Dave Chaffey, E-Business and E-Commerce Management, 3rd Edition © Marketing Insights Ltd 2007

Internet service providers (ISP) ISP connection method Speed of access Availability Service-level agreements Security

Figure 3.11 Differing use of applications at levels of management within companies

Figure 3.12 Elements of e-business infrastructure that require management

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New access devices

Mobile access devices Wi-Fi mobile access Bluetooth Next-generation mobile services Interactive digital television

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Bluetooth

Figure 3.13 Mobile access technologies

Figure 3.14 Components of an interactive digital TV system