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Figure 3.2 Physical and network infrastructure components of the
Internet (Levels IV and III in Figure 3.1)
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
London Internet ExchangeLocated in Docklands area in East
LondonSecond large IX in Europe
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
How big is the Internet?Over 1 billion Internet users
worldwideHow big the infrastructure they accessing?Measured by
number of serversNumber of pages indexed by search engines2006: 9
billion pagesDec 2007:????
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Intranet and extranetIntranet: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
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Figure 3.5 The relationship between intranets, extranets and the
Internet
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Intranet applicationsUsed extensively for supporting sell-side
e-commerceAlso used for internal marketing communications
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Extranet applicationsUsed to provide online services which are
restricted to business customers
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Business benefits of extranetInformation sharingCost
reductionOrder processing and distributionCustomer service
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Premier Dell.com
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Use of extranet on global basis
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
FirewallsA specialized software mounted on a separate server at
the point where the company is connected to the InternetUse to
protect information on the company
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Figure 3.6 Firewall positions within the e-business
infrastructure of the B2B company
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Figure 3.7 Information exchange between a web browser and web
server
Slide 3.*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 InternetWeb browsers a method of
accessing and viewing information stored as web documentsWeb
servers store and present the web pages
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
World Wide WebBased on standard document formats such as
HTMLOffers hyperlinkSupports a wide range of formattingCan
integrate graphics and animationsMake interactions possible
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Web 2.0It isnt a new web standardJust an evolution of
technologies and communication approachesSome main
characteristics:Web services or interactive applications hosted on
the WebAd funding of neutral sitesEncouraging creation of
user-generated contentEnabling rating of content
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Internet toolsE-mailInstant messaging (IM) and Internet Relay
Chat (IRC)Usenet newsgroupsFTP file transferTelnetBlogsRSS (Really
Simple Syndication)World Wide WebIPTVBitTorrent
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Blogs
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
RSSAn Internet standard for publishing and exchanging content
using XMLContent can be published on a site that originates from
another siteNew method of distributing messages to subscribers
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
RSS
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
RSS feeds
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
VOIPVoice data is transferred across the Internet it enables
phone calls to be made over the InternetPeer-to-peerHosted
serviceComplete replacement of all telephone systemsUpgrading
telephone systems
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Figure 3.8 The TCP/IP protocol
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
URLS and domain namesWeb addresses are structured in a standard
way as follows:http://www.domain-name.extension/filename.htmlWhat
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
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
HTML and XMLHTML (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.
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
XML exampleProduct>
118003-008
140141-002EACompaq2
US
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Media standardsGIF (Graphics Interchange Format) A graphics
format and compression algorithm best used for simple graphicsJPEG
(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 formatVideo
standards include MPEG and .AVISound standards include MP3 and
WMA
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Who controls the Internet?ICANNThe 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
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
Internet service providers (ISP)ISP connection methodSpeed of
accessAvailabilityService-level agreementsSecurity
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Figure 3.11 Differing use of applications at levels of
management within companies
Slide 3.*Dave Chaffey, E-Business and E-Commerce Management, 3rd
Edition Marketing Insights Ltd 2007
New access devicesMobile access devicesWi-Fi mobile
accessBluetoothNext-generation mobile servicesInteractive digital
television
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Figure 3.13 Mobile access technologies
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Figure 3.14 Components of an interactive digital TV system
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