Slide 3.1 Dave Chaffey, E-Business and E-Commerce Management, 4 th Edition, © Marketing Insights Limited 2009 E-business infrastructure Chapter 3

Slide 3.1

Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009

E-business infrastructure

Chapter 3

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Learning outcomes

• Outline the hardware and software technologies used to build an e-business infrastructure within an organization and with its partners

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

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Management issues

• What are the practical risks to the organization of failure to manage e-commerce infrastructure adequately?

• How should staff access to the Internet be managed?

• How should we evaluate the relevance of web services and open source software?

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Activity – Internet infrastructure components

• Write down all the different types of hardware and software involved from when a user types in a web address such as www.google.com to the web site being loaded

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Activity 3.1 Infrastructure risk assessment

• Make a list of the potential problems for customers of an online retailer

• You should consider problems faced by users of e-business applications who are both internal and external to the organization

• Base your answer on problems you have experienced on a web site that can be related to network, hardware and software failures or problems with data quality

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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

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E-Commerce Infrastructure

• Articulate what e-commerce infrastructure include

• Are there any differences between a large organization and a small one?

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Figure 3.1 This model should not be viewed just from layered perspective

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Table 3.1 Key management issues of e-business infrastructure

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

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

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Figure 3.3 Example hosting provider Rackspace (www.rackspace.com)

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Figure 3.4 Timeline of major developments in the use of the web

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Figure 3.5 The Netcraft index of number of serversSource: Netcraft web Server Survey. http://news.netcraft.com/archives/web_server_survey.html. Netcraft

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Case Study Innovation at Google

Read the Google case on pages 115-116

– Answer the questions on page 116

– What is AdWords? How does it work?

– What is AdSense? How does it work?

– How does Google make money? • http://investor.google.com/fin_data.html

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Intranet and Extranet Applications

What applications can an Intranet support?

What applications can an extranet support?

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Figure 3.6 Firewall positions within the e-business infrastructure of the B2B company

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Activity – a common problem with intranets and extranets

• A B2B Company has found that after an initial surge of interest in its intranet and extranet, usage has declined dramatically. The e-business manager wants to achieve these aims:– Increase usage– Produce more dynamic content– Encouraging more clients to order (extranet)– What would you suggest?

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Suggested answers

• Identify benefits

• Involve staff with development

• Find system sponsors, owners and advocates

• Training

• Keep content fresh, relevant and where possible, fun

• Use e-mail to encourage usage

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Web Technology

• Browser

• Server

• Interactive between a browser and a server P. 125, Fig. 3.7

• Box.3.2 pp. 126-127 Web Server Log

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Figure 3.8 Transaction log file example

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Figure 3.9 Browsershots (www.browsershots.org) – a service for testing cross-browser compatibility

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Internet Applications

• Atomisation concept

• Widget

• Blogs

• Feeds

• IPTV

• Peer-to-peer

• Social networks

• Tagging

• VOIP

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Internet Applications

• How are the tools mentioned in the last slide relevant to e-commerce?

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Figure 3.11 Personalized feed home page from iGoogle (www.igoogle.com)

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Figure 3.12 Joost service

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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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Box 3.3. Identify URL components: http://video.google.co.uk:80/videoplay?

docid=-7246927612831078230&hl=en#00h02m30s

• Protocol• Host or hostname• Subdomain• Domain name• Top-level domain or TLD• Second-level domain (SLD)• The port • The path • URL parameter • Anchor or fragment

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How does DNS service work?

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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

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Figure 3.13 The TCP/IP protocol

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Semantic Web

• Interrelated content with defined meaning, enabling better exchange of information between computers and between peoples and computers

• Example-Mini Case Study 3.3. pp. 149-151

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Figure 3.15 Architecture of semantic web system used at Electricite de France

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Internet Governance

Net Neutrality Principle

• What it is

• Should it be upheld?

• What two forces are threatening net neutrality?

• What’s your opinion on this matter?

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Internet Governance

• Internet Corp. for assigning names and numbers-http://www.icann.org

• What is the equivalency in Canada?– http://www.cira.ca/home-en/?lang=en

• Internet Society-www.isoc.org

• Internet Engineering Force—www.ietf.org

• WWW Consortium-www.w3.org

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Open Source vs. Commercial

• Read and discuss p.157 Activity 3.4

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Managing e-business Infrastructure

• What to manage?

• What are the main challenges

• Mini Case Study 3.4 Twitter– How does twitter make money or not make

money?

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Managing HW/OS Infrastructure

• Client and server machines

• OS

• Networks

• Storage

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Managing I-Services and Hosting Providers

Key issues

• Connection methods

• Service quality and prices

• Speed of access– How slow is slow? P.162 box 3.6

• Shared or dedicated hardware and bandwidth

• Availability

• Service level agreement

• Security

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Managing Application Infrastructures

• This primarily concerns delivering the right applications to all users of e-business services

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Figure 3.17 (a) Fragmented applications infrastructureSource: Adapted from Hasselbring (2000)

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Figure 3.17 (b) integrated applications infrastructure (Continued)Source: Adapted from Hasselbring (2000)

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Figure 3.18 Differing use of applications at levels of management within companies

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Figure 3.19 Elements of e-business infrastructure that require management

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Web Services, SaaS, and SOA

• Web Services—applications are provided though internet but not necessarily on the same machine or the same network

• SaaS—applications are licensed to customers for use as a service on demand

• What are the challenges for SaaS?

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• What is cloud computing?

• What is virtualization?– Benefits– Challenges– Mini Case Study 3.5, p. 173

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• What is SOA?

• A collection of services that communicate with each other as part of a distributed system

• The motive is to develop applications that are independent of hardware, OS, language, etc.

• Case Study 3.2, pp. 174-175

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Figure 3.20 Google apps (www.google.com/apps)

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Figure 3.21 Salesforce.com (www.salesforce.com)

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M-Commerce

• What is m-commerce?

• What are its advantages?

• What are its limits?

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M-Commerce

• Mobile phone Technologies

• Ref. p.178, Table 3.6

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M-Commerce

• Mobile phone Technologies– Ref. p.178, Table 3.6

• Mobile phone user market– http://www.cwta.ca/CWTASite/english/index.html– http://www.marketingcharts.com/direct/us-catches-up-with-wester

n-europe-in-3g-mobile-device-adoption-5908/

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M-Commerce

Popular mobile applications– Short Message Services (SMS) applications– Wi-Fi mobile access– Bluetooth wireless applications

• Technology Convergence– Access device convergence– Delivery channel convergence– Supplier convergence

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M-Commerce

Strategies

• For portal and media sites, they may adopt embrace early or wait and see

• For B2C e-commerce sites, they may market, sell, and building the brand

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Next Class

Preview chapter 4

Read the Econsultancy interview on pages 196-198 and be prepared to discuss these questions– What’s their business model?– How did they plan to develop their business?– Do you think they have a good chance to

succeed?– What can we learn from the interview?

Documents

Slide 3.1 Dave Chaffey, E-Business and E-Commerce Management, 4 th Edition, © Marketing Insights Limited 2009 E-business infrastructure Chapter 3