INFO 3435 eCommerce

Teaching Objectives

3. eCommerce Infrastructure:
Internet, web and mobile platform

Alexander Nikov

Discuss the origins of the Internet.

Identify the key technology concepts behind the Internet.
Describe the role of Internet protocols and utility programs.
Explain the current structure of the Internet.
Explain the limitations of todays Internet.
Describe the potential capabilities of Internet II.
Explain how the World Wide Web works.
Describe how Internet and Web features and services
support eCommerce.
Explain the impact of mCommerce applications
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Outline
The Internet: Technology Background
1. The Internet: Technology Background

Internet

2. The Internet Today

Interconnected network of thousands of networks and millions of

computers

3. The Future Internet Infrastructure

Links businesses, educational institutions, government agencies, and

individuals

World Wide Web (Web)

4. The Web

One of the Internets most popular services

5. The Internet and the Web: Features and services

Provides access to around billions, possibly trillions, of Web pages

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Trends in eCommerce infrastructure 2013-2014

eCommerce infrastructure

Web application

E-commerce application

World Wide Web

Internet

Data communication network

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1.1. The Evolution of the Internet

1961The Present

Innovation Phase, 19641974

Creation of fundamental building blocks

Institutionalization Phase, 19751994

Large institutions provide funding and legitimization

Commercialization Phase,1995present
Private corporations take over, expand Internet backbone and
local service

1.2.1. Packet Switching

1.2. The Internet: Key Technology Concepts

Slices digital messages into packets

Defined by Federal Networking Commission

as network that:

Uses IP addressing

Supports TCP/IP

Provides services to users, in manner similar to telephone system

Sends packets along different communication paths as

they become available
Reassembles packets once they arrive at destination
Uses routers
Special purpose computers that interconnect the computer networks that make
up the Internet and route packets
Routing algorithms ensure packets take the best available path toward their
destination

Three important concepts:

1.

Packet switching

2.

TCP/IP communications protocol

3.

Client/server computing

Less expensive, wasteful than circuit-switching

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Packet switching

Packet Switching
Figure 3.3, Page 119

Message A

Objective:
Efficiently utilize
bandwidth

Packet A1

Packet A2

Packet A3

Packet A3

Packet

Packet

Packet A1

Packet

Open

Packet

Packet A2

Packet

Packet

Packet

Open

Open

Packet

Packet

Packet

Packet

Packet

Process
Break message into
packets
Transmit packets
independently
Multiple messages
share line
Reassemble message
at receiving end

Packet A1

Packet A2

Packet A3

Message A

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Packets and Internet Protocols

A messages packets can follow different paths

Router 1

Router 6

Router 5
Router 5
Router 5

Router 2

Router 7

Protocols are pieces of software that run on every node or computer and
allow every pair of computers to communicate directly without having to
know much about each other, except for the IP address

Protocols govern communication between peer processes on different

systems

Differing client browser and Web server

Protocols used in connection with the Internet include many functions

and the TCP/IP protocol suite

Router 8

Router 3

Router 4
Router 4

Router 9

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Packets and Internet Protocols

Packets and Internet Protocols

Protocols are pieces of software that run on every node or computer and
allow every pair of computers to communicate directly without having to
know much about each other, except for the IP address

Protocols are pieces of software that run on every node or computer and
allow every pair of computers to communicate directly without having to
know much about each other, except for the IP address

Protocols govern communication between peer processes on different

systems

Protocols govern communication between peer processes on different

systems

Differing client browser and Web server

Differing client browser and Web server

Protocols used in connection with the Internet include many functions

and the TCP/IP protocol suite

Protocols used in connection with the Internet include many functions

and the TCP/IP protocol suite

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1.2.2 TCP/IP

The TCP/IP Architecture and Protocol Suite

Transmission Control Protocol (TCP):

Establishes connections between sending and
receiving Web computers
Handles assembly of packets at point of
transmission, and reassembly at receiving end

Internet Protocol (IP):

Provides the Internets addressing scheme

Four TCP/IP Layers

1. Network Interface Layer
2. Internet Layer
3. Transport Layer
4. Application Layer

Figure 3.4,
Page 121

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The TCP/IP model.

OSI Reference Model

Application layer
The top two layers work with
the message.
Transport layer

Application Layer
Presentation Layer
Session Layer
Transport Layer
Network (Internet) Layer
Data Link Layer
Physical Layer

A seven-layer model that defines the basic network

functions

Internet layer
The bottom two layers work with
packets and control the network.

Each layer handles a different portion of the

communications process with specific network functions

Network access layer

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ISO 7-layer Model

OSI layer

Responsibilities
The top four layers work with the message.

Node A

Node B

Application

Layer 7
Application

Messages

Layer 7
Application

User applications
FTP, email, browser, etc.

Layer 6
Presentation

Messages

Layer 6
Presentation

Data translation
MIME, encryption, etc.

Layer 5
Session

Messages

Layer 5
Session

Session management
Dialog management, security

Layer 4
Transport

Messages

Layer 4
Transport

End-to-End control
Error correction (TCP)

Layer 3
Network

Packets

Layer 3
Network

Manages data transfer

Message routing (IP)

Layer 2
Data Link

Frames

Layer 2
Data Link

Link management
MAC, physical addressing

Level 1
Physical

Physical hardware
Media, signal transmission

Level 1
Physical

Bits on physical
medium

The Open
Systems
Interconnect
(OSI) model.

Provides a logical link between an application program and

the lower-level protocols.

Presentation Performs necessary data representation and/or syntax

conversions; e.g., encryption/decryption.
Session

Establishes, maintains, and terminates a connection.

Transport

Breaks the message into packets. Ensures error free, end-toend delivery of the complete message.

The bottom three layers work with packets and control the network.

A blueprint.

Network

Determines the best route for sending a packet from the

source node to the destination node.

Data-link

Formats a packet for transmission to the next node.

Physical

Interfaces with the physical communication medium.

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The application layer protocols support

application programs.

Application Layer

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Communicates with the actual application in use

Standards at the application layer specify how two application programs
should communicate
The main standard hypertext transfer protocol (HTTP)
Hypertext markup language (HTML) is a standard set of codes
representing text or graphics
The application layer is where the user begins to do something useful
Simple network management protocol (SNMP) is a protocol that controls
network devices at the application layer
Domain naming service (DNS) is software that converts IP addresses
into easy-to-remember names for the user

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From application program

Application layer

FTP

telnet

http

SMTP

POP

SNMP

Other

DNS

Transport layer
Internet layer
Network access layer
To transport layer

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The application layer FTP protocol adds a

header.

Some common application layer protocols.

Acronym
FTP
HTTP
POP
SMTP
SNMP
Telnet

Name
File transfer protocol

Function
Download a file from or upload a file to
another computer.
Hypertext transfer protocol Request and download a web page. HTTP is
the standard Web surfing protocol.
Post office protocol
Deliver accumulated mail from a mail server
to the recipient's computer.
Simple mail transfer
Send an e-mail message from the originator's
protocol
computer to the recipient's mail server.
Simple network
Monitor the activity of a network's hardware
management protocol
and software components.
Terminal emulation
Log into a remote computer. System operators
protocol
use telnet to remotely control a server.

FTP request

Application program

Application layer

FTP
header

FTP request

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Presentation and Session Layers

Transport Layer

Presentation Layer
The networks translator
Converts data into a format for network
transmission and converts incoming data into a
format the receiving application can understand
Session Layer
Facilitates a session between two parties to
communicate across a network
Keeps track of the status of the exchange and
ensures that only designated parties are allowed to
participate
Enforces security protocols
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Manages the transmission or flow of data between two computers or

across a network

Manages the data flow is by segmenting data into multiple packets

Acknowledges successful transmissions and requests retransmission if

packets are damaged or arrive in error

Breaks the connection when transmission ends

Standard for the transport layer is the transmission control protocol

(TCP)

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The next layer down is the transport layer.

TCP adds its own header.

From application layer

FTP request

Application program

Application layer
Transport layer

Other
transport
protocol

TCP

FTP
header

Application layer

FTP request

Internet layer
Transport layer
(each packet)

Network access layer

TCP
header

FTP
header

FTP request

To Internet layer

The transport layer usually uses the TCP protocol.

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Network (Internet) Layer

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The Internet layer uses the Internet protocol (IP)

Routes messages across multiple nodes

From transport layer
Application layer

Handles network congestion

Transport layer

Standard for routing packets is the Internet Protocol (IP)

Internet layer

IP

ARP

Network access layer

Resends lost packets automatically

To network access layer

Defines how data are subdivided into packets

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Data Link Layer

IP adds its own header.

The basement of the Internet

FTP request

Application program

FTP
header

Application layer

Transport layer
(each packet)

Internet layer
(each packet)

TCP
header

IP
header

TCP
header

FTP
header

FTP
header

Messages at the data link layer are called data frames the
basic unit of Internet traffic

FTP request

Another way of sending packets is over an Ethernet

Framing and error detection are handled automatically by
Ethernet hardware
Ethernet broadcasts a message to all the computers
linked to it, but only the computer with the right address
broadcasts an answer

FTP request

FTP request

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Physical Layer
FTP request

Application program

Lowest layer in the journey of a message from source to

destination

FTP
header

Application layer

Converts bits into signals for outgoing messages and

signals into bits for incoming messages

TCP
header

Transport layer
(each packet)

The network
access layer
adds another
header.

Internet layer
(each packet)

IP
header

TCP
header

FTP
header

FTP
header

FTP request

FTP request

FTP request

Network access
layer
Network
header

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IP
header

TCP
header

FTP
header

FTP request

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1.2.3 Internet (IP) Addresses

A Web sites address includes the name of the host computers link the
Web site resides on

Each host is identified by a unique host number (called an IP address)

and by a name that is easier to remember than the number

IPv4:
32-bit number

An IP address consists of 32 binary digits or bits (zeros and

ones)
Divide the 32 bits into 4 groups of 8 bits called a byte, or
octet

Four sets of separate numbers marked off by periods

201.61.186.227

Each octet represents a decimal value from 0 through 255

Class C address: Network identified by first three sets, computer

identified by last set

IP Address Arithmetic

Write the four decimal values separated by dots

IPv6:
128-bit addresses, able to handle up to 1 quadrillion addresses
(IPv4 can only handle 4 billion)

191.170.64.12 - computer friendly, but not human friendly

Every host on the Internet has a host number

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How to Pick a Domain Name

1.2.4 Domain Names, DNS, and URLs

Domain Name

IP address expressed in natural language

Domain Name System (DNS)

Allows numeric IP addresses to be expressed in natural
language

Uniform Resource Locator (URL)

Address used by Web browser to identify location of content on
the Web
E.g., http://www.azimuth-interactive.com/flash_test

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Pointer for picking domain names

If you sell bricks, pick a domain name containing a word like brick
Consider name length and ease of remembering the name
Hyphens to force search engines to see keywords in your domain
name
Make sure the domain name is easy for Web users to remember and
find
The domain name should suggest the nature of your product or
service
The domain name should serve as a trademark
The domain name should be free of legal conflicts

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How to Register a Domain Name

Check if the domain name you propose has been taken
www.FasterWhois.com
One of the most popular and reliable registration sites is
www.internic.net/alpha.html

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Pieces of the Internet puzzle:

names and addresses

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Host Naming
A host name is an Internet address consisting of text labels
separated by dots
Host name is people friendly
Host names used instead of IP addresses or host numbers

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Networks and Numbers

Zones and Domain Names

Host number divided into two parts

Network part - 2 octets
Local part - 2 octets
University of Virginia host number
191 . 170 . 64 . 12
network
part

local
part

All UVa addresses begin with 191 . 170

64 identifies a subnet at UVa
12 is the machine on the subnet

An Internet name is decoded from right to left

Zone name is the last (rightmost) part of a domain name preceded by a

dot, specifying the type of domain name

Zones are classified in two ways:

Three-letter zone names
Two-letter zone names

Domain name is a Web address that contains two or more word groups
separated by periods

www.virginia.com
.com

=> domain name

=> zone

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A domain name consists of two to four words

separated by dots.

edu
com

org
134

muohio

sbaserver1.sba.muohio.edu

134.53

The parts of a
domain name are
structured as a
hierarchy.

Top-level domain
Miami University domain
SBA sub-domain

sba

cas

134.53.40

134.53.54

Server within SBA sub-domain

Domain: a set of nodes administered as a unit.

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sbaserver1

sbadata

134.53.40.2

134.53.40.4

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Common Geographical Two-Letter Zone Names

Top-level domain names.

Domain
aero
biz
com
coop
edu
info
gov
mil
museum
name
net
org
pro

Signifies
Air-transport industry
Business organization
US commercial
Coooeratives
US educational
Unrestricted
US government
US military
Museums
Individuals
US network
US non-profit
Professionals

Domain
au
br
ca
cn
de
fi
fr
gb
in
it
jp
ru
za

Signifies
Australia
Brazil
Canada
China
Germany
Finland
France
Great Britian
India
Italy
Japan
Russia
South Africa
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A domain name and an IP address convey the

same information.

An IP address.

sbaserver1.sba.muohio.edu

134.53.40.2

134.53.40.2
Server within SBA domain
SBA domain
Miami University domain

Physical transmission requires IP address

Domain name system converts domain name to
equivalent IP address

Top-level domain

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TCP/IP address translation

Well-known port assignments

Port
5
20
21
23
25
79
80
110
119

DNS

Used for:
RJE (Remote Job Entry)
FTP (File Transfer Protocol) data
FTP (File Transfer Protocol) control
TELNET (Terminal emulator)
SMTP (Simple Mail Transfer Protocol)
FINGER (Given e-mail address, identify user)
HTTP (Hypertext Transfer Protocol)
POP3 (Post Office Protocol, Version 3)
NNTP (Network News Transfer Protocol)

domain name

Domain Name
System (DNS)

Domain name to IP

ARP
IP to MAC address

Map logical domain

name to physical
device.
MAC address

IP address

Address
Resolution
Protocol (ARP)

Final node
Not directly on Internet

Port: endpoint of a logical connection

MAC address
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1.2.5. Client/Server Computing

Routing Internet Messages: TCP/IP and

Packet Switching

Powerful personal computers (clients) connected in

network with one or more servers

Figure 3.5, Page 130

Servers perform common functions for the clients

Storing files
Software applications,
Access to printers, etc.

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Client/Server Basics
Client/server architecture is a versatile, message-based,
modular infrastructure intended to improve usability,
flexibility, interoperability, and scalability as compared to
centralized, mainframe, time-sharing computing

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Client/Server Network

Client/Server Networks

A server is simply a special-purpose computer designed to address a

clients requests

A client is any computer or workstation connected to the server within a

network

All programs or applications reside on the server

The client downloads software and/or data from the server

When the client finishes data may be uploaded back to the server

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Pros and Cons of Client/Server Network

The New Client: The Mobile Platform

Primary Internet access is now through:
Tablets
Supplementing PCs for mobile situations
Smartphones
Disruptive technology:
Shift in processors, operating systems
38% of all cell phones

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Cloud Computing
Firms and individuals obtain computing power and
software over Internet
Public, private, and hybrid clouds
Radically reduces costs of:
Building and operating Web sites
Infrastructure, IT support
Hardware, software
Risks: Organizations become dependent on outside
providers

1.3 Other Internet Protocols and Utility

Programs
Internet protocols
HTTP
E-mail: SMTP, POP3, IMAP
FTP, Telnet, SSL/TLS
Utility programs
Ping
Tracert

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Tracing the route a message takes on the Internet

Outline
1. The Internet: Technology Background

2. The Internet Today

3. The Future Internet Infrastructure
4. The Web
5. The Internet and the Web: Features and services

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The Internet Today

Internet growth has boomed without disruption because
it is based on:
Client/server computing model
Hourglass, layered architecture
Network Technology Substrate
Transport Services and Representation Standards
Middleware Services
Applications

The Hourglass
Model of the
Internet
Figure 3.11, Page 130

SOURCE: Adapted from Computer Science and

Telecommunications Board (CSTB), 2000.

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Internet Network Architecture

Figure 3.12, Page 131

2.1 Internet backbone

Backbone:

High-bandwidth fiber-optic cable networks

Private networks owned by a variety of NSPs
Bandwidth: 155 Mbps2.5 Gbps
Built-in redundancy

IXPs: Hubs where backbones intersect with regional and

local networks, and backbone owners connect with one
another
CANs: LANs operating within a single organization that
leases Internet access directly from regional or national
carrier

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Internet Basics

Network Components

The Internet is a network of networks

Network is any-to-any communications

Each station on the network has a unique address (much like a phone
number) called an IP address

Routers and switches forward traffic between network segments

Protocols are rules that govern the way a network operates:

How data travel in packets
How electrical signals represent data on a network cable

Network Interface Card

A card installed in a slot in the PC to allow communication between
the PC and other PCs in the LAN and beyond
To communicate over a telephone line the PC needs a modem, a
device that converts digital signals into analog format for outgoing
transmission and converts incoming messages from analog to digital
format for computer processing

Hubs and Switches

Hub is a piece of hardware that operates at the OSI physical layer
and acts as a connecting point
Switch is a piece of hardware that offers a direct connection to a
particular PC

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Network Components (cont'd)

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2.2 Internet Service Providers (ISPs)

Routers
A piece of hardware that operates at the OSI Internet layer, linking
the network into little chunks called network segments
Usually intelligent and evaluate the network traffic and can stop
local traffic from entering and causing congestion
Make intelligent path choices
Filter out packets that need not be received
Expensive and difficult to operate

Provide lowest level of service to individuals,

small businesses, some institutions
Types of service
Narrowband (dial-up)
Broadband
Digital Subscriber Line (DSL)

Gateways
A special-purpose computer that allows communication between
dissimilar systems on the network

Cable modem
T1 and T3
Satellite

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ISP service levels and bandwidth choices

Time to download a 10-MB file by

type of Internet service

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2.3 Intranets and Extranets

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What Is an Intranet?
An intranet delivers collaboration and coordination to
employees around the clock

Intranet
TCP/IP network located within a single organization for
communications and processing

Communication system designed by technical staff

A network of people, not of wired machines
Focus is the message, not the media

An organization-wide software and information

distribution system that applies Internet technology and
standards to a closed network within the organization
Normally runs in a client/server environment and a local
area network configuration
Separated from other networks by firewalls, a means
of preventing unauthorized access to the companys
internal data or leaks of sensitive company information

Extranet
Formed when firms permit outsiders to access their
internal TCP/IP networks

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Applications - Sales and Marketing

Applications - Human Resources

Employee handbook

Product information

Benefits information

Market research

Employee surveys

Prospecting

Internal/external recruiting

Managing sales contacts

Candidate screening

Sales training

Organization charts
Newsletters
Company calendar
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Applications - Accounting and Finance

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Applications - Manufacturing and Operations

Financial reports

Inventory control

Expense reports

Production schedules

Accounts receivable/payable processing

Quality assurance

Asset management

Part order/requisition system

Policies and procedures

Payroll

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Other Applications for Intranets (contd)

Other Applications for Intranets

Real-time broadcasting of news, including medical
information.
Document management to minimize unnecessary
paperwork and waste of paper.
Customized application modules like a travel or document
library.
Complete e-mail for interoffice and intraoffice
communication.
Internal company office circulars can be routed
electronically.
Bulletin board service.

Real-time chat service that electronically logs all data for record keeping.

Complete company staff, operations, and organizational chart

directories.

Channel for confidential exchange of data for electronic funds transfers

(EFTs) and checks.

A daily to-do list and assignments from a central desk to all connected
desks.

Foreign news and financial data broadcasting (running ticker) from direct
feeds.

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Does Every Company Need an Intranet?

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Extranets and SCM

A company needs an intranet for the following reasons:

When it has a large pool of information to share among

hundreds of employees
Intranets are cheap, robust, and fast. Any employee with
access to an intranet can disseminate and publish information
Intranets operate across platforms
Information is available 24/7 to all employees at the click of a
mouse
Information available on an intranet can be updated quickly

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Intranets are localized within a firm and move data quicker

than the more widely distributed extranets
Extranets are already the backbone of the e-business
future
Extranet designers at each participating company must
collaborate to make sure there is a common interface with
the company they are dealing with
The overall connectivity represents supply chain
management
Extranet-SCM and Enterprise Resource Planning (ERP)
ERP facilitates integration of company-wide information systems
with the potential to go across companies
The Internet allows linking the Web sites to back-end systems like
ERP, offering connections to a host of external parties like vendors
and suppliers
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2.4 Who Governs the Internet?

Basic Extranet Layout

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Organizations that influence Internet and monitor its

operations include:
Internet Corporation for Assigned Names and
Numbers (ICANN)
Internet Assigned Numbers Authority (IANA)
Internet Engineering Task Force (IETF)
Internet Research Task Force (IRTF)
Internet Engineering Steering Group (IESG)
Internet Architecture Board (IAB)
Internet Society (ISOC)
Internet Governance Forum (IGF)
World Wide Web Consortium (W3C)
Internet Network Operators Groups (NOGs)

Limitations of current Internet

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Outline

Bandwidth limitations
Slow peak-hour service
Quality of service limitations
Latency
Network architecture limitations
Identical requests are processed individually
Wired Internet
Copper and expensive fiber-optic cables

1. The Internet: Technology Background

2. The Internet Today

3. The Future Internet Infrastructure

4. The Web
5. The Internet and the Web: Features and services

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Internet2 Project

The Internet2 Project

Consortium of 440+ institutions collaborating to facilitate
revolutionary Internet technologies
Primary goals:
Create leading-edge very-high speed network for
national research community
Enable revolutionary Internet applications
Distributed and collaborative computing environments
for sciences, health, arts, and humanities initiatives

Limitations of current Internet

Bandwidth limitations
Quality of service limitations
Latency
Best effort QOS

Network architecture limitations

Language development limitations
HTML

Wired Internet limitations

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Internet2 100 GB network

The First Mile and the Last Mile

GENI Initiative
Proposed by NSF to develop new core functionality
for Internet
Most significant private initiatives
Fiber optic trunk-line bandwidth
First mile
Wireless Internet services
Last mile
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Fiber Optics and the Bandwidth Explosion

in the First Mile
First mile: Backbone Internet services that carry bulk
traffic over long distances
Fiber-optic cable: hundreds of glass strands that use
light to transmit data
Faster speeds and greater bandwidth
Thinner, lighter cables
Less interference
Better data security
Substantial investments in fiber optic by
telecommunications firms in last decade
Enable integrated phone, broadband access, video
services

Communication requires five elements.

Medium

Transmitter

Receiver

Message

Protocol: a set of rules for

transmitting a message.

Medium

Message
Information/content

Transmitter

Path or pipe

Receiver

Source or sender

Sink or destination

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Media Types

Connectivity

Cable
Physical wire
Twisted pair, coaxial, fiber optic
Wireless
No physical wire
Cellular, digital cellular, satellite

Ability to operate over a connection

Physical medium
Logical protocol

Line types
Baseband one signal at a time
Broadband simultaneous signals in parallel
Example cable TV

Cable can be baseband or broadband

Wireless can be baseband or broadband
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Network Cable Types

Plain old telephone service.

Network connectivity means:

Speed of data transfer
Network size
Ease of installation

Central office

Source

There are three types of cable

Twisted pair
Optical fiber
Coaxial
Wireless technology

Long distance
connection

The cloud is a common way

to visualize an infrastructure
Central office

Destination

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Twisted-Pair Cable

Fiber-Optic Cable

Two pairs of insulated wires twisted around each other, even enclosed in a
plastic sheath

The most commonly used type of networking cable in the

United States

Originally used to connect a telephone to a wall jack

Least expensive cable medium

Shielded and unshielded twisted pair

Unshielded twisted-pair (UTP) cabling does not have shielding against
electrical interference
Shielded twisted-pair (STP) cabling has an electrically grounded woven
copper mesh or aluminum foil wrapped around each twisted pair and
another metal mesh wrapped around a multiple bundle of wires to reduce
electromagnetic interference

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Uses light rather than voltage to carry data

Fiber enables digitized light signals to be transmitted more than 60 miles

without being amplified

Outperforms copper and coaxial media with fewer transmission losses,

lower interference, and higher bandwidth

Drawbacks are:
It is the most expensive of all network media types
Each segment that transmits incoming and receiving data must
contain an incoming cable and an outgoing cable
It requires highly skilled installers and special connectors

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Optical Fiber

Coaxial Cable

An early version of the way computers were connected to a network

The cable in cable TV

Has a copper core that is much thicker than twisted-pair cable, so it

allows higher data transmission rates over long distances

Transmits up to 10 Mbps for a distance of up to 500 meters

Main drawback is its inflexibility and low security

Source: Adapted from Panko, Raymond, Business Data Communications and Networking (3rd ed.), Upper Saddle River, NJ:
Prentice-Hall, 2001, p. 278.

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The Last Mile: Mobile Internet Access

Last mile: From Internet backbone to users computer,
smartphone, and so on
Two different basic types of wireless Internet access:
Telephone-based (mobile phones, smartphones)
Wireless local area network (WLAN)-based

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Wireless Technology

Data communication without physical attachments

Three types of wireless data transmission technology:

Wireless communication.

Microwave transmission is used to connect LANs in separate

buildings that must be within the line of sight of each other
Radio technology by radio frequency with no distance limitations
Infrared transmission operates at frequencies approaching the
speed of light

BaseHub
station

Radio tow er

Mobile switching center

Trunk

A lice
Telephone

Long distance
network

Both POTS and

wireless use the
same long distance
infrastructure.

Trunk

BaseHub
station
M obile sw itching center
Radio tow er

Bob
Telephone

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POTS and wireless are alternative access paths to

the long distance infrastructure.

POTS

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High-speed optical bandwidth standards

Wireless service

Long distance infrastructure

Cable and satellite Internet services use the same long

distance lines.
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Wireless Internet Access Telephone Technologies

The Last Mile Problem
Speed disparity
Local telephone line 56 Kbps
Long-distance line 40+ Mbps
Alternatives
Satellite 400 Kbps
DSL 1.44 Mbps
Cable 2-10 Mbps
Fiber optic cable up to 10 Gbps

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Wireless Internet Access Network Technologies

Wi-Fi Networks
Figure 3.16, Page 158

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Benefits of Internet access networks

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 right to move data through network at guaranteed
speed in return for higher fee

Declining costs

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Outline

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Development of the Web

19891991: Web invented

1. The Internet: Technology Background

Tim Berners-Lee at CERN

HTML, HTTP, Web server, Web browser

2. The Internet Today

1993: Mosaic Web browser w/GUI

3. The Future Internet Infrastructure

Andreesen and others at NCSA

Runs on Windows, Macintosh, or Unix

1994: Netscape Navigator, first commercial Web

browser

4. The Web

Andreessen, Jim Clark

5. The Internet and the Web: Features and services

1995: Microsoft Internet Explorer

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4.1 Hypertext

4.2 Markup Languages

Generalized Markup Language (GML)1960s

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

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
HTML5 the newest version

Example URL

eXtensible Markup Language (XML)

http://megacorp.com/content/features/082602.html

New markup language specification developed by W3C

Designed to describe data and information
Tags used are defined by user

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4.3 Web Servers and Clients

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4.4 Web Browsers

Web server software:

Primary purpose to display Web pages

Enables a computer to deliver Web pages to clients on networks that request this
service by sending an HTTP request
Apache and Microsoft IIS

Googles Chrome (62%), Firefox (24%), and Internet

Explorer (8%) dominate the market

Basic capabilities: security services, FTP, search engine, data capture

Other browsers include:

Safari (for Apple) 4%
Opera 2%

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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Source: http://www.w3schools.com/browsers/browsers_stats.asp, 29 Jan 2015

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Outline

The Internet and Web: Features

Internet and Web features on which the foundations of ecommerce are built include:
E-mail
Instant messaging
Search engines
Intelligent agents (bots)
Online forums and chat
Streaming media
Cookies

1. The Internet: Technology Background

2. The Internet Today
3. The Future Internet Infrastructure
4. The Web

5. The Internet and the Web: Features and services

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E-mail and the Intranet

5.1 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
Instant Messaging
Displays words typed on a computer almost
instantly, and recipients can then respond
immediately in the same way
Advanced IM systems include voice/video chat

E-mail is what intranets are best known for

4.1 billion email accounts worldwide
(Source: technology market research firm The Radicati Group 2015)

E-mail is becoming smarter: It now can direct specific messages to defined

folders and be a place to check voice, text, and fax messages
Intranets inherit Simple Mail Transport Protocol (SMTP) from the TCP/IP
suite to operate e-mail
E-mail is a potential threat for employers
Confidentiality breaches
Legal liability
Lost productivity
Damage to company reputation
Important for a firm to create an e-mail usage policy and make sure the
policy is actually implemented

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Spamming and Appropriate E-mail Use

Spamming is sending unwanted advertisements or literature
through e-mail or the Internet

Spamming and Appropriate E-mail Use (Contd)

Spamming is nearly impossible to eliminate, but solutions
exist:
Blacklist the sender; obtain a spammers address and
block any e-mail from that address
Accept e-mail only from a list of approved addresses
Look for signs of spam
Use anti-spam software

Companies have been overwhelmed by e-mail traffic, and

spam is out of control
Spot checks are no longer adequate
Trend is more toward systematic monitoring of e-mail traffic
using content-monitoring software

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5.2 Instant Messaging

Personal Guidelines to Avoid Spam

Sometimes the rapid response of e-mail is not fast enough

Instant messaging is one alternative medium

IM is an electronic communication system that involves immediate

correspondence between two or more users who are all online
simultaneously

Contact all organizations you belong to, schools, magazines you

subscribe to, airline frequent flyer programs, your long-distance
telephone carrier, and just about anyone who sends you a bill

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

As a last resort, contact your phone company and change your listing in
the phone book, or simply list your name with no address

Meebo, Digsby: allow users to communicate across platforms

Stop giving away your e-mail address

Do not unsubscribe, it only confirms your e-mail address is real

Write to the Direct Marketing Association and credit bureaus

Contact your credit card companies, credit union, and mortgage

companies and tell them not to release your name, address and similar
data

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Top US Search Engines for 2014

5.3 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

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How Google Works

5.4 Online Forums and Streaming Media

Figure 3.22, Page 180

Online forums:
Enable Internet users to communicate with one another,
although not in real time
Members visit online forum to check for new posts
Streaming Media
Enables music, video, and other large files to be sent to
users in chunks so that the file can play uninterrupted
Allows users to begin playing media files before file is
fully downloaded

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5.5 Cookies

5.6 Web 2.0 Features and Services

Small text files deposited by Web site on users

computer to store information about user, accessed
when user next visits Web site

Online Social Networks

Can help personalize Web site experience

Blogs

Services that support communication among networks of

friends, peers

Can pose privacy threat

Personal Web page of chronological entries

Really Simple Syndication (RSS)
Program that allows users to have digital content
automatically sent to their computers over the Internet

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Web 2.0 Features and Services

Web 2.0 Features and Services
Podcasting
Audio presentation stored as an audio file and available
for download from Web
Wikis

Internet telephony (VoIP)

Voice over Internet Protocol (VoIP) uses Internet to
transmit voice communication
Video conferencing, video chatting, and telepresence
Online software and Web services
Web apps, widgets, and gadgets

Allows user to easily add and edit content on Web page

New music and video services
Videocasts
Digital video on demand
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Intelligent Personal Assistants

Mobile Apps
Software that interacts with the user through voice
commands
Features
Natural language; conversational interface
Situational awareness
Interpret voice commands to interact with various
Web services
Examples: Siri, Google Now

Use of mobile apps has exploded

Almost 75% of online shoppers are mobile shoppers
as well

Increased use/purchasing from tablets

Platforms
iPhone/iPad (iOS), Android, Blackberry

App marketplaces
Google Play, Apples App Store, RIMs App World,
Windows Phone Marketplace
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