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An Introduction

to
Internet Banking

Milos Kovacevic, milos@grf.bg.ac.yu


Nikola Klem, klem@grf.bg.ac.yu
Veljko Milutinovic, vm@etf.bg.ac.yu
University of Belgrade, Yugoslavia
Presentation Outline

 Introduction to E-Banking

 Internet bank demo – customer’s point of view

 Security issues

 Setting up an Internet bank channel

 Internet bank demo – small community bank

 Searching for financial information on the Web

 Conclusions

An Introduction to Internet Banking SSGRR 2001 2 of 110


Introduction to E-Banking

The basis
Introduction to E-Banking

 Introduction to E-Business

 What is E-Bank

 Why to do E-Banking

 Some facts about E-Banking

An Introduction to Internet Banking SSGRR 2001 4 of 110


Introduction to E-Business

 We are living in the connected world!

An Introduction to Internet Banking SSGRR 2001 5 of 110


Introduction to E-Business

 It’s Monday. You have to:

 Reserve airplane tickets for your vacation

 Buy gifts for your child’s birthday

 Pay bills for the current month (electricity, telephone …)

 Check the bank account information

 Inform relatives about family gathering next weekend

 Thanks to the development of E-Business, you can do all of the above


;;;;from your home or even from the car!

An Introduction to Internet Banking SSGRR 2001 6 of 110


Introduction to E-Business

 The transformation of key business processes through the use


of of Internet and related technologies (IBM Corporation)

 B-to-B (Business to Business)  B-to-C (Business to Customer)

An Introduction to Internet Banking SSGRR 2001 7 of 110


European E-Business momentum

An Introduction to Internet Banking SSGRR 2001 8 of 110


European E-Business momentum

An Introduction to Internet Banking SSGRR 2001 9 of 110


European E-Business momentum

An Introduction to Internet Banking SSGRR 2001 10 of 110


What is E-Bank?

 Traditional banking business assumes:


 customer desk at bank’s building
 working time from 8.00 am to 19.00 pm

 Customers have :
Collision!
 their job during the day
 family activities after job

An Introduction to Internet Banking SSGRR 2001 11 of 110


What is E-Bank

 E-Bank is transforming banking business into E-Business


thru utilizing various E-Channels
 E-Channels are:
 Internet
 WAP based mobile network
 Automated telephone
 ATM network
 SMS and FAX messaging
 Multipurpose information kiosks
 Web TV and others …

An Introduction to Internet Banking SSGRR 2001 12 of 110


What is E-Bank?

 E-Banking business assumes:


 E-Channels enable financial transactions from anywhere
 working time is non-stop

 Customer requests are:


Perfect match!
 non-stop working time
 using services from anywhere

An Introduction to Internet Banking SSGRR 2001 13 of 110


Why to do E-Banking

 Possibility to extend your market (even out of country)


 Possibility to process more financial transactions
 Possibility to lower your transaction cost

An Introduction to Internet Banking SSGRR 2001 14 of 110


Some facts about E-Banking in Europe

An Introduction to Internet Banking SSGRR 2001 15 of 110


Some facts about E-Banking in Europe

An Introduction to Internet Banking SSGRR 2001 16 of 110


Some facts about E-Banking in Europe

An Introduction to Internet Banking SSGRR 2001 17 of 110


Some facts about E-Banking in Europe

An Introduction to Internet Banking SSGRR 2001 18 of 110


Some facts about E-Banking in USA

An Introduction to Internet Banking SSGRR 2001 19 of 110


Some facts about E-Banking in USA

An Introduction to Internet Banking SSGRR 2001 20 of 110


Internet Banking

 Using Internet as an E-Channel makes financial services


a;available to wide population

 WWW service

 In this tutorial we shall focus


o;on Internet Banking

An Introduction to Internet Banking SSGRR 2001 21 of 110


Internet Bank Demo

Customer’s point of view


Internet Bank Demo
customer’s point of view

 What customer needs for online bank access

 Equifax demo primer

An Introduction to Internet Banking SSGRR 2001 23 of 110


Customer should have a …

 Standard PC with Internet access

 Internet browser that supports SSL and,

 Money …

An Introduction to Internet Banking SSGRR 2001 24 of 110


Equifax demo primer

 Here goes presentation of Equifax demo primer


for their Internet bank solution

 The aim is to show how an online bank looks like


from the customer’s point of view

 Presentation will be done thru Internet Explorer


and with cached HTML pages

An Introduction to Internet Banking SSGRR 2001 25 of 110


Security Issues

How security works in Internet communications


Security issues

 What are the security problems in Internet communication

 Cryptography basics

 How digital signatures and certificates work?

 Secure Sockets Layer protocol

 Internet browsers and security

 Useful links to visit

An Introduction to Internet Banking SSGRR 2001 27 of 110


Security problem

 Spoofing “How can I reassure customers who come to my site that


they are doing business with me, not with a fake set up to steal their
credit card numbers?”

 Eavesdropping “How can I be certain that my customers’ account


number information is not accessible to online eavesdroppers when they
enter into a secure transaction on the Web?”

 Data alteration “How can I be certain that my personal information is


not altered by online eavesdroppers when they enter into a secure
transaction on the Web?”

An Introduction to Internet Banking SSGRR 2001 28 of 110


What do we have to achieve

 Authentication – no spoofing

 Privacy – no eavesdropping

 Data integrity – no data alteration

 Non-repudiation – no claiming of user action

An Introduction to Internet Banking SSGRR 2001 29 of 110


Solutions are . . .

 Digital certificates for Web servers,


to provide authentication and data integrity

 Cryptography algorithms to provide privacy

 Secure Sockets Layer (SSL)


the basis for every e-business trust infrastructure

An Introduction to Internet Banking SSGRR 2001 30 of 110


Cryptography basis
 Cryptography provides privacy

ENCRYPTED
ENCRYPTION ALG. MESSAGE DECRYPTION ALG.
(CYPHERTEXT)

MESSAGE MESSAGE
(PLAINTEXT) (PLAINTEXT)

SENDER RECEIVER

KEYES.
 Symmetric approach
 Asymmetric approach
 Hybrid approach

An Introduction to Internet Banking SSGRR 2001 31 of 110


Symmetric approach
 Both sides use the same key for encryption and decryption

ENCRYPTED
SYMMETRIC KEY MESSAGE SYMMETRIC KEY
(CYPHERTEXT)

MESSAGE MESSAGE
(PLAINTEXT) (PLAINTEXT)

SENDER RECEIVER

 Convenient for bulk data encryption


(computationally faster then other methods)

 Examples: RSA RC4, DES, IDEA …

An Introduction to Internet Banking SSGRR 2001 32 of 110


Asymmetric approach
 Sender uses public key for encryption
receiver uses private key for decryption

ENCRYPTED
PUBLIC KEY MESSAGE PRIVATE KEY
(CYPHERTEXT)
MESSAGE MESSAGE
(PLAINTEXT) (PLAINTEXT)

SENDER RECEIVER

 Convenient for short data encryption


(computationally slower then other methods)

 Examples: RSA, Diffie-Hellman , ElGamal …

An Introduction to Internet Banking SSGRR 2001 33 of 110


Hybrid approach

 Using symmetric approach for data encryption

 Using asymmetric approach for passing the symmetric key

 Applied in SSL (Secure Sockets Layer)

An Introduction to Internet Banking SSGRR 2001 34 of 110


Key management problem

 Key distribution (in symmetric approach)

 Secure binding between public key and his owner


(in asymmetric approach)

Q1: “How can I be sure that the public key that my browser uses to send
account number information is in fact the right one for that Web site, and
not a bogus one?”

 Q2: “How can I reliably communicate my public keys to customers


so that they can rely on it to send me encrypted communications?”

An Introduction to Internet Banking SSGRR 2001 35 of 110


Digital Signatures

 To provide authentication and data integrity of electronic documents

 Creating message digest using one way hashing algorithm


(MD5, SHA …)
 Encrypting digest with private key

An Introduction to Internet Banking SSGRR 2001 36 of 110


Digital Signatures
Sender Receiver

HA
Message Msg* Digest’

HA DS*

Digest
Digest’
Public Key
Private key DS
Equal?

An Introduction to Internet Banking SSGRR 2001 37 of 110


Digital Certificates

 An electronic file that uniquely identifies


communication entities on the Internet

 Associates the name of an entity with its public key

 Issued and signed by CA (Certification Authority)

 Everybody trust CA, and


CA is responsible for entity name – public key binding

 Example CAs : VeriSign, Thawte, …

An Introduction to Internet Banking SSGRR 2001 38 of 110


Digital Certificates

How a X.509 Certificate Is Issued


1. Key Generation

2. Matching of Policy Information

3. Sending of Public Keys and


Information

4. Verification of Information

5. Certificate Creation

6. Sending/Posting of Certificate

7. The certificate is loaded onto an


individual's computer.

An Introduction to Internet Banking SSGRR 2001 39 of 110


Secure Sockets Layer

 Together with DC enables secure communication


over the TCP/IP network

 SSL session consists of two phases:


1. handshaking phase
2. data exchange phase

An Introduction to Internet Banking SSGRR 2001 40 of 110


SSL handshaking phase (simplified)

Client Server

List of supported
ciphers

Strongest cipher
supported + DC

SSK generated
and encrypted Encrypted SSK
with PK
Decrypts SSK with own
From now
SK and sends ack.
use SSK!

An Introduction to Internet Banking SSGRR 2001 41 of 110


SSL data exchange phase (simplified)

Client Server

Fragments msg.
into blocks (bytes) Msg. block MAC

Calculates MAC and


appends it to msg.
Decrypts data with
Encrypts data with SSK
SSK
Calculates new MAC
and verifies the old one

Reassembles the msg.

An Introduction to Internet Banking SSGRR 2001 42 of 110


Verification of DCs in user browser

An Introduction to Internet Banking SSGRR 2001 43 of 110


About SSL strength

 Two variants of SSL: 40-bit and 128-bit (refers to SSK length)

 According to RSA Labs it would take a trillion trillion years t;


…to crack 128-bit SSL using today’s technology!

 US export restrictions apply to issued digital certificates a;


;;and browser implementations (support for 128-bit SSL)

 From recently VeriSign is allowed to issue Global DCs


;;that work both in US and export versions of browsers;(128-bit SSL)

An Introduction to Internet Banking SSGRR 2001 44 of 110


Useful links to visit

 www.verisign.com , how to apply for DC, security related stuff

 www.thawte.com , how to apply for DC, security related stuff

An Introduction to Internet Banking SSGRR 2001 45 of 110


Setting up an Internet Bank Channel

Banker’s point of view


Setting up an Internet Bank Channel

 Internet bank architecture

 Planning phase in setup process

 Choosing strategic and technology partners

 Required tasks after initial introduction of new channel

An Introduction to Internet Banking SSGRR 2001 47 of 110


Internet bank architecture

Bank back office Internet front office


system system

Web server

Branch office
terminals
Security
subsystem

SSL connection
Internet
User

An Introduction to Internet Banking SSGRR 2001 48 of 110


In-house architecture (CustomerLink primer)

In-house Web Server


On Site
CustomerLink Server
On Site Core System
On Site

Security Firewall
On Site

Router  All components in the bank


On Site

Local Internet
POP

Internet

An Introduction to Internet Banking SSGRR 2001 49 of 110


Out-of-house architecture
(CustomerLink primer)

Synchronization

Web server CustomerLink Data transfer Core server


server server

Router

Firewall

Bank site
ASP (Equifax)
Internet

User 50 of 110
An Introduction to Internet Banking SSGRR 2001
Banking software architecture

 Before Internet revolution banking software systems


were dominantly of client-server type

data management
Server

business logic
Network
presentation logic

Client
Client
Client

An Introduction to Internet Banking SSGRR 2001 51 of 110


Banking software architecture

 In the Internet era banking software systems are n-tier (n>2)

Data management
Client
Presentation logic

Intranet Intranet

logic
Internet

Web server Aplication server Database server

Business
Client
logic

An Introduction to Internet Banking SSGRR 2001 52 of 110


Presentation logic

https = ssl+http

thin client web server

Java Server Pages/Servlets


Presentation logic forms HTML
Active Server Pages
and interacts with application tier
PHP …

An Introduction to Internet Banking SSGRR 2001 53 of 110


Application logic

Business objects, can be on a single


or multiple app. servers

Written in C/C++, Java(EJB), COBOL …

CORBA, DCOM, RMI

App. server
1 SQL thru JDBC/ODBC to data tier
4
Request for service 2
and data response Required data
3
An Introduction to Internet Banking SSGRR 2001 54 of 110
Planning phase in setup process

 What are the services to be installed?

 What services we (bank) could implement in-house?

 What services we could implement thru ASPs (out-of-house)?

 Who are technology partners?

An Introduction to Internet Banking SSGRR 2001 55 of 110


Application service providers

 ASP offers standardized packages of applications,


necessary infrastructure, and certain degree of service

 Main characteristics of ASPs is that they offer applications


that are already purchasable

 ASP > one-to-many solution


Classic IT outsourcing > one-to-one solution

An Introduction to Internet Banking SSGRR 2001 56 of 110


Application service providers – division

Vertical ASP

Horizontal ASP

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Application service providers – pros and cons

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Planning phase in setup process (revisited)

 Complexity of a problem:

 telecommunications infrastructure
 security
 multi-tier software infrastructure
 maintenance…

 We recommend using ASPs


for setting up new Internet channel
in the case of mid and small size banks!

 The biggest banks should reconsider


which services to delegate to ASPs

An Introduction to Internet Banking SSGRR 2001 59 of 110


Required services for Internet banking

 Services offered by ASPs:


 Online personal banking
(account information, transfers, deposits…)
 Online cash management for companies
 Bill payment
 Check payment
 Card payment solutions
 Insurance services
 Web presentation design
 Web presentation hosting
 Web presentation administration
 Security
 Testing of electronic business software
 Remote administration of bank’s servers …
An Introduction to Internet Banking SSGRR 2001 60 of 110
Choosing strategic and technology
partners

 Choosing the right ASP is the most important task


in setup procedure

 An ASP must:

 be an expert for Internet access


 have experience in electronic business
 have a secure and fault-tolerant local area network
 have a good software solution
 have well-educated IT staff accessible 24 hours, 365 days

An Introduction to Internet Banking SSGRR 2001 61 of 110


Choosing ASPs – the cost of downtime

An Introduction to Internet Banking SSGRR 2001 62 of 110


Choosing ASPs – personal banking,
cash management

 Equifax www.equifax.com www.efx-ebanking.com , CustomerLink

An Introduction to Internet Banking SSGRR 2001 63 of 110


Choosing ASPs – personal banking,
cash management

 Digital Insight, www.digitalinsight.com, AXIS

An Introduction to Internet Banking SSGRR 2001 64 of 110


Choosing ASPs – personal banking,
cash management

 Vifi, www.vifi.com, InternetBanker

An Introduction to Internet Banking SSGRR 2001 65 of 110


Choosing ASPs – bill payment

 CheckFree, www.checkfree.com

An Introduction to Internet Banking SSGRR 2001 66 of 110


Choosing ASPs – card payment
processing

 RS2 Software Group , www.rs2group.com, BankWorks

An Introduction to Internet Banking SSGRR 2001 67 of 110


Choosing ASPs – web hosting

 Digex , www.digex.com

An Introduction to Internet Banking SSGRR 2001 68 of 110


Choosing ASPs – web design for banking

 DiamondBullet , www.diamondbullet.com,
,,,,,,,,,,,,,,,,,,,,,,,,;www.bankingwebsites.com

An Introduction to Internet Banking SSGRR 2001 69 of 110


Required tasks after initial introduction of new
channel

 Education of bank’s staff

 Permanent marketing

 Obtaining information about competition and


potential customers (investors)

An Introduction to Internet Banking SSGRR 2001 70 of 110


Education of staff

 Studies show that education of bank staff in using Internet channel


is often incomplete

 Staff should provide answers to FAQ about using Internet channel to


their customers

 Conclusions deduced from incompetence of staff are:


 we do it (Internet banking) because all do it
 we do it but we don’t think it is important to us

 Education process can be done thru:


 courses after job
 by stimulating staff to use Internet Banking from home
(participating in PC purchase, obtaining discounts from local ISP)

An Introduction to Internet Banking SSGRR 2001 71 of 110


Permanent marketing

 We have a good solution for Internet banking


but number of online users is very low after initial setup
what’s wrong?

 The answer is: we need permanent marketing campaign!

 Customers who were not ready for new service


at the moment of the initial introduction
will be ready after few months

 Marketing cycles – to involve customers that became ready


in the meanwhile

 Key of success – enthusiasm, especially among management

An Introduction to Internet Banking SSGRR 2001 72 of 110


How to do marketing

 Spreading enthusiasm among staff

 Utilizing common media for advertising (professional agencies)

 Organizing education about Internet technologies


and new banking services among customers

 Agreements with local ISPs and resellers of PC equipment

An Introduction to Internet Banking SSGRR 2001 73 of 110


Education of customers

 Studies show that 7% of bank users are technically advanced


while 25% is open to new banking services
but they lack technical experience

An Introduction to Internet Banking SSGRR 2001 74 of 110


Education of customers

 In order to attract more online customers, bank should:

 organize courses for using PCs and Internet

 provide PC installations inside bank halls and rooms,


accessible to customers

 make agreements with local ISP to give discounts for


online bank customers

 organize periodical meetings where online customers


can exchange information about Internet banking services
and E-Business in general

An Introduction to Internet Banking SSGRR 2001 75 of 110


Monitoring activity on Internet channel

 In order to react fast we should gather information about channel use

 Different statistics should be made:

 number of visitors
 number of transactions
 which services are most/least used
 average time spend at Web site by common user

 Feedback support
(customer forms, e-mail for additional questions/services)

An Introduction to Internet Banking SSGRR 2001 76 of 110


Obtaining information about competition and
potential customers (investors)

 To be successful in every business (banking services)


you constantly need information about:

 competition
(what they offer, what are the complaints of their customers)

 potential customers

 Among other ways to find information


it is useful to monitor the Web and Web activity using search engines

An Introduction to Internet Banking SSGRR 2001 77 of 110


Internet Bank Demo

Small community bank


Internet Bank Demo

 Small community bank primer

 The Bank of Northern Michigan (BNM)

An Introduction to Internet Banking SSGRR 2001 79 of 110


BNM Profile

 Community bank from Petoskey, Michigan, USA


 Independent, full service financial institution
 More then 140 years of experience
 Strong customer-bank relationship
 Commitment to new banking technologies
 A FDIC member
 Contact addresses :
 Web www.bankofnorthernmichigan.com
 Email talktous@bankofnorthernmichigan.com

An Introduction to Internet Banking SSGRR 2001 80 of 110


BNM web presence

 BNM web site is created and maintained by ASP


 ASP is Diamond Bullet Design

An Introduction to Internet Banking SSGRR 2001 81 of 110


BNM online banking services

An Introduction to Internet Banking SSGRR 2001 82 of 110


Login to online bank

An Introduction to Internet Banking SSGRR 2001 83 of 110


Who is the real online bank provider?

 BNM uses Equifax as an ASP for online bank services


 www.efxibank.com/clkpcb/072414006/default1.asp

An Introduction to Internet Banking SSGRR 2001 84 of 110


Security is essential

 Customer session is established thru 128-bit SSL connection


 SSL between client browser and online bank ASP (Equifax)

An Introduction to Internet Banking SSGRR 2001 85 of 110


Security is essential

 Customer session is timed out after 10 minutes of inactivity

 Browser cache is disabled when working thru security connection

An Introduction to Internet Banking SSGRR 2001 86 of 110


Services …

An Introduction to Internet Banking SSGRR 2001 87 of 110


Services …

An Introduction to Internet Banking SSGRR 2001 88 of 110


Pay Bill option thru CheckFree

 Customers pay their bills thru CheckFree


 Online bank software redirects us automatically to
www.checkfree.com
An Introduction to Internet Banking SSGRR 2001 89 of 110
Front end system architecture

CheckFree
Other FSP

Equifax
Security border
Security border

Security border
The Bank of
?$ Web Hosting
Provider
Northern Michigan
www.bankofnorthernmichigan.com

Security border
Customer's PC
An Introduction to Internet Banking SSGRR 2001 90 of 110
Out-of-house architecture
(BNM)

Synchronization

Web server CustomerLink Data transfer Core server


server server

Router

Firewall

BNM
Equifax
Internet

User 91 of 110
An Introduction to Internet Banking SSGRR 2001
Distribution of services

 Web design Diamond Bullet Design

 Web hosting Local ISP

 Web administration Diamond Bullet Design

 Core online bank services Equifax

 Paying bills and e-bills CheckFree

An Introduction to Internet Banking SSGRR 2001 92 of 110


Searching for financial
information on the Web
A necessary step to be successful in banking
business
Searching the Web

 Importance of web search (WS) in banking business

 Searching services on the Web

 General search engines – how do they work?

 Searching financial data by using focused crawlers

 Useful links to visit

An Introduction to Internet Banking SSGRR 2001 94 of 110


Financial data on the Internet

 Huge amount of financial data publicly available on the Internet

 Among 660 largest companies from 22 countries (30 from each)


62% had some form of financial data on their Web sites
(IASC Report for 1999)

 The role of outsiders:

 DigiTRADE

 EDGAR
 Wall Street City.Com

 Yahoo! Finance

An Introduction to Internet Banking SSGRR 2001 95 of 110


Nature of the financial data on the Web

 Among others, we can find information about:

 Quarterly and annual financial reports


 Financial history
 SEC filings
 Stock quotes
 Press releases
 Information request forms
 Other shareholder information

An Introduction to Internet Banking SSGRR 2001 96 of 110


Importance of WS in banking business

 Internet Banking market is very dynamic

An Introduction to Internet Banking SSGRR 2001 97 of 110


Importance of WS in banking business

 To be successful in business we need information about:

 Potential customers

 Potential competitors

 A vast amount of information can be acquired


using search engines and monitoring interesting web sites

An Introduction to Internet Banking SSGRR 2001 98 of 110


Searching services on the Web

 We can generally search the Web


using three types of searching services:

 subject directories

 search engines that use


crawlers for collecting
data

 meta-crawlers

An Introduction to Internet Banking SSGRR 2001 99 of 110


Subject directories

 Links to web sites are collected


according to topics they treat

 Links are collected by humans who evaluate them

 Useful when searching about some topic in general

 Not effective when trying to find something specific

 Examples: Yahoo!, World Wide Web Virtual Library …

An Introduction to Internet Banking SSGRR 2001 100 of 110


Search engines

 They try to collect as many as possible pages from the Web


and store them locally for later keyword search

 Pages are collected by using crawlers (sw components)

 Good for search on specific query

 Result pages are sorted by relevancy

 Results can be out of date (currency problem)

 Examples: Google, Fast, AltaVista, Inktomi…

An Introduction to Internet Banking SSGRR 2001 101 of 110


Search engines – how do they work?
Html page
Search Crawler
Engine

Parser
Link
Indexer
URL queue

List of pages
Searcher

Word Index Query


+ URLs
An Introduction to Internet Banking SSGRR 2001 102 of 110
Meta-crawlers

 They utilize other search engines concurrently


by sending user’s query to them

 Good for queries about exotic topics

 Queries are simple because of different formats


;;;among search engines

 Examples: MetaCrawler, Dogpile, …

An Introduction to Internet Banking SSGRR 2001 103 of 110


Search engines – comparisons

 Estimated size of the Web as of 2000 – 7.4 billion documents


(source OCLC)

An Introduction to Internet Banking SSGRR 2001 104 of 110


Searching financial data by using focused
crawling

 Focused crawlers visit only topic-specific pages

I’ll go only this way


Banking Crawler

 Focused crawlers versus classic crawlers (solve currency problem)

standard focused

An Introduction to Internet Banking SSGRR 2001 105 of 110


Useful links to visit

 www.searchenginewatch.com , search engine comparisons

 www7.scu.edu.au/programme/fullpapers/1921/com1921.htm
the anatomy of the Google search engine

 http://www.streeteye.com/cgi-bin/allseeingeye.cgi ,
financial data meta-crawler
 www.moneysearch.com , finance specific directory search

 www.dailystocks.com , excellent financial portal for investors

 www.companysleuth.com , excellent financial portal for


investors

An Introduction to Internet Banking SSGRR 2001 106 of 110


Conclusions
Final words…

 Every bank should implement its Internet channel


(reduced cost of transaction, global connectivity )

An Introduction to Internet Banking SSGRR 2001 108 of 110


Final words…

 Small and mid-size banks could benefit using ASPs


;;;for different kind of services

 Choosing the right ASP


;;;is the most important step!

An Introduction to Internet Banking SSGRR 2001 109 of 110


Final picture

About some Internet myths


(from “European ECM momentum”, Maria Luisa Rodriguez, San Jose State University)

An Introduction to Internet Banking SSGRR 2001 110 of 110


An Introduction
to
Internet Banking

Milos Kovacevic, milos@grf.bg.ac.yu


Nikola Klem, klem@grf.bg.ac.yu
Veljko Milutinovic, vm@etf.bg.ac.yu
University of Belgrade, Yugoslavia
Evaluating important pages (links)

 Important metrics for evaluating pages(links) in searching process are:

 Back link count


IB(P)= number of links that point to P

 Page Rank

IR (P )  1  d  d *  IR (Ti ) /Ci
i
Ti – pages that point to P, Ci – num. of outgoing links
from Ti , d – dumping factor

 Location metric
IL(P)= F(u), u is link to P

An Introduction to Internet Banking SSGRR 2001 112 of 110


Evaluating important pages (links)

 Important metrics for evaluating pages(links) in searching process are:

 Forward link count


IF(P)= number of links that go from P

 Similarity to a driving query Q


IS(P,Q)= <w1,…,wn >P o <w1,…,wn >Q

wi=0 for ith word from the lexicon not in document, else
wi=f * idf, f – frequency of the ith word in the document
idf – inverse document frequency of the ith word

An Introduction to Internet Banking SSGRR 2001 113 of 110

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