E-commerce 2023-2024: Business, Technology, Society PDF

12/10/2024 E-commerce 2023–2024: business. technology. society. Learning Objectives Eighteenth Edition 3.1 Discuss the origins...

12/10/2024 E-commerce 2023–2024: business. technology. society. Learning Objectives Eighteenth Edition 3.1 Discuss the origins of, and the key technology concepts behind, the Internet. Chapter 3 3.2 Explain the current structure of the Internet. 3.3 Understand how the Web works. E-commerce Infrastructure 3.4 Describe how Internet and web features and services support e-commerce. 3.5 Understand the impact of mobile applications. © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 1 2 The Internet: Technology Background The Internet: Key Technology Concepts Internet Internet defined as network that: – Interconnected network of thousands of networks – Uses IP addressing and millions of computers – Supports TCP/IP – Links businesses, educational institutions, – Provides services to users, in manner similar to government agencies, and individuals telephone system World Wide Web (Web) Three important concepts: – One of the Internet’s most popular services – Packet switching – Provides access to billions, possibly trillions, of web – TCP/IP communications protocol pages – Client/server computing © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 3 4 Packet Switching Figure 3.3 Packet Switching Slices digital messages into packets Sends packets along different communication paths as they become available Reassembles packets once they arrive at destination Uses routers Less expensive, wasteful than circuit-switching © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 5 6 1  12/10/2024 TCP/IP Protocol Suite (1 of 2) TCP/IP Protocol Suite (2 of 2) Four TCP/IP layers Large family of protocols named after its most important – Network interface layer: members: TCP and IP  Places packets on and receives them from network Transmission Control Protocol (TCP) medium – Establishes connections among sending and receiving – Internet layer Web computers; handles assembly of packets at point of  Addresses, packages, and routes messages transmission, and reassembly at receiving end – Transport layer Internet Protocol (IP)  Communication with other protocols in TCP/IP suite – Provides addressing scheme; responsible for delivery of  TCP, UDP, and QUIC packets – Application layer Uniform Data Protocol (UDP)  Protocols used to provide user services or exchange – Provides alternative to TCP when error-checking, data correction functionality not necessary  BGP, HTTP, FTP, SMTP, etc. © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 7 8 Figure 3.4 The TCP/IP Architecture and Protocol Suite Internet (IP) Addresses IPv4 – 32-bit number – Four sets of numbers marked off by periods: 201.61.186.227 IPv6 – 128-bit addresses, able to handle up to 1 quadrillion addresses (IPv4 can handle only 4 billion) © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 9 10 Figure 3.5 Routing Internet Messages: Domain Names System (DNS), and TCP/IP and Packet Switching Uniform Resource Locators Domain name system – 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 – Example: www.google.com © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 11 12 2  12/10/2024 Client/Server Computing The Mobile Platform Model of computing in which client devices are connected in a network together with one or more servers Primary Internet access is now through smartphones and tablets Clients: various types of devices that can request access to services or resources Smartphones – Examples: Apple iPhone, Samsung Galaxy Servers perform common functions for the clients – Around 260 million in U.S. access Internet with – Storing files mobile phone – Software applications Tablets – Access to printers – Internet access – Examples: Apple iPad, Microsoft Surface – About 170 million in U.S. access Internet with tablets Internet is example of client/server computing on massive scale © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 13 14 The Internet “Cloud Computing” Model The Internet “Cloud Computing” Model (2 of 2) (1 of 2) Drawbacks Model of computing in which computing processing, – Shifts responsibility for storage and control to providers storage, software, and other services are provided as a – Security risks shared pool of virtualized resources via the Internet – Can introduce latency (delays in processing and Three primary types of services transmitting of data – Infrastructure as a service (IaaS) Implications for e-commerce – Software as a service (SaaS) – Platform as a service (PaaS) Radically reduces costs of:  Building and operating websites Public, private, and hybrid clouds  Infrastructure, IT support  Hardware, software © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 15 16 Figure 3.9 The Hourglass Model of the Internet Figure 3.10 Internet Network Architecture © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 17 18 3  12/10/2024 The Internet Backbone Internet Exchange Points (IXPs) Comprised of fiber-optic cable: hundreds of glass strands Regional hubs where Tier 1 ISPs physically connect that use light to transmit data with one another and with regional Tier 2 ISPs. – Faster speeds and greater bandwidth Tier 2 ISPs provide Tier 3 ISPs with Internet access. – Thinner, lighter cables – Less interference Originally called Network Access Points (NAPs) or – Better data security Metropolitan Area Exchanges (MAEs). Tier 1 Internet Service Providers (Tier 1 ISPs) or transit ISPs Numerous private networks physically connected to each other Undersea fiber optics, satellite links © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 19 20 Tier 3 Internet Service Providers Mobile Internet Access Retail providers Emergence of mobile Internet access one of the most – Lease Internet access to homeowners, small businesses significant developments for Internet and Web – Large providers: TM Net (Unifi), Maxis, Celcom etc Concerned with the last mile of Internet access to user’s – Smaller local providers home, office, car, smartphone or tablet computer Services Two basic types: – Narrowband – Telephone-based (mobile phones, smartphones) – Broadband – Computer network-based (wireless local area – Digital subscriber line (DSL) network-based) – Cable Internet – Satellite Internet: GEO and LEO © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 21 22 Telephone-based Wireless Internet Wireless Local Area Network (WLAN) - Access Based Internet Access Connects user to global telephone system (land, satellite, Wi-Fi: various 802.11 standards, also known as Wi-Fi 4, and microwave) Wi-Fi 5, and Wi-Fi 6 4G: true broadband access, speeds up to 100 Mbps – High-speed, fixed broadband wireless LAN (WLAN) – Wireless access points (“hot spots”) 5G: very high-bandwidth broadband; speeds reaching 10 Gbps or more – Limited range but inexpensive – Uses new part of wireless spectrum and tens of Bluetooth: technology standard for short-range wireless thousands of small-cell and distributed antenna communication within a 30-foot distance systems – Expected to enable many innovative products. services © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 23 24 4  12/10/2024 Figure 3.12 Wi-Fi Networks The Internet of Things (IOT) Objects connected via sensors/RFID to the Internet Being enabled by: – Availability of low-cost sensors – Drop in price of data storage – Development of big data analytics software – Implementation of IPv6 Powering development of “smart” connected things Interoperability issues and standards Security and privacy concerns © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 25 26 The Web Hypertext 1989–1991: Web invented Text formatted with embedded links – Tim Berners-Lee at CERN – Links connect documents to one another, and to other – HTML, HTTP, web server, web browser objects such as sound, video, or animation files 1993: Mosaic web browser w/GUI Uses Hypertext Transfer Protocol (HTTP) and URLs to locate resources on the Web – Andreessen and others at NCSA – Runs on Windows, Macintosh, or Unix – Example URL: 1994: Netscape Navigator, first commercial web browser http://megacorp.com/content/features/082602.html 1995: Microsoft Internet Explorer © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 27 28 Markup Languages Web Servers and Web Clients Hypertext Markup Language (HTML) Web server software – Fixed set of pre-defined markup “tags” used to – Enables a computer to deliver HTML web pages to clients on a network that request this service by sending an HTTP request format text – Basic capabilities: HTTP, security services (TLS), file transfer, – Controls look and feel of web pages search engine, data capture, e-mail, site management tools – Used in conjunction with CSS (Cascading Style Web server Sheets) – May refer to either web server software or physical server – HTML5 the newest version – Specialized server software: Database server, ad server, mail server, media server eXtensible Markup Language (XML) – Designed to describe data and information Web client – Any computing device attached to the Internet capable of making – Tags used are defined by user HTTP requests and displaying HTML pages © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 29 30 5  12/10/2024 The Internet and Web: Features and Web Browsers Services Primary purpose is to display web page, but may Features and services on which the foundations of e- include added features commerce are built: – Google’s Chrome: about 60% of desktop market; – Communication tools about 40% of mobile market – Search engines  Open source – Downloadable and streaming media – Apple’s Safari: about 18% share of desktop market; – Web 2.0 applications and services 55% share of mobile market – Virtual reality, augmented reality, and the metaverse – Microsoft Edge: about 12% share of desktop market – Intelligent digital assistants (has replaced Internet Explorer) – Mozilla Firefox: about 7% desktop  Open source © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 31 32 Communication Tools Search Engines Identify web pages that match queries and then provide a E-mail list of best matches (search results) – Most used application of the Internet Also serve as: Messaging Applications – Shopping tools – Instant messaging – Advertising vehicles (search engine marketing) Online message boards – Tool within e-commerce sites Videoconferencing, video chatting, telepresence © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 33 34 Downloadable and Streaming Media Web 2.0 Features and Services Downloads: Online social networks – Growth in broadband connections enables large – Services that support communication among networks of media file downloads friends, acquaintances, people with similar interests Streaming technologies Blogs – Personal web page of chronological entries – Enables music, video, and other large files to be sent to users in chunks so that the file can play – Enables web page publishing with no knowledge of HTML uninterrupted Wikis Podcasting – Enables documents to be written collectively and collaboratively – E.g., Wikipedia © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 35 36 6  12/10/2024 Virtual Reality, Augmented Reality, and Virtual Reality, Augmented Reality, and the Metaverse (1 of 2) the Metaverse (2 of 2) Virtual reality (VR) Metaverse – Immersing users within virtual world – Immersive, visual 3-D virtual reality in which users – Typically uses head-mounted display (HMD) can connect, socialize, and collaborate – Oculus Rift, Vive, PlayStation VR – Facebook has rebranded as Meta – Tremendous hype Augmented reality (AR) – Currently being used for gaming and advertising – Overlaying virtual objects over the real world, via mobile devices or HMDs – Many companies are working on metaverse-related projects – Pokémon GO Mixed reality (AR) – Enhanced version of AR © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 37 38 Intelligent Digital Assistants Mobile Apps Computer search engine using: Use of mobile apps has exploded – Natural language – Most popular entertainment media, over TV – Conversational interface, verbal commands – Always present shopping tool – Situational awareness – Almost all top 100 brands have an app Can handle requests for appointments, flights, routes, Platforms event scheduling, and more. – iPhone/iPad (iOS), Android – Examples: App marketplaces  Apple’s Siri – Google Play, Apple’s App Store, Amazon’s Appstore  Google Now/Google Assistant  Amazon Alexa © 2023 Pearson Education Ltd. All Rights Reserved © 2023 Pearson Education Ltd. All Rights Reserved 39 40 Copyright This work is protected by United Kingdom copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. Dissemination or sale of any part of this work (including on the World Wide Web) will destroy the integrity of the work and is not permitted. The work and materials from it should never be made available to students except by instructors using the accompanying text in their classes. All recipients of this work are expected to abide by these restrictions and to honor the intended pedagogical purposes and the needs of other instructors who rely on these materials. © 2023 Pearson Education Ltd. All Rights Reserved 41 7