slide 3.1 dave chaffey, e-business and e-commerce management, 4 th edition, © marketing insights...
TRANSCRIPT
Slide 3.1
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
E-business infrastructure
Chapter 3
Slide 3.2
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.1 This model should not be viewed just from layered perspective
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Table 3.1 Key management issues of e-business infrastructure
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Table 3.1 Key management issues of e-business infrastructure (Continued)
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.2 Physical and network infrastructure components of the Internet(Levels IV and III in Figure 3.1)
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.3 Example hosting provider Rackspace (www.rackspace.com)
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.4 Timeline of major developments in the use of the web
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Intranet and Extranet Applications
What applications can an Intranet support?
What applications can an extranet support?
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.6 Firewall positions within the e-business infrastructure of the B2B company
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.8 Transaction log file example
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.9 Browsershots (www.browsershots.org) – a service for testing cross-browser compatibility
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Internet Applications
• Atomisation concept
• Widget
• Blogs
• Feeds
• IPTV
• Peer-to-peer
• Social networks
• Tagging
• VOIP
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Internet Applications
• How are the tools mentioned in the last slide relevant to e-commerce?
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.11 Personalized feed home page from iGoogle (www.igoogle.com)
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.12 Joost service
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
How does DNS service work?
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.13 The TCP/IP protocol
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.15 Architecture of semantic web system used at Electricite de France
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Open Source vs. Commercial
• Read and discuss p.157 Activity 3.4
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Managing HW/OS Infrastructure
• Client and server machines
• OS
• Networks
• Storage
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Managing Application Infrastructures
• This primarily concerns delivering the right applications to all users of e-business services
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.17 (a) Fragmented applications infrastructureSource: Adapted from Hasselbring (2000)
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.17 (b) integrated applications infrastructure (Continued)Source: Adapted from Hasselbring (2000)
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.18 Differing use of applications at levels of management within companies
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.19 Elements of e-business infrastructure that require management
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Web Services, SaaS, and SOA
• What is cloud computing?
• What is virtualization?– Benefits– Challenges– Mini Case Study 3.5, p. 173
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Web Services, SaaS, and SOA
• 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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.20 Google apps (www.google.com/apps)
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.21 Salesforce.com (www.salesforce.com)
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
M-Commerce
• What is m-commerce?
• What are its advantages?
• What are its limits?
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
M-Commerce
• Mobile phone Technologies
• Ref. p.178, Table 3.6
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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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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Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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?