Key items of E-Commerce

• Multimedia content
• Multimedia storage servers
• Electronic payment systems
E-Commerce
Architecture

Essential elements of E-Commerce Consumer: E-Commerce applications

• Online product catalogue • Home shopping

• Quirky and descriptive details • Banking
• Shopping cart • Education
• Buying options • Entertainment
• Availability in the address area
• Payment methods

E-Commerce Architecture & Infrastructure

Business: E-Commerce applications
• A component is a modular unit of functionality, accessed through
• Online Marketing – Companies market their brand on Internet defined interfaces.
• Inventory management – no hassles of carrying inventory • Infrastructure describes and characterizes the main components
• Supply chain – just in time systems that support an e-Business.
• Lower costs • Architecture covers not only the components, but the way these
• Global market reach components are structured and the way they interact with each
other.

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E-Commerce Architecture & Infrastructure The Basic Web Computing model
• Infrastructure provides a static description of resources and services, The WWW computing model is a form of Client/Server computing
whereas the Architecture includes the dynamics of the system. The standard components of the web client/server model are
• The Architecture of an e-Business system provides a framework for its 1. Hypertext Markup Language (HTML)
evolution and for making decisions about the future, such as what
technology to adopt and when to change 2. Hypertext Transfer Protocol (HTTP)

• The architecture of an e-Business is an essential element in any kind of 3. Transmission Control Protocol/Internet Protocol (TCP/IP)
performance study

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The basic Web client/server model

Web client (browser) provides the processing required to
The basic web client/server model
implement the user interface

Requests are Responses are

communicated to TCP/IP provides a communicated to
the server using method of the browser Internet
HTTP using HTTP
communication to carry
the HTTP commands
Web Client Domain Name Server Web Server
Web server provides the processing required to access stored
web pages
Find Host www.cnn.com

FORM: A section of HTML code that defines a user interface on a web IP Address
page to allow user to enter data that can than be sent to the server for Get request for /WEATHER/images.html
processing
Get Response with Contents of /WEATHER/images.html
HTTP: GET and POST 9 10

The Model that performs transactions

The basic Web client/server model
1. JAVASCRIPT: Scripting language developed by Netscape Where does the processing takes place?
2. Is embedded within HTML and interpreted by web browser to allow
processing to be done by the browser Example: Consider standard database application MS Access. We can
view it as consisting of three functional components. These are:
3. Used to create small programs within another application, in this case a
web browser 1. Presentation services: the user interface and display
4. JavaScript is a object-based language, but JAVA is object oriented 2. Functional logic: Routines associated with querying the database,
language processing the data and formatting the information
5. VBScript is scripting language by MS 3. Data management: Storage and retrieval from database files
6. MS reverse engineered JavaScript and released JScript In a typical case all three functions are performed within one
computer
7. ECMAScript tries to combine best part of JavaScript and JScript
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 The Model that performs transactions cont. Two-tiered client/server system:
Fat client/thin server
Client/server computing divides these functions into processes
that are performed over two ore more computers MS Access
Example: Web browser running at the client end as the client Presentation services
software
Web server running at the remote end interrogating Functional Logic
Two-tiered client/server architecture: a database Database contents
file stored on transferred via a high-
1. Fat client/thin server speed network
a file server
2. Thin client/fat server connection
Data Management
3. Distributed function

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Two-tiered client/server system: Two-tiered client/server system:

Thin client/fat server distributed functions
Terminal
MS Access
access to a Presentation services Presentation service
mainframe- front end
Input and output
based communica Functional Logic
passed via Only SQL commands
communication ting with a
database and the results of
systems channel database queries are passed via
Functional Logic server the high-speed
(SQL network connection.
Data Management server) Functional Logic

Data Management
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Three-tiered client/server system Three-tiered client/server system

Introduces a third layer of processing between client and server
Back-End
It shifts some processing away from both the client and the server to Tier
allow thin client and/or thin server
The middle layer can potentially handle diverse tasks such as
Commerce
1. Transaction tracking Web Server Middle
2. Business logic Server
Tier
3. Resource control
4. Security
5. Authentication Internet
6. Report generation and
7. Translation from legacy applications

Web client

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 Three-tiered client/server system Three-tiered client/server system
The “middleware” component is usually associated with Web server
Why this separation of presentation, functional logic and data?
Communication with data management layer may be facilitated by
1. Presentation tier can be tailored to meet the needs of the user technologies such as
without affecting the logic tier and data tier
Open database connectivity (ODBC)
2. Different languages and technologies can be used for each tier
of the system, allowing greater choice of system components JAVA database connectivity (JDBC)

Software designed to act as the middle tier of a three tier system is Distributed Component Object Model (DCOM)
referred to as “middleware” Common Object Broker Language (CORBA)

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Web/Commerce
Three-tiered client/server system Back-End
Databases
Server Front-End

Web browser HTTP

Presentation Service Internet S/W
Protocol TCP/IP

HTTP and TCP/IP Router

Web server Functional logic

Credit
Verification
ODBC and JDBC System
External
Web client
Internal Firewall
Data Management Web Client
Database server

Components of E-Commerce
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Architecture 22

Overview of an E-Commerce Architecture Multi-Tier Site Architecture

Layer 1 Layer 2 Layer 3
Composed of two blocks: 1. by the site 2. by the external services Demilitarized
zone (DMZ)
User FW FW
E-Commerce Architecture 2 3

N- Tier Site Third-Party Service

1
Web server Ads Internet R
Commerce Payment FW
Server Internet
Authorization

Database Certification
Server FW Firewall Load Database Server
Balancer Web Commerce (e.g., mainframe)
R router Server Server
LAN 1 LAN 2 LAN 3 LAN 4

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 Multi-Tier Architecture Why E-Commerce site - Structured in
Presentation Business Logic Data Services
Layers
-gathers user’s -contains rules -stores data
inputs for handling data
To improve Systems
-protects data
-provides a -defines the against failures
• Functionality
standard set of application &
interfaces business logic inconsistencies
• Performance
(browser)
-maps business -provide access
• Scalability &
-provides access functions to to mainframe
to business operations on database
• Reliability
services business objects

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Putting your business online Domain name - your E-Commerce gateway

Choosing a right domain name means higher traffic and

• Register a Web Address (Domain name) ultimately, more business
For “.com” “.net” and “.org” domains • Establish a memorable e-Commerce identity
Connect to: http://www.networksolutions.com
• Set the tone for your online brand
• How much it cost?
• Provide a unique name your customers will remember and tell
who you are
• Communicate & reinforce the name of your business
• Help customers to find you on the Internet

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What constitutes a good domain

Build a web site that serves your business
name?
A great domain name is a critical branding opportunity and
markets itself Establish your Web identity ▪ Get a right domain name or web
address
•Make it memorable
• e.g. Amazon.com is much catchier than booksonline.com Find the right online home ▪ Select an ISP to host your site

•Describe your business

▪ Build an user-friendly site
• e.g. Flowers.com works perfectly for a florist Build an attractive storefront
•Keep it short
▪ Let customers know they can trust
• e.g. cdnow.com works better than onlinecdstore.com Secure your site
you
•Choose an intuitive name ▪ Make it easy for customers to pay
• e.g. goodcoffee.com or javadelights.com Arrange payment services
you
• Make it easy to pronounce and hard to misspell ▪ Let the world know about your site
Promote your web site
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Components of E-Commerce architecture Web Client
• Mosaic
• Netscape Navigator (25%)
•Web Clients • 20 MB, free, JavaScript, Quality Feedback Agent (QFA)
• Internet Explorer (73%)
•Web Server • 60 MB, free, JavaScript, ECMAScript
• Opera
•Commerce server software • 1 MB, no JavaScript, free
•Connectivity tools
• Lynx (a text only browser for UNIX and VMS users)
•Back-end systems • 500 KB, no JavaScript, Mobile devices, Impaired people

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Web Server Choosing the Right Server

• Market Share for Top Servers Across All Domains by August • Your Own Web Server
2007
• survey received responses from 71,723,098 sites. • Your Server in a Server Firm (co-locating)
(www.netcraft.co.uk/survey/)
• MacUSA.net, webacres.com, in-command.com
Server September 2005 Percent
• Apache (Unix) 49598424 69.15 • Web Hosts (a tenant in a server)
• Microsoft-IIS (NT) 14601553 20.61 • A source for locating a suitable Web host
• Sun 1868891 2.61 • www.budgetweb.com
• Zeus 584598 0.82
• Free Public Server
• America Online, Compuserve,
• Geocities, Angelfire

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Web Server Elements Application/Commerce Server

Web Server is combination of H/W, OS, Networking S/W, and HTTP server
An application/commerce server is a S/W that handles all application
operations between browser-based customers and a company back-end
databases.
HTTP Server
It receives client requests, executes the business logic and interacts with
the database server
TCP/IP Exhibit the following Characteristics
1. Host and process application logic written in different languages
2. Manage high volume of transactions with back-end databases
Operating System
3. Are compliant with all existing Web standards, including
Hardware HTTP,HTML, CGI, NSAPI, ISAPI, and JAVA.
Processors, disks, network interface, etc.
4. Work with most popular servers, browser and databases

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 Commerce Server Server Comparisons
• The Storefront Implementation Tools
• Product administration, Inventory tracking • InterWorld Commerce Exchange 2.5
• Purchase order generation, Credit card verification
• Registering visitors, search tools • Oracle iStore 3.1.1
• Commerce Management Tools
• Content management (Vignette), Replication and Clustering • IBM Net.Commerce 3.2
• Site usage statistics and remote administration.
• Back-end Integration Tools • BroadVision One-To-One Commerce 4.1

• Microsoft Site Commerce Server 3.0

• Apache Server 1.3.12

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Implementation Strategies
In planning e-commerce, there are five processes to consider:
Connectivity Tools • Project design
• Designed to push and pull data from Web/Commerce server to back-end • Site development, Content development
system
• Software development and integration
Back-end System • Deployment
• Relational data bases (Oracle, IBM’s DB2, Microsoft’s SQL) • Long-term operations
• ERP systems (SAP and PeopleSoft) In each phase, it may be appropriate to do the work in house or outsource it.
• Transaction-based system (MQSeries)
Gaining Competitive Advantage
• Vision Statement
• Goals (A goal is a measurable account what you want)
• Strategies (strategy is a technique for achieving your goal)

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Case I: B2B Auction System for XYZ

Limitations of E-Commerce
• Client : A medium size Investment Banking firm
Technological Non-technological

Lack of universally accepted standards for quality, security, and Legal issues – privacy; web tracking; loss of jobs
• The system proposes to create an Internet based platform for trading
reliability Walmart and Home Depot warned Black & Dekker on taking its
products off their shelfs if they sold their products online
Financial Instruments for the company with other entities
Insufficient telecommunications bandwidth Lack of international and national government regulations • Auction will be the main mode of trading
Evolving software development tools Mature methodologies to measure E-Commerce benefits

Integration issues with legacy applications Industry specific inertia to adopt E-Commerce
• Internet based trading seen as more efficient because of superior price
Expensive internet connectivity Lack of critical mass for certain industries to adopt E-Commerce
discovery in comparison to existing mode like telephone
Reach of internet Lack of trust on paperless and virtual transaction • The system has two components
Perceptions about E-Commerce on its price
• Main website for web-community
Security issues about E-Commerce
• Auction site (Trading platform) for members

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 Case I: Technology Case I: Technology
• Web Server Apache • Software Products
• Java Servlet/JSP Engine Jakarta-Tomcat • Application Server BEA WebLogic 6.0
• Database Oracle 8i • Other Interfaces
• Content Management Website Director • Security (128-bit SSL) VeriSign
• Search Engine DTSearch • Credit Card Verification Cyber Cash
• News Feed Site ware (Screaming Media Inc.) • Swap Calculator Polypath
• App Server WebLogic • Development Tools
• Web authoring Dream Weaver 3.0
• Analysis and Design Rational Rose 2000

Case I: Features Case I: Architecture

Other functions JSP/HTML
(Registration, HTTPS
Some important features are as follows: Auction setup
etc.)
• Integration with live data feed for Market information Java Servlet

• Integration with Online Analytical tools Session Bean Entity Bean

Oracle 8i
• Implementation of 128-bit SSL for security
• Online Credit Card verification Auction Engine
RMI over (Java RMI Server) Shared Memory
HTTPS
Trading Desk

Serial Device
T&T Feed

Socket Server Parser Daemon

Socket
(C) (C) Proc (C)
Graphs: Indexes

Bidder’s Browser
J2EE Server (Weblogic 6.0)

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Case II: B2B eMarketing System for XYZ Case II: Features
• Client : A big size steel industry
• The system proposes to create an Internet based platform Some important features are as follows:
for trading steel • Integration with live data feed for Market information
• Internet based trading and financing seen as more efficient • Future integration with internal ERP System
because of ease of fast communication • Implementation of 128-bit SSL for security
• The system consists of • Online financing
• Trader registration (buyer and supplier)
• Sales Order Entry
• Financing

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 Case II: Technology Case II: Architecture
• Software Products
--Web Server Netscape
• Application Server iPlanet 6.0 Registration
Setup
HTTP
JSP/HTML

• Database Oracle8i Java Servlet

• Other Interfaces
Session Bean Entity Bean
• Security (128-bit SSL) VeriSign Oracle 8i

• Bank Interface XML

• Development Tools XML Messaging
• Web authoring Dream Weaver 3.0 Trading Desk
Any future Feed

• Analysis and Design Rational Rose 2000

Browser J2EE Server (iPlanet 6.0)

Case III: Features

Case III: E-Consultancy System for XYZ
• Client : A big size Law Firm
Some important features are as follows:
• The system proposes to create an Internet based platform for
online registration consultancy • Integration with internal repertoire of publications
• Internet based consultancy seen as more efficient • Integration with internal HR System
• The system consists of • Online consultancy
• Registration
• Subscription to publications
• Consultancy

Case III: Technology Case III: Architecture

• Software Products
• Database MS SQL Server6.0
• Other Interfaces
• Security (128-bit SSL)
Registration
VeriSign Setup

• Development Tools ASP/HTML

• Web authoring Dream Weaver 3.0 MS SQL Server
Credit Card Interface

• Analysis and Design Rational Rose 2000

• Web Server MS IIS

Browser IIS

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Case IV: Online technical analysis of FI Case IV: Online technical analysis of FI

• The system provides professional traders technical analysis of • Real time data available on the desktop
prices of various instruments covering areas like Foreign • current prices are continuously refreshed as new data come from
Exchange, Agricultural and Financial Futures etc. the exchange
• The technical analysis is based upon real time price data feed from • User can draw lines, single-headed arrows, and double-headed
different organizations arrows on the chart and also can write texts on it.

Case IV: Technology Case IV: Architecture

• Software Products
• Application Server WebLogic 6.0
• Database Sybase adaptive server12.0 Setup
HTTP
JSP/HTML

• Development Tools Java Servlet

• Web authoring Dream Weaver 3.0
• Analysis and Design Rational Rose 2000 Session Bean Entity Bean Sybase

Feed
Chart Viewing

Browser J2EE Server (Weblogic)

Infrastructure: Imperative
OBJECTIVE
• Develop, implement, maintain and support the infrastructure
The Penn State eCommerce (hardware, software and support components) necessary to sustain a
centralized, secure and robust foundation for Penn States e-Commerce
Infrastructure initiatives.
• Establish a single, central, secure, scalable and available E-Commerce
capability for PSU…

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 Infrastructure: Components Infrastructure: Components
Web Internet
IBM WebSphere Payment Manager Internet Application(s) (https)
• WinTel Servers (eCommerce)
• IBM HTTP Servers (Apache)
• AIBM WebSphere Application Server
• IBM DB2 Database Web Server
• JAVA Programming Environment
Java
Wintel
Servers App Server

Database Payment Mgr

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Infrastructure: Support Organization Infrastructure: Database Resources

Administrative Information Services

AIS Support Diversified Administrative Systems Infrastructure

Operations Information Services Network Hardware

Database Support eCommerce Wintel Server Support

AIS Operations (Database)
IBM DB2 WebSphere Payment Manager Server Support
• IBM DB2
Database Backup / Archiving WebSphere Application Server Server Security

Application Development Production Environment • database Backup/Archiving

Project Management IBM HTTP Server (Apache)

Customer Consultant

Support Center AIS Web Team

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