Chapter 3: The Internet and

World Wide Web: E-

commerce Infrastructure
Chapter 3
The Internet and
World Wide Web:
E-commerce
Infrastructure
 Teaching
 Discuss theObjectives
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 today’s Internet.
 Describe the potential capabilities of Internet .
 Explain how the World Wide Web works.
 Describe how Internet and Web features and services
support e-commerce.

Slide 1-
 The Internet: Technology
Background
 Internet
 Interconnected network of thousands of networks
and millions of computers
 Links businesses, educational institutions,
government agencies, and individuals

 World Wide Web (Web)

 One of the Internet’s most popular services
 Provides access to around billions, possibly trillions,
of Web pages
Slide 3-
Slide 1-
 The Evolution of the
Internet 1961—The
Present
 Innovation Phase, 1964–1974
 Creation of fundamental building blocks
 Institutionalization Phase, 1975–1994
 Large institutions provide funding and legitimization

 Commercialization Phase,1995–present
 Private corporations take over, expand Internet backbone and
local service
 2002_0918_Internet_History_and_Growth.ppt

Slide 1-
 The Internet:
Key Technology Concepts
 Defined by Federal Networking
Commission as network that:
 Uses IP addressing
 Supports TCP/IP
 Provides services
to users, in
 manner similar to
telephone system

Three
important
concepts: Slide 1-
Circuit
switching

Slide 1-
 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
 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

 Less expensive, wasteful than circuit-switching

Slide 1-8
Packet
Switching

Slide 1-9
 TCP/
IP
 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 Internet’s addressing
scheme
 Four TCP/IP Layers (hourglass
model)
1. Network Interface Layer
2. Internet Layer
3. Transport Layer
4. Application Layer Slide 1-
The TCP/IP Architecture
and Protocol Suite

Slide 1-
 Routing Internet
Messages: TCP/IP and
Packet Switching

Slide 1-
 Internet (IP)
 IPv4: Addresses
 32-bit number
 Expressed as series of four sets of separate numbers marked off
by periods

201.61.186.227 or 130.111.67.244

 Class B address: Network identified by first two sets, computer

identified by last set

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

computer identified by last set

 New version: IPv6 has 128-bit addresses, able to handle up to

1 quadrillion addresses (IPv4 can only handle 4 billion)
Slide 1-
 Checking your IP
 From start menu, type cmd in search
box
 Under programs, click on cmd
 Type ipconfig

Slide 1-
 Domain Names, DNS, and
URLs
 Domain Name
 IP address expressed in natural language
 Tonyg.umfk.maine.edu  130.111.66.37

 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
 Protocol/server/file

Slide 1-
Slide 1-
 How to Pick a Domain
 Name
Pointers 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 custom-bricks.com
 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

1-
 Client/Server
Computing
 Powerful personal computers (clients)
connected in network with one or
more servers
 Servers perform common functions
for the clients
 Storing files, software applications, etc.

Slide 3-
Client
Server

1-
 The New Client: The
Emerging Mobile
Platform
 Within a few years, primary
Internet access will be through:
Netbooks & Tablets
 Designed to connect to wireless Internet
 Under 2 lb, solid state memory, 8” displays

Smartphones
 Disruptive technology: Processors, operating systems

Slide 3-
 Cloud
Computing
 Firms and individuals obtain
computing power and software over
Internet
 E.g., Google Apps

 Fastest growing form of computing

 Radically reduces costs of:
 Building and operating Web sites
 Infrastructure, IT support
 Hardware, software

Slide 3-
Slide 3-
 Other Internet Protocols
and Utility Programs
 Internet protocols
 HTTP
 E-mail: SMTP, POP3(post
office protocol),
IMAP(Internet Access
Message protocol)
 FTP, Telnet, SSL
 Utility programs
 Ping
 Tracert
Slide 3-
 The Internet
Today
 Internet growth has boomed
without disruption because of:
Client/server computing model
 Hourglass, layered architecture
 Network Technology Substrate
 Transport Services and Representation
Standards
 Middleware Services
 Applications

Slide 3-
 Internet Network
Architecture
 Backbone:
 High-bandwidth fiber-optic cable networks
 Private networks owned by a variety of NSPs
 Bandwidth: 155 Mbps – 2.5 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

Slide 3-
Internet Network
Architecture

Slide 3-
 Internet Service Providers
(ISPs)
Provide lowest level of service to
individuals, small businesses, some
institutions
 Types of service
Narrowband (dial-up)
Broadband

 Digital Subscriber Line (DSL)

 Cable modem
 T1 and T3
Slide 3-
 Intranets and
Extranets
 Intranet

TCP/IP network located within a single

organization for communications and
processing
 Extranet
Formed when firms permit outsiders to
access their internal TCP/IP networks

Slide 3-
Intranet – components
 Intranet
 Benefits:
 E - commerce
 Customer service
 Search & access data
 Customize information
 Share information
 Enforce group decision
making
 Empower
 Virtual organization
 Share software
 Managing data
 Training
Extranet
Extranet –Extranet Applications
 Extranet - Benefits

 Manufacturing cost reduction

 Strength communication

 Expanse business opportunities

 Easy to exchange information

among business partners
 Who Governs the
Internet?
 Organizations that influence the
Internet and monitor its operations
include:
 Internet Architecture Board (IAB)
 Internet Corporation for Assigned Names and Numbers
(ICANN)
 Internet Engineering Steering Group (IESG)
 Internet Engineering Task Force (IETF)
 Internet Society (ISOC)
 World Wide Web Consortium (W3C)
 International Telecommunications Union (ITU)
Slide 3-
 Wireless Local Area
Networks (WLANs)
 Wi-Fi
 High-speed, fixed broadband wireless LAN. Different versions
for home and business market. Limited range.
 WiMax
 High-speed, medium range broadband wireless metropolitan
area network
 Bluetooth
 Low-speed, short range connection
 Ultra-Wideband (UWB)
 Low power, short-range high bandwidth network
 Zigbee
 Short-range, low-power wireless network technology for remotely
controlling digital devices
Slide 1-
Wi-Fi
Networks

Slide 1-
 Benefits of Internet
Technologies
 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 the right to move data through network
at guaranteed speed in return for higher fee
 Declining costs
Slide 1-
 Development of the
 Web Web invented
1989–1991:
 Tim Berners-Lee.
 HTML, HTTP, Web server, Web browser
 1993: Mosaic Web browser w/ GUI
 Andreesen and others at NCSA
 Runs on Windows, Macintosh, or Unix
 1994: Netscape Navigator, first commercial
Web browser
 Andreessen, Jim Clark
 1995: Microsoft Internet Explorer
 The Browser wars begin!
Slide 1-
 Hypertex
t
 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
 Example URL
Slide 1-
 Markup
Languages
 Generalized Markup Language (GML) –
1960s
 Standard Generalized Markup
Language (SGML) –GML variation,
1986
 Hypertext Markup Language (HTML)
 Fixed set of pre-defined markup “tags” used to
format text
 Controls look and feel of Web pages

 eXtensible Markup Language (XML)

 New markup language specification developed by Slide 3-
 Web Servers and Web
Clients
 Web server software:
 Enables a computer to deliver Web pages to clients on a network
that request this service by sending an HTTP request
 Apache and Microsoft IIS
 Basic capabilities: Security services, FTP, search engine, data capture

 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

Slide 3-
 Web
Browsers
 Primary purpose to display Web
pages
 Internet Explorer and Firefox
dominate the market
 Other browsers include:
 Netscape
 Opera
 Safari (for Apple)
 Google Chrome
Slide 3-
 The Internet and Web:
Features
 Internet and Web features on which
the foundations of e-commerce are
built include:
 E-mail
 Instant messaging
 Search engines
 Intelligent agents (bots)
 Online forums and chat
 Streaming media
 Cookies
Slide 3-
 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

Slide 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

Slide 3-
How Google
Works

Slide 3-
 Intelligent Agents
(Bots)
 Software programs that gather and/or
filter information on a specific topic
and then provide a list of results
 Search bot
 Shopping bot
 Web monitoring bot
 News bot
 Chatter bot

Slide 3-
 Online Forums and
Chat
 Online forum:
 AKA message board, bulletin board, discussion
board, discussion group, board or forum
 Web application that enables Internet users to
communicate with each other, although not in real
time
 Members visit online forum to check for new posts
 Online chat:
 Similar to IM, but for multiple users
 Typically, users log into chat room

Slide 3-
 Streaming Media
 Enables music, video and other large
files to be sent to users in chunks so
that when received and played, file
comes through uninterrupted
 Allows users to begin playing media
files before file is fully downloaded

Slide 3-
 Cookies
 Small text files deposited by Web site
on user’s computer to store
information about user, accessed when
user next visits Web site
 Can help personalize Web
site experience
 Can pose privacy threat

Slide 3-
 Web 2.0 Features and
Services
 Online Social Networks
Services
that support communication among
networks of friends, peers
 Blogs
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
Slide 3-
 Web 2.0 Features and
 Services
Podcasting
 Audio presentation stored as an audio file and
available for download from Web

 Wikis
 Allows user to easily add and edit content on Web
page

 Music and video services

 Online video viewing
 Digital video on demand Slide 3-
 Web 2.0 Features and
Services
 Internet telephony (VOIP)

Uses Voice Over Internet Protocol (VOIP) and

Internet’s packet-switched network to
transmit voice and other forms of audio
communication over the Internet
 Internet television (IPTV)
 Telepresence and video conferencing
Slide 3-
 Web 2.0 Features and
Services
 Online software and Web services

Web apps, widgets and gadgets

Digital
software libraries, ASPs, distributed
storage
 M-commerce applications
Beginning to take off
Slide 3-
 Web
features
 Interactivity
 Flexibility
 Personalization
 Instantaneous
 Economical
 Privacy

Slide 3-