CHAPTER 5: BMS 850

INTERNET AND E-COMMERCE

INFRASTRUCTURE

UNIVERSITY OF LAY ADVENTISTS OF

KIGALI
DEPARTMENT OF COMPUTING AND
INFORMATION SCIENCES

By
Dr.KN Jonathan
+254 723 167221, +250798678863
[email protected];
WIKITUDE.ME
 Haveyou used Wikitude.me? If so, has it
been useful; if not, is it a service that
seems interesting? Why or why not?
 Arethere any privacy issues raised by geo-
tagging?
 What are the potential benefits to
consumers and firms of mobile services?
Are there any disadvantages?
 What revenue models could work for
providers of mobile services such as Layar
and Slifter?
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
THE EVOLUTION OF 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
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:
1. Packet switching
2. TCP/IP communications protocol
3. Client/server computing
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
PACKET SWITCHING

Copyright © 2010 Pearson Slide

Education, Inc. 3-7
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

1. Network Interface Layer
2. Internet Layer
3. Transport Layer
4. Application Layer
THE TCP/IP ARCHITECTURE AND PROTOCOL
SUITE
INTERNET (IP) ADDRESSES
IPv4:

◦ 32-bit number
◦ Expressed as series of four sets of separate
numbers marked off by periods
 201.61.186.227

 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)
ROUTING INTERNET MESSAGES:
TCP/IP AND PACKET SWITCHING
DOMAIN NAMES, DNS, AND URLS
Domain Name
◦ IP address expressed in natural language

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
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.
P2P DUKES IT OUT WITH STREAMING
VIDEO
 Class Discussion
 How does P2P networking differ from
client/server networking?
 Why is P2P networking a potential money-
saver for corporations and other
organizations?
 What are some illegal uses of P2P networking?
 What are some legal uses of P2P networking?
 What other alternatives are there for
streaming large video files?
THE NEW CLIENT:
THE EMERGING MOBILE
PLATFORM
Within a few years, primary
Internet access will be through:
◦ Netbooks
 Designed to connect to wireless Internet
 Under 2 lbs, solid state memory, 8” displays
 $200–400
◦ Smartphones
 Disruptive technology: Processors, operating
systems
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
OTHER INTERNET PROTOCOLS:
UTILITY PROGRAMS
Internet protocols
◦ HTTP
◦ E-mail: SMTP, POP3, IMAP
◦ FTP, Telnet, SSL
Utility programs
◦ Ping
◦ Tracert
◦ Pathping
THE INTERNET TODAY
Internet growth has boomed
without disruption because it is
based on:
◦ Client/server computing model
◦ Hourglass, layered architecture
 Network Technology Substrate
 Transport Services and Representation
Standards
 Middleware Services
 Applications
THE HOURGLASS MODEL OF THE INTERNET

SOURCE: Adapted from Computer Science and Telecommunications Board (CSTB), 2000.
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
INTERNET NETWORK ARCHITECTURE
INTERNET SERVICE PROVIDERS
(ISP)
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
 Satellite
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
WHO GOVERNS THE INTERNET?
Organizations that influence
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)
GOVERNMENT REGULATION AND
SURVEILLANCE OF THE INTERNET
 Class Discussion - Insight on Society
 How is it possible for any government to
“control” or censor the Web?
 Does the Iranian government, or the U.S.
government, have the right to censor content
on the Web?
 How should U.S. companies deal with
governments that want to censor content?
 What would happen to e-commerce if the
existing Web split into a different Web for each
country?
INTERNET II: THE FUTURE
INFRASTRUCTURE
Limitations of current Internet
◦ Bandwidth limitations
◦ Quality of service limitations
 Latency
 “Best effort” QOS

◦ Network architecture limitations

◦ Language development limitations
 HTML

◦ Wired Internet limitations

THE INTERNET2® PROJECT
Consortium of 200+ universities,
government agencies, and private
businesses collaborating to find
ways to make the Internet more
efficient, faster
Primary goals:
◦ Create leading edge very-high speed network
for national research community
◦ Enable revolutionary Internet applications
◦ Ensure rapid transfer of new network services
and applications to broader Internet
community
THE LARGER INTERNET II
TECHNOLOGY ENVIRONMENT
TheFirst Mile and the Last Mile
GENI Initiative
◦ Proposed by NSF to develop new core
functionality for Internet
Most significant private initiatives
◦ Fiber optics
◦ Mobile wireless Internet services
FIBER OPTICS AND THE
BANDWIDTH
Explosion in the First Mile
“First mile”: Backbone Internet services
that carry bulk traffic over long distances
Older transmission lines being replaced
with fiber-optic cable
Much of fiber-optic cable laid in United
States is “dark”, but represents a vast
digital highway that can be utilized in the
future
◦ Photonic technologies expand capacity of
existing fiber lines
MOBILE WIRELESS INTERNET
ACCESS
 The Last Mile:
 “Last mile”: From Internet
backbone to user’s computer, cell
phone, PDA, etc.
 Two different basic types of
wireless Internet access:
1. Telephone-based (mobile phones,
smartphones)
2. Computer network-based
TELEPHONE-BASED WIRELESS
INTERNET ACCESS
Competing 3G standards
◦ GSM: Used primarily in Europe
◦ CDMA: Used primarily in the United States
Evolution:
◦ 2G cellular networks: relatively slow, circuit-switched
◦ 2.5G cellular networks: interim networks
◦ 3G cellular networks: next generation, packet-
switched
◦ 3.5G (3G+)
◦ 4G (WiMax, LTE)
WIRELESS LOCAL AREA NETWORKS
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
WI-FI NETWORKS
BENEFITS OF INTERNET II
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 right to move data through network
at guaranteed speed in return for higher fee
Declining costs
DEVELOPMENT OF THE WEB
1989–1991: Web invented
◦ Tim Berners-Lee at CERN
◦ 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
HYPERTEXT
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

http://megacorp.com/content/features/
082602.html
MARKUP LANGUAGES
Generalized Markup Language (GML)
—1960s
Standard Generalized Markup
Language (SGML)—early GML,1986
Hypertext Markup Language (HTML)
◦ Fixed set of predefined markup “tags” used to
format text
◦ Controls look and feel of Web pages

eXtensible Markup Language (XML)

◦ New markup language specification developed by
W3C
◦ Designed to describe data and information
◦ Tags used are defined by user
WEB SERVERS AND WEB
CLIENTS
Web server software:
◦ Enables a computer to deliver Web pages to clients on
networks 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
WEB BROWSERS
Primary purpose to display Web
pages
InternetExplorer (67%) and Firefox
(23%) dominate the market
Other browsers include:
◦ Netscape
◦ Opera
◦ Safari (for Apple)
◦ Google’s Chrome
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
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
Can be an effective marketing tool
Spam a worsening problem
INSTANT MESSAGING
Displays words typed on a computer
almost instantly, and recipients can
then respond immediately in the
same way
Different proprietary systems
offered by AOL, MSN, Yahoo, and
Google
Meebo, Digsby: allow users to
communicate across platforms
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
HOW GOOGLE WORKS
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
ONLINE FORUMS AND CHAT
Online forum:
◦ AKA message board, bulletin 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
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
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
WEB 2.0 FEATURES AND
SERVICES
Blogs

◦ Personal Web page that typically

contains a series of chronological
entries by its author, and links to
related Web pages
Really Simple Syndication (RSS)
◦ Program that allows users to have
digital content automatically sent to
their computers over the Internet
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

New music and video services

◦ Videocasts
◦ Digital video on demand
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
WEB 2.0 FEATURES AND
SERVICES
Online software and Web services
◦ Web apps, widgets, and gadgets

◦ Digital software libraries, distributed

storage
M-commerce applications
◦ Beginning to take off
ALL MASHED UP
Class Discussion - Insight on Technology

 What are Web mashups and what

technology makes them possible?
 Why would Google and others allow their
software to be combined with other
software?
 What is the potential benefit to consumers?
 Ifmashups ultimately make money, how will
the revenues be divided?
 Why would mashups be supportive of
contextual advertising?