1. Copyright © 2010 Pearson Education, Inc.Copyright © 2007 Pearson Education, Inc. Slide 1-1 ELC 200 Day 7

2. Agenda Questions? Assignment 1 Corrected  1 A, 5 B’s, 6 C’s and 2 Re-dos (maybe 3?) Assignment 2 posted in BlackBoard  Due Monday, September 26 @ 11:05 AM  assignment2.pdf assignment2.pdf Assignment 3 posted  Due Oct. 6 @ 11:05 AM There will be no class meeting on Sept 26, I will be away at a conference Finish Discussion on The Internet and the World Wide Web Begin Discussion on Building an eCommerce Web Site

3. Possible Bonus Points Questions History of the name “eBay”  1 st item sold on eBay  1,000,000 th item sold on eBay  The great lie on eBay origin Name and origin of   What does his name mean?  What does he look like all “grown up”? Copyright © 2010 Pearson Education, Inc. Slide 1-3

4. Copyright © 2011 Pearson Education, Inc. Chapter 3: The Internet and World Wide Web: E-commerce Infrastructure Copyright © 2007 Pearson Education, Inc. Slide 1-4 Chapter 3 The Internet and World Wide Web: E-commerce Infrastructure Copyright © 2011 Pearson Education, Inc.

5. Learning Objectives Explain how the World Wide Web works. Describe how Internet and Web features and services support e-commerce. Copyright © 2010 Pearson Education, Inc. Slide 1-5

6. Copyright © 2011 Pearson Education, Inc. 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 The Browser wars begin! Slide 3-6

7. Copyright © 2011 Pearson Education, Inc. 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 Slide 3-7

8. Copyright © 2011 Pearson Education, Inc. 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 W3C  Designed to describe data and information  Tags used are defined by user Slide 3-8

9. Copyright © 2010 Pearson Education, Inc. Slide 1-9

10. Copyright © 2010 Pearson Education, Inc. Slide 1-10

11. Copyright © 2011 Pearson Education, Inc. 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 3-11

12. Copyright © 2011 Pearson Education, Inc. 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 3-12

13. Copyright © 2011 Pearson Education, Inc. 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 3-13

14. Copyright © 2011 Pearson Education, Inc. 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 3-14

15. Copyright © 2011 Pearson Education, Inc. 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 3-15

16. Copyright © 2010 Pearson Education, Inc. Slide 1-16 Source: http://searchenginewatch.com/article/2080003/May-2011-Search-Engine-Market-Share-from-comScore-Compete-Hitwisehttp://searchenginewatch.com/article/2080003/May-2011-Search-Engine-Market-Share-from-comScore-Compete-Hitwise

17. Copyright © 2011 Pearson Education, Inc. How Google Works Slide 3-17 Figure 3.22, Page 179

18. Copyright © 2011 Pearson Education, Inc. 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 See table 3.12 (page 180) for specific examples Slide 3-18

19. Copyright © 2011 Pearson Education, Inc. 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 3-19

20. Copyright © 2011 Pearson Education, Inc. 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 3-20

21. Copyright © 2011 Pearson Education, Inc. 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 3-21

22. Copyright © 2010 Pearson Education, Inc. Slide 1-22

23. Copyright © 2011 Pearson Education, Inc. 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 3-23

24. Copyright © 2011 Pearson Education, Inc. 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 3-24

25. Copyright © 2011 Pearson Education, Inc. 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)  http://www.hulu.com/ http://www.hulu.com/ Telepresence and video conferencing Slide 3-25 Web 2.0 Features and Services

26. Copyright © 2011 Pearson Education, Inc. 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 3-26

27. Copyright © 2011 Pearson Education, Inc. Insight on Technology Apps for Everything: The App Ecosystem Class Discussion What are apps and why are they so popular? Do you use any apps regularly? Which ones, and what are their functions? What are the benefits of apps? The weaknesses? Are there any benefits/disadvantages to the proprietary nature of the Apple platform? Slide 3-27

28. Copyright © 2011 Pearson Education, Inc. Chapter 4: Building an E- commerce Web Site Copyright © 2010 Pearson Education, Inc. Slide 4-28 Chapter 4 Building an E-commerce Web Site Copyright © 2011 Pearson Education, Inc.

29. Learning Objectives Explain the process that should be followed in building an e- commerce Web site. Describe the major issues surrounding the decision to outsource site development and/or hosting. Identify and understand the major considerations in choosing Web server and e-commerce merchant server software. Understand the issues involved in choosing the most appropriate hardware for an e-commerce site. Identify additional tools that can improve Web site performance. Copyright © 2010 Pearson Education, Inc. Slide 1-29

30. Copyright © 2011 Pearson Education, Inc. Building an E-commerce Site: A Systematic Approach Most important management challenges: 1. Developing a clear understanding of business objectives 2. Knowing how to choose the right technology to achieve those objectives Slide 4-30

31. Copyright © 2011 Pearson Education, Inc. Pieces of the Site-Building Puzzle Main areas where you will need to make decisions:  Human resources and organizational capabilities Creating team with skill set needed to build and manage a successful site  Hardware  Software  Telecommunications  Site design Slide 4-31

32. Copyright © 2011 Pearson Education, Inc. The Systems Development Life Cycle Methodology for understanding business objectives of a system and designing an appropriate solution Five major steps: 1. Systems analysis/planning 2. Systems design 3. Building the system 4. Testing 5. Implementation Slide 4-32

33. Copyright © 2011 Pearson Education, Inc. Web Site Systems Development Life Cycle Figure 4.2, Page 209 Slide 4-33

34. Copyright © 2011 Pearson Education, Inc. System Analysis/Planning Business objectives:  List of capabilities you want your site to have System functionalities:  List of information system capabilities needed to achieve business objectives Information requirements:  Information elements that system must produce in order to achieve business objectives Slide 4-34

35. Copyright © 2011 Pearson Education, Inc. Table 4.1, Page 210 Slide 4-35

36. Copyright © 2011 Pearson Education, Inc. Systems Design: Hardware and Software Platforms System design specification:  Description of main components of a system and their relationship to one another Two components of system design:  Logical design Data flow diagrams, processing functions, databases  Physical design Specifies actual physical, software components, models, etc. Slide 4-36

37. Copyright © 2011 Pearson Education, Inc. Logical Design for a Simple Web Site Figure 4.3 (a), Page 212 Slide 4-37

38. Copyright © 2011 Pearson Education, Inc. Physical Design for a Simple Web Site Figure 4.3 (b), Page 212 Slide 4-38

39. Copyright © 2011 Pearson Education, Inc. Build/Host Your Own versus Outsourcing Outsourcing: Hiring vendors to provide services involved in building site Build own vs. outsourcing:  Build your own requires team with diverse skill set; choice of software tools; both risks and possible benefits Host own vs. outsourcing  Hosting: Hosting company responsible for ensuring site is accessible 24/7, for monthly fee  Co-location: Firm purchases or leases Web server (with control over its operation), but server is located at vendor’s facility Slide 4-39

40. Copyright © 2011 Pearson Education, Inc. Choices in Building and Hosting Figure 4.4 Page 213 Slide 4-40

41. Copyright © 2011 Pearson Education, Inc. Insight on Business Curly Hair and MotorMouths: Getting Started on the Cheap Class Discussion http://www.naturallycurly.com/ http://motormouths.com/ How does a small, niche Web site become profitable? What is the primary source of income for these kinds of sites? What benefits are there to starting a business in a recession? Slide 4-41

42. Copyright © 2011 Pearson Education, Inc. Testing, Implementation, and Maintenance Testing  Unit testing  System testing  Acceptance testing Implementation and maintenance:  Maintenance is ongoing  Maintenance costs: Parallel to development costs  Benchmarking Slide 4-42

43. Copyright © 2011 Pearson Education, Inc. Factors in Web Site Optimization Figure 4.7, Page 220 Slide 4-43

44. Copyright © 2011 Pearson Education, Inc. Web Site Budgets From $5,000 to millions of dollars/year Components of budget:  System maintenance  System development  Content design & development  Hardware  Telecommunications  Software Slide 4-44

45. Copyright © 2011 Pearson Education, Inc. Simple versus Multi-tiered Web Site Architecture System architecture  Arrangement of software, machinery, and tasks in an information system needed to achieve a specific functionality Two-tier  Web server and database server Multi-tier  Web application servers  Backend, legacy databases Slide 4-45

46. Copyright © 2011 Pearson Education, Inc. Two-Tier E-commerce Architecture Figure 4.9(a), Page 222 Slide 4-46

47. Copyright © 2011 Pearson Education, Inc. Multi-tier E-commerce Architecture Figure 4.9(b), Page 222 Slide 4-47

48. 12-48 © 2007 Prentice-Hall, Inc

49. Copyright © 2011 Pearson Education, Inc. Web Server Software Apache  Leading Web server software (54% of market)  Works only with UNIX, Linux OSs Microsoft’s Internet Information Server (IIS)  Second major Web server software (25% of market)  Windows-based Slide 4-49

50. Copyright © 2011 Pearson Education, Inc. Table 4.3, Page 224 Slide 4-50

51. Copyright © 2011 Pearson Education, Inc. Site Management Tools Basic tools  Included in all Web servers  Verify that links on pages are still valid  Identify orphan files Third-party software and services for advanced site management  Monitor customer purchases, marketing campaign effectiveness, etc.  e.g. WebTrends Analytics 9, Google Analytics Slide 4-51

52. Copyright © 2011 Pearson Education, Inc. Dynamic Page Generation Tools Dynamic page generation:  Contents of Web page stored as objects in database and fetched when needed Common tools: CGI, ASP, JSP Advantages  Lowers menu costs  Permits easy online market segmentation  Enables cost-free price discrimination  Enables Web content management system (WCMS) Slide 4-52

53. Copyright © 2011 Pearson Education, Inc. Application Servers Web application servers:  Provide specific business functionality required for a Web site  Type of middleware Isolate business applications from Web servers and databases  Single-function applications increasingly being replaced by integrated software tools that combine all functionality needed for e-commerce site Slide 4-53

54. Copyright © 2011 Pearson Education, Inc. Table 4.4, Page 228 Slide 4-54

55. Copyright © 2011 Pearson Education, Inc. E-commerce Merchant Server Software Provides basic functionality for online sales  Online catalog List of products available on Web site  Shopping cart Allows shoppers to set aside, review, edit selections and then make purchase  Credit card processing Typically works in conjunction with shopping cart Verifies card and puts through credit to company’s account at checkout Slide 4-55

56. Copyright © 2011 Pearson Education, Inc. Merchant Server Software Packages Integrated environment with most of functionality needed Key factors in selecting a package  Functionality  Support for different business models  Business process modeling tools  Visual site management and reporting  Performance and scalability  Connectivity to existing business systems  Compliance with standards  Global and multicultural capability  Local sales tax and shipping rules Slide 4-56

57. Copyright © 2011 Pearson Education, Inc. Building Your Own E-commerce Site Options for small firms  Hosted e-commerce sites, e.g. Yahoo’s Merchant Solutions Site building tools E-commerce templates  Open-source merchant server software Enables you to build truly custom site Requires programmer with expertise, time Slide 4-57

58. Copyright © 2011 Pearson Education, Inc. Choosing the Hardware for an E-commerce Site Hardware platform:  Underlying computing equipment that system uses to achieve e-commerce functionality Objective:  Enough platform capacity to meet peak demand without wasting money Important to understand the different factors that affect speed, capacity, and scalability of a site Slide 4-58

59. Copyright © 2011 Pearson Education, Inc. Right-Sizing Your Hardware Platform: The Demand Side Demand is the most important factor affecting speed of site Factors in overall demand:  Number of simultaneous users in peak periods  Nature of customer requests (user profile)  Type of content (dynamic versus static Web pages)  Required security  Number of items in inventory  Number of page requests  Speed of legacy applications Slide 4-59

60. Copyright © 2011 Pearson Education, Inc. Table 4.7, Page 233 Slide 4-60

61. Copyright © 2011 Pearson Education, Inc. Degradation in Performance as Number of Users Increases-Resource Utilization Figure 4.11 (a), Page 235 Slide 4-61

62. Copyright © 2011 Pearson Education, Inc. Slide 4-62 Figure 4.11 (b), Page 235 Degradation in Performance as Number of Users Increases-Number of Connections

63. Copyright © 2011 Pearson Education, Inc. The Relationship of Bandwidth to Hits Slide 4-63 SOURCE: IBM, 2003. Figure 4.13, Page 237

64. Copyright © 2011 Pearson Education, Inc. Right-Sizing Your Hardware Platform: The Supply Side Scalability:  Ability of site to increase in size as demand warrants Ways to scale hardware:  Vertically Increase processing power of individual components  Horizontally Employ multiple computers to share workload  Improve processing architecture Slide 4-64

65. Copyright © 2011 Pearson Education, Inc. Table 4.8, Page 237 Slide 4-65

66. Copyright © 2011 Pearson Education, Inc. Vertically Scaling a System Figure 4.14, Page 238 Slide 4-66

67. Copyright © 2011 Pearson Education, Inc. Horizontally Scaling a System Figure 4.15, Page 239 Slide 4-67

68. Copyright © 2011 Pearson Education, Inc. Table 4.9, Page 240 Slide 4-68

69. Copyright © 2011 Pearson Education, Inc. Other E-Commerce Site Tools Web site design: Basic business considerations  Enabling customers to find and buy what they need Tools for Web site optimization  Search engine placement Metatags, titles, content Identify market niches, localize site Expertise Links Search engine ads Slide 4-69

70. Copyright © 2011 Pearson Education, Inc. E-commerce Web Site Features that Annoy Customers Figure 4.16, Page 241 Slide 4-70 SOURCE: Based on data from Hostway Corporation’s survey, Consumers’ Pet Peeves about Commercial Web Sites, Hostway Corporation, 2007.

71. Copyright © 2011 Pearson Education, Inc. Table 4.10, Page 242 Slide 4-71

72. Copyright © 2011 Pearson Education, Inc. Tools for Interactivity and Active Content Web 2.0 design elements: Widgets, Mashups CGI (Common Gateway Interface) ASP (Active Server Pages) Java, JSP, and JavaScript ActiveX and VBScript ColdFusion Slide 4-72

73. Copyright © 2011 Pearson Education, Inc. Personalization Tools Personalization  Ability to treat people based on personal qualities and prior history with site Customization  Ability to change the product to better fit the needs of the customer Tools to achieve personalization:  Cookies Slide 4-73

74. Copyright © 2011 Pearson Education, Inc. The Information Policy Set Privacy policy  Set of public statements declaring how site will treat customers’ personal information that is gathered by site Accessibility rules  Set of design objectives that ensure disabled users can affectively access site Slide 4-74

75. Copyright © 2011 Pearson Education, Inc. Insight on Society Designing for Accessibility with Web 2.0 Class Discussion Why might some merchants be reluctant to make their Web sites accessible to disabled Americans? How can Web sites be made more accessible? Should all Web sites be required by law to provide “equivalent alternatives” for visual and sound content? Slide 4-75

76. Copyright © 2011 Pearson Education, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2011 Pearson Education, Inc. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall