Slide 3.1 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 CHAPTER 3 E-BUSINESS INFRASTRUCTURE

Slide 3.2 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Learning outcomes  Outline the hardware and software technologies used to build an e-business infrastructure within an organisation and with its partners  Outline the hardware and software requirements necessary to enable employee access to the Internet and hosting of e-commerce services.

Slide 3.3 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 E-business infrastructure  The architecture of hardware, software. Content and data used to deliver e-business services to employees, customers and partners

Slide 3.4 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 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.  s not replied to.  Customers’ privacy or trust is broken through security problems such as credit cards being stolen or addresses sold to other companies.

Figure 3.1 A five-layer model of e-business infrastructure

Figure 3.2 Physical and network infrastructure components of the Internet (Levels IV and III in Figure 3.1) 2. System software layer 1. E-business services – application layer 4. Storage/ Physical Layer 5. Content & Data layer 3. Transport/ Network Layer

Table 3.1 Key management issues of e-business infrastructure

Table 3.1 Key management issues of e-business infrastructure (Continued)

Slide 3.9 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 What is the Internet? “The Internet, sometimes called simply "the Net," is a worldwide system of computer networks - a network of networks in which users at any one computer can, if they have permission, get information from any other computer” -whatis.com “A global network connecting millions of computers. More than 100 countries are linked into exchanges of data, news and opinions. -webopedia.com “is logically linked together by a globally unique address space based on the Internet Protocol (IP) or its subsequent extensions/follow-ons” -FNC

Table 3.2 Six stages of advances in the dissemination of information

Slide 3.11 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Clay tabletsGuternberg Press

Figure 3.3 A five-layer model of e-business infrastructure

Slide 3.13 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 How big is the Internet?  Over 1 billion Internet users worldwide  How big the infrastructure they accessing?  Measured by number of servers  Number of pages indexed by search engines  2006: 9 billion pages  Dec 2007:????

Figure 3.4 The Netcraft index of number of servers Source: Netcraft Web Server Survey. server survey.html. Netcraft,

Slide 3.15 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Intranet and extranet  Intranet:  A private network within a single company using Internet standards to enable employees to share information  Extranet:  Formed by extending an intranet beyond a company to customers, suppliers and collaborators

Figure 3.5 The relationship between intranets, extranets and the Internet

Slide 3.17 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Intranet applications  Used extensively for supporting sell-side e-commerce  Also used for internal marketing communications  CMS is consider as an intranet applications  Benefits:  Improved information sharing  Enhanced communications and information sharing  Increased consistency of information  Increased accuracy of information  Reduced or eliminated processing  Easier organizational publishing  More ideas on p90

Slide 3.18 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Extranet applications  Used to provide online services which are restricted to business customers

Slide 3.19 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Business benefits of extranet  Information sharing  Cost reduction  Order processing and distribution  Customer service – offer better self service customer service and consistent information

Slide 3.20 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Questions on extranet?  Are the levels of usage sufficient?  Extranet adalah investment yang besar  Ada perubahan kebiasaan pada user baik di sisi perusahaan maupun perusahaan partnernya  Information sharing level juga harus disepakati kedua belah pihak  Is it effective and efficient?  Who has ownership of the extranet?  Jangan dilimpahkan kepada IT, karena content/data adalah milik departemen terkait  What are the levels of service quality?  Is the quality of information adequate?

Slide 3.21 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Firewalls  A specialized software mounted on a separate server at the point where the company is connected to the Internet  Use to protect information on the company

Figure 3.6 Firewall positions within the e-business infrastructure of the B2B company

Slide 3.23 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 What is the WWW?  World Wide Web – standard method for exchanging information on the Internet  Web browsers – a method of accessing and viewing information stored as web documents  Web servers – store and present the web pages

Figure 3.7 Information exchange between a web browser and web server

Slide 3.25 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 World Wide Web  Based on standard document formats such as HTML  Offers hyperlink  Supports a wide range of formatting  Can integrate graphics and animations  Make interactions possible

Slide 3.26 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Web 2.0  It isn’t a new web standard  Just an evolution of technologies and communication approaches  Some main characteristics:  Web services or interactive applications hosted on the Web  Ad funding of neutral sites  Encouraging creation of user-generated content  Enabling rating of content

Slide 3.27 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Internet tools   Instant messaging (IM) and Internet Relay Chat (IRC)  Usenet newsgroups  FTP file transfer  Telnet  Blogs  RSS (Really Simple Syndication)  World Wide Web  IPTV  BitTorrent

Slide 3.28 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Blogs

Slide 3.29 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 RSS  An Internet standard for publishing and exchanging content using XML  Content can be published on a site that originates from another site  New method of distributing messages to subscribers

Slide 3.30 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 VOIP  Voice data is transferred across the Internet – it enables phone calls to be made over the Internet  Peer-to-peer  Hosted service  Complete replacement of all telephone systems  Upgrading telephone systems

Figure 3.8 The TCP/IP protocol

Slide 3.32 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 URLS and domain names  Web addresses are structured in a standard way as follows:   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

Slide 3.33 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 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.

Figure 3.9 Home page index.html for The B2B Company in a web browser showing HTML source in text editor

Figure 3.10 (a) Fragmented applications infrastructure, (b) integrated applications infrastructure Source: Adapted from Hasselbring (2000)

Slide 3.36 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 XML example Product> EA Compaq 2 US

Slide 3.37 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Media standards  GIF (Graphics Interchange Format) A graphics format and compression algorithm best used for simple graphics  JPEG (Joint Photographics Experts Group) A graphics format and compression algorithm best used for photographs  Streaming media. Sound and video that can be experienced within a web browser before the whole clip is downloaded e.g. Real Networks.rm format  Video standards include MPEG and.AVI  Sound standards include MP3 and WMA

Slide 3.38 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Who controls the Internet?  ICANN  The Internet Society (  The Internet Engineering Task Force (IETF)  The World Wide Web Consortium (  Telecommunications Information Networking Architecture Consortium TINA-C

Slide 3.39 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Managing e-business infrastructure  Layer II – Systems software  Standardization throughout organization  Layer III – Transport or network  Based on internal company network  Laver IV – Storage  Based on company needs

Slide 3.40 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Internet service providers (ISP)  ISP connection method  Speed of access  Availability  Service-level agreements  Security

Figure 3.11 Differing use of applications at levels of management within companies

Figure 3.12 Elements of e-business infrastructure that require management

Slide 3.43 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 New access devices  Mobile access devices  Wi-Fi mobile access  Bluetooth  Next-generation mobile services  Interactive digital television

Slide 3.44 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Bluetooth

Figure 3.13 Mobile access technologies

Figure 3.14 Components of an interactive digital TV system

Slide 3.47 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Mahal?? Sewa saja!  Beberapa istilah  Hosting  ASP  Cloud Computing  SaaS (Software as a Service)

Slide 3.48 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Summary 1. The Internet is a global communications network that is used to transmit the information published on the World Wide Web (WWW) in a standard format based on Hypertext Markup Language (HTML) using different standard protocols such as HTTP and TCP/IP 2. Companies deliver e-business services to employees and partners through web servers which are often hosted at third- party companies known as ‘Internet service providers’ (ISPs). Web servers will be linked to applications servers, database servers and legacy applications to deliver these services

Slide 3.49 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Summary 3. Consumers and business users access these e-business services using web browser software, with connections to the Internet also managed by an ISP through which they can access web servers 4. Intranets are private networks used inside companies to share information. Internet-based tools such as , FTP, and the World Wide Web are all used as methods of sharing this information. Not all Internet users can access intranets since access is restricted by firewalls and password controls. Extranets are similar to intranets, but they are extended beyond the company to third parties such as suppliers, distributors or selected customers

Slide 3.50 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Summary 5. Standards to enable delivery of information include: Communications standards such as TCP/IP and HTTP Text information standards such as HTML, XML, and WML Graphical information standards such as GIF dan JPEG Multimedia standards such as Shockwave, Flash and streaming audio and video 6. Managing staff access to the Internet involves taking decisions about the number of staff with access and how much time can be permitted and the nature of monitoring used for s and web pages

Slide 3.51 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Summary 7. Managers need to decide on internal or external management of the technology and applications infrastructure of an organization 8. Electronic data interchange (EDI) involves the structured transfer of information, particularly for online B2B purchasing transactions. It can now occur over the Internet as Internet EDI

Slide 3.52 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Summary 9. Applications service providers are increasingly important as businesses look to reduce infrastructure costs and improve e- business service delivery through external hosting of applications and data outside an organization 10. Managers of e-commerce services need to monitor the adoption of new access devices for the Internet including mobile phones and interactive digital TV. An e-commerce infrastructure should be designed to readily enable new access media to be supported as they develop

Slide 3.53 Dave Chaffey, E-Business and E-Commerce Management, 3 rd Edition © Marketing Insights Ltd 2007 Homework  Pada slide 27 terdapat berbagai internet tools, jelaskan bagaimana ide Anda menggunakan masing-masing internet tools tersebut untuk mendapatkan profit atau untuk mendukung penjualan melalui e-commerce.