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Electronic Commerce Eighth Edition

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Presentation on theme: "Electronic Commerce Eighth Edition"— Presentation transcript:

1 Electronic Commerce Eighth Edition
Chapter 8 Web Server Hardware and Software 1 1

2 Learning Objectives In this chapter, you will learn about:
Web server basics Software for Web servers management and spam control issues Internet and Web site utility programs Web server hardware Electronic Commerce, Eighth Edition 2 2

3 Web Server Basics Chapter topics
Basic technologies to build online business Web sites Server software and hardware Utility function software Web server Main job: respond to Web client requests Main elements: hardware, operating system software, Web server software Web site goals followed by site development Perform site estimates Determine hardware and software combination Electronic Commerce, Eighth Edition

4 Types of Web Sites Web site planning is first step
Determine site goals Estimate visitors, types of files Assess existing information technology staff Five Web site categories Development sites: evaluate Web designs Intranets: house internal information Extranets: allow outside party access Transaction-processing sites: commerce site Content-delivery sites: deliver news, histories, summaries, digital content Electronic Commerce, Eighth Edition

5 Web Clients and Web Servers
Client/server architectures Client requests services from server Client computer Uses Web browser software (Web client software) Server computer More memory and larger, faster disk drives Platform neutral Web software Various computers communicate easily, effectively Critical ingredient for rapid spread, widespread Web acceptance Electronic Commerce, Eighth Edition

6 Electronic Commerce, Eighth Edition

7 Dynamic Content Server performance affected by: Dynamic page
Web page mix and type delivered to client Dynamic page Client Web page content shaped by program Static page Unchanging page retrieved from disk Sometimes stored in Web server’s active memory Static versus dynamic page delivery Static page requires less computing power Servers delivering mostly static pages perform better Electronic Commerce, Eighth Edition

8 Dynamic Content (cont’d.)
Nonstatic information constructed in response to Web client’s request Example: order inquiry with unique customer number Web sites using collection of HTML pages Changed by editing HTML (cumbersome) Specific query-customized pages not allowed Create customized pages on the fly using: Server-side scripting Dynamic page-generation technology Electronic Commerce, Eighth Edition

9 Dynamic Content (cont’d.)
Server-side scripting Used by first Web sites providing dynamic pages Also called: Server-side includes Server-side technologies Web server programs create Web pages before sending pages back to client Server-side technologies are slow Large online business Web sites alternative Dynamic page-generation technologies Electronic Commerce, Eighth Edition

10 Dynamic Content (cont’d.)
Dynamic page-generation technologies Examples Microsoft Active Server Pages (ASP) Sun Microsystems JavaServer Pages (JSP) Open-source Apache Software Foundation Hypertext Preprocessor (PHP) Adobe Cold Fusion Dynamic Web page creation Server-side scripts mix with HTML tagged text Java servlets Server-side programs created using Java programming language (Sun) Electronic Commerce, Eighth Edition

11 Dynamic Content (cont’d.)
Dynamic page-generation technologies (cont’d.) Popular tools to generate dynamic Web pages and make them interactive AJAX (asynchronous JavaScript and XML): creates interactive Web sites looking like applications Ruby on Rails: creates dynamic Web pages with interface looking like application Python scripting language Electronic Commerce, Eighth Edition

12 Dynamic Content (cont’d.)
The future of dynamic Web page generation Criticisms of previous approaches Do not solve problem of dynamic page generation Shift dynamic page creation from HTML coders to ASP (JSP, PHP) programmers Apache Cocoon project initiative Query XML formatted data and generate output in multiple formats HTML output: useful for dynamic Web page creation May apply style sheet to data: tailored response Portable Document Format (PDF) file, Wireless Markup Language (WML) file Electronic Commerce, Eighth Edition

13 Dynamic Content (cont’d.)
The future of dynamic Web page generation (cont’d.) Latest Cocoon version Divides work into four areas of concern Limits area interactions to five specific contracts Breaks direct connection between logic and style Future dynamic Web page design easier Other initiatives Microsoft: Microsoft.NET Framework Oracle: including explicit PHP support (other scripting languages) in its database products Electronic Commerce, Eighth Edition

14 Electronic Commerce, Eighth Edition

15 Various Meanings of “Server”
Any computer providing files (programs) to other computers Connected through network Server software Server computer software Makes files (programs) available to other computers Sometimes included with operating system Servers connect through router to the Internet Run Web server software Electronic Commerce, Eighth Edition

16 Various Meanings of “Server” (cont’d.)
Web servers Computers connected to the Internet Run Web server software Makes server’s files available to other computers server: handles incoming, outgoing Database server Runs database management software “Server” describes several types of computer hardware, software Note context Electronic Commerce, Eighth Edition

17 Web Client/Server Communication
Web browser requests files from Web server Transportation medium: the Internet Request formatted by browser using HTTP Request sent to server computer Server receives request Retrieves file containing requested Web page Formats using HTTP Sends back to client over the Internet Client Web browser Browser displays information if it is an HTML page Graphics can be slow to appear Electronic Commerce, Eighth Edition

18 Two-Tier Client/Server Architecture
Messages created and read Only by client and server computers Request message: client requesting file from server Request line: contains command, target resource name, protocol name, version number Optional Request headers: file type information that client will accept Entity body: passes bulk information to server Electronic Commerce, Eighth Edition

19 Two-Tier Client/Server Architecture (cont’d.)
Server receives request message Executes command included in message Retrieves file from disk Creates response message: sent back to client Identical structure as request message (slightly different function) Response header line: server HTTP version, response status, status information explanation Response header field: information describing server’s attributes Entity body: returns HTML page requested by client (optional) Electronic Commerce, Eighth Edition

20 Electronic Commerce, Eighth Edition

21 Three-Tier and N-Tier Client/Server Architectures
Three-tier architecture Extends two-tier architecture Allows additional processing before server responds to client’s request n-tier architectures Higher-order architectures; more than three tiers Third tier supplies information to Web server Databases and related software application Electronic Commerce, Eighth Edition

22 Three-Tier and N-Tier Client/Server Architectures (cont’d.)
Four, five (or more) tiers include: Software applications (like three-tier systems) Databases, database management programs Work with software applications, generate information turned into Web pages, send to requesting client Example: catalog-style Web site Search, update, display functions Track customer purchases stored in shopping carts, look up sales tax rates, keep track of customer preferences, query inventory databases, keep company catalog current Electronic Commerce, Eighth Edition

23 Electronic Commerce, Eighth Edition

24 Software for Web Servers
Web server software May run on: One or several computer operating systems Types of Web server software/programs Operating system software Web server software itself Other programs Internet utilities software Electronic Commerce, Eighth Edition

25 Operating Systems for Web Servers
Operating system tasks Running programs, allocating computer resources, providing input and output services More responsibilities (large systems) Tracking multiple users, ensuring no interference Microsoft Windows Server products Considered simple to learn and use Raise security concerns Linux-, UNIX-based products Popular Considered secure as Web servers Electronic Commerce, Eighth Edition

26 Operating Systems for Web Servers (cont’d.)
Linux (open-source operating system) Fast, efficient, installs easily Open-source software Developed by community of programmers Software available for download (free) Others use it, improve it, submit improved versions More information Open Source Initiative Web site Electronic Commerce, Eighth Edition

27 Operating Systems for Web Servers (cont’d.)
Companies selling Web server computers Include Linux in default configurations Companies may buy Linux through commercial distributors Include useful additional software (installation utilities) Provide support contracts Examples: Mandriva, Red Hat, SCO Group, SuSE Sun Microsystems Sells Web server hardware Solaris: UNIX-based operating system Electronic Commerce, Eighth Edition

28 Web Server Software Commonly used Web server programs
Apache HTTP Server, Microsoft Internet Information Server (IIS), Sun Java System Web Server (JSWS) Netcraft networking consulting company Web survey Measures Web server software’s relative popularity Stabilizing in recent years See Figure 8.5 Web server performance differences Workload, operating system, Web pages served Critical: choose right server for each business need Electronic Commerce, Eighth Edition

29 Electronic Commerce, Eighth Edition

30 Web Server Software (cont’d.)
Apache HTTP Server 1994: Rob McCool developed Apache Original core system with lots of patches Known as “a patchy” server Ongoing group software development effort Dominated Web since 1996 Free, performs efficiently In IBM WebSphere application server package Zeus based on Apache open-source code Most widely installed Web server software package Runs on many operating systems, hardware Electronic Commerce, Eighth Edition

31 Web Server Software (cont’d.)
Microsoft Internet Information Server Bundled with Microsoft Windows Server operating systems Runs on Windows server operating system (by design) Used on many corporate intranets Adopted Microsoft products as standard products ASP, ActiveX Data Objects, SQL database queries Microsoft FrontPage Web site development tool, reporting tools HTML pages, ActiveX components, scripts can be combined to produce dynamic Web pages Electronic Commerce, Eighth Edition

32 Web Server Software (cont’d.)
Sun Java System Web Server (Sun ONE, iPlanet, Netscape) Original NCSA Web server program descendent Former names: Sun ONE, Netscape Enterprise Server, iPlanet Enterprise Server AOL-Sun Microsystems partnership called iPlanet Agreement expired March 2002 iPlanet became part of Sun Not free: reasonable licensing fee Runs on many operating systems Electronic Commerce, Eighth Edition

33 Web Server Software (cont’d.)
Sun Java System Web Server (Sun ONE, iPlanet, Netscape) (cont’d.) Web server use One percent of all Web servers Busiest and best-known Internet sites: BMW, Dilbert, E*TRADE, Excite, Lycos, Schwab More than 30 percent of all public Web sites More than half of top 100 enterprise Web sites Supports dynamic application development Provides connectivity to database products Electronic Commerce, Eighth Edition

34 Finding Web Server Software Information
The Netcraft Web site home page “What’s that site running?” link Leads to page with search function Find out operating system, Web server software specific site now running Find out what site ran in the past Electronic Commerce, Eighth Edition

35 Electronic Mail (E-Mail)
Electronic commerce important technologies Web: interactions between Web servers and clients Gather information, execute transactions, perform other electronic commerce-related tasks 1970s origin: ARPANET Most popular form of business communication Far surpassing: telephone, conventional mail, fax (in volume) Electronic Commerce, Eighth Edition

36 E-Mail Benefits Reason many people attracted to the Internet
Conveys messages in seconds Simple ASCII text, character formatting Useful feature Attachments: most important message part uses Confirm receipt of customer orders, confirm shipment of items ordered, send information about a purchase to buyer, announce specials and sales, keep in touch with customers Electronic Commerce, Eighth Edition

37 E-Mail Drawbacks Time spent answering e-mail
Managers: five minutes per Average person spends two hours a day Creating resentment Computer virus (through attachments) Program attaches itself to another program Causes damage when host program activated Cost for convenience Virus protection software, dealing with security threats Spam (unsolicited commercial ) Most frustrating and expensive problem Electronic Commerce, Eighth Edition

38 Spam Magnitude of spam problem 24-hour period in 2008
220 billion spam messages sent Researchers believe: More than 98 percent of all messages will be spam before effective technical solutions implemented Spam leveling off (approaching 100 percent) Absolute spam numbers could continue to grow rapidly Electronic Commerce, Eighth Edition

39 Electronic Commerce, Eighth Edition

40 Spam (cont’d.) AOL active has taken active role limiting spam through legal channels 2005: temporary decline Now: resumed increase Antispam efforts Limit spam annoyance and cost server computer software Limit amount of spam getting through to employees Individual users Install client-based spam-filtering programs, set filters More effective, less costly to eliminate spam before downloaded Electronic Commerce, Eighth Edition

41 Solutions to the Spam Problem
Some solutions require: Passing of new laws Technical changes in Internet mail-handling systems Other approaches Implemented with existing laws and current technologies Requires cooperation from large numbers of organizations and businesses Individual users Few tactics available to reduce spam Electronic Commerce, Eighth Edition

42 Solutions to the Spam Problem (cont’d.)
Individual user antispam tactics Focus Limit spammer’s access to (use of) address Use complex address Control address exposure; software robots Discussion boards, chat rooms, other online sources Use multiple addresses Switch to another if spammers uses one Electronic Commerce, Eighth Edition

43 Solutions to the Spam Problem (cont’d.)
Basic content filtering Requires software Identifies content elements in incoming message Content-filtering techniques differ in terms of: Content elements examined Looking for message spam indications How strictly message classification rules applied Basic content filters examine headers Filtering task software location Client-level filtering: individual users’ computers Server-level filtering: mail server computers Electronic Commerce, Eighth Edition

44 Solutions to the Spam Problem (cont’d.)
Basic content filtering (cont’d.) Black list spam filter Looks for known spammers From addresses in incoming messages White list spam filter Looks for good sender From addresses in incoming messages High false positives rate: messages rejected (should not have been) Used in client-level or server-level filters Overcome individual drawbacks: use approaches together with other content-filtering approaches Electronic Commerce, Eighth Edition

45 Solutions to the Spam Problem (cont’d.)
Challenge-response content filtering Compares all incoming messages to a white list If sender not on white list, automated response sent (challenge) Challenge asks sender to reply to (response) Reply must contain response to a challenge presented in the Designed so human can respond easily Drawbacks Victim bombarded; perpetrator includes victim’s Doubles amount of useless messages sent Electronic Commerce, Eighth Edition

46 Solutions to the Spam Problem (cont’d.)
Advanced content filtering Uses indicators Words, word pairs, certain HTML codes, information about where word occurs Looks for spam indicators (entire message) Indicator identified; message’s spam “score” raised Problems Spammers stop including defined indicators Challenge creating effective content filters Filtering “sex” may delete valid with “Essex” Electronic Commerce, Eighth Edition

47 Solutions to the Spam Problem (cont’d.)
Advanced content filtering (cont’d.) Approach based on branch of applied mathematics Bayesian statistics Bayesian revision statistical technique Additional knowledge used to revise earlier probability estimates Naïve Bayesian filter Software begins by not classifying messages User reviews messages Message type indicated to software: spam (not spam) Software gradually learns message element Electronic Commerce, Eighth Edition

48 Solutions to the Spam Problem (cont’d.)
Advanced content filtering (cont’d.) Naïve Bayesian filter success rates Few dozen messages classified: 80 percent effective Eventually: effective rate rises above 95 percent 2002: POPFile released First functional Bayesian filter product for individuals Open-source software development project Installs on individual client computers Works with many different clients: Post Office Protocol (POP) connection required Electronic Commerce, Eighth Edition

49 Electronic Commerce, Eighth Edition

50 Solutions to the Spam Problem (cont’d.)
Advanced content filtering (cont’d.) POPFile success Initially caught 30 percent of spam messages After two weeks: caught more than 90 percent Eventually: caught more than 99 percent False positives: small rate POPFile magnet feature Implement white and black list filtering Naïve Bayesian filters’ effectiveness Very effective client-level filters Major drawback: users must update filters regularly Electronic Commerce, Eighth Edition

51 Electronic Commerce, Eighth Edition

52 Solutions to the Spam Problem (cont’d.)
Legal solutions January 2004: U.S. CAN-SPAM law went into effect Spammers slowed down activities immediately Seeing no threat of broad federal prosecution: Spam rates increased Spam estimate: over 80 percent of all messages CAN-SPAM Regulates all messages Regulates messages advertising or promoting commercial product or service Includes messages promoting Web site content Electronic Commerce, Eighth Edition

53 Solutions to the Spam Problem (cont’d.)
Legal solutions (cont’d.) CAN-SPAM (cont’d.) Prohibits misleading message address header information, facilitating agreed-upon transaction or updating customer in existing business relationship Successful prosecution: fines ($11,000) and imprisonment Electronic Commerce, Eighth Edition

54 Solutions to the Spam Problem (cont’d.)
Legal solutions (cont’d.) More information U.S. Federal Trade Commission CAN-SPAM Law information pages Few spammers prosecuted under the law December 2003 verdict: three spammers pay more than $1 billion 2005 Jeremy Jaynes conviction: nine years in prison (appeal rejected) FTC refused to create do-not-spam list Electronic Commerce, Eighth Edition

55 Solutions to the Spam Problem (cont’d.)
Legal solutions (cont’d.) CAN-SPAM (similar laws) ineffectiveness Spammers have been violating laws for years Mail servers located in other countries; jurisdiction unclear Fines or collection of damages difficult to obtain Spammers evade cease-and-desist orders; move operations from one server to another (in minutes) Spammers hijack servers to forward mail Hope is that CAN-SPAM and similar laws enforce constraints on legitimate marketers Electronic Commerce, Eighth Edition

56 Solutions to the Spam Problem (cont’d.)
Legal solutions (cont’d.) Legal solution; critics’ arguments Failure until spammer prosecution becomes cost effective for governments Cost effective when: Prosecutors able to identify spammers easily Greater likelihood of winning cases Best way to make spammers easier to find Make technical changes in the transport mechanism Electronic Commerce, Eighth Edition

57 Solutions to the Spam Problem (cont’d.)
Technical solutions Internet design not intended for today's needs incidental afterthought No mechanisms ensuring sender identity Internet’s polite set of rules Send and wait for acknowledgement (fast) Slowing down acknowledgment messages Originating computer will slow (must continue to scan for acknowledgment) Will not send more messages (to that address) until acknowledgment received Electronic Commerce, Eighth Edition

58 Solutions to the Spam Problem (cont’d.)
Technical solutions (cont’d.) Slowing down acknowledgment messages (cont’d.) Requires defending company to develop way to identify computers sending spam IBM software: access to large database tracking such computers Other vendors: software identifying multiple messages from single source in rapid succession Once identified: software delays sending message acknowledgment Electronic Commerce, Eighth Edition

59 Solutions to the Spam Problem (cont’d.)
Technical solutions (cont’d.) Teergrubing: launching a return attack Sending messages back to computer originating suspected spam Teergrubing objective Ensure computer sending spam is trapped Drag down ability to send spam Concern: counterattack might violate laws Ultimate spam problem New protocols providing absolute verification of message source Electronic Commerce, Eighth Edition

60 Web Site and Internet Utility Programs
TCP/IP supports utility programs (tools) Run on Web server or client computers Earliest Internet utility program Most important utility Key element in electronic commerce strategies Electronic Commerce, Eighth Edition

61 Finger and Ping Utilities
Finger program Runs on UNIX operating systems Provides information about other network users Many organizations disable Finger command Privacy and security Built into some programs Ping: Packet Internet Groper Tests connectivity between two Internet-connected computers Provides performance data about connection Available as freeware and shareware Electronic Commerce, Eighth Edition

62 Tracert and Other Route-Tracing Programs
Tracert (TRACE RouTe) Sends data packets to every computer on path Between one computer and another computer Clocks packets’ round-trip times Provides indication of time message needs to travel from one computer to another and back Ensures remote computer online Pinpoints data traffic congestion Calculates and displays: Number of hops between computers Time to traverse entire one-way path Electronic Commerce, Eighth Edition

63 Tracert and Other Route-Tracing Programs (cont’d.)
Tracert (cont’d.) Sends series of packets to particular destination Router along Internet path between originating and destination computers: Reports IP address and time packet arrived Graphical user interface route-tracing programs: Provides map plot of packets’ route Determines Internet locations with greatest delay Example Visualware VisualRoute route-tracing program Electronic Commerce, Eighth Edition

64 Electronic Commerce, Eighth Edition

65 Telnet and FTP Utilities
Telnet program: users log on to Internet-connected computer Useful if no Web interface Availability Free Internet downloads: Microsoft Telnet.exe Client computer gives commands to remote host programs Telnet protocol: set of rules used by Telnet program Web browser Telnet client “telnet://” followed by remote host domain name Telnet use decreasing Electronic Commerce, Eighth Edition

66 Telnet and FTP Utilities (cont’d.)
File Transfer Protocol (FTP) TCP/IP rules defining formats Transfer files between TCP/IP-connected computers Useful services Displaying remote, local computers’ directories Changing current client’s or server’s active directory Creating and removing local and remote directories Uses TCP and its built-in error controls: To copy files accurately Electronic Commerce, Eighth Edition

67 Telnet and FTP Utilities (cont’d.)
FTP remote computer access FTP client program or browser Protocol name (ftp://) before remote computer domain name Full-privilege FTP FTP connection to computer; user has account Anonymous FTP Guest account Username: “anonymous” Password: address Electronic Commerce, Eighth Edition

68 Indexing and Searching Utility Programs
Search engines (search tools) Search for requested documents Specific site or entire Web Indexing program Provides full-text indexing Browser search methods Compare index terms to requester’s search term Use complex relevance ranking rules Advanced search engine software (Google) Web server software contains indexing software Electronic Commerce, Eighth Edition

69 Data Analysis Software
Web servers capture visitor information Placed into Web log file (grows quickly) Third-party Web log file analysis programs Summarize log file information Query log file Return gross summary information or accumulating details Popular Web log file analysis programs Omniture, UrchinWeb Analytics, Web Side Story, WebTrends products Electronic Commerce, Eighth Edition

70 Link-Checking Utilities
Link checker Examines each site page Reports broken, incorrect URLs Identifies orphan files Web site file not linked to a page Script checking and HTML validation Dead link When clicked: Displays error message rather than Web page Electronic Commerce, Eighth Edition

71 Link-Checking Utilities (cont’d.)
Link-checking programs Adobe Dreamweaver, Elsop LinkScan Reverse link checker Checks company’s link exchange program sites Ensures link exchange partners fulfilling obligation Include link back to company’s Web site Example: LinxCop Electronic Commerce, Eighth Edition

72 Remote Server Administration
Web site administrator controls Web site From any Internet-connected computer Provides convenience Examples Website Garage NetMechanic Electronic Commerce, Eighth Edition

73 Web Server Hardware Hosting electronic commerce operations
Use wide variety of computer brands, types, sizes Some small companies run Web sites on desktop PCs Most Web sites operated on computers Designed for site hosting Electronic Commerce, Eighth Edition

74 Server Computers Use more capable hardware elements
Usually more expensive than workstation PCs Price range of Web server computer Between $3000 and $200,000 Companies selling Web server hardware Provide Web site configuration tools Visitors design their own Web server Housing Web server computers Freestanding cases Installed in equipment racks Electronic Commerce, Eighth Edition

75 Electronic Commerce, Eighth Edition

76 Server Computers (cont’d.)
Blade servers: servers-on-a-card Small: 300 installed in single 6-foot rack Fundamental Web server job Process and respond to Web client requests Sent using HTTP Virtual server (virtual host) Maintains more than one server on one machine Different groups have separate domain names All domain names refer to same physical Web server Electronic Commerce, Eighth Edition

77 Web Server Performance Evaluation
Benchmarking: testing to compare hardware and software performance Elements affecting overall server performance Hardware, operating system software, server software, connection speed, user capacity, type of Web pages being delivered Connection speed (T3 faster than T1) Number of users server can handle Important Hard to measure Electronic Commerce, Eighth Edition

78 Web Server Performance Evaluation (cont’d.)
Throughput: number of HTTP requests hardware and software combination can process Unit of time Response time: time that server requires to process one request Choosing Web server hardware configurations Run tests on various combinations, consider scalability, compare standard benchmarks Use independent testing labs: Mindcraft Run benchmarks regularly Provide site visitors with best service possible Electronic Commerce, Eighth Edition

79 Web Server Hardware Architectures
Electronic commerce Web sites use tiered architecture Divides work of serving Web pages May use more than one computer within each tier Server farms: large collections of servers Lined up row after row Centralized architecture Uses a few large and fast computers Requires expensive computers More sensitive to technical problems Requires adequate backup plans Electronic Commerce, Eighth Edition

80 Web Server Hardware Architectures (cont’d.)
Distributed architecture (decentralized architecture) Uses a large number of less powerful computers Spreads risk over large number of servers Servers are less expensive Requires additional hubs or switches to connect servers to each and the Internet Requires cost of load balancing Electronic Commerce, Eighth Edition

81 Web Server Hardware Architectures (cont’d.)
Load-balancing systems ($ $50,000) Network hardware monitoring; server workloads Assigns incoming Web traffic to server with most available capacity Simple load-balancing system Traffic enters through site’s router Encounters load-balancing switch Directs traffic to best Web server More complex load-balancing systems Incoming Web traffic enters from two or more routers Directed to groups of dedicated Web server Electronic Commerce, Eighth Edition

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83 Electronic Commerce, Eighth Edition

84 Summary Client/server Web architecture
HTTP-based tiered architectures Operating systems commonly used on Web servers Web server utility programs benefits and drawbacks Spam description and solutions Web server hardware Important consideration in online business site design Web server performance Factors and solutions Electronic Commerce, Eighth Edition


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