Laudon Traver Ec16 PPT Ch03 Accessible 04102022 025308pm

E-commerce 2021–2022: Business.
Technology. Society.
Seventeenth Edition, Global Edition
Chapter 3
E-commerce Infrastructure
Copyright © 2022, 2019, 2018 Pearson Education, Ltd. All Rights Reserved
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 billions, possibly trillions, of web
pages
The Evolution of the Internet
1961–Present
• Innovation Phase, 1961–1974

– Creation of fundamental building blocks
• Institutionalization Phase, 1975–1995
– 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
• Internet defined as network that:

– Uses IP addressing
– Supports TCP/IP
– Provides services to users, in manner similar to
telephone system
• Three important concepts:
– Packet switching
– TCP/IP communications protocol
– 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
• Less expensive, wasteful than circuit-switching
Figure 3.3 Packet Switching
TCP/IP
• Transmission Control Protocol (TCP)
– Establishes connections among sending and receiving
Web computers
– Handles assembly of packets at point of transmission,
and reassembly at receiving end
• Internet Protocol (IP)
• Four TCP/IP layers
– Network interface layer
– Internet layer
– Transport layer
– Application layer
Figure 3.4 The TCP/IP Architecture and
Protocol Suite
Internet (IP) Addresses
• IPv4
– 32-bit number
– Four sets of numbers marked off by periods:
201.61.186.227
 Class C address: Network identified by first three
sets, computer identified by last set
• IPv6
– 128-bit addresses, able to handle up to 1 quadrillion
addresses (IPv4 can handle only 4 billion)
Figure 3.5 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
– For example: http://www.azimuth-interactive.com/
Client/Server Computing
• Powerful desktop computers (clients) connected in

network with one or more servers
• Servers perform common functions for the clients
– Storing files
– Software applications
– Access to printers, and so on
The Mobile Platform
• Primary Internet access is now through smartphones
and tablets
• Smartphones are a disruptive technology
– New processors and operating systems
– Over 245 million in U.S. access Internet with mobile
phone
• Tablets supplement PCs for mobile situations
– Over 170 million in U.S. use Internet with tablets
The Internet “Cloud Computing” Model (1 of 2)
• Firms and individuals obtain computing power and

software over Internet
• Three types of services
– Infrastructure as a service (IaaS)
– Software as a service (SaaS)
– Platform as a service (PaaS)
• Public, private, and hybrid clouds
The Internet “Cloud Computing” Model (2 of 2)
• Drawbacks
– Security risks
– Shifts responsibility for storage and control to
providers
• Radically reduces costs of:
– Building and operating websites
– Infrastructure, IT support
– Hardware, software
Other Internet Protocols and Utility
Programs
• Internet protocols
– HT TP
– E-mail: SMTP, POP3, IMAP
– FTP, Telnet, SSL/TLS
• Utility programs
– Ping (the time it takes for a small data set to be
transmitted from your device to a server on the
Internet and back to your device again)
– Tracert (to track in real-time the pathway taken by a
packet on an IP network from source to destination)
Internet Infrastructure
• Internet has been able to grow exponentially without

disruption because of:
– Client/server computing model
– Hourglass, layered architecture
 Network Technology Substrate
 Transport Services and Representation Standards
 Middleware Services
 Applications
Figure 3.10 The Hourglass Model of the
Internet
The Internet Backbone
• Comprised of fiber-optic cable: hundreds of glass strands
that use light to transmit data
– Faster speeds and greater bandwidth
– Thinner, lighter cables
– Less interference
– Better data security
• Tier 1 Internet Service Providers (Tier 1 ISPs) or transit ISPs
• Numerous private networks physically connected to each
other
• Undersea fiber optics, satellite links
Internet Exchange Points (IXPs)
• Regional hubs where Tier 1 ISPs physically connect
with one another and with regional Tier 2 ISPs.
• Tier 2 ISPs provide Tier 3 ISPs with Internet access.
• Originally called Network Access Points (NAPs) or
Metropolitan Area Exchanges (MAEs).
Tier 3 Internet Service Providers
• Retail providers
– Lease Internet access to homeowners, small businesses
– Large providers: Comcast, Charter Spectrum, AT&T,
Verizon, Altice (Optimum)
– Smaller local providers
• Services
– Narrowband
– Broadband
– Digital subscriber line (DSL)
– Cable Internet
– Satellite Internet
Campus/Corporate Area Networks
• Local area networks operating within single organization,

such as NYU or Microsoft Corporation
• Lease Internet access directly from regional and national
carriers
Mobile Internet Access
• Two basic types of wireless Internet access:

– Telephone-based (mobile phones, smartphones)
– Computer network-based (wireless local area
network-based)
• Telephone-based wireless Internet access
– Currently based on 3G and 4G technologies
– 5G will provide higher bandwidth with speeds
reaching 10 Gbps or more
Wireless Local Area Network (WLAN) -
Based Internet Access
• Wi-Fi (various 802.11 standards)

– High-speed, fixed broadband wireless LAN (WLAN)
– Wireless access point (“hot spots”)
– Limited range but inexpensive
• WiMax
• Bluetooth
Figure 3.13 Wi-Fi Networks
Who Governs the Internet?
• Organizations that influence the Internet and monitor its operations

include:
– Internet Corporation for Assigned Names and Numbers (ICANN)
– Internet Engineering Task Force (IETF)
– Internet Research Task Force (IRTF)
– Internet Engineering Steering Group (IESG)
– Internet Architecture Board (IAB)
– Internet Society (ISOC)
– Internet Governance Forum (IGF)
– World Wide Web Consortium (W3C)
– Internet Network Operators Groups (NOGs)
The Web
• 1989–1991: Web invented

– Tim Berners-Lee at CERN
– HTML, HTTP, web server, web browser
• 1993: Mosaic web browser w/GUI
– Andreessen and others at NCSA
– Runs on Windows, Macintosh, or Unix
• 1994: Netscape Navigator, first commercial web browser
• 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
• Hypertext Markup Language (HTML)
– Fixed set of pre-defined markup “tags” used to
format text
– Controls look and feel of web pages
– Used in conjunction with CSS (Cascading Style
Sheets)
– HTML5 the newest version
• eXtensible Markup Language (XML)
– 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 a network
that request this service by sending an HTTP request
– Basic capabilities: Security services, FTP(File Transfer Protoco),
search engine, data capture
• Web server
– May refer to either web server software or physical server
– Specialized servers: Database servers, ad servers, and so on
• Web client
– Any computing device attached to the Internet that is capable of
making HTTP requests and displaying HTML pages
Web Browsers
• Primary purpose is to display web page, but may
include added features
– Google’s Chrome: almost 70% of desktop market
and about 65% of mobile market
 Open source
– Mozilla Firefox: 8% desktop, >1% mobile
 Open source
– Microsoft Edge: 7% desktop
– Internet Explorer: 6% desktop
– Apple’s Safari: 4% desktop, 27% mobile
The Internet and Web: Features
• Features on which the foundations of e-commerce are

built:
– Communication tools
– Search engines
– Downloadable and streaming media
– Web 2.0 applications and services
– Virtual reality and augmented reality
– Intelligent digital assistants
Communication Tools
• E-mail
– Most used application of the Internet
• Messaging Applications
– Instant messaging
• Online message boards
• Internet telephony
– VOI P
• Videoconferencing, video chatting, telepresence
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
• Top three providers: Google, Microsoft’s Bing, Verizon
Media (Yahoo)
Downloadable and Streaming Media
• Downloads:
– Growth in broadband connections enables large
media file downloads
• Streaming technologies
– Enables music, video, and other large files to be sent
to users in chunks so that the file can play
uninterrupted
• Podcasting
• Explosion in online video viewing
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
– Enables web page publishing with no knowledge of HTML
• Wikis
– Enables documents to be written collectively and
collaboratively
– E.g., Wikipedia
Virtual Reality and Augmented Reality
• Virtual reality (VR)
– Immersing users within virtual world
– Typically uses head-mounted display (HMD)
– Oculus Rift, Vive, PlayStation VR
• Augmented reality (AR)
– Overlaying virtual objects over the real world, via
mobile devices or HMDs
– Pokémon GO
• Mixed reality (AR)
– Enhanced version of AR
Intelligent Digital Assistants
• Computer search engine using:
– Natural language
– Conversational interface, verbal commands
– Situational awareness
• Can handle requests for appointments, flights, routes,
event scheduling, and more.
– Examples:
 Apple’s Siri
 Google Now/Google Assistant
 Amazon Alexa
Mobile Apps
• Use of mobile apps has exploded

– Most popular entertainment media, over TV
– Always present shopping tool
– Almost all top 100 brands have an app
• Platforms
– iPhone/iPad (iOS), Android
• App marketplaces
– Google Play, Apple’s App Store, Amazon’s Appstore
Copyright
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E-commerce 2021–2022: Business.

• Innovation Phase, 1961–1974

• Internet defined as network that:

• Slices digital messages into packets

• Powerful desktop computers (clients) connected in

• Firms and individuals obtain computing power and

• Internet has been able to grow exponentially without

• Local area networks operating within single organization,

• Two basic types of wireless Internet access:

• Wi-Fi (various 802.11 standards)

• Organizations that influence the Internet and monitor its operations

• 1989–1991: Web invented

• Web server software

• Features on which the foundations of e-commerce are

• Identify web pages that match queries based on one or

• Online Social Networks

• Use of mobile apps has exploded

This work is protected by United States copyright laws and is

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