strategic electronic marketing: managing e-business, 2e ch02

7/29/2019 Strategic Electronic Marketing: Managing E-Business, 2e ch02

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For use with Strategic Electronic Marketing:Managing E-Business, 2e

Copyright 2003 South-Western College Publishing

Chapter 2A Slide: 1

Chapter 2 Appendix:

Internet Technology


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Chapter 2A Slide: 2

LEARNING OBJECTIVES:

1. Understand how information is routed through theInternet.

2. Be able to explain current and evolving Internetbackbones.

3. Specify how businesses and home users canimplement security measures.

4. Outline the importance of open standards for theInternet and specify those standards.

5. Understand site hosting and ISP choice.


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Chapter 2A Slide: 3

Data Packets

Data are sent around the Internet backbone in packets.

E-mail files, HTML files, sound files, and so forth are split intosmall sections and then routed to different locations based on the

packets address.

This strategy allows digital backbones to maximize theamount of data that flows through their networks.

Broadband applications stream in, or receive, largenumbers of packets of information that are assembled atthe users end.

How many packets move through the Internet at a giventime depends on carrier and router speeds.


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Chapter 2A Slide: 4

Figure A2.1: Packet Routing

Backbone Line

110101101010

Data PacketFrom Y

To: B

Router

Browser A

010001101

Browser B

010101101

Browser C010001111

110101101010

Data PacketFrom Z

To: C


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Chapter 2A Slide: 5

Figure A2.1: Packet Routing (XP)

Backbone Line

110101101010

Data PacketFrom Y

To: B

Router

Browser A

010001101

Browser B

010101101

Browser C010001111

110101101010

Data PacketFrom Z

To: C

om X

o: A


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Chapter 2A Slide: 6

Speed Considerations

A large number of hops (places where two networks meet)slows data.

Congestion at peering points (points of Internet backbone

connection) slows the routing of packets. Each Web address is stored in a name server, and

congested name servers can slow access to addressed

information, and thus to the addressed data.

These speed considerations affect the type of content thatshould be developed for the market served.


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Chapter 2A Slide: 7

Figure A2.2: Data Packets Sent

Around The World (In Billions)

0

5000

10000

15000

20000

25000

30000

1996 1997 1998 1999 2000 2001 2002

Data

Voice

Source: Michael C. Hulfactor and Bob Klessig, The Problem of the Bandwidth Bottleneck, ISPWorld, August 2000, pp. 44 -48.


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Chapter 2A Slide: 8

Home-User Internet Delivery Options

Term Speed in Seconds for 10 megabits ofdata

MODEM

(14.4, 28.8, 56 Kbps)

@ 56 Kbps: 179 seconds

T1 or T3 T1 @ 1.5 Mbps: 6.6 seconds

DSL

(ADSL: 1.54 Mbps)

@ 1.5 Mbps:

6.6 seconds

Cable Modems

(800 Kbps -

3 Mbps)

3.3 - 20 seconds

Direct Broadcast Satellite

(200 - 400 Kbps)

80 - 40 seconds

Fiber Optic (10 Gbps) @ 10 Gbps: < .01 seconds

G3 Cellular Phones

(projected 2 Mbps maximum)

.5 - 1 second


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Chapter 2A Slide: 9

New Data Lines Pure digital

Line-of-site microwave

or lasers:

Analog waves that must be modulated anddemodulated, High-voltage electrical lines can

be modulated and demodulated to

carry digital information, allowing

electrical utilities to become broadband providers.

or radio waves.

BuildingA

BuildingB


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Chapter 2A Slide: 10

Blocks Cybercriminal s

Virus, Worm,

Pornography, Spam, ect.

Figure A2.3: Firewall Protection

System

Firewall

Individual

PC Firewall

Internet BackboneUsers

Browser

Business

NetworkServer

Cybercriminal sends

Virus, Worm,


Blocks Cybercriminal s

Virus, Worm,



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Table A2.1: Internet Security

RecommendationsAction Description

Control Access Authenticate users and authorize the type of action

taken.

Set up Firewalls Set up to permit and deny traffic flows for

networks.

Use management and

administration tools

Centrally manage and report usage of site.

Use auditing, monitoring,

and alert technology

These monitor and record events to determine if

actions occur outside of set perimeters.

Antivirus products Prevent, detect and correct virus codes.

Use cryptography

technology

Provides information confidentiality.


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Table A2.1: Internet Security

RecommendationsAction Description

Certification and key

management

Supports encryption and digital signatures to

authenticate users.

Enhance user

authentication

Use token or smart cards to enhance password

protection.

Use biometrics Systems that confirm users identities using a

personal measure such as fingerprints, iris scans,

voice prints, etc.

Intrusion detection Scans networks to detect incidents of intrusion.

Physical security Controls physical access to hardware and software.

Use consultants To bring in experts.


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Table A2.3:Internet ProtocolsTerm Meaning Used For

TCP/IP Transport Control

Protocol/Internet

Protocol

Set of standards that are

used on the Internet.

EMAIL Electronic Mail Allows for the transport of

text between users over the

Internet.

FTP File TransferProtocols

Allows for computer filesor software to be

transferred online. This is

most often used as an

attachment with email.

TELNET Uses TCP/IP to

exchange packets

of data between

computers.

Allows a computer to

connect into other

computer systems, in

essence becoming one oftheir terminals.

USENET Standard for sites

to share and

forward discussion

information.

Like a chat room, it is a

place for online discussions

of areas of interest.


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For use with Strategic Electronic Marketing:

Managing E-Business, 2e



World Wide Web Protocols (1)Protocol Meaning

World Wide Web Set of standard that allows for

hyperlinks and graphics to move through

the Internet.

HypertextTransport

Protocol (HTTP)

Underlying protocol to the Web allowsfor linking to other sites and retrieving

information.

Virtual Reality

Markup Language(VRML)

Allows for 3D models to be displayed

and rotated in a Web page.


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World Wide Web Protocols (2)Protocol Meaning

CommonGateway

Interface (CGI)

An interface for providing links toother programs from Web serverssuch as when a Web form is used to

collect information.Universal

Resource LocatorCode (URL)

The address used to find a site at aserver on the Web.

Secure Electronic

Transaction(SET)

Protocols to allow for secure

purchases on the Internet.


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HTML Tags

Webpage coding can also be complex as shown inthe following example:

Hypertext markup language tag for locating a URL:


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Web Browser Language

Code Use

Hypertext Markup

Language

(HTML 4)

Text-based markup language, or set

of codes which give design (fonts,

position, colors, etc.) to the Web

page.Dynamic HTML Allows for movement and layering

of text and images on a page adding

multimedia effects.

Extendable markuplanguage (XML) Adds intelligence to Web pages.

JAVA Allows Web developers to add

programming applets to Web pages.


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Copyright 2003 South-Western College PublishingChapter 2A Slide: 18

Web Browser Plug-Ins

Plug-ins: Examples UseVideo QuickTime Downloads and plays video.

Video and

Audio

RealPlayer Streams in video and audio.

Multimedia Shockwave Allows for the streaming of

multimedia and interactive

games.

Chat iChat Real-time text conversations

IP

Telephony

Phone Calls Allows phone calls to be

placed over the Internet.


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Case A2.1: He Who Controls the

Standard Controls the World Thinking Strategically

Specify why standards are important to the future of theInternet.

Outline how Internet standards are a threat toMicrosoft.

Indicate why a company such as Microsoft should orshould not be allowed to use it dominance to developstandards.

Consider the overall consumer welfare question andargue for or against the open standard process beingfostered by the Internet.


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Choosing an ISP Network reliability. What percentage of time is the network

up?

Value for price. Which services are offered for the price

charged?

Network performance. Number of delays and packet losses.

Customer service responsiveness. Does the ISP provide quick

attention to problems and answers to questions?

Technical support. How responsive is technical support?

Start-up time. How quickly can services be readied? Service-level agreements. What types of services and training

does the ISP offer?


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Choosing an ISP Disk space. What is the cost, and how much disk space

does the business get?

Programming support. What capabilities does the ISPhave to provide database access,

programming help, or special design skills? E-commerce support. Does the site allow for shopping

carts, online transactions, and individualized

marketing programs?

E-mail services. How many accounts can be provided, and

how can they be accessed? Security. Does the ISP ensure security for data transfer

and for transactions conducted online?


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Internet Delivery

Question Outsource In-house

Do you have the technology staff to develop

and maintain a web site?

No Yes

Are you willing to pay the cost of continually

upgrading the software and hardwarenecessary to maintain adequate resources?

No Yes

Will you have a large number of hits in a short

time?

Yes No

Do you need high levels of security? Yes No

Will your technology needs change rapidly? Yes No

Do your users require round the clock access

to support?

Yes No


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Exercise A2.1 HTML Code Open a browser and go to www.msn.com on the

Web. Take a look at the HTML code for this page.

In MS Explorer, go to ViewSource (or use whatever HTMLviewer your browser uses).

Scroll through this text and view the source code. Dont try to understand the coding. Afterward viewing, close

the window.

Notice that unless you were trained in this code youwould likely have no idea what it means.

Now highlight about a third of the Web page. Copy this andpaste it into your word processor. This should show you atable-based structure. Many web pages use tables to control thelook and feel of content on the page.
http://www.msn.com/http://www.msn.com/


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C i ht 2003 S th W t C ll P bli hiChapter 2A Slide: 24

Exercise A2.2 ISP Evaluation Exercise

Investigate several ISPs based on the

criteria in the text.

Discuss this with your classmates anddetermine which ISP would be the best to

use.

Explore both large and small ISPs.

strategic electronic marketing: managing e-business, 2e ch02

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