slide 3.1 dave chaffey, e-business and e-commerce management, 4 th edition, © marketing insights...
TRANSCRIPT
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Slide 3.1
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
E-business infrastructure
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Slide 3.2
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Learning outcomes
• Outline the hardware and software technologies used to build an e-business infrastructure within an organization and with its partners
• Outline the hardware and software requirements necessary to enable employee access to the Internet and hosting of e-commerce services.
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Slide 3.3
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Management issues
• What are the practical risks to the organization of failure to manage e-commerce infrastructure adequately?
• How should staff access to the Internet be managed?
• How should we evaluate the relevance of web services and open source software?
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Slide 3.4
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Why the jargon?
• Why do business managers need to know about the jargon and technology?
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Slide 3.5
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Activity 3.1 Infrastructure risk assessment
• Make a list of the potential problems for customers of an online retailer
• You should consider problems faced by users of e-business applications who are both internal and external to the organization
• Base your answer on problems you have experienced on a web site that can be related to network, hardware and software failures or problems with data quality
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Slide 3.6
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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• E-mails not replied to• Customers’ privacy or trust is broken through
security problems such as credit cards being stolen or addresses sold to other companies
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Slide 3.7
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.1 A five-layer model of e-business infrastructure
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Slide 3.8
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Table 3.1 Key management issues of e-business infrastructure
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Slide 3.9
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Table 3.1 Key management issues of e-business infrastructure (Continued)
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Slide 3.10
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Activity – Internet infrastructure components
• Write down all the different types of hardware and software involved from when a user types in a web address such as www.google.com to the web site being loaded
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Slide 3.11
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.2 Physical and network infrastructure components of the Internet(Levels IV and III in Figure 3.1)
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Slide 3.12
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.3 Example hosting provider Rackspace (www.rackspace.com)
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Slide 3.13
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.4 Timeline of major developments in the use of the web
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Slide 3.14
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.5 The Netcraft index of number of serversSource: Netcraft web Server Survey. http://news.netcraft.com/archives/web_server_survey.html. Netcraft
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Slide 3.15
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.6 Firewall positions within the e-business infrastructure of the B2B company
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Slide 3.16
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Activity – a common problem with intranets and extranets
• A B2B Company has found that after an initial surge of interest in its intranet and extranet, usage has declined dramatically. The e-business manager wants to achieve these aims:
• Increase usage• Produce more dynamic content• Encouraging more clients to order (extranet)
• What would you suggest?
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Slide 3.17
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Suggested answers
• Identify benefits
• Involve staff with development
• Find system sponsors, owners and advocates
• Train on benefits
• Keep content fresh, relevant and where possible, fun
• Use e-mail to encourage usage
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Slide 3.18
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.8 Transaction log file example
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Slide 3.19
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.9 Browsershots (www.browsershots.org) – a service for testing cross-browser compatibility
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Slide 3.20
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Understanding Internet access tools and concepts – match the definitions• Atomisation concept
• Blogs
• Feeds
• IPTV
• Peer-to-peer
• Social networks
• Tagging
• VOIP
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Slide 3.21
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.11 Personalized feed home page from iGoogle (www.igoogle.com)
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Slide 3.22
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.12 Joost service
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Slide 3.23
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
URLS and domain names
• Web addresses are structured in a standard way as follows:
• http://www.domain-name.extension/filename.html• 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
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Slide 3.24
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Box 3.3. Identify URL components: http://video.google.co.uk:80/videoplay?
docid=-7246927612831078230&hl=en#00h02m30s
• Protocol• Host or hostname• Subdomain• Domain name• Top-level domain or TLD• Second-level domain (SLD)• The port • The path • URL parameter • Anchor or fragment
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Slide 3.25
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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
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Slide 3.26
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.13 The TCP/IP protocol
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Slide 3.27
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.14 Home page index.html for an example B2B company in a web browser showing HTML source in text editor
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Slide 3.28
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.15 Architecture of semantic web system used at EDF
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Slide 3.29
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
XML example
Product>
<Action Value5”Delete”/>
<ProductID>118003-008</ProductID>
</Product>
<Product Type5”Good” SchemaCategoryRef5”C43171801”>
<ProductID>140141-002</ProductID>
<UOM><UOMCoded>EA</UOMCoded></UOM>
<Manufacturer>Compaq</Manufacturer>
<LeadTime>2</LeadTime>
<CountryOfOrigin>
<Country><CountryCoded>US</CountryCoded></Country>
</CountryOfOrigin>
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Slide 3.30
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
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
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Slide 3.31
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.17 (a) Fragmented applications infrastructure, (b) integrated applicationsinfrastructureSource: Adapted from Hasselbring (2000)
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Slide 3.32
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.17 (a) Fragmented applications infrastructure, (b) integrated applicationsinfrastructure (Continued)Source: Adapted from Hasselbring (2000)
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Slide 3.33
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.18 Differing use of applications at levels of management within companies
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Slide 3.34
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.19 Elements of e-business infrastructure that require management
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Slide 3.35
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.20 Google apps (www.google.com/apps)
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Slide 3.36
Dave Chaffey, E-Business and E-Commerce Management, 4th Edition, © Marketing Insights Limited 2009
Figure 3.21 Salesforce.com (www.salesforce.com)