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Internet Technology
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 1
LEARNING OBJECTIVES:
1. Understand how information is routed through the Internet. 2. Be able to explain current and evolving Internet backbones. 3. Specify how businesses and home users can implement security measures. 4. Outline the importance of open standards for the Internet and specify those standards. 5. Understand site hosting and ISP choice.
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 2
Data Packets
Data are sent around the Internet backbone in packets.
E-mail files, HTML files, sound files, and so forth are split into small sections and then routed to different locations based on the packets address.
This strategy allows digital backbones to maximize the amount of data that flows through their networks. Broadband applications stream in, or receive, large numbers of packets of information that are assembled at the users end. How many packets move through the Internet at a given time depends on carrier and router speeds.
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 3
Router
110101101010 Data Packet From Y To: B 110101101010 Data Packet From Z To: C
Browser B 010101101
Backbone Line
Browser C 010001111
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 4
Router
110101101010 Data Packet From Y To: B 110101101010 Data Packet From Z To: C
Browser B 010101101
rom X To: A
Backbone Line
Browser C 010001111
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 5
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 that should be developed for the market served.
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 6
Figure A2.2: Data Packets Sent Around The World (In Billions)
30000 25000 20000 15000 10000 5000 0 1996 1997 1998 1999 2000 2001 2002
Source: Michael C. Hulfactor and Bob Klessig, The Problem of the Bandwidth Bottleneck, ISPWorld, August 2000, pp. 44-48.
Data Voice
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 7
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 8
or radio waves.
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 9
Building B
Pure digital
Internet Backbone
System Firewall
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 11
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 12
FTP
TELNET
Uses TCP/IP to exchange packets of data between computers. Standard for sites to share and forward discussion information.
USENET
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 13
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 14
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 15
HTML Tags
Webpage coding can also be complex as shown in the following example:
Hypertext markup language tag for locating a URL:
<A HREF=
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 16
Chapter 2A Slide: 17
Chat IP Telephony
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 18
Chapter 2A Slide: 19
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?
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 20
Choosing an ISP
Disk space. What is the cost, and how much disk space does the business get? Programming support. What capabilities does the ISP have 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?
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 21
Internet Delivery
Question Do you have the technology staff to develop and maintain a web site? Are you willing to pay the cost of continually upgrading the software and hardware necessary to maintain adequate resources? Will you have a large number of hits in a short time? Do you need high levels of security? Will your technology needs change rapidly? Do your users require round the clock access to support?
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
No No No No
Chapter 2A Slide: 22
Notice that unless you were trained in this code you would likely have no idea what it means.
Now highlight about a third of the Web page. Copy this and paste it into your word processor. This should show you a table-based structure. Many web pages use tables to control the look and feel of content on the page.
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 23
For use with Strategic Electronic Marketing: Managing E-Business, 2e Copyright 2003 South-Western College Publishing
Chapter 2A Slide: 24