Slide 3.

1
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
CHAPTER 3
E-BUSINESS
INFRASTRUCTURE
Slide 3.2
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
E-business infrastructure
The architecture of hardware, software. Content
and data used to deliver e-business services to
employees, customers and partners
Slide 3.3
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
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.
Slide 3.4
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
What is the Internet?
The Internet, sometimes called simply "the Net," is a worldwide system of
computer networks - a network of networks in which users at any one
computer can, if they have permission, get information from any other
computer
-whatis.com

A global network connecting millions of computers. More than 100 countries
are linked into exchanges of data, news and opinions.
-webopedia.com

is logically linked together by a globally unique address space based on the
Internet Protocol (IP) or its subsequent extensions/follow-ons
-FNC
Figure 3.2 Physical and network infrastructure components of the Internet
(Levels IV and III in Figure 3.1)
Slide 3.6
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
London Internet Exchange
Located in Docklands area in East London
Second large IX in Europe
Slide 3.7
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
How big is the Internet?
Over 1 billion Internet users worldwide
How big the infrastructure they accessing?
Measured by number of servers
Number of pages indexed by search engines
2006: 9 billion pages
Dec 2007:????
Slide 3.8
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Intranet and extranet
Intranet:
A private network within a single company using
Internet standards to enable employees to share
information
Extranet:
Formed by extending an intranet beyond a
company to customers, suppliers and
collaborators

Figure 3.5 The relationship between intranets, extranets and the Internet
Slide 3.10
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Intranet applications
Used extensively for supporting sell-side e-
commerce
Also used for internal marketing
communications
Slide 3.11
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Extranet applications
Used to provide online services which are
restricted to business customers
Slide 3.12
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Business benefits of extranet
Information sharing
Cost reduction
Order processing and distribution
Customer service
Slide 3.13
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Premier Dell.com
Slide 3.14
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Use of extranet on global basis
Slide 3.15
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Firewalls
A specialized software mounted on a separate
server at the point where the company is
connected to the Internet
Use to protect information on the company
Figure 3.6 Firewall positions within the e-business infrastructure of the
B2B company
Figure 3.7 Information exchange between a web browser and web server
Slide 3.18
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
What is the Internet?
World Wide Web standard method for
exchanging information on the Internet
Web browsers a method of accessing and
viewing information stored as web documents
Web servers store and present the web
pages
Slide 3.19
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
World Wide Web
Based on standard document formats such as
HTML
Offers hyperlink
Supports a wide range of formatting
Can integrate graphics and animations
Make interactions possible
Slide 3.20
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Web 2.0
It isnt a new web standard
Just an evolution of technologies and
communication approaches
Some main characteristics:
Web services or interactive applications hosted
on the Web
Ad funding of neutral sites
Encouraging creation of user-generated content
Enabling rating of content
Slide 3.21
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Internet tools
E-mail
Instant messaging (IM) and Internet Relay Chat (IRC)
Usenet newsgroups
FTP file transfer
Telnet
Blogs
RSS (Really Simple Syndication)
World Wide Web
IPTV
BitTorrent
Slide 3.22
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Blogs
Slide 3.23
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
RSS
An Internet standard for publishing and
exchanging content using XML
Content can be published on a site that
originates from another site
New method of distributing messages to
subscribers

Slide 3.24
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
RSS
Slide 3.25
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
RSS feeds
Slide 3.26
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
VOIP
Voice data is transferred across the Internet
it enables phone calls to be made over the
Internet
Peer-to-peer
Hosted service
Complete replacement of all telephone systems
Upgrading telephone systems
Figure 3.8 The TCP/IP protocol
Slide 3.28
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
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

Slide 3.29
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
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.
Slide 3.30
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
XML example
Product>
<Action Value5Delete/>
<ProductID>118003-008</ProductID>
</Product>
<Product Type5Good SchemaCategoryRef5C43171801>
<ProductID>140141-002</ProductID>
<UOM><UOMCoded>EA</UOMCoded></UOM>
<Manufacturer>Compaq</Manufacturer>
<LeadTime>2</LeadTime>
<CountryOfOrigin>
<Country><CountryCoded>US</CountryCoded></Country>
</CountryOfOrigin>
Slide 3.31
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
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
Slide 3.32
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Who controls the Internet?
ICANN
The Internet Society (www.isoc.org)
The Internet Engineering Task Force (IETF)
The World Wide Web Consortium
(www.w3.org)
Telecommunications Information Networking
Architecture Consortium TINA-C
Slide 3.33
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
Internet service providers (ISP)
ISP connection method
Speed of access
Availability
Service-level agreements
Security
Figure 3.11 Differing use of applications at levels of management within companies
Slide 3.35
Dave Chaffey, E-Business and E-Commerce Management, 3
rd
Edition Marketing Insights Ltd 2007
New access devices
Mobile access devices
Wi-Fi mobile access
Bluetooth
Next-generation mobile services
Interactive digital television
Figure 3.13 Mobile access technologies
Figure 3.14 Components of an interactive digital TV system