Using The Internet7

© 2008 Prentice-Hall, Inc.1

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Technology In Action

Chapter 3Using the Internet:

Making the Most of the Web’s Resources

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Communications


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Communications

•Communication is the transmission of a signal from a sender to a receiver by way of a medium.

•The signal contains a message composed of data and information.

•For communication to be effective, both sender and receiver must understand the signals and agree on the way they are to be interpreted.

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An Overview of Telecommunications

Telecommunications: the electronic transmission of signals for communications

Telecommunications medium: anything that carries an electronic signal and interfaces between a sending device and a receiving device

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Telecommunications

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Telecommunications

It starts with a sending unit (1), such as a person, a computer system, a terminal, or another device, that originates the message.

The sending unit transmits a signal (2) to a telecommunications device (3).

The telecommunications device performs a number of functions, which can include converting the signal into a different form or from one type to another. The telecommunications device then sends the signal through a medium(4).

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Telecommunications

A telecommunications medium is anything that carries an electronic signal and interfaces between a sending device and a receiving device.

The signal is received by another telecommunications device (5) that is connected to the receiving computer (6).

The process can then be reversed and another message can go back from the receiving unit (6) to the original sending unit (1).

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Telecommunications

Data Communication – A specialized subset of telecommunications that refers to the electronic collection, processing, and distribution of data – typically between computer system hardware devices.

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Functions of a modem


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Channel Bandwidth

Telecommunications professionals consider the capacity of the communications path or channel when they recommend transmission media for a business

Channel bandwidth: the rate at which data is exchanged over a communication channel Usually measured in bits per second (bps)

Narrowband channels provide rates up to 64K BPS (twisted pair)

Broadband begins with 1.5 MBS

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Basic Communications Channel Characteristics

Simplex channel A communication channel that can transmit data in

only one direction

Half-duplex channel A communication channel that can transmit data in

either direction, but not simultaneously.

Full-duplex channel A communication channel that permits data

transmission in both directions at the same time.


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Simplex, half-duplex and full duplex transmission


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Parallel Transmission


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Serial Transmission


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The Internet: The Basics

Origin of the InternetThe Internet vs. the WebClients and serversConnecting to the Internet

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Client and Server

Client computer: Users connect to the Internet Request data and Web pages

Server computers: Store Web pages and data Return the requested data to the client

Server

Client

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Client/Server Systems (continued)

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Client-Based Architectures

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Two Tier Client-Server Architecture

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Three Tier Client-Server Architecture

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Components of a simple network

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Client/server computing on the Internet N-tier Architecture

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Packed-switched networks & packet communication

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TCP/IP and OSI Model

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Message transmission using layers


Connecting to the Internet

Dial-up connection: Uses standard telephone

line Least costly connection Requires a modem

Converts analog and digital signals

Slowest connection speed (56Kbps)


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Broadband Connections

Digital Subscriber Lines Faster than dial-up

Upload (300Kbps – 1.5Mbps) Download (1Mbps – 1.5Mbps)

Requires special DSL modem

DSL modem

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Broadband Connections

Cable: Uses TV coaxial cable Fast connection speed

(500Kbps – 4Mbps) Speed depends on

number of users Not available in all areas Requires a cable modem

Coaxial cable


Microwave Transmission


Satellite Connections

Uses a satellite dish and coaxial cable Download speed 500

kbps Upload speed 100

kbps Signal is affected by

location and weather


Satellite Transmission

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Network Types: Local Area Network

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Network Types: Wide Area Network

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Types of Networks

Type Area

Local Area Network (LAN) Up to 500 meters (half a mile); an office or floor of a building

Campus Area Network (CAN) Up to 1,000 meters (a mile); a college campus or corporate facility

Metropolitan Area Network (MAN)

A city or metropolitan area

Wide Area Network (WAN) Transcontinental or global area

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Network Topology

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Network Topology

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Network Topology

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Ring Based Design

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Star Based Design

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Full and Partial Mesh Design

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Virtual Private Network

Internet

VPN Tunnel

VPN Tunnel

VPNDevice

Backbone

Backbone

Office

Office

VPNDevice

VPNDevice

TelephoneLine

ISP

Employee’sHome

AccessServer

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Communications Media

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Communications Media (continued)

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Twisted-Pair Wire Cable

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Coaxial Cable

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Fiber Optic

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Types of Optical Fiber


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Communications Software and Protocols

Communications protocol: a set of rules that govern the exchange of information over a communications channel

Protocols govern several levels of a telecommunications network, such as: Hardware device level Application program level

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How the Internet Works

Routing Messages over the Internet

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How the Internet Works (continued)

Several Ways to Access the Internet

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Comparing Internet Connection Options

Connection Option

Maximum Upload Data Transfer Rate (approximate)

Maximum Download Data Transfer Rate (approximate)

Dial-Up 56 Kbps 56 Kbps

DSL (ADSL)

300 Kbps 1 Mbps

DSL (SDSL)

1.5 Mbps 1.5 Mbps

Cable 500 Kbps 4 Mbps

Satellite 100 Kbps 500 Kbps


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Choosing an ISP

Factors to consider: Customer service Local access numbers E-mail options Cost Trial period

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Internet Service Providers

ISP: Internet service provider Provide user access to

the Internet National, regional, or

local companies

OSP: Online service provider Provide online

proprietary content as well as Internet access

AOL, CompuServe, MSN

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The Origin of the Internet

ARPANET: Advanced Research Projects Agency Network Funded by the U.S. government in the 1960s Allowed computers at leading universities and research

organizations to communicate with each other over great distances

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IT INFRASTRUCTURE

• Electronic accounting machine era: (1930–1950)

• General-purpose mainframe and minicomputer era: (1959 to present)

• Personal computer era: (1981 to present)

• Client/server era: (1983 to present)

• Enterprise internet computing era: (1992 to present)

Evolution of IT Infrastructure: 1950–2005

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Evolution of IT Infrastructure: 1950–2005

Figure 6-3


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The Web

The Web is a part of the Internet distinguished by: common communication protocols TCP/IP and HTML special links (called hyperlinks)

Web invented in 1989 by Tim Berners-Lee1993, National Center for Supercomputing

Applications releases the Mosaic browser Developers of Mosaic release Netscape (1994)Netscape is beginning of Web’s major growth

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The Internet vs. The Web

Internet – part of the system that is primarily hardware infrastructure (telecommunications, routers, servers, disk drives, etcetera)

Web – part of the system that contains intellectual property in many multimedia formats (test files, graphic files, sound files, video files, etc.)

INTERNET

WWW

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Web Sites

Web site: Collection of related Web pages First page known as Home or Index page

Web page: HTML document

Text and graphics Unique address Hyperlinks

Home page

Related pages

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The World Wide Web (continued)

Hypertext Markup Language (HTML): the standard page description language for Web pages

HTML tags: codes that let the Web browser know how to format text - as a heading, as a list, or as body text - and whether images, sound, and other elements should be inserted

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URL

URL: Uniform Resource Locator Unique Web page address

URL http://

Protocol identifies the means of access

www.nytimes.com/

Domain name contains the host and top-level domain

Pages/cartoons/

Path identifies the subdirectories

within the Web site

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Hyperlinks

Provide access to other Web pages

Specially coded text or graphics

Cursor becomes a hand with finger pointing upward


Internet Communications

Instant MessagingVoice over Internet

(VoIP)WeblogsPodcastsWebcasts and WikisChat RoomsNewsgroupsE-mail


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Instant Messaging

Real-time text-based conversations

Set up a list of contacts Buddy list

Contacts must be onlineIM software detects

presence Example: AOL Instant

Messenger

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Voice over Internet Protocol

VoIP - The Internet as a means to place phone calls

Uses technology similar to e-mail to send voice data digitally

Requires a microphone an Internet connection A VoIP provider

Services differ Free services require an account on both ends Paid services connect phone to computer Cable and DSL providers offer phone through broadband WiFi IP phones call through Internet hotspots and

wireless networks

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How IP Telephony Works

Figure 8-13


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Cisco Family of IP Phones


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Weblogs (blogs)

Known as blogsAvailable to the

publicSimple to create,

read, and manageEntries listed on a

single pageMost recent entry

at the top

• SearchableSearchable• Some are personalSome are personal• Many are focused on a Many are focused on a

topictopic

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Podcasts

Video blog (vlog) – entries are video clipsPodcasts – compressed audio/video files

distributed on the InternetRSS (Really Simple Syndication) technology

allows constant updates for subscribersPodcasts are all over the Web

Requires “aggregator” software to gather podcasts

Requires media player software to play themSimple to create and attach RSS files

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Webcasts and Wikis

Webcasts broadcast audio/visual files but are not updated use streaming media

A wiki is a Web site that allows anyone to change its content

Wikis provide an excellent source for collaborative writing

Unlike blogs, wikis can be edited for a “common” opinion

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E-mail

Electronic mail

Primary means of communication

E-mail accounts Client-based Web-based

Spam Prevention

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Chat Rooms

Real-time text-based conversationsRooms focus on specific topics or interestsIdentity protection

Username

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Newsgroups

Online discussion forumsPost and reply to messages

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Social Networking

Social networking sites like MySpace.comMembers share common interestsMembers communicate by voice, chat, instant

message, video, and blogs Members create personalized profiles Growth has been explosive Risks must be recognized and reduced

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Web Entertainment

Multimedia: Involves forms of media

and text Graphics Audio Video

Streaming audio and video Plug-in

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Online Annoyances

Spam – electronic junk mailPop-ups – intrusive advertisingCookies – tracking user’s browsing habitsSpyware – programs that collect data from a

user’s computerMalware - software that has a malicious

intent Phishing and Hoaxes – Ruses to fool and

maybe steal from users

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Spam

Junk e-MailSpam filtersAntispam

practices

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Pop-ups

Usually advertisingPop-up

automaticallyPop-up blockers


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Cookies

Text files stored on client computers when visiting Web sites

Used on return visits to Web sites

Unique ID numberPersonal information

rememberedPrivacy risk

Selling information

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Spyware

Added as a program piggybacked with a requested program

Gathers information, usually about surfing habits

Antivirus software doesn’t detect it

Spyware removal programs are required

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Malware

Software that has a malicious intent Spyware is a form of malwareOther forms are viruses, worms, and Trojan

horsesDesigned to render a computer useless or

penetrate it completely

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Phishing and Hoaxes

Phishing is a phony communicationAttempts to scam someone into sending

vital informationHoaxes are attempts to scam people into

sending money, or join a chain letter

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Navigating the Web: Web Browsers

Computer softwareGraphicalEnables Web

navigationPopular browsers:

Internet Explorer Netscape Navigator Camino (Mac OSX)

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Browser Toolbars84


Getting Around the Web

Web sitesURLsHyperlinksFavorites and

Bookmarks


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Current Top-Level Domains

..aeroaero Members of the air transport Members of the air transport industryindustry

.biz.biz BusinessesBusinesses

.com.com Can be used by anyoneCan be used by anyone

.coop.coop Cooperative associationsCooperative associations

.edu.edu Degree granting institutionsDegree granting institutions

.gov.gov United States governmentUnited States government

.info.info Information service providersInformation service providers

.mil.mil United States militaryUnited States military

..museum museum MuseumsMuseums

..name name IndividualsIndividuals

.net.net Networking organizationsNetworking organizations

.org.org Organizations (often nonprofits)Organizations (often nonprofits)

.pro .pro Credentialed professionalsCredentialed professionals

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Favorites and Bookmarks

List created of favorite Web pages

Easy method of returning to Web pages

Internet Explorer uses Favorites

Netscape uses Bookmarks

Live Bookmarks use RSS


Tabbed Browsing

Found on Firefox and Safari browsers Available on the latest version of Internet

Explorer Multiple pages in same browser window


Search Engines

User keys word or phrase in search box

“Spider” or “Web Crawler” program scans Web pages

Results are indexed and sent to the client

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What do YOU use the web for?

???

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• Information technology infrastructure: The Internet provides a universal and easy-to-use set of technologies and technology standards that can be adopted by all organizations.

• Direct communication between trading partners: Disintermediation removes intermediate layers and streamlines processes.

ELECTRONIC BUSINESS, ELECTRONIC COMMERCE, AND THE EMERGING DIGITAL FIRM

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Open System Interconnect Model

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• Round the clock service: Web sites available to consumers 24 hours

• Extended distribution channels: Outlets created for attracting customers who otherwise would not patronize a firm

• Reduced transaction costs: Costs of searching for buyers declines

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How the Internet Reduces Transaction Costs

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• Information asymmetry: One party in a transaction has more information than the other. The Internet decreases information asymmetry.

• Increases richness: The Internet increases the depth, detail, and scope of information.

• Increases reach: The Internet increases the number of people who can be contacted efficiently.


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The Changing Economics of Information

Figure 4-1


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Conducting Business Over the Internet

E-Commerce: Electronic commerce Business-to-consumer (B2C) Business-to-business (B2B) Consumer-to-consumer (C2C) Secure transactions

Manufacturer

Suppliers

Retailer

B2BE-commerce

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Business-To-Consumer Advantages of E-commerce:

• Customer-centered retailing: Closer and more personalized relationship with customers is possible

• Web sites: Provide a corporate-centered portal for the consumer to quickly find information on products, services, prices, orders

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• Disintermediation: The elimination of organizations or business process layers responsible for certain intermediary steps in a value chain, reducing costs to the consumer

• Reintermediation: The shifting of the intermediary role in a value chain to a new source, adding additional value to the consumer

Business-To-Consumer

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The Benefits of Disintermediation to the Consumer

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Clickstream tracking tools:

• Collect data on customer activities at Web sites and store them in a log

Interactive Marketing and Personalization

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Web Site Visitor Tracking

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• Create unique personalized Web pages for each customer

• Increased closeness to customer increases value to the customer, while reducing costs of interacting with the customer

Web Personalization

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Web Site Personalization

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• Compares information gathered about a specific

user’s behavior at a Web site to data about other

customers with similar interests to predict what

the user would like to see next. The software then

makes recommendations to users based on their

assumed interests.

Collaborative filtering:

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• The use of Web sites to provide customers with access to information and answers to questions

• Replacing human call center operators and clerks

• UPS.com: Customer tracking of packages

• Orbitz.com: Customer self-help for organizing and managing a trip

• Dell.com: “My Order Status” facility

Customer self-service:

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• Electronic Data Interchange (EDI): Enables the computer-to-computer exchange between two organizations of standard transactions. Currently 80% of B2B e-commerce uses this system.

• EDI is being replaced by more powerful Web-based alternatives.

Business-to-Business Electronic Commerce

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Figure 4-5

Electronic Data Interchange (EDI)

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The largest Web-based form of B2B commerce

Private B2B extranets that focus on continuous business process coordination between a small group of companies for collaboration and supply chain management.

Wal-Mart uses its own private network to coordinate more than 15,000 suppliers to its stores.

A Private Industrial Network

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A Private Industrial Network

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• Distributors: B2B online catalogs provide buyers with access to thousands of parts and other goods (Grainger.com)

• Procurement platforms: Platforms for purchasing goods and materials and also sourcing, negotiating with suppliers, paying for goods, and making delivery arrangements (Ariba.com)

Four different types of Net Marketplaces:

Net Marketplaces

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• Independent exchanges: Third-party Net marketplace

that is primarily transaction-oriented and that connects

many buyers and suppliers for spot purchasing

(Freemarkets.com, GEPolymerland.com)

• Industry consortia: Industry-owned Net marketplaces

used primarily for long-term sourcing of direct inputs

to production (ChemConnect.com)

Net Marketplaces

Four different types of Net Marketplaces: (Continued)

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A Net Marketplace

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Consumer-To-Consumer

I want that Dino!

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Electronic Commerce Payment Systems

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Electronic Commerce

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Now that I know hardware, software and network, I want to build something!

• Personal Video Recorder – record TV shows and watch

it at anytime, skip commercials• Slingbox http://www.slingmedia.com/• Build your own PVR

• A used computer, a wireless network card, TV

tuner/capture card, home wireless network,

ubuntu operating system, MythTV video

recording software (

http://www.byopvr.com/Sections+index-req-viewarticle-artid-10-page-1.html)

• How does it look?

http://www.youtube.com/watch?v=-jH_E3NmX8U

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Using The Internet7

Technology

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