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Introduction of Electronic Commerce (PDF)

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					ORF 401 - Electronic Commerce
Spring 2011



           Introduction of Electronic Commerce
     •    Class List: enrolled students
     •    Background NasdaqBubble, Now “10 Billion Apps Downloaded” (McD)
     •    Course Overview: http://orfe.princeton.edu/courses/Orf401/
     •    Requirements
           – 6 programming assignments
           – final projects:
               • Navigation-based Commerce (nCommerce)*
               • Navigation-based Entertainment (nEntertainment)
               • Real-time Management& Control of Mobile Assets Single Fleet (click on a region and
                      get a demo)
                  • Leveraging Google Maps *
                  • Apps for iPhone, iPad, Samsung Galaxy, Android and the GPhone ; HTC Phones;
                    Motorola
                  • Augmented Reality *
                  • Beyond SETI , user certified content Wiki , Crowed Sourcing Waze and
                    Dynamic Ride Sharing Avego
           – Who’s involved
           – TA: John C. Valentino jcvalent@Princeton.EDU
                  •   We will schedule a 50 minute weekly precept: will start next week


   Jan 31 & Feb 2, 2011                                        Week 1
ORF 401 - Electronic Commerce
Spring 2011

                What is eCommerce ? eBusiness?
                 nCommerce? nEntertainment
      • eCommerce: use of the internet to transact business;
        digitally enabled transactions among organizations and
        individuals (Business2Consumer, (B2C))
      • eBusiness: refers primarily to the digital enabling of
        transactions and processes within a firm. (accounting and
        on-line inventory, optimal management and control of
        mobile assets.) (Business2Business. (B2B))
      • nCommerce: B2C and C2C while on the go that alter and
        enhance travel. (how to avoid congestion, where to get
        food, gas, etc., how to enhance (funner (nEntertainment) ,
        safer, ..)
   Jan 31 & Feb 2, 2011         Week 1
ORF 401 - Electronic Commerce
Spring 2011



           Elements of eCommerce & eBusiness
      • eCommerce
             –   Selling Buying
             –   Customer support
             –   Entertainment
             –   Navigation-based Commerce (nCommerce)
             –   User generated content generation and distribution
      • eBusiness
             – Back-office support (really eBusiness)
                   • document/funds transfer, documentation, regulatory compliance
             – Distribution
             – Design & manufacture
             – Optimal Management and Control of Mobile Assets




   Jan 31 & Feb 2, 2011                          Week 1
ORF 401 - Electronic Commerce
Spring 2011


          Unique features of eCommerce Technology
      •    Ubiquity: available “everywhere”
      •    Global reach: knows no boundaries
      •    Universal standards: W3C
      •    Richness: video, audio, etc.
      •    Interactivity: user part of the loop
      •    Information density: scope, timeliness
      •    Personalization/Customization: targeted content
      •    Social Technology: Open to user content contribution



   Jan 31 & Feb 2, 2011             Week 1
ORF 401 - Electronic Commerce
Spring 2011



                                Interesting Sites
      •    Classical Favorites:
      •    USA Today Internet 50
      •    Map of the Market
      •    Marstoday.com
      •    JTracks 3D




   Jan 31 & Feb 2, 2011              Week 1
ORF 401 - Electronic Commerce
Spring 2011
                                            Internet Hierarchy




                • (Inter)Network Topology References:                            (Zegura,GaTech; Alderson, CalTech)
                          –   Attempted visualizations: Cybergeography;   UCLA


                • Phone - Circuit switched
                          – Have a continuous connection
                • Internet - Packet switched over a physical network
                • ARPANet (1969) > NSFNet (1985) > WWW (1993)
                • Protocols govern how applications access the
                  network
   Jan 31 & Feb 2, 2011                                     Week 1
ORF 401 - Electronic Commerce
Spring 2011
                                    International Standards
                                         Organization



                                                                                                W3C site has links to all the details and the “latest&greatest”
                                                                                                W3C’s Mission


      • created a 7 layer model defining the basic functions:
             – OSI Reference model
                   • Open System: different network systems supporting the functions of a related layer can exchange
                          data

                   • Peer-to-Peer: Data created by one layer and transmitted to another device pertains only to that layer.
                          Intervening layers do not alter data; they simply add data in order to perform their functions on the network.




   Jan 31 & Feb 2, 2011                                         Week 1
ORF 401 - Electronic Commerce
Spring 2011

                                OSI Reference Model
              Layer             Function                Info transferred            TCP/IP
     1. Application             Data to send?           Application Message         ftp, http, snmp, dns


     2. Presentation            Data look like?         Encrypted/compressed data


     3. Session                 Who is the partner?     Session manager


     4. Transport               Where is partner?       Multiple packets            TCP, UDP


     5. Network                 Route to follow?        Packets                     IP, ARP (Address Resolution
          Protocol)


     6. Data Link               Each step in route?     Frames                      Ethernet, ppp


     7. Physical                Use each step?          Bits                        Physical wiring

   Jan 31 & Feb 2, 2011                             Week 1
ORF 401 - Electronic Commerce
Spring 2011



              Physical Layer (network) hierarchy
      Backbone                            high speed: ATT, MCI/WC

      Network Access Points (NAP)         Sprint, Pac Bell,

      Regional networks                   CERFnet, Uunet, PSInet

      Internet Service Providers (ISP)        AOL, ATT, Bell Atl. Mobile (BAM)

      User Organizations                  Tigernet

      User


   Jan 31 & Feb 2, 2011              Week 1
ORF 401 - Electronic Commerce
Spring 2011



        Network layer operations: several concepts
    • Dadagrams:                packets move freely
          – vs
    • Virtual Circuits: force circuit-like
         behavior

    • Routing Method:                 Varies w/level in
         Hierarchy


    • Packet contents:            Address (from, to),
         version, length, time-to-live, etc., data
    • Example: Internet Protocol (IP)

   Jan 31 & Feb 2, 2011                   Week 1
ORF 401 - Electronic Commerce
Spring 2011



                                What makes IP, IP?
      • Fixed length addresses                    192.21.33.17
             – must be unique since routing isn’t
             – Domain name system (DNS) coverts quad to name
             – standard port numbering: :80 (http) , :25 (mail)

      • Allows intermediate networks to fragment
        datagrams
      • It does NOT guarantee delivery
      • It does NOT ensure integrity of the payload
      • It does NOT guarantee order of receipt

   Jan 31 & Feb 2, 2011                  Week 1
ORF 401 - Electronic Commerce
Spring 2011



                     Transport Layer (host-to-host)
      • Issues
             – how & when to provide reliable comm. over unreliable channels
             – performance
             – fragmentation & re-assembly
      • Service Models:
             – connectionless >>> circuit-like
             – issues error detection, timing, error recovery
             – examples:
                   • TCP: reliable, bi-directional, byte string (returns what was received);
                   • UDP: uses only “check sum” to determine if it got it all. (no
                     confirmed receipt)


   Jan 31 & Feb 2, 2011                     Week 1

				
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