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Chapter 6 Business concepts

• Explain copyrighting, trademarking and licensing issues
• Identify global e-commerce issues
• Define mechanisms for Web audience development
• Describe the business differences between an intranet, an extranet and the Internet
• Define e-commerce terms and concepts

Intranet

An intranet is a privately owned network that looks and acts like the public Internet. Intranets are typically protected by a firewall and can be access only by members of the particular organization. This protected network environment allows a company to easily share information with its employees.

E-mail is necessary for timely and efficient companywide communication. E-mail systems require the following:

• SMTP (Simple mail Transfer protocol)
  Provides the transmission of e-mail between hosts.
• POP3 (Post Office Protocol 3)
  Enables clients to download e-mail. Is a pull mechanism.
• Sendmail
  Normally only available on UNIX servers, and is a large and very powerful mail-filtering language.
• E-mail gateways
  To enable integration of intranet/Internet e-mail with existing e-mail systems, an SMTP gateway is required for the particular implementation.
• Uuencode/Uudecode
  Enables 8-bit data to be encoded as 7-bit data.
• MIME (Multipurpose Internet Mail Extension)
  A new standard that defines how 8-bit attachments can be transferred and then viewed. It removes the need for Uuencode/Uudecode.

An Intranet does not need to be connected to the Internet. Intranets require strict policies and access controls to protect sensitive information.

Extranets

An Extranet is a private network that links business partners to one another, acting as a bridge between a company and its important business contacts. An extranet can be thought of as a portion of a company's intranet that is exposed to the view of carefully selected users outside of the company. Business-to-business connection.

Internet

There are two types of commerce on the Internet: business-to-business and business-to-consumer. Advantages doing business on the web includes:

• a global audience
• direct customer interaction
• reduced paperwork
• reduced errors, time and overhead.
• easy entry into new markets
• streamlined and automated purchasing process

EDI (Electronic Data Interchange)

For business models to work, there needs to be an exchange of data. This exchange of data is through EDI. EDI is a standard by which information is transferred between computers and companies. EDI can be considered as a replacement for paper based transactions, such as invoices, purchase order and material releases.

Business on the web

To make a company's presence known on the Internet requires more than just an URL. Connecting to the Internet involves the following:

• IP address
  Virtual servers are an option fro companies that host more than one distinct web site and, thus, requires more than one IP address. Virtual servers use software or hardware to create the illusion that more than one IP address is available. Requires support for http 1.1
• Domain Name
  Usually obtained with your ISP, or by a local registrar. A domain name is required to enable your resources to be located using DSN.DNS information is registered in globally located servers. The highest-level servers hold information about the country. These, in turn, point to other servers holding information about the type of business and the unique name of the organization for that class. The format of the domain address reflects the country origin and nature of business.
• Finding an ISP (Internet Service Provider)
  An ISP is a supplier that is able to route Internet traffic on to other provider's networks, and in turn, route their traffic.
• Bandwidth
  The speed of datatransfer. Measured in bits-per-second.
• Hardware
  There are two main hardware connections in setting up e-business:
  • t1 or higher connection
  • powerful servers with at least dual 400-Mhz processors and 512 MB RAM
• Software
  Basic necessities include:
  • web server software such as UNIX Apache, Netscape Enterprise, IIS
  • certificates to authenticate web servers and encrypt traffic from a CA
  • commerce server that provide a payment infrastructure, CyberCash
  • Operating system and directory server
  • FTP server and proxy server
• Cost
• E-commerce enabled web site is the type of site where people can buy things. To have an e-commerce enabled web site, you must set-up a merchants system
• Merchants system is a program that lets you set up a store on the Internet. You can purchase merchant systems from different software companies or you can write your own program.
• The most advance merchant systems use relational databases like SQL database. It is not necessary, however to use database if your store has less that 100 different items. If you have thousands of items, then database is necessary.
• For exam remember that if you use a database, in order for you browser to connect to database, you need to create a DSN - a Data Source Name - a unique name that identifies the database.
• When you use the Internet to sell to other businesses, it is called e-business.
• The most cost effective way to successfully marked a new commercial web site is to buy banner ads space on search engines. The reason is that your banners will only be displayed when someone enters search keywords that describe your business.
• Banner exchanges are not a good choice for a new web site because the number of times that your banners is displayed depends of number of times that you display banners of other clients. Since you are a new site, you will not be able to display the large number of banners.
• In order to be able to accept credit cards on line, you should purchase and install a security certificate from the certificate authority. Verisign is an example of the certificate authority.
• The certificates are used for data encryption and also for authenticating web sites. When you access a commercial web site and placing the order with your credit card, the Certificate, installed on that site tells your browser that the web site is really who they say they are because they have been verified by the certificate authority prior to issuing the certificate.
• You can issues you own Security certificates if you have a certificate server. However, if you are using your own certificates, every time someone tries to place on order in the secured area of your web site, they will be prompted by a message, asking you is you trust that unknown certificate authority. Most browsers are setup with in the way that they trust major certificate authorities like Verisign and will not prompt you when certificate is presented to them.
• When designing a web site that will be accessed from all over the world, its important to take to consideration that in many countries fast Internet access is not available. The bandwidth is always a major consideration for global web sites. Make sure your pages do not have unnecessary large graphics files.
• Another important thing to consider that most countries outside US only use browser capable of 40 bit encryption, unlike 128 bit encryption available in US.
  Make sure you don't use 128 bit encryption on globally accessible web sites.

Copyright issues

Remember that US copyrights law protects any published or unpublished original material. The copyright protection starts from the time that material has been created.

For exam remember that copyrights protection is automatic. It is not necessary to register you work with any US copyrights office. It is recommended that you put a copyrights notice on you web site and include the "©" symbol and the year that material was first published.

Even if no copyrights notice is included, the material is still protected under copyrights law.

Another way to include a copyrights notice on your site is to put it in the meta tags.

A Copyright protects expression and originality. Internet copyright issues deal with the display of original information such as:

• web page text
• ASCII text documents
• e-mail and Usenet contents
• sound files
• graphics and other material on web pages.

Copyright does not protect:

• ideas
• facts
• titles
• names
• short phrases
• blank forms

Patents and trademarks involves:

• ideas
• slogans
• principles
• procedures
• processes

If you want to use material from another web site and the copyright has not expired, you will need to get permission, or license, from the copyright owner.

• All works published in the US before 1923 are in the public domain.
• Works published between 1922 and 1978 are protected for 95 years from the date of publication.
• Works published after 1977, the copyright lasts for the life of the author plus 70 years.

Examples of fair use include the following:

• quoting a small amount of text from the original
• using text in news reports to summarize an article
• transformative work: taking existing material and sufficiently altering it, resulting in something new.
• the copied usage is not competing for financial gain with the original author

International issues

Localization is the process of customizing your international web site for your target market. Successful globalization requires localization - taking into consideration the interests, needs and customs of the local market you wish to serve.

Push and pull

In a Pull technology environment, the user requests data. The WWW is based on pull technology.

Push technology, also known as webcasting or netcasting, involves sending information without client request. One example is e-mail. Industries that present information that is constantly changing may favor from a push technology approach; financial services, consulting firms, certain software developers. Stock prices.

Visitor tracking

Visitor tracking information includes determining how many unique visits a site has received and when, in what domain and geographic area visitors are located, what browsers and operating systems visitors use and referrer sites. This information can help you make important decisions about your web site, such as new features customers want, what sections need improvement, what parts to delete and how to make the site more appealing. Most web server applications provide a visitor tracking feature.

Microsoft Site Server Express 2.0 Report Writer is included in the Windows NT 4.0 option pack. It includes:

• Content analyzer
  Provides a visual representation of a web site. Locates broken hypertext links and generates reports containing details on site content.
• usage import and report writer
  Analyzes IIS 4.0 log files including:
  • bandwidth usage
  • browser and operating system tracking
  • geography tracking
  • hit tracking
  • organization of visitor's companies
  • referrer tracking
  • request tracking
  • user tracking
  • visits tracking

Visitor tracking can also be used to spot visitors who shouldn't be on your site.

 

Chapter 5