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• Request is sent across Internet from web browser to web server using http (hypertext transfer protocol). • Information is returned using http from web server to web browser[r]

Usability of the Internet

Week 3

• Defining the Internet

• Internet tools to access information

• The world wide web

• Intranets versus extranets

• Web site hosting

• Internet Retailing

• Internet Marketing Mix

What is the Internet

• Started in 1960s as the ARPAnet research and

defense network in the USA

• Infrastructure: the hardware, software, databases and telecommunications

• Services: Software-based services such as search engines, digital money and security systems

• Products and services: the web sites of individual companies and marketplaces

The Internet

• As compared with other alternative technologies the

Internet offers:

– international connectivity and access to international markets,

– a strong North American market, which in many senses could be viewed as the domestic market for most Internet retailers,

– full multimedia display facilities, which allow retailers to display and demonstrate their products, possibly with the use of audio and video (in some cases, as in the sale of music, for example, such facilities allow the customer to sample the product),

– more sophisticated electronic ordering and payment facilities,

– much larger installed base of workstations, thus giving access to customers, in both the consumer and business sectors of the

marketplace

The Internet refers to the physical network that links computers across the globe It

consists of the infrastructure of network

servers and communication links between them that are used to hold and transport the vast amount of information on the Internet The Internet enables transfer of messages and transactions between connected computers

worldwide.

The passing of data packets around the Internet occurs via the TCP/IP protocol, or transfer Control Protocol/Internet Protocol For a PC to be able to receive web pages or for a server to host web pages it must be configured to support this protocol

Application of Different tools

Internet tool Summary

Electronic mail or e-mail Sending messages or documents, such as news about a new product or sales

promotion between individuals A primitive form of push channel

Internet relay chat (IRC) This is a synchronous communications communications tool that allows a text-based

chat between different users who logged on at the same time Of limited use for marketing purpose

Usenet newsgroups An electronic bulletin board used to discuss a particular topic such as a sport, hobby

or business area Traditionally accessed by special news reader software, these can now be accessed via a web browser from Deja News (www.dejanews.com)

FTP file transfer The File Transfer Protocol is used as a standard for moving files across the Internet

Used to download files and update HTML (Hypertext Markup Language) files on web pages

Gophers, Archie and WAIS These tools were important before the advent of the World Wide Web for storing and

searching documents on the Internet They have been superseded by the web

Telnet This allows remote access to computer systems For example a retailer could check to

see whether an item was in stock in a warehouse using telnet

Push channel Information is broadcast over the Internet or an intranet and received using a web

browser or special program for which a subscription to this channel has been set up World Wide Web www is widely used for publishing information and running business applications

over the Internet

Web Browsers and servers

• Enable web addresses to be entered, to set up communications links with sites and to download HTML pages.

• Display web pages and interactive forms,and to run programs such as plug-ins and Java

• Enable navigation between sites by using forward and

backward options and hyperlinks

• Record on the hard disk a copy of sites visited and the pages downloaded (caching), to enable quicker downloading and

referencing in future.

• Allow useful sites to be bookmarked for later use

• Enable information to be saved to disk or printed for a later use

The Benefits of Web Browsers

• Easy to use since navigation between documents

is enabled by clicking on hyperlinks or images

• They can provide a graphical environment

supporting multimedia, which is popular with

users and gives a visual medium for advertising

• The standardization of tools means there is a large and fast-growing target market

How Are Web Pages Displayed

• User requests web page by clicking on a hyperlink or

typing in URL (Universal Resource Locator) into web

browser.

• Request is sent across Internet from web browser to web server using http (hypertext transfer protocol)

• Information is returned using http from web server to web browser

• Information is displayed as the different elements of a web page

Main Elements of a Web Page

• Text information (HTML and XML)

• Static graphical images (GIF and JPEG files)

• Animated graphical images (GIFs and plug-ins)

• Interactive form elements (CGI – Common

Gateway Interface and script elements)

• Plug-in components

Intranets and Extranets

Intranet Extranet The Internet

The World

Suppliers

Company only Suppliers

The World

Connecting to the Internet as a User

• Hardware –

– Computer to run the web browser and software required – Modem, gateway server

– Digital or analogue connection

• Software

– Web browser (Netscape, explorer)

– Connectivity software - TCP/IP standard

• A service provider

Hosting a Web Site

• Register domain name

• Find ISP to connect to the Internet or host web server

• Find an appropriate server computer to enable the following standards:

– http:// serving web pages

– ftp:// remote file access

– SMTP Internet e-mail

• Develop graphic and HTML content

• Upload to web server using FTP to transfer files

Development stages

• Maglitta (1994) identifies the following initial development stages associated with opening for business on the Internet:

– set the information-sharing policy,

– restructure database,

– develop applications,

– integrate external and internal databases,

– test links with customers,

– negotiate the role of sales,

– develop a marketing strategy, and

– deploy client software

Advantages of Internet Retailing

• Small businesses can extend their reach

• It eliminates prohibitive costs of entry to many industries

• Hardware and software advances permit improved interfaces and

functionality

• Online information is current

• Interaction with customer representatives and immediate ordering are possible

• It eliminates costs associated with the store, salespeople and possibly some warehousing costs

• As compared with conventional catalogues there are no printing and mailing costs, and the information can be rapidly changed and updated

• Much more extensive advertising coverage can be achieved for a

relatively small outlay

Internet Marketing Mix

• Promotion - includes advertising and creating product

awareness Information must be presented in a way that will hold the users' interests

• One-to-one contact - unlike a real store, the Net does not offer

marketers opportunities of synchronous one-to-one contact with customers The Net does, however, allow for asynchronous

contact via e-mail, and this can be used to develop a relationship with a customer

• Closing - involves setting the price and closing the deal While

this can be achieved through a collection of e-mail messages,

Net buying is more like ordering from a catalog On the other hand, there is an electronic record of the sale and the deal struck

Internet Marketing Mix Con’t

• Transaction - payment for goods is typically made

in cash, or by credit card Digital forms of

currency are also being developed by companies like DigiCash, CyberCash and NetCash

• Fulfillment - involves the delivery of goods

Delivery online is restricted to digital products

such as electronic books and software Fulfillment includes not only shipping, but also effective

electronic order processing