Thương mại điện tử - Building E-Commerce Web Sites Chapter 3 - Part 3

CSC 330 E-CommerceTeacher Ahmed Mumtaz Mustehsan GM-IT CIIT Islamabad Virtual Campus, CIIT COMSATS Institute of Information TechnologyT1-Lecture-8Building E-Commerce Web SitesChapter-3Part-IIIT1-Lecture-8For Lecture Material/Slides Thanks to: Copyright © 2010 Pearson Education, IncObjectives Understand the issues involved in choosing the most appropriate hardware for an e-commerce site.Rightsizing Hardware Platforms for the site.Rightsizing e commerce connectionsIdentify additional tools that can improve Web site performance.T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc1-3T1-Lecture-6 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncMerchant Server Software PackagesIntegrated environment with most or all of functionality needed:Functionality.Support for business models Business process modeling toolsVisual site management and reportingPerformance and scalabilityConnectivity to existing business systemsCompliance with standardsGlobal and multicultural capabilityLocal sales tax and shipping rules1-4T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncBuilding Your Own E-commerce SiteOptions for small firmsSite building toolsE-commerce templates (open template)Open-source merchant server software enables you to build truly custom site, requires programmer with expertise, time.Cloud Computing; Software and Hardware as serviceHost e-commerce site; Yahoo’s Merchant Solutions; or colocation your servers at ISP; establish your own NOC;1-5T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncChoosing the Hardware for an E-commerce SiteHardware platform: Underlying computing equipment that system uses to achieve e-commerce functionalityObjective:Enough platform capacity to meet peak demand without wasting moneyImportant to understand the different factors that affect speed, capacity, and scalability of a site1-6T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncRight-Sizing Your Hardware Platform: The Demand SideDemand is the most important factor affecting speed of siteFactors in overall demand:Number of simultaneous users in peak periodsNature of customer requests (user profile)Type of content (dynamic versus static Web pages)Required securityNumber of items in inventoryNumber of page requestsSpeed of legacy applications1-7T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncRightsizing E-Commerce Platforms1-8T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncDegradation in Performance as Number of Users Increases—Resource Utilization1-9As the number of concurrent users (N) rises, the transaction rate (T) rises linearly until an inflection point (X) is reached, after which performance falls at a nonlinear rate until a crash is experienced.T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncDegradation in Performance as Transaction Latency vs Resource Utilization1-10(b) Likewise, latency increases to a point where it becomes exponential and service quality is unacceptable.The Relationship of Bandwidth to HitsT1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc1-11The greater the bandwidth available, the more customers can simultaneously access a Web site without any perceived degradation in performance.T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncRight-Sizing Your Hardware Platform: The Supply SideScalability: Ability of site to increase in size as demand increasesWays to scale hardware:1. VerticallyIncrease processing power of individual components2. HorizontallyEmploy multiple computers to share workload3. Improve processing architecture (Hybrid Approach)Is a combination of vertical and horizontal scaling, combined with artful design decisions1-12T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc1-13Proposed Techniques for ScalabilityT1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc1. Vertically Scaling a System1-14T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc2. Horizontally Scaling a System1-15The Lightweight Directory Access Protocol (LDAP) is a directory service.LDAP is an open protocol, and applications are independent of the of server platform hosting the directory T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc1-163. Improve processing architectureT1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncOther E-Commerce Site ToolsWeb site design: Basic business considerationsEnabling customers to find and buy what they needTools for Web site optimization:Search engine placementMeta-tags, page titles, content, keywordsIdentify market niches, localize siteExpertiseLinksSearch engine ads1-17T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncE-commerce Web Site Features that Annoy CustomersSOURCE: Based on data from Hostway Corporation’s survey, Consumers’ Pet Peeves about Commercial Web Sites, Hostway Corporation, 2007.1-18T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc1-19Copyright © 2012 Pearson Education, Inc.Slide 4-20Developing a Mobile Web PresencePlanning and building mobile presenceAs with regular Web site, use systems analysis/design to identify unique and specific business objectivesDeveloping a Mobile Web PresenceTwo more featuresDesign ConsiderationThree types of mobile e-commerce software (Performance and cost)Mobile Web siteMobile Web appNative appCopyright © 2012 Pearson Education, Inc.Slide 4-21Developing a Mobile Web PresenceDesign considerationsPlatform constraints: Smartphone/tabletSoftware : (Performance and cost )Mobile Web site: Least expensiveMobile app: Can utilize browser APINative app: Most expensive; requires more programmingCopyright © 2012 Pearson Education, Inc.Slide 4-22T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncTools for Interactivity and Active ContentWeb 2.0 design elements:Web 2.0 refers to the transition from static HTML Web pages to a more dynamic Web that is more organized and is based on serving Web applications to users.Web 2.0 is the term given to describe a second generation of the World Wide Web that is focused on the ability for people to collaborate and share information online. Importantly Web 2.0 includes open communication with an emphasis on Web-based communities of users, and more open sharing of information. Over time Web 2.0 is being used more as a marketing term than a computer-science-based term. Blogs, wikis, and Web services are all seen as components of Web 2.0.1-23Designing for Accessibility in aWeb 2.0 and Mobile WorldHow can Web sites be made more accessible?Should all Web sites be required by law to provide “equivalent alternatives” for visual and sound content? To facilitate disables.What additional accessibility problems do mobile devices pose?Copyright © 2012 Pearson Education, Inc.Slide 4-24T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncTools for Interactivity and Active ContentCGI (Common Gateway Interface)A set of standards for communication between a browser and a program running on a server that allows for interaction between the user and the serverASP (Active Server Pages)a proprietary software development tool that enables programmers using Microsoft’s IIS package to build dynamic pagesJavaa programming language that allows programmers to create interactivity and active content on the client computer; thereby saving considerable load on the server1-25T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncTools for Interactivity and Active ContentJava Server Pages (JSP)like CGI and ASP, a Web page coding standard that allows developers to dynamically generate Web pages in response to user requestsJavaScripta programming language invented by Netscape that is used to control the objects on an HTML page and handle interactions with the browser.ActiveXa programming language created by Microsoft to compete with JavaVBScripta programming language invented by Microsoft to compete with JavaScript1-26T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncTools for Interactivity and Active ContentColdFusionis an integrated server-side environment for developing interactive Web applications. Developed by Macromedia, Combines an intuitive tag-based scripting language and a tag-based server scripting language (CFML) that lowers the cost of creating interactive features. It offers a powerful set of visual design, programming, debugging, and deployment tools.1-27T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncBasic Business ConsiderationsPersonalize ToolsAbility to treat people based on personal qualities and prior history with siteCustomizationAbility to change the product to better fit the needs of the customerTools to achieve: Cookies: when a user returns to a site, you can read the cookie to find a customer ID, look the ID up in a database of names, and greet the customer1-28T1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, IncThe Information Policy SetPrivacy policySet of public statements declaring how site will treat customers’ personal information that is gathered by siteAccessibility rulesSet of design objectives that ensure disabled users can affectively access site1-29Thank YouT1-Lecture-8 Ahmed Mumtaz Mustehsan Copyright © 2010 Pearson Education, Inc1-30