Transaction Processing
Discussion
P95747015
蘇炯心
Discussion
Question 1: eBay and Amazon have been
competing with each other for some time.
Between the two companies, one observation is
that Amazon has continued to innovate and
adapt, while eBay has basically held steady.
•
Discuss eBay’s opportunities over its rivals. What
areas it should span, or what technology it
should invest, in order to maintain its strength
and growth?
2016/3/14
Page 2
The World of Internet
Business
•
2016/3/14
Page 3
eBay's New Tough Love CEO
 John Donahoe assumed the role of CEO on March 31, 2008
 "The market is saying that they are in real big trouble,“
 Buyers and sellers are trying out rival Web sites, Amazon, Google, Etsy
 Investors has grown as the company's shares have lost half their value over the
past three years
 Donahoe is planning major investments in technology, including ways
that will make it easier for buyers to browse and find goods. "We need to
aggressively change our product, our customer approach, and our business
model“
 The core auction and retail businesses, which account for the majority of
revenue, are showing signs of weakness.
 The number of active users has been flat for three quarters, at 83 million.
 The number of new products listed on the site has inched up only 4% from a
year ago.
 And the number of stores selling goods at fixed prices on eBay has actually
declined from a year earlier, to 532,000.
 Need to push eBay to be more innovative. "EBay has to be more
aggressive and think about strategic planning five to 10 years down the line"
2016/3/14
EBay's New Tough Love CEO Business Week, January 23, 2008,
Forbes, Feb. 2008
Page 4
Net Revenue by Type
2016/3/14
Source: EBAY INC. REPORTS FIRST QUARTER 2008 RESULTS
Page 5
Supplemental Operating
Data
2016/3/14
Source: EBAY INC. REPORTS FIRST QUARTER 2008 RESULTS
Page 6
How about Amazon &
Google ?
 Amazon's investments in technology have made it
easier for buyers to find what they want from sellers.
There's also more of a sense of trust among its users
because Amazon stands behind most third-party
transactions.
 Google has its own payment system called Checkout
 On eBay, it can be extremely difficult to get your money
back if you're burned by a seller or buyer.
 eBay needs to better integrate its auctions with the
fixed price shopping convenience offered at sites like
Amazon.com
 Keep the excitement of winning an auction while
providing the easy, convenient option of buying at a set
price
2016/3/14
Page 7
Pick A Strategic Path
 Focus on the one thing that it does best and
penetrate new markets
 Credit card use is increasing in China and India
 In 2003, eBay acquired Chinese company Eachnet to launch its
operations in the country. However, in 2006, when eBay put its
Chinese operation into a joint venture with Tom Online(掏寶網), a
local wireless Internet company, analysts viewed the move as a
retreat for eBay.
 Take its core competencies and expand into related
businesses where its auctions are a complement
 Expanding into new but auction-related businesses through
acquisition
 PayPal and Shopping.com
 EBay can use the social nature of its site to create new tools
that could improve the rate of purchases, gain more "wallet
share" from its existing customers.
2016/3/14
Page 8
Making eBay
"Easier And Safer to Use"
 Competition has eroded much of the advantage that
eBay once had
 Roll out new search technology in certain categories
that enables shoppers to look for specific items based on
relevancy and to narrow their results by color, brand,
size, and other features
 Launched a new photo-focused service that allows
users essentially to window shop for things, rather than
read through long descriptions beside small thumbnail
images
 Address few areas--including fraud, the difficulties some
have in navigating through the site and the need for
better search tools.
2016/3/14
Page 9
Perfect The Basics
 Marry the value-selection fun created by auctions with
the convenience and opportunity inherent in fixed
price
 Rework search abilities, making it easier to add
pictures to listings, and is changing its web site to
improve the company's merchant rating system
 EBay's challenge is to launch innovative new services,
either through acquisitions or experimentation within the
company
2016/3/14
EBay's New Tough Love CEO Business Week, January 23, 2008,
Page 10
eBay Disruptive Innovation
 Both sides of eBay marketplace
 Attracting and retaining continued stream of
buyers
 Internet era, consumer is always evolving
 What’s new?
2016/3/14
Page 11
Fun Projects
2016/3/14
eBay Desktop 1.0
(February 26, 2008)
the enhanced eBay
Desktop
application that
lets users search,
bid/receive alerts,
and more
eBay Flyer
(December 21, 2007)
print out your
awesome auction in
an easy to read
format, ready for
posting on a local
bulletin board
eBay Marketplace on
Facebook (August 21,
2007)
eBay + your Facebook
friends = sheer genius.
Post, brag and peek at
your favorite eBay
friends and items.
alerts, and more
eBay Countdown
(July 20, 2007)
watch, bid and win
auctions using a
live clock and
instant bidding
with eBay
Countdown
Bid Assistant
(May 17, 2007)
eBay ToGo
(April 30, 2007)
show off eBay
listings on any
web page
eBay Deal Finder
(November 8, 2006)
use eBay eBay
Deal Finder to
discover valuable
items that others
haven't including
items with zero
bids
MapIt
(October 1, 2006)
find eBay items
near you by
plotting search
results on a map
having trouble winning
an item? create a group
of items you’re
interested in, set your
maximum bids, and Bid
Assistant will bid on
your behalf until you win
one item from the group
eBay Matchups
(September 1, 2006)
pit your favorite
items, celebrities,
or concepts
against each other
in a popularity
contest powered
bye eBay
Page 12
Fun Facts About eBay
 110 Million items for sale on the site
 $59 Billion in gross merchandize value
(GMV) per year
 Approx $2,039 worth of goods traded on
the site every second
 309 Million registered users
 2 Billion URL requests per day
 6,000 application servers with 12,000 Java
processes
 40 Billion database requests per day
 300 different databases (over 700
instances)
 9 PB of data storage
 13 million lines of source code
(In 2008 will surpass Windows NT 4.0 O/S
16 million lines)
2016/3/14
eBay’s vision is to help people
everywhere connect, discover
and interact with each other
through commerce
Source: MySQL in eBay’s Personalization Platform
Chris Kasten, eBay Kernel Framework Group April 16, 2008
eBay 2007 Annual Meeting of Stockholders June 14, 2007
Page 13
Find – Buy - Pay
2016/3/14
Page 14
Improve the Finding
Experience
 New Search Result
2016/3/14
Page 15
Improve the Finding
Experience
 New Search Result
 New Search Landing
Pages
2016/3/14
Page 16
Improve the Finding
Experience
 New Search Result
 New Search Landing
Pages
 New Relevancy Based
Listing Sort – Best
Match
2016/3/14
Page 17
Improve the Shopping
Experience
 Bid Assistant
2016/3/14
Page 18
Improve the Shopping
Experience
 Bid Assistant
 Detailed Seller
Ratings –
Feedback 2.0
2016/3/14
Page 19
Improve the Shopping
Experience
 Bid Assistant
 Detailed Seller
Ratings –
Feedback 2.0
 Improved eBay
Checkout
2016/3/14
Page 20
Improve the Shopping
Experience
 Bid Assistant
 Detailed Seller
Ratings –
Feedback 2.0
 Improved eBay
Checkout
 Motors 2.0
2016/3/14
Page 21
Extend offering
 eBay Express
 Convenience
oriented buyer
 New search
engine
 Shopping cart
2016/3/14
Page 22
Extend offering
 Tickets -StubHub
 A leading secondary
tickets marketplace
 Best in class
buying/selling
experience
2016/3/14
Page 23
Improve Trust & Safety
 Safeguarding Member ID’s
 Selling limits on items favored by
counterfeiters
 Enhanced buyer protection
2016/3/14
Page 24
Background
 Further distinguish the eBay shopping experience
 Provide a more relevant and even better user experience
 Provide users with a more rich experience with greater continuity
 Provide users with the best selection tailored to their
interests/profile
 Provide better user experience through real time personalization
data feedback loop that is immediately available
 Provide users with tailored alternatives
 Further distinguish the eBay business value proposition
 Advertising shown to more relevant buyers
 More effective merchandizing and marketing of items
 Increase conversion rates through better buyer experience and
greater relevancy of items presented to the buyer
2016/3/14
Source: MySQL in eBay’s Personalization Platform
Chris Kasten, eBay Kernel Framework Group April 16, 2008
Page 25
eBay Architecture
 eBay Serves 5 Billion API Calls Each Month.
 More and more traffic driven by mashups composed on top of open APIs
 Everyday 26 billion SQL queries and keeps tabs on 100 million items
available for purchase.
 1 billion page views a day, 105 million listings, 2 petabytes of data, 3 billion
API calls a month
 The database is virtualized and spans 600 production instances residing in
more than 100 server clusters
 15,000 application servers, all J2EE. About 100 groups of functionality aka
"apps". Notion of a "pool": "all the machines that deal with selling"..
Lesson Learned
Scale Out, Not Up
• Horizontal scaling at every tier.
• Functional decomposition.
Virtualize Components
• Reduce physical dependencies.
• Improve deployment flexibility.
Prefer Asynchronous Integration
• Minimize availability coupling.
• Improve scaling options.
2016/3/14
Page 26
eBay Personalization
System General Vision
Every Application Server
Can Access Data
For Every URL Request
(All 2 Billion of them!)
Session Data
Personalization Data
App Server in PHX
2016/3/14
Chris Kasten : Bay Kernel Framework Group April 16, 2008
Page 29
eBay Personalization System
Browser
Application
Servers
MySQL Memory Engine
Cache Tier
Persistent
Database
App Server in PHX
App Server in PHX
App Server in PHX
App Server in PHX
App Server in PHX
App Server in PHX
2016/3/14
Chris Kasten : Bay Kernel Framework Group April 16, 2008
Page 30
eBay Personalization System
Application
Servers
MySQL Memory Engine
Cache Tier
Replication
5 min Batched
Write Back
App Server in PHX
App Server in PHX
App Server in PHX
Read/Write
App Server in PHX
App Server in PHX
Cache Miss Read
App Server in PHX
2016/3/14
Chris Kasten : Bay Kernel Framework Group April 16, 2008
Persistent
Database
Page 31
eBay Personalization
System Overview
 Replication optional based on criticality of data loss for
past 5 min
 Trade-off between data criticality versus double the memory cost
 Some personalization data may not be critical enough for the
additional hardware cost
 Single threaded MySQL replication is generally
problematic
 Once replication falls behind it stays behind with continued traffic
 Replication can be achieved via dual writes from the application
server performed transparently by the framework
 Second write to replica can be asynchronous
 Automatic redistribution of data when node failure or
draining a node
2016/3/14
Chris Kasten : Bay Kernel Framework Group April 16, 2008
Page 32
How eBay Searches and Updates
100 Million Listings in 60 Seconds
 The search infrastructure at eBay
 eBay featured up to 100 million listings, and 60,000
changes per minute, now it takes only a minute or
two for a new item to show up in the search engine
 Instead of searching the entire database at once,
eBay looks at nearly two dozen slices.
Conducting smaller searches simultaneously
at data centers in San Jose and Phoenix and
elsewhere is much faster. The trick is then
combining those sets of results to look like a
single query.
2016/3/14
Page 36
Architectural Forces

Scalability
 Resource usage should increase linearly with load
 Design for 10x growth in data, traffic, users, rtc.

Availability
 Resilience of failure
 Graceful degradation
 Recoverability from failure

Latency
 User experience latency
 Data Latency

Manageability
 Simplicity
 Maintainability
 Diagnostics

Cost
 Development effort and complexity
 Operational cost (TCO)
2016/3/14
Randy Shoup, eBay Distinguished Architect
Page 37
Architectural Strategies
Strategy 1: Partition Everything
 How do you eat an elephant?... One bite at a time
Strategy 2: Async Everywhere
 Good things come to those who wait
Strategy 3: Automate Everything
 Give a man a fish and he eats for a day… teach a
man to fish and he eats for a lifetime
Strategy 4: Remember Everything Fails
 Be prepared
2016/3/14
Randy Shoup, eBay Distinguished Architect
Page 38
Partition Database
 Segment database into functional areas
 Group data using standard modeling technique
 Cardinality (1:1, 1:N, M:N)
 Relationships
 Usage characteristics
 Logical hosts
 Abstract application’s logical representation from host’s physical
location
 Support combining and splitting without code change
User
2016/3/14
Item
Transaction
Product
Randy Shoup, eBay Distinguished Architect
Account
Feedback
Page 39
Horizontal Split
 Split database horizontally along primary access
path
 Multiple split approaches for different use cases
 Modulo on key (item id, user id, etc.)
 Aggregation / routing in Data Access Layer (DAL)
Application Server
DAL
ItemHost 0
2016/3/14
ItemHost 1
ItemHost 2
Randy Shoup, eBay Distinguished Architect
ItemHost 19
Page 40
Search
 Read-only search decoupled from write-intensive
transactional database
 Horizontal split, aggregate parallelizes query over N
slices, load-balances over M instances
Aggregator
Col 1
Col 2
Col 3
Col 4
Col 5
Col 6
Col 7
Col 8
Col 1
Col 2
Col 3
Col 4
Col 5
Col 6
Col 7
Col 8
Col 1
Col 2
Col 3
Col 4
Col 5
Col 6
Col 7
Col 8
Col 1
Col 2
Col 3
Col 4
Col 5
Col 6
Col 7
Col 8
Col 1
Col 2
Col 3
Col 4
Col 5
Col 6
Col 7
Col 8
2016/3/14
Randy Shoup, eBay Distinguished Architect
Page 41
Async Everywhere
 Message Dispatch
Image Processing
Selling
ItemHost
N
Summary Update
User Metrics
2016/3/14
Randy Shoup, eBay Distinguished Architect
Page 42
eBay Flyer
2016/3/14
Page 43
Bid Assistant
2016/3/14
http://innovation.ebay.com/?p=12
Page 44
eBay Countdown
2016/3/14
Page 45
eBay To Go (beta)!
Showcase your favorite
eBay discoveries directly
on your website or blog!
Setting up eBay To Go™
is both easy and free.
Create your widget now
and make your website
stand out!
2016/3/14
Page 46
eBay Deal Finder
2016/3/14
Page 47
Where did Map It go?
 Map It was a prototype site designed to
make it easy to find eBay items close to
you.
 Unfortunately, the eBay Map It prototype
is no longer available.
 What is was Map It?
 Map It is a prototype site that is designed to make it easy to find
eBay items near to you. It features a prominent zip code box as
well as search results that are plotted on a map.
 Why did eBay build Map It?
 Map It was built by a couple of eBay’s internal developers as an
example of what can be done using eBay’s APIs (which can be
accessed publicly through the eBay Developers Program). Map
It provides an entirely different way to look at eBay.
2016/3/14
Page 48
Sorry! eBay Matchups is
closed
What we used to say about Matchups:
Have you ever wanted to put two things
side by side and determine which is
better?
That’s a Match Up.
And that’s what eBay Match Ups lets you
do: create a Match Up, vote for the
winners, and interact with other eBay
members!
Launched in September of 2006, eBay
Matchups has grown from a private beta
project built off of the eBay API to being
home to one of most thriving and
eccentric communities on eBay.
2016/3/14
Page 49