eCommerce Technology 20-751 Lecture 1: eCommerce Technology Overview 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Course Administration • Instructor: Michael Shamos (shamos@cs.cmu.edu) • Teaching assistant: Saumitra Das (smdas@andrew.cmu.edu) • Course web page: through Blackboard or http://euro.ecom.cmu.edu/program/courses/tcr751/official.shtml • Slides posted on web page the night before lecture • 14 lectures, 4 homeworks, 1 final exam • Grading – Homework 40% (10% each) – Class participation 10% – Final exam 50% 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Working Together • • • • • • You may (and should) study together and discuss homework You should surf the Web to learn more about course topics BUT: ALL WORK YOU SUBMIT MUST BE YOURS ALONE You must list the names of the people you worked with You must give credit for any material that is not yours If you need to include material from another source, state exactly where it came from (give URL, etc.) • DO NOT ATTEMPT TO COPY MATERIAL FROM WEB PAGES AND SUBMIT IT AS YOUR HOMEWORK You will be caught. Your career will end. Fast. • Penalties for violation: zero credit, course failure, expulsion • See University Policy on Cheating and Plagiarism 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS What is Commerce? • Middle French, from Latin commercium, from com- (together)+ merc- (merchandise) (1537) “The exchange or buying and selling of commodities on a large scale involving transportation from place to place.” • Buying and selling ( transactions ) NEED TECHNOLOGY TO SUPPORT • Large scale ( scalability ) ALL OF THESE • Transportation ( supply chain ) • Every business process in the world must be re-engineered: “Can it be made electronic?” 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Commerce (8000 B.C.) BUYER FINDS SELLER SELECTION OF GOODS NEGOTIATION SALE PAYMENT DELIVERY INFORMATION PHYSICAL+ INFORMATION 20-751 ECOMMERCE TECHNOLOGY POST-SALE ACTIVITY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS eCommerce SOME TECHNOLOGIES USED: SEARCH ENGINE ON-LINE CATALOG RECOMMENDER AGENT SOME INFORMATION GATHERED: BUYER FINDS SELLER SEARCH BEHAVIOR BROWSING BEHAVIOR CUSTOMER PREFERENCES CONFIGURATOR SHOPPING BOT SELECTION OF GOODS EFFECTIVENESS OF PROMOTIONS BARGAINING STRATEGIES AGGREGATOR AUTOMATED AGENTS TRANSACTION PROCESSOR NEGOTIATION PRICE SENSITIVITIES PERSONAL DATA SALE MARKET BASKET DATA INTERCHANGE CRYPTOGRAPHY PAYMENT E-PAYMENT SYSTEMS TRACKING AGENT CREDIT/PAYMENT INFORMATION DELIVERY REQUIREMENTS DELIVERY ON-LINE PROBLEM REPORTS INFORMATION PHYSICAL+ INFORMATION ON-LINE HELP BROWSER SHARING POST-SALE ACTIVITY FOLLOW-ON SALES OPPORTUNITIES INTERNET TELEPHONY 20-751 ECOMMERCE TECHNOLOGY CUSTOMER SATISFACTION SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Marketplace Examples • Corporate portal (UTC vs. hyperbolic tree) • Shopping search (buyersindex.com) • Electronic auctions (eBay) • Pure eCommerce (Corbis images, MP3) 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS The Electronic Supply Chain INFORMATION GOODS Deliver Suppliers’ Supplier Source MONEY Plan Make Deliver Supplier Source Make Your Company (internal or external) Deliver Source Make Deliver Customer (internal or external) Source Customer’s Customer CORPORATE BOUNDARIES SOURCE: A. BIFFI, PF. CAMMUSONE 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Why eCommerce? Why Now? • Computers are faster – 1972: 1 million instructions/sec – 2002: 1 billion instructions/sec • Have more main memory – 1972: 0.125 megabytes – 2002: 512.0 megabytes • Cost less – 1972: $4,000,000 – 2002: $1,000 • Speed/size/cost improvement factor: 16 billion 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Progress of Technology • Have more disk storage – 1971: – 2001: IMPROVEMENT: 8000 x 10 MB 80,000 MB (soon 1 terabyte = 1000GB) • Higher communication speeds – – – – – – Human speech: 30 bits/sec 1971 Modem 300 bits/sec 2001 Modem: 56,000 bits/sec T1 line: 1,544,000 bits/sec Internet 2: 1,000,000,000 bits/sec Nortel: 2,000,000,000,000 bits/sec in 1 fiber (entire U.S. telephone traffic) 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 1971-2001 IMPROVEMENT: 6 BILLION x COPYRIGHT © 2002 MICHAEL I. SHAMOS eCommerce Technology • • • • • • Infrastructure Wireless technologies Web Architecture Search engines Access security Cryptographic security • • • • • • Data interchange Web content delivery Mass personalization Data mining Intelligent agents M2M commerce • Electronic payments 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS eCommerce Infrastructure • What worldwide structure is required to support eCommerce? • Network + communications • Machines • Software • Protocols • Security • Payment – interface to banking systems 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS The Internet • The fundamental technology linking business and people around the world in less than 1 second – Nothing competes with it • How does it work? • How big is it? • Who owns it? Who governs it? • How does it grow? How big can it get? • What architecture allows this? • What are the limitations? 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS The Internet • • • • • • Protocols (TCP/IP, HTTP) Addressing schemes Domain names, nameservers URLs Browsers Programming – HTML, JavaScript, Perl, Common Gateway Interface (CGI) – Java, Python, JSP, … 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Web Architecture How are web sites constructed? TIER 4 Database TIER 3 Applications TIER 2 Server TIER 1 SOURCE: INTERSHOP 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS mCommerce • • • • eCommerce independent of physical location Anything, anytime, anywhere Which devices? What is the technology? – How to merge the telephone, cellphone, and cable networks with the Internet? • Is it possible? • How much mobile eBusiness will be conducted? • How will it affect daily life and economics? 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Wireless Technologies • Can’t get (much) away from radio • Differences between wireless and wired communication • Cells • Shared medium: SDMA, FDMA, TDMA, CDMA • Frequency allocations • 1G, 2G, 2.5G, 3G, 4G • Wireless LAN: IEEE 802.11 • Bluetooth • WAP, iMode 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Search Engines • Finding web pages – Crawlers, spiders, bots • Query interfaces • Retrieval methods – Indexing – Document ranking • Spamdexing – Artificially altering retrieval order • Document clustering • Multilingual issues • Multimedia retrieval 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Access Security • Access control – authorization / authentication / identity verification • Authentication – something you know: passwords – something you have: smart card – something you are: biometrics – someplace you are: GPS • Network protection, firewalls, proxy servers • Intrusion detection • Denial of service (DOS) attacks • Viruses, worms 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Cryptographic Security • Secrecy – information cannot be used if intercepted • Authentication – We’re sure who the parties are • Integrity – data cannot be altered • Non-repudiation – sender cannot deny sending • Cryptography – symmetric encryption (DES, Rijndael) – public key cryptosystems (RSA) – digital signatures & certificates, public key infrastructure (PKI) 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Electronic Payments • Forms of money – token (cash), notational (bank account), hybrid (check) • Credit-card transactions – Secure protocols: SSL, SET • • • • • • Automated clearing and settlement systems Smart cards, electronic cash, digital wallets Micropayments Wireless payments Electronic delivery of goods Electronic bill presentment and payment – Moore 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS eCommerce Data Exchange Needs RFQs Ship Notices Catalogs Letters of Credit Quotations Purchase Orders Electronic Payments Bills of Lading Invoices 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Data Interchange • How can sites exchange information without prior agreement? – What do the data fields mean? price, extended price, unit price, prix, цена, τιμή, 값, X’AC12’ – XML: Extensible Markup Language • How can the content be separated from form (visual appearance)? • How can data formats and structures be communicated? – What does the hex string “65436F6D6D65726365” mean? – ASN.1, Basic Encoding Rules (BER) 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Web Content Delivery • Buyer/seller communication requires content exchange • Effectiveness of communication requires multimedia content: audio, video, animations, . . . • Critical resource: bandwidth (channel capacity) • Unicast, multicast, broadcast • Compression • Content preparation, personalization • Content storage • Caching, mirrors, surrogates • Content Delivery Networks (CDNs), Akamai • Streaming 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Mass Personalization • Treating each user as an individual – key is INFORMATION • How to acquire and store information about customers – Cookies – Question and response – Clickstream analysis – External databases. Allegheny County • How to use information effectively and instantly • Personalization technology • Customization: Lands’ End 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Data Mining & Privacy technology • Extracting previously unknown relationships from large datasets • Discovery of patterns • Predicting the future – past behavior best predictor of future purchasing • Market basket analysis – diapers/beer • Privacy – P3P 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Data Mining Tools • Visualization (“seeing” the data) Table Lens • Predictive Modeling • Database Segmentation – Classify the users • Link Analysis – Association discovery • Neural networks – Systems that learn from data • Deviation Detection – Are any of the data unusual? Fraud detection 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Intelligent Agents • • • • • Programs to perform tasks on your behalf Metasearchers, shopping bots, news agents, stock agents, auction bots, bank bots How to make agents “intelligent” – Rule-based systems – Knowledge representation Agents that learn – Inductive inference Negotiation agents Avatars (characters in human form) SYLVIE from VPERSON 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS M2M Commerce & Auction Models • How can machines do business with other machines? • Electronic discovery • Electronic negotiation • Auctions • Web Services – Idea: server does more than deliver a web page 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Q&A 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS The eCommerce Process • Which of the steps are “bittable”? • Buyers and sellers find each other – Communication (via Networking, the Internet, Core Java and Web-Based Information Architectures) – Human-Computer Interaction, Multimedia – Intermediaries • Disintermediation • Negotiation – Electronic Negotiation, Intelligent agents – Foundations of Electronic Marketplaces 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS The eCommerce Process • Transaction – Transaction processing, Databases – Electronic Payment Systems, – Computer Security, – eCommerce Architecture • Order fulfillment – Manufacture (manufacturing systems) – Delivery (tracking systems) – Supply Chain Management 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS The eCommerce Process • Post-sale events – Customer Service and Help Facilities – Reorder, restock • Accounting – Transaction processing – Interoperability between online and legacy systems • Data analysis – Data Mining 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Communications and Networking • How do machines communicate? • What are the limitations? • How can 1010 users and 1012 machines be connected? • What is invisible computing? ad hoc networking? • Speed, bandwidth, latency • Network plumbing – cable, fiber, switches, gateways, bridges, routers • Network protocols – connecting networks to each other 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Multimedia • How can multimedia be represented and transmitted? – Text, graphics, speech, music, video, movies, virtual reality • What are the limitations? – Speed, resolution, fidelity, color • How are multimedia created? • How are they stored? – File formats: GIF, TIFF, JPEG, MPEG, ... • How are they displayed (put in web pages)? • How are they indexed? 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 COPYRIGHT © 2002 MICHAEL I. SHAMOS Manufacturing FORECAST DEMAND PROCURE MATERIALS DESIGN PRODUCT PROCESS ENGINEERING DETERMINE PRICE QUALITY CONTROL PRODUCTION PROCESS CONTROL INVENTORY STATUS REPORTING INFORMATION FLOW SHIPMENT GOODS FLOW 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 CUSTOMER SERVICE COPYRIGHT © 2002 MICHAEL I. SHAMOS e-Manufacturing ELECTRONIC BUSINESS INTEGRATION DATA MINING GROUPWARE KNOWLEDGE WORK SYSTEMS DESIGN PRODUCT FORECAST DEMAND PRODUCT DATA MANAGEMENT (PDM) PROCESS ENGINEERING DETERMINE PRICE BID MGMT CPFR INTEGRATED BUSINESS COMMUNITIES BUILD-TO-ORDER PROCURE MATERIALS BOM SUPPORT QUALITY CONTROL PRODUCTION SUPPLY CHAIN MANAGEMENT INVENTORY COLLABORATIVE PRODUCT COMMERCE INFORMATION FLOW eFULFILLMENT VENDOR-MANAGED REPLENISHMENT eLOGISTICS SHIPMENT GOODS FLOW 20-751 ECOMMERCE TECHNOLOGY SUMMER 2002 HUBS DYNAMIC PRICING DATA MINING PROCESS CONTROL ePROCUREMENT AUCTIONS EXCHANGES WORKFLOW SYSTEMS STATUS REPORTING CUSTOMER SERVICE CRM COPYRIGHT © 2002 MICHAEL I. SHAMOS