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Usability of the Internet

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Objectives

• Defining the Internet

• Internet tools to access information

• The world wide web

• Intranets versus extranets

• Web site hosting

• Internet Retailing

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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

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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

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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

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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

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Application of Different tools

<i>Internet tool</i> <i>Summary</i>

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

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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

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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

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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

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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

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Intranets and Extranets

Intranet

Extranet

The Internet

The

World

Suppliers

Company

only _Suppliers

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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

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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

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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,

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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

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Internet Marketing Mix

<i>• Promotion - includes advertising and creating product </i>

awareness. Information must be presented in a way that will hold

the users' interests.

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

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.

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Internet Marketing Mix Con’t

<i>• Transaction - payment for goods is typically made </i>

in cash, or by credit card. Digital forms of

currency are also being developed by companies

like DigiCash, CyberCash and NetCash.

<i>• Fulfillment - involves the delivery of goods. </i>

Delivery online is restricted to digital products

such as electronic books and software. Fulfillment

includes not only shipping, but also effective

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