1. Chapter Two INTERNET FUNDAMENTALS: OPERATIONS, MANAGEMENT

2. 2-2 Learning Objectives The basics of Internet operations To gain a perspective on how and why the Internet operates so smoothly To identify World Wide Web attributes

3. 2-3 Cisco and the Internet’s Infrastructure What is Cisco’s contribution to the Internet?

4. 2-4 Cisco and the Internet’s Infrastructure What is Cisco’s contribution to the Internet? Cisco Systems is the undisputed worldwide leader in the manufacture and sale of internet data-networking equipment and software A good place to begin learning how the Internet works is with the role played by Cisco’s many internet related products: Routers Switches Remote Access Servers Security Systems

5. 2-5 How The Internet Works Routers Are sophisticated computers and routing protocols embedded in the software that runs them They are also called the Internet’s traffic cops

6. 2-6 How The Internet Works Servers Servers are computers and software that runs them They serve data, by storing files that other computers can access

7. 2-7 How The Internet Works Software is a set of programs that can run one, many or millions of computers They create files and documents

8. 2-8 How The Internet Works Internet services Email FTP File Transfer Protocol: A set of message formats or rules that enable a user to transfer files to and from another computer over a TCP/IP network

9. 2-9 How The Internet Works The information superhighway or infobahn was a popular term used through the 1990s to refer to digital communication systems and the internet telecommunications network Al Gore, United States Senator and later Vice-President, strongly influenced the term

10. 2-10 How The Internet Works Barriers Affordability Lack of open access Lack of freedom of speech Undercapacity Complexity Incompatible laws Lack of privacy Security Irresponsible use Can everyone use the Internet? Should marketers want everyone online? How vulnerable is the Internet?

11. 2-11 Internet Management Who manages the Internet Emarketing occurs on a global electronic network shared by millions of computers Given its size, it would be easy to assume that a powerful central international management system maintains the stability of the matrix and get all members to cooperate and coordinate their efforts

12. 2-12 Internet Management Instead, the Internet management is highly fluid, with changing contributors and highly distributed, with shifting power centers The U.S. government did not disappear from internet management It takes part in international initiatives that deal with such cross-border internet issues as jurisdiction, privacy and cyper-terrorism Jurisdiction It oversee issues related to U.S. internet operation, including spam, gambling and online pornography

13. 2-13 Internet Management Today, the Internet is run by no single entity, yet it is not unmanaged chaos online Key U.S. government agencies continue to regulate U.S. online activities The U.S. Federal Trade Commission (FTC) The U.S. Federal Communications Commission (FCC)

14. 2-14 Internet Management Voluntary professional organizations A number of voluntary professional committees run the technical side of the Internet Much of the work is coordinated by the Internet Society (ISOC) The World Wide Web Consortium (W3C) Is an industry-supported organizations that develops standards for the WEB It is dedicated to maintaining the web interoperability and growth

15. 2-15 Internet Management The Internet Corporation for Assigned Names and Numbers (ICANN) It was created by the U.S. government It is a nonprofit corporation responsible for allocating IP addresses and managing the domain name system ICANN accredits companies that register domain names for business and organizations

16. 2-16 Internet Management Self-regulation Another mechanism for managing the Internet activities is self-regulation, which frequently is undertaken to forestall the need for government regulation Another form of internet self-regulation is industry-specific

18. Scroll pages

19. Link within pages

20. Link to other pages, sites

21. Multipage displays

22. Arrangement of text

23. Graphics

24. Design (bright, colorful, interesting and highly creative)

25. Multimedia elements

26. Hypertext links

28. 2-20 How The Web Works Hyperlinks are hypertext connections Links help make the Web interactive and useful A link is a connection from a word, image or object to another area within a page

29. 2-21 How The Web Works Some sites are so complicated and poorly organized that it takes too long for visitors to drill down to a destination page Content on some web pages is hard to understand or is not informative

30. 2-22 How The Web Works Web pages and sites create marketing opportunities Web addresses are marketing tools for building awareness and directing visitors to a site All locations on the Internet and web have an address Websites are accessed using the Internet protocol (IP) and a Unique Resource Locator (URL)

31. 2-23 How The Web Works Domains and names were introduced to simplify internet addressing by allowing the substitution of words for numbers The Domain Name System (DNS) established a hierarchical order for top level and secondary-level domains Top level names = edu. Com, net, gov and the two digit Country Codes (CC) Secondary level names = second level domain appear directly before the Country Code www.co.uk.

32. 2-24 How The Web Works In 2002, seven names were added: Aero (air transport industry) Biz. (business) Coop (Cooperation) Info (unrestricted use) Museum (Museums) Name (individual) Pro (lawyers and other professions)

33. 2-25 How The Web Works The net regulator ICANN has "internationalised domain names" in non-Latin characters Egypt and Saudi Arabia have announced their intentions to apply for the first Arabic domains Egypt new domain name would be ".masr" written in the Arabic alphabet

34. 2-26 How The Web Works International companies are advised to register their domain names in all the countries where they operate and in the languages of the customers in their target market Domain names are valuable property and care should go into their construction and protection

35. 2-27 How The Web Works For domain names to have a marketing value They must be carefully worded, descriptive, clear, memorable and legally protected The longer the name, the less likely it is to be remembered Short names that evoke the image of he site are more engaging Before registering, the name should be checked to see weather it is already trademark protected

36. 2-28 How The Web Works Cypersquatter someone who registers famous names in “bad faith” to sell for profits or otherwise exploit Famous names are trademark The U.S. Anticypersquatting Consumer Protection Act of 1999 criminalizes the unauthorized use of trade-mark protected names in Internet domain addresses It remains to be seen how effective this will be in stopping worldwide names market

37. 2-29 How The Web Works Portals

38. The State of Being Digital Something is digital when all of its properties and information are stored as a string of zeroes and ones Those zeroes and ones are called bits Everything on the Internet is digital The falling cost of digital technology is one of the most powerful forces in the modern economy

39. Being Digital NOCOLAS NEGROPENTE

40. Understanding Moore’s Law Intel co-founder Gordon Moore observed that each generation of computer memory chips – released about every 18 months – could pack the same technology into half the space Source: AP/World Wide Photos

41. Understanding Moore’s Law Moore’s Law applies broadly to computing and technology costs Computer speed since the 1970s has increased roughly 75 billion times The cost of technology and storage, meanwhile, has dropped sharply

42. Putting Moore’s Law to Work Sun Microsystems as early as 1995 saved hundreds of thousands of dollars by moving to online customer support Online software distribution saved Sun an estimated $1.5 million per quarter compared to traditional distribution

43. Digital Environments Technology allows users to create virtual spaces to display information, tell stories, educate or amuse For marketers, new ways to reach consumers and promote a product

44. Key Features of Digital Environments Procedural: Computers must be taught what to do in a digital environment

45. Key Features of Digital Environments Participatory: Effectiveness depends on ease of consumer use and interactive potential

46. Key Features of Digital Environments Encyclopedic: Low cost allows almost endless storage capacity

47. Digital Convergence Cheap and powerful digital technology has contributed to the merging of industries, technology and content

48. Digital Convergence One crucial area: convergence of computing, communications and media content

49. Digital Convergence When barriers between industries fall, marketers have greater flexibility to choose the best medium for the pitch

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