电子商务-商务、技术、社会（第16版）课件 肯尼思·劳东 第1-6章 变革刚刚开始- 电子商务营销与广告概念

E-commerce2021:Business.Technology.Society.SixteenthEditionChapter1TheRevolutionIsJustBeginningCopyright©2022,2019,2018PearsonEducation,Inc.AllRightsReservedLearningObjectives1.1

Understandwhyitisimportanttostudye-commerce.1.2

Definee-commerce,understandhowe-commercediffersfrome-business,identifytheprimarytechnologicalbuildingblocksunderlyinge-commerce,andrecognizemajorcurrentthemesine-commerce.1.3

Identifyanddescribetheuniquefeaturesofe-commercetechnologyanddiscusstheirbusinesssignificance.1.4

Describethemajortypesofe-commerce.1.5

Understandtheevolutionofe-commercefromitsearlyyearstotoday.1.6

Describethemajorthemesunderlyingthestudyofe-commerce.1.7

Identifythemajoracademicdisciplinescontributingtoe-commerce.Uber:TheNewFaceofE-commerce?ClassDiscussionHaveyouusedUberoranyotheron-demandservicecompanies?Whatistheappealofthesecompaniesforusersandproviders?Arethereanynegativeconsequencestotheincreaseduseofon-demandserviceslikeUberandAirbnb?HowhastheCovid-19pandemicimpactedUberandotheron-demandservices?TheFirstThirtySecondsFirsttwodecadesofe-commerceJustthebeginningRapidgrowthandchangeTechnologiesevolveatexponentialratesDisruptivebusinesschangeNewopportunitiesWhystudye-commerceUnderstandopportunitiesandrisksAnalyzee-commerceideas,models,issuesIntroductiontoE-commerceUseofInternettotransactbusinessIncludesWeb,mobilebrowsersandappsMoreformally:DigitallyenabledcommercialtransactionsbetweenandamongorganizationsandindividualsTheDifferenceBetweenE-commerceandE-businessE-business:Digitalenablingoftransactionsandprocesseswithinafirm,involvinginformationsystemsunderfirm’scontrolDoesnotincludecommercialtransactionsinvolvinganexchangeofvalueacrossorganizationalboundariesTechnologicalBuildingBlocksUnderlyingE-commerceInternetWorldWideWebH

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LDeepWebversus“surface”WebMobileplatformMobileappsInsightonTechnology:WillAppsMaketheWebIrrelevant?ClassDiscussionWhataretheadvantagesanddisadvantagesofapps,comparedwithwebsites,formobileusers?Whatarethebenefitsofappsforcontentownersandcreators?Whatareprogressivewebapps(P

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s)andhowdotheydifferfromnativeapps?WillappseventuallymaketheWebirrelevant?Whyorwhynot?MajorTrendsinE-commerceBusinesstrendsinclude:Covid-19pandemicfuelssurgeinretaile-commerce,m-commerce,andcertainon-demandservicesTechnologytrendsinclude:MobileplatformandcloudcomputingBigdataandInternetofThingsSocietaltrendsinclude:IncreasedconcernaboutimpactofsocialnetworksConcernsaboutincreasingmarketdominanceofbigtechnologyfirmsUniqueFeaturesofE-commerceTechnology(1of2)UbiquityGlobalreachUniversalstandardsInformationrichnessUniqueFeaturesofE-commerceTechnology(2of2)InteractivityInformationdensityPersonalization/customizationSocialtechnologyTypesofE-commerceBusiness-to-Consumer(B2C)Business-to-Business(B2B)Consumer-to-Consumer(C2C)Mobilee-commerce(M-commerce)Sociale-commerceLocale-commerceFigure1.5TheGrowthofB2CE-commerceintheUnitedStatesFigure1.7TheGrowthofB2BE-commerceintheUnitedStatesFigure1.8TheGrowthofM-commerceintheUnitedStatesE-commerce:ABriefHistory(1of4)PrecursorsBaxterHealthcaremodem-basedsystem(1970s)Orderentrysystems(1980s)ElectronicDataInterchange(E

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I)standards(1980s)FrenchMinitel(1981)E-commerce:ABriefHistory(2of4)1995–2000:InventionSaleofsimpleretailgoodsLimitedbandwidthandmediaEuphoricvisionsofFriction-freecommerceFirst-moveradvantagesDot-comcrashof2000E-commerce:ABriefHistory(3of4)2001–2006:ConsolidationEmphasisonbusiness-drivenapproachTraditionallargefirmsexpandpresenceStart-upfinancingshrinksMorecomplexproductsandservicessoldGrowthofsearchengineadvertisingBusinesswebpresencesexpandE-commerce:ABriefHistory(4of4)2007–Present:ReinventionRapidgrowthof:Web2.0,includingonlinesocialnetworksMobileplatformLocalcommerceOn-demandserviceeconomyEntertainmentcontentdevelopsassourceofrevenuesTransformationofmarketingFigure1.10PeriodsintheDevelopmentofE-commerceInsightonBusiness:YCombinator’sStartupBootCampClassDiscussionWhydoyouthinkinvestorstodayarestillinterestedininvestinginstartups?WhatarethebenefitsofinvestinginacompanythatisagraduateofaYCombinatorbootcamp?Isanincubatorthebestsolutionforstartupstofindfunding?Whyorwhynot?AssessingE-commerce(1of2)StunningtechnologicalsuccessEarlyyearsamixedbusinesssuccessFewearlydot-comshavesurvivedOnlinesalesgrowingrapidlyManyearlyvisionsnotfulfilledPricedispersionInformationasymmetryNewintermediariesAssessingE-commerce(2of2)OthersurprisesFast-followeradvantagesStart-upcostsImpactofmobileplatformEmergenceofon-demande-commerceUnderstandingE-commerce:OrganizingThemesTechnology:DevelopmentandmasteryofdigitalcomputingandcommunicationstechnologyBusiness:NewtechnologiespresentbusinesseswithnewwaysoforganizingproductionandtransactingbusinessSociety:Intellectualproperty,individualprivacy,publicwelfarepolicyFigure1.11TheInternetandtheEvolutionofCorporateComputingInsightonSociety:FacebookandtheAgeofPrivacyClassdiscussion:Whyaresocialnetworksinterestedincollectinguserinformation?Whattypesofprivacyinvasionaredescribedinthecase?Whichisthemostprivacy-invading,andwhy?WastheF

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C’s$5billionfineanditsplacementofnewrestrictionsonFacebook’sbusinessoperationssufficientinlightofFacebook’shistorywithrespecttoprivacyviolations?Howdoyouprotectyourprivacyonline?AcademicDisciplinesConcernedwithTechnologyTechnicalComputerscience,managementscience,informationsystemsBehavioralInformationsystemsresearch,economics,marketing,management,finance/accounting,sociologyCareersinE-commercePosition:CategoryspecialistinE-commerceRetailProgramQualification/SkillsPreparingfortheInterviewPossibleInterviewQuestionsCopyrightThisworkisprotectedbyUnitedStatescopyrightlawsandis

providedsolelyfortheuseofinstructorsinteachingtheircoursesandassessingstudentlearning.Disseminationorsaleofanypartofthiswork(includingontheWorldWideWeb)willdestroytheintegrityoftheworkandisnotpermitted.Theworkandmaterialsfromitshouldneverbemadeavailabletostudentsexceptbyinstructorsusingtheaccompanyingtextintheirclasses.Allrecipientsofthisworkareexpectedtoabidebytheserestrictionsandtohonortheintendedpedagogicalpurposesandtheneedsofotherinstructorswhorelyonthesematerials.E-commerce2021:Business.Technology.Society.SixteenthEditionChapter2E-commerceBusinessModelsandConceptsCopyright©2022,2019,2018PearsonEducation,Inc.AllRightsReservedLearningObjectives2.1

Identifythekeycomponentsofe-commercebusinessmodels.2.2

DescribethemajorB2Cbusinessmodels.2.3

DescribethemajorB2Bbusinessmodels.2.4

Understandkeybusinessconceptsandstrategiesapplicabletoe-commerce.CopingwithaPandemic:SmallBusinessesReinventwithE-commerceClassDiscussionPriortothepandemic,didyouphysicallyshopatsmallbusinessesinyourcommunity?Whatstepshavesmallbusinesseswithwhichyouarefamiliartakentocontinueoperatingduringthepandemic?Howlikelyareyoutocontinuenewconsumerbehaviorsinstitutedduringthepandemicafteritisover?Forinstance,ifyouorderedgroceriesonline,willyoucontinuetodoso?E-commerceBusinessModelsBusinessmodelSetofplannedactivitiesdesignedtoresultinaprofitinamarketplaceBusinessplanDescribesafirm’sbusinessmodelE-commercebusinessmodelUses/leveragesuniquequalitiesofInternetandWebEightKeyElementsofaBusinessModelValuepropositionRevenuemodelMarketopportunityCompetitiveenvironmentCompetitiveadvantageMarketstrategyOrganizationaldevelopmentManagementteam1.ValueProposition“Whyshouldthecustomerbuyfromyou?”Successfule-commercevaluepropositions:Personalization/customizationReductionofproductsearch,pricediscoverycostsFacilitationoftransactionsbymanagingproductdelivery2.RevenueModel“Howwillyouearnmoney?”Majortypesofrevenuemodels:AdvertisingrevenuemodelSubscriptionrevenuemodelFreemiumstrategyTransactionfeerevenuemodelSalesrevenuemodelAffiliaterevenuemodelInsightonSociety:Foursquare’sEvolvingBusinessModel:LeveragingYourLocationClassdiscussion:WhyhastheshiftinFoursquare’sbusinessmodelbeenthekeytosuccessforFoursquare?HowcomfortableareyouwiththeabilityofFoursquaretocharacterizebehaviorintovariouspersonas?WhatisyouropinionofFoursquare’scharacterizationofitselfasoneofthe“goodguys”inthelocationdataindustry?HowisFoursquareattemptingtocopewithamoreprivacy-consciousbusinessenvironment?3.MarketOpportunity“Whatmarketspacedoyouintendtoserveandwhatisitssize?”Marketspace:AreaofactualorpotentialcommercialvalueinwhichcompanyintendstooperateRealisticmarketopportunity:DefinedbyrevenuepotentialineachmarketnicheinwhichcompanyhopestocompeteMarketopportunitytypicallydividedintosmallerniches4.CompetitiveEnvironment“Whoelseoccupiesyourintendedmarketspace?”OthercompaniessellingsimilarproductsinthesamemarketspaceIncludesbothdirectandindirectcompetitorsInfluencedby:NumberandsizeofactivecompetitorsEachcompetitor’smarketshareCompetitors’profitabilityCompetitors’pricing5.CompetitiveAdvantage“Whatspecialadvantagesdoesyourfirmbringtothemarketspace?”Isyourproductsuperiortoorcheapertoproducethanyourcompetitors’?Importantconcepts:AsymmetriesFirst-moveradvantage,complementaryresourcesUnfaircompetitiveadvantageLeveragePerfectmarkets6.MarketStrategy“Howdoyouplantopromoteyourproductsorservicestoattractyourtargetaudience?”DetailshowacompanyintendstoentermarketandattractcustomersBestbusinessconceptswillfailifnotproperlymarketedtopotentialcustomers7.OrganizationalDevelopment“Whattypesoforganizationalstructureswithinthefirmarenecessarytocarryoutthebusinessplan?”DescribeshowfirmwillorganizeworkTypically,dividedintofunctionaldepartmentsAscompanygrows,hiringmovesfromgeneraliststospecialists8.ManagementTeam“Whatkindofbackgroundsshouldthecompany’sleadershave?”Astrongmanagementteam:CanmakethebusinessmodelworkCangivecredibilitytooutsideinvestorsHasmarket-specificknowledgeHasexperienceinimplementingbusinessplansRaisingCapitalSeedcapitalElevatorpitchTraditionalsourcesIncubators,angelinvestorsCommercialbanks,venturecapitalfirmsStrategicpartnersEquitycrowdfundingJ

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SActInsightonBusiness:StartupsTurntoCrowdfundingClassDiscussionWouldyoufeelcomfortableinvestinginastartupthatraisescapitalusingequitycrowdfunding?Whyorwhynot?Whyisitimportanttodemocratizeaccesstocapital?Whatobstaclesarepresentedintheuseofcrowdfundingasamethodtofundstartups?CategorizingE-commerceBusinessModelsNoonecorrectwaytocategorizeTextcategorizesaccordingto:E-commercesector(e.g.,B2B)E-commercetechnology(e.g.,m-commerce)SimilarmodelsappearindifferentsectorsCompaniesmayusemultiplebusinessmodels(e.g.,eBay)E-commerceenablersB2CBusinessModelsE-tailerCommunityprovider(socialnetwork)ContentproviderPortalTransactionbrokerMarketcreatorServiceproviderB2CModels:E-TailerOnlineversionoftraditionalretailerRevenuemodel:SalesVariations:VirtualmerchantBricks-and-clicksCatalogmerchantManufacturer-directLowbarrierstoentryB2CModels:CommunityProviderProvideonlineenvironment(socialnetwork)wherepeoplewithsimilarinterestscantransact,sharecontent,andcommunicateExamples:Facebook,LinkedIn,Twitter,PinterestRevenuemodels:Typicallyhybrid,combiningadvertising,subscriptions,sales,transactionfees,andsoonB2CModels:ContentProviderDigitalcontentontheWeb:News,music,video,text,artworkRevenuemodels:Usevarietyofmodels,includingadvertising,subscription;salesofdigitalgoodsKeytosuccessistypicallyowningthecontentVariations:SyndicationAggregatorsInsightonTechnology:ConnectedCarsandtheFutureofE-commerceClassDiscussionHowarenewconnectedcartechnologiesalsocreatingnewbusinessmodels?Whatisthepotentialimpactondifferentformsofe-commerce,suchasthecontentindustry?Whyaretechcompaniessointerestedintheconnectedcarplatform?Arethereanyissueswithrespectto“connected”cars?B2CBusinessModels:PortalSearchplusanintegratedpackageofcontentandservicesRevenuemodels:Advertising,referralfees,transactionfees,subscriptionsforpremiumservicesVariations:Horizontal/general(examples:Yahoo,A

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N)Vertical/specialized(vortal)(example:Sailnet)Search(examples:Google,Bing)B2CModels:TransactionBrokerProcessonlinetransactionsforconsumersPrimaryvalueproposition-savingtimeandmoneyRevenuemodel:TransactionfeesIndustriesusingthismodel:FinancialservicesTravelservicesJobplacementservicesB2CModels:MarketCreatorCreatedigitalenvironmentwherebuyersandsellerscanmeetandtransactExamples:Priceline,eBayRevenuemodel:Transactionfees,feestomerchantsforaccessOn-demandservicecompanies(sharingeconomy):platformsthatallowpeopletosellservicesExamples:Uber,AirbnbB2CModels:ServiceProviderOnlineservicesExamples:GoogleGoogleMaps,Gmail,andsoonValuepropositionValuable,convenient,time-saving,low-costalternativestotraditionalserviceprovidersRevenuemodels:Salesofservices,subscriptionfees,advertising,salesofmarketingdataB2BBusinessModelsNetmarketplacesE-distributorE-procurementExchangeIndustryconsortiumPrivateindustrialnetworkB2BModels:E-distributorVersionofretailandwholesalestore,M

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Ogoods,andindirectgoodsOwnedbyonecompanyseekingtoservemanycustomersRevenuemodel:SalesofgoodsExample:GraingerB2BModels:E-procurementCreatesdigitalmarketswhereparticipantstransactforindirectgoodsB2Bserviceproviders,S

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SandP

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SprovidersScaleeconomiesRevenuemodel:Servicefees,supply-chainmanagement,fulfillmentservicesExample:AribaB2BModels:ExchangesIndependentlyownedverticaldigitalmarketplacefordirectinputsRevenuemodel:Transaction,commissionfeesCreatepowerfulcompetitionbetweensuppliersTendtoforcesuppliersintopowerfulpricecompetition;numberofexchangeshasdroppeddramaticallyExample:Go2PaperB2BModels:IndustryConsortiaIndustry-ownedverticaldigitalmarketplaceopentoselectsuppliersMoresuccessfulthanexchangesSponsoredbypowerfulindustryplayersStrengthentraditionalpurchasingbehaviorRevenuemodel:Transaction,commissionfeesExample:SupplyOnB2BModels:PrivateIndustrialNetworksDigitalnetworkusedtocoordinateamongfirmsengagedinbusinesstogetherTypicallyevolveoutoflargecompany’sinternalenterprisesystemKey,trusted,long-termsuppliersinvitedtonetworkExample:Walmart’snetworkforsuppliersHowE-commerceChangesBusinessE-commercechangesindustrystructurebychanging:RivalryamongexistingcompetitorsBarrierstoentryThreatofnewsubstituteproductsStrengthofsuppliersBargainingpowerofbuyersIndustrystructuralanalysisIndustryValueChainsSetofactivitiesperformedbysuppliers,manufacturers,transporters,distributors,andretailersthattransformrawinputsintofinalproductsandservicesInternetreducescostofinformationandothertransactionalcostsLeadstogreateroperationalefficiencies,loweringcost,prices,addingvalueforcustomersFigure2.4E-commerceandIndustryValueChainsFirmValueChainsActivitiesthatafirmengagesintocreatefinalproductsfromrawinputsEachstepaddsvalueEffectofInternet:IncreasesoperationalefficiencyEnablesproductdifferentiationEnablesprecisecoordinationofstepsinchainFigure2.5E-commerceandFirmValueChainsFirmValueWebsNetworkedbusinessecosystemUsesInternettechnologytocoordinatethevaluechainsofbusinesspartnersCoordinatesafirm’ssupplierswithitsownproductionneedsusinganInternet-basedsupplychainmanagementsystemFigure2.6Internet-EnabledValueWebBusinessStrategyPlanforachievingsuperiorlong-termreturnsoncapitalinvested:thatis,profitFivegenericstrategiesProduct/servicedifferentiationCostcompetitionScopeFocus/marketnicheCustomerintimacyE-commerceTechnologyandBusinessModelDisruptionDisruptivetechnologiesDigitaldisruptionSustainingtechnologyStagesDisruptorsintroducenewproductsoflowerqualityDisruptorsimproveproductsNewproductsbecomesuperiortoexistingproductsIncumbentcompanieslosemarketshareCareersinE-commercePosition:AssistantManagerofE-businessQualification/SkillsPreparingfortheInterviewPossibleInterviewQuestionsCopyrightThisworkisprotectedbyUnitedStatescopyrightlawsandis

providedsolelyfortheuseofinstructorsinteachingtheircoursesandassessingstudentlearning.Disseminationorsaleofanypartofthiswork(includingontheWorldWideWeb)willdestroytheintegrityoftheworkandisnotpermitted.Theworkandmaterialsfromitshouldneverbemadeavailabletostudentsexceptbyinstructorsusingtheaccompanyingtextintheirclasses.Allrecipientsofthisworkareexpectedtoabidebytheserestrictionsandtohonortheintendedpedagogicalpurposesandtheneedsofotherinstructorswhorelyonthesematerials.E-commerce2021:Business.Technology.Society.SixteenthEditionChapter3E-commerceInfrastructure:TheInternet,Web,andMobilePlatformCopyright©2022,2019,2018PearsonEducation,Inc.AllRightsReservedLearningObjectives3.1

Discusstheoriginsof,andthekeytechnologyconceptsbehind,theInternet.3.2

ExplainthecurrentstructureoftheInternet.3.3

UnderstandhowtheWebworks.3.4

DescribehowInternetandwebfeaturesandservicessupporte-commerce.3.5

Understandtheimpactofmobileapplications.TheCovid-19Pandemic:WilltheInternetBreak?ClassDiscussionHowhasyourusageoftheInternetchangedasaresultofthepandemic?WhyarefearsthattheInternetwillbreakmisguided?Howhasthepandemichighlightedtheissuesraisedbythe“digitaldivide”?TheInternet:TechnologyBackgroundInternetInterconnectednetworkofthousandsofnetworksandmillionsofcomputersLinksbusinesses,educationalinstitutions,governmentagencies,andindividualsWorldWideWeb(Web)OneoftheInternet’smostpopularservicesProvidesaccesstobillions,possiblytrillions,ofwebpagesTheEvolutionoftheInternet1961–PresentInnovationPhase,1961–1974CreationoffundamentalbuildingblocksInstitutionalizationPhase,1975–1995LargeinstitutionsprovidefundingandlegitimizationCommercializationPhase,1995–presentPrivatecorporationstakeover,expandInternetbackboneandlocalserviceTheInternet:KeyTechnologyConceptsInternetdefinedasnetworkthat:UsesI

PaddressingSupportsT

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P/I

PProvidesservicestousers,inmannersimilartotelephonesystemThreeimportantconcepts:PacketswitchingT

C

P/I

PcommunicationsprotocolClient/servercomputingPacketSwitchingSlicesdigitalmessagesintopacketsSendspacketsalongdifferentcommunicationpathsastheybecomeavailableReassemblespacketsoncetheyarriveatdestinationUsesroutersLessexpensive,wastefulthancircuit-switchingFigure3.3PacketSwitchingT

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P/I

PTransmissionControlProtocol(T

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P)EstablishesconnectionsamongsendingandreceivingWebcomputersHandlesassemblyofpacketsatpointoftransmission,andreassemblyatreceivingendInternetProtocol(I

P)FourT

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PlayersNetworkinterfacelayerInternetlayerTransportlayerApplicationlayerFigure3.4TheT

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P/I

PArchitectureandProtocolSuiteInternet(I

P)AddressesI

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v432-bitnumberFoursetsofnumbersmarkedoffbyperiods:27ClassCaddress:Networkidentifiedbyfirstthreesets,computeridentifiedbylastsetI

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v6128-bitaddresses,abletohandleupto1quadrillionaddresses(I

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v4canhandleonly4billion)Figure3.5RoutingInternetMessages:T

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PandPacketSwitchingDomainNames,D

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S,andU

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sDomainnameI

PaddressexpressedinnaturallanguageDomainnamesystem(D

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S)AllowsnumericI

PaddressestobeexpressedinnaturallanguageUniformresourcelocator(U

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L)AddressusedbywebbrowsertoidentifylocationofcontentontheWebForexample:/Client/ServerComputingPowerfuldesktopcomputers(clients)connectedinnetworkwithoneormoreserversServersperformcommonfunctionsfortheclientsStoringfilesSoftwareapplicationsAccesstoprinters,andsoonTheMobilePlatformPrimaryInternetaccessisnowthroughsmartphonesandtabletsSmartphonesareadisruptivetechnologyNewprocessorsandoperatingsystemsOver245millioninU.S.accessInternetwithmobilephoneTabletssupplementP

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sformobilesituationsOver170millioninU

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S.useInternetwithtabletsTheInternet“CloudComputing”Model(1of2)FirmsandindividualsobtaincomputingpowerandsoftwareoverInternetThreetypesofservicesInfrastructureasaservice(I

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S)Softwareasaservice(S

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S)Platformasaservice(P

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S)Public,private,andhybridcloudsTheInternet“CloudComputing”Model(2of2)DrawbacksSecurityrisksShiftsresponsibilityforstorageandcontroltoprovidersRadicallyreducescostsof:BuildingandoperatingwebsitesInfrastructure,I

TsupportHardware,softwareOtherInternetProtocolsandUtilityProgramsInternetprotocolsH

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PE-mail:S

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3,I

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SUtilityprogramsPingTracertInternetInfrastructureInternethasbeenabletogrowexponentiallywithoutdisruptionbecauseof:Client/servercomputingmodelHourglass,layeredarchitectureNetworkTechnologySubstrateTransportServicesandRepresentationStandardsMiddlewareServicesApplicationsFigure3.10TheHourglassModeloftheInternetFigure3.11InternetNetworkArchitectureTheInternetBackboneComprisedoffiber-opticcable:hundredsofglassstrandsthatuselighttotransmitdataFasterspeedsandgreaterbandwidthThinner,lightercablesLessinterferenceBetterdatasecurityTier1InternetServiceProviders(Tier1I

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s)ortransitI

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sNumerousprivatenetworksphysicallyconnectedtoeachotherUnderseafiberoptics,satellitelinksInternetExchangePoints(I

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s)RegionalhubswhereTier1I

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sphysicallyconnectwithoneanotherandwithregionalTier2I

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s.Tier2I

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sprovideTier3I

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swithInternetaccess.OriginallycalledNetworkAccessPoints(N

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s)orMetropolitanAreaExchanges(M

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s).Tier3InternetServiceProvidersRetailprovidersLeaseInternetaccesstohomeowners,smallbusinessesLargeproviders:Comcast,CharterSpectrum,A

T&T,Verizon,Altice(Optimum)SmallerlocalprovidersServicesNarrowbandBroadbandDigitalsubscriberline(D

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L)CableInternetSatelliteInternetCampus/CorporateAreaNetworksLocalareanetworksoperatingwithinsingleorganization,suchasN

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UorMicrosoftCorporationLeaseInternetaccessdirectlyfromregionalandnationalcarriersMobileInternetAccessTwobasictypesofwirelessInternetaccess:Telephone-based(mobilephones,smartphones)Computernetwork-based(wirelesslocalareanetwork-based)Telephone-basedwirelessInternetaccessCurrentlybasedon3Gand4Gtechnologies5Gwillprovidehigherbandwidthwithspeedsreaching10G

b

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sormoreWirelessLocalAreaNetwork(W

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N)-BasedInternetAccessWi-Fi(various802.11standards)High-speed,fixedbroadbandwirelessL

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N(W

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N)Wirelessaccesspoint(“hotspots”)LimitedrangebutinexpensiveWiMaxBluetoothFigure3.13Wi-FiNetworksOtherInnovativeInternetAccessTechnologies:Drones,Balloons,andWhiteSpaceGoogle:ProjectLoonFacebook:FacebookConnectivityLab/AcquiladroneMicrosoft:AirbandInitiative(whitespaces)TheInternetofThings(I

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T)Objectsconnectedviasensors/R

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DtotheInternet“Smartthings”InteroperabilityissuesandstandardsSecurityandprivacyconcernsInsightonBusiness:TheAppleWatch:BringingtheInternetofThingstoYourWristClassDiscussionAreyouoranyoneyouknowusingtheAppleWatch?Ifnot,whynot?Ifso,whatappsdoyouusemost?Whatarethepotentialbenefitsofwearabletechnology?Arethereanydisadvantages?WhateffectswillfeaturesliketheApplePaybuttonandTapticEnginehave?Arethereanyprivacyissuesraisedbywearabletechnology?WhoGovernstheInternet?OrganizationsthatinfluencetheInternetandmonitoritsoperationsinclude:InternetCorporationforAssignedNamesandNumbers(I

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N)InternetEngineeringTaskForce(I

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F)InternetResearchTaskForce(I

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F)InternetEngineeringSteeringGroup(I

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G)InternetArchitectureBoard(I

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B)InternetSociety(I

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C)InternetGovernanceForum(I

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F)WorldWideWebConsortium(W3C)InternetNetworkOperatorsGroups(N

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s)InsightonSociety:GovernmentRegulationandSurveillanceoftheInternetClassdiscussion:Howisitpossibleforanygovernmentto“control”orcensortheWeb?DoestheChinesegovernment,ortheU.S.government,havetherighttocensoronlinecontent?HowshouldU.S.companiesdealwithgovernmentsthatwanttocensorcontent?Whatwouldhappentoe-commerceiftheexistingWebsplitintoadifferentWebforeachcountry?TheWeb1989–1991:WebinventedTimBerners-LeeatC

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L,H

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P,webserver,webbrowser1993:Mosaicwebbrowserw/G

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IAndreessenandothersatN

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ARunsonWindows,Macintosh,orUnix1994: