Architecture of ECommerce

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Architecture of E-Commerce

• Group 5
• June 20, 2000

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• Architecture is the arrangement of hardware and
  software elements that fit together to deliver an
  application.

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Increase in E-Business

• Rethink IT systems
• More support
• Older investments
• Compatible hardware software

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Evolutionary
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Starbucks CoffeeStarbucks.com
Amazing things happen when you dream over a cup
of coffee.
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• Starbucks.com
• Starbucks.com launched in 1998
• From 1998 to 1999, hits per day grew
• from 300,000 to 2 million
• Consumers can purchase coffee, CDs,
• learn how to brew the perfect cup, or
• chat with other coffee lovers
• Increased traffic demanded a major
• architectural overhaul to allow for growth
• and increased functionality

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• Starbucks old site consisted of
• Windows DNA platform (Distributed InterNet
• Applications Architecture)
• NT Server 4.0
• Microsoft Internet Information Server (IIS)
• Microsoft SQL Server 7
• Microsoft Site Server 3.0 Commerce Edition

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• Starbucks New Site
• IT personnel needed ease of remote management
  and simplified site configuration
• Starbucks analyzed their business requirements
  and development needs, including scalability
  issues, functional requirements and user
  requirements
• IT personnel also went over the website for
  potential bottlenecks
• Once accomplished, Starbucks was able to plan
  for future growth by implementing a three tier
  architecture

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• Starbucks Three Tier Architecture
• Presentation Layer. Consists of the user
  interface written using Active Server Pages and
  Dynamic HTML.
• Business Logic Layer. Consists of the components
  and scripts for business rules that determine how
  the site handles user input and database access.
• Database Layer. Consists of 2 SQL Server 7.0
  Databases.

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• The Presentation Layer
• Developers knew VB and VBScript, which lent to
  an easy transition to Active Server Pages.
• Existing Components that handled online
  currency (Flooz) were moved to Windows DNA
  Platform without changing a line of code.
• The ASP control the shopping basket and data
  such as credit card and address information.
• Active Server Pages serve as templates to
  generate the HTML pages that the shopper sees.

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• The Business Logic Layer
• DNA 2000 platform allows a wide variety of
  third party web applications such as
• tax and shipping packages
• gift certificate services
• credit card verification software
• Also includes encryption code to encrypt
  passwords and credit card numbers for storage in
  databases and decryption when on display on a
  page

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• Database Layer
• Main database was split into two
• 1) catalog database 2) shopper database
• Catalog database consists of product
  information Read only.
• Shopper database contains shoppers information
  (address, credit card ) Read-Write.
• Shoppers are separated into browsers and
  purchasers
• Because most shoppers are browsing, additional
  database servers can be added to house catalog
  databases.

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• The Database Layer cont.
• Runs on 2 4-way Compaq ProLiant 5500 R Servers
  each containing four 500 MHz Pentium III Xeon
  Processors with 1 GB MB memory
• Windows DNA 2000 platform lets IT department
  update database schema without changing any of
  the business logic in middle tier
• ASP pages on web servers communicate with SQL
  server databases via TCP/IP using ADO (ActiveX
  Data Objects)
• The SQL server has a full text search which
  allows searches on words and phrases instead of
  only character patterns. Results can also be
  ranked to show relevance to original search term

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• How it Works
• When a user visits the site, database stored
  procedures query the login status (signed in,
  signed out or anonymous)
• If the user chooses to accept cookies then a
  greeting pops up
• As the user navigates the site, product
  information is gotten from the catalog database
  via stored procedures
• When user clicks add to cart, product
  information is stored in basket tables in the
  shopper database.

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• How it Works cont.
• When purchase is completed, order data is
  stored in receipt tables and removed from basket
  tables.
• Order confirmation is then emailed to shopper
• A scheduled job queries the Database and
  generates order files from Receipt tables. These
  files are moved to an FTP Resource share and
  picked up on a regular basis for order
  fulfillment
• Orders that are verified are shipped and an
  order shipment confirmation file is sent back to
  the website
• Email messages are generated from this file and
  sent to customers

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How Starbucks.com works End to End Process Flow
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• Benefits to using Windows DNA 2000
• ASP/Com Architecture allows developers to
  reuse code across pages or projects
• Provides interoperability so that Starbucks can
  use other applications within the platform. This
  provides flexibility in choosing solutions
• The three tier architecture allows IT personnel
  to make changes to presentation and business
  logic layers without touching the database layer
• Streamlining the design created efficiency (It
  took two developers to revamp the entire site)

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Architecture of E-Commerce

• Sun Microsystems

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SUN MICROSYSTEMS
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Background

• Launches a storefront in 1996.
• First architectural design is a modularized,
  distributed system.
• Redesigns configuration in 1998.

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Centralized vs. Distributed

• High costs of maintaining a centralized design.
• Performance Problems During Heavy Demand.
• Solutions.

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Centralized vs. Distributed

• Suns initial architecture had divided front
  office functionality on the site from the back
  office functionality.
• Future enhancements to Sun's commerce sites will
  include a tightly integrated multiple-storefront
  capability.

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New Configuration

• Sun migrates to their top-of-the-line Enterprise
  450 Workgroup Servers (Surprise!)
• performance scalable to 4 UltraSparc II 300MHz
  processors
• hot swappable storage up to 8.4 GB internally
  (with optional external storage extending to 6
  terabytes),
• support for up to 4 GB of main memory

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New Configuration

• Suns final configuration three Enterprise 450
  Workgroup Servers for front and back office
  applications and a database server.
• All systems are running Solaris 2.6 Operating
  System.

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New Configuration
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New Configuration

• Front Office Configuration
• E450 with 1 GB of memory
• four 300 MHz UltraSPARC processors
• eight 4.2 GB UltraSCSI disk drives

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New Configuration

• Front Office Configuration
• over five SCSI controllers (good for performance
  and redundancy. All disks are hot swappable and
  everything is mirrored)
• 14 GB 8mm tape drive for backups

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New Configuration

• Back Office Configuration
• E450 with 512 MB of memory
• two 300 MHz UltraSPARC processors
• eight 4.2 GB UltraSCSI disk drives

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New Configuration

• Back Office Configuration
• over five SCSI controllers (good for performance
  and redundancy. All disks are hot swappable and
  everything is mirrored)
• 14 GB 8mm tape drive for backups

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New Configuration

• Database Server Configuration
• E450 with 512 MB of memory
• two 300 MHz UltraSPARC processors
• twelve 4.2 GB UltraSCSI disk drives

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New Configuration

• Database Server Configuration
• over five SCSI controllers (good for performance
  and redundancy. All disks are hot swappable and
  everything is mirrored)
• 14 GB 8mm tape drive for backups

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Benchmark
Performance Benchmarks
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Configuration Comparison

• Former Configuration
• US
• Front Office (SPARCTM 20)
• Back Office (SPARCTM 20)
• DB Server (UltraTM 1)
• ESD Server (UltraTM 1)
• Proxy Server for Front Office (SPARCTM 20)
• Proxy Server for Back Office (SPARCTM 20)

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Configuration Comparison

• Former Configuration
• Europe
• Front Office (SPARCTM 20)
• Back Office (SPARCTM 20)
• DB Server (UltraTM 1)
• ESD Server (UltraTM 1)
• Proxy Server for Front Office (SPARCTM 20)
• Proxy Server for Back Office (SPARCTM 20)

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Configuration Comparison

• Former Configuration
• Japan
• Front Office (SPARCTM 20)
• Proxy Server for Front Office (SPARCTM 20)

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Configuration Comparison

• New Configuration
• Worldwide
• Front Office (EnterpriseTM 450)
• Back Office (EnterpriseTM 450)
• DB Server (EnterpriseTM 450)
• ESD Server (UltraTM 1)

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Results

• Reduced servers from 14 to 4
• Reduced maintenance of three international data
  centers into one centralized data center
• Increased performance by 80 for European
  customers with a US-based consolidated data
  center
• Simplified application development environments
• Delivered a scaleable infrastructure

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Conclusion

• Sun Microsystem built an infrastructure that can
  scale to their most demanding traffic patterns
  and support them as they service increasing
  numbers of customers and businesses.

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Conclusion

• Moreover, the improvements in consolidation--maint
  enance, serviceability and productivity gains,
  have helped Sun reduce overall delivery cost and
  increase customer satisfaction.

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Business-To-Business (B2B)Architectures

• B2B Website Solutions account for billions of
  dollars in trade per year
• E-Business Is Business We are convinced that
  the name for E-business in the year 2000 will
  simply be Business. Thats because the power of
  E-Business can only be fully realized when its
  integrated into a total business strategy. A
  strategy designed to transform your entire
  company. PricewaterhouseCoopers
  www.ebusinessisbusiness.com

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Benefits of B2B Web Solutions

• For Buyers
• optimize, manage and leverage all aspects of
  strategic buying
• replace inefficient, paper-based procurement
  processes with Internet-enabled buying systems
• gain dramatic competitive and financial advantage
• For Suppliers
• increased revenue, lowered costs
• new customer relationships, innovative branding
• create new types of customer service

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For Market Makers

• Market makers power the B2B economy by bringing
  buyers and suppliers together for efficient
  online trade
• Can customize virtually every aspect of their
  marketplaces
• user interface, catalog management, transaction
  flow
• user administration, and supported business rules

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B2B Solutions

• Market Site Portal Solution 3.0
• Allows Internet market makers to build open
  marketplaces and link them to the Commerce One
  Global Trading Web
• Enables transactions and communication among
  global trading partners
• Commerce Ones MarketSite Global Trading Portal
  uses this software www.marketsite.net
• The initial solution customers includes British
  Telecom, Nippon Telephone and Telegraph,
  SESAMi.net, Cable Wireless Optus and General
  Motors

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XML or eXtensible Markup Language

• Allows functionality not available with HTML
• Supports links that point to multiple documents
• XML allows structured exchanges of data between
  Web servers
• Companies value XMLs ability for B2B solutions
• Manufacturers and merchants can quickly swap
  data
• pricing, stock-keeping numbers
• transaction terms, product descriptions

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Commerce One's Common Business Library (xCBL) 2.0

• The first open XML specification for the
  cross-industry exchange of business documents
  such as
• product descriptions, purchase orders, invoices,
• shipping schedules. Software is free!
• xCBL 2.0 is a set of XML building blocks and a
  document framework for E-commerce.
• Based on a broad range of Internet and
  commerce-related industry standards and
  specifications
• Endorsed by industry leaders including
  Microsoft's BizTalk initiative, OASIS, the
  UN/CEFACT Techniques and Methodologies Working
  Group http//www.commerceone.com/xml/cbl/index.h
  tml

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Linking Buyers and Suppliers
WebServers communicate directly through the
MarketSite using xCBL The need for expensive,
custom point-to-point
integration is eliminated
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B2B E-Commerce in DoD

• Federal Electronic Commerce Coalition working
  with DoD on mission of change
• Formed in 1999 to provide consolidated voice from
  industry to government in e-business
• Working groups include industry and DoD subject
  matter experts
• DoD and industry have the ability and need to
  learn from each other, partner for change

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Architecture of Government E-Commerce

• XML puts it all together
• Federal Office of Electronic Commerce at the
  forefront of e-commerce efforts
• Deputy Associate Administrator, Mary Mitchell
• Leading the way in establishing on-line,
  networked partnerships
• B2B within government
• Traditional B2B with government - industry
• XML proposed as standard model to support
  syndication in data delivery

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XML Background

• Open standard for describing data
• HTML uses predefined tags, but XML allows tags to
  be defined by page developer
• Virtually any data item, like products or amounts
  due, can be identified, allowing Web pages to
  function like database records
• XML is descended from HTML and SGML, but is less
  confusing
• HTML will open any ugly web page, but if the
  page is not properly formatted, XML wont

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XML

• Nearly every major software company supports XML,
  including Microsoft
• Becoming standard for data exchange
• Uses http to move data across networks
• Saves in distributing data, real time
  inventory and manufacturing functions
• IBM created Xeena, a visual interface for
  creating XML documents and vocabularies

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HTML vs. XML

• HTML uses a loose coding style, tolerant of
  coding errors XML pages must be well formed and
  comply with rigid schema
• HTML lines deal with fonts and boldface
• How it looks
• XML statements define data content
• What it is

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HTML vs. XML

• XML is a metalanguage (defines and describes the
  language) not intended to replace XML
• While HTML is easy, XML can be tough
• Development tools, called parsers (like Xeena),
  can be used to make sure documents conform
  precisely to DTDs and schemas

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Tech Standards

• Before transferring data and managing
  relationships, both ends need common protocol and
  management model
• XML fits the bill
• Government uses XML.org to establish an open,
  distributed system for using XML
• Reference repository for SML specs --
  vocabularies, DTDs, schemas

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Standards and Frameworks

• Teaming with CommerceNet, OASIS, and RosettaNet
• Promotes open document standards and process
  standards for B2B supply chain communication
• Establish common structures for interops
• ebXML, BizTalk, and OAG
• Global business specs to bring together competing
  XML efforts, guidelines for schemas
• Crucial for DoD and government best value

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Standards Roadmaps

• GSA working to help agencies understand open
  standard choices for e-commerce
• Open standards key to interoperability
• Federal XML working group formed
• Align with voluntary standards efforts (W3C,
  OASIS, RosettaNet, CommerceOne)
• Identify business practices that can be improved
  with proper use of XML

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Will XML Work in DoD?

• Descendant of language (SGML) invented to let IRS
  and DoD define own markups
• Universal language and open standards
• Endorsing emerging standards
• Systems now recognize supplier catalog content --
  helps with stocklisted parts
• Eliminates one-to-one relationships common
  between buyers and sellers

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Public Key Infrastructure

• Uses digital IDs and on-line certificates
• Security applicable to wide range of DoD
  electronic commerce functions
• DoD has issued about 1 million certificates
  through 14 Jul 00
• PKI certificates arent easily transferrable
• Agencies/businesses working together to handle
  each others certificates -- slow progress

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Defense Trading Exchanges

• Big 4 Planned Trading Exchange
• MyAircraft.com
• PartsBase.com
• Airlines and defense industry have spent on
  their IT systems, so they need an
  architecture/system that works
• XML or CommerceOnes xCBL?

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Planned Trading Exchange

• Boeing, Lockheed Martin, Raytheon, and BAE
  Systems teaming with CommerceOne
• B2B aircraft parts exchange between contractors
  and government agencies
• Provide best value for DoD
• CommerceOnes xCBL potentially a big player

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MyAircraft.com

• Honeywell partnered with United Technologies and
  i2 Technologies
• E-marketplace for aerospace products and services
  for all industry participants (airlines, repair
  depots, DoD)
• Buy, sell, trade parts supply chain management
• Real time vendor interaction--sound like XML?
• Site uses 128 bit encryption and PKI for security

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P_at_rtsBase.com

• Internet company-led e-commerce marketplace for
  aerospace and defense
• Highlighted in Forbes Best of the Web list of
  200 most promising web sites
• Members range in sizes conduct B2B and
  government exchanges
• Emphasis on security log on required

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E-Commerce

• Will customers want vendors to provide all the
  pieces?
• Will their be more inhouse IT done?
• Will most IT be outsourced?

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Time is of the Essence