UIT 808E9 : WEB ADVERTISING AND MARKETING UNIT I Introduction: Internet Principles Basic Web Concepts Client/Server model

el Retrieving data from Internet HTML and Scripting Languages Standard Generalized Mark-up Language Next Generation Internet Protocols and applications. Introduction to How Web Advertising Works, Banner Ads Sidebar Ads Varied Shapes and Sizes PopUp and PopUnder Floating Ads. UNIT II Enterprise Application development environment : Web servers Server Administration IDL Database Connectivity Web Application architecture Distributed Web Applications Remote method Invocation Web Customization Mark Up Languages. UNIT III E-Business Applications: E-Business Frame Work E-Business Cycle E-Commerce Strategies E-Business Architectures Stored Procedures SQL Procedures Electronic Payment Services - Shopping Functions. UNIT IV
Business and the Marketing Concept : How to Make a Web Page - Elements of Good Web Site Design - Starting a Business Online - Server Services - Domain Names -Web Oriented Industries. Online Marketing Email Marketing Search Engine Marketing Banner Ad Placement Link Exchange.

UNIT V Real Time Applications: Role of scripting languages Shopping Cart Home Banking Applications Design and Implementation Fire Wall Business models Tools usage. REFERENCE BOOKS 1. Ed Roman, Mastering EJB and the Java 2 Platform Enterprise edition, John Wiley and Sons. 2. Stepehen Aubury, Scott R.Weiner, Developing Java Enterprise Applications, Wiley Computer publishing, 2001. 3. Professional Java Server Programming, Wrox Press Ltd. 4. Daniel J. Berg, J. Steven Fritzinger, Advanced Java Techniques for Java Developers, John Wiley and Sons, Revised Edition. 5. Rickard Oberg, Mastering RMI: Developing Enterprise Applications in Java and EJB, John Wiley and Sons, Book and CDROM edition 2001. 6. Harold, Elliote Rusty Harold, XML Bible, 2nd Edition Hungry Minds, Inc. 7. Paul Wilton, Beginning Java Script, Wrox Press, Inc., Revised Edition. 8. Alex Homer, Professional ASP 3.0, Wrox Press, Inc. 9. Professional Java Server Programming, Wrox Press Ltd.

UNIT I
BASIC INTERNET PRINCIPLES The central concepts of software on the Internet are TCP/IP UDP IP Addresses Domain Names The Domain Name System (DNS) Ports Sockets URLs TCP/IP The Internet is the network that connects computers all over the world. It works according to a set of agreed-upon protocols. TCP (Transmission Control Protocol) and IP(Internet Protocol) are the most commonly-used protocols for using the Internet. (But there are others at lower levels.) The combination is simply known as TCP/IP. The Internet is a packet switching system. Any message is broken into packets that are transmitted independently across the interment (sometime by different routes). These packets are called datagrams. The route chosen for each datagram depends on the traffic at any point in time. Each datagram has a header of between 20 and 60 bytes, followed by the payload of up to 65,515 bytes of data. The header consists of, amongst other data: 1. The version number of the protocol in use 2. The IP address of the sender (or source, or origin) 3. The IP address of recipient (or destination) TCP breaks down a message into packets. At the destination, it re-assembles packets into messages. It attaches a checksum to each packet. If the checksum doesn't match the computed checksum at the destination, the packet is re-transmitted. Thus TCP ensures reliable transmission of information. In summary, TCP: 1. Provides re-transmission of lost data 2. Ensures delivery of data in the correct order IP IP is concerned with routing. IP attaches the address of the destination of each packet. IP ensures that packets get to the right place. TCP is the higher-level protocol that uses the lower-level IP. When an application is written, the general principle is to use the highest level protocol that you can, provided that it provides the functionality and performance that is required. Many applications can be written using TCP/IP. For example, a Web browser can be written in Java using only URLs, without any explicit mention of sockets. On each machine an application program makes calls on procedures in the transport layer (normally TCP). In turn the transport layer makes calls on the Internet layer (normally IP). In turn the Internet layer makes calls on the physical layer, which is different depending on the technology of the communication link.
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At the destination machine, information is passed up through the layers to the application program. Each application program acts as if it is communicating directly with the application on another machine. The lower levels of the communication software and hardware are invisible. This four-layer model is sufficient for understanding Internet software. But there are other models that use a different number of layers, like the ISO seven-layer model. The application layer produces some data, adds a header to it and passes the complete package to the transport layer. The transport layer adds another header and passes the package to the internet layer. The internet layer adds another header and passes it to the physical layer. The application data is enclosed by 4 headers used by the different layers. This process can be thought of as repeatedly putting a letter into an envelope and then addressing the envelope. UDP Most applications use TCP. However, an example of a situation in which it is desirable to use a lowerlevel protocol is the case of audio streaming. If you want to download a sound file, it can take some time, even though it may be compressed. You have to wait (perhaps some considerable time, relatively speaking) for the complete file to download, before it can be played. An alternative is to listen to the sound as it is being downloaded - which is called streaming. One of the most popular technologies is called RealAudio. RealAudio does not use TCP because of its overhead. The sound file is sent in IP packets using the UDP (User Datagram Protocol) instead of TCP. UDP is an unreliable protocol, since: It doesn't guarantee that a packet will arrive. It doesn't guarantee that packets will be in the right order. UDP doesn't re-send a packet if it is missing or there is some other error, and it doesn't assemble packets into the correct order. But it is faster than TCP. In this application, losing a few bits of data is better than waiting for the re-transmission of some missing data. The application's major mission is to keep playing the sound without interruption. (In contrast, the main goal of a file transfer program is to transmit the data accurately.) The same mechanism is used with video streaming. UDP is a protocol at the same level as TCP, above the level of IP. IP Addresses An IP address is a unique address for every host computer in the world. Consists of 4 bytes or 32 bits. This is represented in quad notation (or dot notation) as four 8-bit numbers, each in the range 0 to 255, e.g. 131.123.2.220. IP addresses are registered so that they stay unique. You can find the IP address of the local machine under Windows NT by typing the following command at the DOS prompt in a console window: ipconfig Under Unix or Linux, this command is: ifconfig The IP address 127.0.0.1 is a special address, called the local loopback address, that denotes the local machine. A message sent to this address will simply return to the sender, without leaving the sender. It is useful for testing purposes. Domain Names

A domain name is the user-friendly equivalent of an IP address. It is used because the numbers in an IP address are hard to remember and use. It is also known as a host name. Example: cs.stmarys.ca Such a name starts with the most local part of the name and is followed by the most general. The whole name space is a tree, whose root has no name. the first level in the tree is something like com, org, edu, ca, etc. The parts of a domain name don't correspond to the parts of an IP address. Indeed, domain names don't always have 4 parts - they can have 2, 5 or whatever. All applications that use an address should work whether an IP address or a domain name is used. In fact, a domain name is converted to an IP address before it is used. The Domain Name System A program, say a Web browser, that wants to use a domain address usually needs to convert it into an IP address before making contact with the server. The domain name system (DNS) provides a mapping between IP addresses and domain names. All this information cannot be located in one place, so it is held in a distributed database. Clients, Servers and Peers A network application usually involves a client and a server. Each is a process (an independently running program) running on a (different) computer. A server runs on a host and provides some particular service, e.g. e-mail, or access to local Web pages. Thus a Web server is a server. A commonly-used web server program is called Apache. A client runs on a host, but generally needs to connect with a sever on another host to accomplish its task. Usually, different clients are used for different tasks, e.g. Web browsing and e-mail. Thus a Web browser is a client. Some programs are not structured as clients and servers. For example a game, played across the internet by two or more players is a peer-to-peer relationship. Other examples of peer-to-peer relationships: chat, internet phone, shared whiteboard. Port Numbers To identify a host machine, an IP address or a domain name is needed. To identify a particular server on a host, a port number is used. A port is like a logical connection to a machine. Port numbers can take values from 1 to 65,535. A port number does not correspond to any physical connection on the machine, of which there might be just one. Each type of service has, by convention, a standard port number. Thus 80 usually means Web Serving and 21 means File Transfer. If the default port number is used, it can be omitted in the URL (see below). For each port supplying a service there is a server program waiting for any requests. Thus a web server program "listens on port 80" for any incoming requests. All these server programs run together in parallel on the host machine. When a packet of information is received by a host, the port number is examined and the packet sent to the program responsible for that port. Thus the different types of request are distinguished and dispatched to the relevant program. The following table lists the common services, together with their normal port numbers. These conventional port numbers are sometimes not used, for a variety of reasons. One example is when a host provides (say) multiple web servers, so only one can be on port 80. Another reason might be that the server program has not been assigned the necessary privilege to use port 80. Protocol Name Port Number Nature of Service
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Echo Daytime ftp-data ftp telnet Smtp http nntp

7 13 20 21 23 25 80 119

The server simply echoes the data sent to it. This is useful for testing purposes. Provides the ASCII representation of the current date and time on the server. Transferring files. (ftp uses two ports) Sending ftp commands like RETR and STOR. Remote login and command line interaction. E-mail (Simple Mail Transfer Protocol) Web Usenet (Network News Transfer Protocol)

Some of these protocols are described later in these notes. Sockets A socket is the software mechanism for one program to connect to another. A pair of programs open a socket connection between themselves. This then acts like a telephone connection - they can converse in both directions for as long as the connection is open. (In fact, data can flow in both directions at the same time.) More than one socket can use any particular port. The network software ensures that data is routed to or from the correct socket. When a server (on a particular port number) gets an initial request, it often spawns a separate thread to deal with the client. This is because different clients may well run at different speeds. Having one thread per client means that the different speeds can be accommodated. The new thread creates a (software) socket to use as the connection to the client. Thus one port may be associated with many sockets. Streams Accessing information across the Internet is accomplished using streams. A stream is a serial collection of data. An output stream can be sent to a printer, a display, a serial file, or an Internet connection, for example. Likewise, an input stream can come from a keyboard, a serial file, or from an Internet connection. Thus reading or writing to another program across a network or the Internet is just like reading or writing to a serial file. URL A URL (Uniform Resource Locator): is a unique identifier for any resource on the Internet can be typed into a Web browser can be used as a hyperlink within a HTML document can be quoted as a reference to a source A URL has this structure: protocol://hostname[:port]/[pathname]/filename#section Things in square brackets indicate that the item can be omitted.
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The first part of a URL is the particular protocol. Some commonly-used protocols are: http ftp telnet mailto news file The service is the Web. The file is accessed using the HTTP protocol. The service is file transfer protocol. The URL locates a file, a directory or an FTP server. The service is remote login to a host. No file name is needed. The service is e-mail. The URL specifies a usenet newsgroup. This locates a file on the local system. The server part of the URL is omitted.

The host name is the name of the server that provides the service. This can either be a domain name or an IP address. The port number is only needed when the server does not use the default port number. For example, 80 is the default port number for HTTP. A pathname (optional) specifies a directory (folder). The pathname is not the complete directory name, but is relative to some directory (folder) designated by the administrator as the directory in which publiclyaccessible files are held. It would be unusual for a server to make available its entire file system to clients. The file name can either be a data file name or can specify an executable file that produces a valid HTML document as its output. A file name is often omitted. In this case, the server decides which file to use. Many servers send a default file from the directory specified in the path name - for example a file called default.html, index.html or welcome.html. The section part of a URL (optional) specifies a named anchor in an HTML document. Such a place in a document is specified by an HTML entry like: <a name="thisplace"></a> which would be referred to by thisplace as the section in the URL. BASIC WEB CONCEPTS What is Internet? The Internet is essentially a global network of computing resources. You can think about the Internet as a physical collection of routers and circuits as a set of shared resources or even as an attitude about interconnecting and intercommunication. Some common definitions given in the past include: A network of networks based on the TCP/IP communications protocol. A community of people who use and develop those networks. A community of people who use and develop those networks.

Internet Based Services: Some of the basic services available to Internet users are: Email: A fast, easy, and inexpensive way to communicate with other Internet users around the world. Telnet: Allows a user to log into a remote computer as though it were a local system. FTP: Allows a user to transfer virtually every kind of file that can be stored on a computer from one Internet-connected computer to another.
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Usenetnews: A distributed bulletin board that offers a combination news and discussion service on thousands of topics. World Wide Web (WWW): A hypertext interface to Internet information resources.

What is WWW? This stands for World Wide Web. A technical definition of the World Wide Web is : all the resources and users on the Internet that are using the Hypertext Transfer Protocol (HTTP). A broader definition comes from the organization that Web inventor Tim Berners-Lee helped found, the World Wide Web Consortium (W3C): The World Wide Web is the universe of network-accessible information, an embodiment of human knowledge. In simple terms, The World Wide Web is a way of exchanging information between computers on the Internet, tying them together into a vast collection of interactive multimedia resources. What is HTTP? This stands for HyperText Transfer Protocol. This is the protocol being used to transfer hypertext documents thats makes the World World Wide possible. A standard web address such as http://www.yahoo.com/ is called a URL and here the prefix http indicates its protocol What is URL? URL stands for Uniform Resource Locator, and is used to specify addresses on the World Wide Web. A URL is the fundamental network identification for any resource connected to the web (e.g., hypertext pages, images, and sound files). A URL will have the following format: protocol://hostname/other_information The protocol specifies how information from the link is transferred. The protocol used for web resources is HyperText Transfer Protocol (HTTP). Other protocols compatible with most web browsers include FTP, telnet, newsgroups, and Gopher. The protocol is followed by a colon, two slashes, and then the domain name. The domain name is the computer on which the resource is located. Links to particular files or subdirectories may be further specified after the domain name. The directory names are separated by single forward slashes. What is Website? Website is a collection of various pages. There are millions of websites available on the web. Each page available on the Website is called a web page and first page of any web site is called home page for that site. What is Web Server? Every Web site sits on a computer known as a Web server. This server is always connected to the internet. Every Web server that is connected to the Internet is given a unique address made up of a series of four numbers between 0 and 256 separated by periods. For example, 68.178.157.132 or 68.122.35.127. When you register a Web address, also known as a domain name, such as smvecit11.com you have to specify the IP address of the Web server that will host the site.

What is Web Browser? Web Browsers are software installed on your PC. To access the Web you need a web browsers, such as Netscape Navigator, Microsoft Internet Explorer or Mozilla Firefox. On the Web, when you navigate through pages of information this is commonly known as browsing or surfing. What is SMTP Server? This stands for Simple Mail Transfer Protocol Server. This server takes care of delivering emails from one server to another server. When you send an email to an email address, it is delivered to its recipient by a SMTP Server. What is ISP? This stands for Internet Service Provider. They are the companies who provide you service in terms of internet connection to connect to the internet. You will buy space on a Web Server from any Internet Service Provider. This space will be used to host your Web site. What is HTML? This stands for HyperText Markup Language. This is the language in which we write web pages for any Website. Even the page you are reading right now is written in HTML. This is a subset of Standard Generalized Mark-Up Language (SGML) for electronic publishing, the specific standard used for the World Wide Web. What is Hyperlink? A hyperlink or simply a link is a selectable element in an electronic document that serves as an access point to other electronic resources. Typically, you click the hyperlink to access the linked resource. Familiar hyperlinks include buttons, icons, image maps, and clickable text links. What is DNS ? DNS stands for Domain Name System. When someone types in your domain name, www.example.com, your browser will ask the Domain Name System to find the IP that hosts your site. When you register your domain name, your IP address should be put in a DNS along with your domain name. Without doing it your domain name will not be functioning properly. What is W3C? This stands for World Wide Web Consortium which is an international consortium of companies involved with the Internet and the Web. The W3C was founded in 1994 by Tim Berners-Lee, the original architect of the World Wide Web. The organization's purpose is to develop open standards so that the Web evolves in a single direction rather than being splintered among competing factions. The W3C is the chief standards body for HTTP and HTML Web - How it works ? On the simplest level, the Web physically consists of following components: Your personal computer - This is the PC at which you sit to see the web. A Web browser - A software installed on your PC which helps you to browse the Web.
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An internet connection - This is provided by an ISP and connects you to the internet to reach to any Web site. A Web server - This is the computer on which a web site is hosted. Routers & Switches - They are the combination of software and hardware who take your request and pass to appropriate Web server. The Web is known as a client-server system. Your computer is the client and the remote computers that store electronic files are the servers.

Here's how web works: When you enter something like http://www.google.com, the request goes to one of many special computers on the Internet known as Domain Name Servers (DNS). All these requests are routed through various routers and switches. The domain name servers keep tables of machine names and their IP addresses, so when you type in http://www.google.com, it gets translated into a number, which identifies the computers that serve the Google Web site to you. When you want to view any page on the Web, you must initiate the activity by requesting a page using your browser. The browser asks a domain name server to translate the domain name you requested into an IP address. The browser then sends a request to that server for the page you want, using a standard called Hypertext Transfer Protocol or HTTP. The server should constantly be connected to the Internet, ready to serve pages to visitors. When it receives a request, it looks for the requested document and returns it to the Web browser. When a request is made, the server usually logs the client's IP address, the document requested, and the date and time it was requested. This information varies server to server. An average Web page actually requires the Web browser to request more than one file from the Web server and not just the HTML / XHTML page, but also any images, style sheets, and other resources used in the web page. Each of these files including the main page needs a URL to identify each item. Then each item is sent by the Web server to the Web browser and Web browser collects all this information and displays them in the form of Web page. WEB - BROWSER TYPES Web Browsers are software installed on your PC. To access the Web you need a web browsers, such as Netscape Navigator, Microsoft Internet Explorer or Mozilla Firefox. Currently you must be using any sort of Web browser while you are navigating through my site tutorialspoint.com. On the Web, when you navigate through pages of information this is commonly known as web browsing or web surfing. There are four leading web browsers: Explorer, FireFox, Netscape and Safari but there are many others browsers available.You might be interested in knowing Complete Browser Statistics. Now we will see these browsers in bit more detail. While developing a site, we should try to make it compatible to as many browsers as possible. Specially site should be compatible to major browsers like Explorer, FireFox, Netscape, Opera and Safari. Internet Explorer Internet Explorer (IE) is a product from software giant Microsoft. This is the most commonly used browser in the universe. This was introduced in 1995 along with Windows 95 launch and it has passed Netscape popularity in 1998. Netscape Netscape is one of the original Web browsers. This is what Microsoft designed Internet Explorer to compete against. Netscape and IE comprise the major portion of the browser market. Netscape
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was introduced in 1994. Mozilla Mozilla is an open-source Web browser, designed for standards compliance, performance and portability. The development and testing of the browser is coordinated by providing discussion forums, software engineering tools, releases and bug tracking. Browsers based on Mozilla code is the second largest browser family on the Internet today, representing about 30% of the Internet community. Konqueror Konqueror is an Open Source web browser with HTML 4.01 compliance, supporting Java applets, JavaScript, CSS 1, CSS 2.1, as well as Netscape plugins. This works as a file manager as wellIt supports basic file management on local UNIX filesystems, from simple cut/copy and paste operations to advanced remote and local network file browsing. Firefox Firefox is a new browser derived from Mozilla. It was released in 2004 and has grown to be the second most popular browser on the Internet. Safari Safari is a web browser developed by Apple Inc. and included in Mac OS X. It was first released as a public beta in January 2003. Safari has very good support for latest technologies like XHTML, CSS2 etc. Opera Opera is smaller and faster than most other browsers, yet it is full- featured. Fast, user-friendly, with keyboard interface, multiple windows, zoom functions, and more. Java and non Java-enabled versions available. Ideal for newcomers to the Internet, school children, handicap and as a frontend for CD-Rom and kiosks. Lynx Lynx is a fully-featured World Wide Web browser for users on Unix, VMS, and other platforms running cursor-addressable, character-cell terminals or emulators.

CLIENT-SERVER MODEL To truly understand how much of the Internet operates, including the Web, it is important to understand the concept of client/server computing. The client/server model is a form of distributed computing where one program (the client) communicates with another program (the server) for the purpose of exchanging information. The client's responsibility is usually to: 1. Handle the user interface.
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2. 3. 4. 5. 6.

Translate the user's request into the desired protocol. Send the request to the server. Wait for the server's response. Translate the response into "human-readable" results. Present the results to the user.

The server's functions include: 1. Listen for a client's query. 2. Process that query. 3. Return the results back to the client. A typical client/server interaction goes like this: 1. 2. 3. 4. 5. 6. 7. 8. The user runs client software to create a query. The client connects to the server. The client sends the query to the server. The server analyzes the query. The server computes the results of the query. The server sends the results to the client. The client presents the results to the user. Repeat as necessary.

A typical client/server interaction This client/server interaction is a lot like going to a French restaurant. At the restaurant, you (the user) are presented with a menu of choices by the waiter (the client). After making your selections, the waiter takes note of your choices, translates them into French, and presents them to the French chef (the server) in the kitchen. After the chef prepares your meal, the waiter returns with your diner (the results). Hopefully, the waiter returns with the items you selected, but not always; sometimes things get "lost in the translation." Flexible user interface development is the most obvious advantage of client/server computing. It is possible to create an interface that is independent of the server hosting the data. Therefore, the user interface of a client/server application can be written on a Macintosh and the server can be written on a mainframe. Clients could be also written for DOS- or UNIX-based computers. This allows information to be stored in a central server and disseminated to different types of remote computers. Since the user
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interface is the responsibility of the client, the server has more computing resources to spend on analyzing queries and disseminating information. This is another major advantage of client/server computing; it tends to use the strengths of divergent computing platforms to create more powerful applications. Although its computing and storage capabilities are dwarfed by those of the mainframe, there is no reason why a Macintosh could not be used as a server for less demanding applications. In short, client/server computing provides a mechanism for disparate computers to cooperate on a single computing task.

What is HTML? Hypertext Markup Language (HTML) is a syntax used to format a text document on the web. These documents are interpreted by web browsers such as Internet Explorer and Netscape Navigator.HTML can be created as standard ASCII text with "tags" included to pass on extra information about character formatting and page layout to a web browser. The fact that HTML is, in essence, ASCII text is what makes it so universally compatible. This fact also makes it easy to edit: almost all computers are equipped with a text editor that can be used to edit HTML. How can I create an HTML page? HTML pages can be created in a number of ways. An HTML page is essentially a text document. You can create one in the simplest of text editors such as Microsoft Notepad in Windows, SimpleText in Mac OS, or Pico in Unix. Using these tools, you will need to edit the HTML code and insert HTML tags where necessary. You can also create pages using WYSIWYG (What You See Is What You Get) editors which do most of the work of coding for you. With WYSIWYG editors, such as Macromedia Dreamweaver and Adobe GoLive, you can type in a page as you would in a word processor, and the software adds formatting tags where necessary. You can then look into the code for fine-tuning. There are some WYSIWYG editors that do not create good HTML code. For instance, Microsoft FrontPage and particularly Microsoft Word will add extra tags that can make an HTML document quite large. Larger documents take longer to download. While you may not notice this much while on campus at NIH, modem users at home can be inconvenienced by long waits. To save a file as HTML, open the text you wish to edit or type it into Notepad, and choose "File...Save As..." from the menu bar. Under "File name" give your file a name and change its extension from ".txt" to ".html." Under "Save as type" switch to "All Files" then click "OK." Notepad will save your file as ASCII text, and the ".html" or ".htm" extension will allow your browser to recognize it as an HTML file. (Hint When naming an HTML file, it is a good idea to use a name without any spaces or uppercase letters. So, if you wanted to name a file Test page, some options would be testpage or test_page.) To open your file in Netscape, choose "File...Open Page..." from Netscape's menu bar, and click "Choose File." Navigate to the drive and directory in which you saved your HTML, and double click on the file. To edit your HTML, go back to Notepad, make your changes, and choose "File...Save" from the menu bar. Then go back to Netscape, and click the "Reload" button to bring in your latest changes. What are Tags? Tags are what we use to structure an HTML page. Tags start with a '<', then the command, and end with a '>'. For example, the center tag is '<center>'. To stop centering something, we need an ending, or closing tag. Closing tags look exactly like opening tags, except after the first '<' there is a '/'. In other words, the closing tag for center is '</center>'.
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HTML Structure An HTML document has a definite structure that must be specified to the browser. The HTML's beginning and end must be defined, as well as the document's HEAD (which contains information for the browser that does not appear in the browser's main window) and its BODY (which contains the text that will appear in the browser's main window). The use and order of tags that define the HTML structure are described below. <html> Marks the beginning of your HTML <head> Begins the heading section of an HTML document <title> ... </title> Gives an HTML document a title that appears on the browser menu bar, also will appear on search engines or bookmarks referencing your site (must appear between the <HEAD> ... </HEAD> tags; should be straight text, no tags </head> Defines the end of the heading <body> Defines the body of an HTML document (text contained within the <BODY> </BODY> tags appears in the main browser window). Can be used with "BGCOLOR", "TEXT", "LINK", and "VLINK" attributes </html> Defines the end of your HTML document Character Formatting and Page Layout The following tags are used for character formatting (bold, italicized or underlined text, for instance) and page layout (where and in what context that text appears on the page). These tags are used in the body of an HTML document only. <!--...--> Comment. This is a note for you. It will not be visible on the web page. <h1> ... </h1> Heading tag. <H1> through <H6> are valid. Can be used with the "ALIGN" attribute. <p> ... </p> Sets a paragraph apart from other text. Adds a line break after. </P> is optional. Can be used with the "ALIGN" attribute. <br> Line break (new line). Can be used with the "CLEAR" attribute. <hr> Horizontal rule. Can be used with "SIZE", "WIDTH" and "NOSHADE" attributes. <ol> ... </ol> <ul> ... </ul> <li> Defines the beginning and end of an ordered list (numbered). Unordered list (bulleted). List Item. Must appear before each item in any of the above lists to set it apart from other items. Centers any item or group of items Emphasized text (usually italic). Strong emphasis (usually bold). A sample of code (usually courier font). Changes the appearance of the text in your page. Can be used with "SIZE", "COLOR" and "FACE" attributes. Creates Table. Can be used with "BORDER", "ALIGN", and "WIDTH" attributes. Table row
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<center> ... </center> <em> ... </em> <strong> ... </strong> <code> ... </code> <font> ... </font>

<table> ... </table> <tr> ... </tr>

<th> ... </th> <td> ... </td>

Table header. Can be used with "ALIGN", "VALIGN", "COLSPAN", "ROWSPAN", and "WIDTH" attributes. Table data. Can be used with "ALIGN", "VALIGN", "COLSPAN", "ROWSPAN", and "WIDTH" attributes.

Links <A HREF="http://some.web.server/Document.html"> ... </A> Creates a hypertext link to another page. <A HREF="http://some.web.server/Document.html#AnchorName"> ... </A> Creates a link to an anchor in another web page. <A HREF="AnchorName"> ... </A> Creates an anchor within a document that can be linked to. <IMG SRC="filename.ext"> Inserts a graphic into the web page. "SRC" is a required attribute. "HEIGHT", "WIDTH", "ALT", "BORDER" and "ALIGN" are optional attributes.

SGML : Standard Generalized Markup Language

Around the world today, the need for information is strongly felt. Information needs to be created, distributed, accessed and utilized for a complete revolution to be made in any sector of the nation. Hence, there comes the need to accurately manage information, no matter how bulky the data contained may be. And if this need calls for the use of an automated system, then SGML can be a useful tool. What is SGML? SGML actually means Standard Generalized Markup Language. It is a standard because it has been declared so by the International Standard. It is generalized because it may not need the use of particular systems, devices and languages. Mark up here means text added to the data contained in a document so that a better understanding can be attained. SGML uses a Meta language. In general, SGML is the standard method used to embed descriptive mark up within a document. HOW SGML WORKS SGML's interest on any document is to divide it into structure, content and style. To accurately define the structure of any document using SGML, a file known as DTD (Document Type Definition), which creates and maintains the logical pattern of a document is used. SGML documents have tags around it. It is these tags that show the structure. These tags are already made when using SGML software. This is to save time and cost. The standard based time sheets used by SGML are the OS (Output Specification) and the DSSSL (Document Style Semantics and Specification Language). WHY IS IT USEFUL? Increased productivity: As a result of the improved structure of a document done by SGML, the writer becomes less mindful of the appearance of his work and rather faces its content. This saves time and increases productivity since much more content can be written by the writer. 1. Reusability: Since tags are used to define the beginning, the end and other steps of the document, the machine reading these tags can easily retrieve this data for reuse in several applications. 2. Information longevity: The information used to define any particular document is always available irrespective of any damage done to the system's hardware or software. 3. Improved data integrity: A standard guide which is provided by SGML ensures that any information on a document occupies its unique position. With SGML, there is no need for translation to other formats which is capable of causing loss of information.
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4. Better control data: The use of tags in SGML makes it possible to assign attributes to

information. Tags can be used as identifiers to locate a sentence, a heading or any other defied part of the document so that the information can either be managed (that is, restricted to some people), updated or corrected. 5. Shareability: Documents created by SGML can be shared without duplicating because tags are used to organize information. Knowledge of these these tags by two or more people makes it easier for them to share the content of the document. 6. Portability of Information: Information is said to be portable when it can be accessed by anyone who needs it. Since SGML is an international standard and it is not customized to any particular system, it means that documents obtained by using SGML can stand the test of time and boundaries. 7. Flexibility beyond traditional publishing: SGML makes it possible for information created today to become available tomorrow. In other words, the reason for creating information today may be different from the use of the same information tomorrow or in ten years to come. The availability of information created by SGML makes it flexible and goes beyond its traditional purpose of publishing. HOW TO DETERMINE A GOOD SGML SYSTEM? Getting a good and reliable SGML system is a prerequisite for obtaining all the unique features it offers. Here are some points to consider when going for an SGML system: 1. Provides real-time interactive parsing: This feature allows the SGML to edit the document according to the author's desire. This feature is outstanding because on the other hand, batch parsing makes editing very tedious and slow. 2. Uses real SGML: A system using real SGML is in other words a system that uses SGML as its native file format. With a real SGML, the publisher saves time, cost and labor. 3. Supports any DTD: A good SGML system does not restrict its user to any particular kinds of DTD to be used. A good SGML system actually supports any DTD so that several kinds of documents can be made by the author or publisher. 4. Supports SGML features: Some attractive features any publisher would desire from an SGML system are: the ability to perform automated publishing and the ability to re-use documents. WHO USES SGML? The importance of SGML has made its use to become more rampant today in Information Management companies and commercial enterprises. Some enterprises that use SGML and the reasons for their use in the areas are listed below. Airline Industry: For maintaining documentation and in-flight operating manuals. American Association of Publishers: For preparing electronic manuscripts. The internet: For the World Wide Web Oxford English Dictionary: For searching and retrieving database. WHAT IS CALS? CALS is an acronym for Continuous Acquisition and Life-cycle Support. This long term project was initiated by the US department of Defense (DOD) when the need to reduce the cost of supporting and constructing equipment used by the military arose. It is also worthy to note that CALS is the main body governing SGML. Introduction to How Web Advertising Works

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You have probably noticed that across the Web, two different things are happening right now: 1. More and more sites are asking you to pay a fee to subscribe to all or part of the Web site. 2. Advertising is becoming more and more "in your face." There are now pop-up ads, ads that play music and sound tracks, ads that swim across the screen, and so on. The second trend is true of nearly all commercial Web sites. There are many new forms of Web advertising, and they are more and more obvious. Many Web users have questions about all of these new ad types. For example: Why do Web sites have so many ads now? Why do Web sites allow pop-up ads that open new windows? (Many people hate closing them all.) Why do Web sites allow these floating ads that cover the content so I cannot read it? How can I make all these ads go away? In this article, we will look at all the different forms of Web advertising in use today, as well as the economics that are driving them, so that you can have a much better understanding of how Web advertising works. Whether you are a casual surfer or someone running your own Web site, you will find this article to be a real eye-opener. BANNER ADS When the Web first started being a "commercial endeavor" around 1997 or so, thousands of new sites were born and billions of dollars in venture capital flowed into them. The sites divided into two broad categories: E-commerce sites - E-commerce sites sell things. E-commerce sites make their money from the products they sell, just like a brick-and-mortar store does. Content sites - Content sites create or collect content (words, pictures, video, etc.) for readers to look at. Content Web sites make their money primarily from advertising, like TV stations, radio stations and newspapers.

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A typical banner ad at the top of the page In the beginning, "advertising" on the Internet meant "banner ads" -- the 728x90-pixel ads you see at the top of almost all Web pages today (including this one). In 1998 or so, banner advertising was a lucrative business. Popular sites like Yahoo could charge $30, $50, even $100 per thousand impressions to run banner ads on their pages. These advertising rates provided fuel for much of the venture capital boom on the Web. The idea was that sites could start up and increase their page impressions to make easy money from banner ads. If a site could generate 100 million page impressions per month, it could make $3 million per month with banner ad rates at $30 per thousand impressions. Where did numbers like $30 or $50 per thousand impressions come from? That's what magazines typically charge for full-page color ads. The Internet took the same payment model and applied it to banner ads. At some point, advertisers came to the conclusion that banner ads were not as effective as full-page magazine ads or 30-second TV commercials. At the same time, there was an incredible glut of advertising space -- thousands of sites had a million or more page impressions available per month, and companies like DoubleClick began collecting these sites into massive pools of banner-ad inventory. The economic principle of "supply and demand" works the same way on the Web as it does everywhere else, so the rates paid for banner advertising began to plummet. Let's look more closely at what determines banner ad rates. Banner Ad Prices A company buys advertising for one of two reasons: Branding Direct sales Branding refers to the process of impressing a company name or a product name onto society's collective brain. Let's say you have come up with a new brand of soda, or you are opening a new restaurant, or you

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are selling a new widget. You want to get the product's name (and sometimes the product's features and benefits) firmly planted in people's heads. This is branding. Branding happens with both new and existing products. When you see a billboard that says nothing but "Coke" on it, or you see a NASCAR car that says "Tide" on the hood, or you see a feel-good ad on TV about a car company or an oil company but there's no mention of a product, that is branding. The advertiser does not necessarily expect you to do anything today -- the advertiser simply wants to impress itself on your consciousness. On the other hand, a direct sales ad is an ad that is trying to get you to do something today, right now, as you look at the ad. The advertiser wants you to: Click on the ad Call an 800 number Drive immediately to the store ...or do some other active thing so that you buy something, download something or sign up for something today. The advertiser counts the direct responses to the ad and measures the effectiveness of the ad by those responses. What branding advertisers came to feel about banner ads is that banner ads are not the most effective vehicle for branding. Relative to a magazine ad or a TV ad, banner ads are small and easily ignored. What direct sales advertisers came to feel about banner ads is that the response rate for banner ads is low. For most banner ads, the industry average seems to hover between two and five clicks per 1,000 impressions of the ad. That is, if a banner ad appears on 1,000 Web pages, between two and five people will click on the ad to learn more. Those five clicks per thousand impressions don't have much value to most advertisers. The reason is because those five clicks will not all generate sales. Out of 100 clicks, perhaps one person will actually do the desired thing (buy something, download something, etc.). AN EXAMPLE Here's an example. Let's say that a publisher wants people to buy a book, and hopes to increase sales of the book through advertising. The publisher has budgeted $3.00 per copy of the book to spend on advertising. If the publisher is paying $30 per 1,000 impressions for banner ads and purchases 100,000 impressions for $3,000, here is what happens: The banner ad appears 100,000 times. Let's say the response rate is five clicks per 1,000 impressions, so 500 people click on the ad during the time the 100,000 total impressions are running. If two percent of those 500 people actually purchase the book, that results in 10 purchases. The publisher had to pay ($3,000/10) $300 for each book purchased through that ad. Obviously, paying $300 to sell one book is not a good economic model for a publisher, especially since the budget is $3.00 per book. For this type of advertising to work for the publisher, the publisher would need to pay 30 cents per 1,000 impressions, rather than 30 dollars. THE RESULT So banner ad rates began to decline. Today, if you shop around, you can buy banner ads from thousands of Web sites or brokers for 50 cents or so per thousand impressions -- which is pretty much exactly what they are worth to a person who is trying to sell something with banner ads using a direct sales model.
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It is possible for some Web sites to charge more than 50 cents per 1,000 impressions. For example, the top 100 or so Web sites can charge a premium because of their size. There is also a process called targeting. For example, if you want to sell a GPS, you can advertise on the HowStuffWorks GPS article and get a targeted audience for your ad, which will typically increase the click-through and response rate for the ad. Yahoo and many search engines target their banner ads to the search words people type in, and they charge more for these targeted ads. But for most other Web sites, there is very little money to be made from banner ads. In order to charge more than 50 cents per thousand impressions, Web sites have to offer ads that either: Have a lot more branding power Get a much higher click-through rate Therefore, you find many different advertising formats and experiments on the Web today. SIDEBAR ADS A sidebar ad (also known as a skyscraper ad) is similar to a banner ad, but it is vertically oriented rather than horizontally. Because it is vertical, the height of a sidebar ad can often reach 600 pixels or more, and sidebars are generally 120 pixels wide. A sidebar ad has more impact than a banner ad for at least two reasons: A tall sidebar ad is two to three times larger than a banner ad. You cannot scroll a sidebar ad off the screen like you can a banner ad. With a banner ad, you can scroll just 60 pixels down and the ad is gone. With a sidebar ad, the ad is with you much longer. Because of this increased impact, sidebar ads have higher branding power and a higher click-through rate. A typical sidebar ad has a click-through rate of 1 percent (10 clicks per 1,000 impressions), or about two to three times that of a banner ad. Advertisers will typically pay $1.00 to $1.50 per 1,000 run-of-site impressions for sidebar ad placement. Advertisers pay more for targeted sidebar ads, just like they do with targeted banner ads. Varied Shapes and Sizes Banner ads and sidebar ads have standard sizes, but in the last year or two people have tried all different sizes and placements. Here are three examples:

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The orange ad in the upper right is 250x250 pixels. Ads this size or larger can be found within the text of articles in some cases. They act like magazine ads that break up the text to get more attention.

On this page you can see a narrow strip for Netscape at the top, a standard banner ad, a square AOL ad mid-page, and four smaller ads along the bottom.

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On this page there is a round WSJ button up top along with ads for Casio, Ubid and Radio Shack along the side. At the bottom there are tiny ads for four money sites along with small ads for CareerBuilder.com and WSJ.com (even the advertising is sponsored!). Sites don't get paid much for these smaller ads, because generally the click-through rates are low. But by putting 10 ads on the page, it can add up to $2 per 1,000 page impressions. Pop-Up and Pop-Under A pop-up ad is an ad that "pops up" in its own window when you go to a page. It obscures the Web page that you are trying to read, so you have to close the window or move it out of the way. Pop-under ads are similar, but place themselves under the content you are trying to read and are therefore less intrusive.

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A typical pop-up ad

A typical site with two pop-up ads that appear on top of the home page Pop-up and pop-under ads annoy many users because they clutter up the desktop and take time to close. However, they are much more effective than banner ads. Whereas a banner ad might get two to five clicks
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per 1,000 impressions, a pop-up ad might average 30 clicks. Therefore, advertisers are willing to pay more for pop-up and pop-under ads. Typically, a pop-up ad will pay the Web site four to 10 times more than a banner ad. That is why you see so many pop-up ads on the Web today. FLOATING ADS If you have ever been to a Web site that uses them, you know what "floating ads" are. These are ads that appear when you first go to a Web page, and they "float" or "fly" over the page for anywhere from five to 30 seconds. While they are on the screen, they obscure your view of the page you are trying to read, and they often block mouse input as well.

A screenshot of a typical floating ad for a Norton product: This ad is completely animated, with four or five moving parts. The ad plays for about 15 seconds. Note that it does have a "Close" button, so there is a way out of this ad. Many floating ads do not have this feature. This page has been set up so that a floating ad should appear every time you load the page. If you have the right browser combination, then you should have seen the ad when you clicked into this page. The ad is about 5 seconds long. It floats over the page and then should settle in the upper right hand corner. If you would like to see lots of other examples of different floating ad campaigns, see UnitedVirtualities.com and EyeBlaster.com. Floating ads are appearing more and more frequently for several reasons: They definitely get the viewer's attention. They are animated. Many now have sound. Like TV ads, they "interrupt the program" and force you to watch them. They can take up the entire screen. Therefore:

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a branding standpoint, they are much more powerful than something like a banner ad or a sidebar ad. They cannot be ignored. They have a high click-through rate, averaging about 3 percent (meaning that 30 people will click through for every 1,000 impressions of a floating ad). The high click-through rate, as well as the greater branding power, means that advertisers will pay a lot more for a floating ad -- anywhere from $3 to $30 per 1,000 impressions depending on the advertiser and the ad. Because they can pay a lot of money, Web sites are willing to run floating ads. The only problem with floating ads is that they annoy people. Some people become infuriated by them, and will send death threats and three-page-long rants via e-mail. That is why you do not yet see them everywhere. The annoyance problem points out something interesting about advertising, however. When pop-up ads first appeared, they bothered lots of people and you did not see them on very many sites. After a while, people got used to them and stopped complaining, and now pop-up ads can be found on tons of sites. Television provides another useful example. If television programs were ad-free today, and suddenly a TV station were to start running eight minutes of advertising every half hour right in the middle of programs, people would go NUTS! There would, quite possibly, be riots in the streets. But since we are all familiar with TV ads, they don't bother us much. In fact, during the Super Bowl, the ads are a big part of the show! As people get used to floating ads, they will become more common.

From

TWO MARKS 1. What is a floating ad? A floating ad is a type of rich media Web advertisement that appears uninitiated, superimposed over a user-requested page, and disappears or becomes unobtrusive after a specific time period (typically 5-30 seconds). The most basic floating ads simply appear over the Web page, either full screen or in a smaller rectangular window. They may or may not provide a means of escape, such as a close button.

2. What is pop up ad and pop under ad? Pop-up ads or pop-ups are a form of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. Pop-ups are generally new web browser windows to display advertisements. The pop-up window containing an advertisement is usually generated by JavaScript, but can be generated by other means as well. A variation on the pop-up window is the pop-under advertisement, which opens a new browser window hidden under the active window. Pop-unders do not interrupt the user immediately and are not seen until the covering window is closed, making it more difficult to determine which web site opened them. 3. What is web design?
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Web design is a multidisciplinary pursuit pertaining to the planning and Production of web sites, including, but not limited to, technical development, information structure, visual design and networked delivery. 4. What are the applications of web? The applications of the web are: 1) 2) 3) 4) Informational Entertainment Community Transactional

5. What is scripting? Scripting is used to validate the data. It is done both client and server side. In scripting, client side validation reduces the traffic, JAVA script, VB script are used in client side. In server side asp, tsp is used to validate. 6. What are the various web design process? The various web design process models are: 1) 2) 3) water fall model modified waterfall model JAD (Joint Application Development).

7. What are the rules for testing? The various rules are: 1) Sites always have bugs, so test your site well. 2) Testing should address all aspects of a site, including content, visuals, function and purpose. 8. What are the types of testing? The various types of testing are: 1) 2) 3) 4) 5) 6) 7) visual acceptance testing functionality testing content proofing system and browser compatibility testing delivery testing user acceptance testing release and beyond.

9. What are the types of websites? The types of websites are: 1) 2) 3) Public website Intranet website Extranet website
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10. Define Public website? A public web site, an internet web site, an external web site, or simply a web site is one that is not explicitly restricted to a particular class of users. 11. Define Intranet web site? An Intranet web site is a site that is private to a particular organization, generally run within a private network rather than on the Internet at large. 12. Define Extranet web site? An Extranet site is a web site that is available to a limited class of users, but is available via the public Internet. 13. What is meant by CSS? CSS (Cascading style shield). It is a style sheet technology. It is used to redefine a grammar of a language and its tags. 14. What is meant by XSL? XSL(Extensible Style Sheet Language). It is a style sheet technology. It is majorly used to format the contents of a HTML page. 15. List out the services provided by the Internet? Electronic Mail, World Wide Web, FTP, Telnet, Gopher, Chat 16. What is Telnet? It is software that allows one computer to connect to another computer and make use of the other information. 17. Write note on Internet Addresses. Numerical computer names that uniquely identify each computer on the Internet. Each address consists of four bytes, and each byte represents a decimal number from 0 to 255. This address is often represented by four decimal numbers separated by dots. 18. What is MIME? Multipurpose Internet Mail Extensions (MIME) - A system that is used by mailers and Web browsers to identify file contents by file extensions 19. What are Web browsers? Browser- A software Application that provides an interface between users and the Internet. Netscape's navigator and Microsofts Internet explorer are two popular browsers. Browsers are also called Web Clients. 20. What is Search Engine? Search Engine-A search tool that allows a user to enter queries. The program responds with a list of matches from its database. A relevancy score for each match and click able URL are usually returned. 21. Define the term "electronic-mail". e-mail -Messages that are sent electronically over a network.
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22. What is Network? Interconnection of two or computers is known as network that enables to share the common resources. 23. Write short notes on LAN? Local Area Network-LAN consists of computers that are geographically close together. A LAN uses cables to connect its users. 24. Write short notes on WAN? Wide Area Network-WAN consist of computer systems that are further apart and are connected by telephones lines or radio waves. Data is send over the Telephone lines as opposed to cables. 25. Write short notes on MAN? Metropolitan Area Network-MAN is networks designed for a town or city. 26. What is IP address? Each host computer on the Internet has a unique number called IP address. IP address is in the format xxx.xxx.xxx.xxx which has xxx is a number from 0 to 255. 27. What is Domain Name? Each host computer on the Internet has a unique number called IP address. And also have a name know as host name. The name of each host computer consists of a series of words separated by dots. 28. What is DNS server? A DNS server translates the numeric IP addresses to the corresponding Domain name. 29. What is Client Server Model? It is a network architecture in which each computer on the network is either a client or a server. Servers are powerful computer that offers services to the client computers. Clients are system in the network which requests the service from the server. 30. Write short notes on SMTP? SMTP stands for Simple Mail Transfer Protocol. This is used to transfer e-mail in the internet. 31. What is USENET? USENET is a distributed system of messages like a worldwide chat system because so many messages are send every day; they are divided into news groups. With each news groups concentrating on one topic. 32. What do you mean by World Wide Web? WWW is a distributed system of inter linked pages that include text, pictures, sound and other information. It enables easy access to the information available on the internet. 33. Write short notes on HTTP?
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Http is application protocol with the lightness and speed necessary for the distributed collaborative hypermedia information system. 34. What is FTP? The basic Internet File Transfer Protocol. FTP, which is based on TCP/IP, enables the fetching and storing of files between hosts on the Internet. 35. What is GUI? Graphical User Interface - Refers to the techniques involved in using graphics, along with a keyboard and a mouse, to provide an easy-to-use interface to some program. 36. What is URL? URL stands for Uniform Resource Locater. Three are two types of URL Absolute URL This include complete path to the file location including all the names of directories and sub directories. Relative URL These are like shorthand that tells the browser to go backward one or more directories to find the file. 37. Define SCML? The Source Code Markup Language (SCML) is a formatting language that can be used to create templates for source code that needs to be output by Flick. 38. What is Mailing List? A group of users with a shared interest, whose e-mail address are kept in an electronic list that can be used to send e-mail to each member on the list. 39. What are the key elements in a protocol. ? 1) Syntax - Includes data format and Signal levels 2) Semantics Includes control information for co-coordinating & Error handling 3) Timing Includes speed matching and sequencing 40. What is HTML? HyperText Markup Language. This is a file format, based on SGML, for hypertext documents on the Internet. It is very simple and allows for the embedding of images, sounds, video streams, form fields and simple text formatting. References to other objects are embedded using URLs. HTML is a plain text file with commands <markup tags> to tell the Web browsers how to display the file. What is Web Advertising? Web advertising is the action of promoting your website using online advertising tools, techniques and methods proven to get the results you are looking for.It is used simultaneously as online advertising. Online advertising is basically the action of actively promoting your new business. 42. List the basic web advertising principles? Keep ads for outside companies on the periphery of the page. Keep ads as small and discreet as possible relative to your core homepage content. If you place ads outside the standard banner area at the top of the page, label them as advertising so that users dont confuse them with your sites content. Avoid using ad conventions to showcase regular features of the site.
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43.

What are banner ads?

A web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, often employing animation, sound, or video to maximize presence.

UNIT II
Evolution of Enterprise Application Frameworks:
The main reasons for the evolution of enterprise application frameworks are listed below:
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 Need to attune new technologies especially improvements on web technologies Need to handle complex low level details inherent in enterprise applications like security, transaction processing and multi-threading. Evolution and popularity of widely accepted concepts like n-tier architectures and component based software development. Several enterprise application frameworks have emerged based on the above listed needs. Some of the best known examples are: Java2 Platform Enterprise Edition (J2EE) from Sun Microsystems, Distributed internet Applications Architecture (DNA) from Microsoft and Common Object Request Broker Architecture (CORBA) from Object Management Group (OMG).

WEB SERVER:

Web servers are computers on the Internet that host websites, serving pages to viewers upon request. This service is referred to as web hosting. Every web server has a unique address so that other computers connected to the internet know where to find it on the vast network. The Internet Protocol (IP) address looks something like this: 69.93.141.146. This address maps to a more human friendly address, such as http://www.wisegeek.com. A web server can be referred to as either the hardware (the computer) or the software (the computer application) that helps to deliver content that can be accessed through the internet. Most people think a web server is just the hardware computer, but a web server is also referred to as the software computer application that is installed in the hardware computer. The most common use of web servers are to host websites but there are other uses like data storage or for running enterprise applications. There are also different ways to request content from a web server. The most common request is the Hypertext Transfer Protocol (HTTP), but there are also other requests like the Internet Message Access Protocol (IMAP) or the File Transfer Protocol (FTP)

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A web server is a piece of software that enables a website to be viewed using HTTP. HTTP (HyperText Transfer Protocol) is the key protocol for the transfer of data on the web. You know when you're using HTTP because the website URL begins with "http://" (for example, "http://www.quackit.com").

Do I Need A Web Server? If you maintain your own web site I recommend you install a web server on your own development machine. That way you can configure your development environment to be closer to your live environment. Also, if you intend to use server-side technologies such as PHP or ColdFusion, you will definitely need a web server. Web Servers - Advantages There are many advantages to using a web server within your development environment. Of course, in a production hosting environment, a web server is essential.
Here are some advantages of using a web server within your development environment:

Your local website behaves more like the live one. For example, you can configure directory security, test your custom error pages etc before commiting them to the production environment. You can use server-side scripting languages such as PHP and ColdFusion. Allows you to standardize your coding. For example, you can use root-relative paths for your image references and hyperlinks (i.e. "/directory/image.gif"). In other words, your paths can represent the website structure, rather than the directory structure of your computer. Knowledge. The knowledge you gain from using your own web server will help you understand how it works in the live environment. This will most certainly help you when you
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need to communicate with your hosting provider - you'll be able to use terminology that makes it easier for them to understand your request/issue. Viewing HTML Files without a Web Server: Here are some examples of what the URL could look like when viewing a web page without a web server:

file:///C:/Documents%20and%20Settings/Homer%20Simpson/My%20Documents/index.html file:///C:/Inetpub/wwwroot/index.html

These examples are using the file protocol in order to display the files. Viewing HTML Files with a Web Server One problem with the above method is that, you're not viewing the website using the HTTP protocol (you're using the file protocol instead). Now, this isn't normally a problem if you're only using client side languages such as HTML, CSS, and client-side JavaScript. But it is a problem if you're trying to use a server-side language such as PHP, ColdFusion etc. Also, even if you're not using a server-side language, it could still cause you problems with developing a website that behaves exactly how it should on the web. When you view a web page via a web server, the URL begins with "http://". Also, the URL will consist of either an IP address or a domain name/host name.

Here are some examples of what the URL could look like when viewing a web page via a web server:

http://127.0.0.1 http://localhost http://www.quackit.com http://dev.quackit.com

When you first set up a web server, you can usually navigate to your default web site using http://localhost or http://127.0.0.1. When you add more websites, you'll need to create your own URLs for them (via a DNS server or Hosts file), then assign that URL to your websites via your web server Web Servers - Features There's a common set of features that you'll find on most web servers. Because web servers are built specifically to host websites, their features are typically focussed around setting up and maintaining a website's hosting environment. Most web servers have features that allow you to do the following:
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Create one or more websites. Configure log file settings, including where the log files are saved, what data to include on the log files etc. Configure website/directory security. For example, which user accounts are/aren't allowed to view the website, which IP addresses are/aren't allowed to view the website etc. Create an FTP site. An FTP site allows users to transfer files to and from the site. Create virtual directories, and map them to physical directories Configure/nominate custom error pages. This allows you to build and display user friendly error messages on your website. For example, you can specify which page is displayed when a user tries to access a page that doesn't exist (i.e. a "404 error").

IDL: Interface Definition Language

IDL (interface definition language) is a generic term for a language that lets a program or object written in one language communicate with another program written in an unknown language. An interface definition language works by requiring that a program's interfaces be described in a stub or slight extension of the program that is compiled into it. The stubs in each program are used by a broker program to allow them to communicate. IDL (Interactive Data Language) is a language for creating visualizations based on scientific or other data. An interface description language (or alternately, interface definition language), or IDL for short, is a specification language used to describe a software component's interface. IDLs describe an interface in a language-neutral way, enabling communication between software components that do not share a language for example, between components written in C++ and components written in Java. IDLs are commonly used in remote procedure call software. In these cases the machines at either end of the "link" may be using different operating systems and computer languages. IDLs offer a bridge between the two different systems. Software systems based on IDLs include Sun's ONC RPC, The Open Group's Distributed Computing Environment, IBM's System Object Model, the Object Management Group's CORBA.

Java IDL: IDL is a standard platform-independent declarative language which is used to define interfaces that object implementations provide and client objects call. Java IDL allows any Java object to communicate with other objects in any language by means of IDL.

DATABASE CONNECTIVITY:
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Java Database Connectivity (JDBC) API: JDBC is a set of interfaces which allows Java applications access to any database. This API has the same purpose as Microsofts ODBC. Java Database Connectivity (JDBC) is a Java based API that is primarily used in programming of Java applications for interfacing with various SQL supporting databases and other data sources such as spreadsheets or flat files. Java Database Connectivity (JDBC) is one of the Application Program Interface (API) specifications that allow a user to utilize SQL for connecting Java programs to a database. JDBC is a call-level interface that allows programmers to write Java applications that execute SQL commands on an external database. Using standard library routines, the Java program connects to the database, and then uses JDBC to send queries and update code to the database. The program retrieves and processes the results received from the database in answer to the queries, and then closes the connection to the database. Since Java runs on most platforms, JDBC makes it possible to write a single Java application that will run on multiple platforms and interact with different databases. JDBC was developed by JavaSoft, a subsidiary of Sun Microsystems.

Steps to use JDBC in a Java Program 1) The JDBC facilitates the connection to a database through a "Connection object" which is initiated through a "DriverManager object". 2) The Connection object is used to create a "Statement object" for SQL query. 3) The Statement object is used to execute the SQL query to return the results through "ResultSet object". 4) Using the ResultSet object, the results of the query can be displayed by looping through the retrieved record sets. JDBC Components : JDBC is comprised of the following components:

JDBC API provides programmatic access to relational data from the Java programming language. Using the JDBC API, applications can execute SQL statements, retrieve results, and propagate changes back to an underlying data source. The JDBC API can also interact with multiple data sources in a distributed, heterogeneous environment. (Note-The JDBC API is included in both Java EE (Enterprise Edition) and Java SE (Standard Edition). The JDBC API (current version 4.0) is part of the two Java packages, namely, java.sql and javax.sql which are available both in Java EE as well as Java SE.)

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The JDBC API can be used for both two-tier as well as three-tier processing models for database access. JDBC DriverManager class defines objects which can connect Java applications to a JDBC driver. JDBC Test Suite used to determine that JDBC drivers will run your program. JDBC-ODBC Bridge provides JDBC access via ODBC drivers. The ODBC binary code must be loaded onto each client machine that uses this driver. EXAMPLE
CODE :

PACKAGE STATEMENTS :

package com.marks.db; //IMPORT STATEMENTS import java.sql.Connection; import java.sql.DriverManager; import java.sql.ResultSet; import java.sql.SQLException; import java.sql.Statement; import org.apache.log4j.Logger; /** * This Class is used to create the jdbc connection * and use the query for select, update, delete */ public class DBConnection { //intialise the Logger for this Class static Logger mLogger = Logger.getLogger(DBConnection.class.getPackage().getName()); //this method is used to get Create connection from postgre sql driver public static Connection getConnection() { Connection connection = null;

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try{ //load the pgsql driver Class.forName("org.postgresql.Driver"); System.out.println("Hi Achappan!! your pgsql driver Loaded Successfully"); // create the datasource String url = "jdbc:postgresql://10.2.0.5:5432/acti"; System.out.println("Print URL " + url); // register the driver in Driver Manager and establish the connection from them connection = DriverManager.getConnection(url, "postgres", "postgres"); System.out.println("Connection Established"); } catch(Exception exception) { System.out.println(exception.getMessage()); } return connection; } //it is used to close the connection public static void closeConnection(Connection pConnection) { try{ if (pConnection != null){ pConnection.close(); pConnection = null; } } catch (Exception e){
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System.out.println("Error occured while closing the exception " + e.getMessage()); }} /** * This function is used to Close the statement. * @param pStatement */ public static void closeStatement(Statement pStatement) throws BusinessException { try{ if (pStatement != null) { pStatement.close(); pStatement = null; } } catch (SQLException e) { mLogger.error(new StringBuffer("SQLException while trying to closeStatement in DBAccess: ")); throw new BusinessException("SQLException while trying to closeStatement in DBAccess: " + e.getMessage(), e.getStackTrace()); } } /** * This function is used to close the resultset. * @param pResultSet */ public static void closeResultSet(ResultSet pResultSet) throws BusinessException { try { if (pResultSet != null) { pResultSet.close(); pResultSet = null; } }
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catch (SQLException e) { mLogger.error(new StringBuffer("SQLException while trying to closeResultSet in DBAccess: ")); e.printStackTrace(); throw new BusinessException("SQLException while trying to closeResultSet in DBAccess: " + e.getMessage(), e.getStackTrace()); }}

public static void main(String[] args) { DBConnection.getConnection(); } } WEB APPLICATION ARCHITECTURE:

Architecture of web applications:

While the Web was originally designed to foster collaboration across distributed networks, stronger requirements, such as fault-tolerance, scalability, and peak performance were added later as a result of leveraging the existing communication mechanisms in the Web to support transaction-based applications.

The right-most elements the file system, the application sever data, and external systems

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are essentially the same as found in traditional client/server systems. The left-most elements the browser, the Web server, and a gain the file system (in this case, a distributed one)

are elements unique to the Web space. From the perspective of the user experience, this otherwise physically distributed back-end looks like traditional mainframe computing. However, there are significant architectural differences owing to the very different mechanisms that tie these elements together. For example, from the browser to the Web server, communication is generally stateless, involving the request for, and then the delivery of, a Web page. Here's the first architectural challenge:
How do you preserve the user's session state?

There are a number of alternatives, of which cookies and communication via IIOP (the Internet Inter-Orb Protocol) are the most common. The placement of the application's business logic represents another architectural challenge: should it live in the server (the thin client model), should it live in the client (the fat client/thin server model), or should it be spread out overall?

In the spectrum of thin to thick client, each alternative has its own advantages and disadvantages: a thin client offers simplicity of security and distribution but makes the browser look more like a dumb terminal; a thick client offers greater locality of reference and better interactivity but at the cost of distribution. Most systems today tend to push business logic to the server. NEXT ARCHITECTURAL DESIGN: Business logic must touch the state of the business. This notion presents the next architectural challenge. Should there be stateless communication from the logic to the data via mechanisms such as Java Server Pages (JSP), or should it be more stateful, such as through servlets. There are advantages and disadvantages to each approach.

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Scripting is easier to change but comes with computational overhead, and servlets are potentially faster but more challenging to develop and deploy.

Connection to the application's persistence data, which may be bound in legacy systems, also involves many architectural challenges.

First, how does one give the illusion of objects to the user while data continues to live in relational tables? Second, how should the connection from the system's business logic to its data be manifest?

For example, a coupling via JDBC is more direct but requires that the application developer have intimate knowledge of the data's form. Alternatively, a messaging architecture is less direct but is more scalable. MESSAGING ARCHITECTURE:

A system's DESIGN VIEW encompasses the classes, interfaces, and collaborations that form the vocabulary of the problem and its solution. This view primarily supports the functional requirements of the system, meaning the services that the system should provide to its end-users. The PROCESS VIEW of a system encompasses the threads and processes that form the system's concurrency and synchronization mechanisms. This view primarily addresses the performance, scalability, and throughput of the system. The IMPLEMENTATION VIEW of a system encompasses the components and files that are used to assemble and release the physical system. This view primarily addresses the configuration

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management of the system's releases. The releases are comprised of somewhat independent components and files that can be assembled in various ways to produce a running system. The DEPLOYMENT VIEW of a system encompasses the nodes that form the system's hardware topology on which the system executes. This view primarily addresses the distribution, delivery, and installation of the parts that make up the physical system. The USE CASE VIEW of a system encompasses the use cases that describe the behavior of the system as seen by its end-users, analysts, and testers. This view exists to specify the forces that shape the system's architecture.

Note: that this is where the UML fits in: the UML is a graphical language for visualizing,
specifying, constructing, and documenting the artifacts of a software-intensive system. Thus, it is well suited to express each of these five views

DISTRIBUTABLE WEB APPLICATIONS :

The J2EE platform provides optional support for distributed Web applications. A distributed Web application runs simultaneously in multiple Web containers. When a Web application is marked distributable in its deployment descriptor, the container may (but is not required to) create multiple instances of the servlet, in multiple JVM instances, and potentially on multiple machines. Distributing a servlet improves scalability, because it allows Web request load to be spread across multiple servers. It can also improve availability by providing transparent failover between servlet instances

Distributed Multitiered Applications The Java EE platform uses a distributed multitiered application model for enterprise applications. Application logic is divided into components according to function, and the various application components that make up a Java EE application are installed on different machines depending on the tier in the multitiered Java EE environment to which the application component belongs. Figure 1-1 shows two multitiered Java EE applications divided into the tiers described in the following list. The Java EE application parts shown in Figure 1-1 are presented in Java EE Components.

Client-tier components run on the client machine. Web-tier components run on the Java EE server. Business-tier components run on the Java EE server. Enterprise information system (EIS)-tier software runs on the EIS server.

Although a Java EE application can consist of the three or four tiers shown in Figure 1-1, Java EE multitiered applications are generally considered to be three-tiered applications because they are distributed over three locations: client machines, the Java EE server machine, and the database or legacy
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machines at the back end. Three-tiered applications that run in this way extend the standard two-tiered client and server model by placing a multithreaded application server between the client application and back-end storage.

Security

While other enterprise application models require platform-specific security measures in each application, the Java EE security environment enables security constraints to be defined at deployment time. The Java EE platform makes applications portable to a wide variety of security implementations by shielding application developers from the complexity of implementing security features. The Java EE platform provides standard declarative access control rules that are defined by the developer and interpreted when the application is deployed on the server. Java EE also provides standard login mechanisms so application developers do not have to implement these mechanisms in their applications. The same application works in a variety of different security environments without changing the source code.
Java EE Components

Java EE applications are made up of components. A Java EE component is a self-contained functional software unit that is assembled into a Java EE application with its related classes and files and that communicates with other components.
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The Java EE specification defines the following Java EE components:

Application clients and applets are components that run on the client. Java Servlet, JavaServer Faces, and JavaServer Pages (JSP) technology components are web components that run on the server. Enterprise JavaBeans (EJB) components (enterprise beans) are business components that run on the server.

Java EE components are written in the Java programming language and are compiled in the same way as any program in the language. The difference between Java EE components and standard Java classes is that Java EE components are assembled into a Java EE application, are verified to be well formed and in compliance with the Java EE specification, and are deployed to production, where they are run and managed by the Java EE server.
Java EE Clients

A Java EE client can be a web client or an application client.

Web Clients
A web client consists of two parts: (1) dynamic web pages containing various types of markup language (HTML, XML, and so on), which are generated by web components running in the web tier, and (2) a web browser, which renders the pages received from the server. A web client is sometimes called a thin client. Thin clients usually do not query databases, execute complex business rules, or connect to legacy applications. When you use a thin client, such heavyweight operations are off-loaded to enterprise beans executing on the Java EE server, where they can leverage the security, speed, services, and reliability of Java EE server-side technologies.

Applets
A web page received from the web tier can include an embedded applet. An applet is a small client application written in the Java programming language that executes in the Java virtual machine installed in the web browser. However, client systems will likely need the Java Plug-in and possibly a security policy file for the applet to successfully execute in the web browser. Web components are the preferred API for creating a web client program because no plug-ins or security policy files are needed on the client systems. Also, web components enable cleaner and more modular application design because they provide a way to separate applications programming from web page design. Personnel involved in web page design thus do not need to understand Java programming language syntax to do their jobs.

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Application Clients
An application client runs on a client machine and provides a way for users to handle tasks that require a richer user interface than can be provided by a markup language. It typically has a graphical user interface (GUI) created from the Swing or the Abstract Window Toolkit (AWT) API, but a command-line interface is certainly possible. Application clients directly access enterprise beans running in the business tier. However, if application requirements warrant it, an application client can open an HTTP connection to establish communication with a servlet running in the web tier. Application clients written in languages other than Java can interact with Java EE 5 servers, enabling the Java EE 5 platform to interoperate with legacy systems, clients, and non-Java languages.

The JavaBeans Component Architecture

The server and client tiers might also include components based on the JavaBeans component architecture (JavaBeans components) to manage the data flow between an application client or applet and components running on the Java EE server, or between server components and a database. JavaBeans components are not considered Java EE components by the Java EE specification. JavaBeans components have properties and have get and set methods for accessing the properties. JavaBeans components used in this way are typically simple in design and implementation but should conform to the naming and design conventions outlined in the JavaBeans component architecture.

RMI (Remote Method Invocaton):

AN OVERVIEW OF RMI APPLICATIONS:

RMI applications often comprise two separate programs, a server and a client. A typical server program creates some remote objects, makes references to these objects accessible, and waits for clients to invoke methods on these objects. A typical client program obtains a remote reference to one or more remote objects on a server and then invokes methods on them. RMI provides the mechanism by which the server and the client communicate and pass information back and forth. Such an application is sometimes referred to as a distributed object application. Distributed object applications need to do the following:

Locate remote objects. Applications can use various mechanisms to obtain references to remote objects. For example, an application can register its remote objects with RMI's simple naming facility, the RMI registry. Alternatively, an application can pass and return remote object references as part of other remote invocations.

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Communicate with remote objects. Details of communication between remote objects are handled by RMI. To the programmer, remote communication looks similar to regular Java method invocations. Load class definitions for objects that are passed around. Because RMI enables objects to be passed back and forth, it provides mechanisms for loading an object's class definitions as well as for transmitting an object's data.

The following illustration depicts an RMI distributed application that uses the RMI registry to obtain a reference to a remote object. The server calls the registry to associate (or bind) a name with a remote object. The client looks up the remote object by its name in the server's registry and then invokes a method on it. The illustration also shows that the RMI system uses an existing web server to load class definitions, from server to client and from client to server, for objects when needed.

Advantages of Dynamic Code Loading: One of the central and unique features of RMI is its ability to download the definition of an object's class if the class is not defined in the receiver's Java virtual machine. All of the types and behavior of an object, previously available only in a single Java virtual machine can be transmitted to another, possibly remote, Java virtual machine. RMI passes objects by their actual classes, so the behavior of the objects is not changed when they are sent to another Java virtual machine. This capability enables new types and behaviors to be introduced into a remote Java virtual machine, thus dynamically extending the behavior of an application. The compute engine example in this trail uses this capability to introduce new behavior to a distributed program.

Remote Interfaces, Objects, and Methods Like any other Java application, a distributed application built by using Java RMI is made up of interfaces and classes. The interfaces declare methods. The classes implement the methods declared in the interfaces and, perhaps, declare additional methods as well.
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In a distributed application, some implementations might reside in some Java virtual machines but not others. Objects with methods that can be invoked across Java virtual machines are called remote objects.
REMOTE INTERFACE ,

An object becomes remote by implementing a characteristics:

which has the following

A remote interface extends the interface java.rmi.Remote. Each method of the interface declares java.rmi.RemoteException in its throws clause, in addition to any application-specific exceptions.

RMI treats a remote object differently from a non-remote object when the object is passed from one Java virtual machine to another Java virtual machine. Rather than making a copy of the implementation object in the receiving Java virtual machine, RMI passes a remote stub for a remote object. The stub acts as the local representative, or proxy, for the remote object and basically is, to the client, the remote reference. The client invokes a method on the local stub, which is responsible for carrying out the method invocation on the remote object. A stub for a remote object implements the same set of remote interfaces that the remote object implements. This property enables a stub to be cast to any of the interfaces that the remote object implements. However, only those methods defined in a remote interface are available to be called from the receiving Java virtual machine. Creating Distributed Applications by Using RMI Using RMI to develop a distributed application involves these general steps: 1. 2. 3. 4. Designing and implementing the components of your distributed application. Compiling sources. Making classes network accessible. Starting the application.

Designing and Implementing the Application Components First, determine your application architecture, including which components are local objects and which components are remotely accessible. This step includes:

Defining the remote interfaces. A remote interface specifies the methods that can be invoked remotely by a client. Clients program to remote interfaces, not to the implementation classes of those interfaces. The design of such interfaces includes the determination of the types of objects that will be used as the
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parameters and return values for these methods. If any of these interfaces or classes do not yet exist, you need to define them as well.

Implementing the remote objects. Remote objects must implement one or more remote interfaces. The remote object class may include implementations of other interfaces and methods that are available only locally. If any local classes are to be used for parameters or return values of any of these methods, they must be implemented as well.

Implementing the clients. Clients that use remote objects can be implemented at any time after the remote interfaces are defined, including after the remote objects have been deployed.

MARK UP LANGUAGE:
What Is a Markup Language? A markup language is a combination of words and symbols which give instructions on how a document should appear. For example, a tag may indicate that words are written in italics or bold type. Although the most common and most widely used markup languages are written for computers, the concept of a markup language is not limited to computer programming. Types:

Markup Language Document Markup Language Css Markup Language Extensible Markup Language Xml Extended Markup Language Hyper Markup Language Markup Language Definition

A well-known example of a markup language in widespread use today is HyperText Markup Language (HTML), one of the document formats of the World Wide Web. HTML is mostly an instance of SGML
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SGML: In the early 1980s, the idea that markup should be focused on the structural aspects of a document and leave the visual presentation of that structure to the interpreter led to the creation of SGML. . SGML specified a syntax for including the markup in documents, as well as one for separately describing what tags were allowed, and where (DTD) or schema. Thus, SGML is properly a meta-language, and many particular markup languages are derived from it. SGML found wide acceptance and use in fields with very large-scale documentation requirements. However, it was generally found to be cumbersome and difficult to learn, a side effect of attempting to do too much and be too flexible.].

HTML: XML: XML (Extensible Markup Language) is a meta markup language that is now widely used. The main purpose of XML was to simplify SGML by focusing on a particular problem documents on the Internet.[9] XML remains a meta-language like SGML, allowing users to create any tags needed (hence "extensible") and then describing those tags and their permitted uses. XML adoption was helped because every XML document can be written in such a way that it is also an SGML document, and existing SGML users and software could switch to XML fairly easily. However, XML eliminated many of the more complex and human-oriented features of SGML to simplify implementation environments such as documents and publications . XML is now widely used for communicating data between applications. Like HTML, it can be described as a 'container' language. By 1991, it appeared to many that SGML would be limited to commercial and data-based applications . It leads to create HTML. HTML resembles other SGML-based tag languages, although it began as simpler than most and a formal DTD was not developed until later. HTML's use of descriptive markup was a major factor in the success of the Web, because of the flexibility and extensibility that it enabled . HTML is quite likely the most used markup language in the world today.

XHTML: Since January 2000 all W3C Recommendations for HTML have been based on XML rather than SGML, using the abbreviation XHTML (Extensible HyperText Markup Language).
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The language specification requires that XHTML Web documents must be well-formed XML documents this allows for more rigorous and robust documents while using tags familiar from HTML. One of the most noticeable differences between HTML and XHTML is the rule that all tags must be closed: empty HTML tags such as <br> must either be closed with a regular end-tag, or replaced by a special form: <br /> (the space before the '/' on the end tag is optional, but frequently used because it enables some pre-XML Web browsers, and SGML parsers, to accept the tag). Another is that all attribute values in tags must be quoted. Finally, all tag and attribute names must be lowercase in order to be valid; HTML, on the other hand, was case-insensitive.

Other XML-Based Applications: Many XML-based applications now exist, including Resource Description Framework (RDF), XForms, DocBook, SOAP and the Web Ontology Language (OWL). For a partial list of these see List of XML markup languages.

Two marks 1) What is the web server? A web site is a collection of web pages. And web pages are digital files, typically written using HyperText Markup Language (HTML). For a web site to be available to everyone in the world at all times, it need to be stored or "hosted" on a computer that is connected to the internet 27/7/365. Such a computer is known as a web Server 2) What is the role of web server on the Internet? Web servers - the computer or the program - have a vital role on the Internet. The Server machine hosts the web site while the server program helps deliver the web pages and their associated files like images and flash movies. 3) Common features of web server?
1. Virtual hosting to serve many Web sites using one IP address. 2. Large file support to be able to serve files whose size is greater than 2 GB on 32 bit OS. 3. Bandwidth throttling to limit the speed of responses in order to not saturate the network and to be

able to serve more clients.

4. Server-side scripting to generate dynamic Web pages, but still keeping Web server and Web site

implementations separate from each other. 4) What is IDL? IDL (interface definition language) is a generic term for a language that lets a program or object written in one language communicate with another program written in an unknown language.
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5) What Is Java Idl? IDL is a standard platform-independent declarative language which is used to define interfaces that object implementations provide and client objects call. Java IDL allows any Java object to communicate with other objects in any language by means of IDL. 6) Features of key features of IDL interactivity, graphics display, and Array-oriented operation. 7) Web Servers - Advantages

Your local website behaves more like the live one. For example, you can configure directory security, test your custom error pages etc before commiting them to the production environment. You can use server-side scripting languages such as PHP and ColdFusion. Allows you to standardize your coding. Knowledge. The knowledge you gain from using your own web server will help you understand how it works in the live environment.. 8) Common features Virtual hosting to serve many Web sites using one IP address. Large file support to be able to serve files whose size is greater than 2 GB on 32 Bandwidth throttling to limit the speed of responses in order to not saturate the network and to be able to serve more clients. Server-side scripting to generate dynamic Web pages, still keeping Web server site implementations separate from each other. bit OS. and

1. 2. 3. 4.

Web

9) Path translation: Web servers are able to map the path component of a Uniform Resource Locator (URL) into:

a local file system resource (for static requests); an internal or external program name (for dynamic requests).

Load limits A Web server (program) has defined load limits, because it can handle only a limited number of concurrent client connections (usually between 2 and 80,000, by default between 500 and 1,000) per IP address (and TCP port) and it can serve only a certain maximum number of requests per second depending on:

its own settings; the HTTP request type; content origin (static or dynamic); the fact that the served content is or is not cached; the hardware and software limitations of the OS where it is working;

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11) Note on databaes connectivity: A database connection is a facility in computer science that allows client software to communicate with database server software, whether on the same machine or not. A connection is required to send commands and receive answers. Connections are a key concept in data-centric programming. Since some DBMS engines require considerable time to connect connection pooling was invented to improve performance. No command can be performed against a database without an "open and available" connection to it. 12)what is Pooling: Database connections are finite and expensive and can take a disproportionately long time to create relative to the operations performed on them. It is very inefficient for an application to create and close a database connection whenever it needs to update a database. Connection pooling is a technique designed to alleviate this problem. A pool of database connections can be created and then shared among the applications that need to access the database. When an application needs database access, it requests a connection from the pool. When it is finished, it returns the connection to the pool, where it becomes available for use by other applications. 13) Java Database Connectivity, java DataBase Connectivity, commonly referred to as JDBC, is an API for the Java programming language that defines how a client may access a database. It provides methods for querying and updating data in a database. JDBC is oriented towards relational databases. A JDBC-to-ODBC bridge enables connections to any ODBC-accessible data source in the JVM host environment. 14) JDBC Functionality JDBC connections support creating and executing statements. These may be update statements such as SQL's CREATE, INSERT, UPDATE and DELETE, or they may be query statements such as SELECT. Additionally, stored procedures may be invoked through a JDBC connection. JDBC represents statements using one of the following classes:

Statement the statement is sent to the database server each and every time. PreparedStatement the statement is cached and then the execution path is pre determined on the database server allowing it to be executed multiple times in an efficient manner. CallableStatement used for executing stored procedures on the database.

Update statements such as INSERT, UPDATE and DELETE return an update count that indicates how many rows were affected in the database. These statements do not return any other information. 15)JDBC Components The JDBC API JDBC Driver Manager JDBC Test Suite
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JDBC-ODBC Bridge

16) Distributable Web Applications : A Web application that uses J2EE technology written so that it can be deployed in a Web container distributed across multiple Java virtual machines running on the same host or different hosts. The deployment descriptor for such an application uses the distributable element 17) Distributed Multitiered Applications The Java EE platform uses a distributed multitiered application model for enterprise applications. Application logic is divided into components according to function, and the various application components that make up a Java EE application are installed on different machines depending on the tier in the multitiered Java EE environment to which the application component belongs. 18)Java Platform, Enterprise Edition: Java Platform, Enterprise Edition or Java EE is a widely used platform for server programming in the Java programming language. The Java platform (Enterprise Edition) differs from the Java Standard Edition Platform (Java SE) in that it adds libraries which provide functionality to deploy fault-tolerant, distributed, multi-tier Java software, based largely on modular components running on an application server. 19) Advantages of Dynamic Code Loading: One of the central and unique features of RMI is its ability to download the definition of an object's class if the class is not defined in the receiver's Java virtual machine. All of the types and behavior of an object, previously available only in a single Java virtual machine can be transmitted to another, possibly remote, Java virtual machine. RMI passes objects by their actual classes, so the behavior of the objects is not changed when they are sent to another Java virtual machine. This capability enables new types and behaviors to be introduced into a remote Java virtual machine, thus dynamically extending the behavior of an application. The compute engine example in this trail uses this capability to introduce new behavior to a distributed program. 20) What Is a Markup Language? A markup language is a combination of words and symbols which give instructions on how a document should appear. For example, a tag may indicate that words are written in italics or bold
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type. Although the most common and most widely used markup languages are written for computers, the concept of a markup language is not limited to computer programming

21) Markup Language Types:

Markup Language Document Markup Language Css Markup Language Extensible Markup Language Xml Extended Markup Language Hyper Markup Language Markup Language Definition

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UNIT III
What is e-business? Electronic Business or e-business in short refers broadly to the use of technologies, particularly the Information and Communication Technologies (ICTs), to conduct or support to improve business activities and processes, including research and development, procurement, design and development, operation, manufacturing, marketing and sales, logistics, human resources management, finance, and value chain integration. A subset of e-business is e-commerce, which describes the buying and selling of products, services, and information or making transactions via computer networks, including the Internet. The main difference between them is that e-commerce defines interaction between organizations and their customers, clients, or constituents. On the other hand, e-business is also encompasses an organizations internal operations. In other words, these two can be used interchangeably. E-business concepts In details, e-business can be defined from the following perspectives: Communications: Delivery of goods, services, information, or payments over the computer networks or any other electronic means. Commercial (trading): Provides capability of buying and selling products, services, and information on the Internet and via other online services. Business process: Doing business electronically by completing business processes over electronic networks, thereby substituting information for physical business processes. Services: A tool that addresses the desire of governments, firms, consumers, and management to cut service costs while improving the quality of consumer service and increasing the speed of service delivery.
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Learning: An enabler of online training and education in schools, universities, and other organizations, including businesses. Collaborative: The framework for inter- and intra-organizational collaboration. Community: Provides a gathering place for community members to learn, transact, and collaborate.

Simply, e-business could be any system that suppliers, distributors, or customers use the ICT, particularly the Internet, as the basis for conducting their business operation, for example: Communicate with clients or suppliers via email; Send email to other organizations to order supplies; Sell or promote products or services via a web site and/or email; Publish a web site to provide public information about the business; Use the Internet for online banking and paying bills; Research information about customers and competitors using web sites; Provide technical or customer service by email or web site; and Manage and distribute internal organization documents via an intranet.

Dimensions of e-business Based on the above mentioned perspectives and the degree of digitization of product, process, and the delivery agent, the business can be pure or partial e-business/e-commerce. In traditional commerce, all dimensions are physical while all dimensions are digital in pure e-business/ecommerce. Obviously, in partial e-business/e-commerce, all other possibilities include a mix of digital and physical dimensions. Particularly in the developing countries, the partial e-business/e-commerce has been adopted due to inadequate enabling environment (such as a suitable infrastructure, policies, and financial resources). Types of e-business The topic of e-business will often includes the transacting business or exchanging business-related information between: Business to Business (B2B): It typically takes the form of automated processes between trading partners and is performed in higher volumes. B2B can also encompass marketing activities between businesses, and not just the final transactions that result from marketing. B2B also is used to identify sales transactions between businesses. In other words, business making online transactions with other business(s). B2B e-business focuses more on creating highly efficient and transparent markets that would transform the structure of industry value chains.

Business to consumer (B2C): It describes activities of commercial organizations serving the end consumer with products and/or services. In other words, it is an exchange and transaction of information, products or services between a business and a consumer(s). The
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B2C e-business can help limit set up costs of merchandising store, save salesperson, as well as develop a more efficient supply chain. Consumer to consumer (C2C): It is an Internet-facilitated form of commerce that has existed for the span of recorded history in the form of barter, flea markets, swap meets, garage/yard sales and the like.Error: Reference source not found In other words, consumers sell directly to other consumers.

Business to government (B2G): Businesses conduct transactions electronically with government regarding various business licensing or reporting requirements or where businesses sell products or services to government. In other words, government buys or provides goods, services, or information to/from businesses or individual citizens.

Business to employee (B2E): Information and services made available to employees online. For example, as in B2E portal, where a company or organization intranet that is customized for each employee. It includes specific information and personalized data such as personal hyperlinks, stock quotes, sports scores and news clips. It could even include a video feed to their children's day care center.

E-business framework
E-business is about using ICT to improve business processes in an organization, profit or nonprofit. This can be drive by either internal or external business pressures. The implementation of ebusiness does not affect an organizations fundamental goals, including revenue increase, cost reduction of doing business, high ability to access new markets or additional segment of existing markets, provide a world class of customer service to customers against other competitors. Rather, it provides a new ways to achieve them that the application of physical assets on their own do not or even cannot reach. It is essential for the management team to understand a framework of e-business and see the importance of each of its core components. They are as follows: 1. E-business adoption strategy and direction Success of e-business initiatives is directly affected by the organizations ability to develop a strategic plan and to work on that plan. A successful e-business adoption strategy starts with a top down vision that has the full commitment of the Chief Executive and senior management. This vision must be communicated to all stakeholders and the organization at large through special meetings and training/education programs. Goals and regularly scheduled reviews must be set and progress communicated throughout the organization and partners. Furthermore, the vision and goals should be regularly reviewed, as necessary, against the evolving competitive landscape. The successful ebusiness strategies tend to require the following characteristics:

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It must be inextricably tied to fundamental business aims and needs, and cognizant of the information aspects of your organizations products and services. It must be reviewed more regularly than traditional organization strategy, in keeping with the dynamics of your chosen markets. It will require greater alignment and teamwork within your leadership group to ensure sound foundations for implementation. It will probably require a broader market scan than in the past.

2. The interaction among stakeholders The interaction of an organization with its key stakeholders is one of e-business concerns. The key stakeholders, as mentioned earlier, are important and have essential roles to play in an ebusiness framework. These relationship and communities among them can characterize e-business as a smaller network, more flexible organizations that have continually shifting priorities and roles. This is in contrast with traditional businesses, which have frequently been characterized by fixed corporate roles, linear supply chains, and physical distribution. 3. Information system and technology infrastructure E-business offers communication mechanism to improve, enrich, change, and deepen relationships with your key stakeholders. This may require the integration of email, web site, Interactive television, mobile devices, or new generations of technology to support the current and future business management and initiatives. 4. Culture Culture is also important concerns that an organizations leadership team must consider and take the lead. Normally, each organization has evolved its own ways of workings, or so called processes; and has recorded them in form of operating model including activities and manpower they may need to make them function. If organization wants to gain performance improvement from e-business change, it needs to adapt the way it does the work and change processes. Changing these processes however, is extensive enough to impact on the current culture, for example, the rules, belief, norms, and behaviors against what the company and organization used to operate. In particular, the introduction of e-business methods that extend reach, enhance the richness of information while increasing its visibility and speed up your business reactions will dramatically affect your people and these rules.

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Strategies for E-Commerce

Successful E-Commerce Strategies A successful e-commerce site might open the flood gates of new customer acquisition for you, ramping up revenues at little additional cost. These successful, proven e-commerce strategies will help you achieve retail success on the Web. E-commerce, or the buying and selling of goods and service over the internet, has opened a whole new frontier for small businesses. By harnessing the power of the worldwide web, small businesses are now able to reach beyond local markets to sell their products to customers around the world. But just like your local market, the world of e-commerce is highly competitive. To be successful you're going to need to stay one step ahead of the competition. Here are some strategies that will help you gain and maintain - a competitive advantage over your very real competitors in the virtual world of ecommerce. Develop a Highly Quality Virtual Catalog To truly succeed in e-commerce, you'll need to invest in the development of a first-rate virtual catalog. Similar to a mail catalog, a virtual catalog displays photos and information about your products, and provides a method for customers to place orders. But instead of sending the catalog to the customer, the customer comes to the catalog by visiting your company's website.

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Virtual catalogs have a number of distinct advantages over traditional mailed ones. The nature of a website makes it easier to display your product in a variety of options and to include additional product information that there may not be room for in a mail catalog. Also, unlike a mail catalog, virtual catalogs can be easily changed to add or remove products and to update product availability information. Having a poorly constructed virtual catalog can sometimes be worse than having no catalog at all. Since creating quality internet catalogs requires a certain amount of expertise, you should probably outsource this task to a dependable web designer. Advertise on Search Engines Your website and virtual catalog will only be as effective as the amount of traffic (potential customers) that visits the site. To increase traffic, you'll need to explore the possibility of advertising on search engines, e.g. Google and Yahoo. Most search engines sell space for ads that will appear alongside or around the list of websites that appear when an internet surfer types in a set of search words. Under the right conditions, these ads can be a great way to direct people who may already have an interest in your product to your website. Negotiate Links with Other Websites Another way to increase traffic is to negotiate links to your site with other high traffic websites. For either a fee or a reciprocal linking agreement, other companies may be willing to include an ad for your business on their website. While it's highly unlikely that you'll convince the competition to participate in this kind of arrangement, it is very possible to negotiate links with companies that sell complementary or noncompeting products. Another benefit of links: One of the variables most search engines use to rank websites is the number of links that exist to your site from other sites. The more links there are to your website, the more likely it is that your site will appear ahead of the competition in keyword search.

E-Business Architectures
e-Business is a shorthand way of describing the integration of business strategies, processes and technologies e-Business applications are those that enable and manage relationships between an enterprise, its functions and processes and those of its customer, suppliers, value chain, community or industry. These applications may not, themselves, be enterprisewide but are aimed at optimizing external relationships. e-Business encompasses

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 E-commerce (EC): Business to Business (B2B), Business to Consumer (B2C) Customer relationship management (CRM) Supply Chain Management (SCM) Supply Chain Planning (SCP) Business Intelligence (BI) Knowledge Management (KM) Collaboration Technologies (CT) Available to Promise (ATP) EDI and E-mail were precursors more... e-Business =EC+CRM+SCM+BI+KM+CT

E-Business Opportunities Business to Employee (B2E) within the organization

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 utilizes an Intranet

Business to Business (B2B) between two organizations

utilizes an Extranet

Business to Consumer (B2C) sales of goods and services via a web site
utilizes the Internet

E-Business Categories e-Auctioning: electronic bidding for goods e-Banking: online access to execute financial transactions e-Commerce: online trade of goods and services e-Directories: online repositories for retrieving information e-Engineering: open source development e-Franchising: distribution of goods sold exclusively through franchise partners Basic e-Business Architecture

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Multi-tier e-Business Architecture

STORED PROCEDURES
A stored procedure is a subroutine available to applications accessing a relational database system. Stored procedures (sometimes called a proc, sproc, StoPro, StoredProc, or SP) are actually stored in the database data dictionary. Typical uses for stored procedures include data validation (integrated into the database) or access control mechanisms. Furthermore, stored procedures are used to consolidate and centralize logic that was originally implemented in applications. Extensive or complex processing that requires the execution of several SQL statements is moved into stored procedures, and all applications call the procedures. One can use nested stored procedures, by executing one stored procedure from within another. Stored procedures are similar to user-defined functions (UDFs). The major difference is that UDFs can be used like any other expression within SQL statements, whereas stored procedures must be invoked using the CALL statement. CALL procedure() or EXECUTE procedure()

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Stored procedures may return result sets, i.e. the results of a SELECT statement. Such result sets can be processed using cursors, by other stored procedures, by associating a result set locator, or by applications. Stored procedures may also contain declared variables for processing data and cursors that allow it to loop through multiple rows in a table. Stored procedure languages typically include IF, WHILE, LOOP, REPEAT, and CASE statements, and more. Stored procedures can receive variables, return results or modify variables and return them, depending on how and where the variable is declared. Implementation The exact and correct implementation of stored procedure varies from one database system to another. Most major database vendors support them in some form. Depending on the database system, stored procedures can be implemented in a variety of programming languages, for example SQL, Java, C, or C+ +. Stored procedures written in non-SQL programming languages may or may not execute SQL statements themselves. The increasing adoption of stored procedures led to the introduction of procedural elements to the SQL language in theSQL:1999 and SQL:2003 standards in the part SQL/PSM. That made SQL an imperative programming language. Most database systems offer proprietary and vendor-specific extensions, exceeding SQL/PSM. Database System Implementation Language

Microsoft SQL Server Transact-SQL and various .NET Framework languages Oracle DB2 Informix PostgreSQL Firebird PL/SQL or Java SQL/PL or Java SPL PL/pgSQL, can also use own function languages such as pl/perl or pl/php PSQL (Fyracle also supports portions of Oracle's PL/SQL)

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MySQL

own stored procedures, closely adhering to SQL:2003 standard.

Other uses In some systems stored procedures can be used to control transaction management; in others, stored procedures run inside a transaction such that transactions are effectively transparent to them. Stored procedures can also be invoked from a database trigger or a condition handler. For example, a stored procedure may be triggered by an insert on a specific table, or update of a specific field in a table, and the code inside the stored procedure would be executed. Writing stored procedures as condition handlers also allows database administrators to track errors in the system with greater detail by using stored procedures to catch the errors and record some audit information in the database or an external resource like a file.

Comparison with dynamic SQL Overhead: Because stored procedure statements are stored directly in the database, they may remove all or part of the compilation overhead that is typically required in situations where software applications send inline (dynamic) SQL queries to a database. (However, most database systems implement "statement caches" and other mechanisms to avoid repetitive compilation of dynamic SQL statements.) In addition, while they avoid some overhead, pre-compiled SQL statements add to the complexity of creating an optimal execution plan because not all arguments of the SQL statement are supplied at compile time. Depending on the specific database implementation and configuration, mixed performance results will be seen from stored procedures versus generic queries or user defined functions. Avoidance of network traffic: A major advantage with stored procedures is that they can run directly within the database engine. In a production system, this typically means that the procedures run entirely on a specialized database server, which has direct access to the data being accessed. The benefit here is that network communication costs can be avoided completely. This becomes particularly important for complex series of SQL statements. Encapsulation of business logic: Stored procedures allow for business logic to be embedded as an API in the database, which can simplify data management and reduce the need to encode the logic elsewhere in client programs. This may result in a lesser likelihood of data becoming corrupted through the use of faulty client programs. The database system can ensure data integrity and consistency with the help of stored procedures. Delegation of access-rights: In many systems, stored-procedures can be granted access rights to the database which the users who will execute those procedures do not directly have.

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Some protection from SQL injection attacks: Stored procedures can be used to protect against injection attacks. Stored procedure parameters will be treated as data even if an attacker inserts SQL commands. Also, some DBMSs will check the parameter's type. Comparison with functions

A function is a subprogram written to perform certain computations and return a single value.

Functions must return a value (using the RETURN keyword), but for stored procedures this is not compulsory.

Stored procedures can use RETURN keyword but without any value being passed.

Functions could be used in SELECT statements, provided they dont do any data manipulation. However, procedures cannot be included in SELECT statements.

function

can

have

only IN parameters,

while

stored

procedures

may

have OUT or INOUT parameters.

A stored procedure can return multiple values using the OUT parameter or return no value at all.

Disadvantages Stored procedure languages are quite often vendor-specific. If you want to switch to using another vendor's database, then you have to rewrite your stored procedures. Stored procedure languages from different vendors have different levels of sophistication; for example, Oracle's PL/SQL has more languages features and built-in features (via packages such as DBMS_ and UTL_ and others) than Microsoft's T-SQL. Tool support for writing and debugging stored procedures are often not as good as for other programming languages; but again, this differs between vendors and languages (for example, both PL/SQL and T-SQL have dedicated IDEs and debuggers).

AN INTRODUCTION TO THE SQL PROCEDURE

The Structured Query Language (SQL) is a standardized language used to retrieve and update data stored in relational tables (or databases). When coding in SQL, the user is not required to know the physical attributes of the table such as data location and type. SQL is nonprocedural. The purpose is to allow the programmer to focus on what data should be selected and not how to select the data. The method of retrieval is determined by the SQL optimizer, not by the user. Table A table is a two dimensional representation of data consisting of columns and rows. In the SQL procedure a table can be a SAS data set, SAS data view, or table from a RDBMS. Tables are logically related by values such as a key column.

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There are several implementations (versions) of SQL depending on the RDBMS being used. The SQL procedure supports most of the standard SQL. It also has many features that go beyond the standard SQL. Terminology The terminology used in SQL can be related to standard data processing terminology. A table in SQL is simply another term for a SAS data set or data view. Data Processing File Record Field SAS SAS dataset Observation Variable SQL equivalent Table Row Column

The table is where the data is stored. A row represents a particular entry. An employee may be represented as a row in a table. A column represents the particular values for all rows. Salary may be a column on a table. All employees will have a value for salary. Relational Tables In SQL tables are logically related by a key column or columns. Table 1 Dept MCE MCE INA INA Name SMITH JONES LEE RAY Salary 23000 34000 28000 21000 COLUMN Table 2 Dptcode MCE INA Location WINDSOR HARTFORD Manager HICKS ROYCE ROW

Dept is the key column in Table 1 to join to the Dptcode key column in Table 2. Either Location or Manager in Table 2 could also act as a key into a third table. Simple Queries
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A query is merely a request for information from a table or tables. The query result is typically a report but can also be another table. For instance: I would like to select last name, department, and salary from the employee table where the employee's salary is greater than 35,000. SELECT LASTNAME, DEPARTMENT, SALARY FROM CLASS.EMPLOY WHERE SALARY GT 35000 Herein lays the simplicity of SQL. The programmer can focus on what they want and SQL will determine how to get it. The fundamental approach is SELECT FROM WHERE In SAS, queries are submitted with PROC SQL Basic Syntax PROC SQL; SELECT column, column . . . FROM tablename|viewname. . . PROC SQL; Statements (clauses) in the SQL procedure are not separated by semicolons, the entire query is terminated with a semicolon. Items in an SQL statement are separated by a comma. There is a required order of statements in a query. One SQL procedure can contain many queries and a query can reference the results from previous queries. The SQL procedure can be terminated with a QUIT statement, RUN statements have no effect. SELECT To retrieve and display data a SELECT statement is used. The data will be displayed in the order you list the columns in the SELECT statement. A column can be a variable, calculated value or formatted value.
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 An asterisk (*) can be used to select all columns. FROM The FROM statement specifies the input table or tables. Examples: I would like to select the social security number, salary and bonus (columns) for all employees (rows) from the employee table. LIBNAME CLASS 'C:\CYDATA'; PROC SQL; SELECT SSN, SALARY, BONUS FROM CLASS.EMPLOYEE; To select all the information (columns) for all employee's (rows) on the employee table. PROC SQL; SELECT * FROM CLASS.EMPLOYEE; Selecting Rows with a WHERE Clause The WHERE clause specifies rows to be selected for the query. WHERE expression1 [AND/OR] expression2 Example: To select the social security number, salary and bonus (columns) from the employee table where the employee is in department GIO and has a salary less that 35,000. PROC SQL; SELECT SSN, SALARY, BONUS FROM CLASS.EMPLOYEE WHERE DEPT = 'GIO' AND SALARY LT 35000; QUIT; WHERE Clause Operators

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The WHERE clause supports many comparison operators. It also supports logical NOTs and AND/OR to create compound expressions. Standard comparison operators EQ or = Equal to NE GT ^= Not Equal To > Greater Than

GE >= Greater Than or Equal To LT < Less Than LE <= Less Than or Equal To Special operators BETWEEN .. AND IN IS MISSING ( NULL) LIKE CONTAINS =* EXISTS Logical operators AND OR NOT Compound WHERE clause Compound WHERE clause Logical NOT Compare to a range Compare to a series of values Value is missing Compare to wildcards (% or _) Compare to a substring Sounds like Compare to a subquery

SQL stored procedures

An SQL stored procedure is a stored procedure in which the source code is part of the CREATE PROCEDURE statement. The part of the CREATE PROCEDURE statement that contains the code is called the stored procedure body. SQL stored procedure definitions provide the following information:

The stored procedure name

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Parameter attributes The language in which the stored procedure is written. For an SQL stored procedure, the language is SQL Information about the SQL stored procedure that is used when the stored procedure is called. This information can include run-time options and whether the stored procedure returns result sets

Unlike a CREATE PROCEDURE statement for an external stored procedure, the CREATE PROCEDURE statement for an SQL stored procedure does not specify the EXTERNAL clause. Instead, an SQL stored procedure has a stored procedure body, which contains the source statements for the stored procedure. The following figures show example CREATE PROCEDURE statements for simple SQL stored procedures. The second example shows a simple SQL stored procedure for z/OS. The stored procedure name, the list of parameters that are passed to or from the stored procedure, and the LANGUAGE parameter are common to all stored procedures. The LANGUAGE value of SQL is particular to an SQL stored procedure. Line numbers are included here for convenience. Figure 1. CREATE PROCEDURE for a simple SQL stored procedure 1 CREATE PROCEDURE SCHEMA.Procedure6 ( INOUT var0 varchar(9) ) 2 LANGUAGE SQL -------------------------------------------------------------3 -- SQL stored procedure SCHEMA.Procedure6 -------------------------------------------------------------4 P1: BEGIN -- Declare cursor DECLARE cursor1 CURSOR WITH RETURN FOR SELECT * FROM STAFF; END P1 Line 1 Description The SQL stored procedure name is SCHEMA.Procedure6. The InOut parameter has data type varchar(9). LANGUAGE SQL indicates that this is an SQL stored procedure. Shows a comment for the SQL stored procedure. Begins the body of the SQL stored procedure. All SQL stored procedure bodies consist of one or more statements nested within a BEGIN and an END keyword.

2 3 4

Figure 2. CREATE PROCEDURE for an SQL stored procedure for z/OS

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1 CREATE PROCEDURE SCHEMA.Proc1111 ( ) RESULT SETS 1 2 LANGUAGE SQL MODIFIES SQL DATA 3 COLLID TEST 4 WLM ENVIRONMENT WLMENV1 5 ASUTIME NO LIMIT RUN OPTIONS 'NOTEST(NONE,*,*,*)' ---------------------------------------------------------6 -- SQL Stored Procedure ---------------------------------------------------------7 P1: BEGIN -- Declare cursor DECLARE cursor1 CURSOR WITH RETURN FOR SELECT SCHEMA, NAME FROM SYSIBM.SYSROUTINES; -- Cursor left open for client application OPEN cursor1; END P1 Line 1 2 3 4 5 6 7 Description The SQL stored procedure name is SCHEMA.Proc1111. LANGUAGE SQL indicates that this is an SQL stored procedure. Specifies a collection ID of TEST. Specifies a Workload Manager (WLM) environment. Specifies no processor time limit for running the routine. Shows a comment for the SQL stored procedure. Begins the body of the SQL stored procedure. All SQL stored procedure bodies consist of one or more statements nested within a BEGIN and an END keyword.

Electronic Payment Services

Electronic Payments Increase Internet Sales With electronic payment services, your business can accept electronic payments as follows:

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Non recurring (one time) payment acceptance. Your business can accept checks over the telephone or at your web site Recurring payment acceptance. Your business can automate receivables with electronic payments. Collect monthly, quarterly, semi-annual, or annual fees. Fees collected can be fixed or variable. Electronic check conversion. Now a business can convert a paper check to an electronic payment at the point of sale or account receivable checks (checks received through the mail) can also be converted to an electronic payment. Electronic Internet payments and electronic bill payment software.

Introducing Electronic Payment! Millions of Americans prefer to write checks rather than use a credit card. Electronic check payment allows merchants to easily accept electronic checks or convert paper checks to electronic payments. This reduces costs by eliminating or reducing the handling of paper checks. Fast, Secure and User-Friendly Once the information has been input, the data is encrypted using SSL encryption technology and transmitted to the electronic check payment secure server for posting. Most transactions are settled within 48 hours. The Electronic Payment Advantage The benefits to the online merchant are enormous. In addition to expanding your market by having another payment option, your company can benefit in following ways:

Save up to 50% in processing fees compared to credit cards. Reduce fees for returned checks. Access online real-time reporting on account activity. Bad check recovery Improve cash flow. An electronic payment system (EPS) is a system of financial exchange between buyers and sellers in the online environment that is facilitated by a digital financial instrument (such as encrypted credit card numbers, electronic checks, or digital cash) backed by a bank, an intermediary, or by legal tender. EPS plays an important role in e-commerce because it closes the e-commerce loop. In developing countries, the underdeveloped electronic payments system is a serious impediment to the growth of e-commerce. In these countries, entrepreneurs are not able to accept credit card payments over the Internet due to legal and business concerns. The primary issue is transaction security. The absence or inadequacy of legal infrastructures governing the operation of e-payments is also a concern. Hence, banks with e-banking operations employ service agreements between themselves and their clients. The relatively undeveloped credit card industry in many developing countries is also a barrier to e-commerce. Only a small segment of the population can buy goods and services over the Internet due to the small credit card market base. There is also the problem of the requirement of explicit consent (i.e., a signature) by a card owner before a transaction is considered valid-a requirement that does not exist in the U.S. and in other developed countries.
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Traditional Payment Methods Cash-on-delivery: Many online transactions only involve submitting purchase orders online. Payment is by cash upon the delivery of the physical goods. Bank payments: After ordering goods online, payment is made by depositing cash into the bank account of the company from which the goods were ordered. Delivery is likewise done the conventional way. Electronic Payment Methods Innovations affecting consumers, include credit and debit cards, automated teller machines (ATMs), stored value cards, and e-banking. Innovations enabling online commerce are e-cash, e-checks, smart cards, and encrypted credit cards. These payment methods are not too popular in developing countries. They are employed by a few large companies in specific secured channels on a transaction basis. Innovations affecting companies pertain to payment mechanisms that banks provide their clients, including inter-bank transfers through automated clearing houses allowing payment by direct deposit. What is the confidence level of consumers in the use of an EPS? Many developing countries are still cash-based economies. Cash is the preferred mode of payment not only on account of security but also because of anonymity, which is useful for tax evasion purposes or keeping secret what ones money is being spent on. For other countries, security concerns have a lot to do with a lack of a legal framework for adjudicating fraud and the uncertainty of the legal limit on the liability associated with a lost or stolen credit card. In sum, among the relevant issues that need to be resolved with respect to EPS are: consumer protection from fraud through efficiency in record-keeping; transaction privacy and safety, competitive payment services to ensure equal access to all consumers, and the right to choice of institutions and payment methods. Legal frameworks in developing countries should also begin to recognize electronic transactions and payment schemes.

XML
What is XML?

XML stands for Extensible Markup Language XML is a markup language much like HTML XML was designed to carry data, not to display data XML tags are not predefined. You must define your own tags XML is designed to be self-descriptive XML is a W3C Recommendation

The Difference between XML and HTML XML is not a replacement for HTML.
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XML and HTML were designed with different goals:

XML was designed to transport and store data, with focus on what data is HTML was designed to display data, with focus on how data looks

HTML is about displaying information, while XML is about carrying information.

Key terminology
(Unicode) Character By definition, an XML document is a string of characters. Almost every legal Unicode character may appear in an XML document. Processor and Application The processor analyzes the markup and passes structured information to an application. The specification places requirements on what an XML processor must do and not do, but the application is outside its scope. The processor (as the specification calls it) is often referred to colloquially as an XML parser. Markup and Content The characters which make up an XML document are divided into markup and content. Markup and content may be distinguished by the application of simple syntactic rules. All strings which constitute markup either begin with the character "<" and end with a ">", or begin with the character "&" and end with a ";". Strings of characters which are not markup are content. Tag A markup construct that begins with "<" and ends with ">". Tags come in three flavors: start-tags, for example<section>, end-tags, for example </section>, and empty-element tags, for example <line-break/>. Element A logical component of a document which either begins with a start-tag and ends with a matching end-tag, or consists only of an empty-element tag. The characters between the start- and end-tags, if any, are the element'scontent, and may contain markup, including other elements, which are called child elements. An example of an element is <Greeting>Hello, world.</Greeting> (see hello world). Another is <linebreak/>.

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Attribute A markup construct consisting of a name/value pair that exists within a start-tag or empty-element tag. In the example (below) the element img has two attributes, src and alt:<img src="madonna.jpg" alt='Foligno Madonna, by Ra phael'/>. Another example would be<step number="3">Connect A to B.</step> where the name of the attribute is "number" and the value is "3". XML Declaration XML documents may begin by declaring some information about themselves, as in the following example. <?xml version="1.0" encoding="UTF-8" ?> Example Here is a small, complete XML document, which uses all of these constructs and concepts. <?xml version="1.0" encoding="UTF-8" ?> <painting> <img src="madonna.jpg" alt='Foligno Madonna, by Raphael'/> <caption>This is Raphael's "Foligno" Madonna, painted in <date>1511</date><date>1512</date>. </caption> </painting> There are five elements in this example document: painting, img, caption, and two dates. The date elements are children of caption, which is a child of the root element painting. img has two attributes, src and alt. Characters and escaping XML documents consist entirely of characters from the Unicode repertoire. Except for a small number of specifically excluded control characters, any character defined by Unicode may appear within the content of an XML document. The selection of characters which may appear within markup is somewhat more limited but still large. XML includes facilities for identifying the encoding of the Unicode characters which make up the document, and for expressing characters which, for one reason or another, cannot be used directly.

DTD
The oldest schema language for XML is the Document Type Definition (DTD), inherited from SGML. DTDs have the following benefits:
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DTD support is ubiquitous due to its inclusion in the XML 1.0 standard.

DTDs are terse compared to element-based schema languages and consequently present more information in a single screen.

DTDs allow the declaration of standard public entity sets for publishing characters.

DTDs define a document type rather than the types used by a namespace, thus grouping all constraints for a document in a single collection. DTDs have the following limitations:

They have no explicit support for newer features of XML, most importantly namespaces.

They lack expressiveness. XML DTDs are simpler than SGML DTDs and there are certain structures that cannot be expressed with regular grammars. DTDs only support rudimentary datatypes. They lack readability. DTD designers typically make heavy use of parameter entities (which behave essentially as textual macros), which make it easier to define complex grammars, but at the expense of clarity.

They use a syntax based on regular expression syntax, inherited from SGML, to describe the schema. Typical XML APIs such as SAX do not attempt to offer applications a structured representation of the syntax, so it is less accessible to programmers than an element-based syntax may be.

Two peculiar features that distinguish DTDs from other schema types are the syntactic support for embedding a DTD within XML documents and for defining entities, which are arbitrary fragments of text and/or markup that the XML processor inserts in the DTD itself and in the XML document wherever they are referenced, like character escapes. DTD technology is still used in many applications because of its ubiquity. XML Schema Main article: XML Schema (W3C) A newer schema language, described by the W3C as the successor of DTDs, is XML Schema, often referred to by the initialism for XML Schema instances, XSD (XML Schema Definition). XSDs are far more powerful than DTDs in describing XML languages. They use a rich data typing system and allow for more detailed constraints on an XML document's logical structure. XSDs also use an XML-based format, which makes it possible to use ordinary XML tools to help process them.

Object Linking and Embedding

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Object Linking and Embedding (OLE) is a technology developed by Microsoft that allows embedding and linking to documents and other objects. For developers, it brought OLE Control eXtension (OCX), a way to develop and use custom user interface elements. On a technical level, an OLE object is any object that implements the IOleObjectinterface, possibly along with a wide range of other interfaces, depending on the object's needs. OLE allows an editor to "farm out" part of a document to another editor and then re-import it. For example, a desktop publishing system might send some text to a word processor or a picture to a bitmap editor using OLE. The main benefit of using OLE is to display visualizations of data from other programs that the host program is not normally able to generate itself (e.g. a pie-chart in a text document), as well as to create a master file. References to data in this file can be made and the master file can then have changed data which will then take effect in the referenced document. This is called "linking" (instead of "embedding"). Its primary use is for managing compound documents, but it is also used for transferring data between different applications using drag and drop and clipboard operations. The concept of "embedding" is also central to much use of multimedia in Web pages, which tend to embed video, animation (including Flash animations), and audio files within the hypertext markup language (such as HTML or XHTML) or other structural markup language used (such as XML or SGML) possibly, but not necessarily, using a different embedding mechanism than OLE.

ActiveX
ActiveX is a framework for defining reusable software components in a programming language independent way. Software applications can then be composed from one or more of these components in order to provide their functionality. It was introduced in 1996 by Microsoft as a development of its Component Object Model (COM) and Object Linking and Embedding (OLE) technologies and is commonly used in its Windows operating system, although the technology itself is not tied to it. Many Microsoft Windows applications including many of those from Microsoft itself, such as Internet Explorer, Microsoft Office, Microsoft Visual Studio, and Windows Media Player use ActiveX controls to build their feature-set and also encapsulate their own functionality as ActiveX controls which can then be embedded into other applications. Internet Explorer also allows embedding ActiveX controls onto web pages.

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ActiveX controls
Active X controls, small program building blocks, can serve to create distributed applications working over the Internet through web browsers. Examples include customized applications for gathering data, viewing certain kinds of files, and displaying animation. Active X controls are comparable with Java applets: programmers designed both of these mechanisms to allow web browsers to download and execute them. They also differ: Java applets can run on nearly any platform, while ActiveX components officially operate only with Microsoft's Internet Explorer web browser and the Microsoft Windows operating system. Malware, e.g. computer viruses and spyware, can be accidentally installed from malicious websites using ActiveX controls (drive-by downloads).

Programmers can write ActiveX controls in any language which supports COM component development, including the following languages/environments:

C++ either directly or with the help of libraries such as ATL or MFC Borland Delphi Visual Basic

Common examples of ActiveX controls include command buttons, list boxes, dialog boxes, and the Internet Explorer browser.

ActiveX Document
ActiveX Document (also known as DocObject or DocObj) is a computer file in the form of a compound (textbased)document that allows a container application to use the full capabilities of server applications.[ambiguous] This approach distinguishes between a document, such as a word document or video clip, and the software that can be applied (open, edit, display, save) to the document. ActiveX documents consist of two components: the 'document' itself and the 'ActiveX DLL or EXE server' that supports it. A single server can support an unlimited number of documents, just as Microsoft Word can support any number of document files. The server for an ActiveX document can be an EXE or a DLL server. The document generally has the extension .VBD, though ActiveX documents can be stored within other files as well, using a mechanism called OLE structured storage.

HTML

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HTML, which stands for HyperText Markup Language, is the predominant markup language for web pages. A markup language is a set of markup tags, and HTML uses markup tags to describe web pages. HTML is written in the form of HTML elements consisting of "tags" surrounded by angle brackets (like <html>) within the web page content. HTML tags normally come in pairs like <b> and </b>. The first tag in a pair is the start tag, the second tag is the end tag (they are also calledopening tags and closing tags). The purpose of a web browser is to read HTML documents and display them as web pages. The browser does not display the HTML tags, but uses the tags to interpret the content of the page. HTML elements form the building blocks of all websites. HTML allowsimages and objects to be embedded and can be used to createinteractive forms. It provides a means to create structured documentsby denoting structural semantics for text such as headings, paragraphs, lists, links, quotes and other items. It can embed scripts in languages such as JavaScript which affect the behavior of HTML webpages. HTML can also be used to include Cascading Style Sheets (CSS) to define the appearance and layout of text and other material. The W3C, maintainer of both HTML and CSS standards, encourages the use of CSS over explicit presentational markup.

2 Marks
1.What is HTML? HTML, which stands for HyperText Markup Language, is the predominant markup language for web pages. 2. What is e-business? Electronic Business or e-business in short refers broadly to the use of technologies, particularly the Information and Communication Technologies (ICTs), to conduct or support to improve business activities and processes, including research and development, procurement, design and development, operation, manufacturing, marketing and sales, logistics, human resources management, finance, and value chain integration.

3. Various Types of e-business?

o o o o

Business to Business (B2B): Business to consumer (B2C) Consumer to consumer (C2C) Business to government (B2G)
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Business to employee (B2E)

What is XML?
o o o o o o

XML stands for Extensible Markup Language XML is a markup language much like HTML XML was designed to carry data, not to display data XML tags are not predefined. You must define your own tags XML is designed to be self-descriptive XML is a W3C Recommendation

. Electronic Payment Methods credit and debit cards, automated teller machines (ATMs), stored value cards, e-banking, e-cash, echecks, smart cards.

4. What is Activex Document?

ActiveX Document (also known as DocObject or DocObj) is a computer file in the form of a compound (text-based)document that allows a container application to use the full capabilities of server applications.

6.What is Activex Control?

ActiveX is a framework for defining reusable software components in a programming language independent way. Software applications can then be composed from one or more of these components in order to provide their functionality. 7.What is OLE? Object Linking and Embedding (OLE) is a technology developed by Microsoft that allows embedding and linking to documents and other objects.
8. Markup Language Types: o o o o o o

Markup Language Document Markup Language Css Markup Language Extensible Markup Language Xml Extended Markup Language Hyper Markup Language
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UNIT IV
HOW TO MAKE A WEB PAGE: Building a Web page isn't one of the hardest things you'll ever try to do in your life, but it isn't necessarily easy either. The steps are:
1. Get a Web Editor 2. Learn Some Basic HTML 3. Write the Web Page and Save It to Your Hard Drive 4. Get a Place to Put Your Page 5. Upload Your Page to Your Host 6. Test Your Page 7. Promote Your Web Page 8. Start Building More Pages

Get a Web Editor In order to build a Web page you first need a Web editor. This doesn't have to be a fancy piece of software that you spent a lot of money on. You can use a text editor that comes with your operating system or you can download a free or inexpensive editor off the Internet. When building a Web page, you might think that it really isn't important what editor you use. You can write HTML in MS Word or you can use the tools on your hosting provider. HTML editors come in two flavors: text editors and "what you see is what you get" editors. Your choice of editor will be influenced by what you want to do. HTML editors range in price from free to several hundred dollars. There are good editors in every price range. WYSIWYG HTML Editors "What You See Is What You Get" HTML editors are very easy to use. Most novices start out with a WYSIWYG editor because you can get a new Web page up quickly. But while WYSIWYG editors offer more design flexibility, they don't result in pages that are better looking - Designers can create beautiful pages with Notepad as easily as with Dreamweaver. The biggest advantage that these editors have is that you don't need to know HTML to put up a Web page. Text HTML Editors This is the type of editor I use every day. I use HomeSite for big jobs and vi for small edits. Text editors provide a lot of control and speed for Web Developers. A Developer who understands HTML can often edit Web pages much more quickly using a text editor than another developer can using WYSIWYG. If you're planning on doing Web Development professionally, hiring managers want employees who know HTML. Why Choose WYSIWYG or Text Editors Most Developers have a decided opinion about whether to use a WYSIWYG editor or a text editor. I prefer text editors, and only use WYSIWYG editors when pressed. Text editors are usually faster to edit HTML changes, and they don't add in unexpected tags. WYSIWYG editors are usually easier to use and don't require a knowledge of HTML. I also like text editors because they can easily support new formats like XML. Other Considerations Other things to think about when you're looking for an HTML editor are: Does it include a validator?
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Does it support XML, JSP, PHP, and other languages besides XHTML? Can you extend it with add-ins or extra functionality? Is there a large user-base to get help? Are there support pages or help available from the publisher?

Learn Some Basic HTML HTML (also referred to as XHTML) is the building block of Web pages. While you can use aWYSIWYG editor and never need to know any HTML, learning at least a little HTML will help you to build and maintain your pages. But if you're using a WYSIWYG editor, you can skip straight to the next part and not worry about the HTML right now. Write the Web Page and Save It to Your Hard Drive For most people this is the fun part. Open your Web editor and start building your Web page. If it's a text editor you'll need to know some HTML, but if it's WYSIWYG you can build a Web page just like you would a Word document. Then when you're done, simply save the file to a directory on your hard drive.If you use Windows, you dont need to buy or download an editor in order to write HTML. You have a perfectly functional editor built into your operating system Notepad. Example - In fact, for many people this is all the HTML editor they will ever need. There are only a few steps to creating a Web page with Notepad:
1. Open Notepad

Notepad is nearly always found in your "Accessories" menu. 2. Start writing your HTML Remember that you need to be more careful than in an HTML editor. You wont have elements like tag completion and validation. 3. Save your HTML to a file This is the tricky part. Notepad normally saves files as .txt. But since youre writing HTML, you need to save the file as .htm. If youre not careful, youll end up with a file named something like: filename.htm.txt Heres how to avoid that: 1. Click on "File" and then "Save As" 2. Navigate to the folder you want to save in 3. Change the "Save As Type" drop-down menu to "All Files (*.*)" 4. Name your file, be sure to include the .htm extension e.g. homepage.htm Remember HTML isnt terribly hard to learn, and you neednt buy any additional software or other items in order to put up your Web page. With Notepad, you can write complex or simple HTML and once you have learned the language, you can edit pages as quickly as someone with an expensive HTML editor. Get a Place to Put Your Page Where you put your Web page so that it shows up on the Web is called web hosting. There are many options for Web hosting from free (with and without advertising) all the way up to several hundred dollars a month. What you need in a Web host depends upon what your website needs to attract and keep readers. The following links explain how to decide what you need in a Web host and give suggestions of hosting providers you can use. One of the first things that you need to do when you want to put up a Web page is find a hosting provider. Your Web host is where your Web pages will be displayed on the World Wide Web. If you don't have a Web host, then you can't display your Web pages.

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What Requirements to Think About for Your Web Hosting Needs Cost Cost is often the first thing people think about when looking for a Web host. You can find a host that costs anything from free up to hundreds of dollars a month. Ease of Use How much time do you have to spend thinking about your Web hosting? Often, the more money you pay, the less you'll have to worry about. Ease of use can include things like: site management software file upload online HTML editors templates Space Many beginning Web designers forget about space, or they don't think about the growing needs of their company. Remember that what seems like an astronomical amount of space today may be hardly enough in a year. Try to anticipate how much your site will grow. Things that take up a lot of space include: images Flash PDF documents databases programs Programs and Scripts Are you going to need any programs like CGI or PHP on your Web site? What aboutdatabases? Again, as with space, it is easy to think "I'll never need that" and then be stuck a year later when PHP would have been the best solution to a problem you're having. At minimum, you should choose a hosting provider that allows you access to a CGI-BIN folder so that you can add scripts later. You should also look for a provider that has pre-built tools like form-to-email, guestbooks, or chat. Access How do you need to access your site to make changes to it? Some sites allow FTP access from anywhere, while others require that you use only their online tool. Support Don't forget support. If your site has problems, support will help you get it back up and running. Support is one of the first things to go in cheaper plans, and can make your hosting service very difficult to use. Transfer Limits or Bandwidth Bandwidth charges can cost you much more than the monthly fees you have just for hosting. Bandwidth is the amount of traffic your site gets per month. A site with a high amount of bandwidth will need to pay for higher transfer limits or risk getting hit with high fees. If you anticipate that your site is going to be really popular, then you should watch that hidden bandwidth fees are not part of the service plan. Upload Your Page to Your Host Once you have a hosting provider, you still need to move your files from your local hard drive to the hosting computer. Many hosting companies provide an online file management tool that you can use to upload your files. But if they don't, you can also use FTP to transfer your files. Talk to your hosting provider if you have specific questions about how to get your files to their server.
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Upload Web Pages to a Hosting Provider Once you have created a site on your hard drive you need to get it up on to the web. This is called "uploading" or FTP. The first thing you need to do is decide where you are going to put your pages. Many ISPs offer free web space for their users, and that is often the simplest option. However, if you don't want to use your ISP, or they do not offer web page space, there are many hosting options available, from free to expensive, with lots of different features. My web Hosting profiles can help you to choose the provider that is right for you. Once you know where you're going to upload your files, you need to find out the following information: your username your password the "host name" (this is the machine you will be connecting to to upload your files) your URL or web page address Once you have this information, you can use it to upload your web pages and images to the website. 1. Connect to the Internet 2. Open up an FTP client: Best FTP Clients for Windows and Best FTP Clients for Macintosh 3. Put in the host name of your website 4. Put in your username 5. Put in your password 6. Connect to the site 7. Highlight the files you would like on your website and click on the option to transfer them to your website Don't forget to transfer images and other multimedia files that are associated with your website. Test Your Page This is a step that many novice Web developers omit, but it is very important. Testing your pages ensures that they are at the URL you think they are at as well as that they look okay in common Web browsers.Many people don't realize that when you build a Web page on your computer, you don't have to post it to a Web server in order to view it. When you preview a Web page on your hard drive, all the browser-related functions (like JavaScript, CSS, and images) should work exactly as they would on your Web server. So testing your Web pages in Web browsersbefore you put it live is a good idea. How to Test Your Files on Your Hard Drive 1. Build your Web page and save it to your hard drive. 2. Open your Web browser and go to the File menu and choose "Open". 3. Browse to the file you saved on your hard drive. Problems Testing There are a few things that may go wrong when testing your Web pages on your hard drive rather than the Web server. Make sure that your pages are set up correctly for testing: Use fully-qualified absolute paths for links. You can use page-relative paths for your links, but the best way to test links before a page is live is to use the full path to the page you're linking to. In other words, include the domain name in your links. Use page-relative paths for your images. While you can use the full URL for your images, if the page you're testing is new, then chances are that your images aren't uploaded to the server any more than the HTML is. By using paths to images that are relative to the current page, they will show up when you test the file on your hard drive. Check the paths to your CSS and JavaScript external files. There isn't a good rule of thumb for using full-path or relative-path URLs for scripts and CSS files - it
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depends upon your site and what works best for you. Instead, you should verify that whatever file you're pointing to has the most up-to-date information. For example, if you post to a full-path URL for your CSS, you'll need to upload that file to your server when you test. Be Sure to Test in Multiple Browsers Once you've browsed to your page in one browser, you can then copy the URL from the Location bar in the browser and paste it into other browsers on the same computer. When I build on my Windows machine, I test my pages in the following browsers before I upload anything:

Internet Explorer Opera Firefox Safari (beta)

Once you're sure the page looks right in the browsers you have on your hard drive, you can upload the page and test it again from the Web server. Once it's uploaded, you should connect to the page with other computers and operating systems or use a browser emulator like BrowserCam to do extensive testing. Why Validate Your HTML Learning to validate your HTML is an important step for most designers. By writing valid HTML you ensure that your pages are standards compliant and will run on the most user agents and web browsers. Building web pages isn't hard. With the software that is available now, you can write your web page and have it up and viewable in half an hour or less. And with these tools, why would you need to run an HTML validator on your HTML to find errors? Well, you don't have to, but if you want your pages to stay viewable through future versions of HTML, or you want newer browsers to be able to display it correctly, then writing valid HTML is the place to start. There are several specific reasons for writing valid HTML, and using an HTML validator to insure that what you write is valid: Compatibility with future versions of HTML and web browsers As browsers evolve, they come closer and closer to supporting the standard HTML as written by the W3C. Even if they don't fully support the most recent version of HTML, the browser builders go in and make sure that they are compliant with older versions of the standard. If you are writing nonstandard HTML, there is a chance that as browsers evolve, they will no longer support your web pages. A good example of this is a trick that some web developers used with an older version of Netscape. If you included multiple body tags with different colors, Netscape would load them all in succession creating a fade-in or flicker effect as the page loaded. This trick no longer works, as it relied on an incompatibility of the browser. Accessible to Your Current Audience Unless you know for a fact that your entire audience is using a specific browser, you are setting your site up to annoy some of your readers if you make it inaccessible to them through invalid or nonstandard HTML. Many HTML validators will check your HTML for browser specific entities and alert you to their use. Browser specific HTML can be part of the standard or not a part of the standard. Don't assume that just because only one browser supports something it's non-standard. Or if multiple browsers support it, that it is part of a standard. For instance, HTML 5 is supported by Safari, Opera, Chrome, and Firefox, but it is not yet a recognized standard. Reduce Unexplained Errors I am often asked to look at web pages for people to tell them why the code is doing something strange. I can usually come back in just a few minutes and tell them what is wrong. Why? It's not because I know HTML inside and out, it's because I run their page through an HTML validator. This usually points out a problem with the HTML, that, when fixed, solves their problem as well.

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HTML Validators There are a lot of validators available. You can get ones that are run on your computer, embedded into your HTML editor, or online on your live web pages. I list my favorite HTML validators in this article: Best HTML Validators. Promote Your Web Page Once you have your Web page up on the Web, you'll want people to visit it. The simplest way is to send out an email message to your friends and family with the URL. But if you want other people to view it, you'll need to promote it in search engines and other locations. Start Building More Pages Now that you have one page up and live on the Internet, start building more pages. Follow the same steps to build and upload your pages. Don't forget to link them to one another.

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STARTING THE BUSINESS ONLINE:

Learning how to start an Internet Business doesn't have to be complicated. Starting a new online business or taking an existing business online can seem intimidating or overwhelming. But like everything else, if you make a plan and take it step by step, you'll be up and running in no time.

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STEPS TO START THE ONLINE BUSINESS:

1. Start an Online Business from Scratch: For example, if you are an artist or crafter you might make your own products and offer them for sale or you can offer a service such as career counselling or matchmaking. You could even enter the lucrative market of creating information products. The internet business ideas are endless. 2. Start an Online Business with Affiliate Programs: If you don't have your own product or service to sell, you can market someone else's products through affiliate programs. With an affiliate program, you are paid a percentage of sales that are made when you refer someone to a company's website. Usually the buyer must click on your affiliate link and make the purchase immediately. Some affiliate programs will track visitors from your link and pay a commission for within a period of time, such as within 3 months of the visit. 3. Start an Online Business with Direct Sales: Finally, if you feel you need more structure and support, you can join a Direct Sales Company and market their products. There are hundreds of direct sales companies available offering everything from cosmetics and skin care to kitchenware, home dcor, craft products, and dietary supplements. Usually independent representatives sign on under another representative or sponsor who will provide information and support to get you started. 4. Start an Online Business by Reselling Products You Buy at Wholesale: If you don't want to develop your own products, you can resell other people's products. You can buy them at wholesale and ship them out from your home. Or you may prefer the ease of having somebody drop ship the products for you. There are 16 basic steps to start online business: STEP 1: Evaluating Business Potential STEP 2: The Business Plan STEP 3: Communication Tools STEP 4: Business Organization STEP 5: Licenses & Permits STEP 6: Business Insurance STEP 7: Location and Leasing STEP 8: Accounting and Cash Flow STEP 9: How to Finance Your Business STEP 10: E-Commerce Business STEP 11: Buying a Business or Franchise STEP 12: Opening and Marketing STEP 13: Expanding and Problems STEP 14: International Trade STEP 15: Managing Employees STEP 16: Home Based Business

The most common serious mistake made in business is not picking the right one to begin with. This STEP will provide you with important evaluation techniques. Characteristics of a Successful Entrepreneur
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Step-by-Step Approach Decide if you really want to be in business Decide what business and where Decide whether to start full-time or moonlight Selection Strategy Things to Watch Out For Required Activities Comparative Evaluation How to Evaluate a Specific Business you have in Mind o "For" and "Against" List o Get Completely Qualified
o o o o o

This key ingredient for a successful business is too often skipped. This STEP will show you how to create your own individualized business plan and provide the tools to make it easy. What is a Business Plan? Why Prepare a Business Plan? o What to avoid in your business plan Business Plan Format o Vision statement o The people o Business profile o Economic assessment Six Steps to a Great Business Plan o Basic business concept o Feasibility and specifics o Focus and refine concept o Outline the specifics of your business o Put your plan into a compelling form o Review sample plans Business Plan's Necessary Factors o Understanding your market o Healthy, growing and stable industry o Capable management o Able financial control o Consistent business focus o Mindset to anticipate change

Communication is key to any business success! Here we will review basic communication and equipment aspects of business Types of Communication o External o Internal
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 o o o o o o o o o o o o o o o o o o

Basic Communication Tools Landline telephones Cell phones Smartphones Video and web conferencing Social networking sites Online chat tools Fax Computers Desktop Laptop Notebooks/Netbooks Tablet Handheld Software Auxiliary Products Internet Browsers Feasibility and specifics Internet service provider E-mail Technology Planning Top Ten Do's and Don'ts Sound Byte Transcriptions

This STEP will clearly spell out your options for deciding the form of business that is right for you. Decisions that every entrepreneur must make: 1. Whether to go into business alone or with a partner. 2. What type of business organization to use for the business: proprietorship, partnership, corporation or Limited Liability Company. 3. What professional advisors to select. Should You Have a Partner o Arguments For o Arguments Against What Type Of Business Organization Is Best For You? o Sole proprietorship o General partnership o Limited partnership o Corporation o "S" Corporation o Limited liability company Laws That May Affect You o Income tax returns o Franchise tax returns
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Employment tax returns The time for payment of withheld and employers share of employment taxes o Unemployment tax returns and payment o Sales tax reports and payments How Can Your Professionals Help You? o Attorney o Accountant o Payroll service providers o Other Professionals
o o

Choose a suitable name for your business and find out what licenses and permits you may require, and how to get them. First Things First Licenses & Permits o Local Licenses and Permits o State Licenses and Permits o Federal Licenses and Permits o Where do I go to get a licenese? o How about if I am working from home? Business Name or DBA (Doing Business As) o Do I need to have a DBA? o What are the benefits to establishing a DBA? o What is the process of getting a DBA? o Banking Under Your Business Name o Should I Trademark My Business Name? Seller's Permit o What is a seller's permit? o Where do I get a seller's permit? Employer Identification Number (EIN) o What is the importance of EIN? o Do I need an EIN? o An EIN is required if: o How do I apply for an EIN? o Useful Links Business License and Permits Checklist This STEP will explain in simple terms the various forms of insurance you will need and explain the importance of each of them. Insurance Coverage For Small Businesses o Business Property Insurance o Liability Insurance o Worker's Compensation Insurance o Other Insurance Coverage o Excess Liability Coverage o Employment Practices Liability Coverage
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Life Insurance

A wonderful business can be crippled by a poor location or a poorly negotiated lease. You will learn how to create your own site model and the important aspects of a lease agreement. Location, Location, Location o Zoning Categories o Criteria for Home Based Business o Criteria for a Manufacturing, Warehousing or Industrial Business o Criteria for a Retail Business Leasing Do's and Don'ts o Do's and Don'ts o Points to Consider Before Signing a Lease or Purchasing Property o Lease Check-Off List o To Rent or to Buy Considerations Before you start your business, you will need to learn how to keep score (basic accounting) and how to maintain cash in your bank account (cash flow control). This STEP explains both in simple terms. Step One: Gain the knowledge Step Two: Select an accountant o Methods of Accounting Cash Basis Method Accrual Method o Tax Liability Issues Income taxes Payroll taxes o Financial and Technical Assistance o Internal Controls o Quarterly Returns o Bank Account Reconciliation o Employee Benefits Policy Step Three: Do your own bookkeeping! o The Three Major Financial Statements The Balance Sheet The Income Statement Cash Flow Control o Accounting and Cash Flow Punch List You will learn how to locate, negotiate and maintain sources of money to get you started and help you expand your business. First Things First How Much Money Do You Need? o What do you need it for?
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o o o o o o o o

Unsecured Loans Secured Loans Collateral Loans vs. Investment Where to Get the Money Types of Funding Sources Lender Comparison Table The Art of Getting the Money Business Loans Repayment Plan Other Quick Tips

E-Commerce is the fastest growing segment of our economy. It allows even the smallest business to reach a global audience with its product or message with minimal cost. E-Commerce Overview o What is E-Commerce? o Is an E-Commerce website right for your business? o Money transactions Setting Up a Website o Registering your domain name o Hosting your website o Building your website o Hiring a professional website developer o Designing your own website Tips For Developing a Successful Site o Make your site easy to use o Provide useful content o Encourage customer feedback o Develop a mailing list Online Marketing and Promotion o Search engines - your primary marketing tool o How does your website rank? o What are people searching for? o How to manage search engine placement o Key components to successful search engine marketing for a website o Search Engines and Resources o Targeted E-Mail eBay o How to get started o Listing basics o Fees o Get the most from your eBay experience o Don'ts of eBay

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You will learn how to make objective decisions when considering the purchase of a business or a franchise--and how to evaluate how much you should pay. How Should I Go About Buying A Business? o Opportunities o Financial ability o Evaluating a Business o Verify revenue information o Buying an existing or new business Pro's and Con's of Buying a Franchise o Pro's and con's of buying a franchise o What I should know about a prospective franchiser o Becoming a franchiser Suggested Activities o Visit different operations o Attend trade shows o Understand your intended business o Analyze any appropriate existing business o Analyze a franchised operation

You are furnished with check-off lists to maximize your marketing results and avoid the most common mistakes made in opening a business. Opening for Business o Before you start checklist Marketing o Pinpoint your customers o Recruit the "good" employees o Train your employees thoroughly in marketing skills o Check list for hiring and training of your marketing team o What and how to buy o How to buy checklist o Marketing tools o E-commerce o Promotion and advertising o Mailing lists Most Common Mistakes o Checklist to avoid pitfalls A growing business needs to have appropriate expansion policies in place, plans to motivate key employees and know-how in handling common business problems. Here's the advice from been-there-done-that experts. Rules to Follow Before Expanding
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Starting with a Pilot Operation First Problems in Expanded Business not Present in a Start-up o Delegation of responsibility and authority o Monetary incentive plans Ways to Motivate Key Employees o Leveraged profit sharing plan o Unleveraged profit sharing plan o Commission plan Key Elements for Profit Centers o Overall considerations o Long-range financial planning Common Business Problems o Uncontrolled cash flow o Drop in sales or insufficient sales o Higher costs o New competition o Business recessions o Incompetent managers or employees o Dishonesty, theft o Basic rules for handling serious business problems

Finding overseas markets or suppliers and dealing with shipping complexities are only two of the challenges facing small firms seeking to participate in international trade. Entrepreneurs should be cautioned that international trade involves many complexities above and beyond the basic disciplines necessary for operating a domestic business. Warning Label What is International Trade? o Exporting o Importing o Hollow corporations Is International Trade Appropriate for Small Business? Advantages and Disadvantages of International Trade Online Resources Common Mistakes Made in International Trade Importance of a Business Plan

It is not possible in this STEP to include all the complexities and legal rules pertaining to employees. Since employees play such a large role in achieving success, we recommend you maintain ongoing access to a labor lawyer to keep you current on labor matters including hiring and firing employees. It is far better to avoid mistakes by securing legal advice before labor issues or claims are raised than to deal with expensive consequences later. Step One: Before You Start o Are you hiring an employee or independent contractor?
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Retain a payroll service provider or a professional employer organization o Have job descriptions in place o Have a benefits package in place o Determine overall costs of new employees o Create an employee handbook Step Two: Hiring Employees o Attracting applicants o Interviewing practices o Drug screening o Americans with Disabilities Act o Understanding workplace harassment o Prevention of workplace violence o Employment eligibility verification o Selecting outstanding employees o Legal considerations Step Three: Create Training Disciplines o Indoctrination o Growing employee skills Keeping Good Employees o Importance of retention o How to retain good employees Discharging an Employee
o

This STEP will review the do's and don'ts of operating a home based business and will also state the case for not quitting your job at all. But keep in mind that operating at home will still require business skills just like any other business. And it will be important to gain understanding in all the other STEPs contained in the My Own Business course as well. What have you got to Lose Gain? What are the Special Benefits of a Home Based Business? o Minimum investment o Maximize communication technologies o Start small and grow by compounding o A built-in organizational structure: all in the family o Open to all ages and walks of life o A productive activity for the out-of-work Approaches to a Home Based Business o Moonlight business (part-time) o Full-time home business Picking the Right Business is Crucial o Specialization works best o One that will not conflict with your employment o Appropriate for "all in the family" participation? Common Pitfalls o Failure to compartmentalize
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o o o o o

Failure to limit financial risks Disregard for zoning requirements Physical limitations Work at home schemes Disregard for allowable business deductions

DOMAIN NAMES If you spend any time on the Internet sending e-mail or browsing the Web, then you use domain name servers without even realizing it. Domain name servers, or DNS, are an incredibly important but completely hidden part of the Internet, and they are fascinating. The DNS system forms one of the largest and most active distributed databases on the planet. Without DNS, the Internet would shut down very quickly. When you use the Web or send an e-mail message, you use a domain name to do it. For example, the URL "http://www.howstuffworks.com" contains the domain name howstuffworks.com. So does the email address "iknow@howstuffworks.com."

Human-readable names like "howstuffworks.com" are easy for people to remember, but they don't do machines any good. All of the machines use names called IP addresses to refer to one another. For example, the machine that humans refer to as "www.howstuffworks.com" has the IP address 70.42.251.42. Every time you use a domain name, you use the Internet's domain name servers (DNS) to translate the human-readable domain name into the machine-readable IP address. During a day of browsing and emailing, you might access the domain name servers hundreds of times! In this article, we'll take a look at the DNS system so you can understand how it works and appreciate its amazing capabilities. Domain Names If we had to remember the IP addresses of all of the Web sites we visit every day, we would all go nuts. Human beings just are not that good at remembering strings of numbers. We are good at remembering words, however, and that is where domain names come in. You probably have hundreds of domain names stored in your head. For example:
www.howstuffworks.com - a typical name www.yahoo.com - the world's best-known name www.mit.edu - a popular EDU name encarta.msn.com - a Web server that does not start with www www.bbc.co.uk - a name using four parts rather than three ftp.microsoft.com - an FTP server rather than a Web server The COM, EDU and UK portions of these domain names are called the top-level domain or first-level domain. There are several hundred top-level domain names, including COM, EDU, GOV, MIL, NET, ORG and INT, as well as unique two-letter combinations for every country. Within every top-level domain there is a huge list of second-level domains. For example, in the COM first-level domain, you've got: howstuffworks yahoo msn microsoft plus millions of others...

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Every name in the COM top-level domain must be unique, but there can be duplication across domains. For example, howstuffworks.com and howstuffworks.org are completely different machines. In the case of bbc.co.uk, it is a third-level domain. Up to 127 levels are possible, although more than four is rare. The left-most word, such as www or encarta, is the host name. It specifies the name of a specific machine (with a specific IP address) in a domain. A given domain can potentially contain millions of host names as long as they are all unique within that domain. Because all of the names in a given domain need to be unique, there has to be a single entity that controls the list and makes sure no duplicates arise. For example, the COM domain cannot contain any duplicate names, and a company called Network Solutions is in charge of maintaining this list. When you register a domain name, it goes through one of several dozen registrars who work with Network Solutions to add names to the list. Network Solutions, in turn, keeps a central database known as thewhois database that contains information about the owner and name servers for each domain. If you go to the whois form, you can find information about any domain currently in existence. While it is important to have a central authority keeping track of the database of names in the COM (and other) toplevel domain, you would not want to centralize the database of all of the information in the COM domain. For example, Microsoft has hundreds of thousands of IP addresses and host names. Microsoft wants to maintain its own domain name server for the microsoft.com domain. Similarly, Great Britain probably wants to administrate the uk top-level domain, and Australia probably wants to administrate theau domain, and so on. For this reason, the DNS system is a distributed database. Microsoft is completely responsible for dealing with the name server for microsoft.com -- it maintains the machines that implement its part of the DNS system, and Microsoft can change the database for its domain whenever it wants to because it owns its domain name servers. Every domain has a domain name server somewhere that handles its requests, and there is a person maintaining the records in that DNS. This is one of the most amazing parts of the DNS system -- it is completely distributed throughout the world on millions of machines administered by millions of people, yet it behaves like a single, integrated database!

Creating a New Domain Name

When someone wants to create a new domain, he or she has to do two things: Find a name server for the domain name to live on. Register the domain name. Technically, there does not need to be a machine in the domain -- there just needs to be a name server that can handle the requests for the domain name. There are two ways to get a name server for a domain: You can create and administer it yourself. You can pay an ISP or hosting company to handle it for you. Most larger companies have their own domain name servers. Most smaller companies pay someone. The history of HowStuffWorks is typical. When howstuffworks.com was first created, it began as aparked domain. This domain lived with a company called www.webhosting.com. Webhosting.com maintained the name server and also maintained a machine that created the single "under construction" page for the domain. To create a domain, you fill out a form with a company that does domain name registration (examples:register.com, verio.com, networksolutions.com). They create an "under construction page," create an entry in their name server, and submit the form's data into the whois database. Twice a day, the COM, ORG, NET, etc. name servers get updates with the newest IP address information. At that point, a domain exists and people can go see the "under construction" page. HowStuffWorks then started publishing content under the domain www.howstuffworks.com. We set up a hosting account with Tabnet (now part of Verio, Inc.), and Tabnet ran the DNS for HowStuffWorks as well as the machine that hosted the HowStuffWorks Web pages. This type of machine is called a virtual Web hosting machine and is capable of hosting multiple domains simultaneously. Five-hundred or so different domains all shared the same processor.

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As HowStuffWorks became more popular, it outgrew the virtual hosting machine and needed its own server. At that point, we started maintaining our own machines dedicated to HowStuffWorks, and began administering our own DNS. We currently have four servers: AUTH-NS1.HOWSTUFFWORKS.COM 70.42.150.19 AUTH-NS2.HOWSTUFFWORKS.COM 70.42.150.20 AUTH-NS3.HOWSTUFFWORKS.COM 70.42.251.19 AUTH-NS4.HOWSTUFFWORKS.COM 70.42.251.20 Our primary DNS is auth-ns1.howstuffworks.com. Any changes we make to it propagate automatically to the secondary, which is also maintained by our ISP. All of these machines run name server software called BIND. BIND knows about all of the machines in our domain through a text file on the main server that looks like this: @ NS auth-ns1.howstuffworks.com. @ NS auth-ns2.howstuffworks.com. @ MX 10 mail mail A 209.170.137.42 vip1 A 216.183.103.150 www CNAME vip1 Decoding this file from the top, you can see that: The first two lines point to the primary and secondary name servers. The next line is called the MX record. When you send e-mail to anyone at howstuffworks.com, the piece of software sending the e-mail contacts the name server to get the MX record so it knows where the SMTP server for HowStuffWorks is (see How E-mail Works for details). Many larger systems have multiple machines handling incoming e-mail, and therefore multiple MX records. The next line points to the machine that will handle a request to mail.howstuffworks.com. The next line points to the IP address that will handle a request tooak.howstuffworks.com. The next line points to the IP address that will handle a request to howstuffworks.com (no host name).

You can see from this file that there are several physical machines at separate IP addresses that make up the HowStuffWorks server infrastructure. There are aliases for hosts like mail and www. There can be aliases for anything. For example, there could be an entry in this file for it could point to the physical machine called walnut. There could be an alias foryahoo.howstuffworks.com, and it could point to yahoo. There really is no limit to it. We could also create multiple name servers and segment our domain. As you can see from this description, DNS is a rather amazing distributed database. It handles billions of requests for billions of names every day through a network of millions of name servers administered by millions of people. Every time you send an e-mail message or view a URL, you are making requests to multiple name servers scattered all over the globe. IMPLEMENTATION The goal of domain names is to provide a mechanism for naming resources in such a way that the names are usable in different hosts, networks, protocol families, internets, and administrative organizations. From the user's point of view, domain names are useful as arguments to a local agent, called a resolver, which retrieves information associated with the domain name. Thus a user might ask for the host address or mail information associated with a particular domain name. To enable the user to request a particular type of information, an appropriate query type is passed to the resolver with the domain name. To the user, the domain tree is a single information space. From the resolver's point of view, the database that makes up the domain space is distributed among various name servers. Different

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parts of the domain space are stored in different name servers, although a particular data item will usually be stored redundantly in two or more name servers. The resolver starts with knowledge of at least one name server. When the resolver processes a user query it asks a known name server for the information; in return, the resolver either receives the desired information or a referral to another name server. Using these referrals, resolvers learn the identities and contents of other name servers. Resolvers are responsible for dealing with the distribution of the domain space and dealing with the effects of name server failure by consulting redundant databases in other servers. Name servers manage two kinds of data. The first kind of data held in sets called zones; each zone is the complete database for a particular subtree of the domain space. This data is called authoritative. A name server periodically checks to make sure that its zones are up to date, and if not obtains a new copy of updated zones from master files stored locally or in another name server. The second kind of data is cached data which was acquired by a local resolver. This data may be incomplete but improves the performance of the retrieval process when non-local data is repeatedly accessed. Cached data is eventually discarded by a timeout mechanism. This functional structure isolates the problems of user interface, failure recovery, and distribution in the resolvers and isolates the database update and refresh problems in the name servers. Implementation components A host can participate in the domain name system in a number of ways, depending on whether the host runs programs that retrieve information from the domain system, name servers that answer queries from other hosts, or various combinations of both functions. The simplest, and perhaps most typical, configuration is shown below:
Local Host +---------+ | | | | User | user queries +----------+ | |queries | | | | | +--------+ | | | Name | | | Foreign

|-------------->| |<--------------| | user responses| | cache additions | V A |

|---------|->|Foreign | |<--------|--| Server | |responses| | | | | | | +--------+

| Program |

| Resolver |

+---------+

+----------+

| references |

+----------+ | database | +----------+

User programs interact with the domain name space through resolvers; the format of user queries and user responses is specific to the host and its operating system. User queries will typically be operating system calls, and the resolver and its database will be part of the host operating system. Less capable hosts may choose to implement the resolver as a subroutine to be linked in with every program that needs its services. Resolvers answer user queries with information they acquire via queries to foreign name
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servers, and may also cache or reference domain information in the local database. Note that the resolver may have to make several queries to several different foreign name servers to answer a particular user query, and hence the resolution of a user query may involve several network accesses and an arbitrary amount of time. The queries to foreign name servers and the corresponding responses have a standard format described in this memo, and may be datagrams. Depending on its capabilities, a name server could be a stand alone program on a dedicated machine or a process or processes on a large timeshared host. A simple configuration might be:
Local Host +---------+ / | | | | | files /| +----------+ | | | | Name Server | | | | | | |/ +---------+ | | | | | | +--------+ | | |responses| | | Foreign

|---------|->|Foreign | |Resolver| | +--------+ |<--------|--| | queries | |

Master |-------------->|

+---------+

+----------+

Here the name server acquires information about one or more zones by reading master files from its local file system, and answers queries about those zones that arrive from foreign resolvers. A more sophisticated name server might acquire zones from foreign name servers as well as local master files. This configuration is shown below: In this configuration, the name server periodically establishes a virtual circuit to a foreign name server to acquire a copy of a zone or to check that an existing copy has not changed. The messages sent for these maintenance activities follow the same form as queries and responses, but the message sequences are somewhat different.

Local Host +---------+ / | | | /| +----------+ | | Name Server | | | | +---------+ |

| | | | |

Foreign

+--------+ | |

|responses| | |

|---------|->|Foreign | |Resolver|

Master |-------------->|

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| |

files

| | |/

| | A | | |

|<--------|--| | queries | | |maintenance | queries | |

+--------+ +--------+ | Name | |Foreign | |

+---------+

+----------+

\------------|->|

\------------------|--| Server | maintenance responses | +--------+

The information flow in a host that supports all aspects of the domain name system is shown below: Local Host +---------+ | | | | User | user queries +----------+ | |queries | | | | | +--------+ | | | Name | | | Foreign

|-------------->| |<--------------| | user responses| | cache additions | V | A | Shared

|---------|->|Foreign | |<--------|--| Server | |responses| | | | | | | | | | | +--------+ | | |responses| Name Server | | | +--------+

| Program |

| Resolver |

+---------+

+----------+

| references |

+----------+ | database | +----------+ A +---------+ / | | | | | files /| | | | | | | |/ | | | | A +---------+ | refreshes | | | V

| references |

+----------+

|---------|->|Foreign | |Resolver| | +--------+ +--------+ |<--------|--| | queries | | |maintenance |

Master |-------------->|

+---------+

+----------+

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| | |

\------------|->| queries | | | Name

| |

|Foreign |

\------------------|--| Server | maintenance responses | +--------+

The shared database holds domain space data for the local name server and resolver. The contents of the shared database will typically be a mixture of authoritative data maintained by the periodic refresh operations of the name server and cached data from previous resolver requests. The structure of the domain data and the necessity for synchronization between name servers and resolvers imply the general characteristics of this database, but the actual format is up to the local implementer. This memo suggests a multiple tree format. This memo divides the implementation discussion into sections: NAME SERVER TRANSACTIONS, which discusses the formats for name servers queries and the corresponding responses. NAME SERVER MAINTENANCE, which discusses strategies, algorithms, and formats for maintaining the data residing in name servers. These services periodically refresh the local copies of zones that originate in other hosts. RESOLVER ALGORITHMS, which discusses the internal structure of resolvers. This section also discusses data base sharing between a name server and a resolver on the same host. DOMAIN SUPPORT FOR MAIL, which discusses the use of the domain system to support mail transfer. Depending on whom you ask, the term Internet marketing can mean a variety of things. At one time, Internet marketing consisted mostly of having a website or placing banner ads on other websites. On the other end of the spectrum, there are loads of companies telling you that you can make a fortune overnight on the Internet and who try to sell you some form of "Internet marketing program". Today, Internet marketing, or online marketing, is evolving into a broader mix of components a company can use as a means of increasing sales - even if your business is done completely online, partly online, or completely offline. The decision to use Internet marketing as part of a company's overall marketing strategy is strictly up to the company of course, but as a rule, Internet marketing is becoming an increasingly important part of nearly every company's marketing mix. For some online businesses, it is the only form of marketing being practiced. Internet Marketing Objectives Essentially, Internet marketing is using the Internet to do one or more of the following: Communicate a company's message about itself, its products, or its services online. Conduct research as to the nature (demographics, preferences, and needs) of existing and potential customers. Sell goods, services, or advertising space over the Internet. Internet Marketing Components Components of Internet marketing (or online marketing) may include: Setting up a website , consisting of text, images and possibly audio and video elements used to convey the company's message online, to inform existing and potential customers of the features and
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benefits of the company's products and/or services. The website may or may not include the ability to capture leads from potential customers or directly sell a product or service online. Websites can be the Internet equivalents of offline brochures or mail order catalogs and they are a great way to establish yourbusiness identity. Search Engine Marketing (SEM), which is marketing a website online via search engines, either by improving the site's natural (organic) ranking through search engine optimization (SEO), buying pay-per-click (PPC) ads or purchasing pay-for-inclusion (PFI)listings in website directories, which are similar to offline yellow page listings. Email marketing, which is a method of distributing information about a product or service or for soliciting feedback from customers about a product or service through Email. Email addresses of customers and prospective customers may be collected or purchased. Various methods are used, such as the regular distribution of newsletters or mass mailing of offers related to the company's product or services. Email marketing is essentially the online equivalent of direct mail marketing. Banner advertising, which is the placement of ads on a website for a fee. The offline equivalent of this form of online marketing would be traditional ads in newspapers or magazines. Online press releases, which involve placing a newsworthy story about a company, its website, its people, and/or its products/services with on online wire service. Blog marketing, which is the act of posting comments, expressing opinions or making announcements in a discussion forum and can be accomplished either by hosting your own blog or by posting comments and/or URLs in other blogs related to your product or service online. Article marketing, which involves writing articles related to your business and having them published online on syndicated article sites. These articles then have a tendency to spread around the Internet since the article services permit re-publication provided that all of the links in the article are maintained. Article marketing can result in a traffic boost for your website, and the distribution of syndicated articles can promote your brand to a wide audience. Internet Marketing and Home Business Of all of the components of Internet marketing, prospective customers and clients expect a business to have a website. In fact, not having one could raise a red flag to a prospect. Online usage has become so pervasive today, many prospects might easily choose to do business with a company that they can get upto-date information on 24 hours per day, 7 days per week. Even a business that only has very local customers, such as a single location restaurant or shoe store can benefit from having a website and engaging in online marketing. And, those businesses whose customers are not restricted to a geographical area might have a difficult time finding an alternate method of attracting customers that offers the reasonably low expense and worldwide reach of a Web presence. Because of the "virtual" nature of most home businesses, websites, if not an absolute necessity, can certainly provide benefits to a home business operator. Since most home-based businesses don't have a physical location, a website provides an inexpensive means for prospects to get to know what you do or what you sell and can even be a "storefront" for selling goods and services directly. The Internet has greatly enabled home businesses to prosper because of the reasonably low cost to start and maintain a web presence. Therefore, Internet marketing should be part of your business plan and your marketing strategy. Finding the Right Internet Marketing Mix How much of your marketing strategy should be handled online, which Internet marketing elements you use, and the importance you should give to your website, depends on the nature of your business, your budget, and, to some extent, your personal traits. All of these considerations are part of strategic Internet marketing decisions that help developInternet marketing strategies for a business. Using Offline Elements with Internet Marketing Strategies

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Unless you transact business only online, for example if you are an eBay reseller, you will probably want to include some traditional offline marketing elements in your overall marketing strategy in addition to the elements in your Internet strategy in your marketing mix. Even those who conduct business only online might consider placing traditional ads in newspapers or magazines to bring prospects to their website to transact business online. Perfect examples of including offline elements as part of Internet marketing strategies are Expedia, Travelocity and Monster.com. While they are online businesses, they invest heavily in traditional advertising, including radio and TV advertising, to draw traffic to their sites where the actual business is conducted. Develop Internet Marketing Strategies You Like If you have a personal distaste for "spam", which most of us do, you may not want to include email marketing in your strategic Internet marketing plan. However, email marketing doesn't have to mean just sending out unsolicited messages to every email address you can gather. If you include a visitor registration form on your website, for example, or if you exhibit at trade shows, you have the vehicles needed to collect email addresses of interested prospects. You might consider creating a newsletter and sending it to these prospects on a regular basis as part of your strategic Internet marketing plan. Or, you might just set up a schedule where you periodically send an email to your interested prospects to see how they're doing, if you can be of assistance to them, or if their needs have changed since you last talked. So even if you don't incorporate email marketing into your Internet marketing strategy, per se, you are still using email as a tool to promote your business. Your Budget and Your Internet Marketing Strategy Of course, your budget will also determine the components you use in any of the Internet marketing strategies you might develop. A website will require you to choose a domain name and register it and to purchase web hosting services for your website. Both items are deeply discounted, in fact I recently saw an offer for domain name registration for only $1.99 per year - provided you also purchase other services, like hosting, which is now also available for less than $10 per month. Once that's done, you'll need a design and content for your website, which you'll either need to provide yourself or pay to have a web content professional and/or web designer handle it for you. Once your content and design are in place, you'll want your site to be found, so you'll want to learn about search engine optimization (SEO), which is an important part of strategic Internet marketing, whether you do it yourself of pay someone else to do it for you. Ideally, if you pay to have web content written for you, that content should be optimized for search engines when it's written. Likewise, you or your web designer should know something about SEO because how your site is designed can enhance or limit your site traffic, and in the vast majority of cases, SEO should be a significant part of your Internet marketing strategy. In both cases, you may pay a bit more, but you'll save time in the long run. Once your website is up and running, you'll either need to maintain it yourself or outsource the duties to an independent Webmaster to do it for you. Pay-per-click advertising (PPC), like Google AdWords can be easy on your budget because you can specify how much you're willing to pay when someone clicks your ad and how much you're willing to pay per day. You can also specify whether you want to include your ad only on search pages or on other websites related to your keywords. You can set geographic and time of the day restrictions on when and where your ads run. Plus, PPC ads are fairly easy to activate and suspend whenever you need to do so, they're easy to update and they provide near real time tracking benefits you won't get with most other elements in your Internet marketing strategy. You can also use images and/or videos with PPC advertising, which may be more cost effective than placing banner ads on other websites. On the other side of the coin, you can use pay per click ads to make money with your website, through programs like Google AdSense, Yahoo Publisher or Microsoft AdCenter. Tracking the Results of Internet Marketing Strategies
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Let's face it: the average home business operator is not awash in cash. If you're going to be spending money on strategic Internet marketing initiatives, you'll need to track how effective they are. As you do so, you'll discover which Internet marketing strategies work for your business and which do not. And, you can learn from the mistakes you make in your Internet advertising campaign to improve your skills and enhance your success. Knowing what's worth spending money on and what isn't is very helpful in developing Internet marketing strategies as your business matures. Strategic Internet Marketing Needs to be Flexible Keep in mind, in most cases, patience is a true virtue when it comes to tracking the success of a strategic Internet marketing campaign. Search engines aren't likely to find you overnight and your strategies may not generate revenues right away. Because you'll have literally millions of competitors who are also engaging in strategic Internet marketing, it will behoove you to keep on your toes and be ready to make necessary adjustments in your Internet marketing strategies when appropriate. However, some knowledge, some capable assistance, and a wellmanaged strategic Internet marketing plan can increase your chances for success. 1. EMAIL MARKETING Email marketing is, as the name suggests, the use of email in marketing communications. Email marketing is exploding in growth as more companies are integrating it as part of their marketing strategy. However, many companies have not taken the leap towards sending out permission-based email marketing campaigns & newsletters because they dont know where to start. There are many different definitions of email marketing, but in its simplest form, email marketing is the process of sending out targeted emails to your contact list with a specific goal or objective. More often than not, businesses will establish predetermined intervals (such as a monthly newsletter, or weekly coupon deals) when launching campaigns. Email marketing is so popular because: Sending email is much cheaper than most other forms of communication Email lets you deliver your message to the people (unlike a website, where the people have to come to your message) Email marketing has proven very successful for those who do it right In its broadest sense, the term covers every email you ever send to a customer, potential customer or public venue. In general, though, it's used to refer to: Sending direct promotional emails to try and acquire new customers or persuade existing customers to buy again Sending emails designed to encourage customer loyalty and enhance the customer relationship Placing your marketing messages or advertisements in emails sent by other people. 1.1TYPES: These three main forms of email marketing are Direct mail Sending people a print newsletter Placing advertisements in subscription magazines and newspapers Let's briefly review the three types of email marketing: 1.1.1Direct email Direct email involves sending a promotional message in the form of an email. It might be an announcement of a special offer, for example. Just as you might have a list of customer or prospect postal addresses to send your promotions too, so you can collect a list of customer or prospect email
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addresses.You can also rent lists of email addresses from service companies. They'll let you send your message to their own address lists. These services can usually let you target your message according to, for example, the interests or geographical location of the owners of the email address. 1.1.2. Retention email Instead of promotional email designed only to encourage the recipient to take action (buy something, signup for something, etc.), you might send out retention emails.These usually take the form of regular emails known as newsletters. A newsletter may carry promotional messages or advertisements, but will aim at developing a long-term impact on the readers. It should provide the readers with value, which means more than just sales messages. It should contain information which informs, entertains or otherwise benefits the readers. 1.1.3. Advertising in other people's emails Instead of producing your own newsletter, you can find newsletters published by others and pay them to put your advertisement in the emails they send their subscribers. Indeed, there are many email newsletters that are created for just this purpose - to sell advertising space to others. 1.2 PERMISSION This all sounds great of course. Imagine how much cheaper it is to send a message to thousands of email addresses, rather than thousands of postal addresses!It's not that simple, unfortunately. Quite apart from the complexities of designing and delivering email messages to the right people, getting them to actually read and respond to your message, and measuring and analysing the results, there is the issue of permission.Responsible email marketing is based on the idea of permission. This is a complex issue and the subject of intense debate in the marketing community.Essentially, you need an email address owner's permission before you can send them a commercial email. If you don't have this permission, then the recipients of your mail may well regard your message as spam; unsolicited commercial (bulk) email. You do not want to send spam! If you are accused of sending spam, then you may find your email accounts closed down, your website shut off, and your reputation in tatters. In some parts of the world, you may even be breaking the law.Quite apart from these practical considerations, there is also a strong argument which says that long-term successful email marketing relationships with customers and others can only work anyway if they're permission based. The big question, of course, is what constitutes permission...and that is the main subject of debate. It's important to remember that it's not your views, or even the views of the majority, that count, but the views of those receiving your emails and those responsible for administering the infrastructure of the Internet. An example of permission is when your customer buys something from your online store and also ticks a box marked "please send me news about product updates via email". You now have "permission" to send that person product updates by email, provided you also give them the opportunity to rescind that permission at any time. 1.3 REAL TIME EXAMPLES: Businesses engage in email marketing because it works. And works well. Here are the numbers... According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2009. The expected figure for 2010 is $42.08. As such, it outperforms all the other direct marketing channels examined, such as print catalogs. In Datran Media's 2010 Annual Marketing & Media Survey, 39.4% of industry executives said the advertising channel that performed strongest for them was email. This was the top result .
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The Ad Effectiveness Survey commissioned by Forbes Media in Feb/March 2009 revealed that email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO . A summer 2009 survey of Irish marketers found 79% rating email marketing as important or very important to their marketing strategy . Shop.org's State of Retailing Online 2009 survey of retailers found that "E-mail is the most mentioned successful tactic overall" . A December 2008 survey of hundreds of marketers by MarketingSherpa saw pay-per-click search ads rank top for ROI, followed by email marketing to house lists in second place . A February/March 2008 retailer survey by shop.org revealed that email marketing has the second lowest cost per order (CPO) of any online marketing tactic. The CPO of $6.85 compares favorably with, for example, paid search's CPO of $19.33 .

1.4 BENEFITS: Email marketing works for a variety of reasons... It allows targeting It is data driven It drives direct sales It builds relationships, loyalty and trust It supports sales through other channels Modern email marketing services and solutions support database integration, segmentation and various other tricks and techniques for improving the targeting of outgoing messages. Advanced methods generate on-the-fly emails customized down to an individual recipient basis.And every email campaign you send out generates a heap of actionable data you can use to refine your approach and messages.Email promotions and offers generate immediate action: sales, downloads, inquiries, registrations, etc. Informative email newsletters and other emails send people to offline stores and events, prepare the way for catalogs, build awareness, contribute to branding, strengthen relationships, encourage trust and cement loyalty.All in all, a pretty good way of going about your marketing business. 1.5 BENCHMARKING METRICS FOR EMAIL MARKETING Numbers have a magic of their own. Print them and they assume an importance often unjustified by their origins. Random guesses become formal estimates. Estimates become assumptions. Assumptions become fact.But at some point in your work with email, you'll want to compare your results with those of others. Which is why, despite their flaws, you'll need some benchmarking numbers: industry-wide metrics on various aspects of email marketing performance. Metrics are useful for the following purposes: 1.5.1They give you a basic number to work with Your email marketing may not be directly comparable to any "average," because each list and each email has its own unique characteristics.But industry metrics at least let you see if you're way off with your numbers. If the average open rate in your sector is 40% and you're getting 10%, you know you have a problem. If you're getting 70%, you know you're doing quite well. Benchmark metrics also help with planning. If you have no other way of coming up with future estimates, then at least you can fall back on industry averages. 1.5.2 Information on trends
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Whatever the rights and wrongs of how published metrics are collected and calculated, they do identify trends (assuming the methods used for collection and calculation remain constant through time).If open rates across the industry are rising slightly quarter-on-quarter, but yours are falling, then you need to take action. 1.5.3 Hidden and not-so-hidden hints Insights on what works and what doesn't are often buried in metrics reports, too. There's always a degree of interpretation needed, but you'll get plenty of circumstantial evidence on such issues as the value or importance of list size, segmentation practices, personalization etc.All of which can help fine tune your approach.Having said all that, care is needed. Many of those publishing metrics do not define what each one means, how it's calculated, what the source is etc.To cut a long story short, the public metrics you see are not calculated from hundreds of marketers putting out the same kind of emails to the same kind of readers as you.Which means it's not fair to compare your results with those metrics, except in the broad ways outlined above.Take my newsletter for example. Its clickthrough rates are way, way above published averages. But then they should be: the whole point of the newsletter is to point people at useful online resources in an unbiased way.In fact, I find the "above-average" clickthrough rates disappointingly low: I need to do better. So after all these ifs, buts, whys and wherefores, where can you actually get hold of some metrics? Getting away from averages, you can also find numbers in many published email marketing case studies. Of course, you can't make like-to-like comparisons here either, but every number helps give you a better understanding of email marketing life.Finally, keep your eye on the email marketing news. Especially when there's a big online marketing event, companies like to publish the results of surveys and bag a bit of free PR from sites like mine. Whenever you see a metric mentioned, take a note and save for later.That should keep you going for a bit. And if you find other useful metrics sources, drop me an email and I'll add them to the list. 1.6 EMAIL MARKETING SERVICE PROVIDERS are the best way to send your important messages to your list of email contacts they rely on being 100% or close to it anyways. 1.6.1How ESP's work is by being the actual sender of your messages even though your customers or members are going to think the messages are coming from you and they will look colorful andf eye catching with easy to build graphic templates (works like a powerful word document) all through our fully supported Do-It-Yourself campaign building system within your protected and secure email marketing account. The best feature of these services is the result tracking, see who opened and how many clicked to your web site, then through our Education Center learn how to easily over time grow your list of contacts and grow your call-to-action email campaign results. 1.6.2Examples : The top 10 email service providers are

Elite Email Marketing Constant Contact iContact GetResponse Mail Chimp SilverPop Bronto Stream Send Campaigner My Emma 109

Lyris Exact Target Viper mailer

1.6 .3Learn how to begin an email marketing campaign today The process actually starts by selecting the best service provider for your needs because price wise they are very much the same we notice that where we at Viper Mailer shine the best in two areas. One is in our deliverability because we currently have the highest rating that is determined by the ISP's Internet Service Providers and we have the industries highest ratings because we are very strict about how a client gathers or obtains their list of email contacts. Second is in our tracking statistics and printable reports they are tested against the top 20 top email service providers and we clearly have the easiest and most comprehensive reports in the industry.

Number 1 - Collecting Email Addresses Collecting email addresses is the beginning to any email marketing campaign from these contacts you will be provided all of the other needed tools in your account with an email marketing service provider like Viper Mailer and you will find building a list of contacts can be acquired pretty fast but remember the list you build needs to be on topic and these contacts need to authorize by checking a box or verbally agreeing to receive offers from you on a regular basis. Number 2 - The Email Subject and From Lines Building a well thought out Subject Line is a key important start to getting your email marketing message recognized by your contacts and opened. We really understand and need to share the importance of not using certain words in the Subject Line so your messages do not get tagged and sent into your recipient's junk mail folder or SPAM. Please follow the link below to read some additional does and don'ts as well as making sure the wording you do select is recognized by your recipients and the character limitations that all email Inbox Subject Lines have. Number 3 - Sending Email Message Frequency Sending a message to your recipients needs to be done with frequency yet at the same time it needs to be with sensitivity because we all receive far too many emails each day even though thee is a difference between sending an email marketing message correctly and SPAM senders. Good email marketing services will never accept a client that buys a list or gained access to the list from desceiving practices like having signup forms on sites that mislead the person signing up into believing they are going to be added to a prize pool or to receive one type of message on a topic. The type of client a reputable email marketing service like Viper Mailer is one if will only accept is a list that have customers signing up then checking a box to accept messages from time to time on the topic related to the site they visited and sign up to receive additional on topic information about the clients products or services from time to time. We strongly recommend not sending a message more then one time a month that is filled with informative on topic and important customer information. To learn about special circumstances for sending messages more frequently please read our how often to send a message out here Email Offer Sending Frequency Number 4 - Meeting your Email Message Recipients
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Here is something really important and there are two ways where a great email message sent out to your recipient list goes to total waited time and it is in the being prepared to greet your customers both online as well as those coming into your business. It is a true must that you are prepared to greet your customers and here are the two errors some clients have made utilizing our Viper Mailer email marketing service. Number 4A Online if the message is asking your recipients to take action like clicking on a link to your web site and in particular an internal landing page where your special offer from your message is to be located only you did not test the link or did not coordinate with the web master and the page is no longer located there or you failed to test the link by utilizing an email marketing service like Viper Mailer offers is to send out a test message from 1 to 5 coworkers to proof read and text such functions within your message like landing page links. Number 4B Offline you run a business where you send out your email message and offer only no one has shared with your sells help that you have done this so when people call or come into your business asking for this special offer the sells persons have a puzzled look about their faces which is not a good positive introduction and can be uncomfortable to the customer and the building of a businesses team. To learn more about landing pages and being prepared to meet your email message recipients please see this link Greeting your email message recipients Learn more about providing landing pages that generate calls to action here Building a web site landing page Number 5 - Successful offers and Newsletters Get to the point is the best tactic when you are sending a message to your recipients because you are not there in front of them or on the telephone with them. There are other important parts to your overall message like the 35 preferred to 50 character maximum subject line having a recognizable from address and your company color template with your clickable logo all necessary in getting your message opened and not sent to delete or SPAM folders. We are suggesting that you get to the point like mention your business name share your offer keep the overall message short and utilize landing page links to your offer by having the offer on its own special page with the ability to buy it now on your own web site. Number 6 - What are you Tracking for Results How well your email campaign message sending efforts are truly working and to be able to attend a marketing meeting with easy to read and display campaign result tracking is one of the greatest features offered by email marketing services and to be able to provide the highest breakdown of what your email campaign recipients are doing when they receive your messages from opening them, forwarding them to friends, to which ones id not get through to how many clicked on your site links and a whole lot more then Viper Mailer is the best of the best email marketing result tracking systems that will get you results here Email Message Tracking

Search Engine Marketing

Search engine marketing is the practice of marketing or advertising your web site through search engines, like Google, Yahoo or MSN. Search engine marketing (SEM) may consist of one or more of the following components: Organic Search Engine Optimization (SEO) - Search engine optimization is the practice of applying techniques to maximize your ranking in organic, or natural search results. Organic search results are the rankings of Web pages returned by a search engine when you search for a specific word or phrase - a "keyword" or "keyword phrase". Pay Per Click Advertising (PPC) - Ads you place for your website with a search engine, such as Google or Yahoo. You bid the amount you are willing to pay per click. The more you bid, the higher your ad will appear in the search engine results. Google AdWords has implemented an additional factor in where your ads rank that is based on the relevancy or importance that Google places on your site,
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which is very difficult to manipulate. You can also use pay per click advertising to your advantage on your own site. For example, you can make money with Google AdSense and other similar programs. Pay For Inclusion (PFI) - In addition to search engines, like Google, Yahoo and MSN search, numerous directories also exist on the web. These directories may be general in nature or related to a specific topic. You can get free listings in some online directories, like DMOZ but most directories now charge for a listing. Verizon's SuperPages is an example of a PFI directory. Another example of a major directory is again, Yahoo. Yahoo Directory, which is separate from Yahoo search, is described in Yahoo's own words as: Subject-based directory listing websites in a wide range of topics, from arts, entertainment, and society and culture, to science, education, and health. Why is Search Engine Marketing Important? You may or may not decide to make search engine marketing part of your marketing and advertising strategy. If you don't have a Web site for your business and don't plan to ever have one, you certainly wouldn't need search engine marketing. However, in today's business climate, nearly all business are expected to have a website and most do. Search engine marketing is used as a way to get traffic to your website, which in turn should ideally lead to getting new customers and adding to your home business revenues. Compared to other means of marketing and advertising, search engine marketing can be very cost effective. For example, you could implement some search engine optimization techniques on your own. Organic search rankings are free, so if you can move yourself up in the rankings, your traffic should increase, which, in turn, should increase your home business revenues. Similarly, Pay Per Click Advertising can be very inexpensive. Since you can set limits on how much you'll pay per click and how much you'll pay per day, it's fairly easy to keep your costs in line. Likewise, some Web directories - like DMOZ - allow free listings, and others can cost as little as $30 per year. How do I Measure SEM Effectiveness? How you measure the effectiveness of your search engine marketing program depends on what your objectives were when you started. If your intent was merely to increase the number of visitors to your Web site, you would determine if your SEM efforts were successful by comparing your Web traffic statistics before and after you implemented search engine marketing. Be patient though, search engine marketing efforts may take considerable time to boost your traffic. Although you can instantly get your PPC ads running, if you are aiming at improving traffic through SEO, it can be several months before you see solid results - especially through Google. Likewise, if you request a directory listing from DMOZ, your listing may not appear for 6 months to a year. DMOZ is staffed by volunteers and, because DMOZ listings can have a positive affect on your organic search rankings, it is arguably the most popular and valuable free Web directory listing to get. In addition to site traffic, you need to track your conversion rates. For example, if, as a result of your search engine marketing efforts, your traffic doubles from 250 to 500 visitors per month, how many new customers did you acquire from the additional 250 visitors to your site. Do you now have twice as many customers as you did before? Probably not. If you picked up 5 customers your conversion rate would be 2 percent of the new traffic (5 divided by 250) and 1 percent (5 of 500) overall. Find ways to increase the number of visitors to your website, and then find ways to increase the conversion rates of those visitors, and you'll know exactly what it takes to make your search engine marketing program successful.
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Two marks : 1.What is ESP ? Broadly defined as a company providing email services, an email service provider (ESP) offers email marketing or bulk email services. Neither of these terms are intended to be synonymous with spam or the sending of unwanted or unsolicited bulk email of a marketing or otherwise offensive nature.An ESP may provide tracking information showing the status of email sent to each member of an address list. ESPs also often provide the ability to segment an address list into interest groups or categories, allowing the user to send targeted information to people who they believe will value the correspondence. 2.What is E-mail marketing ? Email marketing is process of promoting a product or service or an idea by sending direct emails to the target audience. Email marketing takes many forms and has become one of the preferred methods of unscrupulous online marketers resulting in spam. There are laws to protect consumers from spam abuse. 3.What are the features of ESP ? An ESP will provide a service which may include the following features: Ability to create templates for sending to contacts and/or the use of templates pre-made A subscriber list, which is uploaded by the user for distributing messages. This may be enhanced with custom fields in order to hold additional information for each subscriber for filtering and targeted messaging purposes A send engine, which allows users to distribute their message to the subscribers Updating of the subscriber list to suppress those requesting to be unsubscribed Statistical reviews of each email sent to measure the success rate of the campaigns Testing of templates for compatibility with email applications Spam testing to gauge the score of the email against known factors that will place the template at risk of being blocked The ability to send both html and plain text formats to improve delivery success rates (known as Multi-Part MIME) 4. List Some ESP .

Elite Email Marketing Constant Contact iContact GetResponse Mail Chimp SilverPop Bronto Stream Send Campaigner My Emma Lyris Exact Target

Viper mailer

1. List some basic steps to make a web page?

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There are several steps we need to follow to make an web page some of the important steps that is required in making an web page are:
1. Get a Web Editor 2. Learn Some Basic HTML 3. Write the Web Page and Save It to Your Hard Drive 4. Get a Place to Put Your Page 5. Upload Your Page to Your Host 6. Test Your Page 7. Promote Your Web Page 8. Start Building More Pages

2. What are requirements for a web hosting? o Cost required for hosting a web page is the prior requirement for hosting a web page o Space allocated should facilitate the growing need of company and the user must be able to include images, flash, databases and programs when needed . o Ease of use o Programs and scripts o Access o Support o Transfer limit or bandwidth. 3. what are the elements of a good web site design? 1. Visual appealing 2. Text 3. Easy to navigate 4. Separate layout from content 5. Current and relevant information 6. Search engine friendly 7. Search facility 8. Searchable content

4. What is E-mail marketing? Email marketing is, as the name suggests, the use of email in marketing communications. Email marketing is exploding in growth as more companies are integrating it as part of their marketing strategy. There are many different definitions of email marketing. but in its simplest form, email marketing is the process of sending out targeted emails to your contact list with a specific goal or objective. 5. What are the types of E-mail marketing? 1. Direct E-mail 2. Sending people a news letter 3. Placing advertisement in subscription magazines and newspapers

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6. What the advantages of e-mail marketing? It allows targeting It is data driven It drives direct sales It builds relationship, loyality, trust It supports sales through other channels 7. Mention some metrics for E-mail marketing? Get basic number to work with Information on trends Hidden and not-so-hidden trends 8. Mention some E-mail service providers? Elite Email Marketing Constant Contact iContact GetResponse Mail Chimp SilverPop Bronto Stream Send Campaigner My Emma Lyris Exact Target Viper mailer

9. What is ESP ? Broadly defined as a company providing email services, an email service provider (ESP) offers email marketing or bulk email services. Neither of these terms are intended to be synonymous with spam or the sending of unwanted or unsolicited bulk email of a marketing or otherwise offensive nature. An ESP may provide tracking information showing the status of email sent to each member of an address list. ESPs also often provide the ability to segment an address list into interest groups or categories, allowing the user to send targeted information to people who they believe will value the correspondence. 10. What are the features of ESP ?

An ESP will provide a service which may include the following features: Ability to create templates for sending to contacts and/or the use of templates pre-made A subscriber list, which is uploaded by the user for distributing messages. This may be enhanced with custom fields in order to hold additional information for each subscriber for filtering and targeted messaging purposes
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A send engine, which allows users to distribute their message to the subscribers Updating of the subscriber list to suppress those requesting to be unsubscribed Statistical reviews of each email sent to measure the success rate of the campaigns Testing of templates for compatibility with email applications Spam testing to gauge the score of the email against known factors that will place the template at risk of being blocked The ability to send both html and plain text formats to improve delivery success rates (known as Multi-Part MIME)

11. What is search engine marketing? Search engine marketing is the practice of marketing or advertising your web site through search engines, like Google, Yahoo or MSN. Search engine marketing (SEM) may consist of one or more of the following components: 1. Organic Search Engine Optimization (SEO) 2. Pay Per Click Advertising (PPC) 3. Pay For Inclusion (PFI) 12. What are the components of internet marketing? Setting up a website , consisting of text, images and possibly audio and video elements used to convey the company's message online, to inform existing and potential customers of the features and benefits of the company's products and/or services 1. Search Engine Marketing (SEM) 2. Email marketing 3. Banner advertising 4. Online press releases 5. Blog marketing 13. What is blog marketing? It is the act of posting comments, expressing opinions or making announcements in a discussion forum and can be accomplished either by hosting your own blog or by posting comments and/or URLs in other blogs related to your product or service online. 14. What is the basic step of online marketing? Start an Online Business from Scratch Start an Online Business with Affiliate Programs Start an Online Business with Direct Sales an Online Business by Reselling Products You Buy at Wholesale 15. What is online business? An online business is one where all marketing and selling of products or services are done through the Internet including blogs, e-mail, and web pages. In other words. Electronic business, commonly referred to as " E-Business" or "e-business", may be defined as the utilization of information and communication technologies (ICT) in support of all the activities of business. 16. What is online marketing?

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Internet marketing, also referred to as i-marketing, web-marketing, online-marketing, or eMarketing, is the marketing of products or services over the Internet. Online marketing is done exclusively through E-mail or internet. It provides a way to Advertise, sell or dispense products through the Internet. 17. What is link exchange? A link exchange is a confederation of websites that operates similarly to a web ring. Webmasters register their web sites with a central organization, that runs the exchange, and in turn receive from the exchange HTML code which they insert into their web pages 18. List some important steps to start an online business? Start an Online Business from Scratch Start an Online Business with Affiliate Programs Start an Online Business with Direct Sales Start an Online Business by Reselling Products You Buy at Wholesale 19. What is meant by a validator? A validator is a computer program used to check the validity or syntactical correctness of a fragment of code or document. it is commonly used in the context of validating HTML, CSS and XML documents or RSS feeds though it can be used for any defined format or language.

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UNIT - V
1. ROLE OF SCRIPTING LANGUAGES Network administrators have used scripting since long before Windows or even DOS came on the scene. UNIX administrators, for instance, have been using shell scripting and its powerful capabilities for decades. Scripting can significantly ease the burden of network administration. But learning to create useful and effective scripts for networking tasks is not easy and requires a lot of patience and practice. Before you begin, its important to have a good understanding of what scripting is and why it is so useful. What is scripting? Simply stated, a script is a small, interpreted program that can carry out a series of tasks and make decisions based on specific conditions it finds. By interpreted, we mean that when it is run, it is carried out one line at a time, as opposed to compiled, which is the process of turning it into machine language before it is run. A script is created using ASCII text, so Windows Notepad or a similar text editor is the only tool required. A number of scripting languages are available for you to choose from, each with its own capabilities and limitations. These languages include Windows native shell scripting, Visual Basic Scripting Edition, JavaScript, Kixtart, and Perl. Which one you choose will ultimately depend on a combination of the tasks required and your own experience and inclinations. Each scripting language has a collection of commands or keywords and a set of rules on how to use them. The set of rules for writing a script in any given language is called the syntax. Once you learn the keywords and syntax, you can use a text editor to write the script and then save it with a file extension that is appropriate to the scripting language you are using. Some of the more common file extensions you will see are .bat, .cmd, .vbs, .js, and .kix. How is scripting used? Scripting lets you automate various network administration tasks, such as those that are performed every day or even several times a day. For example, login scripts run every time a user logs in to the network and can perform tasks like mapping network drives for the user based on certain conditions, such as group membership. Another example of script use might be a situation where you want to have each Windows NT server create a new Emergency Restore Disk and then copy the contents of that disk to a network location. Other tasks might need to be carried out only once, such as a modification to the registry, but to a large number of servers that are widely distributed geographically. In a case like that, you could create and distribute a single script to run the task on each server. You can start scripts manually, but you can also start them automatically, either by a specific event or scheduled via the Windows Task Scheduler. Windows NT allows scripts to be run automatically each time a user logs in to the network.
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Windows 2000 goes much further and can be configured to automatically run separate scripts upon:

Machine startup Machine shutdown User login User logout

You could, for instance, map specific network drives when a user logs in and then automatically copy that users Favorites folder to a network share when he or she logs out so that the data is preserved in a central location. SCRIPTING ADVANTAGES Scripting in network administration offers significant advantages. It allows you to: Save timeScripts can carry out complex tasks and be invoked automatically, without the intervention of the network administrator, so the admin can concentrate on other tasks while the script runs. Be consistentA script need be written only once and can then be invoked many times. It is much less error-prone than manually carrying out the task each time. Be flexibleScripts can use decision-making logic to respond to different conditions. Rather than statically mapping a workstation to persistent drives, for example, network drives can be mapped in a variety of ways based on which user is logging on to the machine. You could write a script to check whether a file exists and delete it if it does or display an error message if it doesn't. The only real limit to scripting is your imagination. IMPORTANCE OF SCRIPTING LANGUAGES: The basic knowledge of programming is a must if you want your website stand-out with dynamic content. There are different scripting languages which have been used in web based applications. The basic features of most of the languages are same while some of the languages are particularly specified for special kind of applications. Different Factors The selection of the language according to your requirements is very important. You must select the language with is most suitable to your needs. If your host supports PHP and CGI then there will be no use of doing work in ASP. You must also consider some of the external factors that may have impact on the program. For example MySQL is more supportive to ASP than PHP. The amount of support that you can get from a certain language is also important. A large number of people use PHP and Perl and they post self help resources on web. Any scripting language can play a key role for the success of the site. You must choose the language with the interactive phase. Different languages have different features and you should use the one which you know better. Features The features of any scripting language should always be kept in mind while selecting them for your website. Some of the languages are more closer to the current technologies. AJAX is good for the ASP. NET servers and provides help to the developers to keep their sites up to date. You may enhance your scripting languages with the help of add-on components, chat rooms, message forums etc. Open source scripting language will be very good for you if you are new to the hosting and developing. These scripts will help you learn the language very fast. These will be much effective for you when you will expand your site. The choice of commercial scripting language like ASP will give you higher cost for your services. Some of these languages lack the support to the system in which you want to run them. The key element for the web hosting is the programming languages. These languages will play key role in
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the functionality of your site and will prove a very powerful tool. These scripting languages determine that how your site can be managed for the database. They also increase the level of interactivity for the users of the site. Apart form the skills in the dynamic content; you also need to know the knowledge of web based scripts. It is because you may get a handsome reward with the help of these scripting languages. Simple Example of Scripting in a Web Page You can easily embed the Windows Media Player control in an HTML file using any scripting language your browser recognizes. The following simple example uses Microsoft JScript to create a page that will play a file when you click on a button, and stop playing the file when you click on another button. You can embed the Windows Media Player ActiveX control in a Web page using the following four steps:
1. 2. 3. 4. Create the Web page. Add the OBJECT tag. Add a user interface. In this case, two buttons. Add a few lines of code to respond when the user clicks on one of the buttons you have created.

Creating the Web Page

The first step is to create a valid HTML Web page. The following code is the minimum needed to create a blank but valid HTML page:
<HTML> <HEAD> </HEAD> <BODY> </BODY> </HTML>

Adding the OBJECT Tag

Once you have created a Web page, you need to add an OBJECT tag. This identifies the ActiveX control to the browser and sets up any initial definitions. You must place the OBJECT tag in the BODY of the code. If you place it in the BODY, the default user interface of Windows Media Player will be visible. If you want to create your own user interface, set the height and width attributes to 0 (zero). You can also set the Player.uiMode property to "invisible" when you want to hide the control, but still reserve space for it on the page. The following code is recommended when you provide a custom user interface:
<OBJECT ID="Player" height="0" width="0" CLASSID="CLSID:6BF52A52-394A-11d3-B153-00C04F79FAA6"> </OBJECT>

The following OBJECT tag attributes are required:

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ID The name that will be used by other parts of the code to identify and use the ActiveX control. You can choose any name you want, as long as it is a name that is not already used by HTML, HTML extensions, or the scripting language you are using. In this example, the name Player is used, but you could also call it MyPlayer or something else. Just pick a name that is unique to that Web page. CLASSID A very large hexadecimal number that is unique to the control. Only one control has this number and it is the Windows Media Player ActiveX control. To prevent typographical errors, you can copy and paste this number from the documentation. Versions of the Windows Media Player control prior to version 7.0 had a different CLASSID.
Adding a User Interface

HTML allows a vast wealth of user interface elements, allowing the user to interact with your Web page by clicking, pressing keys, and other user actions. Adding a few INPUT buttons is the easiest way to provide a quick user interface. The following code creates two buttons that can respond to the user. Clicking one button starts the media stream playing and the other button stops it:
<INPUT TYPE="BUTTON" NAME="BtnPlay" VALUE="Play" OnClick="StartMeUp()"> <INPUT TYPE="BUTTON" NAME="BtnStop" VALUE="Stop" OnClick="ShutMeDown()">

The name of the button is used to identify the button to your code; the value is the label that will appear on the button, and the OnClick attribute identifies which part of your scripting code will be called when the button is clicked.
Adding Scripting Code

Scripting code adds interactivity to your page. Scripting code can respond to events, call methods, and change run-time properties. Extended scripts are enclosed in a SCRIPT tag set. The SCRIPT tag tells the browser where your scripting code is and identifies the scripting language. If you do not identify a language, the default language will be Microsoft JScript. It is good authoring practice to enclose your script in HTML comment tags so browsers that do not support scripting do not render your code as text. Put the SCRIPT tag anywhere within the BODY of your HTML file and embed the comment-surrounded code within the opening and closing SCRIPT tags. The following Microsoft JScript code example calls the Windows Media Player control and performs an appropriate action in response to the corresponding button click.
<SCRIPT> <!-function StartMeUp () { Player.URL = "laure.wma";

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} function ShutMeDown () { Player.controls.stop(); } --> </SCRIPT>

The example function, StartMeUp, is called when the button marked Play is clicked, and the ShutMeDown function is called when the Stop button is clicked. The code inside StartMeUp uses the URL property to define a path to the media. The media will start playing immediately. The ShutMeDown code calls the stop method of the Controls object. Note that the Controls object is called through the controls property of the Player object, which has the ID value of "Player". The following code shows a complete example.
<HTML> <HEAD> </HEAD> <BODY> <OBJECT ID="Player" height="0" width="0" CLASSID="CLSID:6BF52A52-394A-11d3-B153-00C04F79FAA6"> </OBJECT> <INPUT TYPE="BUTTON" NAME="BtnPlay" VALUE="Play" OnClick="StartMeUp()"> <INPUT TYPE="BUTTON" NAME="BtnStop" VALUE="Stop" OnClick="ShutMeDown()"> <SCRIPT> <!-function StartMeUp () { Player.URL = "laure.wma"; } function ShutMeDown () { Player.controls.stop(); } --> </SCRIPT> </BODY> </HTML>

Note that you must provide a valid URL to a valid file name in the URL property. In this case the assumption is that the file laure.wma is in the same directory as the HTML file.

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2. SHOPPING CARTS Shopping cart software is software used in e-commerce to assist people making purchases online, analogous to the American English term 'shopping cart'. In British English it is generally known as a shopping basket, almost exclusively shortened on websites to 'basket'.The software allows online shopping customers to accumulate a list of items for purchase, described metaphorically as "placing items in the shopping cart". Upon checkout, the software typically calculates a total for the order, including shipping and handling (i.e. postage and packing) charges and the associated taxes, as applicable. SHOPPING CART DESIGN A good shopping cart design is meant to accomplish three functions. They are:

Persuade a customer to shop from your site. Request to add something to the cart. Ask the customers to proceed with the checkout.

This smooth transition does not always take place. Some worst case scenarios that do happen are:

They do not provide enough room for customers to think and evaluate their buying decision. A product selection is automatically followed by a page that tries to capture the billing details. When a customer is directed to an unexpected page, he/she feels tricked and immediately hits the exit button.

Flexibility is important to your shopping cart design so that customers feel in control throughout the transition. From the stage of product selection till the actual check out, a customer's preference must be appreciated. Licensed vs. Hosted Shopping Carts Shopping cart software can be generally categorized into two main categories.

Licensed software: The software is downloaded and then installed on a Web server. This is most often associated with a one-time fee, although there are many free products available as well. The main advantages of this option are that the merchant owns a license and therefore can host it on any Web server that meets the server requirements, and that the source code can often be accessed and edited to customize the application. Hosted service: The software is never downloaded, but rather is provided by a hosted service provider and is generally paid for on a monthly/annual basis; also known as the application service provider (ASP) software model. Some of these services also charge a percentage of sales in addition to the monthly fee. This model often has predefined templates that a user can choose from to customize their look and feel. Predefined templates limit how much users can modify or customize the software with the advantage of having the vendor continuously keep the software up to date for security patches as well as adding new features.
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PCI Compliance The PCI security standards are a blanket of regulations set in place to safeguard payment account data security. The council that develops and monitors these regulations is composed of the leading providers in the payment industry: American Express, Discover Financial Services, JCB International, MasterCard Worldwide and Visa Inc. Inc. International. Essentially, they define the best practices for storing, transmitting, and handling of sensitive information over the internet.[1] Shopping Cart Software providers are responsible for any liability that may occur as a result of noncompliance to VISA regulations. For this reason business owners and online merchants must use only VISA Certified Shopping Cart Software providers as listed on Visa's Global List of PCI DSS Validated Service Providers. FEATURES : Unlimited Products and Orders Secure SSL Shopping Cart Setup is easy -- No programming required Free Support Customizable Free Real-Time Shipping Calculates Sales Tax Real-Time Credit Card Processing (Integrated with over 20 Payment Gateways!) eBay Compatible Custom Languages PayPal Compatible Multiple Payment Methods Works great with Front Page and Dreamweaver Order Management System Coupon and Special Offer Discounts Works with any Hosting Platform Customer Statistics Affiliate Program Support CheckOut Summary Display Supports Multiple Email Order Notification Error Checking Emailed Customer Receipt Inventory Control Gift Certificates Electronic Software Download Quickbooks Integration Recurring Billing Unlimited Products and Orders- With DesignCart you are able to place an unlimited number of products on your web site. Our online shopping carts are easy to setup for as many products as your business has now and will have in the future. With our button builder software you build a new button for every product that you intend to sell online. Secure SSL Shopping Cart - DesignCart uses its own secure certificate, so there is no need to spend additional funds to acquire your own. Your customers can shop with the knowledge that their transactions
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are being processed with up to 256bitSecure Socket Layer (SSL) data protection (The highest allowed by current web browsers) Setup is easy - No programming required. You simply complete the 8 steps in our Cart Settings and then use our Button Builder section to create the Add to Cart buttons to copy and paste into your existing product pages. DesignCart does all the extensive programming so you do not have to. DesignCart is hosting platform independent, so if you cannot run CGI's on your server you can still use DesignCart. The program does not rely on cookies, Java, Java Scripting, or plug-ins that your customers may or may not have; thus increasing your product compatibility. Use standard "form style" text buttons, your own custom images, or graphics from the extensive DesignCart Image Library. Free Support - DesignCart provides support buttons for each step of the shopping cart setup, as well as extensive FAQ's, email and phone support. Our support system is timely and accurate. You will not have wait days until you get an answer to your questions Customizable - The shopping cart order form/checkout pages are fully customizable with background image/color, logo, buttons and font/text-color input. For more advanced users, there is even the ability to add your own custom header and footer. DesignCart always provides a link back to the last page where your customer was shopping and generates a unique invoice number for each order. Free Real-Time Shipping - Calculates all shipping, handling and sales tax charges. Including real-time shipping queries for FedEx, UPS and the U.S. Postal Service. Calculates Sales Tax - Our shopping cart software supports tax calculations for single or multiple state rates. Through our advanced tax options, DesignCart can support sales tax calculations for city, county and zip code. Our shopping cart software also supports tax-exempt and shipping-exempt items Real-Time Credit Card Processing (Integrated with over 20 Payment Gateways!) - Works with Authorize.Net, LinkPoint, Plug `n Pay, VeriSign, and all other major gateways. Sign up with any of these gateway services to enable the real-time credit card processing; a list can be found here. Integration is easy, simply input your gateway login information into the cart and no additional programming is required. If you don't see the gateway you use, we can add certain gateways on request. Custom Languages - The ability to display your shopping cart in any language that is supported by UTF8 and HTMLelements. The shopping cart will automatically display the best language to your shopper based on their browser language settings. eBay Compatible - The ability to list and complete payment for your eBay auctions. Winning bidders will be presented with an add button via email. Upon successful payment the cart will update the eBay auction status automatically. PayPal Compatible - The ability to offer payment by PayPal can be offered as the sole checkout method, or in addition to credit card and/or electronic check payments. Multiple Payment Methods - The shopping cart payment page will display any payment methods that you offer to your customers. Including all the major credit cards, electronic check, Google Checkout and PayPal.

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Works great with Front Page and Dreamweaver - DesignCart provides easy instructions for adding the shopping cart to your online store designed with these web editing programs as well as many others. Order Management System - Securely view and update the status of an order. Automated email order confirmations and ability to send emailed status update emails with shipping tracking numbers. Coupon and Special Offer Discounts - DesignCart provides the ability to setup coupons based on dollar or percentage discounts on an individual product or on the item quantity. These coupons can be given out and redeemed by an unlimited number of your customers. There is even the ability to setup item discounts for each individual product, which are automatically applied, based on dollar or percentage discounts and the quantity or dollar value ordered. Works with any Hosting Platform - DesignCart is a web-based product, which makes it hosting platform independent. The cart will work with any hosting provider that enables you to copy and paste simple HTML into the pages of your website. No access is needed to the CGI bin of your hosting company. Customer Statistics - Customer Login Feature for returning customers, cart page view statistics, cart drop-off rate and sales statistics including tax and shipping totals. This will help you determine what products sell best online and to adjust your prices or sales efforts accordingly Affiliate Program Support - DesignCart supports most affiliate programs such as Commission Junction. The cart provides a location to add the HTML that your affiliate program provides to have the cart carry through the affiliate program information. CheckOut Summary Display - Your customers shopping cart contents are displayed whenever an item is added to the cart. A total of each product quantity and prices are shown at all times. Your customers may increase/decrease the quantity of items in their cart, or remove the item altogether from a single button for starting over. Customer orders can be changed at any time prior to the final checkout where your customer can choose their preferred payment and shipping method from the choices that you are able to present them at checkout time. Supports Multiple Email Order Notification - Order notifications are sent securely to the e-mail address or addresses of your choice. Error Checking - Includes comprehensive error checking of customer input. Validates that credit card numbers and e-mail addresses are in the proper format. Emailed Customer receipt - The shopping cart displays a printable receipt automatically when your customer completes a successful order. An emailed copy of the receipt can be automatically sent to them as well. Inventory Control - Inventory control can notify you when you are running low on inventory, or to prevent your customers from buying items that are out of stock. There is even the ability to allow items to be ordered on Back Order. Gift Certificates - Provides the ability to sell an unlimited number of gift certificates that act as prepaid cash. Sell specific gift certificate amounts or allow the value to be created by your customers.
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Electronic Software Download (ESD) - This feature enables the sell of electronically fulfilled products such as eBooks. Our system creates a unique URL on the customer's receipt to all for the immediate download and fulfillment of the ESD products that they have purchased. QuickBooks Compatible - Provides a download of your order information into QuickBooks IIF file using this utility. This file can be easily imported into QuickBooks to save you time with data entry. Recurring Billing - Recurring billing provides the ability to charge your customer(s) automatically at any given interval. 3.HOME BANKING APPLICATION DESIGN AND IMPLEMENTATION Definition Facility to securely access funds, account information, and other banking services through a PC over a wide area network or internet. Also called electronic banking. Electronic banking It is an umbrella term for the process by which a customer may perform banking transactions electronically without visiting a brick-and-mortar institution. The following terms all refer to one form or another of electronic banking: personal computer (PC) banking, Internet banking, virtual banking, online banking, home banking, remote electronic banking, and phone banking. PC banking and Internet or online banking are the most frequently used designations. It should be noted, however, that the terms used to describe the various types of electronic banking are often used interchangeably. PC banking is a form of online banking that enables customers to execute bank transactions from a PC via a modem. In most PC banking ventures, the bank offers the customer a proprietary financial software program that allows the customer to perform financial transactions from his or her home computer. The customer then dials into the bank with his or her modem, downloads data, and runs the programs that are resident on the customer's computer. Currently, many banks offer PC banking systems that allow customers to obtain account balances and credit card statements, pay bills, and transfer funds between accounts. Internet banking, sometimes called online banking, is an outgrowth of PC banking. Internet banking uses the Internet as the delivery channel by which to conduct banking activity, for example, transferring funds, paying bills, viewing checking and savings account balances, paying mortgages, and purchasing financial instruments and certificates of deposit. An Internet banking customer accesses his or her accounts from a browser- software that runs Internet banking programs resident on the bank's World Wide Web server, not on the user's PC. NetBanker defines a " true Internet bank" as one that provides account balances and some transactional capabilities to retail customers over the World Wide Web. Internet banks are also known as virtual, cyber, net, interactive, or web banks. To date, more banks have established an advertising presence on the Internet- primarily in the form of informational or interactive web sites-than have created transactional web sites. However, a number of Banks that do not yet offer transactional Internet banking services have indicated on their web sites that they will offer such banking activities in the future.

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Internet banks generally have lower operational and transactional costs than do traditional brick-andmortar banks, they are often able to offer low-cost checking and high-yield Certificates of deposit. Internet banking is not limited to a physical site; some Internet banks exist without physical branches, for example, Telebank (Arlington, Virginia) and Banknet (UK). Further, in some cases, web banks are not restricted to conducting transactions within national borders and have the ability to make transactions involving large amounts of assets instantaneously. According to industry analysts, electronic banking provides a variety of attractive possibilities for remote account access, including:

Availability of inquiry and transaction services around the clock; worldwide connectivity; Easy access to transaction data, both recent and historical; and "Direct customer control of international movement of funds without intermediation of financial institutions in customer's jurisdiction."

Opening an Account There are several ways to open and fund an electronic banking account in the United States. Customers who have existing accounts at brick-and-mortar banks and want to begin using electronic banking services may simply ask their institution for the software needed for PC banking or obtain a password for Internet banking. Either approach requires minimal paperwork. Once they have joined the system, customers have electronic access to all of their accounts at the bank. New customers can establish an account either by completing a PC banking application form and mailing it to an institution offering such a service or by accessing a bank's web site and applying online for Internet banking. In either instance, the customer can fund the new online account with a check, wire transfer, or other form of remittance. No physical interface between the customer and the institution is required. Definition of E-Banking E-banking is defined as the automated delivery of new and traditional banking products and services directly to customers through electronic, interactive communication channels. E-banking includes the systems that enable financial institution customers, individuals or businesses, to access accounts, transact business, or obtain information on financial products and services through a public or private network, including the Internet. Customers access e-banking services using an intelligent electronic device, such as a personal computer (PC), personal digital assistant (PDA), automated teller machine (ATM), kiosk, or Touch Tone telephone. While the risks and controls are similar for the various e-banking access channels, this booklet focuses specifically on Internet-based services due to the Internet's widely accessible public network. Accordingly, this booklet begins with a discussion of the two primary types of Internet websites: informational and transactional. To most people, electronic banking means 24-hour access to cash through an automated teller machine (ATM) or paychecks deposited directly into checking or savings accounts. Electronic banking, also known as electronic fund transfer (EFT), uses computer and electronic technology as a substitute for checks and other paper transactions. EFTs are initiated through devices such as cards or codes that you use to gain access to your account. Many financial institutions use an automated teller

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machine (ATM) card and a personal identification number (PIN) for this purpose. The federal Electronic Fund Transfer Act (EFT Act) covers some consumer transactions.

Electronic Fund Transfers

EFT offers several services that consumers may find practical:

Automated Teller Machines or 24-hour Tellers are electronic terminals that let you bank almost any time. To withdraw cash, make deposits, or transfer funds between accounts, you generally insert an ATM card and enter your personal identification number (PIN). Some ATMs impose a surcharge, or usage fee, on consumers who are not members of their institution or on transactions at remote locations. ATMs must disclose the existence of a surcharge on the terminal screen or on a sign next to the screen. Check the rules of your institution to find out when or whether a surcharge is imposed. Direct Deposit lets you authorize specific deposits, such as paychecks and social security checks, to your account on a regular basis. You also may pre-authorize direct withdrawals so that recurring bills, such as insurance premiums, mortgages, and utility bills, are paid automatically. Pay-by-Phone Systems let you telephone your financial institution with instructions to pay certain bills or to transfer funds between accounts. You must have an agreement in advance with the institution to make such transfers. Personal Computer Banking allows you to conduct many banking transactions electronically via your personal computer. For instance, you may use your computer to view your account balance, request transfers between accounts, and pay bills electronically. Point-of-Sale Transfers allow you to pay for retail purchases with an EFT (or "debit") card. In some instances, this card also may be your ATM card. This is similar to using a credit card, but with one important exception: the money for the purchase is transferred immediately or very shortly from your bank account to the stores account. An increasing number of merchants are accepting this type of payment.

Some financial institutions and merchants issue cards that contain cash value stored electronically on the card itself. These "stored-value" cards, as well as transactions using them, may not be covered by the EFT Act, which means you may not be covered for loss or misuse of the stored-value card.

Informational Websites Informational websites provide customers access to general information about the financial institution and its products or services. Risk issues examiners should consider when reviewing informational websites include: Potential liability and consumer violations for inaccurate or incomplete information about products, services, and pricing presented on the website; Potential access to confidential financial institution or customer information if the
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website is not properly isolated from the financial institution's internal network; Potential liability for spreading viruses and other malicious code to computers communicating with the institution's website; and Negative public perception if the institution's on-line services are disrupted or if its website is defaced or otherwise presents inappropriate or offensive material. Transactional Websites Transactional websites provide customers with the ability to conduct transactions through the financial institution's website by initiating banking transactions or buying products and services. Banking transactions can range from something as basic as a retail account balance inquiry to a large business-tobusiness funds transfer. E-banking services, like those delivered through other delivery channels, are typically classified based on the type of customer they support. The following table lists some of the common retail and wholesale e-banking services offered by financial institutions. Table 1: Common E-Banking Services Retail Services Wholesale Services Account management Account management Bill payment andCash management presentment New account opening Small business loan applications, approvals, or advances Consumer wire transfers Investment/Brokerage Commercial wire transfers services Loan application andBusiness-to-business payments approval Account aggregation Employee benefits/pension administration Since transactional websites typically enable the electronic exchange of confidential customer information and the transfer of funds, services provided through these websites expose a financial institution to higher risk than basic informational websites. Wholesale e-banking systems typically expose financial institutions to the highest risk per transaction, since commercial transactions usually involve larger dollar amounts. In addition to the risk issues associated with informational websites, examiners reviewing transactional ebanking services should consider the following issues: Security controls for safeguarding customer information; Authentication processes necessary to initially verify the identity of new customers and authenticate existing customers who access e-banking services; Liability for unauthorized transactions; Losses from fraud if the institution fails to verify the identity of individuals or businesses applying for new accounts or credit on-line; Possible violations of laws or regulations pertaining to consumer privacy, antimoney laundering, anti-terrorism, or the content, timing, or delivery of required consumer disclosures; and
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Negative public perception, customer dissatisfaction, and potential liability resulting from failure to process third-party payments as directed or within specified time frames, lack of availability of on-line services, or unauthorized access to confidential customer information during transmission or storage. E-Banking Components E-banking systems can vary significantly in their configuration depending on a number of factors. Financial institutions should choose their e-banking system configuration, including outsourcing relationships, based on four factors: Strategic objectives for e-banking Scope, scale, and complexity of equipment, systems, and activities; Technology expertise; and Security and internal control requirements. Financial institutions may choose to support their e-banking services internally. Alternatively, financial institutions can outsource any aspect of their e-banking systems to third parties. The following entities could provide or host (i.e., allow applications to reside on their servers) e-banking-related services for financial institutions: Another financial institution, Internet service provider, Internet banking software vendor or processor, Core banking vendor or processor, Managed security service provider, Bill payment provider, Credit bureau, and Credit scoring company. E-banking systems rely on a number of common components or processes. The following list includes many of the potential components and processes seen in a typical institution: Website design and hosting, Firewall configuration and management, Intrusion detection system or IDS (network and host-based), Network administration, Security management, Internet banking server, E-commerce applications (e.g., bill payment, lending, brokerage), Internal network servers, Core processing system, Programming support, and
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Automated decision support systems. These components work together to deliver e-banking services. Each component represents a control point to consider. Through a combination of internal and outsourced solutions, management has many alternatives when determining the overall system configuration for the various components of an e-banking system. However, for the sake of simplicity, this booklet presents only two basic variations. First, one or more technology service providers can host the e-banking application and numerous network components as illustrated in the following diagram. In this configuration, the institution's service provider hosts the institution's website, Internet banking server, firewall, and intrusion detection system. While the institution does not have to manage the daily administration of these component systems, its management and board remain responsible for the content, performance, and security of the e-banking system. Second, the institution can host all or a large portion of its e-banking systems internally. A typical configuration for in-house hosted, e-banking services is illustrated below. In this case, a provider is not between the Internet access and the financial institution's core processing system. Thus, the institution has day-to-day responsibility for system administration. E-Banking Support Services In addition to traditional banking products and services, financial institutions can provide a variety of services that have been designed or adapted to support e-commerce. Management should understand these services and the risks they pose to the institution. This section discusses some of the most common support services: web linking, account aggregation, electronic authentication, website hosting, payments for ecommerce, and wireless banking activities. Web Linking A large number of financial institutions maintain sites on the World Wide Web. Some websites are strictly informational, while others also offer customers the ability to perform financial transactions, such as paying bills or transferring funds between accounts. Virtually every website contains "weblinks." A weblink is a word, phrase, or image on a webpage that contains coding that will transport the viewer to a different part of the website or a completely different website by just clicking the mouse. While weblinks are a convenient and accepted tool in website design, their use can present certain risks. Generally, the primary risk posed by weblinking is that viewers can become confused about whose website they are viewing and who is responsible for the information, products, and services available through that website. There are a variety of risk management techniques institutions should consider using to mitigate these risks. These risk management techniques are for those institutions that develop and maintain their own websites, as well as institutions that use third-party service providers for this function. The agencies have issued guidance on weblinking that provides details on risks and risk management techniques financial institutions should consider. Account Aggregation Account aggregation is a service that gathers information from many websites, presents that information to the customer in a consolidated format, and, in some cases, may allow the customer to initiate activity on
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the aggregated accounts. The information gathered or aggregated can range from publicly available information to personal account information (e.g., credit card, brokerage, and banking data). Aggregation services can improve customer convenience by avoiding multiple log-ins and providing access to tools that help customers analyze and manage their various account portfolios. Some aggregators use the customerprovided user IDs and passwords to sign in as the customer. Once the customer's account is accessed, the aggregator copies the personal account information from the website for representation on the aggregator's site (i.e., "screen scraping"). Other aggregators use direct data-feed arrangements with website operators or other firms to obtain the customer's information. Generally, direct data feeds are thought to provide greater legal protection to the aggregator than does screen scraping. Financial institutions are involved in account aggregation both as aggregators and as aggregation targets. Risk management issues examiners should consider when reviewing aggregation services include: Protection of customer passwords and user IDs - both those used to access the institution's aggregation services and those the aggregator uses to retrieve customer information from aggregated third parties - to assure the confidentiality of customer information and to prevent unauthorized activity, Disclosure of potential customer liability if customers share their authentication information (i.e., IDs and passwords) with third parties, and Assurance of the accuracy and completeness of information retrieved from the aggregated parties' sites, including required disclosures Electronic Authentication Verifying the identities of customers and authorizing e-banking activities are integral parts of e-banking financial services. Since traditional paper-based and in-person identity authentication methods reduce the speed and efficiency of electronic transactions, financial institutions have adopted alternative authentication methods, including: Passwords and personal identification numbers (PINs), Digital certificates using a public key infrastructure (PKI), Microchip-based devices such as smart cards or other types of tokens, Database comparisons (e.g., fraud-screening applications), and Biometric identifiers. The authentication methods listed above vary in the level of security and reliability they provide and in the cost and complexity of their underlying infrastructures. As such, the choice of which technique(s) to use should be commensurate with the risks in the products and services for which they control access. Additional information on customer authentication techniques can be found in this booklet under the heading "Authenticating E-Banking Customers." The Electronic Signatures in Global and National Commerce (E-Sign) Act establishes some uniform federal rules concerning the legal status of electronic signatures and records in commercial and consumer transactions so as to provide more legal certainty and promote the growth of electronic commerce. The development of secure digital signatures continues to evolve with some financial institutions either acting as the certification authority for digital signatures or providing repository services for digital certificates.
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Website Hosting Some financial institutions host websites for both themselves as well as for other businesses. Financial institutions that host a business customer's website usually store, or arrange for the storage of, the electronic files that make up the website. These files are stored on one or more servers that may be located on the hosting financial institution's premises. Website hosting services require strong skills in networking, security, and programming. The technology and software change rapidly. Institutions developing websites should monitor the need to adopt new interoperability standards and protocols such as Extensible Mark-Up Language (XML) to facilitate data exchange among the diverse population of Internet users. Risk issues examiners should consider when reviewing website hosting services include damage to reputation, loss of customers, or potential liability resulting from: Downtime (i.e., times when website is not available) or inability to meet service levels specified in the contract, Inaccurate website content (e.g., products, pricing) resulting from actions of the institution's staff or unauthorized changes by third parties (e.g., hackers), Unauthorized disclosure of confidential information stemming from security breaches, and Damage to computer systems of website visitors due to malicious code (e.g., virus, worm, active content) spread through institution-hosted sites. Payments for E-Commerce Many businesses accept various forms of electronic payments for their products and services. Financial institutions play an important role in electronic payment systems by creating and distributing a variety of electronic payment instruments, accepting a similar variety of instruments, processing those payments, and participating in clearing and settlement systems. However, increasingly, financial institutions are competing with third parties to provide support services for e-commerce payment systems. Among the electronic payments mechanisms that financial institutions provide for e-commerce are automated clearing house (ACH) debits and credits through the Internet, electronic bill payment and presentment, electronic checks, e-mail money, and electronic credit card payments.. Most financial institutions permit intrabank transfers between a customer's accounts as part of their basic transactional e-banking services. However, third-party transfers - with their heightened risk for fraud often require additional security safeguards in the form of additional authentication and payment confirmation. Bill Payment and Presentment Bill payment services permit customers to electronically instruct their financial institution to transfer funds to a business's account at some future specified date. Customers can make payments on a one-time or recurring basis, with fees typically assessed as a "per item" or monthly charge. In response to the customer's electronic payment instructions, the financial institution (or its bill payment provider) generates an electronic transaction - usually an automated clearinghouse (ACH) credit - or mails a paper check to the

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business on the customer's behalf. To allow for the possibility of a paper-based transfer, financial institutions typically advise customers to make payments effective 3-7 days before the bill's due date. Internet-based cash management is the commercial version of retail bill payment. Business customers use the system to initiate third-party payments or to transfer money between company accounts. Cash management services also include minimum balance maintenance, recurring transfers between accounts and on-line account reconciliation. Businesses typically require stronger controls, including the ability to administer security and transaction controls among several users within the business. Financial institutions that do not provide bill payment services, but may direct customers to select from several unaffiliated bill payment providers. * Caution customers regarding security and privacy issues through the use of online disclosures or, more conservatively, e-banking agreements. Financial institutions that rely on a third-party bill payment provider including Internet banking providers that subcontract to third parties. * Set dollar and volume thresholds and review bill payment transactions for suspicious activity * Gain independent audit assurance over the bill payment provider's processing controls * Restrict employees' administrative access to ensure that the internal controls limiting their capabilities to originate, modify, or delete bill payment transactions are at least as strong as those applicable to the underlying retail payment system ultimately transmitting the transaction * Restrict by vendor contract and identify the use of any subcontractors associated with the bill payment application to ensure adequate oversight of underlying bill payment system performance and availability * Evaluate the adequacy of authentication methods given the higher risk associated with funds transfer capabilities rather than with basic account access * Consider the additional guidance contained in the IT Handbook's "Information Security," "Retail Payment Systems," and "Outsourcing Technology Services" booklets. Financial institutions that use third-party software to host a bill payment application internally. * Determine the extent of any independent assessments or certification of the security of application source code. * Ensure software is adequately tested prior to installation on the live system. * Ensure vendor access for software maintenance is controlled and monitored. Financial institutions that develop, maintain, and host their own bill payment system * Consider additional guidance in the IT Handbook's "Development and Acquisition Booklet." Financial institutions can offer bill payment as a stand-alone service or in combination with bill presentment. Bill presentment arrangements permit a business to submit a customer's bill in electronic form to the customer's financial institution. Customers can view their bills by clicking on links on their account's e-banking screen or menu. After viewing a bill, the customer can initiate bill payment instructions or elect to pay the bill through a different payment channel.
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In addition, some businesses have begun offering electronic bill presentment directly from their own websites rather than through links on the e-banking screens of a financial institution. Under such arrangements, customers can log on to the business's website to view their periodic bills. Then, if so desired, they can electronically authorize the business to "take" the payment from their account. The payment then occurs as an ACH debit originated by the business's financial institution as compared to the ACH credit originated by the customer's financial institution in the bill payment scenario described above. Institutions should ensure proper approval of businesses allowed to use ACH payment technology to initiate payments from customer accounts. Cash management applications would include the same control considerations described above, but the institution should consider additional controls because of the higher risk associated with commercial transactions. The adequacy of authentication methods becomes a higher priority and requires greater assurance due to the larger average dollar size of transactions. Institutions should also establish additional controls to ensure binding agreements - consistent with any existing ACH or wire transfer agreements exist with commercial customers. Additionally, cash management systems should provide adequate security administration capabilities to enable the business owners to restrict access rights and dollar limits associated with multiple-user access to their accounts. Person-to-Person Payments Electronic person-to-person payments, also known as e-mail money, permit consumers to send "money" to any person or business with an e-mail address. Under this scenario, a consumer electronically instructs the person-to-person payment service to transfer funds to another individual. The payment service then sends an e-mail notifying the individual that the funds are available and informs him or her of the methods available to access the funds including requesting a check, transferring the funds to an account at an insured financial institution, or retransmitting the funds to someone else. Person-to-person payments are typically funded by credit card charges or by an ACH transfer from the consumer's account at a financial institution. Since neither the payee nor the payer in the transaction has to have an account with the payment service, such services may be offered by an insured financial institution, but are frequently offered by other businesses as well. Some of the risk issues examiners should consider when reviewing bill payment, presentment, and e-mail money services include: Potential liability for late payments due to service disruptions, Liability for bill payment instructions originating from someone other than the deposit account holder, Losses from person-to-person payments funded by transfers from credit cards or deposit accounts over which the payee does not have signature authority, Losses from employee misappropriation of funds held pending access instructions from the payer, and Potential liability directing payment availability information to the wrong e-mail or for releasing funds in response to e-mail from someone other than the intended payee. Wireless E-Banking

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Wireless banking is a delivery channel that can extend the reach and enhance the convenience of Internet banking products and services. Wireless banking occurs when customers access a financial institution's network(s) using cellular phones, pagers, and personal digital assistants (or similar devices) through telecommunication companies' wireless networks. Wireless banking services in the United States typically supplement a financial institution's e-banking products and services. Wireless devices have limitations that increase the security risks of wireless-based transactions and that may adversely affect customer acceptance rates. Device limitations include reduced processing speeds, limited battery life, smaller screen sizes, different data entry formats, and limited capabilities to transfer stored records. These limitations combine to make the most recognized Internet language, Hypertext Markup Language (HTML), ineffective for delivering content to wireless devices. Wireless Markup Language (WML) has emerged as one of a few common language standards for developing wireless device content. Wireless Application Protocol (WAP) has emerged as a data transmission standard to deliver WML content. Manufacturers of wireless devices are working to improve device usability and to take advantage of enhanced "third-generation" (3G) services. Device improvements are anticipated to include bigger screens, color displays, voice recognition applications, location identification technology (e.g., Federal Communications Commission (FCC) Enhanced 911), and increased battery capacity. These improvements are geared towards increasing customer acceptance and usage. Increased communication speeds and improvements in devices during the next few years should lead to continued increases in wireless subscriptions. As institutions begin to offer wireless banking services to customers, they should consider the risks and necessary risk management controls to address security, authentication, and compliance issues. Some of the unique risk factors associated with wireless banking that may increase a financial institution's strategic, transaction, reputation, and compliance risks Conclusion e-banking creates issues for banks and regulators alike. For our part we will continue our work, both national and international, to identify and remove any unnecessary barriers to e-banking. For their part, banks should: Have a clear and widely disseminated strategy that is driven from the top and takes into account the effects of e-banking, together with an effective process for measuring performance against it.Take into account the effect that e-provision will have upon their business risk exposures and manage these accordingly. Undertake market research, adopt systems with adequate capacity and scalability, undertake proportional advertising campaigns and ensure that they have adequate staff coverage and a suitable business continuity plan.Ensure they have adequate management information in a clear and comprehensible format. Take a strategic and proactive approach to information security, maintaining adequate staff expertise, building in best practice controls and testing and updating these as the market develops. Make active use of system based security management and monitoring tools.Ensure that crisis management processes are able to cope with Internet related incidents. 4. FIREWALLS
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Basically, a firewall is a barrier to keep destructive forces away from your property. In fact, that's why its called a firewall. Its job is similar to a physical firewall that keeps a fire from spreading from one area to the next. What Firewall Software Does A firewall is simply a program or hardware device that filters the information coming through the Internet connection into your private network or computer system. If an incoming packet of information is flagged by the filters, it is not allowed through. Let's say that you work at a company with 500 employees. The company will therefore have hundreds of computers that all have network cards connecting them together. In addition, the company will have one or more connections to the Internet through something like T1 or T3 lines. Without a firewall in place, all of those hundreds of computers are directly accessible to anyone on the Internet. A person who knows what he or she is doing can probe those computers, try to make FTP connections to them, try to make telnet connections to them and so on. If one employee makes a mistake and leaves a security hole, hackers can get to the machine and exploit the hole. With a firewall in place, the landscape is much different. A company will place a firewall at every connection to the Internet (for example, at every T1 line coming into the company). The firewall can implement security rules. For example, one of the security rules inside the company might be: Out of the 500 computers inside this company, only one of them is permitted to receive public FTP traffic. Allow FTP connections only to that one computer and prevent them on all others. A company can set up rules like this for FTP servers, Web servers, Telnet servers and so on. In addition, the company can control how employees connect to Web sites, whether files are allowed to leave the company over the network and so on. A firewall gives a company tremendous control over how people use the network. Firewalls use one or more of three methods to control traffic flowing in and out of the network: Packet filtering - Packets (small chunks of data) are analyzed against a set of filters. Packets that make it through the filters are sent to the requesting system and all others are discarded. Proxy service - Information from the Internet is retrieved by the firewall and then sent to the requesting system and vice versa. Stateful inspection - A newer method that doesn't examine the contents of each packet but instead compares certain key parts of the packet to a database of trusted information. Information traveling from inside the firewall to the outside is monitored for specific defining characteristics, then incoming information is compared to these characteristics. If the comparison yields a reasonable match, the information is allowed through. Otherwise it is discarded. Firewall Configuration Firewalls are customizable. This means that you can add or remove filters based on several conditions. Some of these are: IP addresses - Each machine on the Internet is assigned a unique address called an IP address. IP addresses are 32-bit numbers, normally expressed as four "octets" in a "dotted decimal number." A typical IP address looks like this: 216.27.61.137. For example, if a certain IP address outside the company is reading too many files from a server, the firewall can block all traffic to or from that IP address. Domain names - Because it is hard to remember the string of numbers that make up an IP address, and because IP addresses sometimes need to change, all servers on the Internet also have human-readable names, called domain names. For example, it is easier for most of us to
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remember www.howstuffworks.com than it is to remember 216.27.61.137. A company might block all access to certain domain names, or allow access only to specific domain names. Protocols - The protocol is the pre-defined way that someone who wants to use a service talks with that service. The "someone" could be a person, but more often it is a computer program like a Web browser. Protocols are often text, and simply describe how the client and server will have their conversation. The http in the Web's protocol. Some common protocols that you can set firewall filters for include: IP (Internet Protocol) - the main delivery system for information over the Internet TCP (Transmission Control Protocol) - used to break apart and rebuild information that travels over the Internet HTTP (Hyper Text Transfer Protocol) - used for Web pages FTP (File Transfer Protocol) - used to download and upload files UDP (User Datagram Protocol) - used for information that requires no response, such as streaming audio and video ICMP (Internet Control Message Protocol) - used by a router to exchange the information with other routers SMTP (Simple Mail Transport Protocol) - used to send text-based information (email) SNMP (Simple Network Management Protocol) - used to collect system information from a remote computer Telnet - used to perform commands on a remote computer A company might set up only one or two machines to handle a specific protocol and ban that protocol on all other machines. 2 Ports - Any server machine makes its services available to the Internet using numberedports, one for each service that is available on the server (see How Web Servers Work for details). For example, if a server machine is running a Web (HTTP) server and an FTP server, the Web server would typically be available on port 80, and the FTP server would be available on port 21. A company might block port 21 access on all machines but one inside the company. 3 Specific words and phrases - This can be anything. The firewall will sniff (search through) each packet of information for an exact match of the text listed in the filter. For example, you could instruct the firewall to block any packet with the word "X-rated" in it. The key here is that it has to be an exact match. The "X-rated" filter would not catch "X rated" (no hyphen). But you can include as many words, phrases and variations of them as you need. Some operating systems come with a firewall built in. Otherwise, a software firewall can be installed on the computer in your home that has an Internet connection. This computer is considered a gatewaybecause it provides the only point of access between your home network and the Internet. With a hardware firewall, the firewall unit itself is normally the gateway. A good example is the Linksys Cable/DSL router. It has a built-in Ethernet card and hub. Computers in your home network connect to the router, which in turn is connected to either a cable or DSL modem. You configure the router via a Webbased interface that you reach through the browser on your computer. You can then set any filters or additional information. Hardware firewalls are incredibly secure and not very expensive. Home versions that include a router, firewall and Ethernet hub for broadband connections can be found for well under $100. Why Firewall Security? There are many creative ways that unscrupulous people use to access or abuse unprotected computers:

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Remote login - When someone is able to connect to your computer and control it in some form. This can range from being able to view or access your files to actually running programs on your computer. Application backdoors - Some programs have special features that allow for remote access. Others contain bugs that provide a backdoor, or hidden access, that provides some level of control of the program. SMTP session hijacking - SMTP is the most common method of sending e-mail over the Internet. By gaining access to a list of e-mail addresses, a person can send unsolicited junk e-mail (spam) to thousands of users. This is done quite often by redirecting the e-mail through the SMTP server of an unsuspecting host, making the actual sender of the spam difficult to trace. Operating system bugs - Like applications, some operating systems have backdoors. Others provide remote access with insufficient security controls or have bugs that an experienced hacker can take advantage of. Denial of service - You have probably heard this phrase used in news reports on the attacks on major Web sites. This type of attack is nearly impossible to counter. What happens is that the hacker sends a request to the server to connect to it. When the server responds with an acknowledgement and tries to establish a session, it cannot find the system that made the request. By inundating a server with these unanswerable session requests, a hacker causes the server to slow to a crawl or eventually crash. E-mail bombs - An e-mail bomb is usually a personal attack. Someone sends you the same e-mail hundreds or thousands of times until your e-mail system cannot accept any more messages. Macros - To simplify complicated procedures, many applications allow you to create a script of commands that the application can run. This script is known as a macro. Hackers have taken advantage of this to create their own macros that, depending on the application, can destroy your data or crash your computer. Viruses - Probably the most well-known threat is computer viruses. A virus is a small program that can copy itself to other computers. This way it can spread quickly from one system to the next. Viruses range from harmless messages to erasing all of your data. Spam - Typically harmless but always annoying, spam is the electronic equivalent of junk mail. Spam can be dangerous though. Quite often it contains links to Web sites. Be careful of clicking on these because you may accidentally accept a cookie that provides a backdoor to your computer. Redirect bombs - Hackers can use ICMP to change (redirect) the path information takes by sending it to a different router. This is one of the ways that a denial of service attack is set up. Source routing - In most cases, the path a packet travels over the Internet (or any other network) is determined by the routers along that path. But the source providing the packet can arbitrarily specify the route that the packet should travel. Hackers sometimes take advantage of this to make information appear to come from a trusted source or even from inside the network! Most firewall products disable source routing by default. Some of the items in the list above are hard, if not impossible, to filter using a firewall. While some firewalls offer virus protection, it is worth the investment to install anti-virus software on each computer. And, even though it is annoying, some spam is going to get through your firewall as long as you accept email. The level of security you establish will determine how many of these threats can be stopped by your firewall. The highest level of security would be to simply block everything. Obviously that defeats the

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purpose of having an Internet connection. But a common rule of thumb is to block everything, then begin to select what types of traffic you will allow. You can also restrict traffic that travels through the firewall so that only certain types of information, such as e-mail, can get through. This is a good rule for businesses that have an experienced network administrator that understands what the needs are and knows exactly what traffic to allow through. For most of us, it is probably better to work with the defaults provided by the firewall developer unless there is a specific reason to change it. One of the best things about a firewall from a security standpoint is that it stops anyone on the outside from logging onto a computer in your private network. While this is a big deal for businesses, most home networks will probably not be threatened in this manner. Still, putting a firewall in place provides some peace of mind. Proxy Servers and DMZ A function that is often combined with a firewall is a proxy server. The proxy server is used to accessWeb pages by the other computers. When another computer requests a Web page, it is retrieved by the proxy server and then sent to the requesting computer. The net effect of this action is that the remote computer hosting the Web page never comes into direct contact with anything on your home network, other than the proxy server. Proxy servers can also make your Internet access work more efficiently. If you access a page on a Web site, it is cached (stored) on the proxy server. This means that the next time you go back to that page, it normally doesn't have to load again from the Web site. Instead it loads instantaneously from the proxy server. There are times that you may want remote users to have access to items on your network. Some examples are: Web site Online business FTP download and upload area In cases like this, you may want to create a DMZ (Demilitarized Zone). Although this sounds pretty serious, it really is just an area that is outside the firewall. Think of DMZ as the front yard of your house. It belongs to you and you may put some things there, but you would put anything valuable inside the house where it can be properly secured. Setting up a DMZ is very easy. If you have multiple computers, you can choose to simply place one of the computers between the Internet connection and the firewall. Most of the software firewalls available will allow you to designate a directory on the gateway computer as a DMZ. 5. BUSINESS MODELS Business models are perhaps the most discussed and least understood aspect of the web. There is so much talk about how the web changes traditional business models. But there is little clear-cut evidence of exactly what this means. In the most basic sense, a business model is the method of doing business by which a company can sustain itself -- that is, generate revenue. The business model spells-out how a company makes money by specifying where it is positioned in the value chain.Some models are quite simple. A company produces a good or service and sells it to customers. If all goes well, the revenues from sales exceed the cost of operation and the company realizes a profit. Other models can be more intricately woven. Broadcasting is a good example. Radio and later television programming has been broadcasted over the airwaves free to anyone with a receiver for much of the past century. The broadcaster is part of a complex network of distributors, content creators, advertisers (and their agencies), and listeners or viewers. Who makes money and how much is not always clear at the outset. The bottom line depends on many competing factors.
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Internet commerce will give rise to new kinds of business models. That much is certain. But the web is also likely to reinvent tried-and-true models. Auctions are a perfect example. One of the oldest forms of brokering, auctions have been widely used throughout the world to set prices for such items as agricultural commodities, financial instruments, and unique items like fine art and antiquities. The Web has popularized the auction model and broadened its applicability to a wide array of goods and services. Business models have been defined and categorized in many different ways. This is one attempt to present a comprehensive and cogent taxonomy of business models observable on the web. The proposed taxonomy is not meant to be exhaustive or definitive. Internet business models continue to evolve. New and interesting variations can be expected in the future. The basic categories of business models discussed in the table below include: Brokerage Advertising Infomediary Merchant Manufacturer (Direct) Affiliate Community Subscription Utility The models are implemented in a variety of ways, as described below with examples. Moreover, a firm may combine several different models as part of its overall Internet business strategy. For example, it is not uncommon for content driven businesses to blend advertising with a subscription model. Business models have taken on greater importance recently as a form of intellectual property that can be protected with a patent. Indeed, business models (or more broadly speaking, "business methods") have fallen increasingly within the realm of patent law. A number of business method patents relevant to ecommerce have been granted. But what is new and novel as a business model is not always clear. Some of the more noteworthy patents may be challenged in the courts. BROKERAGE MODEL Brokers are market-makers: they bring buyers and sellers together and facilitate transactions. Brokers play a frequent role in business-to-business (B2B), business-to-consumer (B2C), or consumer-to-consumer (C2C) markets. Usually a broker charges a fee or commission for each transaction it enables. The formula for fees can vary. Brokerage models include: Marketplace Exchange -- offers a full range of services covering the transaction process, from market assessment to negotiation and fulfillment. Exchanges operate independently or are backed by an industry consortium. Buy/Sell Fulfillment -- takes customer orders to buy or sell a product or service, including terms like price and delivery. Demand Collection System -- the patented "name-your-price" model pioneered by Priceline.com. Prospective buyer makes a final (binding) bid for a specified good or service, and the broker arranges fulfillment. Auction Broker -- conducts auctions for sellers (individuals or merchants). Broker charges the seller a listing fee and commission scaled with the value of the transaction. Auctions vary widely in terms of the offering and bidding rules. Transaction Broker -- provides a third-party payment mechanism for buyers and sellers to settle a transaction.

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Distributor -- is a catalog operation that connects a large number of product manufacturers with volume and retail buyers. Broker facilitates business transactions between franchised distributors and their trading partners. Search Agent -- a software agent or "robot" used to search-out the price and availability for a good or service specified by the buyer, or to locate hard to find information. Virtual Marketplace -- or virtual mall, a hosting service for online merchants that charges setup, monthly listing, and/or transaction fees. May also provide automated transaction and relationship marketing services. ADVERTISING MODEL The web advertising model is an extension of the traditional media broadcast model. The broadcaster, in this case, a web site, provides content (usually, but not necessarily, for free) and services (like email, IM, blogs) mixed with advertising messages in the form of banner ads. The banner ads may be the major or sole source of revenue for the broadcaster. The broadcaster may be a content creator or a distributor of content created elsewhere. The advertising model works best when the volume of viewer traffic is large or highly specialized. Portal -- usually a search engine that may include varied content or services. A high volume of user traffic makes advertising profitable and permits further diversification of site services. A personalized portal allows customization of the interface and content to the user. A niche portal cultivates a welldefined user demographic. Classifieds -- list items for sale or wanted for purchase. Listing fees are common, but there also may be a membership fee. User Registration -- content-based sites that are free to access but require users to register and provide demographic data. Registration allows inter-session tracking of user surfing habits and thereby generates data of potential value in targeted advertising campaigns. Query-based Paid Placement -- sells favorable link positioning (i.e., sponsored links) or advertising keyed to particular search terms in a user query, such as Overture's trademark "pay-for-performance" model. Contextual Advertising / Behavioral Marketing -- freeware developers who bundle adware with their product. For example, a browser extension that automates authentication and form fill-ins, also delivers advertising links or pop-ups as the user surfs the web. Contextual advertisers can sell targeted advertising based on an individual user's surfing activity. Content-Targeted Advertising -- pioneered by Google, it extends the precision of search advertising to the rest of the web. Google identifies the meaning of a web page and then automatically delivers relevant ads when a user visits that page. Intromercials -- animated full-screen ads placed at the entry of a site before a user reaches the intended content. Ultramercials -- interactive online ads that require the user to respond intermittently in order to wade through the message before reaching the intended content. INFOMEDIARY MODEL Data about consumers and their consumption habits are valuable, especially when that information is carefully analyzed and used to target marketing campaigns. Independently collected data about producers and their products are useful to consumers when considering a purchase. Some firms function as infomediaries (information intermediaries) assisting buyers and/or sellers understand a given market.

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Advertising Networks -- feed banner ads to a network of member sites, thereby enabling advertisers to deploy large marketing campaigns. Ad networks collect data about web users that can be used to analyze marketing effectiveness. Audience Measurement Services -- online audience market research agencies. Incentive Marketing -- customer loyalty program that provides incentives to customers such as redeemable points or coupons for making purchases from associated retailers. Data collected about users is sold for targeted advertising. Metamediary -- facilitates transactions between buyer and sellers by providing comprehensive information and ancillary services, without being involved in the actual exchange of goods or services between the parties. MERCHANT MODEL Wholesalers and retailers of goods and services. Sales may be made based on list prices or through auction. Virtual Merchant --or e-tailer, is a retail merchant that operates solely over the web. Catalog Merchant -- mail-order business with a web-based catalog. Combines mail, telephone and online ordering. Click and Mortar -- traditional brick-and-mortar retail establishment with web storefront. Bit Vendor -- a merchant that deals strictly in digital products and services and, in its purest form, conducts both sales and distribution over the web. MANUFACTURER (DIRECT) MODEL The manufacturer or "direct model", it is predicated on the power of the web to allow a manufacturer (i.e., a company that creates a product or service) to reach buyers directly and thereby compress the distribution channel. The manufacturer model can be based on efficiency, improved customer service, and a better understanding of customer preferences. Purchase -- the sale of a product in which the right of ownership is transferred to the buyer. Lease -- in exchange for a rental fee, the buyer receives the right to use the product under a terms of use agreement. The product is returned to the seller upon expiration or default of the lease agreement. One type of agreement may include a right of purchase upon expiration of the lease. License -- the sale of a product that involves only the transfer of usage rights to the buyer, in accordance with a terms of use agreement. Ownership rights remain with the manufacturer (e.g., with software licensing). Brand Integrated Content -- in contrast to the sponsored-content approach (i.e., the advertising model), brand-integrated content is created by the manufacturer itself for the sole basis of product placement. AFFILIATE MODEL In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, the affiliate model, provides purchase opportunities wherever people may be surfing. It does this by offering financial incentives (in the form of a percentage of revenue) to affiliated partner sites. The affiliates provide purchase-point click-through to the merchant. It is a pay-for-performance model -- if an affiliate does not generate sales, it represents no cost to the merchant. The affiliate model is inherently well-suited to the web, which explains its popularity. Variations include, banner exchange, pay-per-click, and revenue sharing programs. Banner Exchange -- trades banner placement among a network of affiliated sites. Pay-per-click -- site that pays affiliates for a user click-through.
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Revenue Sharing -- offers a percent-of-sale commission based on a user click-through in which the user subsequently purchases a product. COMMUNITY MODEL The viability of the community model is based on user loyalty. Users have a high investment in both time and emotion. Revenue can be based on the sale of ancillary products and services or voluntary contributions; or revenue may be tied to contextual advertising and subscriptions for premium services. The Internet is inherently suited to community business models and today this is one of the more fertile areas of development, as seen in rise of social networking. Open Source -- software developed collaboratively by a global community of programmers who share code openly. Instead of licensing code for a fee, open source relies on revenue generated from related services like systems integration, product support, tutorials and user documentation. Open Content -- openly accessible content developed collaboratively by a global community of contributors who work voluntarily. Public Broadcasting -- user-supported model used by not-for-profit radio and television broadcasting extended to the web. A community of users support the site through voluntary donations. Social Networking Services -- sites that provide individuals with the ability to connect to other individuals along a defined common interest (professional, hobby, romance). Social networking services can provide opportunities for contextual advertising and subscriptions for premium services. SUBSCRIPTION MODEL Users are charged a periodic -- daily, monthly or annual -- fee to subscribe to a service. It is not uncommon for sites to combine free content with "premium" (i.e., subscriber- or member-only) content. Subscription fees are incurred irrespective of actual usage rates. Subscription and advertising models are frequently combined. Content Services -- provide text, audio, or video content to users who subscribe for a fee to gain access to the service. Person-to-Person Networking Services -- are conduits for the distribution of user-submitted information, such as individuals searching for former schoolmates. Trust Services -- come in the form of membership associations that abide by an explicit code of conduct, and in which members pay a subscription fee. Internet Services Providers -- offer network connectivity and related services on a monthly subscription. UTILITY MODEL The utility or "on-demand" model is based on metering usage, or a "pay as you go" approach. Unlike subscriber services, metered services are based on actual usage rates. Traditionally, metering has been used for essential services (e.g., electricity water, long-distance telephone services). Internet service providers (ISPs) in some parts of the world operate as utilities, charging customers for connection minutes, as opposed to the subscriber model common in the U.S. Metered Usage -- measures and bills users based on actual usage of a service. Metered Subscriptions -- allows subscribers to purchase access to content in metered portions (e.g., numbers of pages viewed).

5. TOOLS USAGE:
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When you're establishing a web business, you have to be sure that your most important e-business tools are high-quality, dependable products and services. But if you're like many new online entrepreneurs, you're probably curious about the various free tools and resources you may have heard about or discovered yourself while surfing the net for information. And you may be wondering if it's worth your while to give them a try. However, now that I've told you the downside, there are a number of very good--and reliable--tools and resources available on the net that are free. And these can be excellent ways to complement your existing tools at no cost, helping you make your site stickier and more user-friendly, make your keywords more effective, keep an eye on your competition, find potential business partners, and more. Of course, you should still take care in the "free" world, and always be aware of what you may have to give up--like reliability--or give over--like advertising space on your site and potential customers. But the following 12 tools and resources can be effectively used to give your online business that extra edge you need to stay ahead of your competition. 1. Link partner evaluation tool. This is the exact information you need when you're researching high-traffic sites in your industry and considering link partnerships or joint ventures. You can use this information to:

Decide how much you're willing to pay for advertising; Make educated decisions about the worth of a joint venture partner; and Determine the credibility and perceived value of the site.

Example :Alexa provides a free, downloadable toolbar that opens in your web browser whenever you're online. The Alexa toolbar is one of the most useful tools around for online businesses. The most useful feature is a "site info" option. When you click on this button, Alexa lays out all the details of the site you're on, including:

The traffic ranking of the site. This is also listed right on the toolbar itself. A list of related links. Two or three of the most popular links also appear on the toolbar. The number of other sites that link to the site The contact information of the site owner All site/user reviews

The list of related links--which also has its own button on the toolbar--is an excellent way for you to find other popular or similar sites that might be good linking partners or joint venture partners. Use this list to determine other popular sites that your target market visits. Start by looking at your own site with Alexa's toolbar, and see what related links are suggested. The toolbar also contains a Google search option, so you can jump directly into a search without having to leave the page you're on. 2. Market research tool. When you're building a successful online business, you'll probably need to spend hours at a time researching your competitors and your target market and looking for new product ideas. The good news is that there are some nifty free tools available on the Google Toolbar that can make this whole process faster and a lot more productive. (Be sure to check the "Enable Advanced Features" option when you download it to enable all the options.) Take a look at some of these options:
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"Google Groups" search: This is great for product or market research, as you can search for your keywords within the thousands of Google Groups online and find forums relevant to your site. By checking these forums regularly, you'll get to know what's important to the people in your target market. "Search News": This feature lets you find news stories relevant to your website, ezine or blog within news pages indexed by Google. It's great for sparking content ideas or just keeping up with the latest developments in your market or industry. "Web Directory" search: This option lets you search Google's directory for sites that match your search terms. It's ideal for finding out how many competitors you may have for a new product and for seeking out potential linking partners. "Search Froogle": Froogle lets online shoppers search for products and compare prices. It displays pictures, prices and links to online stores in the results, so you can use it to quickly research how the pricing of your products or services compares with other offerings across the Web. If you have an idea for a new product, Froogle is a great place to check out your potential competitors.

Once you get the hang of them, these powerful tools can become a great asset to your business, as they can save you hours spent on research--leaving you more time to concentrate on developing new products, new marketing strategies and other ways to boost your profits. 3. Image-reducing tool and free "tool kit" trials. NetMechanic is a tool kit resource, offering a number of free trials that are great for easily locating potential problems with your site and repairing them quickly. With this tool, you can address such problems as:

HTML code errors Browser display problems Lengthy load times Broken links Site downtime

Some of these tools will even give you a free monthly update! However, you'll get a limited version of each tool unless you're willing to pay the fee. But NetMechanic's image-reducing tool, GIFbot, is totally free and is a particularly useful resource. Using GIFBot is an excellent way to reduce the file size of your images so your web pages load faster--and you don't lose those impatient surfers. Image files can be reduced by as much as 50 to 85 percent in many cases, and it's so easy to do that nowadays you'll look totally unprofessional with huge, lagging image files that take forever to load on your site. 4. HTML editor and HTML tutorials. You don't have to spend hundreds of dollars on HTML editors and web design software to create your own site. Nvu is a WYSIWYG (What You See Is What You Get) HTML editor that's similar to FrontPage or Dreamweaver--but completely free to download. The software allows you to create and manage a professional-looking website without any knowledge of HTML programming, and includes the following features:

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WYSIWYG editing of pages, meaning you can see what your web page will look like as you're creating it Integrated file management via FTP, so you can upload your pages to your web host Easy-to-use interface Free tutorials

5. Free keyword selector tool. Using Yahoo! Search Marketing's Keyword Selector tool allows you to easily discover which keywords are frequently searched by web surfers. Type in a term you'd like to target, and the tool will give you a list of searches that include your exact term as well as related searches. It will also tell you how many times those terms were searched in Yahoo! Search Marketing (formerly Overture) in the last month. A tool like this can help you optimize your search engine ranking by targeting keywords and phrases that are frequently searched by the online audience. Choosing the right keywords for your site is the first step to effective marketing online. Basically we are all looking for quality leads on our website. A keyword is what a customer types into Google to conduct a search for something they are looking for. WordTracker provides you with the amount of times a keyword has been searched on in the last 24 hours. Once you know what the top keywords for your business are, you can use them on your website to attract the right leads from search engines and for building emarketing campaigns with tools like Google Adwords. Once you know which are the right keywords for your business, you then need to make sure you have used them effectively on your website. This tool analyses your homepage and lets you know what the density of a keyword is on your webpage. In general an effective keyword will return a 3% to 10% weighting on a web page. 6. Free browser compatibility service. The browser compatibility experts at AnyBrowser offer every tool you'll need to make your site viewable, as the name suggests, in any browser. The most useful tool is the "SiteViewer," which allows you to see your web pages as surfers will see them on multiple browsers. For example, your site may look different in Netscape Navigator than it does in Internet Explorer--images may be broken, tables may shift and so on. With AnyBrowser, you can ensure you meet the needs of every browser. You can also make sure your coding checks out and your links aren't broken, and view an example of how your listing will appear in the search engines (what description will be used, what the title will be, and so on). AnyBrowser is also a great resource directory, pointing you toward a variety of really useful free tools. It's a great place to find online HTML tutorials, banner exchanges, CGI scripts and a ton of free resources such as HTML editors, classifieds, fonts, graphics, Java scripts, message boards and more. 7. Free search tool.1-Click Answers is a downloadable search tool available from the Answers.com search engine. It allows you to search multiple information sources and find instant answers containing concise information on the topic you're searching for. After you've downloaded the personal (free) version, you'll have a search bar right on your desktop. When you search on an item, you'll get results from some or all of the following resources, depending on your search term:

Dictionaries Thesauruses Atlases 148

Glossaries Encyclopedias

... all in just one step! No more messing around with multiple search tools; 1-Click Answers consolidates them in one source to save the precious time of the busy netpreneur. 8. Free content.FreeSticky is a good place to find free (or cheap) content for your site, so you can keep your site fresh and interesting for your visitors--and keep them coming back for more. Find articles, news briefs, headlines, tickers, tips of the day and more. The broad variety of topics range from financial advice to hip hop headlines, from travel guides to lottery results. You can also give away free software applications directly from your site, many of which are available for co-branding. Another good source for articles is www.EZineArticles.com, which offers free content designed for both websites and e-zines. Watch that you don't just load up your site with a lot of stuff that you think is interesting, however. The material you provide has to be relevant to your business and your customer base. Also be aware that the sponsorship information that is usually included can pull your readers' attention away from your purpose, and, more important, the sponsors' links can draw traffic away from your site. It's always a good idea, when posting content on your site, to use your discretion and make sure it's worth the risk involved. 9. Free e-mail campaign ROI calculator.Marketing Today's ROI calculator is an easy-to-use device that allows you to accurately estimate what kind of return on investment you can expect from your upcoming direct mail or e-mail campaigns and promotions. The calculator is a simple tool that acts as an excellent reality check when you're determining your marketing costs. The most accurate way to operate this tool is to use the response rate you received from your previous mailings to calculate your ROI for future mailings. All you have to do is enter the numbers: the number of mailings you'll be doing, your total costs, the response rate you expect, the conversion rate you expect, and how much you expect each buyer to spend (that is, the cost of your product or service). Hint: If you don't have previous response rates and conversion rates to base your figures on, you should estimate much lower than you think necessary. If you guess too low, you'll just end up with extra cash on hand; guess too high, however, and you'll be making a costly mistake. 10. Free web design tool. Most internet entrepreneurs have very little, if any, web design knowledge. That doesn't have to be a barrier, however, to creating a professional-looking web site. One of the hardest tasks for someone with no design experience to do is to choose the color scheme for your site. Well, this easy-to-use, free tool from ColorMatch 5K allows you to create a complete color scheme at the click of the button. It also gives you the HTML codes for the colors you choose--every web color has a code, such as #000000 for black--so you can use them on your site and not have to worry if that pink really does match that orange. 11. Free site search tools. If your site is more than a few pages and doesn't have a good internal search tool, you're probably losing many a frustrated visitor. SiteLevel can set you up with effective, free search tools for your website.

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While appeasing your visitors, a site-level search engine also enables you to find out what your users want and need. SiteLevel's search tools allow you to track what your visitors are searching for and see what they're finding--or not finding--so you can adapt to their agendas and increase visitor satisfaction and the stickiness of your site. SiteLevel also lets you customize your own search results page to make it suit the look and feel of your site. The basic, free version of this tool has more than enough "oomph" for the average small-business website, allowing you to index up to 1,000 pages and incorporate a variety of search strategies. This tool trawls through your website and provides an XML sitemap. An XML sitemap is useful for listing on search engines like Google and Yahoo to make sure they have indexed all of your website pages. Doing this can help with your free listings on search engines and is recommended, although you may need the assistance of a website developer to complete this for you. This tool also provides you a running count of pages, provides a text-based URL list and an XML sitemap you can import straight into your site. Other marketing tools. Although not everything on this site is e-business related, you'll find plenty that is. Probably the most useful section for e-businesses is the "webmaster" section. Here you'll find the "Internet Seer" site monitoring tool that provides downtime alerts so you don't lose valuable customers. You'll also find:

Tools to help you check your keywords and your link popularity Suggested methods of winning awards for your site Scripts, banners and polls Guestbooks, message boards and more

Free Site also lists free technical support and online tutorials; free personal management tools; plenty of Java script resources; free fonts, clipart, graphics, icons, and buttons; plus much, much more. And although you should be wary of freebies that ask for advertising space in return, you might want to bookmark this page. Measuring Visitation To Your Website Tracking how your site is performing is all important, especially if you start to invest time and money into building your website visitation and want to gain increased sales. Google Analytics is a tool that provides really useful information about visitation to your website. Using this tool from the beginning can help provide a before and after snap shot of each marketing initiative you try and can give you very quick feedback to let you know what is working and what is not. Your Rating With Search Engines Advanced Web Ranking is a tool that lets you know how you are performing on a variety of Search Engines for your keywords. It tracks where you are ranked for a keyword, and then each time you ask it to trawl through the Search Engines it lets you know whether your ranking has improved or not. This helps you monitor any Search Engine Optimisation that you may do to your website.

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Advertising Your Site Online Google ADWords is a tool that provides promotional listings on Google. These are the listings you see on the right hand side of the page when you conduct a search on Google. These listings are on a pay per click basis, i.e. you are charged every time someone clicks on your ADWords link. You can set your account to a monthly limit to make sure you do not exceed your budget. The amount charged is based on a bidding system with popular keywords costing more than other keywords. The trick with this tool is to find the right words with Wordtracker (or similar) for your business that not many of your competitors are using, hence a lower 'pay per click' rate. Setting Up An Affiliate Network ClixGalore is a large affiliate network comprising over 7500+ Merchants and many ten of thousands of Affiliates across five networks in the USA, UK, Japan, Australia and India. Like Google AdWords it runs 'pay for performance/click' internet advertising solutions for online business Merchants. This means that you only pay clixGalore when a person makes a purchase, completes a lead form or clicks on a banner. This flexibility provides Merchants with a cost effective promotions model to attract targeted, high quality customers. For businesses seeking trackable results, clixGalore Affiliate Marketing provides comprehensive management and advanced graphic reporting tools, coupled with state of the art tracking technology that allows you to take full control of your program whilst it rapidly grows with little or no maintenance. Supporting Your Customers Online Once you have attracted customers to your website it is important to ensure that they are supported through the purchasing process. Live Person offers services that provide customer support online including: live chat, email management, click-to-talk , and knowledgebase (self-service) technology. Live Persons solutions assist in increasing online sales, average order size and conversion rates, and assists in customer satisfaction. Generating Leads To Your Website Websites like Door One and Froogle allow you to post your products online with direct links back to your shopping cart. The advantages of these types of sites are that people search them for the best deal on a particular product, so if you can be price competitive you can attract clicks through to your website. Additionally these sites generally have an established customer. Like ClixGalore and AdWords these sites tend to operate on a pay per performance basis. Direct Marketing To Your Customers Once you have attracted customers to your website, the trick is to remind them to return and purchase again from you. Enews Manager is the ideal tool for this allowing you to send out regular email communications to your customers and track the response rates including how many clicked through to the

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website, which links they clicked and how many times. Using this tool in conjunction with a shopping cart you can quickly tell which products your customers are interested in. One of the great advantages of starting an online business, as opposed to taking the more traditional brickand-mortar approach, is that costs are so much lower. Hosting fees are your main overhead, but these are nowhere near the rent you'd pay for office space for an offline business. And when it comes to creating and building your website--as well as marketing it--you can further reduce your costs by making use of some of the great free tools and resources out there. The tools I've recommended are personal favorites, and I know you'll find them incredibly useful. But when you're choosing free services or software, always proceed with caution and stay in control with each decision you make. Find out whether any advertising will be included and whether you'll be bound by any restrictions or obligations. "Free" can sometimes mean only that there's no charge--not no consequences.
UNIT V TWO MARKS
1.

What is scripting? Simply stated, a script is a small, interpreted program that can carry out a series of tasks and make decisions based on specific conditions it finds. By interpreted, we mean that when it is run, it is carried out one line at a time, as opposed to compiled, which is the process of turning it into machine language before it is run. A script is created using ASCII text, so Windows Notepad or a similar text editor is the only tool required. A number of scripting languages are available for you to choose from, each with its own capabilities and limitations. These languages include Windows native shell scripting, Visual Basic Scripting Edition, JavaScript, Kixtart, and Perl.

2.

How is scripting used? Scripting lets you automate various network administration tasks, such as those that are performed every day or even several times a day. For example, login scripts run every time a user logs in to the network and can perform tasks like mapping network drives for the user based on certain conditions, such as group membership. Another example of script use might be a situation where you want to have each Windows NT server create a new Emergency Restore Disk and then copy the contents of that disk to a network location. What are the advantages of scripting ? Scripting in network administration offers significant advantages. It allows you to:

3.

Save timeScripts can carry out complex tasks and be invoked automatically, without the intervention of the network administrator, so the admin can concentrate on other tasks while the script runs. Be consistentA script need be written only once and can then be invoked many times. It is much less error-prone than manually carrying out the task each time. Be flexibleScripts can use decision-making logic to respond to different conditions. Rather than statically mapping a workstation to persistent drives, for example, network drives can be mapped in a variety of

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ways based on which user is logging on to the machine. You could write a script to check whether a file exists and delete it if it does or display an error message if it doesn't. The only real limit to scripting is your imagination. 4.List out some of the features of onlinecart .

Unlimited Products and Orders Secure SSL Shopping Cart Setup is easy -- No programming required Free Support Customizable Free Real-Time Shipping Calculates Sales Tax Real-Time Credit Card Processing (Integrated with over 20 Payment Gateways!) eBay Compatible Custom Languages

5.What is home banking. Facility to securely access funds, account information, and other banking services through a PC over a wide area network or internet. Also called electronic banking. For many consumers, electronic banking means 24-hour access to cash through an automated teller machine (ATM) or Direct Deposit of paychecks into checking or savings accounts. But electronic banking now involves many different types of transactions.
o

What is EFT ? Electronic banking, also known as electronic fund transfer (EFT), uses computer and electronic technology as a substitute for checks and other paper transactions. EFTs are initiated through devices like cards or codes that let you, or those you authorize, access your account. Many financial institutions use ATM or debit cards and Personal Identification Numbers (PINs) for this purpose. Some use other forms of debit cards such as those that require, at the most, your signature or a scan. The federal Electronic Fund Transfer Act (EFT Act) covers some electronic consumer transactions. 7.Define firewall. A firewall is simply a program or hardware device that filters the information coming through the Internet connection into your private network or computer system. If an incoming packet of information is flagged by the filters, it is not allowed through. 8.. What are the different methods to control traffic in network through firewall. Firewalls use one or more of three methods to control traffic flowing in and out of the network: Packet filtering - Packets (small chunks of data) are analyzed against a set of filters. Packets that make it through the filters are sent to the requesting system and all others are discarded. 153

Proxy service - Information from the Internet is retrieved by the firewall and then sent to the requesting system and vice versa. Stateful inspection - A newer method that doesn't examine the contents of each packet but instead compares certain key parts of the packet to a database of trusted information. 9. What are the different protocols that yu can set in firewall filters ?

IP (Internet Protocol) - the main delivery system for information over the Internet TCP (Transmission Control Protocol) - used to break apart and rebuild information that travels over the Internet HTTP (Hyper Text Transfer Protocol) - used for Web pages FTP (File Transfer Protocol) - used to download and upload files UDP (User Datagram Protocol) - used for information that requires no response, such as streaming audio and video ICMP (Internet Control Message Protocol) - used by a router to exchange the information with other routers SMTP (Simple Mail Transport Protocol) - used to send text-based information (e-mail) SNMP (Simple Network Management Protocol) - used to collect system information from a remote computer Telnet - used to perform commands on a remote computer

10. State the reasons for the need of firewall.

Remote login Application backdoors SMTP session hijacking Operating system bugs Denial of service . E-mail bombs Macros Viruses Spam Redirect bombs Source routing

11. What are the different types of business models The basic categories of business models discussed in the table below include:

Brokerage Advertising Infomediary Merchant Manufacturer (Direct) Affiliate Community Subscription Utility 154

12. What is brokerage model ?

Brokers are market-makers: they bring buyers and sellers together and facilitate transactions. Brokers play a frequent role in business-to-business (B2B), business-to-consumer (B2C), or consumer-to-consumer (C2C) markets. Usually a broker charges a fee or commission for each transaction it enables. The formula for fees can vary. Brokerage models include: o Marketplace Exchange o Buy/Sell Fulfillment o Demand Collection System o Auction Broker o Transaction Broker o Distributor o Search Agent o Virtual Marketplace 13.What are the different tools used in e- marketing?

Link partner evaluation tool. Market research tool. Image-reducing tool and free HTML editor and HTML tutorials. Free keyword selector tool. Free browser compatibility service Free e-mail campaign ROI calculator

14. What Is Advertising Model The web advertising model is an extension of the traditional media broadcast model. The broadcaster, in this case, a web site, provides content (usually, but not necessarily, for free) and services (like email, IM, blogs) mixed with advertising messages in the form of banner ads. The banner ads may be the major or sole source of revenue for the broadcaster. The broadcaster may be a content creator or a distributor of content created elsewhere. The advertising model works best when the volume of viewer traffic is large or highly specialized. 15. What is INFOMEDIARY MODEL? Data about consumers and their consumption habits are valuable, especially when that information is carefully analyzed and used to target marketing campaigns. Independently collected data about producers and their products are useful to consumers when considering a purchase. Some firms function as infomediaries (information intermediaries) assisting buyers and/or sellers understand a given market.

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