ISM 50 - Business Information SystemsLecture 16Instructor: John MusacchioUC Santa CruzNovember 18, 2010Class announcementsReading for Tuesday:Akamai CaseChapter 1 of networking book (on website)Username: ism050Password: Lds3umnM Database project due Nov 23Student PresentationsStandardizationSlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright noticeTypes of standardsde jureSanctioned and actively promoted by some organization with jurisdiction, or by governmentde factoDominant solution arising out of the marketIndustry consortiumCommon or best practiceVolunteer industry bodyExamples?Slide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright noticeExamplesde jureGSM, ISDN Telephone interfacede factoMicrosoft Windows API (Application Programming Interface)Intel Pentium instruction set, Voluntary industry standards bodyIEEE (Institute of Electrical and Electronic Engineers)IETF (Internet Engineering Task Force)Industry consortiumW3C (World Wide Web Consortium) Best practiceWindowed GUISlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright noticeThe changing processAs technology moves more quickly, global consensus activity has proven too unwieldye.g. ISO New age standards activities are more informal, less consensus driven, and involve smaller groupse.g. OMG, IETF, ATM Forum, WAPProgrammable/extensible approaches for flexibilitye.g. XML, Java Slide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright noticeReasons for changeFrom government sanction/ownership to market forcesIncreasing fragmentationImportance of time to marketGreater complexityLess physical/performance constraint for either hardware or softwareSlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright noticeLock-in(Particularly open) standards reduce consumer lock-inConsumers can mix and match complementary productsIncrease supplier lock-inInnovation limited by backward compatibilitye.g. IP/TCP, x86, Hayes command setSlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright noticeAside: Network EffectsThe value of owning some products goes up if lots of other people have it too.Examples?This phenomenon is called network effectsHow do standards influence network effects?Network effectsStandards can harness network effects to the industry advantageRevenue = (market size) x (market share)Increases value to customerIncreases competitionOnly within confines of the standardBut forces customer integration or services of a system integratorSlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright noticeOpen vs. Proprietary StandardsOpen standard  a standard that is well documented, unencumbered by intellectual property rights and restrictions, and available to any vendor.What are the advantages?What are the disadvantages?Why companies participatePool expertise in collaborative designe.g. MPEGHave influence on the standardGet technology into the standardProprietary, with expectation of royaltiesNon-proprietaryReduced time to marketSlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright noticeStandards applied to Business Processes?Can you standardize business processes?Yes!:ISO 9000 A set of standardized business processes for Quality Management. Supports TQM (Total Quality Management)RosettaNetA set of standardized business processes, and accompanying standardized data interfaces/formats for conducting e-business.DatabasesbyDavid G. MesserschmittDatabasesTreat data as a separate assetMay be shared by multiple applicationsProvide protection and integrity features appropriate to mission-critical dataAccess controlIntegrity constraintsPersistenceetc.DatabasesApplication I Application IIAggregation: accessing multiple databasesSharing: two or more applications accessing the same databasesTwo capabilitiesEmployeeName Address DeptRecordFieldTableRelational tableSQL interfaceSQL (Structured Query Language)Presents single abstract interface to the application logicFor manipulating, and extracting data from databaseStandardized, not vendor specificEncapsulates various internal detailsData partitioning and replicationHost mappingFile representationetc.PROJECT SELECTDepartmentsEmployeesDatabase operationsEach operation results in a new tableDatabase OperationsPassengersAliceNameDept IDBobChris112DepartmentsDept Name Dept IDEngineeringSales12JOINAliceNameDept IDBobChris112Dept NameEngineeringEngineeringSalesYear City Accommodation Tourists2002 Oakley Bed&Breakfast 142002 Oakley Resort 1902002 Oakland Bed&Breakfast 3402002 Oakland Resort 2302002 Berkeley Camping 1200002002 Berkeley Bed&Breakfast 34502002 Berkeley Resort 3908002002 Albany Camping 87902002 Albany Bed&Breakfast 32402003 Oakley Bed&Breakfast 552003 Oakley Resort 3202003 Oakland Bed&Breakfast 2802003 Oakland Resort 2102003 Berkeley Camping 1158002003 Berkeley Bed&Breakfast 45602003 Berkeley Resort 4190002003 Albany Camping 76502003 Albany Bed&Breakfast 6750Fields, columns, attributesRecords,rows Entries are simple data types or compositions of those typesInteger, string, etc.mySQLWhat does mySQL make?How Successful is mySQL?Visibility: Fortune magazine, more mentions on wwwReaction from giantsRevenue growth 2001 700k, 2002 6.2m, 2003 10mGood performance reviewsRecent SAP allianceBut Market share tiny:$10 million out of $10 billion market!Why Success?Good TechnologyLarge DBMS bloated with features most dont needInnovative OSS modelmySQLHow does OSS work?Two Types of License:GPLFreeNo SupportAny software that uses MySQL as a module must itself be made GPLCommercial LicenseSupportCould be distributed with non-open source software Not Free: MySQL: Classic $250, Pro $495 (for ~ 50 users)Compare to:MSFT $3150 single proc for 50 usersIBM $33000 single proc for 50 usersOracle