1ISM 50 - Business Information SystemsLecture 16Instructor: John MusacchioUC Santa CruzNovember 18, 20102Class announcementsReading for Tuesday:Akamai CaseChapter 1 of networking book (on website)Username: ism050Password: Lds3umnM Database project due Nov 233Student Presentations4StandardizationSlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright notice5Types of standardsde jureSanctioned and actively promoted by some organization with jurisdiction, or by governmentde factoDominant 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 notice6Examplesde jureGSM, ISDN Telephone interfacede factoMicrosoft Windows API (Application Programming Interface)Intel Pentium instruction set, Voluntary industry standards bodyIEEE (Institute of Electrical and Electronic Engineers)IETF (Internet Engineering Task Force)Industry consortiumW3C (World Wide Web Consortium) Best practiceWindowed GUISlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright notice7The changing processAs technology moves more quickly, global consensus activity has proven too unwieldye.g. ISO New age standards activities are more informal, less consensus driven, and involve smaller groupse.g. OMG, IETF, ATM Forum, WAPProgrammable/extensible approaches for flexibilitye.g. XML, Java Slide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright notice8Reasons for changeFrom government sanction/ownership to market forcesIncreasing fragmentationImportance of time to marketGreater complexityLess physical/performance constraint for either hardware or softwareSlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright notice9Lock-in(Particularly open) standards reduce consumer lock-inConsumers can mix and match complementary productsIncrease supplier lock-inInnovation limited by backward compatibilitye.g. IP/TCP, x86, Hayes command setSlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright notice10Aside: Network EffectsThe value of owning some products goes up if lots of other people have it too.Examples?This phenomenon is called network effectsHow do standards influence network effects?11Network effectsStandards can harness network effects to the industry advantageRevenue = (market size) x (market share)Increases value to customerIncreases competitionOnly within confines of the standardBut forces customer integration or services of a system integratorSlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright notice12Open vs. Proprietary StandardsOpen 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?13Why companies participatePool expertise in collaborative designe.g. MPEGHave influence on the standardGet technology into the standardProprietary, with expectation of royaltiesNon-proprietaryReduced time to marketSlide adapted from slides for Understanding Networked ApplicationsBy David G Messerschmitt. Copyright 2000. See copyright notice14Standards 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)RosettaNetA set of standardized business processes, and accompanying standardized data interfaces/formats for conducting e-business.15DatabasesbyDavid G. Messerschmitt16DatabasesTreat data as a separate assetMay be shared by multiple applicationsProvide protection and integrity features appropriate to mission-critical dataAccess controlIntegrity constraintsPersistenceetc.17DatabasesApplication I Application IIAggregation: accessing multiple databasesSharing: two or more applications accessing the same databasesTwo capabilities18EmployeeName Address DeptRecordFieldTableRelational table19SQL interfaceSQL (Structured Query Language)Presents single abstract interface to the application logicFor manipulating, and extracting data from databaseStandardized, not vendor specificEncapsulates various internal detailsData partitioning and replicationHost mappingFile representationetc.20PROJECT SELECTDepartmentsEmployeesDatabase operationsEach operation results in a new table21Database OperationsPassengersAliceNameDept IDBobChris112DepartmentsDept Name Dept IDEngineeringSales12JOINAliceNameDept IDBobChris112Dept NameEngineeringEngineeringSales22Year 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 typesInteger, string, etc.23mySQLWhat does mySQL make?How Successful is mySQL?Visibility: Fortune magazine, more mentions on wwwReaction from giantsRevenue growth 2001 700k, 2002 6.2m, 2003 10mGood performance reviewsRecent SAP allianceBut Market share tiny:$10 million out of $10 billion market!Why Success?Good TechnologyLarge DBMS bloated with features most dont needInnovative OSS model24mySQLHow does OSS work?Two Types of License:GPLFreeNo SupportAny software that uses MySQL as a module must itself be made GPLCommercial LicenseSupportCould 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 usersIBM
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