Internet Intranet Extranet

evolution of technologies and communications approaches which have grown in importance since 2004-5. The main characteristics of Web 2.0 are that it typically involves:

• Web services or interactive applications hosted on the web such as Flickr (www.flickr.com). Google Maps™ (http://maps.aooale.com) or blogging services such as Blogger.com or Typepad (www.tvpepad.com):

• Supporting participation - many of the applications are based on altruistic principles of community participation:

• Encouraging creation of user-generated content - blogs are the best example of this. Another example is the collaborative encyclopedia Wikipedia (www.wikipedia.com):

• Enabling rating of content and online services - services such as delicious (http://del.icio.us) and traceback comments on blogs support this. These services are useful given the millions of blogs that are available - rating and tagging (categorising) content help indicate the relevance and quality of the content;

• Ad funding of neutral sites - web services such as Google Mail/GMail™ and many blogs are based on contextual advertising such as Google Adsense™ or Overture/Yahoo! Content Match;

• Data exchange between sites through XML-based data standards. RSS is based on XML, but has relatively little semantic markup to describe the content. An attempt by Google to facilitate this which illustrates the principle of structured information exchange and searching is Google Base™ (http://base.aooale.com). This allows users to upload data about particular services such as training courses in a standardised format based on XML. New classes of content can also be defined;

Rapid application development using interactive technology approaches known as 'Ajax' (Asynchronous JavaScript and XML). The best-known Ajax implementation is Google Maps which is responsive since it does not require refreshes to display maps.

Intranet

A network within a single company that enables access to company information using the familiar tools of the Internet such as email and web browsers. Only staff within the company can access the intranet, which will be password-protected.

Extranet

Formed by extending the intranet beyond a company to customers, suppliers, collaborators or even competitors. This is again password-protected to prevent access by general Internet users.

From the Internet to intranets and extranets

'Intranet' and 'extranet' are two terms that arose in the 1990s to describe applications of Internet technology with specific audiences rather than anyone with access to the Internet. Access to an intranet is limited by username and password to company staff, while an extranet can only be accessed by authorised third parties such as registered customers, suppliers and distributors. This relationship between the Internet, intranets and extranets is indicated by Figure 1.16. It can be seen that an intranet is effectively a private-company Internet with access available to staff only. An extranet permits access to trusted third parties, and the Internet provides global access.

Intranet Extranet Internet Relation

IT Dept

Suppliers, customers, collaborators

Suppliers, customers, collaborators

Figure 1.16 The relationship between access to intranets, extranets and the Internet

IT Dept

Suppliers, customers, collaborators

Suppliers, customers, collaborators

Figure 1.16 The relationship between access to intranets, extranets and the Internet

Extranets provide exciting opportunities to communicate with major customers since tailored information such as special promotions, electronic catalogues and order histories can be provided on a web page personalised for each customer. As well as using the Internet to communicate with customers, companies find that internal use of an intranet or use of an extranet facilitates communication and control between staff, suppliers and distributors. Second, the Internet, intranet and extranet can be applied at different levels of management within a company. Table 1.4 illustrates potential marketing applications of both Internet and intranet for supporting marketing at different levels of managerial decision making. Vlosky et al. (2000) examine in more detail how extranets impact business practices and relationships.

Table 1.4 Opportunities for using the Internet, extranets and intranets to support marketing functions
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Responses

  • chanelle
    What is the difference between intranet, extranet and internet?
    8 years ago
  • Kalle
    What is the Extranets?
    3 years ago
  • Bernice Vazquez
    What is internet intra net extranet?
    3 years ago
  • lea
    What is exranet internet markering?
    12 months ago

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