Digital Business: Benefits, Limitations, and Emerging Models

This report explores the importance of digital business in the contemporary market environment. It discusses the benefits and limitations of digital business within an organizational context, analyzes emerging digital business models, and evaluates their impact on key business problems like cyber security and ethics. It also examines the role of new collaborative relationships and strategic alliances through digital technology and briefly analyzes how e-commerce principles can be used by firms. The report focuses on Captify, a data-driven firm in the United Kingdom, as a case study.

Digital business

Table of Contents
INTRODUCTION ...............................................................................................................................3
MAIN BODY ......................................................................................................................................3
Explain about the digital business with benefits and limitations within organisation context ......3
Analyse and evaluate new/ emerging digital business models in relate of key business problems
like cyber security and ethics that chosen enterprise can adopt .....................................................5
Examine the impact of new collaborative relationships and strategic alliances through digital
technology........................................................................................................................................7
Briefly analyse how e-commerce principles could be used by by firm ..........................................8
CONCLUSION .................................................................................................................................12
REFERENCES...................................................................................................................................13
Books & Journal: ..........................................................................................................................13

INTRODUCTION
The business market is wider and broader and it is changing at rapid scale. In this
contemporary business environment, every organisation has become active towards the change of
market situations and it is crucial to focus on change so that competitive benefits are achieved.
Main aim of this report is to understand the importance of digital business (Bodsworth, 2017). With
this changing time period of business and technology, it is essential for entity to have relevant
knowledge and expertise about the technology advancements on basis of which enterprises are able
to easily achieve their core objectives. Captify, a data driven firm located in United Kingdom. It
mostly focuses on data and information, advertising and analytics services. This report consists of
overview of digital business with benefits and limitations, emerging digital business models, effect
of new collaborative relationships and strategic alliances and e-commerce principles.
MAIN BODY
Explain about the digital business with benefits and limitations within organisation context
The market is wider and consists of small, medium and large firms. Digital business is to be
defined as creating new customers, business models, customer experience which leads to accessing
of competitive benefits. With this higher flexibility of market, it has become crucial to focus on the
changing needs of customers, consumers, stakeholders in order to achieve higher profits. In relation
of Captify, their main mission is to fuel the media by providing with with variety of data and
searches. It is to be viewed as one of the most trusted brand as it is a single largest holder of
expansive pool of search. They have their offices at many locations such as U.S, London, Canada,
Australia, etc. With their large number of clients and effective services they are able to deliver
positive output to business as well as clients. Captify is also aiming towards use uses of data
technologies in order to increase the competency level (Domazet, 2018). Moreover, with this
ongoing situation of pandemic, it has become crucial for every entity to executer their functions as
well as operations with adoption of technology & advanced use of hardware/ software. It is
responsibility of both managers and leaders to ensure that correct tactics & strategies are being used
while using advanced or digital technologies within product or service. Digital technologies have
also challenged existing business models and continue to do so. One of the key driving forces of it
is the capacity of innovation and the consumerization of IT certainly also plays a role. Digital
business is about that stage you see in many maturity models in marketing, ICT, social, business,
you name it): the converged – or fully connected/integrated stage. From a sheer technology
perspective it goes beyond the famous third platform and the evolutions we are witnessing today:
cloud computing, the Internet of Things, mobile, Big Data, etc. With these important digital

technologies, Captify is adapting a new way of doing business which results in development and
growth.
The emerge of digital business rises from year 2001, but it is often stated birth of digital
marketing and business came into existence when Ray Tomlinson sent the first ever mail in 1971.
Most of businesses are equipped with digital businesses as it helps them to access to market strategy
as well as advantages. With emerge of new technologies and increase of competition level in
market, it is necessary to be aware about such new changes which are needed at priority level by
business. Also, effective strategies are required to adopt the concept of digital business in proper
manner. Further, most of the entities have been providing work from home facilities due to assist of
digital transformation. It is too stated that with access of proper digital resources, it is easier to
make decisions within effective manner (Fadillah, 2019).
Digital business- advantages
Enhanced data collection- Digital business main benefit is that it helps in increasing and
access to data collection in easy way. With use of technology and software, it is easy to access to
information of customers, clients in easy way. It develop and creates a data system which is useful
for gathering of data. With this large data collection of consumers, entity is able to examine the
different situations and resources which are useful for business opportunities (Holotiuk, 2017).
Great resource management- It is another advantage of digital business in which data is
used as tool for generating resources and execution of activities. With help of this transformation,
it is easier to access to resources in proper manner. In context of Captify they uses the data with
proper considerations.
Data driven customer insights- With adaption of digital business, it is easy to gain
information and customers about their preference, needs etc. It is beneficial to generate data so that
strategies are easily implemented. In reference of selected brand, they uses their data tools by
conducted proper market analysis.
Disadvantages
Dependent on technology- Using digital business is beneficial but to use an enterprise has
to rely on technology tools, software, applications, etc. Technology is flexible and changes with
time period. In reference of Captify, they have to update their technologies to provide effective
services. A slight change in technology can negatively affects upon overall organisational structure
at wider scale. Dependent on technology can leads to correct benefits as well as also results in
better productivity.
Cost expensive- Adopting technology is not easy and it is cost expensive as because high
amount of cost and resources are required in order to adapt technology/ new software to business.

So, as Captify is medium sized based firm they need more capital investment to deal with
technology change.
So, discussed paragraph reflects about importance of digital business within organisation as
it helps in accessing to competitive advantages in easy way. Also, it is necessary for all medium,
small and large firm to use technologies and software within product or services so that benefits are
obtained.
Analyse and evaluate new/ emerging digital business models in relate of key business problems like
cyber security and ethics that chosen enterprise can adopt
In this contemporary business world, every firm is connected digitally and has been using
various types of strategies as well as models in order to achieve benefits. Captify is a data driven
firm and aims at providing better customer experience to users. In this competitive market, it has
become crucial to deliver best output and results to clients so that goodwill of firm increases at
wider level. The emerging new business technologies and models is required to be adopted so that
it is easy for selected entity to access their business objectives (Hirschtritt, 2018).
It is also crucial to identify the problems within business so that it is easy to deal with issues
and produce effective solutions to customers. For example- it is time consuming process for firm to
gather data and which leads affects their operations. Also, with ease of use of technology risk to
cybersecurity is also faced by company. So, in order to save time and reduce the complexities
chosen company uses different kinds of models which are further discussed below-
On demand model
This is type of model which states that it allows people to use content at their own place and
on their preferred schedule or time. Also, with use of this model both firm and users are able to
access information and changing behaviour of each others. In relation of selected company, they use
this model which assist them in accessing to data easily and in effective manner.
Advantages
Main benefit of this model is that it helps in providing of services to users and most effective
manner with better services or content.
It fulfil the needs of customers, business and saves time of company which can be invested
in other operations. In relevance of chosen entity, they need to use this as it will help them in
enhancing of the appropriate use of strategies and tactics (Jabłoński, 2020).
Disadvantages
Limitation of this model is that it leads to protect and content is not easy and which impacts
on cybersecurity of firm.

Further drawback of this on demand model is that demand is flexible in nature and it is
necessary to have correct information about the change behaviour of customers.
Peer to peer
It is also important model which is used with proper consideration in which it focuses on
platform in which two parties participates in transaction process. For example- Uber, Airbnb comes
uses this model. Captify too uses this as it helps in providing services to both parties. Peer to peer is
important model which is needed to be properly used in most efficient manner. Peer to peer are
beneficial for development of organisational goals (Leke, 2019).
Benefits
 Main benefit of this model is that it assist in analysing supply as well as demand
simultaneously on a single platform. In context of chosen business, they helps in accessing
to proper advantages.
 Further advantage of this model is that it establishes a positive relations between both entity
and users which is beneficial for future success and growth development.
Limitations
 Drawback of this model is that it leads to problems because of external factors and can also
leads to impacting on ethics. In business, ethics are necessary to be followed but with
change of market situations, it can negatively affects goodwill of firm.
The above analysis matter shows that with use of business models, it is easier for firm to
focus on these models as they too helps identification of problems or risk linked with business. It is
duty of manager to make assure that most appropriate kind of models are being used. Furthermore,
it is is seen that by use of correct information & data, it is easier to make decision within business
sector (Na, 2019).
Examine the impact of new collaborative relationships and strategic alliances through digital
technology
The digital technology essential which is to be properly adopted so that objectives within
business are achieved properly. In this changing market, it is critically crucial to adopt the advanced
technologies as on the basis of which it is easy to achieve advantages within time period. To expand
businesses, strategies are required to be adopted so that managers & leaders both are able to access
and increase productivity at higher level. In relevance of Captify, they uses the search intelligence
technologies with core semantic logic, cookies less search ontology which connects, intent signals.
With their Captify's Search knowledge graph, they easily access to real time search data. To achieve

higher profitability and expand business at global scale two methods are being mostly used like
collaborative relationships and strategic alliances. By using of these approaches, it is easy to
achieve the company's mission as well as vision easily.
Collaborative relationships
One of the biggest factors that contribute to the success of any business is whether or not its
employees are able to perform together a team. Collaborative relationship is being defined as
working of two or more than two firms with aim of achieving common desired goals. It has become
crucial to adopt this method as it assist in development of business goals easily. With increasing
competition, it has become extremely important to encourage creativity in the office, in order to
improve productivity and promote healthy employee relationships. In reference of Captify, they also
have been too using this approach which is helping them to access to goals in easy way. With
adapting of collaborative relationships, managers and leaders find it is easy to manage every thing
in correct way (Nuseir, 2021).
Impact on digital technologies
Using of method in business, it is not easy and which required wide range of knowledge.
So, this has been examined that chosen firm is also have been into collaborative partnership with
UM with aim of providing more effective user search data. In this changing business environment,
use of this approach impact on digital technology of firm as because they have to use high skilled
employees for to use technology in correct way. The effect of this method results in enhancing of
appropriate kinds of decisions that are to be undertaken.
Strategic alliances
Strategic alliance is defined as arrangement or agreement between two companies achieve
a common desire objectives. It is to be viewed as most common and effective way of accessing to
business new opportunities. In reference of selected entity, they are aiming towards using of
strategic alliance so that it is easier for them to achieve organisational goals within period of time.
Main benefit of this is that by joining with other brand assist use of resources in efficient way.
Companies can learn about new business techniques and methods by the alliance with other
companies and can use that knowledge to grow their business and to enter into new market space. A
strategic alliance is preferred by many businesses over joint venture these days as because of its
flexibility to do business. Companies involved in the strategic alliance are not required to merge
their capital and can work independently from one another. Another of the important benefits of
strategic alliance is that it provides access to the unique know-how of the company with which you
are partnering. Marketing strategies and technical expertise are two examples of the type of
knowledge that is shared between businesses in an alliance.
Impact on digital technologies

This method too affects digital technology of Captify as because with this source of new
method it is easy to achieve benefits and goals. Moreover, it is stated that it is necessary to be aware
about these technologies so that advantages are easily achieved. To analyse these impacts, it is
critically essential to have knowledge of these technologies (Park, 2021).
From above reflected matter, it is examined it is essential to have correct knowledge of
these digital technologies as they are beneficial for growth and development. With conducting of
business environment, it is easier to analyse impacts within contemporary business. Within
changing time period, it is easy for Captify to make appropriate decisions.
Briefly analyse how e-commerce principles could be used by by firm
In business, strategies and principles are necessary to be used so that effective objective are
obtained. With this increase of competition market, it is essential for firm to focus on these
principles so that decisions are carried out in most effective manner. This has been too stated that it
is essential for leaders to have appropriate credentials regarding concept of e-commerce. It is
because digital business and e-commerce are interlinked with each other. Furthermore, there are
various types of e-commerce principles that are mentioned as follows-
 Fast - It is an important principle which is to be properly adopted as this principle states that
it is necessary for businesses to focus on the speed of business so that organisation is able to
achieve their desired goals. In reference of selected entity, it is necessary for them to focus
on their speed level so that strategies as well as resources are used accordingly. Being fast
results in reaching to goals in easier way. Also, to be fast chosen entity complete their
allotted task and client projects on time (Svahn, 2017).
 Functional- It is also crucial principle of e-commerce which is needed to be adopted so that
it is easy to access proper strategies. In functionality, it is necessary to states about how
website of a company work, what KPI are used by entity, etc. This is analysed that it is
important to have proper knowledge about such functions of businesses and e-commerce, In
case of chosen entity, they have been properly using these functions in correct manner. For
example- leaders and managers are able to drive these business functions in proper way.
Further, it is stated that through correct analysis of internal environment goals are easily
accessed.
 Familiar- In this principle, it depicts about the how customers feels about organisation and
its product. It is necessary for managers & leaders to make assure that they are able to reach
to customers in such a way that customers and others get attached to brand. For example-
offers and discounts, common navigation bar & obvious buttons. In viewpoint of selected

entity, they use this principle at first priority which helps them in increasing of more
customers.
This has been stated that it is essential for firm to use these e-commerce principles properly
so that decisions are undertaken (Wißotzki, 2021).

CONCLUSION
After a brief analysis of above report, it has been concluded that it is crucial to adopt digital
business so that organisations are able to achieve mission, vision and goals within period of time.
With change time interval, it is critically necessary to be aware about market situations and
competition rivalry so that strategies are implemented accordingly. So, discussions have been made
about digital business, emerging digital bushiness models, impact of strategic alliances,
collaborative relations and e-commerce principles. This has been evaluated it is necessary to use
the concept of new technologies as well as carrying out business digitally so that objectives are
achieved in proper way. It has been also analysed that it is essential to focus on these changing
needs as well as preferences of customers and strategies used by competitors so that benefits are
obtained easily.

REFERENCES
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Leke, 2019. Spotlighting opportunities for business in Africa and strategies to succeed in the
world’s next big growth market. A. Leke, M. Chironga and G. Desvaux, Eds, pp.77-85.
Na, 2019. The effect of market orientation on performance of sharing economy business: Focusing
on marketing innovation and sustainable competitive advantage. Sustainability, 11(3),
p.729.
Nuseir,, 2021. Factors influencing the choice of studying at UAE universities: an empirical research
on the adoption of educational marketing strategies. Journal of Marketing for Higher
Education, pp.1-23.
Park, 2021. Customer entrepreneurship on digital platforms: Challenges and solutions for platform
business models. Creativity and Innovation Management, 30(1), pp.96-115.
Svahn, 2017. Mastering the digital innovation challenge. MIT Sloan Management Review, 58(3),
p.14.
Wißotzki, 2021. Digital innovation and transformation: approach and experiences. In Architecting
the Digital Transformation (pp. 9-36). Springer, Cham.

Xue, 2018. Analyzing collaborative relationships among industrialized construction technology
innovation organizations: A combined SNA and SEM approach. Journal of Cleaner
Production, 173, pp.265-277.