Digital Business Report: A Case Study on Uber Technologies

This report discusses digital business practices and their implications for Uber Technologies. It covers key trends, advantages, and digital business models for cyber security and ethics. It evaluates the impact of new collaborative relationships and strategic alliances through digital technology for Uber. It also provides insights on the impact of crypto currency on businesses. Course code and college/university not mentioned.

Individual report, Digital
Business
A case study on Uber
Technologies

EXECUTIVE SUMMARY
Digital business is the practices of business activities which are done with the means of
technology that is effective for an organization to execute the combination of the advanced
technologies with the risk based multi factor. New technologies are able to develop into the key
trends in the market. Businesses with the help of digital business models are helpful for creating
effective cybersecurity. With using the new relationship as of collaborating with the other
business helped uber in advancing and developing market area also forming strategic alliance
with spotify helped in increasing rides sales by grasping the consumers through using the app.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION ..........................................................................................................................5
MAIN BODY...................................................................................................................................5
Key trends and advantages of digital technology, implications to manage virtual business.......5
Digital business models for the business issues such as cyber security and ethics.....................8
Evaluating the impact of new collaborative relationships and strategic alliances through digital
technology for uber......................................................................................................................9
Critically discussing the impact of crypto currency such as Bitcoin and others on businesses.
Commenting on El Salvador’s legal tender of adoption in early September 2021. .................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Digital business is the process which is the application of the digital technology that is
helpful for the reinventing the business with the help of models and transform the company's
products or services in order to improve the customers experiences. The focus of the innovation
in the business is considered to be helpful for the business to create new value for connecting
people with the right things. In this project Uber Technologies has been taken as the digital
business for which the strategies and operations are discussed. Uber Technologies is an
American mobility service provider which is known for its operations in more than 72 countries.
The business model of this organization is based on its application which helps in the
organization to connect the customers and drivers. This is the organization which brought the
concept of an aggregator business model in the world and is considered to be the unique business
model that involves building of partnerships and letting the partners work under the brand rather
than hiring them as employees. Hence, it can be said that Uber does not own any car is just the
platform which connects the customers to the drivers. In his project an overview of the key
trends and advantages of the digital technology for the implication of the managing virtual
business global environment for Uber Technologies will be done. This project will be critically
evaluating new and emerging digital business models in the context of key business issues of
cyber security. This project will help in impacts of the new collaborative relationships and
strategic alliance through digital technology will be made for Uber Technologies. In this project
the impacts of crypto currency like Bitcoin and also the think about the El Salvador’s legal
tender of adoption will be discussed.
MAIN BODY
Key trends and advantages of digital technology, implications to manage virtual business
Digital business is the process of application of the digital technology that has been able
to reinvent the business models and transform a company's products and customers experiences.
Following are the advantages of the digital businesses,
Increased efficiency :
With the help of digital business the organizations are able to increase their efficiency as
well as their productivity. Increasing these factors are considered to be very essential for gaining
the growth that is required and necessary.
Better resource management :

Utilization of the technology is considered to be the factor which is helpful for the
business to manage their resources (Senyo, Liu and Effah, 2019). This is also very important
aspect of the business which is useful for the creation of success.
More resilience and agility :
The increase in the resilience and agility is helpful for the organization in the
management of the organizational operations which influences the ways in which they achieve
the growth that is required. The management of the better digital presence has been considered to
be very useful for the agility in the organization.
Better digital presence ;
Being able to achieve better digital presence the organization are able to expand their
operations in the different part of the world. Uber is the great example of this advantage being
taken by the organization.
Improved customers engagements :
With the help of technology the businesses are able to develop better and improved
customers engagement which is the factor that has been considered to be key towards the growth
of the organization.
The key trends in the digital technology for this organization are,
 The 5G technology which is the 5th generation technology in the current and the latest
trend. This technology will bring connected auto-mobiles which will enable the vehicles
to store and initiation the bi-directional communication in them. This is the factor which
is helpful for the organization.
 Zero-trust security is the security model which is based on the principle of maintaining
strict access controls and not trusting anyone with the default or even those inside the
network perimeters (Bican and Brem, 2020.). This trend is considered to be very effective
for Uber to use in the operations of this organization.
 Data fabric is the gartner explains data fabric used an interesting analogy that considers
self driving car and two other related scenarios. In this technology the driver manually
drives the automated features and not put into use. This technology allows in losing focus
and being able to develop automated feature that get activated when making course
correction whenever required.

 Robotic process automation is also one of the new trend in the digital business which
allows the organization in handling repetitive tasks at the work for using software robots
that increase the speed to market. This is helpful for the businesses to reduce the
expenditure of hiring individuals and also increase the operational scalability.
 The use of a cloud service model is one of the latest trends to hit the organizational
operations. This is going to allow the businesses to digitally transform an promote the
services like, Storage as services, container as services, function as services and security
as a services (Sousa and Rocha, 2019).
 Artificial intelligence has been the one of the most effective trend in the market which is
helpful for the creation of similar and yet original content. With the help of this
technology Uber can influence the customers experience to another level. AI can generate
outcomes on its own with the help of different techniques.
Following are the advantages that the organization is can have through the adaptation of
the digital services of the organization.
 It helps the business like Uber to modernize the legacy of their process and also
accelerate the efficiency of the workflows. This is essential for the business to be more
social active and also being able to achieve growth with the determination of efficiency in
the work culture.
 New technologies have always been the reason why the organization is able to develop
effectiveness in the digital strategy which is due to the influence of the simplification of
the recruitment, manufacturing, production and logistics processes (Nosova and et.al.,
2019).
Digital business models for the business issues such as cyber security and ethics
A digital business model is the form of model which is helpful for the creation of value
based on the development of the customers benefits which is helpful for the creation of the
digital solution that has some significant advantage which influences the customers to pay.
Marketplace Model (peer-to-peer, two-sided marketplace) :
The market place model is the digital business that is the academical government and
consulting circles. This is the model which allows the business to save time and find the service
brokered by the market place. It is the hassle and friction and the reduction of the finding

services. This is also the factor which increases the trust in the market place system (Namugenyi,
Nimmagadda and Reiners, 2019). This model has been considered to be the increase the
complexity of the customer's data with the involvement of new dynamics. It is considered to be
very useful for the two-sided platforms which is Uber. It is able to enhance the security of the
digital business with the use of a third party software. This is helpful for the creation of the
generally managed by the large multinational companies like Google, Microsoft, Apple or
Amazon. For the better security the use of OTP system can be very effective in the business
model. The implementation of the additional authentication factors can allow the organization to
reduce the cyber crimes.
The 4C ICT Business Model Archetypes :
In this digital business model the discussion has been made for improving the extension
of the organizational boundaries which is implemented by the business to be both vertical and
horizontal in nature and integration of the digital business model is considered to be helpful in
the chronological layers for creating a connection, content and context that helps in improving
the digital business model. In this business model the cyber security with that provides the basis
of classification and analysation of the business model off suppliers, competitors is known to be
the factor which is helpful for the business in using the loT-MDM systems and services to
provide the essential tools which can be used for the same system that helps the business in
providing the cybersecurity to the services providers (Vendrell‐Herrero and et.al., 2018). This is
also the tailoring of the customers needs. In this model the first layer is connected with the
relations to the business model in which the stakeholders provide connection services. The
second layer of this model is helpful for the protection of the all the different sorts of online
content services. Whereas the third layer has been classified as the business ability to create
monetization to the users content and equipment. The fourth layers and the last layer is the
concern of the business which is able to identify the connection, context and act as the
communication which is the helpful for the identification of the customers types.
Zero-trust security model :
This zero-trust digital business model assumes that there are no traditional network
edges. This is security framework which requires the users that are in or outside the
organization's network to be authenticated, authorized and continuously validate the security
configuration and posture (Zero Trust Security Explained: Principles Of The Zero Trust Model,

2021). It is helpful for the assumption of the traditional network edge which is helpful for the
cloud or combination of the hybrid with the resources anywhere as well as workers in any
locations. In this model the security infrastructure is helpful for the security infrastructure data
that is helpful for the digital transformation which is helpful for uniquely addressing the modern
challenges of the today's business. This is helpful for the securing the remote workers hybrid
cloud environment and ransomware threats. This model seeks to address the following principles
for managing the cybersecurity,
 Continuous verification
 Limit the blast radius
 Automate context collection and response
Evaluating the impact of new collaborative relationships and strategic alliances through digital
technology for uber
New collaborative relationship are occurred between two or more companies when
working and accomplishing common goals. This collaboration takes place as or fulfilling the
common objectives which help in fulfilling the purpose off both the companies by gaining profit.
Collaboration helps in achieving the task together by working together with diverse individuals.
Strategic alliances is firmed by making the agreement between two companies for sharing
resource and completing project with mutually understanding (Camarinha-Matos and et.al.,
2019). The importance of strategic alliance as it helps in building and adopting innovative
solutions for engaging consumers by forming potential strategies.
New collaborative relationships:
Advantages Disadvantages
 Collaborating with the other business as
for achieving the common goals helps
in attaining and increasing profits for
the business by sourcing shared aims
with using digital technologies,
 As by collaborating business with using
digital technology for sourcing
different technological and
conferencing tools helps in exchanging
 As with the breakdown of the any
technological products results in
hindering the common mission as for
completing the task. Also any problems
and glitches in the hardware and
software faced by one company affects
the other using collaborating for
consuming business with digital

the cloud services and exchanging
information efficiently.
 Saves times and resource and adopting
the collaborating method for going
digital for uber helps in saving time and
resources by speeding up the
information via mails and attracting
consumers through networking and
online using marketing tools.
 It also benefits In boosting team morale
with performing more efficiently and
generating innovative ideas by sharing
knowledges and experiences for
working together as for increasing sales
of the uber company.
platform.
 As face to face interaction business is
limited as collaborating with the other
business with using digital technology
and conducting business online aid in
arising problems for taking various
important decision of business for
growing and reaching the common
benefit, as innovative ideas with face to
face interaction limits creativity and
collective processes.
Strategic alliances:
Advantages Disadvantages
 Strategic alliances helps in acquiring
various new skills and capabilities, as it
helps in enhancing the productivity of
the partners by aligning strategic for
achieving the common goal.
 Reduces risk of operating business by
distributing the alliances among two or
more business.
 Enhancing sales by expanding business
with other company.
 Failure when lack of commitment
between two business digitally for
achieving and requiring process of
other business to accomplishing goals.
 Creating conflicts between two
companies as when production sites
and sales and marketing team not
working in proper way as for increasing
sales by operating online (Sadegh, Shah
Hosseini and Heidari, 2020).

Example: Applying building new relation into the uber as recently, Uber announces
collaboration with the Deem , the new integration and collaboration between two help in
integrating the business. Deem is the company mainly aims for competing mission by
transforming the travel industry. The company offer various employees for addressing and
providing easy need to travel various individual The company is travel technology which
combines various travel agencies and provide various expense solutions as it helps in
empowering the culture ad the consumers for establishing as the world largest travel industry
(Sahut, Iandoli and Teulon, 2021). This provides travellers for booking and scheduling the uber
ride with using the Etta platform. As by collaborating with the Etta platform helps uber by
enabling to book easily for various ride by th consumers, as this company has won various
awards with ranging from the travel safety and accessing various designs having mobile apps. As
by collaborating with the Deem uber had grasped various large consumer which helps in booking
and capturing the market for the company as it provide platform for booking flights from using
Etta apps. The main aim is to provide streamlined services and travel experience to stage number
to consumers.
Furthermore, the strategic alliances example for uber is, the uber and spotify is alliance
wit the spotify, as spotify help in influencing the uber travellers as connecting them for offering
transportation mode with travelling with uber. This alliances helps the company in building and
gathering large target consumer base as by offering the playlist advices when travelling from
uber on the list screen of the drive. This helped the uber company in gaining competitive
advantage by sharing ride with the users and allowing all the travellers as for engaging with
listening to music with personal playlists.
Critically discussing the impact of crypto currency such as Bitcoin and others on businesses.
Commenting on El Salvador’s legal tender of adoption in early September 2021.
Cryptocurrency is defined ass the currency available as digitally. It is mainly the form of
digital assets which is distributed within large technical computer software. Is the digital money
which is used by large number of user over internet. These currencies are monitored and valued
with using the blockchain. These are decentralized not issues to al the users in the form of hard
copy it is digital money which is used over internet. Different popular examples of
cryptocurrency are bitcoin, ether, litecoin, bitcoin cash, ethereum classic, zcash, stellar lumen,
bitoin santoshi vision.

Cryptocurrency impact of the digital business as it mainly relies on operating business a
hardware ices for accelerating the output and videos with using applications. Various users as of
using the GPUS aid in using these cryptocurrency. Also, with using the cryptocurrency it hinders
various business process operating digitally as it possess control and cybersecurity thereat which
lacks in gaining the control over the computer software which is a big thereat for operating the
business digitally also smartphones.
But using the cryptocurrency as for operating business digitally helps in making
convenient payment to other as by using the smart cash as instant payment methods helps in
accepting currencies digitally by being offline also into online surroundings. Also, it helps in
advancing to the international markets by fostering relations by conducting business via online
platform. Main disadvantage of using cryptocurrency as it affects the transactions and personal
information of various users and business while transacting online as it hinders the cyber
security. Also, it conduct black market activity over digitally and with the high volatility results
in high loss for the business.
Commenting in adopting the bitcoins legal currency by the El Salvado, as the country is
adopting and taking the legal tender, as for making the cryptocurrency officially as the accepting
the means of exchange for purchasing the products and service. El Salvado adopted the bitcoin
and establishing various ATMs (Senyo, Liu and Effah, 2019). The commitment towards bitcoin
has effected the country. also created distrust towards the president of the country by various
citizens in financial markets. As adopting as the legal tender economy of the country has suffered
a lot.
Furthermore, taking the bitcoin as the legal tender it impacts the country as due to the
regulatory uncertainties. Taking and accepting bitcoin for operating the industries takes time as
adopting the standard for opening but coin as legal currency impacts business process in the
country. Also with the unstable process of the bitcoin impact the business as obtaining legal
tender must be stable for a country. But with the unstable situation into the process affects the
business and various industries in country. As with falling the prices of bitcoin results in losses
for the business operating digitally also non digitally in a country (The Pros and Cons of
Accepting Bitcoin as Legal Tender, 2022). Furthermore, with the highly volatile and vulnerable
scams occurs due to new developing technology the fraudster and hackers take disadvantage by

using the social media platform by defrauding using the sites as of Facebook , Instagram and
twitter which result in loos to business.
CONCLUSION
With the help of this project the growth of Uber as a digital business can be influenced
for bringing growth in the organization. This is the factor which has been considered to be the
key towards the development of the strategical growth in the business. The development of
operations in the business can be the key factor which is known for influencing the growth. This
business has been able to evaluate the key trends in the digital market which is helpful for the
implication of the key business issues. The cyber security and ethics is considered to be the
strategy which allows the business in the increasing the new collaborative relationships and
strategic alliance with the influence of technology.

REFERENCES
Books and Journals
Bican, P.M. and Brem, A., 2020. Digital business model, digital transformation, digital
entrepreneurship: Is there a sustainable “digital”?. Sustainability. 12(13). p.5239.
Camarinha-Matos, L. M and et.al., 2019. Collaborative networks: A pillar of digital
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Namugenyi, C., Nimmagadda, S.L. and Reiners, T., 2019. Design of a SWOT analysis model
and its evaluation in diverse digital business ecosystem contexts. Procedia Computer
Science. 159. pp.1145-1154.
Nosova, S.S., and et.al., 2019. Digital business as a driver of economic growth in Russia.
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Sadegh, M. H., Shah Hosseini, M. A. and Heidari, A., 2020. Extracting the Effective Factors on
Corporate Governance Formation in Strategic Alliances with Focus on International
Joint Ventures through Systematic Literature Review. Journal of Business
Management. 12(1). pp.64-93.
Sahut, J. M., Iandoli, L. and Teulon, F., 2021. The age of digital entrepreneurship. Small
Business Economics. 56(3). pp.1159-1169.
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framework for future research. International journal of information management. 47.
pp.52-64.
Senyo, P.K., Liu, K. and Effah, J., 2019. Digital business ecosystem: Literature review and a
framework for future research. International journal of information management. 47.
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Sousa, M.J. and Rocha, Á., 2019. Skills for disruptive digital business. Journal of Business
Research. 94. pp.257-263.
Vendrell‐Herrero, F., and et.al., 2018. Digital business models: Taxonomy and future research
avenues. Strategic Change. 27(2). pp.87-90.
Verhoef, P.C. and Bijmolt, T.H., 2019. Marketing perspectives on digital business models: A
framework and overview of the special issue. International Journal of Research in
Marketing. 36(3). pp.341-349.
Online
Zero Trust Security Explained: Principles Of The Zero Trust Model, 2021[Online]. Available
through: <https://www.crowdstrike.com/cybersecurity-101/zero-trust-security/>
The Pros and Cons of Accepting Bitcoin as Legal Tender. 2022. [Online] Available through :
<https://coinmarketcap.com/alexandria/article/the-pros-and-cons-of-accepting-bitcoin-
as-legal-tender>