ICT Professional Practice and Ethics

This document discusses the digital makeover of Westfield shopping centre and its impact on the industry. It explores the use of analytics and IoT in attracting customers and highlights the potential risks involved. The document also emphasizes the need to properly utilize technologies for positive results.

Running head: ICT PROFESSIONAL PRACTICE AND ETHICS
ICT PROFESSIONAL PRACTICE AND ETHICS
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1ICT PROFESSIONAL PRACTICE AND ETHICS
Westfield is a company of shopping centre at Australia and it has been noticed recently
that the organization is wooing a number of customers by its total digital makeover of the
experience within the mall. It was not much long ago that all the operators of mall were getting
disrupted due to several e-commerce sites like Amazon.com and the long tail of rivals of it,
operators of mall are feeling an effect of trickling down of falling( Marshall, Mueck and
Shockley 2015). The organization Westfield is seen to have been managing huge billions in
assets which mostly spans about 35 centres of shopping for searching several ways for improving
the fortunes of it. The fortunes of the company has been improved by all the signs which are
digital, several sensors as well as analytics which can further help in providing recommendations
which are mostly personalised (Holmes 2013). For countering the retailer’s complete closure
which has been crushed by the industry of e-commerce, all the operators of mall are luring
several types of partners of retailing involving restaurants having fine dining, chains of gym as
well as the concepts of entertainment like bowling or golf in miniature (Wakefield 2018). It has
been believed by the company that such types of services will make the mall much more inviting
for all the consumers. Westfield is seen to have been transforming 18 of all the flagship
properties of it into Smart Centres which are enabled digitally. Armed with the help of several
new insights as well as capabilities, the organization has increased the efficiency of its operation
as well as created several new experiences for setting the brand of it apart from all shoppers and
it has also been providing several opportunities of growth for partners of entertainment,
hospitality as well as retail (Seale and Niesche 2017). With the vision of SmartCenter and also
the strategy based upon end-to-end across the whole journey of all the shoppers. The company is
building a full new model of business which totally redefines the experience within the mall.
With the help of the transformation done digitally as well as the partnership with the Cisco, the

2ICT PROFESSIONAL PRACTICE AND ETHICS
company is seen to be disrupting the industry in the middle of the whole change. Some of the
solutions of digital disruption involves a parking which will be connected, presence of sensors,
and also platforms for several operations of IoT.
It can be finally said that for coping up with the severe competition faced from all the
emerging e-commerce sites have resulted in a closure or loss of the economy of such industries.
It must be remembered as several technologies like analytics are being utilised for the betterment
of the mall in attracting a number of customers, there are also a number of threats as well as risks
which may arise from such a digital makeover. Technologies are to used properly for obtaining
positive results. Introduction of Analytics as well as IoT is basically seen as some of the
disruptive technologies which have led to a huge change in the environment of the mall.

3ICT PROFESSIONAL PRACTICE AND ETHICS
References
Holmes, T., 2013. Magazines and Promotion. Promotional Culture And Convergence: Markets,
Methods, Media. London: Routledge, p.173.
Marshall, A., Mueck, S. and Shockley, R., 2015. How leading organizations use big data and
analytics to innovate. Strategy & Leadership, 43(5), pp.32-39.
Seale, M. and Niesche, C., 2017. Interview: Margie Seale. Company Director, 33(1), p.20.
Wakefield, J., 2018. Incentive System Disruption of Social Media Disruption.