Digital Technologies Impact on Organizations

This assignment examines the effectiveness of digital technologies in establishing good relationships with customers, improving productivity, and enhancing business performance. It also investigates the influence of digital technologies on organizations like Amobee EMEA, discussing ways to achieve higher profitability and sustaining a competitive edge. The assignment includes a questionnaire with questions related to digital marketing tools, organizational growth, and management of human resources.

RESEARCH
DISSERTATION

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of the Research................................................................................................1
1.2 Background of the Research.............................................................................................1
1.3 Significance of the Study .................................................................................................2
1.4 Research Aim...................................................................................................................2
1.5 Research Objectives.........................................................................................................2
1.6 Research Question ...........................................................................................................3
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
2.1 The importance of Digital tools and technologies within Amobee EMEA.....................3
2.2 The influence of digital technologies in developing organisational performance ..........4
2.3 The impact of digital technologies on cost structure of an organisation..........................5
2.4 Analysis of usefulness of digital tools in enhancing sales and revenue of Amobee EMEA 6
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................6
Introduction ...........................................................................................................................6
3.1 Type of investigation........................................................................................................7
3.2 Research design................................................................................................................7
3.3 Research Philosophy........................................................................................................7
3.4 Research approach............................................................................................................8
3.5 Data sampling...................................................................................................................8
3.6 Source of data collection .................................................................................................8
3.7 Ethical consideration........................................................................................................9
CHAPTER 4: DATA ANALYSIS .................................................................................................9
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................23
5.1 Conclusion......................................................................................................................23
5.2 Recommendations..........................................................................................................23
REFRENCES ................................................................................................................................25
APPENDIX ...................................................................................................................................27

TITLE:
To analyse the impact of digital technologies on small and medium scale organisation. A
case study on Amobee EMEA.
CHAPTER 1: INTRODUCTION
1.1 Overview of the Research
Digital tools and technologies plays a vast role in each business organisation as to
enhancing their performance and productivity at market place. In this modern era each small as
well as large businesses enterprises are concern on improving their performance through
implementing various tools and technologies at work place (Piercy, 2016). In this modern era
people are very much concerned towards the quality of goods and services rather than their
prices so in order to producing qualitative goods organisations are implementing various digital
tools and technologies at work place. Organisations are widely focused on providing training
session to their new and existing em0ployees in order to developing their skills and ability to
work with more passion. High quality products and services has a direct influence on
organisational growth and success. Amobee EMEA is a chosen company for this particular
research project and it deals telecommunication products and services in United Kingdom. The
major objective of firm is to expand their business operation all over the globe as to sustaining
higher and competitive position at market area. As a small and medium size organisation
Amobee EMEAis engaged in various activities as to enhancing its business operation at wide
scale. Business expansion is valuable for companied growth and success and this also helpful in
gaining attention of people towards the firm or its offered goods and services.
1.2 Background of the Research
In the world of digitalisation, the fundamental purpose of each business organisation is to
make their self stand out in order to attracting large number of buyers towards the organisation
and its goods or services (Zhou, 2013). In this modern era competition is so high at market place
and consumers are concern on attaining satisfaction through products and services as per their
choice and perception and if in any situation consumers are not felling satisfied than they can
easily switch to the other firm or products with similar objectives. Amobee EMEA was
established in the year of 2005 as a small advertising technology company and headquartered is
in Redwood city California, United States . Organisations are focused on achieving desired goals
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and objectives of firm through implementing suitable tools and technologies at work place.
Digital equipments are helps in reducing the man forces and increasing the working efficiency of
people at work place.
1.3 Significance of the Study
The research into consideration is based on analysing the impact of of digital
technologies on small and medium scale organisation (Laudon and Laudon, 2015). Small size
organisations are widely focused on implementing most innovative and effective digital
equipments at work place as to increasing their working performance in order to attracting
customers and buyers. The major reason for conducting the research is to finalising the issue in
effective and efficient manner. This also helps in increasing the knowledge level of learner in
respect of implementing digital tools and technologies with small as well as large business
concerns. The basic purpose of each business organisation is to satisfying the needs and wants of
people at market place and it create value in companies growth and success. Small and large
businesses firms are concern on implementing effective tools and technologies at work place in
order to enhancing productivity and performance of firm. Digital tools and technologies helps in
establishing drastic change in business operations and function and also helps in providing a
significant direction to attaining growth and success in market.
1.4 Research Aim
This is the fundamental part of research project as it also considered as a predetermined
statement in which the issue of research is explained in detailed way. It is a general statement
which concerning the overall goals, targets and intention of the study. The essential aim for this
particular research is to analyse the impact of digital technologies on small and medium scale
organisation. A case study on Amobee EMEA.
1.5 Research Objectives
The objective of research are described as the specific accomplishment the investigator
hopes to attain through the study. This part of research is based on research aim as in this
variables of research issues are individually explained in order to analysing the issue in effective
and efficient manner (Brynjolfsson and McAfee, 2014). This part helps in providing a signifiant
direction to the researcher to carry out the whole research activities in right direction at to
attaining proper outcome. Some basic research objectives are evaluated as below:
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 To identify the importance of digital tools and technologies within Amobee EMEA.
 To ascertain the influence of digital technologies in developing organisational
performance.
 To determine the impact of digital technologies on cost structure of an organisation.
 To analyse the usefulness of digital tools in enhancing sales and revenue of Amobee
EMEA.
1.6 Research Question
This is also an another effective part of research as it helps in establishing an effective
connection among research objectives and aims (Jaeger, 2012). In this question are prepared on
the basis of research objectives. Some important question that helps in evaluating the research
issues in systematic way. Question are described as below:
 What is the importance of digital tools and technologies within Amobee EMEA?
 What is the influence of digital technologies in developing organisational performance?
 What is the impact of digital technologies on cost structure of an organisation?
 How to analyse the usefulness of digital tools in enhancing sales and revenue of Amobee
EMEA?
CHAPTER 2: LITERATURE REVIEW
2.1 The importance of Digital tools and technologies within Amobee EMEA.
Technology is a very crucial component of business nowadays. It has a very important
effects on business operations. It has both tangible as well as intangible benefits for an
organization. The kind of technological infrastructure that the company might be having will
affect the culture, efficiency as well as relationship of business. As per the views of Andrea
Wong Rios, 2018, the various important aspects that technology full fills can be described as
follows :
 Communication with customers : Technology within company affects a firm's ability to
communicate with its customers. It is of paramount importance that employees are able to
communicate with clients in a effective manner and as quickly as possible to solve their
queries and demands (Beetham and Sharpe, 2013). Websites,internet and social media are
some of the ways through which employees keeps their interaction with clients in order to
satisfy their needs and demands. Ultimately business benefits from use of technology.
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 Operational efficiency : Technology helps in assessing cash flow needs and preserve
various precious resources. Like physical space etc. Now a days lot of technologies are
being invented for calculation of inventory and proper management of inventory it helps
in achieving operational efficiency (Brynjolfsson and McAfee, 2012). With use of proper
technology in place, executives of the company can save a lot of time and money by
holding their meetings over various internet platforms like Skype etc. instead of corporate
headquarters.
 Security : Proper use of technology will create a secure environment in an organization. It
protects financial data, confidential executive decisions and various other information
which might be very essential and may give an edge to company over its competitors.
Most of the projects now a days are secured in computer with passwords and hence can
not be copied by the competition. Thus technology ensure a secured environment in an
organization.
2.2 The influence of digital technologies in developing organisational performance
Digital technology has a direct impact on the performance of organization. As stated by
Bill Goodwin, 2014, There are various reasons why technology can play a crucial role in growth
of company. Employers will compete to get various services of employees with creative talent in
themselves to turn digital technology into a business opportunity that matters. New employees
with Various IT skills will bring fresh talents to the company. Digital technologies will help
business to provide their customers with cost effective services and it will create a brand
reputation and image of the company among consumers and in the market and thus will result in
higher sale and revenue for company (Weller, 2011). Digital technology will reduce the time
taken to perform a task and thus it will ensure that operational time is reduced, and it will benefit
the company in terms of lower cost and higher profitability. Resources of organization will be
managed efficiently because of digital technology. If a company is ahead in the race of
digitisation of its operations, it will give the company a competitive edge over the others
therefore, it should be a priority of the company to carry out digitisation process. The various
functions of an organization are carried out with the help of digital technology and tools, be it
production, inventory etc. with use of technology such processes has became simpler and more
cost effective and efficient. Technology has reduced the level of stress within employees, now a
days there is no need to work for normal working hours of 9 to 5, employees can work from their
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home and can put the same efforts, this has become possible only with the help of new and
innovative technologies available with management of company.
2.3 The impact of digital technologies on cost structure of an organisation
As per the opinion expressed by Kartik Mohla,2017, The implementation of digital
technology involves high cost of implementation and therefore management needs to analyse and
focus while spending on digitization as it may end up unnecessary large spendings which might
go wasteful. Every organization goes through transformation phase and only those companies
that accepts transformation and moulds itself according to time are bound to succeed in a
business environment (Yoo and et. al., 2012). The various forms of cost that a company might
have to incur in order to effectively implement digital technology within workplace are :
 Investment in various digital learning platforms
 Customization costs
 Cost to up skill some of the key people for effective implementation of digital learning.
 Time that is being invested by key peoples in implementing digital learning is treated as
cost for company. The key people involves Project manager, support team, Business
sponsor etc.
 Travelling cost can be reduced for both trainers and learners, if digital learning is applied
it will eliminate travel expenses ranging from 30 to 100 percent.
Hence if a company applies digital learning and various technological tools within company, it
can enhance the performance of company multifold, but the cost involved might be higher and it
may not be easy for any mid size company to implement these digital learning platforms,
therefore it should be taken care by management that when is the exact time of implementing
such technologies and reap the benefits of the same (Westerman, Bonnet and McAfee, 2014).
The statistical return of implementing these digital platforms can be drawn from various
analytical ratios like net profit ratio,ROI etc. Therefore there are benefits as well as drawbacks
for implementing digital technology within workplace.
2.4 Analysis of usefulness of digital tools in enhancing sales and revenue of Amobee EMEA
Amobee EMEAis a mid size IT company which carries a diversified business portfolio.
It has its presence in Electronic equipment market, It gives various IT services to other
companies, in the form of outsource services (Fitzgerald and et. al., 2014). A company can
achieve higher growth in profit and sales by implementing various digital tools and technology.
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If the same is implemented in proper manner, it can benefit a company like Amobee EMEAin a
very effective manner, because it is a mid sized firm and works in a limited market and any
implementation of new and efficient technology will give company a competitive edge over the
others and hence will boost company's profitability and overall sales. As stated by Robert
Allen,2017, The various digital tools which helps business in achieving higher profitability and
growth are survey tools, digital analysis tools,Page engagement tools etc. These tools are
essential for efficient performance of company and are being implemented by most of the mid
size organization (Bollaand et. al., 2011). Therefore, companies should treat these tools as a very
important part of their business and it should not be ignored if the company wants to stand firm
in tough competition because business environment is continuously changing and even smallest
of firms are implementing best possible digital technology and tools to stand apart from crowd.
Amobee EMEAis a mid size company and its management should focus on achieving higher
growth and profitability through reduction in cost and time of operations and also by increasing
penetration in markets through proper marketing and sales strategies and using technologies for
reaching a larger customer base, the business of Amobee EMEA is a kind of business which
addresses a B2B segment and there the quality of service provided matters a lot. Hence quality of
service provided should also be high and effective.
CHAPTER 3: RESEARCH METHODOLOGY
Introduction
For the purpose of conducting research a systematic plan is required. It is one of the most
crucial part of research project, it helps in carrying out the whole research work in the most
efficient way possible (Van der Plasand and et. al., 2011). For fulfilling the research work
various tools and techniques are required. The research is divided into various parts and and it is
impactful for researcher to arrive at conclusion.
3.1 Type of investigation
Research is of various types. The type of research to be selected is decided by the
researcher. There are two different types of research qualitative and quantitative. This describes
the nature of research. Qualitative research is based on quality of data. The method that is
selected for this particular research is qualitative method because in this kind of method
different facts and figures are considered for arriving at conclusion. Type of investigation
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selected plays a very important role in giving a shape to whole research report, therefore it
should be selected with proper care. Secondly Quantitative research concerned with different
facts and figure are being ascertain by the researcher to solve the numerical section of research.
This method do not give appropriate result of research as it give numerical value of research
(Wastiau and et. al., 2013). Researcher do not consider this method to perform experiment rather
they consider qualitative research method to perform various types of experiment. This method
give factual and certain result which are in form of thesis, hypothesis and assumptions which can
read by any individual. It also determine various situation of experiment through which it give
effective outcomes.
3.2 Research design
It is a broad framework, and it states the total pattern for the purpose of conducting
research projects. Its main purpose is to specify objectives, data collection, time, costs,action,
various responsibility etc. Though there are various types of research design but broadly it is of
three types Exploratory research design, descriptive research design, and casual research design
also called experimental research design (Livingstone, 2012).
Descriptive research refers to describing problem ant its solution. It is a very typical study of
problem and aims at finding solution for the same. It is more specific and purposive study.
Recent trend uses descriptive research because it is perfect for the research work and it helps in
assessing and analysing information in elaborated manner. It provides a significant direction for
the purpose of analysing organizational performance.
3.3 Research Philosophy
Research philosophy is concern with source nature as well as development of knowledge.
It is a way of to record and analyse data. It is divided into two section interpretivism and
positivism. Usually researcher uses interpritivism research approach because this approach of
research gives qualitative report which helps researcher to analyse data at various stages. It is
based on human nature (Lozano, Larivière and Gingras2012). It also tries to interpret social role
of various other individuals from research set of meaning. Researcher tries to put his keen efforts
in analysing emotion and social role of human.
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3.4 Research approach
It is an effective tools to conduct research which act as a support for carrying out the
various activities of research in a perfect manner so that the results can be obtained. There are
two types of researches, these are inductive and deductive research approach (Nambisan, 2013).
In this research project inductive approach is considered by the researcher because it is based on
qualitative data. It is concerned with availability of facts and figures which are collected by the
researcher. This kind of approach aims to generate meaning from the data set collected for the
purpose of identifying relationship and patterns to build a theory.
3.5 Data sampling
Data sampling is a method to select samples from a population size. The sample is treated
as the representative of population and the whole research is based on the the informative
outcome from such sample. The size of sample selected for the purpose of research is 40
respondents who were receiving services of the firm on a regular basis (BullenMorgan and
Qayyum, 2011). Researcher can choose probabilistic and non- probabilistic technique for sample
selection, it depends upon suitability of the project. For this, Non-probabilistic technique has
been taken.
3.6 Source of data collection
This is also an crucial stage in research methodology, in this part of research data has to
be gathered through researcher through various sources. Basically information and data has to be
cumulated through primary and secondary source of data collection as these are effective in
gathering appropriate data in order to carry out the whole work in significant manner. In the
particular research project data has to be gathered by researcher from both primary and
secondary source (Van House, 2011). On the basis of primary research questionnaire has to be
prepared which is filled by targeted respondents and on the other side the section of literature
review is performed through gathering data and information from secondary source as it is
effective in comparing the view points of various authors who are having significant idea and
knowledge about area of given study.
3.7 Ethical consideration
It is the most essential aspect for conducting research. In performing a research a
researcher come across various issues to be addressed by him. These are to conduct research in
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appropriate time frame, funds availability etc. for research. While performing research the
researcher may get various information from respondents which might be vaery personal in
nature and therefore it is his responsibility to take care of confidentiality of various information
provided. He should make sure that the information which is being provided should be used only
for the specific purpose and is not being misused by anybody. Researcher should focus on
achieving various objectives and goals of research in most efficient way possible. He should also
take care of various cost constraints that is in front of him.
CHAPTER 4: DATA ANALYSIS
This consist to be an essential part of research as it helps in analysing the data and
information through preparing questionnaire. This section of dissertation has to be done through
preparing themes which are based on questions that are filled by respondents.
Questionnaire
Q1) Does Digital technologies are effective in establishing good relationship
with customers?
Frequency
 Strongly Agree 32
 Agree 4
 Strongly Disagree 2
 Disagree 2
Q2) What are the impact on productivity of firm after implementing digital
technologies?
Frequency
 Improve 30
 No change 6
 Negative 4
Q3) What is the influence of digital technologies on organisations such as
Amobee EMEA
Frequency
 Improve Business performance 12
 Increasing sales and revenue 15
9

 Enhancement in productivity 13
Q4) How digital technology helps in bringing cost effectiveness within
organisation?
Frequency
 Reduction in man power 20
 Reduction in time to perform task 20
Q5) How organisation can enhance their performance? Frequency
 Implementing Digital technologies 20
 Better customers relationship management 10
 Through Innovation 10
Q6) Does digital tools and technologies are beneficial for organisational
growth and success?
Frequency
 Yes 36
 No 4
Q7) What are the ways by which Amobee EMEAcan achieve higher
profitability at market place?
Frequency
 Expansion of business operations 12
 Capturing new market 10
 Offering diversified products 8
 Conservative pricing strategy 10
Q8) How digital tools and technologies are helpful for management of Amobee
EMEA
Frequency
 Managing Human Resources 12
 Innovation in Ideas 10
 Adopting suitable technologies 8
 Recruiting people with skills 10
10

Q9) What are the diversified markets in which Amobee EMEAoperates its
business activities?
Frequency
Online Services 15
Electronic equipments 10
Outsourcing services 15
Q10) Provide recommendation to firm in order to sustaining a competitive
edge at market place.
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Theme 1: Digital technologies are effective in establishing good relationship with customers.
Q1) Does Digital technologies are effective in establishing good relationship
with customers?
Frequency
 Strongly Agree 32
 Agree 4
 Strongly Disagree 2
 Disagree 2
Interpretation:
As per the above given graph it has been concluded that digital tools and technologies are
effective in establishing good relationship with customers, as they are the most essential element
for organisational growth and success. High attraction of customers are valuable for
organisational growth. 32 out of 40 people are agree with this statement that digital equipments
are helpful in establishing good relationship with customers as it provide various ways by which
organisation can contact with their regular customers and provide beneficial products and
12
32
4
2
2
Strongly Agree
Agree
Strongly Disagree
Disagree

services to them. 4 people are agree and remaining people are not agree with the same as the are
not satisfied with the opinion.
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Theme 2: Digital tools and technologies has a huge impact on organisational productivity.
Q2) What are the impact on productivity of firm after implementing digital
technologies?
Frequency
 Improve 30
 No change 6
 Negative 4
Interpretation:
According to the given report it has been analysed that digital tools and technologies has
a huge impact on organisational productivity. In this modern era each business firm is concern on
adopting new and advance technology as to enhancing their performance through developing
productivity of firm. 30 out of 40 respondents select the option of improve as they think that
through implementation of effective tools the productivity of firm can be increased at market
place. 6 people select the option of No Change and 4 people go with the option of negative.
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30
6
4
Improve
No change
Negative

Theme 3: There is huge influence of digital technologies on organisations such as Amobee
EMEAPlc.
Q3) What is the influence of digital technologies on organisations such as
Amobee EMEA
Frequency
 Improve Business performance 12
 Increasing sales and revenue 15
 Enhancement in productivity 13
Interpretation:
As per the given discussion it has been determined that digital tools and technologies has
a huge influence on organisational performance and productivity. 12 out of 40 respondents select
the option of Improve business performance as they think that implementation of digital tools
and technologies are effective in improving organisational performance at market area, 15 people
are select the option of increasing sales and revenue as per their opinion digital technologies are
15
12
15
13
Improve Business performance
Increasing sales and revenue
Enhancement in productivity

essential in developing sales of company through gaining attention of customers. Remaining
people are go with the statement of Enhancement in productivity.
16

Theme 4: Digital technology helps in bringing cost effectiveness within organisation.
Q4) How digital technology helps in bringing cost effectiveness within
organisation?
Frequency
 Reduction in man power 20
 Reduction in time to perform task 20
Interpretation:
According to the description of overall report it has been analysed that digital tools and
technologies are helpful in bringing cost effectiveness in business organisation through reducing
man power and reduction of time in performing task and duties. In this people prescribe similar
opinion about both the options as these are effective in reducing extra cost of firm. Human
resource can be considered as the most essential source of firm as they are most effective in
performing various activities and operations of firm and the implementation of digital tools and
effective in reducing extra human efforts.
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20 20 Reduction in man power
Reduction in time to perform
task

Theme 5: There are various ways by which organisation can enhance their performance.
Q5) How organisation can enhance their performance? Frequency
 Implementing Digital technologies 20
 Better customers relationship management 10
 Through Innovation 10
Interpretation:
According to the description of above mentioned graph it has been concluded that there
are various ways by which firm can enhance their performance at market place, this also create
value for organisational growth. Majority of respondents go with the option of Implementing
digital technologies, 10 out of 40 respondents go with the option of better customers relationship
as this is more beneficial aspect for each business organisation. Remaining people go with the
option of innovation as it is required for each business enterprise is to adopt suitable and
innovative technologies at work place.
18
20
10
10
Implementing Digital
technologies
Better customers relationship
management
Through Innovation

Theme 6: Digital tools and technologies are beneficial for organisational growth and success.
Q6) Does digital tools and technologies are beneficial for organisational
growth and success?
Frequency
 Yes 36
 No 4
Interpretation:
According to the above mentioned report it has been concluded that digital tools and
technologies are beneficial for organisational growth and success. In this modern market
competition is so high at market place and each small as well as large business enterprises are
concern on adopting various digital tools and technologies as to enhancing organisational
performance and productivity. As a small business enterprises that major focused area of
Amobee EMEAis to expanding their business operations all over the world through satisfying
the needs and wants of people at market place. 36 out of 40 people are agree with this statement
19
36
4
Yes
No

that Digital tools and technologies are beneficial for organisational growth and success and
remaining respondents are not agree with the same.
20

Theme 7: There are various ways by which Amobee EMEAcan achieve higher profitability at
market place.
Q7) What are the ways by which Amobee EMEAcan achieve higher
profitability at market place?
Frequency
 Expansion of business operations 12
 Capturing new market 10
 Offering diversified products 8
 Conservative pricing strategy 10
Interpretation:
As per the above given report it has been analysed that there are various ways which are
applied by Amobee EMEAin order to attain high profitability at market place. With the help of
profit margin organisational performance can be measured. 12 out of 40 respondents are go with
the option of expansion of business operation as these is most effective techniques for gaining
growth. 10 people chose the option of capturing new market, 8 people select the point of offering
21
12
10 8
10
Expansion of business
operations
Capturing new market
Offering diversified products
Conservative pricing strategy

diversified products and services and remaining people go with the option of Conservative
pricing strategy.
22

Theme 8: Digital tools and technologies are helpful for management of Amobee EMEAPlc.
Q8) How digital tools and technologies are helpful for management of Amobee
EMEA
Frequency
 Managing Human Resources 12
 Innovation in Ideas 10
 Adopting suitable technologies 8
 Recruiting people with skills 10
Interpretation:
As per the above given report it has been determined that Digital tools and technologies
are helpful for management and its operations of Amobee EMEA. As a British
telecommunication company Amobee EMEAdeals in variety of goods and services and provide
high quality products to their potential buyers who are willing to taking benefits of offered goods
and services of firm. 12 out of 40 people select the option of managing human resource, 10
23
12
10 8
10
Managing Human Resources
Innovation in Ideas
Adopting suitable technologies
Recruiting people with skills

people chose innovation in ideas, 8 people go with the option of adopting suitable technologies
and remaining people go with recruiting well skilled people at work place.
24

Theme 9: There are different diversified markets in which Amobee EMEAoperates its business
activities.
Q9) What are the diversified markets in which Amobee EMEAoperates its
business activities?
Frequency
Online Services 15
Electronic equipments 10
Outsourcing services 15
Interpretation:
As per the description of above mention chart it has been determined that there are
different diversified markets in which Amobee EMEA operates its business activities. 15 out of
40 respondents select the option of online services, 10 people go with the option of electronic
equipment and remaining people select outsourcing services.
25
15
10
15
Online Services
Electronic equipments
Outsourcing services

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
In an era of competition, It has become crucial to stand apart from crowd by offering
something different in the form of quality or anything else which would be a unique selling
preposition of the company and it can not be possessed by any other company easily. Amobee
EMEA should implement these technological platforms as soon as possible to derive growth and
it will lead to an increase in the size of company and will bring long term growth and prosperity
for the company. It is the best time for using and implementing the latest possible technology, it
enable a company to improve learnings at all levels in all places of organization. It leads to a all
round development of the organization. Presence of technology equity as well as accessibility in
learning, It lowers some of the barriers of communication which hinders growth of an
organization and thus affect its profitability and productivity. The growth in the market can not
be tapped by any company which still relies on conventional growth pattern and which do not
attempt to transform its business into a digitalized environment which is quite crucial in current
market scenario.
5.2 Recommendations
Digital technology and tools is no longer a luxury for any organization, it has became a
necessity for most of the organization to compete in market and stand firm in a competitive
market, therefore Amobee EMEA should focus on improving its digital technology base by
implementing new tools and technology. The company should also make sure that the cost
involves in implementation does not surpass the benefits that will be derived from such
implementation. The company should initiate necessary actions to implement digitization within
operations of company as soon as possible so that it can gain advantage and reap benefits of
growth in the market in which it is operating this is only possible if the company would be
equipped with necessary digital tools to compete with their competitors. It should implement
various digital learning platforms and should make their employees capable enough to handle
and operate those learning platforms easily and effectively in order to maximize returns and
profits for the company. This can be done only by providing training programmes for effective
skills development. These include knowledge about various IT equipments, Digitalized services
26

and how to bring efficiency in the same. The company should also aim at improving its working
environment and culture for efficient utilization of its technological resources.
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