IS and Business Strategy Alignment: A Case Study of Virgin Mobile

This presentation focuses on the alignment of Information System and Business Strategy in the case of Virgin Mobile. It discusses the chosen business strategy, its evaluation, potential benefits, and long-term strategic needs. It also explores the ICT requirements and key issues in the development of the business, information, and management strategy.

Individual Presentation

INTRODUCTION
 IS and Business strategy alignment can be defined as use of Information System and Technology
(IS/IT) effectively for achieving desired situation of the business. Virgin Mobile is a mobile phone
service provider company that operates its business activities in UK. Company was launched in the
year 1999 by the Virgin Group and it is a first Mobile Virtual Network Operator in the world. The
report will include explanation of the chosen business strategy and range of potential benefits.

Evaluation of chosen Business Strategy
Virgin Mobile chooses incorporation of Mobile Strategy and it is considered as an imperative for
the marketing departments for every industry. The mobile strategy makes sense for every organization and
industry as it can make effective transformations in the company. Mobile strategy refers to making use of
mobile applications as the basis and foundation instead of the other way around. Mobile applications are
able for doing just anything, but the mobile strategy is important for determining how the mobile app can
effectively serve the needs and wants. The mobile strategy and mobile applications can drive serious and
effective transformation in the business and also in overall industry.

Benefits of Mobile Strategy
 Provides increased value to the customers
 Building a stronger brand
 Connecting in a better way with customers
 Boosting sales and profitability

Long-term strategic needs
 Virgin Mobile may make use of one or all the main route towards achieving a highly functional mobile
applications.
 Effectively engaging customers and building effective relationship with them,
 Providing effective services and support,
 Promotion and online sales.

The long-term strategic needs of Virgin Mobile
towards customers and other stakeholders
 Customers
1. Increasing interaction with customers and building effective
relationship with them.
2. Increase number of clients and customers by 10% every year.
3. Achieve customers loyalty score of 80% or/and higher
 Employees
1. Achieve effective employee engagement scores of 85% or/and
higher.
2. Encourage respectful and ethical behavior.
3. Reduce the employee turnover rate

ICT requirements to bring forward the
business strategy in the long-term
 The Virgin Mobile aims at incorporation and development of the
information and management strategy which may help in achieving the
strategic objectives of business. In today's business environment, it is
important to incorporate with the IS and IT as it helps in bringing forward
the business strategy in the long run. The IT can drive innovation and it is
considered as the path to the success. The new formula of success for
Virgin Mobile is simple: to drive innovation and creation with the
Information Technology.

Key issues of the business, information and
management strategy development
 Cyber-Crime and security issues
 Lack of strategy:
 Keeping up with change
 Lack in understanding the perceived need of the user

CONCLUSION
 Development and incorporation of mobile strategy for the customers which fits inside the overall
business and customer experience strategy can effectively map out and transform the digital,
physical and emotion interactions of the users with the brand. This will help Virgin Mobile to
increase the awareness and brand image of the company. Through the incorporation of mobile
strategy with the business strategies, Virgin mobile can interact with customers and this will help
in effectively engaging with them. This will bring further benefits for company in terms of
increased sales and profitability

REFERENCES
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 Hinkelmann, K. and et.al., 2016. A new paradigm for the continuous alignment of business and IT: Combining enterprise architecture modelling and enterprise ontology. Computers
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 Wächter, M., 2016. Mobile Strategy. Marken-und Unternehmensführung im Angesicht des Mobile Tsunami, Wiesbaden.
 Online
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 What is Mobile Strategy?. 2016. [Online]. Available through : <https://chaione.com/blog/what-is-a-mobile-strategy/>