Integrated Professional Skills in Digital Age

This report covers the comparison between online and off-line businesses with their pros and cons, the challenges and the measures of security and privacy that individuals in business face when they go online, comparison between different tools and contrast the features application and suitability et cetera.

Integrated Professional
Skills in Digital Age

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Compare and contrast between the positive and negative aspects of the products and services
sold online and offline.................................................................................................................3
Discuss the challenges and measures of security and privacy that individuals and businesses
take when they go online.............................................................................................................5
Due to COVID-19, many businesses are turning to provide their services online. Select any
two tools, compare and contrast their features, applications, suitability etc...............................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Due the global pandemic COVID-19, it has impacted the economic and social
development around the world. Businesses have faced a huge economic downturn due to
unavailability of businesses to operate physically. COVID-19 has caused different businesses to
choose online platforms for operating their businesses. These online platforms digital businesses
have helped businesses in both negative and positive manner. Wherein the positive impact such
as low business cost for reaching out customers, and other unnecessary business cost for
maintaining brick and mortar stores and so on, with the increasing reliance of people towards
internet platforms where even small transactions such as buying medicines or vegetables are
done via internet, apart from that, digital platforms have helped the business to enhance their
profitability and sales margin. These digital businesses have also impacted in a negative manner
such as loss of privacy and security to both business and customers and other challenges. This
report covers the comparison between online and off-line businesses with their pros and cons, the
challenges and the measures of security and privacy that individuals in business face when they
go online, comparison between different tools and contrast the features application and
suitability et cetera (Barrett and et.al., 2015).
MAIN BODY
Compare and contrast between the positive and negative aspects of the products and services
sold online and offline.
Basis Online Business Offline Business
Personal Touch In online business, there is no
in person or face-to-face
contact which also means that
the customers cannot see the
product and the seller
physically. The customers
depend upon the specification
defined virtually about the
product mentioned on the
In off-line business, customer
can contact in personal or
face-to-face in the physical
stores. Customers can directly
contact to the sellers and
touch the product. In off-line
business a buyers make the
final purchase by getting the
first hand information of the

website and makes the final
purchase decision.
product from the seller and
physically checking on the
product helps to get detailed
information that further
influences the purchase
decision.
Customization option In online business, there are
customization choice of the
products and services in order
to attract customers.
Customer feel satisfied as
they get personalized
shopping experience and
receiving the products and
services as per the customer
preference (Berry and Berry,
2018).
In off-line businesses there is
a limited or even no
customization choices of
products and services.
Customers will see limited
styles or even sometimes the
preferred styles are not
available in stock. Thus, off-
line businesses lacks
customization option and
personalized experience to
the customers.
Deal alerts In online businesses one of
the biggest merit is that an
online business will always
notify the customers of the
upcoming deals and
discounts. When customers
take online services from a
company site at, then sellers
can send them deal alert
messages to promote its
products and services
(Bradshaw, 2017).
In off-line businesses, the
customers are unaware about
the deals and discounts until
they physically visit the store.
The lack of transmission of
information and
communication gap with the
targeted customers is a major
demerit of off-line businesses
Customer reach One of the major merits of In off-line businesses, the

online business is that it
reaches out to large potential
prospects location. The seller
can even deliver marketing
objectives of the business to a
large number of customers
and promote the brand both
domestically and
internationally.
brick and mortar store is
limited to a specific location.
These businesses select the
targeted customers limited to
the area the business is
operating. It becomes
extremely challenging for the
brick and mortar businesses
as they become ineffective to
large number of customers.
Business cost In online businesses, the
business cost is lower as the
seller does not have to pay
rent for brick and mortar
stores or any other
unnecessary business
expenses for maintaining
brick and mortar stores
In offline businesses the
sellers have to pay for brick
and mortar stores, such as
expenses for water,
electricity, rent and other
expenses pertaining of the
maintenance physical stores.
Reliability In online businesses,
customers lacks reliability
over the virtual platforms and
the services and products
offered (Chaffey,
Edmundson-Bird and
Hemphill, 2019).
In off-line businesses
customers feels reliable and
trustworthy as they can have
in personal contact with the
seller and can see the
products and services
physically.
Discuss the challenges and measures of security and privacy that individuals and businesses take
when they go online
Challenges faced by the customers when they do online shopping from e-commerce
website are discussed below in brief:

Credit card fraud
Credit card fraud is the most common security threat faced by the customers while taking the
services from e-commerce sites. Detecting the fraud transactions also becomes difficult for
businesses as there are large number of transactions in a day. Customer faces credit card frauds
wherein there banking details are being leaked by people with malicious intent.
Malware
Malware is a huge threat for customers doing online shopping. Malware is a software designed
by the unethical hackers or the cyber criminals with malicious intent. Malware damages both
customers and business data, as malware get into the network system and take control of the data
within, it also sends malicious email on behalf of individuals and it takes complete control of the
data in the system (Fielding, 2019).
E-skimming
E-skimming is a cyber-threat and a hacking method wherein the hackers steal the personal
information such as debit card data, or other payment card process and the personal information
from the e-commerce site. The customers are offered wrong information with certain misleading
links to payment pages. E-skimming access the payment information in real-time when the
customers fulfils the payment page.
Distributed Denial of service
Distributed denial of service attack occurs when request from large number of untraceable IP
addresses gets to the server of the website. It manipulates the IOT device and causes malicious
theft and attack to the website. Such security threats happen to e-commerce website at the peak
sales period. The distributed denial of service attack may cost business and customer loss of data
where in the business might have to incur huge cost for losing its revenue and customer
reliability (Green, 2020).
Measures of security taken by the business when they go online, are discussed below in brief:
It is important for businesses to take precautions in order to ensure that the e-commerce websites
Are protected from the cyber criminals, it would not only help the business to protect the
sensitive data but also enhance the customer experience and reliability. Taking strict security

measures is an important practice by e-commerce businesses for protecting both customers and
the business from the cyber-attackers and hackers with malicious intent. As soon as the business
starts getting hype in the sales margin and the number of people reaching the website it is
important that the business takes proper online cyber security very seriously. Cyber-attacks may
cause serious threats to both business and customers such as business might lose revenue,
customer reliability and loss of business data wherein the customer might lose their personal
information. Thus, e-commerce businesses take up different cyber security measures in order to
protect both customers and the business from the cyber-attacks. Some of these measures taken by
e-commerce businesses are discussed below in brief:
Urge users to change password frequently
It is important to judge users to change password frequently as most of the data breaches occurs
when lack luster approach of customers towards security while taking services from the e-
commerce website. It is always recommended that businesses should urge the users to change the
password frequently or after every month. The business can also ensure two factor authentication
for security. The e-commerce businesses also ask the users to set a strong password while
accessing the services offered in the company’s website (Liu and Burns, 2018).
Monitor all traffic coming to the website
It becomes important to scrutinize the number of customers reaching out to the website in a
frequent basis. E-commerce businesses uses different network analysis tool in order to track all
the traffic. It helps the e-commerce businesses in order to identify the unauthorized access
coming to the e-commerce website.
Secure payment gateway
It is important to secure payment gateway in order to build reliability among the users. E-
commerce businesses ensures that the transactions occur in a secure environment, where in the e-
commerce businesses uses different software solutions in order to include a secure payment
gateway and multiple payment options to the users. Check your payment gateway is the most
crucial measure taken by the e-commerce businesses as when it comes to payment options many
users are misguided with wrong information and misleading links for paying for the online
transactions (Mihalcea, 2017).

Use HTTPS across the website
Many E-commerce businesses use HTTPS in order to promote safety and security of the business
information from unauthorized access. HTTPS helps to transmit all the business information in
an encrypted format over a secure socket layer. It also delivers different benefits to the business
such as it promotes confidentiality, integrity and identification of the unauthorized users.
Risk assessment
E-commerce businesses uses software solution for risk assessment it helps the e-commerce
businesses in order to protect and prevent the business data from unethical and unwanted data
breaches. Risk assessment helps the e-commerce businesses and customers from online fraud
and cyber-attacks.
Software solutions built on secure architecture
Many e-commerce businesses use ready-made or ready to use software solutions build on secure
architecture in order to focus on secure networks and safety from cyber-attacks (Morabito,
2016).
Update software solution with latest vulnerability fixes regularly
E-commerce businesses update their software solution with latest vulnerability in order to ensure
safety and security of the online website. When e-commerce businesses update their software it
is secure from any kind of vulnerability and exploitation from the cyber attackers.
Identify credit card fraud
E-commerce business spot credit card fraud by identifying customers IP address which is
different from the billing address, order been shipped to other addresses than the billing address
etc. are some techniques to spot credit card fraud.
Prevention from malware
In order to protect the network system from the malware the e-commerce businesses add
antivirus protocols and software such as firewall in order to protect the network system from
harmful threats (Nwaiwu, 2018).
Tackle bad bots

There are certain activities that helps to tackle bad bots by the e-commerce businesses such as
the online website features captchas. It is a completely automated during test to tell computers
and humans apart which supports to identify the fake accounts and protecting the sensitive data
of the business. Another approach that businesses use is stop allowing all the traffic from the
data centers, blocking the users from the data centers would help to reduce certain risk of bad
bots.
Due to COVID-19, many businesses are turning to provide their services online. Select any two
tools, compare and contrast their features, applications, suitability etc.
Zoom and GoToMeeting both of them are software that helps to host thousands of real-
time video conferencing, these are also the reliable and trustworthy for different businesses. Both
of the providers renders clear video and features to accomplish competitive advantage in the
marketplace. Moreover, Zoom versus GoToMeeting comparison and contrast with their features
and other basis of differences are stated below in brief:
Basis Zoom GoToMeeting
What is Zoom and
GoToMeeting?
Due to COVID 19 pandemic,
video conferencing has become
one of the greatest asset that helps
to connect people irrespective of
the location. Zoom is a video
conferencing solution platform
which is mostly used for business
applications. It supports for
delivering online meeting and
training, virtual conference room.
It also has chat and messaging
system in order to facilitate texting
and file sharing to improve
communication and engagement of
the users. Zoom is a provider and
the platform of video conferencing
GoToMeeting its online business
video conferencing software which
can be used and accessed via
desktop, mobile or browser. It
allows up to 3000 attendees in a
video call which is a huge number
and useful for especially large
businesses. GoToMeeting is a
popular platform for making video
conferencing with large number of
attendees. GoToMeetings delivers
different features for enterprise level
such as screen sharing, HD videos,
SSL encryption for privacy and
security. All the plans in
GoToMeeting includes unlimited

where people can connect
virtually, for small businesses and
home purpose. Zoom basic plan
are free to use video conferencing
for a period shorter than 40
minutes. This basic plan renders
unlimited number of meetings and
free video calls for at least
hundred attendees. It has other
plans such as enterprise plan that
supports to connect at least 500
participants for video call. All
plans are for the time period of 24
hours. For businesses and
enterprise using zoom video
conferences can be branded with
company’s logo (Remane and
et.al., 2017).
meetings screen sharing and HD
video calls plus there is no time
duration for video conferencing.
Apart from that, there are other
plans for businesses which includes
features such as automatic
transcriptions in order to record the
meeting, make notes and so on.
GoToMeeting also have features and
integration with CRM software is in
order to have a hassle free webinars
and video meetings. GoToMeetings
mention professional, business and
enterprise on their site only also
called as GoToMeeting free.
Features
Call recording Zoom include extra pay plan for
storing data. Businesses needs to
store their data and which includes
recordings that discussed under
business video conferencing and
file sharing. Thus, Zoom call
recording becomes a bit expensive.
GoToMeeting have unlimited call
recording for businesses and
enterprises plan. It also supports the
users to archive the recordings and
also delivers the feature of sharing
the recorded conferences with other
users (Sousa and Wilks, 2018).
HD video
conferencing
Zoom has HD video fine tuning
feature that helps to change the
aspect ratio and select the web
cams. Zoom Also have a feature
GoToMeeting has fine tuning
settings wherein it does not have any
video output enhancing tools such as
video brightness, contrast, saturation

for enhancing the users features
which works well when there is
dim lighting or when the user is
working from home.
or others. Instead there are other
features such as white balance in
black light levels. Other than that it
also have power line frequency
which supports to reduce Flickr.
Schedule meetings Zoom has options to schedule
meeting but it also delivers
additional features such as sending
schedule meetings to the users
Outlook, Google or Yahoo
calendar.
In GoToMeeting, the user can select
a specified date and time when the
meeting take place
Others users using
Zoom versus
GoToMeeting
Educators Zoom Has collaboration with
different learning tools such as
Moodle, desire2learn. It is also a
secure platform so that the
students and educators store the
information and recordings and
keep it protected from harmful
threats (Teoh and Mahmood,
2017).
GoToMeeting have good
transcription abilities, that helps the
students to get exact notes. Students
are also given personalized
URLs that helps them to attend class
meetings. GoToMeetings have
unlimited cloud recordings that
helps the educators to record
necessary recordings and saves the
cost for unnecessary purchase of
buying storage options.
Healthcare
professionals
Zoom collaborates with Epic that
helps to deliver work flow
solutions for the telehealth
industry.
GoToMeetings have different
features for telehealth but fails to
offer additional plan for healthcare
providers.
Number of In zoom, there is a limit for adding GoToMeetings have affordable paid

participants participants in the video
conferencing, which is not
preferable for large businesses.
plans of hosting video conferences
between 150 attendees it also offers
plan where large businesses can
include attendees more than 3000.
Pricing Zoom offers free plans for adding
participants below 100 for a
limited time duration.
GoToMeeting free plan are offered
for video conferencing up to 3
people for a time duration of 40
minutes with no cloud recording and
few features.
Integration Zoom can be integrated with
platform and software call sharing,
starting meeting, marketing
automation. Zoom Collaborates
with Microsoft’s OneDrive,
Google Drive, box, salesforce And
others.
GoToMeeting collaborates with
Slack, office 365, Google calendar,
sales force only.
User experience Zoom offers highly ranked Video
conferencing solution and web-
based meeting environment. Zoom
delivers all in one services such as
voice, video, texting and others
through cloud. Apart from that
zoom collaborates with users
calendar system and helps to
launch meetings from the device.
GoToMeeting is a cloud hosted
solution that delivers user friendly
features. The video conferencing
solutions are launched through UI
systems and delivers participants
customized URLs and the users can
access the video conference with a
single click. It also provides
convenient options for joining the
meeting from any device (Yadav and
et.al., 2016).

CONCLUSION
In a nutshell, it can be concluded that businesses operating via online platforms has both
positive and negative impact. The positive impact of enhancing the profitability of the business
to the negative impact of the threat of privacy and security of both business and customers, the
businesses have to look after these negative and positive outcomes before moving online and
formulate measures to effectively manage digital business operations. While moving online the
main challenge for businesses is to look after the safety and security for the business
transactions. The business has to formulate measures and strategies to protect the security and
privacy of both business information and customers personal Information. While operating
businesses online, There are certain tools such as Zoom and GoToMeeting that helps to connect
business to business and business to consumer attendees irrespective of the location via using
online or virtual platforms.

REFERENCES
Books and Journals