Leading Through Digital Disruption

This assignment discusses the “Future Trends Report'' proposal for The Chief Digital Officer (CDO) of “Vodafone.” It explores the background of the organization, existing challenges for Vodafone, Vodafone’s objectives to mitigate the challenges, the digital business agility model, the implementation of new technological trends, and the justification and analysis of the chosen technology. The assignment emphasizes the need for leaders to adopt a digital mindset to manage digital disruption.

Module Title: Leading Through Digital Disruption
Student Name:
Student ID:
Word Count: 975

Contents
Introduction:....................................................................................................................................1
Task: 1.............................................................................................................................................1
Background of the Organisation:.................................................................................................1
Existing Challenges for Vodafone:..............................................................................................1
Vodafone’s Objectives that Mitigate the Challenges:..................................................................2
Task:2..............................................................................................................................................2
Digital Business Agility Model:..................................................................................................2
Hyperawareness:..........................................................................................................................3
Implementation of New Technological Trends:..........................................................................3
Machine Learning (ML):.............................................................................................................3
Justification and Analysis of the Chosen Technology:................................................................4
Conclusion:......................................................................................................................................4
References:......................................................................................................................................5

Introduction:
Organizations need leaders who can manage their increasingly complex structures as well as
periods of unprecedented market turmoil, difficulty, and ambiguity. To take advantage of new
opportunities and potential threats in today's environment, leaders must adopt a digital mindset.
This assignment will discuss the “Future Trends Report'' proposal for The Chief Digital Officer
(CDO) of “Vodafone.”
Task: 1
Background of the Organisation:
Vodafone Group plc:
Vodafone Group plc is a highly regarded British multinational telecommunications organisation.
In England's Newbury, Berkshire, the company has both its permanent establishment and its
worldwide head offices (Vodafone, 2022). Vodafone is a large multinational corporation with a
public limited company. It manufactures mobile devices and other electronic items. Internet
overseas wireless data, device services, smartphone emails, mobile internet, technical services,
electronic wallets, and cell phone documenting are just a few of its services. It primarily offers
support in Asia, Africa, Europe, and Oceania. In 150 nations, Vodafone Global offers corporate
users’ communications technology and IT systems. The Vodafone Executive Committee
oversees Vodafone's international expansion (Vodafone, 2022).
Existing Challenges for Vodafone:
Operational Challenge:Vodafone's operational challenges include rising digital insertion, rising
content utilisation, particularly via multimedia, rising online network use, and rising e-
commerce. These factors are strongly influencing demand for ultra-fast mobile data Web
access(Vodafone, 2022).
Marketing Challenge:Vodafone's marketing obstacles include deciding whether to advertise the
bundle of goods on TV, in print, online, or on banners. Worldwide athletes and famous people
endorse the company. By connecting Vodafone with these athletes, the company's value is rising.
1

Popular strategies for promoting Vodafone are banner ads, TV ads, and certain other channels of
social media(Vodafone, 2022).
Consumer Insight Challenge:Vodafone ought to provide its customers all over the world with a
selection of top connectivity products and platforms. Users are encouraged to phone, message,
and view data with confidence thanks to their industry's mobile carriers, whereas their stationary
solutions provide positive implications thanks to their next network(Vodafone, 2022).
Vodafone’s Objectives that Mitigate the Challenges:
To Develop theMarket Penetration: It involves choosing the right target markets and creating
suitable products for each one.
ToDevelop thePlanning of Systems: It creates structure that might enable a method that
maximises the growth of funding in an optimal manner.
To Develop the Technology:It helps to transfer knowledge between the various areas, but this is
impractical due to the lack of accessibility all over the centerline, as well as the various data
sources from both inside and outside that are challenging to evaluate(Burns, 2013).
Task:2
Digital Business Agility Model:
The ability of an organisation to quickly allow, upgrade, transform, or adjust its methods is
known as “digital agility.” It is a particular kind of business agility that covers the procedures,
equipment, and technology that a company employs to conduct fundamental
operations(Anderson, 2016).
2

Figure 1: Digital Business Agility Model
Source: (MILLER, 2022)
Hyperawareness:It helps a business to understand the changes quickly and effectively in its
environment and take effective actions accordingly to strive in the market(Wysocki, 2014).
Vodafone must adhere to this digital business model to mitigate the challenges it is currently
facing as a technology-based brand(Vodafone, 2022).
i. Vodafone will be better able to comprehend its customers and the issues they are having
with the company by using behavioural awareness. Based on the data gathered and the
analysis of all the products across the company, this digital business model will give
Vodafone an edge in their field of expertise using a pairing of behavioural and cognitive
perspectives.
ii. Understanding Vodafone's operational difficulties and considering all the variables that
could potentially have an impact on their business in each situation require situational
analysis. Technological trends are easy to spot in the UK and offer hints as to how
Vodafone should respond to maintain its dominance in the sector.
Implementation of New Technological Trends:
The ability to be aware of the technology that is presently in demand and widely accepted in a
market or industry is referred to as technology trend awareness(Wysocki, 2014). Different
technological trends, which can include customer needs and market conditions, are confronting
various industries. It also involves having the ability to recognise and understand the importance
3

of any technology to one's business (Sheninger, 2014). Vodafone has chosen the following
technology trend:
Machine Learning (ML):To mitigate the challenges, Vodafone must implement new
technological trends. Implementing a machine learning system can help gather consumer
insights, and based on the collected data, Vodafone can predict consumer behaviour to market
their product more effectively and bring forth design changes. Data will accurately predict
consumers' likes and dislikes over time and the trend they are following to help Vodafone be
more user friendly for easier adoption of the brand. Implementing this system will help the
company be more hyperaware of the digital changes and build its business model around them
(Scholes and Whittington, 2015).
Justification and Analysis of the Chosen Technology:
Vodafone is at the forefront of creating sustainable digital connectivity and the next generation
of connectivity. Beyond what is currently possible, significant investment in innovative
technology and changes are needed to create a digital future(Burns, 2013). Machine learning
(ML) is an important driver for Vodafone. Enforcing a ML platform will enable the company to:
i. ML lifecycle compliance tasks (such as explain ability, and drift/skew detection) are
fully automated using reusable pipelines, containers.
ii. Security is incorporating into the platform's core; and
iii. Adoption is accelerating through embedded, standard machine learning templates.
In addition to keeping Vodafone at the forefront of AI and data science, it helps the company
develop quicker, more scalable solutions to business challenges like boosting customer loyalty
and improving the user experience (Anderson, 2016).
Conclusion:
Modern technologies have the potential to have an extremely positive impact on the economy
and certain other aspects of life.In this assignment, many challenges are found for Vodafone, and
to mitigate these challenges, some objectives are also found. Vodafone can quickly allow,
upgrade, transform, or adjust its procedures by using the digital agility model.A machine
4

learning system can assist Vodafone in gathering user feedback so that new goods and services
can be produced that appeal to a broad range of potential customers.
5

References:
Anderson, D.J. (2016) Agile Management for Software Engineering: Applying the theory of
constraints for business results. Upper Saddle River, NJ: Prentice Hall.
Burns, P. (2013) Corporate entrepreneurship: Innovation and strategy in large organizations.
Palgrave MacMillan.
MILLER, D.A.V.I.D. (2022) Managing Agile Business Technology: The Business and
Technology Relationship Model in practice. S.l.: SPRINGER NATURE.
Scholes, K. and Whittington, R. (2015) Exploring corporate strategy. Essex: Pearson Education.
Sheninger, E.C. (2014) Digital Leadership: Changing Paradigms for Changing Times. 1st edn.
Thousand Oaks, CA: Corwin.
Vodafone(2022) Vodafone Plc Annual report 2022 [Online]. Available at:
https://doi.org/10.22617/spr220127-2.
Wysocki, R.K. (2014) Effective project management: Traditional, Agile, extreme. Indianapolis,
IN: John Wiley & Sons, Inc.
6