Summary of Findings from CW1

This document provides a summary of the findings from CW1, including the core technology used by Skype, its impact on organizations, and the benefits of using Skype in the retailing sector. It also offers strategic recommendations on how organizations in the retailing sector can improve their effectiveness and meet the challenges posed by digital disruption.

Report

Table of Contents
1. A summary of your findings from CW1 .....................................................................................3
2. A set of conclusions based on your CW1 summary ...................................................................4
3. How these conclusions apply to a specific sector and /or profession..........................................4
4. A set of strategic recommendations on how the conclusions from 3 could be applied to an
organisation in that sector and /or profession which would improve its effectiveness and in
meeting existing and emerging challenges posed by digital disruption within that sector or
profession.........................................................................................................................................5
References........................................................................................................................................7

1. A summary of your findings from CW1
Considering the information that has been presented in cw1 it was found that core
technology that has been taken into consideration by Skype is VoIP digital technology. On the
other hand, it was also found that Skype focuses on a decentralised peer-to-peer network service
and this is considered to be its primary technological platform. Away with this, Joltid is
specifically owned by eBay and this is also considered as a technology e that have sleep in
retaining itself and along with this p2p network system is also being specifically utilised that
connects different computers along with the devices to a particular based server where all the
tasks that are being done in relation with transferring the data, processing and so on (Senyo, Liu
and Effah, 2019). This specifically helps Skype to effectively deliver services like long distance
calling for free and many more others. Including this, it has also been found that use of Skype
has increased among different organisations as it is utilised by company is to conduct meetings
and to deliver information among different areas (offices), for effectively performing all the
operations in much efficient manner.
It has also been found that due to recent pandemic of COVID-19, general public has been
in fear of getting infected by the virus. This is why many of the organisations has started and
introduced a new trend that is “Work From Home: Stay Happy & Stay Safe”, throughout the
United Kingdom. Away with this, it was also found that Skype has been a crucial tool for the
organisations as they can easily perform communication and may also is Alisha the files and
perform instant messaging which helps college in performing different range of tasks in rightful
manner and in a specified time frame. Including this, it has also been found that in order to
ensure sustainability within market and to keep the customers happy digital platforms like Skype
has helped business organisations in developing and effective integrated communication system
which may improve cost benefits for the organisation and can help them in becoming much more
flexible and arrange an effective way of creating intrinsic motivation among staff members.
Optimum utilisation of a Theory that is McClelland’s need theory that consists of three different
driving factors of motivation has held society for performing a range of actions (Scuotto and et.
al., 2017). In present context, development of digital platforms like Skype has reached to a level
of fulfilling needs of individuals that are performing different range of tasks in an organisation.
Away with this, the theory of connectivism is also considered as an effective framework that will
need to aware internet technologies from web browsers to perform different range of search

engines and online discussion forums to internet based application by allowing how they can
contribute to the new avenues of learning and development.
2. A set of conclusions based on your CW1 summary
Considering the information that has been presented in cw1, it was concluded that Skype
has given a range of opportunities for organisations to perform their operations in a different way
therefore it can easily be said that it is considered as the creation of a new era within business
world. Away with it is also summarised that new technologies like video conferencing and
different solutions in relation with VoIP has given a new way of performing operations to the
organisations that are dealing at a wider sector. Away with this former utilisation of sophisticated
Technology like Skype can easily be said that an organisation may become much more flexible
and efficient in nature while working in a complex situation with in competitive business
environment (Kraus and et. al., 2018).
On the other hand it is also concluded that, this online technology-based solution has
effectively given ample number of benefits two business organisations and contributed towards
higher level of communications which reduce the chances of spread of deadly viruses like covid-
19 and so on. It is also concluded that taking into consideration of different theories like
communication accommodation theory the theory of connectivism, diffusion of innovation
theory and more can be helpful for organisations to develop a much more efficient platform to
enhance the overall communication process and this is considered as something that will lead the
companies to gain competitive advantages in much effective and efficient manner (Dornberger,
2018).
3. How these conclusions apply to a specific sector and /or profession
The conclusion that has been formulated above may effectively be applied on retailing
sector where business organisations like Marks and Spencer, Tesco PLC, Sainsbury’s and many
more that are performing businesses at international level can take into consideration of Skype.
Some of these organisations are already using them and this resulted into positive outcomes like
effective communication among staff members, conduction of meetings among different offices
and so on. This has given high range of benefits to them and in the same way, these firms may
also gain various opportunities towards hitting targets like making flexible workforce much more
effective in nature (Nwaiwu, 2018). Efficiency and effectiveness are essentials for any

association dealing within retailing industry as it would guarantee more significant level of
benefit for the proprietors and investors and develop an improved communication process among
the workers and between different divisions inside the authoritative subsection which will
directly impact positively on both productivity and profitability.
It has also been found that retailing sector will also gain ample number of benefits of
utilising Skype as it gives continuous communication related arrangements, and the directors can
undoubtedly speak with the representatives while sitting in their office room. This spares time,
expenses and vitality. Document sharing and testing choices additionally make it simpler to team
up and corporate with partners and different capacities and divisions (Sia, Soh and Weill, 2016).
Furthermore, it likewise encourages adaptable work game plans for the representatives who can
do association exercises from home in different circumstances. It very well may be inferred that,
utilizing computerized stage Skype is profoundly compelling business instrument for
associations over the globe.
4. A set of strategic recommendations on how the conclusions from 3 could be
applied to an organisation in that sector and /or profession which would
improve its effectiveness and in meeting existing and emerging challenges
posed by digital disruption within that sector or profession.
In present context, organisation i.e. Marks and Spencer may effectively take into
consideration of Skype as this will directly help organisation in developing a crucial
communication related integrated system, which will help top level management to communicate
with lower or middle level management (Ross and et. al., 2016). In present context, it is
recommended that Marks and Spencer may take into consideration of VoIP digital technology.
This directly help company in improving its effectiveness and also reduces the chances of
emerging challenges that may impact negatively on overall performance level of the organisation
(Chaffey, Edmundson-Bird and Hemphill, 2019). On the other hand, over the years Marks and
Spencer specifically performing operations through physical stores only ant as the present
scenario is based on technology only it became much more important for the company to focus
on digital aspects so that it can survive in the market for a longer period of time and to improve
the sustainability in much effective and efficient manner.

Including this, it is recommended that organisation that is Marks and Spencer can also
take into consideration of different theories like communication accommodation theory the
theory of connectivism, diffusion of innovation theory and more. This will help top level
management to improve its decision making in relation with digital technology and help them in
in reaching to the success level through developing and effective communication integrated
system (Yablonsky, 2018). Away with this, it is also recommended that at the time of utilising
Skype which is an online channel that can help in communicating it is must to consider a security
based system as well because then only encrypted data will not become a part of of any sort of
malfunctioning and so on.

References
Books and Journals
Chaffey, D., Edmundson-Bird, D. and Hemphill, T., 2019. Digital business and e-commerce
management. Pearson UK.
Dornberger, R. ed., 2018. Business information systems and technology 4.0: new trends in the
age of digital change (Vol. 141). Springer.
Kraus, S and et. al., 2018. Digital entrepreneurship: a research agenda on new business models
for the twenty-first century. International Journal of Entrepreneurial Behavior &
Research.
Nwaiwu, F., 2018. Review and comparison of conceptual frameworks on digital business
transformation. Journal of Competitiveness.
Ross, J.W and et. al., 2016. Designing and executing digital strategies.
Scuotto, V and et. al., 2017. Shifting intra‐and inter‐organizational innovation processes towards
digital business: an empirical analysis of SMEs. Creativity and Innovation
Management, 26(3), pp.247-255.
Senyo, P.K., Liu, K. and Effah, J., 2019. Digital business ecosystem: Literature review and a
framework for future research. International Journal of Information Management, 47,
pp.52-64.
Sia, S.K., Soh, C. and Weill, P., 2016. How DBS Bank Pursued a Digital Business Strategy. MIS
Quarterly Executive, 15(2)..
Yablonsky, S., 2018. A multidimensional framework for digital platform innovation and
management: from business to technological platforms. Systems Research and
Behavioral Science, 35(4), pp.485-501.