MSc Accounting and Finance: Digital Leadership and Amazon Analysis

This report provides an in-depth analysis of Amazon's digital leadership, focusing on its adaptation to Industry 4.0 within the e-commerce and cloud computing sectors. It examines how Amazon strategically utilizes digital assets to achieve operational and business goals, highlighting the role of cloud computing through Amazon Web Services. The report explores the company's approach to data security, customer service experiences, and the integration of technologies like big data and customer intelligence systems. Furthermore, it discusses relevant case studies, such as Amazon.com's online customer service framework and the evolution of TV viewing experiences, to illustrate the practical application of digital strategies. The analysis covers the use of various cloud computing systems, security measures, and the importance of adapting to market trends to maintain a competitive edge. This report, intended for an MSc in Accounting and Finance, also discusses the application of digital leadership models, theories, and frameworks relevant to the e-commerce and cloud computing industries, with a focus on the company's strategic digital capabilities.

MSc Accounting and Finance

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................6
TASK 3............................................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Digital leadership is considered to be as a strategic framework which in turn mainly focuses
on using digital assets of the company in order to achieve higher operational and business goals
in a systematic and efficient manner (Paprocki, 2017). Digital leadership is very useful in
addressing at both individual and organizational levels. This study will highlight on critically
evaluating how e-commerce and cloud computing industry adapt to Industry 4.0. This study also
critically examine case study in relation with strategic digital capabilities. Furthermore, this
report will focus on critically applying models, theories and frameworks in order to discuss role
of digital leaders in relation with the particular industry.
Amazon is one of the leading American multinational technology company which tends
to mainly focus on cloud computing, digital streaming, e-commerce, artificial intelligence, etc.
Amazon company was founded in the year 1994 by Jeff Bezos. Amazon web service is
considered to be on secured cloud service platform which intends to focus on offering database
storage, computing power, content delivery, etc.
TASK 1
This report is mainly covered with the matter related to the discussion of the amazon
company and its cloud services which is provided to users on their demands. As due to changes
in time, the impact of digital technology is higher and thus resulting in increasing in demand of
the services which can be availed through internet (Pham, Lim and Tan, 2018). Amazon
company is considered to be one of the big fourth tech companies after the most gaining
companies such as google, apple, Facebook. Due to bringing the innovative ideas at work place,
they are dealing in providing the high tech system or clouding computation to their user in form
of amazon web services.
Thus, in relation to industry 4.0 it refers to the automatic things which does not require
any involvement of the human and data can be transferred through internet of things or any cyber
physical systems in which the mechanism is installed to manage or control the information in
better way (Ashalatha and Agarkhed, 2015). They also deal in services related to cloud
computing in which on demand services are provided to customer and they had to pay on the
bases of the demanding services. Thus, industry 4.0 is the fourth industrial resolution which is
adapted by amazon company in relation to building strong connectivity with the customer and
also tracking the latest trends which is emerging in market. In such manner Industry 4.0 is

considered to be one of the smart factory which carries the smart manufacturing and also dealing
in using the cyber process to monitor the physicals activity to provide better results (Yang,
2018).
Cloud computing systems
In case of amazon company they adapted the industry 4.0 in respect of focusing more on
providing the smart digital technologies to deal in matter globally and undertake big data to
manage the working of the company in right manner. As due to changes in market trends,
industry 4.0 helps in storing the large number of data on cloud computing systems. This is one
type of tools which is undertaken by amazon company in relation to storing larger number of
customer information or also company details or any type of data which in highly secured. As to
use this information is not easy for any staff of amazon company as they are restricted and access
is given to only limited persons (Oliveira, Squicciarini and Lin, 2016). As it is easy to buy the
cloud storages to secured the information of the company but to use such system, it carries the
skilled and trained person to handle the procedure in better way. As it is necessary that the
person which are handling such system must carry adequate knowledges and experiences in
particular field. Thus, in such manner amazon apply the industry 4.0 services in relation to
securing the data of the company and customers through using the cloud computing systems.
Thus, data are stored in the form of hardware and software to deliver the services in form
of internet. As in relation to know any information about the company working, the user had to
take the access to user such sites or also take permission from the company regarding availing
such services (Ray, Dash and De, 2019). As this types of security is carried under the cloud
computing which secured the customer information fro-m hackers. It is examined that cloud
computing uses the multiple services such as data backups, resources availability, customer
details, company investors details and also the cost which is incurred in relation to managing the
overall activity.
Security of the cloud computing systems:
In context of amazon web services, the data are secured and managed by the expertise
person which is appointed by the Amazon company in relation to securing the company
information. As the security is necessary for the customers and company in relation to
maintaining the reputation of the business in market for longer time period. The issues is raised
regarding not having clear visibility of the data or also the information which is not accurate and

stated as per mentioned in the records (Singh, 2019). Thus, in such manner if any customer
demands the information, and if company present the wrong information, than in such way it
affecting the rights of the customer also violated the company polices in resulting to lacking their
confidential information.
The secured information which is covered under the amazon cloud is relating to carrying
the detailed information of the investors and thus strategies which they use to enhances their
interest in the business (Uzaman and et.al., 2019). Thus, it is necessary to be protected and also
availed if they opt for proper permission from the company.
Examples:
In the above discussion, the major things which is discussed under the cloud computing
system is that of amazon Elastic compute clouds , this is one typed of machines which is visible
at all the time through the access of the internet. In this systems the data are stored and secured to
carry the further access to their information. As this is easily usable as the customer can secured
large number of information in this system but it also carries the storages to provide access to
limited data. This mainly carries hardware, CPU and any Other systems which is needed to use
the machines in better way. This system are mainly available to the employees of the amazon
company in relation to securing the company information and also providing services to the
customer which is demanded by them (Hall, 2016). Thus, in such matter this is one of the cloud
computing system which is undertaken by the Amazon company in relation to accomplishing the
task. This system is useful in case of covering the small number of data and also to collect data
and stored on regular bases. But this system is not useful in case of collecting large number of
data or also giving access to any person to use such information. As there are more chances of
hacking the detail or infringing any of the information which affects the company integrity to
retain their position in market.
2nd example:
Through using the Scalable resources on which the payment is made according to the
services used by the customer. As it is not necessary that customer had to pay the whole amount
for the services which they not yet attained (Zakarya, 2018). They had to pay only for those
services which they are availing from the company. Thus, in such aspects, the details are inserted
in the Cloud computing where the company can charge according to the used pack which is
adapted by customers. In case when any any misleading entries are conducted, they can demand

the records of the company regarding the set pack which they booked (Eraky, 2017). Thus, in
this aspects it helps in gaining profits in relation to securing large number of information and
also the services which they are offering.
TASK 2
The case study which reflect the overall working of the Amazon company is relating to
firstly it stated that the the case of the Amazon. Com regarding examining the framework of
Online customer service experiences using the emerging consequences techniques relating to big
data saver. As Amazon dealing most of the business through online platform, thus it is necessary
that their data and information are protected and secured in company systems (The case of
Amazon.com: towards a conceptual framework of online customer service experience (OCSE)
using the emerging consensus technique (ECT), 2019). In relation to using the emerging
consequences techniques in which the big data saver is needed to secured the information and
protect the customer rights (Dhir, Chakraverti and Chakraverti, 2016). As customer book the
services of amazon online and purchase it by sharing their personal detail along with their bank
information. Thus, in such manner they expected that their information is secured and also get
timely delivery of their booked orders. Thus, in such aspects this case is determined in relation to
retaining the customer interest by securing their information. Thus, in such manner the digital
strategy techniques is determines in relation to using the customer intelligence system where
they find all the detail of the customer. By applying this techniques in the realet6uion to the
framework of online customer services it helps in gathering the taste of the customer regarding
pertaining the particular services (Pawluczuk, 2017). As Amazon mainly deal in proving web
service to the customer which are some kind of their interest. Thus, in such manner, to grab the
taste of the customer in providing the services, is helpful through applying the customer
intelligences.
The another case study which is relating to cloud revolutionizes: The TV viewing
experiences. In this case study, amazon mainly deal in providing the live TV services to their
customer in relation to saving their favourite programs which they had to view later or also pay
the money for the particular programs which they are watching on TV (Cloud revolutionizes the
TV viewing experience, 2019). In this case the major challenges which is faced by the Amazon is
relating to developing the company websites through which they had to provide the unbeatable
experiences to customer (Izenberg and et.al., 2018). But during that time period, the customer

occurs errors in relation to using the online services in context of live TV programs. Thus, by
adapting the agile methodology in which they redefine the taste and also provide unique service
to customer which retain their interest towards the services for longer way.
In such manner by applying the Digital strategies techniques in this case study, the results
are indicted in relation to carrying the multichannel services through which they can gather more
relevant information regarding the customer choice, As in relation to providing channel on TV, it
is necessary that customer preferences choice are provide so that they can prefer their services
only and not switch to any other company (Hussain, Duan and Zhong, 2019). As lot of
competitors had entered into the market regarding promoting the same products or services
which resulting in facing difficulties to retain the customer interest. Thus, in such manner
Amazon mainly came up with new and innovative ideas such as Amazon Alexa, Amazon prime
videos or amazon music which charges nominal rates and can be easily affordable by any person.
Thus in such manner, it indicates that these are two major case study which reflects the
overall working of the Amazon company (Zahara, 2017). As the digital strategies which is linked
up protecting the interest of the customer or saving their data and information in company
systems. The owner of the company carry the right in relation to access the data and also they
appointed the specialist person to deal with such matters. Thus, it identifies that no specific right
is given to any staff member or any customer to use such data or information for their personal
benefits.
TASK 3
Digital leaders are considered to be group of people who are considered to be the part of
digital leaders team in relation to effectively support the use of digital technology. Digital leaders
are considered to be one of the most crucial aspect in in the development of a business venture
(Basole, 2016). A digital leader tend to focus on effectively recognizing when the company
needs to require development of new technology. This in turn helps in modernizing and
optimizing on the advancement of the modern technology. This in turn helps in creating the
largest impact on the productivity of the business and in turn provides high quality services.
Amazon digital leaders tends to focus on targeting the new machine learning technology in order
to leverage the focus on customers. They key focus of Amazon is to take major decisions
associated with the Internet of things (IoT). Amazon is a company which tends to form one of
the worlds biggest retail company by main-streaming the activities associated with cloud

computing. The digital transformation has led to increased in profitability and revenue for the
Amazon company.
Amazon revenue and business model helps in continuously analysing the growth of the
amazon company due to growth in the digital technology.
Social work model, theories and model is considered to be one of the effective framework of
Amazon which in turn mainly focuses on determining the changing economic, social and
political patterns within the global economy (Bughin and Manyika, 2018). Amazon company
tends to focus on dynamic model online customer service experience which mainly helps in
enabling online customers in order to feel comfortably effectively using particular website.
Online customer service experience model tends tends to focus on shedding light on the role of
associated with sensory experience in relation with online shopping behaviour. This helps in
indicating that customers experience associated with the closer shopping experience. This
conceptual model associated with the online customer service experience helps consumers to
effectively use the Amazon website with utmost ease and convenience. Dynamic model online
customer service experience is mainly associated with the search of the particular set of
information, evaluation of information, making choice and taking decision, carrying out
transaction and lastly evaluation and outcomes (Stone, 2019). Online customer service
experience model is referred to as the overall mental perception and interaction of the customers
in relation with the company's value proposition online. Mental perception of the customers
tends to result in driving set of benefits, outcomes, judgements and emotions.
Human computer interaction model is a conceptual framework which is mainly linked
with the conceptualization of interactions between computers and people. Conceptual model is
referred to as the perception of the individual which in turn helps in determining the change over
a particular period of time. Cloud business model is a framework which is very useful in
enabling ubiquitous, on- demand network and convenience in order to effectively access to the
shared pool related with configurable computing resources.
Infrastructure as a service (IaaS) is an effective framework is an effective service model
which in turn helps in delivering computer infrastructures in relation with outsourced basis
which in turn helps in supporting operations of an enterprise. Infrastructure as a service (IaaS)
focuses on providing storage, hardware, data centre space, servers, network components,
software, etc. Infrastructure as a service (IaaS) model is useful in allocating virtualised

computing resources with the help of internet. This technology helps digital leaders to effectively
avoid the cost which is mainly associated with managing and purchasing the physical servers.
Amazon cloud tends to focus on effectively maximizing the agility and innovation of the
company with the helps of Software as a service model (Vuppala and Tyler, 2018). This model
helps third party in providing host application in order to effectively make information available
to the customers over the internet. SaaS business model helps amazon company in effectively
evaluating the right delivery method associated with the evaluation of potential financial impact
in relation with the development of the SaaS products. Amazon web service is considered to be
very useful in improving the operational efficiency, increased agility and expansing the market
reach of the company. Platform as a service (PaaS) is considered to be an effective model which
in turn helps third party provider to effectively deliver the hardware and software tools.
Conceptual model associated with providing on demand network batch and access which
in turn leads to higher operational growth and sustainability of the amazon cloud business.
Amazon tends to focus on cloud revolutionizing the TV viewing experience which in turn helps
in gaining notable competitive advantage (The case of Amazon.com: towards a conceptual
framework of online customer service experience (OCSE) using the emerging consensus
technique (ECT), 2019). YouView is very useful in combining the Live TV, cutting edge
technologies and on demand viewing seamless experience. This is very useful in engaging the
experience of the customers by effectively enhancing Amazon Web service cloud architecture.
YouView use DevOps platform and agile methodology in order to enhance, personalize and
refine the experience of the customers (Ravichandran, Taylor and Waterhouse, 2016). DevOps
platform helps in giving greater agility to the individuals and also helps in optimizing the digital
transformation in order to empower the business operations and attain competitive advantage.
Werner Vogels the Chief technology officer (CTO) of Amazon is referred to as “the
father of cloud computing”. The CTO of the company is highly responsible for developing a
platform which in turn helps in driving digital future. The digital leaders, Vogels is highly
responsible for driving the company's customer centric technology vision. The CTO of the
company is an effective digital leader who tends to oversee the current technology and also helps
in creating aligned technology which helps in attaining higher operational goals and objectives.
Vogels focuses on effectively identifying the various emerging technologies and also focuses on
driving innovation. Vogels have deep understanding associated with the technological trends and

also focuses on leveraging the innovative technology. The digital leader of the Amazon and
Amazon clod tends to focus on identifying, rationalizing and developing a roadmap associated
with new business capabilities and models. The digital leaders are associated with the research
and development and innovation technologies (Brondizio and et.al., 2016). The key role of
digital leaders is to hold the funds and make decisions related with innovation driven technology
innovation. They mainly focus on effectively understanding the requirements of the market and
helps in translating them into effective digital products and services. This in turn helps in
reaching higher operational goals and services in order to attain higher competitive advantage.
Amazon web service digital transformation helps in collectively setting an effective
strategy where they tend to focus on bringing effective and innovative digital customer
experience (Ravichandran, Taylor and Waterhouse, 2016). Werner Vogels tends to play a key
role in effectively driving the technology in an advanced manner. The CTO of the Amazon
company tends to dive into Nitro system where they abstract an underlying hardware with the
help of light hypervisor. Building of own private cloud infrastructure known as Amazon Web
service tend to result in higher digital revolution which leads to higher sustainable growth and
operational efficiency. Cloud revolutionizing TV helps in providing seamless experience to the
customers of the Amazon. This helps in automating the software delivery process which in turn
helps in speeding up the development process. Optimization in the digital transformation in turn
helps in empowering the business to stay focused and ahead of its competitors. The CTO of the
Amazon company played a key role in accenturing the AWS business. This helps in enabling the
business enterprise to effectively run the business on the AWS cloud. They also focused the shift
on the rapid delivery application and effective business agility with the help of automated
information technology and artificial intelligence (Brondizio and et.al., 2016). AWS cloud
adoption framework is very useful in providing guidance which helps in supporting each unit
within the organization. It helps in updating the existing the process and effectively introduce
new process which in turn helps in maximizing the services which are provided by cloud
computing.
CONCLUSION
From the above conducted study it has been concluded that, Digital leadership is very useful
in using digital assets of the company in order to achieve higher operational goals. Industry 4.0 is
the fourth industrial resolution which is adapted by Amazon Company in relation to building

strong connectivity with the customers. Amazon Company adapted the industry 4.0 in respect to
focus more on providing the smart digital technologies at global level. This study also evaluates
the case study associated with strategic business capabilities. Furthermore, this study mainly
focuses on role associated with the digital leaders and the model, theories and framework
associated with the industry. Conceptual model is referred to as the perception of the individual
which in turn helps in determining the change over a particular period of time. The key role of
digital leaders is to hold the funds and make decisions related with innovation driven technology
innovation.

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