Developing Business Case for Nettavisen Online Newspaper - MIS782

This assignment presents a comprehensive business case analysis of Nettavisen, a Norwegian online newspaper. The student explores the company's business problems and opportunities, particularly in the context of a rapidly evolving online news market. The analysis includes a discussion of business and IT alignment, identifying key challenges related to data volume, variety, veracity, variability, and value. The assignment then delves into the determination and analysis of alternatives for a data-driven business model (DDBM), including real-time processing frameworks and massively parallel processing platforms. The student evaluates the feasibility, benefits, costs, and risks associated with each alternative, ultimately providing a recommendation and outlining a plan for implementation. The case study highlights the importance of digital transformation and the need for Nettavisen to leverage big data for customer engagement and revenue generation. The analysis emphasizes the need for strategic partnerships, skilled personnel, and a focus on customer-centricity within the retail sector, drawing parallels to the opportunities available to Nettavisen. The assignment concludes with a detailed exploration of IT alignment, offering a framework for positioning Nettavisen within the competitive landscape and identifying potential gaps in its data sources and revenue models.

Running head: DEVELOPING BUSINESS CASE
Developing Business Case
(Nettavisen, Norway)
Name of the student:
Name of the university:
Author Note

1DEVELOPING BUSINESS CASE
Executive Summary
The Nettavisen is an Online NewsPaper company situated at Norway. Its business case is
demonstrated here, which is helpful to capture various reasons for initiating its projects. In this report,
the business issues and scopes are defined. Next, the IT alignment and business are performed. Apart
from this, various alternatives are determined and various alternatives are also demonstrated here. It
has included the feasibilities, benefits, costs and risks of the business case. After that a best choice is
chosen with suitable recommendations. Next, a plan is illustrated for implementing the ideas.

2DEVELOPING BUSINESS CASE
Table of Contents
Introduction:..........................................................................................................................................3
1. Defining the business problems and opportunities:...........................................................................3
1.1. Business problems:.......................................................................................................................3
2. Discussion on business and IT alignment:.........................................................................................7
3. Determination of the alternatives:.....................................................................................................9
4. Analysing the alternatives:..............................................................................................................10
4.1. Feasibility:..................................................................................................................................10
4.2. Benefits:.....................................................................................................................................11
4.3. Costs:..........................................................................................................................................13
4.4. Risks :.........................................................................................................................................13
5. Recommendations or selection of the best choices:........................................................................15
6. Plan for deploying the ideas:...........................................................................................................18
Conclusion:..........................................................................................................................................19
References:..........................................................................................................................................21

3DEVELOPING BUSINESS CASE
Introduction:
The Nettavisen is a “Web Newspaper” at Norway. It is completely a new start-up. They have
been competing against other publishing companies. This is under the fast developing market of the
Online news world.
The business case has been capturing the cause to initiate the task or project. This s presented
within the well-structured document. This an also come with the format of short presentation or
verbal agreement.
The following study defines the business scope or issue. Then, a business and IT alignment is
done. Further, the alternatives are to be identified and the alternatives are to be assessed. This
involves the risks, costs, benefits and feasibility. Next, a best choice is to be selected with proper
recommendation. Then, a plan is to be created to deploy the ideas.
1. Defining the business problems and opportunities:
1.1. Business problems:
The Nettavisen has been witnessing huge burdens. This is in terms of legacy print business.
Further, it has been continuing to force the limits of online exploration. This is pursued by the various
disruptive models of business. Though they have been advancing through evaluating the cause of
drive revenues, there are been issues with data leakage found there (Loebbecke and Picot 2015). The
business problems has been including various challenges that can be explained in terms of SIX Vs.
This would assure that the business has been addressing the issues. Nonetheless, they are to be
tackled in heading for thriving under the thriving place.

4DEVELOPING BUSINESS CASE
 Volume:
o Here, the technical barriers has been including the capabilities of storages. This has been
present at the present system of management. This indicates one can never cope with those
volumes.
 Variety:
o The present the system of database management has been utilized to deal
predominantly with data structured. Having the breadth of the data present, the system
of the database management has been witnessing challenges to deal with such type of
data (Wang, Kung and Byrd 2018).
 Veracity:
o There has been uncertainty across the data quality. They has been posing high issues
for business. This requires the reliable ad trusted data sources.
 Variability:
o This indicator of inconsistency has been making the situation for conventional BI or
MI versus Big data approaches.
 Value:
o This indicates the data worth and the way it is helpful for the business in gaining the
broader aims (Hartmann et al. 2016).
The DDBM innovation blueprint has been corresponding to some basic queries to develop the
business that is data-driven. This includes understanding what Nettavisen has needed to gain through
big-data. Next, the users and customers for the DDBM and the primary data sources and the primary
tasks for the DDBM are to be used. Next, it is required to understand how Nettavisen can easily
monetize the DDMB and create the revenues. Further, there is necessity for Nettavisen to consider the
pursuing of the DDBM. The first one is Digital transformation and beyond.

5DEVELOPING BUSINESS CASE
It must be understood by Nettavisen that the process of transformation is a journey. As one
embarks in that path, the clients might look to guide as the technology evolves. This also includes as
the business evolves. Instead of being seen to the provider of IT, one must turn into business
innovators. This is helpful to achieve the competitive advantage. In this ay one can turn into the
valued trusted advisor for the customers. Then there is getting the speed with the big data.
Further, the big data has been offering various exciting scopes. This has included the rise in
effect to the developed engagement of customers. Hence, this is the time for those business in getting
involved. As there are issue with collecting the needed skills in equipping the current workforce with
the technical knowledge, Nettavisen requires the harnessing of data and analytics for the benefits of
the business. Hence, carrying the transformation for the in-house has included the investing of time,
money and resources (Carayannis, Sindakis and Walter 2015). Here, the solution has been lying to
find the partners to make collaboration with. This is to turn into more competitive. Their partners who
have required to move towards the new areas of technology has been working with distributors. This
is to determine the skills gaps and seek the methods to fill the gaps. It must be done with the
individual experts of the distributors and the older partners. It is done through the technical IT
training and certification of developing the in-house skills.
As the gaps are determined, the partners has been able to gain the access for the
comprehensive framework such as practice builders. This delivers the enterprises with the clear
approach towards the technological areas. This must be done through the workshops, sales and
technical training with the programs of marketing (Taran, Boer and Lindgren 2015). Hence, gaining
the access to the proper technology is also complicated and is also crucial. This is a good distributor
as been contracting and has been establishing the relationships in proper place. This has been a broad
range of the larger. It is a well-born out of the cloud, vendors and save the time with set-up-costs

6DEVELOPING BUSINESS CASE
(Fan, Lau and Zhao 2015). Moreover, the digital transformation has not been an IT decision.
Nonetheless, it is a business decisions. Hence, acquiring the skilled individuals who are able to
explain wide range of directors and business reasons are vital. This is useful to invest the changing of
the business that is vital. Here, the smart distributors must be supporting the development of
persuasive, logical and credible narrative (Larson and Chang 2016).
For instance, the present case can be compared with the retail sector. The opportunities for the
retail are listed below.
Retails can turn into personal with the zero-party data:
The consumers has been turning to be aware of the proper courtesy for the GDPR and
Facebook. It is to make the way for the new age of personalization and privacy.
The small can be considered to be new big:
The niche and digitally native brands has been coming to the scene. By the year of 2019, this
can turn out be the rise of the brands. This can eclipse the rise of conventional retailers (Lambrou
2016).
The customer centricity would go mainstream:
The retailers has been revealing that need to place the clients at the core of all elements they
has been performing. This is for the past two and three years and have been struggling with the way it
has been best for scale that. However, they have been struggling with best for scaling that.

7DEVELOPING BUSINESS CASE
Algorithms must take the control:
The retailers has been driven much long through various savvy merchants. They have been to
penchant to follow the guts for the proper selection of the products. This has been far more than logic
and science (Wamba et al. 2015).
2. Discussion on business and IT alignment:
The various IT alignment for Nettavisen are evaluated below.
Free data collectors and the aggregator:
Nettavisen must aggregate and collect the information from huge amount of available sources
of data. This can be crowd sourced data, proprietary acquired and social media. Here, one must
distribute the data with the help of APIs. Further, they must permit the access with the help of Web-
based dashboards having capabilities of visualization (Günther et al., 2017).
Analytics-as-a-Service:
Nettavisen must conduct the analysis over the data given b their clients. However, they can
also involve the additional and outside data sources. In this way they can well distribute the outcomes
with the help of APIs and visualization.
Data generation and the analysis:
Here, Nettavisen can create the data with the help of themselves with the crowdsourcing. It
can involve the web analytics and various connected devices like sensors and smartphones. This must
be instead of depending on the resent information. Here, most of the organizations must undertake the
data analytics (Kassem et al. 2015).

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Free discovery of the free data knowledge:
Nettavisen must utilize and assess the data that is freely available. As there are not free
sources of data available under the machine-readable format, Nettavisen can scrape and crawl the
data from the website.
Data-aggregation-as-A-Service:
Here, the organizations must aggregate the data from various internal sources for the clients.
Thus they can distribute the aggregated data with the help of violations and APIs.
Multi-source mash-up of data and assessment:
Nettavisen must aggregate the data to be provide with the customers. This must be done with
the available data sources at the outside and undertake the analytics on the data. Here, this kind of
data must be characterized particular through rising the external data for enriching the data for
customers (Seddon and Currie 2017).
This part of the discussion is helpful to develop the framework for helping Nettavisen, a data
intensive business in positioning themselves. This must be under the competitive landscape and
determine potential gaps of business. Moreover, they must determine the data sources that can be
utilized. Here, the primary tasks that the business is involved in and the revenue models can be
utilized in commercializing the information (Fleisch, Weinberger and Wortmann 2015). Hence,
Nettavisen has the benefit that they can create their IT systems coming out of the scratch. Moreover,
they have not needed to witness the issues of legacy IT systems. Besides, Nettavisen can utilize the
source of information that are already owned by them and the ones that are create by then across the
history.

9DEVELOPING BUSINESS CASE
3. Determination of the alternatives:
This involves the following.
 Real-time processing frameworks:
It can be categorized into two categories. The frameworks has been lowering the overhead of the
tasks that are MapReduce. This is to develop the entire time of systems efficiency. The solutions in
this type involve the Apache Spark and Apache Storm. This is for the near-real time processing of
steam. The frameworks has been deploying the methods of innovative querying. This is to facilitate
the querying done in real-time for the big data. Here, the solutions involves the Cloudera’s Impala,
Shark for Apache Hive, Apache Drill, Dremel of Google (Kuhlen and Speck 2015).
 Massively Parallel Processing or MPP platforms:
It is used apart from the MapReduce as the alternative manner for Nettavisen’s distributed data
processing. As the aim is to implement the parallel processing over the conventional warehouse of
data, the MPP is the perfect solution. In order to understand the ways the MPP is compared
for the standard, the parallel processing framework of the MapReduce has been considering various
aspects. The MPP is able to run various parallel computing activities. This is over the custom
hardware and that are costly (Schoenherr and Speier‐Pero 2015).
4. Analysing the alternatives:
Here, in the current situation, the “Real-time processing framework” and “Massively Parallel
Processing or MPP platforms” is compared.

10DEVELOPING BUSINESS CASE
4.1. Feasibility:
The real-time processing framework has been helpful for the organizations to embrace the
view-point to gain the benefits. This is as opposed to the conventional systems and implementation of
the scenario. This is oriented highly on various batch operations with large latencies and has been
largely costly. In the scenario, the amazing and powerful platforms of the open sources has been
emerging. This is to alter the practice of technology.
On the other hand, the MPP system is seen well than the real time processing. This is for the
applications allowing the amount of databases for getting searched in parallel. It involves the system
of decision support and applications of data warehouse. Here, for Nettavisen the feasibility has been
explored for various big data sources. It has included the social media data, mobile phone data,
conventional source of data like order statistics and administrative sources. Then, there is satellite
data or intelligent data. Here, the interaction with the users and permitted for creating effective
understanding the operational constraints and requirements. Due to this, particular services with
specific business models are suggested (Heiskala, Jokinen and Tinnilä 2016). Again, the service
mock-ups are created and then they are showcased for the users. This is to get the feedback and useful
for fine tuning the offer of the service. Here, the analysis of the sustainability is done to address the
financial and non-financial elements. This confirms the viability of the suggested services (Laudon
and Traver 2016).
4.2. Benefits:
The benefits of Nettavisen has been measured as per the monetary terms. However, there are
intangible benefits also. Those are measured that can never be measured as per monetary terms.
Nonetheless, they have highly significant impact on business.

11DEVELOPING BUSINESS CASE
The tangible benefits has been helpful to rise the productivity of various personnel and
process. Here, lowering of the cost of services and products are purchased. They are calculated as per
monetary terms and the intangible benefits can never be measured as per monetary terms. However,
they never have the notable business effects.
On the other hand, the intangible benefits has been involving the rise of customer satisfaction
rates wit developed employee motivation. This also involves the rise in market share and smarter
reputation for Nettavisen’s brand.
For Nettavisen benefits has not be across how the information they has been possessing. This
is the way how Nettavisen can use the data collected through real time processing framwork. It is
needed for them to use the data in their own way, hence more effectively they can use the data. Thus
they have the potential to grow. In this way, they can consider the way the sources and assess to see
the answers that can enable various highlights.
Cost savings:
For real time processing , some of the tools such Cloud-based Analytics and Hadoop has been
bringing the advantages of costs for Nettavisen. This take place as huge quantity of data are stored
and the tools has in determining the effective methods to perform the business (Fosso Wamba and
Mishra 2017). On the other hand, the massively parallel processing is a type of collaborative
processing of the similar program of one and couple of the processors. Massively parallel processing
(MPP) is a form of collaborative processing of the same program by two or more processors.
Reduction of time:
Here, various tools of high speed such as in-memory analysis and Hadoop can been simply
determining new data sources. This helps the business to assess the data very quickly and undertake

12DEVELOPING BUSINESS CASE
the decisions on the basis of the learnings. At massively parallel processing, all the processor
maintains various program threads. Further, every processor has their individual operating system and
a dedicated memory.
Developing new products:
This can be known through understanding the customer needs trends for real time processing.
This also involves the customer satisfaction with the help of the analytics. This is helpful to develop
the products for Nettavisen as the customer requirements (Elia et al. 2017). Again, the messaging
interface is needed to permit the various processors that are included in APP for arranging the thread
handling. Apart from this, the applications are controlled by thousands of processors that has been
working in collaborative manner over the applications.
Understanding the market conditions:
Through assessing the big data, one can gain better understanding of the present conditions of
markets. Here, for instance through assessing the behaviors of customer purchase, Nettavisen can
seek the products. There are sold to the most products as per the trends. However, one can be ahead
of the competitors (Hashem et al. 2015).
Controlling the online reputations:
The big data tools are able to perform the analysis of settlements. Thus, Nettavisen can
achieve feedbacks for who has been saying about the company through real time processing. As one
ant to control and develop the online presence of the business, the tools of the big data tools are
helpful for that. Since, the Big data has been a common aspect now a days, Nettavisen can outperform
the peers. At most of the industries, the current competitors and the latest entrants can use the
strategies. This has been coming out from the data analyzed for competing, making innovation and

13DEVELOPING BUSINESS CASE
capturing the value. Further, the big data has been helpful to generate the rise in scopes and totally
new types of business. This can assimilate and assess the data of the industry (Döppner, Schoder and
Siejka 2015). Here, Nettavisen consist of the ample amount data regarding the services and products,
suppliers and buyers, preferences of consumers. These are analyzed and captured. This has been also
helpful to understand and optimize the process of business. For instance, the retailers are been able to
easily optimize the stocks. This is based on various predictable models. This is created from data of
social media. This also involves the weather forecasts and trends in web search (Wamba et al. 2017).
On the other hand, for the massively parallel processing, the interface is needed to permit various
processors that are included from MPP to arrange the thread handling. Apart from this, the
application has been controlled by various processors that has been working in collaborative manner
for the application.
4.3. Costs:
The direct upfront costs of Nettavisen has been indicating the rates of interests and the limits
that are established for the borrowers under the issuances and underwriting of the credit cards. Here,
the details of the upfront pricing of the borrowers’ terms are involved in the credit agreement.
On the other hand, the operating expenses, operating expenditures, expenses expenditures s
the ongoing cost for Nettavisen. This is to run the system, business and products. This is a counterpart
and the capital expenditure is the cost to develop and provide the non-consumable parts for the
system and products.
Finally the indirect costs for Nettavisen are never been directly accountable for the cost
object. Here, the indirect costs has been variable and fixed. This involves the security costs, personnel
and administration.

14DEVELOPING BUSINESS CASE
Figure 1: “Broad-brush figure for cost estimation of the current project”
(Source: Created by Author)
4.4. Risks :
Risk Identification
Risk Analysis
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15DEVELOPING BUSINESS CASE
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16DEVELOPING BUSINESS CASE
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17DEVELOPING BUSINESS CASE
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Table 1: “Risk register for the present project case”
(Source: Created by Author)
Nevertheless the real time processing must be chosen for the current case. Here, a common
concern with the databases of MPP to structure the data and the MPP database has not been
supporting the unstructured information. This might also involve the structured data. This involves

18DEVELOPING BUSINESS CASE
the PostgreSQL and MySQL database. This can need some processing for assuring that to fit the MPP
structure. The reason here is that the MPP databases are commonly columnar in nature. This permits
the analytical queries to get processed quicker.
5. Recommendations or selection of the best choices:
Here, the real time recessing framework is chosen. For the real time processing framework,
the practice of ideation technology practice has been enhancing consistently. It is helpful for
supporting the rise in demand of the real-time processing with the help of current abilities of modern
technology. Furthermore, one of the benefits of the ecosystem s the enriched array. This is the
variable connectors that is specialized in getting the information from various versatile origins.
Various vital points are needed to be tackled by Nettavisen has been moving forwards with the
initiate of the big data analytics. In order to assure the most advantages of the initiatives of the big
data analytics some of the best sections are listed hereafter.
 Starting with the initiates of big data:
o Here, the respondents at various analysis that has been using various use cases and
benefits that are substantial. This is to be attained in assessing the big data. Nettavisen
must begin with the pilot project to include various departments, processes and data
type.
 Nettavisen must be creative in nature:
o They should providing the employees with the scopes of analyzing the various
instances in the study. This must be the potential use case at Nettavisen. Thus more
importantly, they must provide the leeway for making suggestions. This is regarding
how to develop particular business models and processes.
 Starting training with current employees:

19DEVELOPING BUSINESS CASE
o Nettavisen has required to source the market of the labors regarding the analytical and
technical expertise under the big data.
 Drafting the strategy of enterprise data:
o This involves the big data and additional data. Through distinguishing the data to
security zones and privacy classes with proper guidelines and liabilities, Nettavisen
can create data privacy and security to be tangible. This is helpful to decrease the
uncertainty.
 Keeping in mind that the big data projects are explorative:
o Constant business intelligence methods has been never the proper standard. The
experiments on the data must be failing very fast. Thus the users must learn and move
nearer to goo. This is a groundbreaking solution.
 Top management is vital leader leading to the necessity of protagonists at various business
levels:
o Thus the leaders assures that different cases of business scan include the daily tasks
(Akter and Wamba 2016).
 Implementing the NoSQL databases:
o The conventional RDBMS or the Relational Database Management Systems are never
equipped for handling the great data demands. The reason is that the conventional
relational databases are developed for handling the relational datasets. This is
constructed for the data stored under clean columns and rows. Hence, they are able to
be queried through SQL. Then, the RDBM has been unable to control the unstructured
and the semi-structured information. Further, the system has never been processing

20DEVELOPING BUSINESS CASE
and controlling the abilities. They are required for meeting the velocity requirements
and big data volumes. Further, the NoSQL has been facilitating the non-SQL data
querying over the schema-free and non-relational and unstructured and semi-structured
data. Further, the NoSQL databases has been able to control those data sources that are
been common under the systems of big data.
6. Plan for deploying the ideas:
Task Name Duration Start Finish Predecessors
Gaining the executive-level
sponsorship
2 days Thu 5/9/19 Fri 5/10/19
Augmenting instead of re-build. 6 days Mon 5/13/19 Mon 5/20/19 1
Making value to the customer to
be a priority
7 days Tue 5/21/19 Wed 5/29/19 2
Running Agile shop and
increment in due time
8 days Thu 5/30/19 Mon 6/10/19 3
Linking the customer data to the
overall company process
8 days Tue 6/11/19 Thu 6/20/19 4

21DEVELOPING BUSINESS CASE
Developing the repeatable
process and different action
paths.
8 days Fri 6/21/19 Tue 7/2/19 5
Testing, measuring and
learning.
4 days Wed 7/3/19 Mon 7/8/19 6
Mapping the data to the
customer's Life-cycle
7 days Tue 7/9/19 Wed 7/17/19 7
Controlling and documenting
the overall progress
10 days Thu 7/18/19 Wed 7/31/19 8
Schedule management of
various types of scope
modifications
8 days Thu 8/1/19 Mon 8/12/19 9
Approval of the schedule
milestones
4 days Tue 8/13/19 Fri 8/16/19 10
Figure 2: “High-level project plan through Gantt Chart for the present project”

22DEVELOPING BUSINESS CASE
(Source: Created by Author)
Conclusion:
The above study helps in understanding the news of current day online start-ups. It highlights
how they are competent for the huge incumbent for the using firms and the players of new media.
Further, the challenges and benefits that are related to leverage the big data is helpful to design the
DDBM for the case of Nettavisen. The study helps in understanding that the DDBM would be
generating much more revenue. This is because of its responsiveness as the data-driven business
possesses predictive, real-time and historical data to be proactive and responsive. Further, it will
generate more revenue because of the feedbacks or the built in market researchers and quick and
confident decisions. Next, it is useful to make quick and confident decisions. These can be made on
the data and the facts that drastically rises the ace of decision making. Apart from this, the study also
highlights how the DDBM model, is driven by big data. It includes the generation and acquisition that
indicates that the data can be collected internally and gained from external sources. Next, the
descriptive analysis is explained from the past and they have been suggesting various decisions. Apart
from this, the distribution of data has been also taking place due to big data with the help of API. It is
the way how the online News has been using the ambidexterity strategy for exploiting and exploring
the opportunities of business model. It must be reminded by Nettavisen that they should be starting
small. There must be small clear goals and assure to possess grand vision. In this way success would
come sooner. Moreover, early wins are to be shown. This must consider the two years with lots of
changes through deploying the quick wins. It is useful to sure that everyone sees the value. Next, they
must have the laser sharp focus. This is simple to be distracted and very significant for all the people.
Very soon, this would let Nettavisen to perform the miscellaneous reports and enterprise BI. This
effects should be done two ways. This can divert the attention. Further, this antagonizes the units of

23DEVELOPING BUSINESS CASE
business that are been churning out the reports. Lastly, they should be aligning to goals of the
company. Here, the best outcomes has been for the analytic aims to have clear alignment of the core
competencies and goals. Thus, as it sales, the use of analytics must be done for developing the sales
further. As the logistics is done various location based serves and telematics must be used for
developing further.

24DEVELOPING BUSINESS CASE
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