Digital Business: Green Light Digital Analysis and Report

This report delves into the multifaceted realm of digital business, exploring its core concepts and the transformative impact of technology on modern business practices. It begins by defining digital business and examining its advantages, such as reduced costs, increased efficiency, enhanced customer experience, and greater market reach, while also acknowledging the disadvantages, including heightened competition, security concerns, and the need for significant investment. The report then critically evaluates new and emerging digital business models, including freemium and marketplace models, highlighting their strategies for creating value and generating revenue. Furthermore, it identifies the impact of collaborative relationships and strategic alliances facilitated by digital technology, using Green Light Digital as a case study. Finally, the report explains various principles of e-commerce, providing a comprehensive overview of digital business strategies and their implications for businesses seeking to thrive in the digital age.

Digital business

Contents
MAIN BODY.............................................................................................................................................3
Explain digital business and its advantages and disadvantages................................................................3
Critically evaluate new and emerging digital business model.................................................................5
Identify the impact of new collaborative relationship and strategic alliances through digital technology6
Explain various principles of E-commerce..............................................................................................7
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................9

INTRODUCTION
Main objective of this report is to understand the concept of digital business. With the
increase in development of technology the concept of business is also changes. Digital business
includes both the digital brand and traditional players who transforming their business with
digital technology. In digital business a businessman use technology for creating values in
business model, expectation of customers and internal capability which will support the main
operation of business. It creates a competitive edges which is based on a unique combination of
physical and digital resources. It helps a business in achieving competitive advantage in market.
Digital business helps an organization in reduction of cost and reach large number of customers.
It make the transactions of business faster and reliable. For this report Green light digital
company is taking into consideration. Green light Digital is a full service digital marketing
agency which is founded in 2001. Its headquarters is in London and they have around 190 people
in their team which are specialize in SEO, PPC, web design and build content marketing, social
media, conversion optimization and digital strategy. This report includes various advantage and
disadvantage of digital business and evaluate the digital business model. Other than this it
includes the impact of new collaborative relationship and strategies alliances through digital
technology in context of selected firm. It includes various principles of e-commerce.
MAIN BODY
Explain digital business and its advantages and disadvantages.
Digital business refers to a type of business which use technology for creating new values
in business models, experiences of customers and internal capability of business which support
its main operations (Aagaard and et. al., 2019). The term digital business includes both digital
only brand and traditional players which transforming their business with digital technology.
Now a days people are more spending their money online which force business to shift towards
digital source of revenue and digital channels. With the development of digital economy people
are more familiar with digital products and services, which will helps company to achieve
competitive advantage in digital space. The concept of digital business is not limited to selling
online but it creates competitive edges through unique combination of digital and physical
resources. According to Gartner, he says that digital business creates new value chain and
various new opportunities which is not offered by traditional business. In context of selected
firm, concept of digital business play an essential role in its development. Various advantages
and disadvantages of digital business in context of Green light digital company is mention
below:
Advantages of digital business-
 Reduce cost- Digital business play an essential role in reducing the cost of operating
business and services. In context of selected business, their employees are specialized in
web design and SEO, PLC and so on. Which will help company in efficiently utilizing its
technology. Selected company use appropriate technology or right tools which will
increase the level of production. Digital business can automating many manual tasks and
integrating data within an organization which empower team members to do work with
their full efficiency. Higher productivity and efficiency of team members helps selected
business in reducing their cost.

 Simple to measure- In context of selected firm, it can simply measures all factors which
are beneficial for business growth. They can easily understand the requirement of their
clients and prepare an effective digital strategies and build content marketing for their
client. Digital business help selected company to understand the taste and preferences of
customers and build an effective social media content using various graphs, diagram and
picture for customers of company clients. Digital business is a simple way to measure
various information as compare to traditional business (Băeşu and Bejinaru, 2020).
 Competitive advantage- In context of selected business, their information technology
provide cost and differentiation benefit. Selected company technology helps them in
creating more value which helps company in achieving competitive advantage. Their
effective and efficient technology provide low cost service to their clients as compare to
its competitors which helps selected company in achieving competitive advantage in
market. It create higher values for their clients as compare to traditional business which
creates a strong brand image in market.
 More growth- Digital business is the upgraded form of traditional business which
provide higher growth to company. In context of selected business, their new digital
business startup is unique in market and provides better and fast services to clients.
Concept of digital business increase the area of market for company which helps them in
effectively providing their services to a large number of clients. This will help company
in achieving higher growth. Selected firm use innovative and best technology which
helps in providing better services to their clients and achieve higher growth.
 Enhance revenue and performance- Digital business provide higher revenue and
greater performance to company as compare to traditional business. With the help of
digital business concept selected firm use best technology which add greater values for
their clients and business this will helps organization in improving their performance at
work. Better performance at work provide better results to their clients which will
increase revenue or profitability for company. Higher performance and greater revenue
helps company in achieving long term success in market.
 Better customer experience- One of the best advantage of digital business is that it
provide better customer experience. With the help of digital business company can
directly connect to its customers and take feedback through regular interaction with
customers. In context of selected business, they use better technology which provide
them better knowledge of requirement of their clients and provide services such as
designing a good web-site and develop an effective content marketing for their clients
which helps their clients in attracting more and more customers which will create a
positive experience of their clients towards company. Better customer experience
increase their loyalty towards company, which will help in achieving higher growth in
market (Boojihawon and Ngoasong, Chaffey and et. al. 2019).
 Encourage digital culture- The concept of digital business give more rises to digital
culture. Now a days people are more prefer digital and online tools. In context of selected
business with the increase and development of digital business it encourage customers to
adopt digital culture. Development in digital culture provide various growth opportunities
to business which will helps in better development of business. In context of selected
firm digital business encourage a digital culture which will make their client to adopt
digital business services and this will helps selected business in achieving higher growth
in future.

Disadvantages of digital business-
 More competition- Digital business helps a company to achieve competitive advantage
in market but one of the biggest disadvantage of digital business is that it increase the
level of competition in market. This is because digital business require a technology for
effectively achieving business operations. So every businessman is come with their new
and effective technology for adopting higher growth in market, which will increase the
level of competition for company. In context of selected firm, they face higher
competition because of increase in digital business in market. Selected company needs to
adopt new and effective technology so that they can achieve competitive advantage in
market (Gray, 2019).
 Security issue- One of the biggest problem that every digital business is face is issue
related to security and privacy. In digital business company operates its business with the
help of digital tools such as desktop. Any hacker can easily hack their computer or
system and stole their important information. This is one of the main reason that
companies are don’t want to adopt digital business style. In context of selected firm, they
use effective software which helps in protecting their data or information from clients.
Along with this selected company face a problem regarding searching for customer’s
information because there are numbers of legal consideration related to using and
collecting customer’s data for providing marketing services to their clients.
 Require more investment- Digital business require a huge amount of investment for
setup a digital business. In context of selected business, they needs to adopt an effective
and efficient technology which provide greater values and helps in achieving competitive
advantage in market. But for achieving higher value and competitive advantage in market
a businessman require a huge amount of investment.
 Dependable on technology- This is another disadvantage of digital business that this
type of business is fully depend on technology. According to current scenario technology
is change at a faster rate which will influence the growth and productivity of company. If
a business wants to achieve competitive advantage in market they needs to adopt new
technology which require a lot of money. In context of selected firm, technological factor
of business environment effect the business most. If selected company wants to achieve
higher success in digital business they needs to adopt effective technology.
 Skills and training- Digital business require more training and skilled employees for success
of business. A company having an employees who have not much knowledge about digital
technology and have no expertise in digital marketing and digital business tools will not able
to achieve profit and growth. In context of selected firm, they have high skill employees
which helps company in achieving their goal (Kane, 2019).
Critically evaluate new and emerging digital business model
Digital business model refers to a form of creating values which is based on the
development of customer’s benefits using effective and efficient technology (Kane and et. al., 2019) .
Main objective of digital business model is to create a significant advantage for which the
customers of company are willing to pay. In context of selected business, the development of
digital business model is a very important task for business because it is confronted with
digital disruption and digitalization. The digital business model is characterized by digital
business innovation. In context of selected business digital business model is based on the
services which are new for the market. Selected company use digital business model to reach

potential audiences or clients. This model help company in creating values for customers
which can be monetized. There are various tools which helps in developing digital business
models such as innovation software helps Company in generating ideas and develop digital
roadmap for digital business model. Various types of digital business model are discuss
below:
 Freemium model- In this type of digital business model customers or clients of
selected business are receive parts of digital service free of cost. This model serve
selected company to manage its onboarding process with little sales effort as possible.
This model of digital business follow the principle of competence standardization. In
this model personnel intensive activities were made more efficient with the help of
automatic process. In context of selected business they have challenge for
successfully managing the upgraded form of freemium version to a paid version.
 Marketplace model- A digital business using this type of business model will derive
their added value from the fact that a large number of independent players are active
on marketplace and various transactions are regularly take place. This type of model
of digital business will work alone or it will represent the extension of an existing
offering of selected company.
 Using instead of buying- In context of selected firm, this type of digital business
model enable firm to use their assets in another form such as in the form of software,
automobile or machine. Digital technology make it possible for company to analysis
and measure consumption or usages. Digital business model based on the use instead
to buy helps selected company to reach new and large target group of people (Kotarba
2018).
Business issues-
 Cyber security- In context of selected firm, it is a digital business which face a big
problem regarding security of data and information from hacking and leakage. Cyber
security is a practice which defending computers, servers, mobile devices, electronic
system, networks and important data of company from malicious attacks. It is also known
as electronic information security and information technology security (Kraus and et. al., 2018).
 Ethics- In big issue faced by selected company is ethics, it includes trust, honesty,
fairness, confidentiality and accountability. In context of selected firm they needs to
actively adopt all these factors of ethics for taking right decisions and perform right
things.
From above discussion on various types of digital business model it is evaluated
that digital business model helps business in developing an effective and efficient technology
which will helps in providing more values to customers. With the help of digital business model
company adopt new and innovative technology which protect them from cybercrime or leakage
of information. Digital business model helps company in enhancing values for customers or its
clients by fulfilling ethical values. Which will create a good image between their clients and
increase their brand loyalty towards business.
Identify the impact of new collaborative relationship and strategic alliances through digital
technology.
Collaborative relationship refers to a working practice in which individuals are working
together towards achievement of common goal. While digital collaboration means the various

practices of people working together through various online platforms. Various impact of
collaborative relationship through digital technology are discuss below:
 This will have a positive impact on selected firm, it will break down silos by allowing
them to communicate with each other across various department of company. This will
help in minimizing the delay in business process and helps in giving more focus on
customer-centric organization. Because of it employees can give more focus on time and
efforts.
 Collaborating relationships helps in improving experiences of customers with right team
member by reducing the time and resources require for customers care.
 Improve external collaboration and communication enhance relationship between
supplier and vender (Luz and et. al., 2018).
 It enable real-time information exchange such as data syncing, file sharing etc. which
facilities business processes and lower productivity and impact customer experiences.
 This will help in sharing information on policy, programs, promotions, scheduling and
budget which will reduces the time spend by employees on administrative task.
 With the help of content management system employees of selected firm can easily gain
real time access and locate data quickly and accurately.
Strategies alliances-
 Cloud based – In context of selected firm they can adopt cloud based strategy which
includes a lower IT cost and make their employees to easily access their software at
anywhere which will help company in increasing productivity of their employees.
 Workflow automation- another strategy used by selected business is workflow
automation which will helps in ensuring that the right person get the right knowledge at
aa right time for operating various business operations (Osmundsen and et. al., 2018).
 Onboarding and training support- In context of selected firm, they adopt a strategies pf
onboarding an training and provide a proper training and support to employees helps
company in maximizing productivity of their employees.
 Security- In context of selected firm they adopt a strategy of providing right of view, edit
and share files to the right person so that the right person can perform its work without
any delay.
Explain various principles of E-commerce
E-commerce or electronic commerce refers to the process of buying and selling of goods
and services with the help of internet. E-commerce does not limited to buying and selling of
goods and services it also includes the transfer of money and also transfer data through through
electronic medium. With the development of technology and higher economy customers are also
give more preferences to e-commerce. This is because e-commerce is a fastest buying process
and also provide 24 hours shopping service. It save time and efforts of customers as compare to
physical shopping mode. Because of e-commerce customers can easily buy product by sitting at
their home while producers can also sell their product direct to customers. Which will reduce its
cost of production and increase its sales of products (Reis and et. al., 2018).
Principles of e-commerce-
 Unique design elements- According to this principle of e-commerce selected firm
require to use unique design elements for their digital business which will attract more

and more customers or clients. Selected business can achieve competitive advantage in
market only when they provide something unique to its customer which will attract its
clients towards it as compare to its competitors (Sandkuhl and Stirna, 2018).
 Emphasize on security- In context of selected firm, this principle of e-commerce state
that selected business needs to give more focus on emphasize security. In any digital
business clients have a fear that their personal information can be stole by hackers and
crackers. For this selected company needs to give more focus on their information
security. Selected company needs to adopt an effective technology which will protect the
information of clients which will increase their client’s confidence on company (Steininger,
2019).
 Responsive technology- According to this principle of e-commerce it is state that the
selected business will use an effective technology which will provide quick access to
their clients. Because of increase in technology and digital business the competition for
company is also increase so it’s very important for company to adopt an effective
technology which will add higher values for customers or company clients.
 Effective service description- In context of selected firm, from this principle of e-
commerce it is analyzed that effective description of company services through their
websites will helps in attracting more and more customers. A effective description helps
company in better define their services to customers so that they can understand their
service better as compare to its competitors (Stolyarov and et. al., 2019).
CONCLUSION
From above analysis on this report it is concluded that digital business helps in achieving
competitive advantage in market and effectively use an appropriate technology which will helps
in providing more values to customers and clients of company. In this report it is analyzed that
digital business have many advantages such as it will reduce cost, simple to measure,
competitive advantage in market, increase growth and revenue for company and also encourage
digital culture. Digital business also face some disadvantages such as increase in competition,
security related issue and so on. While a digital business model helps a company to create more
values for their customers through efficient and effective technology. In this report e-commerce
is also included and its various principles helps a digital business in creating more values for its
customers and attracting customers as compare to its competitors.

REFERENCES
Books and journals
Aagaard, A., and et. al., 2019. Digital Business Models. Cham: Springer International Publishing.
Băeşu, C. and Bejinaru, R., 2020. Knowledge management strategies for leadership in the digital business environment. In Proceedings of the International
Conference on Business Excellence (Vol. 14, No. 1, pp. 646-656). Sciendo.
Boojihawon, D.K. and Ngoasong, Z.M., 2018. Emerging digital business models in developing economies: The case of Cameroon. Strategic Change. 27(2). pp.129-
137.
Chaffey, D., and et. al. 2019. Digital business and e-commerce management. Pearson UK.
Gray, D.E., 2019. Doing research in the business world. Sage.
Kane, G., 2019. The technology fallacy: people are the real key to digital transformation. Research-Technology Management. 62(6). pp.44-49.
Kane, G.C., and et. al., 2019. How digital leadership is (n't) different. MIT Sloan Management Review. 60(3). pp.34-39.
Kotarba, M., 2018. Digital transformation of business models. Foundations of management. 10(1). pp.123-142.
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.
Luz Martín‐Peña, M., and et. al., 2018. The digitalization and servitization of manufacturing: A review on digital business models. Strategic Change. 27(2). pp.91-99.
Osmundsen, K., and et. al., 2018, September. Digital Transformation: Drivers, Success Factors, and Implications. In MCIS (p. 37).
Reis, J., and et. al., 2018, March. Digital transformation: a literature review and guidelines for future research. In World conference on information systems and
technologies (pp. 411-421). Springer, Cham.
Sandkuhl, K. and Stirna, J. eds., 2018. Capability Management in Digital Enterprises (No. 1). Cham: Springer.
Steininger, D.M., 2019. Linking information systems and entrepreneurship: A review and agenda for IT‐associated and digital entrepreneurship research. Information
Systems Journal. 29(2). pp.363-407.
Stolyarov, N.O., and et. al., 2019, April. The digital reality of the modern economy: new actors and new decision-making logic. In Institute of Scientific
Communications Conference (pp. 882-888). Springer, Cham.