Report on Digital Transformation and Growth at Amazon Prime Video

This report analyzes the digital transformation efforts of Amazon Prime Video, a subsidiary of Amazon, focusing on its strategies to enhance business growth in the competitive streaming industry. It evaluates the company's digital initiatives, including improved consumer interaction, artificial intelligence implementation for personalized experiences, and adjustments to subscription models. The report further provides recommendations for improvement, such as expanding language options, optimizing the consumer journey, modifying the payment system, and enhancing customer service to cater to a global audience and ensure sustained growth. By addressing these areas, Amazon Prime Video can strengthen its market position and meet evolving consumer demands effectively. Desklib provides solved assignments and resources for students.

Report for the platform
Prime Video from Amazon

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of Amazon Prime Video..............................................................................................3
Evaluation of the organization’s digital transformation efforts...................................................4
Recommendation.........................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In business occupation an individual organization wants to expand and increase their
business growth and development in the effective manner. Nowadays, each organization is
identifying and putting their efforts to grow their business at successful position. Similarly, the
organization Amazon prime video which is a sub-sector of the Amazon wants to enhance their
growth in the world. Accordingly, the company has decided to make some transformations in the
digitalization from which they can improve and increase their growth in this industry.
The report is illustrating the matter in which the organization is evaluating the different
area of the improvement by putting their best efforts in the transformation of the digital platform.
In addition, it also includes the recommendation from which the company can be able to move
forward and achieve the success in the definite order (Testov, 2019). Regard to this concept,
performing the different ideologies which will accelerate the growth of the company and can be
capable to expand their business widely.
MAIN BODY
Overview of Amazon Prime Video
The Amazon prime video is a sub-department of the one of the leading organization
Amazon. Prime video is providing a rental and subscription television service to the public. It
includes the service area where they provide a variety of films and series which is licensed and
approved by the owner of the particular subject. These services were started on the September
month of 2006 in the United States as the name of Amazon Unbox but later on they renamed and
put Amazon prime Video as per the demand (Appio, Frattini, Petruzzelli, and et.al., 2021). With
the time, the excessive usage of this service makes the organization to provide more effective
and better services to the people which will increase the growth of the organization in the
definite way.
Accordingly, with the time the company started to provide different and variety of
packages to the consumers and provided affordable prices so that they can be able to increase the
consumer scale and the demands of the public. Implementing these offers they make the
organization in excessive demand were able to obtain the maximum productivity. The company
is providing their services over all the world such as India, United States, Australia, Italy, Turkey
and such more. For improving the more growth the business, they implemented a strategy and

method where they provided different offers of the subscription costs and makes people to utilize
and purchase the subscription in the maximum manner.
With this rapid growing world and technology, the company has decided to make the
digital transformational changes which will improve the growth and productivity of Amazon
prime video (Pantano, 2020). Accordingly, the organization puts their best efforts in the
modification of the digital services and makes them to approach more and more people
effectively. Today, the company is able to obtain maximum productivity and success at the
digital platform and increasing the public demands rapidly.
Evaluation of the organization’s digital transformation efforts
Digital transformation is the method and area of improvement from which a business
organization can be able to enhance their growth in the market. Utilizing the digital tools helps
the company to increase their productivity and services. Similarly, the Amazon prime video puts
their efforts in transforming the digital services to the consumers.
Illustration 1: Growth after digital transformation of Amazon prime
(Source : Big Commerce, 2021)

Interaction to consumers : The organization has place their efforts by interacting with their
consumers effectively. The company provides the subscription services of the variety of shows
and series where they have to create and makes the relationship with the consumer from which
they will feel the valued part of their business.
In every business, the proper communication and interaction between the service provider
and consumer is important and very beneficial for the business occupation. Focusing on the
consumer relation has make the company obtain more outcome and positive response from the
consumer (Murschetz, 2021). In this context, the company has created a section on their
subscription website where people can raise their demands, suggestion and obstacles of the
services. By putting this effort from the Amazon prime video, it makes the company grow and
achieve higher success at the digitalization platform.
Artificial Intelligence : This factor plays an effective role in the organization. According to the
rapid growing world and technology the company has put their efforts by utilizing the artificial
intelligence in their organization which supported the company to satisfy the consumer needs
and demands. Today, the e-commerce websites utilize this intelligence to evaluate the public
experience of their products and services. Similarly, the Amazon prime video is utilizing this
method and collect the data and information and past behaviour of the consumers from which
they are able to identify the future improvement areas.
Implementing this factor, the company is able to recognize the needs and requirements of
the people. The prime video has taken the action as per the public demand and suggestions and
made the effort by reducing the costs of the rental or subscription services for an individual (Wu,
and Gereffi, 2018). Focusing on the public demands and requirement it also helps the
organization to build the positive and effective relationship with their potential consumers and
drive them to obtain the successful and beneficial results.
Recommendation
Language option : The company Amazon prime video has been recommended that they are
required to improve their processing from which they can be able to obtain higher outcome. The
organization do not provide the various language option in their application and website from
which many people are not able to understand and cannot buy the rental and subscription of the
service. The company is needed to provide the various language communication method from

which consumer can select ans choose on their own and can be able to buy and utilize the
services of the prime video.
This digital transformation of the company can make the people to translate the
informations and browse the research in the accurate manner. Along with this, company can also
provide a voice system or function where people can change their language and other options by
only speaking their needs and requirements. From this they can expand their international users
and potential consumer which will definitely improve the organization finance productivity.
Consumer Journey : The company is required to evaluate and identify the consumer journey as
they will be able to recognize the needs and requirement of the people (Tiwary, 2020). The
company can be able to obtain progress by the digital transformation of the prime video. The
company has suggested that they are needed to determine the consumer actions by utilizing the
AI which is artificial intelligence. For example, the consumer is searching on the internet for the
recently released film which is also providing by the amazon prime video.
Evaluating the consumer journey through the AI system they can be able to notify them
and can approach the consumer in the definite manner. Focusing on this factor can make the
organization grow differently and can be able to achieve higher position this industry. In
addition, performing the consumer journey the company will be able to understand the behaviour
of the consumer and can provide the suitable services to them. It will help the organization to
fulfil all the expectation and demands of the consumer and public which will enhance the growth
and development of the organization (Saxena, 2021). Mapping the customer journey will support
the organization to keep the focus on their customer relation and can build effective bond with
them.
Modify paying system : The company Amazon prime video is advised to improve their pricing
strategies and paying options. In research, it has been founded that people are mostly getting an
obstacle in the paying system and function. The company provides only visa debit cards which
impact the organization lose their consumers. It is not necessary that an individual utilize the visa
card so that the company should focus on this obstacle and required to take an action.
In this rapid growing world, the organization should supply the different cards option and
also UPI method for the subscription. Implementing this recommendation in the organization
will increase the trust of the public and also expand the number of consumers effectively.
Providing the multiple payment option will help and create a convenience for the consumer and

accelerate the growth of the consumer scale (Subramaniam, Singh, and et.al, 2021). It will also
hep the company to increase their international consumers and can be able to expand their
business worldwide effectively. Nowadays, in this rapid growing technology and digitalization
every company is required including prime video to modify their paying system which will
support them to not lose their potential consumers.
Customer Service : The mentioned company has been recommended to provide effective
customer service. The Amazon prime video is providing the services of online television where
people can be able to watch their choice of films and series. Improving the customer service can
help the organization to obtain more financial growth and position in the market. For example,
most of the people have to deal with some subscription issues and not able to watch the film in
the definite manner. Accordingly, the company should provide the 24/7 customer service on
voice system and even at website and email (Turban, Pollard, and Wood, 2021). Providing the
better consumer service will help the company to know the consumer obstacle and suggestions
both as well from which they can improve their services effectively. It is obvious that fulfilling
the demands of the public and consumer will increase the company reputation and demands in
the society which results into beneficial way. Modifying the digital transformation in the
organization will help the company to generate better outcome and success at the global level.
CONCLUSION
In this report, it has been concluded that a business organization needs to focus on the strategy
from which they can be able to perform well in the market. It includes that the mentioned
organization wanted to grow and develop their business at successful position where they are
required to practise some efforts to enhance the growth. The report mentioned the different
efforts of the digital transformation of the organization. In addition, the report has also performed
the various kinds of recommendation from which a company can be able to provide effective
services and fulfil all the demands of their potential consumers.

REFERENCES
Books and Journals
Testov, V.A., 2019. On some methodological problems of digital transformation of
education. Informatics and education.(10).pp.31-36.
Appio, F.P., Frattini, F., Petruzzelli, and et.al., 2021. Digital transformation and innovation
management: A synthesis of existing research and an agenda for future studies. Journal
of Product Innovation Management.38(1).pp.4-20.
Pantano, E. ed., 2020. Retail Futures: The Good, the Bad and the Ugly of the Digital
Transformation. Emerald Group Publishing.
Murschetz, P.C., 2021. Big Data and Public Service Media: A Literature Review of Key
Challenges and some Theoretical Propositions Pertaining to the Context of Digital
Transformation. Medienjournal-Zeitschrift für Medien-und
Kommunkiationsforschung.44(3).pp.69-86.
Wu, X. and Gereffi, G., 2018. Amazon and Alibaba: Internet governance, business models, and
internationalization strategies. In International business in the information and digital
age. Emerald Publishing Limited.
Tiwary, I., 2020. Amazon Prime Video: A Platform Ecosphere. In Platform Capitalism in India.
(pp. 87-106). Palgrave Macmillan, Cham.
Subramaniam, R., Singh, S.P., and et.al, 2021. Positive and Negative Impacts of COVID-19 in
Digital Transformation. Sustainability.13(16). p.9470.
Turban, E., Pollard, C. and Wood, G., 2021. Information Technology for Management: Driving
Digital Transformation to Increase Local and Global Performance, Growth and
Sustainability. John Wiley & Sons.
Saxena, D., 2021. Big Data for Digital Transformation of Public Services. In Disruptive
Technology and Digital Transformation for Business and Government.(pp. 250-266).
IGI Global.
Online references
Big Commerce, 2021. [Online]. Available through <https://www.bigcommerce.com/blog/digital-
transformation/#digitize-to-survive>