ScreenPhone's E-Commerce Strategy: Overcoming Business Challenges

This report delves into the business and technical challenges faced by ScreenPhone during the acquisition of Mobil4you and its transition to e-commerce. It identifies key issues such as communication breakdowns, loss of team mentality, cultural differences, cost justification, scope understanding, and change management. The report also addresses barriers to implementation, including choosing the right e-commerce platform and ensuring collaboration between outlets and the online shop. It proposes solutions like calculating platform costs, implementing organization-wide e-commerce systems, and appointing system administrators for accurate data tracking. Furthermore, it presents persuasive arguments for the benefits of e-commerce, such as 24/7 business operations, social media integration, and personalized customer experiences, ultimately recommending strategies for securing acquisition value and effective implementation. Desklib provides access to similar solved assignments and study resources for students.

Running head: COMPUTER INFORMATION SYSTEM
Computer Information System
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Table of Contents
1. Introduction..................................................................................................................................2
2. Key Business and Technical Challenges:....................................................................................2
2.1 Challenges for Acquisition of Mobil4you:............................................................................2
2.2 Challenges of Transition to E-Commerce:............................................................................3
3. Barriers to Implementation and How These Might Be Overcome:.............................................4
3.1 Choosing the Right E-Commerce Platform:..........................................................................4
3.2 Collaboration between Outlets with Online Shop:................................................................5
4. Inclusive and Persuasive Argument:...........................................................................................6
5. Conclusion...................................................................................................................................7
6. Recommendation.........................................................................................................................8
Bibliography..................................................................................................................................10

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1. Introduction
ScreenPhone is a well-known mobile phone and accessory retail house which is based in
England and owned by Victor. In the initial stage, the business started as a single shop but after
that it has grown into a chain of elevens (Abed, Dwivedi and Williams 2015). The first four
shops were opened from the scratch. Later on, in July 2014 a group of three outlets named as
“Mobil4you” was taken by Victor (Rahayu and Day 2015). He mainly aims to operate these
outlets under the brand of ScreenPhone. The present acquisitions are a well-known expansion for
the operation of business (Rahayu and Day 2015). There are two outlets which are expected to be
seen in Belgium. Victor is expecting that by this particular step, the organization can gain
foothold in the whole European Market (Awa, Ojiabo and Emecheta 2015). Due to expansion of
the business, it has become mandatory for Victor to open up a new kind of warehouse in Eastern
side of England.
In the coming pages of the report an idea has been provided with respect to key business
and technical challenges in acquisition of ScreenPhone. The major focus was on Mobil4you and
transition in E-commerce. After that various issues in implementation and methods of
overcoming have been discussed in details.
2. Key Business and Technical Challenges:
2.1 Challenges for Acquisition of Mobil4you:
The mergers are tend to fail and this not a secret to anyone. The business acquisition can
be referred as the procedure for acquiring a business for constructing weakness or strengths of
the acquired organization (Ebben and Johnson 2018). The merger can also be referred to as the
form of acquisition.

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Communication: One of the top factors that cause acquisition to fail is improper
communication. Acquisition goes through complex processes like communication with the staff
for empowering them to generate a work culture as per the new business environment. After the
acquisition, both the management and employees do not have specific idea of what should be
done and how to complete work to meet new organizational objectives (Zhao 2018). The less
communication between the employees and management makes the overall organization
business processes go weak. The way of working in both the organizations, ScreenPhone and
Mobil4you, is different and designed for achieving different goals (Bebenroth and Hemmert
2015). This can cause serious issue in understanding each other’s working culture.
Loss of Team Mentality: At present world, the staff are caring a great deal regarding
culture of the business. After acquisition, the mentality of the staff for implementing brand value,
goes away. Because, the employees does not get any benefit from this process and gets distracted
from their main work (Soundarya, Lavanya and Hemalatha 2018). Therefore, the teams, working
in both ScreenPhone and Mobil4you may feel cheated as there no benefit for them in acquisition
and loose team mentality.
Cultural Challenges: The cultural implications are bound to happen after acquisition.
The business and financial rationale behind acquisition cannot assist the organization to realize
the cultural implication (Zhao 2018). In order to influence the meaning, attitude and behavior
within an organization, culture can be considered as long standing indirectly distributed beliefs,
values and assumptions.
2.2 Challenges of Transition to E-Commerce:
Cost Justification: The cost of implementing the e-commerce is very high in recent days
due to huge amount of data and processes it has to handle. The development team or the owner

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of the may not understand the complexity of the implementation and lead to unsuccessful project
(Laudon and Traver 2016). This will add more cost to the project as many things has to be done
from the beginning. Responsible person for deciding the project cost may not consider tangible
factors that can add more cost to project (Chaffey 2015).
Understanding the Scope of the System: Before integrating the e-commerce into
ScreenPhone’s own business process, the management must decide what the system should be
doing to support the organizational goals (Wang, Wang and Liu 2016). The management must
provide all the details about the proposed system to the development team so that scope of the
system can be defined properly. The e-commerce system will include both the outlet and online
selling in the same place (Chen et al. 2015). This is a huge challenge for the development
organization if the actual scope is not defined accurately.
Change Management: The change management is a huge issues to transition into e-
commerce. The e-commerce invites many changes in the organization including internal
processes and working patterns of the employees. The resistance from the employees is a huge
issue in terms of transition to e-commerce (Cameron and Green 2015). As the stakeholders are a
significant part of the project. Making them believe in the e-commerce benefits is a huge
challenge for the sponsor and project manager.
3. Barriers to Implementation and How These Might Be Overcome:
3.1 Choosing the Right E-Commerce Platform:
Choosing the right platform is the most important decision in terms of implementing e-
commerce. There are various platforms for developing the e-commerce such as Shopify,
WooCommerce, Magento and many more (Lixandroiu and Maican 2015). If the right platform is

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not selected ScreenPhone’s e-commerce may suffer from less effective functionality and low
quality customer satisfaction.
The first thing that should be done for solving this issues is calculating the cost of each
platform. It is essential to calculate the cost of an electronic commerce system before the capital
is actually spent. With the increase in cost of service, the quality of service will surely increase.
The high cost platforms provides better supports to the customers and regularly check for issues
in the system (Fadzil, Yaacob and Muhayiddin 2017). The cost of server storage, development
and other things must be calculated before project initiates or event undertaken. Various
platforms has various paying schemes. Some platforms allow monthly payment and some accept
onetime payment.
3.2 Collaboration between Outlets with Online Shop:
ScreenPhone will manage the processes and data of both online shop and outlet
simultaneously. This can be a huge issue in terms of accurately managing the warehouse.
Warehouse will have all the products stored in there and every product should be dispatched to
either client or outlet shop from there. Along with that a huge challenge is maintaining the data
of sales. As the sales can be made from both outlet and online shop.
This issues can be handled using an organization wide e-commerce system that can track
sales of both the outlet and online shop. This system will automatically track the sales made
through online shop. The staff in the outlet will manually enter the sales so that sales made
through outlet can be tracked properly (Soundarya, Lavanya and Hemalatha 2018). A system
administrator can be appointed to input the details of the products available in the warehouse.
This way the organization will be able to monitor warehouse, outlet sales and online sales

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accurately (Zurek 2015). The system will use a single distributed database that will record all the
data in a single place.
4. Inclusive and Persuasive Argument:
Acquisition of Mobil4You can be a good step toward implementing a good
organizational process. Along with the online business model, ScreenPhone can provide many
benefits to the customers than other e-commerce businesses (Ebben and Johnson 2018). The
customer can buy a product and take it from local store if they do not want to wait for the
delivery delay. They can even purchase products from online shop and return it back to outlet.
The online e-commerce shop can conduct business 24*7. The customers from various
location within the service supported regions, can place orders at any time (Bolat et al. 2016).
There is no bound to location or time in terms of purchasing. This will increase the sales revenue
of ScreenPhone.
Social media popularity is a huge important factor is present day business.
ScreenPhone can plan for social media integration (Hajli 2015). This will allow the organization
to promote and sell products through some famous social media platforms like YouTube,
Facebook, Twitter and more.
The e-commerce is capable of speeding up the process of buying and saves a lot time of
customers. The customers can buy a product using few clicks rather than physically arriving at
the store. This way the e-commerce can assist the customer for availing the particular product
speedily and efficiently (Awa, Ojiabo and Emecheta 2015). Taken as an example, often the
customers are not able to find a specific product in an outlet just because it is sold or not present

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at the time being. As the e-commerce site has all the products that are available in the warehouse,
there is more possibility that product can be available in the online shop.
Customer can personalize the store as per their expectations and this is a huge advantage
for gaining customer satisfaction. Online shopping experience is far better than physically
buying experience. The shop will suggest product automatically based on customer buying and
searching history (Deresky 2017). Customer can also select products for later buying which is
not possible in physical stores.
5. Conclusion
From the above pages, the fact can be concluded that this report is all about ScreenPhone.
Victor has come up with an excellent opportunity to launch an e-commerce arm in this business.
The main thing is all about capitalization of overall success of this mobile brand. This success
can be achieved by small amount of overhead. Both ScreenPhone and Mobil4you comes up with
different kind of IT system. Along with integrating the two parts of the business, there is a need
of integrating business to commerce ecommerce functionality. Victor wants to integrate this the
retail store that allow customers to easily collect and return stock through stores through
couriers. In the above pages of the report, two important aspects have been discussed like key
business and technical challenges for the acquisition of Mobil4you. Business to consumer is all
about transaction which is conducted between company and consumers. It is required for
providing end-users for its product and services. This particular model is quite different from
business to business model. It refers to commerce between two or more kind of businesses.
There are organization like ScreenPhone which sell their products directly to consumers are
defined as B2C. Mobile commerce is also known as m-commerce is all about handling of
wireless devices like laptops and cellphones. It is required for carrying out various transaction

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through online mode. With the passage of time, mobile commerce based transaction tends to
grow. It is inclusive of purchase and proper sale of mobile phone products and its related service.
Mobile commerce is totally based on the overall adaptation of electronic commerce. There has
been development in mobile commerce due to wide number of factors like demand for
application rising from mobile consumer base.
6. Recommendation
There is list of recommendation to ScreenPhone for market acquisitions and
implementation of ecommerce like
Securing the value of acquisition by decision on staff: Acquisition of any organization
like ‘Mobil4You’ will ultimately result in overall growth. It will ultimately result in synergy
effect which will exceed the purchase price along with liabilities like pension. Personnel
department will play a key role in the implementation in justification of price along with
realization of overall growth and cost strategy.
Effective implementation of Acquisition Strategy: There are large number of
precondition changes with respect to new customer and products to take place. It mainly requires
the need of employees along with understanding the overall changes. It is totally the duty of
personnel department for adjusting with training with human resources along with objectives of
acquisition. The employees of ScreenPhone are mainly motivated for what they are expected to
do.
Rapidness Count: There is an increase in the overall value of purchaser among the
various things which is depended on list of things. It is required for solving for solving various

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issues like staffing of post, change management and overcoming various kind of cultural and
communication problem. Integration planning need to be started in the diligence phase.
Avoiding any kind ordinary business disruption: For ScreenPhone to be successful,
there is a need for proper running of ordinary business that needs to be ensured. The overall
quality of relation with customer that is purchased as well as purchasing should not suffer. It is
the duty of staff to control over the given situation by adopting proper strategy.
Upselling and Cross-sell: E-commerce platform aims to provide online selling for
features to its related products. Both mid-sized and large ecommerce business owners are
looking for opportunity. Upselling is nothing an act that encourages the customer for purchase of
product (mobile phone) which is similar to the one customer is looking for.
Close Out Slow moving products: Products which shift on the shelf can easily result in
slow running in most of the instances. It will ultimately result in reduction of overall flow of cash
and slow down of business growth. It will ultimately boast cash and provide an opportunity to
sell items at much faster rate.
Providing Option like live Chat: Live chat helps the customer is putting question and
expressing their concern so that they can improve the overall process of buying. It will also help
in making much better decision for buying products. It is all about boasting the conversion rates
and improving the overall experiences of the business. Adding live chat is the most preferred
option which is simple task which requires expertise. This mode of communication is also very
much inexpensive. Live chat option can be turned on and off as per the convenience or need.
Adding a Phone number: Live chat option can help merchants to easily establish
connection with customers and enhance the retention rates. This particular step of adding phone

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number to the customers can help customers. Merchants may also list their call center hours by
making use of simple script so that they can hide their phone number on website.

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