Digital Business Management and Emerging Tech: A Star Link Case

This report provides a comprehensive analysis of Star Link's digital business management and emerging technology strategies. It delves into Star Link's B2C e-business model, highlighting its subscription approach and global integration through a network of approximately 42,000 satellites. The report examines Star Link's competitive strategy, focusing on its low-cost approach and the advantage of its low earth orbit. It further explores the digital marketing strategies employed by Star Link, including social media marketing, and analyzes customer traffic data to assess website performance. The report also discusses e-customer relationship management (e-CRM) and the social network channels used by Star Link to engage with customers, alongside essential cybersecurity measures to protect data. The conclusion emphasizes the need for Star Link to improve customer service, enhance promotional activities, and comply with e-business ethics for sustained success. The references include relevant academic sources supporting the analysis.

DIGITAL BUSINESS
MANAGEMENT AND
EMERGING
TECHNOLOGY

TABLE OF CONTENTS
 Introduction
 E-business model of Star Link.
 Competitive strategy of Star Link.
 Digital marketing strategies.
 Customer traffic data.
 E-customer relationship management and social network channels.
 Measures of cyber security.
 Conclusion.
 References

INTRODUCTION
 Star Link, a constellation of satellites providing internet services covering most of the
parts of the Earth.
 There are around 1700 satellites consisting of small satellites which connects with the
transceivers.
 The services of Satellite internet is provided to those who have license of SpaceX.

E-BUSINESS MODEL OF STAR LINK.
 B2C,Business to customer this model establishes a direct contact with the customer to
provide its services or products.
 Mostly it is adopted by the companies who work on online retailing. It helps in
reduction of transaction and intermediaries cost.
 In B2C, there are no barriers on entry and exits in the market. Star Link uses the B2C
(Business to customer) business model.
 Star Link Consider the subscription approach of the E—commerce as it provides the
customers with services with many benefits and offers. It uses the cost effective
approach to stay in competition with the market.
 To keep a pace with the telecommunication market, it maintains the prices to be
competitive and affordable for the population. It is convenient for the rural areas as
well thus all the sections of society can afford it.
 Integration across the World : Star Link developed around 42,000 Satellites to provide
its services to whole of the Earth. Its services are expanded through all the regions of
the Globe. It made it easier through orbiting the satellites at a path in the area of 200 to
300 miles (ca. 483 km) from the atmosphere of Earth.

E-BUSINESS MODEL OF STAR LINK (CONTD...)
 Star Link has certain weaknesses :
 Customer Services : Star Link has not yet
developed a good customer base because it delays In
resolving the issues of the customers regarding the
services in any sector.
 It also doesn't provide the services of hardware
installation. It has to work on improving its logistics
thus quickly solving the queries of the customers and
clear out the policies and help them in installation and
setting up of the hardware systems.
 As the strong customer base, will enhance the
competitive advantage for the company.

COMPETITIVE STRATEGY OF STAR LINK
 Low cost Strategy : Star Link adopted the low cost strategy to provide its services to
almost all the sections of society.
 The company charges $99 a month of a service and $499 for satellite dish, tripod and
router. The cost of the service and the hard-wares of the company is generally low as
compared to the other internet satellite services.
 It is a competitive advantage to the company as it provides a high speed broadband at a
minimal cost and it provides continuous improvements in the services.

COMPETITIVE STRATEGY OF STAR LINK
(Cont.…)
 Star Link has very low earth orbit, thus it is a competitive advantage to the company
because no other companies have such low earth orbit in the altitude of 200 to 300
miles (ca. 483 km).
 Digital Business Strategy :The Star Link's business strategy is to provide the customers
with services at an affordable price and work on improvisation of the speed of the
internet, thus providing them with high sped internet services.
 It is recommended to Star Link to focus on its marketing and distribution services by
maintaining good public relations and designing of its websites thus ensuring customers
satisfaction and higher revenue growth.

DIGITAL MARKETING STRATEGIES
 The marketing strategies are used to keep the customers up to date about the services and
the products provided by the company. It helps the users to compare and select the best
one.
 The Digital marketing strategies used by Star Link are Social media marketing.
 Star Link used social media such as Facebook, Twitter to make the customers aware
about the products and services it provides. To make it easier, the company provides
offer and benefit to increase the customer engagement .

CUSTOMER TRAFFIC DATA
 To estimates the amount of traffic on the different websites. It helps in tracking the sources
of traffic of the competitors in the market.
 Companies use this platforms to understand about the competition, trends and problems in
the market.
 As per the data from the Similar web platform, the average visit on the websites of Star
Link is of 3.6 million per month.
 From the month of January, it has shown increase of 12.48% in February. This shows that
Star Link is meeting the customer's expectation which is resulting in increase in number of
visitors.
 The company should try to avoid lags while surfing the website, this lowers the interest of
visitors.
 Thus, to build up the interest of visitors regrading the services and products it should
design the website that it attracts the customers. This will ensure huge customer traffic on
the website and increase in number of customers.

E-CUSTOMER RELATIONSHIP MANAGEMENT
AND SOCIAL NETWORK CHANNELS
 E-customer relationship management means to
identify and retain the customers through improved
and better communication with the customers and
the company though electronic means or digital
media
 The effective CRM helps in increase in the
productivity and revenue growth of the company.
 The Social network channels connected with the
Star Link are Twitter, Instagram, LinkedIn,
YouTube and Flickr. Star Link uses this channels to
communicate and attract the customers with the
website and the company.

MEASURES OF CYBER SECURITY
 Cyber security is the way to protect the systems, devices, data and programs from
unauthorized systems or cyber attacks.
 As per the E-business ethics, it is necessary to protect the websites from data hackers
and unauthorized access which can steal the useful and confidential Information of the
customers.
 The Star Link complies with the business ethics of E-commerce. It maintains
transparency among the customers regarding the terms and conditions, policies and
services it offers.
 There various ways to protect the data and information such as PCI DSS, it helps in
securing the information of the credit cards which is collected online, MFA or 2FA,this
asks for authentication twice with the codes.

CONCLUSION
 On the basis of assignment, it is concluded that Star Link a well develop
network of the satellites providing internet services to the consumers but in
few areas it needs to improve its functioning, such as it should work on
increasing its advertisement and promotional activities.
 Star Link should provide the customers good service and timely answers to
their mails and adopt the correct measures to protect the data of the customers.
 It also discussed the customer traffic data of the website and the ways it should
increase and attract the customers.
 Star Link should also comply with E-business ethics for smooth functioning of
the business.

REFERENCES
 Geissdoerfer, M., Vladimirova, D. and Evans, S., 2018. Sustainable business model
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 Kampani, N. and Jhamb, D., 2020. Analyzing the role of e-crm in managing customer
relations: A critical review of the literature. J. Crit. Rev. 7(4). pp.221-226.
 Lezzi, M., Lazoi, M. and Corallo, A., 2018. Cybersecurity for Industry 4.0 in the
current literature: A reference framework. Computers in Industry. 103. pp.97-110.
 McDowell, J. C., 2020. The low earth orbit satellite population and impacts of the
SpaceX Starlink constellation. The Astrophysical Journal Letters. 892(2). p.L36.
 Nadeem, A., and et.al., 2018. Digital transformation & digital business strategy in
electronic commerce-the role of organizational capabilities. Journal of theoretical and
applied electronic commerce research. 13(2). pp.1-8.