Digital Business A Primer

International Journal of Trend in Scientific Research and Development (IJTSRD)
Volume 6 Issue 5, July-August 2022 Available Online: www.ijtsrd.com e-ISSN: 2456 – 6470
@ IJTSRD | Unique Paper ID – IJTSRD50574 | Volume – 6 | Issue – 5 | July-August 2022 Page 816
Digital Business: A Primer
Matthew N. O. Sadiku1
, Uwakwe C. Chukwu2
, Abayomi Ajayi-Majebi3
, Sarhan M. Musa1
1
Roy G. Perry College of Engineering, Prairie View A&M University, Prairie View, TX, USA
2
Department of Engineering Technology, South Carolina State University, Orangeburg, SC, USA
3
Department of Manufacturing Engineering, Central State University, Wilberforce, OH, USA
ABSTRACT
Digitalization is the digital transformation of any business into a
digital business using digital technologies. The businesses that have
gone through the process of digitization are successful in economic,
financial, and customer satisfaction. Digital business relies on
technology to operate and grow. It applies digital technology to
reinvent business models and transform a company’s products and
customer experiences. The paper presents a primer on digital
business.
KEYWORDS: technology, digitalization, digital technologies, digital
transformation, digital business
How to cite this paper: Matthew N. O.
Sadiku | Uwakwe C. Chukwu | Abayomi
Ajayi-Majebi | Sarhan M. Musa "Digital
Business: A Primer"
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of Trend in
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and Development
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INTRODUCTION
Digitalization or digitization has been gaining
momentum and popularity in recent years.
Digitalization plays a crucial role in contributing
towards the United Nations Sustainable Development
Goals. Without transformation of existing businesses,
both economic and environmental challenges of the
future cannot be solved sustainably [1]. Digital
transformation is one of the largest forces in today’s
competitive market. The concept of digital
transformation uses a customer-centric focus to guide
the implementation of digital technologies in business
models. The digital business models offer highly
engaging, revenue-generating services that are
consumed differently than traditional goods and
services. Digital business is the end goal, and digital
transformation is the process that companies undergo
in order to get there. In addition to technology
changes, digital transformation has also redefined
customer experience. Digital transformation should
not only be considered as an exciting opportunity to
view your business through a new lens, it should be
regarded as providing for leveraging technologies in
new ways [2]. For a successful digital transformation,
organizations need bold leadership committed to
change and a focus on the impact of digital change on
customers, products, and services.
Digital technologies have refashioned our ways of
communicating, working, consuming, living, and
doing business. They have challenged existing
business models and continue to do so. Technologies
such as artificial intelligence, machine learning, deep
learning, robotics, big data, cloud computing, edge
computing, blockchain, 5G, cybersecurity, Internet of
things, virtual reality or augmented reality can impact
a business and make it grow. Digital technologies
have profoundly altered society and continue
impacting virtually all business. Just about everything
can be digitized. Products and processes that were
once physical are now digital. Unfortunately, the vast
majority of businesses are not ready for the move to
digital business models.
WHAT IS DIGITAL BUSINESS?
The term, ‘digital business” was popularized when
Nigel Fenwick wrote a blog post “2013: The Year of
Digital Business.” Nigel said: “As mobile, social,
IJTSRD50574

International Journal of Trend in Scientific Research and Development @ www.ijtsrd.com eISSN: 2456-6470
cloud, and big data come together we see the
emergence of digital business strategy: the ability to
leverage digital technologies to transform the
customer value equation and drive competitive
advantage” [3]. The traditional way of doing business
is compared with digital business as shown in Figure
1 [4].
Digital business aims to create value, improve
revenue and growth, and accelerate the performance
of an organization. It is the creation of new value
chains and business opportunities that traditional
businesses cannot offer. Digital businesses employ
technologies (such as AI, IoT, robotics, machine
learning) to create new value in business models,
customer experiences, and capabilities that support its
core operations. Digital business has evolved into
more than selling online; it creates competitive
advantage. Digital business focuses more on how
technology allows companies to create new value and
experiences that differentiate companies and give
them a competitive edge over their peers. Therefore,
in order for an organization to undergo digital
transformation, it needs digital business. As
illustrated in Figure 2, a digital business model
focuses on harnessing digital technologies to create a
value proposition [5].
Digital business is not just about technology,
disruption or even business in the strict sense, but
about people and processes. It is business with a
people-centric or customer-centric view, whereby
digital technology is used to enable people
(customers, employees, managers, partners, vendors,
etc.) to succeed, optimize all business functions, and
make business more relevant and profitable.
Organizations, executives, and people use digital
business to improve the ways they serve their
customers, collaborate, and operate. Digital
transformation heavily depends heavily on a
company’s executive team to serve as inspirational
leaders.
Digital business is changing the way organizations
use and think about technology. Most organizations
go digital to achieve four things: flexibility,
scalability, culture, and quality.
COMPONENTS AND ELEMENTS OFDIGITAL
BUSINESS
To create a digital business requires the following
components:
Artificial Intelligence: This is regarded as one of
the most efficient methods in digital businesses.
Artificial intelligence is the branch of computer
science that deals with designing intelligent
computer systems that mimic human intelligence.
Typically, AI systems demonstrate at least some
of the following human behaviors: planning,
learning, reasoning, problem solving, knowledge
representation, perception, speech recognition,
decision-making, language translation, motion,
manipulation, intelligence, and creativity.
Artificial intelligence is used in business
operations and gaining insights for decision
making. Today, AI is integrated into our daily
lives in several forms, such as personal assistants,
automated mass transportation, aviation,
computer gaming, facial recognition at passport
control, voice recognition on virtual assistants,
driverless cars, companion robots, etc. [6]. For
example, DocuSign uses AI as the connective
tissue for all enterprise applications.
Internet of Things: This can help develop smart
products. The IoT is a link between objects in the
real world with the virtual world, thereby
enabling anytime, anywhere connectivity for
anything. It allows all types of elements (sensors,
actuators, personal electronic devices, laptops,
tablets, digital cameras, smart phones, alarm
systems, home appliances, industrial machines,
etc.) to autonomously interact with each other.
The goal of IoT is to integrate and automate
everything from home appliances to plants on
factory floors [7].
Digital Engineering: This transforms customer
journeys, enabling the rapid innovation that
launches new brands and industry-first
technology that resets customer expectations.
Digital strategy: A strategy is a document that
explains “why” and “how” you plan to reach your
goals. Digital has the potential to drive revenue
growth. Implementing an effective digital strategy
across front-, middle- and back-office IT
environments is crucial to staying relevant. A
company must invest in technology projects that
will drive digital experiences and win, serve, and
retain customers. Organization culture can ensure
digital strategies thrive, because the progressive
internal cultures can help attract new talent and
engage the existing team develop innovative
digital solutions.
Common elements of a digital business that
differentiate digital from traditional processes include
[8]:
Use existing technologies
Embrace the concept
Explore new business models
Use existing technologies to cut costs and provide
a better customer experience.
Embrace the concept of digital transformation

Explore new business models that put customer
experience at the center
Leveraging AI to improve customer experience
Capturing data to improve business intelligence
APPLICATIONS OF DIGITAL BUSINESS
Digital business is mainly used in a context of digital
transformation, holistic business optimization,
disruption and integration/convergence. It is also
about digital marketing, retail banking, ecommerce,
social business, etc. Home businesses can take
advantage of digital technologies to reach thousands
more customers than before. A variety of companies
have entered the ecosystem, seeking opportunities
created by digital disruption and the application of
digital business models. Typical applications of
digital business are presented as follows.
Digital Marketing: According to the American
Marketing Association (2013), “Marketing is the
activity, set of institutions, and processes for
creating, communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society at large”
[9]. Marketing has always been about connecting
with your customers in the right place and at the
right time. It is the technique by which businesses
advertise their products and services to their
customers. Offline marketing is not as effective as
it used to be. Digital marketing helps you reach a
larger audience than you could through
traditional, offline methods. Digital marketing,
also known online marketing, is any form of
marketing that exists online, where customers
spend much of their time. It is the marketing
efforts that occur on the Internet as businesses
leverage digital channels such as search engines,
social media, and email to connect with current
and prospective buyers [10]. Digital marketing is
experiencing tremendous growth and is no
slowing down.
Intelligent Business Automation: This offers
one solution to this by allowing to quickly build
and deploy business applications that increase
business efficiency. Doing manual processes is
extremely time-consuming and relatively slower
than automated techniques. When the processes
are done manually, there are higher chances of
mistakes. Digital transformation gradually shifts
away from manual processes toward a customer-
centric, technology-focused business model.
E-Commerce: Digital marketing and e-
commerce have completely changed the channels
through which we reach and persuade customers.
If you are selling products, having an e-
Commerce website is necessary. Ensure your e-
Commerce website supports a variety of e-
payment methods. With more and more people
shopping online than ever, e-commerce sales are
rising yearly. Amazon is a good example of
online shop and e-commerce business. Without
digital technologies, the whole supply chain of
Amazon would disintegrate.
Automotive Manufacturing: The traditional
business model in the automotive industry is
shown in Figure 3 [11]. The automotive industry
has created competitive advantages through
advances in the fields of mechanical and electrical
engineering. Moving from the traditional to the
digital business model gives the industry
opportunities to create the autonomous cars of the
future. Some of the digital services that can be
encapsulated in cars may include insurance
services, travel suggestions, infotainment,
monitoring car diagnostics, driver health services,
etc. Some automotive companies like Ford, GM,
Audi, BMW, Tesla, Nissan, and Mercedes-Benzs
have promised to deliver self-driving cars soon.
EXAMPLES OF DIGITAL BUSINESSES
Digital business platforms (DBPs) such as eBay,
Google, and Uber Technologies have seen enormous
growth. Amazon, Netflix, and Uber are some
examples of digital businesses. These companies
would have no business without the technologies of
the Internet.
Uber is a transportation technology that allows its
users to ride from one place to another. It is
digital business that allows customers to schedule
a taxi online and view trips. It is a platform that
uses GPS, mobile devices, and apps to connect
people and drivers through the Internet. It has
transformed the taxi industry and offered low-cost
services to consumers. Figure 3 shows the Uber
business model [3].
Netflix was primarily a DVD-rental company. It
has switched from e-business to digital business.
It uses technology to manage an inventory system
and mail people CDs or DVDs. It provides the
ability to consume movies and TV shows at any
time or place.
Disney has switched from traditional business to a
digital one. It provides many services and
improves the experience of the customers.
Other popular digital businesses include [12]:
Social media and content marketing
Web design
Online retail (clothing companies, online
bakeries, bookstores, etc.)
Drop-shipping

Industry consulting
Wedding planning
Virtual assistants
BENEFITS
Digital business design is about serving customers,
creating unique value propositions, leveraging talent,
achieving improvements in productivity, and
increasing profits [13]. Digital businesses require
little effort to set up and manage. You build a
website, call it a platform, and you have a digital
business. The cost of running a digital business is
relatively low. There is no risk involved in starting a
digital business. Other benefits of digital business
include [12]:
1. Automation: Digital businesses have one thing in
common: they automate everything.
Digital businesses use technology to not only
automate business processes but also create new
value in their business models, customer experience,
and internal capabilities. For example, automating a
customer service will provide the consumers of that
sector with high-quality information and support.
2. Enhances Productivity: Automating manual
processes has a huge impact because everything
will be done with the help of robots and thereby
minimize mistakes.
3. Lower Operational Costs: The ultimate aim of
any business is to save time and money.
Digitalizing the organization will be more
efficient and less expensive.
4. Governance and Reliability: The automated
services are very consistent, enabling the user to
rely on them. Reliability is now the digital
transformation imperative.
5. Better Decision Making: When the information
is analyzed, it will help transform it into
knowledge which helps in making better
decisions.
6. Better Engage Customers: Digital business
reinvents how to interact with their customers,
employees and partners. It enables the business to
generate new growth, meaningful differentiation,
and real economic value.
7. People-centricity and Humanization: It is
important to put people at the center of your
technology strategy. Nothing works when we
ignore that human element. We cannot do
business if we cannot be “human” and inefficient
at the same time. Since we are not robots, we
cannot always focus on being more productive,
collaborative, and connected. We need space to
nurture and cultivate our freedom and creativity.
CHALLENGES
There are some challenges we all face in the age of
digital business. The real challenge is being digital.
Digital technologies are complex and are everywhere.
Digital-driven changes can be complex as well. The
complexity, speed, and effectiveness of digital
business models make it increasingly difficult for
companies to master the challenges of transformation.
This makes it difficult to convince senior
management that digital transformation is worth the
effort and expense.
Many organizations are in a nascent stage of
developing a broad understanding of IT's potential.
The success of the IT effort largely depends on
communicating the company’s strategy and enlisting
managers in making decisions about technology.
Many organizations flounder here and they can
overcome the hurdle by investing in digital literacy
[14].
CONCLUSION
A digital business is one that uses technology to sell
to its customers. Digital business has become the
need of the hour for all types of businesses. No
business will escape the impact of emerging digital
business models and disruptive technologies. In the
global community that is obsessed with all things
smart and mobile, businesses that fail to keep pace
with the latest digital technologies will soon become
irrelevant. Various megatrends as well as digital
technological trends will change the digital business
modes of the future. Business leaders must adopt a
mindset and embrace perpetual change.
Digital business is still evolving. Digital Business
World Congress brings together inspiring speakers,
global influencers and authorities, who discuss
different roles, industries, and technologies from the
current digital revolution perspective. It is an ideal
forum for executive leaders who want to understand
the digital economy and new business models.
It is a great advantage to have a degree in digital
business that covers emerging technologies in depth.
The digital industry is actively seeking professionals
who are proficient in digital technologies along with
marketing skills. Several educational institutions are
now offering courses on digital business and allowing
student to specialized in this cutting-edge field. More
information about digital business can be found in the
books in [15-25] and the following related journal:
Digital Business.
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World of Traditional Business World of Digital Business
Stable environment
Low level of competition
Certainty
Relatively simple and static business processes
Limited ways of doing business
Dynamic environment
High level of competition
Dynamic, IT-based business processes
Multiple ways of doing business
Figure 1 Comparing the traditional way of doing business with digital business [4].
Figure 2 Digital business model – How digital transforms value [5].
Business Strategy
Business Processes
Business Processes
Gap
Business Strategy
Uncertainty

Figure 3 How Uber has different sided platform models [3].
Figure 4 The traditional business model in the car industry [11].

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