Digital Business in Practice Assignment Sample

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Introduction

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The purpose of this in-depth analysis is to clarify how digital business strategies are actually implemented in two well-known companies: Microsoft and Google. This paper seeks to offer a comprehensive overview of how these multinational behemoths use digital technology to promote company growth and accomplish strategic goals by exploring their digital methods and transformation plans. Each component includes a critical assessment of digital techniques, modern technologies, and a comprehensive digital transformation plan in order to reveal the subtle nuances of digital integration. Additionally, the paper highlights the importance of mobile applications in augmenting client experiences, thus strengthening the firms' market positions.

1. Critical evaluation of the digital approaches to promoting business growth

Two multinational giants, Google and Microsoft, use different digital strategies to promote corporate expansion. Google, which is well-known for its cutting-edge goods and services, mostly uses the Freemium and Ad-Supported business models to foster expansion. Google's approach is based on the Freemium model, which allows it to provide basic services for free and then lure customers to pay to premium versions with more features. This strategy is best demonstrated by Google Drive and Google Docs, which offer basic storage and productivity capabilities for free, along with additional collaboration features and larger storage capacity in their premium editions (Pereira, 2023). Google largely depends on the Ad-Supported model at the same time in order to make money from targeted advertising and take use of its large user base. This concept is smoothly integrated into Google's core search engine and other platforms, such as YouTube, enabling firms to advertise to a finely targeted audience. Google is a market leader in digital advertising because it optimises ad relevance through data-driven insights and accurate ad targeting, which increases click-through rates and improves returns for advertisers (BARNARD, 2022).

Conversely, Microsoft primarily utilises the Open-Source and Subscription-based revenue models to propel its expansion. The subscription-based business model is best shown by Microsoft Office 365, which offers customers a suite of apps and cloud-based services in exchange for a recurring membership fee. With regular upgrades and new features, Microsoft is able to guarantee a steady income stream and cultivate client loyalty through this approach(Pereira, 2023). Additionally, Microsoft's adoption of the Open-Source approach, as seen in projects like GitHub and Azure, shows the company's dedication to community-driven development and cooperation. By encouraging open-source cooperation, Microsoft expands its market reach and speeds up the development of new products by interacting with a wide range of developers and consumers throughout the globe. This strengthens Microsoft's business ecosystem as a whole (Sathyan,2018). Both businesses' thoughtful use of these digital models has been essential in sustaining their growth and establishing their supremacy in the industry. Microsoft has improved its product offerings and developed a strong sense of community engagement by fostering open collaboration and embracing the spirit of collective innovation. This has helped Microsoft establish itself as a leading supporter of open-source initiatives in the technology industry.

2. Contemporary approaches used by organisations with the relevant KPIs

To achieve the goals for commercial growth, Google and Microsoft have both successfully incorporated modern strategies including cloud computing, artificial intelligence (AI), and customer relationship management (CRM). These methods have made a substantial contribution to improving consumer engagement, operational efficiency, and data-driven decision-making—all of which are quantified by means of certain KPIs.

The customer experience and service efficiency have greatly improved as a result of Google's integration of AI into a number of its products and services. Google has improved the relevancy and accuracy of search results by using AI-powered algorithms in Google Search, which has raised user happiness and increased web traffic(Loh, 2023). The optimisation of ad campaigns has been made easier by Google's inclusion of AI in advertising platforms, increasing conversion rates and return on investment. With measurements like conversion rate, ROI, and user engagement acting as crucial KPIs in assessing the impact of AI-driven efforts, these performance indicators show how well AI has supported Google's business success. In a similar vein, Microsoft's focus on CRM systems has allowed the business to personalise offerings, expedite customer encounters, and foster enduring customer connections (Omar et al., 2017). Microsoft successfully observes client contacts, examines customer satisfaction levels, and spots possible sales opportunities using CRM systems like Dynamics 365, increasing customer lifetime value and encouraging customer retention. KPIs including customer satisfaction scores, client retention rates, and customer lifetime value are important indicators to consider when assessing the effectiveness of Microsoft's CRM efforts (Cachat-Rosset & Klarsfeld, 2023).

Additionally, both businesses have made use of cloud computing to boost operational flexibility, optimise data management, and increase scalability. These businesses can now manage massive amounts of data effectively because to the smooth data processing and storage made possible by Google Cloud Platform and Microsoft Azure. As a result, KPIs like operational effectiveness, scalability, and data storage costs are significant indications for assessing the effect of cloud computing on total business growth. Additionally, using cutting-edge technology like chatbots and blockchain has been crucial to Google and Microsoft's corporate expansion (Docker ,2022). Google has improved data security and transparency by integrating Blockchain technology into its cloud services, which has raised user and partner confidence. Metrics like partner satisfaction, trust scores, and data security breaches are crucial for evaluating how well a Blockchain integration is working. Additionally, by using chatbots for customer service, Microsoft has enhanced customer happiness, decreased operating expenses, and improved response times. KPIs including customer satisfaction scores, cost per question, and customer response times are useful for assessing how using chatbots will affect customer service effectiveness and overall business expansion (Hassan et al., 2022).

In addition to helping Google and Microsoft achieve their business growth goals, the integration of modern approaches like AI, CRM, cloud computing, blockchain, and chatbots has made it easier to improve key performance indicators necessary for gauging the effectiveness of these digital strategies. These KPIs serve as crucial benchmarks in determining the effectiveness of these modern digital techniques in generating sustainable growth, ranging from ROI and conversion rates to customer lifetime value and operational efficiency.

3. Effectiveness of the use of digital technologies to achieve business objectives

The creation, storing, processing, and managing of data and information via the use of digital tools, systems, and resources is referred to as digital technology. It includes a broad range of technical applications that make use of digital computer and communication capabilities to improve efficiency, streamline processes, and foster creativity in a variety of business-related tasks. Both Google and Microsoft have successfully adopted a wide range of digital technology into their business processes to promote innovation and commercial growth (Ciarli et al., 2021).

Cloud computing is a crucial digital technology that both businesses use extensively. Large amounts of data can be easily stored and processed by enterprises thanks to cloud solutions like Google Cloud Platform and Microsoft Azure, which are scalable, secure, and reasonably priced. With the use of this technology, Google and Microsoft may strengthen their service offerings and broaden their worldwide reach while also allowing easier collaboration, better data accessibility, and more operational flexibility. Cost effectiveness, scalability, and simple resource access are some of the benefits. However, there are several significant drawbacks to this technology, including worries about data security and possible service interruptions (Kahrovi? & Avdovi?, 2023).

Additionally, both businesses have made substantial use of customer relationship management (CRM) solutions like Google Analytics and Microsoft Dynamics 365 to improve customer engagement, track consumer preferences, and expedite customer interactions. These tools enable customised marketing efforts and personalised consumer experiences by facilitating data-driven decision-making. CRM tools have the following benefits: increased customer satisfaction, better client retention, and optimised sales operations. However, organisations may have disadvantages due to issues with data protection and integration problems (Ng et al., 2020). Additionally, Google and Microsoft have incorporated chatbot technology into their customer service systems; examples of this include Microsoft's Azure Bot Service and Google's usage of Google Assistant. Chatbots improve customer service by responding to inquiries instantly, streamlining conversations, and offering rapid assistance. The advantages include quicker reaction times, round-the-clock accessibility, and lower operational expenses. Chatbot implementation has some problems, including limited functionality for complicated inquiries and the ongoing need to enhance natural language processing skills. Furthermore, messaging technologies have been employed by other organisations such as Facebook, Twitter, and Instagram in order to improve client engagement and enable smooth communication. These platforms give companies the ability to market their goods, engage with their target market, and offer prompt customer service. Improved brand loyalty, direct consumer engagement, and more brand visibility are among the benefits. However, worries about data privacy, internet security, and possible messaging platform abuse might present hazards for businesses using these technologies (Milmo & Paul, 2023). To summarise, Google and Microsoft have benefited greatly from the successful integration of digital technologies like chatbots, cloud computing, CRM tools, and messaging technologies, which have all led to increased operational efficiency and company development. Although these technologies greatly benefit operations, customer engagement, and data management, they also pose certain risks and challenges, such as issues with data security, difficult integration, and potential limitations in handling complex customer requests. However, organisations may maximise the advantages of digitalization while minimising related dangers by making good use of these technologies and putting in place strong security measures.

4. Digital transformation strategy 

Digital Strategy Plan for Microsoft

PESTLE Analysis

The several external factors that might affect Microsoft's business operations are clearly outlined in this thorough PESTLE research. Comprehending these variables is essential for the organisation to modify its approaches and guarantee sustained expansion and prosperity in the constantly evolving technology sector.

TOPPSITE Analysis for Microsoft

T - Target Audience:

Microsoft's main target audience consists of companies, academic institutions, and individual users looking for dependable and cutting-edge software solutions. It will be essential to adjust its digital approach to these many target segments' unique demands if it hopes to sustain its market relevance and spur corporate growth(Shastri, 2023).

Objectives (O):

1. Gain Market Share: Microsoft wants to gain 15% more market share in the upcoming fiscal year, mostly by implementing cutting-edge, approachable digital technologies that meet the changing demands and tastes of customers.
2. Improve Customer Satisfaction: To do this, the business wants to show that it is committed to provide timely and efficient customer service by cutting the average response time to customer inquiries by 20% within six months (Financial,2023).

P - Positioning:

Microsoft has made a for itself in the technology industry by being a market leader and providing dependable and intuitive software products. To sustain its standing in the business, the company must consistently prioritise innovation, security, and accessibility to keep its goods at the forefront.

P - Process:

Microsoft should provide special attention to streamlining its customer care procedures to ensure user friendliness and prompt problem solving. The organisation may improve customer happiness and loyalty by introducing interactive troubleshooting instructions, self-service portals, and user-friendly interfaces. These measures will improve the entire user experience (Vinayachandra & K., 2019).

P - Partnerships:

Microsoft can further increase its market reach and provide consumers complete, integrated solutions that cater to a wide range of technical demands by working with top cloud service providers, software developers, and strategic business partners.

S - Sequence of Service:

Ensuring a smooth and satisfying user experience requires streamlining the customer journey from the initial contact to post-purchase assistance. Microsoft may design a user-friendly online ordering experience, effective software delivery, and easily reachable customer assistance to greatly increase customer satisfaction and retention rates.

I - Integration:

In order to provide consumers with a smooth and simple experience across a variety of devices and operating systems, Microsoft should give top priority to the integration of its numerous technological platforms and services. Microsoft can improve consumer ease and happiness by enabling cross-platform usage and guaranteeing a seamless transition between various services.

T - Tactical Tools:

Microsoft may dramatically increase customer happiness and service by utilising cutting-edge digital tools like chatbots powered by artificial intelligence (AI), virtual reality technologies for immersive product experiences, and innovative, user-friendly mobile applications. Microsoft can set itself apart from rivals and obtain a competitive edge in the market by offering personalised experiences and easy access to an extensive portfolio of services (Satish, 2021).

E - Engagement:

With the help of the new mobile application, Microsoft can continue to maintain strong customer engagement. This will allow for customised product suggestions, prompt upgrades, and engaging user forums for feedback and assistance. Microsoft can strengthen long-term customer connections and increase brand loyalty by actively listening to client input and meeting their demands.

Control

• To gauge client retention and market expansion, keep an eye on repeat business and sales growth.
• Analyse the cost-saving advantages of better customer service and the rise in revenues brought about by more user engagement to determine ROI.

RACE Model

1. Reach: To increase brand awareness and draw in new clients, use focused marketing initiatives and active social media participation.
2. Act: To encourage people to explore and interact with Microsoft's goods and services, take action by implementing user-friendly interfaces and engaging content on the mobile application.
3. Convert: To boost conversion rates and entice users to become paying customers, streamline the mobile application's purchasing procedure.
4. Engage: Make advantage of the mobile app to deliver tailored experiences, collect user input, and cultivate client loyalty by sending out special deals and updates (Munshi & Edwards, 2011).

5. Mobile application pitch

Mobile Application Pitch: Microsoft Connect360

Name of the Mobile Application: Microsoft Connect360

Purpose of the Mobile Application: With a user-friendly mobile interface, Microsoft Connect360 is made to deliver a thorough and integrated user experience. It offers seamless access to Microsoft's array of products and services, including Office 365, Azure, and Windows. From their mobile devices, customers can simply access their cloud storage, collaborate on documents, and manage their Microsoft subscriptions using the application, which acts as a central hub (Wijayanto et al., 2021).

Benefits of Adding the Mobile Application to the Operations of the Organisation: The organisation gains many advantages from the use of Microsoft Connect360. First off, it improves customer satisfaction by giving consumers a convenient and easy-to-use way to access Microsoft's wide variety of products and services when they're on the road. Additionally, since users may switch between different Microsoft services without using numerous programmes, it encourages greater user engagement and loyalty. Additionally, by showcasing Microsoft's dedication to accessibility and user ease, the application strengthens the company's position in the market and promotes greater customer retention and brand loyalty (Angelova, 2019).

How the Mobile Application Supports the Digital Strategies of the Organisation: Microsoft Connect360 facilitates seamless platform and service integration, which is in line with the organization's digital strategy. The application contributes to the realisation of the company's customer-centric strategy by improving customer engagement and satisfaction through its user-friendly design and straightforward navigation. Additionally, the application's connection with AI-powered chatbots guarantees excellent customer support by quickly and efficiently answering questions. Additionally, Microsoft may utilise the programme as a strategic tool for data collecting and analysis, gaining insightful knowledge about user preferences and behaviour that will help shape future product development and marketing campaigns (Morehouse & Saffer, 2018).

App Platform Optimisation: Microsoft Connect360 is optimised for Android, Windows, and iOS, among other mobile platforms, providing a consistent and smooth user experience across several devices. Regardless of the device being used, users can expect a familiar and intuitive experience from the application since it complies with the design concepts and guidelines relevant to each platform.

Steps for Developing the Application:

1. Market Research and Analysis: Find out about user preferences, industry trends, and possible rivals by doing in-depth market research.
2. UI/UX Design and Prototyping: Create an interface that is simple to use and intuitive to ensure that people can navigate it with ease and that it is easily accessible.
3. Application Development and Testing: Make use of agile development techniques to build a scalable and reliable application, and carry out thorough testing to guarantee top functionality and performance.
4. Combining Chatbot Services with AI: Use AI-powered chatbots to enhance user experience and engagement by offering prompt, individualised customer service.
5. Cross-Platform Optimisation: To guarantee a consistent and smooth user experience, optimise the application for a variety of mobile platforms while abiding by platform-specific design concepts and standards.
6. Constant Updates and Maintenance: Apply updates and maintenance on a frequent basis to include new features and services, enhance application performance, and respond to user input (Jayatilleke et al., 2018).

Like Microsoft Connect360, apps like Salesforce and Adobe Creative Cloud have effectively combined their services into intuitive mobile applications, giving users easy access to their platforms and raising user satisfaction levels overall. These apps have improved customer relations and brand loyalty by allowing users to easily manage their accounts, access resources, and get real-time help. Through the deployment of Microsoft Connect360, Microsoft may further establish its market position and foster long-term client engagement by capitalising on the success of these apps (Jayatilleke et al., 2018).

Conclusion

In the end, the extensive study looks into the complex world of digital business tactics, carefully examining the methods, tools, and revolutionary actions taken by tech behemoths Google and Microsoft. These businesses have shown innovation and customer-centricity by using modern tools like AI, CRM, and Cloud Computing, which have helped them advance their market positions and establish a strong presence in the digital sphere. In addition, the deliberate implementation of a well-thought-out digital transformation plan in conjunction with the launch of a customised mobile application highlights their dedication to smooth user experiences and long-term expansion. This study offers evidence of the significant contribution that digital integration makes to corporate success and long-lasting consumer connections.

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