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Introduction

Assignment Title – The Future of eBusiness

This assignment requires you to demonstrate knowledge and skills you have acquired throughout the course of this module by producing a 4,000 word report by answering all SIX (6) tasks below, referencing any research sources in full. In order to complete the assignment, you will need to choose an industry and an appropriate organisation within it to research.

Choosing an appropriate organisation

Step 1 – Research new and emerging technologies in the e-commerce sector. Concentrate on the use of technology developed within the last FIVE (5) years.

Step 2 – Expand your research to include an organisation that has utilised the new and emerging technologies you have identified. The organisation does not have to be solely trading online, but the e-commerce activities of the business should be your main focus.

Note: the organisation does not have to include an online marketplace platform – however, further research may be required into this area of e-commerce specifically if the chosen organisation does not utilise this.

New and emerging technologies could include (but not limited to):

• Artificial Intelligence – chatbots, pricing tools
• Machine Learning – recommendation engines, behavioural analytics
• Web scraping
• Check-out free payment systems
• Virtual Reality

Your research should include as a minimum:

• What new and emerging technologies have been/are being developed over the last FIVE (5) years to assist with e-commerce activities?
• What are the benefits to both businesses and customers of applying this technology?
• How has an organisation adopted the use of this technology to improve its business offer?
• How is CRM linked to new and emerging technologies?
• How effective is the organisation’s supply chain and how can this be improved using new and emerging technologies?
• What security risks are posed by new and emerging technologies and what are organisations doing to minimise the risk to consumers?
• How can new and emerging technologies be utilised within online marketplaces?

Researching your Organisation

You can use web resources to enable you to understand the context in which your selected organisation operates. Do not limit yourself, however, to web-based sources of information. You should also use academic, industry and other sources.

Scenario

Example – Uber – dynamic pricing using Artificial Intelligence and Machine Learning

In February 2023 Uber announced the introduction of its ‘dynamic pricing’ algorithm to be applied to UK drivers in London to allow the company to set variable pay and pricing levels based on real-time data for market conditions.

These market conditions include time, distance, predicted route, estimated traffic and number of users requesting services.

This process is now often referred to as ‘surge pricing’.

Uber has a dedicated network within the company structure – Uber AI – it is a centre for advanced artificial intelligence research and platforms and began utilising research results and outcomes in 2019 when using a mixture of Machine Learning and Artificial Intelligence. It was able to implement new algorithms into the rideshare platform that enabled it to ‘overcome the limits of GPS’ when improving the accuracy of information relating to driver and rider locations and estimated arrival times. The improved service was attributed to developments within the AI Sensing and Perceptions team.

Also, in 2019 Uber announced its development of the Plato Research and Dialogue System – a conversational platform powered by AI. Conversational platforms can vary from chatbots to sophisticated digital assistants and Uber’s open-source platform includes functions such as speech recognition, language generation and speech synthesis to convert text to speech.

Uber are committing time and resources to multiple emerging technologies to increase market share, improve customer experience and demonstrate continuous improvement and leadership within their industry.

https://www.uber.com/en-GB/blog/uber-ai-blog-2019/?uclick_id=961889a5-cd21-46c1- a084-9333f8f9f18e

https://www.luigisbox.com/blog/ecommerce- ai/#:~:text=There%20are%20many%20examples%20of,product%20design%20and%20m arketing%20strategies.

https://medium.com/dataseries/uber-open-sourced-plato-to-perform-natural-language- research-at-scale-f43deef89a32

Aim

To demonstrate an understanding of how organisations are utilising new and emerging technologies to develop their e-commerce activity and how they responded to changing buying habits and expectations of consumers, whilst ensuring high service levels, secure transactions, and an effective supply chain.

Task 1 –

1. Analyse and explain the use of new and emerging technologies in the organisation you have researched. Highlight the e-commerce activities impacted by the
2. Identify at least TWO (2) advantages and TWO (2) disadvantages to the organisation of adopting these new technologies, including how this suits the current business model.

Task 2 –

Analyse the link between the technology used by the organisation and the concept of Customer Relationship Management (CRM).

Identify ONE (1) new or emerging technology platform, not currently being used by the organisation that would further strengthen CRM and identify the benefits this would bring to the business.

Task 3 –

Identify TWO (2) benefits of an effective supply chain system for the business and TWO (2) consequences of supply chain management for the business.

Task 4 –

Identify how the use of new and emerging technologies can improve revenue for e- commerce businesses that utilise online marketplaces.

Identify ONE (1) online marketplace and suggest TWO (2) new or emerging technology platforms that could increase effectiveness. Justify.

Task 5 –

Analyse how your chosen organisation minimises security threats using technology. Identify TWO (2) further ways they could improve this using technology not currently utilised.

Task 6 –

1. For your chosen organisation, write a vision statement for the organisation to set out its long-term goals and aspirations for the Include what the organisation aims to achieve, what developments/changes will be applied and what could be realistically achieved.
2. Based on the strategy vision statement identified in part a) identify how product strategy, customer relationships, and corporate considerations should be approached over the next FIVE (5) years in order to develop an effective e- commerce strategy.