List of Figures 1.
Introduction. 2 2. Literature Review (theoretical part).
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3 2.1 E-commerce. 3 2.2 Customer Experience Management 4 2.3 Artificial Intelligence (AI). 5 2.
4 Augmented Reality. 5 2.5 Internet of Things. 6 3. Case Study. 7 3.1 Implementation of Digital Technologies.
7 3.1.1 Strategies to be used and its benefits. 7 3.1.2 Improved customer experience. 7 3.
2 SWOT Analysis. 8 3.3 Legal Framework. 9 1. Introduction Plantronics is a designer,manufacturer and marketer of lightweight communications headsets, telephoneheadset systems, headset accessories, and related services. Plantronics’headsets are recognised for their safety, reliability, comfort, and soundquality. Plantronics has come to be highly regarded for leading-edgetechnological innovations, particularly for its emerging market products, suchas cellular and computer headsets. The Company’s headset products are usedglobally for call centre, mobile, computer and residential applications.
In like manner fordifferent businesses, the street to digital business achievement isn’t clearand full of troubles of choosing the right key bearing and making due in an inevitablybrutal aggressive condition. Not all who take after the course survive. Be thatas it may, regardless of whether it’s the new companies or a current business,what they have in like manner is that the individuals who succeed figure outhow to improve to take the privilege key choices about digital innovation,digital marketing and inventory network management. This report isplanned to analyse the impact of e-commerce strategy for Plantronics with aportion of the learning and reasonable abilities to explore their association towardsdigital business. A key point of this report is to distinguish and audit thekey management choices required by associations moving to digital business andconsider the procedure by which these choices can be taken. This report answers the following question:How should they go about implementing two or more of the aforementioned digitaltechnologies? What benefit will it bring? What will it look like? How will itimprove their customers’ experiences? Justify why they should do this.
What arethe possible implications both internally as well as externally to this change?What should senior leadership do in order to embed these new technologies intothe company culture? What are some risks and what are the benefits of adoptingthese new technologies? Through a systematic research for the benefits anddrawbacks of e-commerce for Plantronics. 2. Literature Review (theoretical part)2.
1 E-commerce Management of e-commerce involves organizing purchase-side1and sell-side2activities and setting up the plans and resources to deliver the identifiedbenefits. Today, the web-based social networking or peer-to-peer interactionsthat happen between customers on organization websites, web journals,communities and informal communities have changed the progression of onlinecommerce.Likewise, the overexcited consumerappropriation of mobile technology stages by means of mobile sites and mobileapplications offers new stages to interact with customers which must beevaluated and prioritized. Deciding which of the many emerging technologies andmarketing approaches to prioritize and which to ignore is a challenge for allassociations. However, Introducing new technology isn’t all that is required forsuccess in presenting e?commerce and digital business.
Clearly definedobjectives, creating the correct culture for change, blend of abilities,partnerships and authoritative structure are seemingly more imperative. Theprinciple business drivers for presenting e?commerce and digital business areopportunities for increased revenues and reducing costs, however numerous otherbenefits can be identified that improve customer service and corporate image.Consumer reception of the digital technology is limited by absence ofimperative, cost of access and security fears. Business reception tends to berestricted by perception of cost, making return on investment hard to evaluate. Assessment of an association’s existing digital business capabilities isa beginning stage for the future development of their digital businessstrategy. An example of a fundamental stage model reviewing capabilities forsell-side and purchase side e-commerce is appeared in Figure 1.
1. This showshow companies will introduce more complex technologies and extend the range ofprocesses which are digital business-enabled. 2.2 CustomerExperience Management Following are the Key aspects of creating a positivecustomer experience in Plantronics: ?Content quality (Can the customer easily find relevant, up and coming content?Are there errors?). ?Adequate performance of website infrastructure in terms of accessibility anddownload speed.
? Easeof reaching an organization for help. ?Quality of response to email enquiries and fulfillment quality. ?Acknowledgment of customer protection.
?Reflecting and supporting the characteristics of the offline mark. Dealingwith the technology and customer database necessary to deliver service is a keyaspect of digital marketing and requires close interaction between marketersand the IS department or external experts. The 5Msprovide another useful framework inside the Altimeter (2010) report which canbe used in Plantronics for reviewing strategy implementation.
The 5Ms are: 1 Monitoring. Reviewing the method of sociallistening and deriving bits of knowledge from these. 2 Mapping. Discovering relationshipsbetween singular customers or grouped segments utilizing different socialstages, e.g. Facebook and Twitter or email marketing.
3 Management. Processes for implementingand reviewing strategy. More report detail on crusade management would behelpful here. 4 Middleware. The software instrumentsand APIs used to screen and gather knowledge. 5 Measurement. The measures used toassess social marketing effectiveness and ROI. (Altimeter, 2010) 5 M 2.
3 ArtificialIntelligence (AI) This new sector is currently a niche market and it hasa high potential for Plantronics, sensor-improved headphones are calledhearables, another class of headphones that accomplish something other thanstream music using AI. Hearables concentrate on a few key highlights: Advancedsound advances that effectively tune in for human voices and scratch offoutside commotion, gadgets that all the more profoundly coordinate computerizedaides, and well-being and-wellness driven gadgets that screen and give clientinput. (CB insights, 2017) Informing clients additionally concerning themselvesis one key to taking headphones past the time of the sound first core interest. Transforming data without hesitation through the upand coming age of remote headphones is winding up more critical as Bluetoothheadphones deals blast. In 2016, Bluetooth headphones represented an incredible54 percent of all headphone deals, surpassing non-Bluetooth sets out of theblue, as per the NPD Group’s Retail Tracking Service.
Bluetooth headphone dealsrepresented $2.2 billion in deals from June 2016 until May 2017. (Forbes, 2017) Source: Economic Intelligence Unit, Morningstar Global GDP will grow only 3.5% annually. 2.4 Augmented Reality Mixes true advanced information caught regularly witha computerized camera in a webcam or onthe other hand cell phone to make a program based advanced portrayal orexperience mirroring that of this present reality. It is best clarified throughcases: 1 Glasses Direct made its ‘Video Mirror’ applicationwhich empowered webpage guests to demonstrate sets of glasses utilizing theirwebcam.
2 BMW utilized AR inside a crusade propelling their Z4display on a ‘virtual’ test drive around the work area! 3 Layar showed a home operator application utilizingthe camera on a cell phone while overlaying property data in a comparable shapeto Google Street View. Similarly Plantronics can give its customers a uniqueexperience by providing the music quality through their phones by usingaugmented reality. This will help Plantronics to reach a large customer base. 2.5 Internet of Things As per a report publishes in linkedin by wiseguy, akey development driver is the fame of games headphones.
The biometric sportsfollowing headphones have developed in unmistakable quality since theircommencement. These headphones have the highlights of following the heart rate,remove secured, and calories consumed. In spite of there being no lack of heartrate screens in the market, for some clients, headphones are a piece of theirpreparation equip. Additionally, including a keen heart rate sensor justupgrades the use of these headphones. Experts figure the worldwide brilliant headphonesmarket to develop at a CAGR of 19.
35% amid the period 2016-2020. (Deloitte,2017) Source: Statista ,2018 The mechanical scene is set apart by latepresentations of a few new home remote gushing innovations, including GoogleCast, DTS Play-Fi and Qualcomm AllPlay. These new advances offer gadgetproducers more prominent adaptability for entire home audio,higher-determination remote audio than already accessible and more extensivesimilarity with different gadgets. (Forbes, 2017) The assortment of in-homeremote advancements makes a profoundly focused condition as gadget creatorsadjust their items to at least one innovations and test what mixes will demonstratemost speaking to shoppers. Moreover, the expanding combination of versatileapplications with associated audio gadgets broadens item plan into theapplication space, where the client involvement in the application turns out tobe similarly as imperative, or maybe more critical, than gadget outline byrighteousness of the application turning into the central purpose ofcollaboration with the gadget.
3. Case Study 3.1 Implementation of Digital Technologies Advances inthe earphone and headphone innovation are the critical factors attributingexpanded item deals. The most productive headway in the field of audioinnovation, especially in the customer section, is the noise cancelation andwireless network.
In thecourse of recent years, these advances have risen as key patterns with makersunderscoring on creating items that give quality audio and spare a client fromthe issues of wired items; in this way, clearing route for remote items. 3.1.1 Strategies to be used and its benefits · Customer needs and wants (from the product) – thewebsite is a mechanism for explaining how the product proposition meets theseneeds and wants.
· Cost to the customer (price) – online the customer islikely to be comparing prices to other websites and traditional purchasingsources.· Convenience (relative to place) – online this is thequality of customer experience in terms of the ordering process and fulfilment.· Communication (promotion) – the website itself coupledwith the methods of driving traffic to the site, such as search enginemarketing and email marketing. a. Develop global communal: Plantronicswill focus on specific ‘relatively less-?penetrated, large markets’ such as Brazil,India, Mexico and Japan through the use of e-commerce and Internet of thingstechnology. b. Develop products to deliver the most captivatinguser understanding: By using advancedtechnology and integrating it with the headphones Plantronics can attract alarge portion of headphones market. c.
Build a accessible infrastructure: Plantronics should build a scalableinfrastructure commensurate to the industry size and customer’s requirements. d. Plantronics Platform: Plantronics will develop a platform to fore-commerce and augmented reality through which a large customer base can bereached to try the unparalled quality and technology provided by Plantronics. 3.1.2Improved customer experience Plantronics will improve the customers experiencethrough following manner:· Personalisedrecommendations for existing customers.· Developmentof email welcome strategy for new online customers as part of development of anintegrated contact or e?CRM strategy delivered through personalised web and email messages andtraditional direct communications.
· Introduceblogs or RSS feeds to encourage return visitors.· Introducemore participation through customer communities Source: Implementing e-commerce, digital solutions The above figures shows the implementation ofecommerce platform along with IoT technology in Plantronics. 3.2 SWOT Analysis Possibleimplications: a.
) International Marketplace – What used to be a single physicalmarketplace located in a geographical area has now become a borderlessmarketplace including national and international markets. By becominge-commerce enabled, businesses now have access to people all around the globe.In effect all e-commerce businesses have become virtual multinationalpartnerships. b.) Operational Cost Savings – The cost of creating, processing,appropriating, putting away and retrieving paper-based data has decreased. c.) Mass Customization – E-commerce has revolutionized the wayconsumers purchase products and ventures.
The processing takes intoconsideration products and services to be customized to the customer’srequirements. d.) Lower Telecommunications Cost – The Internet is considerably cheaper thanvalue added networks (VANs) which were based on leasing telephone lines for thesole use of the organization and its authorized partners. It is likewisecheaper to send a fax or e-mail by means of the Internet than direct dialing. e.) Digitization of Products and Processes – Particularly on account of software andmusic/video products, this can be downloaded or e-mailed directly to customersby means of the Internet in computerized or electronic organization. f.) No time Constraints – Businesses can be contacted by or contact customersor suppliers at any-time.
3.3 Legal Framework By method for the three directives, Europeanlegislators have created an altogether practicable legal framework fore-commerce members in the internal market. A solid emphasis has thereby beenplaced on the presentation of consumer protection benchmarks through improvedand comprehensive data to customers and expansive standard possibilities forpulling back from contracts.
This approach makes perfect sense, given that thetrust of customers can thereby be strengthened. The Directive on Electronic Commerceinstitutes legal certainty with the presentation of the nation of rootprinciple for providers of e-commerce exchanges. Generally, this means the lawof the nation applies in which an organization is domiciled. Together with theDistance Selling Directive, it provides a framework for consumer protection.Customers of online services have to be given better data about product offerand provider. 3 Germany has plans to improve dataprotection for users of e-commerce. In future, the Teleservices Data ProtectionAct is to be raised to date to make it easier for the two providers andcustomers to determine what personal data might be collected and processed.
The Signature Directive introduces leastmeasures for the use of electronic signatures in the EU member states. This isto raise legal certainty by a noteworthy degree when contracts are concludedthrough the internet and to improve their verifiability in related court cases.Qualified electronic signatures are to become legally equivalent to written byhand signatures4 Plantronics has to adhere to the existing legalframework for carrying out is e-commerce business but it will be a worth for acause looking to the high potential given above and it will also helpPlantronics management to strategically define its guidelines for the requiredas per the given directives 3.4Digital Leadership3.
5Trends and challenges of digital technologies3.6Summary of case study 4. Recommendation5. References 1 E-commerce transactionsbetween an organization and its suppliers and other partners.
2 E-commerce transactionsbetween an organization and its customers.3 See ‘Commission welcomes final adoptions of legal frameworkDirective’.http//europa.eu.int/comm./internal_market/en/media/eleccom/2k-442.htm.
4 Directive 2002/58/EC of the European Parliament and of the Councilof 12 July 2002 concerning the processing of personal data and the protectionof privacy in the electronic communications sector (Directive on privacy andelectronic communications), OJ 2002, L 201/37.
