This case study is based on Nettavisen, which is a Norwegian online based start-up company. In the recent age of social media technologies and the rise of such kinds of platforms showcases the fact that there is a vast form of data and information, which is readily available to the public. Nettavisen is a web based newspaper platform, which is mainly established in Norway in 1996. It is an online start-up business, which has competed against other such kinds of firms. There are several forms of media companies who lack the prime form of competitive knowledge of big data technologies that would help them gain a strategic position within the market (Zaki, Bøe-Lillegraven and Neely 2016). In the recent age of high speed networks and access to quicker form of internet technologies, the use of web based newspapers would be very much useful for the people. This would help them in getting a quick access to recent articles and getting updates based on events.
This case study is based on Nettavisen, which is planning to move their platform into a data driven model of business. These forms of models are mainly based on the patterns of the buying of the users, which has become a widely important criteria. In the recent past years, Nettavisen has been planning to increase their share within the existing market with the help of implementation of disruptive forms of business models. The firm also wants to understand the needs of their audiences, which would help to implement better forms of strategies and thus create a streamline of the business processes.
Nettavisen is a Norway based start-up firm that was established in 1996. This is a publishing firm that mainly focused on the aspect of publishing newspapers. With the rise of internet platforms and the growing need of reading online news articles, the firm has decided to adopt newer business strategies in the highly disruptive market. With the ease of the online based platforms of news reading facilities, it has been extremely crucial for the business processes of Nettavisen to revise their business models and thus adapt the newer strategies (Barland 2013). In the recent years, Nettavisen has followed the business strategies of other companies who have followed the pattern of implementing online form of news reading. Based on the recent rise of the digital platforms and big data technologies, information is made to be readily available to the public. With the high use of latest form of technologies there have been major form of transition within the online news platforms. This would help in the growth of the business processes and outstand the performance of the organization by performing better than their competitors (Matteo and Dal Zotto 2015).
The current form of business model of Nettavisen is based on advertisements. The firm of Nettavisen gets their revenue based on the advertisers who are able to display their advertisements on the website of Nettavisen. The main objective of Nettavisen is to provide a tough competition and make an online presence within the market of publishing news articles. The competitive landscape of Nettavisen is based within the online news websites that were previously established by different broadcasters and established newspaper companies (Lund and Puijk 2013). Based on the strategies undertaken by other companies, Nettavisen have pursued their strategic intent as the main form of competitive based advantage.
The strategy based within Nettavisen is free of many concerns and hence they mainly focus on attracting people for visiting their website. They try to attract people by providing them with useful forms of content, which would keep them updated as per the real-time scenarios. Nettavisen have understood that the digital platform is extremely dynamic and hence have huge opportunities for exploring. Nettavisen has a huge form competitive advantages based on the freedom of publishing news based on real-time incidents. This has advantages over the other newspaper websites, which are mainly managed by newspaper publishers who mainly think of the contents to be published on a regular basis (Haugen and Kunst 2017).
The online news businesses also face some form of problems with the implementation of big data within their various processes. Some of the key challenges of the implementation of big data are the traditional risks such as regulatory pressure for meeting the various law and policies. The news businesses should also meet the legal and regulatory laws of compliance for the implementation of big data. Another major form of problem would include the providing of training of new journalists based on big data technologies (Spilker 2017.). The use of data driven technologies based on automation within the online news businesses would also include new forms of software installation within the computing systems, which would incur huge costs, manpower recruiting and other factors. Other forms of barriers would also include lack of expertise within the IT staff and big data management tools (Swan 2013).
In order to capitalize the use of big data within the businesses of online news platforms, there have been some form of challenges such as the training of the employees with the new form of system usage, constraint based on the discussed budgets, recruiting of newer forms of IT staff and hosting of third party applications for leveraging and capitalising of Big Data technologies within the working of the systems (Gandomi and Haider 2015). Different forms of social media platforms such as Twitter and Facebook normally depend on the hosting of third parties for different purposes. Big Data provides serious concerns for the capitalising of a variety of purposes that includes insights on the market strategies and analysis of sentiments. These news organizations collect data from the visitors of the concerned websites.
Further form of developments within the capitalising of big data within the online news businesses includes the use of data analytics as a form of service. These high form of analytics based strategy would provide recommendations for the visitors based on customized forms of news articles based on the experience of visitors. These online news business platforms would also require several tools such as storage media, workstations, software based on visualization and statistical analysis, encryption technology and high level of networking equipment for their use within the advertising industry (Davenport and Dyché 2013).
The impact of Big Data and the use within the online news businesses such as Nettavisen would have tremendous outcomes for the business. Although the implementation of Big Data would encounter obstacles, yet they would have several financial benefits, measurable outcomes and substantial form of customer insights. In order to leverage the use of Big Data, there should be a proper form of analysis based on the strategy of implementation. As the strategy meant for the implementation of Big Data would progress from educational level till execution level, hence this would require higher forms of training of the employees based on the latest software tools (Raghupathi and Raghupathi 2014). Evolving form of usage of Big Data within these news businesses would prove to be beneficial for gaining information and data from the customers about the quality of news articles provided to them and the service provided by the news application.
The team of Nettavisen mainly comprises of several young and a diverse form of workforce who have a large form of online experience. Nettavisen has brought up several forms of measures based on deriving value from Big Data applications and tools. Nettavisen is also planning for the implementation of Big Data applications for pursuing different kinds of strategies. These kinds of strategies are meant for analysing huge volumes of browsing of Internet technologies, blogging data, purchasing habits, social media across a vast number of devices such as tablets, desktop and mobile devices (Aral, Dellarocas and Godes 2013). This would help for driving towards editorial form of making of decisions. The use of Big Data would also be helpful for understanding the vast opportunities within the business and gaining huge level of profits.
The proposed form of analytics would be used for producing personalized content that would be distributed among the visitors. The shift to the DDBM platform would be able to engage the audience by providing them with customized method of targeted new articles, social engaging contents and relevant advertisements. The use of these form of DDBM platforms would become useful for the users as they would be able to access the articles from their personalized devices such as laptops, tablets, PCs and other mobile devices (Martín?Peña, Díaz?Garrido and Sánchez?López 2018).
With the help of analytics based on Big Data, Nettavisen is able to make real-time decisions about the ways in targeting better form of advertising campaigns. With the implementation of analysis and merger form of methodology based on the behaviour of individual user across several devices it would be able to offer best form of relevant advertising for the users (Loebbecke and Picot 2015).
A proper form of data and IT governance structure is highly useful for keeping a track of the information that is shared between several parties and the accessibility to the information. Governance over the IT system within Nettavisen would be needed for defining the rights of making vital decisions and implementing several new processes within the business (Misuraca, Mureddu and Osimo 2014). Some of the major considerations, which should be considered during the implementation of proper development framework are about the kinds of internal databases that are used within the information systems platform. They should also consider about the structure of sales that have been already defined, quality of the origin of data and definition of vendor or customer. They should also be able to consider about the proper form of development frameworks that are being used within the IT systems. These IT governing structure should also be able to consider about the various kinds of standards and policies (Kshetri 2014).
The appropriate form of IT governance structure should also consider the quality of data that is being delivered. These kinds of programs are meant for defining, correcting and thus monitor the issues over the quality of data within the business organization. The company should also have proper methods and requirements based on regulations and compliance. These kinds of programs are mainly meant for addressing the issues by setting the rights to Access Management, Controls of Information Security, and procedures of Data Privacy based on the sensitive data within the online business organization (Al-Ruithe, M., Benkhelifa, E. and Hameed 2016).
Nettavisen collects various forms of data at every second that would include internal form of data, which would be available in the existing databases. This would be meant for sales, advertising, user ship, membership, mobile data, social network based data and many others. Based on a survey, it was found that the firm comprises of 5 million visitors within their website. It was also estimated that 2.2 million of users had accessed their website with the help of mobile devices. The daily traffic within their website increase daily with 1.3 million of unique visitors.
The online business firm also collect unstructured data based on an assembly of several digital channels that included audio, video and other photos based on social media. The firm also makes use of the blogger network for blending editorial and commercial content. With the use of blog data, Nettavisen would be able to obtain continuous form of feedback from the blogs that would be helpful for increasing the responsive nature of firms based on the real-time demand within the online news market (Hair et al. 2015). The Nettavisen firm is also able to understand the needs of online net surfers and the ways in which social media would be able to attract more advertisers and such agencies to their website.
Some of the issues faced by Nettavisen includes the lack of consistency and structure within the business. The issues related to privacy includes the growth of information technology with the enhanced form of capacity based on surveillance, computational performances, communication of information and thus making of vital decisions. Lack of privacy and ownership of the data is another major critical aspects, which needs to be highly considered (Nunan and Di Domenico 2013).
Based on the above discussion, it could be recommended that with the rise of several forms of digital platforms, Nettavisen should be able to improvise their business processes and move on with the adoption of Big Data functionalities (Lim, Chen and Chen 2013). They should be able to revise their guidelines based on strategic outcomes, which would prove to be fruitful for the growth of the business of Nettavisen firm. With the implementation of a proper form of Big Data models, the firm would be able to stop the leakage of their own sets of data. These forms of the sets of data would be further combined with the external big sets of data, which would be much more focused. The embedded form of applications based on Big Data analytics would be able to improve the various forms of ethical based processes of decision-making and generation of revenues based on the conduction of advertisements of these online newspapers. The firm should be able to explore and pursue the model of business. They should be able to promote the ways of reading of online news articles (Bernardino and Neves 2016). The firm should also implement strategies, which would be highly interactive according to the changing needs of the user. This would influence the minds of the user and thus they would get attracted towards the website.
Conclusion
Based on the above discussion from the report, it could be concluded that the use of online media for publishing of news would be very much effective for disrupting the market for publishing of news. Digital form of media is highly effective and dynamic. With the implementation of Big Data technologies, Nettavisen would be able to compete with the other social media platforms that used to occupy major portions of online news market. Hence, these form of changes would be effective for the improvement of decision making processes and thus advertising of revenues.
References
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