CC BY
20
THE IMPACT OF DIGITAL TECHNOLOGIES ON THE BUSINESS MODEL OF A
MODERN COMPANY
Y.I. Fatyanov, Student
Saint Petersburg State University
(Russia, Saint Petersburg)
DOI: 10.24412/2411-0450-2022-6-2-220-222
Abstract. The article analyzes approaches to business modeling, which for a number of reasons is especially effective in assessing the impact of the integration of digital technologies in the company's activities. The influence of end-to-end technologies on individual elements of the business model canvas is analyzed, and potential directions of their application are also indicated. The scale of the impact of digital technologies on the company's business model is estimated.
Keywords: end-to-end technologies, entrepreneurship, big data, blockchain, artificial intelligence.
The concept of business models was used by entrepreneurs before the appearance of the term itself, but earlier it assumed analysis preferably on an intuitive level. Directly, the concept of "business model" was first used in 1957 in an article investigating the creation of business games for educational purposes [1]. In that context, the business model was understood as a simulation of the real world, a representation of reality using a simplified, artificial model.
Currently, this tool is becoming especially convenient to use during the period of increasing popularity of venture investment, since it allows the investor to compare various alternative projects or startups in the shortest possible time. In addition, business modeling is beginning to be used not only in relation to commercial projects and companies, but is also becoming a popular tool in all kinds of social and environmental projects, which also testifies to the practice-oriented and fundamental approach.
One of the most well-known and widespread business models in the world is the "Outline of a business model" [2]. It includes nine blocks, the correct filling of which contributes to the awareness of the effectiveness and usefulness of a particular business idea. These blocks are based on four main components of any business: "Value proposition", "Interaction with the consumer", "Financial efficiency of the enterprise" and "Infrastructure". In order to visualize and improve the quality of work with the business model, A.
Osterwalder developed a schematic template, which is presented below.
It is important to trace the impact of digital technologies on the business model. To do this, the author proposes to compare the technologies specified in the long-term strategy of technological development of the Russian Federation "National Technological Initiative" [3] with the outline of the business model, since it is sufficiently detailed, which makes it possible to more clearly trace the impact of changes on its individual elements.
1. Internet of Things (IoT). Firstly, the Internet of Things is closely interconnected with Big Data technology, since a large amount of information coming from various measuring devices and sensors requires processing and analysis, which sometimes must be performed in real time. In addition, the Internet of Things allows you to improve the use of customer experience, increase the level of targeting of advertising and offer personalized service to consumers. Secondly, this technology allows you to monitor deliveries and provide information exchange in a long chain from suppliers to consumers of final products. The concept of the Internet of Things helps to optimize the communication of all firms participating in the chain, which provides a cost-effective result for both companies and the end user. Thirdly, companies see the strong potential of the Internet of Things in solving logistics tasks: IoT-based logistics process management helps to reduce operational costs for delivery and intermedi-
ate storage, and also allows analyzing and optimizing routes by monitoring the location of vehicles and cargo. It can be concluded that the Internet of Things (IoT) technology is able to make the greatest contribution to the elements of "Key Partners", "Consumer segments" and "Cost Structure".
2. Big Data (Big Data) Despite the wide range of possibilities for using big data technology, business representatives see its main potential in marketing and sales. Big Data creates an opportunity to individualize the offer to customers, provide the most effective content at each stage of the sales cycle, optimize prices and improve the accuracy of search queries. According to experts, the most promising areas of application of big data technology are customer analytics (48%), operational analytics (21%), fraud and compliance (11%), new innovations in the field of products and services (10%) and optimization of enterprise data warehouses (10%) [4]. The technology can also contribute to improving the efficiency of work with suppliers by accumulating a large amount of data on the prices provided, delivery conditions and reliability of suppliers. Thus, according to the author, the main elements of the business model canvas affected by Big Data technology are "Consumer segments", "Key Partners", "Key Resources" and "Value Proposition".
3. Artificial intelligence (AI) There are two main directions of using artificial intelligence technology: working with clients and predictive analytics. In the field of working with consumers, AI can be used to recognize customer images and transmit specialized offers to them, as well as to develop intelligent assistants and chatbots to help customers perform various operations. For example, the Swedish bank "Swedbank" launched an intelligent assistant "Nina", which each serviced about 80% of all calls received by the bank [5]. Market analysis and forecasts are also an important area of AI application, since with increasing amounts of data and their complexity, identifying patterns between them becomes an increasingly difficult task. Artificial intelligence is able to learn and analyze large amounts of data, making high-quality forecasts. Among the elements that are subject to change due to the use of AI are
"Customer relationships", "Key activities" and "Cost structure".
4. Distributed registry systems (Block-chain) The main advantage of using a decentralized data storage system for business, in our opinion, is its security. There is a sequence of transactions in the block database, while information about them is simultaneously stored on many computers around the world, which contributes to increased resistance to hacking. Thanks to this, the technology can be used to carry out transactions and verify their authenticity, while this process will be as transparent as possible. Thus, blockchain technology can affect the elements of "Key Resources" and "Revenue Streams" and "Value Proposition".
5. Robotics and sensorics. The use of robots is mainly associated with the automation of manual labor, the performance of routine operations that require high accuracy. The use of robotics significantly increases labor productivity and the pace of product development, while reducing their cost. The technology can also be used for product delivery. These technologies can affect the elements of "Customer relationships", "Value Proposition" and "Sales channels".
6. The elements affected by this technology are "Cost Structure" and "Key Activities" and "Sales Channels". As already noted, the business model is an effective tool with which companies can flexibly adapt to changing market conditions. Digital technologies are currently the main driver of such changes, and that is why it is important to analyze and understand the main directions of their impact on the company's business model.
7. Virtual and Augmented Reality (VR/AR) technologies. Virtual and augmented reality technologies are primarily reflected in marketing. The point of use is to orient the advertising content, but virtual reality takes this to a new level due to full immersion in the product. Technology can change the value proposition of a company, for example, by creating an opportunity for the consumer to use the product remotely when making a purchase. Experts see the great potential of virtual reality technologies in employee training. There are a number of methods of conducting distance learning that create the effect of
presence in real conditions. The effectiveness terest in training, and secondly, most people of training by this method can be explained are visual: 90% of the incoming information by the following reasons: firstly, such a non- is perceived visually by a person. standard approach arouses the employee's in-
References
1. Bellman R., Clark C.E. On the construction of a multi-stage, multi-person business game // Operations Research. - 1957. - №5 (4). - P. 87.
2. Osterwalder A., Pinye I. Building business models: a strategist and innovator's handbook. -M: Alpina Publisher. - 2017. - P. 47.
3. Klypin A.V. The National Technological Initiative of Russia: issues of formation and problems of implementation // National interests: priorities and security. - 2015 - №37. - P. 107.
4. Ali N.M., Novikov B.A. Big Data: analytical solutions, research challenges and trends // Proceedings of ISP RAS. - 2020 - №1. - p. 14.
5. Vasilyeva N.V., Boikov A.V. Automated digitization of radial diagrams // Notes of the Mining Institute. - 2021. - P. 45.
ВЛИЯНИЕ ЦИФРОВЫХ ТЕХНОЛОГИЙ НА БИЗНЕС-МОДЕЛЬ СОВРЕМЕННОЙ
КОМПАНИИ
Я.И. Фатьянов, студент
Санкт-Петербургский государственный университет (Россия, г. Санкт-Петербург)
Аннотация. В статье анализируются подходы к бизнес-моделированию, который по ряду причин особенно эффективен при оценке влияния интеграции цифровых технологий в деятельность компании. Анализируется влияние сквозных технологий на отдельные элементы канвы бизнес-модели, а также указываются потенциальные направления их применения. Оценен масштаб влияния цифровых технологий на бизнес-модель компании.
Ключевые слова: сквозные технологии, предпринимательство, big data, блокчейн, искусственный интеллект.
