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Erica Fellinger , Professor at Bureau Veritas Training
According to the latest report from the European Commission published in May 2018, Spain is ranked tenth in the Digital Economy and Society Index (DESI), ahead of Germany (14th), France (18th) and Italy (25th) and behind the United Kingdom (7th).
Let us remember that the DESI includes five indicators on the digitalization of a country: connectivity , human capital , internet use , integration of digital technology in companies and digital public services .
The position of digital technology integration in Spanish chinese america data companies is interesting, as it has moved from tenth to seventh place in the EU . However, the digitalisation tasks carried out by companies are basically reduced to the use of electronic invoices and social networks.
Although the data from this barometer are encouraging , digital development does not penetrate all sectors of the economy because it requires high investments that are profitable beyond the short term.
Let us consider, for example, the cost of digitising a media outlet that used to use only print media. Naturally, the full service involves more than just publishing news on a website. The digitalised media outlet integrates several media into a single channel . The immediacy of radio through the audio it publishes, television through videos that are recorded live with the possibility of viewing them later, and interactive participation with readers through the opening of blogs.
What was once a paper product has now been transformed into a service . The end result saves the company printing, paper and logistics costs associated with distribution, and also benefits society by contributing to environmental quality.
However, the cost of journalistic research is similar to that of the company's print media, but it creates a greater risk to its profitability . It is very tempting for competitors to quickly disseminate the results of the expensive journalistic research of the media that carried it out.
The case of the digitalisation of The Washington Post deserves a special study due to its management . It can be observed that the number of subscribers increased significantly and, with this, its sales registered an increase of 22% year-on-year since this process began in 2013. The use of new technologies by this medium required a new business strategy, since it went from having a mainly local distribution to being a header with national and international impact .
The key to improving profitability after digitalisation requires companies to substantially change their business model, and today many companies are not yet prepared to take on this risk. Therefore, it should not surprise us that the greatest digital immersion occurs , basically, in electronic billing processes and in the use of social networks.