The development of the various technologies that affect human communication paved way to the conception of innovative and avant-garde presentations that caters to the taste of contemporary population (Schultz 2000). Similarly, the use of multimedia information has become an integral part of modern business operations. The British Academy of Film and Television Arts Awards (BAFTA) is a charity organization that “supports, develops and promotes the art forms of the moving image, by identifying and rewarding excellence, inspiring practitioners and benefiting the public”. They maintain an inclusive corporate website using www.bafta.org as domain. With the susceptibility of every organization to be affected with the technological innovations, there is a need to come up with the necessary strategy so as to take advantage of the benefits offered at hand. BAFTA and its members have been serving the British movie and television industry for 60 years. This long tenure of undying commitment in the fulfillment of their mission is tantamount to their outstanding organizational management. In the era of technological innovations, BAFTA needs to realign its organizational operation with the convenience of mobile multimedia. This is for the fact that BAFTA, like any other organization, cannot ignore technology and its effects are perceived to be contributory to the future of the organization, its members, and its operations. Thus, this paper explores the effects of mobile multimedia on the business of BAFTA particularly in the next years. Specifically, BAFTA’s specific needs, specific and appropriate technologies, and clear action plan for the implementation of recommendations are included.
Effects of Mobile Multimedia in Business
Most mobile multimedia forms are bounded on technology (e.g. internet). According to Phaal and group (2001), there is a general acceptance from various experts that technology serves as a source of competitive advantage for industries. Business especially those that extends their market beyond their geographical regions need to use of high forms of technology to conduct operations. Competition is among the greatest challenge that every organization should face thus requiring a competitive strategy and approach against their identified rivals. Kodama (2003) says finding new directions in today’s market is a potential solution in combating competition. With the hyper competition that occurs in almost all industries, the management of technologies especially the mobile multimedia could be considered as an essential strategic tool to advance competitiveness and development (Li-Hua and Khalil 2006). While mobile technologies are considered wireless, the conveniences of the internet as the common link are spilled over in terms of effects. Guttman (2002) describe internet by pointing out on its useful characteristics such as automation of many traditional operations and creation of an extensive network with 24-hour/day presence at a very reasonably low cost. This is similarly the primary effect of mobile multimedia in business. They enhance the traditional ways of business operations with addition of several outstanding features. More often than not, most forms of mobile multimedia facilitate fast, cost-effective, and relatively responsive processes. The mobile multimedia also includes a variety of information including text, audio, still pictures, moving pictures, animation, and interactive in types (Sharda 2007). Aside from the internet, examples of mobile multimedia are mobile communications gadgets (i.e. cellular phones), digital radio, and other forms of the wireless network.
The specific needs of BAFTA
On the case of BAFTA, the internet is the most common form of mobile multimedia tool used. The website include a variety of information in the forms of text, audio, still pictures, and moving pictures. It also presents all the necessary information about BAFTA and its state of affairs. What BAFTA needs is technology management in terms of using the internet as the major technology infrastructure used to promote its operations aside from the current traditional means employed by the organization. Technology management is practically the process in which an organization manages its technological infrastructures in relation to strategies towards achievement of goals (Li-Hua and Khalil 2006). Internet technology continuously emerges as the primary infrastructure of doing business especially on the case of online industries. It could be considered that technology management is similar as any management disciplines that basically employ the five (5) management function (i.e. Planning, Organizing, Directing/Leading, Coordinating, and Controlling). In application to BAFTA, the management of technology is rooted on further enhancement of the existing mobile multimedia tool – the website. Further, BAFTA needs to incorporate mobile communications strategies in the form of services. According to Munnukka (2007), these services refer to electronic-based and “accessed only through mobile phones, such as ring tones, multimedia, SMS alerts, photo galleries, e-banking services, and numerous others” (p. 719). Lastly, BAFTA needs to expand its partnership efforts and strengthen the relationship with the existing partners.
Specific technologies appropriate for BAFTA
The internet and mobile communications are the needed technologies appropriate for BAFTA. The internet, being its primary technology infrastructure, should be managed according to the goals of the organization. Through the website, BAFTA is able to communicate its commitment of “supporting, developing, and promoting the art forms of the moving image”. The presence of the text conveys the needed information for every visitor of the website about the organization. The still and moving images supplement the text in the website, thus, coming up with a more interactive communication process. In BAFTA’s website, it is suggested that the people behind its management must focus on the inclusiveness of content and user-friendliness.
In terms of mobile communications services, the BAFTA should be able to come up with a venture to interested mobile communications providers and companies to come up with services that feature pictures, songs, and other elements of the organization and can be transformed into ring tones, multimedia, SMS alerts, and photos. Coming up with an in-depth marketing and feasibility research is recommended. Specific technologies to be used on this aspect are mobile and online systems like mobile phones – considered as “century’s Swiss Army knife” (Hjorth 2008, p. 91), that will support downloading intended services as previously mentioned.
For the intention of extending its partners, BAFTA should set agreements with interested individuals, organizations, businesses, and institutions. As of the moment, BAFTA has its stable corporate partners, associates, and supporters. These include multinational companies (MNCs) from various industries such as banking and finance, manufacturing, airlines, telecommunications, fashion and clothing, and others. The Academy also has its own supporters coming from the broadcasting, film, and television industries. Recommending the extension of BAFTA’s partners is directed on the idea of stronger social relationships that will promote public awareness about the Academy and its state of affairs. If BAFTA will extend its network of partners, the organization will be more popular and integrated to more profitable activities that will similarly support its overall endeavors. The strengthening of the current network of partners is also vital. This is also attributed to the idea of increased public awareness. The needed technology for this aspect could also be the internet particularly of BAFTA’s website.
Action Plan for the Recommendations
For the case of website management, the following measures are deemed necessary for BAFTA:
- Evaluate the current conditions of the website particularly its contents, features, and user-friendliness. A team is created to conduct review about the organization’s website.
- Emerging trends in technology management should be considered. If changes are to be implemented, the endorsement of senior management is necessary.
- Managerial functions should be taken at hand. The role of the manager in technology management is founded on the idea that technology should be aligned with the organization’s strategy and promotes competitive advantage.
For the introduction of mobile communications services, the BAFTA will initially conduct marketing and feasibility study. The marketing and feasibility study is grounded on the concept of marketing mix or product, price, place, and promotion (4Ps). Similarly, a group is formed and all members involved in the process must be systematic in maintaining the strength of the product (or brand) in to go ahead in the market and have a remarkable market entry. In this case, information from the market research is useful in determining consumer and market impacts and enhancing brand profitability. Market research is important in new business venture because it indicates the possibilities as well as restrictions of a product or service. Then, the subsequent plans may follow:
- BAFTA should communicate with telecommunications partners such as Motorola and Nokia as well as interested mobile communications providers.
- A proposal is written if the findings of the marketing and feasibility study are positive.
- Risk management planning is also taken at hand. In this way, BAFTA is able to look into potential weakness and threats in the proposed venture.
Lastly, partnership is similarly based on the presence of clear communication strategy to interested stakeholders. It is recommended that BAFTA should look into the potential benefit of having a specific partner especially in line with the enhancement of public awareness about the organization and its art-related activities.
To sum, mobile multimedia technologies affect businesses by providing automation and creation of a 24/7 network of data and other information particularly the internet. It is considered that mobile multimedia as form of technology can serve as strategic tool in achieving competitive advantage and fighting global competition. These are similarly the potential effects of mobile multimedia to BAFTA. The specific needs of BAFTA are technology management, introduction of mobile communications services, and extension and strengthening of partners. These specific needs have specific technologies that BAFTA should look into. On the case of its website, various internet technologies are considered. For mobile communications services, mobile technologies like mobile phones are needed. In extending and strengthening of partnership, the needed technology could also be the internet particularly of BAFTA’s website. To achieve such needs and specific technologies, the action plan briefly mentioned will greatly help. However, it is still imperative to consider other options along the process.
References
Guttmann, R (2002) Cybercash: The Coming Era of Electronic Money, Palgrave Macmillan, New York
Hjorth, L (2008, February) ' Being Real in the Mobile Reel: A Case Study on Convergent Mobile Media as Domesticated New Media in Seoul, South Korea’, Convergence: The International Journal of Research into New Media Technologies, 14: 1, 91–104
Kodama, M (2003, March) ‘Transforming an old-economy company into a new economy—the case study of a mobile multimedia business in Japan’, Technovation, 23: 3, 239-250
Li-Hua, R and Khalil, TM (2006) ‘Technology management in China: a global perspective and challenging issues’, Journal of Technology Management in China, 1: 1, 9-26
Munnukka, J (2007) ‘Characteristics of early adopters in mobile communications markets’, Marketing Intelligence & Planning, 25: 7, 719-731
Phaal, R, Farrukh, CJP, and Probert, DR (2001) ‘Technology management process assessment: a case study’, International Journal of Operations & Production Management, 21: 8, 1116-1132
Schultz, D (2000) It's Show Time!: Media, Politics, and Popular Culture, Peter Lang, New York
Sharda, N (2007) ‘The Role of Mobile Multimedia Systems in Digital Business Ecosystems’, The Inaugural IEEE International Digital Ecosystems and Technologies Conference [online] (cited 10 May 2008) Available from http://sci.vu.edu.au/~nalin/MultimediaSystemsinDBE.ppt#256,1,The Role of Mobile Multimedia Systems in Digital Business Ecosystems IEEE-DEST 2007 The Inaugural IEEE International Digital Ecosystems and Technologies Conference http://www.ieee-dest.curtin.edu.au 21-23 February 2007 Cairns, Australia
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