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Digital Ecosystem

1 March 2017
David Rozental
mushroom in nature

In the highly technologically advanced society of the early 20th century, hunger as a widespread phenomenon was replaced by an obesity epidemic. Similarly, modern organizations have shifted in recent years from a lack of communication channels for transmitting messages and knowledge to workers- to an environment which features many channels. This shift led in turn to an overflow of knowledge and data at the workers' expense.

It is therefore understandably vital that when one manages multiple channels and platforms, a coherent policy and smart operation should be provided in order to efficiently manage messages, knowledge and information via a variety of channels minus resource multiplication and the aforementioned overflow which harm efficiency and contribute to workers' conduct.

Lately, the term ‘digital ecosystem’ is constantly brought up when searching for a solution for efficient managing of multiple digital channels. Well, what exactly is a digital ecosystem? Is it a system or an array? What must be done in order to implement this approach in organizations?

The term 'ecosystem' originates in the field of biology and refers to a complex life system including the various details, groups, organizations, forces, practices and approaches from which it is comprised. The ecosystem is a multilayered reality generated by interactions between a large number of systems comprised of sub-systems and details.

When used in business context, the term refers to an environment related to a product or technology. This environment includes the suppliers, marketers, clients and service providers (consultants, installers) and even the waste disposal company related to the product and technology. As we all know from first-hand, digital enhancement means that every physical environment is paired with a complementary digital system. The digital ecosystem is an arena which includes all digital channels, both classic (computer, website, portal and email) and innovative (social media, mobile and video), their interaction and the mutual benefit they provide for all.

Although the term is 'ecosystem’, the digital ecosystem is not a knowledge and information system. The ecosystem is a well-planned array of all digital channels utilized in order to reach a shared goal: actualizing business goals while creating adjusted relationships with the target audience.

Typical components of an ecosystem include a portal or website, a newsletter environment, a video channel, IM channel (WhatsApp, SMS, etc.), a cellular application, etc. The idea behind this approach is that planned and integrated management of multiple channels ensures saving on resources, uniform messages as well as a customized message transmission method, all while reducing overflow and eliminating redundant overlaps.

In short, the term might be long and complex but its implementation can lead to shorter and simpler work processes.

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