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264 Part 2 Strategy and applications

A range of digital media were used, including ATMs, outdoor LCD transvision screens such as those in
London rail stations which included BlueCasting where commuters could receive a video on their Bluetooth-
enabled mobile phone, and digital escalator panels. More than 650,000 consumers interacted with the ATM
screen creative. Online ads included overlays and skyscrapers which showed a consumer at this computer,
printing out a ticket and walking across the screen to the airport. Such rich-media campaigns generated
17% clickthrough and 15% interaction. The web site used in the campaign is shown in Figure 5.3.
Source: Adapted from Revolution (2005)

BA communicates its online value proposition
Figure 5.3 (www.britishairways.com)
Source: Based on Revolution (2005)

Strategy process models for e-business

Before developing any type of strategy, a management team needs to agree the process they
Strategy process will follow for generating and then implementing the strategy. A strategy process model
model provides a framework that gives a logical sequence to follow to ensure inclusion of all key
A framework for
approaching strategy activities of e-business strategy development. It also ensures that e-business strategy can be
development. evolved as part of a process of continuous improvement.