Page - 18 - in Digital Entrepreneurship - Impact on Business and Society

brand is the country’s top retailer, making the HomePlus app the most popular shopping app in SouthKorea. 4.3 Tate: OrganisingDigital Eventswith Live Streaming of Art Performances Tate runs a collection of four major art galleries in the UK, including the Tate Modern. The Tate Modern gallery was visited by almost 5.9million people in 2018. Tate was also the first online art gallery with a website that offered basic functionalities. Later, Tate created extensive online databases so that people could search for all the objects in its collection. However, to further its online presence, Tatebegancreatinganonlinegallery thatwouldoperateasTate’sfifthgallery.Tate wanted to enable everything from viewing the gallery online to being able to participate in fundraising and public programmes. Tate launcheditsnewwebsite in2012.Tatewantedtocreatearichexperiencefor its customersand tooffernewcontent. It alsowanted tocreateaplatformthatwould allow user participation by allowing users to comment on posts and join online communities.Asapartoftheseefforts,Tatecreateddigitaleventsinwhichitenableda livestreamofartperformances.Tofurtherstreamlinetheexperiencesofvisitors,Tate moved from traditional audio guides to interactive guides, which allowed visitors moreflexibility.Thisnewsitewasfocusedonbeingcustomer-centric,whichisoneof the steps in thepractical guide todigital entrepreneurship inSect. 2.5 (Table 1). JohnStack,HeadofTateOnline,wasakeypersonintheprocessofcreatingTate’s newonlinepresenceandbuilding itswebstrategy.Byconducting thisprocess, John StackexhibitedanexcellentDEMbyharnessingtechnology,interconnectedness,data usage,learningcultureandacustomer-centricfocus.HemanagedtoturnTate’sonline presence into a virtual world with exciting and engaging activities and content. Another important factor in the successof this shiftwas the supportprovidedby the company’smanagement.TheyprovidedStackandhisdepartmentwith theresources andfreedomnecessarytocarryoutthedigital initiatives(Avery2017).Thisexhibitof aDEMbyStackandhisteamachievedpositiveresultsincludingabetterconnectionto customers, increased ticket sales andhigher revenues. 5 Conclusion and Implications Mobile technologies, social media, IoT, cloud computing and big data have dis- ruptedandcontinue todisrupt thebusinessworld today, permeatingeveryaspect of business and life, including the lives of customers. ‘Digital’ is becoming all-pervasive. Everything now needs to be plugged in and the lines separating the physical fromthedigital arebecomingblurred.Thishasbegun to influence theway inwhich entrepreneurs think andact. Sharing economies are on the rise and embed businesses in a rapidly changing landscape of exponentially exploding data, 18 M. Soltanifar and E. Smailhodžić