Technology and the attractiveness of new business models in the digital economy

Abstract

Dissemination of new digital technologies is linked with the adoption of new solutions that give shape to relationships between those who offer goods and services in the market and their consumers. In past decades, not all new projects have been commercialised successfully, which explains why one needs to examine the reasons behind a success or failure in putting in place new business models involving elements of digital technologies. This paper discusses a comparative analysis of two cases. Rapid growth of the Californian start-up Airbnb, an operator of a virtual platform in the flat-sharing business that, on the one hand, helps people rent out their properties and, on the other hand, helps travellers find short-term lodging is an example of global success. The non-implementation of the Energy Citizen project demonstrates that, despite a number of advantages, the prosumer model in generating and consuming energy from renewable energy sources so far has fallen short of success. Comparative analysis has helped us to conclude that to be commercially successful in the digital economy one needs a virtual platform operator capable of finding a business model attractive to all operators in a selected market segment. Ensuring benefits to consumers as well as to operators who
offer their goods or services in the market is the pre-condition.