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Manage risks. Risk management is a  well-  established use of information within organi-

sations. Marchand (1999) notes how risk management has created functions and profes-

sions such as finance, accounting, auditing and corporate performance management.

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Create new reality. Marchand uses the expression ‘create new reality’ to refer to how 

information and new technologies can be used to innovate, to create new ways in which 

products or services can be developed. This is particularly apt for digital business.

Case Study 5.1

Debenhams creates value through mobile commerce

A 2013 survey by EPiserver (an eXommerce and digi‑

tal marketing solutions company) has revealed that the 

British high street retailer, Debenhams, was rated best at 

mobile commerce. ‘Mobile Commerce: What Consumers 

Really Want’ looked at customer expectations of thirty 

of the UK’s biggest retailers’ apps and mobile sites. It 

was found that Debenhams scored top marks, as it was 

able to meet consumer expectations rated at 90%. It 

was followed by Argos and Expedia, who both scored 

85%, and Tesco, whose retail facilities scored 80%.

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Debenhams showcases its mobile value proposition 

at  www.debenhams.com/mobile. It offers a choice of a 

mobile site and apps on iOS (iPhone and iPad), Android 

(Google Play), Nokia and Blackberry.

You can see from the facilities available on Apple 

App Store that it has developed specific elements of 

mobile value to fit the context of use whether at home or 

in‑store and personalise to the individual user: