dynamic digital
business application
requires that content and services will be continuously updated in
response to marketplace forces. As competitors introduce new services and offers, and as
marketing research reveals problems or opportunities with the site from a customer per-
spective, ongoing
maintenance activities
will be required for the digital business to remain
competitive. Consider the services of Google ( Case study 3.1 ) which are continually updated
to improve the user experience, performance and monetisation of the service. For example,
Google has stated that it makes over 300 changes a year to its search algorithm to combat
search spam and deliver more relevant results.
We saw in Chapter 10 how agile development methodologies such as scrum promote con-
tinuous development in what is sometimes referred to as a ‘permanent beta’. So today there
is generally less distinction between development and live phases, and many pureplay digital
businesses seek a model of ‘ continuous release project ’ to enable more regular, incremental
releases to web functionality. This approach is shown in Figure 12.1 .
Introduction
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