Digital business is, first and foremost, about business model changes that are specifically designed to enable organizations to proactively reach, serve, and support their customers and partners from their contextual perspective (i.e., their personal, physical, and virtual context). Digital business models are becoming increasingly common and will eventually become the predominant model for supporting customers and partners. 

To support digital business, organizations seek to use established and emerging technologies to develop and operate new digital business models enabled by them.