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INFOSYS.110 BUSINESS SYSTEMS: DELIVERABLE 2: BUSINESS SECTION2014

Name Samuel GriffithNetID Sgri817Group Number: 341Website Link: http://infosys110s1group341.blogspot.co.nz/

Tutorial DetailsTutor: Day: Time:Kirsten Thursday 10am

Time Spent on Assignment: 20 hours Word Count: 1421

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TRANSPORT APPLICATION INTRODUCTION

The problem facing Auckland and other major cities around the world is traffic congestian,

the main cause of this is that there are too many cars on the road with 85% of people in

New Zealand listing cars as their main method of transport (Auckland council. 2013).

Therefore our application system aims to use integrated systems such as GPS trackers and

google maps to create a tracking and planning system of public transport so users are better

informed about the realtime location of public transportation so they can make informed

deicions. This will increase customers satisfaction of public transport when they have more

information due to increased usability which will increase public transport users and

therefore decrease the amount of traffic on our Auckland roads.

3. BUSINESS SECTION

3.1 Vision

We aim to create integrated applications that anyone is able to use anywhere and anytime

in order to retrieve relevant user friendly information which best satisfies customers needs.

3.2 Industry Analysis: Transportation applications

Industry: Public Transportation application industry. (in Auckland, New Zealands context)

Force: High/Low: Justification:

Buyer power: High Buyer Power is likely to be high for this industry

as their so no way in which the applications are

able to keep customers through loyalty

memberships or other means and since many of

the applications are free to purchase of the app

store, buyers have a lot of power in their

selection and are able to swap apps easily.

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(GooglePlay.2014.)

Supplier power: High The Information technology experts who are

likely the ones to supply us with this

transportation application are currently in short

demand and are listed as one of New Zealands

skill shortages so there the I.T suppliers of this

service will be able to determine their own

pricing etc as there is a shortage of their serivces.

(CareersNZ. “nd”. Jobs in skill shortage.

Threat of new entrants: High The threat of new entrants is likely to be

relativley high since making an app has relatively

low barriers to entry and methods can be easily

found online (Creative Bloq, 2014)

Threat of substitutes: Low The threat of substitutes currently is very low

because there is nothing that has surpassed the

userbility and efficiency of application systems

currently in our market today and the only

substitutes would be reading times on a board at

a bus stop this is a relatively small threat to the

application systems because there usefulness is

limited.

Rivalry among existing

competitors:

High The rivalry among existing competitors is likely to

be relatively high due to the amount of other

transportation applications within the industry

and most of them are free which means they

must compete on quality of the product and

other ways rather than price. (GooglePlay.2014.)3

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Overall attractiveness of the industry: The overall industry is relatively unattractive as there

are many competitors in the industry due to its realtively low barriers of entry meaning

people can join with low costs and there is high buying and selling power.

3.3 Customers and Their Needs

Customers of transportation applications cover a very large range of people with different

age groups and languages therefore the application must be able to be easily be used by

people with different languages and technilogical skill. The application must also be very

accurate and without many errors in order to maintain peoples trust in the information the

application is providing and the application must be able to be used on and format of phone

or wireless device to provide for a wider range of users.

3.4 The Product and Service

The online application would be available in mutiple different languages in order to reach a

larger range of people. It would also be simplistic design with easily flowing controls which

can be used by older people who are not used to application technology and many others.

The application would be tested in many times to ensure that it is capable of providing

consistent information without inaccuracy or errors in the application. The reason for this is

because according to an article (Alfonso Pulido.2014) the best way to create customer

satisfaction and therefore to build loyalty with customers is to remain consistent.

3.5 Suppliers and Partners

The main supplier for TransAPPort’s transportation application system will likely be

information technology providers since they will be needed for building of the app and will

also be needed for the maintenance and system support of the application. Another

important supplier of the application system will be the designers of the application since

we want it to be as user friendly as possible for maximised customer satisfaction so the

application must be easy to use for a large range of customers varying in languages and

ages.

A partner of this application are likely to be Auckland transport so that we are able to

integrate the existing GPS trackers on buses to the application and also so the Hop payment 4

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system is integrated as well in order to sumarize passenger numbers. Another major partner

is likely to be google maps for there mapping system already in place so users are able to

use these maps in order to track transport in auckland on this application.

3.6 Strategy: Cost Leadership

The transportation application aims to be available to members of Auckland transport users

therefore meaning the competitive scope is a very broad market in which we must operate

for them to gain the goal of many people using the application to increase their satisfaction

of the transportation journey. The costs must also remain relatively low which would further

increase the amount of potential users of the application and increasing the future chance

of the goal of more people using Auckland transport. Also all other public transportation

apps for Auckland are free so to remain competitive the application must remain very low-

cost.

The overall strategy is therefore Cost leadership strategy.

3.7 Value Chain Activity: Making the product/service.

The most important value chain activity for this business is Making the transportation

application.

The primary objective is to provide users with a user-freidly and helpful application that is

able to make their public transport journeys a more satisfying experience to encourage

them to use public transport more. Therefore the application itself must have next to no

bugs or errors so that users do not become missinformed and unreluctant to use the

application again and potentially also public transport. The application must also be user

friendly as not to confuse customers using the app which means the design and building of

the application must be at the highest standard of design.

3.8 Business Processes

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3.8.1. INFORMATION DISTRIBUTION PROCESS – The information of the positions of the public

tranportation and the passenger estimates must be uploaded to the application in order for

the application to be used.

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3.8.2. TESTING PROCESS– The process in which the application must have very few errors in

order to give customers correct information without the ease of bugs in the application

which could lead to unhappy customers.

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3.9 Functionalities

3.9.1. INFORMATION INTEGRATION PROCESS

Sending GPS location of bus or train to server. Sending amount of passengers on public transport to server.

3.9.2. TESTING PROCESS

Testing accuracy of the transportation application Indentifying reasons for problems. E.g troubleshoot for slow application

wireless conectiviety.

3.10 Systems

3.10.1. MOVEMENT CONTROL SYSTEM- Needed in order to track the movement of public

transportation via GPS in order to relate it to the google map so users are able to see the

movements of the public transporatation to make decisions.

3.10.2. CUSTOMER IDENTIFICATIONSYSTEM- Uses information from users of trial to indentify

the people most likely to use the transport application system so that they can be focused

for marketing and the application can be relevant to their needs.

3.10.3. HOP CARD PAYMENT SYSTEM- Tracks the amount of passengers onboard the public

transporation using the transaction process system used by HOP to identify when the

passenger gets on and when they get off to charge them accordingly.

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3.11. Summary Table: Value Chain to Systems

Value Chain Activity

Processes Functionalities Specific Information System(s)

Broad Information System(s)

Making the

product or

service

1. Information integration process

1. GPS tracks position of public transportation on a map.

2. Tracks number of passengers aboard particular public transportation.

Google Mapping system

HOP card payment system Transaction process system

2. Testing process 1. Checks usefulness of information from application.

2. Indentifying reasons for problems. E.g troubleshoot for slow application wireless conectiviety.

Movement control system

Customer identification system

Customer Management system

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CONCLUSION

A transportation application such as TransAPPortation could greatly increase users

satisfaction of public transportation and greatly increase the numbers of Aucklands growing

population using public transportation. Industry analysis shows that the application industry

is no ideal and will be tough to compete but with an application that is a quality product and

is usable by a large variety of people in the market, the cost leadership strategy will mean

the application is able to gain a compettive share of the market. Many business processes

are used in the forming of this transporatation application but with reliable systems they are

able to deliver a application with will effectively increase the satisfaction of our customers

which is aligned with the vision of the business.

REFERENCES

1. CareersNZ. (n.d.). Jobs in skill shortage. Retrieved from http://www.careers.govt.nz/tools/skill-shortage-jobs/result/it-and-telecommunications#results

2. Googleplay. (2014). Search of Auckland Transport on android store. Retrieved from https://play.google.com/store/search?q=auckland%20transport

3. Alfonso Pulido, Dorian Stone, and John Strevel. (March 2014). The Three C’s of customer satisifaction. McKinsey&Company. Retrieved from http://www.mckinsey.com/insights/consumer_and_retail/the_three_cs_of_customer_satisfaction_consistency_consistency_consistency

4. Creative BloQ. (April 2014). Discover how to build an app. Retrieved from http://www.creativebloq.com/app-design/how-build-app-tutorials-12121473

5. Auckland Council. (2013). Transport. Retrived from http:www.aucklandcoundcil.govt.nz/EN/newseventsculture/OurAuckland/News?pages/aucklandsstrongpopulationgrowthcontinues.aspx

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