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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Yasha Mae Gonzales
NetID ygon145
Group
Number:
351
Website
Link:
http://infosys1102014s1group351.blogs
pot.co.n
Tutorial
Details
Tutor: Day: Time:
Kirsten Thursday 10am
Time
Spent on
Assignme
nt:
25 hours
Word
Count:
1643

BUS MASTER
INTRODUCTION
Using public transportation have been a big part in New Zealands culture not only is it a cheaper way to get to
places but it also helps the environment by lessening the daily carbon emmision. 70% of our google form
voters have said that they have experienced various inconvenieces when they are riding buses in Auckland
resulting in minor and even major consequences such as being late for work and missing an appointment.
Therefore we have made a Master Bus app, incorporating certain funtions that will help in an Aucklanders
daily bus transportation.
3. BUSINESS SECTI ON
3.1 Vi si on
To deliver the best bus experience by listening to Auckland commuters
3.2 Industry Anal ysi s: Mobile transportation app industry

Force: High/Low: Justification:
Buyer power: High Buyer power is high because there are several available mobile apps in the
market that is centered on bus transportation. A websie called city-go-
round has a list of transport apps 197 apps use open data from 290 transit
agencies
Supplier power: Low There are numerous internet service providers ranging from Vodafone,
Telecom, Slingshot, etc as well as mobilephone carriers. Due to several
suppliers available supplier power will be low. An article from Investopedia
states that with internet as a commodity, customers would be more
attracted to the providers who are reliable and mostly have the best cheap
deals.
Threat of new
entrants:
High Creating an app would be easy if the right resources and talent are
available. A case study indicated The growth in mobile apps has shown no
signs of slowing, with as many as 15,000 new apps being released each
week. A simple table based app can be made for as low as $1,000, the
easier to enter the industry the more the product should be differentiated.
Threat of
substitutes:
High substitutes:
- Contacting the office to give feedback
- Paying cash in buses
- Look at the real time board in bustops
Rivalry among
existing
competitors:
High There are existing apps available in the market and the most popular is
maxx.co.nz causing a high rivalry among existing competitors.

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Overall attractiveness industry: The mobile transportation app industry is vast, especially in Auckland. Starting
in an app industry is difficult due to competition, with so many apps being released each week.. This not an
attractive industry to get in and excel in due to high rivalry among existing competitors also with the buyer
power high and having the upperhand. Its very easy to enter the industry increasing competition between
companies for the same consumers especially in an forcing the business to try and compete with cheaper
deals. Consumers also have other substitutes to choose from therefore this industry is not attractive, to
succeed competitive advantage is necessary.

3.3 Customers and Thei r Needs
1. late arrival of buses & Inaccurate information on the time boards- Inaccurate information on the time boards
and late buses has been a problem for Auckland commuters having poor attendance causing major
consequences. An article from the Aucklander states Susannah Cowan is tired of an unreliable bus service
delivering her late to university - and it seems there are around 700 others like her.

2. Full bus and Unpleasant experience during the ride- It has been as hassle for workers especially early
mornings when they cant have a comfortable ride when all the seats are taken by students, Officials stated
that refusing to take students will breach their rights (NZ Herald, 2013).

3. Inconvenienced in topping up AT cards and Forgotten AT card- 14% of our voters have stated that they are
inconvenienced by the topping up process where top up place are only limited, therefore they run out of top
up money. Meanwhile 7% of our voters have said that they are inconvenienced when they forget or misplace
their AT cards.

3.4 The Product and Servi ce
Late arrival of bus
An existing app called Maxx.co.nz contains bus schedules but 45% of our Google form voters said that its
unreliable due to unexpected events like traffic and accidents on the road. Our master app has addressed this
by commuters being able to track the buses. The commuters can pin the buses they normally take and it will
be added to their schedule, keeping track of where it is giving commuters a full update. The awareness of the
bus status gives commuters better transportation options.

Full bus and Unpleasant ride
20% have said that they dont enjoy their bus ride because it is full. Our app contains the current status of the
bus (full, in traffic or not working) being updated by the driver so people will be aware of the situation. A
feedback page is on the app so Transport authorities will be conscious of problems that commuters face also
alerting them if there should be more buses in specific times.

Forgotten AT card and Inconvenienced in topping up AT cards - According to our survey 67% of commuters
always forget their AT card compared to the 33% who forgets their phone. The master app contains a QR code
that hops in and out of buses by scanning it, lessening the hassle of accessing AT card when it is already
incorporated in peoples phone. The phones credit will be used as bus credit.

Our solution is innovative because commuting will be simpler. In one integrated app, having a smart phone,
you can go anywhere and anytime, checking the bus schedule, topping up for both your phone and bus. This is
more advanced than current solutions such as online bus schedule and cards that hold quantitative value.
Making commuting easier, faster with no fuss and rush all in our smart phones in one master app.












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3.5 Suppl i ers and Partners
Our partners are Maxx.co.nz and Google maps. Tracking where the bus is using google maps will help users
pinpoint the bus in the real map. Partnering with the existing app Maxx.co.nz with its bus schedule features
integrated with the update made by the drivers, commuters will be aware of the bus situation.
Our Suppliers will be internet providers and mobile phone carriers. Users will need to be connected to a
wireless internet ranging from different providers (Vodafone, Telecom, Skinny, 2 degrees). Also topping in and
out feature is supported by the commuters mobile phone credit.
3.6 Strategy
The mobile transportation app industry follows a Focus low cost strategy. This has a low cost strategy with
apps costing cheap in the market, the firms that produces a cheap and innovative app will remain profitable
for a long period of time. It is also targeting a narrow market focusing on only Aucklanders who transport by
bus.
3.7 Val ue Chai n Acti vi ty
The most important value chain activity for this business is Technology Development, the vision To deliver
the best bus experience by listening to Auckland commuters implies that there is an ongoing research and
development happening, this is done by constantly checking feedback from customers, catering to their
concerns and complaints. It is essential to be updated with the current technological advances and processing
information.

3.8 Busi ness Processes




3.8.1. FEEDBACK PROCESS (CUSTOMER SERVI CE)
The customer service department is in charge of the feedback process
when problems arise. Customers then fill the feedback page
transaction processing system (CRUD) is then used to process the
feedback data. This process is important because this would help
developers enhance the app and through the feedback
they will know what to fix.





3.8.2. UPDATING PROCESS
The operations management department
is tasked in overseeing the development of the app.
Constant research and comparison with competitors
is done to gain competitive advantage.With the given
knowledge transaction processing system and decision
management system (decision on what to improve) is used to
process data and this will be made available to
customers to be downloaded.










3.9 Functi onal i ti es

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3.9.1. GETTING FEEDBACK
Gather and acknowledge the feedback
Notify developers about the problem
3.9.2. UPDATING THE APP
Inform customers about the improved app.
Enhance the app
3.10 Systems

3.10. 1. CUSTOMER SERVI CE SYSTEM- Through this transaction processing system, customers will be
informed of the new update. They will be more satisfied because the company service is ongoing. Our vision is
centered on our customers by giving them the best service they will be able to experience the best bus
experience.

3.10. 2. OPERATIONS MANAGEMENT SYSTEM- The system looks at the process and through feedback
and input develops the app into a better output, enhancing the app (both transaction processing and decision
support system- because through the transaction of feedback a decision must be made on what to update and
change in the system) This support the vision because by improving the app the customers will be more
satisfied

3.10. 3. COMPLAINTS ANALYSIS SYSTEM - The gathering of feedback involves communication between
the organisation and customer. With this system, developers provide better customer service and simplifies
marketing and sales process by listening and learning what the customers want. This delivers the vision
because through feedback we are listening to what Auckland commuters say.
3.11. Summary Tabl e: Vaue Chai n to Systems

Value Chain Activity Processes Functionalities Specific Information
System(s)
Broad Information System(s)

Technology
Development
1.
2.
3.
4. Feedback
process
Gather and acknowledge
the feedback

Notify developers about
the problem
Complaints Analysis
system

Development
management system
CSR

TPS
DSS
5.
6.
7. Updating
process
Inform customers about
the improved app.

Enhance the app

Customer service
system

Development
management system
CSR

TPS
DSS

CONCLUSION
Overall this is an innovative app that incorporates information systems and information technology. With a
focused low cost it is essential to have a competitive advantage to excel in this industry. The app delivers value
by capturing the data through feedback, processes the information between the customers and the business
also storing it using transaction processing systems and decision management systems. The app is available to
information technologies mainly mobile phones but it can also be accessed using a web browser in desktops.




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REFERENCES

1. Problem The Aucklander (2012). Students tested by late bus. Retrieved from
http://www.nzherald.co.nz/aucklander/news/article.cfm?c_id=1503378&objectid=11073374
2. Problem Blackstock, R. (2013, April 7). Workers inconvenienced by school kids. Retrieved from
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10875902
3. Buyer power City-Go-Round. (n.d.). Transit app gallery. Retrieved from http://www.citygoround.org/apps/
4. Supplier power Investopedia staff. (2013). The industry Handbook: The Telecommunications Industry. Retreived from
http://www.investopedia.com/features/industryhandbook/telecom.asp

5. Threat of new entrants Rakestraw, T., Eunni, R. & Kasunganti, R. (2012, September 15) The mobile app industry.
Retrieved from http://www.aabri.com/NO2013Manuscripts/NO13006.pdf
Thomas, C. (n.d.). How much does it cost to develop an app?. Retrieved from
http://www.bluecloudsolutions.com/blog/cost-develop-app/