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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Jinghan Zou
NetID Jzou532
Group Number: 276
Website Link: http://infosys1102014s1group276.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kirsten Thursday 10am
Time Spent on
Assignment:
7 hours Word Count:

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TRANSFO
INTRODUCTION
People using public transportation buses during rush hours are experiencing unpleasant bus
rides and unneccessary delays due to buses reaching their full capacity. The lack of
information of public transportation buses available to the passengers causes decreasing
customer satisfaction as well as unpredictability of travel time to their destination. Transfo
is a mobile application for smart phones which delivers information about the number of
passengers on each bus and the demand of each bus route. The lauch of Transfo enables
passengers to plan their journey ahead by giving them alternative options so they can make
better decisions about their travel.
3. BUSINESS SECTION
3.1 Vision
Our vision at Transfo is to solve the conjection problems around the world through
enhancing the experience of public transportaion passengers; improving their satifaction
and timeliness to get to their destination.
3.2 Industry Analysis: Transportation Mobile Application Industry
Industry: Transportation Mobile Application Industry.
Force: High/Low: Justification:
Buyer power: Low Currently there is only a few provider of public
transport information in New Zealand, that are
big players e.g. AT (Auckland Transport) and
Metlink. However Transfos unique service is
currently not found in any other mobile
applications, therefore consumers have few

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choices of whom to buy from.
Supplier power: High There are a few major software companies which
provides mobile application platforms including
Apple and Google (Holzer & Ondrus, 2011) that
allows smart phone users to access Transfo.
These suppliers are able to control the cost of
using their services as there are limited
substitutes. Other suppliers are software
developers.
Threat of new entrants: High Barrier of entry is low due to information system
and mobile application development having
relatively low start up cost. The mobile
application industry is a rapidly growing industry
expected to achieve a growth rate of 807%,
reaching 1 billion users by 2013 (Rasheed 2012,
cited in Rishi, 2012).
Threat of substitutes: Low There are a variety of alternative substitutes of
this Transportation mobile application industry;
the consumers may simply look at bus timetables,
electronic bus signs, use the transportation
website such as www.maxx.co.nz for AT
transport.
Rivalry among existing
competitors:
Low Although the current market is relatively small,
there are currently no other players in the market
delivering the same product or service for public
transportation. However there are similar

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transportation mobile applications in the market
such as AT mobile application and Google Maps.
Overall attractiveness of the industry: The transportation mobile application industry is still
at its early stages of development and there is great potential for growth. This industry is
relatively attractive compared to the other sectors of the whole mobile application industry
due to the limited numbers of players in this industry.

3.3 Customers and Thei r Needs
The target customers of Transfo are all public transport bus passengers who have access to
smart phones. We target those passengers who are price sensitive and time sensitive, who
travels during morning and afternoon rush hours, to work, school or university. The target
customers often use the public transport buses as an alternative to car rides because of the
petrol prices and cost of car ownerships (Donnell, 2012). They need a fast and accurate
system which minimises delays and avoid traffic to get to their destination, they also need
more imformation on the up to date number of people on their desired bus so they are able
to plan ahead and reschedule their trip if the buses reach full capacity.
3.4 The Product and Service
Transfo allows smart phone users to access accurate and updated public transportation bus
information. The mobile application provides information such as the number of people
currently on the bus, the amount to people usually board on the next station and the
demand of each bus. Transfo is not only affordable but accessable by being compatible on
multiple mobile platforms. It recommends users alternative trips and the current location
of the desired bus allowing more flexibility when passengers to plan their trips to their
destination.
3.5 Suppliers and Partners
Transfo main suppliers will be broadband companies and mobile application platforms. All
of transfos product and services are purely electronic and customers will require cellular

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data or wifi to access the mobile application. Our supplier is likely to be one of the big
companies in the market which is reliable, such as Telecom. The leading mobile application
platforms currently in the market are Apple and Google (Holzer & Ondrus, 2011), these
platforms allow customers to access Transfo. Our partners are likely to be major software
development companies e.g. international companies such as Mubaloo and New Zealand
companies such as Sushmobile who will provide us with the software and mobile application
as well as constant maintainance and update to the them. Another important partner of
Transfo is the public transportation company i.e. AT (Auckland Transport). Transo will
require to use their existing GPS and AT HOP data to generate the information for our
customers.
3.6 Strategy: cost leadership
We aim to provide an affordable access to public transport buses information utilising the
mobile application plateforms that is widely accessable in the 21
st
century. We are able to
give excellent value to our customers by providing them with a service unique to Transfo
with a low cost. Transfo targets only the public transport bus passengers, which is a narrow
market compared to the whole transportation market.
The overall strategy is therefore Focused low cost strategy.
3.7 Value Chain Activity: Service after sale
The most important value chain activity for this business is Service after sale
For Transfo, service after sales is crucial to maintain the value of our services to our
customers. To maintain our competitive edge over the competitions, the application
requires to be constantly updated and maintained once customers have purchased our
mobile application. By providing quality information through our mobile application, we
strive to provide a low cost service to bring ease to passengers of public transportation
buses, to enhance their experience with using public transportation.
3.8 Business Processes

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3.8.1. CUSTOMER COMPLAINTS PROCESS Our product is purely based on electronic
platforms, therefore we aim to increase the customer satisfaction by giving the customers a
reliable, smooth and satisfactory experience with Transfos mobile application. We are able
to alter and update our system by intergrating the customer feedback to our mobile app
through a user feedback system. This user feedback system identifies and resolves
dissatisfactions of our customers and is an important component of the service after sales.
Start
Complaint arrives
CRM Customer Service
Acknowledge
Customer complaint
Categorize
customer complaint
Analyse customer
complaint
Forward complaints
to relevant
departments
Extract previous
reply to similar
complaint
Is the
department able
to solve the
issue?
Yes
Relevant
department resolve
the issue
No
Forward complaint
to upper
management
Is upper
management
able to solve the
issue?
Document customer
discussion in
complaint data base
Does complaint
database have
similar previous
complaints?
No
Yes
No
Create temporary
investigation team
to resolve the issue
Reply the customer
End
Is the previous
reply up to date and
relevant?
Yes
No
Yes


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3.8.2. CUSTOMER SI GN UP PROCESS It is important to recognise the users of our product
and service to customise their experience with Transfo. By engaging with the customers, we
are able to build stronger customer relationships as well as giving us more insight to how to
satifsy our consumers need and thereby keep ahead of the competition in terms of
customer satisfaction.

Start
Customer fills out
sign up form on
mobile application
Create new user
profile
Send Verification
email
Does customer
want to link
account to their
AT account
Link AT balance to
user account
New account
created, welcome
email sent
Did customer
confirm verification
email within
3 days?
Yes
No
Is customer an
existing
member?
Did customer
accept the Terms
and conditions of
Transfo?
Yes
Choose alternative
payment method
Is users
AT balance the
preferred payment
method?
Yes
No
User sees error
message, new user
account not created
No
Has the
customer been
sent more than
2 verification
email?
No
Yes
Yes
No
No
Yes
Update user
account and user
database


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3.9 Functionalities
3.9.1. CUSTOMER SIGN UP PROCESS
Record customers personal information.
To determine the payment method of individual customer.
3.9.2. CUSTOMER COMPLAINT PROCESS
Record the complaint.
Resolve the complaint.
3.10 Systems

3.10. 1. COMPLAINT PROCESSING SYSTEM The complaint processing system is able to
collect, analyse and categorize compaints to their respective departments. This system is
necessary to process and resolve any customer dissatisfactions by generating rapid
responses. The complaint processing system allows Transfo to build better customer
relationship and increase customer satisfaction by using these information to make
improvements to the company.
3.10. 2. DATA ANAYLSI S SYSTEM- Transfos mobile application collects many forms of data
from individual users of the mobile application after signing up, including number of users
getting on at each bus station and the demand of each bus route. Data anaysis system
enables us to sort and categorise the data received so we may analyse the data to study the
trends and numbers of each individual bus stops and bus routes; which then turns into
vaulable information that can be delivered to the users of Transfo. This system allows us to
gain more understanding of our users so we may build better relationships with customers
through improvements to satisfy the customers.
3.10. 3. CUSTOMER INFORMATION MANAGEMENT SYSTEM Massive amount of customer
information is added to the system through the customer sign up process. These
information must be managed and easily accessable so we can build stronger customer
relationship with the users . By using this system, we are able to contact the customers
efficiently for any notification or promotions, and also able to manage individuals usage of
Transfo.

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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)

Service
after Sale
1. Customer
Complaint
Process
1. Record the complaints

2. Resolve the complaints
Complaint Processing System

Data Analysis system

Transaction process sytem

Customer relationship
management system

2. Customer
Sign up
Process
1. Record customers personal information

2. To determine the payment method of
individual customer.

Customer Information
management system

Data Analysis system


Customer relationship
management system

Decision support system

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CONCLUSION
Transfo is an innovative mobile application which is the solution to the current congestion
problems in major cities. By enabling passenger to access accurate and updated
information, Transfo is able to enhance the experience of public transportation bus rides.
REFERENCES

1. Donnell, H. (2012, April 16). Auckland public transport fares to rise. The New Zealand
Herald. Retrieved from www.nzherald.co.nz

2. Holzer, A. & Ondrus, J. ( 2011, Feb). Mobile application market: A delevopers
perspective. Telematics and Informatics, 28(1), 22-31. Retrieved from
www.sciencedirect.com