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Aaron Yie Chern Yuan - TP059057
Aaron Yie Chern Yuan - TP059057
BM006-3-2-CRI
WEIGHTAGE : 100%
INSTRUCTIONS TO CANDIDATES:
2 Students are advised to underpin their answers with the use of references
(cited using the Harvard Name System of Referencing).
TP Number: TP059057
Intake: APD2F2206SE
1.1 Introduction___________________________________________________________5
Part 2________________________________________________________________________8
Part 3_______________________________________________________________________12
Part 4_______________________________________________________________________21
Part 5_______________________________________________________________________22
Part 6_______________________________________________________________________24
Conclusion___________________________________________________________________25
References___________________________________________________________________26
Appendix_____________________________________________________________________28
1.1 Introduction
As the inventor of the most popular urban transportation application, Moovit Inc is a
frontrunner among MaaS solution providers. By merging all of the available choices for real-time
travel planning and payment in a dedicated app, Moovit Inc enables users all over the world to
reach their destination in the smoothest and most convenient manner possible. The mobile
application available on iOS, Android, and the Website platform. It was first introduced in 2012,
and it currently serves over 1.5 billion people in over 3,500 cities across 112 countries.
Furthermore, Moovit Inc collects as much as six billion data points every day from anonymous
users to contribute to the biggest database of its kind, which focuses on urban transportation.
Moovit Inc provides artificial intelligence powered MaaS solutions for governments, cities,
transit agencies, and private organisations, with demonstrated benefit in alleviating congestion,
expanding ridership, and maximising efficiency and asset usage (Moovit, 2022). Moovit Inc
makes a concentrated effort to preserve their position in the market among other competitors by
catching up with emerging technology as well as introducing innovative and creative
products and services. Meanwhile, Moovit Inc will prioritise the term of women empowerment
while developing new technologies so that women in the civilized era may utilise these
innovations to overcome the challenges which they encounter.
Time constraints: Being a single mom, she may not have extra time to spend on
troubleshooting technical issues due to working alone to support the whole family. The burden to
earn more money lead to the need of working overtime. If they force themselves to solve the
technical issue that they have to learn from scratch, this can result in delays in completing tasks
or even missing important deadlines.
Difficulty in accessing technical support for the single mom because they may not know
who to reach out to for technical support. She may feel overwhelmed or intimidated by the
technical service system and may not know where to begin seeking assistance. This can lead to a
lack of resolution for technical problems and can result in more frustration and stress for her.
Hence, the new creative and innovative technology that has been presented makes it possible
to guarantee the personal safety of women, allowing them more confidence when going out
without anxiety of being stalked, sexually harassed or any others kind of crime. Women are able
to be respected and treated equally so that they may take advantage of the same opportunities,
rights, and responsibilities in all aspects of life as well as eliminate the violence that is committed
against women to make the communities safer and healthier.
An idea is any notion of a feasible means of accomplishing a desired end result or plan of
action. Ideas may have tangible or intangible forms. Idea generation is the process of coming up
with new ideas or concepts, and it's important for manifesting abstract thoughts. This is also
known as the "ideation" stage. To generate ideas, a group must first generate a large number of
ideas, then figure out how to implement those ideas, and then apply those implementations to
pratical scenarios (Hartin, 2022).
It is possible to create an understandable framework around a key idea with the use of a
diagram called a mind map, which uses a non-linear graphical arrangement to depict actions,
words, notions, or items linked and grouped around that idea. The principle of "radiant thinking,"
in which ideas branch out from a central concept represented visually, is central to the mind
mapping process. The branches both originate from and return to the main concept. There's no
denying that mind mapping's benefits are considerable: the technique may aid in the development
of novel approaches to resolving issues, the enhancement of memory retention, the development
of fruitful group brainstorming, and the consequential increase in output (DeBara, 2021).
Based on the mind mapping mentioned above, the idea of safety route planner is
generated in order to gather resources and map real-time data from target users, and it will plot a
short distance and secure route for them to avoid passing through dark, sparsely populated, and
cramped areas as well as to prevent targeted by a series of crime including sexual harassed,
stalked, robbed, etc. The safeguarding flow will trigger for users while navigated in real-time and
will receive alerts if they are not following a planned route or fouled. In addition, the idea of AR
navigation is generated for users to move freely without impediments, and travel in live is
seamless because real-time interaction with the reality environment as well as the output will be
more detailed and accurate. Furthermore, the idea of trace last location is generated in order to
provide real-time location updates and allows emergency contact person including family,
friends, spouse, or others to easily find the user's location during an emergency once they allow
them to send the last location to them. Last but not least, the concept of nearby place is conceived
in order to enable users to locate nearby facilities, such as police stations, hospitals, shopping
malls, etc. to obtain any kind of assistance when they experience feelings of anxiety and
discomfort while they are waiting for a taxi or travelling alone on the street including found to be
stalked by stalker.
Combine The current function of navigation has combined with the artificial
intelligence algorithms to gather users’ resources and real time
map data in order to plan a short distance and safer route for users
to avoid passing through dark, sparsely populated, and cramped
areas as well as reach the destinations quickly.
Adapt Make its services more affordable and easier to use, provide more
accurate and detailed output, and become more intelligent and
humanised so that these variables enable users to utilise their
services more adaptably.
Put to Another Use The solution that was proposed may be implemented as a regular
navigation function that is compatible with the Global Positioning
System.
Reverse The application could rearrange the order of features in such a way
that women in an emergency situation can easily access them, such
as the first page shown to users being the trace last location page,
because users can send the location to their family or friends
immediately when they are in danger.
Outcomes:
The numerous benefits of SCAMPER rely on the convenience in which it integrates all
results by asking predefined queries for each word. SCAMPER stimulates creative thinking by
encouraging individuals to consider different perspectives and come up with unique solutions to
problems. By following the structure of the SCAMPER technique, individuals are able to focus
their thoughts and avoid getting sidetracked. SCAMPER is an effective tool for group
brainstorming sessions, as it provides a common structure for individuals to follow and helps
facilitate the flow of ideas.
Here Technologies
Huawei
Figure 7 shown the nearby place page of AIGO mobile application (Lim Chee Hui, 2023)
Nearby Place Page: The function of the nearby place page is to provide users with information
about nearby points of relevant locations for users to get assistance when they experience
feelings of anxiety and discomfort while they are waiting for a taxi or travelling alone on the
street including found to be stalked by stalker. This page may use the user's current location,
along with data from maps, and other sources, to provide information about nearby police station,
hospital, shopping mall, restaurants, and bus station.
The proposed AIGO mobile application can help to ensure the own personal safety of
women while they travel alone by providing a lot of features including safety route planner, AR
navigation, trace last location and nearby place. The safety route planner provides the real-time
crime rate data, safety-focused route optimization, alternative route suggestion, security level and
road conditions to avoid. Besides that, AR navigation provides live camera view, overlaid
navigation information, immersive experience, voice navigation and crowdsourced safety data. In
addition, trace last location provides real-time location tracking and location sharing.
Furthermore, the nearby place provides real-time location-based information, maps integration,
as well as search and filters.
3.2.2 Functions
3.2.3 Technologies
Maps API: to provide real-time traffic and road condition information and to
calculate the safer and faster route.
Crime rate data API: to provide real-time crime rate information for different areas.
Geolocation API: to determine the user's current location and to track their
movements.
Routing algorithm: to prioritize safety when calculating the best route.
Databases: to store the user's location history and other relevant data.
Geolocation API: to determine the user's location and to track their movements in
real-time.
Push Notification API: to send emergency alerts to designated contacts.
d. Nearby Place
Maps API: to provide information on nearby places including police station, hospital,
bus station, restaurants, and shopping mall as well as to calculate distances and
estimated travel times.
Crowdsourced data API: to provide real-time information on the safety of nearby
places.
The following are some marketing strategies that could be used to effectively promote the AIGO
mobile application, focusing on the four P's of marketing:
a. Price: Offering the application for free can increase its visibility and attract more users,
as there is no financial barrier to entry. Besides that, consider offering premium features
for a fee to generate revenue once the mobile application recognized by customers and the
popularity it deserves.
b. Product: The product should be easy to use, and its features and benefits should be
clearly communicated to potential customers. Consider conducting user testing to refine
the application and make it user-friendly.
c. Place: The application should be made available in Google Play store and Apple App
store where women are likely to search for safety-related products.
1. Cost-benefit analysis
2. Decision trees
3. Evaluation matrix
4. Force field analysis
5. Sticking dots
6. SWOT analysis
Strengths Weakness
Unique features such as safety route Lack of brand recognition and market
planner, AR navigation, trace last saturation may make it difficult to gain
location, and nearby place, provide added traction in a competitive market.
value and differentiate the application Limited budget for marketing and
from competitors. promotion may limit visibility and user
Availability on both iOS and Android acquisition.
platforms increases accessibility for users. Technical limitations, such as a reliance
Free pricing can attract more users and on GPS, may affect the accuracy and
increase visibility. reliability of the safety features.
Partnerships with local organizations and
government that support women
empowerment can increase awareness and
credibility.
Opportunities Threats
Growing market for personal safety Competition from established personal
solutions, particularly among women, safety applications may limit market share
provides potential for growth and success. and growth potential.
Potential to monetize premium features, Changes in consumer behavior, such as
such as advanced safety alerts and real- decreased reliance on mobile devices for
22Version 3 EC 2017- Oct
time tracking, to generate revenue. navigation and location services, may
Integration with other personal safety impact the application's relevance and
devices and technologies, such as usage.
smartwatches and smart home systems, Privacy concerns may limit adoption and
can enhance the value of the application. usage of the application's features.
5.1.2 Evaluation Matrix
The Evaluation Matrix is a tool used to evaluate and compare options based on
specific criteria. It involves rating each option based on a set of predefined criteria, and
then comparing the scores to determine the best option. The Evaluation Matrix provides a
structured and objective way to evaluate options and make informed decisions.
Safety
Reliability
Ease to use
Cost
Total
Based on this evaluation, the new propose AIGO mobile application for women's
personal safety appears to be a better option in terms of cost, but there are trade-offs in
terms of safety and reliability compared to the alternative. This tool can be a useful way to
objectively compare options and determine the best solution.
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