Name Melissa Farquhar NetID mfar141 Group Number: 370 Website Link: http://infosys110semester1group370.blogspot.co.nz/ Tutorial Details Tutor: Day: Time: Yvonne Hong Wednesday 10am Time Spent on Assignment: 23 Hours Word Count: 1581
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2 IMPROVING AUCKLANDS TRANSPORT INTRODUCTION Traffic congestion is one of the most well-known problems faced by Auckland residents, and affects everyone on a day to day basis. The key problem is that not enough Auckland residents are using public transport, in particular the bus, to reach their destiniations, therefore increasing the number of private cars on the road. This causes pollution, lack of parking, traffic congestion and high petrol prices. People dont catch the bus due to a number of reasons, including reliability issues, with buses arriving late or not at all, crowding issues, where often there isnt room for any more people on the bus, forcing these people to seek alternative modes of transport. To solve this, we propose a new transport application for Auckland Transort, where not only does it provide the gps location of the bus, but also uses the AT Hop card technology to track the available capacity of the bus, so if it is full people can make other arrangements. 3. BUSINESS SECTION 3.1 Vision To provide a better quality of life for Auckland Residents on a day to day basis using technology to improve transport journeys. 3.2 Industry Analysis: Transport Applications Industry Industry: Transport Applications Industry. Force: High/Low: Justification: Buyer power: High Buyers have many choices of different apps depending on their needs, from real time status updates to mapping and travel routes, such as the AT App, and Auckland Buses. (Quddus et al, 2007)
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3 Supplier power: Low There are many different companies to create the software for the app that our company can choose from, as well as internet providers, such as Smudge and Telecom (Balakrishnan, 1995). Threat of new entrants: High It is easy to develop an application, with no significant entry barriers and plenty of free knowledge and advice for new developers (Holzer, 2011). Threat of substitutes: High Customers can use the internet to find out this information, or use the text updates or signage at bus stops to find out the information as well (Giannopolous, 2004). Rivalry among existing competitors: Low Although other apps exist within the industry, none incorporate the capacity levels of transport therefore our company has a competitive advantage over the other businesses in this industry (Bi et al, 2001) Overall attractiveness of the industry: Not favourable due to high threat of substitutes, high buyer power and high threat of new entrants, however this business has a competitive advantage with the technology being used therefore can be profitable and successful in this industry. 3.3 Customers and Thei r Needs Our main focus for customers is the residents of Auckland City. These residents need more information available to them that is convientent and easy to access, so planning journeys using public tranpsort is easier (Foth, 2007). Currently, buses are late or not arriving at all, and when they do they can be already full, creating chaos for the passenger who has to find
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4 alternative transport at the last minute (Auckland Transport, 2011). Also, Auckland Transport lacks the necessary up to date information about their customers, which this app can provide them. This app will provide information on arrival of buses, as well as their capacity levels, so customers can make informed decisions about their journeys, and seek alternatives if necessary. It will also relay this information through wireless technology to Auckland Transport, so they can make better informed decisions about bus scheduling and route options. 3.4 The Product and Service The product is a mobile application that customers can have on their smartphone, which makes their daily commutes easier. This is done through effectively commuting real time data about buses whereabouts and arrival times, as well as capacity levels. The launch of the new Hop cards makes this possible, with the number of people entering and level the bus and swiping their cards being monitored and relayed through wireless technology to both the customers through the app, and Auckland Transport. At the same time, GPS systems are used to track the buses movements, as well as arrival times to destinations, which is also transmitted to customers and Auckland Transport. 3.5 Suppliers and Partners Our primary partner would be Auckland Transport. This is necessary because we both want to improve the transport journey for the customers, as well as traffic congestion in Auckland as a whole. To do this, we need access to the bus routes, schedules, and access to the Hop card technology, as well as access to the buses themselves, and Auckland Transport needs the information we can supply in an accessible and easy to understand way. Another partner would be Telecom, who would provide us with the wireless technology we require to transmit the information between customers, as well as marketing opportunites for both parties. A supplier would be an New Zealand app developer such as Smudge, who would use their skills and knowledge to design and create the app for us to market and sell. Another supplier would be Google and Apple, who would promote and sell our product through the android system to smartphone users.
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5 3.6 Strategy: Focused Low Cost The transport application industry is a narrow market, targeting only Auckland residents. This will be low cost due to the competitive nature of the applications industry. Customers do not want to have to pay for their applications, and if they do they must not cost much, no matter how helpful they can be. The overall strategy is therefore focused low cost. 3.7 Value Chain Activity: Market and Sell the Product The most important value chain activity for this business is marketing and selling the product. In order to overcome the exisiting competition in this industry, we must make customers aware of our application, our competitive advantage and how it will benefit them. We need to communicate to every stakeholder that our product can make their lives easier on a day to day basis, and is a step towards easing traffic congestion in Auckland. 3.8 Business Processes 3.8.1. ADVERTISING PROCESS A key process required in the value chain activity Market and Sell the product is the advertising process. In order to fulfil our vision and best help all residents of Auckland city improve their daily journeys we need to make our product highly visible and well-known. This will also help us overcome the competition already existing in the applications industry, as more customers will be aware of our competitive advantage, the capacity monitoring system.
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3.8.2. APPLI CATI ON PURCHASI NG PROCESS Another key process required in the Market and Sell value chain activity is the sales process. Without an effective and efficient sales process, we will not be able to collect payment from customers, or provide them with our services, therefore making in crucial in the operation of our business, and fulfilling our goal of helping Auckland Residents with their traffic issues.
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8 3.9 Functionalities 3.9.1. ADVERTISING PROCESS Designing advertisements Creating advertising budgets 3.9.2. APPLI CATI ON PURCHASING PROCESS Receiving payments Sending customer confirmation notices 3.10 Systems
3.10. 1. BUDGETING SYSTEM - a budgeting system supports the advertising process by calculating the most efficient way to communicate to customers of a given target audience, when a special media has been chosen. By creating advertising budgets, this system will both save us money as well as aid us in reaching the Auckland citizens we want to help. 3.10. 2. PAYMENT PROCESSING SYSTEM an essential for our business is an effective and efficient payment processing system, so customers can send payments and we can receive them as fast as possible, making the process easier for our customers and ourselves. This also means customers can download our app faster, therefore starting to improve their transport journeys sooner. 3.10. 3. CUSTOMER CONFI RMATION SYSTEM automatically sends customers a confirmation of their purchase, to speed up the transaction process therefore enhancing customer satisfaction. This means we can process our customers faster, so they can start using our product faster, improving their daily commutes.
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9 3.11. Summary Table: Value Chain to Systems
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
Market and Sell the Product 1. Advertising process 1. Creating advertising budgets.
2. Designing advertisments. Budgeting System
Advertisement designing system Decision Support System
Decision Support System 2. Application purchasing Process 1. Receiving customer payments.
2. Sending customer confirmation notices Payment Processing system
Customer Confirmation system Transaction Processing System Transaction Processing System
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10 CONCLUSION Our product, a new transport application for Auckland customers, can help our customers in their every day lives by making their public tranpsort journeys eaiser and more efficient, therefore following our vision of making peoples lives easier through the use of technology in transport. Industry analysis shows that the transport application industry is not favourable, however with a competitive advantage there is potential for our business to be successful in this industry. In order for it to be a success we need a number of suppliers and partners, including Telecom, Auckland Transport, Smudge and Google for example. Our vision makes our business strategy focused low-cost, and we have a narrow market of Auckland customers, as well as needing our application to be low in price in order to be popular with our customers. Information systems and IT will play a key role in this product, such as in our sales process and advertising process as previously discussed.
REFERENCES
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3. Quddus, M, Ochieng, W, Noland, R. (2007). Current map-matching algorithms for transport application: State of the art and future research directions. Transport Research Part C: Emerging technologiesl, 15(5), 312-328. Retrieved from URL: http://www.sciencedirect.com.ezproxy.auckland.ac.nz/science/article/pii/S0968090 X07000265
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5. Foth, M, Schroeter, R. (2010). Enhancing the experience of public transport users
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11 with urban screens and mobile applications. Proceedings of the 14th International Academic MindTrek Conference: Envisioning Future Media Environments. 33-40. Retrieved from URL: http://dl.acm.org.ezproxy.auckland.ac.nz/citation.cfm?id=1930496 6. Balakrishnan, H, Srinivasan, S, Randy, K. (1995). Improving reliable transport and handoff performance in cellular wireless networks. Wireless networks, 1(4), 469-481. Retrieved from URL: http://dl.acm.org.ezproxy.auckland.ac.nz/citation.cfm?id=276437
7. Holzer, A, Ondrus, J. (2011). Mobile Application Market: A Developers Perspective. Telematics and Informatics, 28(1), 22-31. Retrieved from URL: http://www.sciencedirect.com.ezproxy.auckland.ac.nz/science/article/pii/S073 6585310000377
8. Bi, Q, Zysman, G, Menkes, H. (2001). Wireless mobile communications at the start of the 21 st century. Communications Magazine, 39(1), 110-116. Retrieved from URL: http://ieeexplore.ieee.org.ezproxy.auckland.ac.nz/xpls/abs_all.jsp?arnumber=89438 4&tag=1
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