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INFOSYS.110 BUSINESS SYSTEMS:


DELIVERABLE 2: BUSINESS SECTION
2014

Name Kartisha Briton-Moore
NetID Kbri707
Group Number: 341
Website Link: http://infosys110s1group341.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kristen Thursday 10am
Time Spent on
Assignment:
23 hours Word Count: 1490

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PUBLIC TRANSPORT NOTIFICATION
SYSTEMS
INTRODUCTION
Public Transport is a important aspect of every city worldwide, including
Auckland. The Auckland Public Transport system is years behind in technology in
comparison to places such as the United Kingdom, particularly in terms of
notifying the public about the services of public transport. The current system of
Auckland Public transport is of inaccurate display boards and a difficult to follow
website. It is incontinent for the people of Auckland city and for the visitors of the
city.
Public Transport Notification System is a new and improved system that gives the
public of Auckland better access to the information of transport that they require
whether on the computer or on the go with a new and improved website and app
for Auckland public transport.
3. BUSINESS SECTION
3.1 Vision
To provide the people of Auckland city with a more accurate display of public
transport information in the super-city.
3.2 Industry Analysis: Auckland Public Transport Notification System
Industry: Auckland Public Transport
Force High/Low Justification
Buyer Power: Low Auckland Transport is the
only service in Auckland
that provides public
transport and is run by
the Auckland government
so there is low buyer
power.

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Supplier Power: High The supplier power is
high Auckland Transport
is the only company that
will have connection to
the app.
Threats of new entrants Low All public transport
systems in Auckland are
run by the Auckland
government, so there is
little alternative unless
you know the timetable of
a route or are told.
Rivalry among existing
competitors in the
industry
Low The Transport industry
does not have any major
competition as the only
alternative way to get
information about the
transport around
Auckland is from
timetables or their
website and the current
AT app that is available
for download.

Overall attractiveness of the industry:
The transport industry is unattractive as it is a very difficult industry to break into
and to make a profit.
3.3 Customers and Thei r Needs
Auckland City has a population of 1.4 million people, with information from
Statistics New Zealand almost nine out of ten people within the Auckland
metropolis, however on a separate report by Auckland Council it states that 85%
of people use private cars to get to work in Auckland. This is mainly due to the
Auckland public transport system and how unreliable it is to the Auckland public.
There needs to be a more accurate and readily available source of information for
the general public of Auckland city. It should allow people to see if the bus is full
or if the train is delayed and not give them inaccurate information. It should be
accessible from all devices that can connect with the internet, according to a
report by Hannah Lynch in June of 2012 2.5 million New Zealanders were
connecting to the internet with smart phones. With a better public transport

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notification system more people will use public transport as it will more convent
and they will not have to question whether the bus times they looked up on the
website are accurate or not.
3.4 The Product and Service
The Auckland Public Transport Notification System will be available as an app,
similar to the one that is available for download from the App Store (Apple) and
Google Play (Android). The new and improved system will be easy to operate but
will need an internet connection to give the user access to parts of application
such as the live bus tracker. However, the parts of the transport service that do
not change often, such as the timetables, will be available to be viewed without
internet access.
This application would satisfy the needs of the customers as it is providing them
with an easy way to access the information they need about the public transport
system around Auckland. With the app they can find out if the bus to University is
full and the next one they can catch will be X number of minutes.
3.5 Suppliers and Partners
Moa Creative is a highly respected New Zealand company skilled in developing
apps for smart phones, for both iPhones, Android and Windows phones. This
would be the company that would design and make a easy to use app that is
available for all smart phones.
Auckland Transport is the provider of the information that would be on the app,
such as the bus, train and ferry timetables.
Google Maps would be a partner in this application as part of the application is a
live bus tracker that would be linked to their maps available to everyone. Google
is a widely recognised and respected online service, with this company as a
partner it will further the apps chances of success.
Google Play, Apple App Store and other app suppliers are the partners that
would distribute the app to the public with a straight forward and easy download
from a trusted source.
3.6 Strategy: Cost Leadership
Of Porter's generic strategies, cost leadership is what will be the most focused
strategy for this application. The competitive scope that will need to be focused
on is the Auckland public who are the target audience for the application. This
app is meant to be easy to use and access the current app available by Auckland

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Transport, the AT Public Transport App, is free therefore the new app will need to
be free also to meet the needs of the customers.
3.7 Value Chain Activity: Technology Development
The most important value chain activity for this business is Technology
Development. To ensure that the Auckland Transport application is well received
by the Auckland public the software needs be to a high standard, with minimal
errors and chances of crashing will being opened.
3.8 Business Processes
3.8.1. Product Production Process
The production of this app is to ensure that the application system forfuils the
needs. First the developers need to researched to ensure that the best possible
company is designing the app. Once decided data needs to be collected from AT
and maps from Google Maps need to be synced to the application, all this data
and information needs to be coded and then a test should be run before it is then
launched into the App Store and similar app download systems.
Start
Research
appli cation
developers
Decide upon
application
developer
Gather information
on timetables
In association
with Auckland
Transport
Code the
information into
applications
Sync with Google
Maps
In association
with Google
Maps
Run a test with
customers
Launch app in all
available app stores
Finalise application
Finish
Works
Didnt Work



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3.8.2. Product Maintenance Process
The customer will first download the app from one of the stores, from there they
will select their desired function, for example they may open the live bus tracker
or select a bus timetable they wish to view. With each of these processes the
corresponding system will need to be activated, such as the Google Map will
need to automatically activate when the live tracker is selected. Once the
customer has seen the desire information the app will be closed.

The Auckland
Transport
Application
Monitering,
maintenance and
update service
Customer
downloads app
Opens app and
selects desired
function
Live map tracker is
opened
Timetable is
selected
Google Maps is
activated
AT data is
activated
Application is closed



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3.9 Functionalities
3.9.1. Product Production Process
Functions and systems of application are developed.
All the function are synced and working.
3.9.2 Product Maintenance Process
Automatic link to outside systems such as Google Maps.
Monitoring of system to ensure that the correct information is on the
application.

3.10 Systems

3.10. 1. : Customer Management System: It is important that the customers can
give feedback on the application. This will ensure that the app is running correctly
and all the functions are working. This feedback can be conducted through the
reviews that are on the App Store and Google Play and the alike.

3.10. 2. Content Management System: With a content management system
Auckland Transport will be able to ensure that the information on the app is
correct and that they application is running correctly. They will have the tools to
edit the information in the app to make sure that the customer will have all the
right information.








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3.11. Summary Table: Value Chain to Systems

Value Chain Activity Processes Functionalities Specific Information
Systems
Broad Information
Systems


Technology
Development
1. Product Production
Process
1. Functions and systems
of application are
developed.

2. All the function are
synced and working.

Collaboration System



Collaboration System
2. Product Maintenance
Process
1. Automatic link to
outside systems such as
Google Maps.

2. Monitoring of system to
ensure that the correct
information is on the
application.





Content Management
System

Content Management
System


Content Management
System

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CONCLUSION
A new and improved AT app will be a better way for Aucklanders to have easy
access to the public transport around Auckland City. With easy to use functions
and more up to date changes in the transport system the use of public transport
in the Auckland City region will mean that more people will use public transport
and this will decrease congestion and pollution in Auckland. Technology is rapidly
growing and people are becoming more and more reliant on its services,
meaning that systems need to adapt in order to stay relevant.

REFERENCES
Lynch, H. (2012, October 15). Kiwis' internet smartphone usage tops 2.5m. Retrieved May 2014, from The
National Business Review : http://www.nbr.co.nz/article/kiwis-internet-smartphone-usage-tops-25-million-bd-
130738
M, P. (2013, March 11). What is the Cost of Congestion? Retrieved 2014, from transportblog.co.nz:
http://transportblog.co.nz/2013/03/11/what-is-the-cost-of-congestion/
moacreative. (2014). Retrieved May 2014, from moacreative: http://www.moacreative.com/
Unknown. (2006). Commuting in Auckland. Retrieved 2014, from Statistics New Zealand :
http://www.stats.govt.nz/~/media/Statistics/browse-categories/people-and-communities/geographic-
areas/commuting-patterns-nz/auckland/commuting-patterns-auckland.pdf
Unknown. (2014). The Plan: Auckland's Transport. Retrieved 2014, from The Auckland Plan:
http://theplan.theaucklandplan.govt.nz/aucklands-transport/
App Store . (2014). Retrieved May 2014, from Apple : http://www.apple.com/
Google Play . (2014). Retrieved May 2014, from Google Play :
https://play.google.com/store/apps?utm_source=apac_Med&utm_medium=hasem&utm_content=051114&u
tm_campaign=EG&pcampaignid=MKT-EG-apac-nz-all-Med-hasem-ap-EG-051114-1

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