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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Jared Bellas
NetID jbel728
Group Number: 190
Website Link: http://infosys110group190.blogspot.co.nz/p/d1.html
Tutorial Details
Tutor: Day: Time:
Johnnie Wednesday 9am
Time Spent on
Assignment:
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TOWN TRACKER DELIVERABLE 2
INTRODUCTION
It is common knowledge that a large proportion of people, like to party. Unfortunately due
to the nature of common party environments such as nightclubs and bars, there are many
possible dangers that could confront partygoers including rape, assault and drink spiking
(Kids Helpline, 2013). Most of these dangers could be significantly minimised if the
individual stayed in a group. However, this can become difficult once alcohol has been
consumed. The Town Tracker app uses location services including WiFi, GPS and
triangulation (Phones Review, 2012) on smartphones to make locating group members
easier, as they appear in real time on the map of Auckland city. This is a quick and effective
solution without the use of calling and texting that arent practical in the nightclub scene.

3. BUSINESS SECTION
3.1 Vision
To provide the most usable person-tracking app to ensure the safety of partygoers.
3.2 Industry Analysis: Mobile Location Services Industry

Force: High/Low: Justification:
Buyer power: Low
The concentration of buyers in the market is low,
meaning that customer bargaining leverage is
low. There are few substitutes available other
than in the mobile location services industry
which results in low buyer power.
Supplier power: Low There is a low supplier concentration across
various mobile location service technologies.
There are multiple technologies and various

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suppliers to each of these therefore reliance on
particular suppliers is reduced.
Threat of new entrants: High There are low barriers to entry in the mobile
location services industry given the number of
technology platforms such as GPS and mobile
phone technology available and the low
development costs of apps, with the average app
costing $6453 according to Stetler (2011).
Threat of substitutes: Low Activist Post (2010) suggests other methods
include GPS (satellite tracking), facial recognition
and physically searching for someone as
alternative locating methods. These are more
inconvenient and expensive compared to using
your phone to locate people.
Rivalry among existing
competitors:
High There are many competitors already established
in the mobile location services industry. These
include calling and texting, GPS, mobile phone
tracking (multilateration), WiFi tracking and HT
(walkie-talkie) services (http://en.wikipedia.org/).
Overall attractiveness of the industry: Low
Due to very high rivalry amongst competitors within the industry due to the large amount
of mobile service technology available. The rivals are cheap and easy to use, which creates
a large amount of competition. The barriers to entry are low, due to location service
technology being widely accessible, meaning the threat of new entrants is high. The cost
price of accessing GPS and location services technology especially through the platform of
smart phones is very cheap. The business would not be profitable at first with the app

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more than likely being free to download, however once it becomes popular advertising
may generate revenue. The business is sustainable because people will undoubtedly
continue to go out and party. However, it would probably not be wise to enter the
industry due to the five forces analysis indicating it is a poor industry to enter.

3.3 Customers and Thei r Needs
The Town Tracker app is Auckland specific, therefore customers include anyone who
enjoys the vibrant Auckland nightlife. A requirement of the customer would be the
capability of locating friends quickly on the map of Auckland. It is universally known that
partying in a group is much safer and more fun in a group than by yourself (Pellot, 2013).
The Town Tracker app will provide this service to partygoers to ensure everyone makes it
home safely. Auckland Council (2012) estimates that one third of crime occurs when alcohol
is consumed therefore making nightlife a potentially dangerous environment where party
goers need an extra level of safety.
3.4 The Product and Service
The Town Tracker app satisfies the needs of Auckland partygoers because friends will be
able to stay together resulting in everyone looking after each other. The apps
functionalities include having easy to read markers on the map of Auckland city showing
where members of your friends or party are in relation to you. By using GPS, WiFi and
Triangulation services, the accuracy of the location services will be pinpoint ensuring
maximum time is spent in clubs rather than wandering around the dangerous streets.
3.5 Suppliers and Partners
A supplier for the Town Tracker app would be app programmers. This supplier would build
the software and develop updates of the app, making them responsible for building the
actual product. They would be supplying their knowledge of the industry and app
technology. Another supplier would be designers of the app. This supplier would develop
the artwork and presentation of the app. A partner of the Town Tracker would be the

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New Zealand Police because it would help reduce the amount of crime during late nights in
Auckland City, which would save them money. The police in return could endorse the app.
Another partner could be Auckland nightclubs. If people think the concept of nightclubbing
is safer, more people will go out, therefore more revenue will be earned by the clubs. The
clubs will advertise the app in return.
3.6 Strategy: Focused Low Cost
The Town Tracker app would target a narrow market. This is because partygoers make up
a reasonably small proportion of the population.
The price strategy of the business would be low cost. Making the app free or charging a very
small fee will encourage people to use the app instead of using their phone that they are
already paying for.
The overall strategy is therefore: Focused Low Cost
3.7 Value Chain Activity: Research and Development (R&D)
R&D is the most important value chain activity for Town Tracker. Research must be done
targeting potential customer group to ensure the app meets the requirements of customers.
This is the value chain activity that creates competitive advantage as the app will have every
feature partygoers need and want to party safely. Field tests would be undertaken and
customer feedback frequently received to identify which features of the app enhance and
limit usability.
3.8 Business Processes
3.8.1. MARKET RESEARCH PROCESS This process involves carrying out surveys and studies
prior to making the app. This will enable the app to be the most usable person-tracking
app available because the research and development department will have a good idea of
what is needed in terms of functionalities to be successful in the industry. This knowledge
can later be implemented in the physical development of the app to ensure ultimate
usability.


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3.8.2. SOFTWARE DEVELOPMENT PROCESS This process involves capturing feedback from
users once the app is up and running and analyzing the feedback to make necessary
adjustments to the app to make it as usable as possible. By continually updating the
software, Town Tracker can sustain its competitive advantage. Needs and wants of the
users may change over time as the Auckland nightclub scene and technology advances,
therefore it is critical to the success of the app that frequent updates are made to ensure
maximum effectiveness and party safety.

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MARKET RESEARCH PROCESS MODEL























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SOFTWARE DEVELOPMENT PROCESS MODEL



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3.9 Functionalities
3.9.1. MARKET RESEARCH PROCESS
Captures potential users survey results.
Displays data for interpretation.
3.9.2. SOFTWARE DEVELOPMENT PROCESS
Captures customer feedback and reviews.
Testing of software.

3.10 Systems

3.10. 1. FEEDBACK CAPTURING SYSTEM This system would capture the feedback from both
the market research process and the software development process. The feedback from the
market research would need to be captured and then stored and interpreted to ensure the
app design is reflective of market needs. This system would also be used in the software
development process, as people could submit reviews and feedback about the app that
would need to be captured on the system, so users could make informed decision regarding
which app features are positive and negative. By capturing feedback, the Town Tracker
app can establish its position as being the most usable person tracking app available.
3.10. 2. DATA MANAGEMENT SYSTEM The data management system would display and
interpret the data received from the feedback capturing system in both the market research
process and the software development process. This would make it simple for management
to identify the popular and unpopular features of the app, thus changes could be made to
the programming and design of the app to make it the most usable person tracking app
specifically designed for partygoers and their needs to party safetly.



3.10. 3. SOFTWARE TESTI NG MANAGEMENT SYSTEM This system would support the trialing
of new software development for the Town Tracker app. This testing would ensure the

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software is only released to users if the apps reliability and usability has been thoroughly
tested. It is important to the reputation of the app that users are not let down when Town
Tracker is most needed, therefore testing is a crucial element in achieving safer partying.









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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)

Research
and
Development

1. Market
Research
Process
1. Captures potential userss feedback.

2. Displays data for interpretation.
Feedback Capturing System

Data Management System
CRM

DSS
2. Software
Development
Process
1. Captures customer feedback.

2. Testing of software.
Feedback Capturing System


Software Testing Management
System
CRM



SCM

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CONCLUSION
The Town Tracker app is aimed at Auckland partygoers to minimise the chance of their
safety being jeopardised through the location services on smart phones by reducing the
chance of people becoming separated from the group. The attractiveness of the industry is
low due to rivalry and threat of new entrants being high and the business strategy is focused
low cost. Research and Development would be important as technology and features would
constantly be updated and developed to provide a person tracking app with ultimate
usability. Information systems would deliver value by making this Research and
Development value chain activity more accurate, efficient and costs effective to enhance
the businesss ability to provide the ultimate person tracking app.


REFERENCES

Activist Post: 10 Ways We Are Being Tracked, Traced And Databased (2010) Retrieved from
http://www.activistpost.com/2010/07/ten-ways-we-are-being-tracked-traced.html

Auckland Council. (2012). Alcohol Harm Reduction Strategy. Retrieved from
http://www.aucklandcouncil.govt.nz/EN/planspoliciesprojects/plansstrategies/Coun
cilstrategies/Documents/alcoholharmreductionstrategy.pdf

Emerald Pellot (2013). How to stay safe when youre partying this Halloween
http://collegecandy.com/2013/10/25/partying-safely/

Mark Stetler (2011). How much does it cost to develop a mobile app?
http://appmuse.com/appmusing/how-much-does-it-cost-to-develop-a-mobile-
app/

Phones Review. (2012). Mobile phone apps and how they work. Retrieved from
http://www.phonesreview.co.uk/2012/11/01/mobile-phone-tracking-apps-and-
how-they-work/

Kids Helpline. (2013). Safe Partying. Retrieved from
http://www.kidshelp.com.au/grownups/news-research/hot-topics/safe-partying.php





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