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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Canhua Liu
NetID Cliu197
Group Number: 135
Website Link: http://infosys110s1group135.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Khushbu Tuesday 1pm
Time Spent on
Assignment:
20 Word Count: 2169(total)

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SPEED BUDDY
INTRODUCTION
Everyday there are drivers who die in road collisions. The majority of road crashes are
caused by human error, such as drink driving, not wearing seatbelts, and what we think is
most important, speeding. In 1998, data shows that excessive speed is a factor in one third
of all fatal crashes. Speeding is caused by lack of awareness, whether its awareness about
how devastating even 5kmh over the limit could be, speed limit awareness, or even if its
just lack of awareness because of not checking the speed meter regularly. This is why our
business has created Speed buddy, our speed restriction device which we believe is able to
solve all the lack of awareness, and help to minimize speeding.
3. BUSINESS SECTION
3.1 Vision
To reduce the number of road accidents by minimizing the problem of speeding.
3.2 Industry Analysis: Transportation technology industry
Industry: Transportation technology industry.
Force: High/Low: Justification:
Buyer power: High There are many speed restriction devices on the
market available for purchase therefore buyer
power is high.
Supplier power: Low There are many manufacturers of GPS systems,
speed monitors and led displays which we need
for our product, therefore the overall supplier
power is relatively low.

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Threat of new entrants: High The entry barrier of entering into the
transportation technology industry is very low. As
there are many road accidents, the government
still try to implement plans to reduce causes of
accidents and thus new technology is needed.
Therefore the threat that there may be new
entrants are rather high in general.
Threat of substitutes: Low Transportation technologies such as navigational
devices and speed restriction devices are rather
unique because there are not many goods which
can be substitutes, therefore the threat of
substitutes for our industry is low.
Rivalry among existing
competitors:
High The industry has a few competitors, and seeing as
the market for navigational and speed restricting
devices are rather narrow, it makes the rivalry
among existing competitors quite high.
Overall attractiveness of the industry: The transportation technology industry is a rather
competitive one, and is not very attractive because the buyer power is also rather high.
However the threat of substitutes is low which means that the products are somewhat
irreplaceable, so the customers will always stay in our market, making the industry, overall
fairly attractive.
3.3 Customers and Thei r Needs
Our customers are primarily four wheel motor vehicle drivers, while our biggest target is the
governmental transport agency. Excessive speeding is a factor in one third of all fatal road
accidents (traffic and safety, 2008)
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. Speed awareness is the main factor for drivers
speeding. One lack of awareness is due to some drivers not constantly checking their speed

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meters, or they find it distracting to do so while driving difficult or high speed roads.
Another lack of awareness is not having knowledge of the speed limits of different areas e.g.
50kph/60kph/80kph/100kph. The biggest lack of awareness about speed is how significant
even 5kph could be, when it comes to hitting a pedestrian, a difference of 5kph could be the
difference in a safe break or a serious injury or even a wrongful death (speeding is a top
cause of car accidents)
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. What our customers need is a technology which can display driving
speed and indicate warnings without being a nuisance or distraction in any way, which can
also inform the drivers of the local speed limits.
3.4 The Product and Service
Our product, Speed Buddy, is a two-piece transmitter and receiver which can be attached
and detached, and is able to display speed and indicate excessive speed warnings without
distracting the driver. The transmitter can be connected to the vehicle to monitor the
driving speed, via the cigarette lighter receptacle, or usb ports if the vehicle is rather recent.
The display will be a transparent rectangular screen which can be attached to the plugged in
transmitter to charge the battery. The screen is able to be attached to the windscreen by a
suction cup, and as the screen is small and transparent and displays speed and data via blue
neon lighting, this will allow the driver to have knowledge of his/her speed at all times
without being a distraction. Indication of exceeding the speed limit will display via red neon
lights so the driver is able to distinguish and slow down. The use of neon lights on a
transparent screen ensures that the information displayed is able to be seen in all situations,
e.g. bright sunlight, rain, night time. Speed buddy incorporates GPS technologies therefore it
is able to inform the driver of the local speed limits.
3.5 Suppliers and Partners
Our have two key suppliers;
Navman, a New Zealand based GPS systems company that excels in manufacturing world
class sat nav technology. We need navman to supply us with the transmitter that will be
plugged into the vehicle in order to transmit speed and local speed limits via their sat nav
technology.

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Futaba Corporation in Japan is our other supplier. Futaba have been researching into
manufacturing TOLEDs (transparent organic light emitting diodes) (transparent OLEDs)
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,
which is what we wish to use for our navigational display. Futaba currently offers 0.9", 2.0",
3.4" and 3.5" monochrome panels. We wish for futaba to supply us with a TOLED monitor
which is able to act as a receiver so that we are able to connect it to our navigational
transmitter.
We also have two key partners;
Futaba is not only our supplier, but also our partner in our creation of a speed restriction
device. For the automotive market, Futaba plan to use the flexible and transparent OLEDs
in the "center stack" - basically anywhere inside the vehicle. (Transparent and flexible OLED
in cars, 2012)
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. Futaba already have plans for the use of their oled technology in the
automotive market therefore they would be a perfect partner for our company.
Our other key partner is NZTA, the New Zealand Transport Agency. Their latest campaign is
a speed campaign led by their advertisement speeding-mistakes. More than 400 people
die on New Zealand roads each year. Hundreds more are injured. Were working together
with other agencies to bring these numbers down to the targets of the New Zealand road
safety strategy. (NZ transport agency,2014)
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. Our product specifically targets speeding and
we aim to minimize speeding and reduce road accidents, therefore our product would
become a big aid to the NZTA in their campaigns.
3.6 Strategy: focused high cost
Speed Buddy targets four wheel motor vehicle drivers, and is created to combat the issue of
speeding, therefore the market is rather narrow. Speed Buddys purpose is rather concise
therefore it does not have many other uses or customers rather than four wheel vehicle
drivers, making the scope narrow.
Speed Buddy is created to be very user friendly, and for that purpose our product is rather
high cost due to the value creation via making the product being rather expensive. However
we believe this is worthwhile, because not being user friendly was a big reason why speed
restriction devices are unsuccessful.

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Overall our strategy is focused high cost.
3.7 Value Chain Activity: Marketing and selling the product
Our suppliers and partners manufacture our product for us, while the main value chain
activity for this business is marketing and selling the product.
We believe that the speed restriction device is meant for bringing convenience, such as the
convenience of being able to see your driving speed at all times while maintaining road
vision. Previous devices have also been a nuisance in the way they warn the drivers of
excessive speeds, which may be beeps or vibration. Therefore we emphasize to the
customers of our user friendly product which do not have any of these inconveniences, then
we market and sell off the charms of our products and this is how we add value to our
business.

3.8 Business Processes
3.8.1. PRODUCT MARKETI NG PROCESS The main value chain activity of our business is to
market and sell the product or service. Our product is already manufactured by our
suppliers and partners, and since speed restriction devices are not that popular, it is very
important how we market and sell our product.








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start
Create advertisement
campaign
Attract customers
Communicate
marketing
campaign
Receive order
Send invoice
Receive payment
Send product
Marketing
department
Product
marketing system
end

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3.8.2. ONLINE SALES PROCESS- With online sales becoming the trend, being able to market
our product and sell them to our consumers online is a very important process, which is also
align with our main value chain activity. Advertisements on websites make it easier to
market our product to our potential consumers out there. Online sales are also mainly for
the convenience, as people do not have to travel distance in order to purchase or enquire
about a product, because everything can be done at the comfort of your own computer or
any other device with access to the internet.


Check inventory
Receive order
Send invoice
Receive payment
Send product
Confirm received
Inventory
management
system
warehouse
end
start

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3.9 Functionalities
3.9.1. PRODUCT MARKETI NG PROCESS
Attract potential consumers
Convey the features of our product to the consumers
3.9.2. ONLINE SALES PROCESS
Convenience to purchase our product without having to go to store
Products can be browsed comfortably online and enquiries can also be made
3.10 Systems

3.10. 1. PRODUCT MARKETING SYSTEM This system creates all processes regarding the
marketing of our product. With marketing and selling being our main value chain activity,
this system incorporates the functionalities listed above and effectively illustrates our
product to our potential consumers. Our business wishes to minimize speeding and that is
our vision, therefore we highly value this system and rely on it to convey to the consumers
of the importance of speeding and awareness, and how our product truly can help.
3.10. 2. ONLINE SALES SYSTEM This is the system which allows our business to effectively
process sales of our product to our customers via the internet. This incorporates the
functionalities listed above and enbales our customers to purchase our products at their
own convenience. Our business wishes to minimize speeding with our product, and having
online sales system is a very efficient way of sales, as online sales is the trend and is
convenient. Not all our potential consumers are at the convenience to go to physical stores
or have missed our advertising campaigns, therefore the internet and being able to
purchase online benefits the customers in securing their safety and reducing their chances
of speeding quicker.
3.10. 3. SUPPLY PURCHASE SYSTEM Our product is manufactured by our suppliers and
partners with our designs and thoughts behind them, while our value chain activity is
marketing and selling the product. However another important value chain activity of ours is
procurement, therefore we need to ensure we purchase the supplies required to complete
our product. Once we have attained the supplies and have made the product, we are able to

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carry out our business processes and their functionalities. Supply purchase system is also
key for our business to achieve our vision, of minimizing speeding.

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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)

Marketing
and selling
the product
or service
1. Product
marketing
process
1. Attract potential consumers

2. Convey the features of our product to
the consumers
Product marketing system

Supply purchase system
Collaboration System

SCM system
2. Online sales
process
1. Convenience to purchase our product
without having to go to store

2. Products can be browsed comfortably
online and enquiries can also be made

Online sales system


Supply purchase system
TPS system

SCM system

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CONCLUSION
Road accidents and death resulting from those accidents happen so much every year and is
a very big problem in all countries. Many countries have created campaigns in order to
prevent one of the key factors to road accidents, speeding. However those campaigns have
not been very successful. With the help of IT and IS in the creation and delivery of our
product, we believe our product can really contribute to the minimizing of speeding. The
boost in road awareness that our product is able to provide is of great aid to road safety, or
just driving in general, because of the in sight speed display and area speed limit display.
Our product marketing system will also ensure people know about the differences that even
5km can make regarding somebodys safety, and how our product will help prevent
speeding, and we hope that it will solve the greater cause, speeding.

REFERENCES

1. Traffic and safety. (2008) Retrieved from http://www.smartmotorist.com/traffic-
and-safety-guideline/excessive-speed-is-a-factor-in-one-third-of-all-fatal-
crashes.html

2. Speeding is a top cause of car accidents. Retrieved from
http://seriousaccidents.com/legal-advice/top-causes-of-car-
accidents/speeding/

3. Transparent OLEDs. Retrieved from http://www.oled-info.com/transparent-oleds

4. Transparent and flexible OLED in cars. (2012) Retrieved from
http://www.stumbleupon.com/su/2bhQzw/www.oled-info.com/futabas-oled-
road-map-amoleds-2014-transparent-and-flexible-oleds-cars-2015
5. NZ transport agency. (2014) Retrieved from
http://www.nzta.govt.nz/about/advertising