Name Greg Potter NetID gpot727 Group Number: 117 Website Link: http://infosys1102014fcgroup117.blogspot.co.nz/ Tutorial Details Tutor: Day: Time: Mira Lee Tuesday 9am Time Spent on Assignment: 36 hours Word Count: 1649
2 GOGREEN: THE REWARDING WAY TO GET FROM A TO B INTRODUCTION With one of NZs worst rates of air pollution, and the cause of 300 premature deaths per year, it is certain that air pollution in Auckland is a problem. The main cause of air pollution is private transport, so in an attempt to reduce the number of drivers in Auckland we have developed GoGreen; an app which rewards you for using eco-friendly methods of transport. 3. BUSINESS SECTION 3.1 Vision Our vision is to make Auckland the worlds most healthy, clean, and environmentally responsible place to live. 3.2 Industry Analysis: Sustainable Transport Mobile App Industry Sustainable Transport Mobile App industry: The industry for mobile apps which encourage the use of environmentally sustainable transport methods. Force: High/Low: Justification: Buyer power: Low GoGreen is the first app of its kind on the NZ market. There are no other substitute products for our customers to alternate to in our NZ market. A similar app to GoGreen is a London- based app called re:route. But because they are solely London-based, they pose no real threat of substitution (David Murphy, 2012). Supplier power: Low Our critical suppliers provide us with mobile app
3 platforms (e.g. Apples App Store). We would use mulitple platform providers, so there is little if no supplier power at all. It is also relatively cheap ($99 *on+ Apple) to list an app, so there is no incentive to use one platform provider over another due to price differences. (Carter Thomas, 2014). Threat of new entrants: Low The combination of low start-up costs and the ease of sourcing app developers would suggest low barriers to entry and therefore a high threat of new entrants. But because companies within this industry usually have environental goals instead of profit maximising goals, it is unlikely that a firm would enter due to the industry profitability being low. Overall there is a low threat of new entrants. Threat of substitutes: High Assuming that customers use GoGreen purely to earn rewards, it is likely that they could switch to alternate products which also work on a reward- based system. Although, some customers may use our apps solely to make an environmental difference. Going by the assumption though that most customers would use GoGreen for the reward incentive, then it is likely they could be tempted to switch to a reward-based substitute product (Hannah Lauterback, 2013). Rivalry among existing competitors: Low GoGreen is the first of its kind in the NZ app industry, so there is no existing rivalry amongst
4 competitors. Overall attractiveness of the industry: The combination of low barriers to entry/exit, lack of existing competition, and a lack of direct substitute products makes the industry appear very attractive. 3.3 Customers and Thei r Needs GoGreen is targeted at regular transport users and smartphone users within New Zealand, in particular Auckland. The companys broad market includes more than 3.5m cars in NZ, and 64% of Kiwis who are smartphone users. Our customers are three key needs are: firstly, the need to make an environmental difference; secondly, the need to gain useful rewards; and lastly, the need to track their travel and their environmental impact. (Frost and Sullivan, 2013) (NZTA, 2014) 3.4 The Product and Service GoGreen is the only product available in NZ which can satisfy all three specific needs of our customers simultaneously. Environmental Difference: GoGreen helps users make an environmental difference by incentivising eco-friendly methods of transport as opposed to private transport, which is a leading causes of air pollution in NZ (Auckland Council, 2013). Rewards: GoGreen has several large NZ partners including New World, The Warehouse, and Rebel Sport. These companies provide us with vouchers which are used to reward our customers based on their effort. Track: GoGreen uses GPS technology to track each footstep and pedal stroke the user makes, and then compares your effort to other users in your area. GoGreen also tracks how much carbon dioxide and carbon monoxide you have prevented from entering our atmosphere each time you travel. 3.5 Suppliers and Partners Suppliers
5 Apple supplies GoGreen with a mobile software platform called the App Store. This allows us to distribute GoGreen via smartphones. This method of distribution is fast and efficient for both suppliers and customers. Smudge supply us with app development and design services. Having an easy to use interface design is essential for the success of mobile applications, so we choose Smudge as they have a history of creating elegant and efficient mobile applications. Partners New World is one of NZs largest supermarket chains. They provide us with store discount vouchers which we use to reward customers. In return they gain widespread advertising via our app, and the vouchers also draw in new customers to their stores. Auckland Transport (AT) is the body responsible for public transport services in Auckland. AT offers a discounted rate of travel for active GoGreen members. In return our application incorporates AT bus, train, and ferry routes for customers to use. 3.6 Strategy: Cost Leadership Cost Strategy: Our aim is to make GoGreen available, and affordable for everybody who uses transport. Especially the cost-conscious and price-sensitive consumer. With the aid of Government funding, it is possible to supply GoGreen at a reasonable price. Competitive Scope: GoGreen targets a broad market. Our app is designed for anybody who uses transport regularly and has a smartphone (64% of New Zealanders according to Frost & Sullivan). 3.7 Value Chain Activity: Service After the Sal e Unlike other apps, our customer relationship lasts long after the sale. One of GoGreens key attributes is that it makes traveling from A to B more enjoyable and rewarding. To achieve this we bring out new and improved features every few months, and offer various types of rewards for the customers efforts.
6 GoGreen also has a customer feedback section in the app. Customers can give us a rating which is then published on each distribution platform. We also use customer feedback when making alterations and updates to the app. With a vision of making NZ a healthy, clean, and environmentally responsible place to live keeping customers updated about their progress is vital. A 6 monthly flyer is sent to customers with statistics regarding their regions air quality, and rate of pollution. It is important that our customers know that they are making a difference. 3.8 Business Processes
7 3.8.1. CUSTOMER FEEDBACK PROCESS With service after the sale being a key value chain activity for GoGreen, customer feedback plays an important role in our business. Allowing users to communicate directly with us is vital, particularly when it comes to customer satisfaction and attracting new customers. With their feedback we can make accurate alterations to the application, and determine which rewards we offer to certain groups of customers.
Start User enters the feedback page of the app User chooses to either call or create a message. User automatically transferred through to help desk. User directed to text form within the app. Customer is notified that their feedback has been reviewed. Relevant data is transferred to the R&D department Message is sent and received. Data is logged into the database.
Call takes place, and feedback data is logged into database.
End Customer Support Department Research & Development Department Customer Relations Management Feedback Processing System
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3.8.2. APPLI CATI ON UPDATING PROCESS Regular updates are another component of our service after the sale. This process allows us to fix any bugs which our users may encounter, and also add new features which may enhance the users experience. This process is important as it keeps customers happy, and therefore positively impacts our customer retention rate.
Start Public Announcement. Analyse feedback data, and determine where this can be applied in the application. Use Application Management System (AMS) to make alterations to the app. Receive customer feedback data from the Customer Support Department.
Run application testing. Is the app function and are problems resolved?
Finish Public Announcement. Upload updated version of app via Distribution Management System (DMS) to all platforms. No Yes Research & Development Department Customer Support Department Application Management System
Distribution Management System
9 3.9 Functionalities 3.9.1. CUSTOMER FEEDBACK PROCESS Customer feedback messaging/communication. Customer feedback sorting and analysing. 3.9.2. APPLI CATI ON UPDATING PROCESS Application devloping capabilities. Bug/issue identification. 3.10 Systems
3.10. 1. FEEDBACK PROCESSING SYSTEM (FMS) This is used to manage and process the inflow of customer feedback. The system analyses feedback and groups data into specific categories, making it more efficient for us to respond to particular issues. The system also reduces feedback cycle time. By keeping our customers pleased, we can strive towards our environmental goals by keeping up our user rate, and keeping down the private transport rate. 3.10. 2. APPLICATION MANAGEMENT SYSTEM (AMS) An AMS enables us to make alterations and developments to our app. We can more easily identify bugs/issues, and can implement additional features faster. To make a significant impact on the environment, we must be able to supply our customers with the latest eco-friendly updates and features, and reduce any risk of bugs which may prevent our app from success. 3.10. 3. DISTRI BUTI ON MANAGEMENT SYSTEM (DMS) Following the update and development process, the app gets re-distributed onto the various platforms. The DMS takes the application from our AMS, and codes it based on the platform providers technology, so that it can be downloaded onto devices on all operating sytems. DMS saves us time in altering the app for the different platforms, and helps make the app more accessible to all consumers. The more customers we can get using GoGreen, the greater the potential for an environmental impact.
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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)
Service After the Sale 1. Customer Feedback Process 1. Customer Feedback Messaging/Communication.
2. Customer Feedback Sorting and Analysing. Feedback Processing System
Customer Relationship Management (CRM) 2. Application Updating process 1. Application Development Capabilities
2. Bug/Issue Identification. Application Management System
Distribution Management System Supply Chain Management (SCM)
Supply Chain Management (SCM)
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11 CONCLUSION GoGreen is an app which makes a difference to our world. With our product being the first of its kind on the market, we strive towards setting an unmatchable benchmark. We can only make such an impact on the environment and society as a whole through the use of information systems and throught the utilization of ever-evolving technology. Making sure our customers are continually being satisfied and rewarded long after the purchase of GoGreen is essential to the success of our app. This relationship between the customer and our team cannot be established without the aid of Customer Relationship Management systems. We also aim to provide our customers with the lastest innovations and techonology in mobile applications, in order to enchance the effectiveness of our app, and to make sure they can have fun whilst using it. We rely heavily on our Application Management Systems to keep our app updated and to help us continually improve it. REFERENCES
1. David Murphy (9 May, 2012). Re:route app rewards eco-friendly travel in London. Mobile Marketing. http://mobilemarketingmagazine.com/reroute-app-rewards-eco- friendly-travel-london/
2. Carter Thomas (2014). How Much Does it Cost to Develop an App? http://www.bluecloudsolutions.com/blog/cost-develop-app/#total
4. Frost and Sullivan (11 December 2013). NZ Will Have 90% Smatphone and 78% Tablet ownership by 2018. http://www.scoop.co.nz/stories/BU1312/S00422/nz-will- have-90-smartphone-and-78-tablet-ownership-by-2018.htm
5. NZ Transport Agency (February 2014). NZ Motor Vehicle Registration Statistics 2013. Table 31, Page 54. http://www.nzta.govt.nz/resources/motor-vehicle-registration- statistics/docs/2013.pdf 6. Auckand Council (July 2013). 2013 Air Quality Report Card. Page 2. http://stateofauckland.aucklandcouncil.govt.nz/air-quality-report- card/urbanauckland-reporting-area-2013/
S.110 Business Systems: Deliverable 2: Business Section 2014 Name Marthalena Heather Netid Group Number: Website Link: Tutorial Details Tutor: Day: Time: Time Spent On Assignment: Word Count: 1641