Name Juhyung Kim NetID jkim406 Group Number: 308 Website Link: http:// infosys1102014s1group308.blogspot.co.nz/ Tutorial Details Tutor: Day: Time: Yvonne Hong Thursday 11am Time Spent on Assignment: 25 hours Word Count: 1530
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2 WIPE OUT KEYBOARD WARRIORS INTRODUCTION Cyberbullying, the use of information technology to harass, threaten or humiliate other people, has become a serious social problem. Unlike traditional bullying, anonymity and easy access allow extended reach in terms of geography and frequency for bullies. The repeated nature of cyberbullying results in dangerous consequences for victims; they have low-self esteem, depression or even suicide ideation. One of the main problems is the teengers reluctance to report to parents or an authority about occurrences which causes supervision functionally impotent. In order to solve such problem, a mobile application software is needed that detects any possible threat that arrives at a smartphone. It includes an automated reporting system which enables parents or authorities to detect cyberbullying instances and to engage in appropriate actions toward them. This can also discourage cyberbullying at the outset with the bullies knowledge about the existence of such application. This introduction of this mobile application will allow the use of technology to solve the problem of cyberbullying.3. BUSINESS SECTION 3.1 Vision Declaration of war on cyberbullying. 3.2 Industry Analysis: Mobile Application Software Industry Industry: Mobile Application Software Industry. Mobile application software, or app that is designed to operate on smartphones, tablets and other mobile devices. Force: High/Low: Justification: Buyer power: High In the application market, buyers are ultimate consumers. Switching costs between different developers are almost non-existent due to low differentiation (Pappas, 2013). Such
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3 circumstance allows a high negotiating position for customers thus buyers have high power. Supplier power: High The suppliers in the industry consist of platform manufacturers such as Apple App Store, Google Play Store and so on (Lella, 2010). Mobile applications are mostly platform-specific which means that an application purchased from Google Play Store cannot operate on Apple App Store. This leads to high supplier power. Threat of new entrants: High Developers have relatively easy access to the distribution channel and need relatively low level of capital; no inventory is required and fixed costs to remain in the marketplace is relatively low (XiaXiao, 2013), so they have high threat of new entrants. Threat of substitutes: High Although major companies provide applications on several platforms, similar content and features are also available on web browsers on smartphones (Feldman, 2011). Rivalry among existing competitors: High 80% of application developers are small businesses (Tiarawut, 2013); numerous and fairly equal-sized developers illustrate competitor balance with fierce rivarly. Also the lack of diversity or low differentiation in the application market increases rivarly because customers can easily switch between
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4 competitors. Overall attractiveness of the industry: Highly unattractive 3.3 Customers and Thei r Needs The target group of customers of this application is the parents of teenagers. Despite numerous law enforcements already in action to help victimised teenagers, only one in ten report cyberbullying to parents or authorities (11 Facts About Cyber Bullying). Indeed, this reluctance of victims to tell others leaves supervision virtually impotent. These unreported instances have significant mental damages for teenagers: lower self- esteem, antisocial personality disorder and even suicide. Moreover, this psychological abuse can cause victims to suffer mental disorder more than twice more likely than traditional bullying (Cyberthreat: How to protect yourself from online bullying, 2011). Accordingly, appropriate measures are required to manage the new form of bullying. 3.4 The Product and Service This mobile application features an automated reporting system; once installed in a students smartphone, the application screens all the messages received. Using the database of the bullys pattern, the application detects any threatening messages and automatically report to the students parents and relevant authority. This eliminates the shortcomings of the current supervision system and ensures more appropriate and timely resolution. 3.5 Suppliers and Partners Suppliers for this business include distribution channels such as Google Play Store or Apple App Store. These distribution channels provides the application available for consumers to use. Another supplier is software developers. Their works include research and development, such as designing and testing the softwares. This allows applications usable for customers.
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5 Partners include governments and related authorities. The partnership with governments is crucial for providing law enforcements. The application alone cannot achieve the desired vision and synergies are expected from this partnership. Related authorities include police which can impose actual punishment to bullies and protection for victims. 3.6 Strategy: Focused High Cost Strategy Competitive Scope: Narrow market The firm focuses its target on the narrow market of parents of teenagers. The mobile application will be tailored to the needs of this distinct segment of worried parents. Cost Strategy: High cost The application requires a high level of R&D for, such as, its database for detecting function. In order to provide an exclusive service that is sufficiently valued by parents, the firm will pursue a high cost strategy. The overall strategy is therefore Focused High Cost Strategy. 3.7 Value Chain Activity: Service after sale The most important value chain activity for this business is Service after Sale It is crucially important to enhance or maintain the value of the application. The competitive advantage of the business derives from the applications superiority to detect threatening messages that is valued by the parents, the focused target segment of customers. The business needs to deploy more customer feedback system in order to capture customer wants and needs which will also extend the product life cycle. So as to wipe out cyberbullies, the continuous updating of the application is critical. The database of the writing patterns of bullies must be updated in accordance with the cyberbullies, and the aim of the updates must be strictly performance-based for customer satisfaction.
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6 Service value chain activity shall provide higher perceived benefits for customers of high cost strategy; it also provides not only superior product, but also reliability. 3.8 Business Processes 3.8.1. WARRANTY MANAGEMENT PROCESS It is necessary that parents continuously perceive a high level of benefits from the application so that the business maintains the premium price strategy. The application must ensure so that not a single threatening message can go through the firewall, in accordance with the business assurance. Therefore, the warranty management process is crucial. The business must first deploy high level of feedback systems and alarms in order to obtain customer feedbacks. If customers feel their expectations are met and satisfied with the product quality, the business successfully blocked cyberbullies from other teenagers. However, if the product failed to meet the promised expectations, the business must analyse why some customers were dissatisfied. In doing so, time and precision is a crucial importance to avoid decision latency. Once the dissatisfying factors are analysed, the business must overhaul and mend any shortcomings of the application software at a level that the parents perceive confidence and reliability. By keeping the business promises, customers perceive a higher level of benefits therefore it can maintain its high cost strategy.
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8 3.8.2. SOFTWARE UPDATE PROCESS - The precision of the censorship is the critical value for the business. In order to maintain the high standard of the censorship, the software update process is important. Firstly, the business must analyse the censored result to see whether the messages were appropriately blocked and reported to parents or authorities. The business would lose its competitive advantage if the appropriate messages were wrongly blocked. In addition, the use of bullying language may change in accordance with the teenager trend, so accurately recognising the patterns of language is also important. If there were no mistaken censors, the business achieved its goal. However, if there were any, the business must maintain, repair and overhaul its database to ensure its up-to-date version of language, in accordance with the latest trend. The next step is to assess the updated database and ensure the application is operating expectedly.
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10 3.9 Functionalities 3.9.1. WARRANTY MANAGEMENT PROCESS Obtain Customer feedbacks Mend/ overhaul dissatisfying factors 3.9.2. SOFTWARE UPDATE PROCESS Analyse censored data Maintenance, Repair and Overhaul of the database 3.10 Systems
3.10. 1. WARRANTY MANAGEMENT SYSTEM - 3.10. 2. DATA ANALYSI S SYSTEM - 3.10. 3. SOFTWARE UPDATES SYSTEM -
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11 3.11. Summary Table: Value Chain to Systems
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
2. Mend/overhaul dissatisfactory factors Customer complaints system
Defects repair system Transaction processing cheese system
Decision support system 2. Software Updates process 1. Analyse censored data.
2. Maintain, repair and overhaul of the database. Data analysis system
Database MRO system Transaction processing cheese system
Decision support system
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12 CONCLUSION In conclusion, the application software is an innovative solution to the cyberbullying problem. It provides a solution to the problem of teenagers reluctance to report incidents by providing an automated reporting system to enable timely actions. Although the Five Force analysis illustrates the highly unattractive market of the mobile application software industry, Focused High Cost strategy shall target the focused consumer group of worried parents. Differentiated attributes that are valued by customers is important; in order to obtain and maintain the competitive advantage of the business, Service value chain activity plays a critical role. Through Software Update process and Warranty Management process the customers gain high perceived-value to allow premium price strategy. By the virtue of continuous updates for customer satisfaction and precise protection system, the business declaration of war on cyberbullying shall gain victory and wipe out bullies from the earth. REFERENCES 11 Facts About Cyber Bullying. (n.d.). Retrieved May 20, 2014, from DoSomething: https://www.dosomething.org/facts/11-facts-about-cyber-bullying Cyberthreat: How to protect yourself from online bullying. (2011). Ideas and Discoveries, 76. Feldman, B. (2011, March). The mobile app vs. mobile web debate--do you really need to pick just one? RESPONSE, 19(6), 48. Lella, A. (2010, September 15). comScore Reports July 2010 U.S. Mobile Subscriber Market Share. Retrieved from comScore: http://www.comscore.com/Insights/Press_Releases/2010/9/comScore_Reports_July_2010_US_Mobi le_Subscriber_Market_Share Pappas, A. (2013, July 22). Developer Economics: App market forecasts 2013-2016. Retrieved from Vision Mobile: http://www.visionmobile.com/blog/2013/07/developer-economics-app-market-forecasts- 2013-2016/ Tiarawut, S. (2013, April 1). Mobile Technology: Opportunity for Entrepreneurship. Wireless Personal Communications, 69(3), 1025-1031. XiaXiao. (2013). Measuring the Mobile App Market: A Complex Network Approach. Information Technology Journal, 12, 2090-2100.
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