1

INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Alex Ng
NetID ang839
Group Number: 117
Website Link: http://infosys1102014fcgroup117.blogspot.com/
Tutorial Details
Tutor: Day: Time:
Mira Lee Sunday 11:25pm
Time Spent on
Assignment:
20 hours Word Count: 1611

2


2
GOGREEN APP
INTRODUCTION
The problem is that in a lot of places in the world where humans live especially in cities
there is a lot of pollution being produced as a result of people commuting to and from work
via personal transport. The pollution being produced by commuters who use private cars as
transportation can have serious affects on the environment in which we live and work in,
ultimately affects people's health and can cause reductions in life expectancy. There have
been an estimated 500 premature deaths each year in New Zealand due to air pollution.
(Teuila Fuatai, 29 July 2013)
Our companys goal is to reduce the amount of pollution being produced every day in New
Zealand and encouraging commuters to use a more eco-friendly way of transportation that
reduces pollution by providing commuters a way to be rewarded for travel using a method
of transportation that is not personal transport. We are going to do this by developing an
app that anyone can download onto their smart devices giving points to commuters who
use an alternative method of transportation for personal transport so they can save it up
and purchase tickets that allow them to go in the draw or lottery to win different prizes.
The name of the app is GoGreen and it uses mobile GPS abilities to track your travel and
even determine which method of travel you are using.
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: Transport/Mobile App Industry
Industry: The industry in which our company operates in is the Transport/ Mobile App
Industry


3


3
Force: High/Low: Justification:
Buyer power: Low There are a few other applications out there
already which does essentially what our app
does as we have just recently found out but
theyre either in development or only available
on a certain platform (iOS) and is only in use as
far as we know in London. None in New
Zealand. (Simon MacMichael, May 8 2012)
Supplier power: High The reason why supplier power is high in this
case is because there are very few platforms
that would be able to support our app (iOS,
Android, Windows). The little choice we have of
which platforms to run on are low meaning
supplier power is high.
Threat of new entrants: High It is very easy to get into the Mobile App
Industry as the entry requirements are low. The
capital requirement is relatively low and anyone
with the same idea as us can easily produce an
app with the same functionality as ours as there
are many apps and websites that help people to
create their own app (Figge Suter, 2012).
Threat of substitutes: Low There is also an app similar to ours that
performs similar functions but only operates in
London so far. (David Murphy, May 9 2012)
Rivalry among existing
competitors:
Low There is one operating in London, a pilot on
Bangalore and possibly Singapore too but they
are still in development. The one in London is
only available on the iOS and all of them are

4


4
only available in certain cities and there is none
that is really available in New Zealand for
commuters to download and use.
Overall attractiveness of the industry: The overall attractiveness of our industry is
moderate as there are many apps that are available and the entry requirements for
producing an app is low. Although our idea is quite original and there arent many apps that
are similar to ours available for New Zealanders to use, anyone else with the same idea can
easily replicate it or make one very similar. This means that the Threat of new entrants is
high but the threat of a substitute is not.
3.3 Customers and Thei r Needs
Our customers will mainly be people aged 15 - 55 who are students or full or part-time
workers and regularly use personal transportation to get from destination A to destination
B. We plan to reward people to encourage those who regularly use personal transportation
to use a more eco-friendly way that reduces the amount of pollution created in Auckland.
This age group is also a good target because as of 10 December 2013 studies have shown
that 64% of New Zealanders aged 15 - 65 currently own a smartphone and are expected to
grow (Frost and Sullivan, 11 December 2013)
3.4 The Product and Service
Our GoGreen app is an innnovative way of encouraging commuters to use a more eco-
friendly way of travelling by rewarding them with points everytime they use a method of
transportation that is not personal transport. Points will be rewarded through an app that
they can download from the app store on their smart devices. It can record distance and
what method of transportation you are using. Points are used to purchase tickets to go into
the draw to win prizes. This will reduce personal transport use on roads which will hopefully
result in a decrease in pollution produced everyday in Auckland by cars.



5


5
3.5 Suppliers and Partners
Our suppliers would be Google, Apple and Microsoft as we will distribute our GroGreen
through their app stores that each smart device has installed. Our partners will include
Auckland Transport as we will work together to encourage use of alernatives for personal
transport which includes public transportation as the main alternative. AT can also work
with us to provide customers who use our app with discounts on fares which will add to the
bonus of taking public transport over personal transport. More partners could be those that
sponsor our app by donating their goods or services as prizes that GoGreen app users could
win. This also benefits the companies as it gives recognition to their brands.
3.6 Strategy:
With our app, our competitive scope will be broad as we are trying to get as many people as
we can to use our app to therefore increase the effects of it and reduce as much pollution in
Auckland as possible. Our cost strategy will be low cost because we want to as many people
to use it as possible whether some one as low or high income.The app will probably even be
free as the main goal of this project is not to make profits but to reduce the pollution being
produced in Auckland by private transport.
The overall strategy is therefore Cost Leadership.
3.7 Value Chain Activit y:
The most important value chain activity for this business is to Service after sale as the
reward system of our app is the most important part of encouraging people to take an
alernative for personal transportation. If the reward system doesn't work then it may
discourage use of the app and therefore our goal of reducing pollution created by private
transport will not be achieved.
3.8 Business Processes
3.8.1. APP FEEDBACK PROCESS - Our goal is to get as many people to use it as possible so that
we reduce the amount of pollution produced by private transportation. To do this we to
receive feedback from users so we can make it as user friendly and helpful as possible.

6


6

POINT CALCULATIONS AND DISTRIBUTION PROCESS MODEL



7


7
3.8.2. REWARD DRAW AND DI STRIBUTION PROCESS - The reward draw and distribution
process is also an important business process as the whole point of being given points is so
you can spend it on tickets which allow you to go in the draw to win big prizes and be
rewarded for being doing your part of reducing pollution in Auckland.
REWARD DRAW AND DISTRIBUTION PROCESS MODEL



8


8
3.9 Functionalities
3.9.1. APP FEEDBACK PROCESS
Receives feedback
Updates app
3.9.2. REWARD DRAW AND DI STRIBUTION PROCESS
Randomly draw ticket numbers
Give prizes to winners
3.10 Systems

3.10. 1. FEEDBACK ANALYSIS SYSTEM - Receives feedback from users and stores them so that
they can be assessed by customer service. If its a small problem such as help with the use of
the app and can be fixed easily, then a reply is sent to user. If it is a bigger problem that may
require a redesign or update then it will be sent to the design staff to come update the app.
3.10. 2. USER INFORMATI ON MANAGEMENT SYSTEM - We will be using analytical CRM to
gather data on the user's most used routes and methods of transportation in order to save
time for the app user and therefore improve user satisfaction the functionality of the app.
3.10. 3. CONTACT INFORMATI ON MANAGEMENT SYSTEM - Stores and manages contact
information about the user so that if the user has won a prize, it can easly be sent to the
him/her by locating the person's contact information in the database using this system. If
the winner is has not received the prize then we can also use this system to notify him/her
directly.

9


9
3.11. Summary Table: Value Chain to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information
System(s)

Service
after sale
1. App
feedback
process
1. Receives feedback

2. Updates app - makes it easy to use
Feedback Analysis System

User Information
Management System
Decision Support System

Content Management
System
2. Reward
draw and
distribution
porcess
1. Randomly draw ticket numbers

2. Gives prizes to winners
Contact Information System



Customer Relationship
System



10

10
CONCLUSION
The GoGreen app is a new way of encouraging people, mainly aged around 15-64 who are
usually students and/or workers and use private transport regularly, to use an alternative
method of transportation that saves the amount of pollution produced by rewarding them
with prizes. To make it appealing to this targeted group of people, the app must be as user-
friendly as possible. With the help of I.T systems, such as feedback analysis systems and
User Information Management Systems we can do just that.
REFERENCES


1. (Teuila Fuatai, 29 July 2013)
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10904968
2. (Simon MacMichael, May 8 2012) http://road.cc/content/news/57911-new-iphone-
app-rewards-londoners-cycling-walking-and-using-public-transport
3. (Figge Suter, 2012). http://3xhappiness.com/analysis-of-the-app-market-based-on-
michael-porters-five-competitive-forces/
4. (David Murphy, May 9 2012) http://mobilemarketingmagazine.com/reroute-app-
rewards-eco-friendly-travel-london/
5. (Frost and Sullivan, 11 December 2013)
http://www.scoop.co.nz/stories/BU1312/S00422/nz-will-have-90-smartphone-and-
78-tablet-ownership-by-2018.htm