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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Zhe Hao Qi
NetID zqi133
Group Number: 202
Website Link: http://infosys1102014fcgroup202.blogspot.co.nz
Tutorial Details
Tutor: Day: Time:
Yvonne Hong Wednesday 11am
Time Spent on
Assignment:
16 hours Word Count: 1612 words

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A.R.B.I.S.
INTRODUCTION
With the invention of computers and the internet, there is a great leap on how data is
captured and turned into information. However, information is still restricted on how they
are displayed and interacted with due to the problem of having limited workspace. A.R.B.I.S.
- Augmented Reality Bluetooth Integration System aims to solve this problem by providing
an easily accessible, safe and simple-to-use solution where users will use glassware which
picks up Bluetooth signals transmitted by a module to produce a virtual and interactive
image.
3. BUSINESS SECTION
3.1 Vision
To bridge the gap between the virtual and physical in everyday life through simple and
efficient products.
3.2 Industry Analysis: Queso Melted Cheese Industry
Industry: Augmented reality devices industry.
Force: High/Low: Justification:
Buyer power: High Whilst there arent many augmented reality
devices widely advertised to consumers- with the
exception of the Google Glass; there are many
existing but lesser known alternatives available
such as the Meta Space Glasses.
Supplier power: Low Supplier power is relatively low in this industry as
there are many suppliers of the infrustructure
required to sustain the data storage and transfer.

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There are also many existing providers of the
glassware and other hardware required.
Threat of new entrants: Low While normal barriers of entry in technology
related industries are quite low, the augmented
reality device industry has yet to be fully tested
which would mean that financial, time and
knowledge barriers put towards R&D are quite
high. With further research into the field
however, the threat of new entrants will likely
increase.
Threat of substitutes: High Current sustitutes for augmented reality devices
are the tangible devices currently sold such as
smartphones and tablets. This threat is currently
extremely high simply because of its wide user-
base which is estimated to be on average two
smartphones for every nine people on earth
(Business Insider Australia, 2013). However, as
more people get to know about augmented
reality devices, this threat will decrease.
Rivalry among existing
competitors:
Low The clear market leader in the augmented reality
device industry would be the Google Glass which
is the most recognised product sold. This is
largely due to Googles strong brand,its excellent
marketing tactics to increase customer awareness
of their product and its first movers advantage. As
such, since Google has almost set up a monopoly
within this industry, the rivalry among existing

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competitors can be said to be low.
Overall attractiveness of the industry: Overall, this industry is not very attractive currently
as augmented reality in enterprise is just beginning to develop (Rivera, J., & Rob van der
Meulen, 2014). With the exception of supplier power being low, all other forces appear
unattractive, especially the threat of substitutes from other physical devices such as tablets.
However, this industry must be entered early for the much more attractive and developed
industry in the near future where threat of substitutes will be substantially smaller.
3.3 Customers and Thei r Needs
The customer group which we will target initially will be people who are very focused on
practicality, productivity and openly embrace new technology. These customers have
several key needs. The most important of which is their need for the maximisation of
workspace to improve productivity. Other important needs include the need to easily
interract with information as well as the ease of access. These needs are satisfied by AR
devices which provide a virtual display of data through a physical median such as a glass. As
such, this market is expected to see an increase in terms of revenue from around $180m in
2011 to $5.1b in 2016 (Global AR Summit, 2013).
3.4 The Product and Service
A.R.B.I.S. is a system where a piece of glassware, which after receiving Bluetooth signals
from a nearby module such as a microchip, will be able to produce a virtual image at a
precise location; overlaying any obsticles in the way. A smart watch will also be provided
which will enable the user to control the perceived distance of the image displayed. For
consumers, we will be providing a pair of AR glasses along with a smart watch. We will also
provide firms with the opportunity to store information in the data modules so that nearby
users of the glass will be able to view the intended information.
This solves our initial consumers problems in three ways. Firstly, by not restricting
information to the size of a physical screen but displaying it all around the user greatly
increases workspace. Secondly, by using a Bluetooth system instead of WiFi like existing AR

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devices, A.R.B.I.S. makes information much more easily accessible to everyone as only
around 40% of the world has access to the internet (Internet Growth Statistics, 2014). We
have decided to use Bluetooth largely due to the recent release of Bluetooth 4.0 which has a
greatly increased data transfer rate (Levis, 2013). Finally, the inclusion of the smartwatch is
to ensure that the virtual information can be easily interracted with using a convenient
device.
3.5 Suppliers and Partners
One of our key suppliers has to be a micro-storage manufacturer such as Hitachi or Soni to
ensure the modules can store enough data to be presented to the glassware users.
Bluetooth relay chip manufacturers such as Broadcom will be required to supply the chips
used for Bluetooth signal transmissions between modules and devices.
Vuzix, who is a leading developer of AR software and hardware (Vuzix, 2013) would be a
valuable partner to have as they can provide more knowledge of the industry as well as
provide us with the glassware technology. Media channels including technology magazines
and television stations such as TVNZ will be valuable partners to successfully market
A.R.B.I.S. and increase customer awareness of our product.
3.6 Strategy: Differentiation
As A.R.B.I.S. is designed to help with the presentation and interaction with data in everyday
life, we will be targeting a mass market; giving us a broad competitive scope.
Due to the fact that A.R.B.I.S. is a unique AR solution relying on Bluetooth rather than WiFI
in addition to high development costs, we will be selling at a premium price similar to the
Google Glass. This will mean we have a high cost cost strategy.
The overall strategy is therefore Differentiation.
3.7 Value Chain Activity: Marketing and Sales
The most important value chain activity for this business is Marketing and Sales.
Because the concept of augmented reality and AR devices is still relatively new, most
customers will likely not be aware of its benefits and uses or may believe Google Glass is the

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only provider of AR devices. We will need to aggressively market our brand as to
differentiate ourselves from the competition and maximise sales. Even existing glassware
which are of a similar quality of the Google Glass have failed due to the lack of effective
marketing.
3.8 Business Processes
3.8.1. ONLINE ORDER PROCESS - Due to the technical nature of A.R.B.I.S. as well as a rising
trend to buy online, the best way to sell is through our online website. As such, this will be a
key process in which customers will choose and purchase our product.
Confirm order?
Select desired
product to add to
shopping cart
Browse selection of
products
Select payment
method
Enter payment
details and confirm
Display
confirmation of
transaction
End
Start
Continue
shopping?
Abandon order
Yes
No
No
Sales recording systems Accounting
Yes


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3.8.2. ADVERTISING PLANNING PROCESS As mentioned before, advertising adds a significant
amount of value for A.R.B.I.S. as it will build brand recognition and thus a competitive
advantage. A successful advertising planning process will take into consideration our target
market and produce a campaign accordingly. A successful campaing can increase sales
drastically.
Conduct market
research
Understand
marketing
objectives
Identify target
market
Design marketing
campaign
Review campaign
End
Start
Acceptable
standard?
Market data recording system
No
Yes
Management
Marketing
Market data analysis system

3.9 Functionalities
3.9.1. ONLINE ORDER PROCESS
Displays variety and selection of products.

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Records financial transactions.
3.9.2. ADVERTISING PLANNING PROCESS
Tailor campaign to customer requirements.
Reduces risk of campaign failure.
3.10 Systems

3.10. 1. ONLINE TRANSACTI ON SYSTEM - This system supports the final stages of the Online
ordering system where it allows customers to complete the purchace by paying for the
goods selected. Simultaneously, this supports the financial transactions recording function
by recording the transaction data.
3.10. 2. CUSTOMER DATA RECORDING SYSTEM By recording customer data gained from
market research, the business will be able to later analyse this data to understand how best
to promote to customers and thus tailor the campaign to those needs.
3.10. 3. INTERNAL INSPECTING SYSTEM By having managers or executives review the work
(in this case the campaign) of their subordinates, they can ensure that the work aligns with
the company objectives and is up to a certain level of quality standards. This will reduce the
chance of the campaign failing .

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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 Sales
1. Online
ordering
process
1. Displays variety and selection of products.

2. Records financial transactions.
Online transaction system


TPS


2. Advertising
planning
process
1. Tailor campaign to customer requirements.


2. Reduces risk of campaign failure.
Customer data recording
system

Internal inspecting system.
TPS, CRM


DSS

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CONCLUSION
Riding along the forefront of the rapidly developing augmented reality industry, A.R.B.I.S. is
a unique Bluetooth-based system aimed at improving the physical world with virtual
support. This solution will remove the space restrictions of physical screens to increase
workspace and allow for better interaction as well as provide an easier may of access using
Bluetooth. While information technology stands at the core of the business as the nature of
the product, it is the information systems which provide the support throughout all our
business processes- whether it is delivering the vision, analysing the attractiveness of the
augmented reality industry or promotional planning. Information systems is an integral part
of A.R.B.I.S.

REFERENCES

1. HEGGESTUEN, J. (2013). One In Every 5 People In The World Own A Smartphone, One In
Every 17 Own A Tablet. Retrieved from http://www.businessinsider.com.au/smartphone-
and-tablet-penetration-2013-10.
2. Rivera, J., & Rob van der Meulen (2014). Gartner Says Augmented Reality Will Become an
Important Workplace Tool. Retrieved from
http://www.gartner.com/newsroom/id/2649315.
3. Demand-Led. (2013). Global AR Summit 2013. Retrieved from http://www.demand-
led.com/ar/.
4. Internet World Stats. (2014). Internet Growth Statistics. Retrieved from
http://www.internetworldstats.com/emarketing.htm.
5. Levi, J. (2013). Bluetooth 4.1 is coming, heres what it means for you. Retrieved from
http://pocketnow.com/2013/12/16/bluetooth-4-1-2.
6. Vuzix (2013). Vuzix- Augmented Reality Products. Retrieved from
http://www.vuzix.com/augmented-reality/.