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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Christen Oliveira
NetID Coli112
Group Number: 365
Website Link: http://infosys110groupxxx.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kit-Wah Friday
Time Spent on
Assignment:
25 hours Word Count: 1650

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SUNSCREEN - IT LOOKS GOOD ON YOU!
INTRODUCTION
3. BUSINESS SECTION
Various skin problems originate from the lack of sunscreen application. Our company aims
to reduce the likelihood of skin cancer later in life by encouraging people and creating
awareness via fun techniques like apps. By creating an game/app in which when a certain
level is attained, using the QR code system and conveniently placed machines, sunscreen is
dispensed when the code is scanned. Through modern technology we aim to decrease the
problems regarding the negative effects of the sun.
3.1 Vision
Through relevant technology and effective awareness, we are striving to reduce the risk of
skin cancer in our youth in order to create a generation of healthy adults in our community.
3.2 Industry Analysis: SunCare Distribution Industry
Industry: SunCare Distribution industry.
Force: High/Low: Justification:
Buyer power: High There are a variety of apps that remind you to
apply sunscreen. Therefore consumers have a
relatively extensive range to select from. In the
Apple app store alone there are over 1,000,000
plus apps as at April 24 2014. (Ingraham 2013)

Supplier power: High Because we dont manufacture our own
sunscreen we must obtain it from one of the
many suppliers available. Many different
sunscreen companies could be interested in

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supplying us with their brand of sunscreen to
raise awareness, promote their company and
increase sales. (Downes 2013)

Threat of new entrants:
High The threat of new entrants is relatively high as
various apps exist that can be created and
associated with existing sunscreen supplying
companies. There are low barriers to entry into
the market as developing apps requires a
seemingly low capital investment.
Threat of substitutes: Low There arent many substitute apps allowing
dispensible sunscreen, the game, whether in app
or machine form is fairly innovative and creates
convenience for consumers with easy access of
sunscreen hence regardless of substitute
products we have a competitive advantage (with
the QR code and gaming machine system) over
our potential substitutes.
Rivalry among existing
competitors:
High Due to the availability of many different apps,
especially in summer the demand for knowing the
temperature and any weather related appps
increases rivalry among competitors (relatively
high) as firms compete for competitive
advantages such as ours.
Overall attractiveness of the industry: The overall attractiveness of the industry is relatively
low significantly due to the high buyer power and supplier power. With high threat of new
entrants, and rivalry among existing competitors also existing, the industry itself appears
not very appealing. However, there is currently no major substitute for a convenient way to

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obtain sunscreen and create awareness, our app is likely to still be successful in the current
market.
3.3 Customers and Thei r Needs
Our customers range from young to old. The technology involved, such as the use of the app
targets the younger generation, potentially affected later in life. The other option (gaming
machine) can be used by almost anyone. Using the app and the gaming machines raise
awareness on protecting your skin, by redeeming sunscreen our customers needs are met.
The app is paid and downloaded from the app store and the gaming machines are placed at
public places such as parks and beaches both serving consumers with convenience. This also
eliminates one of the reasons people dont apply sunscreen such as they forgot or cant
afford it.
3.4 The Product and Service
The app/gaming machine enables people to access sunscreen, increasing sunscreen
application in general and reducing the risk of skin problems. A quick purchase of the app,
consumers can then play the game similar to the one that can be played using the machines.
The gaming machine will be operated by a coin donation however it can be any coin. Each
level earned in the game will accumulate the amount of times they can receive dispensed
sunscreen. Sunscreen dispenses from the gaming machine when the QR code on the
machine is scanned using the camera from the phone, the machine is capable of accessing
the games information such as the levels they have earned and will sensibly dispense
sunscreen depending on the hands-free sensor. People without access to smartphones can
still play the game on the physical machine.
3.5 Suppliers and Partners
The suppliers required potentially include app developers and app distribution stores such
as Moa Creative or Smudge Apps both located in NZ. Once the app is developed, co-
ordination with the Cancer Association will be necessary. Next step is to make our app
available on app stores for Smartphone users. Potential partnership with the NZ Cancer
Society could be vital as we require appropriate SPF sunscreen that will be dispensed from

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our machines as well as creating awareness. Gaming machine suppliers such as IGT, based in
NZ, would meet our gaming machine needs as they provide trained technicians after the
sale has occurred. Another potential supplier could be Sydney based, Konami Australia PTY
ltd who provide innovative reliable gaming equipment which is very important when
considering the multiple locations that we would have available. (Southern Trust)
3.6 Strategy:
The cost strategy is broad market low cost as the objective is not to earn high profits
(Chaffey 2013) but to create awareness to help reduce the risk of skin cancer. Customers
complete a one-off purchase for the app from relevant app stores and the gaming machines
are played by inserting any type of coin. This appeals to cost concious or under-privileged
people who may find buying sunscreen in bottles expensive. Our downloadable app also
targets those with smartphones but doesnt limit our customer base as anyone can attain
access to the physical gaming machines. By using the broad market strategy we encompass
an extensive consumer base.
3.7 Value Chain Activity:
The most important value chain activity for this business is potentially Technology
Development as the app is providing a gaming service, it is imperative to constantly update
the game with the multiple levels involved. Installing/updating the QR code system to
constantly make it more efficent for consumers is very important. To achieve our vision, our
app/gaming machine must persistently function at a high standard. The updates involved
will make our technology relevant and is a source of value creation for our company as we
do not focus on high profit, minimizing our technology related costs therefore is also vital to
maximise any profits. (Manktelow)
3.8 Business Processes
3.8.1. APPLI CATI ON DESI GN PROCESS:
This process is vital for our company as it is the prototype for the machine game. When
designing the app our target population is taken into consideration, the app is directed
towards young people as prevention can help decrease the occurrence of skin cancer cases.

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Consequently, to meet their needs, the app would have to be fun and and enjoyable for
them to desire to play and subsequently collect sunscreen.
Start
End
Beginning
Concept Design
Complete Detailed
Functional design
Does the design meet the
target customers
requirement?
YES
Initiate the
actual App
creation.
Quality Assurance System
Test App for
functionality,
efficiency and
fun
Research & Development System
Is the game fully
functional and are the
graphics sufficient?
NO
Release app to
Android and
Apple stores
YES
NO

3.8.2. CUSTOMER FEEDBACK PROCESS:
This process is inevitable for the app/machine as technology advances rapidly and we
require our customers to be satisfied with the app ensuring loyalty to this app. Customer
feedback/ratings are essential for the company to improve the current product and resolve

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any bugs or aspects of the product that could be further developed, value creation and
having a competitive advantage.


Start
End
Reflect on Customer
Feedback using
Relevant Survey
Questions
Research and
Collect New
Innovative Ideas
Change errors
and develop app
to better quality
Release Updated App
including new
features
Is evaluated overall
customer response
good?
Release Final
Product
Yes
No
Data Warehouse
Customer Service System


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3.9 Functionalities
3.9.1. APPLI CATI ON DESI GN PROCESS
Create detailed and functional finalised design
Test app for functionality, fun and efficiency
3.9.2. CUSTOMER FEEDBACK PROCESS
Accumulate research on potential improvement ideas
Alter the errors and release updated version
3.10 Systems

3.10. 1. SYSTEM Quality Assurance System App designing process system, ensures the
complete detailed functional design is of reasonably high quality and can be carried out
efficiently to the next step which is intiating the actual creation of the app.
3.10. 2. SYSTEM Research and Development System After app creation this system is
vital to the end product as it ensures that the app is functioning and research such as
children to test for fun means they are enjoying the graphics and the game/app is a success
(as part of the app design process).
3.10. 3. SYSTEM Customer Service System This system is used to file through the relevant
feedback during the customer feedback process and scrutinize the information provided as
well as gathering the ratings and providing a general report on how the app is doing, paying
special attention to areas of required development.

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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)

Technology
Development
1. Application
Design Process
1) Create detailed and functional
finalised design
2) Test app for functionality, fun and
efficiency.
1. Quality Assurance
System
2. Research and
Development
System
Transaction Processing
System
2. Customer
Feedback
Process
1) Accumulate research on potential
improvement ideas
2) Alter the errors and release updated
version

1. Customer Service
System
Customer Relations
System

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CONCLUSION
This gaming app would address the current and on going issue of the lack of individuals
applying sunscreen. Effective awareness is raised and the risk of later-day cancers can be
reduced using the fun app and gaming machine. Customer satisfaction should increase and
the youth are made aware of the importance of protecting your skin now so that theyll be
healthy adults.
REFERENCES

1. Ingraham, Nathan (2013). Apple announces 1 million apps in the App Store, more
than 1 billion songs played on iTunes radio. Retrieved from:
http://www.theverge.com/2013/10/22/4866302/apple-announces-1-million-apps-
in-the-app-store

2. Downes, Siobhan (2013). Cheaper sunscreens work better, Retrieved from:
http://www.stuff.co.nz/life-style/wellbeing/9486636/Cheaper-sunscreens-work-
better
3. The Southern Trust,Retrived from: http://www.southerntrust.org.nz/index.php?Our-
Gaming-Machine-Suppliers
4. Manktelow, James
Retrieved From: http://www.mindtools.com/pages/article/newSTR_66.html
5. Chaffey, Dve (2013)
Retrived from: http://www.mindtools.com/pages/article/newSTR_66.html