Name Jonty Thompson NetID 8161431 Group Number: 290 Website Link: http://infosys1102014s1group213.blogspot.co.nz/ Tutorial Details Tutor: Day: Time: Yvonne Hong Wednesday 11am Time Spent on Assignment: 30 hours Word Count: 1649
2 2 TRANSPORTRACKER INTRODUCTION Within our ever-evolving world, we are constantly encouraged to save our enviornment by reducing our greenhouse gas emissions. To act as a solution to this problem, we are urged to use Public Transport as opposed to our own vehicles. However, time is of the essence. Currently the porportion of the NZ public using Public Transportation is low due to its lack of reliability and timeliness. I believe the answer to this ongoing problem lies within the modification of already existent solutions to better suite the technological advancements of the 21 st century through the effective use of a TransporTracker accesible via smartphones. 3. BUSINESS SECTION 3.1 Vision To provide the NZ public and rest of the world with a technoligcally advanced smartphone application that will transform their mentality and trust towards Public Transport through its simplicity and affordability. 3.2 Industry Analysis: Industry: Mobile Transportation Application Industry Force: High/Low: Justification: Buyer power: Low Customers are only looking for applications which meet their purpose. 1 There is currently no other live Transport Trackers in the NZ mobile transportation application industry, hence buyers have limited transportation applications available to meet their purpose/needs other than the TransporTracker. 1 (Jain.S,Bansal N, 2011)
3 3 Supplier power: Low The mobile application industry of the modern day world is currently colossal with over 800,000 apps in the Apple App Store. 2 Therefore the scope TransporTracker has in electing suppliers of application software is very broad. 2 (mobiThinking, 2013) Threat of new entrants: High Mobile Roadie is available in the market which can be used by interested developers to quickly and inexpensively build iPhone Apps. 1 Therefore the cost of developing a new application is low with the time taken to develop an application being short; hence barriers to entry are low. 1 (Jain.S,Bansal N, 2011) Threat of substitutes: High The public will be able to turn to conventional pubic transport services such as timetables and electronic bus stop screens if they feel transport relaibility and timeliness is satisfactory or the application is not affordable. Most LINK bus stops have audible and electronic real-time passenger information. 3
3 (Be. accessible, 2013). Rivalry among existing competitors: Low The only existing evidence of a TransporTracker is the Live London Bus Tracker 4 Therefore NZ competitors such as AT Public Transport and FerryFinder do not offer live tracking. Therefore TransporTracker has competitive advantage over existing competitiors, creating competition
4 4 complacency. 4 (Live London Bus Tracker, 2014). Overall attractiveness of the industry: With low buyer and supplier power, organizations such as TransporTracker will have the upper hand with regards to control of customers and election of suppliers within the industry. Rivalry among exisiting competitors will initially be low however is subject to change as growth within the industry is experienced. It is also important to recognize that as applications are released to the public and demand increases, new entrants can be expected to enter the industry due to its clear low barriers to entry. Overall, the prospering aspects of the industry outweigh the adverse aspects and thus it is a relatively attractive industry to infiltrate. 3.3 Customers and Thei r Needs The target group of customers are the NZ Public. Their needs are for transport to be highly reliable and consistently on time. However, it is almost impossible to avoid unexpected occurances such as motorvehicle crashes and increased traffic congestion and thus guarantee the exact time public transport will arrive. Anthony Downs states; rising traffic congestion is an inescapable condition in all large and growing metropolitan areas across the world. 5 (Downs. A, 2004) The TransporTracker however increases timeliness and reliability by handing responsibility over to the customer, as they are now the ones who can ultimately determine the time of arrival and departure using the TransporTracker. 3.4 The Product and Service For customers, their primary concern is their ability to be able to trust Public Transportation. According to the Public Transport Users Association; slow speeds and poor reliability are in fact the biggest problems facing public transport 6 (Moreton. T, 2010). The GPS tracking device placed in all modes of public transportation enables the customer to track their transportation live on their smartphone which therefore results in a subsequent increase in the reliability and timeliness of public transportation as customers no longer have to wonder if their transport is going to turn up but instead know exactly where it is and at what time it will arrive/depart; thus increasing customers trust in Public Transport.
5 5 3.5 Suppliers and Partners Supplier 1 Qualcomm Qualcomm would supply TransporTracker with technology software that is consistently up to date with modern technological advancements. Examples include; Gimbal TM , LTE Advanced, HSPA+ Advanced and Qualcomm Vuforia TM . Supplier 2 Smartrak Smartrak would supply TransporTracker with the Automatic Vehicle Locator GPS Unit (tracking device) needed to install within all modes of Public Transportation. Partner 1 Apple Apple is the world leading smartphone original equipment manufacturer (OEM) and have sole ownership over the Application Store which is where TransporTracker would look to work in conjunction with Apple to market/sell their product. Partner 2 Auckland Transport Auckland Transport is the Public Transport provider in NZs most populated city, therefore TransporTracker would work in conjunction with Auckland Transport to install tracking devices and determine transportation routes etc, whereby both parties will benefit. 3.6 Strategy: Competitive Scope: TransporTracker operates and sells to a broad market as the target market is the NZ Public which suggests that anyone with a smartphone is able to purchase the application, thus formulating a very broad market with the technological advancements of the 21 st century. Cost Strategy: Part of TransporTrackers vision statement is to create an application that is affordable to the public. Hence TransporTraker adopts a low cost cost strategy whereby the application is easily affordable to customers. The overall strategy is therefore Cost Leadership.
6 6 3.7 Value Chain Activity: Technology Development (and R&D) Technology Development (and R&D) is a key value chain activity due to the ever- prominent technical advancements of the 21 st century that serve as key performance drivers amongst innovation of the modern day world. It is essential that we take full advantage of these technological advancements in order to improve day to day transportation activities whereby simplicity and affordability is what will ultimately create a competitive advantage. Therefore for TransporTracker, constant Technology Development (and R&D) is imperative in order to create business success. 3.8 Business Processes 3.8.1. SOFTWARE ADVANCEMENT AND DEVELOPMENT PROCESS Keeping up with and creating new technology software advancements is key to TransporTrackers success and maintenance of competitive advantage. Therefore it will have a team dedicated to researching and installing new software whereby they will first carry out industry software research, then create and place software purchase orders. Once the new software is received, it is then able to be installed into the application whereby an application update will take place and then made avaliable to customers.
7 7 BUSINESS PROCESS 1 MODEL
3.8.2. APPLI CATI ON DEVELOPMENT PROCESS It is essential that TransporTracker has a clear/concise application development process set out in order to optimize customer experience and satisfaction which will subsequently increase business reputation and sales. TransporTracker will have a team that will first analyse customer surveys and customer complaints, followed by determining where improvements can be made and putting these improvements into action. The modernized application will then be updated and made available to customers whereby the effectiveness of the development process can be evaluated and thus reviewed or protracted as needed. Start Research software developments and advancements Create and send software purchase order Receive Software Install new software Update Application Make updates available to users End Software Development Department Software Development Department Software Order Processing System
8 8
BUSINESS PROCESS 2 MODEL
Start Understand and analyze customer surveys Analyze customer complaints Identify where improvements need to be made Execute Modifications Update Application Make application update available to customers End Application Development Department Application Development Department Review and Revise Customer Feedback Analysis System
9 9 3.9 Functionalities 3.9.1. SOFTWARE ADVANCEMENT AND DEVELOPMENT PROCESS Identification of market software trends Installation of new software 3.9.2. APPLI CATI ON DEVELOPMENT PROCESS Record inefficient/ineffective area of the application Determine required application modifications 3.10 Systems
3.10. 1. SOFTWARE RESEARCH SYSTEM - With developments in technology skyrocketing in the 21 st Century, it is imperative that TransporTrackers research and development team stay on top of market softare trends and remain ahead in software advancements. The software research system will be the pivotal factor in determining whether or not the TransporTracker is able to maintain its competitive advantage through its top of the line software designed to satsify customers needs of affordability and simplicity. 3.10. 2. SOFTWARE ORDER PROCESSING SYSTEM Once the software development team has reached a consensus on what updated software needs to be purchased, a software order processing system must be put in place in order to record (inventory) purchases and payments and thus reliably measure the inuput of software into the business so that profits can be measured reliably and steps can be taken towards making the TransporTracker the most technically advanced smartphone application in the world. 3.10. 3. CUSTOMER FEEDBACK ANALYSI S SYSTEM As customer surveys and subsequent complaints are collected by the Application Development Team, the customer feedback analysis system will initially record the reported inefficient and/or innefective areas of the TransporTraker as quoted by customers. The system will then effectively identify the application modifications that are required in order to respond to and satisfy customer needs, whereby the flow-on effect is an increase in the publics trust in Public Transport.
10 10 3.11. Summary Table: Value Chain to Systems
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
Technology Development (and R&D) 1. Software Advancement and Development Process 1. Identfication of market software trends
2. Installation of new software Software Research Sysem
Software Order Processing System SCM
TPS 2. Application Development Process 1. Record innefective/inefficient area(s) of the application.
2. Determine required application modifications Application Review and Revision System
Customer Feedback Analysis Systems DSS
CRM
11
11 CONCLUSION TransporTraker is the evolution of Public Transportation. With Global Warming being an ongoing problem within our modernized world, pollution needs to be reduced and New Zealand is the place to start. The public requires constant reliability and timeliness of public transport in order to gain its trust and increase its subsequent usage. With TransporTrakers competitive advantage combined with the infiltration of the mobile application industry being relatively attractive; TransporTraker will look to shed a positive light on Public Transportation in NZ through the transformation of the publics mentality and trust. REFERENCES
1. Jain. S., Bansal. N. (2011) Mobile Applications. A consulting report that defines the entry strategy for client company, (1), 17. Retrieved from http://www.slideshare.net/shwetaj/mobile-applications-7643425
2. mobiThinking. (2013). Global Mobile Statisitics 2013 E: Mobile Apps, app stores, pricing and failure rates. Retrieved from http://mobithinking.com/mobile-marketing- tools/latest-mobile-stats/e#appwebsubstitute
3. Be Accessible. (2014). Buses around Auckland City. Retrieved from http://www.beaccessible.org.nz/find/get-around/buses/buses-around-auckland-city
4. Apple iTunes. (2014). Live London Bus Tracker TFL Transport Bus London Live Countdown Time, Route and Map. Retrieved from https://itunes.apple.com/nz/app/live-london-bus-tracker-tfl/id514508445?mt=8
5. Downs. A. (2004). Why Traffic Congestion Is Here to Stay and Will Get Worse. (25), 19. Retrieved from http://www.uctc.net/access/25/Access%2025%20-%2004%20- %20Traffic%20Congestion%20is%20Here%20to%20Stay.pdf
6. Morton. T (2012) Common Urban Myths about Public Transport. Public Transport Users Association (8). Retrieved from http://www.ptua.org.au/fast.shtml
Qualcomm. (2014). Transcendent Technologies. Looking to push the boundaries oh whats possible in mobile. Retrieved from http://www.qualcomm.com/technologies
Smartrak. (2014). AVL GPS Unit. The Smartrak AVL GPS Unit for accurate GPS vehicle tracking. Retrieved from http://www.smartrak.co.nz/info/vehicle-tracking.aspx