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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Tiffany Ye
NetID tye954
Group Number: 346
Website Link: http://grp346.blogspot.co.nz
Tutorial Details
Tutor: Day: Time:
Yvonne Hong Thursday 11am
Time Spent on
Assignment:
21 hours Word Count: 1648

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FAMILY SAFETY
INTRODUCTION
The problem chosen to be addressed is the lack of safety for teenagers engaging in Auckland
City nightlife. Young or underage girls are likely to be intoxicated, and therefore subject to
dangerous situations such as assault.
A proposed solution to the problem is the creation of a mobile application for smartphones
called Family Safety which incorporates safety features which can be personalized for each
user accordingly.
3. BUSINESS SECTION
3.1 Vision
Our vision is to provide a accessible and reliable safety mobile phone application aimed at
protecting teenagers engaging in the Auckland City nightlife. Family Safety aims to be a
preventative measure against dangerous situations such as sexual assault.
3.2 Industry Analysis: Health and Safety Mobile Application Industry
Industry: Health and Safety Mobile Application Industry
Force: High/Low: Justification:
Buyer power: High Buyer power is high as buyers have many Health
and Safety applications to choose to purchase
that offer similar features such as Circle of 6,
bsafe and Guardly. (About.com, 2014)
Supplier power: High
Supplier power is high as there are numerous
coding services readily available for the creation
of Health and Safety mobile applications. An
example is Dominion Software, which offers

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application software development for handheld
devices at competitive prices. (Dominion
Software, 2014)
Threat of new entrants: High
Threat of new entrants is high as anyone can
easily enter the Health and Safety Mobile
Application industry due to relatively low start up
investment costs and the requirement of
infrastructure is not needed. Due to the high
availability of application building platforms at
relatively cheap prices, the threat of new entrants
into the industry is high. An example is Appery, a
cloud-based application building program which
pricing plans start from free and go up to $180
monthly. Many other providers offer platform
based services such as Mobile Roadie which can
make your application for you and tailor it to your
specific requirements. (Smith, 2013)
Threat of substitutes: Low Threat of substitutes is low as there are few
substitutes to Healthy and Safety Mobile
applications. One of the few alternatives to using
a Health and Safety Mobile Application would be
calling or texting a friend or emergency authority
which is inefficient, time-consuming and without
guarantee that an answer will be received.
Rivalry among existing
competitors:
High Rivalry amongst existing competitors is high due
to little to none switching costs between
applications due to similar features illustrated
across all applications within the industry. An
example is React Mobile which is similary to
Guardly, as these both can dial 911 on your
behalf if you are feeling threatened. (React
Mobile, 2014)

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Overall attractiveness of the industry: The Health and Safety Mobile Application Industry is
attractive due to supplier power being high and threat of substitutes being low which means
that there are few alternatives to applications. Barriers to entry are low as the high
availability of application building platforms means that almost anyone can create an
application with little investment required. Rivarly amongst existing competitiors being high
may not be attractive due to low switching costs, however Health and Safety app creaters
can easily create business strategies with a competitive edge through offering unique
features unavailable on others.
3.3 Customers and Thei r Needs
Customers of the Family Safety App would be both teenagers and parents.
The target group of teenagers would purchase the application for personal safety and
location purposes. Teenagers needs include wanting to locate and keep in contact with
their friends whilst enjoying the nightlife of Auckland City and having the reassurance of
emergency services being a few taps away if they ever find themselves in a dangerous
situation.
Parents would purchase this application for their personal reassurance that they can easily
contact and locate their children. This issue concerns parents as in there was a 23.3%
increase in the number of sexual assault offences from 2012 to 2013 (NZ Police, 2013). Thus,
if their children were ever in a dangerous situation where they required external aid;
parents would feel safe knowing that their child can easily contact emergency authorities
through the use of the application. This issue concerns parents as in there was a 23.3%
increase in the number of sexual assault offences from 2012 to 2013
3.4 The Product and Service
Family Safety is an application designed for smartphones. The service that this application
provides are included in the features such as a GPS where individuals have the ablity to
sync their phone contacts and self-selected Facebook contacts to a real-time map of
Auckland so that they have the ability to pinpoint the exact location of their friends in
relation to them. Video capabilities allow users to see their nominated contacts and

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automatic connection with emergency authorities such as the police are encompassed
within the application. This is critical to getting help quickly and efficiently.
These features encompassed within our product satisfy the needs of the customers
(teenagers and parents) as not only does it provide personal safety and security, but it
converts a customers smartphone into a phone with incorporated and personalized safety
features. Features encompassed within the application satisfies teenagers and parents as
parents will know the whereabouts of their children and teenagers will have easy access to
help services if they require so whilst roaming Auckland city.
Our application enhances situational awarenesss as an increased number of assault cases
may be reported to a greater extent due to the efficiency the application creates in alerting
police authorities.
3.5 Suppliers and Partners
Facebook is a partner as we will be collaborating with them so that self-selected Facebook
friends are able to be synced to the contact list within the application. Emergency services
such as the police will be partners as through the application, users will have the ability to
call through to these services if in dangerous situations.
Apple and Google are our suppliers as we will be releasing our application through their App
Store platforms, and therefore we will be paying them to distribute our application. Coders
and developers are our suppliers as we will be paying them to produce our application and
update our software.
3.6 Strategy: Focused Low Cost
Family Safety is following a narrow market scope. This is because it is aimed only. towards
teenagers and parents. Family Safety is following a low cost strategy by offering the
application at a relatively low price. Therefore, it is affordable for the target customers.
The overall strategy is therefore Focused low cost
3.7 Value Chain Activity: Service after Sale

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The most important value chain activity is service after sale
Service after sale is the most important value chain activity as customer feedback is
essential in ensuring customer retention. It is vital to stay informed as to whether the
application is serving its intended purpose. Maps are constantly being updated, therefore
software has to be updated on a regular basis to ensure personal safety and accuracy in
location.
3.8 Business Processes
3.8.1. CUSTOMER FEEDBACK PROCESS This process involves a survey being sent out to users
which pops up when the application is in use. Users will then provide feedback by providing
their opinions on questions (both quantitative and qualitative. Once users have submitted
their surveys, their opinions will be taken into account via improvements within the
application. This is important for service after sale as in order to continue to satisfy the
needs of the customers, feedback must be acquired.


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3.8.2. SOFTWARE UPDATI NG PROCESS This process functions by involving the collaboration
between application developers and ourselves to assess the available options of potential
updates. Family Safety will then be prepared for the update through configuration by
minimizing the disruption to current users. Finally, we have the ability to install the update
into the application and users will be able to download it without complication.
START
Software Updating System
Application Development
Department
Assess options
END
Collaborate with
application
developers
Prepare for the
update through
configuration
Make a decision on
updates to implement
Execute and install
update


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3.9 Functionalities
3.9.1. CUSTOMER FEEDBACK PROCESS
Sending survey requests on the application.
Making a call to the helpline through the application
3.9.2. SOFTWARE UPDATI NG PROCESS
Installing and configuring updates
Requesting users to download the application updates
3.10 Systems

3.10. 1. CUSTOMER FEEDBACK SYSTEM - The customer feedback system incorporates a
helpline via the application where users can make a call at any time with enquiries that can
be resolved. Surveys are issued where users can provide quantitative and qualititative
feedback about the application. With this information, conclusions can be drawn and future
projections about potential features can be calculated.
3.10. 2. DECI SI ON MAKI NG SYSTEM This system is vital in reviewing and evaluating customer
feedback provided in order to make decisions based on conclusions drawn. By implementing
a decision making system, the costs of updating the application can be considered.
3.10. 3. SOFTWARE UPDATING SYSTEM The following system is crucial as it involves the
installation and configuration of updates within the application. The constant updating of
software upholds the vision of being a preventative safety measure against potential
dangerous situations as by having real-time located maps that are the most recent; users
have the ability to find others in the correct location.

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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)

Service
after sale
1. Customer
Feedback
Process
1. Sending survey pop-ups through the
application

2. Making a call to the helpline
Customer Feedback System

Decision Making System
Customer Relationship
Management

Decision Support Systems
2. Software
Updating
Process
1. Installing and configuring application updates

2. Requesting users to download updates
Software Updating System



Collaboration Systems

Customer Relationship
Management

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CONCLUSION
Family Safety is not just a Health and Safety Mobile Application, but can convert an ordinary
smartphone into a personalized safety device. The features that this application
encompasses such as GPS tracking, video capabilities, emergency calling and contact
synchronization all demonstrate the value that information systems create for the target
market of teenagers and parents. Personal safety shouldnt be taken lightly, therefore
Family Safety could potentially change the lives of many teenagers and outcomes they may
face when participating in Auckland City nightlife.
REFERENCES

1. About.com. (2014). Best Apps For Women Concerned With Safety And Security.
Retrieved May 24, 2014, from About.com:
http://womensissues.about.com/od/violenceagainstwomen/tp/Best-Apps-For-
Women-Concerned-With-Safety-And-Security.htm

2. Dominion Software. (2014). Dominion Software. Retrieved May 24, 2014 from
Dominion Software: http://www.dominionsoftware.co.nz


3. Smith, G. (2013, December 13). 10 Excellent Platforms for Building Mobile Apps.
Retrieved May 24, 2014, from Mashable: http://mashable.com/2013/12/03/build-
mobile-apps/

4. React Mobile. (2014, January 17). Feel Safer with React Mobile; React Mobile -
Mobile Safety App. Retrieved May 25, 2014, from React Mobile:
http://reactmobile.com/review-react-mobile-app

5. New Zealand Police. (2013). Crime Statistics Auckland City 2013. Retrieved May 23,
2014, from NZ Police:
http://www.police.govt.nz/sites/default/files/publications/crime-stats-auckland-city-
20131231.pdf