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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Zane Crawford
NetID zcra134
Group Number: 346
Website Link: http://grp346.blogspot.co.nz/p/d1.html
Tutorial Details
Tutor: Day: Time:
Yvonne Thursday 11am
Time Spent on
Assignment:
25 hours Word Count: 1795

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FAMILY SAFETY
INTRODUCTION
Having fun in the city, or going out to town is one of the most popular past times among
New Zealanders in the Auckland area. Be it University students at night clubs or an old man
going for a drink at the local bar almost everyone has or will enjoy doing this at some point.
That being said the Auckland City night life can be a scary and sometimes even dangerous
place. As such this App was developed to help combat these issues by linking people
together, helping them make friends and interact as well as keeping them safe.
3. BUSINESS SECTION
3.1 Vision
To provide a service to help people socialize and connect in a safe and meaningful way so
that they are able to fully enjoy urban nightlife.
3.2 Industry Analysis: The Mobile Application industry
Industry: The Mobile Security Application Industry
Force: High/Low: Justification:
Buyer power: High In the mobile application industry there are many
buyers with many sellers. This is to the extreme
that any application, no matter how large has
become a single application in a sea of
apps.(Perez, 2014). Furthermore with 86% of all
mobile web being used by applications (Perez,
2014) there is clearly a very high number of app
creators, providing buyers with many options.

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Supplier power: Low Supplier power in this industry is very low as
there are many suppliers with heavily diluted
power. There are many examples of applications
that can help in these situations such as As stated
by Flurry CEO Simon Khalaf despite massive
efforts by Google and Facebook, the market
hasnt consolidated over the past couple of years,
we have seen new franchises emerge in almost
every sector of mobile. (Perez,2014). As such
there is no one supplier with control over security
applications.
Threat of new entrants: High There is a very high threat of new entrants in this
market. There are few barriers to entry and aside
from the large companies many third party apps
are currently making it into the industry (Ajmera,
2014). Many other security apps exist including
Find My Phone, Find My Friends, and GPS
Tracking Pro among numerous other (Google,
2014). As such is this makes the ability of a new a
security application breaking into the industry
very good.
Threat of substitutes: High The threat of substitutes in this area are fairly
high in New Zealand. Although more extreme
measures such as carrying pepper spray are
outlawed by the NZ Arms Regulations 1992 there
are many other options availiable to New
Zealanders. A major example of this is the
traditional 111 emergency services which took

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over 560,000 calls in the December 13
th
to
February 2014 quarter. (Telecom,2014). That
being said the police also abdoned 16,296 calls in
this time period and failed to answer over 10,000
calls as well. This indicates that although there
are substitutes present there is still a solid
customer base in this industry.
Rivalry among existing
competitors:
High There is a good deal of competition in this market
for both downloads (Perez,2014) and advertisers
(Ajmera,2014). Google drive alone has 5 different
free security applications (Google, 2014). That
being the case because of the sheer number of
people with smart phones with just under 50% of
adults reported to have smartphones in 2013
(New zealanders moving away from standard
mobiles, 2013). So although competition is high
relative to the number of smart phone users out
there there is still room in the market for another
security application.
Overall attractiveness of the industry: Despite the high level of competition in the industry
because of its sheer size and the fickle nature of app downloaders (Fitzpatrick, 2013) there is
still room in the market for this product. There are many other security applications but
none so far have the socially connective aspect of the Family Safety. As such this point of
difference will make the application stand out.
3.3 Customers and Thei r Needs
Although this app has broad appeal the main target group for this application are young
women aged 15-25. The main reasons behind this are because of the current situation in the
Auckland region. Sexual assault numbers in the Auckland region increased from 278 to 340

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in the Auckland region from 2012-213 (Police National Headquarters,2014). This, combined
with the recent Roastbusters epidemic which involved young men taking advantage of
young women with and the likelyhood of this behaviour spreading (Dougan,2013) have
lead to increased awareness and demand for security applications. Although the main
consumer group is young women it is important that a security application also appeal to
their parents as they are as important, if not more so then appealing to young women.
Therefore the application needs to provide adequate saftey features to make parents and
young women feel safe whilst at the same time providing social networking and
entertainment features that will appeal to the younger generation.
3.4 The Product and Service
This application has many aspects that will help satisfy consumer needs. The GPS tracking
and emergency contact functions present on the phone will help both family and friends
keep track of one another. The addition of a friend system to this application much like
facebook friending would also make it easier to find other known people in town especially
if a problem arises. By adding a social networking side to the application it also helps to
differentiate Family Safety from other more traditional security applications. Ways to
expand upon this would include picture sending and an instant chat bar sort of like an
amalgamtion of Tinder and Facebook. This will hopefully make it far more applicable to
young women. As stated by (Fitzpatrick,2013) most applications only enjoy temporary
success and interest does eventually begin to decrease as newer trendier applications
come out but Family Safety could start that new trend. Its safety aspects will keep parents
happy combined with an instant messaging system that will appeal to milenials
(Fitzpatrick,2013) would really appeal to our designated consumers.
3.5 Suppliers and Partners
In order to funciton Family Safety would require multiple key relationships in order to
function. One key supplier would be Google Maps which would provide the mapping and
location technology to enable the GPS functions of Family Safety to work reliably. Another
major supplier would be the major phone companies such as Telecom and Vodafone who
would provide the hardware that would allow the phones to track one another with GPS

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technology and locate one another regardless of cellular phone provider. Key business
partners would include the Apple App Store as well as Google again as they would provide
the platform from which Family Safety would be downloaded from. A second Key partner
would be local bars and nightclubs which would need wifi hotspots so people can
communicate with one another and send and receive distress signals well in those
environments. Lastly, another major key supplier would be advertisers from which Family
Safety would generate the majority of its revenue.
3.6 Strategy: Focused Low Cost
By nature the mobile security application industry is low cost. Most if not all of the security
apps already in existance are (Google,2014) and there are a large number of conusmers with
71.9% of students owning smartphones (New Zealanders Moving Smartly Away from
Standard Mobiles,2013). As such a low cost strategy that generates most of its revenue from
advertisements (Fitzpatrick,2013) is the ideal direction to take this application. This
application is geared towards appealing to young women and adults parents which make up
two large groups of smartphone users (New Zealanders Moving Smartly Away from
Standard Mobiles,2013) but is nonetheless taking a very narrow market view to appeal to
those two demographics.
The the overall strategy is therefore Focused Low Cost
3.7 Value Chain Activity: Market and Sell
The most important value chain activity for this business is Marketing and Selling the
Product/ Service
This is because of the sheer number of mobile phone applications with about 86% of time
spent on the mobile web being dedicated to applications (Perez, 2014). This combined with
the multitude of other security apps (Google, 2014) make it absolutely vital Family Safety
stands out in the marketplace. By presenting a safe yet fun image this will ensure that the
product is targeted at the correct narrow customer group to create a competitive advantage
by making Family Safety a trendy application and therefore more appealing.

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3.8 Business Processes
3.8.1 CREATIVE/SALES PROCESS The marketing and sales process is can be broken down
into establishing customer likes and dislikes, promoting product features and
communicating through a marketing campaign, attracting customers, processing
downloads, and advertising wealth generation. These all make up the separate processes
that encompass marketing and sales. This makes up the Creative/Sales Process as shown
below:





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3.8.2. IDENTI FY CUSTOMER PERSPECTIVE PROCESS The Customer perspective Process
involves the conversion of customer ideas into a marketing campaignthe other application
developers. These include identifyIing customer requirments, researching new marketing

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schemes, developing a protype, testing the product, and implementing the product. This is
shown below:




















Identify Cusomter
Perspective
Process

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3.9 Functionalities
3.9.1. CREATI VE/SALES PROCESS
Implement a marketing plan
Generate downloads
3.9.2. IDENTI FY CUSTOMER PERSPECTIVE PROCESS
Develop a marketing plan
Test marketing plan
3.10 Systems

3.10. 1. CUSTOMER INTEREST ANALYSI S SYSTEM This system would track customer
responses to surveys and information in order to track their overall interests. This would
help the team plan and implement a marketing plan and help market the app as something
fun and yet safe.
3.10. 2. MARKETING TESTING SYSTEM This system would help test marketing schemes in
controlled environments to ensure that the marketing plan will not be a diaster. This way
crises can be avoided and this will mitigate bad marketing plans as well as aiding in their
implementation.
3.10. 3. DOWNLOAD MANAGEMENT SYSTEM This wil help track and manage the number of
downloads being generated and can be used to both investigate the success of the
marketing scheme and help track how and why downloads are being generated. This will
help ensure that the application is being presented as family friendly, secure and fun.



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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/
Sales
1. Creative/
Sales Process
1. Implement a marketing plan


2. Generate downloads
Customer Interest/ Analysis


Download Management
CRM


TPS
2. Identify
Customer
Perspective
Process
1. Develop a marketing plan

2. Test marketing plan

Customer Interest Analysis

Marketing Testing
CRM

DSS

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CONCLUSION
On a whole the overall business idea is to create a securtiy application that appeals to both
parent and young adult women and is valuable to the organisation in numerous ways.

REFERENCES

1. Ajmera, N., Sato, L., and Stafford, B. (2014). Monetizing mobile apps: striking the right balance.
McKinsey Quarterly, 2(2), 28-29. Retrieved from Business Source Premier
2. Dougan, P., (2013). Roast busters: new vigilante group promises justice. New Zealand Herald Website.
Retrieved from http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11151474
3. Fitzpatrick, A. (2013). One stat that explains why instagram is adding ads. Time.com 10/28/2013, 1-1.
Retrieved from Business Source Premier
4. Google. (2014). Family Safety Production. Retrieved from
https://play.google.com/store/apps/developer?id=Family+Safety+Production
5. New zealanders moving smartly away from standard mobiles. (2013). Retrieved from
http://www.horizonpoll.co.nz/page/297/new-zealande
6. Perez, S., (2014). Mobile app usage increases in 2014, as mobile web surfing declines. Retrieved from
http://techcrunch.com/2014/04/01/mobile-app-usage-increases-in-2014-as-mobile-web-surfing-
declines/
7. Police National Headquarters. (2014). A summary of record and resolved offence statistics.
Wellington: Police National Headquarters. Retrieved from
http://www.police.govt.nz/sites/default/files/publications/crime-stats-auckland-city-20131231.pdf
8. Telecom. (2014). 111 report dec13-feb14 (2013-2104 Report) [Online PDF] Wellington: Ministry of
Economic Development