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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Yun-Ching Chou
NetID Ycho814
Group Number: 276
Website Link: http://infosys1102014s1group276.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kirsten van Dorp Thursday 10am
Time Spent on
Assignment:
8 Hours Word Count: 1600

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TRANSFO
INTRODUCTION
Our group has discovered the problem of the conjestion of public busses during rush hours
in Auckland e.g. (881). This has negatively impacted on many unorganised passengers as
sometimes they wont be able to catch their bus if it is full and will have to wait for the next
one to arrive. Our solution to this problem is the Transfo application. This gives passengers
who owns smart phones an idea of when and where is the best time to catch the bus so
they wont waste their time.
3. BUSINESS SECTION
3.1 Vision
Our vision is the create and implement solutions to help people to be more efficient and
effective with their time for travelling to their destinations.
3.2 Industry Analysis: Application Development
Industry: Transfo is an application development industry where we sell our solutions to big
companies that lack the resources to solve problems.
Force: High/Low: Justification:
Buyer power: Low Transfo is a newly developed application and as
of now there isnt anything else similar to this.
Therefore, Transfo is only one of the few options
that consumers can use to help them to solve
public transport problems.
Supplier power: High We have good control over a part of the
application market because Transfo is one of its
own so it is very hard for consumers to look for

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alternatives. Thus we can raise prices and fees if
theres the need without losing a lot of
customers.
Threat of new entrants: High Application development do not require heavy
investment in equipment. The programmer only
needs to purchase a few softwares to start
creating applications so the start up cost is
relatively low e.g. Branded Business Apps ($399).
Threat of substitutes: Low The only substitute that can possibly compete
against Transfo is double sized busses. However,
it doesnt necessarily solve the problem of the
conjestion of public transport because it could
still get full and it could be expensive to maintain.
Rivalry among existing
competitors:
Low There are barely any competitors where the
closest one is probably Google GPS. However, it
only offers the traffic conditions and doesnt
measure the conjestion of public transport.
Overall attractiveness of the industry: The industry is relatively attractive as long as the
application is unique and addresses to difficult problems in the society. If the application is
similar to others then it would be hard to survive in this industry.
3.3 Customers and Thei r Needs
Transfos target is public bus passengers. This mostly includes university students and
employees which are also the underyling symptoms for the conjestion of public transport.
(2011) a year in which patronage of Northern Express services jumped almost 18% to 1.97
million passenger trips (Dearnaly,2011). The needs of the university student passengers is
to arrive to classes on time so they can make the most out of their education. Whereas the

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needs of the employees is to arrive at their workplace on time so they wont make a
negative impression to their employer.
3.4 The Product and Service
Transfo collates the number of passengers currently on board on the bus through counting
the number of AT HOP cards tagged on and how many passengers usually tag on at the next
station at different periods of time e.g. rush hour. Transfo will collaborate this data to show
the passengers that are not onboard the percentage of space avaliable on each bus, how
much demand theres for this particular bus and recommendation for alternatives.
Therefore, passengers can save time efficiently and effectively by avoiding conjestions.
There will be a charge of 20 cents for unlimited logins into our application for the day.
3.5 Suppliers and Partners
Transfos potential suppliers could be application development company like PhoneGap and
internet service provider like Telecom. PhoneGap will allow Transfo to be developed and
updated on a continual basis. Whereas, Telecom transfers data that are required for the
features of this application from our potential partners through the internet.
Transfos potential partners could be Auckland Transport and Northstar. Transfo needs
Auckland Transport to cooperate and collaborate the data from their AT HOP machines so
that accurate information could be displayed to passengers. Whereas, Northstar needs to
collaborate with Transfo and AT to determine the number of spaces avaliable for passengers
on each bus.
3.6 Strategy: Focused Low Cost
Transfo only targets public busses in Auckland region of New Zealand which is a narrow
market as there are only a few different bus services and are mostly owned by the
government hence public transport e.g. Northern Express and Northstar. Our prices to
passengers for accessing Transfos services are relatively low where there is a charge of 20
cents for unlimited logins into the application for the day so this is a low cost strategy.
The overall strategy is therefore Focused Low Cost.

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3.7 Value Chain Activity: Service after the sal e
The most important value chain activity for this business is Serivce after the sale.
This is because an application needs to be consistently maintained and updated once it is
purchased by consumers as they will be using it on a continual basis. For example Transfo
will be used everyday by public bus passengers where they need to be provided and
updated with accurate information about the services so they can get to their destinations
on time. Transfo is a software as a service model (Saas) and creates value when passengers
pays the charge of accessing the applications features.
3.8 Business Processes
3.8.1. START UP PROCESS Transfo customer will open up the application and will be taken
to the login screen. If the customer fails to log in with their false password or username it
will be detected by the Transfo server and will be ask to try three more times. If all attempts
fails then they can ask Transfo security server to help them retreive their account back.
Once the cusomter logs in there will be an automatic payment of 20 cents through Transfos
banking system so they can use this application for the rest of the day. Finally, Transfo
system will display the information collaborated with Auckland Transport to the users.


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START UP PROCESS MODEL 1:


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3.8.2. ACCOUNT SI GN UP PROCESS New Transfo users will be brought to the log in page and
can select the sign up option. They would be directed to the sign up page where they have
to fill in their private information. Once filled, they need to select accept terms and
conditions in order to continue other wise they cannot complete their subscription. If they
accepted the terms and conditions and submitted their details, the Transfo server will
record it into their systems then send a confirmation text or email. After users have
confirmed, Transfo will display their account and will send them a notificaiton whether they
want to top up now or later. If they wont top up now then Transfo communication system
will send reminders whereas if they top up now the users can start using the application.
















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ACCOUNT SIGN UP PROCESS 2 MODEL


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3.9 Functionalities
3.9.1. START UP PROCESS
Transfos servers provides details on public transport to customers.
Transfo collects data from Auckland Transport and public busses.
3.9.2. ACCOUNT SI GN UP PROCESS
Transfos servers provides customers their private information e.g. balance.
Transfo collaborates each account with Auckland Transport.
3.10 Systems

3.10. 1. CUSTOMER RELATIONSHI P MANAGEMENT SYSTEM Transfo manages their
relationship with the customers by keeping their private information in the system.
Therefore, if theres any special promotion they can contact them about it by sending it to
the customers via email or text. This will keep a close relationship with the customers as it
shows they are valued which encourages them to use Transfo application.
3.10. 2. TRANSACTION PROCESSI NG SYSTEM Transfo proccesses the transactions between
Auckland Transport and public busses. As passengers tag onto the AT HOP system, this
transaction will be recorded by Auckland Transport and will be reported to the Transfo
processing server. Then the Transfor system will collaborate the transactions to calculate
the amount of spaces free on busses to be displayed to the customers.
3.10. 3. DECI SION SUPPORT SYSTEM Once a users account balance is below a certain level,
Transfo will send a notification about a recommendation for them to top up. This supports
the decision making process of users by reminding them that if they dont have enough
balance in the Transfo application then they wont be able to use its featuers to help their
decision of using which public transport (our vision is to be more effective and efficient).

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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. Start Up
Process
1. Provides details of public transport.

2. Collects data from Auckland Transport and
public busses.
Content Management System

Customer Service system
Customer Relationship
Management

Transaction Processing
System
2. Account
Sign Up
Process
1. Provides customers their private information.

2. Collaborates each account with Aucland
Transport.
Knowledge Management
system


Customer Service System
Customer Relationship
Management

Decision Support System

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CONCLUSION
Transfo is part of the application devleopment industry and follows a Focused Low Cost
Stratetgy. This innovative and user-friendly application will use the SaaS model to create
revenue from Transfo, yet providing assistance efficiently to passengers at the same time. It
aims to fufill our vision of to create and implement solutions to help people to be more
efficient and effective with their time for travelling to their destinations. Thus will be done
by implementing all sorts of systems (e.g. CRM, TPS) and modern information technology
(e.g. application development sotware like PhoneGap).


REFERENCES

1. Dearnaley, M. (2013, October 22). Transport is Aucklands big issue. Retreived from
www.nzherald.co.nz:
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10721540

2. Donnelly, B. (2012, May 10). 6 Tools to Build a Mobile App on the Cheap. Retreived
from www.mashable.com:
http://mashable.com/2012/05/09/building-cheap-mobile-app/

3. Peel, A (2013, March 07). Google Maps with GPS Tracker 39.0. Retreived from:
http://google-maps-with-gps-tracker.en.malavida.com/

4. Subeh Chowdhury, Avishai Ceder & Ripul Sachdeva (2014) The effects of planned and
unplanned transfers on public transport users' perception of transfer routes,
Transportation Planning and Technology, 37:2, 154-168,
DOI: 10.1080/03081060.2013.851511 Retrieved from:
http://www.tandfonline.com/doi/abs/10.1080/03081060.2013.851511#.U36pIvmSxi
M

5. Jillings, K. (n.d.). NZ Herald: New Zealand's Latest News, Business, Sport, Weather,
Travel, Technology, Entertainment, Politics, Finance, Health, Environment and
Science. The New Zealand Herald. Retrieved May 22, 2014, from
http://www.nzherald.co.nz/aucklander/news/article.cfm?c_id=1503378&objectid=1
1073374

1600 words not including the references, cover page and business process model (they
are images).