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INFOSYS.110 BUSINESS SYSTEMS:
DELIVERABLE 2: BUSINESS SECTION
2014

Name Huijiao peng
NetID Hpen322
Group Number: 067
Website Link: http://infosys1102014fcgroup067.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Claris Monday 3pm
Time Spent on
Assignment:
83 Word Count: 1485



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ACA-TEST APP
INTRODUCTION
To get a better understanding from an acdamic reading, knowing what does the reading mean is the key and important thing to do. Currently,
students usually finish the readings by themselves and a lof of students have no idea about what they are reading. Study with guidance can
help student improve the understanding of the readings. ACA-TEST is an mobile application which helps any smartphone users to comprehend
the readings they are doing. We created this reading test application for all students to help them learn from the text and we highly expect
the ACA-TEST app to be an useful tool to guide the students with their readings.
3. BUSINESS SECTION
3.1 Vision
To be the best academic advisor for your readings and help you fall in love with what you are reading.
3.2 Industry Analysis: reading comprehension mobile application industry
Industry: reading comprehension mobile application industry. To help customers understand what they are reading and test them by using a simple mobile
application. To make the customers enjoy the reading process and comprehend the readings.
Force: High/Low: Justification:



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Buyer power low There are a lot of reading APPs in this industry. But all
the existing apps can only transform the words into
voice. No existing app can generate questions from
the readings. As for that unique feature customers do
not have other options to choose from. So the buyer
power is low. (Reading Rockets, 2013)
Supplier power: high There are only a few main phone systems people are
using right now (such as apple android and windows).
The scanning supporting system and access to the
data base are both limited. So the number of suppliers
is small and supplier power is high.(Taft, Darryl K,
2007)
Threat of new entrants: High The entry barriers for this industry is low. The costing
of creating an app is low and the technology for
creating an app is ready to use. So it is easy to enter
the industry.(Kimbler, K. 2010)
Threat of substitutes: low Customers who need the reading help cannot easily



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find a similar app which can generate questions to
help them understand the readings. So the threat of
substitutes is low.(Fante Rhiannon et al. 2013) .
Rivalry among existing
competitors:
low Although there are a lot of reading apps in this
industry but until now no app can generate questions
from the readings and helps students understand the
readings. This is a competitive advantage in this
industry.(Roland M Muller et al. 2011).
Overall attractiveness of the industry: This industry is very attractive. Nowadays most people have smartphones and it is easy for them to download an app.
The competitive advantage of generating questions from and readings and actually help customers understand what they are reading and the low entry
barriers makes the industry more attractive to entry.
3.3 Customers and Thei r Needs
The target group of customers is from high school students to university students who have long and difficult readings to do. Students do not understand
the whole reading and they always got bored and sleepy when they sit down and go through the readings by themselves. What they need is not only read
the readings but understand the readings. The best way to test whether they understand the readings or not is to ask them questions from the readings.
And if the students study with someone and compete with him, they always have passions to do well on this task. They need an easy to use tool to actually
test them at any time anywhere when they finish the readings.



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3.4 The Product and Service
The ACA-TEST APP can be download on a smartphone. After that students can scan whatever readings they are dealing with using this app. And there is a
time limited depending on the length of the readings for students. When they are doing the readings the app is processing the reading by itself. And when
the times up, this app can generate general or exam questions from the readings for the students. Students need answer the questions and they can show
the results on Facebook to compete with their friends. This product makes reading more fun to do and it is can be used at any time anywhere.
3.5 Suppliers and Partners
Supplier 1: Mobile application development companies, for example Blue Label hosting Company.
Justification: The mobile application provider is able to help make the application for customers. Blue Label hosting company is a small business mobile app
development company and they can provide the best quality at an affordable rate and they can develop mobile apps under different systems such as
iPhone, iPad, iPod Touch, Windows Phone and Android developer.
Supplier 2: database access software
Justification: the database software provide tools to create databases and manage the information stored in them. Within the database, for every reading,
we can store, modify, extracted, and search for information to help student generate questions and provide answers.
Partner 1: advertising company
Justification: they will promote the product through the media and the internet to let the customer understand the function of the product
Partner 2: distributors of the applications to the market



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Justification: to the release the product, customers need be able to access the product through the application market, such as Apple App Store, Samsung
App store, Google Play store and etc.
3.6 Strategy: differenti ation
Justification 1: we target a broad market which contains all the students who need do readings.
Justification 2: in order to provide the best service for the customers, there will be a lot of development need to be conducted for the product. The product
is highly cost.
The overall strategy: Operating in a broad market and the high quality high cost product therefore the strategy to be used is differentiation.
3.7 Value Chain Activity: making, selli ng and marketing of the product
The most important value chain activity for this business is making, selling and marketing of the product.
ACA-TEST is a new mobile application to help students deal with what they are reading. It is very important to let the customer know there is actually an
app can help them out to comprehend their readings. Marketing the product to the targeted customers is the key factor for business success. By providing
differentiated and high valued product, the organisation will maximise customers’ satisfaction and will generate profit by selling and marketing the product.
3.8 BUSINESS PROCESSES
3.8.1 APPLICATION CREATION PROCESS –
The business need identify customer’s needs and find the consensus for the concept of application. Through market research and detailed analysis, make
the application desirable to the order. And keep the product up to date.



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Start
Customer order
Concept consensus
with customer
Market research &
analysis
Make the
application
Test with
customer
The system
modification
NG
Go live
ok
end
Research & Development




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3.8.2. PRODUCT POSI TI ONING PROCESS
In order to sell the product, the company should be able to collect the information about the complaints. Managers can use the complaints analysis process
to analyses the feedback and find out the position of the product and market the product correctly.
By this process, managers can view the overall feedback and market the product better.



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start
Sales of the product
Collect the feedback
from the customers
Analysis the
complaints from the
customers
Redo the market
campaign
End
Customer relationship department Customer Service management system




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3.9 Functionalities
3.9.1. PRODUCT CREATI ON PROCESS
 Automated link of customer database
 The application need interface with current reading database
3.9.2. PRODUCT POSI TI ONING PROCESS
 Sort the feedback data from the customers
 Design new market campaign
3.10 Systems

3.10.1. Marketing analysis system –
The marketing analysis system is supporting the marketing and selling process. The marketing analysis system can add value for customers by defining the
target customers and preparing the marketing campaign.
3.10.2. Research and development management system
The R&D management system is supporting the technology development process. There is a high request for the app industry to update the product and
make quick adjustment due to the changing technology. Under this system, our company can add value for customers by providing the last product and
develop our product into a more competitive position.
3.10.3 Customer relationship management system



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The customer relationship management system is supporting the complaints analysis process. This system helps managers deal with customers and build a
good relationship with customers. By building a good relationship with customers, our company can gain more market shares and make more profits.

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. Product
creation
process
1. Automated link of customer database .

2. The application need interface with current
reading database
Automation system

Knowledge management
system
Collaboration system

collaboration system
2. Product
positioning
process
1. Sort the feedback data from the customers

2. Design new market campaign

Data analysis system

Campaign design system
Transaction processing
system
Decision support system



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CONCLUSION
APP-TEST provides a tool for customers to help them understand the readings better. By using the
differentiation strategy, the business generate revenue by better targeting the customers and
positioning the product in a proper way. The marketing system and technology developing system
add customer value for the users. APP-TEST mobile application makes students love what they are
reading.

REFERENCES

1. Fante, Rhiannon., jacobi, Lora L.,& Sexton, Vicki D. (2013). The Effects of Instant
Messaging and Task Difficulty on Reading Comprehension. North American Journal of
Psychology, 15(2),287-298.
http://web.a.ebscohost.com.ezproxy.auckland.ac.nz/ehost/detail?vid=25&sid=3ee1
33e6-3e60-4b20-9201-
439ec8e3e9c5%40sessionmgr4005&hid=4207&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZz
Y29wZT1zaXRl#db=buh&AN=87531065
2. Reading Rockets. (2013). Top comprehension apps.
http://www.readingrockets.org/teaching/reading101/comprehension/literacyapps_
comprehension
3. Taft, Darryl K (2007). App development on the run. Eweek, 24(33), 14-16
http://web.a.ebscohost.com.ezproxy.auckland.ac.nz/ehost/detail?vid=58&sid=3ee1
33e6-3e60-4b20-9201-
439ec8e3e9c5%40sessionmgr4005&hid=4207&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZz
Y29wZT1zaXRl#db=buh&AN=27185273

4. Kimbler, K. (2010). App store strategies for service providers. Intelligence in Next
Generation Networks. (pp.1-5)
http://ieeexplore.ieee.org.ezproxy.auckland.ac.nz/xpls/abs_all.jsp?arnumber=56409
47&tag=1
5. Roland M. Muller, Bjorn Kiji and Josef K. J. Martens. (2011). A comparison of inter-
organizational business models of mobile app stores: there is more than open vs.
closed. Journal of theoretical and appkied electronic commerce research. 2(6), 63-67.
http://www.scielo.cl/scielo.php?pid=S0718-18762011000200007&script=sci_arttext