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

Name Yuge Tian
NetID tyug180
Group Number: 011
Website Link: http://infosys1102014ssgroup011.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kit-Wah Huang Monday 9am
Time Spent on
Assignment:
25 hours Word Count: 1645

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INSERT AN APPROPRIATE TITLE HERE
INTRODUCTION
Here I start up a mobile application named calorie check camera which will focus on giving
the calorie content by simply take a photo for your meals. Due to the increasing high calorie
food and lack of awareness of people, obesity is becoming a quiet serious problem not only
in New Zealand and this is also the reason why I choose a diet area. Meanwhile, I decided to
create a mobile application because it is the smart phone age now and application becomes
the most important and common pattern covering all of our life.
3. BUSINESS SECTION
3.1 Vision
To give a healthier and confident life for people around the world with a simple and time-
saving application
3.2 Industry Analysis: Moblie Application Industry
Industry: Moblie Application Industry. A industry which develops all kinds of mobile
applications and post on Apps stores for mobile users to download.
Force: High/Low: Justification:
Buyer power: High Mobile users will download 70 billion apps in
2013 – 58 billion to smartphones and 14 billion to
tablets. And 2.41% are health& fit apps which got
the 3
rd
place overall. As one put it, that’s over 10
apps downloaded per human being on Earth (ABI
Research, March 2013)
Supplier power: low There are many choices of software companies
which provied the techonology : software

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development in New Zealand has rapidly become
a beacon of modern innovation, and this industry
has a strong employment growth, adding 1,630
jobs in 2012( Workhere, 2013)
Threat of new entrants: High
The barriers of application industry are very low
and the threat of new entrants makes a strong
competitive force in this industry that somewhere
drives the companies to innovate the new
products (Figge Suter, 2013)
Threat of substitutes: High More channels are related to health and fit. They
talk about the bad life style and how to have a
healthy life. (FengLiang, 2013).
Rivalry among existing
competitors:
High There are 5,820 medical, health and fitness apps
available for smartphones today(Mobile health
news, September 22, 2011)
Overall attractiveness of the industry: With mobile Internet era comes, the application
industry is developing by leaps and bounds. Mobile application has became the mainstream
of the mobile Internet. Nonetheless, the competition is very fierce and the technology of
most software companies need to be improved.
3.3 Customers and Thei r Needs
Our main target group is obesity which are 30% adult and 11% children in New
Zealand(Ministry of Health,2012). Overweight people have some common points: 1)They
may feel inferior,tease from others and contrast with people who has a nice body make
them feel to be outliers and alone. 2)They are lack of knowing right ways to keep fit, such
as their meals that are not visible to get the calorie content. While overweight and obesity
happen over time when you take in more calories than you use.(National Institutes of
Health US, July 13, 2012) Overall, their needs are:1. Finding tribe to develop a sense of
belonging 2. Accurate and direct way to get the calorie content.

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The other target groups are athletes, dancers and actress who need a strict diet to keep on
a best physical conditions. Similarly, they also need an accurate and direct way to check
calorie.
3.4 The Product and Service
Our product is a mobile application called Calorie Check Camera with a core
function that simply take a photo with your every meal then the system will
analysis the contents of food automatically. As you take a photo with a super
high energy food such as fired chips then the application will warn you with
flashing screen. Finally, calorie check camera will also count the total calorie
daily and monthly then tell whether you excess a normal value. You only need
to one step (take a photo), our product will show you all the information that
you want.
In application industry, many health& fit applications provide some lists of the
calorie content of different food. However, the food on the list may not match
what customer actually eat.
The secondary function is social side. Firstly, rankings will publish every day
and month and this will encourage our customers to keep diet. Secondly, they
can add friends with each other which may develop their sense of belonging.
3.5 Suppliers and Partners
Suppliers1. Software development companies who provide the technical support (UI
design, fix) for the mobile application. Such as Unleashed Software, a leading software
development company located in Auckland.
Supplier2. Think3, A brand marketing communication group who focus on brand
innovation, depth& width of brand marketing and customer relationship support.
Partners: 1. Gyms: our customer need not only the diet but also the exercise. So a gym like
Reaction Center can be our partner. We can introduce RC to our customers and RC advertise
our application as well.

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Partner 2. NZNF is a nutrition organization gives accurate information about food to people
and shows the effect it has on their health. We can be partner because we plan to create a
calorie application that need a lots of professional knowledge

3.6 Strategy: Red Leicester Chalk and Cheese
Cost Scope: mobile users can download the application totally free from apps store. So
calorie check camera is low cost.
Competitive Scope( broad market): 5% people in New Zealand don't have a mobile, 71.9% of
students now have smartphones(Grant McInman, 26 Mar 13) Smart phone is
.
The overall strategy is therefore Cost Leadership.
3.7 Value Chain Activity: Service after the sale
The most important value chain activity for this business is Service after the sale
Selling the product is not the end of the whole process. Service after sale spent much more
time, while it is also the first step of resale. Our vision is to give a healthier and confidence
life for people, so only during the service after sale, we can get the feedback from our
customers. Our application can also get improved by customer feedback, product fixing, and
product upgrading. Our strategy is cost leadership, which means customer loyalty is
important and necessary for business and it will increase as we satisfy our customers’ needs
deeply by achieving their feedback or advises..
3.8 Business Processes
3.8.1. FEEDBACK COLLECT PROCESS.
Feedback collect process is an important process to get the useful information from our
customer. During this process we can know more about customers demand and make a
better new generation product to satisfy our customers. In feedback collect process, we

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need to decide the potential problems and set the questionnaires for customers. After we
get the information, we can analysis them and to know the actual problems and customers’
need. Customers Service will do the survey and Customer Relationship System support the
whole process


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BUSINESS PROCESS 1 MODEL
Set
Questionnaire
Respond
Collect the
information
Analyse the
information
Summarize
and Select
END
Email No Respond Phone Call Hang up
Analysis
Potential
Problems
Start
Customer Service
CRM
Systems



3.8.2. NEW GENERATI ON CREATE PROCESS. After we confirm the problems and the
customers’ needs throngh the feedback collection process. We need to plan and develop
the new generation for our application. Appearance and function both need to be
optimized. Till now, we need our supplier, software develop company, to design and
programme. Decision Support Systems support this process

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REPLACE WITH BUSINESS PROCESS 2 MODEL
Start
Confirm the
Problem and
URS
Analysis
and plan
Appearance
optimizing
Function
Optimizing
UI Design
Logo
Design
Programing
Connect
Interface and
Function
Test Bug
Demo of
New
Generation
New
Generation
END
Suppliers :Software Company
Decision Support
Systems



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3.9 Functionalities
3.9.1. FEEDBACK COLLECT PROCESS.
 Identify the problem
 Identify customer’s needs
3.9.2. NEW GENERATION CREATE PROCESS
 Display the new appearance
 Publish the new function.
3.10 Systems

3.10. 1. CUSTOMERS RELATI ONSHIP MANAGEMENT SYSTEM – CRM is a system that contact
with customers, analysis the customers’ demand, satisfy customers, and increase the
customer’s loyalty. Our vision is to give a healthier and confident life for people, only
through CRM system, the number of active customers will increase and we can know the
shortage.
3.10. 2. DECISION SUPPORT SYSTEM – This system include the problem analysis and
identification, model plan and decision making. DSS gives a higher quality of decision, better
communication, increase of productivity and save much time or cost. Especially in highly
competitive Application industry, a new generation of application must publish as soon as
possible to be the first-mover of market.
3.10. 3. SUPPLY CHAIN MANAGEMENT SYSTEM – Cottage The force of supplier is low, as it
mentioned before, there are so many software development companies around the world.
We have a great number of choices. To get the most profit with lowest cost, we need SCM
systems to support company to change the supply chain if it’s necessary.

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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 the
sale
1. Feedback
Collect
process
1. Collect information.

2. Identify the problem

Customer service system


Information collect and
analysis system




CRM System
2. New
Generation
Create
Process
1. Display the new appearance

2. Publish the new function.

Problem identify system

Decision make system

Decision Support System

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CONCLUSION
Calorie check camera aim to give a healthier& cofident life for people with the simpliest and
time-saving step to get the calorie content. In application industry, innovation is neccessary.
I believe this application will lead the healthy& fit products into a new concept that we
should not only provied the professional knowledge about diet, but also the user
experience, Which is connect with techology.

REFERENCES

Figge Suter,2012,How Many Apps Are in Each App Store,retrieved from (http://3xhappiness.com/analysis-
of-the-app-market-based-on-michael-porters-five-competitive-forces/)
ABI Research, March 2013, How Many Apps Are in Each App Store, retrieved from
http://www.pureoxygenmobile.com/how-many-apps-in-each-app-store/
Workhere, 2013, Software Development in New Zealand, retrieved from
http://www.workhere.co.nz/industry/software-development/about/
Mobile health news, September 22, 2011, THE WORLD OF HEALTH AND MEDICAL APPS,
http://mobihealthnews.com/research/the-world-of-health-and-medical-apps/
National Institutes of Health Department of Health and Human ServicesJuly 13, 2012, What Causes
Overweight and Obesity? Retrieved from http://www.nhlbi.nih.gov/health/health-
topics/topics/obe/causes.html
Grant McInman, 26 Mar 13, New Zealanders moving smartly away from standard mobiles
http://www.horizonpoll.co.nz/page/297/new-zealande