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

Name Sun Xiaodi
NetID xsun851
Group Number: 148
Website Link: http://infosys1102014s1group148.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Olivia Wednesday 9am
Time Spent on
Assignment:
30 hours Word Count: 1463

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FITME: DO THE BEST TO FIT YOU
INTRODUCTION
There are more and more people getting overweight or obese. The total amount of obesity has doubled since the last thirty years
(WHO, 2008). New Zealand is the 4th fattest country in the world, with a striking increase in obesity (OECD Fact book, 2013). FitMe
is designed to encourage and motivate those people to take exercises.









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3. BUSINESS SECTION
3.1 Vision
Providing be the best exercising supports for the most customers
3.2 Industry Analysis:
Industry: The health and fitness application Industry.
Force: High/Low: Justification:
Buyer power: High The consumer volume is extremely high. The
download will increase to 185 billion in 2014,
and there was 17.7 billion in 2013. Consumers
can easily switch to another provider,
because consumers just look for applications
that meet their requirement, with low loyalty
to a particular product. (Anthes G,2011)

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Supplier power: Low The suppliers in this industry mainly comprise
of platform manufacturers. Over 10 platform
manufacturers are in the entire industry at
present, and the inputs required for this
industry are available at competitive low
price. Technological supports and applications
for a specific requirement are high in
numbers, which means consumers can
substitute one with another supplier easily
and quickly. (F Suter, 2012)
Threat of new
entrants:
High Cost of designing the application, advertising
the products are common barriers. New
business do not have to be experienced of
what consumers like and desire, it is easy to
start a business.(K Poole, 2011)

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Threat of substitutes: High There are over 1 million applications in the
App Store (Apple, n.d.) and 2.73% of them are
about health and fitness. (Statista, 2014)
Most of the applications in one category have
similar, functions, security and simplicity, due
to the fierce competitions in mobile
application industry.
Rivalry among existing
competitors:
High The taste of consumers changes rapidly, so
the providers have to redesign or update their
products in order to make a competitive
advantages. Most of the applications are
charged at a low price or free, and that makes
the rivalry of the business even fiercer.(
Thomas L, 2012)


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Overall attractiveness of the industry: not attractive. The competition among the business is too fierce, and there are too many
products that can be substituted with. It is hard for a business to adapt and survive the competitions. Although there are numerous
opportunities in the market, which can be helpful in making benefits, but it is still difficult for a business to have the potential to
grow and succeed in the mobile application industry. (M Porter, 2008)



3.3 Customers and Their Needs
Our customers can be divided in to two categories. One is who do not like but have to take exercises to be healthy or lose weight.
They do not have the willing to do sports, but they need to be supervised or urged. They need an effective plan, and
encouragement of doing exercise and evaluating the results.
The other will be the clients who are bored with the exercise. The only thing they need is to find something attractive while doing
exercises.


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3.4 The Product and Service
The general services include the schedule that can let customers to organize their own plans. A step counter with an alarm that
measures the distance of running, and if one has met the goal, is provided. If one chooses to be forced, the alarm will keep beeping
if the exercise is suspended for more than ten minutes. Once the exercise continued, the beeping will be stopped and the counter
will continue its work. If the customer chooses not, alarm can be closed at any time, but a message will be sent to the client as
remaining the next time of exercising.
FitMe provide the suggestions and tips of being healthy and fit. Those information will be updated automatically. Experts will help
draw up a plan includes diet and exercise that best consistent and suitable with the actual situation of the client. Also coaches will
be organized to help. FitMe provide a service called route planner, which will automatically memorize the route of current running,
and it will suggest another route for the next time with introduction about scenery, the suggestions of where to take a break or
have a wonderful meal, and the application can find the travel companions using the same application along the same route. Songs
and other radio programs are also provided while doing exercise. Clients will never be worried about being lonely and bored.




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3.5 Suppliers and Partners
Application platforms and the database supporting companies. Application developers will support the business to collect the
change in market demand, and update the products. Almost all the information of the clients should be stored and secured, so
finding a database supporting company as a supplier is necessary.
Health experts, and the entertainment companies. Some experts will be hired or invited to make the plans, music and news will be
provided to the clients. We can gain benefits like professional support at a low price and partners can make simple advertisement in
FitMe.

3.6 Strategy: cost leadership
The cost of our product will be low or even free. Customers can download our application and choose to pay for the advanced
services. The market is broad. FitMe do not just focus on the customers who do not have the motivation or perseverance, but also
for all the customers who want to do exercise.
The overall strategy is therefore cost leadership.


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3.7 Value Chain Activity: Make product and service
The most important value chain activity for this business is Make product and service.
The profit of FitMe comes from the ease and innovation of use. It adds value to the product by providing new services to increase
customer satisfaction and loyalty. (Suter, 2012)


3.8 Business Processes
3.8.1. THE CUSTOMER REGISTRATION PROCESS - Customers will download the app and register to get the services. After the
verification, clients can fill up their information and choose the services. Brief individual exercising outlooks will be provided. Clients
can choose the one they are interested in and pay. After the payment, the application will be updated with a detailed plan, and
advanced services can be used.




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The customer registration process


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3.8.2. UPGRADING THE PRODUCT PROCESS - Questionnaires will be sent to the clients periodically, and the customer services
are provided. Clients can report bugs from daily use, and make comments in the questionnaires. Feedbacks will be collected,
problems will be analysed and bugs will be fixed as quickly as possible. New services will also be tested and provided according to
the feedback from customers.











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Upgrading the product process



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3.9 Functionalities
3.9.1. THE CUSTOMER REGISTRATION PROCESS
Clients can edit their personal details, information will be stored and secured.
Provide different services to different clients
3.9.2. UPGRADING THE PRODUCT PROCESS
Clients are able to give feedbacks or rate the system any time they want
Questions are analysed both automatically and manually, app will be updated based on the feedbacks.






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3.10 Systems

3.10.1. FEEDBACK ANALYSIS SYSTEM - customer feedback is crucial to find out the acceptability of the product in the market. It
is supported by customer services like call centres. With the collection of feedbacks and the bugs reported, the software can be
developed, which will increase the ease of use and satisfaction of customers.
3.10.2. SERVICE MAKING SYSTEM - the system makes different plans for different clients, i.e. calculating the distance, finding
restaurants and travel companions using GPS and Google Maps. Transactions will be recorded and responses will be made to
provide advanced services.
3.10.3. COLLABORATION SYSTEM - in order to improve the service, FitMe collaborates with other fitness and health companies
or individuals, and companies providing news and entertainment. Customers can find all the information they need to build a
complete exercising system using the sources FitMe provided via collaborations with other companies.






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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)

making
the
product
and
service
customer
registration
process
Clients can edit personal details.


Providing services to different clients’ needs.
Database management
system
Service making system
collaboration system
Enterprise Resource
Planning system


Upgrading the
products process
Ability to give feedbacks or rating the
system.

Analysing the feedbacks and making
responses

Feedback analysis
system
Customer relationship
system

Decision supporting
system

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CONCLUSION
FitMe is a health and fitness app designed to motivate customers to take exercises,
by making scientific and effective planning schedules, step counters and advanced
services with the support of specialized systems and processes. FitMe is an app that
contains almost all the general services existed in the market, and some
breakthrough innovations which make FitMe more acceptable by the market.
“An increasing number of "apps" are becoming available for occupational health
practitioners on the move.”(Phillips, A., & Thornbory, G, 2014)


REFERENCES
1. WHO, 2013, FACT SHEET OF OVERWEIGHT AND OBESITY, KEY FACTS
http://www.who.int/mediacentre/factsheets/fs311/en/
2. OECD factbook, 2013, overweight and obesity, 242-243
http://www.oecd-
ilibrary.org/docserver/download/3012021ec100.pdf?expires=1400997384&id=id
&accname=guest&checksum=0F19A973AD3DA25A47F10A4F75043542
3. Anthes, G. (2011). Invasion of the Mobile Apps. Communications Of The ACM,
54(9), 16-18. doi:10.1145/1995376.1995383
4. Michael Porter’s article “The Five Competitive Forces That Shape Strategy” was
published 2008 in Harvard Business Review, Volume 86, Number1, p. 78.
5. Figge suter, 2012. Analysis of the app market based on Michael Porter’s five
competitive forces
6. statista, Most popular Apple App Store categories in March 2014, by share of
available apps http://www.statista.com/statistics/270291/popular-categories-in-
the-app-store/

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7. Apple. (n.d.). App Store. Retrieved
fromhttps://itunes.apple.com/nz/genre/ios/id36?mt=8
8. POOLE, K. (2011). App Adaptation: Enterprise Moving Slowly on Mobile. Econtent,
34(3), 10-12.
9. THOMAS L. RAKESTRAW RANGAMOHAN V. EUNNI RAMMOHAN R. KASUGANTI
2012
10. THOMAS L. RAKESTRAW, RANGAMOHAN V. EUNNI, RAMMOHAN R. KASUGANTI,
September 15, 2012. The Mobile Apps Industry: A Case Study, 9-19
11. Phillips, A., & Thornbory, G. (2014). Apps for health professionals. Occupational
Health, 66(4), 27-29