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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Grace Ng
NetID gng709
Group Number: 221
Website Link: http://infosys1102014s1group221.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Johnnie Shubert Wednesday 10am
Time Spent on
Assignment:
29 hours Word Count: 1626

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INFOSYS.110 DELIVERABLE 2 : BUSINESS
SECTION 2014
INTRODUCTION
The problem that my team is addressing that students have poor study skills, this means
that students lack the essential skills necessary to study effecitvely throughout their high
school to university life in order to memorise large amounts of information. Our teams
solution is the memory lane app, a mobile app that enables students to map out a familiar
route they take daily, using the gps locator on their phone, and identifying various
landmarks along the way, allows students to attach a notification in the form of a voice
note, a picture or otherwise, to appear when passing this landmark. This way students are
able to associate things they need to remember with things they see on a daily basis,
enhancing their ability to memorise items for study.
3. BUSINESS SECTION
3.1 Vision
Our vision is to promote the development of study skills through an accessible and
interactive platform for all people.
3.2 Industry Analysis: Mobile App Industry
Industry: Mobile App Industry. This industry includes the development, distribution and
creation of applications for use on mobile phones, or other such portable electronic devices.
Force: High/Low: Justification:
Buyer power: High The buyer power in this indsutry is very high as
there are multiple apps readily available, both
free and paid for users of both Android and Apple

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to choose from. (Butler, 2011).
Supplier power: Low There are numerous mobile app developers in
this industry, thus as a business we have many
choices in employing a developer/designer to
create the mobile app . (Butler, 2011).
Threat of new entrants: High Entering this industry is realtively simple as once
you have an idea in place, it is easy to employ a
developer to code the application and to hire
designers to help design the app. There are low
entry barriers, and it competitors can easily
distribute their app using Apple or Android app
stores for relatively low cost. (Holzer & Ondrus,
2011)
Threat of substitutes: High There are various alternatives to mobile phone
apps, including many experienced people that
can be hired to do things in person, or
programmes that can be purchased that are more
advanced than what a simple app can offer.
Rivalry among existing
competitors:
High The mobile industry is a very tough market
because it is so easy to enter into, and the
numerous amounts of apps readily available to
smart phone users at the push of a button. Thus
competition in this industry is very intense
especially with the increase in smart phone
usage. (Holzer & Ondrus, 2011).

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Overall attractiveness of the industry: The mobile phone industry is generally an
unattractive industry to be a part of with its low entry barriers, and high competitiveness,
although it is an easy industry to enter, it is difficult to to be profitable.
3.3 Customers and Thei r Needs
The group of customers we are aiming to target are high school to university aged students
from the ages 11 onwards. This means that a focus should be maintained on keeping the
app affordable, as students are often on a budget, and it is less likely for them to spend
money on mobile phone apps when there are many free apps available. An app aimed at
this group of customers means that it would need to be marketed in a way that would
appeal to their interests, such as a more youthful design with simple language/slang that
students would understand. (Tucker, 2013). Students often have short attention spans, so
making sure that the app is interesting and egaging for students to use is key and enabling
them to learn while not feeling bored. It is important to recognise that every student learns
differently, so taking into account the effectiveness of different methods of studying and
memorising is essential for students. (Shipley, 2009). Keeping the app simple to use and
easy to learn how to use, and ensuring that it is not too time consuming as students are
often juggling several aspects of their lives such as work, studying and socialising. (Evans,
Gbadamosi & Richardson, 2014)
3.4 The Product and Service
The memory lane app effectively caters to our target customers needs, espcially in terms of
simplicity, most of the work is done by the gps locator, which easily identifies landmarks for
the student to recognise. Although it requires the student to enter their own voice note
which is related to their personal study notes and what they wish to memorise, this
incorporates visual, auditory and kinesthetic methods of learning, which has been proven to
be the most effective way to remember concepts accurately. The app is simple to use and
engaging as students are able to take a familiar route they travel through each day and see
it through different eyes. There is little effort required when using the app, and saves the
student time, by being able to learn and study while travelling, it keeps their mind focused
and engaged during this time.

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3.5 Suppliers and Partners
Suppliers for the memory lane app would be app developers and app designers. Mobile app
developers are our suppliers as we pay them to develop and programme the app for
different mobile phone platforms. They code the software, and sort out technical
adjustments and develop the app into a tangible product for us. Mobile app designers
supply us with the asthetic aspect of the app, designing things like the logo, layout, colours
and art.
Partners would be Apple and Android services. A platform is required for the mobile app to
be distributed. Thus one of our partners would be Apple, who are the manufacturers of
iPhones and iPods, which are used by millions worldwide, as a suitable partner in order to
work with their iOS systems to distribute and sell the app using the Apple App store.
Another partner is Android, an operating system that functions on most mobilephones that
are not Apple products. The majority of smart phone users work on an Android OS, so they
are an effective partner in launching the app, especially to the popular google play app
store.
3.6 Strategy: Cost Leadership Strategy
The strategy for our mobile app is a cost leadership strategy as it is a broad market with low
cost. Although there are several alternatives to help with studying and fostering study skills
such as tutoring, group based learning and various other studying mobile apps readily
available to students, by embracing a low cost strategy, this would attract more customers.
This indicates that the competitive scope is a very broad market with mobile applications
steadily growing towards high competitiveness. The low cost would be the most effective
way in providing a cheaper and simple often to foster effective study skills.
The overall strategy is therefore a Cost Leadership Strategy.
3.7 Value Chain Activity: Market and sell the product or service
The most important value chain activity for this business is market and sell the product or
service.

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Once the app has been created, it is most important to market and sell the memory lane
app to our potential target customers. This will add significant value to the app, and enable
customers to become aware of our service in order to purchase it, and for our business to
begin to make a profit. This in turn will link in with our cost leadership strategy, using
marketing strategies to ensure that the price is attractive and affordable to our customers,
while still having a readily accesible app. This connects to our vision as marketing our app
well means that It will become accessible to students as they will be notified of its existence
and be able to purchase the app.
3.8 Business Processes
3.8.1. MARKETING PROCESS The marketing process involves the several steps, which
encompass many decisions which have to be made by the business in order to come to a
conclusion for how the app is to be marketed. This adds significant value to the distribution
and adveritising of the app as it will make customers aware of the availability and presence
of the app, thus persuading them to purchase the product.


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BUSINESS PROCESS 1: MARKETING PROCESS MODEL


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3.8.2. SALES PROCESS This process is key to our business as it will enable the business to
make a profit through selling our app to customers in exchange for money. This will enable
to business to thrive and to be able to expand and innovate apps, putting money into
developing the app further.
BUSINESS PROCESS 2: SALES PROCESS MODEL


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3.9 Functionalities
3.9.1. MARKETING PROCESS
Co-ordination of the marketing plan
Making decisions for the marketing plan
3.9.2. SALES PROCESS
The transfer of money from customer to business.
Downloading of app to mobile phone.
3.10 Systems

3.10. 1. MARKETING INTELLIGENCE SYSTEM This system works by scanning through various
media sources such as reports, magazines, journals and business forecasts to carry
purposeful searches that are relevant towards the organisation in order to save time, and to
discover information that will help with the co-ordination of the marketing plan. This system
supports the usefulness of finding effective and specific research that will result in
marketing success.
3.10. 2. MARKETING MODEL SYSTEM This system allows marketing managers to interpret
information used for decision making. Systems are able to create and generate models such
as flowcharts, spreadsheets and statistics in order to compile information for managers to
review and analyse data in order to make informed and educated decisions for the
marketing process.
3.10. 3. E-COMMERCE SYSTEM this allows the electronic payment for online transactions.
These enable financial transactions between the customer and the business to occur online,
by wiring funds electronically, from a bank account or via a third party such as pay pal, in
order for a purchase to be made and for order fufillment. This automatic transfer of funds
supports the sales process as it is an exchange of money for the product/service.

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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)

Market or
sell the
product or
service
1. Marketing
process
1. Co-ordination of the marketing plan

2. Making decisions for the marketing
plan

Marketing intelligence
system

Marketing model system
Executive information
system

Decision support system
2. Sales
process
1. The transfer of money from
customer to business.

2. Downloading of app to mobile
phone.

E-commerce payment
system


Downloading and installing
system
Transaction processing
system

Supply chain
management system

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CONCLUSION
Although the overall attractiveness of the moblie phone industry is generally unattractive,
by adopting a cost leadership strategy, and identifying the importance of marketing and
selling the product as a key value chain activity that will increase the value of our product,
this allows business development. The mobile phone app requires both information
systems, In the planning and development of the app, as well as IT in the creation and
coding of the mobile app, indicating the importance of information systems in this business
endeavour. In essence, the memory lane app focuses on allowing students to have an
affordable and easily accesible platform to promote effective study skills using their
smartphones.

REFERENCES

Butler, M. (2011). Android: Changing the Mobile Landscape. Persuasive Computing, 10(1), 4-7.
Retrieved from http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=5676144
Evans, C., Gbadamosi, G., Richardson, M. (2014). Flexibility, compromise and opportunity:
Students' perceptions of balancing part-time work with a full-time business degree. The
International Journal of Management Education, 12(2), 85-87. Retrieved from
http://www.sciencedirect.com/science/article/pii/S1472811714000056#
Holzer, A. & Ondrus, J. (2011). Mobile application market: A developers perspective. Telematics
and Informatics, 28(1), 22-31. Retrieved from http://www.sciencedirect.com
/science/article/pii/S0736585310000377
Shipley, L. (2009). Study Habits and the Reading, Mathematics and Science Performance of 15-
year-old Female and Male Students, PISA, 2009. Statistics Canada, 9(1). Retrieved from
http://www.statcan.gc.ca/pub/81-004-x/2012001/article/11617-eng.htm
Tucker, D. (2013). Youth: It's not your audience it's theirs. Journal of Brand Strategy, 2(1), 40-
54. Retrieved from http://henrystewart.metapress.com
/app/home/contribution.asp?referrer=parent&backto=issue,6,10;journal,5,9;linkingpubl
icationresults,1:122564,1

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