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Name LIWEN ZHANG

NetID lzha286
Group Number: 18
Website Link: http://infosys1102014fcgroup18.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Claris Chung Monday 12am
Time Spent on
Assignment:
25 hours Word Count: 1636

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MR.BUS: MAKES IT DIFFERENT
INTRODUCTION
AT HOP card is available to most of us nowadays,but there are still many people unwilling to using it and pay cash every time.It
may put them into inconvenience and reducing the efficiency by bus. We can deal with this problem by using a new APP on smart
phone .Link one of your bank account with the APP .open the APP,it will generate a QR code automatically and displayed on the
screen to be scanned. There is a QR code scanner on every bus ,you can see it when you get on the bus. The scanner service is
for people who use the phone to pay,the background software will service it to finish the payment.All you have to do is let the QR
code which is displayed on your screen to be scanned by the QR scanner and the process is starting. Finally , scan the QR code
again when you get off the bus .At the same time , the bank account linked with APP paid the bus fares .All the process are
completed.

3. BUSINESS SECTION
3.1 Vision
Providing a different ,convenient and easier way for passengers to pay the bus fee, which makes the process of taking bus more
efficient.


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3.2 Industry Analysis: mobile APP software industry
Industry: IT mobile APP software industry. The APP using IT software and scanner with the IT system.

Force: High/Low: Justification:
Buyer power: High There are a large market of the Application.The major
mobile software distribution platforms, or app stores,
were Apples App Store for iPad and iPhone, Google Android
Market, Blackberry App World, Amazon App store and
Windows Phone 7 Marketplace. Combined they had over
one million apps available.(Figge Suter,,Michael(2008)
Porters article The Five Competitive Forces That Shape
Strategy in Harvard Business Review)
Supplier power: High App Store for iPad and iPhone, Google Android Market,
Blackberry App World, Nokia Ovi Store, Amazon Appstore

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and Windows Phone 7 Marketplace.Those are the main
resources of downloading APPs.
Threat of new entrants: High Porter (2008) argues that fast growth does not necessarily
mean that an industry is attractive, since low entry barriers
for new entrants and powerful consumers can reduce
profitability.
(Figge Suter, Michael Porters article(2008), The Five
Competitive Forces That Shape Strategy Harvard Business
Review)

Threat of substitutes: High Switching costs for consumers are low or non-existent,
usually there are a number of similar products available for
the same price or for free.(Figge Suter, Michael Porters
article The Five Competitive Forces That Shape Strategy
was published 2008 in Harvard Business Review)

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Rivalry among existing
competitors:
High Driven by technology and innovation, the mobile app
industry can be considered that attracts competitors and
also lowers profitability, in this case devices, can be an
important factor if when they affect the overall demand for
the industry products. In the mobile app industry, the
connection is clear: the more devices where apps can be
distributed and monetized, the greater demand for the
products and the more competitors will enter the market.
(Figge Suter, Michael (2008),Porters article The Five
Competitive Forces That Shape Strategy,in Harvard
Business Review)

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Overall attractiveness of the industry:
Driven by technology and innovation, the mobile app industry can be considered that attracts competitors ,the barriers for entering the
industry are relatively low and the threat of entry can be argued to be a strong competitive force in the industry .

3.3 Customers and Their Needs
Some passengers like office worker,students etc., who dont have the AT HOP card and someone may not take the bus quite often.Also,some
who wants a brand-new payment way. Sometimes, its inconvenient for them to pay cash every time with stuffs on hand.The majority of them
may own the smart phone,so they can use the bus APP to pay their bus fee .Thats provide a different and more convenient way .Over 83,000
AT HOP cards are activated by June 2013(AT 2013 Annual Report).Except people who dont travel by bus,there are still a large number of
people can be the potential customers.

3.4 The Product and Service
MR.BUS APP can fulfill those passengers needs by providing the quick bus payment on phone.You can open this APP when the bus is coming,a
QR code will display on your screen.Next,you need to use it to scan on the scanner.The background payment system will finish your bus fee
payment.


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3.5 Suppliers and Partners
Suppliers: 1. Application processor , which designed to support applications running on an operating system such as Apples iOS and
Googles Android.(Kevin Chen ,Change a foot for Apple suppliers: UBS ).MR.BUS APP is supporting by the application processor to make sure
it can run the bus payment system.
2. SAP,Systems Applications and Products in Data Processing, is at the center of todays technology revolution,
developing innovations that not only help businesses run like never before, but also improve the lives of people
everywhere.(www.SAP.com)
Partners: 1.Bank payment ,like ANZ,ASB etc. The payment on the backend supports the process of paying bus fee.
2.Bus company.We choose the bus company to use this new APP and pay the bus fee,like the Auckland Transport company.
Application Partners are those who have proven their expertise and commitment to deliver performance applications for a wide range of
vertical industry sectors. (MOTOTRBO APPLICATION DEVELOPER, www.motorolasolutions.com)

3.6 Strategy: Focused Low Cost
We focus on the Auckland market and provide the low cost way to service our customers. This APP is suit for the customers in Auckland bus
transport,which seems like a focused market.Also,you only need to pay $2 to download the APP,which is far lower than the AT HOP card
fee.Our strategy is focused Low cost.

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3.7 Value Chain Acti vi ty: technology development,market and sell the product
The technology development plays a vital role in our APP .We focus on the researching , updating in order to provide the better
and more efficient payment APP to passengers.The main problem that comes along when downloadable apps enter the equation
is the long lifecycleand long development lifecycle.(Jessica Royer Ocken,How apps are changing the telematics value
chain ,March 27, 2012).Due to our vison and the fast development of science progress,the improvement technology of App is
essential to fulfill the needs of users.Whats more ,the market and sell the product is also important for the fucus low cost
strategy.We focus on the Auckland market and low cost to get the APP,so the good market planning to attract a lots of customers
is essential.Average revenue per download (ARPD) is a very important figure when it comes to assessing the cash generated by
any mobile app.

3.8 Business Processes
3.8.1. QR SCANNING PROCESSI NG
Open the APP,it will generate a QR code displayed on the screen to be scanned.The scanner service is for people who use the
phone to pay,the background software will service it to finish the payment.All you have to do is let the QR code which is displayed
on your screen to be scanned by the QR scanner and the process is starting. Finally , scan the QR code again when you get off
the bus .At the same time , the bank account linked with APP paid the bus fares .All the process are completed.

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REPLACE WITH BUSINESS PROCESS 1 MODEL


START
QR Code display
SCAN the QR code
Receive passengers information
SCAN again
Background banking
system finish
payment

END

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3.8.2. BANKING PAYMENT PROCESSING TPS
The background banking system capture the data and calculate the bus fee you should pay,then deduct the cost from your account.
START

Order received
Order payment
information
Calculate the cost
Deduct the cost
from account
END

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3.9 Functionalities
3.9.1. QR SCANNING PROCESS
The APPs functionality is scanning the QR code when you get on the bus,and scan it again when you get off it.
3.9.2. BANKING PAYMENT PROCESS
One of the APPs functionality is paying your bus fee .and another is validate passengers order.Update the order status to receive order to
confirm the payment.
3.9.3.COSTUMER FEEDBACK PROCESS
The customerss feedback plays a vital role in improving and updating our product.We can make it better to meet the passengers need by
gathering the suggestions.



3.10 Systems
3.10.1. RECEIVING AND ORDERI NG SYSTEM
The ordering from passengers received by the scanner,then the background software will calculate the bus fee you should pay.
3.10.2. BANKING SYSTEM

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The background bank will receive the order from passengers and complete the payment process.
3.10.3. CUSTOMER SERVICE SYSTEM
Gathering the information from users and analyzing it to improve and update the APP.

3.11. Summary Table: Value Chain to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information
System(s)

technology
developmen
t,market and
sell the
product


Qr scanning
processing

Scan the QR code Receiving and ordering
system

DSS

banking
Payment
processing
Pay bus fee,Update the order
status,confirm the payment
Banking system
TPS

costumer
feedback process
Submission and Feedback Customer service
system

CRM

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CONCLUSION
First,MR.BUS application is providing a different ,convenient and easier way for
passengers to pay the bus fee, which makes the process of taking bus more
efficient.Then we use the IT,IS system to complete the main processes of
scanning ,paying and feedback submitting etc,including the bank system and
scanner.Also ,we collaborate with bank and bus companies to offer the best service
for passengers.In a word ,we believe MR.BUS can make it different in our life.

REFERENCES

1.Figge Suter Michael (2008),Porters article The Five Competitive Forces That
Shape Strategy , Harvard Business Review,p. 78.

2.JESSICA ROYER OCKEN,HOW APPS ARE CHANGING THE TELEMATICS
VALUE CHAIN ,MARCH 27, 2012
3.Kevin Chen ,Change a foot for Apple suppliers: UBS
4.MOTOTRBO APPLICATION DEVELOPER, Retrieved from
www.motorolasolutions.com
5.AT 2013 Annual Report,Retrieved from http://www.aucklandtransport.com