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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Erica Salvador
NetID esal372
Group Number: 170
Website Link: http://group170.blogspot.com
Tutorial Details
Tutor: Day: Time:
Khusbhu Tilwvala Tuesday 1pm
Time Spent on
Assignment:
15 hours Word Count: 1645

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THE REAL TIME BUS TRACKER
INTRODUCTION
Auckland has very big problem with its transport system, and its got something to do with
the bus aspect of the transport system. The app was developed and released in 2011
(Auckland Transport, 2011). The problem for bus users is that buses are never on time,
despite the 99% punctually record that AT has released in its Feb 2014 report. (Auckland
Transport, 2014) This leaves a lot of users unessecarily waiting in the cold, rain, heat,
sometimes a combitnation of the two due to the unpredictability of Aucklands weather.
Our solution to this problem is an application that tracks a bus in real time, meaning that its
tracked by its every movement, by having a gps tracker embedded on every bus. This gps
tracker, similarly to the one embedded in smartphones, allows users to monitor the bus
real time, able to see for themselves where the bus is at all times.
3. BUSINESS SECTION
3.1 Vision
Providing an accurate and easy to use application that tracks the movement and location of
every bus in Auckland City for the use of public transport users.
3.2 Industry Analysis: Application for Smartphones
Industry: Application for Smartphones
Force: High/Low: Justification:
Buyer power: LOW Buyer power is stated to be low when there are
very few available for the customers. Right now,
there is only one other application that does the
similar job to the real time bus tracker and that is,
ATs Public Transport App. There are only two
applications, therefore buyer power is very low

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because they are limited in choices. (Auckland
Transport, 2011)
Supplier power: High Supplier power is very high because since this is
an application especially made and catered for
smartphones users for easy access at all times,
there is a limited amount of suppliers. For
example, the App Store for Apple and Google Play
for Android, which are the two top application
providers for smartphones. (Brighthand, 2011)
Threat of new entrants: High Threat of new entrants is high when barriers
entering the industry are low, and the barriers for
the smartphone applications are very low, making
it easy for people to enter the industry, hence
why the threat is high. There are also so many
ways to enter the application market, and so
many different stores to launch your product
with. (Brighthand, 2011)
Threat of substitutes: LOW Threat of substitution in terms of the bus tracking
application markets itself is low, but applications
in general, but not specific to actually providing
the same information we have is high. There are
only few that exist in terms of actually providing
the exact information we want to provide for
public transport users. So the threat for
substitute applications for the bus is low.
Rivalry among existing LOW The only rival in this industry is the current AT

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competitors: Transport App, and rivalry is low because they are
the only other option available, and although
there are only few applications, ATs app is not as
sophisticated as the real time app, making the
rivalry low. (Auckland Transport, 2011)
Overall attractiveness of the industry: Overall, the app industry specific to bus applications
is very attractive, with little competition, buyers are forced to choose one or the other.
3.3 Customers and Thei r Needs
The potential customers for the bus tracker application are for those who frequenly use the
Auckland Public Transport System, especially those who frequent use buses.
Public transport users need transport that are reliable and in no way interupt ones
schedules and plans. Public transport users need very specific information about the
methods of transport they use so they can maximise the time that they have. With very
specific information, customers are able to meet the bus, instead of spending valuable
time waiting for it.
3.4 The Product and Service
The bus tracker wont change the reliability of buses, but because of its real time tracking
ability, it may pressure bus drivers to be more punctual and precise about arrival times in
specific areas. In essence, monitoring might make bus drivers and the system in general be
considerate about the users.
With real time tracking, it may lead Auckland Transport (AT) to make vast improvements
within their system to ensure that their customers are satisfied with the service they are
providing.
The application if much more specific than the current and only application AT has to offer,
and with the real time tracking feature, it provides not only information, but the most
specific information available to any bus user.

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3.5 Suppliers and Partners
Suppliers
Two possible suppliers for the real time tracker application is the iTunes App Store for Apple
users, such as iPhones and iPads. The iTunes App Store is currently the biggest provider for
applications. (Brighthand, 2011) The other possible supplier for the app is Google Play for
Android users such as Samsung and HTC. Google Play is the second largest application
provider, second to Apples App Store. (Brighthand, 2011)
Partners
Potential partners for the real time tracker app could be Auckland Transport, who we would
have to work with closely about being able to embed trackers onto their bus in the first
place. Helping develop the system would be useful not only for them, but also for the public
transport users.
Another potential partner for our app is an app developer who would help turn the idea of
the tracker and help turn it into reality and a physically make it so it can be used for those
who need it. An app developer would incorporate the systems of tracking the bus, and the
times and drivers etc together to create a smooth and easy to use application.
3.6 Strategy: Cost Leadership
The applications strategy, using one of Porters Generic Strategy is Cost Leadership. The
market is very broad, because according to ATs 2012 statistics, in January 2012, nearly
70,000,000 in total of patronage/trips had been made (Auckland Transport, 2012), proof
that many of Aucklands population does use the bus and the customer range for the
application is not narrow, but broad.
The overall strategy is therefore Cost Leadership
3.7 Value Chain Activity: Operations
The most important value chain activity for this business is Operations.

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As an application that provides live and update services, the operations aspect is the most
important part as it is these activities together that transform the inputs and work and
create value for customers and therefore want to use it. Operations start from when the
first bus starts and its system is turned on, and ends when the last bus arrives to its
destination and the system is turned off.
3.8 Business Processes
3.8.1. CUSTOMER APP USE PROCESS
The Customer App Process, shown below, details the process of how a customer uses the
application and how it delivers value and use to them. From purchasing, and then by
inputing the number of the bus they want to track, the process is simple and easy for the
customer to use, directly related to the vision of our application, which is to make it an easy
to use application.










3.8.2. AUCKLAND TRANSPORT
TRACKING PROCESS
The Auckland Transport

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Tracking Process mirrors the process described previously, showing the tracking process
from the perspective of Auckland Transport. This process is much more detailed than the
process before, as it details how the system works to provide the customers the information
they need and how they themselves use the system aswell.




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3.9 Functionalities
3.9.1. BUS TRACKING PROCESS
Shows where a bus is real time
Tracks a bus location at all times
3.9.2. AUCKLAND TRANSPORT TRACKING PROCESS
Shows whether a bus is running on schedule
Keeps track of where bus and its drivers are at all times during the bus
journey
3.10 Systems

3.10. 1. TRACKING MANAGEMENT SYSTEM-
The tracking management system is to ensure that buses that are starting and are on their
journey are tracked and the information they are giving, is managed- in short not causing
problems such as giving the wrong details for a bus and to ensure that the application is
living up to its vision which is creating an app that is accurate and easy to use.
3.10. 2. LOCATION ANALYSIS SYSTEM-
The location analysis system is to ensure that the location the bus is showing is accurate and
is actually in accordance to its real time location. The apps competitive advatage is its real
time feature, and if this feature failed to work, then the app is exactly just like the current
app AT has on. This system provides accuracy and ensures that customers are getting real
live updates of the locations of the buses and not just estimates.
3.10. 3. OPERATIONAL SUPPORT SYSTEM -
The operational support system is a broad system that supports all the specific information
systems. In essence the operational support sytem is to ensure that all operations to
provide real time information for users is occuring at a very timely and smooth manner.

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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)

Operations
1. Customer
App Use
Process
1. Shows where a bus is real time

2. Tracks a bus location at all times
throughout its journey
Tracking Management
System




Operational Support
System

2. Auckland
Transport
Tracking
Process
1. Shows whether a bus is running on schedule

2. Keeps track of where a bus and its drivers
are at all times during the bus journey
Location Analysis System Operational Support
System

Manegerial Support
System

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CONCLUSION
In conclusion, the real time bus trackers aim is to provide easy and accessible information
for customers of the Auckland Public Transport System. The idea itself is a network of
systems and process seamlessly put together to ensure that customers do not have a
problem with it. The hopes of the app is to minimise waiting time for bus users and also
prove productivity for the buses.
REFERENCES
Auckland Transport,. (2011). New iPhone App.
Auckland Transport,. (2012). January 2012 Statistics Report (pp. 3-4). Auckland: Auckland
Transport.
Auckland Transport,. (2013). Statistics Report. Auckland: Auckland Transport.
Auckland Transport,. (2014). Statistics Report (p. 17). Auckland.
Emigh, J. (2011). App Stores Matter in Buying a Smartphone: Part 2. Brighthand. Retrieved
24 May 2014, from http://www.brighthand.com/default.asp?newsID=17766&p=2