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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Aram Valesyan
NetID aval651
Group Number: 256
Website Link: http://infosys1102014s1group256.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Olivia Schultz Thursday 9am
Time Spent on
Assignment:
25 hours Word Count: 1649

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DELIVERABLE 2
INTRODUCTION
Phone use while driving is endemic in New Zealand. In 2010-2012, 179 drivers in fatal/injury crashes were
distracted by cellphones (Ministry of Transport, 2013). Texting and calling arent the only issues; Snapchat,
Facebook, and other applications are tempting distractions for NZ motorists. This is a clear problem, and the
solution is also clear. Stop motorists from accessing texts, calls, Snapchats, and other notifications while they
drive. The means to this end is a phone application. It will enable your phone to sense when your engine is
running, and will automatically block notifications for the duration of the trip. It will not make your phone
completely unusable, as notifications will only be blocked while the engine is running, so to check your phone,
all you have to do is pull over and turn off your vehicle.
3. BUSINESS SECTI ON
3.1 Vi si on
To unify the people of the world in a mission to rid our roads of the danger of distracted drivers, through
popular, customer-centric software solutions.
3.2 Industry Anal ysi s: Phone use while driving app solution industry


Force: High/Low: Justification:
Buyer power: High
There are many app solutions available to consumers that
want to limit their phone use while driving, such as iZup,
tXtblocker and CellSafety (Yahoo, 2014). Therefore buyers
have many options when purchasing, which means that
buyer power is high. Automative Fleet further outlines 6
apps that are leading the industry, including Sprints Drive
First, Textecution, and Cellcontrol. (Automotive Fleet, 2011)
Supplier power: Low
Software developers are plentiful and relatively
inexpensive, (can be as cheap as $25 dollars an hour with
Eastern European firms (Mobiversal, 2014)) and will
compete and drive prices down for designing the software
needed.

Threat of new entrants: High
Carter Thomas (2014) estimated that smartphone apps can
be as cheap as $1000 (USD) to develop. Therefore, there
are very low barriers to entry. With such relatively low
costs, entering the phone use while driving app solutions
industry would be seen as a low risk move, especially by big

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corporations (some of which, such as Sprint, have already
entered this industry).

Threat of substitutes: Low
Services such as Vodafones DriveSafe are available to stop
you from receiving texts while you drive, however if you
want to selectively disable tempting notifications on your
smartphone, the only solution is an app. There is not a
viable substitute for consumers wanting to achieve this.

Rivalry among existing
competitors:
High
The market is flooded with inexpensive or free applications
to stop you from getting notifications or receiving texts and
calls, such as iZup, tXtblocker and CellSafety (Yahoo, 2014).
Therefore competition for the consumers dollar is very
high.

Overall attractiveness of the industry: The industry is not attractive as it is very competitive (high rivalry
amongst existing competitors and low barriers to entry coupled with high buyer power) which outweighs the
low supplier power and low threat of substitutes. My company will need a significant competitive advantage to
be able to succeed amidst this high level of competition. This advantage could be achieved through superb
marketing and selling processes.
3.3 Customers and Thei r Needs
Potential customers are any person who owns a smartphone/tablet, and carries this device with them in their
vehicle while driving. Customers are distracted by notifications, and need a solution that will provide a happy
medium between completely turning your device off and losing access to music and maps, and receiving a
constant stream of notifications, which are distracting and can be dangerous. Customers need an application
that will stop notifications from texts and calls, and other applications such as Snapchat, while still allowing
them to listen to music and access maps.
3.4 The Product
The product will be able to sense when the vehicles engine is running, and automatically disable any
notification-giving apps, such as texts, calls, and Snapchats. However, it will leave applications such as GPS and
music untouched, meaning that the motorist can still enjoy music and use their essential maps, as these
applications dont tend to impact motorists during the drive.
3.5 Suppl i ers/Partners
Potential suppliers could include software developers, (such as Moa Creative) motion sensor producers and
software maintenance specialists such as Luxoft. The application will firstly need to be developed by a
software developer, and an external motion sensor could be required for the app to be able to sense if the

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engine is running. Maintenance and updates will be required regularly, so a company specialising in software
maintenance such as Luxoft will also be a supplier. Partners could include the New Zealand Transport Agency
(and potentially other governments around the world) and anti-distracted driving lobby groups and
organisations worldwide, such as the National Safety Council.

3.6 Strategy: Cost Leadership
The product will be relatively cheap to develop, as prices start from approximately $6,000 USD. (Crew, 2014) It
will be aimed at a very broad market: people with smartphones who drive.
The overall strategy is therefore Cost Leadership.
3.7 Val ue Chai n Acti vi ty: Marketing and Sel l ing
The market for apps that limit phone use while driving is flooded with cheap, but limited solutions. To work
towards our vision of uniting the people of the world, and being a customer-centric, popular solution, superb
marketing and selling processes are a must. People will simply not know about the app if strategic, marketing
campaigns are not launched, and user-friendly selling processes arent employed, to bring our product to the
customer as simply and easily as possible. As stated earlier, our superb marketing and selling processes are
what will differentiate our product and company, and lift us above the competition in the eyes of the
consumer.
3.8 Busi ness Processes
3.8.1. MARKETING PLANNING PROCESS - The marketing planning process will be crucial to the business
success. In order to be a popular and people-uniting company, the business must be known for its funny,
intelligent, and thought provoking marketing campaigns. The process of planning these marketing campaigns
will be very important, as meticulous attention to detail will need to be paid, so that the campaigns will have
maximum effect, and bring our product to the most people possible, in the most natural way. This will help
achieve the vision, as customers will perceive the company as popular due to its famous marketing campaigns.

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3.8.2. PRODUCT SELLING PROCESS - This will also be crucial to the business. It is imperative that the
business be known for its customer-centric sales process approach, as this will help raise the business above
the competition, essentially, a customer focused approach is what will set us apart. To really unite people in
becoming passionate about ridding the world of distracted drivers, the business has to appeal to people from
their first, and most important, direct contact with the company, the sales process. This is why customer-
driven customisation is included in the selling process, and not left as an afterthought. Customers will be able
to specify exactly how they want their app to look, perform, and integrate with the specific operating system
on their device, therefore making it natural and easy to purchase our application, which will lead to achieving
the vision of the company, as the app will be popular with customers and viewed as customer-centric.

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3.9 Functi onal i ti es

3.9.1. MARKETING PLANNING PROCESS
Display business performance data, such as sales figures and seasonal changes.
Provide data about competitors
3.9.2 PRODUCT SELLING PROCESS
Record customer preference details
Process payment from customers
3.10 Systems

3.10. 1. CUSTOMER MANAGEMENT CRM SYSTEM - This system will record data from the customers
about their preferences, identify prospective customers for sales in the future, and collate customer contact
information. It will also help to process payment, as maintaining contact information can help iron out any
kinks in the payment process. This will make shopping for and purchasing the app a smooth process for the
customer, perpetuating the perception of the company as customer-centric, making the company more
popular and on track to achieve the vision.
3.10. 2. PAYMENT PROCESSING SYSTEM - This system will process payment from customers, and record
details of their preference in payment style. This means that the company will be able to present the returning
customer with a smooth, simple purchasing process, as it will be shortened due to payment details and
preferences already being recorded. This will help the company be perceived as popular and customer-centric,
thereby supporting the vision.
3.10. 3. INDUSTRY DATA MANAGEMENT SYSTEM - This system will collect performance data about our
business and the competition, and display this data side by side, for easy analysis. This will help our business
marketing campaigns anticipate and respond to competitors marketing campaigns and strategies, and thereby
supporting the vision by making the company more popular, and unifying peoples opinion of the company and
vision through this popularity.

3.11 Summary Tabl e:







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VCA Processes Functionalities Specific
Information
System(s)
Broad Information
System(s)
Marketing and
Selling
Marketing
planning process.
Display business
performance data,
such as sales figures
and seasonal
changes.

Provide data about
competitors

Industry data
management
system
Transaction processing
system
Product selling
process.
Record customer
preference details

Process payment
from customers

Customer
management
CRM system


Payment
processing system
Customer relationship
management system



Transaction processing
system

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CONCLUSION
In conclusion, this company aims to unify the people of the world in a mission to rid our roads of the danger of
distracted drivers, through popular, customer-centric software solutions. The main software solution at this
stage is a mobile app, which will disable notifications on mobile phones while the motorists engine is running.
Information systems and technologies are crucial for the success of our company, with our product in itself
being a technology, and information systems playing a critical role in the success of the business processes
that will ultimately ensure the success of this company.


REFERENCES


Crew, 2014, How much to make an app
Retrieved from: www.howmuchtomakeanapp.com
iKeepSafe, 2014, Fighting Technology With Technology; Apps That Prevent Texting While Driving
Retrieved from: https://safely.yahoo.com/blogs/expert-advice/fighting-technology-technology-apps-
prevent-texting-while-driving-111736429.html
Automative Fleet, 2011, 6 Mobile Applications to Prevent Distracted Driving Accidents
Retrieved from: http://www.automotive-fleet.com/channel/safety-accident-
management/article/story/2011/08/6-mobile-applications-to-prevent-distracted-driving-accidents.aspx
Mobiversal, 2014, How Much Do Mobile App Developers Charge Per Hour?
Retrieved from: http://blog.mobiversal.com/mobile-app-development-cost.html
Carter Thomas, 2014, How much does it cost to develop an app?
Retrieved from: http://www.bluecloudsolutions.com/blog/cost-develop-app/
Ministry of Transport, 2013, Diverted Attention Crash Facts
Retrieved from: http://www.transport.govt.nz/research/crashfacts/divertedattention/








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