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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Ye Xuanyi
NetID xye224
Group Number: 011
Website Link: http://infosys1102014ssgroup011.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kit-Wah Huang Monday 9am
Time Spent on
Assignment:
25 hours Word Count: 1600

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C CUBIC SOFTWARE DESIGNING LIMITED
INTRODUCTION
In recent years, obesity epidemic has become an increasely significant concern not only in
New Zealand but over the world. According to the survey of the Ministery Of Health(2013) ,
almost one in three adults were obese(31%) and a further 34% were overweight. Obviously,
obesity epidemic has a serious impact on our health and results in lots of inconveniences in
daily life.One of the most considerable factors is eating disorders.Hence, our solution is
through using the imformation system technology to create an appropriate application
called Check Calorie Camera ,Which will automatically record the content of your meals
protein,sugar and fat etc. Also, our smart software would provide the imformation whether
your intake was excess the standard healthy amount on the basis of the total amount of
your intake calories within one day, offering a time-saving, effective and straightfoward
approach to improve obesity situation.
3.BUSINESS SECTION
3.1 Vision
Providing easy-used applications for people who intend to avoid obesity and remaining
focus on creating more better software to help people keeping fit.
3.2 Industry Analysis: FitnessSoftware Development Industry
Industry:Fitness Software Development Industry.
Force: High/Low: Justification:


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Buyer power: High The number of apps on the market is
astronomical,covering all smartphone
platforms,fitness levels and diet
requirements(technavio,2014). the buyers
have many choices of whom to buy from, like
My fitnessPal, calories caculator and so forth.
Supplier power: low Correspondingly, the supplier power of the
fitness software industry is relatively low as
there are many suppliers available to provide
raw materials and services to an online
fitness software industry(technavio,2014).
Threat of new entrants: High The threat of new entrants is quite high as
the entry barrier and set-up costs is quite low
for new entrants,they do not need a lot of
financial investment to the new set-up
business for infrastructure and
equipments(Bloomberry,2013).
Threat of substitutes: High Except using the check calorie camera app,
people also could choose to go to the gym for
substitutes where they can get access to
many equipments even a personal trainer for
body shaper(technavio,2014)
Rivalry among existing
competitors:
High While the wide number of options available is
great news for consumers but is not so good
for the fitness app suppliers as there is can be
hard for consumers to really see the
difference from one app to another.
competition among vendors has become
increasingly fierce in this industry.Key

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vendors mominating this space are Azumio
Inc ,Endomondo ApS,FitnessKeeper Inc,
MapMyFitness Inc and Runtastic
Gmbh(technavio,2014).
Overall attractiveness of the industry:Software development in New Zealand has rapidly
become a beacon of modern innovation(work here New Zealand, 2013)Further, the global
sports and fitness application market is picking up steam with a CAGR of more than 23
percent from over recently years(technavio,2013), showing that an increasing number of
people eschewing traditional diet and workout techniques in favour more convenient smart
phone-based ones .According to Collins J(2013),the growth in the space will be strong
although the revenue from mobile apps would not match up with downloads immediately.
3.3 Customers and Thei r Needs
Our target group of customers are all mobile phone users who intend to avoid being
overweight and prefer a low cost approach to keep healthy.According to a survey of
ecommerce times(2014), 29 percent of mobile phone users with one or more health
problems feel that an easy-to use device that tracks their condition and progress would
motivate them to better track or manage their health.Twenty-seven percent would like to
have a personalized plan from their care provider to guide them to better health. Moreover,
for the group of people that do not have spare time and money to go to the gym but have a
strong desire to keep fit,using mobile track intake calorie application seems to be more
approachable.Furthermore, people always prefer to find out the most straightfoward,easy-
to-use and effective method to solve a problem equally applies to keep a balanced diet and
fit.
3.4 The Product and Service
Our business will release a varity of application products aimed to offer the most suitable
products for different users .One of the featured product is the Check Calorie Camera. This
smart application could automatically anaysis the elements in your meals such as protein,
fat,carbohydrate and sugar then track the daily calorie intake for the purpose of forming a
personal diet photo album.Meanwhile, it has the fuction of warning when users intake
calories was excess the healthy standard.

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Moreover,rather than just offering one application,our company cover all bases by putting
out a range of applications for windows phone, blackberry,android and
iphone(technavio,2014),which enables all types of phone users could get access to
download our products .On the other hand,responding to the need of customers, our
products are more accessible because using the camera to detect calories could be much
easier and more convenient to handle compared to other apps that users need to type in
the name of food.
3.5 Suppl iers and Partners
Potential supplier one is experienced software developer, which seems to be one of the
most essential basic suppliers. Our all online products are rely on the supports from
software developers, and the software development refers to a complex process that
involves computer programming , documenting, and testing(wikipedia,2014).
Potential supplier two could be the customer support companies.They supply the business
with their expertise in avoiding obesity and keep a balanced diet, so that they can provide
the customers with information they need(technavio,2014).
Partner one could be telecommunication companies. For example, 2 Degrees, which could
provide their technical products and services for our business.Also,the documents and
database sharing between telecommunication industry and our firm could be a great
collaborate way for products promotion(prweb,2014).
Partner two could be healthcare institutions. The diet and fitness app software market
highly relies upon healthcare institutions to achieve success .For instance, the insurers,could
paving the way for collaborations and innovations on service and business
models(ecommercetimes,2014).
3.6 Strategy: COST LEADERSHIP
Competitive Scope: The Business targets a broad market as there being enormous number
of mobile phone users nowadays(almost everyone) and an increasing number of public have
noticed the importance of fitness and diet and plan to take some actions for it(IHS,2014).

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Cost Strategy: The feature of low-cost is one of the most competitive advantages of the
business compared to other substitutes.According to the Global Sports and Fitness Apps
Market Report(2014),the key factors contributing to the market growth is cost-effective
nature of applications.
The overall strategy is therefore Cost Leadership
3.7 Value Chain Activity: TECHNOLOGY DEVELOPMENT
The most important value chain activity for this business is Technology development(R&D).
New technologies have an important role here, specifically mobile devices and healthy-
related apps.Parks Associates(2014) consumer research shows that consumers actively seek
motivation to improve their personal health and they desire technology , services ,and social
support to assist them in that process.On the other hand, sustaining use could be an issue as
the number of downloads is not a good indicator of number of actual users,in order to
encourage consistent and sustained use, app developers would make effort to simplify use,
add social features and reminders, integrate with other apps, and offer incentives such as
extra points for continued use or rewards for hitting a milestone.
3.8 Business Processes
3.8.1. PRODUCT INNOVATI ON PROCESS The business is supposed to release new features
and enhancement at regular intervals on the basis of the need of customers. Since in
software industry, it is significant for a firm to regularly create better efficiencies for
products and update the information that they got. This process helps our business to
generate value through innovate our products and increase customer satisfaction.
REPLACE WITH BUSINESS PROCESS 1 MODEL

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START
Create Project
Requisition
Market Research
Accounting and Finance
Trial-Produce
Innovation Project
Design
Technical Design
Review
NO
YES
YES
New Product Test
Product Releasing
END
YES
NO

3.8.2. PARTNER COLLABORATI ON PROCESS Established a cooperation system between other
partners is important as it enables firms to expand its scope of business and enrich its
product. For instance, as mentioned above, healthcare institutions could be our potential
partners since we could add value by gaining professional healthcare advice from them then
convey to users.
REPLACE WITH BUSINESS PROCESS 2 MODEL

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START
Intention Contact
Collaboration Negotiation
Collaboration Negotiation
Agreement Signing
Agreement Signing
Mutual
Investigation
Target Setting
Market
Analysis
Decision
Making
YES
NO
Mutual
Assessment
Long-Term
Cooperation
YES
END
NO

3.9 Functionalities
3.9.1. PRODUCT INNOVATION PROCESS
automatically anaysis the element content in meals.
track the daily calorie intake.
remind and alert when intake excess healthy standard.
3.9.2. PARTNER COLLABORATI ON PROCESS

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Provide professional healthcare advice for users.
all types of phone users(eg.windows phone,android and iphone) can
download our apps from online store.
3.10 Systems

3.10. 1. SOFTWARE DEVELOPMENT SYSTEM This system support main creative functions of
our products and play a vital role in the whole business system. Through market research,
new function designing and technical design review, the software of our business could be
improved and added value.
3.10. 2. CUSTOMER SERVI CE SYSTEM This system enables our business to maintain a long-
term and sustaining relationship with customers since we provided helpful health-keeping
information to customers as a follow-up service. Moreover, the application would guide
users to how to improve their health condition gradually.
3.10. 3. CONTENT EXCHANGE SYSTEM Exchange content and database with business
partners will be an efficient approach for our company to expand operation scope and
promote products.For instance,the system used with other technical companies could
enable our apps are suitable for all types of phone users(eg.windows phone,android and
iphone).

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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)

Technology
development
1. product
innovation
process
1. automatically anaysis the element
content in meals.
2. track the daily calorie intake.
3. remind and alert when intake excess
healthy standard.
Software development
system


Enterprise Resource
Planning System
2. partner
collaboration
process
1. Provide professional healthcare advice
for users.
2. all types of phone users(eg.windows
phone,android and iphone) can
download our apps from online store.
Customer service system


Content exchange system
Customer relationship
management System

Collaboration System

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CONCLUSION
In conclusion, our business aimed to help people who were unsatisfied with their health
condition by using our time-saving mobile phone apps.We provide the most convenient and
low-cost solution to avoid obesity (through information system technology) adding value by
changing users lifestyle to a better way. In the future, we will continue using information
technology to create new fatastic products for the pubilc.
REFERENCES

1. Workhere New Zealand. (2014). Software Development in New Zealand. Retrieved
from http://www.workhere.co.nz

2. Ministry of Health. (2013). The 2013 New Zealand Health Survey. Retrieved from
http://www.health.govt.nz

3. Health Gauce.(2013).98 million health and fitness app users by 2018.Retrieved from
http://www.healthgauge.com

4. Harry Wang. (2012). In Search of the Killer Fitness App Business Model. Retrieved
from http://www.ecommercetimes.com

5. IHS. (2013). Sports and Fitness App Market to Expand by More Than 60 Percent in
Five Years. Retrieved from http://press.ihs.com
6. Technavio.(2014).Global Fitness App Market is Bulking Up. Retrieved from
http://www.technavio.com