buffles, the future of commuting in auckland

8/12/2019 Buffles, the future of commuting in Auckland

1/12

1

INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION

2014

Name Wing Hong FuNetID 2867935

Group Number: 302

Website Link: http://infosys1102014s1group302.blogspot.co.nz/

Tutorial DetailsTutor: Day: Time:

Yvonne Hong Sunday 10am

Time Spent on

Assignment:40 hours Word Count: 1649
http://infosys1102014s1group302.blogspot.co.nz/http://infosys1102014s1group302.blogspot.co.nz/http://infosys1102014s1group302.blogspot.co.nz/


2/12

2

2

BUFFLES-THE INNOVATIVE WAY TO TAKE

PUBLIC TRANSPORT

INTRODUCTION

Buffles is the new way for transport around Auckland, solving many issues related to traffic

jams such as psychologicals stress, health issues, and pollution. These are the symptoms of

Aucklands traffic jams which are worsening over time. The average now kiwi spends over

100 hours stuck in traffic jams per yer(Tan, 2013). Currently, huge pressure is on the New

Zealand government with pollution in Auckland being the direct cause of $273 million in

social costs annually(Quinn, 2012). In addition, workers are becoming burnt out from

driving(Coz, 2009), spending 47 minutes stationery for every hour driven(Tan, 2013). This

reduces productivity and hinders New Zealands ability to grow as an economy.

Buffles solves this problem through an interative smartphone app that enables public

transport commuters to see in real time the location of their ride which allows them to plan

perfectly when to leave the house. Additionally, users go into the draw to win prizes daily

when they use the app. This will be supported by the government as it will relieve

congestion in Auckland and thus the symptoms of congestion will be minimised.

3. BUSINESS SECTION

3.1 Vision

To protect the environment by convincing commuters to use public transport whenever

possible by making it convenient and fun.

3.2 Industry Analysis: Traffic Jam Solutions Industry

Industry:Aucklands Traffic Solutions Industry

Force: High/Low: Justification:


3/12

3

3

Buyer power: Low Public transport is regulated by AT. With the

increase in severity of congestion there is no

shortage of solutions. However, Buffles is the

only app available at the moment that builds on

existing infrastructure.

(AT, 2014)

Supplier power: High Currently there are more demand for software

designers than software designers themselves.

They have a stronger power when it comes to

negotiating salaries. Therefore the costs to hire

software designers are relatively high and thus

one of the reasons why technology development

costs so much.

(Samson, 2012)

Threat of new entrants: Low Public transport is highly regulated and so new

systems would take a lot of money and

implememnt.

(AT, 2014)

Threat of substitutes: High Auckland Transport may choose from a variety of

solutions such as building more park+ride

terminals or incentivising the use of car-pooling

as these will help reduce the number of cars on

the road and hence the threat of substitutes are

high.

(Transit Solutions)


4/12

4

4

Rivalry among existing

competitors:

Low There are currently no app incentivised solutions

being offerend and so Buffles would have a first

mover advantage.

(Auckland Transport, 2012).

Overall attractiveness of the industry:This market is a relatively good market to get into

due to the low forces seen in the Porters analysis above. However this is a highly regulated

market and so entering the market would be difficult due to the high barriers to entry.

3.3 Customers and Their Needs

Buffles will be targeting the Government(AT) as traffic jams in New Zealands main centre of

economic development is a major concern for its ability to grow(Cox, 2009). Reduced

productivity and effeciency levels by wasting time on roads and increasing costs of

transport(Dearnaley, 2010) lead to reduced profitability for businesses and less tax revenue

for the government. Vehicle emmissions already account for over 80% of air pollution in

Auckland alone(Bluett et al., 2010) and this is set to increase with congestion levels on the

rise(Cox, 2009)

Therefore they need a solution to reduce the number of cars on the road and Buffles is the

solution.

3.4 The Product and Service

Public transport services in conjuction with Buffles serves as a benchmark for the future

travel needs of Auckland. With the population currently sitting at 1.42 million and set to

increase rapidly in the future(estimated to account for 75% of total national population

growth), the road networks are already over burdened and causing a lot of pollution and

costing the economy hundreds of millions of dollars per year.

Buffles fixes this problem by making public transport more convenient and interactive which

would incentivise Aucklanders to use public transport as a main form of commuting and

thus remove the need for them to use cars.


5/12

5

5

Buffles is a interactive smartphone app that allows users(end-users) to see in real time

where the location of their bus is as well placing them into the draw to win prizes everytime

they use public transport. This increases efficiency and the chance to win prizes will

encourage the use of buses/ferries/trains.

3.5 Suppliers and Partners

Suppliers of Buffles would be software designers and communication equipment suppliers

as they are crucial in creating an app that is user friendly and can communicate with

individual buses as to know the locations of them and estimate the amount of time for the

bus to get to a certain location based on historical data, driver, etc.

Partners would be Apples App store and Googles Play store as they provide the platform

for which smartphone users can access the Buffles app. These would be partners because

they offer benefits to buffles by allowing the end-users to access the app and the companies

get the benefit of revenues through advertising.

3.6 Strategy: Focused High Cost

Buffles is a solution to change the cummuting habits of Aucklanders and relies heavily on

technology to influence their decisions. Therefore a very user-friendly and highly reliable

premium product must be developed. This would involve vigorous product testing and many

stages of reviews and adjustments before the product can be introduced to the public and

hence a lot of capital is required for research and development.

The customer would be the government however the end-users would be the general

public. The government will benefit in that congestion levels would decrease and so would

the social costs associated with it.

The overall strategy is thereforefocused high cost.

3.7 Value Chain Activity: Technology Development(R&D)

The most important value chain activity for this business is Technology Development


6/12

6

6

Intensive research and development is required to ensure that all systems communicate

effectively so that end-users grow confidence in the Buffles technology and change the

way that they commute around Auckland. Intensive research and testing must be done to

prevent system crashes from overloading in the future which would decrease end-userconfidence and ultimately the use of public transport.

This is where the most value would be created as Buffles is an app and therefore is

technology intensive.

Technology is required to make public transport fun and convenient(vison) and therefore

technology development is the most important value chain activity. This also aligns with our

strategy because a lot of research must be conducted to ensure a flawless product that can

change the future of the World.

3.8 Business Processes

3.8.1. SOFTWARE UPDATE PROCESS This process is important to the organisation because

the whole system relies on the app to create value for the customer (government) by

reducing congestion. Our vision it to encourage public transport use by making it fun and

convenient. Value is created through convenience by having an error free and easy to use

app that motivates commuters to use public transport more frequently.


7/12

7

7

3.8.2. TECHNOLOGY ADVANCEMENT PROCESS Technology is Bufflesmost important value

chain activity as we rely heavily on technology to make public transport fun and

convenient(vision). Exhaustive work is required in developing both the software and

hardware components of our product. We require a user-friendly app for end-users but also

effective hardware components to ensure efficient communcation within the system.


8/12

8

8


9/12

9

9

3.9 Functionalities

3.9.1. SOFTWARE UPDATING PROCESS

Identify problems with current sotware through crash reports Collecting, sorting and analysing feedback from end-users to improve

usability

3.9.2. TECHNOLOGY ADVANCEMENT PROCESS

Identify which design plans meet a certain criteria Check to see if software is communicating correctly with hardware

3.10 Systems

3.10.1. CONTENT MANAGEMENT SYSTEM This system is used for collecting and storing

imformation about crash reports and user reviews. This enables the fast sorting and

organising of information which enables Buffles to make adjustments and solutions to

problems faster.

3.10.2. DATABASE SYSTEM This system stores information about individual commuters and

the amount of public transport they use when they use the app. This system can then

accumulate information of all users to present reports such as busiest routes and average

distance travelled.

3.10.3. ERROR IDENTIFICATION SYSTEM This system finds errors and identifies the locations

of where problems occur and alerts technicians of problems immediately so that the

problem can be resolved.


10/12

10

10

3.11. Summary Table: Value Chain to Systems

Value Chain

Activity

Processes Functionalities Specific Information

System(s)

Broad Information

System(s)

Technology

Development

1. Software UpdatingProcess

2. Identify problems with currentsotware through crash reports

3. Collecting, sorting and analysingfeedback from end-users to improve

usability

Content Management

System

Database System

Decision Support

System

Customer Relationship

Management

2. TechnologyAdvancement

Process

1. Identify which design plansmeet a certain criteria

2. Check to see if software iscommunicating correctly with

hardware

Content Management

System

Error Identification

System

Decision Support

System

Collaboration System


11/12

11

11

CONCLUSION

With the information systems and techonologies identied in the proposal, our company will

be on its way to achieve its vision of providing a reliable public transport system for

Auckland that is convenient and fun. The introduction of our new technology, Buffles will

improve our customers(government) satifaction by relieving congestion levels around

Auckland which in turn reduces vehicle emmissions that contribute up to 86% of Aucklands

air pollution. This creates enormous value as traffic problems in Auckland alone cost the

government and excess of $273 million annually.

Buffles is the first company to offer such an innovative solution to incentivise public

transport in New Zealand and so we have a first-mover advantage. This technology must be

extremely reliable to gain the trust of the public to use it and so significant research,

development and testing must be done to ensure the highest quality product available for

end-users. The product is being sold to the government which makes this a niche market

and hence why our business strategy is focused high-cost.

REFERENCES

1. Auckland Council. (2014). Aucklands transport(The Auckland Plan). Retrieved fromhttp://theplan.theaucklandplan.govt.nz/aucklands-transport/

2. Auckland Transport. (2014).Auckland Transport. Retrieved fromhttp://www.transport.govt.nz/ourwork/land/aucklandtransportagency/

3. Bluett, J., & Dey, K., & Kuschel, G. (2010). Auckland Vehicle Fleet EmissionMeasurements. New Zealand: Auckland Regional Council. Retrieved from

http://www.aucklandcouncil.govt.nz/SiteCollectionDocuments/aboutcouncil/plansp

oliciespublications/technicalpublications/tr2010028aucklandvehiclefleetemissionme

asurements2005.pdf

4. Cox, W. (2009). Traffic Congestion, Time, Money & Productivity. New Geography.Retrieved fromhttp://www.newgeography.com/content/001044-traffic-congestion-

time-money-productivity

5. Davison, I. (October, 2012). Census 2013: Auckland leads growth but rural areasdecline. Retrieved from

http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11140635

6. Dearnaley, M. (June, 2005). Big rise forecast in Auckland car pollution. Retrievedfromhttp://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10331616
http://theplan.theaucklandplan.govt.nz/aucklands-transport/http://theplan.theaucklandplan.govt.nz/aucklands-transport/http://www.transport.govt.nz/ourwork/land/aucklandtransportagency/http://www.transport.govt.nz/ourwork/land/aucklandtransportagency/http://www.aucklandcouncil.govt.nz/SiteCollectionDocuments/aboutcouncil/planspoliciespublications/technicalpublications/tr2010028aucklandvehiclefleetemissionmeasurements2005.pdfhttp://www.aucklandcouncil.govt.nz/SiteCollectionDocuments/aboutcouncil/planspoliciespublications/technicalpublications/tr2010028aucklandvehiclefleetemissionmeasurements2005.pdfhttp://www.aucklandcouncil.govt.nz/SiteCollectionDocuments/aboutcouncil/planspoliciespublications/technicalpublications/tr2010028aucklandvehiclefleetemissionmeasurements2005.pdfhttp://www.aucklandcouncil.govt.nz/SiteCollectionDocuments/aboutcouncil/planspoliciespublications/technicalpublications/tr2010028aucklandvehiclefleetemissionmeasurements2005.pdfhttp://www.newgeography.com/content/001044-traffic-congestion-time-money-productivityhttp://www.newgeography.com/content/001044-traffic-congestion-time-money-productivityhttp://www.newgeography.com/content/001044-traffic-congestion-time-money-productivityhttp://www.newgeography.com/content/001044-traffic-congestion-time-money-productivityhttp://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11140635http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11140635http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10331616http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10331616http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10331616http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10331616http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11140635http://www.newgeography.com/content/001044-traffic-congestion-time-money-productivityhttp://www.newgeography.com/content/001044-traffic-congestion-time-money-productivityhttp://www.aucklandcouncil.govt.nz/SiteCollectionDocuments/aboutcouncil/planspoliciespublications/technicalpublications/tr2010028aucklandvehiclefleetemissionmeasurements2005.pdfhttp://www.aucklandcouncil.govt.nz/SiteCollectionDocuments/aboutcouncil/planspoliciespublications/technicalpublications/tr2010028aucklandvehiclefleetemissionmeasurements2005.pdfhttp://www.aucklandcouncil.govt.nz/SiteCollectionDocuments/aboutcouncil/planspoliciespublications/technicalpublications/tr2010028aucklandvehiclefleetemissionmeasurements2005.pdfhttp://www.transport.govt.nz/ourwork/land/aucklandtransportagency/http://theplan.theaucklandplan.govt.nz/aucklands-transport/


12/12

12

12

7. Dearnaley, M. (September, 2010). Governor General slams Aucklands TrafficCongestion. Retrieved from

http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10675949

8. Headache Looms for ageing car fleet. (February,2010). Retrieved fromhttp://www.stuff.co.nz/taranaki-daily-news/business/3357073/Headache-looms-

with-ageing-car-fleet

9. Ministry of Transport. (February 2014). The new Zealand Vehicle Fleet. Retrievedfromhttp://www.transport.govt.nz/assets/Uploads/Research/Documents/2013-

Fleet-report-final.pdf

10.Quinn, T. (July, 2012). Air pollution killing hundreds in Aucklandreport. Retrievedfromhttp://www.stuff.co.nz/auckland/local-news/7378267/Air-pollution-killing-

hundreds-in-Auckland-report

11.Samson, T. (2012). Demand for software engineers keeps climbing, and so do thesalaries.Retrieved fromhttp://www.infoworld.com/t/it-jobs/demand-software-

engineers-keeps-climbing-and-so-do-the-salaries-205254

12.Tan, L. (November, 2013). Auckland Traffic Jams create City of Snails. TheAucklander. Retrieved from

http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11152630

13.TomTom International BV. (2013). TomTom Australia & New Zealand CongestionIndex. TomTom Congestion Index, Volume 1, page 1-17.Retrieved from

http://www.tomtom.com/lib/doc/congestionindex/2013-0322-TomTom-

CongestionIndex-2012-Annual-AUNZ-mi.pdf

14.Transit Solutions. (2014). Sustainability. Retireved fromhttp://www.transitsolutions.org/Sustainability.aspx

15.TVNZ. (2013).Auckland has the fastest growing population. Retrieved fromhttp://tvnz.co.nz/national-news/auckland-has-fastest-growing-population-5648323
http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10675949http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10675949http://www.stuff.co.nz/taranaki-daily-news/business/3357073/Headache-looms-with-ageing-car-fleethttp://www.stuff.co.nz/taranaki-daily-news/business/3357073/Headache-looms-with-ageing-car-fleethttp://www.stuff.co.nz/taranaki-daily-news/business/3357073/Headache-looms-with-ageing-car-fleethttp://www.transport.govt.nz/assets/Uploads/Research/Documents/2013-Fleet-report-final.pdfhttp://www.transport.govt.nz/assets/Uploads/Research/Documents/2013-Fleet-report-final.pdfhttp://www.transport.govt.nz/assets/Uploads/Research/Documents/2013-Fleet-report-final.pdfhttp://www.transport.govt.nz/assets/Uploads/Research/Documents/2013-Fleet-report-final.pdfhttp://www.stuff.co.nz/auckland/local-news/7378267/Air-pollution-killing-hundreds-in-Auckland-reporthttp://www.stuff.co.nz/auckland/local-news/7378267/Air-pollution-killing-hundreds-in-Auckland-reporthttp://www.stuff.co.nz/auckland/local-news/7378267/Air-pollution-killing-hundreds-in-Auckland-reporthttp://www.stuff.co.nz/auckland/local-news/7378267/Air-pollution-killing-hundreds-in-Auckland-reporthttp://www.infoworld.com/t/it-jobs/demand-software-engineers-keeps-climbing-and-so-do-the-salaries-205254http://www.infoworld.com/t/it-jobs/demand-software-engineers-keeps-climbing-and-so-do-the-salaries-205254http://www.infoworld.com/t/it-jobs/demand-software-engineers-keeps-climbing-and-so-do-the-salaries-205254http://www.infoworld.com/t/it-jobs/demand-software-engineers-keeps-climbing-and-so-do-the-salaries-205254http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11152630http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11152630http://www.tomtom.com/lib/doc/congestionindex/2013-0322-TomTom-CongestionIndex-2012-Annual-AUNZ-mi.pdfhttp://www.tomtom.com/lib/doc/congestionindex/2013-0322-TomTom-CongestionIndex-2012-Annual-AUNZ-mi.pdfhttp://www.tomtom.com/lib/doc/congestionindex/2013-0322-TomTom-CongestionIndex-2012-Annual-AUNZ-mi.pdfhttp://www.transitsolutions.org/Sustainability.aspxhttp://www.transitsolutions.org/Sustainability.aspxhttp://tvnz.co.nz/national-news/auckland-has-fastest-growing-population-5648323http://tvnz.co.nz/national-news/auckland-has-fastest-growing-population-5648323http://tvnz.co.nz/national-news/auckland-has-fastest-growing-population-5648323http://www.transitsolutions.org/Sustainability.aspxhttp://www.tomtom.com/lib/doc/congestionindex/2013-0322-TomTom-CongestionIndex-2012-Annual-AUNZ-mi.pdfhttp://www.tomtom.com/lib/doc/congestionindex/2013-0322-TomTom-CongestionIndex-2012-Annual-AUNZ-mi.pdfhttp://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11152630http://www.infoworld.com/t/it-jobs/demand-software-engineers-keeps-climbing-and-so-do-the-salaries-205254http://www.infoworld.com/t/it-jobs/demand-software-engineers-keeps-climbing-and-so-do-the-salaries-205254http://www.stuff.co.nz/auckland/local-news/7378267/Air-pollution-killing-hundreds-in-Auckland-reporthttp://www.stuff.co.nz/auckland/local-news/7378267/Air-pollution-killing-hundreds-in-Auckland-reporthttp://www.transport.govt.nz/assets/Uploads/Research/Documents/2013-Fleet-report-final.pdfhttp://www.transport.govt.nz/assets/Uploads/Research/Documents/2013-Fleet-report-final.pdfhttp://www.stuff.co.nz/taranaki-daily-news/business/3357073/Headache-looms-with-ageing-car-fleethttp://www.stuff.co.nz/taranaki-daily-news/business/3357073/Headache-looms-with-ageing-car-fleethttp://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10675949