1

INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Ana-Elizabeth Fontayne Johansson
NetID Ajoh973
Group Number: 052
Website Link: http://infosys110group052.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Kayur Ramson Monday 2pm
Time Spent on
Assignment:
30 hours Word Count: 1648

2


2
NO MORE BEERZIES SMARTPHONE
APPLICATION
INTRODUCTION
NoMoreBeerzies is an App designed to increase alcohol consumption awareness in a
convenient, adequent way. The scan of a barcode or entering the name of your drink
NoMoreBeerzies calculates your alcohol consumption level and advises your next move.
NoMoreBeerzies also offers games which tests reflex skills, estabishing a fun and practical
way of monitoring your drinking.
3. BUSINESS SECTION
3.1 Vision
To service users with affordable technology that increases alcohol consumption awareness
with the desired result of decreasing alcohol abuse worldwide.
3.2 Industry Analysis: Alcohol Monitor Application Industry
Industry: Alcohol Monitor Application Industry, monitors a persons alcohol intake with a
smartphone application.
Force: High/Low: Justification:
Buyer
power:
High Buyer power is high because there are many different apps with
similar functionalities in the Industry, available through online
application stores. E.g. Drink Control, Drink Less and Fewer Units.
Buyers are able to explore and choose which purchase is most
rewarding.
(iTunes , 2014)

3


3
Supplier
power:
High Online Application Stores are suppliers in this Industy, and since
mobile phone brands have only one major app store they are
connected to. E.g. iTunes for Apple, Google PlayStore for
Androids, supplier power is high as the online application stores
are scarce.
(Cooper, 2012)
Threat of
new
entrants:
High Threat of new entrants for this Industry is high because the entry
barriers are low and competitors are able to easily enter the
market. There are numerous alcohol monitoring apps available
today and are growing on a regular basis. The creation of apps is
easy with the aid of different resources available such as shoutem
and appmakr. These simplify the app making Infrastructure.
(Roberts, 2011)

Threat of
substitutes:
Low Substitutes include only the breath-testers, and blood tests
carried out by health professionals which measures the amount of
alcohol in your blood. Therefore Threat of substitutes for this
Industry are low as applications are hard to replace, even gadgets
such as the pocket sized breathalizers need the help of apps to
function.
(Jolly, 2013)

4


4
Rivalry
among
existing
competitors:
High Rivalry amungst exisiting competitors is high because there are
already countless Alcohol Intake Monotoring applications
available in the market. These figures are increasing steadily
proving rivalry amungst competitors to be extremely fierce.
(iTunes , 2014) & (Androids, 2014)
Overall attractiveness of the industry: As most of the forces are High, the overall
attractiveness of the industry is low. Meaning that it will be hard for a business to be
profitable competing in this Industry. Businesses will find it difficult to create a competitive
advantage as the competition is fierce.
3.3 Customers and Thei r Needs
Customers of NoMoreBeerzies will be an audience who strive to become more aware of
their alcohol consuption. Sober Drivers, who crave to have a few beers whilst remaining
under the legal drinking limit. Their needs would include quick, accurate information in
terms of alcohol content and supportive advice which aids them to making an informed
decision.
New time drinkers, where they possibly lack knowledge on alcohol intake and how much
their body can handle. Their needs would include precise data percentages of each alcoholic
beverage entered and the recommended amount to be consumed.
Young drinkers, statistics show that people aged 18-24 have a potentially hazardous drinking
pattern. Their needs include a fun, entertaining alternative to facts and figures. A subtle way
of monitoring alcohol intake. (Ministry of Health, 2013)
3.4 The Product and Service
With the finest technology NoMoreBeerzies can satisfy the sober driver clients needs by
recognising alcoholic beverages with the scan of a barcode or the name of drink,
NoMoreBeerzies then swiftly communicates the percentage of alcohol and quantity one can
consume before reaching the legal driving limit.

5


5
New Time Drinker Clients needs are satisfied as NoMoreBeerzies has an ingenious database
which consumers can search and view the alcohol percentage of any alcoholic beverage in
the world. Teenagers respond better to fun alternatives instead of facts and figures, thats
why NoMoreBeerzies prides itself in offering highly developed games which have the
expertise to test reflex skills of players and give constructive advice accordingly. Players are
able to be involved physically and captivate the outcome evaluation.
3.5 Suppliers and Partners
Suppliers include App Designers&Developers, and App-testers. App Designers&Developers
provide a service of taking the ideas and vision for NoMoreBeerzies and crafting this into a
high quality, engaging application to be available on all smartphones. The App-testers
provide the service of trialling NoMoreBeerzies and ensuring that it runs efficiently by
picking up flaws within the application for adjustment. App Designers&Developers and App-
testers are considered suppliers because our company pays them for their service in the
establishment and enhancement of the product.
Partners include Online application stores and Liqour Shop Owners. Online application
stores such as Apple and Google, work together with our company by releasing
NoMoreBeerzies on their online application stores so both parties make money. Liquor shop
owners also work together with our company by promoting our app to their clients in store
and in return receive a small fraction of profit made from each download.

3.6 Strategy: Cost Leadership
NoMoreBeerzies focuses on a broad market as alcohol is one of the most commonly used
drugs in New Zealand and affects millions of people worldwide.
NoMoreBeerzies vision states to service users with affordable technology which indicates
the cost strategy being low cost.
The overall strategy is therefore Cost Leadership.


6


6
3.7 Value Chain Activity: Tech Development (R&D)
The most important value chain activity for this business is Tech Development (R&D).
Because this is how our business adds value and creates competitve advantage. As the
generic strategy is Cost Leadership and the businesss vision strives on servicing users with
affordable technology, tech development (R&D) is imperative in achieving this.Tech
development (R&D) can be used to explore competitors existing products and discover
innovative concepts to differentiate the app over rivals consummating competitive
advantage.





3.8 Business Processes
3.8.1. APPLI CATI ON TESTI NG PROCESS This process is a test run through of the app and
ensures the features are working efficently. The process starts with opening the app which
is linked to IS and Research Development. Next entering details such as age and weight. The
user then has three options they can take. Selecting open reflex games would lead them to
playing the game, having their score determined and advice given accordingly. The other
two options include Scanning Barcode of Drinks and Enter Name of Drinks leading to
Calculating BAC and Generating Advice Accordingly. The decision then arises if the app
satisfys all specifications. If yes the process is ended, If no feeds back into Research &
Development for modification and the process starts again.




7


7












8


8
APPLICATION TESTING PROCESS MODEL
Start
End
Open app
Enter Details
Open Reflex Games
Scan Barcode of
drinks
Enter Name of
drinks
Calculates BAC
Generates advice
accordingly
Does the app satisfy
all specifications
yes
Play Game
Determines score
Information Systems Research & Development
No

9


9
3.8.2. APPLI CATION DESI GN PROCESS In this process we generate ideas that satisfy market demands
by designing a proficient, striking app for consumers. The Process starts with the research of consumer
specifications this process is linked with Research&Development and IS. Next is accumulating specification
Ideas into design brainstorm and establishing a final design. The Final Design is then sent to Manufacturers, if
approval is granted in terms of realistically being able to make the app, the process is ended. If not it is fed
back into establishing a final design that is realistic and would receive approval.
APPLICATION DESIGN PROCESS MODEL


Start
End
Research Consumer
Specifications
Accumulate
specification ideas
into design
brainstorm
Establish Final
Design
Send Final Design to
Manufactures
Manufactures
Authorization
Yes
Information Systems Research & Development
No

10


10
3.9 Functionalities
3.9.1. APPLI CATI ON TESTI NG PROCESS MODEL
Calculate BAC
Recognise Alcoholic Beverages being entered
3.9.2. APPLI CATI ON DESI GN PROCESS MODEL
Establish Final Design
Research Consumer Specifications
3.10 Systems

3.10. 1. CONSUMER RESEARCHING SYSTEM -This system incorporates researching consumer
specifications as it enhances the researching process. This supports the vision of the
business in terms of servicing users with affordable technology that increases alcohol
consumption awareness as this system will assist us in efficiently researching appropriate
material that directly benefits the technology we want to provide to our consumers.
3.10. 2. LI QUOR DATABASE SYSTEM This system incorporates Recognising Alcoholic
Beverages being entered, as this fuctionality is the trigger for the corresponding alcoholic
beverage data to appear. This supports the companys vision as we want to provide
technology which increases consumption awareness.
3.10. 3. BAC CALCULATI NG SYSTEM This system incorporates Calculating BAC through
scanning or entering of consumers drinks. This supports the companys vision of decreasing
alcohol abuse worldwide. This system will enable us to communicate useful advice to users
in the hopes of upholding this vision.



11


11
3.11. Summary Table: Value Chain to Systems

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

Tech
Development
(R&D)
1. Application
Testing
Process
2. Calculate BAC

3. Recognise Alcoholic Beverages being
entered
BAC Calculating System

Liquor Database system
TPS

ERP
4. Application
Design Process
5. Establish Final Design

6. Research Consumer Specifications

Filtering System


Consumer Researching
System
Collaboration Systems

CRM






12

12
CONCLUSION
Every year about 1000 people in NZ alone die from alcohol related causes. Alcohol abuse is a
serious problem in todays society and something needs to be done about it.
NoMoreBeerzies promotes safe drinking and making informed decisions. Information
technology helps our company to create a proficient, competent app in which helps us to
uphold our vision of serving users with affordable technology that increases alcohol
consumption awareness with the desired result of decreasing alcohol abuse worldwide.
(Connor J, 2005)
REFERENCES
Androids. (2014). Google Play Store. Auckland , New Zealand.
Connor J, B. R. (2005). The Burden of Death, Disease and Disability due to Alcohol in NZ .
Cooper, J. (2012, May 10). mobyaffiliates the mobile marketing exchange . Retrieved from
www.mobyaffiliates.com.
iTunes . (2014). iTunes Application Store . Auckland, New Zealand.
Jolly, J. (2013). TECH NOW, Stay safer while drinking with apps, gadgets [Recorded by J. Jolly]. USA.
Ministry of Health. (2013). New Zealand Drinking Patterns. Retrieved from HPA:
http://www.alcohol.org.nz/research-resources/nz-statistics/new-zealand-drinking-patterns
Roberts, B. (Director). (2011). Android Application Development Tutorials [Motion Picture].