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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Rita Wakefield
NetID rwak370
Group Number: 139
Website Link: http://infosys110groupxxx.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Helen Chen Tuesday 1pm
Time Spent on
Assignment:
20 Hours Word Count: 1642

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STUDYLINK FINGERTIP APPLICATION
INTRODUCTION
Because of increasingly high expectations placed on new entrants to the work place, many
students seek higher education. As a result, over 430,000 students enrolled in education
providers across New Zealand in 2013 (StudyLink 2014) and of those 330,000 sought
government provided financial aid to assist in paying fees and living expenses (Ministry of
Education 2013). This is facilitated by Studylink, the New Zealand government run
organisation who allocates the interest free loans and allowances (StudyLink 2014).
However, Studylinks communication system has consistently failed to cope with the high
demand and call volume, resulting in a multitude of flow on problems such as excessive wait
times, dropped calls and stress(TVNZ 2013).
As this is the only means of students accessing the allocated funds this situation must be
addresses, we therefore propose the development of a mobile application, Studylink
Fingertip, which is aimed at using alternate and innovative means of communication in
order to improve, clarify and streamline the application communication system.
3. BUSINESS SECTION
3.1 Vision
To facilitate efficient, effective, stress-free communication between Students and
StudyLink
3.2 Industry Analysis: Information Communication App Industry
Industry: Information Communication Mobile Application Industry.

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Force: High/Low: Justification:
Buyer power: Low Generally speaking buyer power for mobile
applications (apps) is high as there are many
different kinds of apps available for purchase
across the multiple operating systems. There are
over 1 million apps available on the Apple App
Store (Apple 2014) and over 900,000 in the
Android Store (McCracken 2013) for example.
However there is currently no app in the market
linked specifically to Studylink to provide easy,
convenient and efficient communication during
the application process. Therefore the buyer
power in this instance is low.

Supplier power: High For app development, supplier power is low, as
many app developers exist within the market for
each operating system.
However for app distribution, the outlets are very
limited so supplier power is high. Apple only has
the App Store; Blackberry has Blackberry App

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World; Nokia the Nokia Ovi Store and
Android/Windows has the Google Android
Market along with two online sources (Perez
2008)
There are strict policies in place that restrict
alternate app distribution channels. Apple
particularly will not allow for pirated or non-
compliant apps to be installed on their mobile
devices through standard methods (Leather
2013). Furthermore, the jailbreaking system that
allows for the install of non-compliant apps does
not work with the current operating system
(Leather 2013) Therefore supplier power is/will
likely remain high.

Threat of new entrants: High
The threat of new entrants into this diverse
industry is very high. There are very low entry
barriers for this market as creating an app
requires low initial capital investment and there
are online programs that assist in creating apps
using minimal coding knowledge (Cohen 2013).
Because of this theoretically anyone can create

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an app and enter this market.

Threat of substitutes: High
The substitute products which currently exist to
provide communication with StudyLink are the
call centre, the website and MyStudyLink, which
is the new mobile device accessible version of the
full website(StudyLink 2014). The call centre and
the website have proven to be insufficient and
the latter merely provides the same information
as the website in a more accessible format. While
these may be substitutes, they lack the
innovation to provide effective and efficient
communication, which our app will subsequently
provide. Therefore regardless of substitutes our
app should provide the most competitive option.

Rivalry among existing
competitors:
High
Rivalry amongst the existing competitors in the
communication information systems app industry
is high. Due to the sheer number of apps available
and the high demand customers therefore place
on firms to deliver the most innovative
technology (McCracken 2013), firms are

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constantly competing for a competitive
advantage, which therefore results in high rivalry
amongst competitors.

Overall attractiveness of the industry: In general, industry attractiveness is fairly low. This is
due particularly to high buyer and supplier power coupled with a high threat of new
entrants and highly competitive rivalry existing. Considering these factors it could be
suggested that the market is easy but not very appealing to enter. However, since there is
currently no real substitute product that allows for efficient and effective communication
with StudyLink, our app is likely to be successful, as it will occupy a crucial niche sector of
the market.
3.3 Customers and Thei r Needs
StudyLink is the sole government agency implemented to facilitate the distribution of
financial aid to 330,000 students (StudyLink 2013). Therefore students seeking financial aid
from StudyLink are the only customers who will benefit from our app. These customers have
a need for a clear, effective means of accessing the systems that will issue their financial aid.
They also need to be able to easily communicate with StudyLink to clarify potential issues
and queries, as well as to prevent issues from arising, so efficient correspondence
mechanisms must support this. The frustration and stress caused by the current insufficient
system also needs to be eliminated.
3.4 The Product and Service

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Our proposed app will enable students to easily communicate with StudyLink
The app with have access to the existing website however, to decrease phone wait times
should this not provide the required information, students will have the option of contacting
a StudyLink operator through a live chat system to resolve minor problems. Subsequent to
this, students can request an operator to call them at a specified date and time for further
enquiries. The application tracking system will also provide far more detailed information
regarding the status of a students application. These services should decrease frustrating
occurrences caused by high call volumes such as long wait times and dropped calls, late or
non payment of fees and stress.
3.5 Suppliers and Partners
The required suppliers are app developers and app distribution stores. Moa Creative and
Smudge Apps are two New Zealand based companies who could design and develop our
app. Once they have supplied us with the app we need to supply to customers across
multiple operating systems through the existing app stores such as The Apple App Store and
the Android Store etc.
Since StudyLink is a government agency, a key partner would be the New Zealand
governments Ministry of Social Development. This is a crucial partner, as the government
will help to fund this initiative in order to better their service. Furthermore, the app would
need to be integrated and coordinated with StudyLinks current information systems in
order to utilize the existing team and call centre to allow the new systems implemented by
the app to function correctly.

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3.6 Strategy: Focused Low Cost
As the app will be government run and there will not be a focus on generating high profit, rather
providing a high quality service and improving the process of receiving financial aid for the students, we
will implement a low cost strategy. Furthermore, our app will be targeting a narrow market as it will
primarily be used by students seeking financial aid from StudyLink. It is further limited, as it will also only
be available to smartphone or similar mobile device users, such as tablets..
The overall strategy is therefore Focused Low Cost.
3.7 Value Chain Activity: Service After Sale
The most important value chain activity for this business is Service after the Sale.
This aligns with our vision to facilitate efficient, effective, stress-free communication
between Students and StudyLink. It is important that we are able to meet the needs of our
customers once they purchase the app through new services it provides. The App creates a
more efficient, convenient communication system between our customers and StudyLink,
therefore once it is purchased it is essential that the conjoined service between the app and
StudyLink is functioning correctly. Adopting a focused low cost strategy ensures the service
after sale is targeted and operates efficiently and is essential to minimize the cost for
customers.
3.8 Business Processes
3.8.1. APPLI CATI ON HANDLING PROCESS - This process is vital to providing effective and
efficient service delivery to StudyLink users. Efficient handling of financial aid applications
will allow for prompt responses to the applicants regarding the status of the application.
Once processed, the status of application is updated in the apps tracking feature(e.g.
Application Approved, More Information Required, etc.). This provides clarity for the
customer and reduces the number of calls.

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3.8.2. CUSTOMER SUPPORT PROCESS - This process ensures that customer enquires are
handled more efficiently in order to meet their needs. Basic enquiries can be received
through the live chat system and responded to quickly, if this is not sufficient or the query is
more complicated, a call-back time will be allocated by the operator. This system can also be
applied to queries made by phone. Overall, this process aims to provide clarity and to
reduce the volume of inbound calls and increase outbound calls to decrease wait times.


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3.9 Functionalities
3.9.1. APPLI CATI ON HANDLING PROCESS
Process financial aid applications
Update the status of applications
3.9.2. CUSTOMER SUPPORT PROCESS
Allocate specific staff to customer enquiries
Track customer enquiries
3.10 Systems

3.10.1. LIVE CHAT SYSTEM - This system is part of the Customer Relationship
Management System. It facilitates easy communication between StudyLink Staff and
students by automatically allocating specific staff to respond to and solve queries quickly.
3.10.2. CUSTOMER TRACKING SYSTEM - This system is also part of the Transaction
Processing System that tracks the status of a students application. The tracking system
provides access to all the relevant information regarding the student once a query is lodged
fir staff. The system also holds an enquiry call-back waitlist so that staff know who needs
calling, when and what it regards. This avoids long wait times and ensures efficient service.
3.10.3. APPLICATION MANAGEMENT SYSTEM - This system is also part of the
Transaction Processing System. It processes the financial aid applications to ensure they are
dealt with promptly and efficiently. When various decisions are made throughout the
processing of the application, the status is updated to either Approved, More
Information Required or Declined in StudyLinks database and subsequently the tracking
system in applicants linked app.
.

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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)


Service After
Sale
1. Application
Handling
Process
1. Process financial aid applications

2. Update the status of applications
Application Management
System
Transaction Processing
System

2. Customer
Support
Process
1. Track customer enquiries

2. Allocate specific staff to customer enquiries
Live Chat System


Customer Tracking System
Customer Relationship
Management System

Transaction Processing
System

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CONCLUSION
The StudyLink Fingertip app would address the current insufficiencies that customers are
currently dealing with by implementing innovative information technologies and systems to
greatly improve the communication system between StudyLink and Students. By having
clarity to the process and remaining more informed, customer satisfaction will be greatly
increased as the likelihood of problems occurring should be greatly decreased. This should
make acquiring financial aid stress free.

REFERENCES

1. Studylink (2014) Homepage. Retrieved from:
http://www.studylink.govt.nz
2. Ministry of Education (2013) Student Loan Analysis. Retrieved from:
http://www.minedu.govt.nz/NZEducation/EducationPolicies/TertiaryEducation/ForT
ertiaryStudentsAndParents/StudentLoans/Analyses_of_Student_Loans.aspx
3. Apple Online (2014) App Store Sales Top $10 Billion in 2013. Retrieved from:
http://www.apple.com/pr/library/2014/01/07App-Store-Sales-Top-10-Billion-in-
2013.html?sr=hotnews.rss
4. Harry McCracken (2013) Whos Winning, iOS or Android. All the Numbers, All In One Place.
Retrieved From: http://techland.time.com/2013/04/16/ios-vs-android/
5. Sarah Perez (2008) Three Places to Shop For Android Apps? How Confusing!. Retrieved
from: http://readwrite.com/2008/10/23/three_places_to_shop_for_android_apps
6. Reuven Cohen (2013) Build Your Own Web or Mobile App In Minutes. Retrieved From:
http://www.forbes.com/sites/reuvencohen/2013/03/22/build-your-own-web-or-
mobile-app-in-minutes-with-these-cloud-based-tools/
7. Studylink (2013) Student Loan Statistics. Retrieved from:
http://www.studylink.govt.nz/about-studylink/statistics/student-loan-ytd-12.html
8. Student frustration mounts with Studylink (2013, March 16) Retrieved from:
http://tvnz.co.nz/national-news/student-frustration-mounts-studylink-5370656
9. Anthony Leather (2013) The End of the Jailbreak Era is Upon Us. Retrieved from:
http://www.forbes.com/sites/antonyleather/2014/03/04/jailbreak-your-iphone-or-
ipad-now-it-could-be-your-last-chance/