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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name James Hamin Noh
NetID Jnoh287
Group Number: 304
Website Link: http://infosys1102014ssgroup304.blogspot.co.nz/
Tutorial Details
Tutor: Day: Time:
Olivia Schultz Friday 9am
Time Spent on
Assignment:
18 hours Word Count: 1600

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CURETECH (LOWER BACK PAIN APP)
INTRODUCTION
Lower back pain is one of the most common medical problems that affect 8 out of 10 people
during the course of their lifetime (Medline Plus, 2014). There are different types of back
pain ranging in severity, yet this medical problem is not regarded seriously. My company
CureTech (derived from Curing with technology) has created a free, user-friendly and
effective app that helps treat, inform and cure lower back pain.
3.BUSINESS SECTION
3.1 Vision
To prevent, cure and inform the world of common, preventable illnesses and injuries using
innovative technology.
3.2 Industry Analysis: Mobilephone Healthcare Applications Industry
Industry: Mobilephone Healthcare Applications Industry.
Force: High/Low: Justification:
Buyer power: High There are already existing apps that address
public health concerns (Tucker, 2011). In addition,
public health organisations are beginning to also
create apps related to health due to the
increasing number of people using smartphones
(Tucker, 2011).
Supplier power: Low There are currently over 43,000 health-related
apps in the Apple iTunes store alone (excluding
the Google Play Store for Android). 16,275 of
these apps are patient-focused and contain

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procedures related to treatment and cure (IMS
Health, 2014).
Threat of new entrants: High The app industry is growing at a rapid rate with
low entry barriers for new entrants. There are
two massive markets at which new entrants can
enter which are the Apple App store, Google
Android Market and the Blackberry App World to
name a few (Suter, 2012).
Threat of substitutes: High There are many methods other than the
smartphone app alternative to treatment for your
lower back. These may include basic treatments
such as applying ice, changing sleeping positions
or a visit to the doctor which are standard
alternatives and procedures to back pain
(WebMD, 2013).
Rivalry among existing
competitors:
High As it is easy to enter the mobile app industry and
the fact that there are a large number of apps
that are available which are similar (i.e. health-
related apps) there is fierce rivalry among existing
competitors (Suter, 2012).
Overall attractiveness of the industry: According to Porters Five Forces Model, it would
appear that the overall attractiveness of the mobile healthcare applications industry is
unappealing as four of the five categories were determined as high. This leads to the
conclusion that the this market is very competitive with low supplier power, low entrance
barriers for new entrants and the numerous alternatives for substitutes for health-related
apps such as lower back pain. In addition, the most common method of treating injuries and
pain is not using a mobile app but visiting the doctor to seek professional health advice.

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However, the low entrance barriers for new entrants could work in both ways as my
company CureTech could always come up with new innovative ideas that may interest and
gain many potential customers as well as successful mobile apps earn an extremely large
sum of revenue. An example of this is the app of 2013, Candy Crush which earns a daily
revenue of approximately $893,391 (Think Gaming, 2014).
3.3 Customers and Thei r Needs
CureTech targets the majority of the worlds population which are affected by lower back
pain over their lifetime; a massive figure of 8 out 10 people (Medline, 2014). It is obvious
from this statistic that it is very prevalent amongst all kinds of people regardless of age, sex
or ethnicity. In addition, most people believe that back pain will be treated on its own where
in fact it returns in a worsened state (ACA, 2014). It is clearly advised and stated by many
medical health professionals that regular exercise and an active lifestyle that act on the
lower back and even those which do not specifically target the lower back prevents and
treats lower back pain (ACA, 2014).
3.4 The Product and Service
Based on the evidence aforementioned, CureTech has created an app that contains
exercises with video tutorials that prevent and treat lower back pain as well as information
on lower back pain; and this is all completely free. Our target group (those who experience
lower back pain) need and can be treated easily with our app as these exercises can be
easily performed with no extra equipment and can be done anywhere and anytime.
3.5 Suppliers and Partners
Our two suppliers for CureTech in developing our product is Designs Inc and RealSoft
Technology. These two suppliers are leading companies which have a vast amount of
experience in software development and have already produced mobile apps in relation to
the iPhone and Android phones; which are the two biggest markets currently in the mobile
app market. One of our main partners would be the two largest mobile app companies out
there which is the Google Play Store for Android phones and the Apple App Store for
iPhones. Partnering with these huge customer based markets would get our app recognised

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by the millions of app users in these markets and create potential future customers for our
future products.Furthermore, our other partner would be hospitals located in New Zealand
to begin with. Doctors and nurses that attend to patients with back pain would be able to
inform patients of our app and this would immensely increase our customer base as well as
help our company move towards our vision.
3.6 Strategy: Cost leadership
CureTech will use a cost leadership strategy as this allows the product to target a much
broader market as well as maintaining a competitive advantage against other rival products.
I believe that this strategy is best suited for our product as the market that our product is in
is very competitive. Our app is free as we believe that many of our customers (those with
back pain) may not be treating their back pain due to the expensive fees a doctors visit and
possible prescriptions lead to. The broad market is the most appropriate as previously
stated, 8 out of 10 people experience back pain during the course of their lifetime (Medline,
2014).
The overall strategy is therefore Cost leadership.
3.7 Value Chain Activity: Market and Sell the Product
The most important value chain activity for CureTech is the activity of Market and Sell the
Product.
The activity of marketing and selling our product is of utmost importance as it is one of
the key steps to achieving our companys vision; To prevent, cure and inform the world of
common, preventable illnesses and injuries using innovative technology. In order to
prevent, cure and inform the world of common preventable illnesses and injuries such as
lower back pain, our company must market the product so it is acknowledged and known on
a global scale. In addition, this value chain company is also a large factor in terms of
achieving our cost leadership strategy. Obtaining a large customer base by successful and
creative marketing and eventually selling the product to our customers is very important in
succeeding in a low cost strategy. Our vision, strategy and value chain activity is all
intertwined and involves success in all aspects to achieve our companys vision.

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3.8 Business Processes
3.8.1. MARKETING PROCESSA key business process for our company is the process of
marketing. This process is crucial as it creates public interest amongst our target customers
and therefore increases our customer base. In addition, in a competitive market such as the
mobile phone healthcare app market, it is important that CureTech receives recognition and
is able to stand out among other healthcare apps. Furthermore, successful marketing is
critical in achieving our companys vision in order for our product to reach out to all of our
target customers on a global scale. The business process of marketing is shown below:



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3.8.2. SERVICE AFTER SALE PROCESS - Another crucial business process is the process
of service after sales. This is important because as an app that relies on customer
satisfaction, effectiveness and feedback; our company must heavily focus on this business
process.In addition, as the world of technology and the discovery of new medical
information are continually being updated at a fast pace, it is vital that our app has the
current and correct information regarding prevention and treatment to back pain. By doing
this, we are able to keep our customers safe and do not put their wellbeing in jeopardy. All
of this is also contributing to make our vision accomplishable.The business process of
service after sale is shown below:



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3.9 Functionalities
3.9.1. MARKETING PROCESS
Promoting the product
Creates appeal to target customers
3.9.2. SERVICE AFTER SALE PROCESS
Leads to continuous improvement in quality of product
Attend to customers needs and make adjustments accordingly
3.10 Systems

3.10.1. MARKETING MANAGEMENT SYSTEM The marketing management system
incorporates the functionality of promoting the product and creating appeal to target
customers by analyzing specific features and benefits the product must deliver to the
customers and also using the most suitable form of advertising and promotion to reach the
target customers. In doing so, effective marketing enables our product to reach those with
lower back pain on a global scale; which is our vision that we wish to accomplish.
3.10.2. CUSTOMER SERVICE SYSTEMThe customer service system involves the
functionality of attending to our customers needs and making adjustments accordingly by
putting our customers first. Because our vision is to relieve those with common injuries and
illnesses that are preventable and treatable, it is of utmost importance that our app is
effective towards our customers and we can only record our success through customer
feedback.This supports our vision as we are moving towards a world where people are free
from common and preventable illnesses.
3.10.3. PRODUCT MANUFACTURING SYSTEMThe product manufacturing system
incorporates the functionality of continuous improvement in the quality of our product as it
is important that we update and improve our product to our customers accordingly to their
satisfaction. We can only succeed in our vision if we know that our product is correct in
terms of the treatment and prevention measures to cure lower back pain and this can only
be achievable if we are updating our product according to the current medical findings and
research that are related to treating lower back pain.

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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)

Market and
Sell the
Product
1. Marketing
process
1. Promoting the product

2. Creating appeal to target customers
Marketing management
system


Decision Support System
2. Service after
sales process
1. Leads to continuous improvement in quality
of product

2. Attend to customers needs and make
adjustments accordingly
Customer service system


Product manufacturing
system
Customer relationship
management system

Enterprise Resource
Planning System

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CONCLUSION
CureTech is a business with a vision to prevent, cure and inform the world of common,
preventable illnesses and injuries using innovative technology. If we are able to relieve one
of the most common illnesses (lower back pain) using innovative technology that is free to
anyone that has access to a mobile phone, we hope to achieve our vision and continue to
treat other common illnesses and diseases like lower back pain and be a part of achieving
world-wide overall wellbeing through a variety of effective business processes and decisions
and innovative technology.
REFERENCES

1. MedlinePlus. (2014). Back Pain. Retrieved from URL
http://www.nlm.nih.gov/medlineplus/backpain.html

2. Tucker, C. (2011). Public health-related apps growing in number, popularity:
Smartphones, tablets used for health. The Nation's Health, 41(8), 1-15.

3. IMS Health. (2014). IMS Health Identifies Opportunities for Mobile Healthcare Apps
to Drive Patient Engagement, Enhance Delivery of Care. Retrieved from URL
http://www.imshealth.com/portal/site/imshealth/menuitem.c76283e8bf81e98f53c
753c71ad8c22a/?vgnextoid=0b96ccb4c3402410VgnVCM10000076192ca2RCRD

4. Suter, F. (2012). Analysis of the app market based on Michael Porters five
competitive forces. Retrieved from URL http://3xhappiness.com/analysis-of-the-app-
market-based-on-michael-porters-five-competitive-forces/

5. WebMD. (2013). Back Pain Health Center. Retrieved from URL
http://www.webmd.com/back-pain/tc/back-problems-and-injuries-home-treatment

6. Think Gaming. (2014). Candy Crush Saga. Retrieved from URL
http://thinkgaming.com/app-sales-data/2/candy-crush-saga/

7. American Chiropractic Association. (2014). Does Back Pain Go Away on Its
Own?Retrieved from URL http://www.acatoday.org/content_css.cfm?CID=66

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