Movie Time Application Development and Commercialisation Report

This report provides detailed analysis on the development and commercialisation of the Movie Time application, a one-stop solution for movie goers. It covers the current status, future strategies, benefits, and key stakeholders of the application.

Running head: EXECUTIVE AND MOBILE COMPUTING
Executive and Mobile Computing
Student’s Name
University Name
Author’s Name

2EXECUTIVE AND MOBILE COMPUTING
Executive Summary
The Development and commercialisation of the Movie Time application is the prime concern
of this report. The research findings confirm that mainstream applications with the features
projected from the end of the developers of the MovieTime application are not present in
there in app store (Australian Versions). The research background reveals that the application
is created with the objective of providing a one stop solution for the users regarding movies.
The application is destined to provide all relevant information including the cast, crew and
reviews of the particular movies. The application is still in its developmental phase. Several
features of the application are still unavailable in the current versions that are out in the
market. The research on this application also reveals that the application would be launched
in the Asian and the European market after 2020. The benefits of such marketing strategies
have been also discussed in detail in the course of this project.

3EXECUTIVE AND MOBILE COMPUTING
Table of Contents
1. Introduction............................................................................................................................4
1.1 Company Background......................................................................................................4
1.2 Key Stakeholders..............................................................................................................5
1.3.1 Mission.......................................................................................................................6
1.3.3 Core Values................................................................................................................7
1.4 Objectives.........................................................................................................................7
1.4.1 General.......................................................................................................................7
1.4.2 Specific......................................................................................................................8
2. Current Status.........................................................................................................................8
2.1 Business Drivers...............................................................................................................9
2.2 Key Business processes....................................................................................................9
2.3 Key Issues (internal).......................................................................................................10
2.4 Key Issues (external)......................................................................................................10
2.5 Current Technologies.....................................................................................................11
3. Future Status.........................................................................................................................11
3.1 Benefits...........................................................................................................................11
3.1.1 Tangible...................................................................................................................12
3.1.2 Intangible.................................................................................................................12
Reference List..........................................................................................................................13
Appendices...............................................................................................................................15

4EXECUTIVE AND MOBILE COMPUTING
Appendix 1: Action Plan for Year 1.....................................................................................15
Appendix 2: Action Plan for Year 2 to 3..............................................................................18

5EXECUTIVE AND MOBILE COMPUTING
1. Introduction
The application Movie Time has an Australia based network and is responsible for the
management of an online database comprising of information regarding various movies all
over the world. The application developers has the aim of making it a one stop solution for
the movie goers. People would get information regarding all upcoming as well as the
currently screening movies. This app also allows the users the facility of watching trailers of
different movies also. The prices of tickets of any movie and the name of the theatres where
the movies are being screened are also informed by this application. The current aim and
objectives of the application development team have been assessed in this report and detailed
analysis about the future scope of the application have been provided. The future strategies
that the development team, marketing team and the financing team must undertake, and the
roadmap that they should follow in this context have also been discussed in detail. Lastly, the
advantages that the owners of the application can reap out of these strategies have also been
indicated and evaluated.
1.1 Company Background
The MovieTime application is a digital media platform regarding movies in Australia.
The application was designed by a group of young software developers in Sydney region.
The initial stage of the development of the application involved creation of a webpage that
provides links to the various movies’ details. The application was light and also ran in almost
all mobile platforms like iOS, android or Java. The initial web version of the application
occupied only 2.6 megabytes of space. This made it popular among the users. This popularity
prompted the developers to bring out further versions of the application. The official movies
app of Screen Australia have been popular already. Hence the developers of this application
had to0 make it attractive and unique. Hence they decided that the MovieTime application

6EXECUTIVE AND MOBILE COMPUTING
would show the detailed and exclusive reviews of various exponential personalities in
Australia and around the globe. Famous Country singer Keith Urban became the ambassador
of the application. After the application began to popularise gradually in the whole of
Australian territory the owners of the application started vibrant and vigorous advertisement
campaigns to make the application more popular.
Figure 1: Initial steps of Entrepreneurship
(Source: Ahmed et al. 2018)
1.2 Key Stakeholders
The most important stakeholder related to the application is the Project Manager. She
is the leading head of the app development committee. The second most important
stakeholder group is the Project team. The project team is responsible for gathering all
important, relevant and the exclusive information about the movies in individual and update
them in the application, the rile of this stakeholder group is very essential as viewers always
want to use a most6 updated application and favours the applicati9on with the most relevant
information and details. The project sponsors are also important stakeholders to this
application. On many instances the sponsor are the production houses. According to the ideas
Creation of a web page with
tertiary links of movies'
officfial webpages
Developing an app for all
platforms that occupies less
space and is attractive
Releasing better versions of
the application with
exclusive movie reviews
Covering all important
domestic and international
movies
Incorporating more specific
details about movies like
cast, music review, peer
review, ticket prices and so
on.
Employing a brand
ambassador some experts
for exclusive movie reviews

7EXECUTIVE AND MOBILE COMPUTING
of Brambilla, Mauri and Umuhoza (2014), the partners who have rights of ownership of the
application are also among the stakeholders. The third party platforms like Google play store
or iStore are also important stakeholders. The clients who are the uses of the application are
another important group of stakeholders. There are other less relevant stakeholder groups
also.
Figure 2: Major stakeholders of the MovieTime application
(Source: Brisebois et al. 2017)
1.3 Vision and Mission Statement
1.3.1 Mission
The MovieTime application has been founded to provide a wide range of services to
the users of the application. The information base includes data regarding the upcoming
cinemas, the currently running movies, the show timings of the popular movies as well as
peer reviews of the movies. The movies are rated among 1 to 5 stars by MovieTime based on
the exclusive review provided by the eminent personalities.
major
Stakeholders
Project Team
Clients
including
users
Mobile
platforms
like the
various app
stores
Owners
Project
manager

8EXECUTIVE AND MOBILE COMPUTING
1.3.2 Vision
The ultimate vision of the development team of this application is to create a single
platform based on everything related to movies. Screen Australia have been organisation
whose webpages offer relevant information about the upcoming and current movies along
with various posters of the movies. The critics of Screen Australia also evaluate the movie
and give reviews (Burton & Felker, 2015). The developers also aim to create this application
as a platform where the users’ would be able to book movies also after checking out all
relevant information about the movies. The tagline of the advertisement of MovieTime
starring a famous film critic, states the same:
“In a year about 300 movies hit the theatre. How will you decide which one you should
see? We are here to help you choose.”
1.3.3 Core Values
This application is a B2B platform that drives through the value like leadership and
innovation in digital technologies, making the use of digital platforms more useful and
relevant. Influenced by the ideas of Chandra and Manjunath (2017), it can be opined that
most of the services of the application are knowledge driven and this is an essential value
rendered by the app development team to produce the most relevant, authentic and unbiased
knowledge to the users.
1.4 Objectives
1.4.1 General
The application is created with an idea to provide information to the users about
movies. The range of movies are increasing with every new version released by the
development committee. Another objectives of the application is to provide the users a

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comparative view of the prices of the tickets of the same movie in various theatres. Initially,
the company do not have the direct ticket booking facility. However the links that can be
used by the user to book tickets are provided in the application. The next objective of the app
developers is to provide a list of reviews about a ny specific movie. Reviews are obtained
from eminent movie critics and some famous television personalities and these reviews and
ratings are specific to Movie Time. The aim is to attract the users with exclusive stuff about
the most cashable movies. In future the company also have the aim to extend their reach
outside movies and present details about theatres, game shows, sports events and concerts.
1.4.2 Specific
The developers are engaged in a constant effort to make the application more user
friendly by using HTML5, JavaScript, JQuery and CSS. In order to attract the users, the
application has adapted the service of sending customised emails. By registering to the
application using email id, the users are guaranteed to get reviews about various movies,
delivered directly to their mailboxes. The application developers are also planning to work
with “Whatsapp” in the future. As per Gronli et al. (2014), the future versions of the
application are supposed to bear links for sharing over Whatsapp, the same details.
2. Current Status
The main business goal of the application at present is to collect all relevant
information that the users seek about a movie and deliver them in such a way that it is easy to
access for the user. The primary challenge for the development and the management
committee is keeping the portals updated with all kind of current information. Moreover, it
has to be kept in mind that there is uniqueness in the presentation. As per Hirsch et al. (2014),
this is why the management committee have engaged a team of creative web developers and
android developers, who are recklessly working towards the development of the application.

10EXECUTIVE AND MOBILE COMPUTING
The basic requirement is providing the users with accurate show timings of the movies. The
data regulations of the Australian government prompts the development team to remain
conscious with the authenticity of the data offered to the users and shuffle the application
with new data within short intervals. Since the operators of the application are mostly
dependent on the data provided by third parties, the reliability and authenticity of the sources
of data is very important and also crucial for their success (Khalid et al. 2015).
2.1 Business Drivers
The key business drivers are:
 Installations per city
 Order in the app list in the app stores
 Reduction in the operating and maintenance costs
2.2 Key Business processes
The starting process is the development of the app idea. The framing of the idea is
subsequent to the mapping of the market efficiencies of the framed and proposed business
idea behind creation of the mobile application. The next step is the framing of the strategy for
the development of the application. As per Kochhar et al. (2015), the strategy planning
involves phases like Initial conversion, goal definition for the application in future, a
competitive audit of the similar applications in the Australian market. This is followed by
gathering user feedback about this kind of applications and in the end, in the light of all these
researches, the goal review is conducted.
After the strategy planning, the next key business process is identification of the
market competition. Fore mostly, it is essential to look out if any other developer is creating a
similar application. In case, if any similar application has been launched in the market, the
number of installs of such applications have to be noted. The ratings and reviews that are

11EXECUTIVE AND MOBILE COMPUTING
provided against the applications are to be analysed. This would be helpful for framing an
idea about people’ likes and dislikes about such an application. Lastly, searching the
company history, it has to be located what challenges the companies faced while developing
the application. Other two valuable aspects of the business process are monetization and
marketing. The monetization process shows how the owners can earn with the application.
Finally, the UI of the application have to be laid. The last stage is the development and
iteration. This is a cont6inuos phase, because the application would keep upgrading with new
information at regular intervals.
After successful foundation of the application comes the testing phase (Liang et al.
2014). The kinds of testing that have been conducted for this application are functional and
usability testing, performance testing, regression and user acceptance testing. After this
comes the phase of Beta testing. A group of finest Beta developers of Australia conducted the
Beta testing of the application. Thereafter the owners needs to install a Web API for the
application. Lastly, the app stores where the app would be flaunted were decided and required
contacts were made.
2.3 Key Issues (internal)
One of the key internal issues of the application is that the management is facing
difficulties to manipulate the operational costs. The exclusive interviews and the use of strong
Web based API is incurring high costs. This prompted the application developers to develop
a premium version and shift many of the free services to the paid premium version of the
application. Other issues involves poor error monitoring. The language codes used in the
application prevents the application form running in certain connection. The usage tracking
facility of the application is weak also. As such the payments done by means of the
application are meant to be insecure in certain cases.

12EXECUTIVE AND MOBILE COMPUTING
2.4 Key Issues (external)
Among the external issues, the crashes are a big problem. Many if the users have
given negative reviews to the application for the sudden crashing of the application in android
devices below Android 6.5.5 versions. Besides, the app developers had promised that the
application would show a comparison of t5he ticket prices in several Australian theatres for
the same movie. However, the developers have not yet been able to deploy the facility.
2.5 Current Technologies
The application shows live posters of the movies in panoramic formation. This facility
have been programmed using JavaScript and Jquery. Besides, several movies are listed in the
website. The page that contains the movie options have been programmed combining the
JavaScript and CSS software. In order to simplify the use and reduce buffering, the movie
trailers are shown using HTML video tags. As per Sanaei et al. (2014), this can effectively
reduce the data cost.
3. Future Status
The application developers wish to develop a reliable source of information for the
users. The project teams of the application have to interact with the production houses, movie
cats and other important people associated with the movies for extraction of more relevant
information. The developers hope that this would lead to an increase in their user base and
revenue generation. At present, the application is operating with a domestic server only.
However, in future the application would be available to customers outside Australian and
even in Europe. Details of famous cinema all over the world would be incorporated within
the domain of this application in the future. Further versions of this application would
incorporate facilities like comparing ticket prices, booking tickets directly and a detailed user
profile for the application.

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3.1 Benefits
3.1.1 Tangible
The number of users of the application would increase upon inclusion of these
facilities and consequently the number of premium customers would also increase. As per
Schlesinger and Doyle (2015), the application would also be able to get an app listing among
the top apps of the various app stores.
3.1.2 Intangible
The facilities like direct and safe ticket booking can attract large consumers.
However, this would also mean large word of Mouth publicity for the application. The
facility to compare the ticket prices of the various movie halls would prompt users to use the
application every time before watching a new movie. This would draw them towards
exploring the other features of the application.

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Reference List
Ahmed, K., Khan, M.S.A., Siddiqui, O.A., Iftikhar, S.A., Das, B. and Khurrum, M., 2018.
Proposed efficient method for ticket booking (PEMTB). Journal of Fundamental and
Applied Sciences, 10(6S), pp.321-338.
Brambilla, M., Mauri, A. and Umuhoza, E., 2014, August. Extending the interaction flow
modeling language (IFML) for model driven development of mobile applications
front end. In International Conference on Mobile Web and Information Systems (pp.
176-191). Springer, Cham.
Brisebois, M.A., Drummond, B., Mehta, A., Chene, M. and Flannigan, M., Prontoforms Inc,
2017. Method and system for customizing a mobile application using a web-based
interface. U.S. Patent 9,836,446.
Burton, M. and Felker, D., 2015. Android App Development For Dummies. John Wiley &
Sons.
Chandra, P. and Manjunath, G., Hewlett-Packard Development Co LP, 2017. Method to
search a task-based web interaction. U.S. Patent 9,639,627.
Gronli, T.M., Hansen, J., Ghinea, G. and Younas, M., 2014, May. Mobile application
platform heterogeneity: Android vs Windows Phone vs iOS vs Firefox OS.
In Advanced Information Networking and Applications (AINA), 2014 IEEE 28th
International Conference on (pp. 635-641). IEEE.
Hirsch, S., Pereymer, A. and Rajpal, S., Media Direct Inc, 2014. Systems and methods for a
mobile application development and deployment platform. U.S. Patent 8,898,629.
Khalid, H., Shihab, E., Nagappan, M. and Hassan, A.E., 2015. What do mobile app users
complain about?. IEEE Software, 32(3), pp.70-77.

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Kochhar, P.S., Thung, F., Nagappan, N., Zimmermann, T. and Lo, D., 2015, April.
Understanding the test automation culture of app developers. In Software Testing,
Verification and Validation (ICST), 2015 IEEE 8th International Conference on(pp.
1-10). IEEE.
Liang, C.J.M., Lane, N.D., Brouwers, N., Zhang, L., Karlsson, B.F., Liu, H., Liu, Y., Tang,
J., Shan, X., Chandra, R. and Zhao, F., 2014, September. Caiipa: Automated large-
scale mobile app testing through contextual fuzzing. In Proceedings of the 20th
annual international conference on Mobile computing and networking (pp. 519-530).
ACM.
Sanaei, Z., Abolfazli, S., Gani, A. and Buyya, R., 2014. Heterogeneity in mobile cloud
computing: taxonomy and open challenges. IEEE Communications Surveys &
Tutorials, 16(1), pp.369-392.
Schlesinger, P. and Doyle, G., 2015. From organizational crisis to multi-platform salvation?
Creative destruction and the recomposition of news media. Journalism, 16(3), pp.305-
323.

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Appendices
Appendix 1: Action Plan for Year 1
Action Plan
for the 1st
year
Month 1 to
3
Month 4 to
6
Month 7 to
9
Month 10 to 12
App Idea
Development:
the creative
development
and media
and animation
team of the
project group
are mainly
involved
Strategy
Framing:
Initial
conversion,
goal
definition for
the
application in
future, a
competitive

17EXECUTIVE AND MOBILE COMPUTING
audit of the
similar
applications
in the
Australian
market.
Identification
of market
Competition:
the marketing
team would
execute this
part of the
business plan.
Ethical
hacking
portals can
also be used.
Identification
of challenges
faced by the
peers in app
development:
This is a part
of the blue

18EXECUTIVE AND MOBILE COMPUTING
print for the
app
development
and hence the
challenges
would be
identified in
combined
meetings

19EXECUTIVE AND MOBILE COMPUTING
Appendix 2: Action Plan for Year 2 to 3
Action Plan for
Year 2 to 3
Year 2 Year 3
Mon
th 1
to 3
Mont
h 4 to
6
Mont
h 7 to
9
Mont
h 10
to 12
Mont
h 1 to
3
Mont
h 4 to
6
Mont
h 7 to
9
Mont
h 10
to 12
Monetization
Planning: This
would help to
clarify the
avenues through
which the
shareholders can
earn through this
application.
Marketing
Planning: this
phase marks the
activities like
advertising and
promotions
Framing of the UI
design
Development and
Iteration
Usability Testing

20EXECUTIVE AND MOBILE COMPUTING
Functional testing
Beta Testing
Selection of app
stores and
commercialisation