7301ICT: Enterprise Architecture Concepts Assignment 1, Semester 1

This report, submitted as part of the 7301ICT Enterprise Architecture Concepts course, analyzes the potential transformation of the public transport industry through the implementation of feeder networks. The report identifies key participants in the business model, including government entities, infrastructure bodies, and the public. It describes the business concept, envisioning a future where feeder networks enhance public transport accessibility, especially for those outside major routes. The value proposition for stakeholders, including improved transportation for the public and a more efficient system for government, is detailed. The report also addresses changes in stakeholder relationships and the financial implications of the proposed transformation. Furthermore, it outlines a strategy for implementation, including strategic goals, objectives, and principles, along with a dynamic business model to illustrate the transformation from the current model. The assignment emphasizes the use of literature and provides a framework for the design of a transport industry transformation strategy. The report also includes a brief strategic analysis and feasibility study, considering technological maturity and staged implementation approaches.

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
Motivating Scenario
Today, the utilisation of public transport in areas that are not densely populated is understandably low. However with the development of new technologies this could be changed, for example by
creating so-called feeder networks (possibly for free) that make it convenient for people to use public transport, thereby reducing (possibly drastically) the need for major infrastructure investment,
congestion and pollution. Infrastructure Australia is a body that is responsible for giving strategic advice on such matters to key stakeholders.
“Infrastructure Australia is an independent statutory body that is the key source of research and advice forgovernments, industry and the community on nationally significant infrastructure needs.
It leads reform on key issues including means of financing, delivering and operating infrastructure and howto better plan and utilise infrastructure networks.
Infrastructure Australia has responsibility to strategically audit Australia’s nationally significant infrastructure, and develop 15 year rolling infrastructure plans that specify national and state level
priorities.” (Infrastructure Australia,2018).
Student Name:
Student
Number:
Date:

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
You, as a strategic management consultant, are asked to give recommendations on the way forward to design a solution that could be the basis of a transport industry transformation strategy
utilising future technologies (such as free driverless cars) through the implementation of feeder networks, which would allow a widespread use of public transport by the public who do not live in the
vicinity of major public transport routes. As part of this task, you are asked to write a short report, in which you:
1. Identify the participants of the Business Model that the implementation of feeder networkcould achieve,
2. Describe the Business Concept, that outlines the vision of this future business model for public transport,
3. Detail a strategy to implement the vision, including the strategic goals and objective, and the principles that should guide this transformation, and
4. Describe, using a dynamic business model, what would be involved in the transformation of the present business model to realise this envisioned future.
Submission
 The total length of the assignment, including figures, is likely to be ~10 pages including figures (excluding text of this template) .
Please do not delete the template from your submission. There is no strict word limit.
 Consider Assignment 1 as the draft of the FinalAssignment. Submit in pdf or docx format.
 Keep your docx file, because for the final assignment you will have to use MS Word’s Review > Tracking > Track Changes function to show where and how you improved the assignment
based on my feedback.
 Assignment 1 can be done individually or in groups of maximum three, but the final submission will have to be based on strictly individual work.
Make sure your statements are backed up by evidence cited from literature (the majority must be journal and conference papers, orother authoritative sources (not just web pages)!
REFERENCE:

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
Infrastructure Australia (2018) Outer Urban Public Transport Improving accessibility in lower-density areas.
(accessed March 2020 athttps://www.infrastructureaustralia.gov.au/sites/default/files/2019-07/Outer-Urban-Public-Transport_WEB_FA-hi_res.pdf)
1 Identification of the Business
Briefly describethe Industry sector (what major entities are involved, what are their roles)? (this means all industries directly or indirectly involved).
Dickey (2018) is of the viewpoint that an important challenging which the working class individuals commonly encounter in the urban regions is
getting public transportation on time because of which they often get late to their workplaces. Adding to this, Blumenberg (2017) has noted that
although the individuals have the opportunity to take the help of the different radio taxis, app based cabs and others yet the money charged by them
is beyond the budget of the working class individuals and this in turn makes it difficult for them to use the services offered by them on a regular
basis. Thus, the business idea indents to resolve this particular transportation issue within the transportation industry through the development of an
online application from where the working class individuals would be able to get affordable vehicles everyday for commuting to and from their
workplaces. More importantly, buses rather than cars would be used since the buses would be to take more passengers which means that the cost
incurred by both the passengers and also the entrepreneur would be low and the amount of damage caused by the buses would also be low when
compared to the damage that these individuals would have caused had they used personal cabs. Furthermore, collaboration would be formed with the
transport department of Queensland and Infrastructure Australia through which the venture would get the buses that would be needed for offering the
required transportation services to the working class individuals of Queensland. This online app based online services would be able to residents of

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
Queensland and once it had been able to attain success the business would be expanded into the other parts of Australia as well.
2 The Business concept
2.1 The vision [~ 1 page] – the present and the envisioned business model (short statement of vision, from the point of view of the proposed strategic transformation)
The project under discussion here involves the Australian Government, its transportation department, Infrastructure Australia, Managing Director,
Board of Directors, General Manager, Regional Manager, Operations Manager, cab drivers and others who would be involved with the project. The
primary vision of this project is to resolve the transportation issues faced by the working class individuals by offering them reliable transportation
services on a regular basis and that too at affordable prices.
The chief Executive Officer (CEO) of Infrastructure Australia would serve as the middleman between the Australian Government, its transport
department and the CEO of the business venture and thereby are the two most important stakeholders of the project. More importantly, the Board of
Directors would be headed by the CEO of the Infrastructure Australia and the CEO would be entrusted with the work of communicating the
important messages to the Board of Directors. Furthermore, the CEO of Infrastructure Australia would also pass-on the decisions made by the
transportation department, the governmental authorities and others to the CEO of the corporation. This information in turn would be acknowledged
and passed on by the CEO of the venture to its Managing Director who in turn would pass-on this information to the other important departments of
the venture. In addition to these, the different aspects of the venture like its operations process, its revenue system, its cost structure and others would
be formulated on the basis of the decisions made by the above mentioned stakeholders. The different processes as well as the actions undertaken by

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
the venture would be directed to use the online app which would be created for the passengers to resolve the transportation issues faced by them
while substantially improving their transportation experiences.
What is the value proposition of this vision (forthelisted stakeholders)?
The most important value proposition that the vision is likely to have for the working class individuals is that it resolve the transportation issues
which they commonly encounter while going to and coming from their workplaces. More importantly, they would also be able to get regular as well
as affordable transportation services. On the other hand, the value proposition that the vision would have for the other stakeholders like the
Australian government, Infrastructure Australia and others is the fact that it will improve the transportation system of Australia while reducing the
environmental damage caused by it.
Will there be any change in the relationship between stakeholdersas a result of the proposed change? – address this only briefly [in reality this would be addressed by a complete
market analysis]
Yes, there will be change in the relationship between the stakeholders as a result of the proposed change. Firstly, the proposed project would reduce
the communication gap between the passengers and the public transport vehicles since the passengers would have the opportunity to track the route
of the buses through the app, check their arrival timing at their location and others. Furthermore, the transportation department of Australia had not
earlier used this idea on account of vulnerability of the concerned idea however the increasing complaints that it is receiving from the passengers

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
along with the decline in revenue had made it imperative for it to use the project. More importantly, this project will offer the opportunity to enhance
the operations effectiveness of the public transport services, reduce environmental damage and also to improve the revenue of the transportation
department as well.
Will there be any change in terms of the financial / economic / competitive position of participants in the Australian governmentIT sector / Australian IT services marketplace
[leader/follower/niche/laggard?)
The proposed change is likely to improve the financial performance of the public transportation department of the Australian government which in
turn would also contribute substantially towards the economic growth of the concerned nation. Furthermore, through the introduction of this
particular change the public transportation sector of Australia would be able to outrival its competitors like Uber, Radio taxis and others while being
able to acquire a unique positioning within the transportation sector of Australia by virtue of the high quality low cost transportation that it would be
able to offer.
Who(what entities) should be involved in the implementation of the vision?[note that the details of their roles will be described in Section 4)
The entities who would be involved in the implementation of the vision are the Australian government, its transportation department, Infrastructure
Australia, the working class individuals who frequently avail the public transportation services, the app developers, Project Manager, workers of the

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
organisation, its customer support department and others.
When and where should all of the above happen (timing)?
The implementation would begin with the approval of the Infrastructure Australia and thereby the development of the online app would be started.
Next, the target market would be involved about the change and also the manner in which this change is likely to resolve the transportation issues
that they used to face until now. This would require the usage of various advertisement or promotional campaigns through which the required
information would be offered to the customers and the different stakeholders associated with the project. Next, the workers would be offered the
required training regarding the manner in which they are going to handle the customer requests, manage demands, offer live location of the buses
and perform other related activities. This is important since the success of the project would substantially depend on the extent to which the workers
as well as the customers would be able to use the same. Furthermore, separate events would also be organized wherein the customers and also the
bus drivers would be taught how to use the online app and finally the change would be implemented or the app would be launched. More
importantly, the feedback as well as the information gathered from the initial implementation of the change would be used for the subsequent
improvement of the project and also for the enhancement of the scope of the same.
Australia is one of the most technologically advanced nations of the world and it is seen that the different corporations of the concerned nation are
actively taking the help of the fourth industrial revolution which in turn had substantially contributed towards the unprecedented growth of the
business sector of the concerned nation (Macdonald, 2018). More importantly, it had also been seen that more than 90% people of the concerned
nation use smartphones and other gadgets and are well-versed with the different online applications. Thus, it is likely that the technological

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
landscape of the nation would support this project (Hennelly, Srai, Graham & Wamba, 2019). Furthermore, the technological knowledge of the
common people also ensures the fact that they would be able to effectively use the online app for overcoming the transportation issues that they have
faced till now.
Financial viability (e.g. is there any change in the financial model of howthe industry operates, andis the investment neededunderstood?)
Australia has a stable economic framework and thus it is likely that the project would receive the required funding from the Australian government,
from Infrastructure Australia and others and would also be able to get different investors as well as sponsors. The availability of adequate funding
ensures the fact that the project would be completed as well as managed as per the initial plan without having to change any substantial aspect of the
same.
Analysis of Product / Service / Market related opportunity or issue exist that must be addressed (e.g. quality, source , legal, stability …) [some of these may not apply to the specific
case]
As mentioned above, the working class individuals of the nation often find it very difficult to get timely, affordable and reliable transportation
services. Furthermore, the limited amount of income that they have does not offer them the opportunity to travel everyday in cabs or taxis. Thus, it
can be said that the project has the opportunity to exploit this particular issue faced by the different working class individuals of Australia to ensure

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
its success.
Competition (does any competition exist in this area, either domestically, e.g. already existing investment that should not be duplicated by Government investment, or
internationally that influence the urgency of implementing the vision (so as not to be left behind)
Domestically the project does not face any significant competition however recently various entrepreneurial ventures have been developed in
Australia which are offering similar services. Thus, it is likely that the project would face a significant amount of competition from these
entrepreneurial ventures. However, at the same time it needs to be said that by focusing on the aspects of high quality, price effectiveness, reliability,
timeliness and others Infrastructure Australia has the opportunity to overcome the competition and also ensure the success of the project as well.
Risk Analysis (what risks do you see that can derail the implementation of the vision and how to address these) [this would normally entail the conduct of a detailed risk analysis,
on the ‘appropriate level’ – i.e., risk analysis further down the track would consider details that on this level are not yet available)
The most important risk that galore the project is the fact that the customers might not be able to effectively use the app which in turn would
jeopardise the success of the entire project. Another important risk that the project faces is related to the aspect of funding since the project might not
be able to get adequate number of sponsors or investors. The first risk can be mitigated by offering the required support to the customers so as to
educate them to use the app and also by making the app a user friendly one. The second risk can be mitigated by getting the required funding from

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
the Australian government itself.
Analysis of Resources and Capabilities that influences the feasibility of implementing the vision (existing / missing / envisioned human-, technical-, infrastructure-, logistics-, IT
resources and capabilities)
The most important resources which would be needed for the implementation of the vision are financial resources, technological resources, human
resources, buses and others. On the other hand, the important capabilities that be needed for the implementation of the vision are technical abilities,
people management abilities, critical decision making abilities, management and leadership capabilities and others.
3 Strategy to implement the vision
3.1 Strategic Goalsand Objectivesto be achievedto achieve the vision
[Normally, for each concrete objective that help progress towards the attainment of a goal, it would normally be expected to also specify how we shall measure success – using
performance indicators, and also defining critical success factors, but in this assignment you are not required you to do this].
Goals: The goal of the project is to resolve the transportation challenges experienced by the working class individuals and thereby offer them
reliable, time and affordable transportation services

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
Objectives:
 To take the help of recent technologies for the resolution of the transportation issues experienced by the working class individuals
 To offer the best quality timely, affordable and reliable transportation services to the passengers which would substantially improve their
transportation experience
 To improve the overall quality of public transportation services which are available to the people of Queensland, Australia
3.2 Principles underlying the planning, design and implementation of the vision
Policies and principles are guiding the planning, design and implementation activities / projects, and are also expected to be used in the governance of the change.
Note that in general there exist two types of policies and principles that are to be considered and relevant for the development of architectural solution(s) that support the
strategy.
i) Regulatory Policies and Principles that are common and not specific to the strategy (e.g. taxation policies, national and regional laws ), such that all proposed
architectural solution alternatives must comply with these (otherwise they would not be valid). Usually these are stated by reference to standards or laws.
ii) Management-mandated Policies and Principles that guide the selection of the best possible architectural solution that fits the strategic intent, and against which
architectural solutions can be evaluated to determine which one fits best. These need to be explained and arguments presented why they are important and what
are their priorities.
Stakeholder relationship management principles

Enterprise Architecture Concepts. Assignment 1. Semester 1 2019
The relationship with the stakeholders would be directly managed as well as regulated by Infrastructure Australia which is entrusted with the
implementation of the project under discussion here. Furthermore, the focus of these principles would be to maximize the interests or for that matter
the benefits that the stakeholders would derive through the project.
Capability-related policies and principles
The capability-related policies and principles would be formulated by Infrastructure Australia in compliance with the different policies as well as the
principles of the Australian government related to the same. The focus of these policies and principles would be to offer the required capabilities to
the projects which in turn would ensure the success of the same.
Technology principles
Infrastructure Australia would formulate the technology principles in compliance with the different policies as well as the principles of the
Australian government related to the same. The focus of these principles would be to promote the ethical usage of the technological resources while
offering the kind of technological resources to the project which will facilitate the success of the same.
Organisational and human resource principles