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Sun Wukong (SW) is a new taxi-style service that delivers customers to and from Melbourne Airport. Rather than working on pre-fixed rates based on distance and time, SW sets fees based on the demand. The system will then broadcast to the drivers who will then bid for the service within 5 minutes. A comprehensive set of tools such as distance, route, estimated time, toll costs, etc. will be provided on the app to both parties. An estimated cost will also be provided. The customer will see in real time the responses by the drivers. And once selected, the cost is locked in. Payment will only be released to the driver-provider at the end of the journey as determined by Global Positioning System (GPS) location. The entire journey will be tracked.
To achieve this goal, it has embarked on the following:

1) SW requires all drivers to be accredited, pass a criminal check and a test on familiarity with the apps required to do the job.

2) The system will allow both customer and driver to rate each other and provide comments. A star-rating system will appear for both customer and driver next to their online verified IDs.

3) Customers who are not using SW’s mob booking App  or tourists may use a web site to make bookings. Those without credit/debit cards may be able to purchase gift cards from Eleven-Seven stores. 

1. Put together a proposal that outlines technology requirements to accomplish the 3 service objectives described above.

2. Prepare a proposal that will enable SW to reward loyal customers with Free Eleven-Seven Coffee Vouchers that could be stored/managed via mobile devices.

Transparent Pricing

A taxi service which is on demand requires a connectivity which is seamless and the optimization of performance is required to survive in the market. This can be done only through a resourceful system of technology that can assist in the operation, demands of the customer and the seamless communication between the driver and the customer. Thus the stack of right technology is needed to form an effective solution of on demand taxi. The solution is needed to be break down into the necessary simple featured and modules which includes many steps of technology. (Bose, R. 2002)The app cab named Su Wukong rests on the following technology through which it can run its course. First is the location tracking which is the most important part of the taxi app. It tracks the location of the driver and thus it assist the rider to receive the location of the driver and similarly it assist the driver to get the location of the rider if he or she have shared the personal data of location and the permission access to it. This is done by bringing together the geo location’s entire component for building the location services in the app. The Google map is the important technology with regards to location sharing system between the driver and the rider. The rider gets a hassle free experience in this respect as he or she doesn’t have to wait endlessly for a traditional taxi to arrive in the location  or to he or she doesn’t have to go in search of a taxi. The convenience offered in this respect is the unique point by which app cab stands out from the traditional taxi.  Secondly the calculation of fare is based on demand of the riders and after booking of the cab is done the route, distance, estimated cost is shown on the app of both the parties. The payment is then have to be made at the end of the journey to the driver provider as shown in the app cab. The entire journey is determined by the GPS and the primary source of location data which is Google maps assists the drivers to know the exact route or the path through which he has to reach the destination. (Jeffery, M., & Leliveld, I. 2004)This helps the driver provider to take the shortest or the traffic free route for reaching the desired location. Through these system both the driver and the rider saves their valuable time in their journey. Thirdly is system of integration  payment. Sun Wukong’s mode of automated payment allows the rider to make payment by debit or credit card or through online payment system and thus making the mode of payment hassle free even though the system of pay with cash is also available in accordance with the convenience of the rider. This system of payment is the modern way of cashless transaction in  cabs. The rider don’t have to carry physical cash with him while travelling with the app cab and can make the payment with the e wallet or credit or debit cards. Fourthly is the system of rating in the app cab that makes it more bankable than the traditional services of taxi. The rating system provides the rider more information more information about the driver and vice versa. It helps to increase the sense of security and control of both the rider and the driver. The star rating system creates an environment of belief and clarity among the driver and the rider and thus it is an important part of the technology related to the app cab. Thus the star rating system forms a connection between the driver and the rider and fills the gap between them making the whole system more reliable than ever. The customers who do not have the Sun Wukong’s mobile booking app can use the web site for booking the cab. Fifthly the notification for keeping the customer updated about current state of booking is also important. The notification can come in the form of messages, email alert or in the form of push notification services. Thus the taxi app on demand keeps the customer updated about the current state of booking through these ways. The notifications that are sent in the app cab includes whether the driver has accepted or declined the ride, whether the rider has accepted or declined the ride, the arrival of the rider and the updated fare for the rider etc. These forms of communication are important as it maintains a certain level of connection between the driver and the rider and is helpful tool in the app cab system. There is also the system of driver accreditation in the Sun Wukong and it is the most important of all the factors. The drivers in this system need to learn about the apps as it is he who will operate it while driving. The driver also is needed to go through a background check initially before driving the cab. The background check is needed to inspect that if there is any criminal history or background of the driver. The driver is needed to be free from all the criminal records if there is any to drive the app cab as it is a fundamental requirement of the system. Through this a system of clear record is maintained for the driver that will ensure the safety of the passenger in turn. (Becker, 2009)There is also the system of inter app communication where one app is available for the driver and other is for the user. These apps can communicate at different points with each other and thus how the flow of service takes place and the operation is maintained. There are two applications which act to the service in the form of two interfaces and thus it connects the both ends. This in turn allows the drivers to provide the service and the passengers to book the service. The two apps communicate through various ways like direction tracking, cancel request which is for both ways etc.( Melville, 2004)

Location-based Tracking and Integrated Payment System

Date: 8/19/2018

Sun Wukong
Taxi-Style Service
City, State, Zip Code

Dear Sun Wukong:

Eleven-Seven Coffee is a unique coffee shop which combines the best European coffee-shop ethnicity and the comforting atmosphere of coffee culture. Eleven-Seven Coffee is meant to be the wonderful place for a morning cup of coffee to start the day and set the atmosphere, or for a lunch break, to take one’s mood off for business issues and have a peaceful half-hour break, as well as an ideal evening time out after a tough day in a lovely and stress-free environment. Eleven-Seven Coffee target clients can be quite broad—from teenagers to adult businessmen, or just anyone who appreciates the value of comfort and gourmet coffee.

Eleven-Seven Coffee will always aim at setting the perfect atmosphere for a comfortable and stress-free time, any hour of the day or night. Eleven-Seven Coffee will also be particularly differentiated by its menu which is really broad enough of home-brewed coffee drinks, prepared in accordance with various traditions from all over the world. Whether one is a definite traditional coffee specialist or simply an inquisitive visitor, Eleven-Seven Coffee will make everyone fall in love with global coffee culture traditions.

 Eleven-Seven Coffee will seek to offer an exceptionally rich menu of coffee-based drinks and desserts for every taste. Moreover, Eleven-Seven Coffee will also offer its visitors the opportunity to brew their own coffee and make it with their own chocolate prepared under the supervision of the restaurant’s chef. Eleven-Seven Coffee’s ultimate aim is to position itself as a special place with original coffee-brewing recipes from all over the world, perfect for a romantic date or a cozy getaway for anyone who values exceptional atmosphere and top-quality service.

Eleven-Seven Coffee will rely on:

  • a unique menu that offers even for the most stylish coffee lovers
  • a large range of original desserts for every taste
  • qualified and polite staffs offering outstanding personalized service
  • special interior decoration, aimed at creating a peaceful home-like ambiance
  • The quality of all ingredients are exceptionally good and provided by the world’s most reliable producers  of coffee famous for the quality of their products

You can offer your loyal customers with a unique opportunity to get free coffee vouchers from us. Your loyal customer now can get a chance to win Free Eleven-Seven Coffee vouchers which can be stored / managed via mobile devices. It will help us to create a customer base and also help you to get more business within this offer period.

If any customer use your service between 1st September, 2018 and 30th September, 2018 will get Free Eleven-Seven Coffee vouchers as per the below table.

Number of times cab service used

Number of Voucher will be received









50 and above


Large number of customer base who are currently associated with you as you are the best taxi service provider. If they like our service can associate with us as well and we are confident that they will.

If 30% of your loyal customers become our loyal customer we can expect $10,000.00 revenue per month.

Your loyal customers will get delighted with the new offer and will refer the friends and families for your service which will also enable them to get the offer. In today’s busy schedule you customers will definitely be happy to have some break with the cup of coffee. It will make a long term relationship with your customers and you. We also will try to provide our best services especially to your customer so that become a regular customer for our service as well.

Moreover, to win the maximum number of vouchers the customer will take more services in the offer period which will generate more revenue for you.

We are estimating around 20% hike in your revenue in the offer period.

You only need to pay $5.00 per voucher won by your customer which actually costs $35.00. This is only to avoid any misuse of any voucher.

Please call me at Phone Number or email me at Email Address and I will be happy to meet you at a time that is convenient for you.

Signature of Sender
Printed Name of Sender


Boynton, A. C., Zmud, R. W., & Jacobs, G. C. (1994). The influence of IT management practice on IT use in large organizations. Mis Quarterly, 299-318.

Stevenson, W. J., Hojati, M., & Cao, J. (2007). Operations management (Vol. 8). Boston: McGraw-Hill/Irwin.

Becker, J., Knackstedt, R., & Pöppelbuß, J. (2009). Developing maturity models for IT management. Business & Information Systems Engineering, 1(3), 213-222.

Drucker, P. (2012). The practice of management. Routledge.

Van Der Zee, J. T. M., & De Jong, B. (1999). Alignment is not enough: integrating business and information technology management with the balanced business scorecard. Journal of management information systems, 16(2), 137-158.

Boynton, A. C., & Zmud, R. W. (1987). Information technology planning in the 1990's: Directions for practice and research. MIS quarterly, 59-71.

Melville, N., Kraemer, K., & Gurbaxani, V. (2004). Information technology and organizational performance: An integrative model of IT business value. MIS quarterly, 28(2), 283-322.

Melville, N., Kraemer, K., & Gurbaxani, V. (2004). Information technology and organizational performance: An integrative model of IT business value. MIS quarterly, 28(2), 283-322.

Broadbent, M., & Weill, P. (1997). Management by maxim: how business and IT managers can create IT infrastructures. Sloan management review, 38, 77-92.

Jeffery, M., & Leliveld, I. (2004). Best practices in IT portfolio management. MIT Sloan Management Review, 45(3), 41.

Luftman, J., & Brier, T. (1999). Achieving and sustaining business-IT alignment. California management review, 42(1), 109-122.

Montoya-Weiss, M. M., Massey, A. P., & Song, M. (2001). Getting it together: Temporal coordination and conflict management in global virtual teams. Academy of management Journal, 44(6), 1251-1262.

McNurlin, B. C., & Sprague, R. H. (2001). Information systems management in practice. Prentice Hall PTR.

Bose, R. (2002). Customer relationship management: key components for IT success. Industrial management & Data systems, 102(2), 89-97.

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