The Mobile Navigation App ‘OsmAnd’. Adaptation for the Development of a Farming Tool for the Agricultural Sector in Thailand

Essay from the year 2016 in the subject Computer Science - Commercial Information Technology, grade: Distinction / 1,5, University of Bristol, language: English, abstract: The first part of the essay introduces the map application OsmAnd. The main business processes will be outlined using a flow diagram before illustrating the applications value proposition and revenue model. Finally a SWOT-analysis will identify the application’s strength to be the deployment of mobile map data, the customisation of map rendering and the ability of trip recording, audio and video notes and OSM editing. The second part of the essay uses a PEST-analysis to identify developing potential in a developing country, which was chosen to be Thailand. In consideration of the identified strengths of OsmAnd, the development of the agricultural sector was chosen for further investigation. A short summary of the current situation of the agribusiness follows. The third part of the essay matches the insights from the SWOT- and PEST-analyses to create a new business model. The model is then outlined in a similar manner as initially OsmAnd. Business processes are outlined with the support of a flow diagram, before the changes in value proposition and revenue model are discussed. The fourth part of the essay sketches potential risks identified during the design process of the new business model and their solution approaches, before concluding that the new model relies on the contribution of the users and the Thai government. Finally it will be recommended that a good stakeholder management will be needed to overcome the threat caused by these dependencies.