Mashaweer

1 12.) What Kinds of applications are described in this case?
What
business functions do they support?
The application described in the case are:
A. Enterprise Resource Planning (ERP)
Since the cost of ERP to too high, then started their own information
technology company, Innov8 (innovate), where they created a customized ERP
System, which they then connected to their customized PDAs (Personal Digital
Assistants) through a cloud computing system that was made by LinkDotNet and
Mobinil. Each rider receives tasks one at a time on the PDA, which also includes a
GPS to provide detailed directions.
B. CISCO
To reduce cost and ensure quality, Mashaweer does not rely on outsourcing in
any of its stages as long as it can do the work with the same or better quality. One
further example of Mashaweeers in house capabilities is its call center. The
company investing in an innovative contact center and using CISCO, which supports
up to 3001P phones, a reporting module and a module and a recording system
made it much easier for Mashaweer to track its received calls and work on any
problem that might face its customer service agents.
C. Mashaweers Server
Another software components developed by Innov8 include the Mashaweer
Server. The Mashaweer Server is a centralized application that manages the
following elements:
Orders (Placement, editing, pricing, review, tracking and reports)

Routes management and optimization
Clients (Management, reports, discounts)
Packages tracking
Contracts
Call Center
Satellite offices
Representatives
Cash transactions and expenses tracking or representatives and satellite
offices
Asset tracking and satellite offices
Asset tracking of vehicles, PDAs and mobile printers
Management reports.
D. Application Programmers Interface (API)

The API is a method of integrating Mashaweer ordering system with third
parties. This allows third parties to automate their delivery system and integrate
Mashaweer into their existing CRM/dispatching systems, opening a wide opportunity

for business expansion.
E. SCADA (Supervisory Control and Data Acquisition)
SCADA is a category of software application program for process control, the
gathering of data in real time from remote locations in order to control equipment
and condition. SCADA is used in power plants, as well as in oil and gas refining,
telecommunications, transportation, and water and waste control.
SCADA system presented on a big screen will be available at Mashaweer
headquarters to monitor all live orders and measure the traffic in case of rush
hours, thus enabling the operation team to react and try a preventive and corrective
action.
1 13.) What are the benefits from equipping their riders with
PDAs?
The Mashaweer PDA (Personal Digital Assistants) application is installed on
each representative PDA and manages the following elements:
Order items progress tracking

Collection of order fees and other costs, against a printed invoice
Package handling (barcode scanning and destinations)
Messaging
Cash and expenses tracking
Synchronizing data periodically and at the beginning of each shift
Mashaweer invested in PDAs to enable the operation process to be monitored

accurately since is provides date like GPS tracking to track each order and the
location or stage the messenger is located. Through this technology, Mashaweer
decreases the amount of errors due to the fact that the messenger is tied to
an automated process where he receives his tasks through the PDA handheld.
1 14.) Was it a good decision to expand the business to Cairo?

What are the implications of information Systems?
Yes, I think it is a good decision to expand the business to Cairo, because
when Mashaweer was first introduced in Egypt, its purely dedicated to saving its
clients time and effort by a day. The personal assistant is a rider with a motorcycle
who runes any errands for individual clients or corporations at any given time. The
most common service they provide is buying groceries or other goods from stores,
paying bills, and acting as a courier.
Mashaweer is an essential service for Egyptians because traffic is a problem
that everyone in Egypt faces, making it difficult for an individual to get a couple of
errands done in the same day. Mashaweers service has achieved such success in
Alexandria and also in Cairo.
1 15.) Do you think that Mashaweer will be able to accomplish

their future strategy and sustain its market share?
Yes, because the three strategies have the potential to success and will be
able to accomplish their future strategy and sustain its market share if these
strategies to be implemented and executed correctly. For example a 30 minute
margin with the current 130 motorcycles and 10 cars would not work or would
struggle to work and will putting stress on the works and this will decreasing
performance. Utilizing the call center for other business practices could greatly
improve profits and sustain its market share because it is a small impact on current
business if they move the operations online they can fully utilize call center for
other business and market strategies. Expanding into the rest of Egyptian and the
Middle East could prove to be success so expanding into the rest of Egypt and
Middle East could huge profits and dominate the personal assistance business.
1 16.) Do you think in near future, the competition between

Mashaweer and Wassaly will be aggressive? Why?
No. Mashaweer is the only company of its kind in Egypt that operates on this
scale. However, there is a company called Wassaly that was established in Cairo
after Mashaweers success in Alexandria. This company operates on a much smaller
scale. Their indirect competitors include other courier services (e.g DHL, UPS, TNT
and FedEx). However, they have positioned themselves as the flexible courier in
contrast to the couriers available in the market today; they offer same day delivery
rather than next day delivery. Mashaweer has several other advantages that make it
very hard for others to compete:
Database of thousands of loyal clients.

Self-investment is manageable
Highly qualified and carefully selected riders due to the high salaries
compared to the delivery sector in the Egypt.
Various revenue streams.
Being the owner of Innov8, which fosters technology integration in
Mashaweer
Mashaweer also has several unique selling propositions. The main two
aspects are being the first in the market, and the only of its kind. Also the most
importantdifferentiator is the flexibility of their service, which addresses all of their
customers needs and requests.

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1 12.) What Kinds of applications are described in this case?

Orders (Placement, editing, pricing, review, tracking and reports)

D. Application Programmers Interface (API)

Mashaweer into their existing CRM/dispatching systems, opening a wide opportunity

Order items progress tracking

Mashaweer invested in PDAs to enable the operation process to be monitored

1 14.) Was it a good decision to expand the business to Cairo?

1 15.) Do you think that Mashaweer will be able to accomplish

1 16.) Do you think in near future, the competition between

Database of thousands of loyal clients.

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