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\def\ctustyle{{\tenss CTUstyle}}
\def\ttb{\tt\char`\\} % pro tisk kontrolních sekvencí v tabulkách

\label[Application Analysis]
\chap Application Analysis

\label[Introduction]
\sec Introduction

In this chapter, I will be looking into and defining the market for this application. In that means I would set the requirements, targeted audience and also as a part of this chapter would be research about the market.

\label[Defining the market]
\sec Defining the market
The main product of this project is a mobile application for simplifying the search for cinemas program on the go. So the users should be able to easily find an interesting movie and find a screening for it as fast as possible. When it comes to searching for times of screenings, the application should be based on the present time and the application should enable comparison of different cinema places as of right now.

When it comes to the targeted markets, the application should, of course, consider the mobile application market but also the cinema market itself, as this application could be used for companies owning cinemas to promote their events. 

To add some numbers into perspective [2]. In 2017 there were 15 233 432 tickets sold in the Czech Republic across 493 900 screenings. This ended up in \break 2 004 245 132 Czech crowns in total income for the cinemas. In 2018  there seems to be a trend of increase when it comes to the number of tickets sold because for the first three months there is an increase of 301 164 tickets sold.

\label [Target audience]
\sec Target audience 
As of the definition, I would like to split the targeted audience into two. The first would be the users themselves a second group would be the companies owning cinemas.

Firstly I would define the users. The user of the application is a user between 15 - 35 years old and visits the cinema least once every quarter. The definition would be used during feature design and testing of the application. When defining these values, I took into account that the users must at least visit the cinema once every four months to be faced with a problem this application is looking to resolve. The age range has been chosen like this because users in this range are likely to be used to using their phones on a daily basis and use it for everything.

The second group as mention before where the cinema companies. There are few reasons behind this. First of all the application could simplify the process for looking for screenings and thanks to this some users would buy a ticket instead of being repelled by the searching on the phone. The next thing would propagate their events in the application as the users that are using it are mostly interested in movies and cinemas themselves. The risk for them would be lower traffic on their website but would be balanced by actually bringing more clients to see movies. The advanced part would be to have a partnership to provide the users advanced features that would, even more, simplify the process.

\label [User Research]
\sec User Research 
As part the application analysis I did a short survey regarding the topic of how people feel about current possibilities when it comes to the options of searching for the program of cinemas. 

The survey was taken by 151 people with most of them being between the age 15-25. But the survey also had people in the age between 26 and 30 and one that was older than 41 years. So it mostly covers our targeted audience.

Out of the 151 people, 59,4\% are in our targeted audience as they visit the cinema more than once every four months and most of the respondents plan their visit few days before the screening as 61.6\% chose this option. But 33.2\% plan their visit within a day. 

When it comes how respondents choose which cinema to go, the most selected option was the location of the cinema with the time of the screening being on the second place. The survey found out only one person stated that the price is a something they take into account. As other reasons that were chosen, personal preference with 53 people and membership with 20 people. 

The respondents pick the film based on the reviews and reference. Both were having been chosen by more than 80 people out of the 151. Other high factors when it comes to picking what film to see is the marketing of the film itself and the cast of the film. The other factors to take into account are also the director of the film and the name itself, as it could be a well-known franchise of films.

Next part of the survey was targeted at the getting of tickets. When it comes to how to buy tickets more favorable option was to get them straight at the cinema, but almost half of the respondents also buy tickets online. 84.1\% respondents also use the option to reserve their spot for the screening. And when it comes to in how many people they go to the cinema, most of the people that replied stated that in two, with the second most answered was in a group of more than two.

The last part of the survey was directed to problems that the users may encounter when searching, reserving, purchasing. Three-quarters of the respondents stated they are happy with the current solutions with viewing film in cinema screening time, reservation system and purchasing of tickets on mobile devices. The respondents that were not happy stated it's because of poor optimization for mobile phones. But in the end, 65\% would like a mobile application for purchasing tickets, and 77.2\% would like an option to reserve a spot. 

\label [RIsks]
\sec Risks
Also, risks are part of this analysis. So I would like to point out a few of them, that could threaten the application in a way that it would have to be terminated or design changes would need to be made.

One of the unlikely once is that people would stop coming to the cinema so they wouldn't have an application for showing them screening times. This outcome is very unlikely due to the trend that cinema has at the moment.

Another risk worth mentioning is that the cinemas would decline to cooperate, this would result in making specific advanced features like in-app purchasing of tickets impossible.

The risks also include the development and maintenance of the application. Software updates and third-party dependencies could make the application behave incorrectly and could lead to crashes. These issues would drastically affect user experience.

But the most significant risk of the development and the application itself is the inexperience of the team. This inexperience could lead to having performance issues, instability the design of the application itself could be wrong. So the users could be affected by all the problems mentioned above and wouldn't be using the application for very long.

\label[Conclusion]
\sec Conclusion

The result of the survey showed us that some users would like an application to display screening information and most of them would like an application for reserving or buying tickets. In my opinion, we could say there is a significant chance that this application would find its users if done correctly. 

Defining the market and target audience gave the direction how to design the application and what functionalities would have priority over other.

This was just the first step in an iterative approach to the application development. Next important steps would test the application itself when it is a working prototype to get feedback from tester based on the target audience