ow it could be improved suggest relevant references etc Deadline Sunday 9th April Post Graduate Level Harvard Referencing . Dissertation Proposal Expanding Public Transport Services by the Development of New Business Model in Mobile Application Technology Background: Maintaining a good and efficient public transportation service in Kuala Lumpur, the capital city of Malaysia, has been challenging task and which needs to be addressed. While the key purpose is to at************ pass************use the public transportation services, focus on customer engagement such as building and maintaining a convenient, reliable, efficient, affordable and safe public transport service is main priority. There have been many attempts to attract users to use the public transportation service rather than their own private vehicle, but these attempts remain fruitless. Nevertheless, we accelerating growth and advancement in the communication and information technology, there has been interest raised to utilize these new technological advancement to transform the traditional business model of the public transportation into new developed ones. The research will be based on the case study of Kuala Lumpur, the capital city of Malaysia, because Kuala Lumpur in the past few years has become one of the fastest and most dynamic rising cities in Asia. Chiu, et.al (2014) noted that almost 60% of Klang Valley’s populations lived within 400 meters of a bus route, and the coverage is expected to increase, while the public rail transportation in the Klang Valley is fairly extensive and has a total distance coverage of 224.6 km, where the public rail services make a total of 560,000 trips daily and they have 7 main routes. Therefore transportation has become a serious problem for people in Kuala Lumpur as people want their trips to be faster, cheaper, comfortable, safer and more convenient. However the facilities and services in the public transport is unable to deliver this demand, therefore many users choose to use their own private transportation instead. This is also despite using private transportation could be more expensive, but the users do not have any better alternatives due to the poor services of the public transportation. While the government are doing efforts to improve the public transport services, however it is taking some time. Therefore the propose new and innovative way to utilize mobile application to provide accurate and reliable information that could improve the services has become an important factor to attract new and existing users to use public transportation. Users are able to check on information about schedule, arrival, departure and have real time data of the public transport they want to utilize, which enables them to plan their travel better. Furthermore these information also enables that to decide which mode of public transport suites their travel time better, in consideration of the traffic situation. All of these information can be accessed easily via mobile devices or via the website on desktops conveniently located in bus depots or train stations. Aim: The main aim is to elevate the public transportation service problems in Kuala Lumpur caused by the increase in urban transport system. Efforts are put to increase mobility, improve life quality, and fulfill needs on service quality as expected by customer. Issues such as lack of facilities, lack of information, uncertainty in time, bad driver behavior and bad condition of vehicle are to be addressed. Draft research questions/hypotheses: In the application of mobile device application systems, there is several questions which must be answered before the new business model are implemented, and the questions are: 1. What is the general description of the public transport service in Kuala Lumpur? 2. How does the deployment of a new business model via mobile application going to improve the public transport operation in Kuala Lumpur? (Based on value co-creation assessment stand point)? 3. What are the process of building new business model through mobile application? Draft research objectives: 1. To identify the issues in public transport services in Kuala Lumpur that is needed to improve. 2. To understand and analyze the concept for mobile application as a new business model for Kuala Lumpur public transport system. 3. To provide recommendation to the Land Transport Authority of Malaysia about the innovative design of a new business model through mobile application for public transport system in Kuala Lumpur. Feasibility of the Study: In this study, limits of problem are set on the things that can be studied and focused on the topic of research. The other things that not related with the topic would not be included and not discussed/analyzed. This study will focus on service in Kuala Lumpur, especially on how to deliver infor************ pass************ugh mobile device application. In this case study, discussion about constructing a new business model via the implementation mobile device application and use case of another similar case as study comparison. The data of research obtained from questioner, literature study and data from the source of public transport operators in Kuala Lumpur which is related to the topic. References: Chiu Chuen, O, Karim, M, & Yusoff, S (2014), 'Mode choice between private and public transport in Klang Valley, Malaysia', The Scientific World Journal, 2014, Scopus®, EBSCOhost, (Accessed: 29 March 2017). .