Mobile Payments: Main Trends in the Retail Industry

07
Jul
2014
Posted by: Jenny Minnema   /   Tags: , ,   /   0 Comment

Presented in:

The 13th International Conference on Mobile Business, ICMB 2014, 4-5 June 2014, London, the UK

Wireless@kth researchers:

Tatjana Apanasevic

Hence, Factors driving adoption of the mobile payments in the retailing are…

 

Abstract:

The main objective of the ongoing study is to investigate obstacles and driving forces affecting organization adoption of innovation. In order to that an example of the mobile payments applied in the Swedish retail industry has been used. The main analyzed factors are: adopter characteristics, supplier marketing activity, perceived innovation characteristics, social network, and environmental influences.

The analysis of four case study findings helped to estimate some common trends in the adoption of mobile payment services by retailers.

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As a result, the analyzed factors were categorized as obstacles or driving forces to adoption of the mobile payments. Hence, Factors driving adoption of the mobile payments in the retailing are:

• Positive adopters’ attitudes towards innovation.

• Right marketing efforts and strategy of mobile payment service providers.

• Characteristics of innovation that are attractive to adopters (benefits, relative advantage, compatibility, ease of use, trialability).

• Trends in the market and situation when network externalities are not important.

 

Obstacles to adoption of mobile payment services in the retailing are:

• Wrong targeting strategy by mobile service provider.

• Incompatibility of the service with needs and values of retailers.

• Complexity of the service.

• Uncertainty of innovation.

• Network externalities (to some degree).

 

 Tatjana Apanasevic

Mobile Payments: Main Trends in the Retail Industry

25th European Regional Conference of the International Telecommunications Society (ITS), Brussels, Belgium, 22 – 25 June 2014

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