Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE credits
Many new mobile payments services have launched especially within Europe since
2012. Mass adaption of those new ways of payment is still far away though. Former
research papers focused already on business models in forms of value networks to
increase success and popularity of such services. However, the highly fragmented
markets concerning consumer behaviour and the technological conditions were very
often neglected. Therefore the thesis is directed to mobile payment services to
improve their current service offering as well as potential partners in a possible value
To highlight the importance of human behaviour in regards to consumer needs, a six
months research period has been undertaken during and before the launch of a
mobile payment service. The key outcomes of that research have been aligned with
available literature on this field, to draw conclusions on how to shape and further
extend a mobile payment service.
As a final result, mobile payment services have to follow two strategies. First they
have to maintain their flexibility by adjusting their service to different consumer needs
and offering value added services. Second, by forming alliances in forms of value
networks, as partnerships with long-established companies like banks, they will
contribute to further popularity and further growth of mobile payment services. Due to
the complexity of the subject, a list of further research can be found at the end for
more investigations related to the latest topics influencing mobile payments.
2013. , 61 p.