ACCEPTANCE AND DEVELOPMENT OF MOBILE PAYMENTS : THE IMPORTANCE OF VALUE NETWORKS AND VALUE ADDED SERVICES

Abstract: 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 network. 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.