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dc.contributor.advisorNesse, Per Jonny
dc.contributor.authorMyraune, Hans
dc.contributor.authorKolsvik, Jørund
dc.date.accessioned2019-09-11T12:10:17Z
dc.date.created2015-06-11
dc.date.issued2015
dc.identifierntnudaim:12896
dc.identifier.urihttp://hdl.handle.net/11250/2616265
dc.description.abstractThe payment services industry has seen great changes the last decades, with mobile phones emerging as a new means for performing payments. Originating from simple services provided to the unbanked in undeveloped markets, advanced services have emerged inmost parts of the world. Banks, telecom operators and other third party companies are rapidly launching new and innovative payment service to capitalize on a growing trend. Mobile payment services now reach over 100 million active users worldwide, and is expected to become even more widespread in the coming years. As mobile payment services are new in most markets, theoretical knowledge on the subject remains relatively limited. Conducting research to heighten the understanding on the manner is therefore considered important to both researchers and practitioners. This master thesis addresses mobile payment services through three consecutive parts. The first part proposes a theoretical framework for the analysis of mobile payment services, based on a literature review and practitioners feedback. The second part applies the proposed framework to existing Telenor mobile payment services and assesses its general applicability. Following the assessment, minor adjustments to the framework are made. In the last and final part of the thesis, the framework is used for screening potential mobile payment service designs for Bulgaria, suggesting it is an attractive market for Telenor. A Proposed Framework for Analysis A literature review and multiple iterations with practitioners resulted in a framework consisting of two parts. The first part represents the context, or environment, surrounding a mobile payment service, and is based on the well established contingency theory. In this theory, the market context is grouped into four contingency environments, namely the (1) social/cultural, (2) commerce, (3) technological, and (4) legal, regulatory and standardization environments, and is further decomposed into 12 factors. The second part of the framework is a conceptualization of mobile payment services through a set of three service design dimensions, encompassed by the four contingency theory environments. The three service design dimensions are (1) end user functionality, (2) technology, and (3) interoperability. End user functionality refers to what payment functionalities the service offers its customers. Technology refers to the communication technology used to connect the sender and receiver of payments. Finally, interoperability refers to how mobile payment services interact with other parts of the financial ecosystem. Within each service design dimension the practitioners can choose from several options. The contingency theory factors will guide the practitioner to what options are viable in a given market context. The framework s appropriate application is therefore to aid in the screening of potential service designs. Testing and Revising the Framework The proposed framework is tested on existing Telenor mobile payment services, in order to assess its general applicability to these services. This is performed through a series of practitioner interviews and a study of the Serbian mobile payment service environment. The findings enable a comparison between practitioners approach to designing mobile payment services and that of the framework. The comparison reveals several interesting insights. First, the 12 contingency theory factors provide a solid foundation for understanding the environments impact on mobile payment services design, as they corresponded well with the factors the practitioners report as influential. Second, only two of the service design dimensions are considered highly relevant by practitioners, namely end user functionality and interoperability. With regards to the technology dimension, practitioners suggest an alteration in its scope is necessary for it to be equated with the other dimensions. Additionally, several other potential relevant dimensions are also suggested by practitioners. As such, we conclude that end user functionality and interoperability form a basis for all service designs, and that other dimensions can be added to the set at practitioners discretion. The framework is revised to reflect these insights. Assessing the Bulgarian Market Based on the revised framework, an assessment of the Bulgarian mobile payment services market is conducted. The assessment shows that all examined end user functionalities are viable options in Bulgaria. Further, the existing financial infrastructure allows for satisfying interoperability. We therefore conclude that the Bulgarian market for mobile payment services represents an interesting business opportunity for Telenor. Due to limitations of the study, the framework can only be considered a first step towards a fully verified analysis framework. On this basis, several opportunities for further research are identified.en
dc.languageeng
dc.publisherNTNU
dc.subjectIndustriell økonomi og teknologiledelseen
dc.titleMobile Payment Services - Towards a Framework for Analysisen
dc.typeMaster thesisen
dc.source.pagenumber162
dc.contributor.departmentNorges teknisk-naturvitenskapelige universitet, Fakultet for økonomi,Institutt for industriell økonomi og teknologiledelsenb_NO
dc.date.embargoenddate2020-06-11


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