One of the key challenges presently facing the mobile payments market is the high level of market fragmentation, defined both by the multiplicity of platforms/solutions technologies being deployed and the increasing range of service configurations being offered. This slows down merchant acceptance and makes it difficult for providers to gain scale. We expect the market to reach a point where consolidation among players and solutions becomes the best way to drive address this issue.
“Mobile Payments: Revenue Models and Market Strategies,” a Thematic Research Report by Pyramid Research, examines the predominant service and revenue models in the mobile payments arena, as well as the market approach of selected players, in order to identify effective strategies and key success factors. The analysis is built upon in-depth case studies of selected mobile payments services around the world, including Alipay Wallet, Boku, Dwolla, LevelUp, RURU, Paym, Starbucks and Apple Pay. Our analysis concludes with recommendations on best strategic approaches to maximize the mobile payments revenue opportunity.
– Mobile payments are gaining momentum, yet still represent a small portion of total consumer payments. The main barriers to consumer adoption are security and privacy concerns. It is critical for new mobile payments schemes to address this issue and earn consumers’ trust from the start with secure schemes and straightforward use cases.
– Value-added models are becoming popular in the mobile payments arena. We see several players starting to monetize data-driven campaigns engines. Some of the value-added offerings take the form of white-label applications development for vertical industries. We expect this type of model to proliferate given the benefits it brings to all parties.
– The key to successful m-payment applications is the ability to make them pervasive, so users grow to rely on them. Partnerships with ecosystem participants from all sectors (banks, retail, service providers and public sector) are essential to building a ubiquitous network of acceptance points. In addition, having a well-defined pipeline of compelling use cases is key for mobile payment providers to leverage the ecosystem to growth their user base and drive transaction volume.
– To build a viable business amidst the wealth of competing solutions and applications for mobile payments, players must take a strategic approach to the market. There are a number of best practices to generate consumer uptake of mobile payments services and build transaction volume. These focus on four key elements specific to the end-user and merchant’s value proposition, the use case strategy and cross-sector partnerships.
The “Mobile Payments: Revenue Models and Market Strategies” report offers an in-depth examination of the global mobile payments ecosystem dynamics, revenue models and market strategies, highlighting unique challenges faced by the sector and best practices for effectively positioning mobile payments propositions. The report reviews supply and demand considerations for mobile payments providers, and provides specific examples of prevalent service and revenue models, and go-to-market strategies, through case studies of mobile payments players from Belgium, China, East Africa, Mexico, Russia, Sweden, the UK and the US.
For data, background and forecasts on Mobile Payments: Search CardWeb.com’s CardFlash® Library of more than 58,000 archived articles; Access CardWeb.com’s CardData® for current and historical Performance, Portfolios, Profiles, etc. Visit RAM Research® (ramresearch.com) for quarterly and annual forecasts covering more than 150 metrics. [complimentary or deeply discounted access to CardWeb.com subscribers].
Additional database resources include CardWeb.com’s CardExecs® – comings & goings of payments movers & shakers; CardWeb.com’s CardWatch® – ears & eyes on marketing globally (57K items); and CardWeb.com’s CardPixes® – form & function of card design (7K items).