Edgar, Dunn & Company’s neuester Newsletter „Mobile Financial Services – Unlocking the Potential“ (PDF) liegt vor. Autoren:Ginger Schmeltzer und Samee Zafar.
Industry players have experimented with mobile banking and mobile payments for years but have failed to offer the consumer a better alternative than the payment instruments already available, such as cash, checks and cards. These mobile financial services projects failed, in part, because consumer attitudes are notoriously hard to change. A new product must clearly convince the consumer that it delivers great value – significant enough for the consumer to change their behavior. Successful products and services are created based on consumer perceptions and not because of the advanced nature of the technology they use. This is a lesson that those involved in emerging payments have often overlooked to their peril. Complex setup requirements, limited availability for use, endless waits, and counter-intuitive operating processes all combined to ensure that consumers remained lukewarm to such innovations in the past.