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Towards a framework for the evaluation of mobile payments integration

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Paper presented at the 5th European Conference on IT Management and Evaluation 8‐9 September 2011, Como, Italy ; This paper derives a theoretical framework for consideration of both the technologicallydriven dimensions of mobile payment solutions, and the associated value proposition for customers.Banks promote traditional payment instruments whose value proposition is the management of risk forboth consumers and merchants. These instruments are centralised, costly and lack decision supportfunctionality. The ubiquity of the mobile phone has provided a decentralised platform for managingpayment processes in a new way, but the value proposition for customers has yet to be elaboratedclearly. This inertia has stalled the design of sustainable revenue models for a mobile paymentsecosystem. Merchants and consumers in the meantime are being seduced by the convenience of onlineand mobile payment solutions. Adopting the purchase and payment process as the unit ofanalysis, the current mobile payment landscape is reviewed with respect to the creation andconsumption of customer value. From this analysis, a framework is derived juxtaposing customervalue, related to what is being paid for, with payment integration, related to how payments are beingmade. The framework provides a theoretical and practical basis for considering the contribution ofmobile technologies to the payments industry.

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Fergal Carton, Jonas Hedman, jan Damsgaard, Kay-Ti Tan, JB McCarthy

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