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Mobile payment ecosystem Analysis

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  • 1. M-Payment Ecosystem Prof. Bala Iyer Babson College Twitter: @balaiyer 1
  • 2. Ecosystem• Loose networks – of suppliers, distributors, outsourcing firms, makers of related products or services, technology providers, and a host of other organizations – that affect, and are affected by the creation and delivery of a company’s own offerings. [Marco Iansiti]• An economic community supported by a foundation of interacting organizations and individuals—the organisms of the business world. The economic community produces goods and services of value to customers, who are themselves members of the ecosystem [James Moore] 2
  • 3. M-payment Stakeholders• Platform provider• Network Operators• Banks• Credit Card Issuers• Device Manufacturers• Merchants• Users 3
  • 4. 4
  • 5. Market• Investment bank Barclays Capital estimates that U.S. mobile commerce sales hit $5.3 billion in 2011, up 83 percent from 2010.• The number of people adopting mobile payments will surpass 141 million this year, up from 102 million in 2010, according to research from Gartner.• The payment industry is larger than the entire wireless industry, Jaymee Johnson, ISIS• By 2015, about half of the 863 million phone handsets sold yearly worldwide will contain the chips, according to Frost & Sullivan.• 150,000 merchants on Google Wallet• “only about 7 percent of retail sales occur online, compared to $4 trillion that is still spent in person at stores. "Were going after the 93 percent," Google VP, Osama Bedier. 5
  • 6. 6
  • 7. Industry Confluence? 7
  • 8. Platform• A business platform is a set of capabilities used by multiple parties that – A product or service should perform at least one essential function within what can be described as a “system of use” or solve an essential technological problem within an industry, and – It should be easy to connect to or build upon to expand the system of use as well as to allow new and even unintended end-uses [Platform Leaders by Gawer and Cusumano, MIT Sloan Management Review, Winter 2008] – Has “options” value – Creates Network Effects – Has explicit Architectural Control Points 8
  • 9. M-payment platform ConsumersComplementors• Credit cardco, operators, banks, devi Transactionsce mfc., merchants… Platform Ad servers Bid for ads Support development Developers Advertisers • Fortune 500 firms, individuals 9
  • 10. 10
  • 11. Platforms 11
  • 12. Method used for Ecosystem generation• List of platform players created from virtual currency platforms, experts, and• Created a list of partners from news feeds and websites• Visualized using Pajek 12
  • 13. Ecosystem-- complementors-- platforms-- partnerships 13
  • 14. Analysis• 237 companies, 25 platforms• Many approaches to M-payment – Diversity is good – Many fragmented platforms• Carriers and card issuers are working across platforms• Still evolving ecosystem• Many experiments in emerging economies 14
  • 15. Ecosystem risks [Ron Adner]• Co-innovation risk: Seeing the Real Odds When You Don’t Innovate Alone• Adoption Chain Risk: Seeing All th e Customers Before Your End Customer 15
  • 16. Platform Wars• A few platforms may emerge, may not be a “winner take all”• Learn from IBM, Google, Sony vs. BetaMax• Direct (developers) and Indirect (end users) Network Effects• Business models and subsidies• Emergence of standards like OpenSocial• Open vs. Closed APIs 16
  • 17. Platform moves• Open sourcing• De-layering• Creating and defending IP• Acquisitions• Creating exclusive links• Being a keystone• Introducing a disruptive technology• Envelopment • Facebook with social layer and FB credits 17
  • 18. M-payment to Virtual Currencies• FB credits and Bitcoins have made virtual currencies popular• Will they support purchase of real goods?• Can these companies create money?• Should these transactions be taxed?• Will it impact money supply & demand?• Should these currencies be regulated? 18
  • 19. What to track?• Positional measures• Network effects• Exclusive links• Link type (tier1/2..)• Experiments in emerging markets 19
  • 20. Resources• MIT Tech Review, http://www.technologyreview.com/business/?id=2 7• Virtual currency platforms• Michael Cusumano’s work published in CACM – The Evolution of Platform Thinking: How platform adoption can be an important determinant of product and technological success. Communications of The ACM, Vol 53, No. 1, pp 32--34 – Platform Wars Come to Social Media. Communications of The ACM, Vol 54, No. 4, pp 31—33 – Michael Cusumano. The Platform Leader’s Dilemma: Study the lessons learned from past and present platform leaders. Come to Social Media. Communications of The ACM, Vol 54, No. 4, pp 31—33 20
  • 21. Data File Used for Visualization 41 "buck" 1 "1ShoppingCart" 21 "Artez Interactive" 42 "Capital One" 2 "admode" 22 "Artix" 43 "CardinalCommerce" 3 "Advent Venture Partners" 23 "AT&T" 44 "Chase" 4 "adversitement" 24 "Avantis" 45 "Citi" 5 "Adyen" 25 "balderton Capital" 46 "Citi Ventures" 6 "Aepona" 26 "Bango" 47 "Colt" 7 "Aeria Games" 27 "Bantam Group" 48 "Commlink" 8 "AFCmobile" 28 "Barclays" 49 "Concur" 9 "AisleBuyer" 29 "Bechmark Capital" 50 "Conde Nast" 30 "Bell"10 "Akmins mobi SiteGalore" 51 "Coproate Network" 31 "BigFishGames"11 "Alliance Companies" 52 "CoreCommerce" 32 "Bigpoint"12 "Allopass" 53 "Corporate Interactive" 33 "BilltoMobile"13 "Amazon" 34 "bitpiac" 54 "Cyberstep"14 "American Express" 35 "BlackBerry AppWorld" 55 "DAG Ventures"15 "Amex Serve" 36 "BluestarMobile" 56 "Daopay"16 "Andreessen Horowitz" 37 "Boku" 57 "DCM Capital"17 "Ankama" 38 "Braintree" 58 "decktrade"18 "AOL" 39 "BrandingBrand" 59 "demandware" 2119 "Appcelarator" 40 "BT" 60 "DeviceAnywhere"
  • 22. 41 "buck" 81 "Fortumo" 101 "hi5"42 "Capital One" 82 "fresh" 102 "Highland Capital"43 "CardinalCommerce" 83 "Gala-Net" 103 "Hypercom"44 "Chase" 84 "gamelot" 104 "iLoopmobile"45 "Citi" 85 "GamePoint" 105 "IMVU"46 "Citi Ventures" 86 "Gamepot" 106 "Index Ventures"47 "Colt" 87 "GenFusion" 107 "Ingenico"48 "Commlink" 88 "Give.Mobi" 108 "insidemobile"49 "Concur" 89 "Glamour" 109 "ISIS"50 "Conde Nast" 90 "Global Tongue" 110 "Jagex"51 "Coproate Network" 91 "goldmobile" 111 "Jimdo"52 "CoreCommerce" 92 "Google" 112 "JP Morgan"53 "Corporate Interactive" 93 "Google Ventures" 113 "KBS"54 "Cyberstep" 94 "Google Wallet" 114 "Keesing Media"55 "DAG Ventures" 95 "GoPayment" 115 "Khosla Ventures"56 "Daopay" 96 "graphico" 116 "Lavalife"57 "DCM Capital" 97 "Gravity" 117 "Levelup"58 "decktrade" 98 "Grindr" 118 "LianLian" 99 "Grupo Hostienda"59 "demandware" 119 "LOreal" 22 100 "Habbo"60 "DeviceAnywhere" 120 "Madwebs"
  • 23. 121 "Magento" 141 "Moonfruit" 161 "Onnet"122 "MasterCard" 142 "Moontoast" 162 "Oracle"123 "Matrix Partners" 143 "mopay" 163 "Orange"124 "mBlox" 144 "Motospace" 164 "Outspark"125 "mcn" 145 "Movylo" 165 "Papaya"126 "mfoundry" 146 "My Yearbook" 166 "Payfone"127 "Microsoft" 147 "Ncsoft Corp" 167 "PaymentOne"128 "Miniclip" 148 "net biscuits" 168 "Paymentpin"129 "MMOABC" 149 "NeuCart" 169 "Paymo"130 "Mobile First" 150 "Newbury Ventures" 170 "Paypal"131 "MobileImpossible" 151 "Nexon" 171 "PerfectWorld"132 "MobileIQ" 152 "NHN" 172 "Planet Cazmo"133 "MobileMediaProduction" 153 "NMA Zsentry" 173 "Playdom"134 "MobileStudio" 154 "Nokia" 174 "Playfish"135 "Mobill Cash" 155 "Ntnerv" 175 "Playspan"136 "Mochi Media" 156 "NXP" 176 "PopCap"137 "mojiva" 157 "NYCE" 177 "PredictiveIntent"138 "Mollie" 158 "NYTimes" 178 "purpleforge"139 "Moneypack" 159 "Obopay" 179 "Ray Flame" 23140 "Monitise" 160 "omerta3.0" 180 "Reactive"
  • 24. 201 "Swisscom" 221 "watAgame"181 "Red Cross" 202 "Tabbedout"182 "RIM" 222 "Wecomm" 203 "Telus"183 "Rogers" 223 "WeeWorld" 204 "Text2Pay"184 "Sencha" 224 "Where" 205 "textaday"185 "SFR" 206 "Thebroth.com" 225 "Wirenode"186 "Sitespect" 207 "Thorntons" 226 "Xat"187 "SK Telecom Ventures" 208 "ThreeRings"188 "smaato" 227 "Xivio" 209 "Ticketmaster"189 "Small Worlds" 228 "xtranormal" 210 "T-Mobile"190 "snappay" 229 "Yahoo" 211 "Travian"191 "Societe Generale" 230 "Yes Bank" 212 "Twitter"192 "somo" 213 "UCS Mobile" 231 "YNK"193 "SonyOnlineEnt" 214 "Uforia" 232 "yodel"194 "spilgames" 215 "Union Bank of India"195 "Sprint" 233 "Zaypay" 216 "Verifone"196 "Square" 234 "zestadz" 217 "Verizon"197 "STAR Network" 235 "Zong" 218 "Visa"198 "Stardoll" 219 "Vivotech" 236 "Zwinky"199 "Starmount" 24 220 "Wapple" 237 "Zynga"200 "Surfpin"