Evaluating the process of delivering compelling value propositions: The case of mobile payments

The provision of mobile phoned based payments (m-payments) services to the general public requires the cooperation of a number of specific stakeholders, each contributing part of the overall solution, but also each with their different motives, resources and capabilities to deliver compelling value propositions to consumers. The need to combine these multiple perspectives makes exploring the requirements for the design and implementation of m-payment initiatives a complex activity. As a result, sustainable economic business models have yet to emerge for m-payment scenarios. The business model concept has been amply demonstrated to be a very useful tool to understand how to design commercially viable offerings over the last 15 years. The purpose of this research is to theorise the linkages between the numerous elements of an m-payment business model and to evaluate the process whereby stakeholders in an m-payments ecosystem create, exchange and deliver an mpayment solution. By leveraging the business model concept and the process modelling techniques associated with it, the research represents the various stakeholders, in an economic value context, by identifying the role played by each stakeholder and the share of the profit which they expect in return for their contribution. The study is unique in that it tracks the activities and decisions of stakeholders involved in a real-world m-payment initiative from concept stage through to launch stage. As a result, the study provides new insights into the complex and sensitive issues that need to be considered by practitioners, while also providing researchers with a balanced and holistic perspective to a complex phenomenon. It also leverages the business model concept to present detailed models of the m-payment solution implemented in the case study. The preliminary data which we abstracted from the case has validated the relevance of the research questions and will be a valuable contribution to the future creation of an m-payment consortium.