The mobile payment landscape in Germany

Charlotte Beimesche

Master's thesis

Abstract:

The purpose of the thesis is to identify factors that are critical for a successful implementation of a mobile payment solution in Germany and to understand what influence competition, cooperation and regulation have. Relevant literature is reviewed, followed by a market analysis of worldwide solutions and the current state in Germany. Furthermore, by analyzing two successful mobile payment solutions in detail, the author aims at showcasing how the providers of the respective solutions have successfully used their assets within the competitive environment to gain the market leadership position. These findings are then discussed in expert interviews and applied to the German market. It can be concluded that providers on the German market should focus on developing a remote payment solution first, which includes a customer-centric value proposition, expanding its service into proximity payments when having gained market acceptance. The use of coopetition within few providers is advised.

Abstract:

The purpose of the thesis is to identify factors that are critical for a successful implementation of a mobile payment solution in Germany and to understand what influence competition, cooperation and regulation have. Relevant literature is reviewed, followed by a market analysis of worldwide solutions and the current state in Germany. Furthermore, by analyzing two successful mobile payment solutions in detail, the author aims at showcasing how the providers of the respective solutions have successfully used their assets within the competitive environment to gain the market leadership position. These findings are then discussed in expert interviews and applied to the German market. It can be concluded that providers on the German market should focus on developing a remote payment solution first, which includes a customer-centric value proposition, expanding its service into proximity payments when having gained market acceptance. The use of coopetition within few providers is advised.

Keywords

Success factors, Competition, Mobile payments, Germany, Regulation

Keywords

Germany, Success factors, Competition, Regulation, Mobile payments

Language used: English

Date on which the thesis was submitted / produced: 12. 1. 2019

Thesis defence

• Date of defence: 11. 6. 2019
• Supervisor: Ladislav Tyll
• Reader: Alexander Scheibel

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management