Predictions made just a few years ago would today have a significant number of consumers regularly making payments over mobile devices. The reality, however, is somewhat different.
Lack of common standards and a vast array of different solutions have served only to confuse consumers. The result is that mPayments, particularly in Europe, have failed to live up to expectations.
Yet with mobile phone penetration nearing saturation, mobile operators need mPayments to succeed more than ever. The question is what business model will prove the key to success in this market and, more importantly, who will be operating it?
• why a lack of common standards has prevented the European mPayments market from fulfilling analyst expectations?
• why most consumers would prefer to use an mPayment solution based on a payment mechanism they are already familiar with?
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