Mobile Merchandising Exploring New Business Practices in the Mobile Payment Ecosystem
Only a few mobile payments trials have been successful, many only partially. Failure may be explained by the lack of merchant involvement during the early stages of design. Previous researchers have suggested that high costs, lack of ease of use and interoperability issues might explain the lack of adoption by merchants. However, little research has been conducted to investigate the actual usage of mobile payments by merchants. This pilot study addresses the gap by adopting a practice-based lens to explore new and alternative business practices that emerge for merchants with the usage of mobile payments. Based on Indian cases, we reflect on the different business practices that emerge due to the symbolic attributes of technology and interaction with consumers.
GAUR, A., AVISON, D. and ONDRUS, J. (2013). Mobile Merchandising Exploring New Business Practices in the Mobile Payment Ecosystem. In: 3rd Biennial Conference of the Indian Academy of Management (IAM). Indian Academy of Management (IAM).