Title: Succeeding with contactless service innovations - strategic recommendations based on a comparative analysis of mobile business ecosystems in Norway

Authors: Per Jonny Nesse; Hanne Kristine Hallingby; Sigmund Akselsen; Arne Munch-Ellingsen; Joachim Kähler; Erlend Glück Evensen

Addresses: Telenor Research, Otto Nielsens veg 12, 7052 Trondheim, Norway ' Telenor Research, Snarøyvegen 30, 1360 Fornebu, Norway ' Telenor Research, Sykehusvegen 23, 9019 Tromsø, Norway ' Telenor Research, Sykehusvegen 23, 9019 Tromsø, Norway ' Department for Industrial Economics and Technology Management, Norwegian University of Science and Technology, Alfred Getz veg 3, 7491 Trondheim, Norway ' Department for Industrial Economics and Technology Management, Norwegian University of Science and Technology, Alfred Getz veg 3, 7491 Trondheim, Norway

Abstract: Contactless communication technology in mobile phones (e.g., near field communication) has a potential to simplify our everyday life by enabling services like mobile payment, ticketing and information sharing services. The recommendations in this paper are based on a comparative case study of previous mobile service ecosystems used in Norway. The findings of this study add insights into key success factors for the mobile network operator during the different business ecosystem evolutionary stages. The recommendations include the fact that mobile network operators can succeed in kick-starting contactless mobile payment services by taking a role as a trusted service manager, focusing on establishing the ecosystem and contactless payment service together with partners in the bank sector. Furthermore, in an expansion phase the mobile network operator must open up for collaboration and connect with a portfolio of aggregators, merchants and third party niche players offering secure and high quality services and applications.

Keywords: business ecosystems; mobile network operators; trusted service managers; mobile services; m-services; keystone strategies; short message service; SMS; near field communication; NFC; evolutionary stages; service innovation; Norway; contactless technology; communications technology; mobile phones; cell phones; contactless payment; mobile payment; m-payment; collaboration.

DOI: 10.1504/IJEV.2017.082640

International Journal of Entrepreneurial Venturing, 2017 Vol.9 No.1, pp.60 - 80

Received: 02 Jan 2015
Accepted: 06 Sep 2015
Published online: 04 Mar 2017 *

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