Paper Info
Title
Enabling evidence-based retail marketing with the use of payment data - the Mobile Payment Reference Model 2.0
Abstract
Although the extent of e-commerce and m-commerce is continually increasing, the vast majority of the payment transaction potential remains in real-world scenarios such as customary retail POS. However, without adding substantial value, current business models rely on simple transaction-based revenues. The aim of this paper is to evaluate and exploit the freedom degrees of the m-payment business model framework, with special regard to new developments connected to the smartphone economy age. Therefore, we examine methods of data collection and usage to analyse customer preferences and enable evidence-based marketing both theoretically and by case study research. To generate new revenues from third parties, we extend the mobile payment reference model MPRM with new business model elements and roles. For the shift from existing simple transaction-based systems to upcoming modern m-payment procedures built around the central value of customer data, the MPRM 2.0 provides a theoretical background and according reference value architecture as well as an analysis tool to be used in research and practice.
Year
DOI
Venue
2013
10.1504/IJBIDM.2013.055789
IJBIDM
Keywords
Field
DocType
central value,mobile payment,m-payment business model framework,new revenue,payment data,reference value architecture,substantial value,reference model,evidence-based retail marketing,new development,current business model,case study research,mobile payment reference model,new business model element,mobile commerce
Data collection,Data mining,Mobile payment,Reference model,Computer science,Exploit,Business model,Database transaction,Payment,Marketing,Mobile commerce
Journal
Volume
Issue
Citations 
8
1
3
PageRank 
References 
Authors
0.38
25
2
Name
Order
Citations
PageRank
Key Pousttchi141372.49
Yvonne Hufenbach2173.15