The arrival of multifunctional smartphones and their further advancement has significantly extended the application areas of mobile services. Mobile represents the main source for every need, from paying a transportation ticket to watching a streaming conference, from using an instant messaging service to make a bank transfer, from paying the bill to share a common dinner with some friends. In recent years, one of the main application area has been payment. Mobile Payment is characterized by two different purchase opportunities: Remote and Proximity. The work is aimed at providing a picture of the Italian Mobile Remote Payment services at the end of 2017, tracking the changes compared to the previous year, and discovering those underlying patterns and trends that could represent the growth engine for the next years. Before performing the census analysis, a preliminary research analysis has been run in order to understand and study the mobile world and the payment ecosystem in details. The context and literature chapter has provided a broad picture of the main fundamental elements that characterize the Mobile Payment. The entire preliminary analysis has been conducted considering both Italy and Europe/world for assessing the development path and for benchmarking with other countries. Once the context analysis has been concluded, the census has been started. At this point, different steps have been implemented to reach the final output of 261 Mobile Remote Payment services. In particular, considering the framework provided by the Osservatorio Mobile Payment & Commerce, the categories belonging to the Mobile Remote Payment have been identified. Different typologies have been mapped: shared mobility (car sharing, carpooling, bike sharing, scooter sharing) and traditional mobility services (taxi, public transportation and parking), bill payments, onlus services, ticketing and mobile wallets. The classification variables of the census have been chosen due to their potential relevance for running an effective and comprehensive ex-post analysis. In the Empirical Analysis, five macro clusters have been considered: technology, payment, geography, trend and aggregators. According to these variables, some interesting findings have been emerged. Among them, the role of smartphone as real enabler of the service even if some technologies as QR code, sms or NFC act as activation method, the dominance of payment cards (credit, debit and prepaid) as widely accepted solutions with alternatives as PayPal or bank transfers. In addition, performing the empirical analysis, other findings have been pointed out as the role of North Italy as growth engine of mobility services and the contribution of Milan, Rome, Turin and Florence to the whole mobility ecosystem, the increase of cities covered by mobility services over Italy. Finally yet importantly, some trends have been analysed since the potential relevance in the growth of mobility services: free floating paradigm and electric fleet.
La comparsa di smartphone multifunzionali e i loro ulteriori progressi ha esteso in maniera considerevole le aree di applicazione dei servizi mobile. Il mobile rappresenta la principale fonte per ogni bisogno, dal pagare un biglietto di trasporto a guardare un convegno in streaming, da usare servizi di messaggistica istantanea a fare un bonifico, da pagare le bollette a condividere il conto della cena con gli amici. Negli ultimi anni, una delle principali aree di applicazione è stato il pagamento. Il Mobile Payment è caratterizzato da due diverse situazioni di acquisto: Remote (a distanza) e Proximity (in prossimità). Il lavoro ha l’obiettivo di fornire un’immagine dei servizi italiani di Mobile Remote Payment alla fine del 2017, tracciando i cambiamenti in relazione all’anno precedente, e di scoprire quegli schemi e trend che possono rappresentare il motore di crescita per i prossimi anni. Prima di sviluppare il censimento, un’analisi preliminare di ricerca è stata svolta con lo scopo di capire e studiare il mondo mobile e l’ecosistema dei pagamenti nei dettagli. Il capitolo di contesto e letteratura ha fornito un’ampia immagine degli elementi fondamentali che caratterizzano il Mobile Payment. L’intera analisi preliminare è stata condotta considerando sia l’Italia che l’Europa e il mondo per delineare il percorso di sviluppo e per fare un confronto con gli altri paesi. Una volta conclusa l’analisi di contesto, il censimento è iniziato. A questo punto, sono stati identificati diversi passi per raggiungere l’output finale di 261 servizi di Mobile Remote Payment. In particolare, considerando il framework proposto dall’Osservatorio Mobile Payment & Commerce, sono state identificate le categorie che fanno parte del Mobile Remote Payment. Sono state mappate diverse tipologie: servizi di mobilità condivisa (car sharing, carpooling, bike sharing, scooter sharing) e servizi di mobilità tradizionale (taxi, public transportation and parking), pagamento di bollette, servizi onlus, ticketing e mobile wallet (portafogli digitali su smartphone). Le variabili di classificazione del censimento sono state scelte per la loro potenziale rilevanze nello svolgere un' efficace analisi empirica. Nell’Analisi Empirica, sono stati considerati cinque macro gruppi: tecnologia, pagamento, geografia, trend e aggregatori. Considerando queste varabili, sono emersi alcuni spunti interessanti. Tra questi risultati, il ruolo dello smartphone come vero abilitatore del servizio anche se alcune tecnologie come QR code, sms o NFC agiscano da metodo di attivazione, la prevalenza delle carte di pagamento (credito, debito e prepagata) come soluzione ampiamente accettata con alternative come PayPal o bonifici bancari. Inoltre, svolgendo l’analisi empirica, sono emersi altri risultati come il ruolo del Nord Italia che agisce da motore della crescita dei servizi di mobilità e il contributo di Milano, Roma, Torino e Firenze a tutto l’ecosistema relativo alla mobilità, l’aumento delle città italiane coperte da servizi di mobilità. Infine, sono stai analizzati alcuni trend che hanno potenziale rilevanza nella crescita dei servizi di mobilità: il sistema a flusso libero e la flotta elettrica.
The Italian scenario of mobile remote payment services : a census of the active services and an overview of the evolution of the application context
GALLI, ALESSANDRO
2017/2018
Abstract
The arrival of multifunctional smartphones and their further advancement has significantly extended the application areas of mobile services. Mobile represents the main source for every need, from paying a transportation ticket to watching a streaming conference, from using an instant messaging service to make a bank transfer, from paying the bill to share a common dinner with some friends. In recent years, one of the main application area has been payment. Mobile Payment is characterized by two different purchase opportunities: Remote and Proximity. The work is aimed at providing a picture of the Italian Mobile Remote Payment services at the end of 2017, tracking the changes compared to the previous year, and discovering those underlying patterns and trends that could represent the growth engine for the next years. Before performing the census analysis, a preliminary research analysis has been run in order to understand and study the mobile world and the payment ecosystem in details. The context and literature chapter has provided a broad picture of the main fundamental elements that characterize the Mobile Payment. The entire preliminary analysis has been conducted considering both Italy and Europe/world for assessing the development path and for benchmarking with other countries. Once the context analysis has been concluded, the census has been started. At this point, different steps have been implemented to reach the final output of 261 Mobile Remote Payment services. In particular, considering the framework provided by the Osservatorio Mobile Payment & Commerce, the categories belonging to the Mobile Remote Payment have been identified. Different typologies have been mapped: shared mobility (car sharing, carpooling, bike sharing, scooter sharing) and traditional mobility services (taxi, public transportation and parking), bill payments, onlus services, ticketing and mobile wallets. The classification variables of the census have been chosen due to their potential relevance for running an effective and comprehensive ex-post analysis. In the Empirical Analysis, five macro clusters have been considered: technology, payment, geography, trend and aggregators. According to these variables, some interesting findings have been emerged. Among them, the role of smartphone as real enabler of the service even if some technologies as QR code, sms or NFC act as activation method, the dominance of payment cards (credit, debit and prepaid) as widely accepted solutions with alternatives as PayPal or bank transfers. In addition, performing the empirical analysis, other findings have been pointed out as the role of North Italy as growth engine of mobility services and the contribution of Milan, Rome, Turin and Florence to the whole mobility ecosystem, the increase of cities covered by mobility services over Italy. Finally yet importantly, some trends have been analysed since the potential relevance in the growth of mobility services: free floating paradigm and electric fleet.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/141410