This paper aims to study the Contactless Payment (type of payment using the NFC technology) as enabling factor for the diffusion of the Mobile Proximity Payment ecosystem (services allowing a mobile phone to perform payments on a Point of Sales, using the NFC technology) in Italy. The literature analysis provides an overview of the Mobile Payment concept and illustrates Mobile Payment services global offer. This paper also gives an overview about most important technological factors, as well as a possible supply chain configuration that might rise up in Italy according to lessons learned from most interesting international benchmarks. Then, this work tries to identify the main benefits of both Contactless and Mobile Proximity Payment, giving an outlook of what are the main critical issues that are slowing down the adoption of these technologies; in particular the Contactless Payment will be analyzed as a way to ease the deployment of Mobile Proximity Payment solutions. The quantitative analysis was conducted as part of the EPICA Project, developed within the Osservatorio NFC & Mobile Payment, and focused on 4 different cards issuing networks and 3 acquiring networks, headed up by Italian major ongoing Contactless Payment projects: Carta Pagovelox, Carta Ateneo, Carta Blu and Carta Superflash. The analysis revealed a modest usage of Contactless Payment solutions, however, it eventually showed that users might get a better perception of this payment method tending to use it frequently if the NFC enabled POS’ are placed by the right retailers, in terms of product category, especially in localized contexts. The analyses underlines a relevant penetration of Contactless Payment in the Micro-payments domain, which conveys the idea that this new way of payments may drives within consumers a higher propensity for electronic payment instruments compared to traditional Card holders. Retailers as well play a critical role in the development of Contactless Payment as they must understand its full potential as well as guarantee consumers a coherent user experience in every purchase, especially through staff training together with a correct configuration of the cash point.
Questo elaborato si pone come obiettivo lo studio del Contactless Payment (pagamenti con carte dotate di tecnologia NFC) come fattore abilitante la diffusione del Mobile Proximity Payment (servizi di pagamento “in prossimità” via Mobile, tipicamente mediante tecnologia NFC) in Italia. L’analisi della letteratura fornisce una panoramica del concetto di Mobile Payment e dell’offerta di servizi a livello internazionale. Il focus si sposta poi sui Mobile Proximity e Contactless Payment, studiando i principali aspetti tecnologici e le configurazioni di filiera che potrebbero svilupparsi in Italia, utilizzando come benchmark alcuni interessanti casi internazionali. Vengono poi identificati i principali benefici e le criticità che hanno ad oggi frenato la diffusione del Mobile Proximity Payment in Italia, introducendo l’importanza del Contactless Payment ai fini del superamento di queste barriere. L’analisi quantitativa si è svolta nell’ambito del Progetto EPICA dell’Osservatorio NFC & Mobile Payment e ha preso in considerazione 4 reti di emissione delle carte (2 carte di credito e 2 prepagate contactless) e 3 reti di acquiring, nell’ambito dei tre principali progetti di Contactless Payment italiani: Carta Pagovelox, Carta Ateneo, Carte Blu e Superflash. L’analisi ha evidenziato come l’utilizzo del Contactless Payment in Italia sia modesto, ma è emerso che se i POS NFC enabled sono distribuiti presso esercenti appropriati, in termini di categoria merceologica, soprattutto in contesti circoscritti, gli utenti percepiscono i benefici derivanti del Contactless Payment e tendono ad utilizzarlo frequentemente. Si è registrata anche una buona penetrazione del Contactless Payment nei Micro-pagamenti, si può quindi credere che sia possibile creare una base di utenti con una propensione all’utilizzo di strumenti di pagamento elettronico superiore agli utenti di carte tradizionali. Fondamentale è il ruolo degli esercenti, che devono comprendere appieno le potenzialità di questa modalità di pagamento, e garantire agli utenti una user experience coerente in ogni occasione d’acquisto, soprattutto mediante il training del personale e la corretta configurazione del punto cassa.
Dal contactless payment al mobile proximity payment : uno studio delle prime esperienze italiane
CATTANE, DAVIDE
2011/2012
Abstract
This paper aims to study the Contactless Payment (type of payment using the NFC technology) as enabling factor for the diffusion of the Mobile Proximity Payment ecosystem (services allowing a mobile phone to perform payments on a Point of Sales, using the NFC technology) in Italy. The literature analysis provides an overview of the Mobile Payment concept and illustrates Mobile Payment services global offer. This paper also gives an overview about most important technological factors, as well as a possible supply chain configuration that might rise up in Italy according to lessons learned from most interesting international benchmarks. Then, this work tries to identify the main benefits of both Contactless and Mobile Proximity Payment, giving an outlook of what are the main critical issues that are slowing down the adoption of these technologies; in particular the Contactless Payment will be analyzed as a way to ease the deployment of Mobile Proximity Payment solutions. The quantitative analysis was conducted as part of the EPICA Project, developed within the Osservatorio NFC & Mobile Payment, and focused on 4 different cards issuing networks and 3 acquiring networks, headed up by Italian major ongoing Contactless Payment projects: Carta Pagovelox, Carta Ateneo, Carta Blu and Carta Superflash. The analysis revealed a modest usage of Contactless Payment solutions, however, it eventually showed that users might get a better perception of this payment method tending to use it frequently if the NFC enabled POS’ are placed by the right retailers, in terms of product category, especially in localized contexts. The analyses underlines a relevant penetration of Contactless Payment in the Micro-payments domain, which conveys the idea that this new way of payments may drives within consumers a higher propensity for electronic payment instruments compared to traditional Card holders. Retailers as well play a critical role in the development of Contactless Payment as they must understand its full potential as well as guarantee consumers a coherent user experience in every purchase, especially through staff training together with a correct configuration of the cash point.| File | Dimensione | Formato | |
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2012_04_Cattane.pdf
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https://hdl.handle.net/10589/49081