The term “Mobile Payment & Commerce” denotes a set of services designed to support the purchasing process through a Mobile device. These services represent a great opportunity for retailers to innovate the in-store customer experience, making it more appealing to the end user. The first part of this work provides an analysis of the actual adoption of B2C Mobile technologies across the Italian retailers Industry. Such analysis is useful to understand the role played by the Mobile in shaping current retailer strategies. In addiction, a census of the services offered by international startups operating in this field has been done; this analysis provided an accurate picture of the most innovative Mobile solutions retailers will have the opportunity to deploy in the close future. Despite the novelty of this subject, these services come in a wide variety. This abundance of opportunities for retailers has led to the “choice overload” problem. Every retailer may wonder what services should he implement in order to maximize the generated value. This work proposes a methodology to assist retailers in defining an effective Mobile strategy. This is carried out through a comparative evaluation of the benefits generated by each one of these Mobile services; in particular eight different Mobile Payment & Commerce services have been identified. A further analysis is conducted on these services aimed at identifying their main benefits. They are subsequently prioritized by means of a model derived from AHP, a well-known multi-criteria decision method based on the decomposition of a complex problem into sub-problems organized according to a hierarchical structure. The application of this method starts by integrating the judgments that have been collected from a group of large-scale food retailers. By means of this method it can be observed how Mobile Loyalty gets the highest priority and, as a consequence, introduces the largest benefit for the retailers that have lent themselves to the survey.
Il termine “Mobile Payment & Commerce” si riferisce a servizi di pagamento e di supporto al processo d'acquisto fruibili da dispositivo Mobile. Questi servizi rappresentano una grande opportunità per i retailers che hanno la necessità di rendere più “appealing” l’esperienza di acquisto nei propri punti vendita. La prima fase di questo lavoro conduce un’analisi sull’adozione delle tecnologie Mobile B2C da parte dei retailers italiani. Quest’analisi è utile per capire il ruolo assunto dal Mobile nell’attuale strategia dei retailers. Nella fase successiva, viene eseguita una ricerca sui servizi di Mobile Payment & Commerce offerti da startup internazionali che rappresentano la frontiera dell’innovazione tecnologica. Questa seconda analisi è necessaria per capire quali siano le soluzioni di Mobile Payment & Commerce che potrebbero presto diventare parte integrante dell’offerta Mobile dei retailers. Nonostante la novità del tema, i servizi esistenti presentano una grande varietà. Quest’abbondanza di opportunità porta il classico problema del “Choice overload”: ogni retailer si interroga su quale servizio dovrebbe essere implementato per massimizzare il valore generato. Viene quindi proposta una metodologia che aiuti il retailer a definire una strategia Mobile di successo, valutando i servizi migliori rispetto ai benefici ottenibili dalla loro integrazione nei servizi offerti dal punto vendita. In particolare, otto differenti servizi di Mobile Payment & Commerce sono presi in considerazione e su questi è condotta un’analisi più dettagliata volta ad identificarne i principali benefici. Questi servizi vengono in seguito prioritizzati attraverso l’applicazione di un modello derivato da AHP, noto modello multicriterio che permette la scomposizione di un problema complesso in sotto problemi organizzandoli in una struttura gerarchica. L’applicazione di questo modello è operata considerando giudizi espressi da un gruppo di esercenti della grande distribuzione organizzata. Attraverso questo processo si osserva come il Mobile Loyalty ottenga la maggior priorità e quindi apporti il maggior beneficio ai retailers che si sono prestati all’indagine.
The value of mobile payment & commerce solutions : the perspective of the retailers
GHIELMETTI, LUCA
2012/2013
Abstract
The term “Mobile Payment & Commerce” denotes a set of services designed to support the purchasing process through a Mobile device. These services represent a great opportunity for retailers to innovate the in-store customer experience, making it more appealing to the end user. The first part of this work provides an analysis of the actual adoption of B2C Mobile technologies across the Italian retailers Industry. Such analysis is useful to understand the role played by the Mobile in shaping current retailer strategies. In addiction, a census of the services offered by international startups operating in this field has been done; this analysis provided an accurate picture of the most innovative Mobile solutions retailers will have the opportunity to deploy in the close future. Despite the novelty of this subject, these services come in a wide variety. This abundance of opportunities for retailers has led to the “choice overload” problem. Every retailer may wonder what services should he implement in order to maximize the generated value. This work proposes a methodology to assist retailers in defining an effective Mobile strategy. This is carried out through a comparative evaluation of the benefits generated by each one of these Mobile services; in particular eight different Mobile Payment & Commerce services have been identified. A further analysis is conducted on these services aimed at identifying their main benefits. They are subsequently prioritized by means of a model derived from AHP, a well-known multi-criteria decision method based on the decomposition of a complex problem into sub-problems organized according to a hierarchical structure. The application of this method starts by integrating the judgments that have been collected from a group of large-scale food retailers. By means of this method it can be observed how Mobile Loyalty gets the highest priority and, as a consequence, introduces the largest benefit for the retailers that have lent themselves to the survey.| File | Dimensione | Formato | |
|---|---|---|---|
|
2014_04_Ghielmetti.pdf
non accessibile
Descrizione: Testo della tesi
Dimensione
14.95 MB
Formato
Adobe PDF
|
14.95 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/89952