Marknadsföra Innovationer
Hur länken mellan teknologisk innovation och värdeskapande är avgörande för framgång
Near Field Communication, NFC, is a short-range wireless communication technology that enables data exchange between devices in a secure way. A NFC phone has the potential to enable the convergence of wallet, phone and keys, but as many other technological innovations, the launch is struggling. We have discovered that technological innovation is only the first step. For an innovation to be adapted, there need to be business model innovation too. Many actors form the ecosystem of NFC and the business model for each service is still an unsolved problem. The aim of this study is to look at the big picture of NFC and provide useful insights to the mobile network operators of how to create value in a wider context than each individual service. What benefits can be created beyond the scope of payments, ticketing, loyalty cards and keys respectively? What is the value of the mobile wallet itself? Mobile network operators may create more value in the long run if they focus on being an operator bringing more useful services to their customers, without purely looking for new revenue streams in each individual business case. The reward will instead consist of the benefit of having their customer relationships improved. We further argue that mobile network operators should not look too closely on existing value networks. New technology can disrupt existing value networks by addressing the customer?s needs in a radically different way. Our last insight is that no operator can operate in obsolete and that services developed in alliances with other actors should be encouraged.