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Mobile banking strategy: E-payment market and AEC opportunities
Journal of Payments Strategy & Systems,
8
(3),
316-329
(2014)
Abstract
The objective of this paper is to explain the mobile banking landscape in Thailand with a focus on the competition and challenges of the mobile banking system in Thailand. The empirical study focuses on the leading banks in Thailand: Bangkok Bank, Kasikorn Bank, Siam Commercial Bank, Krung Thai Bank and Bank of Ayudhya. The study discusses the strategies of standard competition, including SWOT analyses and challenges of competition for the Thai economy in entering the ASEAN Economic Community (AEC; forthcoming regional competition in AEC countries) in 2015. The results show the importance of strategic alliances (systemic innovation characteristics requiring network collaboration between the banking and information and communication technologies industry) to offer innovative solutions and value-added services in the payment market.
Keywords: mobile banking; ICT; managing migration path; strategic alliances; mobile commerce
The full article is available to subscribers to the journal.
Author's Biography
Jarunee Wonglimpiyarat is a member of the College of Innovation, Thammasat University, Thailand. She holds a PhD in Technology Management from Manchester Business School, UK, and postdoctoral fellowships from Boston University and Harvard University, USA. She has worked at Pricewaterhouse Coopers, Standard Chartered Bank, Citibank N. A., Sussex Innovation Centre, Boston University Technology Commercialization Institute and the United States Securities and Exchange Commission. Jarunee has won many awards for her research contributions, including the Elsevier Scopus Young Scientist Award.
