Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and Fin Tech firms as well as other participants such as Pay Pal and Amazon in developing and deploying innovative financial and payment services is undeniable. Peer2peer (P2P) payments from nonbank services are becoming increasingly commonplace and will shortly be codified by EC (EU?) regulations requiring banks to provide access to consumer data for third-party app developers and service providers. Three major mobile financial systems-mobile banking mobile payments and branchless banking-currently dominate the electronic retail banking sector. Although interconnected and interrelated their business models regulatory frameworks and target markets are distinct. This book provides a unified perspective on MFS and discusses its evolution growth and future as well as identifying the frameworks stakeholders and technologies used in financial information systems in general and MFS in particular. Academics and researchers in digital and financial marketing will find this book an invaluable resource as will bank executives regulators policy makers Fin Tech professionals and anyone interested in how mobile technology social media and financial services will increasingly intersect. |Marketing and Mobile Financial Services A Global Perspective on Digital Banking Consumer Behaviour | Business
