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Razmah mobilnih telefonov, ki smo mu bili priča konec prejšnjega stoletja in razmah pametnih telefonov, ki mu je sledil, sta poleg sprememb v načinu komuniciranja prinesla spremembe tudi na področju plačilnih navad potrošnikov. Medtem ko smo potrošniki še do nedavnega plačevali predvsem z gotovino in s plačilnimi karticami, so danes poleg slednjih, vse bolj v porastu še druge oblike brezgotovinskih plačil, kamor sodijo tudi spletna in mobilna plačila, meje med njimi pa so vse bolj zabrisane. Za analizo delovanja mobilnih plačil smo v tem magistrskem delu preučevali Sistem Moneta, ki je prisoten samo v Sloveniji, ter PayPal, Google in Apple, ki nudijo storitve globalno in sodijo med vodilne ponudnike mobilnih plačil na svetu. Poleg analize storitev, ki jih nudijo, smo med drugim preverili tudi način ustvarjanja prihodkov iz naslova zagotavljanja storitev, v največji meri pa smo se osredotočili na organizacijsko in procesno podporo, ki sta potrebni za delovanje in izvajanje mobilnih plačil. V okviru analize organizacijske podpore smo preverjali, kateri udeleženci jo tvorijo in kakšne so povezave med njimi, v okviru procesne podpore pa smo preverjali, kateri procesi se odvijajo znotraj organizacijske podpore, da se lahko proces mobilnega plačevanja odvija. Tako smo preučevali procese pristopa uporabnikov k storitvam, procese plačilne transakcije ter procese finančnih poravnav, s katerimi se plačilna transakcija zaključi. Na osnovi izvedenih analiz smo izvedli primerjavo Sistema Moneta z navedenimi vodilnimi ponudniki mobilnih plačil ter ugotovili, da ponudba Sistema Moneta v primerjavi s ponudbo obravnavanih vodilnih ponudnikov zaostaja, njegova organizacijska in procesna podpora pa sta vzpostavljeni tako, da uporabnikom svojih storitev večinoma ne more zagotavljati prednosti, kot jih pri uporabi storitev zagotavljajo vodilni ponudniki. Razlog leži v dejstvu, da slednji pri zagotavljanju storitev koristijo organizacijske in procesne podpore kartičnih shem, medtem ko ima Sistem Moneta vzpostavljeno svojo lastno podporo, ki ni odvisna od delovanja kartičnih ali drugih shem. Čeprav je Sistem Moneta z organizacijskega in s procesnega vidika gledano vzpostavljen na skoraj enak način kot kartične sheme, mu to onemogoča zagotavljanje ponudbe, ki bi bila primerljiva ponudbi vodilnih ponudnikov. Zato smo na osnovi analiz in primerjav pripravili predlog novega modela mobilnega plačevanja, ki bi se pri svojem delovanju prav tako opiral na kartične sheme, s čimer bi slovenskim uporabnikom brezgotovinskih plačil zagotovili ponudbo, primerljivo ponudbi vodilnih ponudnikov mobilnih plačil. Poleg predloga novega modela smo podali tudi okviren načrt njegove uvedbe v prakso. Načrt smo pripravili v obliki projekta, v katerem smo najprej zastavili namenski in objektni cilj ter za tem ključne mejnike projekta. V okviru slednjih smo preverili posamične sklope aktivnosti, s katerimi bi zastavljene mejnike tudi dosegli. Posamične sklope aktivnosti smo z uporabo ocenjevalne in izkustvene metode tudi časovno ovrednotili ter na osnovi tega podali predvideno oceno trajanja celotnega projekta, s katerim bi idejno zasnovo novega modela mobilnega plačevanja lahko uvedli v prakso. A mobile phones boost from the end of 20th century followed by a smart phone boost have brought changes not only in ways we communicate, but also to consumer payment habits. Until recently, consumers payed mostly in cash or by credit cards, whereas nowadays the use of credit cards and other cashless payments – online and mobile payments included - have increased and intertwined. The thesis deals with an analysis of Moneta Sistem (in operation in Slovenia) and some of the leading global mobile payments providers in the world: PayPal, Google and Apple. Besides the analysis of their services, also the research about their revenues generated by service provision was made. Above all, the focus was on organizational and process support needed in order for mobile payments to function. On the one hand, the analysis investigates who takes part in the organizational support and what are their connections, on the other hand, the processes within the organizational support that enable mobile payments process were investigated. Therefore, the investigation was made into processes of different customer approaches to the services, payment transaction processes and financial settlement processes at the end of a payment transaction. Based on the conducted analyses, a comparison was made between Sistem Moneta and other leading mobile payments providers. We found out that Sistem Moneta fell behind the competitors regarding the supply and its organizational and process support mainly cannot provide advantages that are offered to customers by leading providers – the reason being that the latter use the organizational and process support from card schemes, whereas Sistem Moneta has established its own support independent from card- or other schemes. Although, from organizational and process point of view, Sistem Moneta is established almost in the same way as card schemes, this does not enable it to supply services comparable to that of leading providers. Therefore, based on analyses and comparisons, we have suggested a new model of mobile payments that would also be supported by card schemes in order to provide Slovenian users of cashless payments the supply comparable with that of leading mobile payments providers. Besides, we made an outline of introduction of this model to the market. The plan was made within a project where first, the dedicated goals and objectives were set, and afterwards the key milestones of the project – when dealing with latter the individual sets of activities were investigated that led to those milestones. Time evaluation for individual sets of activities was made by assessment- and experience method based on that the estimated time of project completion was set within which the conceptual design of the new model of mobile payments could be introduced in the market. |
