| NOTAS: | "In 2014 mobile payments (m-payments) will see continued technology and service innovation, particularly around location-based applications. However, many outstanding issues remain in terms of consumer uptake and usage of mobile payments, particularly proximity payments. There is also increasing complexity within the mobile payments ecosystem and ongoing challenges with the business model for digital wallet services. The net result is that revenue growth for mobile payments in 2014 will be slow and steady rather than spectacular, at least in mature markets. The different dynamics at work in emerging markets will make for stronger growth among unbanked users. On the mobile advertising front, digital wallet providers will work hard to drive advertising revenues in 2014 in a bid to bolster their business models, but only those able to achieve scale will succeed. There will be a land grab for location-based advertising opportunities, but many will find success elusive because they underestimate the complexity involved." |
