Posted: 12 Mar 2012
Date Written: May 13, 2011
Kevin Laracey, founder of Paydiant, needed to figure out how to launch a payment processing company with a new technology based on smart phones. Consumers had increasingly turned to electronic payment methods such as credit cards and debit cards to make purchases. Retailers, however, felt that major credit and debit card issuers had too much market power which was leading to higher costs for retailers to accept such payment forms. Consumers were increasingly adopting smart phones and using those phones to manage their lives. Market watchers believed that consumers would soon demand to use their smart phones to make purchases. Retailers liked this because it increased competition in the payments industry. Paydiant had developed a software-based product that required no new hardware for retailers and enabled consumers to use their smart phones to make purchases. The company needed to decide how to bring this new product to market. The case also describes the existing payment processing market structure, identifies some of its major players, and introduces some other new entrants into the payment industry.
Learning Objective: This case will help students understand the difficulties involved in and potential strategies used in entering a retail environment as a supplier. The case is also helpful for students interested in learning about adoption of a technology where multiple players (e.g. retailers, banks, network owners, card issuers, and consumers) must all cooperate in order to allow for adoption.
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