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Airtel Money: Can the African Success Be Replicated in India?
內容大綱
Airtel mCommerce Services Limited was waiting for news from the Reserve Bank of India related to mobile banking regulations, as it was eager to unleash the massive potential and untapped opportunity in India regarding mobile commerce. Its service, Airtel Money, was struggling in India, but it had experienced a huge success in Africa. Though it had some initial success in India, it still had a long way to go to capture the Indian mobile market.
學習目標
This case summarizes the impact of an offering from a socio-cultural-economic perspective. It also highlights the usage pattern of mobile banking in India and discusses the issues that arise when a company does not disclose its revenues. The case can be used in courses on electronic commerce, electronic business, mobile commerce, emergent technologies, technology management and marketing analytics. It can be used to help students understand effective team management, mobile commerce, what strategies are needed to sustain a mobile services business, how mobile commerce works in emerging markets and the related opportunities generating customer and business value.<br><br>The key learning objectives are as follows:<ul><li>To understand the difference between traditional mobile banking solutions and Airtel Money as a service.</li><li>To understand the possible opportunities and threats in the Indian context that may lead to the success or failure of Airtel Money.</li></ul>