Alcatel-Lucent: Marketing the Cell Phone as a Mobile Wallet

Case Solution

Nuno Camacho, Isabel Verniers, Carlos Garcia Pont, Stefan Stremersch

AlcatelLucent (ALU) was preparing to launch a new business: mobile payment services. Mobile payment comprises cash transactions between consumers and merchants or between consumers using their mobile phones. The emergence of a new technology in which ALU had strong expertise in Nearfiled Communication (NFC) presented a great opportunity as analysts expected the mobile payments market to explode in the next few years. However, to avoid potentially serious acceptance barriers, ALU would have to position the new service with the utmost care, segment the market and select the target group.

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