Dr. Madisa Khumalo is an experienced business manager, telecom marketing specialist with a strong background in market intelligence and development, research, strategy, and analysis in economic and politics. Her research interests are in mobile payment, financial inclusion and youth upskilling in the digital space. She led, managed, and directed social and fundraising activities for diplomat spouses in collaboration with counterparts, charity foundations, local businesses, and benefactors. Dr. Khumalo is a social entrepreneurship and activist.
South African mobile network operators are deploying mobile payments in the
country and beyond with some successes and failures. However, not many studies
investigate the promoting and inhibiting factors that may assist the MNOs and other actors
in the mobile payments ecosystem to design and deploy mobile payments successfully. This
research fills this gap and examines seven key factors that affect mobile payments
deployment in South Africa. As actor network theory has been widely used by researchers
to analyze the development of mobile communications technologies, this research adopts it
as an analytical framework to inform and intepret this study. Different from other countries
like Japan and Kenya, where the deployment of mobile payments has largely been
successful, the deployment process in South Africa varies for each mobile network operator.
The research extends to African countries where MNO has operations using available
secondary data. There exist many debating issues in this area in industries, government and
academic domains what entails successful adoption of mobile payments as thus far its
elusive for many stakeholders, another gap the research fills by deduction of the findings.
For example, the assumption that South Africa is a laggard in mobile payments adoption
compared to other African countries.
The examined constructs are; availability, affordability, accessibility, competition,
regulatory, partnership and strategy of the deployed technologies by mobile network
operators heavily influence the growth and adoption of mobile payments. Several
researchers endevoured to create models on the adoption of mobile payments but none
provides an all-inclusive framework that explains the dynamics of this process. Hence, this
thesis is an interpretive, multi-case study examining the deployment of mobile payments in
South Africa. Specifically, the researcher proposes that each mobile network operator has a
different set of key success factors for deploying mobile payments influenced by the
interaction and interplay of the marketplace, innovation and regulatory. Based on literature
review of mobile technology adoption and previous frameworks, the comprehensive
systemic research model integrates the seven key constructs that influence the deployment
of mobile payments developed. The model extends existing frameworks and actor network
theory by placing the consumer at the centre of the mobile payments ecosystem, examining
these key constructs from a mobile network operators’ perspective, cognizant of the other
actors in the ecosystem and proposing relationships between them. It also challenges
Porter’s Five Factor competitive strategy model that shapes the profitability of industries in
relation to the ‘social era’ ethos where in some areas the definition of competitive factors is
blurred.
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