Challenges of introducing and implementing mobile payments : A Qualitative study of the Swedish mobile payment application WyWallet

Sammanfattning: Citizens of Sweden are now facing a large shift in their habits of managing money transferring using mobile phones. They are now forced to use an application called WyWallet when making purchases with cell-phones. WyWallet is an application based on a new EU-directive that has led to a law concerning the new payment service act that wants to prevent money laundering and terrorist financing. This has led to a lot of consequences for the citizens and also other agencies relying on donations via text messages. This research has its focus on investigating how a mobile payment method in a modern society has failed in meeting their customers’ demands and requirements by having a customer focus. The material was collected through a focus group and subsequent in-depth interviews in order to reach an understanding of customer’s feelings, attitudes and expectations towards mobile payment methods. The findings show that several factors such as expectations, environmental issues, technological aspects, compatibility issues and convenience issues are not targeted in order to meet the requirement of customers and the current infrastructure of the society.