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Clients’ Last Name Goes Here 1

The Implications On Mobile Commerce In The International Marketing Communication













consumer market. The concept of a mobile wallet system rules out the possibility of defenceless

entering of sensitive information and submitting it via wireless and is a way by which customers

may order products and services online (Taghilool, M., Agheli, M.A.& Rezaeinezhad, M. R.,

2010, 1). Such a new challenge to use a mobile phone as a wallet has a chance to replace the

traditional payment systems of MasterCard, Visa and American Express.

The growth of mobile commerce depends on widely accepted mobile payment systems.

(Mallat, N. & Tuunainen, V. K., 2008, 24). The progression in mobile and wireless technologies

has unbinded consumers from the spatial and temporal constraints of traditional commerce

(Balasubramanian, S., Peterson, R.A., & Jarvenpaa, S.L., 2002, 353). Due to the increasing

popularity of mobile wallets, Visa, MasterCard and American Express are entering the mobile-

payments market with mobile wallets that can be funded with existing credit and debit cards.

MasterCard has announced its own mobile-wallet-payment system service called PayPass Wallet

while Visa Europe is going to launch its new digital wallet service called V.me by Visa. The

contactless solutions of both corporations will lead to a growth in sales for adopting retailers

with transaction convenience and the customers’ expenditure are not reduced by the amount of

cash they carry (Wiechert, T. J. P., Thiesse, F., Fleisch, E., 2009, 2)

The general strategy of multinational financial services corporations such as MasterCard

or Visa keeps up with the times towards implications for high tech markets incorporating with

any or all of our new payment technologies including mobile environment thus meeting the

needs of both banks and their customers.

Clients’ Last Name Goes Here 2


1. Balasubramanian, S., Peterson, R.A., & Jarvenpaa, S.L. (2002). Exploring the implications of

m-commerce for markets and marketing. Journal of the Academy of Marketing Science, 30(4),

pp. 348-361.

2. Mallat, N. & Tuunainen, V. K. Exploring Merchant Adoption of Mobile Payment Systems: An

Empirical Study. e-Service Journal, Vol. 6, No. 2 (Winter 2008), pp. 24-57.

3. Taghilool, M., Agheli, M.A.& Rezaeinezhad, M. R. Mobile Based Secure Digital Wallet For

Peer to Peer Payment System. International Journal of UbiComp (IJU), Vol.1, No.4, October

2010. Available at:


[Aссessed 28 September, 2012]

4. Wiechert, T. J. P., Thiesse, F., Fleisch, E. A Quantitave Evaluation of NFC Based Contactless

Payment Systems In Retail. (2009). ECIS 2009 Proceedings. Paper 11. Available at:


[Aссessed 28 September, 2012]