Ivey Publishing
SmoothPay: Growing a Mobile Payment User Base
Product Number:
9B16E032
Publication Date:
11/07/2016
Revised Date:
11/07/2016
Length:
10 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
SmoothPay, a 14-people start-up in Canada that offered mobile payment and loyalty solutions, enjoyed initial achievements after its launch in 2014. In less than two years, through industry partnerships and community engagement, SmoothPay grew to have over 100 merchants in its system, with over 5,000 users. However, the future was full of risks and uncertainty: businesses and consumers in Canada were both slow in adopting mobile payments, and, as a small firm, SmoothPay had not yet established brand awareness. SmoothPay’s management needed to address several key challenges. How could SmoothPay differentiate itself from its many competitors? What strategic direction should the company take? What market should SmoothPay target to enable sustainable growth?
Learning Objective:
This case is ideal for exploring mobile payment technologies and identifying strategies for continuous and sustainable growth of entrepreneurial start-up firms. The case can be used at the undergraduate and graduate levels in courses on information technology, strategic management, and emerging technologies, with the following learning objectives:
  • Develop a comprehensive understanding of the history of mobile payment and the technologies currently used for mobile point-of-sale systems.
  • Analyze and assess a company’s business model and strategy.
  • Analyze the industry landscape, assess the business model and strategy, and identify the next strategic move.
Issues:
Disciplines:
Information Systems,  Entrepreneurship
Industries:
Information, Media & Telecommunications
Setting:
Canada, Small, 2015
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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