Alcatel-Lucent: Marketing the Cell Phone as a Mobile Wallet Harvard Case Solution & Analysis

Alcatel-Lucent (ALU) was gearing up for the launch of a new company: mobile payment services. Mobile payment requires cash transactions between consumers using their mobile phones or between consumers and retailers.

The development of a brand new technology in which ALU had powerful expertise - close-filed communication (NFC) - represented a tremendous opportunity, as analysts expected the marketplace for mobile payments to burst in the coming years. But to avert possibly severe adoption hurdles ALU would need to position the new service segment the market, with the utmost caution and choose which customers to target.

PUBLICATION DATE: May 01, 2008 PRODUCT #: IES253-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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

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