Analýza trhu pro nové formy mobilních plateb

The fourth industrial revolution has influenced our society in every ambit, changing our perception of reality and consumption behaviour. One of the most important changes is the digital payment, as it is concerning to the money and the way we purchase. The increase of alternative payment solutions has its base on the interest of the stakeholders to reduce the market inefficiencies and illicit activities that the use of cash carries with it. Therefore, the purpose of this master thesis is to study two main digital wallets of nowadays, Apple Pay and Alipay, to understand their key of success and their impact on their respective home markets. The findings from these two cases are used to elaborate a strategy in order to increase the general adoption of digital wallets in a developed but cash-centred target country, which in this case is Germany. The conclusion is based on the future expectations of the digital payment after the analysis of Apple Pay and Alipay; the analysis of the German market; and the strategy elaborated for both digital wallets in order to increase their general adoption in the target market. Besides, a primary research is also conducted to the Chinese consumers in order to understand their preferences with Alipay. The results of all above lead to an expectation of higher future adoption of digital wallets worldwide, a greater competition between them and a proliferation of local digital payments solutions which offer different benefits for its users.