Digital Payment Means: the Brazilian reality. An "Environmental Segmentation" study.

Abstract

In the last decades, there has been a shift from the use of cash to use of electronic and digital money. There are several phases to build and overcome until the digital money reaches similar levels of cash usage. This work, through the environmental segmentation model of Almeida (2001), aims to present the main factors necessary for the viability of the use and expansion of digital payment means in Brazil. An exploratory research of the qualitative type was carried out. The method used is the case study, more specifically, a study of the sector of electronic and digital payment means. Secondary data were initially collected by collecting information from market reports and articles available in databases. Then, with a semi-structured interview script, primary data were collected. Two interviews were conducted with specialists in the segment. The benefits of using digital money will be many. The interviews highlighted that digital money would generate new revenues with intangible "products"; will allow the emergence of new markets; it may reduce maintenance costs of cash; promote digital and financial inclusion, citizenship and self-esteem. However, obstacles must be overcome: ensuring the authenticity of the transaction; laws and regulations; achieve critical mass; reduction of telecommunication costs; etc. This study benefits the management academy by exploring the technique of environmental segmentation. It addressed a theme little investigated and described in the literature, digital money. It is of utmost importance to business organizations and society to analyze the environment for the entry of digital money, as these can benefit from the new product. It is also hoped that this work will encourage study in other fields such as consumer behavior and organizational theories.