Electronic payment system of Thailand: Mobile banking market competition

Abstract

This chapter discusses the electronic payment system of Thailand with a focus on the development of mobile banking system and strategies of competition. The empirical study analyses the competitive landscape of mobile banking using the Managing Migration Paths Model. The study explores the mobile banking and electronic payment strategy of the leading banks in Thailand: Bangkok Bank, Kasikorn Bank, Siam Commercial Bank, Krung Thai Bank and Bank of Ayudhya. The discussion also presents a SWOT analysis of the mobile banking industry in terms of heading towards an m-money economy. The results show that banks see mobile banking as a convenient delivery channel to provide value-added services to customers. Competition forces banks to seek strategic alliances (network collaboration between the banking and ICT industry) towards offering innovative solutions in the payment market.