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Case
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Reference no. 599-041-1
Subject category: Marketing
Published by: Asia Case Research Centre, The University of Hong Kong
Published in: 1999

Abstract

Mercantile Bank of Australia, together with six other Australian banks acquired a licence to issue Smartex, a smart card-based electronic cash system, in Australia. Australia had been a popular country for conducting smart card trials because it possessed a sophisticated telecommunications infrastructure and a highly urbanised population that had demonstrated keeness towards adopting new technologies. Smartex's competitors in Australia included all other forms of payment that were used in retail transactions, ie cash, cheque, credit card, direct debit and other electronic cash systems. This case study examines the process that was used by Smartex licencees to develop and launch Smartex in Australia. Also, the second-generation chip was about to be available. Unlike the first-generation chip, the second-generation chip has a multi-functional capability. How should the Smartex licencees promote this new chip to make use of its enhanced capability without causing excessive confusion to consumers?
Location:
Industry:
Other setting(s):
1998

About

Abstract

Mercantile Bank of Australia, together with six other Australian banks acquired a licence to issue Smartex, a smart card-based electronic cash system, in Australia. Australia had been a popular country for conducting smart card trials because it possessed a sophisticated telecommunications infrastructure and a highly urbanised population that had demonstrated keeness towards adopting new technologies. Smartex's competitors in Australia included all other forms of payment that were used in retail transactions, ie cash, cheque, credit card, direct debit and other electronic cash systems. This case study examines the process that was used by Smartex licencees to develop and launch Smartex in Australia. Also, the second-generation chip was about to be available. Unlike the first-generation chip, the second-generation chip has a multi-functional capability. How should the Smartex licencees promote this new chip to make use of its enhanced capability without causing excessive confusion to consumers?

Settings

Location:
Industry:
Other setting(s):
1998

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