Integrando inovação ao modelo de negócios de um banco de varejo brasileiro: o caso mobile banking

Abstract

The advent of Internet and mobile telephony has revolutionized the way the financial services industry leads its business, enabling banks to offer new forms of accessibility. Aware of the importance of this technological change, banks make significant efforts to adapt its business model to the new possibilities brought out by the Mobile Banking (or M-Banking). The theme of this research is to understand the motives of banks to adopt this innovation. The research is based on the functions of the business model, mainly in the ways through which the adoption of technological innovations can change the business models. The reason for this study draws on the lack of academic studies on mobile technologies, and especially on its application in the banking sector in Brazil. This research is exploratory and takes account of a case study of a large retail bank in Brazil. The qualitative analysis, methodology of this study, supports the researcher to progress in relation to the initial conceptions of a particular theme, providing greater flexibility in the search for a suitable theoretical structure to the study of the administrative and organizational phenomenon. As a result, the new service channel besides providing satisfaction to consumer needs and contributing to inclusion of owincome consumers in banking service, is currently regarded as an innovation asprovider nd creator of competitive advantage. The M-banking encompasses the possibility of being the main sales and communication channel with banking customers in the future, a fact which aims at its strategic importance.