Competition and challenges of mobile banking: A systematic review of major bank models in the Thai banking industry

This study investigates the competition and challenges of mobile banking system in Thailand. The analyses of the competitive landscape of mobile banking innovations are based on the Managing Migration Paths Model. The empirical study focuses on the leading banks in Thailand: Bangkok Bank, Kasikorn Bank, Siam Commercial Bank, Krung Thai Bank and Bank of Ayudhya. The study discusses the strategies, SWOT analyses of the mobile banking industry in the move towards the m-money economy. The results have shown that banks see mobile banking as a convenient delivery channel to provide value-added services to the bank customers. The competition forces banks to seek strategic alliances (network collaboration between the banking and ICT industries) to offer innovative solutions in the payment market. The results provide insightful implications on future challenges and increasing competition under 3G and 4G mobile phone networks whereby the e-payment market will get bigger when Thailand would enter the ASEAN Economic Community (AEC — upcoming regional competition in AEC countries) in 2015.