http://seattlepi.nwsource.com/business/1700AP_Malaysia_Visa_Nokia.html
Visa has created a new credit card payment method called the Visa Wave card. This card acts just like a credit card but instead of swiping it through a reader; you just have to wave the card in front of the reader to make the payment. This is similar to the “touch and go” cards used in the transport systems. This method was introduced by Visa last year and there are now around 4 million customers using this card, most of them in the United States. Malaysia, one of the latest countries to introduce this system is currently the testing ground for an improved type of payment method based on the Visa Wave system. Visa has teamed up with Nokia Corp. to release the first mobile payment system in the world. It uses the same technology but uses a mobile phone to wave on the reader instead of a card. This new system is still in the testing phase but odds look good for it to succeed. I will attempt to conduct a Barney based analysis of this joint project between Visa International and Nokia Corp.
Value?
This system could provide value to both companies because new technologies that make everyday activities easier and more convenient are welcomed and sought after in today’s tech era. The main advantage, other than speeding up the credit card payment process, is that this technology will always be with the consumer because it is embedded in the mobile phone which became need rather than a want in the last decade.
Rareness?
The only similar type of technology available to consumers is the Visa Wave card. This eliminates current competition because Visa is a partner in this new experiment. The article doesn’t mention any other company offering any similar products. So this technology can be deemed rare, or even unavailable, in the market.
Imitability?
This technology might be the product of two of the biggest companies in their fields but this doesn’t mean that others can’t imitate or create a similar service. Also the article doesn’t mention anything about this technology being patented, which makes it more likely to be imitated. But to do so, a competing firm must posses the financial and technical resources because it is a costly project. In my opinion, I expect a similar collaboration between companies like Master Card and Ericsson to come up with a direct duplicate or even a substitute to this service; mainly because they have the adequate resources to do so.
Organization?
Both companies, in my opinion, are exploiting their full potential to be put themselves in a competitive advantage. Nokia is producing special phones for this service and Visa are making special technologies to make this service as secure as possible.
I conclude that this new technology is valuable, rare, costly to imitate, and fully exploited by both companies. This would create a sustained competitive advantage and big economical profits for both companies.