Lyf Pay, the application that reinvents mobile payment codes

Lyf Pay, l'application qui réinvente les codes du paiement mobile

Ulrike Mayrhofer () and Claire Roederer ()
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Ulrike Mayrhofer: GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur
Claire Roederer: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg

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Abstract: The Lyf Pay company, whose capital is held by BNP Paribas, Crédit Mutuel, Auchan Retail France, Groupe Casino, Mastercard and Oney, is a major player in the mobile payment solutions market. The enterprise aims to seize new growth opportunities linked to changes in consumer and payment behaviours, which are driven by the Covid-19 health crisis. Developed in close collaboration with the general management of the Lyf Pay company, this case-study presents the marketing plan for the mobile payment application Lyf Pay. The case covers detailed information about the Lyf Pay company, the proposed mobile payment solution and the mobile payment market.

Keywords: Mobile payment; marketing plan; SWOT analysis; marketing strategy; marketing-mix.; Paiement mobile; plan marketing; analyse SWOT; stratégie marketing; marketing mix. (search for similar items in EconPapers)
Date: 2020
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Published in 2020

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-03145085

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