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Case Details:
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Smartex: An Electronic Cash System  
 
Product Ref: 99/24C Company: Mercantile Bank oF Australia (disguised)

Product Type: Case Industry: Banks & Diversified Financials

Related Product(s): Teaching Note
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 keenness towards adopting new technologies. Smartex's competitors in Australia included all other forms of payment that were used in retail transactions, i.e., cash, cheque, credit card, direct debit and other electronic cash systems. This case study examines the process that was used by the Smartex licencees to develop and launch Smartex in Australia. Also, the second-generation Smartex 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?
Functional Area : Marketing

Issues: Innovation, Consumer Behaviour, Marketing Strategy, Electronic Cash System
Length: 20 pages Country: Australia

Pub. Year: 1999 Level of Difficulty: 1
         
This product type is available in the following language(s):      English
         
Related Information: N/A
 
This case is UGC funded.
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Case (99/24C) HK$58 / US$7.5
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