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MobilePay by Danske Bank: A Disruptive Mobile Payment Platform

by Mathias Skaarup Lyster

In this Executive Summary and its accompanying Executive Report, Mathias Lyster assesses how a Danish bank managed to become the dominant player in the Danish mobile payment market by pursuing a disruptive “up-market” trajectory. By creating an autonomous business unit with full access to tangible and intangible organizational resources, Danske Bank developed the mobile payment app MobilePay, which has been downloaded by more than 60% of the Danish adult population, while creating a significant branding spillover effect in the bank’s favor.

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