Publications
Publications
- August 2014 (Revised March 2015)
- HBS Case Collection
Pivots and Incentives at LevelUp
By: Benjamin Edelman and Karen Webster
Abstract
LevelUp's mobile payments service lets users scan a smartphone barcode rather than swipe a credit card. Will consumers embrace the service? Will merchants? LevelUp considers adjustments to make the service attractive to both consumers and merchants, while trying to accelerate deployment at reasonable cost.
Keywords
Mobile Payments; Smartphone; Credit Cards; Interchange Fee; Mobile Marketing; Product Positioning; Competitive Strategy; Mobile Technology; Technology Networks; Food and Beverage Industry; Banking Industry; United States
Citation
Edelman, Benjamin, and Karen Webster. "Pivots and Incentives at LevelUp." Harvard Business School Case 915-001, August 2014. (Revised March 2015.) (request courtesy copy.)