Abstract
iGaranti have claimed many awards and recognitions, in addition to the wide press coverage. Two years into its launch, iGaranti counted for an active user base of 110 k. However, the spread of its reach was only about 2 % of the active mobile banking users in the market. Mr. Yılmaz worried about the bottlenecks that had limited further user acceptance and engagement.
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Notes
- 1.
All characters appearing In this case study are fictitious and names are pseudonyms. Any resemblance to real persons is purely coincidental.
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Acknowledgement
We thank Ms. Burcu Gümüş (PhD Student, Istanbul Bilgi University) for her invaluable support.
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Ozturkcan, S., Tuncalp, D. (2017). Case Study 8: iGaranti: Expanding the Frontiers of Mobile Banking Innovation. In: Roy, S., Mutum, D., Nguyen, B. (eds) Services Marketing Cases in Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-319-32970-3_10
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