3-+6+Es


 * Competitive Environment**


 * Although there have not been a universal de facto service for mobile payment/transaction as of yet, however there are a wide range of mobile payment services available. Notable example is PayPal which has an established 150 million users. PayPal mobile which is PayPal's own mobile transaction service began in 2006. PayPal mobile is an app that can be downloaded to any smart phone free of charge and allows the user to freely access his or her PayPal account anywhere with a wifi or wireless connection. This also effectively gives users control of their bank account on a mobile phone through PayPal. **
 * Gas stations also have taken advantage of mobile payment services such the easy speed pass which allows customers to link their credit card and reward miles with so they can pay for gas with a single swipe which dramatically reduces the average transaction processing time. Smart transit card with RFID technology has been implemented in many regions and most recently the GTA with the presto card that allows commuters to easily pay for their commute by flashing their card at a machine. **
 * As mentioned earlier the current competitive status of the mobile payment industry is that a wide range of available mobile payment services are currently available, however these services are all segregated into their particular market. This allows Kingston Mobile services to offer a product that although is not unique but will give the mobile transaction industry a more centralized approach. **
 * http://techcrunch.com/2006/03/22/paypal-mobile-launches-and-its-awesome/**


 * Economical Environment**

Although sales of smart phones slowed down during the 2008 financial crisis, that trend has been almost reversed as the economy of smart phones is one again in full swing. Gartner technology analyst estimates a world wide sale of 172 million smart phones, a 33 million increase from 139 million sold in 2008. The surge in smart phone sales would be very beneficiary to Kingston Mobile services as smart phones will be the foremost important electronic for this mobile payment service.

The surge in sales is also attributed partly by the reduction in pricing of smart phones. As the competition between different smart phone companies increase, more aggressive pricing strategies will be adopted. As the case with RIM and blackberry which is slowly starting to fall behind the competition, where research shows Blackberry users are more likely to switch to competitions than android or I-phone users. This has caused an estimated the average price of a blackberry sold to a carrier down to a projected $305-$310(2Q 2010) from $311 (1Q 2010).

With the economic recovery and the overall state of the smart phone industry, its likely to see a steady increase of adoption for smart phones in the foreseeable future which makes it an idea situation for Kingston Mobile Services.


 * http://techcrunch.com/2010/02/23/smartphone-iphone-sales-2009-gartner/


 * Political Environment****

Healthy living promotion have become a huge issue with government polices recently, especially with the H1N1 influenza. Promoting good hygiene to avoid the spread of influenza and other diseases have become a political agenda for the governing party. Study also shows that cash can easily facilities the spread of influenza and germs, Kingston mobile Services can partner and market itself with the government as one of the method to avoid physical contact with cash, therefore as one method to prevent germ spreading.

Additionally governments long had a keen to keep digital records of transactions as a way to prevent fraud and monitor its citizens. Government of the state of Arkansas recently began to offer mobile payment as an option to pay for some government services. Kingston mobile can further facilities this demand as an easier way for transactions to be managed and stored compared to using cash.


 * http://well.blogs.nytimes.com/2009/05/01/catching-flu-from-money/

http://www.paymentssource.com/news/arkansas-adds-mobile-payment-option-3001185-1.html


 * Socio-Culture Environment****

Today's generation has become more "tech savvy" than ever, teenagers and preteens with a grade 5 education can educate seniors on computer skills in public libraries. Perhaps for maybe the first time in human civilization the elder generation may no longer be the most prudent due to the huge technology gap. Additionally many portable electronics such as mp3 players and cell phones have become as much as a fashion statement as their functional uses.

Kingston mobile will fully take advantage of the trend of the current generation where electronics are valued almost as much as jewelry. Using mobile payment transaction services will serve the need of the fast pace society of today where it is culturally demanded that we use electronics.


 * http://seattletimes.nwsource.com/html/snohomishcountynews/2004065990_techteens12n.html**


 * Geographical Environment****

Kingston Mobile services needs to relay on micro transactions as the main source of revenue. Therefore it is crucial that Kingston mobile must start off in major US cities where there is a high level of population density. Higher population density concentration will mean high count of transactions which in turn would mean higher revenue for Kingston Mobile. Even within major cities, Kingston mobile would have to take off in central business districts first, then slowly move toward more suburban area.
 * Technological **Environment****

Computing power has increased dramatically over the last four decades, as Moore's law explained that the amount of transistors on a chip will double around every 18months. This led many electronics with microprocessors to increase in power and reduce in size on a exponential rate which led to the creation and advancement of smart phones. Also the increased power led to greater functionality on cell phones which allow the creation of more advanced apps.

The quick technological advancement has even many people thinking that smart phones will replace laptops, which is true to some extend. Many travelers are beginning to use their smart phones over laptops and smart phones can run office applications such as PowerPoint thus meeting more demands for individuals with business needs. Even statics show that smart phones are beginning to overtake laptops in terms of shipment and sales.

It is clear that smart phones are the next big technological consumer good, and Kingston Mobile aims to take advantage of such an opportunity. It is to be noted that with the fast pace change in technology, Kingston mobile's service is not particular technologically advanced in any means, also the service Kingston Mobile offers could be replicated by another company and getting the first mover advantage is crucial.

http://online.wsj.com/article/SB122477763884262815.html