Fundação Getulio Vargas Escola De Administração De Empresas De São Paulo

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Fundação Getulio Vargas Escola De Administração De Empresas De São Paulo FUNDAÇÃO GETULIO VARGAS ESCOLA DE ADMINISTRAÇÃO DE EMPRESAS DE SÃO PAULO XUGUI LIU PAGAMENTOS POR MEIO DE APLICATIVO DE MENSAGENS: CASO DA PAGGI NO BRASIL SÃO PAULO 2017 XUGUI LIU Projeto de Dissertação PAGAMENTOS POR MEIO DE APLICATIVO DE MENSAGENS: CASO DA PAGGI NO BRASIL Projeto de dissertação apresentado à Escola de Administração de Empresas de São Paulo, da Fundação Getulio Vargas, para obtenção do título de Mestre em Administração Empresas. Linha de Pesquisa: Tecnologia da Informação Orientador: Prof. Dr. Adrian Kemmer Cernev SÃO PAULO 2017 Liu, Xugui. Pagamentos por meio de aplicativo de mensagens / Xugui Liu. - 2017. 76 f. Orientador: Adrian Kemmer Cernev Dissertação (MPA) - Escola de Administração de Empresas de São Paulo. 1. Aplicativos móveis. 2. Comércio móvel. 3. Pagamento. 4. Sistemas de comunicação móvel. 5. Telefonia celular. I. Cernev, Adrian Kemmer. II. Dissertação (MPA) - Escola de Administração de Empresas de São Paulo. III. Título. CDU 654.165 XUGUI LIU Projeto de Dissertação PAGAMENTOS POR MEIO DE APLICATIVO DE MENSAGENS: CASO DA PAGGI NO BRASIL Projeto de dissertação apresentado à Escola de Administração de Empresas de São Paulo, da Fundação Getulio Vargas, para obtenção do título de Mestre em Administração Empresas. Linha de Pesquisa: Tecnologia da Informação Data de avaliação: 18/12/2017 Banca examinadora: _____________________________ Prof. Dr. Adrian Kemmer Cernev (Orientador) FGV-EAESP _____________________________ Prof. Dr. Eduardo Henrique Diniz FGV-EAESP _____________________________ Prof. Dr. Edson Sadao Iizuca FEI AGRADECIMENTOS Agradeço aos meus pais, Xiaofan e Yinying, pelo apoio incondicional a qualquer momento. Ao meu orientador, Prof. Adrian Kemmer Cernev, pela orientação, disponibilidade, dedicação e compreensão durante todo o processo de elaboração do projeto. Ao Sr. Maurício Valim, por seu interesse e participação na pesquisa. Ao professor Eduardo Henrique Diniz, pelas dicas na elaboração do projeto de pesquisa. Ao professor Edson Sadao Iizuca, por seu interesse e participação na banca examinadora. Resumo Este projeto busca investigar o caso Paggi, a primeira e a única empresa que, atualmente, adota pagamentos por meio de aplicativo de mensagens no Brasil. Esse modelo de pagamento aproveitou a massa crítica de usuários dos aplicativos de mensagens e, assim, obteve muito sucessos na China. Além da China, países como Estados Unidos e Índia também estão começando a implantar esse modelo de pagamento. Dessa forma, é interessante estudar esse caso pioneiro no Brasil, onde há uma alta demanda de uso de aplicativos de mensagens. O objetivo central deste trabalho é descobrir as similaridades e as diferenças em relação à evolução do modelo de pagamento por meio de aplicativo de mensagens entre as duas empresas selecionadas no Brasil e na China, com base em métricas evolucionais de curto prazo. Para atingir esse objetivo, foram realizadas entrevistas, análises de documentos e publicações, com a finalidade de comparar e analisar as similaridades e diferenças em relação ao modelo de negócios e a evolução do modelo de pagamento das duas empresas. Espera-se que os resultados encontrados neste estudo possam contribuir para os interessados no mercado de Mobile Payments, inclusive, as denominados Fintechs e também, as empresas de aplicativos de mensagens que buscam expandir sua plataforma e linhas de serviços, da seguinte maneira: (1) compreender melhor as similaridades e diferenças no modelo de negócios e na evolução do pagamento por meio de aplicativo de mensagens entre fornecedores desses países, (2) oferecer recomendações para novos entrantes nesse mercado, no Brasil, a melhor estruturar suas propostas de valor a clientes e (3) identificar as dificuldades e facilidades de implantar desse modelo de pagamento móvel no mercado brasileiro. Palavras-chaves Mobile Payments; Aplicativos de mensagens; Mercado de dois lados; Métricas evolucionárias; Efeito rede. Abstract This project seeks to investigate the Paggi case, the first and only company that currently adopts payments through the messaging application in Brazil. This payment model leveraged the critical mass of messaging application users and thus achieved a lot of success in China. Besides China, countries like the United States and India are also beginning to implement this payment model. Thus, it is interesting to study this pioneering case in Brazil, where there is a high demand for the use of messaging applications. The main objective of this work is to discover the similarities and differences in the evolution of the payment model through the messaging application between the two companies selected from Brazil and China through the short-term evolutionary metrics. To Achieve this objective, interviews, documents, and publications analyzes were carried out to compare the similarities and differences regarding the evolution of the payment model of the two companies. It is hoped that the results found in this study could contribute to those interested in the Mobile Payments market, including those called Fintechs and also the messaging application companies that are looking to expand their platform and service lines, as follows: (1) to better understand the similarities and differences in the business model and the evolution of payment through messaging application between suppliers in these countries, (2) to offer recommendations for new entrants in this market in Brazil, to better structure their value propositions to customers, and (3) to identify the difficulties and facilities to implement this mobile payment model in the Brazilian market. Keywords: Mobile Payments; Messaging Applications; Two-Sided Market; Evolutionary Metrics; Network Effect. LISTA DE DIAGRAMA Diagrama 1: conexão de base teórica e conceitos de pagamento por meio de aplicativo de mensagens 17 LISTA DE FIGURAS Figura 1: As nove métricas de evolução 22 Figura 2: Mercado de dois lados 28 Figura 3: Feedback positivo 29 Figura 4: Efeito rede 30 Figura 5: Procedimento de pagamento com cartões 38 Figura 6: Procedimento de pagamento Third Party Payment 39 Figura 7: Procedimento de pagamento da Paggi 40 Figura 8: Ilustração do procedimento de pagamento do WeChat Pay 47 Figura 9: Ilustração do procedimento de pagamento da Paggi 48 LISTA DE GRÁFICOS Gráfico 1: Financial Scalability 24 Gráfico 2: Resilience 25 LISTA DE TABELAS Tabela 1: Atualizações do WeChat Pay 45 LISTA DE QUADROS Quadro 1: Resumo dos resultados da comparação 50 SUMÁRIO 1 INTRODUÇÃO 15 2 BASE TEÓRICA 17 2.1 Mobile Payments 18 2.2 Agentes de meios de pagamento 19 2.3 Third Party Payment 20 2.4 Instant Messaging (IM) 20 2.5 Métricas de evolução do ecossistema e aplicativos 21 2.5.1 Scalability 23 2.5.2 Resilience 24 2.5.3 Composability 25 2.5.4 Stickiness 25 2.5.5 Platform Synergy 25 2.5.6 Plasticity 26 2.5.7 Envelopment 26 2.5.8 Durability 26 2.5.9 Mutation 26 2.6 Mercado de dois lados (Two-Sided Markets) 27 2.7 Multi-Sided Market 28 2.8 Positive feedback (Retroalimentação) 29 2.9 Efeito rede 29 3 CASOS DE REFERÊNCIA 30 3.1 Tencent 31 3.2 Paggi 33 4 METODOLOGIA 34 5 DISCUSSÃO DOS RESULTADOS 36 5.1 Modelo de negócios 36 5.1.1 WeChat Pay 36 5.1.2 Paggi 39 5.1.3 Discussão da comparação 41 5.2 Escalabilidade 42 5.2.1 WeChat Pay 42 5.2.2 Paggi 42 5.2.3 Discussão da comparação 43 5.3 Resiliência 45 5.3.1 WeChat 45 5.3.2 Paggi 47 5.3.3 Discussão da comparação 49 5.4 Quadro de resumo dos resultados de pesquisa 50 6 CONCLUSÃO 51 6.1 Recomendações para novos entrantes 54 7 LIMITAÇÕES E RECOMENDAÇÕES 56 REFERÊNCIAS 57 ANEXOS 61 15 1 Introdução No mercado de Mobile Payments — pagamentos feitos por meio de tecnologias digitais móveis, via dispositivos móveis com ou sem comunicação móvel (Diniz, Albuquerque e Cernev, 2011), existem vários modelos de pagamentos, um deles é pagamento por meio do aplicativo de mensagens. Na China, mais de 600 milhões de habitantes estão usando pagamentos por meio de aplicativos de mensagens, porém, no Brasil, esse modelo de pagamento só está começando a ser adotado recentemente. Segundo Kharpal (2017), em 2017, há 600 milhões de usuário cadastrados no WeChat Pay (modelo de pagamento por meio de aplicativo de mensagem do WeChat). E esse montante corresponde a 62% dos usuários ativos do aplicativo de mensagens. O WeChat é um aplicativo de mensagem instantânea que tem 963 milhões de usuários, desenvolvido pela empresa Tencent, Inc. Ele é classificado em 3º lugar no ranking de aplicativos de mensagem mais usados no mundo, depois do WhatsApp (1,300 milhões), Facebook Messenger (1,200 milhões). Além disso, é considerado a maior plataforma que adota pagamento por meio de aplicativo de mensagens no mundo. Um outro exemplo, que também sinaliza a chegada da onda de pagamento por meio de aplicativo de mensagens é a integração da empresa de transferência monetária TransferWise com aplicativo Messenger da Facebook. Segundo Kahn (2017), essa integração possibilitaria usuários do aplicativo de mensagens, facilmente, a fazer transferências e pagamentos com abrangência internacional. No Brasil, segundo pesquisa da Capelas (2017), aparelhos de smartphone ativos alcançaram 208 milhões em 2017. E em 2015, 84% dos usuários de smartphone usam aplicativos de mensagens (Caputo, 2015), quando tinha 168 milhões de smartphone ativos (Meirelles, 2016), conforme aumento dos aparelhos de smartphone ativos, também esperamos um aumento de usuários de aplicativo de mensagens. No Brasil, o aplicativo de mensagens que dominam o mercado nacional é chamado WhatsApp, da empresa Facebook. Segundo Greenwald e Fishman (2016), mais de 100 milhões de brasileiros usam WhatsApp e Telegram (Kahn, 2016), mas o serviço de pagamento por meio de aplicativo de mensagens ainda se encontra numa fase inicial. Pesquisando sobre esse modelo de pagamento móvel no mercado brasileiro, somente encontramos uma empresa que oferece esse serviço, a empresa Paggi. Sendo assim, este trabalho busca compreender as oportunidades e os desafios desse modelo de pagamento móvel para as empresas associadas ao esse setor.
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