E-money, New Developments in Banking Industry and Their Effects on Marketing and Forecasting Practices

Abstract

The paper discusses the transition processes in the banking industry with respect to the technological innovations and the technological developments, more specifically electronic money (e-money) and Internet Banking, and their effects on marketing and forecasting practices. Besides others, particularly these two innovations have many important effects on various aspects of life for both individuals and companies including from their spending patterns to payment behaviour (for individuals) and from organising their business functions (e.g. marketing) to managerial practices (for companies) (e.g. cash flow forecasting practices). The paper also briefly discusses the effects of these financial innovations on the payment system from various standpoints including the transition process from traditional money to e-money, the success of emoney, the change in the demand for traditional money, and the effects of emoney on the banking system. It points out the effects and implications of Internet banking and e-money on marketing and other operational activities such as short-term cash flow forecasting as a sales demand and cash management tool at the same time.