One challenge for firms seeking to develop new services is to understand the conditions likely to affect rates of adoption. Understanding relative degrees of "adoption readiness" provides innovators with information to choose market segments and indicates opportunities to influence adoption environments. This paper considers these issues through the case of digital money, a service innovation some claim to have the potential to provide major economic and social benefits. However, there is little research into the adoption readiness of countries upon which firms can base their new service development decisions. Defined as "currency exchange by electronic means", we conceptualize digital money as a socio-technical system, and propose a Digital Money Readiness Index. This composite index integrates institutional, financial, technological, economic, industrial and social attributes to measure adoption readiness. We identify four stages of readiness and systematically analyze the factors that drive under or over adoption of digital money technologies.Key words: Service innovation, digital money, adoption readiness, composite index, cashlessness 3
INTRODUCTIONPerhaps the most influential service innovations shaping history, money has driven wealth creation and socio-economic development. Innovation in the technologies of money has the potential to provide major economic and social benefits. Dodgson, Gann, Wladawsky-Berger, and George (2012) argue that the reduction of time lost in making transactions, or waiting for receipt or confirmation of payments, will improve productivity by removing the "friction" in transactions.Others have emphasized potential social and economic benefits of mobile payments such as M-PESA in developing nations (Jack & Suri, 2011;Morawczynski, 2014). Digital money innovation also offers the possibility of "dis-intermediating" financial systems through removing the requirements for intermediaries to facilitate transactions (Dodgson et al., 2012). The development and adoption of digital money poses a range of questions for innovation studies and for management scholars (Dodgson, Gann, Wladawsky-Berger, Sultan, & George, 2015).A challenge for firms and governments seeking to develop and regulate new service innovations such as digital money is to understand the conditions of adoption in different markets.However, comparisons of service innovation adoption across markets is difficult, as social, economic, political and cultural factors complicate such comparisons (Cooper, 1998;Rogers, 2003). Research comparing service innovations across markets has generally considered firm level new service development rather than national level adoption (see for instance Thakur & Hale, 2013;Yen, Wang, Wei, Hsu, & Chiu, 2012). Digital money adoption probably represents an extreme polar case (Yin, 1984), as the flow of money influences, and is influenced by, a wide range of social and institutional conditions including economic policy, security, ethics, and morality (Eagleton & Williams, 2011;Simmel, 1990)...