Abstract
Profit-making requires innovation in the design of a successful business model that brings about sustainable competitive advantage for the organization. Given the increasing use of mobile phones in financial affairs, the design and development of mobile banking business model is one of the major concerns of the banking sector. Since there are a multitude of stakeholders with different viewpoints on what and how value can be added through mobile, the development of mobile banking business model has turned into a complex problem. In light of this, this study aims at developing a mobile banking business model, using a new framework based on Soft Systems Methodology (SSM). This framework consists of 18 steps, ranging from finding out the problem situation to the implementation of the model. One of the Iranian private banks was selected as the case of the current study. The results revealed that in the context of the problem, the development of mobile banking business model requires the interaction among 7 sub-systems. Which emerge out of the accommodation between three different mindsets involved in the development of mobile banking business model.
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