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Written by Adam Baldwin Tuesday, 24 September 2013.

Seamless is a great example of Ecosystem Economics™ in action in the financial services sector. Seamless are a global mobile payments company that provides prepaid top-up systems and mobile payment services for mobile operators, distributors, retailers and consumers.

seamlessThe company has two main product lines: its proprietary transaction switch ERS 360 for top-ups to mobile operators and distributors, and SEQR for mobile payments in stores, on-line and in-app.

In its home territory of the Nordic region, Seamless has established the proof points for its business and leading retail merchants, who have adopted the system, including McDonalds Sweden.

Seamless is an international company with customers in more than 30 countries, from Brazil in the west to Thailand in the east. Their ambition is to build sales, support and operations in Stockholm, Kolkata, Mumbai, Pakistan and Ghana.

Key Information

Founded in 2001
Launched in Asia, Africa and the Americas in 2003
Launched on the NASDAQ OMX Small Cap list in 2012
Over 3.1 billion transactions handled annually for more than 40 operators in 28 countries.

Peter Fredell - CEO

Peter has a successful track record of developing financial services businesses and is supported by an excellent management team with the required mix of mobile, technology and financial services expertise to succeed in the mobile payments market.

Ecosystem Economics™

From its inception, Seamless organised its business model so that it delivered value to all shareholders within their ecosystem. Their focus on the delivery of prepaid top-up systems and mobile payment services for mobile operators, distributors, retailers and consumers meant that everyone benefits from their unique business approach. They have been also to cooperate, not compete with, the large banks and mobile operators in order to facilitate fast growth.

As a digital enabler, Seamless adopts a consumer-centric model to drive user-adoption. Seamless is driving forward the consumerisation of technology as it sells directly the individuals, not to enterprises. According to the theory of Ecosystem Economics™, those who restructure industries by designing new business models are the winners.

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About the Author

Adam Baldwin

Adam Baldwin

Adam is a keen advocate of entrepreneurial ventures and the wealth-creating role that they play within an economy.

Adam joined Ariadne Capital from the investment team at Horatio Investments, an early-stage venture fund. Prior to Horatio Adam worked at Ernst & Young in London, where his role involved providing advisory services to both public and private corporates. During university Adam completed internships at JP Morgan and Barclays Private Equity CMBOR.

Twitter:- @AdamNSGBaldwin

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