핀테크 비즈니스 생태계에서 IT기업의 전략

The purpose of this study is to investigate various types of Fintech business models and their strategies in Fintech business ecosystems. To examine Fintech business models, this study adopted four types of platform business models (i.e., a platform coalition and a meta-platform, a two-side platform, and a value-chain platform) based on a platform business framework. This study presents detailed analyses of these four platform businesses focusing on the cases of Fintech service: 8 percent P2P lending as an example of two-side platform, NaverPay for platform coalition, Samsung Pay for meta-platform and Finc credit assessment service for value-chain platform. The results show different governance structure in the platform and service flows across each Fintech platform business model. To identify the ecosystem strategy of each platform business, this study then develops four Fintech ecosystem strategies (i.e., traditional supporter, convenient enabler, innovative supporter, and service innovator) based on three key characteristics (i.e., complexity of configuration, innovativeness, customer interaction). Consequently, this study highlights which alignment between Fintech platform business and ecosystem strategy is valuable. The results of this study are as follows: a service innovator strategy includes P2P lending and cloud funding; a convenient enabler is suitable to payment and remittance, personal finance and internet banking; a innovative supporter is fitted to financial software and data analysis.