비즈니스 모델 캔버스에 의한 국내 간편결제 플랫폼 경쟁력 탐색 연구 = A Study on the Competitiveness Exploration of Domestic Simple Payment Platform by Business Model Canvas

다국어 초록 (Multilingual Abstract)

This study systematically compares and analyzes the nine elements of the Business ModelCanvas (BMC)—customers, value proposition, channels, customer relationships, profitstructure, core resources, core activities, core partners, and cost structure—across the domesticsimple payment platforms Naver Pay, Kakao Pay, and Samsung Pay. Beyond a staticcomparison of platforms, this study examines business model changes before and after AX(AI Transformation) and DX (Digital Transformation) from a temporal perspective in order toidentify the structural evolution of simple payment platforms.
Naver Pay strengthened its ecosystem lock-in effect by expanding lifestyle-oriented platformtraffic, point rewards, and data-based financial services. Kakao Pay enhanced customized userexperience by expanding into integrated financial services—such as remittance, payment, andinvestment—through the KakaoTalk network. Samsung Pay secured competitive advantages inoffline compatibility and security through MST and NFC payment technologies and Knoxsecurity, while also linking global payment networks.
The analysis shows that the three platforms formed differentiated competitive axes: anecosystem–data type (Naver Pay), a network–integration type (Kakao Pay), and atechnology–security type (Samsung Pay). By integrating the AX·DX perspective with BMCanalysis, this study provides a dynamic explanation of the competitive structure of domesticsimple payment platforms and offers practical implications for digital transformation andbusiness model redesign in the financial industry. The future development of the Koreanpayment system is expected to depend on data interoperability, expansion of offline channels,global interoperability, and regulatory response capabilities. This study contributes practicalinsights and an academic foundation for competitive strategy development in the domesticfinancial market and simple payment services.