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	August 12, 2008 Case Study: How iDEAL Came To Conquer Dutch Online Payments by Alexander Hesse with Benjamin Ensor, Lauriane Camus, Bill Nagel

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Executive Summary

In late 2005, the big three Dutch banks launched iDEAL — an alternative payment system that lets Dutch online shoppers authorize online payments from their current account through their bank's online banking site. Because of its clear advantages over existing systems, the banks' success in driving both consumer and merchant adoption, and a clear business case, iDEAL has become extremely successful in the Netherlands, evidenced by the fact that 45% of Dutch Net users have used it in the past year. We think that online banking transfer systems like iDEAL have the potential to succeed beyond the Netherlands.

TABLE OF CONTENTS

• iDEAL Became The Leading Dutch Online Payment System In Only Two Years
• iDEAL Has Overcome The Hurdles That Caused Other Systems To Fail
• Online Banking Transfers Are A Promising Online Payment Alternative

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