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Rather than take a "build it and they will come" approach to technology aimed at improving citizens' experiences, governments need to identify "what's in it for me" for the end user, taking account of citizen aptitude and previous experiences.


  • Australians are known to be enthusiastic early adopters of new technologies. But the popularity of swipe-card payments seems to have somewhat dampened early enthusiasm for mobile device payment systems such as ApplePay and Android Pay.

Features and Benefits

  • Explains how small amounts of transactional friction can significantly reduce take-up of digital services.
  • Understand why governments must devote considerable resources to promoting the digital services that they deploy.

Key questions answered

  • What will substantially improve citizen adoption of digital services?
  • How do governments persuade users to change from a technology that works to an enhanced offering?

Table of contents

Ovum view

  • Summary
  • Take-up of technologies is culturally specific
  • Inertia can impede subsequent technology waves
  • Successful improvements in citizen services are about more than technology


  • Further reading
  • Author

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