In this paper we present a study that unveils the technological and organizational preferences of various industries for mobile payment developments in Switzerland. Despite the expected success, mobile payments remain at an early stage of development in most countries. At this point, there is a real need for better understanding of the factors hindering the deployment of mobile payments. We conducted several series of interviews involving key Swiss experts to elicit the preferences of the different industries involved in the mobile payment market. The findings indicate that card‐based solutions are still preferred to mobile phone‐based solutions from an industry point of view. However, in terms of industrial settings, the situation is not as clear for determining the dominant actors who would lead mobile payments solutions in the future. At this stage, this study already reveals some weak market signals concerning the future developments of mobile payments in Switzerland.