... parties that are involved into this exchange either directly or indirectly, they are Vodafone Company, ATM network Moneybox (marketing group Ambient), Link Interchange Network, Creation Financial Services, Vodafone's customers and Duet cardholders. Then we can see obviously Vodafone Company, ATM network Moneybox, Link Interchange and Vodafone's customers are involved into an exchange activity. However, they do not benefit from each other directly but indirectly. Vodafone company has a deal with ATM network Moneybox and therefore Vodafone will pay ATM to get the service; ATM network Moneybox has secured a contract with Link to provide the e-top-up service at over 2100 cash machine; Link provides Vodafone's customers with this e-top-up service at Link cash machines, and finally Vodafone's customers can use this new service to top up their mobile phones bringing Vodafone Company benefit. So the exchange activity among them four parties is Generalized Exchange and can be described diagrammatically as ...

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