A recent hoarding at Metro Station
in Delhi took commuters by surprise. The eye popping 50% cashback offer on
mobile prepaid recharge was not from a usual suspect Paytm but from American
online retail Amazon. Amazon Pay the digital arm of Amazon aims to make the
digital payment experience seamless for customers. By launching mobile
recharges, it is extending the same convenience to everyday uses for the
customer.
Though Amazon might offer a
simplistic view of venturing into a segment where Paytm overwhelmingly
dominates, the fight for share of Indian wallets will get bloody and dirty as
incumbents fire fresh salvos. The rules of the game are changing; it won’t be
just survival of the fattest. As big boys flex their bulging financial muscle,
the winner would be one who offers the best deal both in terms of money and
experience.
The online payment landscape in
India is set for exciting times. There will be a combination of innovation and
offers like never before. Though Paytm has a head start, there is a long road
ahead for the leader as well as other players. With less than 5% of retail
payments being digital and a massive government push towards and incentives to
adopt digitization, the field is wide open.
Launched in September last year,
Tez – Google UPI based digital payments app claims to have 13.5 Million active
users, and has processed 250 Million transactions. Tez is a made for India
product, designed specifically for Indian users and is available in seven
Indian languages. Amazon has also enabled cash customers to pay for their
recharges online by offering a cash load service at their doorsteps. Once a
customer loads cash, they can enjoy the convenience of recharging their phone
online.
It’s not only Amazon and Google who
are stepping on the gas. India’s biggest smartphone maker, Samsung, too has
been doing its bit to push its mobile payment service – Samsung Pay. It is the
only payment platform that can be used at retail outlets by tapping the phone
at existing point of sale terminals. It eliminates the need to carry physical
plastic in the form of credit and debit cards. As big players penetrate deeper
into the market to expand their play, the fight will get intense.