American International

University Bangladesh
(AIUB)

Strategic Online Business Communications of Daraz, Evaly,

PhonePe, Union Pay
MBA 5101 Business Communication
Section F1




Submitted to:
Prof. Dr. Md. Mahmodul Hasan
Faculty of Business Administration (AIUB)
MBA - Program

Submitted by:

Team BOOM AL HABIBI

Date of Submission: 2nd August 2019 

 Letter of Transmittal

2nd August 2019

Prof. Dr. Md. Mahmodul Hasan

Faculty of MBA - Program
American International University Bangladesh (AIUB)
408/1 Kuratoli, Dhaka 1229

Subject: Submission of Term Paper on Strategic Online Business Communications of

Daraz, Evaly, PhonePe, Union Pay

Dear Sir,
It is our sincere pleasure to submit the term paper on Strategic Online Business Communications of
Daraz Evaly, PhonePe, Union Pay as a requirement of successful complete of the course Business
Communication (MBA 5101) which is prepared by the five (5) members of the group “Boom Al
Habibi”.
This report has been prepared by using various Business Communication tools which provided us
the opportunity to apply and understand the practical implication of knowledge and models learnt
throughout the semester. It also has given us a glimpse of our individual understanding and skills in
various situations. You would be pleased to know that we have given our utmost effort in the term
paper and tried the best of our capability to complete it. We hope you would find it up to mark of
your expectation.

Sincerely Yours,

Sl.No. Name Student ID Signature

1 Abdulla Al Azad 19-91276-2
2 Ariyan Islam 19-91263-2
3 Fatema Tarannum Haque 19-91259-2
4 Kutub Uddin 19-91283-2
5 Rumana Sultana 19-91392-2
 Acknowledgement

At first we must show our gratitude to the almighty Allah for giving us enough courage and strength
to prepare the report in due time. Then we would like to extend our sincere thanks and deepest
gratitude to our honourable faculty ‘Prof. Dr. Md. Mahmudul Hasan’ for providing us a
wonderful opportunity to work in this term paper. The topic of the term paper was also wisely
chosen by the honourable faculty so that we get firsthand experience of real life application of
different business communication models and analysis in four leading e-commerce company
DARAZ Evaly, PhonePe, Union Pay. It helped us to gain more knowledge of market scenario of e-
commerce business. It enriched our understanding of different communication challenge that the
company faces and we tried to provide for them the business communication front and tactical
models. We would also like to thank all the people who gave their valuable opinion and time to
develop those company run. Which helped us to reach the conclusion of the term paper including
users and prospective users of those company.
 Executive Summary

In the face of increasing competitive environment organizations have to focus on the value of
investments in e-commerce as a major source of competitive advantage. Although business
strategy as a means of competition is common conversation in the executive suite, taking a
strategic approach can be especially beneficial for staff functions within e-commerce businesses,
as they often are required to justify their need for resources and their contribution to the site. This
report explains about different e-commerce sites, goals, engagement with their consumers and
their growth in the specific sector, Daraz, Phone Pe, Evaly, Union Pay are the leading e-
commerce sites who have large amount of market share in the industry. All are providing their
service to millions of customers for 24 hours. So to provide this valued services they hired a
huge numbers of talented employees to keep their promises to the customers. They are not only
concerned to their external customers at the same time they are very much careful about their
internal customers (their employees) who brought the name and fame. In this report we tried to
show financial analysis, different models,outcomes and also challenges of e-commerce business.
So to fulfill the purpose, we have collected information mostly from secondary sources. We have
presented here how those e-commerce sites mange their communication level with consumers
and what are factors important for consideration also a comparison between them.

Daraz is south Asia’s premiar online shoping marketplace with an active presence in Bangladesh,
Pakisthan, Srilanka, Mayanmar and Nepal.Daraz started its operation in Bangladesh back in
August 2014 and officially in February 2015.Daraz Bangladesh was introduced into the country
by Rocket Internet and referred as parent company of DarazBangladesh.Rocket Internet is a
German Internet company headquartered in Berlin.

Currently it turns into the main online shopping facility provider for Bangladeshi customers.
Previously in Bangladesh, people had very less knowledge about online shopping. Moreover
they do not feel comfortable while purchasing product online as they have very less knowledge
about it. Because of Daraz Bangladesh and other online websites the consumer of Bangladesh
are now cooperating with online shopping. They get to know how easy and convenient online
shopping can become.Daraz Bangladesh is showing us what actually online business is. Daraz is
one of the many sister concern companies of Rocket Internet GmbH in Bangladesh. Though in
the month of May 2018 the company has been fully acquired by Alibaba Company. Daraz
Bangladesh Limited is currently providing B2C and B2B sort on offering which no other E-
Commerce company does in Bangladesh.

E-valy has become the largest online and mobile commerce company in Bangladesh in just a
few month and barely anyone expected it to be so successful. It has provided numerous business
opportunities for small and medium enterprises to leverage the innovative technology to compete
more efficiently domestically and globally. This study does not attempt to describe E-valy as a
perfect business; rather it discuss the communication model, strategies for generate income,
technology and ethics, and some important lessons that were carried out by E-valy to achieve
success in this complex world of online trading. In this report, we examine a few key factors of
E-valy’s success such as its specific marketing strategies, various challenges, its strong branding
image, superior customer value proposition, better shopping experience, huge sales volume and
economies of scale.
PhonePe India's fastest growing payments app. PhonePe helps to break through the clutter of
multiple apps from paying utility bills, recharging mobile & DTH connection, sending &
requesting money, paying credit card bills and insurance premiums to shopping for daily
requirements. Sending and receiving money between friends and family has never been easier.
PhonePe allows to pay directly from bank account. Download the PhonePe app from the Google
Play Store or the Apple Store. Just register using the mobile number that is linked to bank
account. Open the app and choose bank from the list of banks and account details will get
fetched. People can then start receiving money on the PhonePe app via BHIM UPI. People can
also set their UPI pin using their debit card to send money instantly and for free with BHIM UPI.
PhonePe is accepted in over 1.5 million offline retail stores across 70 cities in the country
including kirana stores and larger retail chains such as McDonald’s, Metro Cash & Carry, IOCL,
HPCL, KFC, Apollo Pharmacy, MedPlus, Mumbai Metro, Cafe Coffee Day, Spencer’s, Barista,
Levi’s, Peter England, VLCC, Allen Solly, Van Heusen, Pantaloons and others. Payment across
key online portals such as Flipkart, Swiggy, Myntra can also be done using PhonePe. This study
does not attempt to describe PhonePe as a perfect business rather it discuss the communication
model , strategies for generate income, technology & ethics and some important lessons that
were carried out by PhonePe to achieve success in this complex world of online trading. In this
report we examine a few key factors of PhonePe success such as its specific strategies, superior
customer value position and economic of scales.

Union Pay International is a Chinese financial services corporation and it provides bank card
services and a major card scheme in China. Now it is the largest card payment organization in
the world. Unionpay has partnership with 2000 institutions worldwide, UnionPay International
has enabled card acceptance in 174 countries and regions with issuance in 52 countries and
regions. In 2014 the total amount of cross-bank transactions of CUP card exceeded 41.1 trillion
yuan. In 2018, Unionpay made a deal with MTB to provide their Credit and Debit cards.
Although, Unionpay is not a perfect company and in this report we discussed about few sectors
like Business model, financial analysis, investment finance, cash flow, technology and ethics .
 Table of Contents

Chapter No. Title Name Page No.

Business Communication Model 1

Business Communication Practice of Daraz 3-9

Company Profile 4

Business Communication Model (Front) 5

Chapter 1 Business Communication Model (Back) 6

Strategies for Generate Income 7

Technology and Ethics 9

Recommendation 9

Business Communication Practice of Evaly 10-18

Company Profile 11

Business Communication Model (Front) 12

Chapter 2 Business Communication Model (Back) 13

Strategies for Generate Income 14

Technology and Ethics 15

Recommendation 17

Business Communication Practice of Union Pay 19-26

Company Profile 20

Business Communication Model (Front) 22

Chapter 3 Business Communication Model (Back) 23

Strategies for Generate Income 24

Technology and Ethics 26

Recommendation 26

Business Communication Practice of PhonePe 27-33

Company Profile 28

Business Communication Model (Front) 29

Chapter 4 Business Communication Model (Back) 30

Strategies for Generate Income 31

Technology and Ethics 33

Recommendation 33
Compare and Contrast 34

Conclusion 36

References 37

Appendix 38
 Business Communication with MODEL

The word ‘corporate’ originally stands from the Latin word ‘body’ and for ‘forming into body’ ,
which emphasise a unified way of looking at ‘internal’ and ‘external’ communication disciplines.
Corporate communication is the process of facilitating exchange of information and ideas between
the internal and external groups and individuals that have a direct relationship with an enterprise.

It is concerned with communication management of the modern corporate houses from the stands
point of sharing knowledge and decision from the enterprise with investors, employees, suppliers,
dealers, customers, media professionals, government officials, members of the community and
other stakeholders of the organisation.

Business Communication Model


Figure 1: Business Communication Model


Strategic Business Communications of
Daraz, Evaly, UnionPe, Phone Pay


 Chapter: 1

Business Communications Practices

of DARAZ

1.1 Company Profile

Daraz is south Asia’s premiar online shoping marketplace with an active presence in Bangladesh,
Pakisthan, Srilanka, Mayanmar and Nepal.Daraz started its operation in Bangladesh back in
August 2014 and officially in February 2015.Daraz Bangladesh was introduced into the country
by Rocket Internet and referred as parent company of DarazBangladesh.Rocket Internet is a
German Internet company headquartered in Berlin.

Currently it turns into the main online shopping facility provider for Bangladeshi customers.
Previously in Bangladesh, people had very less knowledge about online shopping. Moreover
they do not feel comfortable while purchasing product online as they have very less knowledge
about it. Because of Daraz Bangladesh and other online websites the consumer of Bangladesh
are now cooperating with online shopping. They get to know how easy and convenient online
shopping can become.Daraz Bangladesh is showing us what actually online business is. Daraz is
one of the many sister concern companies of Rocket Internet GmbH in Bangladesh. Though in
the month of May 2018 the company has been fully acquired by Alibaba Company. Daraz
Bangladesh Limited is currently providing B2C and B2B sort on offering which no other E-
Commerce company does in Bangladesh.

The company’s mission is to become world’s largest e-commerce platform outside USA and
China. The company identifies new business models, untapped markets and entrepreneurs.
Nurture them and try to establish the business.

Their vision is to capture the maximum share of consumer online shopping expenditure in the
market.

Their goal is to provide the best product in the best price. Also, to introduce latest products in the
market for the customers.

1.2 Business Communication MODEL

Model describes the rationale of how an organisation creates, delivers, and captures value, in
economic, social, cultural or other contexts. The process of business model construction and
modification is also called business model innovation and forms a part of business strategy. 

Daraz Business Model (Freemium), Front:

Figure 1.2.1: Daraz Business Model, Front

Business Communication Page 5



1.3 Strategies for Generate Income
1. Take revenue from vendor
2. Delivery process revenue

Figure 1.3: Revenue Chart

Financial Analysis

Financial statement analysis is the procedure of scrutinising an enterprise’s financial statements

for taking up the decisions for the purposes and to comprehend the comprehensive health of an
establishment. Financial statements document financial information, which must be assessed
through financial statement analysis to become more helpful to shareholders, managers, investors
and other interested parties.

Page 7
The most frequently used tools of financial analysis are as follows:

• Comparative Statements: These are the statements depicting the financial position and
profitability of an enterprise for the distinct timeframe in a comparative form to give
a notion about the position of 2 or more periods. It usually applies to the 2 important
financial statements, namely, statement of profit and loss and balance sheet outlined
in a comparative form. Comparative figures signify the direction and trend of
financial position and operating outcomes. This type of analysis is also referred to as
‘horizontal analysis’.

• Trend Analysis: It is a method of analyse the operational outcomes and financial

position over a period of time. Utilise the previous years’ data of a business firm,
trend analysis can be done to notice the percentage changes over time in the picked
information. The trend percentage is the percentage association, in which each item
of different years delivers to the same item in the base year.

• Common Size Statements: Common size statements are the statements which signify
the association of distinct items of a financial statement with a generally known item
by depicting each item as a % of that common item. Such statements allow an analyst
to compare the financing and operating attributes of 2 enterprises of distinct sizes in a
similar industry. This analysis is also referred to as ‘Vertical analysis’.

• Cash Flow Analysis: It refers to the analysis of the actual movement of cash into and out
of an establishment. The flow of cash into the trading concern is called cash inflow or
positive cash flow and the flow of cash out of the enterprise is known as negative
cash flow or cash outflow. The difference between the outflow and inflow of cash is
the net cash flow. Hence, it compiles the reasons for the changes in the cash position
of a trading concern between dates of 2 balance sheets.
•
Ratio Analysis: It characterises the vital association which exists between several items of
a B/S (balance sheet) and a statement of P&L of an enterprise. As a method of financial
analysis, accounting ratios compute the comparative importance of the single items off
the position and income statements. It is feasible to evaluate the solvency, efficiency
and profitability of an enterprise via the method of ratio analysis.

Page 8
1.4 Technology and Ethics

Rapid API is an online API marketplace that lets they find, test, and connect to thousands of
APIs from one centralised location. By using Rapid API, they can compare different APIs, see
which one works best for their use case, and implement the API into their program in minutes.
They recently merged the Mashup API Market Place into Rapid API to form the world's largest
API marketplace. That means they can access 7,500+ APIs on one website.

Page 9
 Chapter: 2

Business Communications
Practices of EVALY

Page 10
2.1 Company Profile
E-valy is an e-commerce site which will be capable of providing
every kind of goods and products from every sector to every
consumer located in Bangladesh. The world’s market place will
be only finger-tips away for any customer in possession of a
smartphone/computer and an internet connection. They will be
able to purchase everything; from a safety-pin to an apartment
building from our website. We have gathered the brightest minds
of Bangladesh and given them the platform to perform to their
fullest extent. All the data-mining and optimisation has been
done in-house and no outsourcing from any organisation has
taken place. We are utilising 100% Bangladeshi personnel and
resources and keeping the flow of cash within our borders. It is a
platform where people can purchase all kinds of goods from a
single website.
Figure 2.1: Profile of Evaly

2.2 Business Communication MODEL

The Structured way of communicating with the business environment. Every organisation have
their own model to communicate effectively. Organisation design their business communication
model to communicate effectively and efficiently in the business environment. Business model
that e-commerce usually follow. Also E-valy online ordering process breakdown given below.

Figure 2.2: The Communication Model of Evaly

Page 11
E-valy Business Model, Front:

Model that e-commerce usually designed to communicate with clients. More effectively

organisation will able to design more customer they will attract and more profit they will gain.

E-valy develop their own model which to communicate with their customer. They design their
communication model such an easy way so that it will easy for every customer. Because easy
communication model can create better customer experience which create satisfied and loyal
customer.

Hear the communication start while the customer

visit the website and order. After order he/she
have select payment option. He/she can select
cash on delivery or online payment. After
payment confirmation E-valy inform the seller
about the product to prepare it. After seller
feedback E-valy collect the product and bring it
to their warehouse and then they pack it by their
packing unit and then deliver by their logistic
system. After successful delivery payment has
been done to seller if delivery is not successful
then E-valy return the product. Sellers are urged
to mention in their shops if any product is a
duplicate/replica. Failure to do so will result in
penalisation for that specific store and the seller
will be held liable for any complaints regarding
replica products by the customer. It could range
from financial penalisation to the dismissal of the
store from E-valy’s platform. E-valy will ensure
the return of products within 3 days from the
customer’s end if the customer faces the
aforementioned difficulties. E-valy always looks
out for the best interest of its users.
Figure 2.1.1: Evaly Business Model, Front

Page 12
E-valy Business Model, Back:

Model that e-commerce usually designed to develop their business is known as tactical business
communication model. In back e-commerce have numbers of model. They design their tactical
model based on their mission and vision. Tactical is actually goal oriented

E-valy has two model in their back end operation. One is for advertisement and partnership
contract and another is for customer order clearance. Bothe of the model they followed are
effective and future oriented. Both model focus on their future development.

Model that Evaly used for Advertisement and Partnership contract:

Figure 2.1.2: Back Model for Advertising and Partnership Contract

Model that E-valy follow to fulfil the customer order:

Figure 2.1.3: Back Model for Fulfil the Customer Order

Page 13
2.3 Strategies for Generate Income
E-valy is an online platform where sellers and buyers would be able to directly connect with
another. E-valy promotes sellers in its platforms and buyers are able to be in direct contact with
these sellers. E-valy does not manufacture nor does it take responsibility for any product sold on
its platform. E-valy provides free membership from the beginning to attract clients its way to e-
trade market that became the core competency and contributing to more business opportunity in
E-valy. E-valy provides free membership from the beginning to attract clients. E-valy earn
profits by two major aspects. The primary revenue came from advertising fees and the second
source of revenue comes from

customers for value-added services l i

kedelivery,packingand
advertisement. E-valy also bring into
play discount to stimulate the sales as
well as retaining their customers.
Discounts are given provided that the
customers buy products in bulk or
during festival. All the data-mining and
optimisation has been done in-house
and it will generate huge number of
fund. Contract with different
renounced band and selling their
product on commission basis like
contract with SSG, VIVO and One
Plus also promoting other seller
flagship product is a source of
generating fund. E-valy also try to
introduce their own product with their
custom design to attract customer. And
if they are successful then it will make
them profitable and easy to sustain in
such a competitive market.


Figure 2.3: Strategies for Generate Income

Page 14
2.4 Technology and Ethics
Technology: In the e-trading marketplace, E-valy provides a communication platform for
trading partner to communicate in real time through E-valy Trade Manager Tool. E-valy also
has a team of dedicated experts that are always motivated to search for better and innovative
technology platforms to catch up with the changing of the generations. E-valy is continuously
trying to develop highly complex system to improve the online transaction for the consumers
by setting ample security actions. For example, Trust-pass and SSL has given online
customers a strong trust and security of online transactions. Moreover, E-valy also has the
latest technology for anti-fraud and anti-spam that is able to detect any fraudulent activities
and filter unwanted messages. E-valy’s IT team is constantly working on improving the
accuracy and protection of their customer because customers are their main source of the
entire business. To increase the traffic of the website E-valy it team using email marketing,
SEO, SME, and natural link sharing in different web site.

Figure 2.4.1 Technology of Evaly

Page 15
 Ethics: Business ethics is the study of appropriate business policies and practices regarding
potentially controversial subjects including corporate governance, insider trading, bribery,
discrimination, corporate social responsibility, and fiduciary responsibilities.



Figure 2.4.2: Ethics of Evaly

Page 16
2.5 Recommendation
For Security, In order to ensure e-commerce security, business has to create a strong data
system management. A model for e-commerce security which is recommended is shown below
in Figure 2.5.1.

Figure 2.5.1: Recommendation for Security

The model combines many components of e-commerce: commitment, people, process, training
and technology. As it is shown in this model, e-commerce security begins with the commitment
and support of the manager in which insecure procedure or immoral activities will not be
accepted. Data will be conducted, protected and access to data will also be controlled from attack
vectors or criminal communities by company’s strict policies with the help of hardware and
software such as firewalls or anti-virus program. Employees would be trained on such policies,
for instance, to not download data by smartphone or use the data outside the company in order to
avoid information leakages. Solutions for security breaches should be pre-planned by the
company for any instant problems.


Page 17
For reducing operational Cost, Reducing Operational Cost increase the efficiency .Some

practical actions recommended for e-commerce business are as following:

Reducing energy usage without productivity loss by virtualisation – running various

computers on only single one, cloud computing – putting data in one server instead of several
and PC power management – centralised energy in one software.

Frequently managing and analysing data in order to avoid using large amount of energy to
store redundant data.

Extending the IT products’ lifecycle so that it does not need to be eliminated, instead, it can
be reused, renewed and updated.

Green IT initiatives refers to recycling of electronic products. Companies are advised to use
recyclable-material-products and consider those recycling rate.

Figure 2.5.1: Recommendation for Operation Cost

Page 18
 Chapter: 3

Business Communications Practices

of Union Pay



Page 19
3.1 Company Profile
UnionPay International (“UPI”) is a wholly owned subsidiary of China UnionPay, established in
Nov 2012. UPI is a bankcard association established under the approval of the State Council and
the People’s Bank of China, and has become a central and pivotal part of China’s bankcard
industry. At present, the Shanghai-headquartered UPI has about 400 domestic and overseas
associate members, covering 140 countries/regions.

Figure 3.1: Business Model of Union Pay

A business model is a high-level plan for profitably operating a particular business in a specific
marketplace. A primary component of the business model is the value proposition. This is a
description of the goods or services that a company offers and why they are desirable to
customers or clients, ideally stated in a way that differentiates the product or service from its
competitors.



Page 20
3.2 Business Communication MODEL, Front
On the introduction of EMV chips into China UnionPay cards, banks also introduced QuickPass
(Chinese), a contactless smart card feature similar to MasterCard's PayPass or Visa's payWave.
QuickPass is accepted in many supermarkets and fast food stores. Quickpass is also supported by
several digital wallet providers such as Samsung Pay and Apple Pay.

Figure 3.2.1: Union Business Communication Model

Page 21
Now we show the total business process by a Model:

Figure 3.2.2: Front Model of Union Pay

The main Key Partnership of Union Pay’s are American Express, Master Card, Visa card.
Actually they operate their business through provide those service. Then they do platform
development and More bank add. They create value by their support and safe transfer and
affordability. They maintain their customer relationship through bank, website and their mobile
app. Their main cost structure is transferring currency, web development and marketing. And
finally they earn their revenue by online banking, sell card, transfer money and marketing and
platform. 


Page 22
Business Communication MODEL, Back
The back communication model of Union Pay is given bellow by a structure model:

Figure 3.2.3: Back Model of Union Pay

In Back communication model their main product is banking, provide cards. they control their
service by using email ID, bank account and wed ID. Their main target groups (TG) are
freelancers, online business and you tuber. The source of their finance is bank member,
transferring fund and share market. And their external features are hotline system24/7, rating,
revenue etc.

Page 23
3.3 Strategies for Generate Income
Financial analysis is the process of evaluating businesses, projects, budgets and other finance-
related entities to determine their performance and suitability. Typically, financial analysis is
used to analyse whether an entity is stable, solvent, liquid or profitable enough to warrant a
monetary investment. When looking at a specific company, a financial analyst conducts analysis
by focusing on the income statement, balance sheet, and cash flow statement. Financial analysis
is used to evaluate economic trends, set financial policy, build long-term plans for business
activity, and identify projects or companies for investment. This is done through the synthesis of
financial numbers and data.

Figure 3.3: Benefits from UPI

The most frequently used tools of financial analysis are as follows :

Corporate Finance and Investment Finance

Financial analysis can be conducted in both corporate finance and investment finance
settings. A key area of corporate financial analysis involves extrapolating a company's
past performance, such as gross revenue or profit margin, into an estimate of the

Page 24
 company's future performance. This allows the business to forecast budgets and make
decisions based on past trends, such as inventory levels.

Technical and Fundamental Analysis

There are two types of financial analysis: technical analysis and fundamental analysis.
For example, technical analysis was conducted on the GBP/USD exchange rate after the
results of the Brexit vote in June 2016. Looking at the exchange rate chart, it was
determined that the rate dropped significantly after the vote on June 23, 2016, and then it
recovered over a 48-hour period by 375 basis points (bps). As an example of fundamental
analysis, Discover Financial Services reported first-quarter 2016 results on July 19, 2016.
The company had an EPS of $1.40, up from an EPS of $1.33 for the same quarter in
2015, which was a good sign.

Cash Flow

As they say in finance, cash is king, and, thus, a big emphasis is placed on a company’s
ability to generate cash flow. Analysts across a wide range of finance careers spend a
great deal of time looking at companies’ cash flow profiles. The Statement of Cash flows
is a great place to get started, including looking at each of the three main sections:
operating activities, investing activities, and financing activities.



Figure 3.3.1: Market share of China’s E-commerce platform

Page 25
3.4 Technology and Ethics

Technology ethics (tech ethics) is a field of study that seeks to understand and resolve moral
issues that surround the development and practical application of mechanical and electronic
technology. Tech ethics focuses on subjects such as the relationship between technology and
human values and well-being, the condition in which technological advances occur and the social
repercussions for technological advancements.

3.5 Recommendation

It’s no secret that bank customers are increasingly turning to online and mobile banking
platforms for their day-to-day banking needs. As these platforms continue to expand and new
services come on line, banks should pay special attention to the agreements and terms and
conditions governing the relationship between the bank and its customers. Union pay is the most
well-known online banking system in the world. Union Pay cards can be used in 164 countries
and regions around the world. It is the most used media to transfer money and do shopping and
etc. It is safe and it is giving more benefits to its customers.



Page 26
 Chapter: 4

Business Communications Practices

of PhonePe

Page 27
4.1 Company Profile
PhonePe is an Indian e-commerce payment system and digital wallet company headquartered in
Bangalore, India. It is licensed by the Reserve Bank of India for issuance and operation of a
Semi Closed Prepaid Payment system FxMart received its license to operate on 26 August 2014.
It was founded in December 2015 by Sameer Nigam, Rahul Chari and Burzin Engineer. PhonePe
app went live in August 2016 and was the first payment app built on Unified Payments Interface
(UPI).The PhonePe app is available in over 11 Indian languages. Using PhonePe, users can send
and receive money, DTH, recharge mobile, data cards make utility payments, buy gold and shop
online and offline. In addition PhonePe also allows users to book Ola rides, pay for Redbus
tickets, order food on fresh menu services through micro apps on its platform. PhonePe is
accepted as a payment option across 5 million offline and online merchant outlets covering food,
travel, groceries, movie tickets etc.The app crossed 100 million user mark in June 2018and also
crossed 2 billion transactions in April 2019.In January 2018, PhonePe partnered with Free
charge. This partnership has empowered PhonePe users to link their existing Free Charge
Wallets to the PhonePe app. PhonePe has also entered into similar partnerships with Jio Money
and Airtel Money.

Page 28
4.2 Business Communication Model of PhonePe

A business model is a company's plan for making a profit. It identifies the products or services

the business will sell, the target market it has identified, and the expenses it anticipates.

PhonePe Business Communication Model (Front)

PhonePe is a UPI based platform.UPI (Unified Payments Interface) is a real time inter bank
payment system that allows sending or requesting money. By this app people can easily recharge
their mobile, buy products , transfer money and lots of things.



Figure 4.2.1: Front Model of PhonePe

Page 29
Phonepe Business Model (Back)

To run any business must have a back business model. So PhonePe have a back business model.
Now we show the PhonePe Business Model. Actually this model is not PhonePe official model.
This is only our research and observation of the company.

Figure 4.2.2: Back Model of PhonePe

The main products of PhonePe’s are mobile app and bank, and the control their business through
social media and open network sockets. The main features are hotline system 24/7 and review.
There main treat people is business man and students. and there financial and funding is
investment and paid subscribers. 


Page 30
4.3 Strategies for Generate Income
PhonePe's revenues grew by just Rs 3.02 crore to Rs 42.79 crore in FY18 but the startup burned
around Rs 791.03 crore in net losses, way higher than Rs 129.01 crore in FY17.The company
spent around Rs 70 crore each month to realize around Rs 3.56 crore in revenue in the year that
saw a significant increase in its market share and transactions processing.

Figure 4.3.1: Revenue of PhonePe

PhonePe earn money by products & bills: PhonePe use their app provide some
products to the customers like grocery, foods, gold etc. When PhonePe promote this
PhonePe takes some commission.

Figure 4.3.2: Earn money by products and bills

Page 31
 Mobile recharge: When people recharge their mobile by using phonepe apps phonepe

takes commission from the customer.

Figure 4.3.3: Mobile recharge by PhonePe

POS Machine: Phonepe launch a pos machine and they give it to all the shopkeepers.
Asidefrom facilitating online fund transfers. PhonePe also helps merchants accept
payments in their stores. The solution has a dedicated POS device that can be used for
in-store transactions. This reduces the waiting time of customers at the register and
allows businesses to serve more buyers. With this solution, companies and consumers
alike can rest assured that every transaction is secured as each device is linked to only
one merchant. When customers go to shop for buying something they can pay by the
pos machine and then phonepe charges the shopkeepers.

Figure 4.3.4:POS Machine by PhonePe

Page 32
4.4 Technology and Ethics

PhonePe is the technology based company. So it must have a good technology process. Now we

show how PhonePe manage there technological side.

Figure 4.4: Technological Model of PhonePe

The PhonePe Group of Companies is committed to complying with the letter and spirit of
regional, national and international laws and regulations and to conduct themselves ethically
with humility, honesty and integrity. PhonePe’s objective is to maintain the outstanding
reputation for trust worthiness they have achieved over the years. Regardless of where each of
them works, this Code of Conduct is the guide to exemplifying integrity as a PhonePe employee.
It’s a daily resource for making honest, fair and objective decisions while operating in
compliance with all laws and their policies. Through the ethical behavior and willingness to
speak up for the highest standards, they earn and keep the trust of their customers, each other and
our local communities. PhonePe will be the catalyst for building the next generation of digital
payment infrastructure, but only if accomplished through their everyday integrity.

4.5 Recommendation
PhonePe is the app which app is used people for paying utility bills, gas bill, mobile recharge, buying
products etc. PhonePe is an Indian e-commerce payment system and digital wallet company
headquartered in Bangalore, India. In August 2016, the company partnered with Yes Bank to launch a
UPI based mobile payment app, based on the government-backed UPI platform. Within 3 months of
launch, the app was downloaded by over 10 million users. In 2018, PhonePe also became the fastest
Indian payment app to get a 50 million badge on the Google play store. The PhonePe app overtook BHIM
to emerge as the market leader in UPI transactions

Page 33
 Compare & Contrast

In this whole report, actually we work in online based company. Our selected company was
DARAZ (the learning app), Evaly (online shopping mall), Union Pay (online finance company)
Phone Pe (online finance company). Now we try to compare and contrast all of the company.

Figure 5: Compare and Contrast of selected company

In DARAZ there have a mobile app and that app provide education to their account holders. In
DARAZ app there privacy and information security is very good. They earn their profit through
subscription.

Page 34
In Evaly, there have a mobile app and they don’t give any financial service through there mobile
app. Evaly have a e-commerce website to sale there product. And there privacy and information
security is good both mobile app and website.

In Union Pay, there have a mobile app and that app provide financial service. Union Pay don’t
maintain any e-commerce website to promote or sale there service. And most important thing is
they provide very good privacy and information security service. They earn profit through
commission.

In PhonePe, there have mobile app and they provide financial service through there mobile app.
PhonePe don’t maintain any e-commerce website to promote or sale there service. And most
important thing is they provide very good privacy and information security service. They earn
profit through commission.

Compare all four companies in a table:

DARAZ Evaly Union Pay PhonePe

Model Figure 1.2.2 Figure 1.2.2&1.2.3 Figure 3.2.3 Figure 4.2.2

Technology Repaid API Ample security HipHop for PHP Html, python,
JavaScript
action
Income $75 Million (2018) 10 cr. BDT $11.3 Billion $6 cr. in 2018
(approximate)
Ethics Usefulness,privacy, Environmental issue Secure financial honesty and
security. and web security transaction
integrity.

Page 35
 Conclusion

In our Term- paper, we actually four (4) online based company. From our term paper we learn
lot of things about those four company. At the end of the report we have a clear idea about those
four company. In our research our main finding is the front and back model of those company.
Actually to fiend out the back model we must have in-depth idea about the company. that’s why
we search company website. we install there mobile app and try to learn something from there
real mobile app. In our online research we try to find out there strategic of generate income. In
this part we know how they run their business and how they earn revenue from the business. and
we also know what is there ultimate customers. Who purchase or buy there service. Finally we
try to find out there technology and ethics. What type of technology they follow, how they
maintain there business through internet. We also learn about those four company ethics. What
kind of ethics and morality they follow in their business. Actually the whole work in gather lot of
information. And we try to give authentic information from an authentic source. 


Page 36
 Reference
https://www.quora.com/Is-Byjus-useful-for-only-self-study

https://en.wikipedia.org/wiki/BYJU%27S

https://byjus.com/about-us/

https://www.slideshare.net/amriteshps/byjus-business-canvas-model

https://play.google.com/store/apps/details?id=com.byjus.thelearningapp&hl=en

https://futurestartup.com/2019/01/07/this-is-how-evaly-plans-to-disrupt-ecommerce-

logistics-in-bangladesh/

https://www.wisdomjobs.com/e-university/e-commerce-concepts-tutorial-7/ethical-social-
and-political-issues-in-ecommerce-11871.html

https://futurestartup.com/2019/01/07/this-is-how-evaly-plans-to-disrupt-ecommerce-

logistics-in-bangladesh/

https://evaly.com.bd/about

https://philpapers.org/rec/STEEII

h t t p s : / / w w w. t h e s e u s . f i / b i t s t re a m / h a n d l e / 1 0 0 2 4 / 11 9 4 8 7 / F i n a

l % 2 0 % 2 0 T h e s i s - KhanhNguyen.pdf?sequence=1

https://india.oup.com/product/e-commerce-and-business-communication-9780199486724

http://www.unionpayintl.com/en/

https://en.wikipedia.org/wiki/UnionPay

https://www.linkedin.com/company/unionpay-international

https://play.google.com/store/apps/details?id=com.phonepe.app&hl=bn

https://en.wikipedia.org/wiki/PhonePe

Books: e-commerce and business communication by urmi datta & neha somani. First Edition.

Page 37
 Appendix

1st Page of BlogSpot (Group):

Link: https://abdullatanim.blogspot.com/2019/07/strategic-online-business_29.html

1st Page of Academia Report by Abdulla Al Aman:


Link: https://independent.academia.edu/AbdullaalAman

Page 38
 1st Page of Academia Report by Mamtaz Begum Lima:

Link: https://independent.academia.edu/jolrupa?fbclid=IwAR0fTsRLt1S4SgDI61UQSTUYxPuM38sYmvh1GZk1cRAPbal_Zlw4HeOGDWE

1st Page of Academia Report by Rumana Sultana: 


Link:https://independent.academia.edu/RumanaSultana3

Page 39
 1st Page of Academia Report by Sirajum Nabila:

Link:https://aiub.academia.edu/SirajumNabila

1st Page of Academia Report by Majharul Islam:

Link:https://independent.academia.edu/MajharulIslam

Page 40