Mobile Wallet PGP23 | MFS

Presented By- GROUP 3

Advertisement Priyanshi Garg

Samyak Chaudhary
- PGP/23/102
- PGP/23/109
Abhishek Gautam - PGP/23/373
Avanish Nagar - PGP/23/381
Assignment 1
Mobile Wallets Overview
Paytm is the Market leader in wallets with Google
Pay and PhonePe at 2nd and 3rd place respectively.
Credit card @ POS 3% UPI 1% IMPS 1% NACH 1%
The estimated value of mobile wallet transactions Paper clearing 5%
in 2020 across India was 36.5 trillion Indian
rupees. This was expected to more than triple by
2024. Rising smartphone penetration along with NEFT 15%
increasing competition in the domestic market
could be attributed to the growing value. RTGS customer 75%

Preferred e-payment services used India 2020

that mainly require UPI are still 1% of total. Thus
UPI need to pick up the pace.

There are daily limits to transactions on mobile

wallets, around 25000 for most banks, that pose
as a restraint.

Paytm is the most used mobile wallet owing to its

early presence and high penetration. They also
used aggressive promotional campaigns and
offers, which later other mobile wallets followed
as well. Feb 6 to Feb 29, 2020; 16 years and
older; 15,466 respondents; 5,085 female and
10,381 male respondents
 Advertisements

So the Advertisement Analysis helped in understanding how mobile wallets are positioned in the market. It has many
associated services that a mobile wallet promises, and to fulfils these promises matter a lot.
Convenience and security: The main concern is to attract consumers, give appropriate promotions, and manage the
subsequent costs while being creative in conveying the message of the convenience and security brought by mobile wallets.
Culture and creating Fear of Missing Out: The ad has to connect to the target audience and create an idea that using a
mobile wallet is part of popular culture. The idea is to create Fomo while also create trust at the same time.
 Difference in Ad Message
• Positioning as a payment bank/ direct
money transfer "One click transfer to any
account“, “All in one QR code”
• Ad highlights the evolved needs of Paytm;
well positioned with significant audience
base (needn’t to inc. audience base) and
trying to cater into a new segment.
• Uses Promotions (Cashback) to attract
new customers while focusing on wide
usability.
• Communicates ease of payment, security
and resonate with culture (payment
during festivals)
Paytm in deep in the game while Phonepe is trying to catch-up to create trust
• Message: Wide acceptability "Har Phone
pe Phonepe hai’
• Recent advertisements highlights the
strategy of PhonePe to gain a larger
audience base by using celebrity
endorsement displaying a wide range of
product acceptability and utility.
• Positioning itself as an All-in-one digital
payment partner. Monthly Bills, Travel
Partner, Tax, Shopping etc.
• Communicates faster payments,
convenience (anything 1 or 2 taps away)
and portrays different audience groups
 01 02
Paytm
Used by investors who reside in India. It is the best demat account for people who trade in
shares only. Once you buy the shares of a company, it is stored in the digital format in the
demat account. When the shares have to be sold, the shares are directly moved from the
demat account

04
02
Phonepe
Along with people residing in India, NRIs can also invest in the equity markets. However, NRIs cannot
use a regular demat account to invest as repatriation of funds is not allowed through it. A repatriable

Product 06
demat account allows the transfer of funds abroad but you need to have a Non-Resident External NRE
bank account for it

Mobile Wallets in India

 Key Differences

Value
Proposition

Key
Features

Offers/
Promotions
 Key Differences – Contd.

Target
Market

Trends

Costs & Market

Share
 Product
• DEMAT Acc.
• Trading Acc.
• Full Service
• Equity & Commodities
Physical • Mutual Fund purchase
Price
Evidence • Delivery Trade: 0.55%
• ICICI Branches • Intraday: 0.05%
• KYC

7P's
• Annual: Rs. 500/Rs.975
Executives

Marketing
Mix for Paytm Process Place
• Web application
• Online application
• Android & iOS app
• KYC by executive
• Transfer of Funds

People
• KYC Persons Promotion
• Sales executives • TV advertising
• Managers • Brochures/Leaflets
• IT staff • Social media
 Product
• Android/iOS App
• Full Service
• Recharge
• Bill Payment
Physical
Price
Evidence • Delivery Trade: 0.55%
• App • Intraday: 0.05%
• KYC • Annual: Rs. 500/Rs.975
Executives

7P's Marketing
Process Place
Mix for Phonepe
• Web application
• Online application
• Android & iOS app
• KYC by executive
• Transfer of Funds

People
• KYC Persons Promotion
• Sales executives • TV advertising
• Managers • Brochures/Leaflets
• IT staff • Social media
Recommendations

• Fraud detection and elimination

Better support
• Faster QR code scan and checkout
services
• 24/7 customer care for technical issues

Indian Mobile Wallets

need considerable Target on small, • Product targeted at everyday customer
scalability and lifestyle discount customer • Wallet to payments bank
changes that allows segment • Offering wide range of facilities
general public to easily
replace cash payments
with digital wallets.
• Wallet linked to most PoS vendors
Other products
• Allows cross-usage, used as common platform
and services
• Uses little data with same efficiency
 Lorem ipsum dolor sit

THANK
xxxx xxxx xxxx xxxx

Lorem ipsum Lorem ipsum

Lorem ipsum Lorem ipsum

Lorem ipsum dolor sit

YOU
Lorem ipsum Lorem ipsum
Lorem ipsum Lorem ipsum

Lorem ipsum Lorem

Lorem ipsum dolor sit

Lorem ipsum Lorem ipsum

Lorem ipsum Lorem ipsum

MFS Group 3