Agency: Value 360 Communications
Even as mobile commerce was gaining popularity in India with the rise in smartphone and internet penetration, payments through mobile were restricted to recharges and Uber payments.
- The challenge was altering the behavior of consumers who have been used to making payments through cash all their lives. PR advisory was to create a culture for payments through mobile for all the day-to-day needs of Indian consumers.
- To popularize the mobile payment culture, it was paramount for us to create an ecosystem where a wide spectrum of payments could be accepted through mobile. Our second challenge was to influence merchants of all sizes and classes (from a 5-Star hotel to a Golgappawala) to accept payments through mobile. This again required influencing behavioral changes in the merchant's ecosystem.
- As per April 2015 CNBC report – India's focus on cash usage and security concerns about e-transactions were creating friction within the burgeoning online shopping market. Also Indians were non-trusting of making mobile wallet-based payments due to online frauds or reluctance to make digital payments. In this background our third challenge was to build a credible name in a market where digital payments were not being seen as highly reliable.