Paytm Case Study
CASE STUDY
1. Paytm
About the Company:
Paytm is India's largest mobile commerce platform. Paytm started by offering mobile recharge and utility bill payments and today it offers a full marketplace to consumers on its mobile apps and web. In a short span of time, Paytm has scaled to over 10 million orders a month. Paytm's mobile wallet is used by more than 10 million users to pay for various services.
Consumer brand of India's leading mobile internet company One97 Communications, Paytm is head-quartered in Delhi NCR. One97 investors include SAIF Partners, Intel Capital and SAP Ventures.
Paytm today is a market leader in both recharges and mobile wallets. However, the genesis of the story is interesting where in both cases they have come back from behind and have differentiated intelligently and marketed innovatively to reach where they are.
In case of recharges, they had several incumbents like FreeCharge in the market. They concentrated in providing as many recharge options on the site and focussed on collating many recharge and mobile service providers. However they started looking at what a user really wants. When he comes to their site (or any other site), a customer is NOT looking for variety - he is looking for the easiest way to recharge - and all the options available for recharge. Most people also typically recharge same amounts over and over again.
Our user experience focussed on this simple aspect. We made it dead simple for you to recharge your phone and remembered your last recharge amounts. On a marketing front, we realised most people searched for Vodafone recharge or Airtel recharge. We optimised our SEM (Search Engine Marketing) to target such keyword searches rather than competitors (which was less than 5% of online recharges). That helped us get a less targeted SEO term as well as get much more relevant users.
In the wallet space, our offering had a different genesis. We realised a lot of users requested how to keep money so that they can do
1. Paytm
About the Company:
Paytm is India's largest mobile commerce platform. Paytm started by offering mobile recharge and utility bill payments and today it offers a full marketplace to consumers on its mobile apps and web. In a short span of time, Paytm has scaled to over 10 million orders a month. Paytm's mobile wallet is used by more than 10 million users to pay for various services.
Consumer brand of India's leading mobile internet company One97 Communications, Paytm is head-quartered in Delhi NCR. One97 investors include SAIF Partners, Intel Capital and SAP Ventures.
Paytm today is a market leader in both recharges and mobile wallets. However, the genesis of the story is interesting where in both cases they have come back from behind and have differentiated intelligently and marketed innovatively to reach where they are.
In case of recharges, they had several incumbents like FreeCharge in the market. They concentrated in providing as many recharge options on the site and focussed on collating many recharge and mobile service providers. However they started looking at what a user really wants. When he comes to their site (or any other site), a customer is NOT looking for variety - he is looking for the easiest way to recharge - and all the options available for recharge. Most people also typically recharge same amounts over and over again.
Our user experience focussed on this simple aspect. We made it dead simple for you to recharge your phone and remembered your last recharge amounts. On a marketing front, we realised most people searched for Vodafone recharge or Airtel recharge. We optimised our SEM (Search Engine Marketing) to target such keyword searches rather than competitors (which was less than 5% of online recharges). That helped us get a less targeted SEO term as well as get much more relevant users.
In the wallet space, our offering had a different genesis. We realised a lot of users requested how to keep money so that they can do