Description: Paytm recently finished raising $1B to go to war with its many rivals in India. We discuss why Paytm needs this money to fight to fend of serious competition.
Paytm vs PhonePe
If there is one Indian startup that has captured the imagination of the world, it is Paytm. The depth to which Paytm has sought to reach in the psyche and normal work of an Indian consumer has never been seen before. The digital wallet of Paytm is now only one part of its existence. Mobile recharge, ticket booking, shopping, utility payments, and so on can be managed with Paytm.
Given its deep level of engagement with the Indian user, one would assume Paytm would control the Indian market easily. This has not been the case. The likes of PhonePe, Google, Whatsapp, and Amazon are all jostling to get a share of the Indian digital wallet industry. While older competition from the likes of Freecharge, MobiKwik, and Citrus may have reduced, new players are challenging Paytm’s hegemony.
While Paytm still beats its competition by sheer numbers in terms of downloads, the steeper growth rate of new players is a genuine concern. Google Pay has been a revelation through its simple payment method. PhonePe has also been a fierce opponent to Paytm’s dominance. With Walmart backing it now, PhonePe has the resources to fight this fight for a long time.
Before we delve deeper, there is an important question one must know the answer to.
How is Paytm doing?
How is Paytm Doing?
Normal Paytm users wouldn’t normally notice the state of the company. On the face of it, the company seems to do well. More and more vendors and businesses have the Paytm QR code on their payment counter, a welcome sign for the company’s well-wishers.
A deeper look may convey a darker picture. In March 2019, Paytm posted losses of Rs. 3959.6 crores, following its loss of Rs. 1490 crores at the same time in 2018. Revenues have only grown marginally in the meantime. Upon adding numbers from other Paytm ventures such as Paytm Mutual Funds, Paytm Financial Services, and Paytm Entertainment Services, the losses balloon further to Rs. 4217 crores.
Paytm has always reiterated that it is investing a billion dollars every year to improve the overall framework for digital payments in India. Its focus is on promoting merchant payments rather than incentivizing peer-to-peer transactions.
While one could argue these losses are coming at a time when the Indian market is at an inflection point when it comes to digitization, the competition posed by big rivals like Google, Amazon, Facebook-owned Whatsapp and Walmart-owned PhonePe will test Paytm’s grasp over the market.
The UPI Problem
The Unified Payment Interface (UPI) was supposed to propel Paytm to the next level. However, Google and PhonePe have stolen a march on the Indian giant on that front.
As of August 2019, Google Pay handles the majority of UPI transactions at roughly 60%. PhonePe is a distant second at 25%. Paytm, astonishingly lags at 6%. UPI transactions are none for their speed and simplicity. Many merchants, whom Paytm is trying to onboard, are more likely to go with a faster UPI process than deal with a Paytm wallet system. And since UPI is a place where Paytm seems to have been left far behind, the signs are not looking good.
Moreover, as more private and public banks begin offering UPI services on their mobile apps as well, expect Paytm’s numbers to shrink even more.
The frontier every digital wallet brand is trying to conquer right now is the inner-city landscape. While metro cities are a saturated market, inner towns and cities still lacking a good internet connection are an untouched market. Paytm is betting on its name recognition to capture that market.
It remains to be seen whether its bet pays off.
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Paytm’s USP
Comparing Paytm with other digital wallet brands raises one problem. Paytm is no longer just a digital wallet brand.
This is where Paytm beats its competitors. Paytm is spread too wide, and provides a good service in too many areas to be discounted easily. It is preferred for a number of payments such as electricity bills, gas, Metro, and so on. Google Pay cannot say the same for their brand. The same is true for Whatsapp and Amazon. PhonePe has attempted to replicate this part of Paytm, but not been entirely successful.
Furthermore, its reach in the Indian market suggests that any new product launches will reach people much quicker. Its foray into areas like loans and mutual funds are signs of further cementing an increasingly digital market.
Paytm continues to be the most recognized name in the digital wallet space. It has almost become part of Indian pop culture in some regard, through its extensive marketing campaigns. No one can deny its impact when shopkeepers with no technical experience are self-educating themselves about the process of digital payments.
In terms of becoming a central payment hub, Paytm is far ahead of rivals. None of them have the functionality and reach to match Paytm on that front for now.
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Trust from Investors
Paytm is bankrolled by some of the biggest names in the investing world. Softbank is no stranger to building successful companies. Berkshire Hathway, a trusted name on Wall Street, also announced a $300M investment in the Noida-based companies.
There has generally been an understanding in the investor community about Paytm’s inevitable success. While it may seem easy to side with conventional wisdom, it is important to remember that nobody is too big to fail.
Failure of destined-to-be-great startups like Theranos and WeWork is proof of how dangerous it can be to succumb to conventional points. Like any ambitious company, Paytm is losing a lot of money right now. Whether it can grow out of these losses and realize its vision remains to be seen.
In Conclusion
In conclusion, this article covers Paytm’s present state in the Indian digital wallet industry. The rising level of competition it faces from competitors such as Google Pay, Phone Pe, Amazon, and Whatsapp remains a cause of concern. Paytm’s own losses in recent quarters have been far from encouraging. Despite all these problems, Paytm remains a company destined to reach the top due to its deep roots in the Indian market and psyche.
About the Author – Gaurav Heera is a recognized name in the digital marketing field as a consultant and trainer. DelhiCourses.in, the institute he founded in 2008, is known for providing an affordable and quality digital marketing course in Delhi.
