Paytm: Targeting More Pockets for Its Mobile Wallet
(8 pages of text)
Case (Pub Mat)
Paytm enjoyed a position as the leader in India’s market for mobile wallets, a digital service that enabled payments to be made through mobile devices. Paytm’s major client, Uber, which developed and operated a smartphone-based, ride-hailing app as a way to compete with traditional taxi companies, had initially used Paytm’s mobile wallet as the sole payment mode for Uber rides in India. However, in 2015 Uber revised its payment policy by adding a variety of payment options, such as debit cards, credit cards, and the addition of several other mobile wallet providers. Did Uber’s strategies and plans represent a major concern for Paytm? Amid such changes in the highly competitive digital payment industry, what strategies should Paytm adopt to expand its own offerings and maintain its position as the market leader? What other options could the company pursue to ensure its sustainability and continuous growth?
This case introduces students to the strategic challenges in the Indian mobile wallet industry. Students will gain an understanding of the effects of macro- and micro-level business-environment factors on strategic decision-making and business conduct. Also, they will gain some exposure to the rapidly changing dynamics and factors affecting mobile wallet companies in India, and delve into some options for future growth and expansion. This case is designed for use in an MBA-level strategy management or e-business course in a segment on strategic decision-making, analysis of potential business opportunities, and diversification.
India, Large, 2015
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