SmartMoney: Digital Payments Strategy in India
商品編號：9B20A007
出版日期：2020/01/28
再版日期：
商品來源：
商品主題：Entrepreneurship; International Business; Marketing; Sustainability
商品類型：Case (Field)
涵蓋議題：digital payments;market entry strategy;platform mobilization;tipping of markets;customer lifetime value
難易度：5 - MBA/Postgraduate
內容長度：11 頁
地域：India
產業：Finance and Insurance
事件年度：2019
On March 25, 2019, the head of business growth for SmartMoney, owned by the Indian conglomerate Smart Industries Limited, was expected by his company’s management team to propose a strategy for capturing 10 per cent of India’s digital payments market in financial year 2019–20. He knew that the market was vast and fragmented and that he was working with a platform business, where fast mobilization was a key factor. SmartMoney already had market presence, resources, and the required expertise to be competitive on the merchant side of the industry over the long term. Therefore, the immediate and considerable challenge was how to mobilize the consumer side, where the company faced various well-established and aggressive incumbents. To thoroughly asses the market, the head of business growth had to integrate a great deal of available information. He would need to select the right entry strategy and target a consumer segment, offering appropriate incentive schemes to attract business. His challenge was to devise a strategy and build a stable, substantial customer base that would deliver the desired results to sustain long-term growth for both SmartMoney and its parent company.
教學手冊：SmartMoney: Digital Payments Strategy in India - Teaching Note
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