In 2013, Oxigen Services India Pvt. Ltd. found a money transfer service integrated with the infrastructure of the National Payment Corporation of India. The Oxigen Wallet, India's first non-bank wallet, let immediate money transfers to and from any bank account over an extensive ecosystem, with a sizable retail presence across India using point-of-sale terminals.
Oxigen Nurturing the Mobile Payment Ecosystem in India Case Study Solution
Oxigen was a major provider of merchant payment services and bill payment, with complete interoperability between mobile wallets and bank accounts. But newer cellular wallet players were focused on alternative strategies, and were showing rapid growth in the total number of subscribers thanks to innovative services, extensive sales promotions, and varied promotion initiatives. Oxigen desired to be sure that it was using the capacities of the ecosystem efficiently within the context of changing market dynamics. Should Oxigen continue to invest substantially in ecosystem development, as it was doing, or focus instead on a sales-and-promotion- driven growth strategy? In the changing marketplace, what were Oxigen's finest choices for success? Meeta Dasgupta is affiliated with Management Development Institute. M.P. Jaiswal is affiliated with Management Development Institute.
PUBLICATION DATE: December 21, 2015 PRODUCT #: W15590-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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