“E-Commerce
Curiosity,
Market
becoming Digitally,
Content
Driving Fluently…
Companies are
offering to Consumers ‘Value for Money’ and
Consumers are
becoming Happy! ”
5 year ago (In 2008-09 appx.), it was a time where consumers were
visiting retail outlet for their mobile recharge & bill payment, Data card
(For Internet) & DTH recharge. Slowly (between 2010-11 & 2011-12)
scenario has changed and the same stuff has been churned into online &
divided into two sides: first side
consumers have been initiated recharge from telecom service provider’s website
through online & another side
recharge from various sorts of ‘online
recharge websites/portals’ for their convenience. Again, stumbled on
drastic change (In 2013-14) that online recharge is became extremely easy &
convenient today due to increased Smartphone users & internet users, apps
presence, payment security & besides consumers are being getting different
promotional offers on recharge.
As today, consumers are doing their various sorts shopping through
online, so now, the entire competition
scenario has switched over into online shopping portals for some
specific categories (Including Apparel, Electronics- IT items &
Accessories, Stationers, household etc.) because consumers are getting economy
price, additional benefits & same branded items which are available at
showrooms/outlets. For e.g. competition
between Flipkart.com & Amazon.com increasing apart from competition between
Lenovo & Dell which is available on Flipkart & Amazon.
Recharge Trend of Mobile
(Pre-paid & Post-paid), Data card & DTH (Direct to Home-TV channel):
(1) The ratio is becoming higher of pre-paid mobile phone & Data
pack (Internet) through ‘Free online recharge portals’ rather than telecom
service provider’s website and local retail outlets.
(2) The ratio is becoming higher of Post-paid mobile bill payment
through online (including corporate clients) rather than visit direct outlet.
Consumers are not yet much preferring bill payment through ‘Free recharge
portals’ except the age group of 18-25. Though, it will be escalating soon as
online recharge portals are being offering an additional benefits.
(3) Overall ratio is mixed of
DTH (TV channel recharge) between online payment & direct payment at outlet.
However, it will be online soon gradually.
There are 20+ online free recharge portals presence across Indian
market out of them 2-3 brands (Freecharge, Paytm, Mobikwik) are extremely vigorous
& created hype of ‘instant recharge’ & get additional offer.
Media Presence & Brand
Analysis:-
(1) Freecharge: -
Campaigning on TV commercial & Digital. Recently, introduced TVC which is
trying to change perception of parents who are believing that their
son/daughter are wasting money unnecessarily and conveying message ‘recharge on
freecharge, get free coupon of equal amount of recharge’. Freecharge has
integrated with over 60+ brands coupon where consumers can get wide range of offers
choice during recharge which is influential & magnetize to target audience.
(2) Paytm:- Campaigning on
TV commercial & Digital. Paytm has also released two TV commercial which is
simply conveying ‘instant recharge’. Recharge is done instantly but majority
coupons are chargeable & also get cash back some fixed amount as per
mentioned in offer by Paytm.
(3) Mobikwik:- Campaigning
on Digital. Recharge is might done instantly but need to create influential
offer as well as significant thing is need to update mentioned offer &
offer period etc. Overall brand is not precisely developed yet.
Being a consumer, I have done personally
in-depth analysis of following online free recharge portals:
When I was going through consumer review, referring various websites
& read review as well as also taken personal view from different person and
I found one of the most important & common stuff is that lots of consumers
have been commented negative feedback like amount not refund, recharge not
done, payment credited but balance not received, not getting support &
feedback from customer care etc.
In general online shopping/buying transactions
are increasing however consumers are not feeling safe or trust or
comfortable/convenient. Mostly, consumers are reviewing different websites
before buying online. To develop trust & safety is most important for
online market. Because entire online market growth is totally rely on ‘word of
mouth communication’, consumers are taking opinion from their group relatives,
colleagues or friends before buying anything through online. So develop strong
trust, your brand reach high & build automatically wide consumers network. Advertisement
/campaign can generate only awareness for online market but only trust &
word of mouth communication can build strong brand image & identity along
with wide consumers’ network.
Build Trust + Build Strong
Word of mouth communication = Online Strong Brand Presence !
