MAM
Google Pay tops the chart among e-wallets app users at 38%, followed by Amazon Pay & Paytm: WATPapers
Mumbai: WATConsult, the hybrid digital agency from Dentsu Creative India, has released the latest issue of its monthly WATPapers. Titled ‘Digital Transactions in India’, the report is by WATConsult’s research division, Recogn. The report shares insights on the increase in online businesses and purchases, changes in the process of making payments, and the migration of people from cash to digital transactions.
According to the report, the majority of respondents prefer to use digital payment systems like e-wallets and UPI. Apart from that, they have also used credit cards and net banking to complete transactions. It is worth noting that, while 46 per cent of males prefer e-wallets, the majority of females prefer UPI to transact. Furthermore, many youngsters in the age group of 18 to 24 years prefer using UPI and e-wallets.
The report further reveals that among the e-wallet app users, Google Pay (38 per cent) tops the chart, followed by Amazon Pay (37 per cent), Paytm (36 per cent), and Freecharge (32 per cent). While female users choose to use Google Pay, male users prefer using Amazon Pay, Paytm, and Google Pay. In small metropolitan areas, users prefer to use JioPay, Google Pay, and WhatsApp to transact.
Users favour e-wallets owing to the need to switch to a digital payment system and reduce cash transactions. These apps are convenient since they are easy to use and access. Additionally, users also get discounts or cashback on using them, along with some special benefits from specific retailers as well.
“Mobile payments, especially mobile wallets, have been a great driver towards this phenomenon and revolution on a global basis,” said Isobar India group CEO Heeru Dingra, commenting on the latest issue of WATPapers. “Gradually, India is moving toward a cashless economy, which explains the increasing trend of using digital payments systems extensively. The government, under the programme of digital India, has been encouraging and promoting the use of e-wallets via UPI.”
“The UPI platform has witnessed a leap in adoption at a phenomenal growth rate as a payments product across the country. There have been many merchants and businesses in the digital as well as offline ecosystems that have integrated the options of e-wallet apps and UPI for customers’ convenience and ease of transaction. This has positively influenced the country’s mobile wallet market,” she added.
WATConsult managing partner Sahil Shah said, “In the emerging markets, e-wallet apps have garnered much more attention compared to other forms of payment systems. Digital payment adoption is growing, and the onset of the pandemic has created a need for contactless payments in everyday life. The need for digital payments and the rise in the frequency of usage of e-wallets during the pandemic have been evident. There was a change in the behaviour of consumers during the pandemic which had a direct impact on the retail and e-commerce sectors.”
For the record, WATPapers are monthly published short reports based on the primary research conducted by Recogn, the agency’s research division that provides consumer and business insights to the audience. It aims to delve into the different aspects of the digital industry, consumer behaviour, and more.
Link to the report: https://www.watconsult.com/watpapers-digital-transactions/
MAM
Microdrama Specialist COL Group International Builds Out With Narativ, Rock Networks & BlingWood Deals
MUMBAI: Microdrama powerhouse COL Group International is building out its distribution network, with its CEO saying vertical video is about to enter its “next competitive chapter.”
The microdrama arm of publicly-listed Chinese company COL Group appointed Narativ Media as its official distributor in the Middle East and North Africa (MENA) and CIS regions and Africa, and a struck new content deal with a new Dubai-based microdrama platform.
The deals were unveiled this morning at MIP London, and also included Rock Networks as its exclusive Southeast Asia telco distribution partner for its app, FlareFlow. MIP London is now into its second day at the Savoy Hotel and adjoining IET London complex.
The deals come soon after COL appointed Harbour Rights to represent its titles in Europe and Latin America, as we reported yesterday in our extended feature on microdrama distribution.
COL’s Singapore-based microdrama unit says its “coordinated global distribution architecture and significantly expanded international content slate” would help to scale its catalogue to more than 1,700 microdrama titles worldwide. These hail from South Korea, Japan, Africa, the Middle East, Southeast Asia and the UK and roll out across Sereal+, FlareFlow and 17K.
A deal with Dubai-based BlingWood, which recently launched as an OTT platform, will expand COL’s access to Middle Eastern and Indian microdramas, and includes a broader pipeline of Indian series from storytelling platform Pratilipi, Korean titles from BeLive Studios and British reality-led formats from Tattle TV — the UK’s first dedicated microdrama app, including titles such as Dog Dates.
“Microdrama is entering its next competitive chapter, where quality, retention and monetization standards are increasingly shaped by data and operational discipline,” said Timothy Oh, General Manager of COL Group International.
“As pioneers in both China and the U.S., scaling some of the world’s leading platforms in this space, we understand what it truly takes to win sustainably. Our role is not simply to offer catalogue volume, but to help partners select, position and scale the right content for their platform and audience. By bringing together a broad, constantly refreshed slate from across regions, we enable smarter curation, clearer differentiation and long-term growth for serious industry players.”
Narativ deal
COL and UAE-based Narativ described their deal as a “strategic expansion of premium vertical content distribution across high-growth emerging markets,” and comes as the microdrama continues to boom financially. The growth of the medium will be among the key topics of conversation today at MIP London, where COL chief Oh will be speaking.
The pact extends beyond content representation and is being billed as part of a more “structured micro-drama distribution infrastructure.”
Narativ will spearhead market development, platform alliances, broadcaster relationships and digital monetization frameworks across the MENA and CIS regions and Africa, where they have identified “rapid mobile-first consumption growth and strong demand for short-form, high-engagement storytelling formats.”
“Micro-dramas are reshaping global viewing habits, particularly across mobile-first markets like MENA, Africa and CIS,” said Manjyot Sandhu, CEO and co-founder of Narativ. “Our appointment as official distributor for COL Group in these territories reflects Narativ’s strategy to build sustainable distribution architecture.
“A key pillar of the collaboration includes integration with FlareFlow, enabling strategic telco partnerships, bundled carrier offerings, and alternative monetization pathways designed to accelerate scale across mobile ecosystems and OTT platforms.”
Oh added: “We are building more than a content slate – we are building the global infrastructure for microdrama. With hundreds of new titles launching every quarter, scale and regional strength are critical. Narativ with its deep foothold in MENA, Africa CIS and other key markets makes them a natural strategic partner as we expand FlareFlow and bring microdrama to new platforms, telcos and audiences.
Narativ, which is joint venture Sandhu operates with Copyright Capital, manages around 7,000 hours of content and has a digital network spanning 150 million subscribers across 21 language.
COL Group has emerged as one of the biggest microdrama platforms, running platforms such as FlareFow. It is also a part-owner of ReelShort.
