www.simplify360.com

Top M-Wallet Brands on

Social Media (India)

17th June – 16th July, 2015

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HIGHLIGHTS:

• PayTM tops the Buzz chart. It has 68% share of buzz. The

second largest buzz creating M-Wallet is Mobikwik.

• PayTM performed the best on Facebook. It has the highest

engagement per day , but it did not do exceptionally well on

Twitter.

• Mobikwik plays it smart on Twitter It has highest

engagement per day with relatively low number of tweets as

compared to all the brands. It has 158 engagements per day

on posting 7 tweets per day. It uses hashtags frequently.

• PayMate and Citrus weakest players They perform poorly in

all departments

• M-Wallet players mostly uses images to interact with

customers On Facebook while on Twitter they amalgam

pictures with links

• Paytm, Mobikwik, PayUMoney and Citrus have dedicated

customer care handles running Paytm has reported highest

number of queries in a given time period and have replied to

85% of them. MobiKwik replied to 93% of the queries and

maintained the highest response rate PayUmoney also

managed to respond to 86% of grievances. Citrus had highest

response rate.

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Rank Company nameSSI SCORE

(June’15)

1 Paytm 100

2 MobiKwik 80

3 Payumoney 52

4 Oxigen 44

5 CitrusPay 21

6 Paymate 3

MOST SOCIAL M-Wallets (INDIA)

SSI refers to Simplify360 Social Index.

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Facebook Fans Vs Twitter Followers

Fans and followers as on 12:30PM, 17th July

905,704

751,171

107,624

101,045

68,135

11,954

50,700

49,912

21,268

21,976

400

1,165

1,000,000 500,000 0 500,000

M-Wallet companies have much stronger following on Facebook than on Twitter

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PAYTM HAS THE HIGHEST SHARE OF VOICE

Share of mentions of brands on Social Media(@mentions+ brand mentions+ FB Comments ), 17th June – 16th July

MobiKwik is second at 19.6%

Paytm, 68.90%

MobiKwik, 19.49%

Payumoney, 5.39%

Oxigen, 5.48%CitrusPay, 0.72% Paymate, 0.03%

Paytm MobiKwik Payumoney Oxigen CitrusPay Paymate

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How are the brands engaging on Facebook?

(2, 12,556 )

(1, 553 ) (1, 25 )(0, 0 )(0, 4 )

(2, 274 )

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

0 1 1 2 2 3

Posts Per Day

Enga

gem

ent

(Li

kes

+ C

om

ment

s +

Sha

res)

0

5

10

15

20

25

30

35

Mon Tue Wed Thu Fri Sat Sun

Day Wise Post Count

Publishing and Engagement

• PayTM tops the charts with 2 posts

per day and 12.5K interactions

everyday.

• PayMate and Citrus performing

poorly in this department.

• Oxigen and Mobikwik performed

decently.

• M-Wallet Brands distribute the

posts over the entire week.

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How Brands Engage on Facebook Contd…

Pictures89%

Status3%

Offers2%

Vidoes2%

Links4%

Types of Posts

M-Wallet Brands use images frequently as their Facebook content.

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3

5

5

5

7

20

#ThatsNotWhatIOrdered

#PaytmWallet

#OxigenProteas

#BenefitsofPayumoney

#DadKiDaat

#OxigenWallet

By Oxigen

By Oxigen

By PayUMoney

By Paytm

By PayUMoney

How Brands Engage on Facebook Contd…

Hashtag Usage by Brands

Oxigen Wallet most actively used hashtags followed by PayUMoney

By Oxigen

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How are the brands engaging on Twitter?

(6, 4)

(7, 158)

(12, 29)

(0, 0)

(19, 18)

(4, 37)

0

20

40

60

80

100

120

140

160

180

0 5 10 15 20

Tweets Per Day

Enga

gem

ent

(Retw

eets

+Fa

vori

ted

)

0

50

100

150

200

250

300

350

Mon Tue Wed Thu Fri Sat Sun

Day Wise Post Count

Publishing and Engagement

• Mobikwik earns the most attention

of the fans with tweets as little as 7

per day.

• PayMate and Citrus performing

poorly in this department.

• PayTm is getting fair amount of

interactions everyday.

• Oxigen and PayUMoney tweeted

most frequently but couldn’t earn

much interactions.

• Tweets come out on weekdays

mostly.

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How Brands Engage on Twitter Contd…

Text18%

Link and Picture13%

Links39%

Picture30%

Types of Posts

Pictures are being most shared content on Twitter by all the Brands followed by

combination of Link and Picture.

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26

29

31

34

102

111

#KwikSurpriseForDad

#KwikGuess

#CitrusCube

#OxigenWallet

#DadKiDaat

#PayUmoney

By Citrus

By PayUMoney

How Brands Engage on Twitter Contd…

Hashtag Usage by Brands

Oxigen Wallet used hashtag most frequently, while Mobikwik came up with

most creative hashtags.

By Oxigen

By Oxigen

By MobiKwik

By Mobikwik

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Analysis of Customer Care Twitter HandlesPaytm, Mobikwik, PayUMoney and Citrus have dedicated customer care handles running. Paytm has reported highest number of queries in a given number of conversations and have replied to

85% of them. Although M-Wallet is not the only service that Paytm provides.

MobiKwik replied to 93% of the queries and maintained the highest response rate.

PayUmoney also managed to respond to 86% of grievances.

Citrus received just 8 queries and responded to all of them maintaining 100% response rate.

• First 150 mentions for each brands have been considered for identification of queries and responses.

• Only customer care handles were taken into account while the analysis.

• Private Messages has not been considered for analysis.

8

12

30

29

0

2

2

5

@CitrusCare

@PayUmoneyCare

@MobiKwikSWAT

@Paytm

Replied Unattended

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Methodology

Simplify360’s proprietary listening tool is used for collecting the data and counting the

number of mentions for each company.

The parameters considered for Twitter and Facebook were also gathered through

Simplify360. For brands having multiple Twitter profiles their main official account is

taken into consideration.

Total 6 brands were considered in the analysis.

Geography considered: India

Period of analysis: June 17 to July 16, 2015

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