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India's foremost banking institutions, spanning both private and public sectors, are intensifying efforts to bolster their stake in the Unified Payment Interface (UPI) domain, presently monopolized by industry giants - PhonePe, Google Pay, and Paytm. Equipped with requisite TPAP licenses, these banks are enhancing their mobile applications to cater to a broader clientele base, encompassing both existing customers and non-patrons. SBI is poised to unveil an upgraded YONO 2.0 platform, designed to cater to a diverse user spectrum, irrespective if they have an account or not. This upgraded application will serve as a comprehensive marketplace, offering banking services alongside a plethora of products. ICICI Bank's InstaBIZ app is geared towards extending mobile banking amenities to customers across all banking networks. Leveraging the account aggregator network, ICICI aims to deliver bespoke solutions to a wide demographic. Yes Bank has debuted the intuitive Yes Pay Next app, facilitating seamless transactions across various channels, ensuring compatibility with all major banking platforms. This eagerness among banks to make inroads into the unified payments interface (UPI) payments segment stems from the surge in UPI transactions observed in recent years. NPCI reported transaction volumes surpassing 12 billion, with a transaction value exceeding Rs 18 trillion by December 2024. It's evident to banks today that securing a foothold as a primary payment application can serve as a gateway to cross-selling ancillary products such as loans and insurance. The RBI's latest report on banking trends underscores the rapidly growing adoption of digital payment channels, eclipsing traditional instruments like cheques and demand drafts. UPI, in particular, commands a lion's share of transaction volumes, signaling a seismic shift in payment preferences. Presently, PhonePe reigns supreme in the UPI segment, commanding a 47% volume market share. However, regulatory intervention by NPCI, mandating a cap of 30% on market share for payment apps, necessitates a more equitable distribution. This regulatory directive paves the way for new entrants to vie for a slice of the burgeoning UPI ecosystem, ushering in a new era of competition and innovation. #upi #sbi #yesbank #icici #npci #googlepay #gpay #phonepe #paytm #groupm #dentsu #ipg National Payments Corporation Of India (NPCI) Sudhi Hegde Satyen Kishan Muralidhara Prasad Ramjee Kumar Gupta

Nischal Kumtakar 💎

CRO l India Biz Head l Digital Media Sales I Mobile/TV/OTT/Print I AI/AdTech/ROI I BizOps/P&L Mgmt l Specialised in driving revenue growth of USD 45 Mn ARR by leveraging Data Analytics and smart GTM, CRM & PACE strategy.

5mo

Interesting analysis

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