Official Blog of GTM360 Marketing Solutions
There are many business relationships where trust is one-sided. Let me give a few examples of such relationships in which the contract between two parties A and B is such that A needs to trust B but B does not need not trust A. #1. METERING Mobile phone subscriber consumes data. The consumption is measured … Read more
Direct-to-Consumer financial technology startups are new age companies that sell bank accounts, loans and other financial products directly to end users. In this post, we’ll use the term “Fintechs” to refer to these D2C firms and “Fintech” to refer to the industry as a whole. Fintechs are different from “Fincumbents”, which is a term I’ve … Read more
Like me, you may have come across people who appear obsessed with security but happily book cabs, send messages, order food, and even make payments without entering a single password / PIN on their smartphones. This is not as contradictory as it seems if you look at the end-to-end customer journey. For the uninitiated, Customer Journey can … Read more
On the tenth anniversary of the bankruptcy of Lehman Brothers, the media is full of articles questioning why nobody went to jail for the Great Financial Crisis that followed. Take, for instance, A crisis nobody went to jail for. According to most of these articles, the GFC happened beause of greed, laziness, cronyism and cheating … Read more
Fans of Lewis Carroll will immediately spot the striking resemblance between the title of this post and the refrain from The Mock Turtle’s Song in Alice in Wonderland. A newly opened electronic brokerage gave free eTrading accounts to all employees of the company in which I was working in circa 2000. I signed up for one immediately. … Read more
Let’s take the following two statements: Indians are obsessed over security Indians make payments without entering any password. Each of these statements is a fact. But, taken together, they appear contradictory and portray Indian consumers as fickle (or worse). Not true. In this blog post, I’ll use the principles of Customer Journey Mapping to explain why these … Read more
India’s central bank-cum-banking regulator Reserve Bank of India relaxed the two factor authentication mandate for instore card payments below INR 2000 (~US$30). This means that you can pay with credit or debit card at a store without entering a PIN for purchases below INR 2000. Ever since that announcement was made, card issuers and acquirers … Read more
Many people complain that cashiers decline Apple Pay even though their stores have advertised support for Apple’s payment service. I’ve come across the same experience with HDFC Bank’s PayZapp mobile wallet. The cashier at a restaurant in my neighborhood told me they hadn’t started accepting PayZapp although there was a “PayZapp Accepted” sticker on his … Read more
This is a slightly edited version of my answer to the following Quora question: Usually, there are many apps in the market, the developer remains blissfully unaware of them, develops a similar app without being cognizant of the other apps, and then wonders what went wrong. Yours is the right question. It’s a pleasure answering … Read more
Targeted offers have become famous. That’s not to say they’ve become popular – brand managers report low conversion rates of offers made to offers redeemed. There are many reasons for this problem such as the ones I covered in Walking The Tightrope Between Driving Repeat Purchase And Rewarding Loyalty and How To Fulfill Targeted Offers To … Read more