Thread by @TheSwamy

Building A National InterOperable Payments BRAND for India - we've done the hard-work and built the WORLD's BEST Real-Time, Interoperable, Payments Solution!

Now let's do the simpler stuff of giving it a simple common BRAND & communicating & scaling it!

linkedin.com/pulse/building…

It's also critical for all partners in the ecosystem to co-exist and ensure interoperability. Merchant acceptance in India is poor because everyone goes after the same merchants & few serve mass merchants with an open & interoperable mindset.

#SayNoToCash #GoDigital

NPCI has already specified branding guidelines - perhaps they need to be enhanced - but Payments companies need to incorporate and support interoperability to drive volumes.

The competition isn't with each other - but CASH!

The Indian model is unlike the several overseas models - its built on the back of interoperability amongst regulated entities that protects the best interests of the customer - whether a merchant or a consumer -by providing choices at all levels & stages.
#SayNoToCash #GoDigital

While there is certainly scope for enhancement and improvement in terms of more openness, better branding communication, etc. its also the responsibility of the early movers to ensure that the brand guidelines are respected.

#SayNoToCash #GoDigital

Most of the tech-based payments brands are very deep pocketed - and spend huge sums in marketing - this is a great opportunity to also educate the customer on the interoperability of payments. BECOZ the COMMON ENEMY is CASH!

#SayNoToCash #GoDigital

This is a one-time investment we all have to make for the greater good of the industry, the country & the common man. I can't think of a more impactful marketing campaign - because when everyone aligns, one plus one will be eleven!

#SayNoToCash #GoDigital

Love this Tweet by @amitsomani likening it to the famous #GotMilk campaign of the 90's.

https://twitter.com/amitsomani/status/1103611930869002240