Carrying money in your wallet or for that matter even cards is now turning out to be a risk for most people, thanks to the increasing number of pickpocketers in town. As an alternative to that people have started keeping an updated mobile wallet, which allows them to pay through an online platform with just a few clicks. These mobile wallet platforms have taken to social media aggressively and are talking to their audience constantly. However most of these conversations are happening on Facebook. Twitter still looks like an alien platform for them. Here's the why and how of these mobile wallets about their social media endeavors.

1. www.simplify360.com
Top M-Wallet Brands on
Social Media (India)
17th June – 16th July, 2015

2. www.simplify360.com
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.

3. www.simplify360.com
Rank Company name
SSI 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.

4. www.simplify360.com
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

5. www.simplify360.com
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

6. www.simplify360.com
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
Engagement(Likes+Comments+Shares)
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.

7. www.simplify360.com
How Brands Engage on Facebook Contd…
Pictures
89%
Status
3%
Offers
2%
Vidoes
2%
Links
4%
Types of Posts
M-Wallet Brands use images frequently as their Facebook content.

8. www.simplify360.com
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

9. www.simplify360.com
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
Engagement(Retweets+Favorited)
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.

10. www.simplify360.com
How Brands Engage on Twitter Contd…
Text
18%
Link and Picture
13%
Links
39%
Picture
30%
Types of Posts
Pictures are being most shared content on Twitter by all the Brands followed by
combination of Link and Picture.

11. www.simplify360.com
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

12. www.simplify360.com
Analysis of Customer Care Twitter Handles
Paytm, 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

13. www.simplify360.com
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

14. www.simplify360.com
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