Achieving pervasive digitization: An Overview

There is no doubt that digital transactions are on an upswing in the country. However, despite the rising popularity of digital transactions, the segment is still grappling with numerous challenges.Some of these key challengesalong with possible solutions necessary to achieve a successful and large scale digitization are discussed herewith:

Accessibility

For a successful cashless economy, financial inclusion is imperative. The Pradhan Mantri Jan Dhan Yojana is one such successful step which has created 18.15 crore bank accounts in rural/semi-urban areas and 12.7 crore in urban geographies, adding 23.27 crore RuPay debit cards to the cashless ecosystem.Further, UPI and Bharat QR scan & pay instruments have simplified cashless transactions and made it accessible for the rural and marginalized income groups with lower literacy rates.

While these are encouraging initiatives, there still remains a large divide in the cashless instruments and the available infrastructure to use them. For e.g. there are currently over 830 million debit card users in the country with only 2.9 million POS terminals, where these can be swiped. Similarly, while UPI and QR code operated asset light instruments is expected to reach 1.5 million users by March 2018, there are currently only 7 lakh shops or POS terminals where these can be accepted.Matching the rise in digital payments instruments with accessible payment infrastructure is a vital challenge that needs immediate attention.

Digital Literacy

With the second largest population of internet users in the world, India is an active digital player when it comes to entertainment, social networking, communication, online shopping etc.

However, the use of internet as a significant medium for cashless transactions is yet to be actively realized. As per a recent report, it is estimated that out of the 460 million mobile only internet users in the country, only 125 million are fluent in English – the language largely used for instructions in majority of digital transaction platforms. Apart from the language, a most of rural and low-income group population find the available digital platforms either too complicated or simply not compatible for their current expenditure patterns.

While government partnerships with international leaders like Google for essential skill training, proliferation of Indic language on the web and digitalinfrastructure development for public environments are all steps in the right direction, a comprehensive digital literacy campaign among defined target groups like women, youth,micro merchants and illiterate group is vital for a successful cashless economy.

Financial Policy structure

Thoughtful policy decisions taking into account interest of consumers and all stakeholders in a payments transaction will be instrumental in driving the cashless economy. Demonetization, strategic Digital India campaign, reduction of MDR and subsidy on debit card, UPI BHIM and Aadhaar enabled transaction below INR 2000will push the cashless economy cause further. The implementation of Goods & Services Tax was yet another factor that encouraged transparent taxation and cashless transactions to create an organized marketplace. Additionally, with a variety of digital payment instruments, from UPI BHIM, BharatQR and Aadhaar enables payments are all positive policy initiatives that are driving digitalization amongst diverse strata of the society.

However, policy interventions that incentivize digitization at the grass root level are vital for successful implementation of the cashless economy. These include:

Tax incentives to payer and receiver for using cashless payments

Discounted/ incentivized MDR rates

Shift to digital documentation of banking transactions, KYC and other financial services records

Infrastructure

Limited access to high speed data networks, unreliable and weak connectivity, proliferation of sub-standard hardware like counterfeit mobile phones and pirated software are some of the challenges plaguing digital infrastructure in India.

In line with the ambitious Digital India initiative, a large-scale development of infrastructure is underway and is set to adequately address these issues. The key pillars for the digital transformation, set to accelerate India’s global standing as a cashless economy, include:

Broadband Highways

Public Internet access programs

Universal access to mobile connectivity

Electronic delivery of services

E-governance

Reconstructing Mind-sets

India has always been a cash friendly country and major digitization is largely driven by millennial and globe-trotting urban population. The average Indian continues to remains speculative about usingthe digital platform, when it comes to his money.

Demonetization was an effective wake-up call that helped break the heavy cash dependent mindset, albeit temporarily. A strong campaign directed to address the strong pro-cash mind-set is vital to drive digitization. These efforts need to address:

Lack of trust in the digital framework

Extensive dependence on hard cash and hard copy documents

Peer pressure

Conclusion:

Factors listed above offer a sneak peek into current status of digital transactions in India, chronicling the challenges, government efforts and shortfalls. It also offers a holistic view of the macro and micro environments and the possible multi-pronged, customized and agile solutions to drive digitization.

About Phi Commerce

Phi Commerce creates an ecosystem between merchants and consumers through simple, secure and efficient payment processing which helps commerce to flourish and build lasting consumer relationships. Phi Commerce solutions are localized for merchant use case unlike generic “one size fits all” solutions.

Underpinning all Phi Commerce solutions is the PayPhi Transaction Gateway, an omni channel gateway which supports various types of payments such as payments on the go, in-store payments and online payment.

PayPhi eCOD solution provides consumers a simple, safe, anytime / anywhere way to digitally when the goods or services are delivered/rendered. The effective nature of this service has resulted in it being rolled out to consumers of over 220 e-tailers across 5500 PIN codes within 6 months!

PayPhi MerchantPay, an omni payment acceptance platform, allows merchants to accept payment using UPI, BharatQR, AadhaarPay without any additional investment in devices. PayPhi MerchantPay can be used as standalone application or can be integrated with the teller systems or delivery/booking apps. Delivery agents of one of the largest LPG refill supplier in the country use PayPhi MerchantPay to enable cash less payment on delivery of cooking gas cylinder.

PayPhi ePay – enables business to send secure collection request to consumer for instant payments. This can be used for both proximity and remote collections.

The core team of Phi Commerce is seasoned payment professionals with more than 150 years of experience in retail payments domain across 25 countries globally.

Jose Thattil
CEO of Phi Commerce