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WhatsApp: Creating and Communicating Value for WhatsApp Payments

Bikramjit Rishi, Harvinder Singh, Agniv Bhattacharya

Product #:W32678
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:India, 2022
Details:Case (PDF) • 13 pages • 2023-07-07

Subjects:

FintechCompetitive advantageFinance and investingCompetitive strategySales and marketingMarketingStrategy

Industries:

Information technology and telecom sector

Geography:

AsiaIndia
Your Price:$9.71

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In early 2018, WhatsApp—the cross-platform messaging and Voice over Internet Protocol (VoIP) service—began testing its WhatsApp Payments (Payments) service, designed to enable digital payment transactions in India. By late 2020, the platform had rolled out the initial launch of its Payments feature within India, with the National Payments Corporation of India agreeing to a staggered launch. However, despite the number of Payments users increasing from twenty million to forty million between November 2021 and April 2022, the platform witnessed stagnation in customer retention due to faulty transactions and inefficient processes that resulted in driving customers away. WhatsApp’s challenge was to review its customer value proposition to gain new customers and retain existing ones. How should it communicate this customer value proposition to its target customer base to attract new users? Would it be more appropriate to launch Payments as a standalone app?

Learning Objectives

The case is suitable for undergraduate- and postgraduate-level students taking courses in marketing management, digital marketing, and digital business platforms. The instructor can use the case in the introductory classes of these courses to discuss the design and communication of customer value proposition. The case can also be used in entrepreneurship management and business-model courses to demonstrate the pros and cons of a stand-alone app versus having a payment feature as an add-on to an existing app. After working through this case and assignment questions, students should be able to
  • understand the reasons behind user acceptance of digital business platforms in the fintech industry;
  • describe the customer value proposition of a digital business platform;
  • analyze competitive advantage in the highly competitive digital platform industry; and
  • decide whether WhatsApp’s Payments should be launched as a stand-alone app or added as a key service feature.
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Case Study: WhatsApp: Creating and Communicating Value for WhatsApp Payments (English version) | Ivey Publishing