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\"\"While the payments market is already crowded, there is a lot of room for existing players and new players to grow since India is still a cash based economy, said Caesar Sengupta<\/a>, VP, Next Billion Users, Google<\/a>. In an exclusive interview to ET’s Surabhi Agarwal and Gulveen Aulakh, Sengupta added that incentives or other promotions don’t really drive usage rather it is simplicity and ease of use which will push people towards using digital means of transactions. He added that technology for Tez<\/a> -- a made for India – took months of testing and fine tuning before its launch on Monday. Edited Excerpts:<\/em>
\n
\nPayment is already a crowded market already, how will Tez stand out?<\/strong>
\n
\nIt’s crowded in one sense but it is so early in another sense. We are still a cash based economy, the shift to cash from digital is a very long journey, there are a number of players now and many more players can and should join. There is a lot more innovation needed to get people to use digital. You have to build products that are safe, secure and fun to use. Our choice of building on top of UPI and banks is a very explicit choice. We realised through our research that people like to keep money in the bank account, where they get interest. We also realised that features such as cash mode are needed, if you are paying somebody in the market, you don’t want to give them your phone number.
\n
\n
\n
\nHas the audio QR technology been tested elsewhere, are there other products of Google which have been built on this?<\/strong>
\n
The audio QR is a new technology. We have used audio for pairing across products like Chromecast<\/a> which uses it for setup. But for audio QR we had to do a lot of development and tuning for India. Here many phones don’t have Bluetooth, almost 85% of the phones don’t have NFC (Near Field communication). When we thought what would get us immediately to not just the city users but also everyone else are things like speaker and microphone. And so we built the audio QR technology it uses ultrasound beam. We had to work on it for 8-10 months to test it. We wrote a bunch of internal apps that had audio QR and had thousands of Googlers use it for the last many months.
\n
\n
\n
\nFor any payment solution to be successful, there has to be a large scale usage by the merchants, what are going to be your efforts on that front?<\/strong>
\n
First there are the small merchants, like your auto driver, small kirana store, a chaiwallah, they can use Tez right now, for them cash mode will work instantaneously. With Tezforbusiness, we are starting with online merchants, so they can accept payments directly from bank accounts. Right now most of the sites accept netbanking but its hard. We thought that if we can make it easier for people to pay in a secure manner it would help expand digital payment<\/a>. The third category is the merchants with people like Dish TV, electricity and water bills, gas bills, those again we are working with aggregators like Billdesk to automate it. The fourth category is the larger organised retail, that is where the work is going to be the hardest. In the large stores, it is going to be faster, and we are working on partnerships but this mid-tier long tail is going to take time. We have done a lot of work with Google my business to bring these businesses online and we are going to use those partnerships. Our banking partners also have deep relationships with them.
\n
\nHow many merchants have signed up for Tez?<\/strong>
\n
\nTez for business has been opened up today. We talked about the merchants we got live, those are the first few people who worked with us to develop the system. Over the next few weeks, we will reach out through banks, their partnerships, our advertisers, and aggregators like Shopify, PayU, BillDesk to reach as many merchants.
\n
\n
\nThere's a lot of competition in this space, so will Google look at incentives for merchants to drive acceptance of Tez?<\/strong>
\n
\nMore than incentives what merchants care about is customers, growing the user base, being able to drive engagements. If and when we need incentives, we will look at it. But I fundamentally don't believe incentives lead people in the long run to become true customers. To be true customers you have to be make the decision based on the experience that you are getting, the value the intrinsic product is bringing to you. And that's what we have been focused on, both for users and for merchants.
\n
\n
\n
\nWhat are your targets in terms of customers and users?<\/strong>
\n
\nWe won't give specific numbers. We are very early, so this is an multi year effort for us. Over the fullness of time, there are 300 million smartphone users today which is growing and also there 600 million bank accounts, so the potential size and opportunity is very large. We want to serve as many users as many businesses as we can, so it is going to take us a number of years and we're committed to spending that time, investing in it, and getting to a point where people actually have a real choice for using these additional payments.
\n
\n
\nWould Tez be available on feauture-phones in the future?<\/strong>
\n
\nA: Feature phones are a large category. If UPI extends to feature phones like the Minister said he is interested in seeing, we are also interested in serving our users. We will go where our users are.
\n
\nHow does payment Tez tie in with larger Google ecosystem, and what are your expectations?<\/strong>
\n
\nIndia is a tremendously important country for us. We expect a vast majority of our new users to come from India. However, the environment that users face in India is substantially different from many users in other countries, or even people in Delhi face. So, we have been working for making our products better, building new products and services, for reaching these users. We did Google Station, which had WiFi in railway stations across the country, and in many places it is the best kind of Internet that you can get. We've added offline to Google Maps to YouTube and today we got a product that has is built for India first - Tez - to market. This is part of a long term commitment to helping create a digital India and new India.<\/body>","next_sibling":[{"msid":60741258,"title":"Bharti Airtel plans to spend over Rs 32,000 crore in next two fiscals","entity_type":"ARTICLE","link":"\/news\/bharti-airtel-plans-to-spend-over-rs-32000-crore-in-next-two-fiscals\/60741258","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":60741442,"entity_type":"ARTICLE","title":"Payments market crowded but still room to grow: Google exec","synopsis":"While the payments market is already crowded, there is a lot of room for existing players and new players to grow since India is still a cash based economy, said Caesar Sengupta, VP, Next Billion Users, Google","titleseo":"telecomnews\/payments-market-crowded-but-still-room-to-grow-google-exec","status":"ACTIVE","authors":[{"author_name":"Gulveen Aulakh","author_link":"\/author\/19656\/gulveen-aulakh","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/19656.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":19656,"author_name":"Gulveen Aulakh","author_seo_name":"gulveen-aulakh","designation":"Assistant Editor","agency":false}},{"author_name":"Surabhi Agarwal","author_link":"\/author\/479241991\/surabhi-agarwal","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479241991.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":false,"msid":479241991,"author_name":"Surabhi Agarwal","author_seo_name":"surabhi-agarwal","designation":"Correspondent","agency":false}}],"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2017-09-19 08:52:55","lastupd":"2017-09-19 08:58:08","breadcrumbTags":["Google","Caesar Sengupta","Industry","Tez","Digital Payment","Chromecast"],"secinfo":{"seolocation":"telecomnews\/payments-market-crowded-but-still-room-to-grow-google-exec"}}" data-authors="[" gulveen aulakh","surabhi agarwal"]" data-category-name="" data-category_id="" data-date="2017-09-19" data-index="article_1">

支付市场拥挤但还是发展空间:谷歌高管

而支付市场已经拥挤,有很多现有的球员和新球员的空间增长以来,印度仍然是一个现金为基础的经济,凯撒森古普塔说,副总裁,下一个十亿用户,谷歌

Gulveen Aulakh Surabhi阿加瓦尔
  • 更新2017年9月19日08:58点坚持
而支付市场已经拥挤,有很多现有的球员和新球员的空间增长以来,印度仍然是一个现金为基础的经济,说凯撒森古普塔副总裁,下一个十亿用户,谷歌。独家采访中ET Surabhi Agarwal, Gulveen Aulakh,森古普塔说,奖励或其他促销活动不开车使用而是简单性和易用性将促使人们使用数字交易的手段。他补充说,技术特斯——一个为印度——花了几个月的周一发射前测试和微调。编辑摘录:

付款已经是一个拥挤的市场,特斯将如何脱颖而出?

拥挤在某种意义上,但在另一种意义。基础经济,我们仍然是一个现金转移到现金从数字是一个非常漫长的旅程,有很多球员,更多的玩家可以和应该加入。有很多更多的创新需要人们使用数字。你必须建立产品安全、可靠和有趣的使用。我们选择建筑的UPI和银行是一个非常明确的选择。通过我们的研究,我们意识到人们喜欢把钱在银行账户,他们得到利益。我们还意识到,特性,比如现金模式是必须的,如果你是支付在市场上有人,你不想给他们你的电话号码。



音频QR技术已测试过其他地方,有其他谷歌产品了吗?

音频QR是一项新技术。我们使用音频跨产品配对Chromecast它使用的设置。但对于音频QR我们不得不做很多印度发展和调优。这里很多手机没有蓝牙,几乎85%的手机没有NFC(近场通信技术)。当我们认为我们会立即不仅仅是城市用户还其他人扬声器和麦克风。所以我们建立了音频QR技术它使用超声波波束。我们不得不工作8 - 10个月来测试它。我们写了一堆内部应用程序音频QR和有成千上万的员工使用它在过去的好几个月。



任何付款解决方案要想成功,必须有大规模使用的商人,你会在这方面的努力?

首先是小商人,喜欢你的汽车司机,小商店,拉chaiwallah,他们现在可以使用特斯,现金方式将立刻工作。Tezforbusiness,我们从网上商家,所以他们可以接受直接从银行账户支付。现在大多数的网站接受netbanking但其困难。我们认为,如果我们可以方便人们以一种安全的方式将帮助扩大电子支付。第三类是人们喜欢的商家菜电视,水电费,燃气账单,这些我们正在与聚合器像Billdesk自动化。第四类是更大的有组织的零售,这就是工作将是最难的。在大商店,它是快,我们正在合作但这中间层长尾是需要时间的。我们已经做了很多工作与谷歌我的生意将这些业务在线和我们要使用这些伙伴关系。我们的银行合作伙伴与他们也有很深的关系。

有多少商家签订了特斯?

今天特斯业务已经打开了。我们谈到了商人生活,这些都是前几人与我们合作开发系统。在接下来的几周内,我们将通过银行,他们的合作伙伴,我们的广告商,和聚合器像Shopify, PayU BillDesk达到尽可能多的商人。


有很多的竞争在这个空间,所以将谷歌看看激励商人开接受特斯吗?

商人的激励多关心的是客户,不断增长的用户群,能够驱动业务。如果我们需要激励,我们将看它。但我根本不相信激励导致人们长期成为真正的客户。是真实的客户,你必须决定根据你的经验,产品内在价值带给你。这就是我们一直在关注,对于用户和商家。



什么是你的目标客户和用户的?

我们不会透露具体数字。我们非常早,所以这对我们来说是一年多的努力。在时间的饱腹感,今天有3亿智能手机用户增长,也有6亿的银行账户,所以潜力大小和机会很大。我们想成为许多用户尽可能多的企业,所以我们将花费数年,我们致力于消费,投资,让一个人有一个真正的选择使用这些额外的支付。


特斯可在将来feauture-phones吗?

功能手机是一个大的类别。如果UPI扩展功能手机像部长说,他看到感兴趣,我们也感兴趣的服务我们的用户。我们将我们的用户所在的地方去。

如何支付特斯配合大谷歌生态系统,和你的期望是什么?

印度是一个非常重要的国家。我们预计绝大多数来自印度的新用户。然而,在印度是用户所面临的环境大大不同于许多用户在其他国家,甚至人们在德里的脸。所以,我们一直为使我们的产品更好工作,建立新的产品和服务,为达到这些用户。我们做谷歌站,无线网络在全国的火车站,在许多地方是互联网,你可以得到最好的。我们增加了离线向YouTube和Google Maps今天我们有一个产品是为印度建造第一-特斯市场。这是一个长期的承诺的一部分帮助印度和印度新创建一个数字。
  • 发布于2017年9月19日08:52点坚持
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\"\"While the payments market is already crowded, there is a lot of room for existing players and new players to grow since India is still a cash based economy, said Caesar Sengupta<\/a>, VP, Next Billion Users, Google<\/a>. In an exclusive interview to ET’s Surabhi Agarwal and Gulveen Aulakh, Sengupta added that incentives or other promotions don’t really drive usage rather it is simplicity and ease of use which will push people towards using digital means of transactions. He added that technology for Tez<\/a> -- a made for India – took months of testing and fine tuning before its launch on Monday. Edited Excerpts:<\/em>
\n
\nPayment is already a crowded market already, how will Tez stand out?<\/strong>
\n
\nIt’s crowded in one sense but it is so early in another sense. We are still a cash based economy, the shift to cash from digital is a very long journey, there are a number of players now and many more players can and should join. There is a lot more innovation needed to get people to use digital. You have to build products that are safe, secure and fun to use. Our choice of building on top of UPI and banks is a very explicit choice. We realised through our research that people like to keep money in the bank account, where they get interest. We also realised that features such as cash mode are needed, if you are paying somebody in the market, you don’t want to give them your phone number.
\n
\n
\n
\nHas the audio QR technology been tested elsewhere, are there other products of Google which have been built on this?<\/strong>
\n
The audio QR is a new technology. We have used audio for pairing across products like Chromecast<\/a> which uses it for setup. But for audio QR we had to do a lot of development and tuning for India. Here many phones don’t have Bluetooth, almost 85% of the phones don’t have NFC (Near Field communication). When we thought what would get us immediately to not just the city users but also everyone else are things like speaker and microphone. And so we built the audio QR technology it uses ultrasound beam. We had to work on it for 8-10 months to test it. We wrote a bunch of internal apps that had audio QR and had thousands of Googlers use it for the last many months.
\n
\n
\n
\nFor any payment solution to be successful, there has to be a large scale usage by the merchants, what are going to be your efforts on that front?<\/strong>
\n
First there are the small merchants, like your auto driver, small kirana store, a chaiwallah, they can use Tez right now, for them cash mode will work instantaneously. With Tezforbusiness, we are starting with online merchants, so they can accept payments directly from bank accounts. Right now most of the sites accept netbanking but its hard. We thought that if we can make it easier for people to pay in a secure manner it would help expand digital payment<\/a>. The third category is the merchants with people like Dish TV, electricity and water bills, gas bills, those again we are working with aggregators like Billdesk to automate it. The fourth category is the larger organised retail, that is where the work is going to be the hardest. In the large stores, it is going to be faster, and we are working on partnerships but this mid-tier long tail is going to take time. We have done a lot of work with Google my business to bring these businesses online and we are going to use those partnerships. Our banking partners also have deep relationships with them.
\n
\nHow many merchants have signed up for Tez?<\/strong>
\n
\nTez for business has been opened up today. We talked about the merchants we got live, those are the first few people who worked with us to develop the system. Over the next few weeks, we will reach out through banks, their partnerships, our advertisers, and aggregators like Shopify, PayU, BillDesk to reach as many merchants.
\n
\n
\nThere's a lot of competition in this space, so will Google look at incentives for merchants to drive acceptance of Tez?<\/strong>
\n
\nMore than incentives what merchants care about is customers, growing the user base, being able to drive engagements. If and when we need incentives, we will look at it. But I fundamentally don't believe incentives lead people in the long run to become true customers. To be true customers you have to be make the decision based on the experience that you are getting, the value the intrinsic product is bringing to you. And that's what we have been focused on, both for users and for merchants.
\n
\n
\n
\nWhat are your targets in terms of customers and users?<\/strong>
\n
\nWe won't give specific numbers. We are very early, so this is an multi year effort for us. Over the fullness of time, there are 300 million smartphone users today which is growing and also there 600 million bank accounts, so the potential size and opportunity is very large. We want to serve as many users as many businesses as we can, so it is going to take us a number of years and we're committed to spending that time, investing in it, and getting to a point where people actually have a real choice for using these additional payments.
\n
\n
\nWould Tez be available on feauture-phones in the future?<\/strong>
\n
\nA: Feature phones are a large category. If UPI extends to feature phones like the Minister said he is interested in seeing, we are also interested in serving our users. We will go where our users are.
\n
\nHow does payment Tez tie in with larger Google ecosystem, and what are your expectations?<\/strong>
\n
\nIndia is a tremendously important country for us. We expect a vast majority of our new users to come from India. However, the environment that users face in India is substantially different from many users in other countries, or even people in Delhi face. So, we have been working for making our products better, building new products and services, for reaching these users. We did Google Station, which had WiFi in railway stations across the country, and in many places it is the best kind of Internet that you can get. We've added offline to Google Maps to YouTube and today we got a product that has is built for India first - Tez - to market. This is part of a long term commitment to helping create a digital India and new India.<\/body>","next_sibling":[{"msid":60741258,"title":"Bharti Airtel plans to spend over Rs 32,000 crore in next two fiscals","entity_type":"ARTICLE","link":"\/news\/bharti-airtel-plans-to-spend-over-rs-32000-crore-in-next-two-fiscals\/60741258","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":60741442,"entity_type":"ARTICLE","title":"Payments market crowded but still room to grow: Google exec","synopsis":"While the payments market is already crowded, there is a lot of room for existing players and new players to grow since India is still a cash based economy, said Caesar Sengupta, VP, Next Billion Users, Google","titleseo":"telecomnews\/payments-market-crowded-but-still-room-to-grow-google-exec","status":"ACTIVE","authors":[{"author_name":"Gulveen Aulakh","author_link":"\/author\/19656\/gulveen-aulakh","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/19656.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":true,"msid":19656,"author_name":"Gulveen Aulakh","author_seo_name":"gulveen-aulakh","designation":"Assistant Editor","agency":false}},{"author_name":"Surabhi Agarwal","author_link":"\/author\/479241991\/surabhi-agarwal","author_image":"https:\/\/etimg.etb2bimg.com\/authorthumb\/479241991.cms?width=100&height=100&hostid=268","author_additional":{"thumbsize":false,"msid":479241991,"author_name":"Surabhi Agarwal","author_seo_name":"surabhi-agarwal","designation":"Correspondent","agency":false}}],"Alttitle":{"minfo":""},"artag":"ETTelecom","artdate":"2017-09-19 08:52:55","lastupd":"2017-09-19 08:58:08","breadcrumbTags":["Google","Caesar Sengupta","Industry","Tez","Digital Payment","Chromecast"],"secinfo":{"seolocation":"telecomnews\/payments-market-crowded-but-still-room-to-grow-google-exec"}}" data-news_link="//www.iser-br.com/news/payments-market-crowded-but-still-room-to-grow-google-exec/60741442">