Now Paytm, Jabong to come embedded in popular smartphones

Soon you will not have to download Paytm, Hotstar and Jabong as mobile applications of these companies will come pre-embedded in smartphones.

In a bid to tap larger customer base of handset makers, Paytm, Jabong and Hotstar have inked deals with handset manufacturers like Micromax, Intex, Spice, Microsoft and Karbonn and will come embedded in these.

"Up to 75-80% of our sales come through either our smartphone apps or mobile phones. So, mobile strategy is a vital element of marketing for us, especially android platform," Shankar Nath, Senior Vice-President of Paytm told Economic Times.

Paytm has a partnership with Samsung, Microsoft, Micromax, Lava and Spice for pre-embedding its app on the highest selling models of these handset manufacturers.

The financial daily reported that Paytm app had seen close to 29 million downloads.

Likewise, Jabong has inked deal with Microsoft to pre-bundle its app in some models of the Lumia series. The partnership will help the e-Commerce company reach out to Lumia loyals.

"When an app is already installed on a smartphone, the probability of the consumer using it increases and hence, such tie-ups make sense for us," Praveen Sinha, co-founder of Jabong, told ET.

As per a study by Zinnov, Jabong's transactions through smartphones have increased to up to 50% from 5% about two years ago. As smartphone sales grow about 51% every three months, the mobile commerce market is likely to grow 55% to $19 billion by 2019, from $2 billion now.

"Media consumption pattern of consumers have changed completely. It will continue to change rapidly in the coming future. We are moving towards the era of wireless communications. So this is the new way towards which marketing and advertising is moving," Sandeep Goyal, chairman of Mogae Media, told ET.

Goyal said that the brands were looking towards digital marketing strategies more seriously.

Even Hotstar, the mobile-based application of Star network, has a tie-up with Micromax, Panasonic, Karbonn, Lava and Spice to pre-embed its app on some of their leading models.

The mobile app offers over 35,000 hours of content in seven languages, ranging from movies and television shows to live sports.