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<ul><li><keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> Pay India- has successfully acquired <keyword id="3859481" type="PERSON" weightage="20" keywordseo="Tapzo">Tapzo</keyword>, a mobile app aggregator, in a deal that is reportedly value at $40 million. </li><li>Tapzo is an app aggregator platform that allows users to access more than 35 apps at once, the likes of which include Amazon, Swiggy, Freecharge and Uber. </li><li>With the acquisition of Tapzo, Amazon Pay is looking to increase transaction volumes and improve its core product offering.</li></ul> Following Berkshire Hathaway’s push into India’s digital <keyword id="6359540" type="PERSON" weightage="20" keywordseo="payments">payments</keyword> space with a ₹25 billion investment in <keyword id="6357120" type="DEFINITION" weightage="20" keywordseo="paytm">Paytm</keyword>’s parent company, Amazon has also closed an important deal to shore up its payments business. The company’s payments arm in India - Amazon Pay India- has successfully acquired Tapzo, a mobile app aggregator, in a deal that is reportedly valued at <a href="https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/amazon-pay-acquires-personal-assistant-platform-tapzo/articleshow/65586652.cms">$40 million</a>, inside sources told ET. Tapzo, which is backed by Sequoia Capital, is a personal aggregator platform that allows users to access more than 35 apps at once, the likes of which include Amazon, Swiggy, Freecharge and Uber. The selling point for consumers is that they are not required to download or update the apps, thereby saving storage space and time. The app has been most successful when it comes to bill payments and phone recharges, logging close to 15,000 transactions a month for both. While it remains to be seen just how Amazon Pay will harness and integrate Tapzo into its offering, it seems more likely than not that the app could be used to maximise Amazon’s reach by facilitating digital payments for a variety of services and products. It can also allow for the application of cashback offers for all kinds of transactions. On 28 August, Amazon launched a feature that allows users to pay their bills using Amazon Pay - whether its for their mobile phone, electricity, groceries or gas. Amazon Pay is currently engaged in a battle with Paytm and <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword>’s PhonePe for market dominance in the digital payments space and with the acquisition of Tapzo, it is looking to increase transaction volumes and improve its core product offering. The Tapzo deal isn’t Amazon’s first acquisition in the digital payments space. In 2016, it acquired Emvantage, a Noida-based online payments provider, to start building its payments business in India. In October 2017, it was reportedly planning to increase its investment in Amazon Pay India from <a href="https://www.livemint.com/Industry/XHyM9CeZyNH6yubTnj0NVK/Amazon-Pay-to-get-fresh-fund-infusion-from-Amazon-India.html">₹4 billion to ₹20 billion</a>. In April 2018, Amazon Pay spent ₹1.4 billion on a stake in Capital Float, a digital lending company, and made an initial $5 million investment in Tone Tag, a payments app, the following month.

Amazon India is buying Tapzo to ramp up its digital payments business

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In an exclusive chat with Advertising and Media Insider, digital Influencer Bhuvan Bam, who is known for his YouTube channel - BB Ki Vines, shares his thoughts on the state of advertising today and the advantages brands can draw from working with an influencer. </li><li>He further puts light on the pressure of making something 'viral and funny,’ his brand endorsements philosophy, favourite jingle growing up, and much more. </li><li>The YouTube influencer has worked with brands such as Beardo, Lenskart, Tasty Treats, Vivo, Mivi, Tapzo, and will soon be starring in a commercial for Pizza Hut. </li></ul>Bhuvan Bam, who is known for his YouTube channel BB Ki Vines, is also a youth icon, an entertainer, content creator, an actor and also a singer. Bam’s YouTube Channel now has over 15 million subscribers and he’s coming up with yet another single called ‘Ajnabee.’He has worked with brands such as Beardo, Lenskart, Tasty Treats, Vivo, Mivi, Tapzo, and will soon be starring in a commercial for Pizza Hut. In an exclusive chat with Advertising and Media Insider, Bam got candid about his experience of working with brands. ‘One out of 10 brands come and say ‘Hume kuch viral chahiye’, he says, breaking into a chuckle. “Creators cannot make your content go viral. He can give his best to the content he offers, but it is your job to make it viral,” he adds. Bam revisited his childhood days when he got really excited every time ‘Chubti galti garmi’, Dermi Cool’s jingle came on TV. He says he never skipped that advertisement and would love to record the jingle for the brand again. From the latest advertisements, he says Fevicol’s Sofa ad is a masterpiece. "Fevicol's latest ad is simply genius. If we start making ads like those, nothing like it! Although they don't need to advertise because the adhesive glue category is now synonymous with Fevicol, I think all brands should learn from them." Bam says he works for brands that he truly resonates with and enters into a partnership only if he would use the brand himself. That’s how he selected Mivi and Lenskart. Being a shoe-collector, he says he would love to work with a shoe brand next. Talking about the state of advertisements today, he says, ‘advertisements in today’s age are too in your face.’On the other hand, when a brand works with an influencer, the digital medium promises ‘conversion rate '. “Influencers have a really transparent relationship with their followers. It is all about tuning; if a person is attached to an influencer (is a keen follower), he/she would buy a coupon and take some action. As long as influencers are honest and not selling everything, it is better for the brand,” says Bam. Bam further put light on the pressure of making something 'viral and funny,’ his brand endorsements philosophy, his favourite jingle growing up, and much more. Catch the interview here: 
 
 
 
 
 
 













 
 
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Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam

<ul><li>Chris Daniels, the CEO of <keyword id="790242" type="COMPANY" weightage="20" keywordseo="WhatsApp">WhatsApp</keyword>, submitted a formal request to <keyword id="3658" type="LOCATION" weightage="20" keywordseo="India">India</keyword>’s central bank last month to allow the messaging platform to offer payment services to all its Indian users. </li><li>WhatsApp commenced the pilot phase of its Indian payments service earlier this year and currently offers the service to one million users. </li><li>India’s <keyword id="6358577" type="UNKNOWN" weightage="20" keywordseo="digital-payments">digital payments</keyword> space is a rapidly expanding market and is expected to total $1 trillion by 2023, according to Credit Suisse. </li></ul> The wait for WhatsApp’s full-fledged digital payments licence in India continues. Chris Daniels, the CEO of WhatsApp, submitted a formal request to India’s central bank last month to allow the messaging platform to offer payment services to all its Indian users, according to the Press Trust of India. WhatsApp commenced the pilot phase of its Indian payments service <a href="https://www.businessinsider.in/whatsapp-rushing-to-launch-its-payments-feature-in-india-next-week/articleshow/64386826.cms">earlier this year</a>. It currently offers the service, which is compliant with the government’s <keyword id="2736678" type="COMPANY" weightage="20" keywordseo="Unified-payments-interface">Unified Payments Interface</keyword> (UPI), to one million users. Once it receives approval from the Reserve Bank of India, it will expand access to the service to all 200 million of its Indian users. The impetus behind the move is to make the transfer of cash as easy as sending a message. In the letter, Daniels said that WhatsApp and its banking partners had fulfilled all the security requirements for its payments service. New leader, large checklist WhatsApp recently hired its first Indian head of operations, <a href="https://www.businessinsider.in/heres-what-whatsapp-india-head-will-take-on-as-it-sets-out-to-establish-its-first-full-country-team/articleshow/66751310.cms">Abhijit Bose</a>, from the payments industry following instructions from the Indian government to set up <a href="https://www.business-standard.com/article/companies/whatsapp-payments-hits-new-hurdle-govt-asks-comp-to-set-up-office-in-india-118080100128_1.html">a local office for its Indian operations</a>. Bose, who is the co-founder of point-of-sales mobile payment service EzeTap, has his work cut out for him in the next few months. The Indian government has mandated the local storage of citizens’ data, a condition that WhatsApp is in the <a href="https://www.businessinsider.in/whatsapp-gives-in-to-indias-data-localisation-policy/articleshow/66135946.cms">process of complying with</a>. In addition to data storage norms, WhatsApp will also have to weather a hit to its reputation in India following revelations that the service has been used to spread fake news resulting in mob-facilitated violence. This entails a comprehensive strategy to fight the spread of misinformation on its platform. Quick fixes that the service has implemented include the identification of all message forwards and limiting the ability to forward a message to more than five people at once. Enough pie to go around? India’s digital payments space is a burgeoning market and everyone wants a bigger slice of the growing pie, which Credit Suisse estimates will <a href="http://www.pib.nic.in/Pressreleaseshare.aspx?PRID=1540879">total $1 trillion by 2023</a>. At the end of September, Warren Buffett’s Berkshire Hathaway invested <a href="https://www.livemint.com/Companies/IzWIIJDec1NieTWjRZPPSL/Paytm-raises-300-million-from-Berkshire-Hathaway.html">$300 million</a> in market leader Paytm. That was roughly a month after Amazon bolstered its own payments business in India with the <a href="https://www.businessinsider.in/amazon-india-is-buying-tapzo-to-ramp-up-its-digital-payments-business/articleshow/65593792.cms">acquisition of Tapzo</a>. Meanwhile, Google, which launched its UPI-based Tez payment service (now Google Pay) a year ago, is planning an expansion into <a href="https://techcrunch.com/2018/08/28/google-is-supercharging-its-tez-payment-service/">the retail and microfinance space</a>. The entry of Whatsapp into the Indian digital payments market is bound to scare incumbents like Paytm and Google Pay. The service is the preferred messaging platform for most Indians with smartphones and hence, its payments service should have no difficulty gaining traction with individuals and small businesses. SEE ALSO: <a href="https://www.businessinsider.in/whatsapp-gives-in-to-indias-data-localisation-policy/articleshow/66135946.cms">WhatsApp gives in to India’s data localisation policy</a> <a href="https://www.businessinsider.in/india-plans-on-handing-over-the-reins-of-data-privacy-to-the-telecom-industry-watchdog/articleshow/66416519.cms">India plans on handing over the reins of data privacy to the telecom industry watchdog</a> <a href="https://www.businessinsider.in/whatsapp-rushing-to-launch-its-payments-feature-in-india-next-week/articleshow/64386826.cms">WhatsApp rushing to launch its payments feature in India next week</a>

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Amazon India is buying Tapzo to ramp up its digital payments business

Dilsher Dhillon

Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam

Karuna Sharma

WhatsApp is trying to make payment services available to all its users in India

Dilsher Dhillon

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