Popular ride sharing company Uber has announced a new deal with Indian mobile network operator Bharti Airtel that will allow Bharti Airtel mobile wallet users to pay for their trips through the wallet. According to the terms of the deal, Airtel Money users can now link their accounts from within the Uber app and opt to use it for rides with an initial promotion of 500 ($7.50) Rupee off the first transaction.
Commenting on the partnership, Amit Jain, president, Uber India said,
“Airtel is leading the way for wireless connectivity, and as our telecom partner, will help us in our quest toward transforming urban mobility for hundreds of millions of commuters in India.”
With Uber trialing cash payments as well in India, it highlights the company is trying to find the right payments mix to be successful in India which holds vast potential. While adding new payment types will add cost to the Uber service and remove some of its value proposition over traditional taxis, it is vital for providers to localize payment methods to domestic preferences if they want to be successful over the long run and across multiple geographies.
Overview by Tristan Hugo-Webb, Associate Director, Global Payments Advisory Service at Mercator Advisory Group
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