Unstable

Doubt on on demand industry

Hello Product manager, I was working on some b2b idea and one thing made me to research about D2C brands marketing on fintech apps through coupon cards. And i have seen D2C market getting good conversation rates than google ads. Even fintech also cracked this revenue stream because of users. But one thing i did not understand is why OLA, uber, rapido not going into ad things? When they can also provide coupon cards of brands when users completing rides?

Every response will be helpful and it will be very insightful if you really work in this companies.

15mo ago

ItchyPerineum

Optum15mo

Those fintech apps, for example, GPay loses money on every UPI txn. UPI is a hook for user acquisition and retention, while these ads/partnerships ( or sell some of their own products , like Cred giving p2p loans, MF apps selling insurance/ nbfc FD) is the primary monetization.
Whereas for Uber/Ola/Rapido their ride service is primary monetization.
But. some service businesses also do ads. Swiggy/Zomato are displaying ads on order tracking screen, and also on multiple app screens. But this is still not the primary monetization for them, and just another diversification tool to make a bit more dough. Yes those ride apps also can do the same. They might even start in the future, but one reason I think is the screens aren't sticky. Once you get on the ride, you won't be on the app till u get down. But on food apps, you're on the order page from the time of placing to the time you get the food. Longer eyeballs, advertisers pay more

Unstable

Flyfin15mo

Yeah the longer eyeballs can be the thing for ads. But what about coupons which fintech giving? Won’t be it can add value to the service if they also start giving coupons.

Unstable

Flyfin15mo

Even you sometimes gets a coupon of rapido, uber from other apps but uber and rapido doesn’t show that interface so that customer should feel like he is valuable for there services and got atleast uber, rapido coupon.

thedoctor

Stealth15mo

@Unstable maybe ola/uber is a service that requires a mobility demand, whereas any D2c product is a want product which is instantly desired while seeing the Product eg:- Mamaearth, Mccaffine etc

Also these coupons are priced on per scratch model, not on the acquisition model, a lot of people just scratch the coupon and don't use it, Ola/ Uber have matured as a brand and mostly focusing on the retention metrics, They have a userbase ready they want to make most of them

Ola/Uber grew in the same times as the Paytms and Phone pays of the Fintech emerged, so the growth cycle of both the apps is almost parallel, I'm sure they might have used, coupondunia, cashkaro etc at that point

Unstable

Flyfin15mo

I think they never used the coupon model. And about the conversion rate about coupon on fintech app is 4-5% while google ads, meta has 2-2.5%. So obviously it’s better model. Another special thing i want to add is see when i am making payment i may be in hurry and don’t look at that coupon when i paid. But the mobility is very different. They can show the coupon and high chances are customer will see those coupon and also navigate because they are in travel and have time to check.