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[Product roadmap] Ezetap began with a single payments offering and decided to pivot to a SaaS model

Abhijit Bose

India has over the years transitioned from a cash-based, opaque economy to a digital and translucent one, leading to a surge in the growth of the fintech sector. And startups like Bengaluru-based smart fees provider Ezetap are preceding the way to make India the hotbed of monetary transformation.

Founded in 2011 by Abhijit Bose and Bhaktha Keshavachar, Ezetap offices in the mobile Point-of-Sale( mPoS) grocery, and has since then diversified into integrating that pay event with other software applications and arrangements used by merchants.

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It continues to work towards its seeing:” to be the single solution through which organizations end any fiscal deal with their clients, corroborating every instrument and method that their patrons want to use .”

At a epoch when PoS business earn money through event fees, Ezetap has moved pays to a Software-as-a-Service business model, allowing merchants to accept digital transactions from physical posters, online payments, and portable wallets through a single click via UPI.

The omnichannel fees stage has end-to-end capabilities to handle digital payment processing through integrated software solutions. Through a SaaS fees organisation, the startup has changed the fee processes of brick-and-mortar retailers, e-commerce actors, organizations, government bodies and fiscal inclusion organisations. Built-in services include reconciliation, EMI, loyalty, firebrand furnishes, cashbacks, and dynamic currency conversion.

” It has a routing stratum, powered with some intellect, which helps users work with the bank of their choice. The real differentiator is that Ezetap is agnostic of machine, locale, remittance kinds and payment marriages so we can work with any design across expend cases and form influences ,” said Bhaskar Chatterjee, Head of Commodity at Ezetap.The first prototype

At the beginning of the decade, access to the internet and smartphones was becoming ubiquitous across India. The fintech startup encountered an opportunity to enable adoption of pays in India.

Ecommerce was growing by leaps and bounds, and Ezetap was one of the first companies in India that tried to convert COD shipments into digital remittances- this was one of the first abuse cases where Ezetap was is used in 2013.


Bhaskar Chatterjee, Head of Produce at Ezetap.

In a exchange with YourStory, Bhaskar Chatterjee said,

” We built an EMV-compliant payment device that have been able to take payments in conjunction with a commercially available smartphone and a card book designed and assembled in India. We also originated support payments SDK that would work behind a company app, hiding the intricacy and compliance spiel of remittances behind the’ pay’ button .”

The co-founders of Ezetap, Abhijit and Bhaktha, who had experience in pays and equipment fellowships, mixed their skills and knowledge to create this product.

The startup iterated on the first motifs of the MPoS card reader, “whos working” via a smartphone’s audio jack. Last-minute editions involved working with Bluetooth; the last version, v3, was then successfully deployed across India. V3 had a Bluetooth and a Wi-Fi capability because of which browse owners were able to accept fees by linking the V3 device with the accessible Wi-Fi connection.

Bhaskar said,

” Hardware changes were done in parallel, and Ezetap built a robust payments programme to complement hardware abilities. This pulpit was scalable, services-based, and designed to be integrated into diverse IT ecosystems .”

All the components in Ezetap& apos; s stack were built on a services-based architecture that allowed for factors to be added on top, and cloud-based architecture to ensure scalability.

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The mPoS copies acted successfully in world markets for about five years old. The first make was workable and met an important demand in the market. Later forms further improved the first make, in terms of usability and performance.

In 2018, the startup decided to stop assembling and creating their own inventions in India and moved to sourcing them from merchants abroad. By then, the economics provided by third-party sourcing had become more favourable.

The product head said the requirement to build more structure arising as a result of” an ever-evolving demand to deliver the best-in-class payment experience to patrons “.

As Ezetap started diversifying into different industry segments, the team noticed the need to be able to support enterprise-class integrations- extremely when is collaborating with one of the most important one deployments of Airtel.

And as it entered the world of retail deployments, Ezetap had to support affordability, allegiance, and consumer incentive solutions.

” The Indian fintech ecosystem was exploding at the same time and invention was happening with pouches, UPI, and others. The need to create a platform was felt so we could address diverse needs across industries with common structures of integration and solutions ,” Bhaskar said.Growth learnings

All the core technology was built in-house for both the hardware and software aspects of the business. Over time, the startup put together an engineering team to work on the part fees stack. The crew directed everything – from the firmware on the maneuver to the backend server architecture and the bank integration.

The Ezetap staff toured with ecommerce give workers on motorcycles to the residences of end consumers to get real, “follow-me-home” feedback. Similar feedback loops were was participating in other manufacture segments like telecom, assurance, accumulations , among others.

All acquired feedback was incorporated into training programmes for consumers, usability enhancements, logistics feedback for delivery centres, and advice on incentive programmes for app users.

Bhaskar said,

“Fundamentally, we were always looking for structures that would repeat across industry segments or desegregations. When we attended a call example motif, we tried to productise that decoration and make it repeatable very quickly .”

( Edited by Teja Lele Desai)

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Read more: yourstory.com