have the right experience coupled with a trusted and secure payment experience says plasticwala adding that buying a recharge is about payment experience amazon he continues has also enabled cash customers to pay for their recharges online by offering a cash load service at their doorsteps once a customer loads cash they can enjoy the convenience of recharging their phone onlineamazon first ran a mass marketing campaign for recharges last december a fullpage print advertisement across all national dailies was rolled out to drive awareness for the new categoryits not only amazon and google who are stepping on the gas indias biggest smartphone maker samsung too has been doing its bit to push its mobile payment service samsung payit has been a big success in india since it was launched last year claims sanjay razdan senior director at samsung india samsung pay is the only payment platform that can be used at retail outlets by tapping the phone at existing point of sale terminals it eliminates the need to carry physical plastic in the form of credit and debit cards adds razdan declining to share the number of usersas big p layers penetrate deeper into the market to expand their play the fight will get intense india is the big prize and much is at stake says swamy of prime venture partnersthe players have their work cut out for them while discounts and freebies grab early users they are a famously unsustainable strategy the last men standing will be the wallet or wallets that customers gravitate to even after the dust raised by freebies settles it boils down to providing not just the best experience but answering questions about security and conflict resolution in short a job more time consuming and challenging than offering freebies and priceoffs