Business Case Studies,Marketing Strategies Case Study, SBI YONO: Challenges Galore

Code : MM0093

Year : 2025

Industry : -

Region : Asia

Teaching Note: Available

Structured Assignment : Not Available

Abstract: With the audacious goal of making it available to all Indians, State Bank of India (SBI) debuted YONO, a revolutionary super app, in 2017. However, as of March 2023, it only had 60.7 million users, falling short of its goal of 100 million customers due to intense competition. Fintech behemoths like GPay, Paytm, and PhonePe, who controlled the market with their user-friendly interfaces and aggressive marketing campaigns, were among the difficulties SBI YONO faced. Users lost faith in the service due to problems with the registration process, sporadic server outages, and unexpected crashes. Chairman Mr. Khara and his team recognized that comprehensive strategies were required to restore prominence. Through data analytics, they sought to prioritize personalization, improve user experience, and expedite procedures. The main areas of focus were cooperation with other service providers, increased continuous innovation, and stronger security measures. SBI YONO aimed to strengthen its position in the digital banking sector by emphasizing user-centric design, promoting digital literacy, and leveraging cutting-edge technologies like artificial intelligence and machine intelligence. SBI YONO sought to transform Indian banking and establish itself as the go-to supplier for millions of consumers through these initiatives.