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Amazon deal with India’s BookMyShow helps build ‘super app’

Amazon’s partnership with BookMyShow in India will bring it one step closer to becoming super app, says GlobalData.

The US-based e-commerce giant has teamed with online ticket-booking platform BookMyShow in India to allow its customers buy movie tickets from within Amazon’s app,

Shagun Sachdeva, consumer insights analyst at GlobalData, says the strategic move alludes to Amazon’s bigger plan of making an aggressive play to become a one-stop shop for all online consumer transactions and winning the pole position in India, one of the fastest growing global markets. 

“It will not only increase the acceptance of Amazon Pay but also allow both companies to work together towards their common goal of offering best-in-class consumer experience,” she said.

Seven years ago, Amazon entered the Indian market with a clear ambition to become an aggregator of apps. 

Sachdeva says Amazon is attempting to emulate WeChat’s business model in China, which is based on integrating multiple functions such as payments, shopping and food delivery through its messaging app. 

“Amazon is hunting ground to create a strong platform enabling end-to-end fulfillment for customers and allowing them to make various kinds of online transactions ranging from food, hotel stays, cabs, flight booking to movie ticketing.”

She says the partnership between the two big platforms has come at a time when consumers are increasingly showing openness to the online sales channel. For example, Amazon India recently collaborated with Cleartrip to offer class-apart travel experiences to consumers. 

“Amazon’s partnership with BookMyShow will undoubtedly bring it one step closer to its dream of becoming super app. On the other hand, BookMyShow can leverage on Amazon’s huge consumer base of around 150 million to drive online bookings in movie ticketing services.”

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