Mahindra Comviva has announced the launch of MobiLytix Customer Engagement for Digital Payments, a merchant offering intended to drive a higher level of customer engagement in the digital payments space.

Mahindra said in a press release that MobiLytix takes a data-centric and analytics approach to mining new opportunities at each and every stage of the mobile money life cycle. The platform aims to drive higher levels of use and retention through highly contextual offers and promotions derived from a deeper understanding of a customer's behavior and wants, according to the announcement.

"Increasing mobile money use remains an important challenge, with the global customer active rate standing at a measly 32.6 percent," Amit Sanyal, business head of consumer value solutions at Mahindra, said in a statement. "The key to reducing the chasm between mobile money registration and the actual usage is personal and timely communication to decrease uninstall rate and increasing retention rates in the long term. Our new offering defines mobile money service as a set of experiences, through timely, relevant and contextual messaging, and thus reinforces the need for a development approach that emphasizes customer needs and experience, helping in driving usage and retention in the long term."