REPORT

ON
OLA CAB SERVICES

BY
P MARIAN (097)
DIVYANSHU(059)
 OLA CAB
INTRODUCTION:
Ola is India’s largest mobility platform and one of the
world’s largest rides hiring company. Right now, there serving in more
than 250 cities across India, also there started their services in other
country like New Zealand, Australia, and the UK. The Ola app is the single
solution for the customer by connecting them to the drivers and a wide
range of vehicles across bikes, auto-rickshaw, metered taxis, and cabs,
enabling convenience and transparency for hundreds of millions of
consumers and over 1.5 million driver-partners.
Ola core mobility offering in India is an extra element by
its electric-vehicle arm, ola electric, India’s largest fleet management
business, ola fleet technologies and ola skilling. Ola aims to offer millions
of livelihood opportunities for India’s youth with its acquisition of Ridlr,
India’s leading public transportation app and investment in Vogo, a dock
less scooter sharing solution, Ola is looking to build mobility for the next
billion Indians. Ola also extends its consumer offerings like micro-
insurance and credit led payments through Ola Financial Services and a
range of owned food brands through India’s largest network of kitchens
under its Food business.
Ola is successful:
Ola was founded in Dec 2010 by Bhavish Aggarwal and
Ankit Bhati with a mission to build mobility for a billion people. Ola is the
first Indian cab aggregator company, ola has availing cab services a
smooth experience. Ola instead of buying and renting out its own cars,
ola partners with a number of taxi drivers and owners and adds a touch of
modern technology to the whole setup. This allows people to book cabs
at a short notice through ola’s app.
As per Ola financial year report of 2018 and 2019, in FY
2019 the ola as increased their operational revenue 37% (Rs 2543 cr)
when compare to the FY 2018 operational revenue (Rs 1847 cr). ola also
cut shorted their loss by around Rs 250 crores in FY 2019. Ola worked to
reduce these expenses by 27% to around Rs 1,750 crore in FY19 from Rs
2,393 in FY18.
 From the year 2015 to 2021 ola has acquired 7
organizations in total, which are 2015 Taxi for Sure, 2015 Geotagg, 2016
Qarth, 2017 Food Panda, 2018 Ridlr, 2019 Pikup ai, latest company in
2021 Geo Spoc. The geospatial sector in India has witnessed quite a
growth lately, the market of which, in India, is currently valued at Rs
15,000 crores, and is expected to hit Rs 1 Lakh crores by 2029-2030.
Given below are the distinct features which make Ola
Cabs different from private taxi operators
Price Transparency: In the aggregation model Ola Cabs offers ultimate
transparency on different operators and their pricing or hourly charges.
This helps a prospective passenger to make a right decision as
information asymmetry is eliminated and the power to choose is with the
buyer. The market place witnessed a shift from seller’s market to buyer’s
market.
Technology: Websites and apps development and managing calls and
connecting a needy customer to a driver who is ready and to serve is left
to Ola Cabs. Management of software, IT systems, servers and call entre
were the typical functions which brought about competency.
Branding and Marketing: By January 2014, Ola cabs hiked their
advertising on national media including sponsoring TV shows and events.
They also hiked spent on national print media and enhanced digital
presence through display and banner ads on popular sites besides search
engine marketing.
Use of Analytics
Being a technology provider, use of analytics has been critical for the
company. Ola uses optimisation models and real time analytics to predict
and control demand and supply conditions. For instance, analytics
provides insight into traffic bottlenecks and approximate time for a cab to
reach a customer or drop him off to destination, condition of the roads,
time of the day and locations where demand is more. With better use of
analytics company should be able to effectively utilise the idle time of the
drivers to match available inventory with the surging demand. It is also
noteworthy that across the board about one fifth of total customer
requests could not be accommodated by radio taxis and aggregators.
Also, analytics could give insight on driver behaviour and productivity. It
can also keep track of customers and can use CRM based analysis to
segregate and reward profitable and loyal customers.
Further Plans of Ola:
As per the statement given by the Ola company, there
had planned to hire more 10,000 people. as it eyes a leadership position
with $2 billion gross merchandise value (GMV) for its vehicle commerce
platform Ola Cars over the next 12 months, reported news agency IANS.
Over the next two months, Ola Cars will be operational in 30 cities and
expand to 100 cities by next year, the company said in a statement.
CHALLENGES FACE BY OLA CABS
DRIVER PROBLEMS
• Application Usage Training - Unintentional common mistakes
includes cancelling a ride even before it started, trouble in understanding
map directions, customer’s location, etc. This leads to a bad customer
experience.
• Multiple Affiliations - Many drivers are affiliated to both Ola &
Uber. They keep searching for customers on both applications.
• Unethical Extra Charges - Drivers especially at night demand
extra cash apart from the fare computed by the app.
TECHNOLOGICAL PROBLEMS
• Maps - You have to make multiple phone calls and often show
directions especially to new drivers to reach to your destination.
• Network Issues - Many areas may have network connectivity
issues due to which GPS is disconnected.
• Protection against Fraud - Tech savvy customers are coming up with
innovative ways to earn free rides.
CUSTOMER PROBLEMS
• Wrong Incentives - Driver’s share often depends on the number
of the rides completed rather than the total revenue generated.
This encourages drivers to take shorter trips but leads to a downfall in
customer’s satisfaction level.
• Cab Pooling - Cab Pooling is still not available in many cities.
• Customer Service - When feedback is given against driver
proper actions needs to be taken, based on the rating given
adequate actions needs to be taken.
SUGGESTIONS TO IMPROVE
• They should train the cab drivers with mobile application usage.
• Always maintain proper time management.
• If there is any change in the cab number or the driver, it should
be specified.
• They should provide free calls while connecting to the driver.
• Charges on traffics should be properly fixed, especially during
peak hours.
• The vehicles should be properly maintained.
• The company logo and the sticker should be visible.
• Cards payments must be accessible as an option.
• They should increase the infrastructure of the vehicles.
• Provide with offers and discounts on festival seasons.

CONCLUSION
Ola has seen a tremendous growth in the taxi market sector.
Revenue of Ola has increased almost 10 folds over the past years. Today,
it is the largest cab service provider in India. Ola has successfully achieved
public support and has created a buzz about its brand in the market.
Furthermore, if some more technological advancement is done at Ola,
then the customer base can be increased by providing better experience
to the customers. Ola now has shifted its focus on target markets and is
focused on providing desired service to the people in the target market.
The study however concludes that, due to a large number of benefits
provided to the traveler, app being taxies are very popular day by
day, not only in the metro cities of India but also in the other urban
areas. However, a consistency in quality will make them able to
survive in future.
So, OLA has been and will be a great technology platform for
transportation and offering flexible options of booking and payment
to customers and flexible timings and facilities to drivers. And shortly
we are going to experience a big boom and great facility of getting our
grocery delivered to us with ease.