OLA-Company profile:

Ola initially started off as Olatrip.com a small website venture that offered
weekend trip packages. It was started as a startup business by two IIT Mumbai
graduates Bhavish Aggarwal and Ankit Bhati. Bhavish worked for Microsoft after
college for almost two years and then started a small website to sell online
tour packages. Due to a bad experience during a car rental situation they
decided to mend the system of car rental and this became the basis for the
initiation of olacabs. Olacabs are now referred as Ola. Ola is a Spanish term
which means hello! This indicates that hiring a cab at Ola as well as the services
provided are easy and friendly as conveying hello. Ola cabs were founded on 3
December 2010 by Bhavish Aggarwal and Ankit Bhati. Initially Ola operated from
Mumbai as a taxi aggregator service. Now it has shifted its head office at
Bengaluru and works efficiently from there.
Indian Taxi Market:
Weak Infrastructure and only 5% Indians owned a car.The taxi market
scenario in India is hugely fragmented. The taxi market in India is divided into
two major segments which are the organized and unorganized markets. The
unorganized market has a market value of $8.5 billion and the organized market
holds a market value of almost $500 million. The organized sector is the recently
emerged segment in the market scenario. It is further classified into
owners, affiliators and aggregators. The owned vehicle segment is inclusive of
the pure car rental companies like meru. The affliators are accomplished with
multiple car rental agencies and they are known to provide different tour
packages or deals. Whereas the aggregator are the newest phenomenon which
are driven by start ups like ola cabs.
Aggregator means a person, who owns and manages a web-based software
application, and by means of the application and a communication device
enables a potential customer to connect with persons providing service of a
particular kind under the brand name or trade name of aggregator.
Initial phase OLA provided lots of offers to the customers and provides them
rides at very little or no cost.

Ola charges 20% commision for each ride from its driver partner. So for
example if the average price per ride is 150 Rs, 20% of which is 30rs. Ola
claims to have 1,50,000 booking per day. Hence Ola is making at least half a
million rupees per day.

OLA funding:
Ola has been backed by one of the biggest investors in the market. Ola is
initiated in 2011 with seed funding of 0.33 million dollars after one year in first
series Tiger Global invested rupees 5 million dollar in Ola. In second series in
2013 Ola abled to raise fundings of 20 million dollars from Matrix partners and
Tiger global.In third, fourth and fifth series ola raised around 650 million dollars
from Steadview capital, Softbank, and DTS global along with existing investor.
As of last year the company’s evaluation was 5 billion dollars.

EMPOWERING THE DRIVERS:

They offered entrepreneurship for the drivers by helping the drivers buy
their own cars at huge discounts and affordable repayment scheme as they
collaborated with leading car manufacturers.
Initially bookings were done through phone calls, in which passenger
calls ola for booking and further ola calls the driver. Later on it was automated
using ola app
 OLA App
Tools used
Android App-
IDE-Android Studio
Language-java
ios-
IDE-Xcode
Language-Swift programming language(offical app development language of
apple)
Web app-html,css and javascript
Design and features

Ola App has two sides to its application, One for passengers to book a ride, and
the other for drivers to accept the requested ride.
Passenger App:
1. Customer can set the source and destination.
2. Select the time (when he/she wants to ride).
3. Choosing the type of vehicle.
4. On the basis of vehicle chosen and distance b/w source and destination
,app displays the price the customer has to pay prior to the booking,
So that’s the reason OLA is very successful and has an upper hand over
its competitors. No need to negotitate the price from driver.
5. Online payment.
 6. Customer can see the details of the driver assign and can even also track
the driver location.
7. Customer can also give feedback of the driver.

Driver App:
1. Driver can login and logout from the app according to his own will.
If he doesn’t want to work he can remain offline according to his own
need.
2. Get details of the booking and the passenger
3. Driver can also cancel the ride but he has to provide the reason.
4. In app navigation to help drivers.
5. Driver can see the location of passenger.

Whenever a booking is done by passenger an OTP is generated at customer

end, which is given to driver so that driver can identify the passenger and see
the complete details of the booking.

SOS button

You can offer an SOS button in the application which sends the ride details as
well as the current location to the police and to the predefined contact in case
of emergency. This is a highly vital feature which can boost user confidence in
your mobile app.

Types of Testing
Functional testing: ensures that the application is working as per the
requirements. Most of the tests conducted for this is driven by the user
interface and call flow.
Performance testing: is undertaken to check the performance and behavior of
the application under certain conditions such as low battery, bad network
coverage, low available memory.

Installation testing: Installation testing verifies that the installation process

goes smoothly without the user having to face any difficulty. This testing
process covers installation, updating and uninstalling of an application.

Security testing: checks for vulnerabilities to hacking, authentication and

authorization policies, data security, session management and other security
standards.
Laboratory testing: This test is performed to find out any glitches when a
mobile application uses voice and/or data connection to perform some
functions.

Certification testing: To get a certificate of compliance, each mobile device

needs to be tested against the guidelines set by different mobile platforms.

OLA Business strategy:

Ola Cabs is amongst the fastest growing online cab service providers in
India and aims to dominate the Indian market with its innovative and
customer-oriented business strategy which includes:

 Mobile App awareness to the common people through the launch of a

customized mobile-specific technique named as “App Analytics” with the
help of which the app can track and measure the overall performance of
the services in particular city or through the particular drivers.
 Ad campaigns on various social media platforms.
 Targeting the right audience which as per a recent study has confirmed
that the average customers were of 20-25 years of age who were working
in the corporate companies and needed cab services to pick them up and
drop them to their office premises.
 Ola’s initiative named “Chalo Niklo” and to take it to the next level.

OLA Economic strategy:

Ola focuses on target marketing by segregating its fleet into different
models which are suitable for the demand of the customer and also fits their
budget. This includes Ola mini, Ola sedan, Ola micro, Ola prime, Ola pink,
carpooling for corporate, etc. Ola micro offers a base fare of rupees 40 with
charges of rupees 6 per km. whereas Ola sedan and mini have different
package ranging between rupees 80 to 100 base fare. These are suitable for
customers planning long distance journey. Ola pink focuses on women safety
and is introduced for the women. The revenue through all this is created by
supplying large volume services by the adoption of this fee tiered system.
People prefer it even more because ola offers the lowest price rate compared
to all other taxi aggregators.
OLA Money:
India’s easiest, fastest and safest - Ola Money wallet is here with all new
user experience and one tap access to all your daily needs. Ola Money wallet
can be recharged via Credit Card, Debit Card, and Net Banking. You can do
prepaid mobile recharges, pay your postpaid mobile bills, electricity bills, gas
bills and also pay at several stores with just one click.

OLA Money Features

-Pay at various stores
-Send money to your loved ones anytime, anywhere with a tap
-Easy mobile recharges and postpaid bill payments
-Pay Electricity and Gas bills
-Recharge your DTH and Data Cards
-Recharge you Mumbai Metro card in one go
-Withdraw your Ola Money from wallet to your bank account
-Safest and fastest wallet: you will be done with all transactions in just one
click
-Use saved cards to make even faster recharges and postpaid bill
payments
-Check your transaction history and remember where you spent your Ola
Money

OLA Electric Mobility:

Ola spun off its electric vehicles business into a separate unit called Ola
Electric Mobility with US$56 million of funding capital in February 2019. The
funding was provided by Tiger Global and Matrix India. Apart from electric
vehicles, Ola Electric also works on charging solutions, EV batteries and
developing viable infrastructure to allow commercial EVs to operate at scale.
OLA Pink:
Ola cabs has launched Pink Cabs(driven by women drivers) which is a way
forward to strengthen security for women passengers.
OLA and PWA
In 2017 OLA announced the launch of its progressive web app in partnership
with google. A progressive web App is a light weight mobile website that offers
users an app like experience on smartphones without installing the app.
Features of PWA
1. Progressive –It works for every user, regardless of the choice of browser.

2. Responsive –Automatically adjustable to any device.

3. Secure –Served via HTTPS.

4. Load Time -Lesser load time; instantly available.

5. Fresh –Always up-to-date; the app doesn’t require updation like native
apps.

6. Installable – App installed directly to the home screen without visiting the
app store.

7. Linkable –Easily shared through URL

Benefits of PWA
1.Cost Efficient
PWAs are built on the web stack. The approach takes less time and
effort making it cost-efficient.
Developers do not need to build the app for multiple platforms because a single
progressive app can work on both Android and iOS platforms.
2.Less Installation friction
One of the main features of PWA is discover-ability. This is a big
advantage as the user does not need to install an app and do not reduce the
number of potential users by 20%.
3. Increased User Engagement
4.Easy Updations
PWA users are free from app updations for every time the
developer releases a new version.
 Ola noted that the PWA requires a fraction of the data used by the
native app and is mainly targeted at users in smaller towns and cities, that
generally have patchy networks and mid-or low-end smartphones.

Ola's Android app takes up about 18.47MB of space, while the iOS equivalent
requires 189MB of space. In comparison, Ola claims that its PWA consumes
only 50 KB data on first payload and 10 KB on subsequent loads.

Ola is currently active in 110 cities and claims to have about 6,00,000 vehicles

As previously mentioned Ola has a market share potential of 60% in India.

The other contenders in the market which fall under the organized segment
include Taxiforsure(14%), meru cabs(16%), uber(5%) and others(5%).
Taxiforsure was acquired by Ola which further increases its market share to
about 74%.