Customer Value Creation

Ola
Customer Value Creation

About Company
• Ola Cabs is an Indian ridesharing firm that provides services including peer-
to-peer ridesharing, ride-hailing, taxi, and food delivery.
• The company is under “ANI Technologies” founded by “Bhavish
Aggarwal(CEO)” and “Ankit Bhati(CTO)” in 2011. It is headquartered in
Bengaluru, Karnataka, India.
• Ola ensures Convenient, Transparent and Quick service
• Ola is an aggregator i.e. it does not own its fleet. It aggregates small
operators and single vehicle owners
• Customers can access Ola on the Web, Mobile app or customer service
centre
Market Disruption
• Taxi Industry is a field dominated by unorganized sector. Radio taxis,
Independent owners, Taxi contractors dominated this area. When Ola
entered the taxi industry in 2011, it changed this all
• Ola has also managed to change the perception of Indian people that cabs
were hailed only by the Affluent class
• Ola being an online aggregator, it had the advantage of connecting a ride with
a driver as a third party mobile app. Furthermore, it could connect a ride to
the nearest cab around
• It’s source of revenue is the commission on every ride. The costs it entails is
very small and it only needed to focus on Technical advancement
Building Customer Value
• A cab ride has three key dimensions, Time, Cost and the Ride experience.
Before ride-hailing services, none of these was predictable. The pain point
that Ola was solving for was the difficulty to hire a cab in a predictable
manner, and set to do so with technology.
• It’s intriguing to see Mr. Bhavish Aggarwal starting off with a small goal of
providing “Every Mumbaikar with a Cab”. This seemed to be unreachable in
2011. But within a few years Ola has already managed to set sights on this
• Ola has now become a full-fledged platform providing wide range of services.
By adding Scooters, Medicines, Food, Auto’s, Cabs. All these have expanded
the Customer Life Time Value
Building Customer Value
• Ola has different categories of cabs like Ola Auto, Ola Share, Mini, Micro, Prime
operating under different price ranges serving different sections of the people
• Ola’s main competitor is Uber. Over the years Ola has managed to gain larger
market share than Uber through some efficient customer centric strategies
 Ola cabs lets users to make advanced bookings through “Ride Later” option
 “Ola Money” is providing Post-paid payment services
 Ola is providing Wi-fi service inside cabs and autos enabling riders to get
connected soon after ride begins
 On the safety side the app provides an “Emergency Button” which when pressed
an emergency team will contact immediately
 Ola has a better reach than Uber in Tier-2/3 cities. Totally it is operating in 110
cities
Other Innovations
• Ola has launched “Pink Cabs” in 2015 as a way forward to strengthen

security for women and also empowering women drivers
• Ola had made a strategic partnership with “MakeMyTrip” in 2013. Under
which the customers of MMT gets rental car facility for pick up and drop at
the desired destination. This helped in acquiring a large customer base as
people became more aware of the brand.
• Ola has launched its ferry service “Ola Boats” during Chennai Floods. This
was developed to help stranded people reach home and also to deliver
essential material. This enhanced the social reach for ola.
• Ola had made a blockbuster entry into food segment with “Ola Foods”. With
cabs business getting hit by Covid-19 pandemic, Ola has innovatively bet on
Cloud Kitchens and Contact less delivery
Conclusion
• Ola has achieved a phenomenal success from being a small start-up to a giant
within a few years
• Ola has successfully gained public attention and created a sensation on the
market for her products
• The economic segregation depending upon the income group and requirement
of the people is well appreciated among the users
• The firm not only improving through its intense promotional activities but
also due to the services and comfort offered to users and employees.
• The main factor in making Ola a profitable brand is the company’s reliable
and easy accessibility.

Customer Value Creation

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Ola

Customer Value Creation

• Ola has launched “Pink Cabs” in 2015 as a way forward to strengthen

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