taxi wars in india (ola cabs vs uber)

TAXIWARS

UBER VS OLA

OLA CABS

Founded in Mumbai, December 2010 100 % aggregated Cabs booked through app, website & call Aggregates autos Cash payment accepted everywhere/wallet option It acquired Taxi for Sure recently.

Funding raised - $ 700 million+Investors – DST Global, Softbank, Falcon, Edge, Tiger global etc.Total income

2013/14 2012/13

51.05 16.41

*Figures in crores (Rupees)

OlaBhavish Aggarwal

Co-fouder and CEO

UBER

Founded in Mumbai, December 2010 100 % aggregated Cabs booked only through app Payment - wallet option

Funding raised - $ 6 billion+Investors – Lowercase Capital, Menlo, First round, Benchmark, Google Ventures, Baidu etc.

Total income

2013/14 2012/13

2.26 N.A.

*Figures in crores (Rupees)

UberAmit Jain

President, India

CO-FOUNDER & CHIEF EXECUTIVE OFFICERTRAVIS KALANICK

HEAD OF GLOBAL OPERATIONSRYAN GRAVES

Uber Leadership Team

CHIEF TECHNOLOGY OFFICERTHUAN PHAM

Bhavish Aggarwal, Co-Founder and CEO Ankit Bhati, Co-Founder and CTO

Ola Leadership Team

Goals & Objectives

The goal is to bring convenience, price transparency & standardization to consumers booking car rentals & cab services.

Uber’s goal is to continually expand globally and bring its services to different cities to allow riders and drivers to connect.

Market share

Company No. of vehicles % Market Share wrt no.of rides

OLA* 2,00,000 49

MERU 20,000 12

UBER 1,50,000 35

Others - 4

Availability Across India

In 22 cities across India by June’15.

In more than 80 cities across India.

HOW ON-DEMAND CABS WORK

Customer opens app and sets pick up location.(App can locate their location)

1

Select payment option

Cash Card

2

Select cab type and then places the order

3

Cab picks up the customer and the trip is tracked by GPS

4

At the end of the journey, the fare is charged directly to the digital wallet. In case of cards, a customer enters CVV and verification password on the app. Payment can also be in cash.

5

The aggregator transfers money to the driver’s linked bank account in 24-28 hours.

6

MINI

SEDAN

PRIME

TAXI FOR SURE –HATCHBACK

KAALI PEELI

OLA AUTOS

Car Categories

UBERGO

UBERX

UBERBLACK

UBERSUV

WORKING OF DRIVER’S APP

Drivers App

PHONE NUMBER LOGIN WAITING FOR CUSTOMERS

NAVIGATION

1 2 3 4

Drivers App

NAVIGATION CLIENT LOCATED START TRIP STOP TRIP

5 6 7 8

Drivers App

BILL DETAILS NEXT RIDE OPTION CANCELLATION CANCELLATION CONFIRMATION

9 10 11 12

WAR ROOM

WORKING OF CUSTOMER’S

APP

1 2 3 4

OLA App

OLA – Taxi for sure merger5 76

DESTINATION

Beep-Beep! Your taxi has arrived8 9 10 11

Ola payment

UBER App

START POINT - HOME

Uber App

UBER App

DESTINATION - FACTORY

Uber App

Strategic Partnership with Bharti Airtel

Uber payment

Uber cash payment

UBER OLAPROVIDES PER HOUR FIXED RENT PROVIDES PER DAY RENT

A DRIVER HAS TO TAKE ATLEAST 1 RIDE EVERY TWO HOURS

A DRIVER HAS TO TAKE ATLEAST 7 RIDES IN TWLEVE HOURS

NO RIDE IS TO BE REJECTED NO RIDE IS TO BE REJECTED.

No Fine For Rejection But Guaranteed Scheme For those Hours Collapses

Rs. 250 Fined for each Ride Cancelled by The Driver.

Pricing Strategy

TIME AFTER COMMISSION AND TAXES

Weekday Morning. Monday-Friday (6 AM -10 AM) Rs.250 /Hr.

Weekday Evening. Monday-Friday (6 PM -10 PM) Rs.250 /Hr.

Weekend Peak. Saturday and Sunday12PM- 9PM Rs.250 /Hr.

OFF PEAK ALL OTHER TIMES Rs.150 /Hr.

Before - 19/08/2015

TIME AFTER COMMISSION AND TAXES

Weekday Morning. Monday-Friday (6 AM -10 AM) Rs.320 /Hr.

Weekday Evening. Monday-Friday (6 PM -10 PM) Rs.250 /Hr.

Weekend Peak. Saturday and Sunday12PM- 9PM Rs.250 /Hr.

OFF PEAK ALL OTHER TIMES Rs.150 /Hr.

After- 19/08/2015

OPERATING STRATEGY - A DELIGHT TO CUSTOMERS

SUV LUXURY SEDAN HATCHBACK

COMPONENT UBER SUV UBER BLACK UBER X UBER GO

BASE FARE 125 100 70 45

PER KM. 18 17 10 8

PER MIN. 2 2 1 1

MIN. FARE 150 150 100 60

LUXURY SEDAN HATCHBACK

COMPONENT OLAPRIME

OLASEDAN

OLAMINI

BASE FARE 200 100 100

PER KM.(After 1ST 4 Km.) 17 13 11

PER MIN. 1 1 1

MIN. FARE BASE FARE.

OPERATING STRATEGY - A DELIGHT TO CUSTOMERS

• Uber• Per Day Earnings of a Car Owner : Rs.3480*/**

• Ola• Per Day Earnings of a Car Owner : Rs.2800.*

• *16 Hrs Per day Signed In.()• **Minimum Per day Guranteed Income.

• UBER DOESN’T PREBOOK CARS.

• OLA ACCEPTS PREBOOKING (Good for Night Time.)

Ola V/s Uber

BACK END OPERATION OF TAXI SERVICES

Formulation

Implementation

Monitoring

Control

Stages of Operation Strategy

Four Perspectives of Operations Strategy

34

Operation Strategy Matrix

Uber Initiatives

Uber – Fare Splitting UberCHOPPER

Uber Pool

How does Uber Pool work?

Ola Initiatives

Order Qualifier: • Timely service• Know the roads• Well behaved drivers

Order Winner: Uber• Less Costly• Decent drivers (They even speak English!

)• Timely service

Order Qualifier: • Quick service• Distance

flexibility

Order Winner: Uber• Behaviour of drivers• Ambience• Cost (Bangalore Experience)

Order Qualifier: • Cost• Know the ways

Order Winner: Taxi For Sure• Least expensive

Order Qualifier: • Car condition• Driving skills

Order Winner: Ola Cabs• Schemes• Services• More choices

Consumer Perception

UBER OLA

India’s Taxi War Scenario

THANK YOU!