DESIGNING AN INFORMATION

SYSTEM FOR OLA

Term project by Group 4 :

K041 Nishita Kaur Pednekar
K059 Uday Kumar Chandgothia
K060 Aditya Khandelwal
K061 Adhish Laddha
K234 Hritvik Patel
K036 Anmol Rajwani

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THE COMPANY
Ola Cabs or more commonly known as Ola is an US $ 6 billion Indian Startup developed by ANI Technologies which is based out

of Bengaluru. The startup provides cab hailing, ride sharing and car rental services with a recent inclusion of a food delivery under the

banner of Foodpanda. Also the new additions include Ola Money and Ola Wallet. And under development Ola Electric.

With the rise Ola now has over 10,00,000 vehicles under its name at a span of over 169 cities across India and recent expansions into

its first overseas market, Australia, and in New Zealand and UK.

Backed by founder Bhavish Aggarwal and SoftBank as its major investors Ola in FY2018 revenues of US$ 322 million is claimed to

be one of the best startups from India which turned unicorn in the year 2015.

Top Business Verticals of Ola

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 The business model followed currently by Ola is that followed by any company in its nascent high growth phase, where focus is on

customer acquisition. The current business practices of heavy fare discounting and excess driver incentives are not sustainable and will

soon be withdrawn, once the fundraising rounds end and the reality sets in. ANI Technologies saw its consolidated revenue rising 60.9%

to Rs 2,222.6 crore in the fiscal ended March 2018 from Rs 1,380.7 crore in the previous fiscal. According to the documents filed with the

Corporate Affairs Ministry, Ola narrowed its standalone losses significantly to Rs 2,676.7 crore, while revenues were up 44.6% to Rs

1,860.6 crore in FY2018 compared to the previous financial year.

Ola has about 150 million customers worldwide and clocks about 1.5 million rides each day. Its major business comes from India

where it has a market share of about 70% and the rest majorly ruled by closest competitor Uber.

The suppliers for Ola would be the technology firms it has been acquiring since its inception. For example it acquired TaxiForSure

in 2014 Geotagg in 2015 FoodPanda in 2018 as they provide for the technology integrations within the application for various service

verticals to be operated under Ola.

The major competition it poses worldwide with is Uber with a net valuation of US$ 60 billion (annual revenues of about US $12

billion) which is 10 times that of Ola . Among other competitors Grab, Meru and recently IPO-ed ( public listed company) Lyft. For Ola

the customer doesn’t just mean the people booking the cabs but also the drivers who are riding the cars under their umbrella.

The customer centric view by Ola for its Value proposition has paid off really well as it can be seen by the numbers.

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 The bundle of benefits it provides to its customers include
- Easy to download application
- Effortless UX/UI to use the app
- Integration of new services like Food delivery, Payment services (Ola Money and Wallet)
- Safe, clean , affordable and fast availability of riding service
- A 24x7 service for all
- Simple payment procedure
- Fare calculated before the ride with the use of GPS and Intelligence
- Trained and trusted drivers with safety features in car as well as on the apps
- Promo codes and referral programs to attract the base
- Small services like wifi in the cabs and autos
- Rental services for intercity travels
- Highly responsive Customer support team
- Postpaid options via Ola Money
- Increasing the use of Ola Wallet and Mooney by making its way to payment of electricity etc.
- OLA Lite the app for the consumers who’s phones cannot hold high weight app and uses mimcl data to book the cab (majorly

used in rural areas with low income group people)

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 For Driver Partners

•  Choose your own working hours

• Access to more customers
• Instant booking
• Daily Payments
• 24/7 helpline support
• Lease cars get free car maintenance and
• Run and manage the fleet of cars

These value proposition in some or the other ways help Ola increase its base, deepening the penetration into the market, increasing

the inclusivity of the customer within the application by providing them an array of needed services. The company’s major source of

income is through the 20-25% commission on each trip completed by its drivers and further includes

1. In-Cab Advertisements

2. Fleet leasing to drivers

3. Peak time charges (dynamic pricing model)

4. Money in Ola Wallet and Ola Money services

5. Corporate and Event Tie ups

6. Car type

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 7. Ola food delivery service / FoodPanda

8. Ola Store (HyperLocal Grocery delivery under development)

9. Ola Electric Vehicle development

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 OLA TRANSACTION
PROCESSING SYSTEM DATA



(For better aesthetics on this report we have divided the sheet in multiple parts. One in continuation with other is how it is to be interpreted as)

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 BUSINESS FLOW



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 CUSTOMER SIDE BUSINESS
PROCESS
•CUSTOMER
• 1. It depends from customer to customer what their needs are

• 2. Customer needs usually depends on their perspective.

NEED FOR TRAVEL

1. Travelling is segregated into many aspects, the need for travelling depends on customer needs , whether it is for organization

work , function , marriage , leisure etc.

CHOOSING BETWEEN UNORGANISED OR ORGANISED MODE

Organised mode of transportation would involve a proper TPS system incorporated with it. And involvement of computer and the

new technologies to run in a synergised and streamlined manner.

Unorganised way of transportation would involve Autos. Which may not incorporate modern systems of working. Most of it relies

on cash and is chaotic and disordered and needs constant interaction between supplier and customer.

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OLA
We take a scenario where people choose between the organised way of travelling, and OLA in this case is chosen. Ola is chosen

knowing its more convenient, saves time for them, give them information prior to the ride about their ride and fares and the best part is

provides them to make the payment in multiple ways, while choosing the type of ride they want to take to their destination.

The user friendly UX/UI enables people to do the tasks faster and prior to their needs. It's so easy that a kid could make a few

clicks and book a ride.

APP DOWNLOAD/REGISTRATION
The application is downloaded from the app store/ play store upon user’s remembrance about the brand upon choosing the

organised way of travelling (thanks to the promotion and marketing team).

The user is asked to enter their details to make the login. An email ID is linked to a password tailored for the user. This makes Ola

as well as for customer to know what they want. The information helps to make the necessary customer modifications and

customisation.

ENTER PICK UP / DROP-OFF LOCATION

The user is asked to enter the pickup location and drop off location. With the help of system integration with the Google maps a

user can clearly mark the building/landmark of the both points. This makes the user interaction with the driver minimal. Also it

decreases the dependancy of the driver upon customer to know the point of drop.

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CHOOSE THE CAB TYPE
According to the customer’s convenience, the type of cab is chosen. Ranging from Share (car pooling), MINI, MICRO, XL,

RENTAL, TAXI, LUX, AUTO AS WELL AS OLA Bike (in the parts where it is launched). This may depend on the type of services

required by the customer as well as to accommodate different number of people.

REVIEW THE FARE

Just when the cab types chosen, the system takes a few seconds to calculate the amount with the help of its highly efficient system

which takes in account the distance, the time and other factors to optimise and route, while calculating a fare for the customer. This may

vary as the cab type may change.

CHOOSING THE PAYMENT METHOD

Multiple payment options are given to the customer. The customer gets an array of options to choose from. Varying from
- Cash
- Debit/Credit Card
- NetBanking

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 - Ola Money
- Ola Postpaid 


BOOK THE RIDE

Tapping on book ride initiates the process of searching the cab for the customer.

NOTIFICATION TO CUSTOMER

The customer is notified about his/her ride. The ride details entail the driver’s contact details, OTP and the estimated time of arrival.

TELL THE OTP

OTP is shared with the driver.

RIDE START
Enjoying the city/scenic views from outside the widow and taking pleasure in being driven around rather than hassling.

END RIDE

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PAYMENT PROCEDURE

As customer reaches the drop point customer will receive the payment amount on their phone After customer pays the amount the
verification message of payed amount will be received on customer phone. The cash is exchanged or the line transaction takes place
automatically .

GIVE RIDE FEEDBACK

After the payment process the customer feedback form is received.

You can share the feedback about the ride experience . Fill the details and rate the driver and ride also mentioning what they liked

and disliked .

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 DRIVER SIDE BUSINESS
PROCESS
DRIVER’S PREFERENCE OF EMPLOYMENT

The driver may choose an organised way or an un organised way of employment. We take the scenario where he chooses to be

employed in an organised manner and chooses OLA as a medium for the same. (Again thanks to its marketing and promotion team)

REGISTRATION/VERIFICATION PROCESS
The driver is asked to register the car with the documents, attached with his personal documents such as PAN, driving license ,

AADHAR.

After the verification work is done , the driver receives new login id and password for his OLA Partner app.

TRAINING PROCESS/CERTIFICATION
To keep up with the standards. The driver undergoes hi training processs given out by OLA. The company makes sure the level of

service is supreme and the customer is god. And that is how the customer should be treated as. The customer centric view to the

company pushes the company to make this effort.

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 The driver needs to clear through the various testing process in order to crack the eligibility criteria.After the training and final

results the driver is certified as the new OLA certified driver.

DOWNLOAD OLA PARTNER APP/LOGIN

After that driver gets the new login id and password. Downloads the OLA partner app

WAIT FOR THE RIDE LEAD/ APPROACH PICKUP LOCATION

As soon the driver receives the first notification for the ride , he also gets the option to reject or accept the ride. As he moves further with
the process the driver gets a Google maps navigation to reach the pickup point. The diver looks at the maps which are integrated with
his app to reach the location.

OTP VERIFICATION
i.The driver need to cross check the ride details with the help of the OTP.

Ride starts / Navigator / Ride ends / Payment displayed / Feedback form

i.The driver uses the navigator in order to have the shortest distance and to reduce the traveling time

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 ii.On reaching the dropoff point the driver ends the ride and the payment is received on the drive as well as the customer phone for

security reason

iii.After the payment the driver gets the feedback form .

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 SENIOR MANAGER’S OUTLOOK
Senior management should support benchmarking fully and must be committed to continuous improvements. The management

will work on strengthening Ola's market leadership, expansion across the country and expanding the base of Ola's customers and driver-

partners. Based on the information of the factors that lead to the success of taxi aggregators in India, the importance of market

segmentation in effectively reaching more customers, the importance of the diversification strategy to expand business operations, the

different diversification strategies that a company can follow in order to expand its business operations the management can make

appropriate decisions taking in the suggestions and opinions of the operating staff. They can further analyse the options available for Ola

to diversify into related and unrelated businesses. Accordingly suggest strategies that Ola can follow in future in order to survive the

competition and expand its revenues. Company also make use of demographic details while evaluating a region. The management can

get done the demand visualisation on a daily basis, so that accordingly they can have our cabs in areas where demand is high at specific

hours . The management can focus on creating a technology platform that will act as an umbrella for small car rental firms.

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 DECISIONS BY OPERATIONAL
STAFF
OPERATIONS STAFF
•The operation managers uses customer details and through this region is evaluated by demographic details. This visualization is

done on daily basis, as this will help manager to know where the demand of cab is high in specific place and time.
•The human resource manager verifies driver details and decide the procedure of contract according to it.
•By using TPS report, the marketing manager decide campaign according to the requirements of different region.
•Promotional strategies such as Chalo Niklo, RS 6/ per Km, Ola Share pass, Ola outstation, shuttle and Ola peddle

•Decision of hiring, firing and demands of employee is done by human resource managers.
•The discount strategy to corner as much market share as possible is decided by middle manager in order to compete with rivals

such as UBER, Careem, Meru cabs.

•The financial head will track daily transaction and according to that budget are allocated.

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 DECISIONS BY EXECUTIVES
Executives and owner
•The owners of ola cab do not meddle with fare prices and budgeting.
•To maximise the profit and boost business, the senior managers tries to find a way to increase return on investment.
•Senior managers deals with investors and tries to bring in more investors. Flipkart co-founder Sachin Bansal has invested $100 million in

India’s largest cab-hailing platform Ola and is expected to invest more, as Ola founder Bhavish Aggarwal aims to diversify the

company’s investor base amid a boardroom battle with its biggest backer, SoftBank Group Corp. 
•These decisions require the annual valuation report, market share reports of different sectors and countries. Hiring of 3rd party

firms in different parts of the country or different parts of the world to do market research for viability reports. 


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