Ola, India’s most popular mobile app for transportation, recently announced the launch of Ola Play, its connected car platform for ridesharing, in Chennai. Ola Play, launched in November last year, in a short span of time has witnessed 200% quarter on quarter growth. Starting with over a 1000+ cars in the city and a host of platform partners, also offering regional language content, Ola Play brings a fully connected interactive experience for users on the move.
Ola insights on Chennai traffic have revealed that the city is one the slowest moving in the country with an average speed of 19 km per hour, meaning that an average person spends over an hour in transit every day. With Ola Play, commuters can make time spent stuck in traffic productive, giving them interesting opportunities to interact with the technology available in-cab.
Ola Play, a connected car technology platform, uses deep customer insight, offering the most relevant and personalised experience for customers. Insights from over a thousand cars running in the city since the past two weeks has revealed that, not surprisingly, Tamil language content is a huge hit among Play customers. The content includes a range of short movies brought to Play by FastFilmz, an app for streaming regional movie content, a wide range of music playlists with Apple Music, and radio stations, amongst a range of options. Retro English music has also, emerged as a favourite among customers. Tamil language content is highly popular among driver partners too which, they can access and enjoy when they are not on a ride.
Speaking at the launch, Ankit Jain, Vice President and Head of Ola Play, said: “Ola Play has been a massive hit amongst users in Mumbai, Delhi, Bangalore, and Hyderabad with its presence in over 50,000 vehicles in the past eight months. Bringing Ola Play to a city like Chennai is of strategic importance, owing to the city’s booming industrial and healthcare sector, a high average transit time, slow moving traffic, and high frequency usage of Ola’s offerings. With Play in Chennai, we are enabling lakhs of customers to make efficient use of their transit time by bringing them improved control of their ride-experience. The initial response from customers and driver partners has been extremely encouraging, and with the kind of potential that Play offers, we will continue to build on such innovations for millions on the move.”
For developers and partners, Ola Play offers an app store-like platform which gives them full control of their app experience, enabling endless innovative possibilities of interacting with their customers. Play allows various partners such as Apple Music, Sony LIV, AIB,EROS Now, PopXO, FastFilmz, AltBalaji, among several others to build a high quality and immersive experience for users. The technology brings the control of the ride to the backseat of the car enabling control from their own smartphones or from the tabs mounted in-car, along with cars surround sound systems.
Anand Subramanian, Sr. Director, Marketing Communications, added: “The average time spent by customers in a cab in Chennai city is about 60 minutes. It presents an immense opportunity to reimagine the customer experience with innovations like Ola Play, changing the mobility landscape forever. In a short span since launch, Ola Play has garnered tremendous customer appreciation across cities, encouraging us to expand the category faster. With lakhs of professionals looking to stay connected on the move, Prime as a category through Auto-connect Wi-Fi has become the most obvious choice for a seamless commute experience in the city. With the launch of Prime Play, the experience will go many notches higher.”
Ola was launched in Chennai in October 2013, and over the years has seen a steady rise in customers who are always looking for a smart mobility solution to commute within the city. Diverse mobility solutions including Micro, Mini, Auto-rickshaws, Prime, Rentals and Outstation, have effectively enabled seamless commuting experience and built last mile connectivity for the city.