Ola to Go App Only, Plans to Shutter Web and Phone Bookings Next Month

Taxi aggregator Ola announced on Tuesday that it would soon go mobile-app only across its 100 cities of operations. According to the company, over 99 percent of booking requests presently come through the app, and will be the sole medium for bookings starting next month.

Until recently, customers could also book cabs on Ola's platforms through its call centre and on the Web. The call centre will henceforth be used only for customer support and assistance. According to Ola, it received only 20 percent of booking requests from the mobile app at launch, but now has over 95 percent of bookings coming from the app even in smaller cities. Over 90 percent of their customers choose the 'Ride Now' option instead of 'Ride Later', the company said.

(Also see: Flipkart to Go Myntra's App-Only Way From September)

"With 99 percent of our bookings coming through our app today, it is clear that our users prefer the seamless app-experience to any other mode of booking. This will allow us to deliver a consistent one-touch booking experience as well as improved ride experience across all aspects like navigation, payments, safety and feedback." said Pranay Jivrajka, Chief Operating Officer at Ola.

Ola's recent update, rolled out last week, allows for swift loading even while on 2G networks, to enhance the app experience in areas with weak data connectivity. New features on the app include Ola Money, which lets passengers ride cashless, safety features like GPS tracking and location sharing, SOS and emergency contact.

Ola had launched Ola Store, an on-demand grocery delivery service last week, and is reportedly in talks to raise Rs 3,150 crores ($500 million).