Ola is trying to tap into Ola Play with the hope to offer passengers content that is both relevant and contextual. According to Ankit Jain, vice-president and head of Ola Play, an average trip is about 55 minutes. This indicates that a commuter spends almost two hours inside the cab considering the ride to and from work, which is more than the time spent watching TV. Therefore, the screen inside the cabs will gradually become more significant.
Ola Play will create an ecosystem of content with module elements to present advertising opportunities and driver experiences. For now, the content will depend on Wi-Fi access but will soon change in a few months. Ola Play is available for partners, who want to develop apps that integrate with this platform to deliver their content in a relevant manner. In addition to that, as soon as the system recognizes the users, they will be logged in to all the apps.
Ola is all set to roll out Ola Play to more vehicles and has started retrofitting cars with the new hardware. Jain thinks Ola Play is already an end-to-end solution, which has great potential for the future. “While we have already created Ola Play from a ride sharing perspective, we are already getting interest from OEMs who want to take it beyond what we have done. We have ended up solving a problem for the power user, which is the ride sharing driver, and can now take it to a broader level”, he says.