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In a country where the average Mumbai commuter loses 2 days of his life per month commuting in Mumbai. and 40%of the population is estimated to live in 2.5% of land area the need for finding a solution to the mobility and congestionproblems, especially in the metros is very important.Research objective and methodologyThe research has been conceptualized with the purpose of understanding the efficiency of the existing transportsystem in India and also the desired future state and factors inhibiting people from going to the desired state. Theresearch proceeds by understanding the current woes and whether they can be addressed through sharing and if sohow.

For this purpose, the target sample size were categorized into normal commuters, radio cab drivers and metered taxidrivers and interviews were conducted with 40 normal commuters,15 radio and 20 taxi drivers and an online survey of80 people was taken to understand consumer preference in various cities in IndiaInsights from researchThe research revealed that the challenges the various stakeholders were facing as well as the need gap of consumersin various mobility options. For the normal commuters: Lack of Comfort, Convenience, Information and Reliability werethe main challenges faced with about 58% of the surveyed respondents citing the crowded transport and stands astheir primary grievance. For the radio cab drivers, even though most of them consider the upside made in Radio cabsadequate, they felt the poor utilization of the long working hours as the main challenge with 74% citing this as theirprimary grievance. For the metered taxi drivers, the lack of business and information about the ride were the mainchallenges, with stand issues also featuring in the top three. The following info graphics obtained from the onlinesurvey of 80 consumers show the need gap faced by consumers in various modes of transport.

Comfort, Information and Convenience show the biggest gaps between current state and desired state in masstransport while cost and reliability are the ones showing the most gap between current and desired state for meteredtaxis. Similarly for the radio cabs, cost and reliability are the ones showing the most gap between current and desiredstate

With regards to questions on proposed cab sharing, it was observed that majority of the respondents (>75%) were notwilling to share their personal vehicles due to security, loss of flexibility and their aversion of being seen as a driverwhich many considered as a profession of low standards. However they were ready to share their vehicle with their

acquaintances. The interesting insight is that the same people wereready to travel in a shared vehicle which did not belong to themSecondary research on the prospects of the cab industry hasrevealed that even though Volume share of radio cabs is extremelylow at ~5% , it still forms ~ 11% of the cab market by value apartfrom the facts mentioned in the case. An interesting revelation wasobtained by studying different business models in various industriesand specifically the evolution of value (assets, services, goods)providers. While many industries have evolved from suppliers toaggregators to integrators (providers of platforms to connect

suppliers and users for multiple services), the transport industry stilldoes not have a player in the integrator spectrum as shown in theinfo graphic.

A detailed study of non-mobility player Flipkart, which hastransitioned to become an integrator by moving to a marketplacemodel, shows it trying to leverage the advantages of an aggregator

namely scalability and low capital intensiveness. We believe that this is a space that Ola Cabs should enter into aswell, taking Flipkart as inspiration.Formulation of strategy for the future of Indian transport industryBased on the insights obtained from the research the following analysis has been obtained on the mobility needs in

Indiawhichcan be

addressed by an integrated sharing model.

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Hence on the basis of the above analysis and also considering the fact that the majority of consumers are educatedabout using technology for information and concluding deals we propose an integrator model for the cab sharingindustry which shall be implemented in two phases over a three year period. The first phase shall focus onimplementing cab sharing through Ola and other radio cabs and metered taxis only due to the reservations expressesfor personal vehicles. During this time we hope to inculcate the habit of sharing vehicles among people, so as toreduce their inhibitions for the second phase which shall focus on bringing in personal vehicles to the proposed model.Marketing Campaigns for implementation of strategyWe have strategized a marketing campaign Operation Transporter which is a two pronged campaign with different

messages targeted at the two stakeholders: Normal commuters and cab drivers (radio and metered taxi). For phase 1we propose a 3-dimensional campaign for the normal commuters with the tagline Jab aap ye share kar sakte hain tocab kyun nai .The picture or the ad can show various things people normally share symbolizing ye - with two peoplein a cab sharing a Coke or a packet of biscuits or Chips. This message will be communicated through threedimensions of social media, print ads and sharing spots at different metros.The campaign for radio cab and metered drivers will focus on educating them about the benefits of cab sharing andhow their profit will increase. This will be done through local meets and distribution of pamphlets. The greater thenumber of cabs converted higher the probability of cab sharing becoming popular in India. For phase 2we will focus on promoting personal vehicle sharing for transport which will be based on the insights andfeedback received over the two year period of phase 1 with the intention of making carpooling a more commonoccurrence with people willing to share as well as drive with others without any inconvenience or stigma attachedthrough Ola Cabs existing app and an online portal with an extra option of car sharing.Going forward, we intend to make carpooling, a zero - liquid cash exercise, with a prepaid account and card

where the amounts get transferred to and fro as the individual moves from owner to sharer which is based on theinsight that people would not like to be paid, especially for driving somebody around.