MakeMyTrip hopes that they will be able to use Aadhar as a second factor of authentication, though they don’t see it making a drastic improvement in the conversion rate, MakeMyTrip Founder Deep Kalra told MediaNama on the sidelines of TiE Con Delhi 2013. Aadhaar will help reduce friction, as a person may not be required to enter a pin after filling up credit card details if they use Aadhar to identify themseleves, and work like Facebook Connect according to Kalra.

MakeMyTrip is planning to roll out its Facebook connect integration in the coming weeks, apart from other services, many of them on the mobile. About 10 per cent of all reservations that are made on MakeMyTrip currently are via mobile and the company recently launched an app for Windows mobile too. MakeMyTrip is making small changes to the back-end that will specifically help smaller hotels: “We are automating how we get inventory from them by using SMS alerts and calls so they can get more customers even if they are not tech savvy,” he said.

MakeMyTrip recently acquired a company in Thailand called Hotel Travel and through them MakeMyTrip s trying to improve the integration with the 100,000 hotels they have listed across the world.

On Google’s Flight results and the travel industry

Kalra thinks there is a fair bit of room for innovation, especially on location based services, with Uber being the best example. “It’s easy to dismiss it and say it’s only a UI change, but look the kind of stuff Hipmunk is doing. Similarly what Google is doing is pretty disruptive. They are intermediating with both Hotel Finder and flight search so you’re going to see a lot more of that. This will take away one level of intermediation for sure. On the hotel side we will have a very valuable role to play as I don’t see them going and working with thousands of hotels, but on the flight side there will be repercussions. We are waiting and watching to see how that works out. They are not doing fullfilment, we will have to do it or the airlines, but the margins are so low now that it is not good for airlines to do it,” he said.