The Delhi Metro Rail Corporation (DMRC) has entered into a tie-up with ‘Offer World’ to release an app of the same name that rewards Android users for downloading apps listed on it, reports Newsnation.
To avail this feature, Android users have to first download the app and register. On registering, the app takes users to the ‘home’ tab which displays money earned, money to be credited and the total amount of money that can be earned. Users can tap on the ‘offers’ tab to view a list of all the apps with offers.
Downloading one of these apps gives the user a predetermined amount of cash to use, for example the Paytm app will net users Rs 15, the Newshunt app will earn users another Rs 15 while the Cleartrip all will credit the users with Rs 10. Uninstalling preinstalled apps and reinstalling them does not count. This amount can then be redeemed by the users to recharge their metro cards through the app itself. The minimum amount for availing the balance is Rs 100.
DMRC claims that the card will be recharged within 48 hours of redeeming the money. Note that the app displays offer value in Rupees. However, given that these “Rupees” can only be used to recharge metro cards, they might as well be called “Delhi Metro Card points” making it useless for people outside Delhi or for those who don’t use the Metro.
More importantly, the app sets a precedent of sorts. Post this move, DMRC could open up and allow other vendors to offer such facilities too. It will be interesting to see if metros in other cities adopt a similar strategy. The Central, Southern and Western railways currently use Automatic Ticket Vending Machines (ATVMs) which work via a smartcard. These agencies could also adopt similar strategies to aid monetization, and offer consumers different methods of recharge.
– ICICI Bank partnered with DMRC and Mastercard to launch co-branded credit and debit cards called ICICI Bank Unifare Card, which doubled up as Delhi Metro Smart Cards, in July last year. ICICI Bank mentioned that these cards would also feature an added facility of auto top-up of fare balance, which would automatically recharge the amount on the transit chip when the fare balance fell below a specified threshold limit. Consumers would also be able to redeem reward points accumulated from their regular purchases and shopping for free metro rides.
– In May 2013, DMRC had launched its online recharge facility for smartcard users at dmrcsmartcard.com. The organization partnered with ICICI Bank to launch this automated fare collection process and had also integrated ICICI’s payment gateway on its website. At that time, DMRC had claimed that around 17,000 smart cards are sold every day from the various metro stations of its network and about one crore Metro smart cards are in circulation.
Image source: Wikipedia user Fredericknoronha