Online cab aggregator Ola has started selling Ola Select memberships, its loyalty program, to users for Rs 500 per month, through its app in Pune. The current pricing is Rs 574, Rs 1149 and Rs 1724 for 1, 2 and 3 months offered at 13% discounts for Rs 499, Rs 999 and Rs 1,499 respectively. Users can pay for these memberships through Ola Money, credit and debit cards and net banking.
The membership offers features like no peak pricing at any time, priority booking, Prime cabs at Mini fares, free WiFi, priority support, airport lounge access, top drivers and cars, Ola events like concerts and matches and offers from brands it has partnered with. Ola had launched this service in Mumbai in July this year. Currently, Ola does not state who its partners are.
We imagine that this program will be useful for regular Ola users, given no peak pricing will bring regular commuting bills down. Users can calculate their daily and monthly cab expenses and see if paying Rs 500-1500 a month for discounts and benefits is a viable option.
Note that Ola launched its Select program over a year ago in last August. At the time, the company based the program based on frequent usage of Ola and offered free WiFi, no-cost upgrades, discounts and ‘exclusive benefits’ from its then partners Myntra, Snapdeal and Cleartrip. A month following this, Ola added free WiFi for its Prime customers in Bangalore. At the time, Ola Prime was available in Mumbai, Bangalore, Delhi, Pune, Chennai and Jaipur and offered sedans and SUVs.
In April this year, Ola launched Ola WiFi which let Ola users connect to WiFi automatically without having to enter credentials.
Uber-Airtel tie up
Note that Uber does not have a loyalty program as such in India. But in August last year, Uber entered into a strategic partnership with Airtel to allow Mumbai Uber users to pay with Airtel Money and use free Airtel 4G WiFi. The companies said at the time that this service would be launched across India but we’re not sure of which of Uber’s 29 cities it is active in.