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UPDATED: Ola starts in-cab pricing for Ola Play; any takers?

UPDATE, September 19th: In a statement (in full below), Ola indicated that pricing Ola Play in-cab was a test. "As part of our ongoing efforts towards understanding our customers' behaviour and their consumption pattern better, we are always piloting new features, this new model is one of them," an Ola Spokesperson told MediaNama. The company did not answer a query about how billing would work, but a rider told MediaNama that the Rs 10 was added to his bill, and Ola waived the fee at the end of the ride. Earlier, 18th September: Ola's in-cab entertainment system Ola Play is now charging users in-cab Rs 10. This presumably applies only to users who didn't already book a Prime Play cab. Ola Play works out of a seat-mounted tablet and comes with a select apps like Apple Music and ALT Balaji. Ola has also partnered with creators like All India Bakchod and Pocket Aces. https://twitter.com/shrinivassg/status/1041346554391539712 Not all cabs come equipped with Ola Play, and the service is usually on cabs in the Prime category. Even within that category, only Prime Play cars have the setting enabled by default. Going freemium could help the slightly costlier Prime Play cabs. Ola will be able to price them in the same tier as Ola Prime cabs without Ola Play, while still making money on some of these rides. It's unclear whether this is a test or already fully rolled out. It's also unclear how billing will be handled — although it seems likely that the Rs…

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I cover the digital content ecosystem and telecom for MediaNama.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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