Ola to go app-only

Ola, like Myntra, will go mobile-app only across its 100 cities of operations from the next month. "From just about 20% of booking requests on the app at launch, Ola (now) receives as much as 99% of its bookings through the app at the current scale," Ola said in a statement.

Even in smaller cities, where the company has launched its services, more than 95% of bookings come through the app at the moment, it added. "Ola has decided to accept booking requests only through this medium from the coming month," it said. Until recently, customers could also book cabs on Ola's platform through its call centres. The number will now be available as 'Ola Care' for customer support and assistance.

This will enable users to save significantly on data usage while using the app and have a seamless experience even in areas with weak data connectivity. Ola had launched its mobile app for cab booking in 2011, which now lets users book cabs, auto-rickshaws and kaali-peeli taxis.

The app is available on Windows, Android and iOS platforms. "It's clear that our users prefer the seamless app experience to any other mode of booking. This will allow us to deliver a consistent one-touch booking experience as well as improved ride experience across all aspects like navigation, payments, safety and feedback," Ola COO Pranay Jivrajka said.

The 2G enhancements will also allow users in smaller towns and low network areas to access Ola without compromising on speed and ease of access, he added.  The decision, it had said, was driven by the strong traction on its app and expanding base of smartphone users in the country.