Indian ride-hailing company Ola plans to 'soft launch' operations in London in the coming weeks, with a full launch slated for mid-January 2020:
safety features including an "industry-first" driver facial recognition system to continuously authenticate driver licenses. This could translate into a competitive advantage, should Ola manage to curry favor with local authorities.
Success in London could give Ola the springboard it needs to enter the broader European market. Beyond India and the UK, Ola only operates in two other markets — New Zealand and Australia. If Ola is able to appease local regulators in one of Europe's most important markets and gather valuable information on the local population and their transportation needs, it could put itself in a better position to enter other cities.
Regulators across Europe could be encouraged by Ola's ability to meet the standards set by the TfL, which would make it easier to enter new markets. Furthermore, having a better understanding of consumer needs could give Ola confidence that it can meet the specific needs of local consumers, enabling the company to quickly capture market share. In the mobility-as-a-service market, which is
to be worth $106.8 billion by 2030, up from $6.8 billion in 2020, Europe owns the largest geographic share.Join thousands of top companies worldwide who trust Business Insider Intelligence for their competitive research needs. >>
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