個案資料
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RIDLR : Leveraging Data Analytics for Mass Transit
內容大綱
The chief executive officer of Ridlr, a mobile application (app), faced a new challenge in 2019. Ridlr was a subsidiary of ANI Technologies Pvt. Ltd., which was a major player in India's transportation-as-a-service sector and also owned Ola, a ride-hailing app. The chief executive officer envisioned Ridlr becoming the preferred information and mobile ticketing option for India’s public transportation modes. He wanted to successfully position the firm to grow from 600 million annual transactions in 2019 to 6 billion in 2022. He was confident in the firm's value proposition to serve the large consumer base, but he wasn't convinced that direct monetization through consumers was the best option. Although the business-to-business channels of transporters and technology service providers offered some opportunities at monetization, how could Ridlr gain access to that value? The chief executive officer needed to prepare a product and marketing strategy that would ensure both growth and monetization. Where should he begin?
學習目標
This case is intended for graduate- and executive-level courses in marketing management or digital marketing, for discussions on platform mobilization, customer segment selection, and monetization challenges. It can also be used in discussions on market expansion, ecosystem strategy formulation, and alternative monetization strategies for becoming profitable in the long run. After working through the case and assignment questions, students will be able to <ul><li>understand the rapidly evolving business ecosystem in the mass transportation industry, including transportation as a service; </li><li>evaluate the strategic choices involved in business-to-business and business-to-consumer business models;</li><li>appreciate the challenges of monetizing a digitally distributed service, which many consumers have come to assume as being available for free.</li></ul>