Bengal has poor public transportation but may offer an opportunity for Uber. However, credit card and smartphone penetration is low compared to other cities. Radio cabs have also not taken off due to availability of cheaper no-refusal cabs and shuttle cars. Uber would likely target socioeconomic classes A+, A, and A- who are willing to pay for exclusive or shared rides. Key challenges for Uber include signing up qualified drivers, managing political competition, and shifting public perceptions.

1. UBERIZING
BENGAL

2. Does Bengal offer an
opportunity for Uber?
Yes, Bengal has serious transporation
problems. The bus service is poor, the
rickshaws are downright rogues. So
anything that offers a good ride, is an
opportunity. Public transport is in shambles.

3. However…
Bengal is a value driven market.
Credit card penetration is low
Smartphone penetration is low compared to other metros.
Besides, it is a market that is not open to change and experiment like other
big metros. It kept the same government for 34 years and have recently
voted for a new one.

4. Who can Uber target here?
People who are willing to pay for an exclusive
or a shared ride.
Mostly a socio economic class of A+, A and A-

5. How do people travel in Bengal?
Socio economic class A+, A, A-
Private Cars
Cabs and No-Refusal refusal cabs
Shuttle cars
Metro
AC Buses
Rickshaws
Trains are sparsely used by this segment in Kolkata, but is used considerably in the outskirts.

6. It is interesting to note
The penetration of radio cabs that has been growing
as an industry in India and currently stands at Rs.
1100 + Crores* nationwide is rarely used here. Meru
Cabs, one of the biggest radio cab ventures, has not
even entered the market.
* http://www.nextbigwhat.com/report-on-radio-cab-industry-297/

7. A question to ponder
Why are radio cabs not picking up in Kolkata?
1. A No-refusal cab offers the same quality of transport as a radio cab as well as AC on
demand but at a price point way lower than radio cabs.
2. Radio Cabs need to be pre-booked way in advance and you can never trust it to
arrive at your house at the right time. Sometimes, they do call up to cancel.
3. Shuttle cars are an easy option too – they give you the same ride, sometimes with the
AC on, for a price of a bus ticket. They are a better solution compared to cabs at
most times.
.

8. How does the consumer see
cabs+shuttle cars
1. Shuttle car is preferable because it is cheap and has other
passengers. It saves you from creepy drivers. But is
tremedously uncomfortable at the same time.
2. The drive is not always pleasant because you might have a
creepy/overfriendly/angst ridden driver at the wheels with
a ready list of expletives for other drivers around.
3. The driver will probably not share your musical taste and
keep his music on. He might turn it down, but not
necessarily shut it off.
4. Getting a cab is difficult from major parts of the city.

9. Challenges before Uber
Challenge 1:
Signing up the right drivers who are tech savvy, have the
right gadgets, and are willing to act decent.
Challenge 2:
Managing the political affiliations of the competition.
Challenge 3:
Bringing about a mindshift among people about Uber.

10. Tools for each challenge
For Challenge 1:
Engagement + Training + Monitoring
For Challenge 2:
Extensive Lobbying with the government in power.
For Challenge 3:
Communications and Customer Service

11. Thank you for your time.