viaDOTS: Revolutionizing Ride-Hailing with Transparency, Fairness, and Empowerment
CXOToday has engaged in an exclusive interview with Vyshak Simha, CEO of viaDOTS, a ride-hailing SaaS platform
- What inspired you to establish your app-based cab service brand, and what gap in the market were you aiming to fill?
The inspiration behind establishing viaDOTS stemmed from a desire to address the prevalent issues faced by consumers in the ride-hailing industry, particularly that of surge pricing. As per a survey conducted by Local Circles, surge pricing is the second-biggest issue faced by consumers with regard to the app-based ride-hailing industry. Despite the Motor Vehicle Aggregator Guidelines 2020 in place, 45% of the respondents in the survey mentioned that they were charged more than 1.5 times surge pricing. Further, a survey by the Competition Commission of India reveals that at times, the surge had been higher than expected by the riders.
In this regard, we wanted to address the riders’ woes when it comes to surge pricing – as it may not only exacerbate social and economic inequalities but also discourage sustainable mobility. Recognizing this gap in the market, our aim was to offer a solution that prioritizes transparency and fairness in pricing. Unlike many other cab aggregators, at viaDOTS, we are committed to refraining from implementing surge pricing measures, even during peak hours. Our goal is to provide riders with a consistent and transparent fare system, irrespective of the time or demand, thereby enhancing their overall experience and trust in our service.
Further, we also saw that the current ecosystem was fraught with commission-driven models operating in the market. At viaDOTS, our goal is to create a different paradigm where drivers are empowered as entrepreneurs. We’re establishing a marketplace where drivers have the opportunity to (in a sense) ‘sell’ their services to the riders and get the right price for it.
In Bengaluru, we’ve seen how there are a number of ride-hailing platforms that charge riders exorbitantly without delivering satisfactory service. Our focus remains on how the drivers can go on to provide exceptional service to the riders – offering clean, well-maintained vehicles, and ensuring a safe journey. Our vision is to empower drivers to transition from gig workers to bona fide entrepreneurs.
- How does your brand differentiate itself from other players in the highly competitive app-based cab industry?
At viaDOTS, we distinguish ourselves from other players in the highly competitive app-based cab industry through a combination of innovative features and a commitment to transparency and affordability. Unlike our competitors, viaDOTS does not employ surge pricing measures – ensuring that riders enjoy a consistent and transparent fare system, even during peak hours.
Moreover, unlike other ride-hailing platforms, we refrain from charging any commission from our drivers. This approach allows them to receive the full price for the services they provide. Furthermore, our recently launched Digital Meter Taxi feature enhances accessibility for riders and flexibility for drivers. As part of this, riders no longer need to have the viaDOTS app installed to utilize a digital metered taxi; instead, they can conveniently book a metered taxi from anywhere. Within this model, drivers also have the flexibility to set their prices, enabling them to choose the most lucrative rides and provide top-tier service accordingly. We transfer the onus to the driver, who is indeed responsible for delivering exceptional service.
Operating on a Software as a Service (SaaS) model, our objective is to offer a platform that enhances mobility, making it more convenient, streamlined, and better.
- Can you share any specific challenges you faced during the inception and early stages of your brand, and how you overcame them?
We’re currently in our initial phase – still at the inception stage. When we started our pilot in Bengaluru, we were constantly on the lookout for technical improvements on our platform. Our focus has largely been on understanding consumer behaviour within the mobility sector. We are trying to gain insights into the market dynamics – including the needs of both riders and drivers. Our journey so far has involved constantly learning and overcoming obstacles, particularly in terms of tech enhancements, maintaining an agile app, running efficient deployments, and integrating feedback from riders and drivers.
Further, during the early days of our brand, one specific challenge we faced was achieving ride conversions. However, through our relentless efforts to provide top-notch transportation solutions, we are gradually trying to overcome this hurdle. Currently, we are observing a 20% ride conversion rate.
Moreover, our efforts have also resulted in the acquisition of 22,000 users on our app, which is indeed indicative of a growing user base and trust in our services.
- What measures does your brand take to ensure the safety and security of both passengers and drivers using your platform?
At viaDOTS, ensuring the safety and security of both riders and drivers using our platform is paramount. We employ several measures to uphold this ideal.
Firstly, our drivers remain seamlessly connected through the viaDOTS Driver App, which continuously tracks rides in real-time. This ensures that both passengers and drivers have access to reliable support and assistance throughout their journey.
Secondly, before being onboarded onto the Driver App, each driver undergoes rigorous background checks. This stringent vetting process is designed to ensure that only qualified and trustworthy individuals are permitted to provide rides through our platform. Through these measures, we prioritize safety at the forefront of our operations and aim to instil confidence and peace of mind in both passengers and drivers alike.
Paired with the above we have set up an emergency button within the app to notify the emergency contact of the riders immediately and we will also take immediate action on the same.
- How do you envision the future growth and expansion of your brand, both domestically and potentially internationally?
Since our launch in December 2023, we have made significant strides, onboarding over 10,000 drivers in Bengaluru. Our roadmap for the future includes expanding our footprint to key cities across India, including Delhi, Mumbai, Chennai, Kolkata, Hyderabad, Pune, Ahmedabad, Chandigarh, Indore, and Mysuru. By penetrating into these diverse markets, we aim to extend our reach and provide our innovative transportation solutions to a broader audience across the country.
- Can you provide insight into any upcoming developments or initiatives that your brand is working on to stay ahead in the market?
In the upcoming months, we want to focus on improving the user experience of our app. To this end, we are constantly incorporating new features, in addition to the introduction of value-added services. Our overarching aim is to enhance the concept of our Software as a Service (SAAS) based model, delivering greater convenience and utility to our users.
Over the next few months, you will see us launch a series of features added to the “No Surge”, “No Commission” & “Digital Meter Feature” which represents our core model of being a SaaS company in the ride-sharing space in India.
