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Uber competitor Ola is launching a subscription taxi service

Ola, Uber’s biggest rival in India, is launching a subscription service for customers in a bid to differentiate itself.

According to Tech in Asia, the service called Ola Exclusive will let certain members pay in a more subscription-like model, allowing them to go on rides and pay at the end of the billing period.

The two firms are strong in India and differentiating themselves from one another will be a battle, while the report also says Ola made the move to improve customer experience.

In India, the two firms have been head-to-head with a myriad of launches across the years, some of which are no longer live. Uber is finding tough competition in many other Asian countries, as more homegrown services refuse to relent to the global poster child for on demand taxi services, Uber.

In Singapore, faced with stiff competition from GrabTaxi, Uber has implemented cash payment options. It’s the first ‘developed’ market that it launched this service into.

Uber has also started rolling out Uber Eats, its takeaway pick-up service, in Asian cities, with Uber Eats also now being offered in Singapore.