Mobility and ride-hailing services Ola Play, the in-cab entertainment service, is being shut down, according to the holding company for Olacabs, ANI Technologies, on Friday.
The company sought to provide targeted marketing campaigns through the platform, which it launched in 2016 as a “contextual connected car” service, in order to further monetize its cab rides. The company announced that its “Ola Play” service, offered as a category of cabs on its platform, will be discontinued as of Tuesday in a public notice that Mint was able to view. The company has “taken appropriate measures to remove the segment from the market as well,” according to the notice.
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