Bengaluru: Ride-hailing firm Ola said it is opening up the software interface of its smartphone application to be integrated with other major mobile applications aimed at reaching out to more users.

Ola, owned by ANI Technologies, said it has tied up with companies such as Samsung Electronics Co., online travel operator MakemyTrip Ltd, mobile advertising technology firm InMobi Technologies Pvt. Ltd and instant messenger-based personal assistant platform Helpchat whose customers could now hail rides to places they choose on their mobile apps, without having to directly access the Ola app. Ola said it is working with more partners to integrate the software, but didn’t give any details.

Individual software developers could also integrate Ola’s software interface to their platform, it said.

“With this step, we would open access to many more millions of users from our partners," said Ankit Bhati, co-founder and chief technology officer at Ola, India’s largest cab-hailing service.

The company said it has integrated most of the offerings on its app, including details of availability of cabs, estimated cost of the ride, booking and tracking the cab route, to its partners’ apps.

It expects to get 100 million users on board through these partnerships in the next two years. Ola did not give any details of its existing user base.

The company said it will eventually integrate the software program interface of some of the other services on its app, such as Ola Money—an online wallet that allows users to book cabs and make online purchases—as well as its grocery delivery service Ola Store and food delivery service Ola Café, to the smartphone applications of its partners.

Earlier this year, Ola’s rival US-based Uber Technologies Inc. tied up with India’s Zomato Media Pvt. Ltd that allowed users of Zomato’s smartphone application to hail rides by pressing on the Uber button on the restaurant search company’s app.

Both Ola and Uber are fiercely competing for a slice of fast-growing taxi service market in India, where public transportation infrastructure is run down and riders have limited safe commuting options. Both companies are trying to outdo each other, offering new technology solutions and trying to entrench deeper into the booming technology savvy smartphone user base in India.

Ola, which claims to do 750,000 rides a day with roughly 250,000 drivers on its platform, offers services in 100 Indian cities. Uber, which says it has 150,000 drivers on its platform, offers services in 22 Indian cities.

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