London Daily

Focus on the big picture.
Wednesday, Jul 23, 2025

SoftBank-backed taxi app Ola launches in London, looking to topple Uber as No. 1 player

Ola rolls out its taxi-booking service in London on Monday, as Uber faces the threat of being banned. The India-based firm says it wants to be the “market leader” in the U.K. capital. The company claims its focus on safety differentiates it from other players.

Indian ride-hailing app Ola has launched in London, where Uber faces the threat of being banned, as it aims to topple the Silicon Valley giant as market leader in the U.K. capital.

The company, which shares tech investing juggernaut SoftBank as an investor with Uber, rolls out its taxi-booking service in the city on Monday. The firm’s app is similar in many ways to Uber’s but has a few safety-focused features it says make it stand out.

For instance, when a passenger gets into a car, they have to input a unique four-digit code before the driver can start the trip. It also comes packed with an artificial intelligence-powered system called Guardian, which picks up on deviations in route patterns and gets Ola to check with the driver or customer that “nothing untoward” is happening.

“We aspire to be the market leader in London,” Simon Smith, Ola’s head of international, told CNBC in an interview. “We believe that, with our proposition around quality and safety, offering a great experience not only for customers but drivers as well, there is no reason why we can’t be market leader in this market.”

The firm has already registered over 25,000 drivers in London, just over half of Uber’s 45,000 in the city. It’s also partnered with the training unit of U.K. motoring association AA, education firm Pearson and consulting giant Mercer to test its drivers on risk assessment, English speaking and customer service.

Ola’s arrival in London comes as its key rival, Uber, fights for survival in the city. Local regulator Transport for London (TfL) decided not to renew Uber’s license to operate in November, citing a “pattern of failures” that put the safety of its passengers at risk. For now, the company can continuing operating in London as it appeals the decision.

According to TfL, drivers were able to game Uber’s system to pick up passengers without being authorized. It says they were able to do this by uploading their photos to another driver’s account. This happened in at least 14,000 trips and some of the drivers were unlicensed, TfL said.

Asked whether Ola’s system could be similarly exploited, Smith said he’s “confident there won’t be an issue,” but if there is, it’ll contact the regulators to “explain what’s happened and what our plan is to rectify it.” Its app also has an emergency tool that can be selected to alert Ola, a customer’s relatives and the emergency services.

To incentivize drivers to use its platform initially, Ola isn’t taking commission off them for the first six weeks of its launch. After that, the firm will take an 18% cut of all rides, less than Uber’s 25% commission rate. Meanwhile, passengers will be given up to £25 in ride vouchers if they sign up in the first week after launch.

London is awash with ride-hailing operators already, with Estonia’s Bolt and France’s Kapten also looking to chip away at Uber’s dominance. The rise of Uber and the new entrants has put pressure on London’s iconic black cabs, as they often charge much cheaper fares.

While such ride-sharing services have proven popular, investors have been concerned about whether such businesses can become profitable. Uber and Lyft’s share prices are both down since they listed last year, due to concerns over their huge losses, though Uber insists it can reach profitability by the end of the year.

Ola says it has a better shot at reaching profitability than its competitors, as it’s already reached positive earnings in its home market of India. London isn’t the firm’s first U.K. market, and Smith said that, over the last three months, it’s seen 60% growth in bookings in Birmingham, while bookings have doubled in Exeter and Reading.

Newsletter

Related Articles

0:00
0:00
Close
US Treasury Secretary Calls for Institutional Review of Federal Reserve Amid AI‑Driven Growth Expectations
UK Government Considers Dropping Demand for Apple Encryption Backdoor
Severe Flooding in South Korea Claims Lives Amid Ongoing Rescue Operations
Japanese Man Discovers Family Connection Through DNA Testing After Decades of Separation
Russia Signals Openness to Ukraine Peace Talks Amid Escalating Drone Warfare
Switzerland Implements Ban on Mammography Screening
Japanese Prime Minister Vows to Stay After Coalition Loses Upper House Majority
Pogacar Extends Dominance with Stage Fifteen Triumph at Tour de France
CEO Resigns Amid Controversy Over Relationship with HR Executive
Man Dies After Being Pulled Into MRI Machine Due to Metal Chain in New York Clinic
NVIDIA Achieves $4 Trillion Valuation Amid AI Demand
US Revokes Visas of Brazilian Corrupted Judges Amid Fake Bolsonaro Investigation
U.S. Congress Approves Rescissions Act Cutting Federal Funding for NPR and PBS
North Korea Restricts Foreign Tourist Access to New Seaside Resort
Brazil's Supreme Court Imposes Radical Restrictions on Former President Bolsonaro
Centrist Criticism of von der Leyen Resurfaces as she Survives EU Confidence Vote
Judge Criticizes DOJ Over Secrecy in Dropping Charges Against Gang Leader
Apple Closes $16.5 Billion Tax Dispute With Ireland
Von der Leyen Faces Setback Over €2 Trillion EU Budget Proposal
UK and Germany Collaborate on Global Military Equipment Sales
Trump Plans Over 10% Tariffs on African and Caribbean Nations
Flying Taxi CEO Reclaims Billionaire Status After Stock Surge
Epstein Files Deepen Republican Party Divide
Zuckerberg Faces $8 Billion Privacy Lawsuit From Meta Shareholders
FIFA Pressured to Rethink World Cup Calendar Due to Climate Change
SpaceX Nears $400 Billion Valuation With New Share Sale
Microsoft, US Lab to Use AI for Faster Nuclear Plant Licensing
Trump Walks Back Talk of Firing Fed Chair Jerome Powell
Zelensky Reshuffles Cabinet to Win Support at Home and in Washington
"Can You Hit Moscow?" Trump Asked Zelensky To Make Putin "Feel The Pain"
Irish Tech Worker Detained 100 days by US Authorities for Overstaying Visa
Dimon Warns on Fed Independence as Trump Administration Eyes Powell’s Succession
Church of England Removes 1991 Sexuality Guidelines from Clergy Selection
Superman Franchise Achieves Success with Latest Release
Hungary's Viktor Orban Rejects Agreements on Illegal Migration
Jeff Bezos Considers Purchasing Condé Nast as a Wedding Gift
Ghislaine Maxwell Says She’s Ready to Testify Before Congress on Epstein’s Criminal Empire
Bal des Pompiers: A Celebration of Community and Firefighter Culture in France
FBI Chief Kash Patel Denies Resignation Speculations Amid Epstein List Controversy
Air India Pilot’s Mental Health Records Under Scrutiny
Google Secures Windsurf AI Coding Team in $2.4 Billion Licence Deal
Jamie Dimon Warns Europe Is Losing Global Competitiveness and Flags Market Complacency
South African Police Minister Suspended Amid Organised Crime Allegations
Nvidia CEO Claims Chinese Military Reluctance to Use US AI Technology
Hong Kong Advances Digital Asset Strategy to Address Economic Challenges
Australia Rules Out Pre‑commitment of Troops, Reinforces Defence Posture Amid US‑China Tensions
Martha Wells Says Humanity Still Far from True Artificial Intelligence
Nvidia Becomes World’s First Four‑Trillion‑Dollar Company Amid AI Boom
U.S. Resumes Deportations to Third Countries After Supreme Court Ruling
Excavation Begins at Site of Mass Grave for Children at Former Irish Institution
×