Operator says not sharing numbers of commuters with third pary, only sends bulk SMSes for revenue generation
If you commute through the Versova-Andheri-Ghatkopar Metro-1 and have been receiving spam messages of discounts from the outlets around the Metro stations, do not be surprised. As if the regular flurry of promotional calls and SMSes weren't enough already, the Mumbai Metro One Private Limited (MMOPL) has also begun to monetise the mobile number data of its commuters.
Recently, MMOPL tied up with three outlets along the Metro-1 corridor for sending bulk SMS to its commuters, in order to generate revenue through advertising.
The MMOPL said that it doesn't share mobile or contact number data with any third party but sends bulk SMS on behalf of the brand citing it being an exclusive Mumbai Metro offer.
The Metro operator has the database of commuters' contact numbers, which it takes from them while they purchase a smart card or a monthly pass, and also from mobile applications for Metro ticket payment.
According to MMOPL officials, the aim is to give Metro commuters exclusive offers. "What we do for bulk SMS is that we tie-up with outlets along the Metro alignment requesting them to give offers to our commuters. We also share the number of commuters that use the particular Metro station near their outlet," said an MMOPL official.
The official added, "After taking the offers from say an outlet near Versova Metro station, we will send SMS from our database to commuters using that station. The contact data is not shared at any point. The charge for per SMS is around 10 paise."
Around four lakh passengers travel in Metro-1 corridor that was made operational in June 2014 that has around 12 Metro stations every one km. The average daily ridership of Metro-1 corridor was around 2.60 lakh in 2015, 3.01 lakh in 2016 followed by 3.25-3.50 lakh daily in 2017 and more than 3.50 lakh daily currently during weekdays.
Meanwhile, according to the data of revenue from non-fare means, the Metro-1's non-fare revenue has almost doubled in the last four years. From Rs 14 crore between June 2014 and March 2015 to Rs 22 crore in 2015-16 followed by Rs 24 and 37 crore in 2016-17 and 2017-18, respectively.
Data And Money Go Hand In Hand
The Metro operator has the database of commuters’ contact numbers, which it takes from them while they purchase a smart card or a monthly pass, and also from mobile applications for Metro ticket payment
Recently, Mumbai Metro One Private Limited tied up with three outlets along the Metro-1 corridor for sending bulk SMS to its commuters, in order to generate revenue through advertising
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