Abstract
Uttarakhand Transport Corporation (UTC), the state carrier in the Uttarakhand state of India, offered bus connectivity within the state as well as to multiple destinations in neighbouring states. UTC had digitised its operations long ago in late 2000s. Conductors disbursed tickets through a handheld ticketing machine which also recorded the disbursal data. Computers were installed at the UTC depots for storage of this data. Online reservation system had been introduced by 2010. Later, around 2021, the ticketing process was upgraded to enable digital payment of the fare by passengers. It was during such times that Pawan, the protagonist, joined UTC as a Depot Manager in 2022. In his role, he could access the passenger-data collected through ticketing machines and stored in the depot computer. It took him just 2 years to realise that UTC had the data but no means or foresight to utilise it for business ends. He strongly felt that this untapped resource could help UTC serve the customers better and gain an advantage over its competitors. How can he convince the top management?
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