INTRODUCTTION

This business concept has emerged from a very simple idea. Traditionally, people who needed the
services of a taxi in Dubai had to visit the stations where these taxis often park waiting for clients. They
would negotiate with the drivers about the price based on the distance to be covered, time, and the
geographical factors in the area. This was a complex process both for the taxi drivers and their
customers. Sometimes clients would be forced to sit by the road hoping that a taxi would pass by just in
time. As a way of overcoming this challenge, some regular taxi users started by taking the phone
numbers of the drivers they consider reliable.

It meant that instead of waiting for the taxis or going to the stations, these clients would just call their
regular taxi drivers. This was a major improvement because it eliminated the frustration of having to
wait for a passing taxi. However, there was one challenge that remained unresolved. A client couldn’t
have the phone number of all the taxi drivers. As such, if the regular driver is not available, such a client
would be forced to follow the frustrating process of waiting for a passing taxi or probably visit the
station. On the side of the drivers, it was not easy knowing when a client would come. Sometimes a
driver would miss a client just because of a lack of proper communication.

As technology in the field of communication improved, innovators started coming up with different ways
of linking customers with service drivers. Careem is one of the products that emerged in the field of
transport. It is special software that people are advised to install whether they are regular users of taxis
or not. Installing this software is free and it works with any android phone. Once installed, one can easily
have access to taxi services without having to visit the bus station.

LEADERSHIP

Careem has a team of highly dedicated and innovative leaders who are visionary and keen on
dominating the market in the Middle East. Currently, Careem is operating not only in Dubai but also in
many other cities in the Middle East. In each country, some leaders are fully responsible for the
operations of this firm. At the top of the firm’s leadership are three co-founders of this company. They
are Mudassir Sheikha who is responsible for growth and expansion, Magnus Olsson who is responsible
for products and technology, and Abdullah Elyas who is in charge of the business in Saudi Arabia. Johan
Persson is the firm’s chief operating officer. Ankur Shah is the chief finance and development officer
while Christian Eid is the vice president and marketing director of the company.

The department of business development and government relations is headed by Bassel Al Nahlaoui
while Ibrahim Manna is the general manager in the emerging markets. Operations of the firm in Egypt
are headed by Hadeer Shalaby and Yousef Tuqan is the Marketing and Analytics in Saudi Arabia. There
are also a host of other top employees heading operations in various countries within the Middle East
and North Africa countries. This firm is keen on employing young talented individuals as evident in their
top leadership structure. Most of those senior managers are young individuals who are specialists in
technology and marketing. They are very innovative and have played a critical role in the success of this
firm since its inception in the year 2012.

HOW DOES CAREEM WORK?

Careem offers a platform that enables drivers of taxis and people who use taxi services to meet and
conduct business on an online platform. According to Naylor (2015), the advancement in the field of
information technology has seen many firms emerge offering very unique products. Services offered by
Careem are an example of how innovation can lead to a unique business idea that is very viable.

Once the client gets details of the nearest taxi driver, a communication is initiated. The client is informed
about the location where the taxi driver will pick him or her, the time that it will take, and the cost of the
service. This fully prepares the taxi driver and the client for the service to be offered and the cost
associated with the service. The software links the client to the Careem driver in the nearest location.
The client will be informed of the location of the driver and the time that the driver will possibly take to
reach him or her. The driver will also be informed of the location of the client and the nearest route that
can be taken. The client will be informed of the cost that the trip will take. As such, unnecessary
bargaining and taking advantage of naïve customers are practices that are eliminated. The prices are
determined by the software and the client will be assured of fair pricing. According to Aksoy and
Denardis (2008), this technology also improves the security of clients using these services. They will be
assured that a driver is a person certified by the company and his identity known.

Careem gives an individual app to the users, drivers, and merchants to connect with each other with a
personalized experience. Overall it has a good user experience and straightforward working as described
below:

 Customers register themselves in the Careem app or website, then select the vertical they want.
Place the order for it, pay with desired method choosing from those available.

 Merchants will already be registered in their respective app with the properly set up menu, and
they will receive the order request from the customers; the merchants accept the requests, and
then it is assigned to the respective partners.

 Partners, again, are also registered within the app and, with the approval from the admin, will
be assigned the tasks which they get notified in the app and can fulfill using the features given in
the app.

 Besides, Careem also allows its customers to book services through the call center using. Next,
we are moving forward with the business model of Careem, exploring its various important
strategies.
Services Offered by Careem

 Car sharing
 Bike Sharing
 Taxi Booking
 Food Ordering
 Logistics for companies
 E-commerce shopping
 Parcel Delivery
 Recharge
 Send Credits

OPPERTUNITIES PROVIDED BY CAREEM

With the expansion of its operations in the Kingdom of Saudi Arabia, Careem has spared no effort in
introducing reliable and safe transportation services. Careem caters for all categories and sectors,
including the business sector, to enhance work efficiency and reduce any burdens on employees who
need to commute to work, as well as provide reliable solutions for those who oversee transportation for
employees, and more.

The benefits offered by Careem to companies have attracted a large base of clients from various
industries. These benefits include:

1. Pre-book rides: Safe and reliable trips

Careem offers easy to order and use services; with one click of a button, one of the highly trained and
trusted captains can pick you up and drop you off to your desired destination whether to meetings,
business lunches or airports. The rider can also track the vehicle’s path from the moment the order is
made to the end of the journey.

2. Easy billing process

With Careem’s trip booking feature, the burden of paying for the trip immediately once the client
reaches their destination is a thing of the past. The company provides monthly invoicing to its corporate
clients, with which monthly invoices are generated and sent to the concerned department (Human
Resources or Finance), with the trip details (departure point to destination point), and the total value of
the employees’ business trips. “Careem” allocates a dedicated account manager to follow up on
customers’ accounts and provide them with monthly reports on invoices and their details of total
distances traveled.

3. Reduce commuting bill

Careem for business contributes in reducing the operational costs of the transportation of employees
whose nature of work require their company to to secure the transportation of employees. This
operating model serves in reducing the cost of car fleet purchase, periodic maintenance, daily operating
expenses, depreciation costs, as well as insurance and car licensing fees.

4. Facilitate the tasks of supervisors of managing corporate employee trips

Careem allows the person in charge of employees’ transportation to manage and control reservations
for employees and visitors and credit them to the relevant departments, where they can make
reservations, issue invoices, and set limits for reservations and trips.

5. In- ride Insurance

Our customers (4 per vehicle) and Captains are covered under our life & injury policy whenever they’re
in a Careem ride. The policy covers accidental disability or death, ambulance services, and medical
expenses incurred as a result of an accident.

6. Technical support services round the clock

“Careem” provides convenience to its corporate customers and their employees, by providing the
service round the clock, and further enhancing it through a call center that operates 24/7, in order to
facilitate communication and provide support at any time.

CAREEM PLUS (C+)

The Careem Plus subscription is available on the company's Super App that combines different offers –
such as ride hailing, food and grocery delivery, digital payments, bike sharing and inter-city travel – on a
single platform. About 48 million users have registered for the Super App since its launch in April 2020.
Subscribers to the program will benefit from 10 per cent instant cashback on all Careem rides and 5 per
cent on all Hala rides using RTA taxis, the statement said. Other benefits include free food delivery from
a variety of restaurants and shops, unlimited access to Careem Bike services at launch and priority care
support. Careem Plus will initially be available to users in Dubai and those who sign up will get the first
30 days for free. It will gradually introduce the subscription model to all 100 cities where it operates.
Riyadh will be the next city to get the Careem Plus option in the summer followed by Amman, Ms
Dutertre said.

FUTURE OF CAREEM

Careem will also add more features to the program as it spreads to more cities, she said, noting that
these will depend on customer feedback. A potential new feature will be a savings tracker that allows
users to monitor how much they saved by using the paid loyalty programme. Another possibility is the
auto-reimbursement feature that allows customers who saved less than the monthly value of the
programme to be compensated for that. Careem began developing the programme in December before
introducing it to Dubai users this week on its Super App.

"We have a strategy to move to a multi-service app and the subscription programme is a pillar to that,"
Ms Dutertre said.