Mr. Mudassir Sheikha, Managing DirectorCAREEM

13 Sep 2014

Disrupting an Industry with a

Mobile App

Careem is a car booking service through which people in the Middle East can order a car on the web, via our mobile apps, and by calling our hotline

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Key features

Order a car NOW or pre-book for a LATER time

Instant driver matching

Track the car with real-time ETA

Very high reliability and consistent quality

Payment by credit card

Available in 9 cities

You are at the right place at the right time: Mobile Internet will create the most economic value ($4-11 trillion) in the next 10 years

3 SOURCE: McKinsey Global Institute

There are four type of mobile apps at the high level; we will focus on how new eCommerce apps can disrupt industries

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Standalone apps Games

Productivity apps (e.g., calendar)

Communication apps Email

Instant messaging

Social media

eCommerce apps Incumbent apps (e.g.,

ENBD, Landmark Group)

Pure eCommerce players (e.g., Cleartrip, Careem, Foodonclick)

Media consumption apps Video apps (e.g., YouTube)

Music apps (e.g., Anghami)

Newspaper and magazines

There are five ways a new eCommerce app can disrupt industries; you typically need a few or all of these to win the race

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Disruptive technology

• You develop a disruptive new way of assessing or ordering a product / service

• Disruptive tech in itself is not sustainable

• Anghami

• Careem

Disruptive operations

• You outperform operationally such as in customer service or delivery times

• More difficult to replicate, but possible w/ time

• Careem

• Jadopado

Disruptive marketing

• You market to a completely different segment or in a completely different way (e.g., digital marketing)

• MarkaVIP

• Careem

Disruptive pricing / packaging

• You come up with creative pricing and packaging for different target segments

• Cobone

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It’s not just an app!

Mudassir Sheikhamudassir@careem.com