Disrupting an Industry
with a Mobile App
Mr. Mudassir Sheikha, Managing Director
CAREEM
13 Sep 2014
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
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
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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
SOURCE: McKinsey Global Institute
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There are four type of mobile apps at the high level; we will focus on how
new eCommerce apps can disrupt industries
Standalone apps
Communication apps
 Games
 Email
 Productivity apps (e.g.,
calendar)
 Instant messaging
Media consumption apps
eCommerce apps
 Video apps (e.g., YouTube)
 Incumbent apps (e.g.,
ENBD, Landmark Group)
 Music apps (e.g., Anghami)
 Newspaper and magazines
 Social media
 Pure eCommerce players
(e.g., Cleartrip, Careem,
Foodonclick)
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There are five ways a new eCommerce app can disrupt industries; you
typically need a few or all of these to win the race
Disruptive
technology
• You develop a disruptive new way of
assessing or ordering a product / service
Disruptive
operations
• Disruptive tech in itself is not sustainable
• You outperform operationally such as in
customer service or delivery times
Disruptive
marketing
• More difficult to replicate, but possible w/ time
• You market to a completely different segment
or in a completely different way (e.g., digital
marketing)
Disruptive
pricing /
packaging
• You come up with creative pricing and
packaging for different target segments
• Anghami
• Careem
• Careem
• Jadopado
• MarkaVIP
• Careem
• Cobone
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It’s not just an app!
Mudassir Sheikha
mudassir@careem.com
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