The rise of super apps, like Careem, in the Middle East

The rise of super apps, like Careem, in the Middle East

Digital platforms with a wide following are increasingly looking at repackaging themselves as super apps, combining different services or offerings into one app.

Dubai-based Careem, most known for its ride-hailing service, launched as a super app in July last year and on Monday announced its first partnership with a service-centric business earlier.

"Careem has invested a lot in building a digital business from scratch, so we figured that since we had all that in place, we can actually add more services that customers need,“ said Adeeb Warsi, the managing director and head of platforms at Careem.

Adeeb Warsi, the managing director and head of platforms at Careem.

Users of Careem, which is considered among the biggest start-up successes in the MENA after it sold to global ride-hailing giant Uber in a $3.1 billion deal, can now book cleaning services with beauty and cleaning provider Just Mop without exiting the Careem app.

From a customer perspective, being able to carry out several tasks by using only one platform where all your relevant information - such as location and payment information - is already stored reduces the hassle of navigating through multiple phone applications, explained Warsi.

"As we become more mature with our partnerships, the fact that you