Mudassir Sheikha, Magnus Olsson & Abdulla Elyas
Careem is a ride taxi hailing application operating in the Middle East, North Africa, Turkey and Pakistan.
Careem is an mobile taxi hailing application that works on Android and iOS. It lets passengers order an affordable taxi online. Users can pay by cash, credit card or Careem credits.
Careem operates in the Middle East and Northern Africa in more than 90 cities in 14 countries.
The mobile application is available for free download. A fare estimator is available here.
Competitors include Uber and conventional taxis.
Directly through manufacturer’s app
Careem application uses GPS to connect passengers to nearby drivers. Users can either ride instantly or schedule one with different options: GO, GO Star, GO+, MAX, Go Half-Day & Go Full-Day. The application estimates the needed time for the driver to reach and the cost of the ride after the user enters the pickup and destination locations. On reaching the final destination, the application outputs the actual cost which the user pays in cash, credit card or Careem credits.
The users should follow the following steps:
- Select a car that suits your preference (or pocket) and choose to ride now or schedule a ride
- Track the arrival of the driver in real time, all details are sent when requesting a ride
- Upon reaching the destination, either pay through cash, credit card or Careem credit
- Rate the ride
Users can get support through the 24/7 helpline or through the “Help” option in the application.
The service is designed to provide safe transportation with different paying options.
No third-party organizations, only testing performed by the designer.
Before the ride, all drivers undergo a thorough screening process and regularly receive safety and security training.
During the ride, the ride is monitored in real time, and the manufacturer provides in-ride insurance and a 24/7 in-ride call center. Moreover, the user can share the real-time location of his ride.
After the ride, the user can rate his/her driver.
Stephens, M., 2019, Careem: Taking a Local Problem-Solving Approach to the Sharing Economy, Future Governments, 7, pp. 347-365.
Ghosh, S., Alpana, T., 2017, Careem: Raising a Unicorn, Harvard Business School Case 818-022.
Careem became a wholly owned subsidiary of Uber in March 2019, operating independently with its own brand and services.
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