‘As part of our ongoing effort to improve our services, we invite you to participate in a survey at the end of this call.” Such automated messages, as well as smiling staff with clipboards asking us for “just five minutes of your time”, are enough to send most of us running to the hills.
But what if there was a way to offer feedback on goods and services with a few simple taps on your smartphone, in your own time, with no need to interact with a live or automated customer service agent?
And what if, instead of a free dessert with your next meal, your feedback is rewarded with actual money?
Such was the vision behind TaskSpotting, the UAE’s first business-focused crowd sourcing app, launched last year by Karim Aly and Dirk Stevens after completing their MBAs at Insead in Abu Dhabi.
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Launched in July of last year, the app offers users a series of “missions” to perform at selected retail outlets – including asking about local offers, answering a few questions or taking a picture of a display item – and getting rewarded with credits that can be turned into cash.
The idea for TaskSpotting was born out of frustrations with traditional methods of gathering market intelligence in the UAE and the wider region.
“The pattern we saw was the same for a large corporation with deep pockets or for a start-up bootstrapping and trying to stay afloat – namely that market intelligence feedback data is really, really difficult to get,” says Mr Aly, who has previously worked with both types of company.
“Not only that, the data that was available was questionable at best, very expensive and very slow, so these were frustrations for me from a professional perspective.”
Mr Aly’s solution to the problem? Outsourcing it to the crowd.
“While we were at Insead, we started to see how crowdsourcing has really taken off on a peer-to-peer level, and started wondering about how we could leverage this enormous power that the crowd has to create value for businesses.”
While sites like Kickstarter have been part of the mainstream in the US and the other markets for years, TaskSpotting was initially greeted with scepticism upon its launch last year, given the relative novelty of crowdsourcing enterprises.
But the app’s user base has grown steadily, as word spread of the possibilities of earning extra cash for completing simple surveys on customer experience.
“At this stage we’re pretty comfortable and the mindset is shifting,” says Mr Aly.
“Once people started using the app and started getting rewarded for doing so it grew in popularity, and we’ve been growing organically since then.”
"Last year The National ran an article about a husband and wife who went out and performed two dozen missions one weekend and collectively earned over Dh1,000. At that point we saw a huge spike in downloads and usage and the scepticism dissipated."
The app now has more than 40,000 regular users, who are regularly called upon by big- name brands including Mars, Unilever, Ikea and Estée Lauder to give feedback on consumer products and services.
Typical users of the app include stay-at-home mothers and housewives, as well as airline cabin crews and other shift workers who will complete missions to earn a little extra money during their down time.
“There’s a large base of students that use the service regularly, as well as a subset of highly educated professionals between 30 to 40, who are really keen and who aren’t shy about sharing their opinions,” says Mr Aly.
The company has developed a series of algorithms to prevent people gaming the app, but is keen to keep the user feedback and responses as authentic as possible.
“Brands have sometimes been concerned about getting negative feedback that they believe reflects poorly on them,” says Mr Aly.
“Our response is that if the feedback is authentic, it gives them the opportunity to react in a positive way by getting proper information and taking action.”
While consumer packaged goods manufacturers like Mars and Unilever are the biggest users of the app, TaskSpotting has also been used by the likes of automotive companies, government agencies, as well as entrepreneurs looking to get feedback from the crowd on the viability of their business ideas.
TaskSpotting, which has now expanded to 12 people, is doing “phenomenally well commercially”, says Mr Aly, declining to share details about revenue growth and profitability.
The company announced this month that it has passed the US$1.2 million funding milestone, from investors including Mena Venture Investments, the investment fund of Aramex founder Fadi Ghandour, a Saudi institutional investor, and a number of UAE-based high net worth individuals.
The next moves for TaskSpotting include the launch of services in Egypt and Saudi Arabia, and a redesigned app that will further deepen the interaction between brands and consumers.
jeverington@thenational.ae
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The view from The National
Killing of Qassem Suleimani
Formula Middle East Calendar (Formula Regional and Formula 4)
Round 1: January 17-19, Yas Marina Circuit – Abu Dhabi
Round 2: January 22-23, Yas Marina Circuit – Abu Dhabi
Round 3: February 7-9, Dubai Autodrome – Dubai
Round 4: February 14-16, Yas Marina Circuit – Abu Dhabi
Round 5: February 25-27, Jeddah Corniche Circuit – Saudi Arabia
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Engine: 4.0-litre flat-six
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Transmission: 7-speed PDK auto or 6-speed manual
Fuel economy, combined: 13.8L/100km
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Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.
Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.
“Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.
Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.
“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.
Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.
From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.
Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.
BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.
Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.
Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.
“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.
Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.
“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.
“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”
The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”
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Our legal consultants
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
Ukraine
Capital: Kiev
Population: 44.13 million
Armed conflict in Donbass
Russia-backed fighters control territory
The smuggler
Eldarir had arrived at JFK in January 2020 with three suitcases, containing goods he valued at $300, when he was directed to a search area.
Officers found 41 gold artefacts among the bags, including amulets from a funerary set which prepared the deceased for the afterlife.
Also found was a cartouche of a Ptolemaic king on a relief that was originally part of a royal building or temple.
The largest single group of items found in Eldarir’s cases were 400 shabtis, or figurines.
Khouli conviction
Khouli smuggled items into the US by making false declarations to customs about the country of origin and value of the items.
According to Immigration and Customs Enforcement, he provided “false provenances which stated that [two] Egyptian antiquities were part of a collection assembled by Khouli's father in Israel in the 1960s” when in fact “Khouli acquired the Egyptian antiquities from other dealers”.
He was sentenced to one year of probation, six months of home confinement and 200 hours of community service in 2012 after admitting buying and smuggling Egyptian antiquities, including coffins, funerary boats and limestone figures.
For sale
A number of other items said to come from the collection of Ezeldeen Taha Eldarir are currently or recently for sale.
Their provenance is described in near identical terms as the British Museum shabti: bought from Salahaddin Sirmali, "authenticated and appraised" by Hossen Rashed, then imported to the US in 1948.
- An Egyptian Mummy mask dating from 700BC-30BC, is on offer for £11,807 ($15,275) online by a seller in Mexico
- A coffin lid dating back to 664BC-332BC was offered for sale by a Colorado-based art dealer, with a starting price of $65,000
- A shabti that was on sale through a Chicago-based coin dealer, dating from 1567BC-1085BC, is up for $1,950
UPI facts
More than 2.2 million Indian tourists arrived in UAE in 2023
More than 3.5 million Indians reside in UAE
Indian tourists can make purchases in UAE using rupee accounts in India through QR-code-based UPI real-time payment systems
Indian residents in UAE can use their non-resident NRO and NRE accounts held in Indian banks linked to a UAE mobile number for UPI transactions
Haemoglobin disorders explained
Thalassaemia is part of a family of genetic conditions affecting the blood known as haemoglobin disorders.
Haemoglobin is a substance in the red blood cells that carries oxygen and a lack of it triggers anemia, leaving patients very weak, short of breath and pale.
The most severe type of the condition is typically inherited when both parents are carriers. Those patients often require regular blood transfusions - about 450 of the UAE's 2,000 thalassaemia patients - though frequent transfusions can lead to too much iron in the body and heart and liver problems.
The condition mainly affects people of Mediterranean, South Asian, South-East Asian and Middle Eastern origin. Saudi Arabia recorded 45,892 cases of carriers between 2004 and 2014.
A World Health Organisation study estimated that globally there are at least 950,000 'new carrier couples' every year and annually there are 1.33 million at-risk pregnancies.
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Second ODI
England 322-7 (50 ovs)
India 236 (50 ovs)
England win by 86 runs
Next match: Tuesday, July 17, Headingley
At a glance
Global events: Much of the UK’s economic woes were blamed on “increased global uncertainty”, which can be interpreted as the economic impact of the Ukraine war and the uncertainty over Donald Trump’s tariffs.
Growth forecasts: Cut for 2025 from 2 per cent to 1 per cent. The OBR watchdog also estimated inflation will average 3.2 per cent this year
Welfare: Universal credit health element cut by 50 per cent and frozen for new claimants, building on cuts to the disability and incapacity bill set out earlier this month
Spending cuts: Overall day-to day-spending across government cut by £6.1bn in 2029-30
Tax evasion: Steps to crack down on tax evasion to raise “£6.5bn per year” for the public purse
Defence: New high-tech weaponry, upgrading HM Naval Base in Portsmouth
Housing: Housebuilding to reach its highest in 40 years, with planning reforms helping generate an extra £3.4bn for public finances
In numbers: PKK’s money network in Europe
Germany: PKK collectors typically bring in $18 million in cash a year – amount has trebled since 2010
Revolutionary tax: Investigators say about $2 million a year raised from ‘tax collection’ around Marseille
Extortion: Gunman convicted in 2023 of demanding $10,000 from Kurdish businessman in Stockholm
Drug trade: PKK income claimed by Turkish anti-drugs force in 2024 to be as high as $500 million a year
Denmark: PKK one of two terrorist groups along with Iranian separatists ASMLA to raise “two-digit million amounts”
Contributions: Hundreds of euros expected from typical Kurdish families and thousands from business owners
TV channel: Kurdish Roj TV accounts frozen and went bankrupt after Denmark fined it more than $1 million over PKK links in 2013
The specs
Engine: 2.0-litre four-cylinder turbo
Power: 268hp at 5,600rpm
Torque: 380Nm at 4,800rpm
Transmission: CVT auto
Fuel consumption: 9.5L/100km
On sale: now
Price: from Dh195,000
Company%20profile
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