< Previous30 Grow from Dubai – Issue 02 / March 2024 in the sectors I was educated in, but that I could do anything. That is why I jumped from sector to sector to prove that anything can be done. How has Dubai’s dynamic environment infl uenced your approach to entrepreneurship? Most of my businesses are in Dubai because of how fl exible they are here, and the vision that Dubai has. When a city has a vision to be number one in everything, you know you are at the right place and the right time. Dubai soil is fertile; anything you put there can grow. It is so easy to become an entrepreneur in Dubai, and therefore, I have persuaded several of my partners from across the world to not only move to Dubai and to work here, but to start a business. I have businesses all over the world, and noth- ing comes even close to having a busi- ness in Dubai. Dubai has its vision, and every entrepreneur is part of that vision. How has the landscape for women entrepreneurs in Dubai and the wider UAE evolved during your career? I am advocating for women to go out there and grab life, because they deserve to have a life they want, or they dream of. However, we are blessed to be living in a country and a city that is a huge advocate for women and suppor ts women in every step of the way. The biggest proof is HH Sheikh Mohammed Bin Rashid Al Maktoum’s offi ce, or the minister's cabinet where 80 percent of the staff there are women. This is because His Highness understands the impor- tance of women in society. What advice do you off er to new start-ups looking to leverage the city's unique opportunities? Before rushing to an agency to issue a licence, look at the programmes the government offers and the funds to support the SMEs. After researching these, if it is not applicable to you, then your last resort is doing it on your own. There are multiple initiatives, support systems, hubs for start-ups, incubators, and many places that can cut costs and help you reach your goals faster. Do your research before embarking on doing everything on your own. Dr. Sara Al Madani: Shaping the Future of Entrepreneurship in Dubai Award-winning entrepreneur Dr. Sara Al Madani, explains how Dubai's vision and its dynamic environment has shaped her entrepreneurial approach What inspired you to embark on your entrepreneurial journey at the young age of 15? I started my business when I was 15; I asked my parents why I did it and they explained that even at age four, I would massage them for money, and when I was six, I used to buy candy and resell it to my cousins. So, I feel like some entre- preneurs are taught and some are born. The benefi t of starting young was that I understood the world at a younger age than most people who become entre- preneurs later in life. Also, I did not believe that I could be an entrepreneur Dr. Sara Al Madani, An Award-Winning Entrepreneur DUB AI' S MOS T PO WERFUL CEOswww.meydanfz.ae 31 technology adoption, customer-centricity, and cultural awareness By leveraging Dubai's dynamic market and aligning our strategies with the region's unique oppor- tunities, we have positioned Talent Higher for sustainable growth and success in the years to come. How does Talent Higher remain a strategic recruitment partner for businesses? Our approach revolves around staying ahead of the curve, understanding our clients' needs, proactively sourcing top talent, leveraging data-driven insights, upholding quality, and excellence, and maintaining transparent communication. By continuously learning and adapting, we remain agile and capable of providing innovative solutions that address the evolving needs of our clients. We prioritise understanding our clients' unique chal- lenges, goals, and culture. We take a proactive approach to talent sourcing, leveraging our extensive network, market insights, and cutting-edge technology to identify top-tier candidates before they're actively seeking new opportunities. We utilise data analytics and metrics to inform our recruitment strategies and measure their eff ectiveness. What are some key unique chal- lenges and opportunities that you have encountered while operating Talent Higher in Dubai's competi- tive landscape? One of the notable challenges we faced was navigating the intense competition within the recruitment industr y in Dubai. With numerous fi rms compet- ing for clients and talent, standing out amidst the crowd required a strategic and diff erentiated approach. We have focussed on innovating and refi ning our ser vices, delivering a personalised boutique feel solution to our clients and candidates . Dubai's rapid economic growth and dynamic busi- ness landscape have provided us with numerous opportunities for expansion and diversifi cation. By staying agile and proactive, we can capitalise on emerg- ing trends and industry shifts, which positions Talent Higher as a strategic partner for organizations seeking top talent in a competitive market. Talent Higher: Revolutionising Talent Sourcing By leveraging Dubai's dynamic market and aligning their strategies with the region's unique opportunities, Catherine Farley, Founder & CEO of Talent Higher, reveals that they have positioned Talent Higher for sustainable growth and success in the years to come Catherine Farley, Founder & CEO of Talent Higher How has your diverse recruitment experience in the UK and UAE infl uenced your strategy for assembling top-performing international teams? My approach to building high-performing teams internationally has been rooted in cultural awareness, data-driven insights, diversity, and inclusion, and consistently being agile. These pillars form the founda- tion of a dynamic and adaptable recruit- ment strategy that is tailored to thrive in diverse global markets. How has your ability and skill in attracting top talent impacted your organisational success? My ability to identify and attract top-tier talent has been a driving force behind the growth and success of the organisations I've been a part of, fuelling innovation, productivity, and competitive advantage in the marketplace. This brings diverse skill sets, raising the bar for performance and productivity. By carefully assessing candidates' qualifi cations, experiences, and cultural fi t, this has ensured that each new hire not only meets but exceeds the organisation's expectations. How did you utilise Dubai's market dynamics to establish Talent Higher and attract global talent? Our success in establishing Talent Higher in Dubai and attracting international talent can be attributed to a combination of market research, strategic networking, DUB AI' S MOS T PO WERFUL CEOs32 Grow from Dubai – Issue 02 / March 2024 How has the company harnessed Dubai's digital transformation to cater to the evolving needs of businesses? PayTabs provides a perfect foil for Dubai's digital transformation, through its enhanced services by developing in built payment technology and orches- tration platforms and collaborating with prominent local brands and establishing key par tner ships . Businesses, merchants, and customers across the PayTabs network in the UAE have been able to benefi t from these partnerships as well as PayTabs own digital payment processing solutions to elevate their businesses operations by accepting real time payments not only in Dubai but across the region. What moments stand out in PayTabs' journey? Moments that stand out for us include investing in key partnerships and collab- orating for growth. So, for example,be- Paytabs: Pioneering Payment Processing in the Region Dedicated to enhancing Dubai's growing economy through digital payments, social commerce solutions, and payment orchestration, PayTabs supports the seamless development, growth, and scaling of e-commerce businesses and enterprises in Dubai’s ecosystem. What factors led to PayTabs’ establishment in Dubai? PayTabs invested in setting up offi ces in Dubai due to the city's strategic location as a global fi nancial hub, rapid infrastructure development, sophisticated technology, and the boom in the fi ntech and digital landscape. PayTabs truly believes that it could add value to Dubai’s g rowing economy with its dig ital payments processing, social commerce solutions and payment orchestration to help build, grow, and scale merchants, ecommerce businesses and enterprises that had chosen to set up shop in Dubai’s ecosystem to seamlessly develop. PayTabs corporate event at Seamless Middle East, Dubai B A NKING & FINTECHwww.meydanfz.ae 33 Johnson Sasikumar, Group Head of Strategy, Paytabs cause of our partnerships, we can off er online shoppers multiple payment options like Visa and Union Pay to enable merchants to expand their customer base. Our collaborations with Apple Pay, Union Pay, Tabby and other popular payment methods like PayPal enable thousands of PayTabs merchants in retail, travel, hospi- tality, healthcare, education, F&B, and other industries, to improve the checkout experience of their online shoppers and increase sales conversion thereby contrib- uting to the growth of Dubai’s digital economy. Other standout moments are when the PayTabs brand was recognised among the business community of Dubai with glowing awards such as Fintech Company of theYear accorded by Entre- preneur Middle East, just a month ago. It is a testament to the trust that busi- nesses have in our payment services. How has PayTabs embraced technological advancements to contribute to the city's fi ntech evolution? PayTabs uses cutting edge advanced tech stack that is secure, scalable, and stable to handle small and large volumes of payment processing. PayTabs solutions can be delivered on cloud, on premise and hybrid models anywhere in the region at highly affordable pricing. Embracing this technological strategy, PayTabs has launched simple applica- tions that empower businesses to stand out, boost sales, and build stronger rela- tionships with their customer base in a rapidly growing digital marketplace. Private Labelling through PayTabs allows businesses to have their own branded payment gateway or app built on PayTabs infrastructure.Via solutions such as Payment Orchestration, White labelling, and our proprietary Switch technology, PayTabs off ers banks, fi nan- cial institutions, and other fi ntech fi rms an elevated payment processing experi- ence. If we think that our corporate clients’ SME customers would benefi t from a payment gateway, but they do not want to break the bank to build one from the ground-up, we can off er customised merchant dashboards and apps. How does PayTabs contribute to the growth of Dubai's business environment, particularly in supporting SMEs? Living in Dubai, are you an ecommerce business owner with your website and shopping portal? Are you a freelancer trying to make money doing something you love? Or are you in a mega enterprise looking to upgrade your payment solu- tions? No matter if your business is online or physical, PayTabs omni channel accept- ance and issuance solutions cater to multi- ple business models and industries. Via our payment gateway, we enable startups, SMEs, and e-commerce busi- nesses to accept multiple payment meth- ods, including credit/debit cards, buy now pay later schemes, and digital wallets. In our effor ts to enable more segments to enter the world of main- stream payments, Via the Paymes social commerce platform, PayTabs empowers millions of freelancers, artisans, consult- ants, home-based business owners, personal trainers, and micro vendors to receive instant payments via links and QR codes, in sync with our passionate pursuit of following merchants across their life- cycles to elevate their payment habits. Our payment orchestration platform is a next-generation strategic solution with multiple PayTabs products that benefi t larger clients with an exponential volume of transactions. Its solution architecture simplifies operations, enables seamless integration with multi- ple payment meth- ods, and enhances fraud prevention and data analytics capabilities. The platform improves customer experience, drives operational effi ciency, and fosters innova- tion in the payment industry. PayTabs presents an all-encompass- ing prepaid card issuance solution, tailored to meet the demands of modern businesses, designed to enhance B2B and B2C transactions. How does the company envision shaping the future of digital payments in the region? As a local MENA player, other than Dubai, PayTabs has established presence across multiple markets in Middle East, NorthAfrica,andTurkey.Asweareexpe- riencing a surge in online payments with digital wallets, mobile payments, and contactless transactions. Fintech innova- tion, embracing P2P, and AI, will rede- fine security and user experience. E-commerce growth will demand seam- less, secure payment gateways. Expect regulatory adaptations supporting inno- vation and consumer protection. Streamlining cross-border transactions will boost global trade. Overall, the future holds promising advancements in technology, changing consumer habits, and regulatory support, shaping a land- scape of convenient, secure online payments in MENA. B A NKING & FINTECH34 Grow from Dubai – Issue 02 / March 2024 cards, including the latest addition Exceed covered cards.These off erings are designed to align with the principles of Islamic fi nance while providing compet- itive and accessible solutions. Addition- ally, the bank caters to the diverse fi nan- cial needs of our customers through personalized advisory services, wealth management, and digital banking solu- tions. Our commitment to customer-cen- tricity ensures that individuals, busi- nesses, and institutions can fi nd tailored fi nancial products that align with their values and support their fi nancial goals. Named the Best Islamic Retail Bank by The Digital Banker, and Best Bank in the UAE by Global Finance Awards, ADIB has a rich track record of innovation. Please share some of your top key/latest innovations and how these positively impact your customer base? In recent years, ADIB has strategically invested in technology, revamping our systems, and integrating advanced ADIB: Leveraging Customer-centric Cutt ing-edge Technology By prioritising customer needs, embracing technological advancements, and adhering to Islamic finance principles, ADIB has seized opportunities for sustained growth, establishing a unique position in the dynamic financial landscape Amit Malhotra, Global Head of Retail Banking ADIB B A NKING & FINTECH W hat key fi nancial products and services does ADIB off er, and how do they cater to the diverse needs of your customers? ADIB off ers a comprehensive range of fi nancial products and services tailored to meet diverse customer needs. Our diverse portfolio includes innovative Islamic banking solutions such as Shar- ia-compliant business accounts, home and auto fi nancing, and a variety of credit www.meydanfz.ae 35 analyt- ics and machine learning. Note- worthy innovations include deploying 60 robotic process automations for operational effi ciency, implementing virtual assistants for enhanced customer service, and leverag- ing machine learn- ing for fraud detection and improved risk management. These initiatives underscore ADIB's commit- ment to leveraging cutting-edge technology for the benefi t of our customers. Addition- ally, ADIB goes above and beyond to enhance the banking experience for our customers. With products like the Exceed Card, individuals can earn Exceed Reward points with every trans- action. For small and medium busi- ness owners, ADIB Business Souq, all in one digital platfor m provides a convenient and cost-eff ective solution to streamline key business services. In Q4 2023, ADIB announced the signing of an MoU with NWTN (Nasdaq: NWTN), the UAE-based electric car manufacturer to be the fi rst bank in the UAE to provide fi nancing for the purchase of the Rabdan One, the fi rst range extended electric vehicles that are “Made in Abu Dhabi”.What does this mean for your customers, and secondly, what other initiatives is ADIB off ering in parallel to this that are aligned with the UAE’s net carbon zero plans? In Q4 2023, ADIB achieved a ground- breaking feat by signing an MoU with NWTN, making us the fi rst UAE bank to finance the Rabdan One, a locally manufactured electric vehicle. This historic collaboration empowers our customers with competitive fi nancing at an industry-low rate of 1.79%, fostering eco-conscious choices. ADIB's commit- ment extends beyond this, aligning with the UAE's net-zero plans. Simultaneously, we advocate sustain- able banking practices, offer green fi nancing solutions, and invest in renew- able energy projects, contributing to a greener and more sustainable future. Earlier ADIB launched its Electric Vehi- cle Finance prog ram “VOLT”, to empower customers to make eco-con- scious choices while accommodating their diverse automotive preferences. How does ADIB approach risk management and ensure the security of customer fi nancial data in an increasingly digital and interconnected fi nancial landscape? At ADIB, we take a comprehensive approach to managing risks and securing customer fi nancial data in today's digital landscape. Our strategy involves state- of-the-art cybersecurity measures, regu- lar risk assessments, and strict compli- ance with regulatory standards.We invest in cutting-edge technology, implement- ing robust encryption, firewalls, and secure authentication methods to protect customer information.We continuously monitor and proactively detect potential threats, ensuring a swift response. In 2022, a dedicated Cybersecurity Strategy was launched. This builds on the bank’s commitment to detect cyber-se- curity vulnerabilities systematically, with audit conducted by the Compliance and Control Committee monthly. Stress tests are conducted to detect cybersecurity vulnerabilities and gaps. As fraud meth- ods become more sophisticated, ADIB uses cutting edge technologies and processes to protect customer infor- mation, evaluating, developing, and implementing more advanced banking security measures year-on-year. In the competitive fi nancial market of the UAE, how did ADIB diff erentiate itself and seize opportunities for growth? By prioritizing customer needs, embracing technological advancements, and adhering to Islamic fi nance principles, ADIB has seized opportunities for sustained growth, establishing a unique position in the dynamic fi nancial landscape. Sustainability is an increasingly important focus in the fi nancial industry. Has ADIB implemented any sustainable practices, and if so, how do these align with the bank's values? ADIB has embraced sustainability as a cornerstone of our operations. We've implemented a comprehensive set of sustainable practices, from green fi nancing solutions to investing in renewable energy projects. Aligning with our values, we prioritize ethical and environmentally conscious initiatives, supporting the UAE's broader sustainability goals. Our commit- ment extends to promoting responsible banking, reducing our environmental foot- print, and fostering fi nancial solutions that align with Islamic principles. Customer satisfaction is key in the banking industry. How does ADIB ensure excellent customer service, and what initiatives have been implemented to enhance the customer experience? ADIB employs a robust consumer insights program and root cause analysis methodology to address customer concerns. Informed by these initiatives, we implement improvements across the bank, ensuring a continually enhanced customer experience. The Customer Majlis initiative fosters direct dialogue between customers and senior executives, providing valuable feedback. ADIB is committed to maintaining the highest standards of care, utilizing these insights to elevate our overall customer excellence. At the heart of everything we do is our valued customer.To enhance their experience, we continuously strive for improvement, off ering innovative prod- ucts like the ADIB Exceed Rewards Program. This program is a testament to our unwavering commitment, providing our customers with exceptional value and a diverse range of benefi ts. It allows our customers the fl exibility to redeem points for the things they love. ADIB, we are dedicated to delivering the finest banking experience, and Exceed stands as a testament to our ongoing commit- ment to achieving just that. B A NKING & FINTECH ADIB employs a robust consumer insights program and root cause analysis methodology to address customer concerns. Informed by these initiatives, we implement improvements across the bank, ensuring a continually enhanced customer experience 36 Grow from Dubai – Issue 02 / March 2024 thing similar, but in a completely diff erent region and targeting different demo- graphics. To overcome this, the best we could do was to dive in headfirst and quickly fi ll up the gaps we had by using our past experiences as a guide and antic- ipating how our customers would expect a feature to perform. Our second biggest challenge was to introduce a new concept to our target market.While w e kno w and are convinced that STRABL can be a much- needed solution to them, it is challenging to convince them to change their existing methods. We have fi gured out that by providing customers with reference points of similar companies that we have worked with, usually helps. How has STRABL tapped into the local ecosystem to establish partnerships that contributed to its growth? If there was anything to learn from our previous experience, it was to build part- nerships and grow together. Implement- ing the same ideology, we compiled a list of entities and individuals that we could collaborate with. We have tied up with e-commerce consultants, banks, payment gateways, and marketing agen- cies. As we move along, we keep discov- ering newer partners, for example, one of our latest partners that we have joined up with is Meydan Freezone as they are supporting and promoting ‘digital fi rst’ businesses; and that aligns with what STRABL is all about. Has STRABL incorporated any sustainable practices into its operations? While STRABL’s own carbon footprint is extremely small, our solution enables and helps a very important segment in the economy which is, renewed and pre-loved in two main categor ies, including electronics and fashion. STRABL addresses the problem of trust and tackles the apprehensions attached with these categories. Our zero-pay checkout feature allows customers to place orders without the immediate concern of payment for products that may not meet their expec- tations, thereby eliminating the hassle associated with securing refunds. STRABL: Try Before You Buy Guided by the innovative 'zero pay checkout' concept, Zaid Kidwai, CEO and Co-Founder of STRABL, details how this approach has differentiated STRABL within the e-commerce sector Zaid Kidwai, CEO and Co-Founder of STRABL How did the decision to start STRABL align with the business landscape in Dubai? There were several crucial factors that made us come up with STRABL. The growth of e-commerce in the region and Dubai, was one of the main factors. Seeing the lack of tools and the growing challenges in terms of cost and opera- tions for e-commerce businesses, we realised that a solution like STRABL would become a vital part to ensure e-commerce keeps growing while we simplify the challenges.The other main factor was the lack of trust in digital transactions and Dubai’s goal to move towards a more digital economy, both of which are being addressed by STRABL’s main USP of ‘zero pay checkout’. What were some challenges you faced and how did the company overcome these? In the beginning, our main challenge was to fi gure out how a checkout solution like ours would work within the local ecosys- tem as we had no benchmark and only had references of companies doing some- B A NKING & FINTECHA SUPERCHARGED PAYMENT & CHECKOUT SOLUTION 1-Click Biometric Express Checkout Boost your revenues with Express 1-Click & Biometric checkout - the fastest and the most frictionless way to increase conversions STRABL One Network Get access to 1000's of STRABL registered shoppers and make them your customers Zero Pay Checkout Allow customers to checkout without upfront payment, offering the flexibility to pay after delivery, enhancing trust & convenience Fraud prevention Prevent upto 99% of fraudulent transac- tions, bringing your Chargeback and Refund costs to ZERO Multiple Payment Methods Offer your customers multiple ways to pay, increasing their purchasing options, improving your sales and reducing dropouts ABL e Available for all platforms Social LinksContact Us Scan the QR Code to get in touch with us Custom partners@strabl.com +971 54 513 7675 @strabl.checkout @strabl_checkout @STRABL_Checkout @strabl38 Grow from Dubai – Issue 02 / March 2024 reinforcing its position in e-commerce, related sectors, and transformations. Dubai Customs excels globally in developing smart services that ease opera- tions and enhance foreign trade for Dubai. The focus on innovation is integral to the department's priorities, resulting in a 98% customer satisfaction rate for smart services. This success refl ects the fruitful investment in advanced technology, artifi cial intelli- gence, and digital innovation, said Musabih Dr. Hussam Jumaa, Director of Service Innovation at Dubai Customs, highlighted the global recognition received by the department, affi rming its role in leading future transformations in the trading sector. “The service innova- tion team continues to stimulate innova- tion, implement initiatives, and undertake future projects to enhance local and inter- national customs operations.” Dubai Customs, in collaboration with e-commerce companies, couriers, and logistics service providers, launched the e-commerce platform. The agreements signed for the deployment of the Cross-Border E-Commerce Platform at Dubai's DAFZA and Dubai South free zones aim to attract more investment opportunities and economic growth for Dubai. Major global e-commerce compa- nies are encouraged to expand their oper- ations using the advanced ser vices provided by the platform.The agreements also promote free zones as ideal locations for e-commerce businesses, enhancing competitiveness through cost reduction and unifi ed exit permit procedures for swift cargo movement. Leading inter national shipping company DHL praised Dubai Customs for facilitating e-commerce shipping operations through the platform. The company hailed the award as being a shared success for all partners involved in this collaborative eff ort. Dubai Customs Bags Global Customs Innovation Award 2023 Dubai Customs has solidifi ed its position as the world's leading customs organization in innovation by clinching the prestigious Global Customs Innovation Award 2023. The organization secured the fi rst place in the "Customs Innovation Award" under Track #1, recognizing innovative solutions that have proven their value for customs operations.The award, presented by the Pan-European Network of Customs Practitioners (PEN-CP) in collaboration with the Cross-Border Research Association, commends Dubai Customs for its ground-breaking project on cross-border e-commerce. Competing against more than 20 customs entities worldwide, including from Germany, Hungary, and Australia, Dubai Customs' e-commerce initiative aims to transform Dubai into a global e-commerce hub. The project, leveraging blockchain technology to streamline supply chains, garnered acclaim from a panel of international customs experts who evaluated the innovative solutions presented by global customs organizations. This achievement under scores Dubai Customs' pivotal role in acceler- ating customs innovation and collabora- tion with local and global partners, establishing it as a model for customs administrations globally. The recognition highlights Dubai's global leadership and continuous readiness to address chal- lenges through innovative solutions. As part of its strategic plan to drive future global trade transformations, Dubai Customs has introduced the Cross-Border E-Commerce Platform. This project plays a central role in Dubai's strategy to as the new economic capital, suppor ting future-centered economic ventures, particularly e-commerce businesses, by facilitating trade, reducing operational costs, and establishing regional hubs in Dubai. Ahmed Mahboob Musabih, Director General of Dubai Customs, expressed his delight at this global achievement. He emphasized that Dubai Customs' triumph over 20 major global customs entities underscores Dubai's competi- tiveness and leadership in global innova- tion and ease of doing business indices, The service innovation team continues to stimulate innovation, implement initiatives, and undertake future projects to enhance local and international customs operations GO VERNMENTwww.meydanfz.ae 39 viduals eligible to obtain the Esaad Card, as well as the criteria and requirements necessary. Eligible individuals include employees in government and semi-gov- ernmental entities; employees of private entities collaborating with the Dubai Police and adding value to the police force; civilian and military Dubai Police person- nel; senior citizens and retirees, both mili- tary and civilian from Dubai; specially abled individuals and those with social benefi ts, in addition to certain categories exempted by H.E. Chief of Dubai Police. What is the application process? The application for an Esaad Card is done through direct communication between the employer's entity and the Esaad Card Centre at Dubai Police. Through this communication, they are provided with all the necessary proce- dures for their employees to join the Esaad Card discount programme. How does the Esaad Card enhance the healthcare experience for its users in Dubai? The Esaad Card has contracts and agreements with many hospitals and healthcare centres across the country and worldwide. Under these agreements, cardholders and their families receive discounts of up to 70 percent on all medical cases not covered by health insurance, making healthcare more comprehensive and effi cient. How does this programme support the overall goals of the UAE government? The Esaad Card supports the overall goals of the UAE government in various ways, including by spreading happiness among various segments of society. Also, by enhancing institutional loyalty among employees which ultimately contributes to enhancing the development and produc- tivity capacity of various state institutions. The Esaad Card fosters trust and belonging among military and civilian seniors and retirees across the emirates, supporting humanitarian and social initi- atives that enhance social cohesion and stability. The programme enhances communication and customer service by off ering effi cient channels for inquiries and complaints, ensuring prompt and eff ective resolution of citizen and resident needs. The Esaad Card: Fostering Enhanced Living Standards Across Multiple Sectors Mona Mohamed Al Ameri, Director of the Esaad Card Centre at Dubai Police, explains how the Esaad card not only leads to substantial financial savings for cardholders, but also contributes to enhancing their overall quality of life and happiness quotient How does the Esaad Card make administrative tasks more effi cient for residents and citizens in Dubai? The Esaad Card does not work on improving the effi ciency of administrative tasks for its holders, but it plays a signifi - cant role in enhancing the institutional loyalty of citizens and residents by improving their quality of life through facilitating their access to essential products such as healthcare and education, recreational products such as tourism and travel, and their lifestyle needs in various sectors such as hotels, restaurants, retail sector such as shopping in malls, and others. Additionally, it enables them to participate in sports and health clubs with a signifi cant fi nancial savings, thereby helping to raise their happiness quotient. Who is eligible to obtain the Esaad Card? The Esaad Card programme operates through a system approved by the Dubai Police general headquarters, where a system determines the entities and indi- Mona Mohamed Al Ameri, Director of the Esaad Card Centre at Dubai Police GO VERNMENTNext >